Mariana Ruiz
March 5, 2024
3 min read

The Future is Now from OOH to 3D Immersive Outdoor Campaigns

Discovering Creative Outdoor Advertising: From OOH to 3D Immersive Experiences

The change from traditional Out-of-Home (OOH) to dynamic Digital Out-of-Home (DOOH) has transformed how brands interact with audiences in advertising.

What do these terms signify, and how do they affect 3D advertising and immersive experiences? Dive in.

OOH (Out-of-Home) Advertising:

The classic type of advertising reaches consumers outside their homes. Think billboards, transit posters, and bus shelter ads. It’s all about capturing attention in public spaces.

Use Out-of-Home (OOH) Advertising for broad geographic reach with static messaging. OOH is ideal for brand awareness efforts that require presence across several locations. Traditional OOH has little flexibility once implemented. Interactive content and real-time messaging aren’t supported. However, its simplicity and extensive reach make it cost-effective for many campaigns.

DOOH Advertising:

This advanced form of OOH uses digital technology to bring ads to life. Digital billboards, public screens, waiting for a flight at the airport, and interactive displays may update content in real time, making messages more relevant and engaging.  Using DOOH advertising allows for dynamic, targeted messaging that can be altered in real-time. Dayparting, weather-triggered advertisements, and short-term marketing work well with DOOH.  DOOH offers more engagement with dynamic visuals, video, and interactive features than OOH. Though a bit more costly, it offers more flexibility and audience engagement.

The perfect example: ads displayed on digital screens when temperatures exceeded 22 degrees Celsius. The city name and temperature are added when the temperature is over 25 degrees. McDonald’s summer drinks were advertised better than with a poster, and the audience received relevant, timely, and valuable content.

3D Billboard Advertising:

Taking creativity to new heights, 3D billboard advertising uses components that extend out of the frame to create depth and stand out. These billboards are meant to grab attention and leave an impression that lasts.  Make use of 3D billboard advertising to make a lasting impression in a physical location. Ideal for product launches and graphic advertising.
Key differences: These billboards offer a unique, eye-catching experience that can go viral. However, they may demand enormous creative design and technology investment.

3D Augmented Reality (AR) Advertising:

Smartphones and AR glasses enable interactive experiences with this technology. It provides a personalised and engaging advertising experience by overlaying digital material on users’ actual environments. Use 3D Augmented Reality (AR) Advertising to engage users with immersive, interactive content on their devices. AR enhances personalised encounters, product demos, and interactive storytelling.
AR advertisements are more engaging and personalised than traditional and digital advertising. They combine the digital and physical worlds yet require device use, which limits spontaneous contact.

Creativa showcases its expertise in crafting cutting-edge 3D Billboard Advertising across Melbourne and beyond

Alongside global innovations in 3D Augmented Reality Advertising, and both outdoor and indoor 3D media, delivering unparalleled 3D Immersive Experiences.

3D Outdoor Media:

Outdoor advertising that uses 3D technology to create more realistic and captivating visuals. This includes 3D billboards, installations, and artworks that integrate advertising into the environment.

3D Immersive Experience:

This concept goes beyond advertising to immerse people in a brand’s universe. These experiences combine 3D images, sound, and sometimes touch to engage consumers on several levels and make brand interactions unforgettable and effective.  Use it when you wish to provide a sensory-rich, engaging experience. This method works well for immersive brand activations, experiential marketing, and events.
Key differences: These brand-interactive experiences are memorable and appealing. They’re more complicated and expensive to make and target certain audiences.

The contrasts, benefits, and marketing goals of traditional Out-of-Home (OOH) advertising, Digital Out-of-Home (DOOH), and newer technologies like 3D immersive experiences must be considered when choosing between them. Here’s a breakdown that will help your choice:

Audience Participation: Increase engagement using DOOH, 3D AR, or immersive experiences.
Budget Consideration: OOH is cheaper than digital and immersive.
Campaign Goals: Use standard OOH for broad exposure, DOOH for flexibility and targeting, and 3D for deep engagement and unforgettable experiences.
Content Flexibility: DOOH and 3D AR can update and personalise content unlike traditional OOH.

By moving from OOH to immersive 3D experiences, the advertising sector has shown its dedication to innovation and creativity. Brands can build fascinating, interactive narratives that appeal to people using the latest technologies, altering public space advertising. The future of outdoor advertising is more engaging than ever, whether through a magnificent 3D billboard or a personalised AR experience.

At Creativa we embrace this creative revolution, Are you ready to transform your brand’s narrative? Reach out to us if you think your brand is ready to be in the future now!



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