Exponential Interactive has launched an face filter function that allows brands to create an augmented reality experience for consumers.
Offered as part of Exponential's VDX ad unit, the facial feature uses head tracking technology to a user's face, allowing the advertiser to overlay virtual objects such as glasses, makeup, hats, helmets, and so on.
Tyler Greer, head of strategy at Exponential, tells AdNews the function has some obvious applications to help enrich user experiences for cosmetics and fashion brands.
"I've never seen this outside of purpose built apps or brand websites, certainly not in an ad unit and that's one of he critical elements to this. What we are interested in is pushing this out to the market where any brand who is relevant can be a part of it and we can help them provide a more engaging experience," he tells AdNews.
"We believe augmented reality has lots of applications, not just in a fun experience but something a bit more practical. It puts the user in the centre of it and allows them to trial products in a way they would otherwise have to walk into a store. We think augmented reality can cut the footsteps between learning about a product and purchasing it."
Greer believes that AR can be applied across pretty much any brand with only "our imagination" holding its application back.
The Face Filter is available on display and in-stream on devices that have webcams installed. It will be pushed out initially for desktop before rolling out mobile devices next year. Click on the image below to see the ad unit in action.
Augmented reality face filters have been used effectively by some brands, such as L'Oreal's Make Up Genius app, which allows users to virtually test out products using an smartphone.
It's potential was outlined by the popularity of the Pokemon Go craze while a Snapchat doggy filter, which overlays creepy animated puppy features onto faces, have also been a hit among females.
Exponential says the feature could potentially increase user engagement, likelihood to purchase and offer a unique brand experience.
An Exponential study sound that interactive digital video formats also generate a more positive brand perception to standard pre-rolls.
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