According to digital marketers, today’s average consumers see about 5,000 advertisements daily. And the number can be easily doubled for people who spend more than four hours daily on their smartphones. With this kind of competition, companies wishing to make themselves visible to consumers must come up with an updated marketing strategy to compete.
Fortunately, technology evolves. And as it evolves, so do its uses in different sectors, including marketing and advertising. Among the marketing trends that have been making waves recently is three-dimensional (3D) modeling in advertising. As many companies are eschewing traditional marketing and advertising campaigns in favor of this new tech, 3D modeling is becoming a fundamental component of many advertising strategies.
This leaves many people wondering—is 3D modeling the future of advertising?
An Overview of 3D Modeling
Three-dimensional modeling is a computer graphics technique for creating a 3D digital representation of various surfaces or objects. Artists use specialized tools like Spatial 3D mesh software that help increase the accuracy of simulations and automate many of the processes involved in 3D modeling.
Three-dimensional models have become indispensable in many industries besides advertising. These industries include:
- Healthcare
- Scientific research
- Manufacturing
- Video game designs
- Filmmaking
- Engineering
- Architecture
In advertising, 3D is used to produce ad campaigns with dynamic, immersive, and interactive content. There are three technologies typically used to create 3D content.
These are the following:
- Augmented Reality (AR): Enables digital elements to be overlayed into the real world.
- 3D Visualization: Creates images using computer software
- 3D Motion Graphics: Animation that incorporates 3D objects and images.
Using these technologies produces attractive visuals that emphasize a product’s best features, making 3D ads more compelling compared with traditional ones.
Reasons 3D Modeling Is Advertising’s Future
Technological advances in 3D modeling make it difficult for businesses to ignore this trend. Currently, the market for 3D modeling is valued at more than USD$6.5 billion and is projected to reach almost USD$13 billion in 2028. As this trend shows, 3D modeling indicates that the future of advertising is 3D.
Below are some of the reasons 3D modeling is advertising’s future:
1. Immersive
Three-dimensional modeling enables the creation of ads not constrained by angles found in 2D photos. Three-dimensional ads can give customers a more immersive experience and superior perspective compared with traditional ones.
These advantages can help the public freely interact with the product, leading to better brand awareness. With 3D models and scenes, people won’t have to rely solely on text and flat images to know a product’s functionalities and design. The product can be virtually placed on their hands, enabling them to have a deeper look.
The public can also see how a product works and see it in action through 3D rendering. Consumers can rotate, spin, or customize and add different product features and try them out. Flat images and even film don’t convey this level of immersion.
2. Appealing to the Younger Generation
Bloomberg.com published an article in 2021 about the increasing purchasing power of Generation Z (people born from 1997 onward), which is estimated to be about USD$360 billion. Meeting the demands of Gen Z will take an innovative approach.
People in the age of social media are notoriously short, so if businesses want their products to get noticed, they must create an innovative marketing strategy. The younger generation prefers content that’s meaningful, light, and interactive. Moreover, ads incorporating 3D elements get more attention and help increase consumers’ attention spans.
Incorporating techs like AR in a marketing campaign enables Gen Z consumers to connect with the brand and increase its awareness organically. And as ads continue to be unpopular with consumers, 3D techs seem to reverse that trend. An article on Yahoo.com cites a white paper stating that 75% of consumers have positive feedback on 3D techs. These ads capture consumers’ attention and increase engagement time.
3. Cost-Effective
Three-dimensional advertising is less expensive, contrary to what many believe. The truth is, 3D ads are cheaper to make than the ads of yore. For the latter, businesses need a large production team of directors, editors, videographers, talents, and other staff. They also have to plan and organize the whole thing in advance to find and secure locations for the shoot.
However, a 3D advertisement needs only a 3D design studio that knows what it’s doing. A company investing in an excellent 3D studio can drastically cut costs on its advertising budget.
4. Configurable and Easy to Implement
The technologies used to render 3D content make the ads configurable, allowing consumers to modify and personalize a product in real time. All these can be done within the banner ad, made possible through 3D rendering.
These ads are compatible with multiple devices, ad servers, and browsers, making them easy to implement on any platform, including social media. As a result, 3D ads on websites can reach a wider audience and cater to people using all kinds of gadgets and smartphones.
With this kind of reach and versatility, it would be wise for any brand to adopt 3D advertisements.
Conclusion
Three-dimensional modeling used in advertising is a vital innovation greatly affecting the marketing industry. Current trends show that the market for this tech will continue to increase in the coming years.
The projected value of 3D advertising indicates that the future of advertising lies in this tech. Using 3D modeling creates more immersive and cost-effective ads. Moreover, the ads are easy to implement on all platforms and are more attractive to the younger generation.