Youtube is reportedly introducing a new immersive display format called as Swirl. It is for the mobile web that allows consumers to view products in a 360 format. Swirl will 360 format allows for rotating a product, zooming in and out, or playing an animation.
“The format is only available through Display and Video 360”, says Google. Brands will also be provided with a new editor on Google’s 3D platform Poly to create their Swirl display ads. However, if they already have 3D assets, they can build a Swirl ad using the 3D/Swirl component in Google Web Designer instead.
Google isn’t the first one to offer 3D ads display. Companies like Advertas, Omnivirt, PadSquad and Vertebrae have already been offering 360-degree, AR and other interactive ad experiences for quite some time now. However, with updates to its developer platform ARCore and release of its new Poly editor, which will be available for brands and advertisers this summer, Google is making a hard push to expand its AR and interactive capabilities to its content and advertising offerings.
Since we all know that Google is an advertising company and it will always be ready to use its popular online services to boost ad revenue whenever possible. And the best way to do so is, more improved and advanced interaction with what’s happening on the screen is clearly a way to achieve that.
Perfume maker Guerlain is said to be using Swirl for ads that animate to capture consumers’ attention.