What do you mean, 3d? That is nothing I need. Or…?
No, probably not.
Unless you are a company that sells apartments, cars, shoes, phones or, yes, any product in fact.
We are completely bombarded by advertising today, wherever we are. It’s about everything from TV and social media to letters in the mailbox. When the competition is so fierce, it is important to stand out from the crowd.
If you look at today’s advertising-financed television, every hour consists of just over 20 minutes of advertising. A third. And in about half of the cases (if not more), it’s some 3D person who has added something 3D-like in the commercial.
But what are the advantages of 3d compared to traditional advertising production? There are several:
- Some products are not very “photographically advantageous”. It is not so easy to move around heavy objects to get the right angles. 10 years ago, 20% of car advertising was done in 3D. Today, that figure is over 80%.
- You can show a product to potential customers before it actually exists. The cost of developing a prototype can cost millions. As a company, you can start selling the product before it is in production. In addition, the production itself can benefit from the visualizations once the product is to be manufactured.
- Changing something is very easy. Change color, add or delete something. Made in a pinch in a 3D program. I can take IKEA as an example. In 2014, the company began to move to 3D visualizations instead of photographs. Around 80% of their range is today made in 3d. Easy to design kitchen, for example.
- However, the most brilliant advantage is still: You can visualize anything, anytime, anywhere. You can put a camera inside a laptop and show exactly how it is built, you can sell screws in space if you want. Weather and wind do not matter. Nor time of day. For product demonstrations, 3d is today the clearly superior method.
Not to mention movies…
In fact, the same principles apply to the web. I take Apple’s page as an example. Those nice pictures on phones are actually not photos. Made in 3d. The vast majority anyway. When a new iPhone is launched, it does not even exist yet. You build up a hype for the product before launch to increase sales. Without 3D visualizations, that would be impossible.
The benefits of visualizing a product in 3D outshine reality. Once you have made a 3D model of the product, you can actually use it anywhere. Use in a movie, in any environment. In a photo, same thing. In print – simple. Or an entire environment made entirely in 3d. And easy to change. The difference between hiring a photographer, setting up the right environment, lighting and so on is huge. Here it is only the imagination that sets limits.
Even in the construction industry and the real estate industry, 3d is widely used today. You have probably seen flats that you can trudge through with vr glasses and so on. It is always easier to sell a product if you can show your customers exactly what it is they will get.
Just for visualization?
Using 3d does not have to be limited to product images or film. I have used 3d for logos and wallpapers. This logo was made into a company called CG Market patterns. Can you see the C and the G?
“Market Patterns” was added afterwards in another program.
This hyper-realistic method is a much more effective and sharp reason to use 3D images in an advertising campaign. 3D visualization technology serves to improve and expand the communication around a product’s external and internal functions, technology and unique sales arguments. It solves real problems that advertisers face when trying to communicate invisible benefits – such as technology used in a new car, or the processor in the latest model of Ipad.
More examples are basically all advertising for betting sites. And as we know, half of the advertising nowadays consists of such…
However, you do not need to limit the use of 3D production to screen-based advertising, the resulting imagery produced with 3D visualization can be easily expanded and adapted for use across prints, apps, interactive games and websites – all important elements to use when creating a truly integrated advertising campaign.
With new emerging technologies such as Augmented Reality and WebGL, the use of 3D visual ads in advertising will only increase, further expanding the possibilities for creative advertising, and more importantly the image required to capture the hearts and minds of consumers.