According to Dinour, early tests with brands led to "extremely strong engagement," with 30% of viewers trying the AR lipstick and for total time spent per person of around 80 seconds. And while the company is starting with beauty brands, Dinour said it will roll out to other categories later this year—possibly to food and beverage, media or entertainment brands and creators.
YouTube's newest advertising products will likely feel very familiar to anyone who's been paying attention to the beauty industry's use of AR technology for the past few years. In fact, MAC Cosmetics created its own in-store AR try-on mirror back in 2017. At Cannes last year, L'Oréal debuted augmented reality and livestream tools of its own a little more than a year after acquiring the AR startup ModiFace. And then there's Snapchat, which has been a pioneer of AR brand integrations with a whole variety of AR lenses.
YouTube's addition of AR is just the latest use of the emerging technology for Google. Following last year's release of the ARCore app on Android devices, the company in May released AR features for Google Search and Google Lens.
Swirl lets viewers rotate or zoom in and out of 360-degree videos and images of products.
Along with with the AR updates for YouTube, Google is also making digital ads units more interesting. Today, the company also announced a way for brands to bring three-dimensional assets to display ads. The mobile web format, called Swirl, lets viewers rotate or zoom in and out of 360-degree videos and images of products.
To give advertisers more control over their 3D assets, Google is rolling out a new editor called Poly, which lets marketers change animations, customize backgrounds and add other effects. The format is also still in beta, with brands including New Balance testing it out. The ads will be charged on a CPM basis like other digital ads, according to Aaron Luber, head of commercialization for augmented & virtual reality at Google.