Rufus Radcliffe, head of network marketing, Channel 4
3D will take time to be a mass-market proposition. Early equipment will be expensive, and made more so by the fact that millions of consumers have only recently invested in a new gen-eration of HD TVs.
However, it will happen. 3D is being led, not only by technology, but also demand. Viewers want innovative ways of engaging with content - which 3D can offer.
It also stacks up commercially. Advertisers constantly strive for fresh ways to engage with consumers, and 3D offers tactics of getting messages across with great impact. We will be looking at a new age in creativity. Ad agencies should be excited.
This is in the future. In November, for the first time, 3D will become mass market, for a special week on Channel 4. People will be able to pick up one of 10m pairs of 3D specs for free in Sainsbury's and enjoy a range of fantastic 3D content.
Channel 4 has a history of innovation in TV advertising and we believe now is the opportunity for the debut of a 3D ad break.
Lindsay Clay, marketing director, Thinkbox
It's never too early to be interested in something that enhances the ad experience.
Like HD, 3D will deepen viewers' engagement and that is as positive for advertisers as it is for programme-makers. We know that HD increases viewing and ad engagement, so it isn't a stretch to imagine a similar effect for 3D advertising.
Smart advertisers also recognise the advantage of being among the first to try innovative ad formats. The learning curve is steep, but they are then in a good position to capitalise while competitors learn, and can gain a lot of positive attention from being among the first. I worked with Kellogg in the early days of interactive TV advertising and it got a huge amount of positive attention. Ford, too, discovered this in its work with Sky last year when it was among the first to advertise in HD.
Technologies that enhance the TV experience - like 3D, HD or even digital recorders - magnetise viewing to the living room and create an even better experience for viewers. That is never a bad thing for advertisers.
Tony Effik, chief strategy officer, Publicis Modem
Attaching your brand to the magic of 3D is a good thing, but only if you go in with both eyes wide open. Arthur C Clarke once said: 'Any sufficiently advanced technology is indistinguish-able from magic.' Advertisers should do it for the stardust it surrounds the brand with, and should see this as an opportunity to learn and experiment with a technology that feels like magic today, but will be mainstream tomor-row. 3D technology is fast appearing in our cinemas and in our homes.
Many viewers of Channel 4's 3D season will be thrilled by the magic of Sainsbury's' sponsorship, but they should be aware, even with retail distribution, that most people will not have the glasses they need to enjoy the season. Any lessons or content that Sainsbury's creates should be made to work for cinema as well, where films by James Cameron, Steven Spielberg and Peter Jackson will soon be out in 3D.
The reach might not yet be fantastic for 3D ads, but the learning and magic it brings to your brand make it worth the investment.
Will Abbott, marketing and communications director, freesat
3D is a long way off from any mean-ingful penetration. However, for the right brand - think Adidas, not Andrex - and with the right campaign - think World Cup, not a January sale - there is a definite opportunity to be had.
The 3D experience will first have an impact in cinema, giving brave brands with budget the opportunity to lead the way. Watching Messi dribbling and Ronaldo diving out of the screen as you spill your popcorn will be special.
The experience will generate word-of-mouth and column inches, providing the bedrock upon which to build the campaign and from which to extend it across other media.
3D needs to be considered as much more than an improved video format. It is an innovative viewing experience, and advertisers need to consider it in this context before developing a 3D strategy.
This article was first published on marketingmagazine.co.uk