The document discusses Rachel McNeely's project on developing an interactive advertisement. The project aims to track a user's motions through gestures without requiring wearables to control visuals in an immersive experience. It will use projection mapping on surfaces like floors, walls, ceilings or windows in public spaces. The concept is to create an engaging yet unintrusive installation that sparks curiosity through aesthetically pleasing graphics controlled by natural user interactions.

1. Interactive Advertisement
By: Rachel McNeely

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. Type of projection
Floor projection

10. Types of Projection
Water projection

11. Types of Projection
Wall projection

12. Types of Projection
Ceiling projection

13. Types of Projection
Window projection

14. How it will be made

15. How it will be made

16. How it will be made

17. Three areas
 Concept
 Projection
 Tracking

18. Tracking
Software
 GEM – very little knowledge, good libraries OS
 OpenFrameworks – video blob tracking working OS
 Processing – Java based
 MAX/MSP – Used for installation

19. 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

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

21. Concept
 Simple yet effective
 Well designed clutter free
 Advertisement V's Awareness
 Engaging
 Examples:
Change perception of scene
Clear the fog

22. Project Research
Whats been done
 Project 1 – Monster Media – clear the fog
 Project 2 – Adobe interactive wall
 Project 3 – Nike in store installation

23. 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

24. 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

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