Tennille Burt: From novelty to necessity – democratising 3D out of home

By Tennille Burt, Chief Marketing Officer, QMS

Three-dimensional digital out of home (3DOOH) is no longer a gimmick. It’s fast becoming an essential part of brand storytelling – and rightly so. With the global 3DOOH market projected to grow from $US3.2 billion in 2024 to $US17.5 billion by 2033 – an explosive 18.7% compound annual growth rate according to DataIntelo – smart marketers are recognising that while 3D catches eyes, it also drives measurable business outcomes.

At QMS, we’ve seen this shift firsthand. As pioneers of 3DOOH in Australia, we’ve witnessed the sophistication of creative and the ambition of brands grow rapidly. What started as “one-off” moments has matured into a spectacular yet accessible, scalable, and results-driven solution.

The demand has been extraordinary. Just last year, around 45% of briefs we received included a request for 3DOOH. This year, that figure has jumped to nearer to 85% as the appetite for digital OOH innovation soars. In the past 12 months alone, we’ve seen brands from categories as diverse as FMCG, beauty, entertainment, automotive and not for profit embrace 3DOOH across our network. Why? Because it works.

According to DOOH.com, research shows 3D campaigns deliver 3.5 times more effectiveness than static creative, with sales uplifts of 14% compared to 4% for traditional DOOH. Our own Neuro Insights research showed that 3DOOH drives a 62% higher brain response than standard digital creative, meaning consumers don’t just notice it, they encode and remember it.

Ocean Outdoor’s recent landmark “Attention Dividend” study (conducted with Lumen) reinforces this, with 3D DeepScreen achieving 58% attention rates compared to 48% for two-dimensional full-motion, and attention soaring to 64% among 18-to-34-year-olds. Crucially, 3D DeepScreen delivers a 32% uplift in brand desirability and video creatives on digital OOH sites drive 2.5 times more brand choice than static adverts. 3DOOH isn’t just stunt, it’s science-backed attention in an increasingly cluttered media landscape.

But attention is ultimately why brands are demanding the scale, impact and prestige of 3DOOH creative. Innovative storytelling is a brand’s competitive advantage and  when married with technological sophistication, it’s supercharging reach and engagement far beyond the billboard.

One of the biggest misconceptions of 3DOOH, however, is that it’s only for global brands with deep pockets. While campaigns like Maybelline’s Surreal Falsies mascara campaign – spanning 15 countries and more than 280 sites – demonstrate the global scalability of 3DOOH, QMS is focused on making the format accessible for all.

That’s why we’ve developed a tiered suite of 3DOOH solutions. From templated executions that offer quick to market impact, through to fully interactive, context-responsive full motion experiences, we’re democratising 3D creativity. This approach ensures brands of all sizes can unlock the benefits of 3DOOH – whether that’s a cost-efficient, scalable creative rollout across small format assets, or a show-stopping full motion custom build across a 472 square metre screen above Emporium Melbourne. There is a solution for accessible, impactful creativity for all. At QMS, our QUBE creative services team works closely with clients and agencies to simplify the process – from concept to execution – and to ensure every campaign is optimised for the real-world environment in which it lives.

The future of 3DOOH is also being shaped by automation. Programmatic 3DOOH was innovatively executed across our network earlier this year by Wavemaker and Made This for Garnier’s Vitamin C Daily Tinted Fluid with SPF50+. The programmatic amplification of the campaign during key moments across the summer immersed audiences in the eye-catching 3DOOH execution but also paved the way for more brands to explore the intersection of creativity and programmatic precision.

With unlimited opportunity to integrate data-driven and context-responsive experiences, 3DOOH has moved beyond novelty. It’s now accessible, scalable and culturally connected. The next dimension of digital OOH is truly here, and we’re ready to help brands step into it.

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