Google has announced the availability of its advertising format Swirl for advertisers everywhere in the world. It allows you to place 3D objects, with which users can interact, in the banners.
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Google now offers an advertising format in 3D. Called ” Swirl “, this new format has been launched in beta in 2019, with a few partners. And this week, the firm of Mountain View has announced the availability of this new option to all advertisers in the world. As explained by Rashi Verma, product manager, ” Swirl allows consumers to interact with a product as if it was right in front of them by allowing them to rotate, zoom, and develop creation in the ad. Advertisements Swirl allow brands to illustrate the behavior changes, the performance of the new technologies, the unique characteristics of the products, etc “
In its announcement, Google gives a few examples of use, as an advertisement for Adidas in Latin America, which allows users to make rotations and zooms to explore the characteristics of the product.
A format that could become popular with advertisers thanks to good results
As the other ad formats of Google, it could now be displayed on the web sites of its partners. And there are strong chances that the pubs in 3D appeal to many businesses because the results obtained during the beta phase were very encouraging. ” The brands that have a great success using advertisements Swirl for a variety of campaign objectives. This includes an increased awareness by presenting the features of the products, enhancing the reputation of the brand and offering an exciting mobile experience “, says Rashi Verma.
The firm of Mountain View shows, for example, that thanks to Swirl, Adidas has increased the engagement of users by four, and increased the amount of time spent in front of the advertising.
For its part, the company Purina has been a six-fold increase in engagement compared to advertising in 2D, thanks to a pub that allowed users to interact with an animal displayed on the banner. The brand of Vodka, Belvedere has also experimented with this new format and according to Google : ” ads Swirl generated favorability of brand 6.5 times higher and an intent to purchase 4.9 times higher compared to the standards of the category, according to a study measuring the brand equity of Kantar. “
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