8th Wall and Ericsson Emodo partnered to launch a WebAR-based one

AR platform provider 8th Wall and Emmodo, Ericsson's mobile advertising solutions business, today announced a formal partnership to jointly establish an end-to-end WebAR-based advertising solution.

It is understood that 8th Wall's AR experience runs in the browser without downloading apps, so it is able to cover nearly 3.5 billion iOS and Android smartphones, desktop computers and AR/VR headsets. The company's technology allows for the creation of experiences that include world effects, facial effects, and image positioning.

According to the two companies, the partnership aims to unlock AR advertising opportunities by giving agencies and brands the tools they need to create WebAR campaigns, including the introduction of a new embeddable AR ad type that places interactive WebAR content directly in ad units, side by side with publisher content.

Agencies and brands can now distribute their 8th Wall-based WebAR experiences through Emodo's full-stack ad offering and audience targeting solutions. These ads can be served in two formats: traditional display ads and embedded AR ads. With embeddable AR ads, users can participate in the AR experience directly on the publisher page inside the ad unit without having to link to a dedicated web destination, a new ad format that is unique to 8th Wall and Emodo and can be implemented through 8th Wall's "inline AR" feature, which embeds any 8th Wall WebAR experience into the website and ad unit.

Erik Murphy-Chutorian, CEO and founder of 8th Wall, said: "Distribution is a key factor in the success of WebAR campaigns and we are very excited to partner with Emodo to connect agencies and brands that create WebAR advertising and marketing experiences with publishers to help increase their exposure and success rates. This includes embedding interactive WebAR experiences into digital advertising, creating a powerful new format for advertisers, and delivering personalized and engaging experiences to consumers. ”

Alistair Goodman, Managing Director of Ericsson Emodo, said: "As 5G takes extended reality to new heights, marketers are increasingly seeking immersive experiences to maximise audience engagement and accelerate campaign performance. At the same time, publishers want to seize the moment to meet demand with compelling ideas. By partnering with 8th Wall, it gives marketers and publishers everything they need to develop and distribute embeddable WebAR campaigns at scale. ”

It's worth mentioning that Emodo launched the Creative Lab last month and launched the company's first 5G-powered AR campaign for the first time. The ad takes mobile users to Times Square in New York City through an AR-driven snowball experience that allows them to engage in entertainment from 17 Broadway musicals and plays. According to the company, 90 percent of the event's audience participated in the experience, with an average engagement time of 3 minutes, with nearly 25 percent of users sharing the experience.