Online Ads Get Some Depth

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You don’t need special glasses to get the full effect of a Web video ad created by SpringBoard Video in Ladera Heights.

The video production division of Evolve Media launched a service last week that adds 3-D-like effects to online videos.

“We’re using 3-D modeling and 3-D effects to create the illusion of 3-D,” said Fabien Ricard, vice president of SpringBoard.

The service is designed to help clients such as Activision Inc. in Santa Monica get viewers to stay tuned to online video ads and perhaps pass them along. SpringBoard used the feature for a three-minute video trailer for the film “Machete Kills.”

“Three minutes is a long time to watch a video online,” Ricard noted. “With a 3-D experience, people are more likely to finish that content, and if that user likes it, share it with their friends.”

Ricard said the division offers the 3-D effect when a client spends at least $50,000 on media buys. SpringBoard takes a commission off the amount the client spends.

Dave Martin, senior vice president of media at advertising firm Ignited in El Segundo, said innovation such as 3-D effects can deliver high engagement but it might only deliver a short-term payoff.

“As with all innovations, the novelty wears off eventually,” Martin said. “This technology might deliver better metrics in the short term, but it’s still up to marketers to find ways other than novelty to capture and keep the attention of their potential customers.”

– Subrina Hudson

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