Quad elevates 3D scanning for omnichannel applications
Quad has announced the installation of the first Covision Media 3D-Twin scanner in North America at its Mooresville, NC, studio. This marks the launch of 3D Commerce by Quad, a new solution for creating automated, scalable 'digital twins' for brands. The technology, which offers photorealistic-quality 3D assets, is designed to be adaptable for various applications such as e-commerce, social media, and virtual-reality environments. Quad's innovation aims to simplify workflows, save costs, and maximize reach by allowing a single digital asset to be used across multiple channels. The system comprises 30 cameras in a spherical array and utilizes AI to enhance model quality. This new initiative follows successful implementations with brands like Inditex, NUREG, and Adidas in Europe.
- First installation of Covision Media 3D-Twin scanner in North America.
- Launch of 3D Commerce offering automated, scalable 'digital twins'.
- Photorealistic-quality 3D assets adaptable to multiple channels.
- Simplifies workflows and saves time and money.
- Potentially huge market reach through omnichannel applications.
- 30-camera system uses AI to improve 3D model quality.
- Previous success with major brands in Europe.
- High initial investment cost likely for new technology.
- Dependence on successful client adoption for ROI.
- Potential for technical issues or delays during implementation.
Insights
Quad's move into 3D scanning technology with Covision Media is noteworthy for several reasons. This automated, scalable 3D scanner marks a significant advancement in content creation, allowing for faster and more precise digital twin production compared to traditional handheld scanners. For brands, this means they can create realistic 3D models quickly and deploy them across various channels, including e-commerce, VR, AR and more. The use of AI to enhance the quality of these models offers a competitive edge, ensuring high precision and consistency.
From a technological standpoint, the system's ability to produce relightable, photorealistic-quality 3D assets without extensive manual post-production is a considerable benefit. This reduces the time and cost involved in content creation, enhancing efficiency. Additionally, the versatility of these 3D models opens up new possibilities for engaging consumers through immersive experiences.
With the increasing importance of digital presence, especially in e-commerce and virtual experiences, Quad’s adoption of this technology positions them as a leader in innovative content solutions. For investors, this adoption signifies potential growth areas as more brands seek advanced content solutions to stay competitive.
The introduction of Quad’s 3D Commerce solution in North America indicates a strategic move to leverage innovative content creation in a highly competitive market. This technology can transform how brands approach content, moving from isolated channel-specific productions to a more integrated, omnichannel strategy. The ability to use a single digital asset across various platforms not only enhances brand consistency but also delivers cost efficiencies.
Market-wise, the adoption of such advanced technology is likely to attract high-profile clients looking for cutting-edge solutions. Brands can benefit from improved consumer engagement through more interactive and realistic product representations. This move could potentially disrupt traditional content creation models, offering a more streamlined approach that aligns with the growing trend of digital transformation.
However, it's essential to consider the broader market context. While this technology offers significant advantages, its success will depend on how quickly brands adopt it and the overall market demand for such high-tech solutions. Nonetheless, the partnership with established companies in Europe suggests a positive outlook for its adoption in North America.
From a financial perspective, Quad’s investment in advanced 3D scanning technology positions the company to capitalize on new revenue streams. The technology's scalability and automation could lead to higher profit margins by reducing production costs and turnaround times. This could translate to improved financial performance and increased shareholder value.
Moreover, the potential to attract high-value clients seeking innovative content solutions may drive revenue growth. Brands are increasingly investing in digital and interactive content to engage consumers and Quad’s offering aligns well with this trend. The efficiency gains and cost savings for clients could also make Quad's services more attractive, potentially increasing market share.
However, investors should keep an eye on the competitive landscape and the pace of technology adoption. The initial capital expenditure on this technology needs to be justified by sufficient uptake and revenue growth. Overall, Quad’s strategic investment in 3D Commerce appears promising, with the potential for significant financial returns in the long term.
First in
Considered the first-ever scalable, automated 3D production scanner, the Covision technology enables Quad to create relightable, photorealistic-quality 3D assets that are adaptable to a range of diverse applications in a fraction of the time needed for handheld scanners. The resulting digital-twin model is a single asset that can be deployed across multiple channels – including e-commerce, social media, mobile, motion and print. The scans can render still images from any angle, deliver 360º spins, and immerse images into virtual-reality (VR) and augmented-reality (AR) environments for virtual try-on (VTO) and other applications.
"As a company that lives and breathes innovation, Quad is no stranger to being 'first,' but this partnership with Covision Media is especially exciting because of the tremendous advantages scalable, automated 3D scanning will bring our clients," said Eric Ashworth, President of Quad Agency Solutions and Executive Vice President of Product & Market Strategy.
"With 3D Commerce, Quad is transforming content creation to simplify workflows, save time and money, and maximize reach in today's ultra-competitive landscape," Ashworth continued. "Marketers no longer have to think of assets for each channel as disparate things that are produced separately. This solution delivers exceptional creative with one adaptable asset to be used across multiple channels – and that's a game-changer for brands."
These 3D scans are accurate, true-to-life replicas of a brand's product that can then be used in countless different ways. This versatility enables Quad clients to make more powerful consumer connections through smart, engaging content, a hallmark of Quad's creative offering.
"We've refined this 3D scanning technology with premier clients like Inditex-Group, NUREG and Adidas in
The Covision Media system comprises a series of 30 cameras in a spherical array for mass-production scanning without the need for extensive manual post-production work. Using technology that runs on artificial intelligence learning to improve the quality of the 3D models, the system maps the defining features, characteristics, lighting, textures and colors of an object to create a digital asset which is unique to a brand.
About Quad
Quad (NYSE: QUAD) is a global marketing experience company that helps brands make direct consumer connections, from household to in-store to online. Supported by state-of-the-art technology and data-driven intelligence, Quad uses its suite of media, creative and production solutions to streamline the complexities of marketing and remove friction from wherever it occurs in the marketing journey. Quad tailors its uniquely flexible, scalable and connected solutions to clients' objectives, driving cost efficiencies, improving speed to market, strengthening marketing effectiveness, and delivering value on client investments.
Quad employs approximately 13,000 people in 14 countries and serves approximately 2,700 clients including industry leading blue-chip companies that serve both businesses and consumers in multiple industry verticals, with a particular focus on commerce, including retail, consumer packaged goods, and direct-to-consumer; financial services; and health. Quad is ranked as the 14th largest agency company in the
For more information about Quad, including its commitment to ongoing innovation, culture and sustainable impact, visit quad.com.
About Covision Media
Covision Media is an
Covision Media currently sells and leases two types of 3D scanners. The D-Twin I and the recently released D-Twin II, able to scan deformable objects. For more information about Covision Media visit www.covisionmedia.ai
Media Contacts
For Quad
Jennifer Wasmer
Director of External Communications
+1 203-522-1699
jawasmer@quad.com
For Covision Media
Nadia Crespo
Head of Marketing & Communications
+39 3295637669
nadia.crespo@covisionmedia.ai
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SOURCE Quad
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