Most modern ad agencies realize that traditional print, radio, and television ads are quickly being replaced by more dynamic advertisements that invoke a raw emotional response. An advertisement is meaningless if the person viewing it is not absorbed into the ad and inspired to act on it.
In today’s competitive marketplace, every print ad needs to be original and stand out for it to be effective. Take for example every printed car ad that you have ever seen. It is a car on a page surrounded by words. The car may have all the latest features, a sleek frame, and a unique style, but someone who is not specifically looking for car ads is going to just quickly skip over it without a second thought. There is nothing about the advertisement that is intriguing them to take a closer look.
Consumers High Expectations
In the technological world we live in, there is a higher expectation from savvy consumers in regards to advertising. Traditional one dimension print ads are quickly scanned and skipped over without having a real effect on the reader. They have seen the same type of ads over and over again, so the power is lost.
A 3D ad on the other hand will jump off the page, literally. Most consumers are not familiar with 3D advertisement, so the mere fact that it is a different style of ad than what they are used to seeing will grab their attention. Using the car example that was mentioned earlier, a 3D car ad will inspire the reader to take a closer look since the car stands out.
3D Mobile Ad
If it is a 3D mobile ad, the consumer can also view the car from every angle. Simply by the touch of their finger, then can rotate the car and check out the entire vehicle using their mobile phone. This gives the user an interactive experience. Instead of a stagnant image of a car that they will bypass without real consideration, they now have the ability to essential “play” with the ad.
Most 3D mobile ads will also allow you to zoom in and out on specific features. Consumers find this compelling because it feels as if the car is in the palm of their hands and they have the power to truly inspect it. High-quality 3D mobile ads will also have options where consumers can adjust different features, like the color of the car. By clicking a button on your mobile device, you can see what the car looks like in every color it is offered in. That’s power!
Print Ads vs. 3D Mobile Ads
Let’s do a quick comparison with the stationary print ad versus the 3D mobile ad. A stationary ad is stagnant and lifeless. There is no interaction, no options, and nothing that compels a reader to take a closer look. On the other hand, a 3D mobile ad is in motion and alive. Consumers can interact with it and test different options which will compel them to take a closer look. There is no doubt that a 3D mobile ad is more effective.
Smart ad agencies that want to give their clients the most effective advertisements need to tap into this new technology and start thinking about 3D. This is a technological world and being able to offer the latest and greatest technology is essential for success. By using 3D mobile ads, advertising agencies can tell more compelling stories that will generate a greater response for their clients.
Who’s Using this Technology
When is comes to actually implementing this newer technology, there are a few companies that a brand can go to for help; Cooliris and [a•mo•bee] to name a few. As for brands that have advertised in mobile 3D, look to BMW, Nokia, Autodesk, Bang & Olufsen for good examples.
see the Demo
In the case of the BMW 3D Mobile Ad from above, the statistics are compelling. According to [a•mo•bee], they include a 40% conversion rate, an average engagement time of 74 seconds and a 16% engagement rate.
When asked about the BMW mobile ad, Joe Laszlo, Senior Director of Mobile Marketing Center of Excellence at IAB said on the IAB Tablet Creative Showcase
“What I think is cool about the BMW spot is that it exemplifies a strong digital magazine ad execution. It looks like a glossy full page ad, and conveys a message even if the viewer doesn’t interact with it. But at the same time it has just enough animation and interactivity to make it dynamic and interesting.”
What are your thoughts on the 3D Mobile Advertising landscape? Is this something you think brands will find a positive ROI from, or is it just another fad? Write your comments in the box below and let us know where you stand.
If you are looking for more information on creating 3D Mobile Ads, ZUM – a 3D Company can help. They’ve worked with Cooliris and [a•mo•bee] to create the BMW ad you saw as well as others for Autodesk, NOKIA and Capital One. Contact them to learn more.
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