In the rapidly evolving landscape of digital advertising, the imminent demise of third-party cookies has sent shockwaves through the industry. This month, Google began tests that restrict cookies for 1% of the people who use its Chrome browser – by far the world’s most popular browser. By year’s end, they plan to eliminate cookies for all Chrome users. This will effectively turn advertising on its head, as cookies have long enabled precision-based targeting and retargeting ad campaigns specifically based on tracking each individual users’ internet behavior. While Google argues the elimination of cookies is ultimately a net good for consumer privacy, marketers are concerned that they’ll be left unprepared for this major industry shift. As marketers grapple with the challenges of maintaining personalized connections with consumers, WebAR ads (Web-based Augmented Reality) have emerged as a promising solution.
For those unfamiliar, WebAR enables seamless augmented reality on any connected mobile browser. Whether it’s themed mini-games or real-time virtual try-on for outfits and accessories, users no longer need to download an app to enter into immersive AR worlds. What’s more, WebAR is interactive and can be personalized to the user in real-time. This can include experiences that let the user choose between a selection of products to try on or visualize in WebAR, or by integrating an AI visualization engine.
Here we’ll explore how WebAR can continue to deliver immersive and engaging advertising experiences that resonate with consumers on a personalized level, even in the upcoming era of a cookieless internet.
The Shifting Paradigm
Traditional methods of targeted advertising heavily rely on cookies to track users’ online behavior and preferences. However, with increasing privacy concerns and evolving regulations, major browsers, most prominently Chrome, are phasing out support for third-party cookies.
This paradigm shift necessitates a new approach, and WebAR steps into the spotlight as a beacon of innovation.
WebAR Ads Personalized Potential
Geenee’s WebAR platform, with its commitment to immersive consumer experiences, is at the forefront of this transformative wave. The ability to seamlessly integrate augmented reality into web browsers unleashes a world of possibilities for marketers seeking to forge stronger connections with their audience.
Whether it’s allowing users to visualize products in their own space or on their body, or powering interactive experiences for audiences to engage in, the power of WebAR lies in its ability to captivate and leave a lasting impression. WebAR lets your audience see themselves in the world of your brand. With WebAR, audiences can wear or interact with your products, get tailored recommendations based on their interactions, and even capture and share content documenting the experience.
WebAR Virtual Try-On Display Ads
One of the key challenges in the cookieless era is replicating the personal touch that cookies provide in tailoring ads to individual preferences. Geenee’s Virtual Try-On Display Ads exemplify how WebAR fills this void. By allowing users to virtually try on products within an ad, brands can deliver a personalized and interactive experience that goes beyond traditional targeting methods.
For one thing, WebAR offers cross-platform accessibility. It is accessible across various devices and platforms, ensuring a broader reach for personalized ad campaigns. For another, the dynamic nature of WebAR allows for real-time interaction, enabling brands to adapt and personalize content based on user engagement. In addition to trying on a garment, users can be served additional outfits or accessories to try on, based on their silhouette or face shape. Brands can build scalable, immersive tutorials featuring key product information that is more likely to drive purchases.
See Yourself on the Front Page in WebAR
Because WebAR in-feed ads appear alongside content on some of the world’s most reputable publications, including Elle, Harper’s BAZAAR, and New York Times, users can essentially see themselves wearing your brand’s product in a context which looks like front page news. In an audience-first play, this advertorial content suddenly becomes shareable. Especially if there are multiple ways to interact with the product.
WebAR Ads Deliver Record-Setting Benchmarks
Traditional display ads often struggle to capture and maintain user attention. WebAR’s immersive experiences not only capture attention but also provide valuable engagement metrics, offering insights into user behavior. With or without cookies, WebAR offers unparalleled levels of engagement and conversion. In fact, a recent WebAR advertising campaign powered by Geenee saw an engagement rate of 44% of potential users, blowing the standard industry benchmark of 4% right out of the water.
Average time spent metrics were also much higher than average for AR in-feed display ads than other types of ads, with the average time spent with the ad sitting around 11.3 seconds – this is in comparison to ~1.6 seconds typically seen across Social channels.
Respect for User Privacy While Delivering Personalized Results
Google’s primary stated reason for the demise of third-party cookies is user privacy compliance. WebAR operates within the confines of web standards, ensuring user privacy while delivering personalized content.
As the era of the cookieless internet unfolds, the role of WebAR in delivering personalized ads becomes increasingly crucial. Geenee’s innovative approach exemplifies the potential of WebAR to transform the advertising landscape, offering a glimpse into a future where immersive experiences take center stage. Brands that embrace WebAR stand to gain a competitive edge, forging meaningful connections with consumers while transcending the limitations of traditional targeting methods. The cookie may be crumbling, but with WebAR, personalized advertising will soar to new heights.
Want to future-proof your marketing with WebAR? The team at Geenee can help build and launch a strategy focused on shoppable WebAR in-feed ads. Get in touch today to learn more.