Download - 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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TrackingSoftware
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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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
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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 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
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FutureTechnology
Tracking testing individual user, controlled lighting
Projection material Sponsorship / costing
Decide on camera Test multiple cameras
Concept development