The rise of 3D DOOH in Japan marks a paradigm shift in advertising from interruption to installation, thanks to their intrinsic dynamism that has revolutionised the way touchpoints can catch people’s attention, creating immersive, advertisements through which brands can not only communicate their values, but also craft a new vision which is immersive and more innovative. 

THE EVOLUTION OF DIGITAL TOUCHPOINTS AND CONSUMER IMPACT

Touchpoints are the point of contact between customers and brands. They serve several purposes and they have evolved a lot during the last years: new formats and media are emerging, with many new advantages and opportunities. Between the DOOH (digital out-of-home) touchpoints, digital billboards play a crucial role, due to their innovative type of advertisement and the huge impact they have on consumers. This happens because, even though they are not new technologies, there are still a few (especially due to their cost), generating curiosity for the ones that encounter them.

In fact, Japan’s DOOH 3D billboards are not a new invention: they have existed since the 2010s, but they are still unknown for many, especially in Europe. They are created using anamorphosis (forced perspective) on curved, high-resolution LED screens that fit the buildings on which they are located. In this way, the content appears to pop out as 3D, thanks to precise calibration of viewing angles, often enhanced by 4K resolution and integrated, synchronised audio. In doing so, many images can be projected, giving space to big digital animals to play in a box, as it happens in Shinjuku, or to brand new products and features, as it happened with Nike Air Max advertisement. 

CREATIVE EXPERIENCES AND THE FUTURE OF URBAN ADVERTISING

This new aesthetic narrative, enabled by an innovative use of technology, reflects the new need of a connected society, in which new technologies can attract and engage. Through the 3D billboards, brands can personalise the message, crafting animations and dynamic representations of their products, in a new perspective of customer engagement. Ultimately, this new DOOH enhances creativity, enabling the use of realistic illusions that seem to jump off the screen while the audience watches, often able to respond to people passing by, becoming real tourist attractions, especially in the busy crossroads of Tokyo and, eventually, in the colorful Time Square (NY). 

By transforming a commercial message into a landmark experience, brands are no longer just competing for a few seconds of a commuter’s time: they are contributing to the cultural and visual identity of the city itself. As this technology becomes more accessible globally, the success of Japan’s billboards serves as a blueprint for the future: the most effective touchpoints of the digital age will be those that offer a sense of wonder, blending high-tech precision with the raw power of public art. 

Viola Spreafico