The news: 3D advertising is poised to make inroads this year, with Twitter and Meta among the players looking to this subset of ads as a potential growth driver.
Meanwhile, through a new partnership with 3D modeling provider VNTANA, Meta will make it easier for brands to run three-dimensional ads on Facebook and Instagram.
Zoom out: With slowing growth in its traditional ad business, Meta is betting on its ability to control a significant piece of the metaverse, which it has said will take up to a decade to complete.
Will they work? Product Explorer and Twitter’s other new ad formats are designed to create a more visually noticeable break from the main Twitter feed—which can make the ads either stand out or seem intrusive—or, perhaps both.
Key takeaways: VNTANA chief Ashley Crowder calls the metaverse “the spatial internet,” which is a pretty apt description.
Go further: Read our report that addresses how AR can enhance shopping.