Kevin Goddess discusses the growth of online video and the opportunity for brand's willing to...
McMurry Launches 3-D Video Capabilities
AUGUST 11, 2010
Phoenix—McMurry, one of the largest marketing communications firms in the U.S., now offers 3-D video capabilities to capitalize on the fact that 3-D televisions will be hitting the market this holiday season, and corporate brands marketing to consumers are soon to follow with their own private-label use of the realistic and captivating technology.
"The video medium hasn't meaningfully changed from an experiential standpoint in decades, and 3-D is about to change that in a significant way,” says Chris McMurry, CEO of McMurry, which helped Samsung roll out its 3-D LED HDTV in March. "In a day and age when true differentiation can be challenging, brands who are early adopters of 3-D have a unique window of opportunity to capture the market's attention.”
Most of the leading TV makers are working on 3-D sets that don't require glasses, and companies like LG, Samsung, Sony and Philips believe 3-D will account for 50 percent of sales from their TV offerings by 2012. Meanwhile, more computers are 3-D ready and, 3-D has demonstrated its power at the box office this year.
"Until 3-D doesn't require glasses, its best use is in controlled environments like large corporate meetings, trade show events and experiential retail environments,” explains David Goddess, president of McMurry's New York City-based video operation, Spark, which has more than 3,000 brand videos in its portfolio. "Every week brands are inquiring about how to make 3-D part of their upcoming plans.”
Fifty-four percent of corporate marketers expect to use video more in the next year, and video is one of the fastest growing nonprint forms of content marketing, according to a recent industry study completed by ContentWise.