You’ve probably seen the videos. A giant cat bursting out of a screen in Tokyo. A wave crashing over a building in Seoul. A sports car launching itself off a digital billboard. These aren’t camera tricks. They’re 3D billboards – and they’re one of the most talked-about formats in outdoor advertising right now.
But how do they actually work? And more importantly, are they worth it when compared to traditional billboard advertising? In this guide, we take a closer look at how 3D billboards work – covering the different types available, the best real-world examples, and whether the format is right for your campaign.
A 3D billboard – also known as an anamorphic display – is an advertising format designed to create the illusion of three-dimensional imagery on a flat or curved screen. The content appears to leap out of the screen, interact with its surroundings, or defy physical reality in some way.
The trick lies in something called anamorphic perspective. This is a technique where content is deliberately distorted during production so that, when viewed from a specific angle, it looks completely realistic and three-dimensional. The screen itself is often L-shaped or curved, which helps sell the illusion from street level.
The result? Passersby stop, stare, and – crucially – reach for their phones. That kind of reaction is exactly what brands are looking for.
Static 3D billboards use printed or fixed imagery rather than moving content. They’re designed using the same anamorphic principles, with artwork carefully warped so it appears to pop out of the surface when viewed from the right spot.
These are typically lower in cost than digital alternatives and work well for longer-running campaigns where the creative doesn’t need to change. They’re a good entry point for brands who want to experiment with the format without committing to the investment of a full digital build.
Digital 3D billboards – also called anamorphic LED screens – are the format most people recognise from viral videos. They use high-resolution LED panels, often arranged at a right angle, to display moving content that appears to exist in three dimensions.
The content is produced with 3D animation software and mapped precisely to the shape of the screen. When a viewer stands at the right vantage point, the illusion is convincing enough to stop people in their tracks. These screens can run multiple pieces of creative throughout the day, making them flexible and well-suited to campaigns that want to reach different audiences at different times.
Holographic billboards are the newest and most experimental end of the spectrum. Rather than using a traditional screen, they project imagery into the air using techniques like pepper’s ghost – a stage illusion that uses angled glass to make objects appear to float – or purpose-built fan arrays that spin LED strips fast enough to create the impression of a 3D image suspended in space.
True holograms, as seen in science fiction, don’t quite exist yet in outdoor advertising. But the technology is advancing quickly, and early examples are already being used in retail environments and events.
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The short answer is yes – but the impact goes well beyond what you might expect from a traditional outdoor format.
The most obvious measure of effectiveness is attention. In a media landscape where audiences have learned to tune out adverts, anamorphic displays cut through. People actively choose to watch them, film them and share them. That organic social reach can multiply a campaign’s exposure far beyond the footfall of any single location.
There’s also a strong association with innovation. Brands that use 3D billboard advertising are seen as bold, creative and forward-thinking. For product launches or brand repositioning campaigns, that perception has genuine value.
That said, 3D billboard advertising works best as part of a broader campaign strategy. Just as with bus advertising – where the repeated exposure of a moving vehicle reinforces recall and recognition – anamorphic displays are most powerful when they sit alongside other OOH formats, digital activity and social content. The billboard creates the moment; the rest of the campaign makes it stick.
At Priority Outdoor, we help brands plan OOH campaigns that make the most of every format available – from large-format digital screens through to classic bus and roadside placements. If you’d like to explore what’s possible for your next campaign, get in touch with our team today.
The cost of ambient advertising can vary depending on the format, location and scale of the campaign. Factors such as production, materials, placement and the length of time the advert is displayed all influence the final price.
Smaller formats, such as branded items or posters placed across targeted areas, can be relatively cost effective. Larger installations or highly customised campaigns may require a bigger investment due to design and production costs.
Because ambient advertising is flexible, brands can tailor campaigns to different budgets. Whether used for a short activation or a wider outdoor campaign, the focus is usually on creating a memorable impact rather than relying on large volumes of traditional ad space.
