3D Creative Boosts DOOH Campaign Performance, New Study Finds
A new study by Vistar Media has revealed that 3D motion creative is delivering significantly stronger results in digital out-of-home (DOOH) advertising compared to traditional static formats. The research report, titled Science in Motion, was conducted in partnership with Omnicom Media Group and JCDecaux. The study explored how different creative styles influence audience engagement, brand recall and awareness in DOOH campaigns. According to the findings, motion-led creatives generated an average 33% increase in ad recall and a 50% uplift in brand awareness when compared to static ads. Among all formats tested, 3D creative emerged as the top performer, especially for building top-of-mind awareness.
Researchers found that 3D executions delivered a 10% improvement in awareness compared to control groups, making them around 67% more effective than non-motion creatives.
Motion Content Continues to Win Attention
The report highlights how moving visuals are becoming increasingly important in outdoor advertising as brands compete for consumer attention in busy urban environments. While younger audiences aged between 18 and 34 responded strongly to motion-based content overall, the study also uncovered an interesting trend among older consumers. People aged 50 to 65 showed the highest increase in brand awareness when exposed to 3D creative formats. This suggests that immersive visual storytelling is not limited to younger demographics and can work effectively across multiple audience groups.
Static DOOH Ads Still Deliver Strong Results
Despite the strong performance of motion creative, the research also showed that static DOOH advertising remains highly effective.
The study recorded a 38% increase in aided ad recall for static campaigns, proving that premium digital screen placements continue to create strong visibility for brands even without advanced animation. Researchers added that simple animation elements — such as moving logos or subtle transitions — can sometimes produce branding results comparable to more complex video executions. This insight could be especially useful for brands working with limited production budgets or tight campaign timelines.
Industry Leaders Say Data Helps Brands Make Smarter Creative Choices
Commenting on the findings, Martine Hammink, VP Creative Studio & Creative Solutions at Vistar Media, said the research validates the growing importance of motion and 3D content in modern outdoor advertising. At the same time, she noted that many advertisers still face practical challenges such as local advertising regulations, shorter production timelines and higher creative costs. According to Hammink, the report is designed to help brands, agencies and creative teams make more informed decisions based on campaign objectives, available budgets and production limitations.
Research Based on Over 7,500 Responses
The Science in Motion study was conducted between November 2025 and January 2026 and included feedback from 7,513 respondents.
The report aims to provide actionable insights for marketers looking to improve the effectiveness of DOOH campaigns through smarter creative strategies and better use of motion-based content.
As competition in digital advertising continues to grow, the findings reinforce one key message for brands: creative execution matters just as much as media placement.
