Showing posts with label 3D Advertising. Show all posts
Showing posts with label 3D Advertising. Show all posts

Tuesday, 1 January 2013

World Wide Web 3D | Geolocation & Stereoscopic Space

Part II: Geolocation & Stereoscopic Space

Tim here, and I want to add to a series I'm going to deem World Wide Web 3D (WWW3D) from now on. This will be a multi-part post. However, please don't regard this posting series to be on a regular basis, but sporadically, as articles will come when they come. This article can be attributed in large part to the efforts of Adobe and their recent Web Updates. Adobe Edge brings web animation closer to After Effects, which does stereoscopic graphics as well as any other 3D software application. Where will the web go with this stereoscopic revolution regarding Google Maps?

Simply put: maps are geometric calculations based on the Earth, as measured via scientifically accurate measures from satellites. Google has a street view on major cities, but also very good 3D imaging. Mobile devices are now receiving those direct navigations more accurately, and thus with stereoscopic imaging on phones the major mapping corporations will be able to use all data to accurately portray certain information to people to make them more informed.

Imagine a situation... You and a friend are out in the world, someplace unfamiliar, and you decide to find food. Based on up to date information businesses can be found, and geolocation coordinates can be discovered. Most street view software used by Google images 360° all around a given point, and merges multiple photographs together to make a composite. Soon those multiple images will have simple stereo calculations providing stereo view through processor conversion. This of course requires algorithms written by a standards comity for various screen sizes...

Most WWW3D sites will require standard screen sizes, but at the same time if one could calculate the biggest screen size imaginable and go off percentages of that, then websites and stereo calculations can be easily derived. This comes to cooperation of web-enabled devices' manufacturers. I promise that's impossible in that competitive market. Thus, it will happen in due time: one year and six months. That's at least the time required for standards to be decided on and current autostereoscopic displays could be implemented on devices already out on market. Then the web's tool sets will have to be slightly refined to include stereo space more frequently, and some language may have to be written for commands and style settings.

Now this works perfectly with the major adoptive use for phones, but finding where you're trying to go, that's the big seller of mobile devices. That's why Google Maps was so important to iPhone users. Imagine when all mobile devices are feeding traffic patterns. I know most mobile phones can get an app now that uses to navigation features to give a speedometer. Major speeding violations could possibly be tracked via satellite, and cell carriers could be fined, forcing all passengers to reinforce slower driving. However, that's another concept for another time. The key is stereo integration. Those 3D maps will be able to help people navigate places better, and the future of 3D mapping will shock many.

Don't forget some thoughts on the future from our past interpretations. Automatically navigated vehicles are a major part of those future interpretations. It will be here because of the 3D mapping, which will accurately display more detailed information to the people at the controls. Even law enforcement will benefit because they could use newly gathered traffic data to designate specific speed limits at certain times to all the mobile users in a given area. That's some decent new regulations that are best for safety and avoiding speed traps easier because you're getting a constant reminder from a phone.

How easily will those stereoscopic devices be able to give back web pages that are in stereo? Especially when the software helps code the values in percentages for various screen sizes. This easily allows web designers to gear the stereo content for the maximum screen and each screen smaller than that to a certain percentage based on the standard display sizes. In its nature Adobe Edge does this for animations and other features to be supported on the various screens. Why can't stereo be as easily controlled?

Something that will become a staple of modern technology will be in New York City cabs, and other modern city taxi services, as eventually it is possible for them to have stereo HD touch-screens that run specific apps; such as globalization map oversight, internet connectivity, and naturally ads on both a local, federal, and international level. The experience will be different, but intelligent. Transactions will be able to controlled through it because all taxis will have little computer drives in them that are offloaded by a taxi company at the end of each shift. It's all going to be connected, and the stereo is for the passenger as much as the control is there for the companies, who will make revenue from the ads. Although there are no open plans for this yet, it's a natural evolutionary step to get giddy about. Sure will make taxi rides more bearable.

As a final thought to this topic: Apple led the way with their tablets. The first tablet company (Google's Android is looking solid to lead since MasterImage uses their software) to develop all this into a device that is stereo ready, and push the web aspects along with the app design structure, will reign huge amongst the others. It's an untapped market that will happen in the next year and six months. Adoption of standards, however? We'll see how standards come into practice, and in the next post I'll cover more specifically how future updates to Edge, based on where After Effects has reached, will allow stereographers to work more elegantly through a web environment.

Thursday, 5 July 2012

New Breed Of Theatrical 3D Advertising Launches - Samsung's Interactive Pre-Movie 3D Gaming Ignites Audiences

Very cool new concept using your hands to control game motion on a 3D screen at the theater! Samsung is ramping up their cinema marketing for their brand new Galaxy S III phone and they are certainly not being cheap about it. $20 million not cheap. Apparently it's the biggest cinema ad buy EVER.

The cool thing about the advertising is that it's in 3D: A traditional advertisement - but in 3D, *AND* an interactive 3D game for the audience to participate in. The game was set in motion by US advertising agency Razorfish, produced by Audience Entertainment/NCM and the live action was produced by Geneva Film Co. headed by my good friend Director James Stewart.

Here's what Digital Outsider had to say about the new 3D advertising / entertainment:
The campaign will run all summer long across National Cinemedia’s entire network of around 18,000 screens nationwide as part of its FirstLook pre-show package of entertainment and advertising, which should put the budget for the cinema ad component at $20 million or more (NCM wouldn’t comment, but comparisons with other cinema ad campaigns confirm it should be well into eight figures; Ad Age earlier reported that Samsung is more than doubling its 2011 budget for promoting Galaxy products this year).

The centerpiece of the campaign is a two-minute-long 3D spot featuring two of the 20-somethings from Samsung’s earlier campaign promoting the S II, not-so-gently mocking Apple fanboys (in which one of them reminds the other, snarkily, “Dude, you’re a barrista”). This time around, while appearing to wreak havoc on the theater from the projection booth, the guys demonstrate one of the big new features of the S III: users can share content with each other simply by tapping the phones, which employ near field technology.

The campaign also includes a first-of-its-kind 3D interactive crowd motion game, designed by Audience Entertainment, running at a limited number of theaters equipped with the necessary motion sensor technology. In the game, the audience has to work together to make two phones (which appear to be “hovering” in the ether) touch to share content (as seen in the video) -- thus demonstrating the key new feature again, this time with audience participation.

Check out the game below:



We're seeing the beginning of a new phase of theatrical advertising that I hope is much more enjoyable for audiences. Embedding brands and experiences in 3D games that can be played before a movie starts is a brilliant move. Kudos to the companies involved!


Some content from MediaPost