More Marketers to Experiment with 3‑D Ads

Now that 3‑D has infiltrated movie theaters with productions like Avatar and Alice in Wonderland and is moving into the home TV market, will advertising follow suit? It seems that marketers are already making 3‑D ads to run in theaters. According to an Adweek report, Samsung is promoting its new 3‑D TVs in theaters. And, industry experts believe this is more than just a fad. Many analysts expect that we entering the next step in the logical progression of technology-​enabled entertainment.

Cliff Marks, president of sales and marketing at NCM Media Networks, says, "3‑D is here to stay, and consumers love it. It is one of the most exciting opportunities to come our way in cinema in a long time. As brands learn how to use it, both cinema and TV will benefit."

For now, the market is limited to early adopters. About 10% , or 3–4 million, of TV unit sales will be 3‑D enabled in 2010. And about 8% of all theater screens across the U.S. can show 3‑D movies.

Creating a 3‑D video requires using one of three methods: live-​action capture, CGI or 3D conversion. Regardless of the method used, creating a 3‑D video stream increases costs as much as 50% over traditional video.

Ken Venturi, CCO and evp at NCM Media Networks says that advertisers who make an early play with 3‑D messages have an opportunity to make an impact on their audiences. In this day and age, creating a memorable event or experience with busy consumers might be just enough to get them to purchase the product or service.  Apparently, advertisers like Purina agree. The company crafted an ad for Friskies which appeared in theaters before the run of Alice in Wonderland. Director of marketing for the company, Susan Schlueter, says they made the ad in order to deliver “the ultimate sensory experience.” If advertisers report good results from this new video format,  even Internet users could eventually be viewing ads in 3‑D.

[Source: Parpis, Eleftheria. Brands Probe the Third Dimension. Adweek. 5 Apr. 2010. Web. 12 Apr. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.