What is a 3D Billboard
As the forefront product of modern advertising technology, 3D billboards are becoming gradually the darling for brand promotion. Compared to traditional flat advertisements, 3D billboards can create a far stronger visual impression and offer more immersion with stereoscopic visual effects and dynamic displays. Employing advanced lighting and shadowing technology and high-resolution displays, 3D billboards can enable viewers to experience immersion, or a sense that items in the advertisement exist in the real surroundings.
With breakthroughs in and the development of computer graphics in recent years, 3D billboards have seen a successive decrease in production cost and continued expansion in application range. Statistics reveal that by 2023, the global market scale for 3D billboards surpassed $1.5 billion and would reach $3 billion in 2026. This growth reflects the maturity of the technology but also indicates strong market demand for innovative advertising forms.
3D billboards are not only at the top in visual effects but also have interactivity as one of their unique advantages. Many 3D billboards are integrated with sensors and artificial intelligence technology, which can automatically adjust the display content according to the viewer’s position and actions in real-time and achieve a personalized advertising experience. Such highly interactive advertising methods not only increase the engagement of viewers but also greatly improve the conversion rate of advertisements.
And it goes very well in 3D billboard display for environmental protection. it reduces the use of a lot of paper and ink compared to traditional paper advertisements, thereby reducing the burden on the environment. Besides, due to the digital display mode, advertising content can be updated at any time and avoids the waste of resources caused by repeated production and transportation. Therefore, 3D billboards are an important part of green marketing strategies in an increasing number of enterprises.
Types of 3D Billboards
There are several types of 3D billboards. According to the technical implementation and display effects, it can be mainly divided into two categories: naked-eye 3D billboards are one of the most representative types. The viewers don’t have to wear any auxiliary devices when watching such billboards. Precise angle control and lighting and shadow design can create realistic three-dimensional effects. Data from market research showed that year after year, the acceptance of naked-eye 3D billboards within the Asian market has been on a ceaseless development. Especially in China and Japan, these have already become part of the urban landscape.
The interactive 3D billboards take the interactivity to the next level. Each of them comes with cameras and motion sensors, which can capture the movement of the onlooker in real-time and change the display content dynamically according to their behavior. For instance, certain shopping mall 3D billboards display different product information based on the viewer’s walking trajectory, greatly enhancing user experience and advertising effectiveness.
Immersive 3D billboards are more often used in large public places: commercial squares, landmark buildings, and stadiums. These billboards are not just display screens but an environment of displays. Immersive 3D billboards can merge ads with the surroundings perfectly through the technique of multi-screen linkage and panoramic projection, creating a highly immersive visual experience. Some famous landmark buildings in Dubai use immersive 3D billboards, and so have gained the attention of lots of tourists who watch light shows nightly.
In recent years, dynamic three-dimensional billboards have also become popular. Due to continuous animation effects and dynamic displays, this kind of billboard continually catches people’s attention. Judging from some industry data, the rate of viewing dynamic 3D billboards is about 40% higher than that of static advertisements, so dynamic 3D billboards are preferred for brand promotion in areas with a high flow of people, such as subway stations and commercial streets.
Benefits of 3D Billboards
The most significant advantage of 3D billboards is that their expressiveness and visual shock are all excellent. According to studies, 3D billboards can attract viewers’ attention within the shortest time; attention in this regard is about 60 percent higher than traditional flat adverts. This strong visual attraction increases not just brand exposure but also the memorability of advertising information by a wide margin. A survey directed at the retail industry showed that brands using 3D billboards noticed a 35% increase in ad memorability.
Another advantage of 3D billboards in information transmission is that, through stereoscopic and methods, complex product functions and service features can be presented more intuitively to the audience. For example, through 3D billboards, automobile manufacturers show the internal structure and power system of the vehicle to consumers, who can thereby get a more comprehensive understanding of the product. Such a clear display method will help them make more informed purchasing decisions.
3D billboards will also greatly improve brand image. The high-tech and creative display methods make the brand look much more avant-garde and fashionable, and this has a good effect, especially on attracting the attention of young consumers. Data suggests that 60% of young consumers would be able to remember brands with novelty in ad forms. In addition, the unique form of 3D billboards brings about differences in homogeneous market competition, enhancing market competitiveness.
3D billboards also offer high flexibility and customizability. Brands can easily change advertising content based on different promotional needs and seasonal changes, maintaining the freshness and fashionability of the brand image. For example, retail brands can launch 3D advertising content with holiday themes during different holidays, attracting more consumer attention and participation.
The dissemination effect of three-dimensional billboards in social media is very huge. Because every 3D billboard has beautiful visual effects and interactivity, it has become a popular checking-in point for internet celebrities. The photos and videos published by users spread rapidly on the social media, providing free secondary dissemination with extensive online exposure for brands.
Design and Content Creation
Designing 3D billboards is an art, reflecting creativity and technology. First of all, designers have to deeply understand the core philosophy of the brand and the characteristics of the product to make sure the advertising content closely coincides with the brand image. When designing 3D billboards, designers shall focus not only on visual effects but also on information transmission. For example, when designing a 3D billboard for a beverage brand, the designer might highlight the product’s cooling features through a three-dimensional bottle image and dynamic ice cubes display.
In terms of content creation, concise and powerful design is especially important. Since 3D billboards are usually set up in high-traffic areas where viewers have limited attention spans, the advertising content must convey the core message within a few seconds. Designers should artfully use colors, lighting, shadows, and dynamic elements to make the ad catch the attention of viewers in a split second. One well-known electronics brand used 3D billboards to make multiple angles and functional demonstrations of their latest smartphone model, so that consumers could quickly find the highlights of the new product.
Technical implementation of 3D billboard designs is another key aspect. Only high-resolution LED screens and advanced rendering technology can bring out the real effect of 3D. Naked-eye 3D billboards, in particular, rely on precise angle control and . Any technical defects will affect the final visual effect. Therefore, it’s necessary to work with professional technical teams and equipment suppliers to guarantee the quality of 3D billboards.
The content of 3D billboards should be rather interactive and flexible. Sensors and AI technology can be used to dynamically adjust advertising content according to viewers’ behavior and provide personalized display experiences. For instance, a 3D billboard of a sports brand would show different exercise equipment according to the viewer’s posture during exercise; this would make the ad more interactive and fun.
The environmental factors also need to be considered in designing a 3D billboard. The location of installation, lighting in the surroundings, and potential weather conditions can affect the presentation of the 3D effect. Therefore, designers should put into consideration such factors right from the design stages so that the advert can retain the best visual effect in divergent environments. Designers will most likely use higher brightness and higher contrast when dealing with outdoor environments that receive lots of sunlight. That will make the advertising content easily viewed without any disturbance.
Where to Place 3D Billboards
The effectiveness of 3D billboards greatly depends on the selection of installation locations. The ideal location should include high flow and good visibility to maximize the advertisement exposure rate and power. Main installation areas are city centers, busy commercial streets, subway stations, and the exteriors of large shopping malls. In addition to being very crowded, the viewer’s attention at these places is relatively concentrated, which has effectively increased the rate of viewing and memorability of the advertisements.
While choosing specific locations, attention should be paid to the viewing distance and angle of the audience. Normally, the three-dimensional effect of a 3D billboard needs some viewing distance for full display. Therefore, it should not be installed in places that are too narrow or have restrictive angles of view. Also, great attention is required for designing height and angles of the screen so that viewers can have optimal viewing from any height and any angle. For example, one of the world-famous fashion brands once set a 3D billboard on one high-rise building along with a major commercial street and angled the screen just to enable the advertisement content to become clearly visible for every passer from any direction.
High-traffic areas, such as subway station entrances and bus hubs, are prime locations for displaying 3D billboards. These places have diverse and highly mobile audiences, allowing advertising information to rapidly cover a wide range of people. According to data, 3D billboards at subway station entrances can attract over 100,000 viewers daily, which has significant effects on brand exposure and information transmission.
Landmark buildings and tourist attractions are also ideal choices for 3D billboards. These places usually have high visibility and sustained tourist flows, providing continuous attention to advertisements. For example, 3D billboards in New York’s Times Square attract millions of tourists each year, becoming important platforms for brand display and dissemination.
In choosing places of installation, it is also necessary to precisely target a brand’s desired audience. In the case where the target customers of a certain brand are young people, university towns, entertainment centers, and sports venues must be prioritized. These places have the young demographics who have high purchasing power and brand loyalty, effectively driving up the conversion rate of the ad. Also, technology companies may tend to choose a tech park or an innovation center to show the technological strength of their technological image.
In addition, the installation of 3D billboards must consider the actual conditions in a given environment and restrictions that the government may be using. Because some cities strictly regulate , light intensity, and content, billboard design and installation should not only fully comply with local relevant regulations to avoid affecting advertisements from operating normally due to certain illegal conditions. In some big cities that have strict environmental restrictions, issues related to energy consumption and light pollution of 3D billboards are very urgent, and energy-saving technology in design should be applied in a reasonable light source configuration in an environmentally friendly way.
Best Practices for Using 3D Billboards
In the case of 3D billboards, best practices can pay dividends in terms of advertising effectiveness and return on investment. First, it has to be ensured that the advertising content highly aligns with the brand strategy and target audience. Successful 3D billboards need not only be visually appealing, but their content should also resonate with the audience. For instance, an ecological brand once used a 3D billboard to demonstrate the production process of its products, while highlighting some of the key features and showing the viewers the company’s environmental philosophy, which was widely recognized and praised.
For the quality and effect of billboard advertisements, it is very important to cooperate with professional teams of 3D content productions. Such professional teams use huge design experiences and strong technical abilities to customize unique 3D display solutions for the needs of different brands. Besides, they provide technical support in order to resolve various technical problems during operation and ensure the stability and persistence of the billboard.
Real-time monitoring and data analysis during the running of the advertisement are another important means of optimizing the effect of 3D advertisements. Through the installation of monitoring equipment and data analytical tools, brands can obtain real-time data of viewers’ watching behaviors and interactions and adjust advertising content and display strategies promptly. For example, some retail brands analyzed the viewing data of their 3D billboard and found that during specific time periods, viewers were more inclined to watch product details. They adjusted the advertising content to strengthen product displays, thereby improving sales conversion rates.
Seasonal and holiday-themed advertising content design is another effective strategy to enhance the attractiveness of 3D billboards. During certain holidays, launching 3D content related to the holiday themes can add more fun and interactivity to advertisements, while leveraging the festive atmosphere to increase brand favorability. For instance, during the Spring Festival, a food brand displayed traditional festive foods and family reunion scenes through a 3D billboard, which earned it the love and support of many consumers.
Integrate online and offline marketing activities, the best way to maximize 3D billboards. The comprehensive multi-channel marketing layout would be the one when brands are complementing the 3D billboards with online channels such as social media, mobile applications, and e-commerce. For example, fashion brands can set up QR codes on the 3D billboard and let viewers scan into the online store for purchase. In this way, it connects the online and offline channels, thus boosting the conversion rate and sales amount of this ad.
