A recent study conducted for Red Bull by the University of Tilburg and Dimenco Displays found that glasses free 3D ads achieved 45% more viewer attention and an 8.5% increase in sales.
The University and Dimenco used eye-tracking technology created by the Fraunhofer Heinrich Hertz Institute to monitor observer’s eye movements. The trial was conducted in a real world environment rather than a lab setting where a different cooler was installed in three Exxon Mobile petrol stations across the Netherlands. One was a cooler without any screen, another featured a 2D display and the other featured an autostereoscopic 3D display. Both screens showed Red Bull promotional material.
“With the specially developed eye-tracking software we were able to measure the exact viewing time of the customer”, according to researcher MS. Van Grootel of the University of Tilburg. “We collected more than 15.000 eye-trackings and we interviewed more than 180 customers for this study".
Bas Ploeger of Dimenco Displays spoke to 3D Focus during ISE after we asked why there are not more glasses free 3D advertisment displays in public areas…
"We are now actively approaching the market with these displays. They are already being used in some public environments in Japan, Austria, the Netherlands and in the USA we are now implementing our systems. The reason it is not being applied in a broader manner is that it is still quite a new technology and marketing people can be pretty conventional. They base their decisions on facts and figures and up to now there was no information as to how well 3D would perform in an advertising area. This study shows that 3D really works. I’m sure with these type of studies we will be able to convince advertisers of the added value of 3D”.
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