Brands adopt immersive 3D outdoors for enhanced consumer engagement experiences
Despite surpassing DOOH in investment, 3D billboards captivate audiences with engaging displays, sparking interest on social media platforms, as noted by industry insiders in their reports
Sumit Rawat
Emerging from pandemic setbacks, the Out-of-Home (OOH) advertising sector stages a comeback, embracing innovation and signaling sustained brand interest in outdoor ads.
The Pitch Madison Advertising Report 2024 reveals that the outdoor advertising industry closed 2023 with an AdEx of Rs 4,140 crore, boasting a 13% growth rate surpassing that of TV and Print.
Industry experts note OOH's evolution into anamorphic, 3D, and CGI outdoor campaigns, facilitated by rapid technological and infrastructural advancements.
Leading brands, including Intel, Vistara, JBL, Titan, Tata Tea, Hyundai, and Lenovo, have achieved notable success with anamorphic campaigns, gaining traction both on-ground and across social media platforms.
Notably, Tanishq became the first Indian brand to pioneer 3D anamorphic with interactive content, generating a viral campaign on social media.
Despite higher investments, 3D Digital Out-of-Home (DOOH) gains popularity for its immersive and memorable viewer experiences, increasing message retention, according to industry observers. The buzz generated on social media further amplifies the impact of visually captivating displays.
A spokesperson from Times OOH highlights the notable increase in anamorphic advertising adoption in India, citing its ability to create visually striking and immersive experiences, particularly in crowded urban environments.
Dipankar Sanyal, CEO of Platinum Communications, underscores the freedom and innovation offered by digital billboards, enabling strikingly appealing campaigns.
Regarding costs, experts suggest a 10-second ad slot on a digital billboard can cost three times that of a traditional billboard in terms of rental costs. The content quality varies, ranging from four to five lakh.
Digital billboard costs, around Rs 300, vary based on material quality and man-hours for 3D image rendering. The hardware investment can reach up to Rs 1.5 crore, excluding maintenance costs.
Times OOH emphasizes the higher costs of digital billboards due to specialized techniques and materials for creating optical illusions and perspective tricks. Anamorphic advertising may cost 20-50% more than normal billboards.
Amarjeet Singh Hudda, COO of Laqshya Media Group, concurs that 3D advertisements are significantly more expensive, dependent on factors like size and location.
Despite the trendiness of 3D ads allowing changes at no extra cost, challenges persist, including the complexity of designing and implementing 3D visuals, unsuitable locations, and the need for permissions, as noted by Hudda.
