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Google is hoping to increase user engagement with advertisers on YouTube through interactive augmented reality features in videos.
This week at the Cannes Lions International Festival of Creativity, Google is showing off a new AR tool for video creators that adds a layer of interaction—it’s starting with its beauty brands vertical, letting viewers digitally try on makeup products while watching tutorials and reviews.
The feature—which is in alpha testing with YouTube’s FameBit branded content studio—is already being tested with brands like MAC Cosmetics to promote various shades of lipstick.
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