3D ad market is primed: Tsuyuzaki

Companies who create 3D advertising for theaters and TV will enjoy higher viewer retention and buy-in rates, according to Eisuke Tsuyuzaki, Panasonic Chief Technology Officer in North America.

Speaking last week at the seventh annual Advertising Week in New York, Tsuyuzaki cited a study indicating a retention rate for a 3D ad that is up to eight times that of a standard commercial message. For print media, he said studies show that consumers spend up to 2.5 times as long perusing an ad in 3D versus a 2D version.

The consumer 3D market is well on the way to reaching critical mass, Tsuyuzaki said, noting that there are more than 5,000 3D cinema screens in the US, an estimated two million or more 3D HDTVs expected to be sold this year, and 12 3D HDTV television channels debuting in 2010.

“Coupled with the reduced cost and new ease of 3D production thanks to Panasonic’s professional 3D camcorder and editing equipment and the availability of class-leading 3D stock footage, companies that create commercials in 3D will experience a dramatic surge in product awareness, interest and buy-in,” Tsuyuzaki said.

Panasonic was one of the earliest companies to strongly push 3D with the introduction early this year of 3D TVs, Blu-ray players and a professional handheld 3D camcorder.

To encourage advertisers to make the leap into 3D, Tsuyuzaki singled out BlackLight Films in Hollywood as a key source of quality 3D content ranging from motion picture licensing to original production.

“With 500 hours of material shot in thousands of locations, we’re ready to supply the industry with the highest-quality 3D footage, either custom or licensed, and are very pleased to be working with a recognized leader in 3D technology like Panasonic to make sure the scope of high-quality 3D content continues to grow,” said Louie Schwartzberg, founder of BlackLight Films.

Blacklight, headquartered in Hollywood, licenses material to clients such as Miller Lite and Subaru, and has produced and directed feature films for Disney and National Geographic, as well as commercials for leading national brands.

— By Scott Hettrick