Research regularly confirms that web “banner blindness" continues to be a problem– a majority of people aren’t seeing what’s being advertised literally right in front of them. In a world where engagement is everything, putting the adidas Alphabounce on a traditional display ad wasn’t going to stop people from scrolling past it. To build intrigue in an over-crowded media space, we needed to make a web banner that genuinely enhances the consumer experience. Using innovative API technology, we brought the Alphabounce to life by integrating a 3D scan of the running shoe onto a display ad. From there, consumers can zoom in on, spin, and explore the running shoe–an immersive experience all housed within the banner itself.

Available for use across the Google Display Network, this web banner takes up the same amount of space that is traditionally occupied by similar media displays, but does more. Using a 3D scan of the adidas Alphabounce, we integrated the running shoe into our API library. The API technology allowed us to create this first ever immersive web banner that encourages the consumer to explore a product. Additionally, this API technology enables quick load time, ensuring the 3D ad doesn't negatively interfere with a consumer's overall experience. The final product offers a complete reinvention of the traditional banner ad.

With the reinvented web banner experience, we expect to see increased engagement as well as quality time spent with the consumer. Initial results show 20% improved engagement rates along with a 58% increase engagement time. Because the immersive ads run on the Google Display Network, making their reach nearly limitless. Web banners have been around for over two decades, and we are delivering the first major renovation with how that display is being used.