"SKOPOS Test Study on 3D advertising, Nov 2010: in this test study SKOPOS designed and tested a commercial for the fictitious sorbet "Passion" - showing respondents the ad in either 3D or traditional 2D. The result? Not only the commercial itself, but also the advertised product scored better if the ad was seen in 3D !
The differences between the test groups (3D versus 2D versions) are clear: 3D viewers perceived the commercial to be modern, original and unique. This result was as expected since these properties characterise the 3D technology itself. However, surprising was that, after the 3D broadcast viewers saw the ad, they expressed more of a desire to try the sorbet and the purchase probability was also significantly higher. This manifested itself in 82% of the 3D viewers finding "Passion" delicious, whereas only 64% of those in the 2D group agreed with this statement.
A part of the effect is due to the fascination of 3D and the excitement towards new things. The differences were stronger for people watching TV occasionally and didn't have any other experience with the 3D technology. Therefore it is to be expected that the effects will decrease with the increasing familiarity with 3D broadcasts. The basic attitude towards the 3D technology, however, remained unaffected. In both test groups, the proportion of those who want to view 3D at home was 43%."
Jan Berlin, SKOPOS Research Director and Study Lead says: "Our results show that with 3D advertising it is relatively easy for advertisers to achieve positive influence on product and brand."
Interested in producing 3-D commercials? An extensive expertise in the field of 3-D stereography is needed for a successful 3-D commercial. With our long-term experience on this specific field we will gladly provide advice and support. We are available for you as usual via Email "sales@more3d.com" or phone +49 (0)221 677 8797 0.
The differences between the test groups (3D versus 2D versions) are clear: 3D viewers perceived the commercial to be modern, original and unique. This result was as expected since these properties characterise the 3D technology itself. However, surprising was that, after the 3D broadcast viewers saw the ad, they expressed more of a desire to try the sorbet and the purchase probability was also significantly higher. This manifested itself in 82% of the 3D viewers finding "Passion" delicious, whereas only 64% of those in the 2D group agreed with this statement.
A part of the effect is due to the fascination of 3D and the excitement towards new things. The differences were stronger for people watching TV occasionally and didn't have any other experience with the 3D technology. Therefore it is to be expected that the effects will decrease with the increasing familiarity with 3D broadcasts. The basic attitude towards the 3D technology, however, remained unaffected. In both test groups, the proportion of those who want to view 3D at home was 43%."
Jan Berlin, SKOPOS Research Director and Study Lead says: "Our results show that with 3D advertising it is relatively easy for advertisers to achieve positive influence on product and brand."
Interested in producing 3-D commercials? An extensive expertise in the field of 3-D stereography is needed for a successful 3-D commercial. With our long-term experience on this specific field we will gladly provide advice and support. We are available for you as usual via Email "sales@more3d.com" or phone +49 (0)221 677 8797 0.
