TikTok is coming after Snapchat with a new augmented reality ad format

Digiday 08 May 2020 04:00
May 8, 2020 by Lara O'Reilly

TikTok is readying the launch of a new augmented reality ad format as the popular video app continues to rapidly ramp up its ad product development to bring itself in line with the likes of Instagram and Snapchat.

The “AR brand effect” ad will allow TikTok users to add interactive visual effects from advertisers to their TikTok videos that interact with the physical environment around them, according to people familiar with the plans. A car could zoom the length of the kitchen table, or the creator could interact with an advertiser’s mascot as it bounces around the room, for example.

The ads will be clickable and feature music that plays as the user shoots their video. The exact name of the ad product may change when it launches. The global rollout is due at some point in the third quarter of this year with unknown pricing.

“We’re always exploring new ways to bring creativity and joy to our community. Creative effects are a fun way for our users to express themselves and for brands to bring an interactive element to their campaigns with branded creative effects,” said a TikTok spokesperson “We’re experimenting with ways we can continue making this a valuable experience for brands, and will share more details when we have them.”

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