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Ocean Outdoor Takes DeepScreen to the Streets

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Ocean Outdoor launches 3D audience experiences across its portfolio

DeepScreen™ takes brand immersion to a new level

Ocean Outdoor, a leading operator of premium Digital Out-of-Home (“DOOH”) advertising in the United Kingdom, the Netherlands, the Nordics and Germany, is rolling out a 3D technique across its large format full motion portfolio as advertisers leverage existing and new technologies to deliver spectacular audience experiences.

DeepScreen™ uses a technique called ‘anamorphosis’ or ‘forced perspective’ which mathematically warps imagery so that when viewed from a specific vantage point, the illusion of 3D depth is created on flat surfaces.

Ocean’s proprietary DeepScreen™ 3D templates can be used to create breath-taking windows into other worlds, extend existing architecture, or make impossible objects appear to float in the air, coming out of the screen and towards the viewer.

Following a successful trial period, DeepScreenTM is being rolled out across premium retail and city center outdoor DOOH environments in the UK, Nordics and the Netherlands, supporting Ocean’s position as a leader in DOOH.

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Activations using DeepScreenTM have recently been carried on the iconic Piccadilly Lights in London which is operated by Ocean for Landsec. Bold illusions by Vodafone, IWC Schaffhausen, Netflix, Deliveroo and PokerStars have been used as centerpieces for integrated campaigns.

It is also available across eight Ocean digital screens in seven UK cities, including Westfield Square, Westfield London, the Four Dials in Westfield Stratford City, the Manchester Printworks, Liverpool Media Wall, Birmingham Media Eyes and city center screens in Nottingham, Norwich and Glasgow which can be combined with experiential activations.

Ocean’s head of design and studio David Tait said: “Forced perspective is hard to describe, but incredibly easy to view – realistic ‘3D’ images, with the correct perspective, lighting and shadows, that require no fancy eyewear, QR codes or technology. To really grab audiences’ attention, advertisers want to stand out from the crowd and it doesn’t get much more striking than a 17m high rugby ball flying towards them.

“To allow brands to create DeepScreenTM activations, we developed 3D templates that recreate the unique size and curvature of the screens along with the viewer positions for each of the supported locations. Using these templates, and the included consultancy of the Ocean Studio team, brands can integrate their imagery to create these stunning eye-tricking campaigns.”

According to Ocean’s neuroscience research, full motion screens outperform static outdoor by 2.5 times, driving emotional impacts, memory encoding and acting as a primer for other media.

Earlier this year Ocean released a further study called the Primers which reframes the premium DOOH proposition to equate it with peak TV.

Using data and a set of common denominators, Ocean identified 280 DOOH Primers (frames) which share the same properties as “must-have” peak TV spots with one significant difference – DOOH reaches younger audiences as well.

All of the locations in the DeepScreenTM network are classified as a Primer.

About Ocean Outdoor
Ocean Outdoor is a leading operator of digital out-of-home (DOOH) advertising across the UK, Northern and Continental Europe. The Group’s network of 4,000+ screens covers seven countries and 351 cities with its technological capabilities delivering the most impactful and measurable DOOH brand and advertising experiences.

Ocean’s portfolio comprises of some of the most iconic locations, such as the Landsec Piccadilly Lights and the BFI IMAX, whilst it also works closely with high-profile landlords including Unibail-Rodamco-Westfield (URW), the BFI, Nuveen and the Canary Wharf Group, as well as major city councils on the development of its network.

To date the Group’s growth has been driven by tender wins and the rollout of new locations, as well acquisitions that complement the existing portfolio. Since 2018, Ocean has completed seven acquisitions which have enabled it to expand its UK footprint and move into the Netherlands, the Nordics and Germany.

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