Kentsel Mekanda Reklamcılıkta Yeni Boyut: 3D Dinamik Dijital Reklam Ekranları

Öz

Günümüzde binalar, gelişmiş dijital ekranların yardımıyla birden fazla işleve hizmet etmektedir. İzleyicileri büyüleyen ilgi çekici görsel deneyimler yaratmak için en son teknolojiyi kullanılan bu ekranlar, yaratıcı, yenilikçi ve interaktif teknolojilerin hızla ilerlemesi sayesinde markalar daha geniş kitlelere ulaşabilmektedir. 3 boyutlu dinamik billboardlar ise en dikkat çekici olanlardan biridir. Bu çalışmada yerleştirme, reklamı yapılan ürün türü ve teknolojik yenilik temel alınarak vaka çalışması olarak altı farklı 3 boyutlu reklam panosu seçilmiştir. Çekicilik ve etkileşim, teknolojik yenilik, kültürel etki, ekonomik fayda ve halkın ilgisine göre incelenmiştir. Örnekler, yenilikçi teknoloji ve anamorfik illüzyon tekniğinin kullanıldığı 3D billboardların görsel etkisi, markaların uzun süreli bir izlenim bırakmasına olanak tanıdığını göstermektedir. Geleneksel 2 boyutlu billboardlardan farklı olarak derinlik ve hareket sunan 3 boyutlu billboardlar, izleyiciler üzerinde kalıcı bir izlenim bırakırken ve statik görüntülerden hareketli videolara kadar çeşitli içerikleri görüntüleyebilme imkânı sunmaktadır. Verilen mesajlar, billboardların görünümünden çok sonra bile izleyicilerde yankı bulmaya devam etmektedir. 3 boyutlu billboard teknolojisi henüz başlangıç aşamasında olmasına rağmen birkaç yıl içinde yaygınlaşma potansiyeline sahiptir ve kaçınılmaz olarak kentsel mekandaki en etkili reklam türlerinden biri olacaktır. Reklamdaki bu yeni boyut, geleneksel reklam yaklaşımını değiştirerek kentsel mekanları ilgi çekici medya noktalarına dönüştürecektir.

Anahtar Kelimeler

• Kentsel Mekan
• Mimarlık
• Açıkhava Reklamcılığı
• 3D Billboardlar
• Anamorfik İllüzyon

A New Dimension in Advertising in Urban Space: 3D Dynamic Digital Billboards

Öz

Today buildings serve multiple functions with the help of advanced digital displays. These displays use cutting-edge technology to create engaging visual experiences that captivate viewers. Brands can reach wider audiences thanks to this rapid advancement of creative, innovative, and interactive technologies. 3D dynamic billboards are one of the most remarkable ones. In this study, six different 3D billboards were selected as cases based on the placement, advertised product type, and technological innovation. They are examined according to their attraction and engagement, technological innovation, cultural impact, economic benefits and public attention. Using new technology and the anamorphic illusion technique, the visual impact of 3D billboards enables brands to leave a long-lasting impression. Unlike traditional 2D billboards, 3D billboards offer depth and movement, and they leave a lasting impression on viewers and can display various contents, from static images to motion videos. Although 3D billboard technology is in its early stages, it has the potential to become widespread in a few years, and it will inevitably be one of the most impactful types of advertising in urban space. Their messages continue to resonate with audiences long after they have seen the billboard. This new dimension in advertisement has changed the traditional advertising approach and transformed urban spaces into engaging media spots.

Anahtar Kelimeler

• Urban Space
• Architecture
• Outdoor Advertising
• 3D Billboards
• Anamorphic Illusion

Kaynakça

1. Ayada, W. M., & Abdullah, M. B. (2024). The effectiveness of Anamorphic Illusion Technology in enhancing brand loyalty and creating lasting impact on target audience. International Design Journal, 14(2), 313-340.
2. Beeyond. (2023, July). Out of home advertising revolution: How to transform 3D billboards. (Beeyond). Retrieved 30 July 2023 from https://www.beeyondmedia.com/post/out-of-home-advertising-3d-billboards
3. Campione, K. (2021, July 7). Giant 3D Cat Billboard Appears Over Tokyo's Shinjuku District. (People) Retrieved 1 May 2024 from https://people.com/travel/giant-3d-cat-billboard-looms-over-shinjuku-district-in-tokyo/
4. CBS Morning. (2021, July 10). Shinjuku Cat Billboard. (YouTube channel) Retrieved 30 July 2023 from https://www.youtube.com/?feature%2Fyoutu.be%2F
5. Clios (n.d.). The Wheel of Time (Ads of the World). Retrieved 1 May 2024 from https://www.adsoftheworld.com/campaigns/the-wheel-of-time
6. Communication Arts. (n.d). Nike outdoor posters. Retrieved 31 May 2024 from https://www.commarts.com/project/14221/nike-outdoor-posters
7. Dstrict (n.d.). Giant 3D Wave Sweeos Over Seoul’s Gangnam Distirct. (District) Retrieved 10 Aptil 2024, from https://www.dstrict.com/press/?q=YToyOntzOjEyOiJrZXl3b3JkX3R5cGUiO3M6MzoiYWxsIjtzOjQ6InBhZ2UiO2k6NTt9&bmode=view&idx=10698540&t=board
8. F. F. VII (2021, December 23). This incredible 3D video of Red XIII is currently playing in Omotesando, Tokyo as part of a campaign running in Japan.it’s not related to any @finalfantasy VII remake DLC or sequels, but we wanted to share it with all of you unable to see it in real life, we hope you like it! pic.twitter.com/cyx1prsne5. Twitter. https://twitter.com/finalfantasyvii/status/1474039845928325123

9. Gehring, S., & Wiethoff, A. (2014). Interaction with media façades. Informatik-Spektrum, 37(5), 474-482.
10. GoTokyo (2022, November 21). New Tokyo Landmarks near Shibuya and Shinjuku Stations Retrieved 5 May 2024 from https://www.gotokyo.org/en/new-and-now/new-and-trending/221121/topics.html#:~:text=Shinjuku's%20Calico%20Cat&text=The%20cat%2C%20who%20first%20appeared,east%20exit%20of%20Shinjuku%20Station
11. Heper, C. O. (2008). Gerilla Tasarım Bağlamında Gerilla Tasarımın Analizi. Yayınlanmamış Yüksek Lisans Tezi, Eskişehir: Anadolu Üniversitesi Sosyal Bilimler Enstitüsü Grafik Ana Bilim Dalı.
12. Hero. (2015, August 8). 10 Creative Sports Advertisements. Retrieved 31 May 2024 from https://medium.com/@thisishero/10-creative-sports-advertisements-3b512d43ccd2
13. Houston A., (2022, August 25). Ad of the Day: Subway’s 3D billboard enables virtual sandwich-making. (The Drum) Retrieved 15 April 2024 from https://www.thedrum.com/news/2022/08/25/ad-the-day-subway-s-3d-billboard-enables-virtual-sandwich-making
14. Huhtamo, E. (2009). Messages on the wall: An archaeology of public media displays. Urban screens reader, 15-28.
15. Hushain, J., Nihalani, M., Sharma, D., & Kant, K. (2023). The Advantage of Animated Advertisements in Today's Era, International Journal of Innovative Science and Research Technology, 8(1),431-436
16. Iveson, K. (2012). Branded cities: outdoor advertising, urban governance, and the outdoor media landscape. Antipode, 44(1), 151-174
17. Kain E., (2021, December 15) Forbes, How 'The Wheel Of Time' Took Over Times Square, Retrieved 12 July 2023 from https://www.forbes.com/sites/erikkain/2021/12/15/how-the-wheel-of-time-took-over-times-square/?sh=32604b0432d9
18. Kelsen, K. (2010). Unleashing the power of digital signage: content strategies for the 5th screen. Elseveir
19. Kurultay, A. B. (2012). Dynamics of viral advertising. Turkish Online Journal of Design Art and Communication, 2(2), 39-45.
20. Li, L. (2019, August). Research and Analysis of Outdoor Advertising New Media under the Internet Environment. In 1st International Symposium on Economic Development and Management Innovation (EDMI 2019) (pp. 76-80). Atlantis Press.
21. Lynch, K. (1964). The image of the city. MIT Press.
22. McQuire, S. (2009). Mobility, cosmopolitanism and Public space in the media city. Urban screens reader, 45-64.
23. Moreton G. (2022, September 5)., Subway’s interactive 3D billboard allowed passers-by to build their dream subs. (Creative Brief). Retrieved 10 April 2024 from https://www.creativebrief.com/bite/fuel-your-imagination/subways-interactive-3d-billboard-allowed-passers-build-their-dream-subs
24. Moreton G., (2021, November 26). Creative Brief, Amplify brings to life 'The Wheel Of Time' via an anamorphic billboard illusion, Retrieved 12 July 2023 from https://www.creativebrief.com/bite/fuel-your-imagination/amplify-brings-life-wheel-time-anamorphic-billboard-illusion
25. Morissy, K. (2021, December 27). Final Fantasy VII remake 3d Billboard ad shows Red XIII's escapades. (Anime News Network). Retrieved 30 July 2023 from https://www.animenewsnetwork.com/interest/2021-12-27/final-fantasy-vii-remake-3d-billboard-ad-shows-red-xiii-escapades/.181019
26. Naini, F. B. (2011). Pere Borrell del Caso's Escapando de la Crítica (Escaping Criticism): Trompe l'oeil and the Emerging Science of Neuroaesthetics. Archives of facial plastic surgery, 13(5), 368-368.
27. Prafulla (2022, December 13). 3D Billboard: What is it? benefits & usage of 3D billboards. (Queppelin). Retrieved 30 July 2023 from https://www.queppelin.com/what-are-3d-billboards/
28. QReal (2023, February 23). QReal: 3D Billboard Technology: The New Wave of Advertising. QReal Lifelike 3D Models Optimized for Augmented Reality. Retrieved 15 May 2024 from https://www.qreal.io/3d-digital-billboard
29. Raghuvanshi, V. (2022). Billboard Advertisement and Impact of Brand Tagline. (Project Dissertation Report), Delhi Technological University, Delhi
30. Rushkoff, D. (1996). Media virus!: hidden agendas in popular culture. Ballantine Books, New York
31. Sherbina, N. (2023, October 17). What Are Digital Billboards? (Ai Screen) Retrieved 10 May 2024 from https://www.aiscreen.io/blog/dooh/what-are-3d-digital-billboards-and-jaw-dropping-examples/
32. Suler, J., & Zakia, R. D. (2017). Perception and imaging: Photography as a way of seeing. Routledge
33. Struppek, M. (2006). The social potential of Urban Screens. Visual Communication, 5(2), 173-188
34. Taylor, C. R. (2015). Creating win-win situations via advertising: new developments in digital out-of-home advertising. International Journal of Advertising, 34(2), 177–180.
35. TW (2023, May 1). Where to find Tokyo's internet-famous 3D billboards. (Tokyo Weekender). Retrieved 30 July 2023 from https://www.tokyoweekender.com/art_and_culture/entertainment-art_and_culture/tech-trends/3d-billboards-tokyo/
36. Vangelov, N. (2024). Digital advertising in smart cities–methods for raising consumer engagement. Orașe Inteligente Și Dezvoltare Regională, 8(02), 53-62.
37. Venturi, I., Brown, S. & Izenour, S. (1972). Learning from Las Vegas. MIT Press
38. Virilio, P., & Rose, J. (2003). An Architect's Crime. Log, (1), 33-38.,
39. Wade, N. J., & Hughes, P. (1999). Fooling the eyes: trompe l'oeil and reverse perspective. Perception, 28(9), 1115-1119.
40. Wilson, R.T. and Till, B.D. (2011). Effects of outdoor advertising: Does location matter?. Psychology & Marketing, 28(9), 909–933.
41. Wilson, R. T., Baack, D. W., & Till, B. D. (2015). Creativity, attention and the memory for brands: an outdoor advertising field study. International Journal of Advertising, 34(2), 232-261.
42. Yassin, A. K. (2023). Anamorphic Illusion Technology and its Creative Applications in Digital Outdoor Advertising. International Design Journal, 13(2), 21-30.