Meta platforms will make it easier for brands to run three-dimensional advertising on Facebook and Instagram through a new partnership with an e-commerce technology company.
The merger with VNTANA will allow brands to upload 3D models of their products on social media platforms and easily convert them into ads, VNTANA said in a press release on Thursday.
The move is a step towards advertising on Metaverse, said Ashley Crowder, chief executive of VNTANA, referring to the future of a collection of virtual worlds that can be accessed through a variety of devices, such as headsets.
Meta is betting on its future to contribute to the creation of Metaverse, which it says could take a decade to realize.
Meanwhile, brands in the beauty, fashion and furniture industries are working to present their products from 2D to 3D.
“Metaverse is basically the local Internet,” Crowder said. “It’s a whole world of possibilities that starts with the right 3D model of your products.”
Facebook and Instagram users who see a 3D ad while browsing their desktop or phone can interact with an image in a handbag, for example, and move the item around to view it from all angles.
“In a way, it gives a glimpse of what you can expect in future devices like AR glasses,” said Chris Barbara, director of Augmented Reality Partnerships at Meta’s Reality Labs Unit.
Before VNTANA integrates with Meta, advertisers need to reformat 3D files to be compatible with the Meta ad system. Now, brands can use VNTANA to easily upload files and convert them to ads without the technical skills to work with 3D images, Crowder says.
Thomson Reuters 2022