Marketers Face Zooming Costs as ESPN Launches 3-D Channel

Walt Disney Co.’s (DIS) ESPN network has convinced three major advertisers to produce expensive 3-D commercials for its new sports channel debuting Friday with the 2010 World Cup broadcast.

It is the first major test of marketers’ appetite for 3-D pitches. Procter & Gamble Co. (PG), Sony Corp. (SNE) and Disney’s Pixar will all experiment with spots on the new 3-D sports channel. ESPN has previously aired several 3-D telecasts, including the Masters Tournament.

Trying to convince the ad industry to embrace the in-your-face technology is tough. Ad executives say 3-D ads are costly and represent a time-consuming effort since there are so few production firms skilled enough to create these types of spots.

Prices to create regular, 30-second ads, for major marketers, can cost between $500,000 to $1 million and 3-D commercials can increase the price by 30 to 40 percent, say ad executives.

Read the rest of this post on the original site


Must-Reads from other Websites

Panos Mourdoukoutas

Why Apple Should Buy China’s Xiaomi

Paul Graham

What I Didn’t Say

Benjamin Bratton

We Need to Talk About TED

Mat Honan

I, Glasshole: My Year With Google Glass

Chris Ware

All Together Now

Corey S. Powell and Laurie Gwen Shapiro

The Sculpture on the Moon

About Voices

Along with original content and posts from across the Dow Jones network, this section of AllThingsD includes Must-Reads From Other Websites — pieces we’ve read, discussions we’ve followed, stuff we like. Six posts from external sites are included here each weekday, but we only run the headlines. We link to the original sites for the rest. These posts are explicitly labeled, so it’s clear that the content comes from other websites, and for clarity’s sake, all outside posts run against a pink background.

We also solicit original full-length posts and accept some unsolicited submissions.

Read more »