Written by: Lina Maggi, VP of Partnerships & Head of OOH, BCN Visuals
Website: https://bcnvisuals.com/
People love to be amazed and wowed, but when a brand invests hundreds of thousands in media for a billboard and production on a 3D anamorphic ad – what does that really mean? What’s the return on investment? Is it truly worth it?
Nine out of ten 3D anamorphic campaigns are done for awareness—aiming to surprise and delight audiences enough to compel them to pull out their phones, film the ad, and share with friends and family, generating organic conversations. However, for the campaigns that do get measured, the results are more qualitative than quantitative. This is why BCN Visuals partnered with MFour on a recent campaign to dive into the data and analyze whether the results justify the investment—from an ROI standpoint.
MFour is the nation’s most downloaded, highest-rated, and the only Apple-approved data collection and survey app, boasting over 10 million users. These first-party users respond to questions upon entering a digital perimeter or geofence where the advertising is running and are prompted to answer a series of questions in exchange for a gift card or small monetary compensation for their time and responses.
In the study conducted by BCN Visuals, they sought to measure the effectiveness and impact of a 3D anamorphic ad and a 2D ad for a major gaming brand, running consecutively on the same dates. Surveyors crossing the geofence near the placements in NY, LA, and Vegas received a survey notification via the MFour app within 24 hours to respond. A control group, receiving the same survey, was used to compare those exposed, providing a real measurement.
The most shocking yet not surprising discovery was that 55% of survey-takers said they were very likely or somewhat likely to film and record a 3D anamorphic ad and share it with friends via an app (58%) or in person (50%). In a world where people often pay to skip ads and ignore them, the fact that someone would feel compelled to take out their phone, record the ad, and share it with friends is unmatched—something you can’t say about any other advertising medium. Additionally, when running a 3D anamorphic ad, 68% reported viewing the brand as “more premium,” and 66% said they were “more likely to buy the product.” If the ultimate metric of success is to convert and have users purchase your product, and a 3D anamorphic ad can leverage that, then there’s your answer.
When developing a 3D anamorphic ad, a key component of the campaign is content capture and a video of the campaign that is shareable. Acknowledging that not everyone can be in Times Square, Las Vegas, or London to see these captivating campaigns in real-time, BCN Visuals includes a promotional video as part of every campaign deliverable. This allows the brand to synchronize the campaign live date with the video being published on social media, expanding the reach of the campaign and truly making an impact and starting conversations, globally. With 64% of viewers expressing a preference for a 3D anamorphic ad over a 2D ad, the next time you’re contemplating which creative to go with and wondering whether it’s worth it, you won’t need to think twice.
About BCN Visuals
BCN Visuals is an award-winning innovation technology company and global production partner that pioneered the 3D Anamorphic Billboard. Collaborating with brands and agencies wanting to leave an indelible mark, they live & thrive at the intersection of narrative and technology. Blurring the line between storytelling and interaction, BCN Visuals emerges with a new form of immersive entertainment that delivers meaningful shared experiences transcending cultural constraints or geographical boundaries. For more information, check out our website: www.bcnvisuals.com or reach out at contact@bcnvisuals.com. BCN Visuals LinkedIn: https://www.linkedin.com/company/bcnvisuals/
BCN Visuals is an Advertiser with OOH Today
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