The term “googling” has long been established, as it is not uncommon to end up on Google when searching for a product. Purchases totalling billions are processed here every day. The Group is one of the most important revenue generators for online retailers and regularly delivers new marketing and advertising functions. Particularly exciting: 3D advertising on Google, called Google Swirl.
Was ist Google Swirl?
3D Swirl Ads enables three-dimensional advertising. Advertisers can use it to create interactive 3D campaigns. Customers and users now have the option of interacting with the product by scrolling or touching it and exploring it intuitively. Interactions of the Swirl 3D advertising medium include rotating, zooming or even expanding.
Goals of 3D Swirl Ads
There are some innovative developments in the field of adverts. For example, more and more social media channels are expanding the available augmented reality (AR for short) features to make the platforms more interactive. Google is following this trend with Swirl 3D Ads. 3D advertising enables brands to visualise special features of their product to their customers.
The new 3D adverts attract attention and entice the customer to engage with the displayed product. This increases both the click rate and the time spent on the product. This in turn leads to a more likely sale.
The use of Google Swirl Ads can increase the chances of success of a campaign enormously. The new, visually appealing 3D experience has a strong impact on reach and therefore brand awareness. The immersive ad format can create a story around the product in which the customer is truly immersed.
Google is using 3D Swirl Ads to create a new kind of experience for its Shopping adverts – one that is “more natural and intuitive”, as Jerry Dischler, Vice President & General Manager for Ads at Google, explains in this article.
Use of 3D advertising on Google
This raises the question of how companies can sensibly integrate 3D Swirl Ads into their campaigns. To illustrate this, a few examples are given here.
A good way to use swirl ads is, for example, to display text that appears when the customer hovers over an area of the product. The product can also be broken down to explain which ingredients it contains.
Adidas has already used Swirl to present a new shoe. Potential customers were able to turn the shoe and take a close look at all the details. It was also possible to disassemble it into its individual parts in order to understand the materials and the structure of the sole. One study showed a 6.5 times higher brand preference and a 4.9 times higher purchase intention compared to category norms.
Nissan wanted to promote the sale of one of its car models. The car includes some new driving functions that are difficult to explain with a static display. A creative 3D campaign was therefore created. Nissan recorded an engagement rate that was 8 times higher than comparable figures in the automotive industry.
Purina wanted to show dog and cat owners how their Purina ONE pet food can make a difference to pets’ health in just a few days. The 3D Swirl Ad contained a 3D model of a dog that the user could play with in order to understand the behaviour of a healthy pet. According to the company, Swirl brought a six-fold increase in engagement (compared to 2D adverts).
Problems with implementation
Although the feature looks very appealing and can contribute to the success of an advertising campaign, it is not possible for all advertisers to use it. This is because the creation of complex 3D advertising is not feasible for all advertisers. This requires investments of both a technical and financial nature.
Create models for 3D Google advertising with Mazing
So where do companies get the 3D models they need to create such a campaign? Mazing offers a high-quality and affordable solution here. 3D models can be easily created with Mazing. Our 3D specialists create an optimised virtual image of your product at the highest level and only need simple photos as a template – no professional photos are required. Alternatively, CAD models, dimensional sketches or 3D scans can also be used to create the system. The finished models are perfect for 3D e-commerce shops and applications such as the 3D Swirl Ad.
Fazit
In order to attract the attention of Internet users, companies and marketing agencies have to come up with a few ideas. In addition to classic advertising banners and product photos, the trend is clearly moving towards 3D photography and videos, as well as AR. As one of our customers – David Voracek, CMO of LaSphera – has correctly recognised: “For the modern consumer, images and videos are no longer enough. 3D/AR visualisations are the best way to present and sell products online.”
