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Are ads more effective in 3D?

In addition to being cool and captivating, 3D significantly increases viewer retention and intention. That’s welcome news for advertisers with products, services or messages to get across in a crowded marketplace.

This information comes courtesy of a study conducted by ESPN Research + Analytics in partnership with the Disney Media & Advertising Lab, and Dr. Duane Varan, one of the foremost authorities on new media.

One of the primary goals of the study was to determine if 3D advertisements are more effective than their 2D counterparts. By every metric the answer appears to be a resounding yes. For example:

  * Cued recall went from 68% for the 2D ad to 83% for the 3D ad
* Purchase intent rose, on average, from 68% to 83%, and
* Ad liking went from 67% to 84%

The study – one of the most ambitious and comprehensive of its kind – was conducted over the course of the 2010 FIFA World Cup, and involved more than 1000 testing sessions with volunteer viewers in a controlled environment and 2700 lab hours. 

“The results appear to prove what everyone who works in 3D already knows,” says James Stewart of Geneva Film Co., Geneva has produced numerous 3D commercials to date. ”Viewers love 3D. It commands their attention. It makes them feel more involved. Greater retention is a natural outcome of a more immersive and emotional experience.” 

Stewart also calls the results encouraging, especially for those who would like to see more advertisers embrace the technology. ”Advertisers are slowly moving into 3D,” he says, “but the additional costs remain an impediment. This study would indicate that the return is worth the investment.”

For more information on the study, go to www.espnmediazone3.com/2010/11/3d-study.

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Headline, Industry News

Are ads more effective in 3D?

In addition to being cool and captivating, 3D significantly increases viewer retention and intention. That’s welcome news for advertisers with products, services or messages to get across in a crowded marketplace.

This information comes courtesy of a study conducted by ESPN Research + Analytics in partnership with the Disney Media & Advertising Lab, and Dr. Duane Varan, one of the foremost authorities on new media.

One of the primary goals of the study was to determine if 3D advertisements are more effective than their 2D counterparts. By every metric the answer appears to be a resounding yes. For example:

  * Cued recall went from 68% for the 2D ad to 83% for the 3D ad
* Purchase intent rose, on average, from 68% to 83%, and
* Ad liking went from 67% to 84%

The study – one of the most ambitious and comprehensive of its kind – was conducted over the course of the 2010 FIFA World Cup, and involved more than 1000 testing sessions with volunteer viewers in a controlled environment and 2700 lab hours. 

“The results appear to prove what everyone who works in 3D already knows,” says James Stewart of Geneva Film Co., Geneva has produced numerous 3D commercials to date. ”Viewers love 3D. It commands their attention. It makes them feel more involved. Greater retention is a natural outcome of a more immersive and emotional experience.” 

Stewart also calls the results encouraging, especially for those who would like to see more advertisers embrace the technology. ”Advertisers are slowly moving into 3D,” he says, “but the additional costs remain an impediment. This study would indicate that the return is worth the investment.”

For more information on the study, go to www.espnmediazone3.com/2010/11/3d-study.

Leave a Reply

Your email address will not be published. Required fields are marked *

Headline, Industry News

Are ads more effective in 3D?

In addition to being cool and captivating, 3D significantly increases viewer retention and intention. That’s welcome news for advertisers with products, services or messages to get across in a crowded marketplace.

This information comes courtesy of a study conducted by ESPN Research + Analytics in partnership with the Disney Media & Advertising Lab, and Dr. Duane Varan, one of the foremost authorities on new media.

One of the primary goals of the study was to determine if 3D advertisements are more effective than their 2D counterparts. By every metric the answer appears to be a resounding yes. For example:

  * Cued recall went from 68% for the 2D ad to 83% for the 3D ad
* Purchase intent rose, on average, from 68% to 83%, and
* Ad liking went from 67% to 84%

The study – one of the most ambitious and comprehensive of its kind – was conducted over the course of the 2010 FIFA World Cup, and involved more than 1000 testing sessions with volunteer viewers in a controlled environment and 2700 lab hours. 

“The results appear to prove what everyone who works in 3D already knows,” says James Stewart of Geneva Film Co., Geneva has produced numerous 3D commercials to date. ”Viewers love 3D. It commands their attention. It makes them feel more involved. Greater retention is a natural outcome of a more immersive and emotional experience.” 

Stewart also calls the results encouraging, especially for those who would like to see more advertisers embrace the technology. ”Advertisers are slowly moving into 3D,” he says, “but the additional costs remain an impediment. This study would indicate that the return is worth the investment.”

For more information on the study, go to www.espnmediazone3.com/2010/11/3d-study.

Leave a Reply

Your email address will not be published. Required fields are marked *

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