American multinational technology conglomerate, Meta has entered into a partnership with the eCommerce technology firm VNTANA in order to bring 3D advertisements to social media platforms Facebook and Instagram.
“Via the new integration, VNTANA allows brands to upload their existing 3D designs from programs like Browzwear, Clo, Keyshot, Modo, and others and automatically converts them to Facebook and Instagram standards,” according to the statement.
The 3D models can then be published from VNTANA directly to the Meta catalog, so brands can greatly streamline the creation of 3D ads.
Ashley Crowder Co-Founder & CEO VNTANA
“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 3D deployment across its advertising platform is another move forward for VNTANA to democratize 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’s patented optimization 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, the company said.
Mr. Chris Barbour, Director, Augmented Reality Business Development & Partnerships – Meta Reality Labs remarked that, “We know how important Facebook and Instagram’s advertising capabilities are for many brands looking to reach their target audience.”
“3D and AR open a new door of advertising possibilities for retail and e-commerce brands, improving the customer experience from the point of acquisition,” Mr. Barbour noted.
“Just like regular ads, 3D ads appear in users’ Facebook and Instagram feeds displaying interactive 3D models that users can tap and interact with – moving the product around to view all angles,” the company added.
