Google expects to increase user interaction with YouTube advertisers via interactive augmented reality video features.
This week at the Cannes Lions International Festival of Creativity, Google shows a new AR tool for video creators that adds a layer of interaction-it starts with her beauty vertical brands, allowing viewers to digitize cosmetics while watching tutorials and reviews.
An alpha testing feature on YouTube's FameBit branded content studio-reviews brands such as MAC Cosmetics to promote different colors of lipstick. If a viewer wants a lipstick looking, they can click on a link to purchase it through the MAC website. To use AR, users need to use their front-facing camera within the YouTube mobile app, where products can browse.
"This really allows them to get the connection that exists between fans and creators and the interaction that exists on the YouTube platform and take it one step further," says Doreen Dinour, FameBit's brand leader partner.
AR features are in alpha testing on YouTube's FameBit branded content studio.
According to Dinour, first-label tests led to "extremely powerful interaction," with 30% of viewers trying AR lipstick and for the total time spent on each person about 80 seconds. And as the company starts with brand of beauty, Dinour says it will appear in other categories later this year-possibly with food and drink, media or entertainment brands and creators.
The latest YouTube advertising products are likely to become familiar to anyone who has paid attention to using the AR technology's beauty industry for the past few years. In fact, MAC Cosmetics created its own in-store AR try-on mirror back in 2017. In Cannes last year, L & # 39; Oréal debuted augmented reality and livestream tools of its own a little more than a year after taking AR startup ModiFace. And then there's Snapchat, which has been the pioneer of AR brand integration with different types of AR lenses.
The addition of YouTube AR is the latest use of emerging technology for Google. Following the release of last year's ARCore app on Android devices, the company in May has released AR features for Google Search and Google Lens.
Swirl allows viewers to rotate or zoom in and out of 360-degree videos and images of products. ] With AR updates for YouTube, Google also makes interesting digital ad units. Today, the company also announced a way for brands to carry three-dimensional assets to show ads. The mobile web format, called Swirl, allows viewers to rotate or zoom in and out of 360-degree videos and images of products.
To give advertisers more control over their 3D assets, Google is releasing a new editor called Poly, which allows marketers to change animations, customize backgrounds and add other effects. The format is still in beta, with brands including its New Balance testing. Ads will be charged on a CPM basis like other digital ads, according to Aaron Luber, head of commercialization for augmented and virtual reality on Google.
"I have to say that things like Google Lens, our investments in ARCore, brands are very leaned-in and very smart," he said. "[Advertisers] strives to push the medium to areas that make many sense for what is good for them."