More Advertisers to Turn to 3D Commercials
Marketers are always looking for new ways to capture consumer attention. Back in April, Adweek ran a column about the expected growth of 3D ads. These ads have become popular in movie theaters. And consumers may be seeing these ads online and on their new 3D HDTVs in the near future.
Until now, creating 3D ads has been limited to marketers who were willing to pay for the added expense this new dimension required. But manufacturers are introducing less expensive camcorders, editing equipment and 3D stock footage to streamline the 3D ad production process.
Earlier this month, Eisuke Tsuyuzaki, Chief Technology Officer at Panasonic, spoke at the Advertising Week conference and shared research findings on the impact of 3D ads. Consumers tend to stay engaged with a 3D ad for 2.5 times longer than they would with a 2D ad. As a result, ad retention can be 8 times higher for 3D ads.
“Consumers have whetted their appetite for 3D in thousands of cinemas around the country,” said Mr. Tsuyuzaki. He points out that the U.S. is home to more than 5,000 3D cinema screens. And consumers are now viewing 3D HDTV on at least 12 TV channels. This growth rate could bring the technology to critical mass soon. Marketers who get into the technology early may be the beneficiaries of the extra boost generated by 3D.[Source: 3D Rounds Out the World for Advertisers. Panasnic.com. 5 Oct. 2010. Web. 15 Oct. 2010]