3D movies have exploded in theaters, and now manufacturers have followed suit with 3D TVs for residences. How soon will marketers adopt 3D commercials?  In June, ESPN network broadcasted the World cup in 3D, which included 3D commercials from Procter & Gamble, Sony Corp. and Disney’s Pixar.

However, with U.S. sales of 3D TVs projected to be in the range of three to four million, this represents merely 10% of overall TV sales.  Not necessarily worth it when you consider the expense to create a 3D commercial – typically 10 – 50% more than a traditional ad.  Cinema networks, which also accept 3D commercials, have a limited number of 3D screens available, only about 8%, according to the National Association of Theatre Owners.

So, with budgets under the microscope, will marketers sacrifice dollars to jump on the next big thing?  It’s hard to tell.  Marketers must constantly be looking for new ways to make products stand out and build brands, but cost always remains the number one issue.  Will seeing a product in 3D actually sell more of them?  Time will tell.

For those advertisers who can use 3D technology to enhance their products, 3D commercials may be an ideal opportunity to get an edge over their competition.  Even just a few years ago, many advertisers were leery of producing ads in HD due to the increased cost and today, the majority of ads are shot in HD.

The true indicator will be how quickly consumers adopt 3D technology for their home.  A 3D commercial playing on a traditional television is essentially worthless. Therefore, advertising agencies will need to closely monitor this trend and advise their clients when, or if, it even makes sense to produce a commercial in 3D. Sure it’s cool, but if only 10% of the population sees it, is it really building any business? The answer is a big, FLAT “no.”

Domus is an innovative marketing communications firm that incorporates state-of-the-art technologies and classic marketing principles into effective marketing campaigns. For more information visit us at Domus, Inc. and Domus Digital.