Geneva Film Co. founder and director James Stewart recently shared startling statistics on the impact of 3D on recall and learning at the Ontario Centre for Excellence (OCE) Discovery 2011 conference.

3D advertising delivered eye-popping results in memory retention, with 92% recall of an ad. Importantly 68% recalling the 3D ad showed a higher likelihood to purchase the product advertised – a significant increase over the same commercial in 2D.

Quoting studies from multiple independent sources – including ESPN, Xpand and Texas Instruments, the data shows an average increase in viewer retention of 15%.

Advertising wasn't the only medium where retention rates are boosted through the use of 3D. Stewart also provided powerful data from a study conducted in the UK on behalf of Texas Instruments, showing that the use of 3D as a learning method in the classroom also improved a pupil's understanding of a difficult topic. Children's mean scores in lessons taught using 3D ranked 8.33 out of 10 while traditionally taught returned mean scores of 7 out of 10.

Stewart concluded that advertisers looking to increase memory retention among audiences should seriously investigate 3D.,“For a nominal increase in production costs, you get a 15% – 20% increase in ad recall. Who doesn’t want that?”

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Birds Eye launched a 3D cinema campaign in Australia with major family movies, reaching parents and children together in a capivating, high impact environment.

As a result of the campaign, with no other advertising support at the time, sales of Birds Eye Fish Fingers increased by 20 percent.

“Birds Eye is the first FMCG company to have utilised this spectacular technology in Australia and the sales results support the creative execution,” said BWM Executive Creative Director Rob Belgiovane.

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