Monthly Archives: November 2010

Culture-Odyssey

Video Streaming and 3D Integration

Video Streaming and 3D IntegrationThe use of 3D in entertainment and business is currently hitting an all time high. 3D cinema is widely available and large manufacturers such as Samsung have launched 3D ready TV.  Recent collaborations involving computer and Internet giant Microsoft have focused on developing 3D enabled Internet browsers and smooth streaming, High Definition (HD), high quality3D streamed video.  Even the 2010 Masters Golf Tournament was shot in 3D for U.S. audiences with 3D enabled TVs and computers.  With 3D in the mainstream and with the mass markets becoming familiar with the superior experience that 3D technology adds to a variety of media, the timing for integrating 3D with streaming video for online marketing couldn’t be better.
 
Streaming Video
Streaming video online allows Internet users to view and experience video content without having to waste time waiting for an entire video file to download.  The phenomenally popular YouTube is a good example of how this media delivery method can be used to distribute rich content on demand to millions of users world wide every day. The advanced coding and video distribution technologies mean that audiences can experience dynamic and highly engaging content in a fast, smooth, and uninterrupted way. The technicalities of video streaming involve production of a video (pre-recorded or live) which is compressed to send (and decompressed at the other end), and transmitted to a Web server which is capable of delivering the same content to multiple users at once if necessary, and is viewed by the target audience via the use of a media player.  The media player used by the end viewer can be for example one of the many widely available players which work with the most common streaming file formats e.g. Windows Media, RealMedia, QuickTime etc, or downloadable proprietary or other specific players which relate to the particular format e.g. more specialised 3D players.
 
Integrating 3D
 
The widespread domestic and commercial use of the Internet, the wide availability of high bandwidth and fast Internet connections and standard protocols of all kinds, the huge technological advancement of and investment in viewing capabilities, and a mass market that are switched on to and hungry for the benefits of 3D provide the perfect conditions for its integration with video streaming. 3D itself provides a range of benefits which massively enhance any form of communication, presentation, and education.  3D allows concepts or accurate representation of real things e.g. products, components, buildings, vehicles etc to be clearly visualised and experienced in a highly realistic context. The subjects of the 3D animation and visualisation can be demonstrated and experienced like never before because the viewer can navigate them, move around them, view them and operate / work them, and interact with them in a way that allows unparalleled levels of comprehension and true understanding.
 
Application
 
For most business organisations, integration of 3D into streaming video made available via a website presents a major opportunity in marketing communications. Videos incorporating 3D motion graphics and product visualisation can allow website users to experience realistic fly throughs, presentations and the exploration of art and architecture, as well as facilities management tours.  The maximum leverage and added value can be gained from 3D advertising showreels, physics engines, and corporate presentations by making them available online via streaming video. The same technique can even allow website visitors, customers or potential customers to experience real time tours.  This can be an incredibly effective technique, particularly where creating the environment or physically moving the person to the environment being shown is simply too expensive or not financially or physically possible at that moment in time.
 
Adding a dramatic extra dimension to what is already a compelling way of presenting information and ideas over the web is therefore a very powerful sales, communication and educational tool which could provide a strong competitive edge to all organisations that use it.


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Project your message in style!

large part of marketing for any company is communication.  This can be communication of benefits, USP, brand values and attributes, promotional messages, communication within the company and with all stakeholders, and communication outside with customers, suppliers, associates, and affiliates and re-sellers.

One of the key elements of successful communication is that the receiver of the message truly understands as much of that message as possible. The differentiating factors in business which are the source of a company’s competitive edge are often of no real worth unless they are effectively communicated to the target audience.

All objects in the real world exist in 3D and human perception is optimised to make the best sense of information when this extra dimension is present, and yet many companies are still subject to the limitations of 2 Dimensions in their communications.  Web sites, sales and product presentations, training materials and videos, demos and show reels not only need to impart valuable information but also need to grab and hold attention, be fully understood, and to be memorised and recalled.

 
These communication routes often rely on text, audio and a series of essentially 2D images. Although programs such as Power Point allow the incorporation of a variety of communicative tools which can condense and simplify data and information to an extent e.g. graphs, charts and diagrams, there are many limitations and situations where these tools are not enough.
 
The case for 3D                                                        
 
3D technology is such that it is often only really limited by imagination……
 
3D Graphics allow companies to create virtual situations, objects, environments and a combination of these which can be viewed from any angle and can be made to operate and move as they would in the real world.  For example, 3D Modelling and Motion Graphics allow a company to show a product before it has been built, or to create or re-create a situation or environment which may not be possible in reality due to cost, risk, or safety concerns.  3D Graphics can allow an accurate working virtual model to be built which lets all interested parties clearly visualise it, and therefore gain a true understanding of it in context……….

……………For example, for  components or combinations of moving parts, design flaws can be spotted, and rectified at this stage thus saving the time and expense of making and rectifying mistakes in the real world.  This can be particularly valuable to SMEs which may have limited R & D resources and budgets and for whom mistakes could be particularly costly.  3D Models and Motion Graphics can also have data attached to and gained from them which could in manufacturing situations for example lead to more accurate machining, and assist down the line in scheduling and budgeting.

3D Motion Graphics is a new and dynamic way of presenting. It also has the edge over other media when it comes to simplifying the understating of complex interactions and relationships, ideas and concepts, and where something involves lots of technical or scientific information.  Being able to accurately and realistically see, experience and perceive how objects look, move, turn, and interact with each other in different situations, and from different angles can save time, money and provide a much deeper understanding of the subject.

 
A Realistic Option for SMEs
 
Producing 3D Motion Graphics can in many cases take the same amount of time as producing appropriate 2D communications, but the 3D Motion Graphics have more uses and can be easily incorporated into many different types and channels of communications, thus making them very cost effective over time.  In addition to the superior flexibility of 3D Motion Graphics, as Marshall McLuhan said “the medium is the message” and a company’s target audiences may perceive greater value in the message, and the company brand itself where 3D motion graphics are used.For more information about how your organisation could benefit from 3D Motion Graphics call Pauley Interactive on 01908 522532 or contact us online.

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