Posted on by Raihan Hadi
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What’s new on YouTube?AR & VR add-ons for brands and influencers
20 Jun
YouTube has introduced augmented reality into videos, providing a canvas for beauty bloggers to play with virtual makeup while also opening a new route for brands to hawk their products.
Google, which owns YouTube, announced the new augmented-reality feature, which enables “virtual try-on” sessions.
Viewers turn a phone’s camera onto themselves, like looking in the mirror, to digitally sample a shade of lipstick or other makeup product—and there is a buy button.
On Tuesday, Google also released a new ad format that incorporates technology akin to augmented reality, calling them three-dimensional display ads, which can run on any mobile website.
MAC Cosmetics was one of the first beauty brands to test the virtual try-ons in YouTube, while New Balance was among the first to develop a 3D display ad, which Google showed off in a blog post on Tuesday.
This is a really smart move by YouTube, staking a claim with ‘try-on’ augmented reality,” says Clay Weishaar, creative director at Tool of North America. “They have crazy technology, really sophisticated. They’re starting with makeup but eventually it could be for all clothes.”
Weishaar is a member of the creative community riding the growing boom in augmented reality on platforms like Snapchat, YouTube, Facebook, Apple and Amazon.
The companies all have AR programs for brands and developers to create their own experiences with the technology, which has led to some innovative uses like consumers being able to view digital renditions of furniture in their living rooms or sample virtual sunglasses.
Mobile AR generated USD$1.8 billion in 2018, and this was expected to double this year, according to a recent report from SuperData, which is part of Nielsen.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
