Norway-based Cxense, a data management company, has developed technology that turns any image viewed in a browser into a 3D interactive image. That means any image on a Web site, not just in an ad unit. The company’s VP of global marketing says brands also could use the technology to make images in Google Shopping interactive, because it works in the browser.
The technology simply requires standard HTML and runs in browsers, such as Chrome, Firefox, and Internet Explorer. It also works on a mobile phone and can use the gadget’s accelerometer, which makes the image move as the phone tilts, but that tethers the image to the computer, smartphone or tablet. Microsoft Tuesday launched HoloLens, holographic technology in a wireless smart headset that blends holographs with the real world. Cxense VP Lauren Pedersen calls it an opportunity to bring image to life without requiring a headset or other devices.
Cxense recently debuted its first 3D display advertisement with Mazda, with help from Mindshare Norway. the company worked with the creative agency Halbye Kaag to turn 3D models into 3D parallax advertisements. Today, Amedia only tracks click rates, but using Cxense Analytics, brands can set-up custom parameters to track any event within the browser. That means Amedia can track hovering, scrolling and more.
The 0.43 click-through rate, per Pedersen, about four times industry average, should improve in time. The company released the technology in November, with Mazda becoming the first brand to go live. Any brand can then use the Cxense DMP to develop segments based on users who have engaged in these ways to retarget ads and optimize campaigns in Google DoubleClick for Publishers (DFP) or Cxense Advertising.
The company supports clients with analytics, DMP (which aggregates first- and third-party data), advertising, content recommendations, and search technology.