Meta Platforms has announced that it will make it possible for brands to run three-dimensional ads on its Facebook and Instagram social media platforms through a new partnership with an ecommerce technology firm, VNTANA.The integration with VNTANA will allow brands to upload the 3D models of their products to Facebook and Instagram and easily convert them into ads. This is yet another move by meta to shift Facebook towards Mark Zuckerberg’s vision on a social metaverse.
So what does this mean for ads? Facebook and Instagram users who see a 3D ad while browsing on their desktop or phone can interact with an image of a handbag, for instance, and move it around to view the item from all angles. It’s unclear what the impact of 3D ads will be on the CPA of the ads and if it is even worth trying.
NTANA’s patented optimisation algorithms are key to the success of this test as most 3D design files are too large and would otherwise take days of manual work by 3D artists to optimize for Facebook and Instagram standards. Instead, VNTANA’s software automates this process so brands can deploy their designs across Facebook, Instagram, eCommerce, game-engines, and other platforms. No 3D expertise is required.
