5
minute read
June 18th, 2023 | by PATTISON Outdoor Marketing
The art of advertising has been an ever-changing and ever-evolving craft to wrestle for the attention of audiences. In the modern times of shortened attention spans and with more ways to reach people than ever in almost every aspect of their lives, how do you stand apart?
The answer is to reach out, literally.
Using the power of 3D elements to create an illusionary marvel of digital advertising, often looking like you’re jumping to life off the screen you’re on. PATTISON Outdoor is proud to be at the forefront of this new advertising frontier, pushing the envelope for digital advertising across Canada.
When discussing 3D ads, it’s not just rendering a computer-generated 3D image and using that asset in an advertisement. A true 3D ad is about representing objects and environments that simulate the depth and spatial relationship found in the physical world. Giving the viewer the impression that if they reached out, they could just about touch it.
To familiarize yourself with 3D ads, below are some different types of 3D ads:
Anamorphic 3D
An image that has been stretched and distorted to suit a specific viewing angle. These ads require the use of a corner or curved display to work, like the one in the Toronto PATH or outside the Edmonton ICE District.
Forced Perspective – Angular Flat Screen
ads are composed on a flat digital display, using a digital ‘stage’ or ‘room’ and stretched in a way to best match the intended viewing angle. They employ an inner border on the screen so that the 3D objects can extrude past it to create the effect.
3D Straight on Perspective
are 3D ads placed on flat digital displays using a digital ‘stage’ or ‘room’ combined with other techniques like lighting, animation and overlapping objects to convey a sense of depth.
Static 3D Digital
ads are a lot alike the previous listed but without any kind of animation or movement. Depending on location, these ads may employ some of the techniques from the Angular ads to make the illusion more effective, such as making it an easier read for drivers on a certain side of the road.
Classic paper and glue posters pushed the boundaries of their limitations with extensions, plywood cut-outs that extended the posters creative past the frame of the billboard; or other such flourishes, like a fog machine or a lighting embellishment. Digital ads can’t break past their frame in the same way but 3D ads are the next step for digital signage, adding that extra level of visual flair that draws in your intended and even unintended audiences.
“Take your 3D campaign almost everywhere with PATTISON Outdoor’s unmatched scalability”
The first anamorphic 3D advertisements took the world by storm, going viral almost overnight across social media. Giving these ads a second life on entirely different platforms, immediately proving their effectiveness. They are mesmerizing and easily catch the eye over other contemporary solutions.
To drop Canada’s first Static 3D Digital ad, PATTISON Outdoor partnered with the Atlantic Lottery Corporation. This campaign ran across five key Atlantic markets on strategically picked boards because of their efficient right-hand read to make it easy for drivers to see the ad come to life. The 3D assets were made in partnership with the Haylo Branding & Marketing Agency and PATTISON’s own in-house specialists. Once the cell phone, poker chips and bingo ball were modelled in 3D, then a digital box and frame were created to extrude the elements beyond took shape. The finished product brought the 3D assets to life, making them look like they would almost tumble out of the display.
There are a number of challenges with bringing such a campaign to life, but PATTISON Outdoor makes it easier for clients. With a host of in-house specialists capable of designing and executing these ideas, a client can expect our team to help them carry out just about everything required. With or without previously existing assets, the PATTISON digital team is capable of modeling and animating your dream design.
“A true 3D ad is about representing objects and environments that simulate the depth and spatial relationship found in the physical world”
When Ford wanted to introduce their new 2024 Ford F-150, they wanted something big and dramatic to showcase the new truck’s horsepower. Using 3D was a natural fit to show off the towing capabilities in a simple but effective manner. Working with partners at Kinetic Worldwide and Wieden & Kennedy Advertising, PATTISON’s own in-house 3D artists developed three different categories of visuals: Anamorphic, Angled and Straight-on 3D. All featuring the same scene of the truck pulling a huge stone block and showing off the tagline “Tough this smart can only be called F-150”.
Take your 3D campaign almost everywhere with PATTISON Outdoor’s unmatched scalability. Your 3D ad can run on just about any PATTISON screen with very few exceptions. From Digital Horizontal Posters to Street Level Digital, even along PATTISON’s residential and office elevator networks. See how you can leverage our expansive digital catalogue to fit your needs.
“The PATTISON Outdoor team will help you pinpoint the best locations for your campaign for maximum visibility and peak performance.”
Ford’s campaign perfectly encapsulates the power of PATTISON’s scalability. Shown across Western provinces, from Alberta to BC, this campaign was seen on Large Format Digital, such as the ICE District Terminus Screen in Edmonton. It also appeared on Street Level Digital outside the ICE District as well as on Digital Horizontal Posters in the two most western provinces. In locations where full-motion video wasn’t allowed to play, a Static 3D version stood in its place.
Keep in mind that while the scalability of these ads is unmatched, they are still beholden to approvals and legal requirements. For example, Static 3D is allowed on boards facing or adjacent to roads and highways, but full motion video of any kind is not. The PATTISON Outdoor team will help you pinpoint the best locations for your campaign for maximum visibility and peak performance.
As these ads advance over time, we’ll likely see these types of ads more and more. The floodgates have already opened and the demand for 3D ads is here and PATTISON Outdoor is ready to break the 4th wall for you! Be on the cutting edge of digital advertising, reaching your audience like never before with the flexibility no one else can offer.
