Discover why premium large-format DOOH captures 5× more attention than online ads, how Branded Cities is transforming the New York media landscape, and what Ocean Outdoor’s DeepScreen™ 3D launch means for immersive brand storytelling. Get the latest insights from B.B. in this week’s top OOH roundup.
1. ‘The Attention Dividend’ – premium large format DOOH commands 5x more attention
Ocean Outdoor’s new study, “The Attention Dividend,” reveals that premium large-format Digital Out of Home (DOOH) advertising captures 5.1× more attention than standard online digital formats.
These ads hold viewers’ attention 8.2 times longer than online display ads, 5.5 times longer than social media content, and 1.6 times longer than online videos.
Additionally, the format achieves up to 2.5 times higher brand recall compared to online video, and video creatives on large-format DOOH deliver 2.5 times more brand choice than static formats. Notably, immersive 3D “DeepScreen” ads boost brand desirability by about 32 percent.
B.B.’s Take: This is a splendid piece of research on ‘attention’ created by OOH. Premium large-format Digital creates significantly greater attention. Works for us. 3D creative is also cited as generating greater attention. OK, we like that too, but the creative still has to be strong and ‘OOH worthy’. That is still the skill set needed. This is a short read worth your attention.
Branded Cities Expands New York Presence
Branded Cities has significantly increased its footprint in the New York DMA by adding the American Dream retail and entertainment complex’s exterior DOOH assets to its portfolio through an exclusive partnership with Triple Five Group.
Located in the Meadowlands of New Jersey next to MetLife Stadium, this high-footfall destination now features ten large-format digital screens and four static bulletins—including “The Dream,” a monumental 18,000 sq ft digital spectacular nearly the length of two football fields, offering more than 180° visibility. Strategically timed to coincide with the expected influx of visitors for the 2026 FIFA World Cup, this prime inventory promises outstanding brand storytelling and immersive engagement.
B.B.’s Take: Wait, I thought BOLDSITE Media managed this complex’s OOH? We’ll do some sleuthing and return with answers.
3. Westfield Rise Unveils Immersive DeepScreen™ 3D Creative at Westfield World Trade Center
Ocean Outdoor’s DeepScreen™ 3D technology has launched in New York City on the massive 100‑yard LED screen known as “The Hundred” inside the Oculus at Westfield World Trade Center.
The debut campaign features Land Rover Defender and art-led content from Mercer Labs, transforming the concourse into an immersive experience with anamorphic visuals that make elements like water appear to flow and objects look three‑dimensional when viewed from specific angles
B.B.’s Take: Check out the video of this ‘digital display. It is impressive, 3D or otherwise. Inside the World Trade Center does not exactly ring out boxcar impressions. Best the folks at Westfield ‘social media’ the hell out of it to drive the traffic the high-impact large format screens deserve.
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