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Front Page, Industry News
THE BRIEF: Selling 3D to the Marketplace
Wednesday September 28th 2011By TO411 Guest Writer
James Stewart, Geneva Films, Toronto
Advertising guru Terry O’Reilly has an encyclopedic knowledge of the most famed jingles and taglines of all time which, for better or worse, haunt our collective imagination to this day.
On his show The Age of Persuasion, O’Reilly deconstructs the influence upon advertising of such phenomena as the politics of the day, prevailing social movements, economic conditions, reining ideologies, and technological change. Suffice to say, the most successful spots often belie the complex nature of their creation.
Regardless, pros like O’Reilly also know that consumers absorb content at face value. The immediacy of the moment is crucial. From there, you and your brand will either win kudos and a marketing award, or whither on the proverbial consumer vine.
What’s a creative to do? You’ve hammered out that heartfelt or funny or intensely brilliant concept. So how do you take it a step further, ensure your vision commands attention in the most memorable way possible? In other words, how do you secure a robust rate of retention among consumers in such a competitive global market?
One of the best means of going the extra creative mile lay in taking advantage of new technologies. Right now, this means shooting spots in digital 3D. If you’re in any doubt, the proof is in the statistical pudding.
Audiences exhibit an astonishing 92% total recall after viewing a 3D ad, with 68% of that number showing a higher likelihood of following through with a purchase – a distinct increase over the same commercial in 2D. Studies from multiple independent sources (including ESPN, Xpand and Texas Instruments) reveal an average increase in viewer retention of 15% – 20%.
Beyond the advertising realm, last year Texas Instruments conducted a study at an independent girl’s school in the UK, in which the use of 3D as a learning method clearly demonstrated improvement in pupils’ understanding of a difficult topic. Mean scores in lessons taught using 3D ranked 8.33 out of 10, while traditionally taught lessons returned mean scores of 7 out of 10. One UK teacher asserts “…The way 3D projectors help every child to engage is invaluable. It literally gets them off their seats and grabs their attention.” And from a student, “I was taught the anatomy of the human eye and ear using the 3D projection models, and I feel I remember more now – 6 months later – than if I had been taught using a textbook.”
Empirical research now validates what our gut and the rising audience attendance rates in theatres have been telling us all along. 3D is ripe for dominating communication channels now and in the future. Interest and retention rates also stand to benefit from the newest advance in 3D: autostereoscopic viewing – a fancy way of saying “Look Ma, no glasses”.
Bottom line, for a nominal increase in production costs, shooting your spot in 3D means a 15% – 20% increase in ad recall. Then maybe in 20 years people will be talking about your super clever spot – in all its multidimensional impact.
About Geneva Films:
Geneva Film Co has produced 3D commercials for such brand leaders as Sprint, JCPenney and Lexus.
Links
http://www.espnmediazone3.com/us/2010/11/04/3d-study/
http://www.hdtvtest.co.uk/news/3d-better-2d-panasonic-201109251421.htm
http://www.independent.co.uk/sport/london-2012-to-be-first-live-3d-olympic-games-2347580.html
Front Page, Industry News
THE BRIEF: Selling 3D to the Marketplace
Wednesday September 28th 2011By TO411 Guest Writer
James Stewart, Geneva Films, Toronto
Advertising guru Terry O’Reilly has an encyclopedic knowledge of the most famed jingles and taglines of all time which, for better or worse, haunt our collective imagination to this day.
On his show The Age of Persuasion, O’Reilly deconstructs the influence upon advertising of such phenomena as the politics of the day, prevailing social movements, economic conditions, reining ideologies, and technological change. Suffice to say, the most successful spots often belie the complex nature of their creation.
Regardless, pros like O’Reilly also know that consumers absorb content at face value. The immediacy of the moment is crucial. From there, you and your brand will either win kudos and a marketing award, or whither on the proverbial consumer vine.
What’s a creative to do? You’ve hammered out that heartfelt or funny or intensely brilliant concept. So how do you take it a step further, ensure your vision commands attention in the most memorable way possible? In other words, how do you secure a robust rate of retention among consumers in such a competitive global market?
One of the best means of going the extra creative mile lay in taking advantage of new technologies. Right now, this means shooting spots in digital 3D. If you’re in any doubt, the proof is in the statistical pudding.
Audiences exhibit an astonishing 92% total recall after viewing a 3D ad, with 68% of that number showing a higher likelihood of following through with a purchase – a distinct increase over the same commercial in 2D. Studies from multiple independent sources (including ESPN, Xpand and Texas Instruments) reveal an average increase in viewer retention of 15% – 20%.
Beyond the advertising realm, last year Texas Instruments conducted a study at an independent girl’s school in the UK, in which the use of 3D as a learning method clearly demonstrated improvement in pupils’ understanding of a difficult topic. Mean scores in lessons taught using 3D ranked 8.33 out of 10, while traditionally taught lessons returned mean scores of 7 out of 10. One UK teacher asserts “…The way 3D projectors help every child to engage is invaluable. It literally gets them off their seats and grabs their attention.” And from a student, “I was taught the anatomy of the human eye and ear using the 3D projection models, and I feel I remember more now – 6 months later – than if I had been taught using a textbook.”
Empirical research now validates what our gut and the rising audience attendance rates in theatres have been telling us all along. 3D is ripe for dominating communication channels now and in the future. Interest and retention rates also stand to benefit from the newest advance in 3D: autostereoscopic viewing – a fancy way of saying “Look Ma, no glasses”.
Bottom line, for a nominal increase in production costs, shooting your spot in 3D means a 15% – 20% increase in ad recall. Then maybe in 20 years people will be talking about your super clever spot – in all its multidimensional impact.
About Geneva Films:
Geneva Film Co has produced 3D commercials for such brand leaders as Sprint, JCPenney and Lexus.
Links
http://www.espnmediazone3.com/us/2010/11/04/3d-study/
http://www.hdtvtest.co.uk/news/3d-better-2d-panasonic-201109251421.htm
http://www.independent.co.uk/sport/london-2012-to-be-first-live-3d-olympic-games-2347580.html
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Front Page, Industry News
THE BRIEF: Selling 3D to the Marketplace
Wednesday September 28th 2011By TO411 Guest Writer
James Stewart, Geneva Films, Toronto
Advertising guru Terry O’Reilly has an encyclopedic knowledge of the most famed jingles and taglines of all time which, for better or worse, haunt our collective imagination to this day.
On his show The Age of Persuasion, O’Reilly deconstructs the influence upon advertising of such phenomena as the politics of the day, prevailing social movements, economic conditions, reining ideologies, and technological change. Suffice to say, the most successful spots often belie the complex nature of their creation.
Regardless, pros like O’Reilly also know that consumers absorb content at face value. The immediacy of the moment is crucial. From there, you and your brand will either win kudos and a marketing award, or whither on the proverbial consumer vine.
What’s a creative to do? You’ve hammered out that heartfelt or funny or intensely brilliant concept. So how do you take it a step further, ensure your vision commands attention in the most memorable way possible? In other words, how do you secure a robust rate of retention among consumers in such a competitive global market?
One of the best means of going the extra creative mile lay in taking advantage of new technologies. Right now, this means shooting spots in digital 3D. If you’re in any doubt, the proof is in the statistical pudding.
Audiences exhibit an astonishing 92% total recall after viewing a 3D ad, with 68% of that number showing a higher likelihood of following through with a purchase – a distinct increase over the same commercial in 2D. Studies from multiple independent sources (including ESPN, Xpand and Texas Instruments) reveal an average increase in viewer retention of 15% – 20%.
Beyond the advertising realm, last year Texas Instruments conducted a study at an independent girl’s school in the UK, in which the use of 3D as a learning method clearly demonstrated improvement in pupils’ understanding of a difficult topic. Mean scores in lessons taught using 3D ranked 8.33 out of 10, while traditionally taught lessons returned mean scores of 7 out of 10. One UK teacher asserts “…The way 3D projectors help every child to engage is invaluable. It literally gets them off their seats and grabs their attention.” And from a student, “I was taught the anatomy of the human eye and ear using the 3D projection models, and I feel I remember more now – 6 months later – than if I had been taught using a textbook.”
Empirical research now validates what our gut and the rising audience attendance rates in theatres have been telling us all along. 3D is ripe for dominating communication channels now and in the future. Interest and retention rates also stand to benefit from the newest advance in 3D: autostereoscopic viewing – a fancy way of saying “Look Ma, no glasses”.
Bottom line, for a nominal increase in production costs, shooting your spot in 3D means a 15% – 20% increase in ad recall. Then maybe in 20 years people will be talking about your super clever spot – in all its multidimensional impact.
About Geneva Films:
Geneva Film Co has produced 3D commercials for such brand leaders as Sprint, JCPenney and Lexus.
Links
http://www.espnmediazone3.com/us/2010/11/04/3d-study/
http://www.hdtvtest.co.uk/news/3d-better-2d-panasonic-201109251421.htm
http://www.independent.co.uk/sport/london-2012-to-be-first-live-3d-olympic-games-2347580.html
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