Google is reportedly pushing augmented reality (AR) capabilities for its content and advertising offerings, including work on 3D display formats in its programmatic ad platform DV360.
The company also announced a livestream format in DV360 that allows marketers to run YouTube content in display ads across screens and devices. This allows viewers to interact with the video using the YouTube player controls.
The announcement follows a Unity survey that suggested 62 per cent of creatives see an increased client demand for AR campaigns, but that creative professionals struggle to implement AR due to technical and financial hurdles.
Despite these hurdles, 78.4 per cent of marketers have a positive outlook on the technology. Some 55.8 per cent said they were likely or very likely to consider AR campaigns within the next year, with 54.1 per cent acknowledging they already deployed them.