Improving user experience and user interaction is a top priority when it comes to advertising and marketing–be it for improving brand awareness or increasing conversion rates through the target audience. Therefore, advertising innovations have been on the rise, with the promise of better audience immersion. This includes the incorporation of 3D modelling into advertising.
With 3D modelling’s versatility, it comes as no surprise that it is now being incorporated into industries that can benefit from the uses of 3D animation. Together with other marketing concepts, 3D modelling can enhance your digital presence and make your brand more distinct and catchier for your audience, providing you with better recall.
To help you decide, we’ve compiled some of the benefits of 3D advertising that you can get in this article, as well as an introduction to how 3D marketing works.
What Is 3D Advertising?
But first, let’s define what 3D marketing and advertising is. The recent advancement in technology has welcomed an age of innovation in user experience. 3D marketing refers to a three-dimensional layer in a website or an ad where users can interact with products or experience the procedures in a realistic manner. Not only does 3D marketing provide brands and companies better accessibility, but it also offers opportunities for them to exhibit and showcase the overall specifications and features of each of their products.
In addition, 3D advertising is now made more accessible, thanks to the implementation of Google 3D Swirl, an immersive display format that enables ad makers and manufacturers to use 3D renderings of their products to boost audience interaction every time their 3D ads show up on a browser. This tool is also extremely useful since you can directly measure the duration of customer interactions with your ad, as well as the type. You’ll see whether people choose to expand or rotate your 3D model, so you’d know what to hone more.
However, 3D advertising doesn’t end on website content or ads–you can also extend it to real-life advertisements and equip them with an interactive layer that the audience may interact with through their mobile phones. In fact, virtual advertisements on digital billboards are also now becoming more popular, with customers being able to watch 3D clips with realistic characters using the products being advertised. Not only do these virtual advertisements catch the attention of passers-by or motorists, but they may also increase searches for and the virality of your products.
What Are the Benefits of Employing 3D Marketing Concepts?
If you’re on the fence about trying out 3D marketing concepts to boost your site’s visibility and awareness, there are a handful of benefits that may convince you. Here are some of the most important benefits that 3D modelling in advertising can offer:
Makes Advertisements More Effective and Immersive
Compared to 2D advertisements, 3D advertisements offer customers a better perspective on your products. They are not confined to the angles provided by a 2D photo, but they can interact freely with the 3D rendering of the product to see more detail. In addition, this may also translate to better brand awareness since 3D advertising helps brands establish better rapport and emotional connection with their audience. Compared to 2D ads, 3D models allow people to be better immersed in the product design and functionalities, instead of solely relying on flat images and text.
This may prove to be highly effective, especially during the COVID-19 pandemic and lockdown periods where physical interactions are expected to be limited. With 3D advertisements, people can be immersed while still staying in the comforts of their homes.
Better User Experience
3D advertising helps bring products to life, allowing customers to virtually handle a product by zooming in and out to check for details. The highly interactive characteristics of 3D ads help improve user experience regardless of the medium that customers are using–be it mobile or desktop. Additionally, high-quality 3D renderings may boost customer trust and provide them with a lower perception of risk, making your brand much more trustworthy and authoritative.
Higher Conversion Rates
3D advertisements may work as a persuasive device, with numerous studies showing higher conversion rates in e-commerce sites with 3D views and configurators compared to sites with only 2D advertisements and presentations. A 2014 study from the International Journal of Internet Marketing and Advertising linked customer experience to higher conversion rates, dividing experience to technological aspects: first, advertisements need to reflect the authentic part of the project, and second, online experience of the product should be as close as possible to offline experience. This highly influences consumer attitude and may translate to better authority and better conversion rates.
Different Applications of 3D Modelling in Advertising
While 3D modelling in advertising is mostly used for product showcases and presentations, its applications in real life and marketing is now broadening. Here are some of the new and upcoming applications that may just pave the future of 3D modelling in advertisement, entertainment, and even in real life:
- 3D Printing – First used for producing prototypes and trial products, 3D printing is now being used to produce detailed, high-quality finished versions. With 3D modelling, manufacturers can produce intricate designs with minimal need for assemblage. 3D printing may even help produce small, durable parts in a whole product since it offers precise printing.
- Animation – Animation has been around since the late 1800s, making it one of the pioneer modes of entertainment still being enjoyed today. However, the advancement of technology has also ushered in an age of more photo-realistic animations and life-like objects. In advertisement, this animation may give brands an advantage not only for the entertainment value but also for better product showcasing.
- Virtual Reality – Virtual reality offers a simulated experience where people can interact with virtual objects and environments while moving around in the real world. While this technology is still limited to people with access to VR equipment, this may be the start of an immersive experience for marketing and advertisement, where customers can interact and virtually handle products and objects in the virtual world.
Augmented Reality for Immersive 3D Advertisements
Taking 3D advertisement a step further, augmented reality art development is an effective way to improve your customers’ experience by providing them an avenue to properly visualize and interact with your product in real-time via the real world. Through your customers’ phone or device cameras, you can superimpose products and objects to mix reality with virtual objects. Your customers can look at products in real-time with configured sizes for a more realistic experience.
In Augmented Reality, the target audience is fully immersed in both the real and virtual worlds, making sure that their attention is kept on the product alone. This is highly effective for different industries, like education, retail, and architecture, where physical, interactive experience is highly coveted and expected.
As a relatively rare offering for now, augmented reality ads may help boost your site’s traffic–and in turn improve brand awareness–through your ads’ unique medium out of audience curiosity. In addition, augmented reality also provides better recall for customers because of its entertaining and highly useful characteristics.
Improve Customer Interaction and Experience With 3D Advertising
With the wide range of possible applications for 3D modelling, it can be utilized by almost every industry in the world, from the entertainment industry to medical. It can be used to provide better processes, awareness, and improved customer experience and care.
However, while 3D advertising and modelling are now being embraced by hundreds of companies and brands around the world, there are certain limitations that may hinder brands from employing 3D. One of them is the overall cost of 3D modelling, sculpting, and animating. The good news is that there are hundreds of 3D modelling outsourcing companies that offer competitive pricing for high-quality animation and 3D rendering of products and any type of offerings catered to by various industries.
One of these companies is our very own NarraSoft, a world-class 3D modelling outsourcing that has expertise in digital art, manufacturing, and animation. With over 10 years’ experience, you can entrust us with delivering only the highest quality 3D models for your products. It’s up to you where you’re going to use them, be it for video game development, digital models for future physical products, as well as virtual objects for augmented realities. Our diverse team of 3D artists are well-trained in various programs needed to deliver only the best 3D products to clients and customers. If you have any questions about 3D advertisements or 3D modelling, you can reach out to us at NarraSoft.