CHICAGO — Threekit, an online product visualization company, has partnered with Google to help bring to life the tech company’s new Swirl 3D advertisement format. Swirl 3D allows companies in the home furnishings and other industries to create advertisements with 3D assets.
“There is a growing gap between consumer demand and e-commerce technology preparedness,” said Ben Houston, Threekit’s founder and chief technology officer. “Although 3D and AR imagery has been around for a while, they’re underutilized by retailers due to its perceived complexity – especially in advertising.”
Houston said the suite of 3D visualization and AR technology developed by Threekit allows retailers to incorporate these images onto their websites or into advertising. Through the new partnership between Threekit and Google, businesses can now let consumers rotate, zoom and expand 3D products within the Google advertisement, allowing them to engage with a product as if it is right in front of them.
Google stats show that the engagement rate of 3D ads is three times higher compared to standard display or rich media ads and leads to higher lifts in brand equity data points like purchase intent and brand favorability.
According to a new survey conducted by The Harris Poll on behalf of Threekit, 60% of its U.S. adult respondents who shop online are more likely to buy a product if it is shown in 3D or AR. Additionally many online shoppers felt that it would help them make more confident decisions.
The Harris Poll conducted the survey online within the U.S. from July 21-23 among 2,000 U.S. adults ages 18 and older, of whom 1,869 shop online.