Metads Brings 3D Out-of-Home to Berlin's Potsdamer Platz
A new Metads installation at Berlin's Potsdamer Platz combines ground-level LED with large-scale facade screens to deliver eye-catching 3D out-of-home, with Nissan and Shark as early advertisers — a marker of how premium digital OOH keeps growing even as other channels fragment.
The installation
Media firm Metads has unveiled a new out-of-home installation at Berlin's Potsdamer Platz that integrates ground-level LED displays with large facade screens to create striking 3D advertising effects. Nissan and Shark are among the first advertisers to use it. W&V reported the launch around 14 September. In one of Berlin's busiest locations, it is a statement of intent for premium digital out-of-home.
The anamorphic '3D' style — where content appears to leap out of the screen — has become one of the most shared formats in advertising, precisely because it stops people and travels online afterwards.
Why out-of-home is resurgent
Out-of-home is enjoying a renaissance while much of the media landscape fragments. It cannot be skipped, blocked or scrolled past, it reaches people in the physical world, and premium digital sites in landmark locations offer the kind of brand-building scale that is increasingly scarce elsewhere.
The 3D format supercharges that appeal. A spectacular anamorphic execution earns a second life on social media as people film and share it, turning a single physical placement into a piece of content with far greater reach than the site alone.
The scarcity of attention
As digital attention becomes harder and more expensive to buy, the ability to genuinely stop people in a physical space is increasingly valuable. Landmark OOH sites offer guaranteed visibility and an association with prestige that cluttered digital feeds cannot match. For big brands, they are as much a statement as a media buy.
Nissan and Shark signing on early reflects that logic: challenger and established brands alike want formats that guarantee cut-through in a world where most advertising is easy to ignore.
What advertisers should take from it
If your media plan is entirely digital, you may be missing the un-skippable, un-blockable impact of premium out-of-home — especially formats built to be filmed and shared. The best OOH now works twice: once in the street and again in the feed.
Our advice is to design OOH for its second life. Build the creative to be photographed and shared, and a single spectacular site can deliver reach and fame far beyond the people who physically walk past it.
Quick FAQ
What is Metads' new installation?
A 3D out-of-home site at Berlin's Potsdamer Platz combining ground-level LED with large facade screens, with Nissan and Shark among the first advertisers, per W&V around 14 September 2026.
Why is out-of-home resurgent?
It cannot be skipped, blocked or scrolled past, reaches people in the physical world, and premium landmark sites offer brand-building scale that is increasingly scarce elsewhere.
Why does the 3D format matter?
Spectacular anamorphic executions get filmed and shared, giving a single physical placement a second life online and far greater reach than the site alone.
Out-of-home is having a renaissance for a simple reason: you can't skip it, block it or scroll past it. And 3D formats make it work twice — once in the street and again in the feed, as people film and share the spectacle. As digital attention gets scarcer and pricier, the ability to genuinely stop someone in the physical world is worth more, not less. — Daniel Nikolla, Founder of Merx Marketing
The takeaway: premium digital out-of-home is resurgent because it's un-skippable and un-blockable — design 3D and landmark OOH creative to be filmed and shared, and a single site delivers reach far beyond the people who walk past it.
Is your media plan missing the un-skippable impact of premium out-of-home — and if you ran a spectacular site, would the creative earn a second life in the feed?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: W&V.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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