Most of us are constantly surrounded by ads and other promotional materials — on billboards, TVs, in newspapers and magazines, leaflets and flyers, on the radio, and even on the cars we drive by. Historically, merchants would paint signs directly on walls as an early form of billboard advertising, marking the beginning of outdoor advertising methods that have evolved into today’s 3D billboards. We are so accustomed to seeing ads everywhere that we have developed a sort of selective blindness to it. This means that the advertising industry constantly has to come up with new ways to grab our attention. One of the latest innovations in this field is 3D digital signage. If you live in a larger city, the odds are that you’ve already seen 3D billboards. But what are they exactly and how do they work? Let’s take a look.
3D billboards are an innovative 3D technology that uses traditional digital signage players in a completely new way. They are usually large billboards that give off the illusion that an object is “popping out” of the screen and entering the real world. This 3D effect is precisely the reason why this type of digital signage solution has been gaining popularity rapidly in recent years, and 3D billboards are becoming a bigger part of the advertising landscape.
By adding depth and realism to traditional advertising formats, 3D billboards make ads more engaging and immersive for viewers. The technology behind these billboards can be explained in simple terms: it uses advanced visual effects to create the perception of three-dimensional objects, making the experience more memorable and impactful.
So how does the 3D effect actually happen? The theory behind 3D digital signage is actually based on human biology. Since our eyes are located in two different (albeit close) spots, they don’t really perceive things identically. There is a very slight difference in the angle of our view. This difference is called binocular disparity, and it allows us to perceive depth (that is, to perceive the distance between us and other objects). Depth perception is known among scientists as stereopsis.
3D billboards use the mechanics behind stereopsis to create an illusion of depth. CGI is used to create detailed, high-quality visuals for 3D billboards, ensuring the content is both realistic and engaging. The videos displayed on 3D billboards are actually comprised of two pieces of footage shot from different angles combined into a single clip, often incorporating motion pictures to enhance the immersive experience. This is what makes the objects in the video “pop out” of the screen and creates the illusion that they leap out toward the viewer. The illusion is created by skillfully blending art and science, manipulating perspective and stereopsis. The process interacts with the viewer's face and perception, as the angle and vantage point from which the billboard is viewed are crucial for perceiving the intended 3D effect. Light is used in the technology to produce vivid, lifelike images that captivate attention. The final design is optimized to ensure the visuals fit the billboard perfectly and appear highly realistic. Importantly, viewers can see the 3D effect without needing special glasses, making the experience accessible to everyone. The process involves several steps, from initial design and modeling to content creation and system synchronization. The magic of the illusion captivates viewers, delivering a wow factor that makes 3D billboards stand out as premium advertising solutions. Agencies develop immersive and interactive experiences for these billboards, enhancing storytelling in advertising. Strategic placement and consideration of the surroundings are key factors in maximizing the impact of 3D billboards. Additionally, these displays may require more power than traditional billboards. AR billboards can also be interacted with using a smartphone, further increasing engagement.
You know, 3D billboards are really shaking things up when it comes to how brands connect with people these days. The applications are honestly pretty impressive across different industries. Take advertising, for example—companies like Hyundai have figured out how to use these things to show off their latest car models in ways that feel... well, kind of futuristic. They're creating these dynamic scenes that just grab your imagination and don't let go. Here's the thing though—these billboards aren't just throwing a product at you and hoping you'll notice. They're actually creating an experience that makes it feel like the car is practically jumping off the screen and landing right there in the real world.
The entertainment world is jumping on this trend too, and honestly, it makes perfect sense. When you're trying to promote movies and events, these immersive, three-dimensional displays can generate the kind of excitement and buzz that sticks with people long after they've walked away from the billboard. It's not just about catching someone's eye for a split second—it's about leaving them with that memorable impression that keeps rattling around in their head. You've probably seen some of these yourself and thought, "Okay, that was pretty cool."
Here's where things get really interesting though. Educational institutions and museums are starting to catch on too, using 3D billboards to create interactive displays that actually engage viewers and make learning feel more... alive, I guess? The whole point is that these displays can create tailored, engaging experiences that ensure 3D billboards aren't just advertisements—they're showcases for products, art, and information that are designed to leave a lasting impact on everyone who sees them. It's pretty smart when you think about it.
You know, those jaw-dropping 3D effects you see on modern billboards? They're honestly pretty amazing when you think about what goes into making them work. At the heart of it all are these super high-resolution LED screens that basically act like giant, incredibly bright displays—kind of like having a massive TV that can compete with the sun itself. The thing is, you can't just slap these screens up anywhere and expect magic to happen. The placement has to be just right, with careful positioning and calibration so that when you're standing at the perfect spot, boom—that 3D effect really pops and grabs your attention.
Now here's where things get really interesting. To make your brain actually believe it's seeing depth, these systems layer graphics and textures in ways that... well, kind of trick your mind into processing what you're seeing as three-dimensional. It's like they're speaking the same language your brain uses to understand visual information. Some of these billboards even have motion sensors built in, so when you walk by, the display can actually react to your movement. Imagine that—a billboard that notices you and responds! Plus, the whole system has to be smart enough to adjust its brightness automatically, because honestly, what looks great at noon might be way too dim at sunset.
Behind all this visual wizardry, there's specialized software working overtime to coordinate everything and create that 3D effect in real time. It's kind of like having a digital conductor making sure all the visual elements play together perfectly. The designers who create these displays really understand how our brains interpret what we see, and they use that knowledge to build billboards that don't just catch your eye—they create an experience that feels almost magical and completely immersive.
Many advertising industry professionals consider 3D billboards to be the future of digital signage when it comes to DOOH advertising. So what are some of the benefits of 3D digital signage that make it so popular?
Estimates show that the average American sees around 5,000 ads a day. With so much promotional content around us, we have gradually learned to tune it out. However, in a world full of two-dimensional billboards, 3D ads simply stand out, both due to the forced perception and due to their sheer size.
Since 3D digital billboards still aren’t all that common, they will usually not only attract, but also keep the attention of the public. It is not uncommon to even see people stop and look at a 3D billboard, something that rarely (if ever) happens with 2D billboards anymore. This gives the advertiser an invaluable opportunity to promote their brand for longer than just a couple of seconds.
Let us preface this by clarifying that, unlike with online advertising, tracking the conversion rates of billboard ads is next to impossible. It might not be difficult to estimate how many people see a billboard during the day, but it is much harder to obtain data on how many of them make a purchase because of that billboard. However, it is safe to assume that the attention-grabbing aspect of 3D digital signage translates to somewhat higher conversion rates than in other, more traditional forms of advertising.
Since 3D digital billboards are still considered quite innovative, the brands that advertise on them benefit from a certain additional reputational boost. If a company is willing to invest in and advertise on such a modern medium, they must be very serious about what they’re selling. In other words, 3D digital signage additionally boosts a brand’s image.
You know, when you're looking at 3D billboards, the upfront cost is definitely gonna be higher than those traditional flat ones we're all used to seeing. But here's the thing—the long-term payoff can actually make them worth every penny for a lot of brands. Studies show that these eye-catching 3D displays are way more likely to grab people's attention as they're walking or driving by, which translates into better brand recall and a stronger connection with whatever you're trying to sell. That kind of engagement? It honestly leads to higher conversion rates and a much better return on your investment.
What's really cool about 3D billboards is how they let you create these interactive experiences that feel fresh and engaging. We're talking games, quizzes, or content that changes and moves—stuff that actually gets people to stop, interact, and then share info about your product or service with their friends. Try pulling that off with a regular billboard, right? It's just not happening. This kind of interaction gives 3D displays a serious edge in today's crazy competitive advertising world where everyone's fighting for attention.
If you're thinking about investing in 3D billboards, you're basically putting your company at the front of the pack when it comes to innovative marketing. Your message won't just blend into the background—it'll stand out and actually stick with people. And when you think about it that way, that higher upfront cost starts looking pretty smart. It's like paying a bit more now to make sure your brand gets noticed and remembered, which is exactly what you need in this market.
Over the past few years, there have been some hugely successful marketing campaigns run on 3D digital signage that gained world popularity. Let’s take a look at some of the most famous ones.
In 2014, Nike Japan celebrated its 35th anniversary. For this occasion, they launched a 3D billboard ad in Tokyo that depicted a Nike shoe box and various models of their popular Air Max shoes “falling out” of the billboard.
Probably the most iconic example of 3D digital signage is the giant calico cat that appeared in Shinjuku, Tokyo, in 2021. The cat quickly became so popular that it was joined by two similar billboards, one of an akita dog, and another one of a panda. This was followed by a live stream and a Twitter account with live updates.
Interestingly, though, this cat wasn’t an ad for any particular brand. Rather, it was used to showcase all the possibilities that the 3D digital signage technology boasts.
In late 2022, Meta launched “Wish for the Extraordinary”, a campaign for Meta Quest 2, a state-of-the-art VR headset. Given the immersive experience of VR, it was only natural that Meta would advertise Quest on a 3D billboard.
The ad features a series of animations, from the VR set itself to rugby players and Santa, all showcasing the different games users can play using Meta Quest 2. At several points, objects, hands, and faces pop out of the screen, appearing to be leaving the billboard.
The exciting commercial for the remake of Final Fantasy VII has it all — action, drama, and comedy. It features Red XIII, a lion-like character, who can be seen stretching and yawning, observing the passers-by, and running away from a chopper. The stunning visuals are paired with action-packed music for maximum effect. Like the first two entries on our list, this ad was also displayed in Tokyo.
As you have probably concluded by now, the 3D billboard in Shinjuku, Tokyo, is the most popular one in the world. Yet another eye-catching ad that made its way to Shinjuku’s displays is the Louis Vuitton x Yayoi Kusama campaign. This is also the only entry on our list that features real-life footage, rather than just animation.
The commercial makes use of various shapes, colors, and movements to take full advantage of the 3D technology and truly captivate the audience.
The Super Nintendo World 3D billboard campaign launched in the summer of 2023 in Los Angeles, on one of the largest 3D digital signs in the world, measuring 50x300 feet. By contrast, the Shinjuku 3D billboard is 26x62 feet. The ad promotes a new ride in the Super Nintendo World theme park, and it features an animation of ride-goers enjoying the experience along with Bowser and Mario himself.
Samsung’s 3D commercial was displayed in early 2022 in the Gangnam district of Seoul, South Korea. The ad features a realistic-looking tiger moving around the billboard. Samsung also took things to the next level by displaying letters right across the curve of the billboard. The 3D effect is further emphasized when the tiger “jumps out” of the screen, surrounded by the animation of broken glass flying around.
You know, the future of 3D billboards is honestly pretty exciting when you think about all the cool tech coming down the pipeline. One thing that's really got people talking is holographic billboards—and I mean, these aren't just your regular flat screens anymore. We're talking about projection systems that make three-dimensional images literally float in mid-air... like something straight out of a sci-fi movie, right? These holographic displays can be tweaked to fit whatever space you're working with and whatever crowd you're trying to reach, which means they pack a serious punch when it comes to grabbing attention.
Here's where things get really interesting, though. We're seeing more and more integration with real-time data and analytics, which basically means advertisers can change up their content on the fly based on who's actually looking and what they might be into at that exact moment. Artificial intelligence and augmented reality are jumping into the mix too, letting these billboards actually talk to your smartphone and other gadgets you've got on you. It's kind of wild when you think about it—personalized experiences that go way beyond those old-school static ads we're all used to seeing.
As all this tech keeps getting better and better, 3D billboards are going to become... well, honestly, pretty versatile and effective at what they do. Brands will be able to get their message across in ways that feel fresh and engaging, you know? The fact that they can create, update, and customize content in real time means these 3D billboards aren't going anywhere—they'll stay right at the cutting edge of digital advertising, leading us into this whole new era of interactive, immersive marketing that actually feels worth paying attention to.
As 3D digital signage has shown, long gone are the days of boring, paper-based signs, both in advertising and for other purposes. If you’re looking to place a display or a multiscreen setup in your business and reap all the benefits of digital signage, you’ve come to the right place. We are a quality digital signage software solution with all the support and integrations you need. Request a free demo or sign up for a two-week free digital signage software trial to give RiseVision's free digital signage software a try and join thousands of others who are already our faithful customers.