Mazda and Mindshare are among the first users of Cxense technology which uses parellax to create a 3D effect.

The technology was announced late last year and uses an optical illusion to create an image that seemingly stands out from a web page. Advertisements use standard web technology and work on any browser across mobile and desktop.

At first user Mazda Motors in Norway, marketing communication manager Lisbeth Nygren says it is "always exciting" to try something new and innovative: "Mazda is an unconventional carmaker and we like to be innovative in everything we do. 3D ads are a perfect way to promote our cars."

The ad technology is rejuvenating the banner ad at a time when advertisers are looking for creative solutions for their display advertising needs. Grabbing the attention of the reader is key, but it is equally important that the technology is non-intrusive.

Described as "visually stunning" by design magazine PSFK, it has also won the approval of Tomas Tomasi, digital director at Mindshare Norway: "The 3D ads running on the Cxense ad server is one of the coolest and most innovative ad solutions I have seen in a long while," he says.

"Mazda was the first customer we had in mind, and the Mazda3 the perfect car to be promoted in 3D on a website."

Mindshare worked with Cxense and the Danish creative agency Halbye Kaag, turning 3D models into 3D parallax advertisements. Resulting ads are being distributed across Amedia sites in Norway.

Tags for the technology are available from the Cxense advertising suite running on site, or through licensed media agencies.