YouTube’s pushing augmented-reality ads
YouTube’s newest push with advertisers: augmented-reality ads.
Google announced last week, timed with Cannes, that brands can now create AR for YouTube. The company’s launch partner was MAC Cosmetics, where YouTube users could virtually try-on lipstick while watching creators’ makeup tutorials. The offering will be available to brands later this summer through YouTube’s FameBit, its influencer marketing platform.
YouTube opening up to AR comes as interest in the format among brands is increasing, agency executives say. The experience was once most popular among Hollywood studios, and it was quite limited to niche platforms like Snapchat. But now with the rise of web-based AR along with Facebook and Instagram investing in the format, advertisers in more categories have been experimenting with it.
Alper Guler, co-founder of QReal, an augmented-reality-focused subsidiary of the Glimpse Group, recently renamed his company to align with the growth in the AR industry. Kabaq was known for its work in 3D and AR food, such as with Bareburger on Snapchat. But now the company is working with brands in fashion, CPG and automative.
“For years, we perfected our modeling process to present dishes that look completely real, are platform agnostic and optimized for AR. We knew the same process would work for a whole myriad of brands and items,” Guler said.
AR makes sense for the beauty industry, Guler said. The experience aligns with consumers’ love for selfies and AR lenses, available previously on Snapchat and Instagram. And the technology for facial recognition is strong, compared to image recognition of feet, arms and the rest of the human body. Guler said he expects that to improve in the coming years where there will then be more virtual try-ons for jewelry and clothing.
Patrick Givens, vp at VaynerMedia, head of VaynerSmart, said his agency has seen increased interest in AR from clients in beauty, fashion and CPGs. These categories are looking to AR as a way to provide some utility to customers, but it’s been difficult to get these experiences in front of customers at scale, Givens said. YouTube helps with that scale problem.
“Brands want to support a good shopping or product usage experience and ultimately build relationships, and often AR would be a great way to do so. As the YouTube and MAC collaboration demonstrates, the platforms are starting to lean in to use cases that might provide a bit more value to users beyond simple entertainment,” Givens said.
For QReal, Snapchat has been its main platform for distributing AR. But the company has been working more with web-based AR via Apple and Google. Guler said his company also plans to work more with Instagram once it also opens itself up to more brands later this summer.
Now with YouTube, a platform with 2 billion monthly active users, that potential for reach with AR only grows. Through YouTube’s FameBit, advertisers can track brand interest, lift and view-through-conversion as well as impact on Google search.
With podcast advertising maturing, more mainstream brands want in on growth
Podcasts, once a go-to marketing channel for direct-to-consumer brands, have become a mainstay for more seasoned advertisers, agency executives say.
Marketing Briefing: Coca-Cola and other major marketers enter ‘test and learn’ phase with generative AI
Many major marketers like Coca-Cola are asking agencies how they can use generative AI technology. But most are not creating consumer-facing work with generative AI just yet.
As its future hangs in the balance, TikTok tries to keep advertisers on its side
The whole idea that TikTok is really spyware is nothing more than a myth, according to the app. And it wants marketers to know it.
SponsoredHow advertisers are fostering more effective publisher partnerships
Michael Weaver, senior vice president, business development and growth, Al Jazeera Media Network An everyday conversation between publishers and advertisers goes like this: The publisher invites the advertiser to a meal to talk about their business, attempts to delve into specifics on what the media buyer is looking to achieve, their audience breakdown and how […]
How gaming organization OTK strikes a balance between creator-ownership and more traditional executive experience
Since its formation in October 2020, creator ownership has been a core part of One True King’s DNA. The group is constantly adding new talent to its list of creator–owners, fueling a rapid rise and accolades such as “Best Content Organization” at last year’s Streamer Awards.
When it comes to TikTok, some marketers proceed with caution
For some marketers, the bloom is coming off TikTok.