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May 2018

If you’re new to our blog, this is a 3-parter. Check out parts 1, AR Advertising on Snapchat, & 2, How to Advertise in Augmented Reality on Facebook, for a deeper dive into in-app AR campaigns. And now for the good stuff… mobile web AR - a how to.

AR Advertising on Mobile Web

Many people may not be aware of this, but you don’t have to be on Snapchat or Facebook or even in-app to experience augmented reality ads. Thanks to updates in the latest versions of Chrome and Safari in 2017, AR is possible just about everywhere… with the right technology, of course.  What does this mean for marketers? For one, AR experiences can be delivered on mobile web programmatically via standard ad tags which means the transparency of browser-based advertising, as opposed to in-app, can be applied to AR. Furthermore, it allows marketers to track traditional online advertising metrics, use mature datasets for targeting, and get AR-specific engagement measurements.  More on that later. Finally, scale. Delivery on the web means access to literally anyone browsing the internet on their camera-equipped mobile device. Sounds great, right? But how? Let’s start with the creative.

If you're new to our blog, this is a 3-parter.  Check out Part 1, Augmented Reality Advertising on Snapchat.  In this second post, we cover everything you need to know to launch an AR advertising campaign on Facebook. High level: Facebook AR advertising experiences are available in-app and on mobile web. The two major apps where brands can build and deploy AR creative are Facebook and Snapchat. An alternative to the walled gardens, the route with the greatest scale, and our bread and butter, is mobile web. Comprehensive AR campaigns may leverage all three. But how? And where to start? Not to worry, we’re here to help! In this three-part series, we’ll explain best practices for augmented reality advertising on Snapchat, Facebook, & Mobile Web, as well as how to use the same assets across platforms. And now for the good stuff: how to advertise in AR, this time on Facebook.

Facebook AR Advertising – How It Works

Facebook, similar to Snapchat, allows branded AR lenses within the Facebook, Instagram, and Messenger ecosystems. These include both front- and rear-facing camera experiences. Unlike Snapchat, brand access to sponsored lenses started purely as a content play, without any media-based distribution into the platform. This is great for creators looking to explore what works in AR, as Facebook has made it relatively easy from the start for users to create and deploy their own AR experiences. Upon activating branded lenses found in the camera carousel, marketers must rely on organic sharing and posting of their AR advertising experiences by Facebook users. At Facebook’s annual conference, F8 2018, the company announced numerous updates to its AR product.  These include media-based opportunities for bot-delivered AR experiences in Messenger, thereby allowing marketers a more direct path to AR experiences as ads. Furthermore, Facebook just announced direct to AR media opportunities via the News Feed.  But, more on that later.