Hello,
Welcome to the April edition of the Platinum Mix eNewsletter. Last month we took a look at social media and the role it plays in B2B marketing. This months issue will explore the exciting world of 3D technologies and what it means for marketing and advertising.
With the release of Avatar on DVD/Video/Blu-Ray, discussion has re-ignited about the future of 3D television. Samsung has this week released its new range of television sets which will be the first full 3D range in Australia, but it is yet to be seen whether there will be a spur in sales or a flop.
3D or not to 3D
TV manufacturers have been experiencing a boom time since the government mandated switch to digital TV as well as the advances in high definition viewing. Now manufacturers want something new to keep people buying TV’s. At the much publicised Consumer Electronics Show in Las Vegas earlier this year, Samsung, Sony, LG and Panasonic unveiled their range of 3D TV’s. The biggest question being asked is ‘are consumers willing to upgrade for 3D?’ Currently a 3D television will set you back approximately $1,000-3,000 – the same as a new high definition set. It is anticipated that the push for 3D TV and technology will come from Hollywood with Dreamworks already announcing that all its films will be produced in 3D.
As exciting as this new TV technology is there is a downside, in order to get the cool, immersive experience without the headache – you need to wear special glasses. 3D imaging requires sending a different image to each eye, glasses help merge the images in the mind and trick the brain into thinking that it’s seeing a single 3D image, without the glasses the image looks fuzzy. Unfortunately the technology that would allow us to view 3D television without glasses just isn’t widely available at the moment, and won’t be for 10 years. However, Philips has developed 3D TV’s that can be viewed without glasses. But in order to watch it, the viewer must sit in a specific spot in front of the TV, this invariably creates a number of issues.
So what does this have to do with marketing? 3D entertainment has finally gone main stream with Avatar convincing executives that the world is ready for 3D. The rise of 3D entertainment has also seen the rise of 3D advertising to accompany programming. Fiat, Redbull and Vodaphone have all been amongst the first to produce ads for 3D viewing. The truth of the matter is that 3D has a wide reaching audience and can help a brand distinguish themselves. BMW are in the process of developing an advert showcasing the spaciousness of the vehicle, but instead of telling people this message, the 3D advert will let people feel the difference.
It is still early days for 3D television advertising, but companies are already fighting for 3D theatre advertising space. 3D ads can differentiate your brand, and create an emotional connection through a shared experience. Broadcasters are always actively looking for bold and adventurous ideas from brands and advertisers, and so are consumers.
  
Think cinema advertising is for your business? Give us a call, we're happy to chat and discuss your options.
Platinum Mix can assist your business with all the marketing strategies mentioned in this, and subsequent eNewsletters. So if your business requires any marketing assistance, call us today on 08 9380 6929.
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