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