Advertisers looking to increase memory retention among audiences should seriously investigate 3D, says a leading producer of stereoscopic 3D commercials, James Stewart. In a presentation today delivered at the Ontario Centres for Excellence (OCE) Discovery 2011 conference, Geneva Film Co. founder and director James Stewart shared startling statistics.
He showed the use of 3D in advertising yields eye-popping returns in memory retention with audiences exhibiting 92% total recall of an ad, with 68% of that number showing a higher likelihood of following through with a purchase of the product advertised – a significant increase over the same commercial in 2D. Quoting studies from multiple independent sources – including ESPN, Xpand and Texas Instruments, the data shows an average increase in viewer retention of 15%.
Showing examples of his 3D work used in customer testing, Stewart said, “For a nominal increase in production costs, you get a 15% – 20% increase in ad recall. Who does not want that?”
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