Vistar Media study finds motion and 3D significantly improve DOOH campaign performance

Vistar Media, in partnership with Omnicom Media and JCDecaux, has released a new research report titled Science in Motion, exploring the real-world impact of motion and 3D creative formats in digital out-of-home (DOOH) advertising. 

The study, conducted in the Netherlands with 7,513 respondents across multiple age groups, examined how different DOOH creative formats influence brand recall and awareness. Participants were shown footage of everyday outdoor environments containing DOOH ads without being instructed to focus specifically on the advertising. After viewing, respondents completed surveys measuring brand recall, awareness and message retention. 

The research tested four creative formats, static, subtle motion, full-motion and 3D, across multiple real-world brands and industries, comparing results against a control group. 

According to the findings, while the digital screen environment itself remains highly effective for advertising, the inclusion of motion significantly boosts campaign performance. The study found that adding motion creates an average 33% uplift in ad recall and a 50% increase in brand awareness compared to static creatives. 

One of the report’s key findings was the strong performance of 3D creatives. The format emerged as the most effective for building Top-of-Mind Awareness (TOMA), delivering a 10% uplift compared to the control group. According to the report, 3D creatives were 67% more effective in driving brand awareness than executions without motion. 

The research also highlighted that static creatives continue to perform strongly within DOOH environments. Static ads recorded a 38% uplift in aided ad recall, demonstrating that screen quality and location themselves contribute significantly to campaign effectiveness. 

The study further revealed that subtle motion can be nearly as effective as complex animations. Simple movements such as rotating logos or lightly animated products were found to generate strong brand anchoring without requiring high-production video assets. 

Full-motion creatives performed particularly well in spontaneous ad recall, achieving an 18% uplift compared to the control group, while also delivering strong improvements in aided recall and brand awareness. 

Generational differences also emerged from the findings. While audiences aged 18–34 responded most strongly overall to motion formats, 3D creatives showed exceptional performance among older demographics. For audiences aged 50–65, 3D was identified as the most effective format for building brand awareness and spontaneous recall. 

Commenting on the findings, Martine Hammink, VP, Creative Studio & Creative Solutions at Vistar Media, said, “This research confirms what many in the industry have long suspected: motion and 3D are powerful tools for designers and advertisers. However, we must also be realistic. Sometimes motion is not permitted due to local regulations, and at other times there is a lack of time or budget for complex animations.” 

She added that the report aims to help brands and creative teams make more informed decisions depending on campaign objectives, production limitations and audience context. 

The report also noted that local government regulations in many markets restrict motion-based creatives on roadside billboards for safety reasons, particularly on highways. However, the findings suggest that static DOOH creatives remain highly effective despite these limitations. 

Vistar Media stated that the study provides advertisers and planners with a practical framework to align creative formats with campaign KPIs. According to the report, static creatives work effectively for broad recall, subtle motion supports efficient awareness-building, full-motion drives rapid attention and recognition, while 3D creatives perform strongest for long-term brand memorability and emotional resonance. 

The research additionally referenced campaign examples where 3D executions improved message comprehension and product clarity, particularly in product-focused advertising environments. 

With DOOH continuing to evolve globally, the study reinforces how creative format strategy is becoming increasingly important alongside programmatic targeting and audience delivery capabilities.