Glasses-free 3D: Your ad WILL be noticed!
I’m tired of marketers complaining about how difficult it is to engage consumers. Yes, the advertising space is cluttered. And yes, consumers are getting better at tuning out ads. But there are still ways to get people’s attention. I’ve recently seen an ad that literally stopped consumers in their tracks. And the technology that made this ad so engaging is available to every advertiser today.The recent media hype about 3D technology has focused on the latest 3D movie releases and new 3D-enabled TVs. However, there is another format of 3D that has an arguably bigger “wow” factor and has more immediate opportunities for advertisers…glasses-free 3D displays.
That’s right. There are digital displays on the market that can show ads in 3D without consumers having to wear the often uncomfortable and always dorky glasses. These displays are a great way to catch people’s attention, anywhere from stores and malls to conferences and sporting events.
Now, I’ll be the first to admit that the quality of glasses-free 3D (also called auto-stereoscopic) is not quite as good as Avatar on IMAX. Some people also dismiss 3D as a gimmicky way to engage consumers. But the reaction I’ve seen from viewers more than makes up for these drawbacks. When consumers see these displays for the first time, they stop and take notice. And since most people have not seen them yet, there is a unique opportunity to be the first brand to amaze consumers in 3D.
What types of brands can benefit from 3D ads?
Any brand can use 3D displays to get more attention for their ads. However, certain types of brands/products can better capitalize on the unique benefits of 3D. Some examples are:
• Products involving 3D technology, such as 3D movies, 3D TV channels, and 3D TV sets
• Products that emphasize design and could benefit from a more real-life viewing experience, such as cars and jewelry
• Technology brands that can benefit from the halo effect of innovation
• Products aimed at target audiences who appreciate new technologies and who are early adopters
Who are the major players in the glasses-free 3D industry?
• Technology companies: These companies produce the hardware for 3D displays and often provide software services as well. The larger companies in this space are Magnetic 3D, Newsight, and Alioscopy.
• Solution providers: These companies provide integrated 3D solutions for advertisers. They often specialize in software and services and they source their displays from the technology vendors mentioned above. A Brazilian-based 3D solutions provider that is gaining traction in the US is 3D Impact Media.
• Digital signage networks: 3D signage networks are just starting to emerge, but they are still small and often localized to just a few venues. The US doesn’t have any large 3D signage networks available, so advertisers still need to work with 3D solutions providers to put displays in specific venues.
Do glasses-free 3D displays really get consumers’ attention?
Because 3D technology is still in its early stages, studies on its effectiveness are scarce. However, Magnetic 3D shared some stats from their campaign for the History Channel. They put four 57” glasses-free 3D displays in street level billboards in NYC and tracked views with eye-tracking technology. They found that about 14% of passersby stopped to watch the ad (200 thousand out of 1.5 million people who walked by). These people watched the ad for an average of 10 seconds. Not bad for digital signage in NYC, where hurried New Yorkers often ignore ads and rarely view them for more than a second or two.
- John Boese
No comments yet.