Samsung, in a first for search advertising, began running a 3D ad format on Bing.com to promote the new Glaaxy S10 phone.

This new format is the result of months of coordination between Bing, Samsung and agency Performics, a unit of Starcom.  The ads will be displayed in desktop search when users search for the Samsung Galaxy S10 or Samsung S9, and will only appear exclusively on Bing.

Paul Kasamias, managing partner at Starcom, noted the need for brands to try new things to stand out in a competitive search landscape.

“These new 3D ads, unique to Bing, herald a new era of search advertising when it comes to displaying products through desktop search since they complement and enhance the experience for consumers looking to engage with a product,” Ravleen Beeston, UK head of sales for Microsoft Search Advertising, in a statement to Netimperative, which first reported on the new ads.

“Working with Bing Ads on this industry-shifting format has enabled us to bridge the gap between the digital and offline worlds; the Galaxy S10 is a device which needs to be seen to be experienced,” said Michael Durey, performance marketing lead at Samsung. “With these new 3D ads, we are bringing the in-store experience of getting hands-on with a device to the digital domain, allowing consumers to explore the Samsung Galaxy S10 and its features in all its glory no matter where they are.”

All the ads we see in search have been doing nothing but getting larger, with more characters for text ads it seems.  It’s about time brands and advertisers do something different.  Both Google and Bing tested out giant banner ads for a short time in 2013. Google is currently testing an expansion of its large image-driven ad format first developed for automotive advertisers.

I do not own a Samsung to test this on, and Bing is staying quiet. “We’re constantly updating and testing new features as part of our goal to provide the best user experience, and have nothing further to share at this time,” a Microsoft spokesperson said.

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