(Minimise waste / maximise your creative assets)
Creating high-quality 3D content for a large-scale Digital Out-of-Home (DOOH) campaign is a significant investment. Time, money, and creative energy go into designing those stunning anamorphic visuals that captivate audiences on big landmark screens like Piccadilly Lights.
But are you making the most of your creative assets? Too often, brands and agencies treat their 3D content as a one-and-done project, missing out on valuable opportunities to extend its reach and impact across multiple formats and locations.
In the world of 3DOOH, where technology enables dynamic and eye-catching executions, itโs crucial to rethink how you can re-use and repurpose your assets effectively.
Letโs explore how you can maximise your 3D creative investment across various digital screens and campaign touch points.
The Cost of Creating 3D Content
Producing high-end 3D content for DOOH is no small feat. It requires:
- High-quality 3D modelling and animation โ involving teams of artists, designers, and developers.
- Rendering and optimisation โ ensuring the content works seamlessly on massive LED displays with different aspect ratios.
- Technical calibration โ accounting for specific screen distortions and viewing angles, especially for anamorphic illusions.
With this level of investment, limiting your creative to a single execution on one giant screen is a wasted opportunity. Instead, brands should think strategically about how to stretch the value of their content across a variety of digital screens and locations.
Scaling Down: From Landmark Screens to D6 Networks
While sites like Piccadilly Lights provide high visibility, they are just one piece of the 3DOOH puzzle. Many cities are now equipped with smaller but highly effective digital screens, such as D6 (Digital 6-sheet) networks, transit displays, and other out-of-home formats that support 3D visuals.
Key Benefits of Repurposing 3D Content for Smaller DOOH Screens:
- Extended Reach: Large-format screens may capture the headlines, but smaller screensโsuch as those in shopping malls, bus stops, and transport hubsโoffer valuable, high-frequency exposure to key audiences. Think of this as your retargeting ads (like with Meta).
- Increased ROI: Youโve already invested in creating high-quality 3D assets. By adapting them to smaller formats, you stretch your budget further without incurring major additional production costs.
- Multi-Platform Consistency: Using the same 3D creative across multiple screens reinforces brand messaging and builds recognition.
- More Targeted Engagement: With strategic placement in high-footfall areas, smaller DOOH screens provide direct access to specific consumer groups.
How to Repurpose 3D Content for Different Formats
Adapting your content for multiple screens isnโt just about resizing; it requires some strategic adjustments to ensure optimal impact on different display types. Hereโs how:
1. Reformat for Different Aspect Ratios
Large anamorphic displays often have unique dimensions that donโt directly translate to smaller screens. Work with your creative team to reframe and optimise the visuals for standard D6, 16:9, or portrait formats.
2. Simplify the Depth Effect for Smaller Screens
Anamorphic illusions work best when viewed from a specific angle, which might not translate well to a small D6 screen. Adjust the camera perspectives and recompose the 3D layers to ensure the illusion remains effective in different contexts.
3. Optimise for Brightness and Resolution
LED billboards and D6 screens have different brightness and resolution settings. Ensure your 3D content maintains clarity, visibility, and vibrancy across all placements.
4. Create Dynamic Variations
Instead of using the exact same animation, consider shorter, loopable variations tailored for different locations. For example, a longer cinematic reveal on a landmark screen could be adapted into a punchier, attention-grabbing clip for transit hubs.
5. Leverage Programmatic DOOH
By incorporating data-driven triggers, your 3D content can be scheduled dynamically across various screens. This approach ensures your message reaches the right audience at the right time, whether on a large-scale LED screen or a high-impact retail DOOH display.
Final Thoughts: Make Every Pixel Count
In the evolving landscape of DOOH, where technology enables immersive storytelling at scale, brands must be smarter about how they use their most valuable assetsโ3D content. Instead of treating each campaign as a one-off execution, rethink how you can extend the lifespan and impact of your creative work across multiple formats and locations.
By scaling down high-end 3D creative for smaller DOOH screens, you amplify reach, increase ROI, and ensure that your brand message stays top of mind for consumersโwherever they are.
Ready to get the most out of your 3D content?
If you're looking to optimise your 3D campaign for multiple DOOH formats, get in touch. Letโs turn your creative investment into a multi-platform experience that delivers real results.
