Leading DOOH operator launches anamorphic ad service
A leading operator of DOOH screens in the UK, the Netherlands, the Nordic countries and Germany is rolling out quasi-3D content across its full-motion portfolio of large format LED screens.
Ocean Outdoor’s DeepScreen technology will use a technique known as “anamorphosis” or “forced perspective”, which mathematically warps imagery so that when viewed from a specific vantage point, the illusion of 3D depth is created on flat surfaces.
Following a trial period, DeepScreen is being rolled out across premium retail and city centre outdoor DOOH environments in the UK, Nordics and the Netherlands.
Activations using DeepScreen have recently been carried on the Piccadilly Lights in London which is operated by Ocean for Landsec in including bold illusions for telecoms company Vodafone, watchmaker IWC Schaffhausen, Netflix, Deliveroo and PokerStars.
Deepscreen is also available across eight Ocean digital screens in seven UK cities, including Westfield Square, Westfield London, the Four Dials in Westfield Stratford City, the Manchester Printworks, Liverpool Media Wall, Birmingham Media Eyes and city centre screens in Nottingham, Norwich and Glasgow which can be combined with experiential activations.
Ocean’s head of design and studio David Tait said: “Forced perspective is hard to describe, but incredibly easy to view – realistic ‘3D’ images, with the correct perspective, lighting and shadows, that require no fancy eyewear, QR codes or technology. To really grab audiences’ attention, advertisers want to stand out from the crowd and it doesn’t get much more striking than a 17m high rugby ball flying towards them.
“To allow brands to create DeepScreen activations, we developed 3D templates that recreate the unique size and curvature of the screens along with the viewer positions for each of the supported locations. Using these templates, and the included consultancy of the Ocean Studio team, brands can integrate their imagery to create these stunning eye-tricking campaigns.”
According to Ocean’s neuroscience research, full-motion screens outperform static outdoor advertising by 2.5 times, driving emotional impact, memory encoding and acting as a primer for other media.
Earlier this year Ocean released a further study called the Primers which reframes the premium DOOH proposition to equate it with peak TV. Using data and a set of common denominators, Ocean identified 280 DOOH Primers (frames) which share the same properties as “must-have” peak TV spots with one significant difference – DOOH reaches younger audiences as well.
Source: AV MAgazine