Today I attended an IAB Lunch which was themed: “Narrowcasting: marketeer’s dream or retailer’s nightmare?”. After the keynotes, the company Digidyn showed me an inspiring interactive environment; based on eyeclick’s motion tracking technology. I tried to shoot a movie with my cellphone, so forget about quality for a moment:

It sounds great that you can make every screen or environment interactive, and what I personally like even better is that it allows off screen interaction with products and items. You could see some toy’s at the start of the video, right below the screen. When the guy reached for one of them, a predefined application loaded.

Since there is a sensor bar above the screen, you could cover a whole environment much larger then a regular screen and make it interactive. Might sound weird, so I drew this sketch which clarifies a few things:

This way you as a retailer could - for example - detect what product the client takes from your shelves (without RFID or other expensive things) and then yielding to this action adjust your product information on the screen or start advertising another product. Aren’t interactive environments just sweet?

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Nokia launched cool new interactive bus-stop adverts around Londen. It involves a huge touchscreen where people can play a memory game. Their unique selling proposition is that this new Nokia N95 phone is so small, that you can’t figure out in which pocket it is.

This idea is integrated in the memory game. This video shows the ad at work:

You can also connect with the abri through WiFi and text messaging. 

via

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Remember the first interactive ad I referred to on this blog? The one with the neat lexus hologram? Unfortunally youtube took the video offline for copyright reasons, but I found out this Danish company created the display technology involved. As for displaying commercial information or product presentation I assure that these kind of displaying methods will replace regular advertising screens in some cases.

Not only because it has a high coolness factor, but because if developed further, it could offer complete 3D images where a new way of interfacing and interacting with information or products could be designed through motion sensing for example. But this is something for the research of a colleague.

Near the end of the video, concept sketches are shown for installations with span width well over 25 meters. As for representing cars on show events for example, this kind of technology probably could serve interactive narrowcasting better and with more insight through it’s 3D video capabilities, then regular screens could.

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What a coincidence, I used to take the bus once in this cabin while I was studying in Sweden! 

This picture was taken on Gustav Adolfs Torget in Malmö. Adland reported this interactive poster which is used as a consumer survey.

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