Volumetric video isn’t just for artists or filmmakers. With the online world of digital experiences quickly becoming three dimensional, volumetric video is a new tool in the CMOs toolkit.
Demand for improved sports-watching experiences and creative advertising are the two biggest industries driving growth in this medium and the volumetric video market is expected to grow to $5.8 Billion dollars by 2025.
Augmented reality shopping, virtual reality concerts like Charli XCX’s VR concert, and using gaming as a way to hang out with friends are all examples of how companies need to consider 3D technology for the future of their business.
Volumetric video is “a technique where a human performance is filmed from all angles creating a three dimensional (3D) video, allowing the user to view any point of the performance from any angle.” Volumetric content can be placed into augmented, mixed, or virtual reality. It can be viewed in 360 degrees or as a 3D asset on a flat screen.
Marketing & Customer Retention
© AVATAR DIMENSION
Creative advertising is one of the industries driving volumetric video because it’s a “spectacular technology that can be deployed at shows, live events, product launches, advertising and promotions, exhibitions, presentations, and conferences.”
Dimension, a volumetric content production studio, created a social media and in-store displays for Nike. In 2018, Dimension used their 150-camera 3D imaging stage and “recorded key social media influencers and enabled Nike to get creative with dynamic virtual camera moves to create a series of videos and digital display ads.
Improved Retention Rates
Volumetric video does more than let a person watch a scene. They can actively take part in it with hardware like virtual or mixed reality/spatial computing headsets. One of the key benefits of 3D experiences is presence. People feel like they’re actually in a scene or interacting with an object. This type of physical activity increases retention, making training stick better than traditional training tools like slide presentations and 2D video.
Training Program Flexibility
Volumetric video paired with augmented or virtual reality revolutionized employee training from onboarding, corporate HR training, product or process training, and more. Being able to put an employee inside the environment they work in with actual 3D video of the objects and people they’ll work with provides a completely new context for learning.
With volumetric video, employees can take part in more than pre-recorded sessions. Volumetric video can be live-streamed so that employees can shadow the experts in real-time without putting themselves in a situation before they’re ready. Employees can even watch volumetric feedback of themselves to see how they performed, giving them the opportunity to see how they can improve next time.
Upgraded Teleconference Technology
The pandemic of 2020 is one more reason companies are pushed into allowing their employees to work remotely. Advances in internet and teleconferencing technology allow this shift to happen. But there’s no reason to stay stuck behind 2D video calls and Zoom Fatigue. Volumetric video has the potential to upgrade teleconferencing so that participants can see 3D video of each other, can walk around each other in an environment, interacting naturally instead of being represented by digital avatars.
Volumetric video is being developed alongside technologies like 5G. Live-streaming volumetric video over a 5G network “could vastly improve meeting quality, collaboration, and experience, in turn boosting productivity and cross-team communication.” Employees can improve their skills from home using virtual training that closely mirrors real-world applications and projects.
The World Is Volumetric, Shouldn’t Our Video Be Too?
Volumetric video will only become more advanced as companies continue to invest in the space and continue to innovate new formats and compression methods. 3D media experiences are the future, they will become the new norm for consumers. Employees will expect the same from the companies where they work.
The ability to integrate volumetric video into your business means:
- Improved training retention rates
- Increased customer retention
- Advanced marketing and advertising capabilities
- Advanced communication for normalized interaction
Businesses need to consider volumetric video because the digital world is going 3D. Volumetric video will be an essential tool in a marketer’s toolbox in order to to survive in the spatial computing age that we’re heading into.