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Teads launches inRead augmented reality ad unit

David Murphy

Teads has showcased its new inRead augmented reality (AR) ad format at the Cannes Lions Innovation festival via two demos created for Burger King and Ray Ban.

inRead AR will be available through Teads Studio in the coming weeks and will enable brands to use AR to create highly interactive and engaging advertising.

The ad unit enables users to interact with an ad in AR – for example, ‘trying on’ a new pair of sunglasses. There is no need for users to download an app – the whole interaction takes place within the inRead AR ad unit on a mobile or desktop browser. Click here to see it in action.

Teads has worked with DeepAR, a team of engineers and researchers from MIT and 3D designers previously involved with Candy Crush and Dreamworks, to create the ad unit. Teads’ internal creative strategists and designers are using DeepAR’s AR and face-tracking SDK to enable the experience.

Bertrand Cocallemen, Teads Studio global creative director, said: “Augmented reality has burst into public consciousness through apps like Pokemon Go, with more people familiar this new technology. Teads inRead AR will give brands a way to interact with consumers in this much deeper and more personal way, that makes advertising more exciting.”

inRead AR will be available to brands and agencies in the coming weeks, giving them access to Teads’ audience reach of 1.2bn monthly unique visitors, including 800m on mobile. You can see a video of the ad unit in action here.