Top directors from Ridley Scott to Martin Scorsese are now filming in 3D. But what does this shift to mean to the global advertising community? At Advertising Week today, Geneva Film Co. founder and director James Stewart took a detailed journey to the next dimension of advertising. Stewart’s Advertising Week presentation explored new 3D platforms, costs, and implications for creative and storytelling.
Advertising Week, spearheaded by The Institute of Communications Agencies (ICA), is one of Canada’s biggest advertising industry gatherings. Stewart was joined on the AdWeek podium by industry experts from Facebook, Ipsos Reid, Marketing Magazine, Yahoo! Canada, Google Mobile Ads and Bruce Mau Design, among others.
According to graphics and multimedia research firm Jon Peddie Research, 80 percent of smartphones will be equipped with 3D cameras and screens by 2015. Stewart offered up a first hand view into this future, presenting to his audience the world’s first glasses-free 3D tablet.
Glasses-free 3D phones and tables present a new and exciting content delivery channel for advertisers, especially when one considers the stunning 15-20% higher retention rates over traditional 2D spots, noted Stewart.
“The next frontier for 3D advertising is the mobile device. From a 3D YouTube channel, to movie trailers, to downloadable content and games – the opportunities for advertisers to engage an audience in new ways is virtually limitless and incredibly viral,” said James Stewart.