Facebook have been invested in virtual reality (VR) and augmented reality (AR) for some time now, being a driving force in pushing the technology forward. Now the company is looking to bring AR to more users by bringing new tools to the Facebook platform that will make it easier for marketers to create AR adverts that capture the attention of users on mobile devices.
Writing on their business blog, Facebook note that according to the Boston Consulting Group (BCG) that it is estimated more than 80 million people in the United States engage with AR content on a monthly basis, with that number to grow to more than 120 million by the year 2021. It is then no surprise that Facebook is looking to expand the range of AR content available on its platform. This is why they are introducing AR ads into the Facebook News Feed, offering people the chance to experiment with a brand’s AR camera effect in just one click. Facebook is hoping that calls-to-action within the adverts will see users engaging and experiencing a seamless transition from advert to AR engagement.
One of the first brands to test out AR ads in the News Feed was Michael Kors, allowing users to try on a pair of sunglasses and make a purchase based on the experience. In the coming weeks more brands will be rolling our their AR ads including Sephora and others in fashion accessories, cosmetics, furniture, gaming and entertainment. Facebook plan to roll out AR ads to a more users and industries over the course of the year as well.
Facebook also note that 79% of consumers would rather watch a video to learn about a product than read text on a page, and adverts created specifically for this behavior on mobile perform better across a range of metrics. For those looking to use video to promote their product without investing in AR, the company is launching Video Creation Kit to make it fast, simple and easy for people to create mobile-first video ads. The Video Creation Kit will allow advertisers to upload images, add overlays and logos quickly to build a mobile-first video ad in no time at all.