3D modelling is a hot trend in the world of advertising. With advancements in technology, faster internet connections and changes in consumer expectations, brands have been looking for new ways to deliver unique user experiences. Facebook’s parent company Meta states that using 3D and augmented reality features in ads can help increase consideration with a younger target demographic. As a result, interest in 3D modelling has grown year after year. The chart below shows the constant increase in “3D modelling” in the US.
Source: Google Trends, US
This has opened new avenues for advertisers to create highly-engaging and visually-stunning ads that capture the attention of their target audience. As a 3D modeling agency, we are committed to helping our clients to push the boundaries of technology and seize new opportunities to drive business growth. Learn how virtual product photography can help you increase e-commerce sales). In this article, we’ll explore the benefits of using 3D modelling in advertising and how you can leverage it for your business.
Building a brand is all about standing out from the crowd. The novelty of 3D and augmented reality assets is one of the main reasons leading brands use them in their digital ads. 3D models allow advertisers to showcase their products in a way that is both detailed and visually engaging. Platforms like Instagram and TikTok have native features that allow users to experiment directly with your products (using Instagram filters, for example). Other channels, such as YouTube and other video streaming platforms, offer effective ways to leverage 3D assets for brand-building purposes. The example below shows a 3D Google Display ad, and you can check out Google’s 3D Swirl ad specifications.
One of the most significant benefits of 3D modelling in advertising is its ability to enhance product visualization. With 3D modelling, you can create highly realistic models to better understand a product’s features, functionality, and design. This, in turn, helps potential customers make more informed purchasing decisions, as they can see exactly what they’re getting before they make a purchase. This is also why more and more brands have started deploying 3D assets on their e-commerce-enabled websites. We have created a showcase website to provide a few examples of past projects we have worked on. Check it out to see a few practical examples of 3D product models.
Using 3D elements or augmented reality in digital advertising campaigns can also help increase sales. Meta has released an interesting case study that demonstrates its potential impact. The results of augmented reality Facebook ads run by the Spanish eyewear brand Meller are shared in this case study. Meller ran a conversion lift study to compare the performance of standard Meta ads with augmented reality Meta ads. The results speak for themselves: the augmented reality assets outperformed their traditional counterparts by a factor of 4X compared to incremental conversion lift, while delivering a 74% decrease in cost per purchase. These are impressive results, and while there is no guarantee that other brands will achieve the same outcomes, they clearly indicate that experimenting with innovative 3D formats can be the key to unlocking new sales growth.
In addition to its visual benefits, 3D modelling can also help lower production costs. Traditional ads typically require photoshoots which can be very costly. Professional photographers, videographers, and models need to be engaged and sometimes flown in. Even a product photoshoot can be expensive and time-consuming, and physical prototypes need to be created and shipped to a studio. Considering all these factors, the costs of virtual photoshoots are often significantly lower than those of a traditional shoot. Best of all, the consumers won’t even recognize that a “product photo” image is, in fact a digitally-created image. Did you know that Ikea product photography used in the brand’s famous catalogue is mostly taken virtually? Ikea has moved on from traditional product photoshoots, and so should you.
Finally, 3D modelling offers greater flexibility and customization compared to traditional advertising methods. With 3D modelling, you can create highly-detailed and complex models that can be customized to meet a brand’s specific needs. Moreover, with CGI product photography, we can create a digital prototype that can be easily modified and refined without needing physical assets. We can swap backgrounds, change lighting, and even alter product colours and surface textures. This means you can create ads tailored to your specific target audience, increasing ad efficiency and relevance.
In conclusion, 3D modelling can be very effective in helping businesses of all sizes create highly-engaging and visually stunning ads that generate conversion lift. 3D assets can further enhance product visualizations, helping highlight essential product features and points of differentiation. Best of all, 3D assets often come at lower production costs than traditional assets, offering greater flexibility and the ability to customize and edit visuals. Get in touch to learn how we can help your business benefit from 3D visuals.