How 3D Advertising Is Transforming Brand Marketing Today

3D advertising is reshaping the way brands connect with consumers by offering immersive and interactive experiences that stand out in a crowded digital landscape. Unlike traditional ads, 3D content allows for deeper engagement, bringing products to life and making storytelling more dynamic. From social media campaigns to retail displays, this technology enables brands to capture attention, increase retention, and drive higher conversion rates. As a result, 3D advertising is becoming a game-changer in modern marketing strategies.

3D advertising is gaining rapid momentum in the out-of-home (OOH) advertising industry.
Mike Smith, CEO of Open Media, highlights how this technology is transforming brand engagement.

A new era in advertising
What once seemed like a luxury for high-budget campaigns has now become a dynamic and cost-effective tool. 3D OOH offers limitless features, from interactive engagement to real-time data integration. Brands using 3D also benefit from amplified reach on social media and through word-of-mouth.

Emotional connection and effectiveness
Analysis by the Institute of Practitioners in Advertising (IPA) reveals that ads sparking strong emotional responses can boost sales by 23%. By blending physical and digital realms, 3D OOH delivers boundless creative potential to captivate audiences and secure their attention.

Influence through engagement
BCN Visuals found that over half of viewers are inclined to record and share 3D ads with friends - merging the influence of mobile sharing with traditional OOH. Meanwhile, research by Outsmart showed a 17% rise in smartphone brand engagement after seeing an OOH ad. Additionally, 68% of viewers perceived brands as more premium post-exposure, and 66% were more likely to make a purchase.

Performance and personalization
3D OOH has proven to be 3.5 times more impactful than 2D formats. It supports advanced personalization using real-time data - adapting to local events, weather, or geographic location to keep messaging relevant.

Smarter measurement and outcomes
With programmatic 3D buying, brands can tap into audience insights and real-time analytics during campaigns. Afterward, hyper-detailed metrics help brands evaluate creative performance and link their 3D ads directly to campaign goals and ROI.

The psychology behind 3D
3D OOH uses the brain’s natural depth perception to draw attention. Since each eye sees from a slightly different angle, our brains interpret depth through what's called binocular disparity. 3D displays use this to create the illusion of movement or depth that seems to emerge from the screen.

Visual trickery with impact
By merging two angles into one visual, 3D billboards achieve a forced perspective illusion - making content appear as if it's leaping into the real world. When paired with interactive features like touch responses or augmented reality, it becomes an unforgettable sensory experience.

Seamless integration with digital and physical spaces
Beyond wowing audiences, 3D tech provides brands with robust benefits across both digital and physical realms. Advertisers can trigger creatives based on live data - location, crowd density, or live events.

For example, Open Media partnered with SkyBet during the 2022 Championship play-off final using their Wembley Way screen. The content changed depending on match results, increasing average session time by 15% and attention time by 16%, ultimately being recognized as Ad of the Day by The Drum.

Case studies with global reach
BMW’s 3D launch of its X1 model made the car appear to drive out of screens in global cities, attracting over 17 million views. Burger King's 65th Whopper anniversary featured a 3D burger assembly experience, resulting in 70,000 redemptions within hours - demonstrating 3D’s potential during special milestones.

Fostering long-term brand love
3D campaigns help brands forge deeper connections with consumers. With improved retention rates and high social shareability, these ads leave a lasting impression by tapping into emotional memory, boosting brand loyalty over time.

Bringing star power to the streets
Open Media partnered with Maybelline for a dazzling 3D OOH launch featuring their first digital avatar, May, alongside brand ambassador Gigi Hadid. The campaign merged virtual and real worlds, showcasing what’s possible with creative tech. Another standout collaboration with Paramount brought iconic shows and characters to life to promote its streaming platform, offering an immersive 3D experience.

A powerful medium for today’s brands
3D advertising is now accessible, adaptable, and impactful - no longer reserved for elite budgets. With full-motion 3D displays available throughout the UK and increasingly precise real-time analytics, 2025 is poised to be a breakthrough year for 3D in the advertising world.

For questions or comments write to contactus@bostonbrandmedia.com

Source: thedrum‍