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

Yıl 2025, Sayı: 38, 405 - 421, 20.01.2025

İrem Tekin Yücesoy

https://doi.org/10.54600/igdirsosbilder.1498950

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

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

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