3D immersive ad campaigns will leapfrog iAd says CEO of Amobee Trevor Healy

Cooliris‘ new standalone immersive 3D ads business unit, AdJitsu, and Amobee, the company defining mobile advertising, today announce the launch of a new partnership that will enable big brands to deliver global cutting-edge 3D immersive ad campaigns for users on any mobile device and network.

What?
Basically, Amobee will implement Cooliris’ Immersive 3D technology into its mobile advertising campaigns. 

Why?
Advertiser can then use 3D in their mobile advertising producing a real time 3D virtual experience.

Really?
Actually, I have tested the Cooliris service and it is pretty cool.  So, yes, the ads do look really impressive and the way they turn and spiral does give the advert a sleeker, more expensive and sexier feel.  All of this is necessary for mobile advertising at this time.

From the press release
“Mobile advertising must be fun! When ads become interactive visual artwork, mobile advertising is incredibly engaging and effective,” said Trevor Healy, Amobee chief executive officer. “We intend to leapfrog iAd and drive mobile advertising to an entirely new experience.”

Cooliris Immersive 3D Ads are differentiated by their unique immersive environments, instantaneous banner expansions and fluid touch interactions. Recently, Cooliris saw industry-breaking results with their Samsung Galaxy SII smartphone campaign on iPad.

“Amobee’s leading-edge mobile advertising platform makes them an ideal partner to bring our stunning immersive 3D ad experiences to the largest advertisers and customers worldwide,” said Soujanya Bhumkar, Cooliris co-founder and chief executive officer. “Our alliance will raise the bar in mobile display advertising to unprecedented heights.”

What we think?
Shriek!  Amobee CEO Trevor Healy does has sat on a fire cracker.  I quote, “We intend to leapfrog iAd and drive mobile advertising to an entirely new experience”.

Now, there is being bullish and being bullish –but this is bullish with cherries on top.  I mean 3D advertising is going to happen.  InMobi launched it earlier this year and others are following.  But  Amobee’s efforts to overtake iAd will be hindered by increasing competition in the market and the price of more expensive mobile advertising integration.

To be fair, mobile advertising has been a bit boring or flat for a long time.  Marketing spend and uptake is up but to really win $$$ from online and TV these sexier adverts are a must.  I do agree that the 3D will improve and drive mobile advertising –but to overtake iAD isn’t going to happen overnight. Although Amobee does have some big clients….