With Smart Render Graphic plug-in for 3ds Max you can generate interactive SRG Render files. Unlike other raster file formats available in the market such as JPG, BMP, PNG and GIF formats, SRG images allows you to have the following features:

The advantages of using the SRG Format instead of any other plain image file format are several:

Hot spotting: Objects in the 3d Max scene are automatically recognized and mouse sensitive on your final rendered SRG Image.

Multi materials: Several materials and textures can be applied to each object and you can watch them change on the SRG image without the need to go back to 3ds Max and re-render your scene.

Links: Hyperlinks can be applied objects in the image, e.g. Web pages, email addresses, external files, MS-Office documents etc.

Data fields: Data like description; price etc. can be added to the objects inside the SRG image. The data can be password protected and retrieved by right-clicking the objects.

Integration: SRG Images can be shown on Web pages using the ActiveX Viewer for Internet Explorer and they can be integrated into your own graphic applications written in any Dot Net programming language (free component available).

File size: SRG Images are optimized images, only pixels that changes value are stored. All pixels and data are stored in a highly compressed format.

Use your favorite render engine such as V-Ray, Scan Line or Mental Ray, to generate stunning SRG image files.

Read more on their site
http://www.srg-online.com