Facebook is set to introduce augmented reality (AR) advertisements to both the Messenger and News Feed sections of its social media platform. Michael Kors, a world renowned fashion retailer, was the first brand to launch a test augmented advert on Facebook.
The augmented features of these campaigns will allow users to “try on” clothing items, accessories and makeup in augmented reality before making a purchase. The AR ad will appear in the newsfeed in the same way that current ads are run. Only now there will be a “tap to try on” button that users can press to allow the ad to access their camera and see what the item would look like on them. For the initial Michael Kors test advertisement, users were able to “try on” a selection of designer sunglasses by using the front facing camera on their device, similar to a snapchat filter.
“From try-on product experiences to immersive filters for games and movies, AR enables people to connect with your business and products in new ways. Now, with the introduction of AR ads in Facebook News Feed, people can experiment with your brand’s AR camera effects in just one click from your ad. And by incorporating calls-to-action within the camera experience, people can seamlessly go from engaging with your product—such as trying on a lipstick shade or exploring a new game—to making a purchase or installing an app.” -Facebook Business Blog.
Here at vStream we are big advocates of the fact that brands must adapt to the rise of augmented reality in order to thrive in today’s world. Facebook’s latest feature ensures that AR isn’t going away anytime soon.
Following the Michael Kors ad, Facebook plan to roll out augmented reality adverts for fashion accessories, cosmetics, furniture, gaming and entertainment before the end of the summer. A broader selection of advertisements is planned for before the end of 2018.