The entertainment industry is continuing to embrace the disruptive nature and engaging aspects of digital-out-of-home media (DOOH).
Last year OUTFRONT Media introduced “Xscape” 3D/spatial advertising to Times Square and other larger-than-life U.S. locations for the first time. Not surprisingly, among the most creative and unique brands to utilize this new offering have been entertainment and streaming companies.
An early example was Hulu’s promotion of its humor-laced sci-fi series The Orville which featured a spaceship that appeared to be flying out of the billboard – looming over pedestrians walking through the Times Square area. Others have included 3D ads for Futurama and Only Murders in the Building season three (also Hulu), The Super Mario Bros. Movie (Universal), John Wick: Chapter 4 (Lionsgate), Amazon Freevee and more.
Now OUTFRONT’s Xlabs innovation unit has unveiled the next iteration of this innovative out-of-home technology, in a small format to engage consumers traveling via the New York City transit system. So not surprisingly, the first advertiser to use the smaller-sized XScape ads on the MTA is Apple TV+. The streaming network is using the new format to promoting the second season of its popular sci-fi series, FOUNDATION. Click on this link for a look at Apple TV+ spots: https://www.youtube.com/watch?v=Gcu82pnpB68
“We’re thrilled Apple TV chose XScape Spatial 3D to create a dimensional window into the rich world of Foundation,” said Chad Shackelford, VP of Digital Creative at OUTFRONT Media. “Studios and streaming platforms have licenses to such rich three-dimensional brand IP, so much so that we regularly encourage them to leverage that into XScape 3D to bring depth, dimension, and volume into the large and small format DOOH campaigns.”
This is only one example of the creative ways that entertainment brands — from streaming TV shows to major blockbuster films — are using OOH to promote their content. In fact, in a new video, OUTFRONT shows how so many of the summer’s top shows are taking advantage of OOH: https://www.youtube.com/watch?v=MWGCktQGpuI.