Why the Future of Advertising Is in Three Dimensions

Marketers will increasingly need to expand their understanding of the platforms in which their brands live

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This idea that our media is about to become “dimensionalized” is fascinating.

For many years our ads and their touchpoints have been delivered on a flat plane. Whether outdoor, TV or even digital banners, creators only really needed to worry about one “side” of the placement—the side facing the consumer.

But that could be about to change.

If the 2000s were about the digitization of existing traditional media—with images, videos and music uploaded onto the nascent internet for the first time—the 2020s will be about “virtualization,” with objects, people, places and structures volumetrically scanned and uploaded into a dimensionalized internet.

What the 3D Open Web could become

At this point, it seems almost obligatory to drop in the “M” word.



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