The Future of Mobile

Ocean Outdoor rolls out DeepScreen Alive for immersive DOOH branded experiences

David Murphy

Ocean Outdoor has announced the launch of DeepScreen Alive, which brings immersive entertainment to digital out of home (DOOH) using real time theatre and live effects built with an advanced real-time 3D creation tool. It’s available on 24 full motion displays in handpicked locations and experiential spaces in seven countries, including the UK, the Netherlands and the Nordics.

The technology is powered by Ocean Vivus, a purpose-built hardware and software system which incorporates the Unreal gaming engine, opening up huge scope for real-time responses and 3D interactivity.

Ocean’s DeepScreen Alive packages include four features. DeepScreen Alive Data draws on multiple data sources, allowing the 3D artwork to respond in real time to contextual or environmental triggers. The 3D scenes can be altered to match changing light levels, shadows and reflections, according to the time of day, or to immediate weather conditions such as rain or wind.

The screens can also pull in all forms of external data, such as live scores, medal-winning celebrations, film times or brand promotions, which can either be either displayed directly or used as a trigger to show different 3D objects and creative illusions.

DeepScreen Alive Play allows audiences to become part of 3D experiences on the big screen, connecting via mobile devices to take control, configure and customise a scene, participate in games and win prizes. For example, participants could customise a car in 3D or add their monogram to personalise products.

DeepScreen Alive Collect allows users to grab 3D objects from the screens in token-powered games. Brands can create NFT treasure hunts in which players collect virtual tokens in their digital wallets to be redeemed instore, online or in the metaverse. Collect is operated via an exclusive partnership with Web3 engagement platform, SmartMedia Technologies.

Finally, DeepScreen Alive 4D goes multi-sensory, with the addition of special real world effects, including audio and sonic idents, smell, mist jets or other weather-related stunts.

Since Ocean rolled out its original DeepScreen platform across its portfolio in 2021, it has hosted more than 100 campaigns from brands including Versace, Gucci, Balenciaga, Amazon Prime, Coach, Netflix and Vodafone  

According to Ocean’s five neuroscience research studies, full motion screens outperform static outdoor by 2.5 times, driving emotional impacts and memory encoding and priming other channels and social media campaigns to improve brand saliency and authenticity.

“DeepScreen Alive is the world’s most advanced real time 3D creation tool, taking the visual impact of anamorphic OOH to the next level by creating unexpected, elevated experiences that stop people in their tracks and transport them out of their every day,” said Ocean Labs Managing Director, Catherine Morgan. “To continue to grow market share, it’s important to deliver memorable experiences which create long term relationships and brand advocates. If you don’t have brand status then other channels will not deliver for you.”