Ocean Outdoor offers a 3D DOOH commercial experience with DeepScreen

The technique called 'anamorsis’ what Ocean Outdoor has integrated into DeepScreen allows you to create 3D experiences for advertisers.

As part of its large-format outdoor commercial proposal, Ocean Outdoor is incorporating a 3D technique, known as anamorsis o forced perspective, which mathematically warps images so that when viewed from a specific point of view, the illusion is created 3D depth on flat surfaces.

The result is DeepScreen, offering advertisers the latest technological innovation to deliver spectacular audience experiences in the environment Commercial DOOH.

Patented templates DeepScreen 3D from Ocean can be used to create stunning windows to other 'worlds', expand existing architecture or make impossible objects appear to float in mid-air, coming off the screen and towards the viewer.

After a successful trial period, DeepScreen is being deployed in busy outdoor DOOH environments in the UK, Nordic countries and Netherlands.

Activations using DeepScreen have recently taken place at the iconic Piccadilly Lights in London, which is operated by Ocean for Landsec. The surprising 3D ads from brands like Vodafone, IWC Schaffhausen, Netflix, Deliveroo and PokerStars have been used as centerpieces for integrated campaigns.

DeepScreen 3D is also available on eight Ocean digital screens located in seven UK cities, incluidas Westfield Square, Westfield London, Four Dials en Westfield Stratford City, Manchester Printworks, Liverpool Media Wall, Birmingham Media Eyes, as well as in Nottingham, Norwich y Glasgow, which can be combined with activations to offer different visual experiences.

David Tait, head of design and studio at Ocean, explains that “forced perspective is hard to describe, but incredibly easy to see: 3D images’ realistic, with perspective, the right lighting and shadows; that do not require fancy glasses, QR codes or technology”.

To really capture the attention of the public, “Advertisers want to stand out from the crowd and there is nothing more eye-catching than a rugby ball. 17 meters high flying towards them”, ensure.

So brands can create DeepScreen activations, in Ocean they develop “3D templates that recreate the unique size and curvature of the screens - this manager specifies -, along with spectator positions for each of the supported locations. With these templates and the included advice from our team, Brands can integrate their images to create these impressive campaigns that deceive the eye”.

According to Ocean's neuroscience research, Full motion screens beat outdoor static in 2,5 times, causing emotional impacts, memory encoding and acting as a manual for other media.

At the beginning of this year, Ocean published an additional study called Primers which takes another look at the DOOH proposal premium to equate it with the peak offered on television.

Using data and a set of common denominators, Ocean identified 280 DOOH frames (that share the same properties as peak television ads, “with a significant difference: DOOH also reaches a younger audience”, subraya Tait.