Interactive Advertisement

By: Rachel McNeely

What I will cover

Where it came from What my project is about Advertising as we know it - Its area of use

User base How it would be made Research so far – costing / projects

Future Plans

Where it came from

Areas of interest - Dance, Drama, Performance

Topics of interest – Sensors, Motors, Arduino, OpenFrameworks, Tracking

Concepts SenseCam Augmented Reality 3D modeling in real-time Tracking - webcam000

Where it came from

Concept – Performance motion control Tracked performer during performance Allowing body movements to control the visuals Also looked at audio control Real-time

What my project is

An interactive Advertisement which will track the motion of a user

Aims: To look at natural interaction of a

human(e.g. Gestures) that doesn't require the user to wear / hold anything

To interact without instruction or learning An immersive experience that involves

peoples senses in a physical space

What my project is Objectives –

To create a non-invasive piece that encourages the user to interact

Spark curiosity – question the space To hide the technology Communicate through aesthetically

pleasing graphics – Don Norman Usability and computer interface design Look at social influences Experience design – Bill Buxton

Why an Interactive Advertisement?

New Technology - unnatural way we use a computer

Advertising – move from passive ads

“interactive advertisement” = flashing banner Move away from Web browser Future - Aims and purpose, further exploration

Focus off technology – scary speed of change

Background - Multimedia + Sales and Marketing

Fun – inspired by the fun theory

Users and Where it should be used

Users = general public Age groups Gender Nationality

Advertisement dependent to some degree Street / Shopping Centre shop window In-store

Type of projection

Floor projection

Types of Projection

Water projection

Types of Projection

Wall projection

Types of Projection

Ceiling projection

Types of Projection

Window projection

How it will be made

How it will be made

How it will be made

Three areas

Concept

Projection

Tracking

TrackingSoftware

GEM – very little knowledge, good libraries OS

OpenFrameworks – video blob tracking working OS

Processing – Java based

MAX/MSP – Used for installation

TrackingIssues Lighting – controlled / not controlled Movement – busy street scenario / shopping centre

Multiple users – using it at the same time

Camera – Webcam / Firewire camera connection

Multiple sources – camera and infrared

Frame difference – double timing

Projection DIY

Wax paper – frame inside the window. Lighting issues

Rear projection Film 3M sponsorship / Wedgewood AV Ltd /

Spyeglass Costing currently

IDC Projector

Concept Simple yet effective Well designed clutter free Advertisement V's Awareness Engaging

Examples: Change perception of scene Clear the fog

Project ResearchWhats been done

Project 1 – Monster Media – clear the fog

Project 2 – Adobe interactive wall

Project 3 – Nike in store installation

Research so far 'New Media, same (fascinating) process'

Journal of Interactive Advertising

'Experiencing interactive advertising beyond rich media: Impacts of ad type and presence on brand effectiveness in 3D Gaming immersive virtual enviroments.'

Journal of Interactive Advertising

'Interactive advertising and presence: A Framework'

Journal of Interactive Advertising

Research so farInteractive two-way communication 'Active-Ad – Analysis of success criteria for interactive

advertising formats'

Information Society technologies , European Commision

Measuring Effectiveness

'Measuring the effects and effectiveness of interactive advertising: a research agenda'

Paul A.Pavlou and David W.Stewart

FutureTechnology

Tracking testing individual user, controlled lighting

Projection material Sponsorship / costing

Decide on camera Test multiple cameras

Concept development