How 3D Advertising Increases Sales and Store Traffic - 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.
How 3D Advertising Increases Sales and Store Traffic
By Luke Tobias
Mar 12, 2012 - 11:15:39 PM
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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