The World of 3D Advertising

If you're a sports fan you will have seen 3D advertising at some stage, by this I mean logos that look as though they are standing up when you see them on TV.

This weekend alone hundreds of 3D logos have been used in various sports. To name a few:

- Capital One Cup Final, Wembley.
- RBS Six Nations, Twickenham, Murrayfield and Stadio Olimpico.
- Npower Football League.
- Spanish La Liga.
- German Bundesliga
- ANZ ODI New Zealand vs England.

The scope of 3D advertising spreads across many sports. All in all 3D advertising has been used in around 15 different sports ranging from the most popular such as Football (Soccer) and Rugby Union right down to Table Tennis and Handball.

Ok, so we know that 3D is used widely in today's sporting world - but where and when did this unique type of advertising originate? The answer lies in Northern Europe where the Danish company Logopaint first developed and patented the 3D method. From here the first 3D logos were painted in the mid 1990's and the industry expanded to what is now over 50 countries utilising 3D advertising technology in one way or another.

As with most great ideas the premise of the technology is relatively simple, take a logo and manipulate the artwork in relation to the angle, height and distance of the TV camera. To do this you need to survey the stadium to get exact measurements. It is important to consider that the logo will need to be placed in a precise location to gain the maximum 3D effect. Let me use a couple of images to illustrate my point:


To the left you can see an image of a coffee glass (I don't know who that chap is), a 3D vinyl has been used to make this look as though it is standing up.

If you were to take a few steps to the side and take a photo this is the image you get i.e. it becomes distorted because the 3D effect is location specific.

The materials used for 3D advertising can vary and are dependent on what is the best solution in each instance. In Football carpets and mats (PVC Mesh) are used, however in Rugby logos are painted onto the field of play. This is labour intensive however, carpets and mats present an obvious trip hazard! Indoor sports such as basketball use vinyl stickers like the coffee glass example above.

The valuations on this technology are considerable, providing exposure increases of up to 400% - mainly due to the positioning of the logos. As the advertising is lying flat on the floor, space that couldn't previously be used now becomes available - a new first tier of advertising.

The cost to rights holders to use the technology is typically calculated by viewing audiences of the event. In other words, the more people who are going to see it, the more expensive it becomes. Clever. As you would expect Football is the natural home for this product due to the huge commercial partnerships and values involved.

What does the future hold for 3D advertising? With Europe (minus the Premier League) conquered the next stop for 3D is America. Currently only one NBA team, Toronto Raptors, has used 3D. Trials have also been carried out in the NHL and NASCAR. Judging by the extent of advertising in events such as the Super Bowl, I can't help but feel once our friends over the other side of the pond get hold of this technology 3D advertising will well and truly become an integral part of everyday sports viewing.

JL