Mapping or video mapping is an audiovisual method, which consists of the projection on real surfaces in three dimensions. These would be videos that have been previously modelled to operate with their depth and space characteristics, among other factors.
The video mapping technique is being used very frequently, not only for advertising projections, but also in cultural projections, building inaugurations, events, etc. A spectacle is generated, which will serve to embellish and to visualise elements, constructions, or any environment, in a different way.
A recent trend is the increase of product mapping in a more controlled environment and closer to the consumer, for example, in product displays at trade fairs or even in shop windows.
THE TECHNOLOGY BEHIND MAPPING
Mapping has started to develop thanks to two evolutions in the technology used in the day-to-day world of marketing experiencial.
The first is the great development of projection equipment, both in terms of brightness power and the increase in resolution that we have experienced in recent years.
The appearance of the 40,000 ansi lumens Barco which, although they are difficult to handle, provide unbeatable brightness and the Christie Boxer which, with 30,000 ansi lumens, have a little less brightness, but are therefore much more manageable and also offer real 4k resolution. For smaller venues there is nothing like the new Barco HDX4k 20,000 lumens, which combine high brightness and high resolution in a very compact size.
It is this increase in brightness and resolution that has made it possible to cover large surfaces and transform them by means of a veil of light that alters their appearance to the eye.
The second major development has been in the field of media servers, the evolution of Christie's Pandoras Box, the classic watchout and other alternatives such as WINGS and RAW by Av Stumpfl have made possible, by means of new software tools, great advances in the world of video mapping.
The most important developments in this sector have been twofold:
On the one hand the adjustment and blending options, which have made it possible to join several projectors into a single image, thus using multiple devices to cover a surface with an image that appears to the viewer as a single image, and on the other hand the management and modification or warping of content in real time, using this tool some content elements can be corrected or adapted to fit the real object without having to make revisions to the content with the consequent loss of rendering time.
VIRALITY AND ADVERTISING EFFECTIVENESS
Thanks to video mapping techniques, many brands have achieved the impact on the audience of potential consumers they were looking for. Social networks, instant messaging applications on mobile phones, etc., offer the best broadcasting channel for this type of video. Broadcasting, with today's technological tools, has no limits.
The costs that can be generated with the production of the video, whether in resources, technical and logistical implementation, talent, etc., can be fully compensated by a viral product that will circulate throughout the network, and that will be long in the memory of viewers.
The consumer's live experience is the driving force behind this viralisation, the fact of wanting to share the experience in real time on networks thanks to the impact of the mapping.
BEYOND COMMERCIAL ACTION
We already know the benefits of mapping in promotion and advertising. But its benefits can go much further. These techniques are being used to highlight and beautify buildings, monuments and other spaces of great architectural and historical value.
In this sense, as a cultural vehicle, the possibilities of video mapping are many. In addition to enhancing the aesthetics and image of the monument, it can provide a different and even fantastic touch, while generating an audiovisual journey through the history of the monument or building. In short, a totally different experience is provided to those who view the video.
Another area of application of mapping is its application in the scenography of plays, operas, concerts, commemorations, etc. With this system it is possible to project all types of scenery, according to preferences, needs or requirements of the script. With the projections, those shots that are desired are reinforced, the emotion is increased at specific moments and the actors are integrated.
And finally video mappingproduct mappingwhich is also capable of showing an evolution or change, or perhaps highlighting some aspect or technological component of the product being shown..
