Amid Skepticism, 3D Ads Debut

ESPN has persuaded three advertisers to join it on the post-Avatar 3D bandwagon, but there may not be many more following anytime soon. Pixar, Sony, and Procter & Gamble will air 3D ads on ESPN 3D when the new channel launches tomorrow, in time for the World Cup, reports the Wall Street Journal. Creating the ads isn't cheap, however, and ad execs say it's going to be a struggle to convince the industry to adopt the new technology while the number of 3D TV sets out there remains limited.

"There will be a high hurdle to get 3D commercials through in a period of time when advertisers are increasingly scrutinizing" productions costs, a marketing exec at an outsourcing company tells the Journal. ESPN says that advertisers will soon be eager to get 3D ads out when they realize they can enhance their brand, noting that advertisers once shunned high-definition ads because of the cost. (More 3D television stories.)