Google Rolls Out New 3D Ad Format Swirl in DV360

Interactive tool now available globally after 2019 beta program

Brands including Adidas, Belvedere Vodka and Nissan have all trialed the format. Google
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Google has announced that its 3D ad format Swirl is now available to all Display & Video 360 customers globally following a beta program involving brands such as Adidas, Belvedere Vodka and Nissan.
Swirl provides marketers with a rare branding opportunity on mobile devices as it allows consumers to engage with campaign creative by rotating, zooming in and expanding the ad unit (see image below).

An example of how Adidas used the ad format.
Google

“Swirl ads allow brands to illustrate changes in behavior, new technology performance, unique product features and more,” a Google blog post promoting the rollout said. “Brands are seeing great success using Swirl ads for various campaign goals. This includes increasing consideration by showcasing product features, building brand awareness and delivering a great mobile experience.”
The new ad units are now available to marketing teams globally in Google’s ad campaign management tool Display & Video 360 customers globally following beta trials that began last year.
Campaign teams interested in using the ad format can do so by uploading pre-made 3D assets to Google Web Designer, and then using the new Swirl templates. They can also edit, configure and publish the creatives in Google’s 3D platform Poly.


@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.