30th May 11
First 3D advert launched on iPad
by Katie Naylor
Standing out: new 3D ad launched on iPad
Standing out: new 3D ad launched on iPad
The iPad’s first ever 3D advert has just launched, with creator Cooliris hoping it can kickstart innovation in the business of nascent mobile adverts.
The ad promotes a US Weather Channel series which follows Peter Lik, the award winning photographer, as he travels across America in his attempt to take the perfect photo. Experts predict that such ads will take some time to catch on.
Much of the advertising in mobile space is done by using banner ads and include basic static display pictures at the bottom or top of a phone screen. It is a low cost way of advertising, however, not very effective due to the fact that users find them annoying and tend not to click on them.
Cooliris’s chief executive Soujanya Bhumkar said that instead of being inspired by bad advertising which is present on the desktop and has migrated to mobile technology, they have gone back to the drawing board in order to introduce a new advertising platform.
In April the Interactive Advertising Bureau revealed that banner ads made up almost 24 per cent of a record $26bn which was spent on online advertising. It was not broken down for the mobile figures but the IAB predicted that the year’s total revenue in the US was between $550m and $650m.
Cooliris announced that it has created two technologies which enable ad creators to change 2D images into 3D. One of which is called PageKit, a digital publishing technology which makes it possible to create animated, dynamic layouts of image, text and video at a quick rate.
RenderKit is a platform used for creating immersive mobile ads, and is able to add 3D to PageKit. Cooliris’s head of products Mayank Mehta explained that when you see an image on a screen of the Grand Canyon, you can’t see what is on the other side as photos have a fixed perspective.
He went on to say that they can now represent 3D objects on a device which is 2D by drawing out the scene’s different angles. He said that as viewers change perspectives by using their mobile device’s gestures, they can show them the corresponding picture, making it seem as though they are at the Grand Canyon. He added that the iPad easily lends itself to 3D due to the fact that the users are able to interact by using the tilt and touchscreen functions.
However, industry watchers feel that a major hurdle will prevent 3D adverts becoming ubiquitous. Mobile Marketing Watch’s editor in chief Justin Montgomery said that the 3D ad campaigns’ limitations in catching on are down to the devices, their processing power and also the fact that most users still have feature phones instead of smart phones.
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