Sunday, 13 September 2009

IS IT TOO EARLY FOR MARKETERS TO BE SHOWING INTEREST IN 3D ADVERTISING?

This is the year where 3D starts to take off. We have James Cameron's Avatar, and in the UK we have a season of 3D TV films due out soon, and even a whole channel on Sky to be launched dedicated to 3D film.

The glasses above are the i-3d video glasses. They employ 3D technology to make the whole virtual imagery concept utterly personal. Displaying images at 920,000 pixels per LCD at an aspect ratio of 4:3, the head-mounted display is capable of being hooked up to any standard video source, off which it displays stereoscopic virtual images on a screen sized 80 x 69 inches. Priced at $399.

Following on from
Sainsbury's sponsorship of a week of 3D programming on Channel 4 in the UK this autumn Marketing Magazine recently asked a panel of people (including myself) to answer the question:

Is it too early for marketers to be showing interest in 3D advertising?


Here's my answer:

Attaching your brand to the magic of 3D is a good thing, but only if you go in with both eyes wide open. Arthur C Clarke once said: 'Any sufficiently advanced technology is indistinguishable from magic.' Advertisers should do it for the stardust it surrounds the brand with, and should see this as an opportunity to learn and experiment with a technology that feels like magic today, but will be mainstream tomorrow. 3D technology is fast appearing in our cinemas and in our homes.

Many viewers of Channel 4's 3D season will be thrilled by the magic of Sainsbury's' sponsorship, but they should be aware, even with retail distribution, that most people will not have the glasses they need to enjoy the season. Any lessons or content that Sainsbury's creates should be made to work for cinema as well, where films by James Cameron, Steven Spielberg and Peter Jackson will soon be out in 3D.

The reach might not yet be fantastic for 3D ads, but the learning and magic it brings to your brand make it worth the investment.

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