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Vistar Media research: Impact of 3D motion in DOOH campaigns
Vistar Media, in partnership with Omnicom Media and JCDecaux, has published new research titled ‘Science in motion’.
The report explores the real-world impact of motion and 3D creative formats in digital out of home campaign performance. It is based on a study of 7,513 people across multiple age groups in the Netherlands.
The findings indicate that while the high-quality digital screens and locations of DOOH do the heavy lifting, motion boosts performance across every primary metric.
By testing 3D, full-motion, limited-motion and static creatives, the research showed that the addition of motion creates an average 33% uplift in ad recall and a 50% increase in brand awareness compared to static assets.
Key findings
- 3D as the strategic differentiator: 3D assets scored significantly higher than any other format, creating a sense of depth and physical presence. It is the absolute winner for building top-of-mind awareness, delivering a 10% uplift compared to a control group. This 67% more effective than when there was no form of motion applied.
- The power of the screen: Static creatives are not “lesser” ads; they delivered a massive 38% uplift in aided ad recall, proving the DOOH medium itself is highly effective for reach and recognition.
- Subtle motion efficiency: The intensity of animation is often less important than the mere presence of motion. Subtle animations, such as a spinning logo, can be as effective at anchoring a brand as complex video production.
- Generational resonance: While the 18-34 demographic shows the highest overall energy for motion, 3D creative is a powerhouse for older audiences. For the 50-65 age group, 3D was identified as by far the most effective format for brand awareness.
The data and insights needed
Vistar Media vice president, creative studio and creative solutions Martine Hammink says: “This research confirms what many in the industry have long suspected: motion and 3D are powerful tools for designers and advertisers.
“However, we must also be realistic. Sometimes motion is not permitted due to local regulations, and at other times there is a lack of time or budget for complex animations.
“‘Science in Motion’ provides brands and design teams with the data and insights needed to make the best creative choices within those constraints, closely aligned with campaign objectives.”
The full Science in Motion report is available on Vistar Media’s website.
