Meta is bringing interactive 3D ads to Facebook and Instagram feeds, inspired by the metaverse pivot the company has begun to execute since its name change. This is possible due to a new integration in Meta’s AR (Augmented Reality) publishing library with a development from a company called Vntana.
Vntana integrates 3D ads into Meta apps
Publishers will now be able to include 3D models in their ads on platforms like Facebook and Instagram, which are owned by Meta. This innovation will allow any publisher to include these metaverse-inspired ads in platform feeds, with users able to interact with the objects. The innovation was presented by a company called Vntana, which acts as a service provider so that other companies can include their 3D assets in social feeds.
According to a press release issued by the company, Vntana has exclusive access to Meta’s AR API to integrate their services to be able to achieve this goal. “Just like regular ads, 3D ads appear in users’ Facebook and Instagram feeds displaying interactive 3D models that users can tap and interact with – moving the product around to view all angles,” the release details.
Metaverse Monetization
This innovation could be among the first monetization strategies that include metaverse-like elements in Meta-owned platforms. On this, Ashley Crowder, co-founder and CEO of Vntana, said:
3D and AR technology in online ads is the next frontier for brands looking to connect with the digital consumer and is a great first step into the metaverse.
She further stated that this release could bring democratization to the advertising space of these platforms as more companies can now offer their products to potential customers. Customers are also said to benefit because they can see a more detailed model of these products in a metaverse-like 3D view.
Chris Barbour, director of Augmented Reality Business Development & Partnerships at Meta, declared:
3D and AR open a new door of advertising possibilities for retail and e-commerce brands, enhancing the customer experience from the point of acquisition.
Meta’s flagship AR app, Horizon Worlds, which offers a set of metaverse experiences for users, is currently not being monetized by the company. This technology might be used in the future to allow Meta to monetize and include ads from different brands in these spaces.
