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431 innovative media presentation

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nina zainudin

on 28 September 2012

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Transcript of 431 innovative media presentation

Gradually becoming more affordable
Lower prices of projectors and holographic technology
More consumer-friendly
Cost-effective advertising strategy 431 Innovative Media Vehicle
Holograms Innovative Aspects 3D HOLOGRAMS Pros
and
Cons Timeline Pros 5+7= (cc) image by anemoneprojectors on Flickr 5+7= (cc) image by anemoneprojectors on Flickr High Degree of Interactivity
visual aesthetics vs printed information
brand involvement prior to purchase High Low Impact High Degree of Interactivity Tv, magazines, radio, newspapers, outdoor Holograms Benefits for Advertisers: generate positive consumer attitudes towards the brand Appeal to most demographics Benefits for Advertisers: increase brand awareness to a larger segment Cheaper compared to
traditional media Cons Cost for a campaign
Broadcast and print media:
$50000 - $20 million
Holograms:
$10000 - $100000 Future Trends Benefits for Advertisers:
benefits smaller companies. Better for companies who want to portray themselves with a fresh image. Lower cost in the long run. Little market research available
skeptical perceptions
insufficient tests
Cost-benefit analysis
Trade-off of high reach to target audiences
far exceeds risks involved Requires specific viewing distances and positioning
Minimum distance can be calculated
Strategically-placed hologram to ensure minimum viewing distance No expertise environment in Singapore
Quality compromised

Outsource to overseas companies
E.g. Infinite Z (cc) image by jantik on Flickr Tupac's 3d-hologram at Coachella Valley Music & Arts festival cost around USD $100,000- $400,000. https://vimeo.com/32589686 Growing interest in this new medium.
Companies are starting to pick up on this technology. Develops an interactive 3D environment to enhance user experience
Recruiting apps and developers to continue improving the system.  http://www.slideshare.net/Funk98/when-might-3d-holograpy-be-feasible Proliferation of 3-d technology
Lower laser system prices Overview New Technologies Potential Revenue from
OOH $134 million per year Holographic TV Holographic Mobile Technology Holograms you can touch - Holographic TV as a future consumer
device
- By the Object-Based Image Group at MIT
- Real time rendering methods
- One can walk around the object
projected -> Kinect Software
-> Motion Parallex - Possibility and speculation of mobile phones projecting images and information
- Apple Inc. hiring 3D specialists to research on such technology About! Media: OOH
Medium: Physical Space
Media vehicle: Hologram outdoor advertising -> According to the Apple patent, “Each viewer could be presented… with complete freedom of movement… without the need for special viewing goggles or headgear.”
-> “individual observers … can be uniquely identified based upon distinctive personal characteristics (e.g., height, shoulder width, distinctive outline, etc.),” - allows for personalised advertising People spend “40% of their day out-of-home”
- Clear Channel Singapore virtual,
realistic,
depth (360deg)
futuristic forward-looking
point-of-purchase - Research from Tokyo University combines holographic laser technology with tactile sensory machines
- Able to feel the texture of a product Diffusion of Innovative Media Monetary Potential Lower Prices High Interactivity Conclusion Appeals to all demographics Holographic Computer Generated Images, Robert L. Baker, Auburn University
Elmorshidy, A. (2010). Holographic projection technology: The world is changing. Journal of Telecommunications, 2(2), 104.
Kozacki, T. (2010). On resolution and viewing of holographic image generated by 3d holographic display. Optics Express, 18(26), 118-129.
Funk, J. (2011). 3D holography: When might it become economically feasible (Powerpoint Slides). Retrieved from: http://www.slideshare.net/Funk98/when-might-3d-holograpy-be-feasible References Hologram Out-of-home Advertising Augmented Reality/QR Codes POINTS-OF-PARITY Outdoor displays Virtual Images VS Out-of-home Advertising:
3D: "twice the impact"
No space Constraints

VS Augmented Reality/QR Codes
Zero-hassle Interaction POINTS-OF-DIFFERENCE Outdoor Virtual Images Questions?
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