3D advertising is here! Expanding! The possibilities of Character × OOH

In the summer of 2021, a giant calico cat appeared on a building in Shinjuku. People visited daily to take photos, turning it into a minor tourist attraction. Every time I visited, I saw people of all ages holding smartphones to photograph the cat, and it became a major topic on social media.

As part of the new normal for OOH (Out Of Home: outdoor advertising and transit advertising), we previously introduced the latest example of outdoor large-screen vision advertising where characters speak to people in real time ( article here ).This time, we introduce trends in outdoor large-screen vision while exploring the potential of "Characters × OOH".

Curved displays enable "creative expression from surface to space" on outdoor large-screen displays!

While some OOH media have seen reduced advertising during the pandemic, outdoor media becoming landmarks in downtown areas remain popular. Notably, naked-eye 3D advertising (3D ads with depth visible without special glasses), which gained attention in China and South Korea, has now entered Japan and is drawing significant interest.

By utilizing displays that connect front and side panels, 3D ads can visually create a space with depth through imagery. When characters, animals, or figures appear to move as if alive or seem to jump out, it delivers an immersive visual experience.

Beyond the 3D cat featured at Cross Shinjuku Vision mentioned earlier, unprecedented OOH formats are emerging. Vision locations capable of displaying glasses-free 3D ads in Japan now include "Omotesando Hit Vision," "Omotesando Hit Side Vision," "Habiulu Shibuya Vision," "Shibuhachi Hit Vision," and Osaka's "Tsutaya Ebisubashi Hit Vision," expanding the reach of this technology. We can expect to see a growing variety of creative applications in the future.

(Left) Omotesando Hit Vision and Omotesando Hit Side Vision display 3D images of a moving BMW that appears to jump out. (Right) A dog appears on Shibuya's "Habiulu Shibuya Vision".

The Era of Corporate Characters Shining in OOH 3D Advertising

Characters are well-suited for dual-funnel communication

Corporate communications have recently become more complex, shifting from mass advertising for awareness to digital ads, social media management, and video campaigns. This increases both the volume of advertising materials and the burden on staff. Within this landscape, companies leveraging characters for marketing activities have two key strengths.

1. Compared to human talent, they can be flexibly utilized across all touchpoints, making it easier to bring consistency to the company's customer experience (CX) from the awareness phase through to turning customers into loyal advocates.

2. Consequently, "characters" can become more than mere icons; they can serve as the center of a company's customer experience (CX) – an engagement hub – playing a vital role in helping companies build and sustain relationships with customers.

While trending 3D OOH ads feature original characters, corporate characters with existing recognition can efficiently drive engagement even with short-term campaigns.

On the other hand, running ads at fixed times daily over the long term can also create lasting impressions. Various methods exist to boost brand and character recognition, such as time-announcement ads where a company's character appears at set times to tell the time, like mechanical clocks in streets or department stores, or displaying tomorrow's weather forecast during the commute home.

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Providing a momentary experience

With the proliferation of video media accessible anytime, anywhere, the value of live entertainment offering real-world experiences has reportedly increased. Then came the spread of COVID-19, making large-scale live events difficult depending on infection levels.

Amid this uncertainty, paid streaming services are finding new opportunities. While replicating the immediacy and audience connection of live events may be challenging, enhancing unique viewing methods specific to streaming could create new usage patterns. As mentioned earlier, character LIVE events are broadcast live, offering high value for those watching or listening in real-time. Simultaneously streaming these events on social media allows many more people, even those not physically present, to watch.

Character-Based Landmarking of Streets (Outdoor Media)

The price of digital signage equipment has decreased, and distinctive options like high-resolution, large-scale, and flexible displays are increasing. While location and price are key factors in selecting outdoor media, differentiation may become necessary for media to remain competitive in the future.

One approach for media companies is to create their own unique characters. While outdoor ads often display city information or news, using characters fosters familiarity. If these characters gain recognition, they can even assist in advertising for companies without their own corporate mascots.

For advertisers with corporate characters, long-term placements can help their characters become city landmarks. This transforms outdoor screens into meeting spots, not just statues at station exits, creating memorable locations rooted in people's daily lives.

With advances in digital technology, the potential for character × OOH seems poised to expand even further. The "Ponta Comes to Town!" event introduced in the previous article drew core fans who traveled to see it in person. Fans unable to attend also voiced requests for similar events in their own areas.

As Ponta sponsors the Orix Buffaloes and features a Buffaloes-themed character, the event also generated significant buzz around baseball game support. While this was a one-day initiative, increasing its frequency could create regular talking points, while expanding the implementation area would offer more opportunities to connect with fans.

We believe success in campaign execution comes from understanding how the character resonates with people, the desired campaign duration, and the type of campaign the advertiser wants to run. We then develop the creative concept accordingly. If you are interested, please feel free to contact us.

【Contact Information】
charatalker_ooh@group.dentsu.co.jp