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3D Advertising Technologies

Print advertising is slowly being replaced by more dynamic approaches to marketing. Today, three dimensional (3D) imaging has become a trend in advertising through Web3D. It is a form of technology that enables 3D graphics to be displayed on a website.

Three dimensional imaging works via stereoscopy, a technique used to create or enhance image depth by superimposing two slightly different versions of the same image. These two images, when combined in the brain, produce a third dimension perception known as 3D. Other techniques used in producing 3D are Lenticular and Parallax-barrier technology.

Three dimensional or 3D advertising began when Web3D’s second generation was launched in 2004. The second generation of Web3D uses Wildtangent and Viewpoint Mediaplayer as tools in creating TV and online advertisements. Some of the companies that first used 3D advertisement then were Nike, Coca-cola, Ford, and Toyota.

TV advertisements were possible because 3D content could work with 3D-capable TVs. Advertisers can repurpose 3D TV content for Web3D easily because the content is already made specifically for 3D-capable devices. Some additional work is only needed to use the same content on the Web.

Immense advances in technology have enabled people to enjoy 3D advertising imaging/3d advertising player. There are three leading technologies used in producing 3D, namely: WebGL, Silverlight, and Molehill. WebGL is a software library that uses HTML5 and is supported by recent versions of Firefox, Chrome, Safari, and Opera. Mobile devices such as Nokia N900 are compatible with WebGL. In addition, HTML5 is fast becoming a major platform used in mobile advertising.

Interactivity of advertising and user experience is extended through the use of Silverlight5, which is becoming popular in the Rich Internet Application or RIA. Using Silverlight in creating 3d advertising player/media, however, does not have many benefits compared with using WebGL and Flash. It seems to be a poorer choice because it only works on mobile phones running on Windows Phone 7 (WP7).

Flash remains to be the leading software solution for online 3d marketing. It is supported by most browsers and platforms except iOS. Nearly all Internet-enabled computer users have Flash Player installed in their browers. Flash Player’s developer, Adobe, has come up with a new 3D rendering model called Stage3D (codenamed “Molehill”). Molehill has the capability of rendering high definition videos and producing dynamic 3D images on most devices connected to the Internet.

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