The differences between the test groups (3D versus 2D versions) are clear: 3D viewers perceived the commercial to be modern, original and unique. This result was as expected since these properties characterise the 3D technology itself. However, surprising was that, after the 3D broadcast viewers saw the ad, they expressed more of a desire to try the sorbet and the purchase probability was also significantly higher. This manifested itself in 82% of the 3D viewers finding "Passion" delicious, whereas only 64% of those in the 2D group agreed with this statement.
A part of the effect is due to the fascination of 3D and the excitement towards new things. The differences were stronger for people watching TV occasionally and didn't have any other experience with the 3D technology. Therefore it is to be expected that the effects will decrease with the increasing familiarity with 3D broadcasts. The basic attitude towards the 3D technology, however, remained unaffected. In both test groups, the proportion of those who want to view 3D at home was 43%."
Jan Berlin, SKOPOS Research Director and Study Lead says: "Our results show that with 3D advertising it is relatively easy for advertisers to achieve positive influence on product and brand."
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