CBS Brings 3D Ads To NY's Grand Central Station

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News Posted: Wed, Feb 3 2010 9:25 AM
You heard it here first: 2010 is the year of the tablet, and the year that 3D went overboard. Most of the world hasn't even decided if they want to view content in 3D, and already companies are making extreme efforts to bring more and more of it into the public view. CBS has just introduced its first-ever high-definition 3D projection display as part of a wild new out-of-home advertising campaign.

The board utilizes "state-of-the-art 3D technology and a custom theatre-like environment created exclusively for this outdoor advertising campaign," which is used to bring 3D commercials to around 70000 commuters that pass by the display every day. It will only be active from 11:30 AM to 1:30 PM each day, and the other times plain ole 2D commercials will be displayed.

What's unique about this solution is that it's a glasses-free solution. According to CBS, the "3D dioramas appear dimensional to the naked eye, giving the impression you can see around certain elements of the creative." The New York billboard campaign, which will span the entire month of February, includes more than 100 pieces of client media. Is anyone going to be around to give it a glance? We can't say this is worth making a trip to NYC for, but if you're in the area and looking for something fresh to stare at...

"CBS Outdoor is very proud to debut this revolutionary new step inoutdoor advertising in one of the nation's highest-profile locations:Grand Central Station," said David Lane, vice president Digital Media CBS Outdoor.  "And we're thrilled to be doing so with Visa, whose 'Go World'high-definition 3D commercials will create a one-of-a-kind brandexperience as well as a show-stopping moment for millions of commuters. The interest and fascination in 3D technology has grown tremendously,and we're pleased to have partnered with N4D in bringing thistheatrical quality experience to such an iconic destination."

"Working with CBS Outdoor is a tremendous opportunity for N4D," said Clif Parker,chief executive officer, N4D.  "Their best-in-class campaigns andwillingness to innovate at the leading edge of outdoor advertising area perfect match for N4D.  We look forward to building a strong,long-term partnership with CBS Outdoor and together pushing theboundaries of what digital outdoor advertising can become."

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rapid1 replied on Wed, Feb 3 2010 12:24 PM

Now when we are talking about 3D this is more attractive to me as well as the fore running technology to a full holographic display technology. I just do not want a glasses requirement display for my Television. Yeah it might be cool, but wearing glasses in my house to watch TV is just a mega turn off to me. Not to mention that if the glasses made it a week in my house (with a 3 year old), I would be quite surprised.

Either way I like this if it is viable for sure. I won't buy one for at least 3-5 years as on the price line this thing will be uber premium I am sure. I will be upgrading to HD when taxes come a calling though. My TV needs to be replaced anyway, and prices have gotten pretty sweet as well for a 120Hz and above 37"+ television, which is what I want (actually 40" plus is my want but we will see).

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Haha, ONLY IN NEW YORK! Agreed rapid1, this is what I imagine when I think of 3D: fully holographic images that appear 3D without the need for glasses.

And you know this is a great way to create the buzz for 3D television technology, at one of the busiest public hubs in the country. I'd expect similar displays to be setup at major airports once the technology becomes more feasible.

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Not too sure if I'd go with an airport on this. Grand Central is perfect because of its tall ceilings, and immense open square footage. A Holographic image is ideal because you'd be viewing from all different angles on one screen instead of many small ones. Not that they have screens there anyway.

Now that I think of it, an airport could possibly work, but I'd picture more of a long television rather than all out large one, since most airports are designed differently than this one environment.

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Inspector replied on Wed, Feb 3 2010 10:22 PM

i shall go check it out sometime when they have it up :D. Thing is what if i don't want to look at it? its more of a distraction then cause your forced too look at it if you can view it all around am i right? (or do u have to look at it to see it...)

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3vi1 replied on Thu, Feb 4 2010 7:55 PM

>> this is what I imagine when I think of 3D: fully holographic images that appear 3D without the need for glasses.

I've been waiting for the same thing ever since I played Sega's Time Traveler in 1991.

What part of "Ph'nglui mglw'nafh Cthulhu R'lyeh wgah'nagl fhtagn" don't you understand?


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Hmm I work about 10 blocks from Grand Central, might have to check it out one of these days.

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