Meta Platforms has partnered with Vntana to enable three-dimensional advertisements on Facebook and Instagram. As per the agreement, the US-based Augmented Reality firm has been granted alpha access to Meta’s AR Publishing Application Programming Interface (API) to automate the creation and publication of 3D assets for ads.
Vntana claims that the solution provides brands with a new and interactive way to bring their products to Meta apps and connect with their customers online. Just like regular ads, 3D ads appear in users’ Facebook and Instagram feeds displaying interactive 3D models that users can tap and interact with, as per the company’s revelations.
“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,” said Ashley Crowder, Vntana co-founder and CEO.
She said that collaborating with Meta to offer brands 3D deployment across its advertising platform is another move forward for Vntana to democratise 3D for the retail industry. This technology delivers benefits to both the retailer and the consumer, as it gives the consumer a better understanding of the product.
Vntana claims that through this new integration, brands can now upload their existing 3D designs from programs like Browzwear, Clo, Keyshot, Modo, and others and automatically converts them to Facebook and Instagram standards. These 3D models can then be published from Vntana directly to the Meta catalogue, as claimed by the company.
“We know how important Facebook and Instagram’s advertising capabilities are for many brands looking to reach their target audience,” states Chris Barbour, Director, Augmented Reality Business Development & Partnerships – Meta Reality Labs, adding that 3D and AR opens a new door of advertising possibilities for retail and e-commerce brands, improving the customer experience from the point of acquisition.
Meantime, Vntana has revealed that the AR Publishing API was announced last year with a few beauty brands and now will extend it to apparel, footwear and handbag brands.