The world of outdoor advertising has been revolutionized by 3D billboards, offering brands an innovative and immersive way to engage with audiences. These larger-than-life advertisements are taking digital out-of-home (DOOH) experiences to a whole new level, pushing the boundaries of creativity, technology, and storytelling.
What are 3D Billboards?
3D Billboards are those sorts of billboards which are based on the augmented reality (AR) and anamorphic techniques that make these billboards look like pop-up 3D structures from the actual 2D screens.
These billboards use optical illusions to add depth to the display, so that the passing reader receives an impression that certain items or characters are ‘coming out of the screen’ into the observer’s space.
Types of 3D Billboards
1. Anamorphic 3D Billboards: These billboards use perspective and depth tricks to create illusions that appear 3D when viewed from a certain angle. Commonly seen in urban settings.
Example: LG’s 3D whale at Times Square, New York.
2.Interactive 3D Billboards: These include sensors or AR components that allow viewers to interact with the display via mobile devices or gestures.
Example: Coca-Cola’s interactive 3D billboard in Piccadilly Circus, London.
3.Holographic Billboards: These use holographic technology to project floating 3D images, often seen in luxury and high-tech brand promotions.
Example: Dior’s holographic runway projections in Tokyo.
Global Impact of 3D Billboards
Engagement and Attention
Higher Attention Span: Studies show that 3D billboards capture viewer attention for 4-6 seconds longer than traditional 2D billboards. This extended engagement can lead to higher brand recall.
Vivid Brand Storytelling: Brands can create a narrative that immediately connects with audiences by using lifelike visual experiences, enhancing emotional connections with consumers.
Case Study: Coca-Cola at Times Square, New York
Largest 3D Robotic Billboard: Coca-Cola installed the world’s first 3D robotic billboard in Times Square in 2017. This billboard used 1,760 LED cubes to create kinetic effects, allowing the brand to showcase fluid movements and dynamic messaging. This iconic advertisement not only created a buzz in the media but also increased footfall near Times Square by 7%.
Higher ROI for Brands
Data Insight: Research by Nielsen in 2022 revealed that DOOH campaigns using 3D billboards can increase brand recognition by up to 47%. These campaigns are also 20% more likely to trigger purchase intent compared to 2D ads.
The Growth of 3D Billboards in India
India, with its rapidly growing urban centers, is emerging as a hotbed for innovative outdoor advertising strategies. Cities like Mumbai, Delhi, and Pune are seeing an increased adoption of 3D billboards to target younger, tech-savvy audiences.
Case Study: 3D Odoo Billboard in Pune
Innovation in India: One of the standout examples is the Odoo billboard at Swargate, Pune, installed by Shubindia Ad Works. The massive 3D installation for the ERP software giant is an anamorphic masterpiece that garnered extensive media attention and became a social media sensation. This billboard increased Odoo’s local brand visibility by 35% and generated over 100,000 social media impressions within the first two weeks.
Data on Indian DOOH Growth
Market Growth: India’s DOOH market is growing at a compound annual growth rate (CAGR) of 8.5%, and 3D billboards are a key factor driving this growth.
Major Industries: FMCG, technology, and automobile industries are the primary sectors leveraging 3D billboards in India.
How 3D Billboards are Changing the Brand Engagement Game
1. Immersive Storytelling
3D billboards allow brands to convey complex stories in a visually impactful manner. With lifelike animations and interactive elements, brands can offer immersive experiences that captivate audiences instantly. This ability to transport viewers into a different reality creates a deeper emotional engagement.
2. Increased Social Media Virality
Brands utilizing 3D billboards often find their campaigns going viral on social media. With platforms like Instagram and TikTok prioritizing eye-catching content, 3D billboards provide users with shareable material, increasing organic brand reach.
Example: A 3D “King Kong” ad in Tokyo created viral buzz, generating millions of online views and free publicity for the movie.
3. Better Targeting and Analytics
Personalized Messaging: Some 3D billboards now integrate data analytics and AI to offer personalized messaging based on traffic patterns and viewer demographics.
Real-time Analytics: Brands can track the effectiveness of their campaigns in real time, tweaking content for better engagement. This has led to 3D billboard ads being 30% more efficient in reaching the right audience.
Conclusion
But what once was a passing fad is now a permanent fixture in the marketing world, and 3D billboards are growing their reach at an unprecedented speed globally, especially in countries that are just now starting to enter the global market such as India. As will be discussed in chapter four, with their ability to present brands in aesthetically pleasing, engaging fashion, 3D billboards are revolutionizing outdoor advertising. From landmarks such as the Coca-Cola sign in New York’s Times Square, to designs such as the Odoo billboard in India’s Pune, fully three-dimensional billboards are delivering higher audience engagement and return on investment, and enhanced brand identity.
Shubindia Ad Works is one of the pioneers in changing the face of outdoor advertising providing real value added to brand promotion. The agency is proficient in the understanding of audience traits; and they have ensured adherence to technology adoption thus leading to key projects like the Odoo 3D billboard at Swargate, Pune. Shubindia thus offer brands striking and engaging advertising opportunities through the use of anamorphic and interactive techniques to ensure highest ROI among clients. This is because Shubindia is set to be at the forefront of this growth in 3D billboards and with its assistance brands are sure to make a stand in the highly saturated market.
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