3D Advertising



At the end of 2009, beginning of 2010, the world was introduced to a 3-Dimensional form of entertainment that would awe-inspire people by the millions. From the release of the movie Avatar, which features a brand new form of 3D technology that is digitalized instead of color induced, to the release of the new Phillips WOWvx 3D television which enables an audience to watch 3D images in their own home. This new wave of technology is grasping the attention of many different advertising companies asking what they can add to this 3D experience to make their company stand out.

Companies realize that people are constantly exposed to different types and forms of advertisements everyday. This is a motivation that keeps them thriving upon new and advanced technological sources to enhance the viewers perception of a product. For a few years now, the internet has had a somewhat 3D look to products even though, in reality, it is 2-Dimensional. Companies such as Nike have advanced the shopping on the internet by using a program they call NikeID .

Then, when a new form of 3D technology was introduced to the world that excluded using uncomfortable and headache inducing cardboard, red and blue glasses, it enabled the viewer to have a much more comfortable outlook on their 3D viewing experience. This polarized technology was the next step for advertisers to push forward to keep up with the technological needs of the viewer.

Reasons Why 3-D

"The studies described in this paper for evaluating the added value of an autostereoscopic 3-D display in advertising, are based on the research done by Li et al. [[#bib1|[1]]]. They examined the effect of commercial type, being a graphical 3-D visualization and a banner ad, on consumers. The effectiveness of the commercial was measured along feelings of presence, product knowledge and brand attitude. It was found that when watching a graphical 3-D visualization, participants experienced stronger feelings of presence than when watching a 2-D view. Participants also remembered more of the displayed products when presented in the interactive 3-D visualization way. Furthermore, they felt better informed about the product, were more willing to actually pursue it, and indicated to be able to make a better quality decision. Advertising by means of 3-D visualization thus appeared to be very valuable when it came to the effectiveness of a commercial." (2, Heynderick, Heuvelma, Verleur and Boer)

As shown in this article, using 3-D advertisements increases the viewers awareness, memory and feelings on the advertisement all together. Compared to the usual 2-D advertisement people exposed to in their everday lives. If 3D can make an audience member remember exactly what the product was, what it does and what it looks like, there should be no other reasons why an advertising company wouldn't expand ther ads into three dimensions.

Limitations of 3-D Advertising

A disadvantage of 3-D advertising at this current time in our history is its inability to be used in cheaply made, mass produced print media mediums. The cost of production for a 3D advertisement is much more expensive than the everyday, expendible newspaper that one views on a daily basis. The beauty of a newspaper is that it is cheap, durable and is not something valued at a high rate. The normal use of a nmewspaper is when a viewer is on the go, getting ready for work, catching the scores of the sports events from the previous day or a quick brainteaser during their commute or lunch hour.

Even though a Belgium Newspaper recently implements a "special edition" newspaper that included the uncomfortable, cardboard, red and blue glasses, the production cost of such a newspaper to be produced daily would be unprofitable unless raising the price of the newspaper itself. Which cancels out the main purpose of a newspaper. A cheap and easy read for ones daily news.

Also, with 3-D advertising, the companies are forced to form new relationships. Instead of a company having a relationship strictly with the marketers, creative advertisers,advertising designers and ect., they must form another relationship with the technological department who can carry out such new processes like three demensional advertising. Wayne Dagget, Marketing Communications Director at Bettcher Industriesand former Director of Advertising for Maytag Commercial Solutions explains that "Not only must a advertising company have a good ethnography with their customers, but they must also practice good relationships within their industry. You must be informed along with everyone else you are working with in order to develop a good commercial".

Costs of 3-D Advertising

The newest form of 3-Dimensional technology, polarized liquid crystal lens, does not come at a cheap rate for production. One of the co-founders, James Cameron (Avatar), of this new 3-D technology invested $250 million dollars on his film. Most of which was during the post production an filming of the movie due to the newest 3D technology.

"It cost much more than $250m (pound 166m) and took four years in post-production alone. Such resources, both of time and money, aren't available for TV broadcasting, especially with 3D's heavy initial reliance on the sports market, where live broadcasting is so important"(Par 3, CCL).

Although some opinions believe it is nearly impossible for a broadcast company to successfully pull off 3-Dimension cable television, major sports news company ESPN has announced that they will be coming out with a channel called ESPN 3D June of 2010. "ESPN is weighing how to cost-effectively produce some 85 live events in the network's first year, including World Cup soccer, NBA games, X Games 16, college basketball and college football. The cable sports giant last month conducted a test at its Wide World of Sports Complex in Orlando, Fla., to see if a single production team could pump out both 2D and stereoscopic 3D coverage"

If ESPN can figure out a way to use on camera, similiar to the HD and regular television being shot through one lens, it will cut costs significantly and would spark a new era for broadcast television altogether.

Photo Courtesy of Samsung

Reach and Frequency of 3-D Advertising

The reach and frequency of 3-D advertising has increased substantially since its initial release. Now with newer technology on the market, it is becoming a hype that people wish to view more. The reach of such advertisements has grown to be in areas that thousands of people go about their everyday lives. An example of this is the 3-D display put on at Grand Central Station throughout the entire month of February for two hours a day. The high def screen projected advertisements for anyone to witness from 11:30AM to 1:30PM.

The reach on at Grand Central Station alone is in the thousands daily. It is said that over 750,000 people DAILY pass through the station. If advertising groups use this sort of method elsewhere their reach to customers will be tremendous.

Also, the new 3-D televisions coming out by the makers of Panasonic and Samsung Electronics will enable almost anyone to view movies and television in 3 dimensions. Going with these features will be, of course, advertisements. Even though these televisions will be close to $3,000 or more to purchase, in time the prices will go down and the viewer will be reached as many times as they want to watch television.

Yet, the biggest form of reach and frequency the public will soon be exposed to is Intels newest for of 3-Dimensional technology. In order to view 3-D images, the audience must be wearing some form of glasses, until now. This newest technology will allow advertisers to put 3-Dimensional ads nearly anywhere for anyone to view without the glasses. This means one will be exposed to the 3-D ads walking around a school, driving in their car ar even in a shopping mall.
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Scheduling of 3-D Advertising

The world of 3-D technology has recently become more of a major commodity in the viewers everday life. After James Cameron and his group developed the new stereoscoic crystalize lens camera, it enabled film makers and advertisers to easily produce a three dimensional picture.

In doing so, nearly every broadcast company has decided to present certain channels in 3-D. So, quite literally, any advertising company which can afford to produce an advertisement on the television or in a movie that is 3-D can and will. It is not necessarily when the advertisers choose to schedule their three dimensional commercials now as it is when the company wants to air an advertisement for their particular brand or product.

Impact of 3-D Advertising

Since the beginning of three dimensional technology in film, audiences have been stunned. The first major three dimensional moving picture, Audioscopiks, paved the way for the rest of 3-D technology. After the release of this movie in 1935, Frank Nugent from The New York Times, who was a renowned film critic at the time, wrote a review on the movie:
"Mr. Leventhal (director) was host of a four-man preview of his picture in one of his four Metro projection rooms last week. He grinned happily as one spectator ducked when a pitcher wound up and tossed a baseball right out of the screen at his head. If there had been any women present, unquestionably there would have been screams when a magician conjured a white mouse onto the tip of his wand and poked it out, seemingly within arm's length of the innocent bystanders"(Par 4, 144).

As in mentioned in the "Reasons Why 3-D" section, " It was found that when watching a graphical 3-D visualization, participants experienced stronger feelings of presence than when watching a 2-D view. Participants also remembered more of the displayed products when presented in the interactive 3-D visualization way. Furthermore, they felt better informed about the product, were more willing to actually pursue it, and indicated to be able to make a better quality decision. Advertising by means of 3-D visualization thus appeared to be very valuable when it came to the effectiveness of a commercial"(2, Heynderick, Heuvelma, Verleur and Boer) .

Therefore, one can say the "impact" of 3-D advertising is substantial. It's effect on the viewer is awe inspiring and magical. Viewers seem to become much more involved in the experience rather than when they view the same motions in two dimensions. An example of this is if one were to view a commercial in three dimensions, they would pay more attention to the commercial, remember the product more suffieciently and have a better knowledge and understanding of the advertisement itself.

Added value for an autosteroscopic multiview 3-D display for Advertising in a Public Environment: Boer, Chantal N.; Verleur, Ria; Heuvelman, Ard; Heynderickx, Ingrid. Displays, Jan2010, Vol. 31 Issue 1, p1-8, 8p; DOI: 10.1016/j.displa.2009.09.001; (AN 47058440)

Anonymous. "3-D: In Depth Rolling Costs."_Pro Quest_22 March, 2010

_CBS brings 3-D Advertising to Grand Central Station, Glasses Makers Drink to That_. 3 February, 2010. Engadget. 9 April 2010. http://www.engadget.com/2010/02/03/cbs-brings-3d-advertising-to-grand-central-station-glasses-make/

Demographics. "When it comes to Grand Central Station" Grand Central Station. 9 April 2010

Zone, Ray. Stereoscopic Cinema and the Origins of 3-D Film, 1838-1952. Lexington: The University Press of Kentucky: 2007