In a bid to redefine digital advertising, Google has ventured into the realm of augmented reality (AR) with the introduction of its AR Beauty ads. This avant-garde advertising medium allows users to virtually test lip and eye cosmetics, with foundation products set to join the roster soon.
Unlike the conventional Google Shopping ads that present a mere image, AR Beauty ads provide users an immersive "try-before-you-buy" experience. Users can gauge how a particular product might accentuate their features or choose a model that mirrors their likeness. This AR experience is further complemented by product specifics, pricing details, and a seamless checkout process.
Scheduled to grace the mobile-centric platforms where Google Shopping ads typically appear – including Google Search, the Shopping tab, and Google Images – these AR Beauty ads aim to enrich user engagement and bolster conversion rates. Lilian Rincon, Google's Senior Director of Consumer Shopping, emphasized that tools enhancing shopper experience can invariably uplift the entire industry.
This innovative move aligns with the industry's burgeoning faith in AR as a formidable marketing tool. Notably, Meta has revealed plans to extend AR ads to Instagram Reels and Facebook Stories. Furthermore, platforms like Snapchat have been capitalizing on AR through their Lens technology for a while now.
Google isn't entirely a newcomer to the AR advertising space. In 2019, the tech giant dabbled with AR on YouTube display ads, enabling users to virtually try on makeup while gleaning tips and reviews from makeup influencers.
Brands affirm that this augmented reality fervor isn't just a passing trend. Citing Shopify, AR ads have proven to outshine traditional display ads, boasting 94% heightened conversion rates compared to static 2D ads. Studies from Snap and Deloitte further corroborate this trend, indicating a 41% increased likelihood of brands with AR experiences being considered by consumers.
Google's prior foray into AR, the 2019 YouTube lipstick try-on venture, revealed that nearly a third of users engaged with the tool for over 80 seconds on average. Plus, interaction with AR tools on Google Search was shown to boost user engagement with brands.
Forecasting the future of AR, revenue from global AR ads is predicted to skyrocket to $6.68 billion by 2025, a monumental leap from 2020's $1.36 billion, underscoring the potential and promise of augmented reality in advertising.