Demystifying 3D for Digital Signage

By Tom Zerega, Magnetic 3D

Part One

The importance of engagement and content: How glasses-free 3D solves for both

… Glasses-free 3D technology, otherwise known as autostereoscopic 3D, has entered the digital signage landscape as an emerging solution, and potentially the wave of the future for an industry focused on delivering consumer engagement.

Today’s 3D displays go well beyond the limits of traditional 2D digital signage, by allowing advertisers to break the fourth wall and introduce the brand into the consumer’s environment without the hassle of putting on and taking off 3D glasses. The combination of new technology that viewers don’t yet have in their home, with stimulating digital effects that leap off the display, is the one-two punch combo that marketers are using as their visual “bullhorn” to drive engagement. Glasses-free 3D is the new way to connect in the overcrowded out-of-home media market.

The difference between traditional media and glasses-free 3D is the novelty of seeing 3D without glasses, and high-quality content that actually has audiences extremely engaged. More importantly, it has active consumers excited and stopping to watch advertising — much like they once did with the advent of color ads in the days of black and white-only TVs. In that sense, glasses-free 3D could be a priceless marketing tool that enables advertising messages to be regarded more as entertainment than an intrusion into one’s personal space — and one that extends dwell time with a brand, allowing marketers to deliver their complete message and truly connect. It appears as if history once again repeats itself with glasses-free 3D [more...]

Part Two

Glasses-free 3D: Hardware is only part of the equation

Glasses-free 3D displays are a whole new animal when it comes to delivering a convincing solution. That’s because the perception of quality with any display technology is often directly linked to the clarity and vibrancy of the content displayed on the device, combined with the ingenuity of the user experience to really appreciate what the new device has to offer. This is tough enough to achieve in 2D, but 3D adds a whole new set of considerations.

Most consumers aren’t typically concerned with the hardware specs of a display and don’t particularly care to know how a device works, but rather appreciate or marvel that it simply does. Take Apple’s iPad; this device is a prime example of engineering genius, but the quality of the content, availability of top notch apps and the exquisitely designed user interface are what truly make the device a game changer in the eyes of consumers. The device just does what you want it to do and features applications and content formatted perfectly for the device — that’s the differentiator for Apple’s iPad, and it provides clues as to what is needed for a successful glasses-free 3D experience [more...]

Part 3

5 key steps to achieving a better glasses-free 3D experience

1. First and foremost, consider a session on glasses-free 3D content and creative training

It will be a huge eye opener, a time-saver and overall a worthwhile investment. When creating content for a disruptive medium like glasses-free 3D that has lots of complex twists and turns, the biggest issue is and has been failed executions with a client who jumps in with both feet only to be let down by a final execution that wasn’t ready for prime time.

For content developers it means having the discipline to avoid saying, “I can do this,” and just rolling the dice, without really knowing how deep the rabbit hole goes. Creating glasses-free 3D content is not as simple as just creating content in a 3D program and exporting it to your favorite glasses-free 3D display. If that were the case, then everyone would be doing it. What makes it special is that you have to be trained in the art and science of developing glasses-free 3D content to really understand the physical limitations of each system, since they differ from one another.

It’s also important to commit to a system and stick with it to learn how to truly deliver a quality glasses-free 3D experience on that platform time and time again. Developers also will benefit from coaching on glasses-free 3D creative direction that re-imagines content from a new perspective, the audience perspective. To be a pro takes practice to understand what works and doesn’t in this new medium, and learning means making mistakes — but I don’t recommend learning on the job, or rather on the client’s dime as it sure to strain the relationship. Sure, you can figure it out a fair amount by yourself, but training is a great way to save yourself weeks or months of frustration by learning the tried-and-true tricks of the professionals and keep your clients coming back for more [more...]

Source: Digital Signage Today

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