Here is that snippet:
View in 3D. When you click on view in 3D, Google will show you the image using AR, augmented reality, as if it is in front of you through your mobile phone’s camera lens.
Here is how the bag looks like on my desk:
And you can also see it as a 3D object. You can rotate the bag around and see the various angles:
Here is that slide again:
Why we care. Numerous apps already support AR (augmented reality) to enable consumers to see how furniture and other objects look in their homes or to see what different eyeglasses or makeup would look on them. This shows how Google can start to enable those kinds of capabilities in the SERP for commercial queries.
Over the past several months, Google has been dropping hints that image search is something SEO Companys, webmasters, developers and content producers should pay attention to. It is a good way for searchers to discover new content and information and can be helpful in not just driving eye-balls but potentially even conversions.
Seeing that now a retail brand, like Burberry, has this feature live, is really exciting for this 3D image feature in search. Retailers and brands now have added incentive to include 3D images and structured data on their sites.
Related: AR and Structured Data are both elements in our new Periodic Table for Digital Commerce Marketing.