Resurging from pandemic-induced losses, the OOH industry has bounced back with new innovations, reinforcing that brands are still ready to invest in outdoor ads.

 As per the Pitch Madison Advertising Report 2024, the outdoor advertising industry ended 2023 with an AdEx of Rs 4,140 crore. The medium’s 13 per cent growth rate is higher than that achieved by TV and Print.

OOH has evolved to anamorphic, 3D, and computer-generated imagery (CGI) outdoor campaigns, facilitated by the rapid advancement of technology and infrastructure, industry experts noted. 

Brands like Intel, Vistara, JBL, Titan, Tata Tea, Hyundai, Lenovo and more have executed anamorphic campaigns and gained huge success on ground as well as on social media.

Tanishq was the first brand in India to do 3D anamorphic with interactive content. The campaign went viral on social media platforms.

3-D DOOH is increasingly being adopted by brands even as it requires higher investments compared to DOOH. It offers a more immersive and memorable experience for viewers, increasing the likelihood of message retention, industry observers said. Furthermore, the buzz generated by these visually captivating displays on social media platforms amplifies their reach and impact. 

“Anamorphic advertising adoption in India has seen a notable increase in recent times. This innovative form of advertising utilises optical illusions to create visually striking and immersive experiences for viewers. While still relatively new to the Indian market, anamorphic advertisements have gained traction due to their ability to capture attention and stand out in crowded urban environments,” shared a Times OOH Spokesperson.

“Digital billboards give more freedom and the ability to innovate and make some strikingly appealing campaigns,” shared Dipankar Sanyal, Chief Executive Officer of Platinum Communications. 

How much does 3D OOH cost?

Experts suggest that a 10-second ad slot on a digital billboard can cost 3x of a traditional billboard in terms of rental costs. The content to run on it varies on the quality of content, ranging from four to five lakh. 

A digital billboard costs around Rs 300 but it may vary as per the quality of material used and number of man hours that go into the rendering of the 3D image, industry players shared.

Digital billboards involve a bigger investment because of the hardware that can go up to Rs 1.5 crore, excluding the maintenance cost.

A Times OOH spokesperson shared that the cost for a digital billboard is higher than the traditional ones due to the specialized techniques and materials required to create the optical illusions and perspective tricks. “While the exact percentage of difference in cost may vary depending on factors such as size, location and complexity of the advertisement, anamorphic advertising can cost 20-50 per cent more than the normal billboards.”

Sharing the same opinion, Amarjeet Singh Hudda, Chief Operating Officer, Laqshya Media Group, said 3D advertisements are more expensive by a significant percentage and it depends on factors like size and location.

Challenges 

Even though 3D ads are trendy and allow marketers to make changes at no extra cost, there are a few challenges that come along. According to Hudda, designing and implementing 3D visuals can be more complex and may require specialised skills. Additionally, all locations are not suitable for 3D billboards and obtaining the necessary permissions could be challenging, Hudda said.

Technical complexity in creating precise illusions, limited viewing angles, space constraints, high production costs, and maintenance requirements for longevity are some other challenges, the Times OOH official noted.