3D DOOH: Digital out-of-home advertising with wow factor

Why 3D DOOH is a game changer for brands

3D DOOH takes outdoor advertising to a whole new level. Optical illusions that create depth effects or appear to protrude from the screen create eye-catching effects that literally make brands stand out. Unlike much of our digital world, these ads create a physical experience. The effects run on real screens. In the middle of everyday life, visible to everyone. Anyone who walks past a Ströer 3D ad doesn't just see it: they experience it – immediately. 3D DOOH manages to penetrate: through targeted visual stimuli, surprising effects, and powerful staging. The spatial impression not only ensures a clear eye-catcher, but also creates an immersive advertising experience that has an emotional impact and sticks in the memory. This also applies to smartphones, which act as multipliers. Many passers-by spontaneously capture the spectacular motifs in videos or photos and share them on social networks.
In this way, 3D DOOH continues to have an impact beyond the physical location.

Two illusion tricks for maximum effect: How the 3D effect is created

What looks like magic is actually a combination of precise perspective and 3D animation. The spatial illusion is based on the “trompe l'œil” effect, which has a long history in art. Frames, vanishing lines, and optical tricks are used to guide the viewer's perception of space in such a way that objects appear to emerge from the surface in three dimensions. Today, this technique is increasingly used in the field of moving images, especially on digital screens, to create a convincing 3D experience. No additional hardware or special displays are required.

Ströer Media Creation and Content Fleet specialize in 3D effects of this kind and use the following creative techniques for 3D DOOH, among others:

• Inward movement. Here, vanishing lines and perspective depth create the impression that the motif is moving away from the viewer.
• Forward movement. The motif appears to break through the visible frame of the screen. Objects “protrude” and come toward the audience.
• Viewing angle accordingly. Based on the frequency flows measured on site, the ideal viewing angle from which most people view the screen is evaluated and used as the basis for the creation.

The illusion techniques work on any standard screen, from large-format Public Video Giant to Public Video City and Public Video Station to compact Public Video Retail.

From idea to implementation: 3D with Stroeer Media Creation and Content Fleet

Visibility alone is not enough. For a 3D DOOH campaign to reach its full potential, creativity, technology, and media planning must work together seamlessly. This is exactly what Ströer offers in collaboration with Ströer Media Creation and Content Fleet.

The process is clearly structured and flexibly adaptable:
1.    Concept. Together with the customer, a creative concept is developed, tailored to the brand, target group, and the subsequent location.
2.    Visualization and animation. Ströer and Content Fleet translate the idea into a 3D world. With strong visual language, targeted eye guidance, and high-quality 3D animation for advertising on public video screens.
3.    Adaptation and playback. Depending on the objective, the finished spot runs on selected screens in the Ströer Public Video Network – nationwide or regionally, synchronized with digital campaigns on mobile or social media.
This is how a strong idea becomes an impressive implementation. With minimal effort for the brand and maximum impact in public spaces.

These 3D digital out-of-home campaigns set new standards

The power of a 3D commercial is most impressive when it is put into practice. Whether subtle or spectacular, the following campaigns demonstrate how powerful digital out-of-home marketing can be when technology and storytelling work together perfectly.

An animated AIDA cruise ship sails across the Public Video City Towers and Giant Screens in Hamburg, surrounded by gentle water movements. The vivid animation, created by Content Fleet, cuts through the digital display and impressively highlights the declaration of love “AIDA ❤ Hamburg.” Case

The Public Video City Towers in Hamburg are particularly well suited for creative implementations thanks to their shape. Content Fleet transformed them into moving 3D screens for StudioCanal and the film “Miraculous.” The elaborate 3D modeling, illusion technology, and media-appropriate implementation of the larger-than-life Ladybug spot impressively demonstrate what is possible with 3D. Case

For “Das Boot,” Sky relied on Ströer's giant Public Video Giant Screen at Karlsplatz/Stachus in Munich: a sensational 3D animation on the XXL screen gives the motif maximum presence, additionally flanked by nationally broadcast spots on Public Video Station, Public Video Infoscreen, Public Video Roadside, and Digital Motion Tower. Case

These and other campaigns – for Sony PlayStation, SunExpress, o2, and L'Oréal, for example – impressively demonstrate that 3D DOOH is emotionally engaging, flexible, and effective in the media.

Overview of the advantages and challenges of 3D advertising

3D advertising is exciting—but still new to many. Brands that take this step benefit significantly, but need to bear a few special considerations in mind.

What makes 3D DOOH particularly effective:

• Maximum attention. The illusion of depth or movement from the screen causes even hurried passers-by to pause immediately.
• Highly memorable. The wow moment sticks in the mind. Surveys by data analysis company Nielsen suggest, for example, that DOOH – especially in combination with 3D effects – can increase recall rates by 74 to 89 percent (source).
• Multi-channel effect. Many campaigns are filmed and shared on social networks. This means that 3D DOOH has an impact far beyond the screen.
• Wide range of applications. From image campaigns and product launches to event promotions, 3D DOOH can be used in a wide variety of industries and for a wide range of objectives.
   

What to consider when planning:

• Concept and timing. The 3D effect does not happen by chance, but is the result of sophisticated design. A clear idea and sufficient lead time for creation and animation are crucial.
• Technical requirements. Perspective, camera work, screen formats: many details must be precisely coordinated to make the illusion perfect.
• Investment in quality. Good 3D commercials require professional motion design. Those who rely on cheap, quick solutions are wasting their impact.

Those who use the 3D effect correctly will be rewarded with visibility, brand loyalty, and a campaign that gets people talking.

Conclusion: 3D Digital Out of Home is more than just hype

At a time when attention has become the hardest currency, 3D DOOH offers a new stage for brands. It combines creative freedom with technical precision and brings movement to advertising messages. In the truest sense of the word. If you want to stand out, you have to think differently. 3D campaigns on public video screens not only create visibility, but also genuine encounters between brands and audiences. With Ströer as a media partner and Content Fleet as a versatile agency, every idea is transformed into a spatially powerful, technically clean, and emotionally effective DOOH experience. Everything from a single source – with measurable results.

FAQ: Important questions about 3D DOOH

Do you need special screens—and do 3D DOOH ads also work on desktop or mobile devices?
The 3D effect works on any DOOH screen, desktop, and mobile device.
 

How is the 3D effect created?
Ströer Media Creation and Content Fleet use two basic optical illusion techniques to achieve this: 

• Movement inward
• Movement forward

In addition, based on the frequency flows measured on site, we have analyzed the perfect viewing angles at which most people view the screen. Ströer Media Creation and Content Fleet use this information as the basis for optimal alignment when creating advertising materials.
 

How much does a 3D DOOH campaign cost and how long does it take to implement?
Ströer offers various package options for 3D spots. Impressive effects can be achieved even with smaller budgets. Just get in touch with us.
The implementation time depends on the complexity of the campaign. For stress-free production, including conception and feedback, you should allow four to six weeks. Then it's time to start playing the ad—Ströer is your one-stop shop for everything you need.
 

Do you have a lot of experience with 3D and do you work directly with creative/media agencies?
With Ströer subsidiary Content Fleet, we have a versatile and experienced agency at our side and have already implemented many 3D campaigns together, for example for Sony PlayStation, AIDA, and Telefónica.

Can you create 3D models?
Yes. Depending on customer requirements, we either work with ready-made 3D assets or create custom 3D models from scratch.

Can you also give 2D assets a 3D/depth effect?
Yes, that is possible. Customers often come to us with purely 2D material. Together, we find a solution for how to give 2D spots a depth effect.

Does 3D really offer more than normal 2D advertising media?
3D advertising has a stronger impact, generates more attention, emotionality, and virality. This creates real eye-catching moments on public video screens. In a study conducted by BCN Visuals in 2023, for example, 55 percent of participants stated that they would be (very) likely to film a 3D advertisement and share it with friends via an app (58 percent) or in person (50 percent). (Source).

What is the difference between (3D) DOOH and FOOH?
DOOH is digital outdoor advertising on existing screens in public spaces, such as train stations, shopping streets, or subway stations. The screens are physically located on site and display visible advertisements. Modern DOOH campaigns use animations, moving images, and now also 3D illusions to attract maximum attention.
FOOH, on the other hand, is a purely virtual form of advertising. The outdoor advertising does not actually exist, but is digitally incorporated into photos or videos using CGI.
 

Can you design "Fake out of Home" FOOH?
Yes. Ströer and Content Fleet offer creative CGI solutions – depending on the objectives of your campaign.