3D creative drives stronger DOOH performance, study

Vistar Media has released new research showing that 3D motion creative is significantly more effective than static formats at improving brand awareness in digital out-of-home (DOOH) campaigns.

Conducted in partnership with Omnicom Media and JCDecaux, the “Science in Motion” report examined how different creative formats influence campaign performance across key advertising metrics.

Motion creative boosts recall and awareness

The study compared 3D, full-motion, limited-motion and static creatives, finding that motion-based formats generated an average 33 per cent uplift in ad recall and a 50 per cent increase in brand awareness compared with static assets.

According to the report, 3D creative delivered the strongest performance for top-of-mind awareness, generating a 10 per cent uplift compared with a control group. Researchers said this made 3D formats 67 per cent more effective than creatives without motion.

Static formats continue to deliver results

The report also found that static DOOH creative remained effective, with aided ad recall increasing by 38 per cent. Vistar Media said this demonstrated the impact of premium screen placements and the effectiveness of the medium itself.
Researchers added that subtle animation techniques, such as moving logos, can deliver comparable branding impact to more complex video-based creative executions.

The findings also highlighted differences across age demographics. While audiences aged 18 to 34 showed the strongest response to motion overall, 3D creative was identified as the most effective format for building brand awareness among consumers aged 50 to 65.

Research offers guidance for brands and agencies

Martine Hammink, VP, Creative Studio & Creative Solutions, Vistar Media: "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 research was conducted between November 2025 and January 2026 and surveyed 7,513 respondents. The report is intended to provide guidance for brands, agencies and creative teams looking to improve the effectiveness of DOOH campaigns.

The full report can be accessed here

www.vistarmedia.com

Follow Marketing Report on LinkedIn