Germany’s Fraunhofer (News - Alert) Heinrich Hertz Institute is providing new advances in 3D technology to make the visual experience more engaging.

The innovations allow for better experiences for viewers situated at any distance from the screen and there is no need for 3D glasses, the institute said. Depth impression and picture quality are excellent, the institute adds.

The improvements come as a result of a render algorithm, which provides what the institute calls “nearly unlimited freedom of movement” to viewers looking at a 3D screen.

“The algorithm can be integrated in the control system of a variety of multiview 3D displays, including legacy versions,” the institute said in a recent statement. “The new technique enables seamless adaptation of the viewing distance in a range of from half to double the original viewing distance with no impairment of depth impression or picture quality.”

As this improvement is presented, the institute notes that the advertising sector is increasingly using 3D digital signs in public spaces. It leaves a stronger impression on the viewer than ads in 2D.

For instance, TMCnet reported recently on the Hispanic 3D Ad Network, which is owned by 9D Media. Already, thousands of viewers have seen the company’s 3D screens. They are situated in Hispanic grocery stores. No glasses are needed to view the screen.

“Using their mobile device, viewers respond to a ‘call to action’ message by texting a number displayed on the screen in order to play interactive games or, be entered to win prizes which are drawn on a weekly basis,” the company explained in a recent statement. “After interacting with the screens, they receive an advertiser controlled message right to their mobile device.”

In the wider market, James Stewart, who is a director at Geneva Film Co. in Toronto, is another advocate of 3D ads. He admits that some in advertising question whether to go down this path.

“Agencies and brands alike continue to second-guess this ever-growing technology as though it was the new Betamax of the digital age,” he said in a recent commentary on AdRant. “Is it really worth the production complexity and added expense? Will a large enough audience stand in awe of your creation's visual splendor to make it worth your while? The answer is quickly becoming a resounding 'YES.’”

One example of why they are important are the results from studies from ESPN (News - Alert), Xpand and Texas Instruments – which show that 3D ads provide an average viewer retention increase of 15 percent over 2D spots, he said.