We’ve all seen a billboard before.

You’ve probably viewed thousands of billboards in your lifetime while driving to the mall, a friend’s house, or work. Let me ask you a question: when was the last time you saw a billboard that made you stop what you were doing? I’m talking about one that really piqued your interest.

3D billboards are a new innovation that is sweeping the advertising industry. Marketers are constantly looking for new ways to captivate their audience as technology evolves. Here’s everything you need to know about 3D billboards.

What is a 3D Billboard?

From My Modern Met

3D billboards are a type of DOOH (digital out of home) marketing. They distinguish themselves by creating the illusion of something popping out.  These billboards are not like your typical bulletin or poster ad. In fact, they’re a bit of a novelty in the current wave of outdoor advertising. Let’s find out how they work.

The main difference between a 3D billboard and a regular billboard is the shape. A 3D billboard wraps itself around a building or platform. Imagine two different billboards stuck together in a way that creates a 90-degree angle. Now imagine those billboards placed on the side of a building, coming together to create a more rounded angle. This is the typical structure of a 3D billboard. 

This set-up might be rare for now, but recently advertisers have been in the process of jumpstarting the future. You may be wondering; what is the reason for this odd and specific shape? Well, it all has to do with human psychology.  You see, with this particular setup, advertisers can put two perspectives of the same image on each side. This allows us to feel a sense of depth within the advertisement. 

We similarly view real-life objects. Humans see two different images in each eye, which in turn, allows us to perceive depth. So while 3D billboards may seem like some kind of dark magic, the technology is quite simple. It tricks the way our brains perceive an image.

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How Much do They Actually Cost?

As you can imagine, this is a very coveted and expensive method of advertising. But let’s cut to the chase; exactly how much do you have to pay to rent out a 3D billboard? As always, the answer is more complicated than simple numbers. The cost depends greatly on numerous outside factors. For simplicity’s sake, I’ll give a general price range for you to expect. 

While regular Billboards can start at $750, you’ll be hard-pressed to find any 3D billboard that’s less than $1200. Usually, they’re much more than this, costing up to 15000 per month. 

Don’t get scared just yet. I just gave you a broad range of prices, from the cheapest to the most egregiously expensive. The good news is that you have lots of control over the price tag. Here are some things to look out for when shopping for a 3D billboard; 

  • Location
  • Size
  • Owner of the billboard
  • Longevity of the rent

After taking all of these into consideration, you’ll want to brush up on your negotiation skills to get the best deal possible.

The Benefits of 3D Billboards

From NBC2 News

Although you’ll have to forfeit a good amount of cash, your money surely won’t go to waste. Some benefits of 3D billboards are pretty obvious. Others not so much. But here, you’ll go over all of them, because there’s a lot to unpack. 

Of course, 3D Billboards will naturally attract attention.  I don’t mean any kind of attention, either. I’m speaking of the type of attention that involves your audience stopping in their tracks. 

Conventional billboards must make good use of a static 2D image in order to stand out. LED billboards have the benefits of not always being static, but they do always lie flat on a singular surface. 3D Billboards are so out of the ordinary, that one cannot help but stare at what they’re seeing. As I stated before, please display and give off the illusion of 3D objects. The illusion is often so good, got it people want to reach out and touch the moving images. 

It’s kind of interactive in a sense. The perspective of the images makes them appear as though they’re sharing a space with the viewer. It opens the door for so much creativity involving animation, slogans, and overall message. The potential is endless. Whichever team is hired behind the scenes we’ll have so much fun with your project. 

Due to digital technology, 3D billboards light up during the nighttime, meaning that they can be seen at all hours of the day. People from all demographics can find them enjoyable. 

Grand scheme of things, these advertisements I’m giving us a glimpse into the future. Technology advancements are on the rise and it’s only a matter of time before 3D becomes more mainstream. It’s a great idea to take advantage of this opportunity and be one of the first companies to get their foot in the door.

The Negatives (Besides The Cost)

From reelchicago.com

Unconventional means of advertising can become a negative. First off, due to the lack of knowledge and resources, they are harder to pull off. And as with any guerrilla marketing strategy, there is always more of a risk factor. People will surely notice your 3D billboard, but how will they receive it? Will they enjoy it? Will they understand it? Could they get spooked by it? 

3D billboards require special planning to get things right. This means you may find yourself hiring professionals that you’ve never worked with before. 

Sometimes advertisers get so caught up in the novelty of the 3D billboard, that they forget to put effort into other areas. Always consider your target audience, your call to action, and crucial information. As boring as it sounds, these aspects are more important than 3D imagery

The idea of starting something fresh and new is understandably nerve-wracking. With the right amount of equipment, the right people, and a good amount of determination, you’ll surely be able to pull this off. It simply takes a little more work.