Rich media product content covers 360-degree spins, 3D models, augmented reality views and video. Managing it well means storing a source master and delivery formats together: glTF or GLB for web and Android, USDZ for Apple devices, and several video renditions. The DAM governs files and versions; the PIM links each asset to the right product variant.
Rich media product content (360-degree spins, 3D models, augmented reality and video) needs the same governance as still images, plus format management. The working model is one source master per asset, several delivery formats generated from it, and a clear link to the product variant it shows. The DAM manages files, versions and rights; the PIM decides which product and channel each asset belongs to.
Which rich media types do product pages use?
Each format answers a different buyer question, and each brings its own production and storage demands.
| Type | Buyer question it answers | Delivery format | Production source |
|---|---|---|---|
| 360-degree spin | What does it look like from every side? | Image sequence (JPEG or PNG) | Turntable photography |
| Interactive 3D | How does it fit together, what are the details? | glTF 2.0 / GLB | CAD conversion or 3D scan |
| Augmented reality | How does it look in my room or on my desk? | GLB for Android and web, USDZ for Apple | Same 3D model, optimised |
| Product video | How is it used, installed or maintained? | MP4 renditions, adaptive streaming | Video shoot or animation |
| Configurator render | What does my chosen variant look like? | Rendered images or real-time 3D | 3D model with material library |
The GS1 Product Image Standard 5.0 covers 360-degree imagery: sequences need at least 24 images captured clockwise, with a minimum of 400 x 400 pixels. Release 4.5 renamed the "3D Rendered" image type to "3D Model", which reflects how common rendered packshots have become. See product image standards for the full specification.
Which 3D and AR formats matter?
Two delivery formats cover nearly all consumer devices.
- glTF 2.0 (GL Transmission Format). A royalty-free format from the Khronos Group for efficient transmission and loading of 3D scenes, published as ISO/IEC 12113:2022 in August 2022. GLB is its single-file binary variant. Google's model-viewer web component displays glTF and GLB in all evergreen browsers and opens AR through Scene Viewer or WebXR on ARCore-supported Android devices.
- USDZ. The format Apple uses for AR Quick Look. Safari, Messages, Mail, News and Notes display USDZ models on iPhone, iPad and Apple Vision Pro, and websites can embed Quick Look views.
A common web setup serves a GLB file as the main model and a USDZ file as the iOS alternative from the same product page. Both must come from the same master and carry the same version, or Apple and Android users will see different products.
How should a DAM manage 3D and video?
Rich media strains DAM systems that were designed for still images. Check these capabilities during selection:
- Preview and inspection. Browser-based 3D and video preview, so reviewers can approve without specialist software.
- Asset relationships. A parent master linked to its GLB, USDZ, texture and poster-image children, versioned together.
- Format-specific metadata. Polygon count, file size, dimensions in real-world units, video duration, captions and language.
- Delivery. CDN delivery with adaptive video streaming and correct MIME types for GLB and USDZ.
- Size limits. Upload and storage limits that handle multi-gigabyte CAD and video masters.
- Rights. Music licences, voice-over rights and model releases for video, recorded like any other licence.
The foundations are the same as for images, covered in What is DAM?.
How do rich media assets link to products?
Link rich media at the level where the visual difference occurs. A 3D model of a sofa in grey fabric is wrong for the blue variant, while an installation video often applies to a whole product family. The PIM should record the role of each asset (spin, 3D, AR, demo video, installation video) so channels can request the right type.
For manufacturers, CAD-derived 3D is often the most efficient source, provided internal geometry is removed before publication. The handover from engineering is described in PIM for manufacturers.
Key takeaways
- Keep one source master per rich media asset and generate delivery formats from it.
- Use glTF 2.0 (ISO/IEC 12113:2022) as GLB for web and Android, and USDZ for Apple AR Quick Look.
- GS1 Product Image Standard 5.0 sets at least 24 frames and 400 x 400 pixels for 360-degree spins.
- Test DAMs on 3D and video preview, parent and child asset relationships, large file handling and rights for video.
- Link rich media to the product variant it actually shows, and record each asset's role in the PIM.
Frequently asked questions
Which 3D file format should we use for e-commerce?
Use glTF 2.0, usually as a single binary GLB file, for web viewers and Android AR. It is a royalty-free Khronos format published as ISO/IEC 12113:2022. Add a USDZ version for AR Quick Look on iPhone, iPad and Apple Vision Pro. Keep the original CAD or authoring file as the master in the DAM and generate both delivery formats from it.
Can product 3D models be created from CAD data?
Yes, and for manufacturers this is often the most efficient route. Engineering CAD files are converted, simplified to a manageable polygon count and given realistic materials before export to glTF and USDZ. The conversion needs care: CAD models may contain confidential internal geometry, and the visual model should show only what the customer sees.
Where should product videos be stored: DAM, PIM or video platform?
Store the master file, metadata, rights and approval status in the DAM. Use a streaming platform or the DAM's video delivery service for adaptive playback renditions and captions. The PIM should hold only a reference to the video and its role, such as installation guide or product demo, linked to the relevant products and variants.
For a DAM vendor directory and DAM knowledge base, see the independent resource DigitalAssetManagementSystems.com.