3D Hits the Big Time?

Printer-friendly versionPrinter-friendly version


3D Ford
3D technology, long discussed in industry circles for its digital signage potentials, is now hitting the high street, with a number of innovative campaigns.
The BBC has reported on the use of various 3D technologies in advertising campaigns. This indicates that 3D digital signage could be about to enter public consciousness after many years of development and experimentation.
The debate between stereoscopic and auto-stereoscopic technologies continues, with campaigns such as that of CBS Outdoor in Grand Central Station in New York still using stereoscopy. The company installed a huge high definition 3D screen at the station, but needed to hand out over 70,000 3D glasses to passers-by in order for them to see the effects.
On the other hand, South African jewellery company De Beers used lenticular technology to advertise their diamond rings.
"Producing a 3D advert is more expensive than producing a 2D ad because it is more complex to film and edit, plus the display technology also costs a premium," says communications director Jennie Farmer. "However, the impact the activity has had internationally has made it worthwhile."
Smaller firms are also using holographic 3D technology, where the depth is behind the object, rather than in front of the screen. This effect does not require glasss.
The number of large, one-off campaigns involving 3D is also growing, with Ford commissioning a set of 3D videos which were shown at the UEFA Champions League Final in London in May.
3D in digital advertising seems to be reaching tipping point, and consumers will soon become very accustomed to this new addition to the digital signage world.

Friday, June 10, 2011