{"id":8521,"date":"2023-08-08T13:17:41","date_gmt":"2023-08-08T13:17:41","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/the-3d-billboard-is-advertisings-shiny-new-toy\/"},"modified":"2023-08-08T13:17:44","modified_gmt":"2023-08-08T13:17:44","slug":"the-3d-billboard-is-advertisings-shiny-new-toy","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=8521","title":{"rendered":"The 3D billboard is advertising\u2019s shiny new toy"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Two years ago, a massive 3D cat showed up on a billboard in Tokyo. People who walked by took photos of the cat as it meowed, napped, and licked its paws.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cI think that was one of the biggest reasons that [3D billboards] got popular in Tokyo,\u201d Sungeun Jang, a staffer on out-of-home advertising agency Kesion\u2019s overseas development team, told us. The LED screen, situated above one of Tokyo\u2019s largest train stations, attracted crowds and global news coverage.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Since then, brands ranging from Louis Vuitton to Pok\u00e9mon Go have advertised in that same space.<\/p>\n<p><iframe loading=\"lazy\" title=\"Louis Vuitton x Yayoi Kusama 3D anamorphic Billboard in Tokyo I LOUIS VUITTON\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/Gws4LOUI4l0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">3D billboards have grown in popularity around the world over the past few years, offering a new way for companies like Google and BMW to capture attention. Even though the availability of 3D billboard space is limited, and placing them can be cost-prohibitive, marketers in the OOH sector told us they\u2019re seeing increased interest from brands.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Jang said approximately one out of 10 client inquiries that Kesion, which has worked with luxury car and fashion brands on 3D billboards, receives are for the burgeoning format.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Josh Scharfberg, president, New York, at OOH firm Clear Channel Outdoor, which has helped with 3D billboards for Netflix, Balenciaga, and Paramount, echoed Jang\u2019s sentiment. \u201cOver the last 12 to 18 months, we\u2019ve seen tremendous interest and growth in anamorphic 3D billboards,\u201d he said. \u201cWe\u2019ve seen it across all industries\u2014everything from entertainment to high-end fashion to automotive. It\u2019s industry agnostic.\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-5a46198a-12 hlktdj\"><strong>Prime real estate<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">In its most recent ad spend forecast, Dentsu said it expects spending on digital out-of-home advertising to increase nearly 7% this year, in part thanks to \u201cholographic projections and 3D technology\u201d in the space.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">While marketers may have expressed interest in these ads, there are some factors that could be limiting, depending on a marketer\u2019s goals.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">For starters, according to Milton Lebron, co-founder and executive creative director at creative agency Might &amp; Matter, 3D billboards are often only available in larger cities like New York or London. \u201cI\u2019m currently in Miami and haven\u2019t seen any kind of displays like that, to be honest,\u201d he said.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-5a46198a-12 cVdxJM inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-5a46198a-12 iEaGlZ inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Jang said there are only a few 3D billboards for advertisers to choose from. She explained that while 3D content can be played on flat screens, brands are typically interested in curved or \u201cbox-shaped\u201d screens that help the imagery pop.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cThose mediums are very limited, actually. \u201d Jang said.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Another constraint that can come with 3D billboard advertisements? Pricing. 3D billboards can cost much more to secure than more traditional ones, according to Lebron, and that cost can go up depending on factors like complexity and location.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cThe return of investment is obvious, but you still have to have that kind of budget in your media plan to be able to produce something like that,\u201d he said.<\/p>\n<h2 class=\"dist__StyledText-sc-5a46198a-12 hlktdj\"><strong>Social cues<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">The spend could be worth it, however: Jang said companies may splurge on 3D billboards because of the online hype they can generate.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201c3D content itself is a marketing tool now because people share them through social media,\u201d she said, explaining that this can spur marketers to invest in them even if they\u2019re \u201csuper expensive to create.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Scharfberg said the 3D billboards it\u2019s worked on in Times Square have been \u201creally enhanced by using social media. It creates that wow factor. And, of course, it can go viral.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Earlier this year, Nike rolled out a 3D billboard in Hangzhou, China, to celebrate Air Max Day. A video of the billboard garnered more than 50,000 views on TikTok.<\/p>\n<p><iframe loading=\"lazy\" title=\"Experience the BMW XM in Times Square 3D | BMW USA\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/JRRVdaBNJ_c?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Last fall, BMW debuted a 3D billboard in Times Square to promote its XM SUV. A YouTube video of the ad has more than 1.3 million views on YouTube.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cThe pull for BMW in the long run was the reach potential on social. People walking by the activation IRL and then sharing the visual via social gave this NYC-based activation national reach,\u201d company spokesperson Luke Parker told us via email.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/08\/08\/the-3d-billboard-is-advertising-s-shiny-new-toy?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Two years ago, a massive 3D cat showed up on a billboard in Tokyo. People who walked by took photos of the cat as it meowed, napped, and licked its paws. \u201cI think that was one of the biggest reasons that [3D billboards] got popular in Tokyo,\u201d Sungeun Jang, a staffer on out-of-home advertising agency [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8522,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-8521","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The 3D billboard is advertising\u2019s shiny new toy | Brandiary<\/title>\n<meta name=\"description\" content=\"Two years ago, a massive 3D cat showed up on a billboard in Tokyo. 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