Projection Mapping is using video footage and displaying it over a 3D object to create a dynamic presentation. Projection Mapping is also referred to as ‘Spatial Augmented Reality” as it projecting digital information over a physical space.
How does Projection Mapping work?
Projection Mapping is the display of digital objects in the form of animated videos or recorded video footage onto 3D physical objects. It is different from flat-screen mapping as the visuals are able to appear wrapped around a 3D object – such as a building.
Why Projection Mapping?
Projection Mapping as an event activation or event display is a creative way to showcase information. It is interactive and brings an element of awe to the message you are portraying. Traditional means of getting information to your audience at events are dying out as “boring” as interactive technology make it more exciting.
Examples of Projection Mapping
Examples of Projection Mapping can be found right here in Dubai. Have you been to Dubai Festival City Mall and watched the fountain and light display? The fountain is used as a surface onto which video footage is projected.
Another example is where Fanta Middle East used Projection Mapping as a way to market their product at Dubai Mall.
“Marketing is telling the world you are a rock star. Content marketing is showing the world you are one.” – Robert Rose
With that in mind, here are three things to consider when putting your social media content together according to your digital marketing plan.
The content that you put out there has a direct link to the way your audience perceives your brand and all it has to offer. The quality of your content tells your audience of the quality of your product and services. High quality images, videos, GIF’s, and written content help your audience perceive your brand as high quality, whereas low quality and unprofessional content gives the same impression of your brand.
Something to keep in mind about people is that we love to be included and involved. There are a few ways you can include and involve your audience through the content that you share. Captions that call your audience to an action, images that capture the viewer’s attention and invite them to take part in some sort of activity, or a video that allows the viewer to contemplate something that makes them relate to the brand. Always leave room for your audience to respond in some way to your content.
The best way to grow a loyal and engaging following is being consistent. Create an expectation for your audience and make sure you deliver on it in your content. If you are a brand that focuses on humour and wants their audience to laugh with them, they will be disappointed in any break of humourous content. If you are a brand that promotes health and reaches out to viewers that prioritize health and freshness, they will be disappointed if an element of unhealthiness or lack of freshness is shared. Make sure that all your content is creative, but that it aligns with why your viewers are attracted to your brand.
Social media is a great way for brands to showcase who they are and invite viewers to be a part of that.
Video content creation for social media is important because of the increase in engagement and ability to showcase a brand in more detail. Below are three things to keep in mind when coming up with ideas for video content.
Instagram can host a maximum of 1 minute per video as a post. Insta-stories are not as limited in duration. Neither are Facebook, LinkedIn, and obviously YouTube. However, a person’s attention span only lasts so long when it comes to videos on social media, and is largely based on the topic. It is found that videos ranging between 20 to 45 seconds are the best use of video time. The most effective videos are those that can convey a message in a creative way in the least amount of time.
The way your video starts is the most important part of it. It is your first chance to capture your audience’s attention so that they watch your video until the end. Using elements such as bright colours, big text, unusual subject matter, and captivating music is a good way to attract your viewers’ focus. If your introduction is not captivating enough, viewers may scroll past your video without giving it any thought. Instagram viewers spend on average 2 seconds looking at a post, so you have that amount of time to make them want to continue watching. On YouTube, advertisements are given 5 seconds before they can be skipped so creators have a relatively short time to make a good impression.
The conclusion of the video is the aspect that ties everything together. If a viewer reaches the end of your video and does not see the point of it, it is difficult to keep them coming back to your content. You do not want a strong introduction promising the video is worth watching and then letting your viewers down by not delivering on that. What helps with the flow of your video is knowing exactly what information you would like your video to share with your audience.
Videos are an opportunity for a brand to showcase their creativity and invite their audience to get to know their brand more.
A cinemagraph is a combination of motion footage and static images. The final product is a looped pattern of repeated motion that portrays a certain message.
For example, here is a cinemagraph Virtuality has created for Kiza, the African themed Lounge and Restaurant in Dubai.
It is a combination of video footage of the beverage being poured, as well as an image – which in this context is referred to as a “clean plate” – that keeps any surrounding movement from showing and distracting from the main subject.
Cinemagraphs are a great way for restaurants, hotels, cafes, and catering services to showcase their food on social media and other digital marketing platforms. It is fun and entertaining, and makes good use of the fact that people “eat with their eyes” before making an order.
The benefits of digital marketing is that companies are able to reach a large audience, in many locations, very quickly.
The downside to this way of sharing a message is that audience attention is fleeting. Grabbing someone’s attention and keeping it long enough for a brand to get their point across is difficult due to how much information is available online.
The goal of good marketing is to grab your audience’s attention, and maintain it until they receive your message. Using text on its own is the least effective way to do this. Audiences skim over the text at best, especially if the title and the introduction do not appeal to them. It also takes a lot of time and effort to produce text heavy content.
Using images is more effective; they are relatively easy to produce, but do require a lot of time. Instagram has shared that audiences spend on average only 2 seconds on an image before scrolling on, so just because they double-tapped the image does not mean your message was received.
Videos shared on social media keep audiences engaged for 33% more time than images. This makes them a more effective way to capture an audience’s attention and share your message with them. The most effective videos are between 20 to 45 seconds. As with static images, videos are relatively easy to create but require time.
And finally, GIF’s; looped clips that are simple to create, and not a lot of time is required to make them. Cinemagraphs fall into the same category as GIF’s. This is because both offer an entertaining way to convey a message. They are fun and interactive, which helps keep an audience’s attention for longer. Tweets published with GIF’s gain 167% more engagement than text-only posts.
GIF’s are important for social media and other digital marketing strategies because they attract audience attention for a longer period of time which gives a brand more time to speak to the audience.
A “call to action” is a prompt to your audience to respond to your social media post, recently public blog post, event invitation, or survey. It is supposed to entice your audience to engage with your brand and your brand’s message.
It can be argued that people do not like being told what to do, and so brand’s need to be innovative and considerate in how they call people to respond to the content that they publish.
One of the most compelling calls to action that can be found on the internet is the “play” button. It entices the viewer to interact with the content without demanding that they do so.
This type of call to action doesn’t take up much of the viewer’s time which makes it easy and convenient.
This is another reason why video content is so important to include in your digital marketing strategies.
All social media applications; Facebook, YouTube, Instagram, Twitter, and Snapchat serve as platforms for businesses and individuals to share their stories.
There are many ways to tell a story; it all depends on who you are speaking to and what you would like them to remember.
You have heard the saying, “A picture is worth a thousand words.” This week’s quote is, “A picture is worth a thousand words, but a video is worth a thousand pictures.” This is an accurate way to speak of the value of video in this Digital Age.
According to analytics, audiences spend more time engaging with videos shared on social media than with still images. User spend 33% more time watching and commenting on videos.
This is incredible to marketers as it shows that video content should be a priority when putting together social media strategies and schedules.
33% more engagement time means you can tell your audience more about yourself and keep them focused on your brand for longer.
This is why it is important to incorporate professional videography into your social media strategies.
The fields of photography and videography, Augmented Reality and Virtual Reality, and 3D design all pull pieces of information from both art and science, and so contribute to each field as well.
Each of these fields borrow from and lend to each other as well. The purpose of this blog post is to show how they all interact and how innovation is born from these interactions.
Photography and videography go hand-in-hand in that they are the same thing, but one is still and the other is in motion. The nature of both come with different benefits for different purposes. There is an example v below.
Augmented Reality and Virtual Reality also offer the same thing in different ways. They both offer an extension and enhancement of reality, but Augmented Reality offers it through a mobile device, while Virtual Reality offers it through a head-mounted device.
Photography and videography are used in Augmented Reality and Virtual Reality to create the alternate realities. 3D design is also used to create environments, characters, and special effects and animations.
The best example of how all of these fields can be integrated is found in the innovation of digital portals.
A digital portal can be opened in Augmented Reality or Virtual Reality, depending on the preferred device. Using 360 photography, a person can walk into the portal with their device and have a look at a certain location.
Using 360 videography, a person can walk into the portal and, not only look at the environment, but also see how people interact with the environment. 360 videography is commonly used in Virtual Reality experiences and films.
An example of a location that you can view in one of our portals can be found here.
We implemented VR solutions at events and exhibitions, as well as for restaurants and a food truck supplier!
360 photography and videography are becoming popular options for events and marketing. Businesses are using 360 tours to showcase their office spaces; we created one for Scissors Tailoring Studio at Kempinski Hotel and Residences on Palm Jumeirah.
We also used our virtual tour of Marina Gate to incorporate 3D design.