3D Billboards: New Age Advertisement
Seoul to London and New York’s Times Square, billboard screens are transforming from 2D advertisements to full-blown 3D screens. The visuals feature everything from kittens playing to blue whales crashing in water and mind-blowing textures that make the viewer feel like the objects are climbing out of the screen.
The world of advertising has come a long way from when one of the first known billboards being hung in the United States in the 1830s, and it advertised, fittingly, a circus. Painted roadside billboards proliferated in the 1920s as Americans bought cars, and brands such as Camel and Coca-Cola wanted to reach them.
Coca-Cola has been one of the world’s longest-running billboard company world-wide and it was also the world's first company to introduce the world to the wonders of 3D advertisement.
Coca-Cola revealed the world’s first 3D robotic billboard, composed of giant digital monitors, consisting of 1,760 independently moving LED screens which were e-synced to match the advertisement on display. It was recognized by the Guinness Book of Records as the world's first and largest 3D billboard.
Psychology Behind 3D Billboards
The main reason 3D billboards are attractive to a variety of subjects is the texture component from which they are created. Optical illusions can be displayed on 3D billboards using certain art styles to deceive people's perception of depth. The ad itself is 2D, but the effect falls into the 3D category.
3D billboards add texture to the protruding graphics as they almost feel like you can touch them. In this way, billboards are much more experiential because they feel like they are part of an observable shared experience.
Greg Coleman, Prime Video’s global head of marketing and franchise via Washington Post
Also, these 3D ads are the cheapest because they don't use any extra elements attached to a specific rental billboard canvas. Physically, deformed billboards are typical of 3D billboards as they actually contain bonus pieces that act like objects from real commercials.
A transparent or framed three-dimensional billboard interacts with the general environment to create a window through which the consumer can peek in. Take the d'strict 3D billboard for example, the billboard hasn’t changed its shape but the transparency presented allows for a 3D effect in saying how fast the ocean waves can go, making the wall in the back a blur.
The 3-D LED advertisement era is so superior nowadays that we now have glasses-loose LED billboards. It is completed via the present-day LED panel production era and LED controller software program era.
Naked-eye 3D is a type of spatial and three dimensional interplay that doesn't require glasses. The best of naked-eye 3-D LED show may be judged from the 2 dimensions of viewing distance and content.
The use of the 3D visualisation format fosters a simulation of the direct experience with a product while creating a new experience, thus implicitly assuming that a powerful and interactive 3D advertisement is much more efficient than a simple non-interactive 2D ad.
One of the first 3D advertisements to appear on social media was a computer-simulated ocean wave flowing in a constant hectic motion. Located at Samseong-dong, Seoul—one of the cities most busiest spots, the screen surprised for passers-by with the spectacular visual created by d'strict.
3D billboards are larger than they actually are and are more distinct than static billboards, permitting people more eye movement. This in turn allows people to better visualize the message while improving the retention of information and images printed on billboards.
Bored Panda, a digital tech company, explained “the Wave serves as a sweet escape and brings comfort and relaxation to people. We didn’t expect so many people around the world to respond so positively to the Wave after its unveiling on social media, but we are very grateful that our message was seen as an unimaginable scene by many who are tired of the current pandemic and the trying times.”
Deep Screen and Ocean Outdoors's Piccadilly Circus location, along with others across Europe, have in just a few months attracted advertisers including Fortnite, Netflix, Vodafone (in that ad, 25-foot rugby stars and their ball burst through a building), Sony, Amazon’s Prime Video (for its new “Wheel of Time” fantasy series) and food delivery company Deliveroo.
In September 2021, Balenciaga and Fortnite teamed up to show ads to the citizens of London, New York, Tokyo and Seoul to create an equally impressive 3D billboard with a real-world feel.
The visual featured Fortnite favourite Doggo sporting the Balenciaga hoodie looming large than life view over the sidewalks, bringing the partnership to the physical international audience in a very entertaining and specially in a striking & shocking way.
Out-of-home advertising has come a long way since the early days of hand-painting and two dimensional signs. Posters have a multi-dimensional layout, making use of new technology and innovativeness, such as three dimensional elements
3D posters seem to be more effective than traditional 2D posters, since they attain greater attention, higher ad recall and increased brand name and brand package recognition.