Google is launching Live stream and Swirl, enabling brands to deliver more interactive ad experiences at scale with Display & Video 360.

Marketers are investing in creating 3D assets to bring their products to life and allow consumers to interact with products as they would in real life. For example, a person can explore the interior and exterior of a car before taking it for a test drive, all from the comfort of their home. But it can be challenging to scale these experiences. Now you can extend the reach of these 3D assets to produce more captivating ads, by using Swirl.

Swirl is a new display format designed for mobile web and available on Display & Video 360. People can explore every angle of your product by rotating the 3D object in all directions and zooming in and out, interacting from their device as if the product was in front of them.

Brands that already have 3D assets can easily create a Swirl ad unit by using the 3D/Swirl component in Google Web Designer, Google's creative authoring tool. And with a new editor coming to Poly, Google’s 3D platform, it’s easier for brands and agencies to edit, configure, and publish photorealistic models to use in display ads.

Google also launches a new live stream format in Display & Video 360, which allows you to run your YouTube live stream content in display ads across screens and devices. You can quickly get started by using assets from your existing YouTube live stream campaigns with a new template in Google Web Designer.

With the live stream format people will be able to interact with the video using familiar YouTube player controls. People can preview your live stream, watch full screen, and exit when they’re done, giving them full control over how they interact with your content.

Both Swirl and the new live stream format are in a limited beta. To learn more about these new interactive formats, reach out to your Display & Video 360 account manager.

Helping YouTube beauty fans pick their next lipstick

Google is also introducing AR Beauty Try-On, which lets viewers virtually try on makeup while following along with YouTube creators to get tips, product reviews, and more. Thanks to machine learning and AR technology, it offers realistic, virtual product samples that work on a full range of skin tones. Currently in alpha, AR Beauty Try-On is available through FameBit by YouTube, Google’s in-house branded content platform.

M·A·C Cosmetics is the first brand to partner with FameBit to launch an AR Beauty Try-On campaign. Using this new format, brands like M·A·C will be able to tap into YouTube’s vibrant creator community, deploy influencer campaigns to YouTube’s 2 billion monthly active users, and measure their results in real time.

Viewers will be able to try on different shades of M·A·C lipstick as their favorite beauty creator tries on the same shades. After trying on a lipstick, they can click to visit M·A·C’s website to purchase it.