Facebook and Instagram will have 3D ads in the metaverse push

Meta makes it easier for brands to launch 3D ads on Facebook and Instagram by partnering with 3D e-commerce platform VNTANA. Brands can now upload their existing 3D designs from programs such as Browzwear, Clo, Keyshot and Modo, and automatically convert them for Facebook and Instagram.

These 3D models can then be published directly to Meta so brands can streamline the creation of 3D ads. According to VNTANA, this is the first in a series of planned new features and capabilities and both parties plan to deepen the integration between their two platforms. Prior to VNTANA’s integration with Meta, 3D artists had to manually optimize their work for Facebook and Instagram standards.

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.

“Collaborating with Meta to offer brands a 3D deployment on its advertising platform is another step forward for VNTANA in democratizing 3D for the retail industry. This technology offers benefits to both the retailer and to the consumer, as it gives the consumer a better understanding of the product,” Crowded added. Separately, Crowder told Reuters the partnership is “a stepping stone” into the world of metaverse advertising.

Meta Reality Lab’s Director of Business Development and Augmented Reality Partnerships, Chris Barbour, said 3D and augmented reality open a new door of advertising possibilities for retail and e-commerce brands, enhancing the customer experience from the point of acquisition. VNTANA helps brands, manufacturers, and retailers deploy immersive online experiences for e-commerce, B2B sales, social media, and the metaverse. He has worked with brands such as adidas, Diesel, Deckers and Boss.

Meta has also worked with companies such as ModiFace and Perfect Corp for AR advertising. With ModiFace, users have been able to benefit from AR-powered makeup try-on experiences from brands such as Maybelline, L’Oréal Paris, NYX Professional Makeup, Lancôme, Giorgio Armani, Yves Saint Laurent, Urban Decay and Shu Uemura. Similarly, with Perfect Corp, users can also have AR virtual beauty try-ons with brands such as Lakme India and Laura Mercier.

This move also reaffirms Meta’s commitment to investing in the Metaverse. This was first symbolized in Facebook’s rebranding to Meta last October, as it shifted the focus from social media to the Metaverse. CEO Mark Zuckerberg previously said it would be Metaverse first instead of Facebook first.

Separately, while Meta reported strong ad revenue in Q4 2021, its Reality Labs segment did not fare as well, posting an annual net loss of US$10.19 billion in 2021 on revenue of 2. 27 billion US dollars. This is the first time Meta has reported on two operating segments – Family of Apps and Reality Labs – since last year’s rebranding. Meta’s financial report showed that Reality Labs also recorded a net loss of US$6.62 billion in 2020 and US$4.50 billion in 2019. That said, Reality Labs still posted an increase 22% of its revenue to US$877 million from the prior quarter.

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