Understanding the Three Ds
of 3DRTV
Admit it: ever since “Star Trek” rebooted with the first of its “Next Generations,” you wanted a holodeck. But while inter- active three-dimensional environments
remain sci-fi fantasy, 3D TV should surface this
year.
The reports from CES are exciting, yet ominous.
ESPN and Discovery/Sony/IMAX are planning
channels even now. (Yes! Tom Brady is in my living room!) But RealD, Sensio and Blu-ray 3D have
introduced competing platforms. (No! I’ll end up
with an extra set to connect to my high-def DVD
player!)
Despite blogsful of breathless buzz, few have discussed
how this might impact advertising. So here’s what my direct
response colleagues should
know: the three Ds of 3DRTV.
Dearth. That sure sounds
dark … daunting …
depressing. It should. 3D
TV has no user base, no
settled technical specifi-
cations and no content
providers on the air, over cable or at retail.
Even if you created the best 3D spot the
world ever saw … uh, wait a minute… the
world can’t see it. There aren’t any channels
to air it. Sony exec Hiroshi Yoshioka says the
3D market should reach mid- and low-end
customers in a couple of years. How? People
just squeezed their recession-tight budgets to
buy new high-def sets. Talk about upgrade
fatigue. You should replace your brand new
HDTV already? Barriers to 3D entry are plen-
tiful. In addition to
the new set you’ll
need, and insuffi-
cient content, you’ll
also have to wear
funny glasses. That’s
another dealbreaker:
Discomfort!
Dollars. Consumers aren’t the only ones
watching them. HD production is costly
enough, and 3D demands even more dollars
for specialty cameras, high-capacity media
and storage, and countless hours to retrain
your crew. And you still haven’t bought time
slots. Avails may be inexpensive briefly — as
newly launched networks cut deals to attract
clients — but more likely, the lack of venues
will drive media costs up. In even the newest
media, supply and demand still holds sway.
Distraction. While embracing tech hotness
is tempting, it has to assist us, not enslave us.
High definition passes that
test; 3D looks sketchier. HD
surround sound provides
more immersive music for
more potent emotional
hooks. Extra screen real
estate lets us run crawls and
display offers without obscur-
ing the main shot. Increased
resolution lets advertisers
prove they have nothing to
hide, increasing consumer
confidence. Admittedly, 3D creatives would
reach out and grab viewers. Marketing Week
reports that 88 percent of respondents who
saw a 3D movie also remember the 3D ad.
But charging hard to 3D risks diverting our
attention from selling. DRTV is all about
ROI. Outside of exercise equipment — and
Chia Obama, perhaps — it’s hard to think
of product categories where 3D would en-
hance sales. We need ubiquitous media, and
to manage production costs carefully. For
the foreseeable future, 3DRTV would allow
neither.
If you buy the first three, I’ll throw in a fourth D,
absolutely free: Don’t. Not yet, anyway. Better now
to invest in more high-impact scripts, jaw-drop-ping demos, gripping testimonials, and captivating
talent. But if someone comes along with that holodeck … ■
2.
