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IIT KHARAGPUR
Term paper on
INNOVATION IN ADVERTISEMENT USING TECHNOLOGY
Submitted to:
Dr Prithwis Mukherjee
Submitted by:
Arun Yadav(10BM60016)
ABSTRACT:
Gone were the days when advertisement was limited only to banners, newspaper ads, TV adds.
Advertisement these days is not limited to only a few medium, instead it is exploring new medium for
itself everyday. With the use of new technology available, companies are really using them to
advertise and stand out from other companies. With the no of web users reached to 2 billion
(approx.), web 2.0 is looked as the medium with most potential. Companies advertise themselves on
social-networking sites, blogs, video sharing sites & web applications.
We are about to see a dynamic shift in the way advertising is done. Viral advertising is one type.
There are other technologies which are under testing and which are going to revolutionalize the
advertisement in next decade. This is what is going to be the main focus area of this paper.
INTRODUCTION:
As we all know , Advertisement is the activity to attract public attention to a product or business . It
can be done using various mediums .It can be print advertisement in paper , radio advertisement,
video advertisement in television and many more. Advertisement and innovation goes hand in hand.
The main purpose of advertisement is to attract the attention of the recipient .The same can not be
done without innovation. Its consumers tendency to pay selective attention. People do not listen to or
notice everything that they hear & see. To make an impact on the recipients mind, advertisement
should have something that makes it stand out from the crowd, to get in notice of the recipient. With
the use of technology available the advertisers are making it sure that their message through
advertisement is noticed
LOOKING BACK:
Advertisement is not a new phenomenon. It is being there since 4000 BC. But we will talk
only about recent history. The main medium for advertising in the 19th century was the technology
then available. Primarily it was done as posters and banners for advertising in a smaller region. For a
larger coverage, advertisement in newspaper was done. Later when radio becomes common,
advertisement on radio was the most innovative way to attract public attention as it was easier to say
what u want to convey instead of printed advertisement. Television becomes common only in the
second half of the century. Invention of television and it becoming a mode of entertainment for public,
opened gates of opportunity for advertisers. They can now present themselves in a better way
through video. The scope of innovation in videos made it the most sought after medium for
advertisement. It was also the medium for most innovative advertisements.
The end of previous century saw a drastic change in the way advertisements were done. With the
usage of internet becoming common a whole new world opened for the advertisement industry.
CURRENT PRACTICES.
Today we live in a world full of gadgets. We have a lot going all around us. We are open to various
sources of media . Technology has changed a lot about how advertisements are done, how the
message is conveyed. Advertisers do not follow the general conventional way to advertise, instead
they use the technology around us to advertise. Some of the technology advancement that has
changed the advertising industry are as follows:
Devices such as dubbed eyebox2 ,a camera that can monitor eye moment up to 10 meters away can
be used for further enhancing the capability of billboard. It is good enough to know that whether a
person is looking towards the billboard or not. It can also track several people at once and determine
The main features that can be imbibed in attentive billboards are as follows:
1.
2.
3.
4.
Ability to predict the gender of the viewer using low cost camera.
Real time detection
Support for simultaneous multiple object detection.
Ability to count the total no of objects.
IN-GAME ADVERTISING:
It refers to using computer and video games for the advertisement purpose. This process is currently
followed but not on a very large scale. It is estimated to grow to $1 billion by 2014.In game advertising
is mainly done to target the male 18-34 demographic who are neglecting television as they are fonder
of computer and video games.
In game advertisements can broadly be of two types:
1. STATIC IN-GAME ADVERTISEMENT:
In case of static in-game advertisements, the advertisements were put while programming
and once the programming of game is done, the advertisements cannot be changed after
that.
MOBILE ADVERTISEMENT:
Mobiles will be the most effective medium for advertisement. The total no of mobile phones in world is
5,000,000,000. Advertisement using sms , mobile browser is already in existence but the coming
decade is going to see a great change in advertising using mobiles as medium. As new technology
such as 3g and 4g have already started in almost all parts of world, the speed at which data
transmission takes place in mobile phones have changed drastically. Watching and sharing videos
directly from mobile is common practice these days. As mobile users are not willing to pay for
applications and games, application provider and games provider have started making them available
for free and they imbibe ads within the application. This way they are able to advertise every time the
user starts playing. The advertisements asks for internet connection during starting up, as soon as it
is provided to the application, it downloads advertisement in real time and display it on the application
screen. This kind of advertisement methods are going to be followed in the next decade. With the
increase in data transfer speed, interactive advertisements consisting of rich media, animations and
videos will be delivered directly to the mobile phone. Hence will be able to target larger no of people
3. HOLOSCREENS:
A holographic screen or holoscreen is a display technology that uses coated glass media for
the projection surface of a video projector. When the projection of image is done on the
display, the image seems to be displayed on free air as the projection surface is not visible.
It is another way to catch attention of
people.
WEB3.0:
The next big wave in web technology Web 3.0 also known as semantic web is on the horizon. Some
of the key components of web 3.0 are browsing habits, browsing methods, more intelligent
information and openness of the Web.
The key components included in web 3.0 are as follows:
The different things that can be done in a virtual environment are as follows:
1. You can arrange a meeting with a person that is far away physically.
2. If u need to visit a doctor. Go to the virtual clinic, turn on your camera and you are in
business. If you need some test runs, the doctor can order the nurse to your home or
send you at- home testing supplies.
3. Instead of attending rock concert, check some shows in virtual world. You can get some
avatars performing live and in a few cases live feeds of real rock concert.
4. Want to buy something? Go to virtual stores, meet the salesman; select the product and
the product will be shipped to your home.
5. Want sales leads? Visit one of thousands of networking locations typically labelled as
networking lounges
Virtual reality sites are the best place to advertise in the current changing scenario. Create
virtual stores, service centres which can help in promotion of product. www.Secondlife.com is
one of the best websites for this purpose. Other available options are:
www.ActiveWorlds.com
www.entropiauniverse.com
www.There.com
www.Kaneva.com
www.Worlds.com
VIDEO ADVERTISEMENT:
We can still see a craze towards videos across the world. Everything has been transferred from text
and audio to video. Everyone wants to see things rather than reading and hearing them.Entertainment
factor, ease of use and almost everything is availaible . Due to these reasons the video industry iis
growing day by day. A major shift has taken place from physical dvd viewing to on demand viewing.
People do not have time to go to DVD shops and buy DVD, insead they turn on their computer and
watch something there. People can easily find videos for almost everything such as comedy, home
viseos ,concerns ,other genre of videos on the internet . One can sit in front of computer and watch
videos availaible on internet for hours.
Due to all these reasons you tube is getiing famous day by day. Also one can easily find various tv
soaps, movie clips on you tube which he may have missed to watch.
Also due to the expansion in the bandwidth the quality of videos have also increased , now one can
easily find high defination videos on youtube which one can directly watch. So you tube has become a
very attractive option to advertise and is growing further by coming up with innovative ideas . One of
the main reason why youtube is so popular is because most of the content is user generated . So the
quantity of content already availaible on you tube is vast. And its increasing day by day.
There are various ways to advertise on youtube but the main 2 ways are:
1.VIRAL VIDEO:
Prepare a video which has some ingredient of general public interest such as comedy or any current
affair and present it in a way that people like it. Once it is being uploaded,the rest would be done by
people itself. If the video be good enough ,it will be a instant hit and will be recommended to see via
word of mouth.
2.ADVERTISE BEFORE VIDEO:
One can also prepare a small advertisement which will be shown before any hit video. This way your
advertisement will be noticed by the people watching the video.
REFERENCES:
Marketing in the moment - MICHAEL TASNER
The creative internet (106 things)
http://en.wikipedia.org/wiki/Holographic_screen
http://www.davesite.com/internet/webads.shtml
http://smedio.com/2010/07/26/the-future-of-advertising-in-a-web-2-0-world/
http://en.wikipedia.org/wiki/In-game_advertising
http://blogs.techrepublic.com.com/tech-news/?p=1194
http://www.powerhomebiz.com/vol118/admediums.htm
http://www.gizmag.com/go/6764/
http://www.bibliotecapleyades.net/sociopolitica/esp_sociopol_bluebeam05.htm
http://www.gizmag.com/go/3863/
http://en.wikipedia.org/wiki/Out-of-home_advertising
http://www.rediff.com/money/2007/nov/08ad.htm
http://www.newscientist.com/article/dn17424-innovation-when-advertising-meets-surveillance.html
http://www.newscientist.com/article/dn11810-tracking-billboards-could-give-you-the-eyeball.html
http://www.wall.de/en/press/creative_news/facetracking_sensor
http://devilsworkshop.org/gender-recognition-system-for-targeted-web-advertizing/
http://www.computer.org/portal/web/csdl/doi/10.1109/ACV.2002.1182169
http://www.Secondlife.com
http://www.chiefmartec.com/2008/11/disruptive-innovation-in-online-advertising.html
http://en.wikipedia.org/wiki/Web_2.0#Web_3.0