Facebook has launched two new features to advertisers that are available now. One of them is AR (Augmented Reality Ads).
When most people think of AR (Augmented Reality), they think of expensive fancy goggles (which is actually VR – Virtual Reality) or glasses / contact lenses, etc. But AR is really just the same thing as a Snapchat filter.
So think of Facebook AR Ads as an advertisement in your newsfeed, targeted to you, of course, for a product that you have some level of interest in buying, but now you can “try it on,” or at least see what it looks like on your face or body via the ads.
Now, these ads are only available to select advertisers / partners currently, with Michael Kors and Sephora leading the way. From Facebook:
Use of augmented reality (AR) is growing among people and businesses. In fact, The Boston Consulting Group (BCG) estimates that more than 80 million people in the US engage with AR on a monthly basis and BCG expects this number to grow to more than 120 million by 2021.2 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.
Michael Kors was the first brand to test AR ads in News Feed, enabling people to try on a pair of sunglasses and make a purchase based on their experience. Later this summer, we will begin testing AR ads with some additional advertisers such as Sephora and others in fashion accessories, cosmetics, furniture, gaming and entertainment, and we plan to roll out AR ads more broadly to other industries over the course of the year.