3D Advertising Platform: The Story So Far

A new innovation is oftentimes the result of a paradigm shift aimed at revolutionizing either a failed project or an almost outdated one.. In the case of the 3D advertising platform which was introduced in July, last year, by 3D Impact Media West Africa, it was to give a fresh breath to marketers who were looking for an effective platform in terms of reaching out to target markets at a measurable cost, especially, in the face of economic downturn and the stringent policies of LASAA which seemingly became a threat to many outdoor advertising practitioners. Blessing Nwobodo, in this report, looks at the business potentials of the 3D innovation on advertising.

Economic downturns often bring great opportunities as well as pose threats. They bring great opportunities because, in times like this, businesses can look back at what they offer, enter new markets and maximise the value proposition of their offerings. They pose threats because, in times like this, disruptive innovation takes place which may pose a threat to the company. So, businesses need to constantly adapt to changing conditions. For example, Google, MTV and IPod were all born during economic downturns.  
At the unveiling of the cutting edge innovation, Dr. Mike Kronenberg, the Marketing Director and Media/Global Chief Executive Officer, 3D Global Network, the parent company of 3D Impact Media West Africa, told brand representatives that the 3D innovation is to aid brands and organizations get the desired attention of their target consumers in a speedy and engaging manner making references to the successes achieved in Brazil, South Africa and Australia.  
According to him, “hitherto, people could see the illusion of 3D on screens only when they wore special glasses designed for that purpose. With our software and screens, 3D images can now be seen with the naked eyes”. In addition, he said that the organization would deploy the solution primarily for media advertising, in-house networks, fairs and exhibitions. “For advertising”, he continued, “we will set up indoors in key public places including malls and airports with the key messages right in front of the audience.”  
It is now six months since the introduction of the innovation which is already taking shape despite the challenges of economic downturn. However, there are indications that its deployment may not be moving at the expected rate.  
According to Okwuoma Onwuanyi, the Head of Marketing, Light Level Ltd, the problem of technological-know-how may be one of the problems slowing the pace of the platform. “The technology is a good concept. However, since the innovation is new, the company may have problems getting personnel who have knowledge of the technology to deliver the service,” she said.  
M2 spoke with the President, 3D Impact Media West Africa, Solomon Itegboje, to find out why the company had to bring in the innovation at this time and why it is taking time to fully materialize. He explained that the delay in fully rolling out the 3D screens at the various sites listed by the company during the unveiling is due to the need to deliver better services. In his words “After putting up our screens at the Food-court and Departure Hall of the MMA2, we saw a better practice in Bangkok. The guys there had multiple screens placed at locations. Because we want to deliver better services we decided to make a total change of our initial plans for the test sites. We have gone ahead to renegotiate with the management of MMA2 and Kings Plaza and now have multiple screens placed there.”  
Furthermore, Itegboje stated that the company has also installed double screens at the Silverbird Galleria, Park ‘n’ Shop and the E-Centre. Again, it is proposing to install no less than 15 screens at The Palms Shopping Mall.  
With objects seeming to pop out of the screen, the 3D technology stimulates and appeals to the senses of the consumer.. In today’s world, consumers want to interact with brands and have a more intense brand experience. Comparing the platform with traditional advertising, Itegboje says “the medium is a paradigm shift and is truly innovative. Its versatility ensures that brand messaging can be everywhere and targeted  impact is wherever and whenever customers go. Interestingly, it surpasses traditional media in terms of attention, engagement, recall, acceptance and cost efficiency. It also gives complete market differentiation.”  
On the effectiveness of the platform, an advert placed on 3D commands more attention and is registered in the minds of consumers immediately. Itegboje buttresses that “The aim of every advert is to get consumers to buy the brand and this is why it is imperative that the advert is packaged enticingly to stick in the mind of the consumer. On the average, consumers spend 11 seconds to look at an advert on 3D and a maximum of four seconds on 2D. The 3D platform is therefore more impacting. The difference is clear, the advert you see on 2D screen is easily forgotten while on 3D it is not. Empirical study shows that the 3D platform is 400 percent impactful.”  
However, experts say that despite the advancement in technology, creating a 3D advert is still a complicated business and requires a level of expertise that few people have. In Nigeria for instance, the technology is just evolving and so we cannot boast of having a firm hold of it. With this in mind, one wonders how the company plans to sustain the technology.  
“There is no stopping an idea whose time has come; we know we don’t have experts here in Nigeria who can handle the technology. Currently we are employing the services of expatriates but we will also invest significantly on staff that have basic knowledge of the technology as we go on,” Itegboje replies.  
Surprisingly, contrary to the fear that the platform will cost heavily to advertise on, M2 found out that the medium is the cheapest in terms of cost per second. According to Itegboje, some mediums are deliberately overcharged. “Our charges are relatively cheap depending on the location. However, on the average, we charge less than 3 naira per second and this is a benchmark for us in fixing prices in the future when we need to,” he says.  
But the novelty of 3D adverts will die down and then it is a question of whether brands will still be prepared to explore the format. The problem has always been that in the past, adverts that embraced new technology usually had weak creative ideas behind them as the brands were just doing something because it was new and exciting. To this end, the company reassures that its emphasis is on placing good advert material on the screen to better project the platform and the brand advertised on it.
 However, how successful this efforts will prove is left for time to tell.