Exploring the World of Faux Out-of-Home Advertising: A Look at Hyper-Realistic AR and CGI-Based Digital Ads
The era of faux out-of-home advertising is here, and it’s taking the marketing world by storm. From giant Maybelline mascara wands on London transportation to a holographic Barbie in Dubai, brands are using hyper-realistic, augmented reality, and CGI-based digital ads to create buzz and stand out in a crowded online marketplace.
Maybelline, in collaboration with animator Ian Padgham, has been at the forefront of this trend with their surreal activations. The latest being a Maybelline mascara tube-shaped bus roaming the streets of NYC. According to Fernando Febres, vp of marketing for Maybelline U.S., the purpose of these activations is to disrupt the environment and get people talking, blurring the lines between what’s real and what’s not.
The reach of faux OOH goes beyond traditional out-of-home advertising, living online and reaching a wider audience. Leslie Lee, senior vp of marketing at Vistar Media, highlights the cost-effectiveness of faux OOH compared to traditional OOH, making it an attractive option for marketers.
As AR and VR technology continues to advance, the crossover between digital and physical activations is becoming more common. Brian Hutchinson, vp of disruptive technology and innovation at The Mars Agency, sees this trend as a means to drive traffic and sales, especially as accessibility to these technologies increases.
However, the ethics surrounding faux OOH remain murky, with concerns about causing confusion or unintended harm. Brands need to be cautious about how these activations are perceived by consumers and ensure they don’t violate ethical practices.
For now, brands like Maybelline are embracing the excitement and confusion generated by faux OOH advertising. As long as it continues to surprise and engage audiences, they plan to keep pushing the boundaries of what’s possible in the world of marketing.
