's Digital Edge
Brand recall could be four times effective via 3D: Study Team

(16 July 2009 6:15 pm)


MUMBAI: A market report from Futuresource Consulting reveals that Brand recall could be as much as four times higher in 3D campaigns when compared with its 2D counterparts.

The development of 3D technologies has strengthened the opportunities within business-to-business (B2B) applications.


There is an increase in the number of poster sites for replacement by 3D digital billboards while theme parks, museums, casinos and flagship retail stores are also eyeing such installations.

"Brands are increasingly seeking more innovative ways to reach customers via creative and impactful campaigns, and the economic recession could be benefiting the DOOH market, as media planners are being forced to investigate new campaign models," says Futuresource convergence and new technologies consultant Mike Fisher.


The objective of developing auto-stereoscopic 3D displays for mass market consumer devices remains key to the success of 3D applications for digital out of home, adds Fisher.

The research further indicates that by 2012 nearly 8 per cent of all B2B panel sales will be 3D, rising to 30 per cent by 2015. The real battle will be fought at the consumer level and any competitive edge that can be gained within the B2B market will hold a vendor in good stead for the consumer marketplace.

"One of the major issues we are facing is the limited amount of 3D content available today. Both the high cost of creation and a shortage of trained content designers will remain significant barriers to industry growth," Fisher adds.

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