As out-of-home (OOH) media reclaims its place on post-pandemic media plans, many advertisers are using new creative techniques and technologies to engage audiences with outdoor campaigns.

Full-motion 3D OOH

Media owners like Ocean Outdoor – which runs DeepScreen™ ads on the Landsec Piccadilly Lights in London – have developed digital signage which give the impression of three-dimensional video without requiring the viewer to use spectacles or any other wearable device.

To achieve the 3D effect, imagery is mathematically warped so that, when viewed from a specific vantage point, it gives the illusion of depth on flat or curved surfaces.

This...