Looking at a mobile display at an ad is one thing, but being immersed into an ad experience is another – and that’s an idea that some brands are considering as its technology expands.
A report from Adweek states that marketers are looking to virtual reality when it comes to creating a new ad experience for mobile devices. With the right presentation to go hand-in-hand with the technology, there’s no question that 3-D based advertising could make an impact – and draw in an audience that wants something deeper than the usual mobile ad.
“The mobile industry has kind of shifted to virtual reality – that’s what’s getting all the buzz,” said Jeremy Sigel, director of mobile for North America at Essence. “3D mobile ads are the gateway to virtual reality.”
Whiskey creator Jameson recently tried its hand at the format, posting a new video on its Instagram page that appears to be a shot glass (filled with Jameson) being slid over to someone in full 3D, with the glass staying in focus as it slides off the screen.
Ford recently gave it a shot as well, teaming up with Team Detroit and Amobee on a new campaign where users can swipe a finger across their mobile screen to get a full-on view of its latest vehicle, the 2014 F-150. The video is below, and it’s already seen a strong response, with purchase consideration up 40 percent and brand favorability increasing 20 percent.
“3D adds an aesthetic element,” said Layne Harris, vice president of innovation technology for 360i, which worked on the Jameson campaign. “It has the ability to be more immersive and allow you to engage in ways that are different from the standard 2D ads.”
Other companies are sure to try the format as well, as Facebook recently announced the ability to upload 360-degree based videos that will work with its forthcoming Oculus Rift headset – and that could take advertising in a new direction entirely.
While they’re not at a full-on success rate yet, it’s likely to grow as more brand hop on board. “They’re still at the experimental and early-adoption phase,” said Joe Laszlo, senior director for IAB Mobile Marketing Center of Excellence. “Once those sorts of ads become standardized, then it becomes very natural for them to be traded through programmatic buying.”