AMSTERDAM, NL - May 19th 2026 - Vistar Media, the leading global provider of technology solutions for out-of-home (OOH) media, in partnership with Omnicom Media and JCDecaux, today published ‘Science in Motion’, a new research report into the real-world impact of motion and 3D creative formats in digital out-of-home (DOOH) campaign performance.The research indicates that while the high-quality digital screens and locations of DOOH do the heavy lifting, motion boosts performance across every primary metric.
By testing 3D, full-motion, limited-motion and static creatives, the research showed that the addition of motion creates an average 33% uplift in ad recall and a 50% increase in brand awareness compared to static assets.
Key Findings from ‘Science in Motion’:
3D as the strategic differentiator: 3D assets scored significantly higher than any other format, creating a sense of depth and physical presence. It is the absolute winner for building Top-of-Mind Awareness (TOMA), delivering a 10% uplift compared to a control group. This 67% more effective than when there was no form of motion applied.
The power of the screen: Static creatives are not "lesser" ads; they delivered a massive 38% uplift in aided ad recall, proving the DOOH medium itself is highly effective for reach and recognition.
Subtle motion efficiency: The intensity of animation is often less important than the mere presence of motion. Subtle animations, such as a spinning logo, can be as effective at anchoring a brand as complex video productions.
Generational resonance: While the 18-34 demographic shows the highest overall energy for motion, 3D creative is a powerhouse for older audiences. For the 50-65 age group, 3D was identified as by far the most effective format for brand awareness.
“This research confirms what many in the industry have long suspected: motion and 3D are powerful tools for designers and advertisers,” said Martine Hammink, VP, Creative Studio & Creative Solutions at Vistar Media. “However, we must also be realistic. Sometimes motion is not permitted due to local regulations, and at other times there is a lack of time or budget for complex animations. ‘Science in Motion’ provides brands and design teams with the data and insights needed to make the best creative choices within those constraints, closely aligned with campaign objectives.”
The Science in Motion report is available here.
Notes to editors
Conducted in partnership with Omnicom Media and JCDecaux, between November 2025 and January 2026, the research is based on a study of 7,513 respondents. The report provides data-driven guidance for brands, agencies and creative teams on how to maximise the effectiveness of their DOOH investment.
About Vistar Media
Vistar Media is the home of out-of-home (OOH). We provide brands, marketers and media owners with the world’s first truly intelligent platform for buying and selling OOH media—from dynamic, programmatic digital screens to high-impact traditional placements. By unifying the entire DOOH ecosystem, Vistar enables brands to capture a better kind of attention, reaching audiences with precision at scale through data-driven targeting and measurable results.
As the industry’s largest marketplace for OOH transactions, Vistar offers a full suite of cutting-edge solutions, including a demand-side platform (DSP), supply-side platform (SSP), ad server, player, device management system and traditional OOH planning software.
Headquartered in New York and operating in over 35 global markets, Vistar is shaping the future of OOH—pioneering innovation and setting the standard for excellence. Vistar Media is part of T-Mobile Advertising Solutions. Learn more at www.vistarmedia.com and follow us on LinkedIn, Facebook and Instagram.
