Perception is everything. In advertising today, it’s ultra-realistic, larger-than-life 3D visuals of virtually anything.
We’re talking about 3D billboards. You’ll recognize them as large outdoor advertising displays that give an illusion of depth and dimension to display content. They can showcase motion pictures, animations, and interactive content, presenting advertisers with a more extensive and impactful playing field. When well executed, they get the viewers hooked, asking questions and wanting to know more about your brand.
But how do 3d billboards work? Let’s get into it.
Unveiling the Mechanics: How Do 3D Billboards Work
How the 3D effect happens has a lot to do with human biology. Our eyes capture slightly different perspectives of the same image because they separate by a certain distance on the face. This separation creates binocular disparity. A slight difference in the horizontal position of corresponding points in the images seen by each eye. The brain processes this binocular disparity to perceive depth and create a three-dimensional experience.
3D billboards capitalize on this concept to create a convincing sense of depth. The images come to life by combining two separate images taken from different angles. This technique tricks our brains into perceiving objects in the display as if they’re jumping out of the screen. It’s a visual effect commonly known as forced perspective.
Introduction to the World of 3D Billboards
The giant adorable 3D Calico cat took Shinjuku, Tokyo by storm and excelled at showing just how advertising stands to benefit from the promising potential of 3D digital signage.
Consumers are constantly bombarded by ads, digital or otherwise and they’ve learned to tune them out. Hyperrealistic and immersive displays, however, are hard to ignore. Let’s look at the impact of 3D in advertising.
Setting the Stage: Understanding the Impact of 3D Advertising
Higher Conversion Rates
Forbes revealed that luxury brands are benefiting from a 40% increase in conversion rates due to 3D marketing. The extent of image and video definition by 3D displays provides consumers with a richer product exploration experience. As a result, brands can break through the noise and differentiate themselves from competitors.
Increased Product Knowledge
Retailers incur up to $212 billion in losses due to returned merchandise. Static images in advertising do little to provide exhaustive product details to assure consumers that the product will meet their needs. 3D technology showcases products from various angles and perspectives, and viewers can gain a more comprehensive understanding of their features and designs.
Increased visibility
We’ve seen the installation of 3d digital billboards in major cities stopping viewers midstreet to take videos and marvel at the stunning realism and attention to detail. That’s the wow factor that 3D billboards are all about. They grab your viewer's attention and get them to listen to what you have to say.
Innovative brand image
Brands such as Samsung, Hyundai, Netflix, and Nike are some of the major players investing wholeheartedly in 3D marketing. In the minds of their audience, these are innovative brands willing to leverage cutting technology to give them the best product experience. How’s that for a reputational boost? 3D technology projects an image of innovation and modernity for a brand and positions it ahead of the curve.
The Technical Nuances of 3D Digital Billboard Playback
Delving into the Playback Technology: A Comprehensive Overview
3D digital billboards use advanced playback technology to create immersive and visually engaging experiences for viewers. They employ a combination of high-resolution digital displays, powerful graphics processing units (GPUs), and software algorithms to render three-dimensional content in real-time.
The playback process begins with the creation of 3D content using computer-generated imagery (CGI) or other digital modeling techniques. This content is then optimized and adapted for the specific billboard dimensions and format. The digital billboard's playback system processes and coordinates the rendering of the 3D content, taking into account factors such as perspective, depth, and motion.
The use of digital signage software for advertising screens is a crucial component during the playback phase as it governs the scheduling, management, and presentation of content on the digital display.
Breaking Down the Components of 3D Billboard Displays
- High-resolution LED Displays that are capable of rendering vibrant and detailed imagery.
- Graphics Processing Units (GPUs) to process and render complex 3D content in real-time.
- 3D Content Creation Tools to generate visually appealing content through CGI or digital modeling techniques.
- The playback system coordinates the rendering and playback of 3D content, managing factors like perspective, depth, and motion.
- Synchronization mechanisms ensure smooth transitions and seamless playback, especially in billboards with multiple display units.
The Playbook of 3D Billboard Creation
Crafting Visual Magic: How 3D Billboard Designs Come to Life
The process of bringing 3D billboard designs to life involves a multi-step approach that combines creativity, technology, and strategic planning. Initially, graphic designers and artists conceptualize the visual elements through 3D modeling software or computer-generated imagery (CGI) to create compelling and dynamic content. They go as far as photographing individual bits of objects to achieve that microscopic attention to detail that enhances 3D realism.
The final design undergoes optimization to suit the specific dimensions and format of the billboard, ensuring a seamless fit with the display area. The high-resolution 3D content is then integrated into the playback system. Throughout this process, the synchronization mechanisms are fine-tuned to ensure there’s cohesive playback.
Software and Design Tools Transforming Concepts into Reality
The realization of 3D digital billboards involves the use of advanced 3D modeling software like Autodesk Maya or Blender for content creation. Computer-generated imagery (CGI) enhances the development of intricate and dynamic visuals. Collaborative design platforms and project management software aid in team coordination. This process, driven by sophisticated software ensures the effective transition from conceptualization to execution of visually impactful displays.
Navigating the Best 3D Billboards in the World
The best 3D billboards in the world first started appearing in Asia and have since gained popularity on a global scale. Their allure lies in their potential to go viral on social media, especially when captured from certain angles. The success of 3D billboards is due to strategic placement by targeting high-visibility areas to maximize exposure and generate news coverage. In return, they capture the attention of brands eager to invest in modern advertising technology to make an impact.
Make a Visual Impact With The Right Advertising Solution
Now that you have a comprehensive understanding of how 3D billboards work, it’s clear to see that they are the future of advertising. Their attention to detail and attention-grabbing potential are exceptional. If you’re looking to power your digital signage system to build your brand visibility and attract more audiences, Look DS has the right solution for you. Our perks include remote management of your content displays and free templates for your content designs among others. Sign up for a 14-day trial today and get the most out of your digital displays.
