By Desi Tzoneva
The emerging
popularity of 3D films; 3D television production; and 3D channels means that a new generation of 3D advertising is set to explode on our screens in a matter of time, although there is currently a
limited supply of 3D professionals and production companies offering this service, worldwide. Other challenges that exist to 3D’s entry onto our screens is that it is much more
expensive to produce than high definition (HD) products, but this too, appears to be a short-term obstacle, as new products and technologies enter the market and compete for market share by offering competitively-priced items.
A quick examination of the current 3D industry shows that although relatively silent until now, the slick production and global success of the 3D movie,
Avatar, has ushered in a new era of how consumers interact with products and offerings.
As Kris Abel of
Market News states, “the in-your-face world of marketing has been waiting with bated breath to offer attention-grabbing and intimate experiences with their products and brands,” leading to calls for exploration into the properties of 3D advertising and its impact on consumers “through the elevated sense of
presence.”
This idea is not too far fetched, either. A recent
McCann Insight Exchange, which identifies marketing and advertising trends, highlighted this point as something to watch out for – the sensory experience. In addition,
Totally MAd Editor, Leigh Andrews, writes that sensory marketing is undergoing an interesting
‘revolution’, citing examples which pave the way towards “innovative new marketing ideas and embracing more of our senses in trying to build brand association.”
3D could just be one of these
“new marketing ideas,” and it is interesting to note developments in the already diversifying field. If you thought 3D was merely a high-tech way to get your audience involved while sitting in a cinema, think again. 3D campaigns have in the space of a few very short years spanned the mediums of print; in-game; cinema; television; and public places.
In addition, 3D tools are being developed very quickly, with Sony introducing its Bravia 3D-capable HDTV; Blu Ray 3D player; and its new application which enhances the experience of 3D gamers by offering
split-screen 3D viewing. On the other hand,
Panasonic has introduced 3D-viewing glasses that contain batteries rechargeable via a USB cable. The
iPad, too, has some features which enable it to be used to create 3D effects by projecting images on a specially-coated glass pyramid that facilitates the 3D experience.
Some international brands that have opted for using the 3D experience include
Opel Meriva;
Mercedes Benz; Lexus; Procter&Gamble’s
Gillette brand; Pixar’s
Toy Story 3;
Visa and CBS Outdoor;
Best Buy; and
ABC, among a host of others.
On the South African front, these developments have not yet been met with as much enthusiasm, but this is not because of lack of interest. Limitations such as financial and technological capacity, as well as the ever-present need for 3D-glasses to enable a viewer to have the complete digital experience, still appear to be hampering factors.
On the other hand, imagine the marketing and branding opportunities if you were able to provide the 3D experience, and at the same time, combine that with a sensory approach, for example, by stimulating the sense of smell (as 4D already does)? The scope for opportunities and exploration provided by this medium are countless. I look forward to seeing 3D implemented further in South Africa, although I believe that just as the hope was expressed for better and faster internet access with the arrival of the Seacom cables, we may still wait some time before reaping the full benefits.
If you’re involved in 3D, or are a marketer who would like to explore the medium, which factors would you consider before opting-in? Share your comments by posting them on our
blog.