Digital marketers are constantly trying to find the new big thing to attract customers' attention. As a graduate student in the Northwestern Medill Integrated Marketing Communications (IMC) program with an interest in digital and social marketing, I have found two articles on 3D mobile ads that are pushing the boundaries of mobile marketing. 3D mobile ads are a developing trend
that allows brands to immerse consumers in a fully interactive experience with
their products.
A recent
Adweek article from Lauren Johnson details the 3D mobile ad trend as it goes
through an early development phase. There are multiple examples of some recent
ads utilizing this technology. There are a couple different styles of ads
shown. One is a somewhat basic Jameson ad that makes it seem like a shot of
whiskey is being sent down the bar right to the user’s fingertips. Another
example is more involved, where users can actually interact and engage with a
Ford Mustang to look through 360 degree views of the car. But as
the article mentions, the trend is still young and not everyone has bought in.
Moreover, it mentions an Interactive Advertising Bureau statistic that “only 27
percent of mobile marketers have bought programmatic ads.” So while technology
companies and brands are testing out the 3D mobile ads, there is still much
uncertainty about the viability of the trend.
(source: Mobile Marketer)
(source: Mobile Marketer)
Another
article by Michael Barris on Mobile Marketer detailed one of the early attempts
at the 3D format from Mazda. It was one of the first experiments with the
technology, so as expected the ad was rather simplistic. The article details
some of the technology of how the 3D optical illusion is created and lays a
great foundation in understanding the process.
After reading these articles and based on my learning in Northwestern Medill's IMC program, I've created 3 recommendations to help you stay ahead of the game:
Try it yourself - Check out Amobee’s website to try it out for yourself! They were responsible for Ford’s Mustang ad, and they have video demos on their website.
Follow 3D - Getting a head start on other companies can help you take full advantage of this new marketing form.
3D mobile marketing is still a nascent movement, but it is
something that can really help your brand stand out amid the marketing clutter!
Alan Wu is a graduate student at Northwestern University’s
Medill Integrated Marketing Communications program, with an interest in digital
and social media marketing. I received my Bachelor’s degree from Medill
in journalism. I spent 3 years in Japan learning a new language and view of
life before deciding to come back to Medill to continue my education.
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