• by Erik Sass  @eriksass1, February 2, 2010

One of New York's oldest landmarks is getting a futuristic spin courtesy of CBS Outdoor, which partnered with N4D to create an immersive 3D out-of-home digital advertising environment targeting a potential audience of 70,000 commuters a day in the busy train terminal. The 3D campaign for Visa, highlighting its new "Go World" high-def commercials, will run through February.

The main 3D display is a theater-like installation where passersby can see commercial spots with audio. This 3D installation is accompanied by a number of 3D dioramas in Grand Central's high-traffic shuttle passageway, as well as brand ambassadors who distribute thousands of 3D viewing glasses.

The 3D commercials are shown daily from 11:30 a.m. to 1:30 p.m., with ordinary broadcast spots airing the rest of the day. Overall, the CBS Outdoor 3D campaign in Grand Central features more than 100 pieces of media from Visa.

Like movies, a new wave of 3D technology promises to revolutionize digital out-of-home advertising, pioneered by companies like N4D and Provision. But 3D is still in its infancy, following the first real investments in 2009. One of the main limitations is the lack of content tailored for 3D presentation, according to a report released in July 2009 by Futuresource Consulting.

Still, 3D is building momentum, thanks to partnerships between existing networks and companies specializing in the new technology. Last year, Screenvision, a leading cinema advertising company, announced it was rolling out digital ad platforms in movie theater lobbies in partnership with Cinema Scene Marketing, which installed 230 digital posters. Cinema Scene's digital displays include 3-D LCD screens and billboards, as well as interactive kiosks.