۱- Introduction

۲- Objective

۳- Motivation

۴- Literature reviews

۵- Methodologies

۶- Results and discussion

۷- Conclusion and future works

۸- Limitations

References

Abstract

With the growth of Internet and electronic devices, the position of multimedia advertisement is getting more and more important. Our research aimed to combine this new technology with a web page to design a novel interactive e-billboard system which can collect consumer emotions. We developed an interactive e-billboard based on Kinect motion sensing camera. The system provides a friendly user interface for users and improves the exposure rate and quality of advertisement with a two-way interactive communication. The back-end system captures consumer emotions actively. The data collected will be used as a reference for the follow-up marketing strategy analysis.

Introduction

Due to the prevailing of capitalism, competition of opponents becomes fiercer. In addition, because of the popularity of science technology, the proliferation of new media technologies has made them an indispensable part of people’s lives. (Wei and Leung, 1998; Hsu, 2015a) Advertisers can use a lot of new media and advanced technologies to stay close to consumers’ lives to increase their own sales volumes. Advertising plays an important role in modern free markets. Thus, personalized advertisement is currently considered as a hot topic in product promotion. (Athanasiadis and Mitropoulos, 2010; Hsu, 2015b, 2017b) It becomes a very important issue for various organizations to make good use of advertising. The advertisements now are only offered by marketers, and it is difficult to realize consumers’ reactions. In order to make information flow in both directions, marketers can design an interactive advertisement as a bridge for consumers and marketers. The advertisement is just like a game and has a great presence. (Bellman et al., 2014; Hsu, 2017a) The digital interactive advertisements set on the streets, in the shop windows or in the department stores make consumers feel like playing video games. They can directly participate in the advertisement. It can make a two-direction flow between marketers and consumers (Hsu, 2010). New media, such as the Internet or interactive digital television, often combine different sensory inputs and different types of media content simultaneously. (Cauberghe et al., 2010; Hsu, 2017d) Image recognition technologies and motion sensing technologies now are used widely in many fields. Our research submits a new technology combining motion sensors. We use sensing technologies as sensory inputs with dynamic webpages to develop an interactive e-billboard system which has cross-platform databases. The collecting data of consumers’ emotions can be used as a reference when making marketing strategies. We separate our system into front-end system and back-end system. The dataflow diagram is shown in Fig. 1. Compared with conventional three-dimensional (3D) motion capture systems, Kinect has advantages of cost merit, easy system development and operation.