What is 3D OOH?
Source: ooh today
3D OOH advertising utilizes three-dimensional effects to create highly engaging and realistic visuals to capture the attention of the audience. 3D billboards use depth, motion, and augmented reality overlays to create dynamic and interactive demonstrations. Combining 3D technology with holographic projections creates an optical illusion in space that leaves a wow effect on viewers.
3D billboards are a form of out-of-home marketing and can be static or digital. While static billboards use clever physical designs to create a 3D effect, digital ones use motion pictures on large LED screens. This creates an immersive and three-dimensional experience visible to the naked eye. Such engaging visuals make people stop, stare, and even record the scene, leading to more UGC content.
How 3D OOH differ from traditional OOH marketing?
Traditional OOH marketing tools still serve their purpose, but they are not as effective as 3D anamorphic billboards. What used to be flat and static pictures have now become dynamic and interactive visuals that catch the eyes of every beholder. Viewers can see the advertising content pop-out, move, and sometimes even interact with it directly.
3D OOH marketing yields much more engagement than traditional one because it hooks the minds of viewers. Where regular billboards are just passive and people forget them easily, 3D billboards leave a lasting impression on them. Plus, adding elements of interactivity using AR and VR makes their experience more immersive, which traditional ads simply can’t.
How do 3D OOH billboards work?
A 3D OOH billboard is usually constructed from a 2D LED or OLED screen. It uses two different versions of one single image that has been shot from varying angles. These two images are layered so that the observer’s left and right eyes can concurrently view the image from two different angles. Then, the brain interprets the info to produce a three-dimensional effect. This technique gives rise to an ultra-realistic visual display that is quite engaging and memorable.
Case Studies of Successful 3D OOH Campaigns
Changsha IFS AR Campaign
Changsha IFS launched an immersive AR campaign to celebrate the Lunar New Year through SLAM AR. The immersive experience lets visitors interact with AR-powered digital displays. The campaign was full of symbolic interactions and brought traditional Lunar New Year symbols to life, such as dragons, lions, lanterns, and fireworks. The experience was easily accessible through mobile phones and offered a beautiful showdown of cultural celebrations with innovative tech.
Ulysse Nardin’s 3D and DigitalArt Spectacle
Ulysse Nardin created a jaw-dropping 3D watch spectacle at the large screen of the SOHO Tongying Center in Beijing’s Sanlitun. The experience was made possible by displaying CGI ads on a huge 3D billboard to showcase the engravings on the Ulysse Nardin wristwatches, particularly the FREAK Fantasy Watch. This three-dimensional visual feast lets users experience a magical show of watches through naked eye. The highly immersive and artful display gave users a beautiful demonstration of Ulysse Nardin’s exquisite watch collection in an extraordinary manner.
Pomellato Naked-eye 3D Screen in Chengdu
Pomellato introduced a floating illusion of its Nudo ring collection on a huge 3D billboard in Chengdu. The 3D naked-eye experience allowed users to see its flawless diamond rings floating in water. Behind this mesmerizing view was a genius 3D tech that created depth and sparkle without any special glasses. The ultra-realistic 3D street spectacle turned the luxury shopping into an immersive and unforgettable experience.
Nike’s 3D Air Max billboard in Japan
Source: digitaltripathi
Nike created an incredible 3D billboard experience to celebrate the Nike Air Max Day in 2023. It was situated outside Shinjuku Station in Tokyo, Japan. The dynamic experience made the Air Max sneakers look like they were busting right through the screen and floating in mid-air. After the eye-catching showdown, the ad closes with the Nike box going back within the billboard with the help of a Shinjuku cat’s paw. This one-of-a-kind experience made the Air Max anniversary a memorable event for Nike fans.
Times Square’s 3D Coca-Cola billboard
Source: uniledsolutions
Coca-Cola introduced the world’s first and largest 3D robotic billboard to inspire something new in Times Square. The unique out-of-home advertising campaign was an extraordinary mix of 3D tech and robotics. It sets the standard of out-of-home advertising very high with such realistic visuals that take users to an immersive world. The screen’s animations and bubbliness bring the audience back to street level, and a pixelated countdown triggers the sculpture’s water misters to rehydrate them. This campaign was a huge hit and helped Coca-Cola refresh its image in digital marketing landscape.
World’s Biggest 3D OOH with Maybelline Falsies
Maybelline NY unveiled a mass-scale, 3D digital OOH campaign in UK to launch its Falsies Surreal Extension Mascara. The campaign is the largest 3D Out of Home campaign ever run in any market in terms of scale, with over 280 locations across small and large format screens. It runs in versions of 10 and 20 seconds and features Maybelline’s digital avatar, called ‘’May’’. The aim of the campaign was to target the Gen Z and younger millennial audience, and it achieved that successfully.
The benefits of 3D OOH Advertising
Better engagement
3D OOH advertising tools have the ability to not only capture but also hold the attention of passersby. This makes them a great way to enhance the engagement of your campaign or attract more foot traffic.
Longer dwell time
Ads having 3D or interactive content motivate the passive viewers to come, watch, or interact with a campaign. They get hooked on such never-seen-before experiences and spend more time engaging with them.
High impact and memorability
As 3D OOH ads have elements of interaction and immersion, they stick in the minds of people for longer times. This leaves a lasting impression and gives the audience good memories about their interaction.
Increased brand awareness
3D OOH ads are a great way to boost brand recognition and awareness. These digitized and ultra-realistic campaigns help you make a unique mark in the crazy world of digital marketing.
Versatility
3D OOH works for all types of marketing campaigns like product launches, events, interactive demos, or explorations. This makes it highly versatile and useful from a marketing angle.
How to create an engaging 3D OOH advertising campaign with Kivisense?
3D OOH is changing how billboard marketing is done by making ads more immersive, interactive, and hard to ignore. The futuristic method not only ensures higher engagement but also creates moments and experiences that remain in people’s minds for a long time.
Do you want to make waves with your 3D OOH ad campaigns or billboards? If so, come talk with us and let us do the right work. Kivisense is a leading MarTech company that uses next-gen techs like AR, VR, and AI to create feasible marketing solutions for all types of marketing brands. Get in touch with us and start your 3D OOH advertising journey now.
