The expression “google” has long been established, because it is not uncommon for people to end up on Google when searching for a product. Purchases worth billions are made here every day. The group is one of the most important sources of revenue for online trade and regularly supplies new functions for everything to do with marketing and advertising. Particularly exciting: 3D advertising on Google, called Google Swirl.
What is Google Swirl?
3D Swirl Ads enables three-dimensional advertising. Advertisers can use this to create interactive 3D campaigns. Customers and users now have the possibility to interact with the product by scrolling or touching it and to explore it intuitively. Interactions of the 3D advertising medium Swirl are, for example, rotating, zooming or even expanding.
Goals of 3D Swirl Ads
There are some innovative developments in the field of advertising. For example, more and more social media channels are expanding the available augmented reality (AR) features to make the platforms more interactive. With Swirl 3D Ads, Google is following this trend. 3D advertising enables brands to show their customers special features of their product.
The new 3D displays attract attention and tempt the customer to deal with the displayed product. This increases both the click rate and the length of stay with the product. This, in turn, leads to a more likely sale.
Using Google Swirl Ads can dramatically increase a campaign's chances of success. The new, visually appealing 3D experience has a strong impact on reach and thus brand awareness. The immersive ad format allows a story to be created around the product, into which the customer is literally immersed.
With 3D Swirl Ads, Google is delivering a new experience for its shopping ads - one that's "more natural and intuitive," according to Jerry Dischler, Google's vice president & general manager of ads in this one Articles communicates.
Use of 3D advertising on Google
The question arises as to how companies can sensibly integrate 3D Swirl Ads into their campaigns. To illustrate this, here some examples given.
A good way to use Swirl Ads is e.g. B. Texts that appear when the customer drives over an area of the product. The product can also be disassembled to explain which ingredients are included.
This is how Adidas has already used Swirl to introduce a new shoe. Potential customers could rotate 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 6,5x higher brand preference and 4,9x higher purchase intent compared to category norms.
Nissan wanted to promote the sale of one of its car models. The car includes some new driving features that are difficult to explain with a static display. Therefore, a creative 3D campaign was created. Nissan recorded an engagement rate that was 8 times higher than comparable values in the automotive industry.
Purina wanted to show dog and cat owners how their Purina ONE pet food can make a difference in pet health in just a few days. The 3D Swirl Ad featured a 3D model of a dog that the user could play with to understand the behavior of a healthy pet. According to their own statements, Swirl brought a sixfold increase in engagement (compared to 2D ads).
implementation problems
While the feature looks very appealing and can contribute to the success of an advertising campaign, not all advertisers are able to use it. 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 Ads with Mazing
Where do companies get the 3D models they need to create such a campaign from? Mazing offers a high-quality and inexpensive solution here. With mazing can 3D models made easy to be created. Our 3D specialists create an optimized virtual representation of your product at the highest level and only need simple photos as a template - no professional photos are necessary. Alternatively, it can also be created using CAD models, dimensional sketches or 3D scans. The finished models are perfect for 3D e-commerce shops and applications like the 3D Swirl Ad.
Summary
In order to attract the attention of Internet users, companies and marketing agencies have to come up with a few things. In addition to classic advertising banners and product photos, the trend is clearly towards 3D photography and videos, as well as AR. As one of our customers, David Voracek, CMO of LaSphera, correctly recognized, “For the modern consumer, images and video are no longer enough. 3D/AR visualizations are the best way to showcase and sell products online.”
