3D advertising boosts Red Bull sales by 8.5%

Feb 02, 2012 6 Comments by Jonathan Tustain

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".

Red Bull 3D Advertising Test Configerations 3D advertising boosts Red Bull sales by 8.5%

According to the data on average, a customer looked at the 3D screen 3 seconds longer than the 2D screen (10.92 seconds) which translates to a 45% increase of attention and a 75% increase compared to no display at all.

Also, during the period of testing, the sales of Red Bull products at the petrol station with the 3D display increased by 8.5%.

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”.

Dimenco are currently showcasing their new range of autostereoscopic displays and ultra-thin glasses free 3D video wall at ISE.

3D Focus believes a wider study needs to be implemented with more respondents (at least 1000) and more samples of each type of cooler. Hopefully this will lead to such a survey but there was no doubting the attention grabbing properties of the 28 view screens during ISE as people stared at the screens in bewilderment.

What do you think?

Would you like to see 3D advertising in public areas? Do you think the 3D would distract you from the advertiser's message? Would you find it intrusive or relish this futuristic form of advertising? Let us know your thoughts below!

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3D advertising boosts Red Bull sales by 8.5%

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.

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