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The Rise of FOOH 3D Advertisement and How do Brands Embrace it?

Fake Out-of-Home advertising is a type of outdoor advertising that leverages cutting-edge technologies to provide a realistic product view. Learn how businesses benefit from embracing technology.

 PS5 remotes seems like coming out of the screen in the real world
Sony Playstation FOOH Advertisement on the streets of Tokyo

The landscape of 3D advertising is reshaping the way brands communicate with audiences. FOOH, also known as Fake Out-of-Home advertising, is a type of outdoor advertising that leverages cutting-edge technologies to provide a realistic product view. The ultimate aim is capturing attention, eliciting engagement, and creating long-term market disruption. FOOH advertising opens exciting challenges for brands from all dimensions.   

The rise of Fake out-of-home (FOOH) advertising reflects a growing trend in which brands leverage images to create an illusion of prominence. Many businesses are embracing FOOH to amplify their perceived reach and influence. For most brands, FOOH remains a tool for strategic storytelling and engagement.        

Development of FOOH 3D advertisement

The development of Fake Out-of-Home (FOOH) advertisements represents a sophisticated intersection of technology, marketing strategy, and consumer psychology. At its core, FOOH involves the creation of hyper-realistic digital content that mimics traditional Out-of-Home (OOH) advertising, such as billboards or storefront displays, but with a deceptive twist.

The key is utilizing advanced 3D modeling and rendering techniques. Manufacturing brands invest in skilled digital artists who craft highly detailed 3D models of their products, ensuring they appear realistic and visually compelling. These models undergo meticulous rendering processes to achieve photorealistic quality, enabling them to blend seamlessly into physical environments when digitally superimposed.

The technology integrates 3D tracking, leveraging GPS data, computer vision, or augmented reality (AR) frameworks. By strategically placing digital billboards or signage in high-traffic areas or iconic landmarks, brands can garner widespread attention and create memorable brand experiences.    

Blender for FOOH 3D Advertisement

Creating a model in a blender for HTC vive for FOOH advertisement
FOOH advertisements are Highly Dependent on 3D Modeling

Blender is a powerful tool for creating highly detailed and realistic 3D models of products, logos, or brand elements. It ensures that Fake-Out-Of-Home (FOOH) advertisements appear visually compelling and authentic.

Blender facilitates the seamless integration of 3D models into real-world environments, allowing advertisers to digitally superimpose virtual billboards, signage, or product placements with precision and accuracy.

With its robust animation and effects capabilities, Blender enables the creation of dynamic FOOH advertisements featuring eye-catching animations, interactive elements, and special effects. It elevates the overall impact and memorability of the campaign.

3D Tracking for Advertisement

3D tracking technology enables precise mapping of virtual content onto physical environments. It allows consumer brands to seamlessly integrate Fake-Out-Of-Home (FOOH) advertisements onto real-world surfaces with accuracy, ensuring a convincing and immersive experience for viewers.

By leveraging 3D tracking, consumer brands can create interactive FOOH advertisements that respond to user movements or gestures. It builds engagement and leaves a lasting impression on audiences. 

With the ability to track user behavior and engagement in real time, 3D tracking empowers consumer brands to tailor FOOH advertisements based on location-specific data, demographics, or user preferences, optimizing campaign effectiveness and maximizing ROI.

The Procedure Behind FOOH Advertisement

3D Model of shoe placed in a beautiful landscape
Placement of high quality 3D model in a real world environment

Creating a FOOH video involves multiple steps. Here's a detailed insight into what happens behind the scenes.

  • Conceptualization

The process typically begins with brainstorming sessions to develop creative concepts.

Once a concept is chosen, a storyboard outlines the visual narrative, including scene compositions, camera angles, and critical moments in the video.

  • Location Scouting and Planning

On finalization of the storyboard, suitable outdoor spaces or landmarks for filming are identified.

Factors such as foot traffic, lighting conditions, and background elements are considered for optimal visual impact.

  • Pre-visualization and 3D Modeling

Pre-visualization techniques are used to create digital mock-ups of the planned scenes. These mock-ups preview the FOOH elements that interact with the physical environment.

Detailed 3D models of products, logos, or other brand elements are created using software like Blender or Maya.

  • Filming and Green Screen Compositing

Filming takes place on location, with actors, props, and camera equipment to capture the live-action footage.

In some cases, green screens may be employed to film actors against a blank background, facilitating the composting of FOOH elements during post-production.

  • Post-Production and Visual Effects

In post-production, the recorded footage is edited and combined with digital assets created earlier.

Visual effects artists use compositing software like Adobe After Effects or Nuke to seamlessly integrate FOOH elements into the footage to create a realistic illusion.

Additional effects, such as motion graphics, animations, and color grading, may enhance the video's overall visual appeal.

  • Sound Design and Final Touches

Sound designers create or select appropriate music, sound effects, and voiceovers to complement the visuals. It evokes the desired emotional response from viewers.

The final touches, including audio mixing, syncing, and necessary adjustments, are applied to ensure a cohesive and polished end product.

  • Testing and Distribution

Once the video is complete, it undergoes thorough testing to ensure compatibility across various platforms and devices.

The FOOH video gets distributed through appropriate channels, such as social media, digital advertising networks, or branded websites, to reach the target audience and maximize engagement.

Grab Attention in One look

3D Model of a luggage in a dessert environment.
Unrelated 3D Model in an environment creating focus on the 3D Model

Visual representation in Fake-Out-of-Home (FOOH) advertisements allows for creating immersive brand experiences. Here, consumers interact with realistic 3D models of products in real-world settings, enhancing engagement and making emotional connections.

FOOH enables dynamic and interactive visualization of products, allowing consumers to explore features, functionalities, and customizations in a virtual environment.

By leveraging visual representation in FOOH, brands can leave a lasting impression on audiences, as the combination of realistic 3D models and strategic placement in physical locations creates memorable and shareable moments.

Conclusion

The rise of Fake Out-of-Home (FOOH) 3D advertisements marks a pivotal shift in marketing strategies as brands increasingly embrace immersive technology to captivate audiences in real-world environments. By leveraging sophisticated 3D modeling, tracking technology, and strategic placement, FOOH campaigns offer brands unprecedented opportunities for engagement and creativity. 

As consumer expectations evolve, embracing FOOH represents not only a means to amplify brand presence but also a pathway to forging deeper connections and leaving lasting impressions in the minds of consumers. It solidifies its role as a cornerstone of modern advertising strategies.

FAQ

How does 3D technology help businesses?

3D technology empowers businesses by facilitating innovative product development processes, allowing rapid prototyping and customization to meet diverse consumer demands. Through immersive virtual experiences, it enhances marketing efforts by enabling captivating visualizations and interactive presentations, ultimately driving brand engagement and customer conversion rates. Additionally, 3D technology streamlines manufacturing processes, optimizing efficiency and reducing costs while ensuring product quality and consistency.

How does 3D advertising work?

3D advertising leverages advanced technology to create immersive visual experiences. Using 3D modeling, animation, and rendering techniques, advertisers can bring products and brand messages to life with depth and realism. These 3D elements are then integrated into various platforms, such as digital displays, augmented reality (AR), or virtual reality (VR), to engage audiences in interactive and memorable ways. It ultimately drives brand awareness and consumer engagement.

What is the use of 3D-based technology in advertising?

3D-based technology in advertising revolutionizes brand communication by offering immersive experiences. Realistic visualizations, interactive elements, and dynamic storytelling enhance engagement, foster emotional connections, and drive brand recall. This technology enables advertisers to break through the noise, leaving a lasting impression on consumers and ultimately driving sales and brand loyalty.

Archna Luthra profile image Archna Luthra
Archna is the head of International Relations at Ikarus 3D and drives global partnerships. She writes business articles on 3D technology and sales strategies.