According to analysts, 3D television will become a widespread reality in a few years, so advertisers must prepare to jump into this format by taking advantage of its benefits and the immersion it provides.
“Consumers are looking to experience a new wave of 3D technologies in the cinema and there will soon be a huge demand for 3D systems for the home. This will translate into commercial success over the next 3-5 years,” said Mediaweek’s Sarah Carroll, director at Futuresource Consulting .
When it comes to thinking about the content, technology and advertising data creative work of these stereoscopic systems are not so different, although experience is required when thinking about post-production.
In this sense, many warn that advertisements in this format should be longer, since a 30-second sequence would only confuse the viewer in a sea of sensory information.
In addition, technical aspects must be taken into account, such as the possibility that there may be different formats, so making an advertisement may not be as profitable since it can only be used on one platform or system, as has occurred with HD technology and DTT.
In this regard, Tom Eslinger, creative director of the interactive division of Saatchi & Saatchi, says that the arrival of this format has been talked about for years but that it is finally within reach of mass production.
"As always, the idea is paramount and there has to be a reason for making 3D," warns the publicist in relation to the temptation of making certain formats just because they are fashionable.
“I’m less interested in simply creating a 3D model of a product than in getting audiences to interact with objects in some way. There are exciting opportunities for brand immersion but we’re just getting started.”