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Although 2024 has just started, we’ve already seen some awesome examples of creative digital out-of-home advertising. The Sphere shone brightly ahead of the Super Bowl, 3D billboards impressed people on the busiest streets of the world, and there were several memorable gamified AR activations too. That’s why we’ve decided to deliver a list of the best OOH campaigns that will serve as an indication of where the industry is at right now and inspire you too.
1. Super Bowl rings on the Sphere in Vegas
Why: Las Vegas is transitioning from being a casino and raunchiness capital to the most vibrant world’s center for sports and digital. Firstly, the city hosted a well-reviewed F1 spectacle with a fantastic show, lots of screens, and an omnipresent media frenzy. In 2024, the local Allegiant Stadium (btw, take a look at our article about its screens) welcomed the Big Game (and Usher) with open arms.
And the Sin City wouldn’t miss a chance to make the whole thing even more icon. The Sphere displayed all 57 of the Super Bowl rings ahead of the Chiefs and 49ers encounter and it looked spectacular. On one hand, you had a parade of champions, an emotional moment for anyone fond of American football. On the other, it’s the epic LED spherical screen we’re talking about here, of course, it was visually stunning. NFL has delivered yet another awesome show both on and off the pitch.
2. Willy Wonka 3D Billboard on Times Square
Why: you’re walking through the busy Times Square and there he is. An ever-young celebrity darling Timothée Chalamet in his full Willy Wonka attire greets you by taking his hat off from the gigantic billboard. This activation from Warner Bros is one of the best digital out-of-home advertising examples of 2024 that shows what amazing immersive possibilities the 3D anamorphic imagery has.
There’s a more personalized approach here and more excitement too. In other words, it’s unmissable. When surrounded by dozens of other Times Square screens, Timothée Chalamet enhanced by the 3D billboard technology simply stands out.
3. Factory Of Reality: Refinement Production Processes for Reality by The Project Artist 100
Why: the best OOH campaigns are not only reserved for the brands. Artists have their moment under the sun too. Like this activation entitled “Factory Of Reality: Refinement Production Processes for Reality.” It was created by Yijun Li and curated by China-based FLINT ART together with 1314 DESIGN&ART MAGAZINE.
The visual takes the viewer to a certain “factory” that disassembles different types of food and does it in a stunning fashion. It aims to “rethink the definition of reality.” In any case, it works like an eye-catching public new media art, something that the brands can use while promoting their new products.
4. NFL and ESPN – Divisional Teams Reveal 3D Billboard
Why: “Talk about [the] jaw-dropping promo!” writes @marcellaaroch2241 in the comments under the YouTube video and we can’t agree more. NFL seems to fully embrace the power of digital technology and it warms our digital signage-obsessed hearts. This particular 3D billboard activation is designed in partnership with BCN Visuals, a Barcelona-based anamorphic-first advertising agency. A lot is going on on the LED canvas including the flying ball, a helmet going through the Tron-like maze, and superbly animated logos announcing the divisional teams’ reveal.
Along with the Super Bowl’s The Sphere activations, and the Allegiant Stadium’s widespread use of signage technology, this 3D billboard is among the best out-of-home campaigns of 2024.
5. OREO and Pac-Man gamified multichannel DOOH integration in Dublin
Why: while we have mega DOOH examples on this list like the ads on The Sphere and the expensive Times Square anamorphic campaigns, the smaller activations shouldn’t be forgotten. Like this cute OREO and Pac-Man campaign at Dublin’s Swords Pavilions Shopping Centre. It is certainly not an overly “wow” one, but the collaboration just gives you these feel-good vibes and achieves that at a minimum cost and maximum creativity.
Oreo turned two elevators at the shopping mall into branded “pop-ups” that played along the Pac-Man’s “eating bricks” theme. Where is the DOOH? The campaign was enhanced by the screens that promoted the #chaseplayfulness hashtag and the “Next level fun” slogan. Using the elevator brought the movement to the activation and alluded to the constant run of the Pac-Mac in the eponymous retro game.
6. Hyundai Ioniq 6 3D Billboard Campaign Los Angeles
Why: yes, a 3D billboard again. But what can we do, these installations look more and more cool each year and you simply gotta give them some recognition. This campaign promotes the electric Hyundai Ioniq 6 and does it with grace. The video is short, but the visual of a car in motion just fits the screen perfectly and creates this “can’t take my eyes off you” effect that advertisers would die for. Now that’s exactly how you do it.
7. Jarlsberg Cheese 3D Billboard in Melbourne
Why: move over kangaroos, scary spiders, Chris Hemsworth, Cate Blanchett, and gigantic snakes coming out of the toilet. Australia has a new rad attraction and it’s the Melbourne gigantic vertical 3D billboard. In 2024 we’ve already seen one of the coolest digital out-of-home advertising examples there and it’s an ad for… mild cheese. The video of a cheese roll that makes rounds on the digital canvas just looks wholesome and very rich. There’s not much there, just the cheese cutout that makes a few rounds and then joins the “mama cheese.” But as an attention-grabbing DOOH, it works perfectly.
Our previous list of the Best Digital Out-of-Home Advertising Campaigns of 2022-2023
As it’s a new exciting year, we felt it would be great to have a recap of the best examples of digital out-of-home advertising campaigns. And there definitely were some amazing ones. DOOH advertising fully embraced the rise of AR, VR, and 3D billboards. The results are very engaging, juicy, and stunning. Let’s see the best digital out-of-home advertising campaigns of 2022-2023.
What is digital out-of-home advertising?
Okay, in order to get to the DOOH advertising, it’s important to define what it is first. Out-of-home advertising is a type of media distribution using screens. The delivery of content can be done both outdoors and indoors. It’s an alternative to static out-of-home advertising when the content is distributed in a physical form using printed materials.
Examples of digital out-of-home advertising are the big digital billboards on the streets, and the outdoor displays in restaurants, cafes, shopping malls, gas stations, etc. It’s a more adaptable, versatile, and powerful way to distribute content in the 21st century.
Also, it gives advertisers almost unlimited creative freedom. The entries in this list can give you an idea of how DOOH advertising can be used.
Okay, without further waiting we’re going straight to the best digital out-of-home advertising of 2022-2023.
1. “Find the date you’ve been watching for” – Bumble and Netflix
Why: Bumble partnered with Netflix to create one of the coolest DOOH campaigns of 2023 so far. It highlights the brand-new feature of the dating app that allows users to play an in-app game with trivia about their favorite Netflix shows. While that may or may not help to strike a date, the way the company chose to communicate the new update is an amazing one.
The advertising featured several tongue-in-cheek references to the most popular Netflix shows like Stranger Things, The House of Cards, and Squid Game.
2. La vie est belle – Lancôme
Why: French fragrance brand goes super visual with its latest “La vie est belle” campaign. Utilizing the stunning abilities of the 3D billboard at Picadilly Circus, the ad is an immersive journey and one of the best DOOHs of 2023. The experience is announcing the launch of the “La vie est belle” fragrance and choosing an impressive approach to do it. Now that’s how you do promotion in the 21st century, you make it unforgettable.
3. Chippendales 3D billboards – Disney+
Why: male strippers take over Picadilly (and other locations around the world). Not in real life, though. It’s all part of the provocative new DOOH advertising campaign by Disney+ promoting the launch of their new drama “Welcome to Chippendales” about the rise of a male revue house founded by the Indian immigrant (played by Kumail Nanjiani). The delivery is ensured by Ocean Outdoor’s “Deepscreen” technique (the company owns the Piccadilly Lights board)
Having the new technology shine is a great way to do a campaign. Also, the surprise factor works. Who thought that the company that gave the world Micky Mouse, Pocahontas, and Snow White would have a huge billboard with male strippers in the heart of London? But that’s a new chapter for Disney and we’re all for it.
4. Quitter’s Day – Duolingo
Why: if you’ve ever been on Duolingo you know the drill. The language-learning website is used by millions around the world to ameliorate their skills. Over the years it has become a league of its own with the iconic step-by-step gamified learning process and omnipresent notifications. The latter gets full focus in the company’s latest Times Square stint.
The combined DOOH and OOH campaign features the cute Duolingo bird character Duo reminding people to stick to their New Year Resolutions and keep on learning the languages. It’s brilliantly done, it’s cheerful, it’s motivational. That’s why it’s on our list of the best out-of-home digital advertising examples of 2022-2023.
Also, the company enhanced the power of the campaign by creating a special ’Streak Repair Shop’ pop-up, placing stickers with motivational messages in the NYC subway, and placing company-related messages in fortune cookies. That’s how you do 360-degree marketing.
5. Digital lungs displaying the smog level – Polish Smog Alarm and Clean Poland Program Association
Why: it’s great to see DOOH become a tool for improving the lives of communities. That’s what’s happening in the latest project of the Polish Smog Alarm and Clean Poland Program Association in cooperation with Screen Network.
Displays around many Polish cities started showing the interactive human lungs that were getting blacker according to the smog pollution level at the time of the display. It’s a very visual and even unsettling way to bring attention to a serious environmental problem. And the power of digital signage is on full display here.
6. Samsung Z Flip 4’s Google Assistant ad – Google and Samsung
Why: sometimes all you need is a lighthearted campaign featuring a celebrity. Google teaches everyone a lesson in marketing with this superb Times Square 3D billboard DOOH. It highlights the Google Assistant selfie feature on Samsung Z Flip 4 and employs the avatars of Ludacris and his cute dog friend as the heroes. They are taking selfies using Google Assistant’s hands-free feature.
What’s interesting about this particular ad is that it’s surprisingly Google’s first-ever 3D anamorphic billboard. Android-using Samsung is a great partner for such a campaign.
7. TigerPig dance-off – Subway
Why: interactivity is one of the biggest digital out-of-home advertising trends and Subway utilizes it fully for their latest DOOH campaign called TigerPig dance-off. The company installed the augmented reality-drive Just Dance arcade in the middle of shopping malls across the UK inviting the on-goers to participate in a dance-off competition. It’s one of our favorite campaigns that connect the real and virtual worlds with the help of digital signage.
