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While 3D technology has been around for awhile, 3D advertising is only now becoming a significant force with the advent of the increased accessibility of 3D without glasses in the home.

Traditionally, 3D technology has required that users wear special glasses in order to see the images pop out of the screen. While most consumers prefer not to wear 3D glasses, the technology is still very popular and the majority of consumers prefer it. 

However, recent technological advances have made 3D without glasses possible. Parallax barriers are lenses integrated into the TV screen that have stripes that hide certain pixels, causing some of the pixels to only be viewed by the left eye and some of the pixels only being viewed by the right eye. Doing so allows the TV to adjust pixels in a way that creates an illusion that the TV images are 3D.

3D without glasses has opened up a new potential avenue for digital advertising that allows for companies to create content that is more engrossing. Holding the viewer's attention is crucial, as the advertisement must compete with the content that the consumer is deliberately consuming. 

The greater success of cinema ads has demonstrated that immersion can improve the effectiveness of digital advertising. By this rational, 3D advertising would also be more immersive and could also lead to more sales. 3D advertising can especially be more effective when used to market products that are action-oriented, such as promotions for cars and sports equipment. 

Besides TV, there are numerous other ways that 3D digital advertising can improve immersion for the consumer. 3D kiosks make it possible for consumers to interact with a 3D representation of the product with a touch screen. These kiosks can be especially beneficial when the appearance of the product plays a major role in the buying decision. 

The same technology that is applied to 3D TV advertising can also be used with 3D signs. Once again, the experience can be much more immersive than with more traditional 2D signs, which is especially beneficial when one sign must compete with several others. When combined with high-definition sound, the 3D experience can really suck the consumer in.

Both kiosks and signs can be an effective way to draw the attention of consumers to a store, further increasing the chances that they will want to venture inside. This can not only be done in a physical store, but also in a digital store, where consumers can interact with products on their computer or mobile device. After being won over by the product, navigation to the shopping cart can be seamless.

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