Facebook and Instagram to have 3D ads in metaverse push

Meta is making it easier for brands to launch 3D ads on Facebook and Instagram by tying up with 3D eCommerce platform VNTANA. Brands can now upload their existing 3D designs from programmes such as Browzwear, Clo, Keyshot, and Modo, and automatically convert them for Facebook and Instagram.

These 3D models can then be published directly onto Meta so brands can streamline the creation of 3D ads. According to VNTANA, this represents the first in a series of planned new features and capabilities and both parties plan to deepen the integration between their two platforms. Prior to VNTANA's integration with Meta, 3D artists would have to manually optimise their work for Facebook and Instagram standards. 

Ashley Crowder, VNTANA co-founder and CEO, said 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 democratise 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," Crowded added. Separately, Crowder told Reuters that the partnership is "a stepping stone" into the world of metaverse advertising.

Meta Reality Lab's director, augmented reality business development and partnerships, Chris Barbour, said 3D and AR opens a new door of advertising possibilities for retail and eCommerce brands, improving the customer experience from the point of acquisition. VNTANA helps brands, manufacturers, and retailers deploy immersive online experiences for eCommerce, B2B sales, social media, and the metaverse. It has worked with brands including adidas, Diesel, Deckers, and Boss.

Meta has also worked with companies such as ModiFace and Perfect Corp for AR advertising. With ModiFace, users were able to have AR powered make up try-on experiences from brands such as Maybelline, L’Oréal Paris, NYX Professional Makeup, Lancôme, Giorgio Armani, Yves Saint Laurent, Urban Decay, and Shu Uemura. Likewise, with Perfect Corp, users can also have virtual beauty AR try ons with brands such as Lakme India and Laura Mercier.

This move also reaffirms Meta's commitment to investing in the metaverse. This was first symbolised in the rebranding from Facebook to Meta last October as it shifted focus from social media to the metaverse. CEO Mark Zuckerberg said previously that it will be metaverse-first instead of Facebook-first.

Separately, although Meta posted strong ad revenue in Q4 2021, its Reality Labs segment did not fare as well, reporting an annual net loss of US$10.19 billion in 2021 on US$2.27 billion in revenue. This is the first time Meta is reporting on two operating segments - Family of Apps and Reality Labs - since last year's rebranding. Meta's financial report showed that Reality Labs also posted a net loss of US$6.62 billion in 2020 and US$4.50 billion in 2019. That said, Reality Labs still posted a 22% revenue increase to US$877 million from the previous quarter.

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