The Future is Now

Once considered an extravagant marketing tool reserved for brands with substantial budgets, 3D advertising has now become an accessible and transformative force in the out-of-home (OOH) advertising industry. This technology is not only revolutionizing the way brands connect with consumers but also significantly enhancing engagement through interactive options and real-time data activations.

According to Mike Smith, CEO of Open Media, a leading nationwide OOH provider, 3D advertising is changing the game by seamlessly merging the digital and physical worlds. Brands that harness this technology effectively capture significant attention through social media buzz and word-of-mouth exposure.

Emotional Impact and Consumer Engagement

Studies consistently highlight the effectiveness of advertising that generates an emotional response. The Institute of Practitioners in Advertising (IPA) reports that campaigns eliciting above-average emotional reactions can lead to a 23% increase in sales. 3D OOH is designed to captivate audiences and evoke emotions, ensuring that consumer attention is not only gained but also retained.

A study by BCN Visuals found that 55% of people were inclined to record and share a 3D advertisement with their social circles. This demonstrates the powerful fusion of mobile technology and OOH advertising. Meanwhile, Outsmart research revealed a 17% uplift in smartphone brand actions following exposure to OOH ads. Additionally, 68% of consumers perceived brands as more premium after viewing their 3D OOH ads, and 66% indicated a higher likelihood of purchasing the advertised product.

Furthermore, 3D advertising has been proven to be 3.5 times more effective than its traditional 2D counterpart. With personalized real-time content capabilities—such as adapting to nearby events, weather conditions, or specific locations—brands can ensure their messaging remains highly relevant and engaging.

The Science Behind 3D Advertising

The effectiveness of 3D OOH advertising lies in its ability to exploit our perception of reality. The human brain is wired to interpret depth through binocular disparity, the slight difference in how each eye perceives an image. 3D billboards leverage this biological phenomenon to create an illusion of depth, making objects appear as though they are breaking out of the screen.

By utilizing forced perspective, 3D billboards merge two visual angles into a single piece of footage, tricking our brains into seeing depth where none actually exists. This clever use of science and showmanship makes 3D advertising highly immersive and attention-grabbing.

When combined with interactive elements such as augmented reality (AR) or touch interactions, brands can elevate their storytelling and create unforgettable consumer experiences.

The Online and Offline Benefits of 3D Advertising

Beyond just the visual spectacle, 3D advertising provides measurable benefits for brands, both online and offline. Through programmatic buying, advertisers can leverage real-time audience data, proprietary insights, and analytics to optimize campaign performance and track consumer behavior. This allows for in-depth post-campaign analysis to assess effectiveness and maximize return on investment (ROI).

Real-Time Targeting and Dynamic Creativity

One of the biggest advantages of 3D OOH advertising is its ability to adapt dynamically. Advertisers can adjust content in response to location, footfall patterns, and live events, making campaigns more relevant and impactful.

For instance, SkyBet executed their first-ever 3D activation in 2022 for the Championship play-off final. Using the BOXPARK Wembley Way site, they displayed different ad creatives based on the game’s outcome. The results? A 15% increase in average session time and a 16% rise in attention time, leading to the campaign being named Ad of the Day by The Drum.

Viral Campaigns and Global Reach

Several high-profile brands have successfully harnessed 3D advertising to go viral:

• BMW launched their X1 model with a campaign that featured the car seemingly driving off the billboard into the real world. The campaign amassed over 17 million views online.
• Burger King celebrated the 65th anniversary of the Whopper by allowing consumers to assemble a 3D burger in real time. This interactive activation led to 70,000 product drops in just a few hours, showcasing the power of 3D to drive consumer action.

Such examples highlight how 3D advertising is not just a spectacle—it builds long-term consumer engagement, enhances brand recall, and boosts social shareability.

Celebrity Collaborations and 3D Storytelling

3D advertising is also evolving into a platform for celebrity endorsements and brand storytelling. Open Media collaborated with Maybelline to launch their first-ever digital avatar, May, in a breathtaking OOH campaign alongside global ambassador Gigi Hadid. This fusion of celebrity power and virtual innovation unlocked new creative possibilities.

Similarly, Paramount+ utilized 3D advertising to showcase their streaming platform, bringing iconic TV characters and famous locations to life in a visually stunning spectacle.

The Future of 3D Advertising

With real-time data tracking, hyper-personalization, and immersive interactivity, 3D advertising is no longer just a futuristic concept—it is the present and future of OOH marketing. As technology advances, brands will continue to leverage 3D billboards in high streets, shopping centers, and urban spaces to captivate audiences and enhance brand perception.

2025 is poised to be the year of 3D advertising, with more brands investing in this cutting-edge technology to push the boundaries of creativity and consumer engagement.