Exponential Interactive has released a new Face Filter functionality as a part of their proprietary video advertising offering (VDX). The Face Filter is a canvas for innovative augmented reality (AR) consumer experiences that seek to build deeper relationships between brands and consumers.

Users who opt into the experience can activate their webcams to engage the Face Filter. Facial feature and head tracking technology is applied to the users face, thus allowing the advertiser to overlay virtual objects such as glasses, makeup, hats, helmets, etc.

The Face Filter is available on display and in-stream on devices that have webcams installed.

“Augmented reality is widely expected to hit its stride during 2017 and so we are extremely proud to be launching VDX Face Filter in Australia,” said Ben Maudsley, managing director of Exponential APAC & South Africa.

“Increasingly, brands will begin to experiment with augmented reality in order to deepen consumer engagement and interaction. As one of the first companies to bring this type of scalable solution to market, Exponential looks forward to pioneering this type of innovative marketing.”

Benefits of the Face Filter ad unit include:

• Increased user engagement with a brand
• Increased user likelihood to purchase a product
• Offering a unique brand experience for a user

According to a study commissioned by Exponential in April 2016 which compared interactive video ads to standard banner and pre-roll video ads, interactive video ads were found to significantly impact a viewer’s brand perception and increase purchase intent.

“We already know that VDX is an advertising experience proven to engage audiences and we look forward to taking this engagement to the next level with the introduction of VDX Face Filter,” added Maudsley.