Most ad agencies realize that traditional print, radio, and television ads are quickly being replaced by more dynamic advertisements that invoke a raw emotional response. An advertisement is meaningless, after all, if the person viewing it is not absorbed into the ad and inspired to act on it.
In today’s competitive marketplace, every ad needs to be original and stand out for it to be effective. Take for example every print ad that you have ever seen. Maybe it’s a car on a page surrounded by words. The car may have all the latest features, a sleek frame, and a unique style, but someone who is not specifically looking for car ads is going to just quickly skip over it without a second thought. There is nothing about the advertisement that is intriguing them to take a closer look.
Consumers High Expectations
In the technological world we live in, there is a higher expectation from savvy consumers in regards to advertising. Traditional print ads tend to be quickly overlooked without having any real effect on the reader. They’ve seen the same type of ads over and over again, so the ad’s power is lost.
The same goes for many digital ads that website visitors are frequently bombarded with. Most, not all, but most of these digital cousins to the outdated print ad are easily passed over. Some break through to the user in a very good way, but, sadly this is few and far between.
3D Mobile Ad
With a 3D mobile ad, the consumer has complete and total immersion with the product. Simply with the touch of their finger they can rotate the car and check out the entire vehicle on their mobile phone. This gives the user a 360 degree interactive experience. Instead of a stagnant image of a car that they will bypass without real consideration, they now have the ability to essentially “play” with the ad.
Most 3D mobile ads will also allow you to zoom in and out on specific features. People find this compelling because it feels as if the car is in the palm of their hands and they have the power to truly inspect it. High-quality 3D mobile ads will also have options where consumers can adjust different features, like the color of the car. By clicking a button on your mobile device, you can see what the car looks like in every color it is offered in. That’s power!
“What I think is cool about the BMW spot is that it exemplifies a strong digital magazine ad execution. It looks like a glossy full page ad, and conveys a message even if the viewer doesn’t interact with it. But at the same time it has just enough animation and interactivity to make it dynamic and interesting.” – Joe Laszlo, Senior Director of Mobile Marketing Center of Excellence at IAB
Traditional Ads vs. Digital Ads vs. 3D Mobile Ads
Let’s do a quick comparison between these three ad types. A stationary ad is stagnant and lifeless. There is no interaction, no options, and nothing that compels a reader to take a closer look. Digital ads add a little more interest to what otherwise would be a traditional print ad. There is more opportunity for interaction, however, most simply are disruptive or annoying. On the other hand, a 3D mobile ad is in motion and alive. Consumers can interact with it and test different options which will compel them to take a closer look. There is no doubt that a 3D mobile ad is more effective.
Smart ad agencies that want to give their clients the most effective advertisements need to tap into this new technology and start thinking about 3D. This is a technological world and being able to offer the latest and greatest technology is essential for success. By using 3D mobile ads, advertising agencies can tell more compelling stories that will generate a greater response for their clients.
Who’s Using this Technology
When is comes to actually implementing this newer technology, there are a few companies that a brand can go to for help; Cooliris, [a•mo•bee] and ZUM to name a few. As for brands that have advertised in mobile 3D, look to BMW, Nokia, Autodesk, Bang & Olufsen for good examples.
Are you convinced this a trend yet? Maybe this can help; in the case of the BMW 3D Mobile Ad from above, the statistics are compelling. According to [a•mo•bee], they include a 40% conversion rate, an average engagement time of 74 seconds and a 16% engagement rate.
Ok, so what are you thinking now? Let us know…