Observed Signal · May 26, 2026 · Research Study · Source: Adzine · Impact: 2/5 · Sentiment: Positive
3D DOOH Boosts Brand Awareness Over Static Ads
Vistar Media, together with Omnicom Media and JC Decaux, published a study titled "Science in Motion" that compares static creatives with full-motion, limited-motion and 3D formats in Digital Out-of-Home (DOOH) campaigns. Conducted in the Netherlands between November 2025 and January 2026 with 7,513 respondents, the study found that moving content outperforms static ads: a 33% uplift in ad recall and a 50% uplift in brand awareness versus static creatives. 3D executions produced the strongest effects overall. Results vary by age: 18–34 year‑olds respond strongly to moving content, while 50–65 year‑olds showed the highest brand awareness for 3D formats. The report also notes that small or subtle animations (e.g., a rotating logo) can measurably improve brand anchoring without requiring complex productions.
Quantitative evidence that motion and 3D creative formats materially improve DOOH brand metrics; useful for creative and media planning but not platform-level or regulatory change.
Track Vistar Media Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Vistar Media, Omnicom Media and JC Decaux published the "Science in Motion" DOOH study.
- Study compared static, full-motion, limited-motion and 3D creatives in DOOH.
- Moving content delivered a 33% uplift in ad recall and a 50% uplift in brand awareness versus static creatives.
- Study fieldwork ran November 2025 to January 2026 in the Netherlands with 7,513 respondents.
- Age differences: 18–34 year-olds respond strongly to motion; 50–65 year-olds showed highest brand awareness for 3D.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Omnicom Media Group Wins L'Oréal's €350M Media Account
The Omnicom Media Group has won the media pitch for L'Oréal's €350 million account. The dedicated agency for the cosmetics giant will be named Beauty Co-Lab. The new agency is set to launch in January 2027. This follows the recent announcement that Wavemaker, the incumbent, lost the account. The article provides details on the agency structure and confirms the name of the new entity, but the full details are behind a paywall.
Rakuten TV and Omnicom Study: Multi-Touch CTV Ads Boost Effectiveness
A new study by Rakuten TV Enterprise and Omnicom Media Germany, titled 'Multi-Touch Advertising in CTV: A German Market Study', reveals that multiple CTV ad contacts significantly increase advertising effectiveness compared to a single pre-roll. The study surveyed 750 German CTV users aged 18+ who had used Rakuten TV in the past year. Participants were split into three groups: single pre-roll, four repeated exposures of the same creative, and four sequential exposures with different creatives. Results showed ad recognition improved from 63% (single) to 90% (repeated) and 93% (sequential). Unaided brand recall rose from 45% to 67% for both multi-touch strategies. Sequential contacts excelled in brand and content recall, while repeated contacts performed better in product interest and brand fit. The study suggests a hybrid approach can optimize different campaign goals.
DOOH Store Locator Position Study Shows Top and Bottom Perform
A study by Vistar Media, Omnicom Media, and Annalect examined the optimal placement of store locator information in dynamic DOOH creatives. Testing 7,200 participants in the Netherlands, the study found that placing the store locator at the top of the creative increased purchase intent by 20%, while bottom placement boosted visit intent by 9%. The middle position underperformed on both metrics. Category-specific results showed significant lifts for retailers and confectionery brands. The study also highlighted the importance of design elements like pin icons and contrast, and cautioned against prominent retailer branding that could reduce brand recall for advertisers.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.