A few weeks ago, I took a tour of Ogilvy’s Digital Lab, home of two 3D televisions. As a friend and I sat there critiquing their quality, our esteemed tour guide and Ogilvy’s Associate Director of Digital Innovation John Boese told us that the Consumer Electronics Association is predicting that 25% of TVs sold in the US in 2013 will be 3D enabled.
Wait…so this isn’t a gimmick?
Take a look at the following for proof and decide for yourself.
1) Sony, Panasonic, LG, Toshiba and Samsung have all launched 3D televisions, with JVC’s still in development phase.
2) March Madness, the NBA Finals, the Winter Olympics, the Masters, and the FIFA World Cup were all shown partly in 3D.
3) This year 33 percent of box office earnings are from 3D movies, according to the trade group International 3D Society.
4) A recent report by Informa predicted that just 8.7 million U.S. households will be active 3D TV viewers by the end of 2015, about 7 percent of the U.S. market.
So what can marketers do to stay ahead of the curve?
“Marketers can use 3D in a variety of ways today: ads during 3D TV programs, ads that run in the cinema before 3D movies start, brand integration into 3D content (movies, TV shows, video games), and 3D digital out-of-home signage. However, before jumping in marketers need to think about the goals of their campaign, their target market, and why 3D specifically should be used to reach these goals,” says John.
To reiterate, understand that 3D technology isn’t for everybody. In its current state, 3D advertising is best suited for brands who focus on design, innovation, or whose target is early adopters. What will these efforts look like? Here are some recent examples…
1) Jay Jays, an Australian youth fashion retailer, has created a 3D dance-off video catalogue in order to showcase their clothing. For those without glasses, Jay Jays is giving away pairs for free in their stores.
2) Dell’s high-end PC brand is launching a branded series of videos on Break Media’s 3D channel – with more to come as Break works to differentiate itself in the space.
3) Classic films such as Star Wars and Lord of the Rings are being re-marketed in 3D, revitalizing the content, making it relevant once again.
These examples are just the beginning in the 3D future ahead. Although the technology may not be applicable to the masses yet, it’s definitely something that brands need to get familiar with – especially when the glasses-free models roll out.