With the recent success of films like "Avatar" and "Alice in Wonderland," 3-D technology is poised to enter the marketing business in a big way. But questions abound. Will consumers embrace this trend? Why will this time be any different than the 3-D attempts of the past? Is there a benefit to marketers to be first movers?

Listen in as Jeff Minsky, director of emerging media for OMD's Ignition Factory, and Rob Hunter, ESPN's VP of innovation, discuss the 3-D ecosystem and the impact that it will have on advertising in the next 12 months.