Ocean Outdoor offers with DeepScreen a 3D DOOH commercial experience

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

As part of its commercial proposal of large format outdoors, Ocean Outdoor is incorporating a 3D technique, known as Anamorsis or Forced perspective, that mathematically deforms images so that when viewed from a specific point of view, The illusion of 3D depth on flat surfaces.

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

Proprietary templates DeepScreen 3D of Ocean can be used to create stunning windows to other 'worlds', Expand existing architecture or make impossible objects appear to float in the air, leaving the screen and towards the viewer.

After a successful trial period, DeepScreen is being rolled out in high-profile outdoor DOOH environments in the UK, Nordic countries and the Netherlands.

Activations using DeepScreen have recently taken place at the iconic Piccadilly Lights in London, which is operated by Ocean for Landsec. The amazing 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 displays located in seven UK cities, including Westfield Square, Westfield London, Four Dials in Westfield Stratford City, Manchester Printworks, Liverpool Media Wall, Birmingham Media Eyes, as well as in Nottingham, Norwich and Glasgow, that can be combined with activations to deliver 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 luxury glasses, QR codes or technology”.

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

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

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

Earlier this year, Ocean published an additional study called Primers that re-analyses the DOOH proposal premium to match the peak offered on television.

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

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