Taking Advantage of Google’s New Interactive Display Format
Thanks to Google’s new 3D Display Ad Format, the challenges of creating interactive ad campaigns are now a thing of the past. And at this moment, when virtual experiences are everything, the timing couldn’t be better.
More and more companies are investing in creating 3D assets to bring their products to life online. With the platform’s most recent launch of its new Swirl display ad format, brands can let customers interact with their product on their device just like they would if it were right in front of them.
The Challenges of Immersive Ads Until Now
While interactive campaigns aren’t new, Google’s new immersive display format has completely enhanced/refined/transformed the process of building them. Until now, advertisers struggled with making elements of banner ads more interactive without such a heavy k-weight hindering the experience. And because of the amount of time and resources it would take to build these assets, few brands outside of the biggest players in the game were taking advantage of them.
Creating Interactive Ads with Google’s 3D Creation Tool
“Building these interactions from scratch was extremely expensive,” explains Assemble Senior Ad Developer and Google Web Designer expert, Joshua Araya. “It would require several hours of coding for each element of the 3D model. Now, we can use 3D models that are already built and add it to the banner. The process now takes 2-2.5 hours versus multiple days, and they weigh under 2MB which is standard for almost all banner ads.”
For brands that already have 3D assets, Assemble can easily convert these renderings into the Google banner format; making the creation timeline similar to other dynamic ads. And if they don’t, the new editor on Google’s 3D platform, Poly, makes it easier for advertisers to build, edit, and publish high-quality, photorealistic models to use in the new format.
How Google’s 3D Creation Tool Will Change Marketing
With 3D campaigns, every interaction with an object is an opportunity to learn more information about the product. And during this time where buying new products or choosing a service relies completely on trusting what you see online, that’s more valuable than ever.
“Considering our current situation, I saw the unique value of this specific release and wanted to really jump on the opportunity,” Joshua explained. “Right now, most people aren’t going to stores to see products, so if you have the ability to provide a real experience with your product that customers otherwise couldn’t have, it puts you in a much better position to drive action.”
As more brands utilize these new tools to create immersive campaigns, customer expectations will continue to rise. To take advantage of these tools contact our team to learn more.