Research Presentation

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Interactive Advertisement

• By Rachel McNeely

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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

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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

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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

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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

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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

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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

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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

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Type of projection

• Floor projection

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Types of Projection

• Water projection

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Types of Projection

• Wall projection

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Types of Projection

• Ceiling projection

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Types of Projection

• Window projection

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How it will be made
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How it will be made
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How it will be made
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Three areas

• Concept
• Projection
• Tracking

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Tracking

• Software
• GEM very little knowledge, good libraries OS
• OpenFrameworks video blob tracking working OS
• Processing Java based
• MAX/MSP Used for installation

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Tracking

• Issues
• 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

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Projection

• DIY
• Wax paper frame inside the window.
• Lighting issues
• Rear projection Film
• 3M sponsorship / Wedgewood AV Ltd / Spyeglass
• Costing currently
• IDC Projector

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Concept

• Simple yet effective
• Well designed clutter free
• Advertisement V's Awareness
• Engaging
• Examples
• Change perception of scene
• Clear the fog

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Project ResearchWhats been done

• Project 1 Monster Media clear the fog
• Project 2 Adobe interactive wall
• Project 3 Nike in store installation

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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

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Research so far

• Interactive 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

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Future

• Technology
• Tracking testing
• individual user, controlled lighting
• Projection material
• Sponsorship / costing
• Decide on camera
• Test multiple cameras
• Concept development