Good old internet is not going away. After months of involving international brands as a part of its testing, Google announced the launch of Swirl globally. While the idea is simple, Google adopts the format of 3D banner ads one step further.
Let’s talk about what and how. The Swirl is a revolution of banner advertisement format that allows marketers to engage an immersive interaction with the audience. When a targeted user scrolls down a page and finds Swirl 3D ad, users are invited to dynamically move and inspect the content with their fingers, right inside the banner ad. The level of interaction is only viable in 3D models and animation, showcasing the user not as a passive viewer of advertisement, but as an active participant.
This enables marketers to showcase ‘parallax effect’ of distinctive product features, illustrating digital improvement in delivering consumer experience and product performance.
One of the tested international brands is Adidas, which was looking to capture users’ attention by displaying the innovative design of Ultra Boost 2019 edition. Swirl ad highlighted an up-close look for potential audience without having to visit an offline store. Accordingly, the ad boosted a 4 times higher engagement rate than the intended benchmarks and immensely indicated that the ad was able to attain the goal of capturing prospective buyers.
Some might say that Swirl is an exaggerated format of the good old advertising form. However, Swirl does not require extra functionality nor does it take extra spaces, it is an advancement of an ad format competing in the same ring as standard digital ad inventory and it is winning.
Looking to broader perspectives, it is endless possibilities we are talking about, including the potential contribution it might have to other major advertising verticals. One example, may be a fashion industry looking to define its detailed designs and fabric on a T-shirt it is producing. These details call for a new level of creativity, peculiarly one that can portray visually-enhancing set-up towards depths and dimensional element, breaking out from the limit of a mere flat image. It is a wonder that brands who are ready to be innovative, exhibit product transparency, create an immersive experience will settle for the new medium.
While 3D is not a totally new concept, marketers will have to cultivate innovative ideas and propositions to think about. How do you best visualise the product to bring it to life? How do you best utilise this new platform? These are the questions brands should delve themselves into. Just as AR campaigns have been evolving its path to various social media platforms, Google has also unlocked its door for the largest opportunity of an interactive advertising experience – Swirl, the 3D banner ad.
What do you think about it? In a user’s perspectives, do you find it interesting? If your favourite brand uses Swirl, how do you think it will affect your opinion about the brand? Possibly, will there be a negative impact to this?