In recent times, more and more marketers are picking up 3D Anamorphic Out-of-Home (OOH) installations including the ones which involve the usage of Computer Generated Imagery for various market players such as jewellery, automobiles, etc.
Speaking to BestMediaInfo.com about the hyping up of 3D anamorphic installations by brands in the current times, Jayesh Yagnik, CEO, MOMS Outdoor Media Solutions, stated that advertisers are exploring such formats to stand out in the crowded advertising landscape because the usage of optical illusions and perspective in such activations create lifelike 3D images when viewed from specific angles which further leads to captivating viewer’s attention and enhanced brand visibility owing to significant traction on social media.
The captivating and interactive nature of 3D anamorphic installations leads to higher engagement, increased attention, memorable experiences and a lasting impact, enabling brands to create a lasting impact and connection with the audience, he emphasised.
As per Aman Nanda, Chief Strategy Officer, Times Innovative Media (Times OOH), anamorphic marketing has emerged as a recent and innovative addition to the world of Out-of-Home (OOH) advertising strategies owing to its ability to engage, interact and captivate audiences without the need for specialised glasses to view 3D content across a range of platforms, including OOH and social media.
“Anamorphic OOH elevates the brand’s storytelling capabilities and elicits emotions on a wholly different level, thanks to the utilisation of 3D Anamorphic content. This innovative approach to marketing provides distinct avenues for crafting immersive encounters for the audience, resulting in robust connections between the brand and its consumers. It nurtures brand loyalty, advocacy, and leaves a lasting impression tied to the overall brand experience,” he added.
Similarly, Haresh Nayak, Founder and CEO, Connect Network, also emphasised that the recent surge in brands experimenting with 3D anamorphic installations can be attributed to the desire for more immersive and shareable experiences as these installations leverage optical illusions to engage audiences in novel ways, fostering a deeper connection between brands and consumers.
“In the realm of DOOH, technological advancements have enabled dynamic and contextually relevant advertising. Real-time content updates, data-driven targeting, and interactivity enhance DOOH's effectiveness. As brands seek to captivate audiences amidst ad saturation, both 3D anamorphic installations and DOOH innovations offer fresh avenues for engagement and differentiation in the competitive marketing landscape,” he opined.
In the views of Manan Joshi, Co-founder and Director, Excellent Publicity, the recent fascination with 3D anamorphic installations in advertising is because they bring a refreshing novelty and excitement to the scene and stand out from traditional OOH in terms of engagement by offering a visually stunning and unique way not just to grab the audience’s attention, but also ensuring that people remember the brand behind it.
“Another exciting aspect is their social media appeal. People just can't resist sharing photos and videos of these 3D installations on their social media accounts. It's like a virtual domino effect - one person shares, then another, and suddenly, the campaign's reach extends far beyond its physical location. It's like free advertising that keeps on giving,” he added.
Commenting on the factors that one must take into consideration when taking the 3D anamorphic route for advertising, MOMS’ Yagnik shared that the outdoor agency prioritises high foot traffic areas with good viewing angles. As a result, there is a fair challenge posed by permits and regulations pertaining to safety, environmental impact, and community concerns, which also makes the process time-consuming and complex, however striking a balance between creativity and adherence to regulations is key.
Times OOH’s Nanda also pointed out that in order to achieve the best results with 3D Anamorphic OOH content, the OOH players consider a wide range of factors such as strategic installation of the hardware, specifically the digital screen, at an optimal height to ensure maximum visibility and the best viewing angles along with the right location of media in terms of high footfalls and high dwell time.
“For 3D billboards, utilising an L-shaped screen can work wonders in creating depth perception and delivering an immersive 3D experience. High-tech digital billboards take this to the next level, providing an unparalleled visual experience where everything appears remarkably realistic,” he suggested.
Throwing light on how Connect Network goes about the measurement bit for 3D anamorphic OOH campaigns, Nayak stated that the effectiveness of such installations, they not only track foot traffic and dwell time but also monitor social media mentions, shares and engagement metrics which help in providing insights into audience interaction in addition to gauging brand recall and perception via surveys and feedback.
“Maintaining novelty involves varying themes, artistic styles, and interactive components, aligning with the evolving tastes of the audience. Audience psychology informs design, with colour, perspective, and context chosen to evoke curiosity and emotional resonance. Elements like visual cues, depth perception manipulation, and relatability are utilised to enhance the illusion's impact, creating memorable and immersive experiences that resonate with viewers,” he said.
Excellent Publicity’s Joshi also shared that the measurement process of such installations begins right with the way people react through an instant feedback loop- whether they are stopping to take pictures or videos, sharing them on social media, etc. because getting people’s attention on these fronts are good signs that the installation is engaging and creating buzz.
“We also keep an eye on metrics like website traffic or social media mentions before and after the installation. If there's a spike, it's a clear indicator that people are noticing the brand more. And to keep that sense of novelty alive, we always try to push the creative boundaries. We look for new ideas and techniques in the world of 3D art and optical illusions,” he said.
With this, he also mentioned that when it comes to the visual elements, audience psychology is a big deal and therefore the OOH player also looks at how people naturally view and perceive things.
“For instance, we consider the viewing angle, so the illusion looks just right from where people stand. Along with this we also choose colors, shapes, and patterns that resonate with the audience's emotions and interests. It's all about creating a connection and making the experience memorable,” Joshi added.
Furthermore, Times’ Nanda also stated that while the biggest challenge is the cost associated with creating 3D Anamorphic content, storyboarding and designing such content also requires specialised video production skills, leading to additional expenses which, unfortunately, discourage brands from considering such innovations quite often owing to the limited budgets typically allocated for the OOH medium.
That being said, he also mentioned that in India, the trend of 3D anamorphic content is still emerging which is why there is a scarcity of skilled domain experts and digital assets that are capable of running high-quality 3D Anamorphic content which serves as a captivating gimmick to infuse the "WOW" factor into marketing campaigns.
“The entire 3D Anamorphic OOH campaign captivates the target audience's attention throughout a typically brief duration, often lasting between 10 to 20 seconds. While incorporating audiovisual (AV) and other interactive elements can further enhance engagement, the sheer visual appeal of anamorphic content is so compelling that it can work its magic without any additional elements,” Nanda stated.
Adding to this was Connect’s Nayak who stated that while 3D OOH anamorphic activations offer advertisers heightened brand visibility and engagement by generating significant social media attention and user-generated content, incorporating augmented reality (AR) and interactive elements can further enhance user experiences, allowing real-time engagement and personalised interactions.