http://vimeo.com/44779083
As the French poet Alphonse de Lamartine is frequently quoted, “history teaches everything, including the future.
Mobile is bringing the ad industry full circle. Advertising’s primary purpose is to connect a buyer with a product. Technology has changed the means of delivering an advertiser’s message, but the basic need to create a relationship with customers remains unchanged. With big data and targeting, advertisers can deliver the right message, to the right person, at any time, anywhere in the world. According to a recent study, mobile users check their phones every six-and-a-half minutes. But have we lost the true one-to-one product experience by going digital? How can advertisers deliver a compelling product experience through a digital screen?
The answer? 3D mobile ads. 3D is permeating our media consumption experience. The number of 3D movies is increasing, and interest in 3D television (sans glasses) is growing every year. As consumers become more familiar with 3D, the expectation of depth in advertising will increase.
Real-time 3D on mobile is more than added depth. It provides the ability to view, touch and examine a product from every side, open it, peek inside, and even customize it. By adding depth and the ability to manipulate products directly on a mobile device, customers get an immersive experience that would otherwise only be possible in person.
For example, BMW leveraged real-time 3D to design an immersive mobile ad to create desire for a product that would not be available for several years—the new BMW i8. Only two of these vehicles existed in North America, but with this new type of 3D ad on a tablet, thousands of consumers were able to explore the BMW i8 from every angle and even disassemble the high-tech concept car. This type of interactive digital ad gives the customer something they don’t get from traditional advertising: control.
With 3D, the ad experience has quickly moved beyond a simple advert to become meaningful content that the consumer wants to engage with, and advertisers have access to a whole new world of creative opportunities. Unlike the early days of advertising, advertisers no longer need to travel from town-to-town in search of the one-to-one customer relationship; 3D mobile technology is extending this consumer-advertiser relationship to billions of consumers on a global scale.
About the Author
Trevor Healy, [a•mo•bee] CEO
