Sunday, 22 August 2010

rotation drag in action script

/* sets the starting point for the maths that follows */
var objectnewdeg = 0;
var objectdeg = 0;
var mindeg = 0;
var maxdeg = 300;
/* this function rotates the object live as the user drags */
rotateobject = function () {
/* this checks whether the user is rotating within the max and min rotation factors defined in the variables above, it only allows rotation if it is within the set limits, otherwise the object won't move */
if (objectnewdeg>=mindeg && objectnewdeg<=maxdeg) {
curpoint = _xmouse;
objectnewdeg = objectdeg+(curpoint-objectstartdeg);
_root.object_mc._rotation = objectnewdeg;
}
};
/* This starts the object rotation function and sets the starting point of the user's click - all rotation is then based on the difference between where the user first clicks and where they drag to */
_root.object_mc.onPress = function() {
objectstartdeg = _xmouse;
objectrotInterval = setInterval(rotateobject, 10);
};
/* This stops the rotation as soon as the user let's go. It also checks that the user has not been able to drag further than the min or max limits before the code could correct them, and if they have, adjusts the rotation to fit within the limit boundaries */
_root.object_mc.onRelease = function() {
clearInterval(objectrotInterval);
if (objectnewdegmaxdeg) {
_root.object_mc._rotation=maxdeg;
objectnewdeg = maxdeg;
}
objectdeg = objectnewdeg;
};
/* This is the same as the function above, but executes if the user has drifted off the object when they stop dragging */
_root.object_mc.onReleaseOutside = function() {
clearInterval(objectrotInterval);
if (objectnewdegmaxdeg) {
_root.object_mc._rotation=maxdeg;
objectnewdeg = maxdeg;
}
objectdeg = objectnewdeg;
};


While this code may have more lines, it's much simpler to follow. In addition it also allows you to set a maximum and minimum rotation factor, so you can set how far you want the user to be allowed to rotate the object in either direction.

To use it, simply paste it into frame 1, and create and MovieClip on the stage with the instance name 'object_mc'.

Monday, 28 June 2010

Monday, 21 June 2010

report on the applications of interactive media in industry


The ipod touch is a well known interactive application, for it's use. The Ipod touch touch has had increased sales due to interactive media apps. The apps are created by other designers and downloaded to the web. There are now thousands of apps with all different purposes.
They have constructed there layout in a interesting format which is usability friendly.
The interface displays visual icons that refer to the content they are displaying. When the user touches there specific icon (apps) then a new section (page) is opened.
The way the ipod scrolls down pages and documents is very unique as it has a function within the phone that lets you scroll with ease. This basically means that when the user scrolls and lets go then the ipod will carry on scrolling down all the pages until the user touches the the screen again.


http://www.artsource.nl/ (business)

This website is of a personal portfolio design.
The site is designed to show off there best portfolio examples. In terms of sales the designer has used her skills to show what she can do by turning her office into a illustration and making it interactive.
when I hovered over the draws on the desk they opened out and displayed a message which I assumed was the main navigation menu.
This was produced using movie clips inside button components so when hovered it would display the the movie of the draw opening.
There was also other interactivity as when I hovered over the lamp shade the light came on. By doing this added a little humour and more entertainment to her portfolio. It has also shown what she is available of creating in flash.



















(leisure) This interactive piece of technology is well known in gyms.


In terms of entertainment the machine is not designed to entertain but to help your body lose weight. However the interface does keep you entertained by keeping you informed with how much time you have left, and how much weight you have lost. The design and looks of this computer is based on a rectangular shape just like a TV.


The purpose of this design is to input your details into the computer using the buttons below the LCD screen then you are to choose a running mode from the button which is displayed "mode"


once your mode is selected the run will start and the user can adjust the level of the workout with the positive and negative icons shown at the button of the LCD panel.


The reason why the user understands this is because of the icons displayed on the buttons.










http://www.ford.com/ (business)







This website is of the ford website, the sales in this site is communicated by using a brand new ford car to help promote their sales.




The website is designed to sell and advertise new cars, in doing this the ford car in the main banner attracts attention as this is a brand new car in there range.




below the main banner the website displays more images of the latest modern cars which they have on sale. this will help there sale increase as the user will be able to come to this site and browse for a car for themselves.




They have accomplished this by using a high quality photograph of there latest car and using it as there main banner. they have used a blue gradient background which flows around the body of the website this communicates to the user that ford is a high quality car sale service.





Please click on the link below to see this website.






A report on interactive media in the industry


















When the user first logs into this website, the user does not expect to play a game before entering this site. There website contains allot of data and information so they had to think of a interactive way of keeping there customers on the site while there site content loads.




I think the way they have approached this idea is very clever that will keep the user occupied and they have the users attaition, for the whole time the preloder loads which certainly works. This idea also shows the user how well they can produce flash games so already they are proving themselves well.




Once the site content has reached 100% of bytes and is loaded, the graphic shows a Ipod in a persons hand. The ipod touch is the latest generation of phones out at this current time, so this communicates that this design team is on track with ideas and innovation.




This graphic would have been produced in a software such as fire works or photoshop and saved as a PNG 32 or equivalent for the web.




The hand would have been taken using a high resolution digital camera and then edited using photoshop or fireworks.














When I moved the pointer and clicked on a navigation button I noticed the button changed. It had sunken in and a finger was placed over the Rollover state. They produced this to make it look as if it was being pressed down.




This really made me feel as if I was actually using the ipod touch virtually.



















As I released the click on my mouse the finger disappeared and the graphics inside the ipod transformed into a new room.




I was not expecting for this to happen, as I thought I was going to be taken to a static page, but the new page turned out to be very interactive.


























As the Page loaded I noticed everything inside the page was interactive I have noted a few visual cues which first caught my attention. Such as the woman on the office chair turns her head around as the page is displayed. the visual cue communicates to the user that this area is to be clicked as there is more info,




The TV flashes and changes colour which communicates to me that they want me to click here as the TV might display some interactive content.




There is a dart board in the far background which shows that they have made a game for the user to play.

































































































































the effectiveness and impact of interactive media as a means of communication,

The impact of interactive media and a means of communication.

The Psychological Impact of Interactive Media on communication In today's society, computers and interactive media products have become one of the main needed and necessary products children have wanted, due to the quick passed, very exciting graphics and story lines in games have become a everyday activity in the child's life. Although the computer has been one of human kinds greatest technological advancements, the bright flashy screens and story lines in exciting new games have overtaken the minds of young children and have also become a main exercise for people today. Each form of communication in interactive media products have had a great impacts on societies, socially and psychologically. In spite of video games entertaining value, the contents and the use of it has been quite an issue for some people. Many blame video games for its violent contents and claim that video games communicate trouble with children’s process of growing up. A quote is is shown below here, taken from http://www.telegraph.co.uk/news/uknews/1967794/Video-games-cause-violence-most-children-admit-to-Ofcom.html

"Two thirds of those aged between 12 and 15 said that violence in games had more of an impact on behaviour than violence in television or films, the study by Ofcom found".

The reasons of that is, of course, children’s exhibition of violence. It is interesting to find that actually video games assist children a lot in their education as to introduce the first stage of computers and expand their ability on spatial subjects. It is also interesting to find that video games also communicate children in improving their hand-eye co-ordination, causing their reflex to be sharpened. As for an opinion saying that playing video games will make a kid’s social life poor, there is also an argument stating that video game culture has formed a little community, in which the players teach each other and co-operate as one encounters difficulties. In other word, video game culture here plays a big role in expanding gamers’ social life. As the technological era continues through time, daily life has become more reliant on technology (computers). The daily life of a persons interaction with other people has greatly decreased. With simply sending an e-mail to a friend or family member, the interaction has become less face-to-face, but more face-to-screen. Although this change is happening it is not all bad. With the use of this product, the time used planning arrangements and parties would be minimized, the time you have would be more effective such as things like playing sports and other interactions. Although we all look up to today's technology as a great advancement, many others look at it as a negative asset in today's society. Being a computer user quite regularly the need for a computer has become a compulsory need. The uses of the PC and technology has been outstanding. The new internet refrigerators and telephone operated air conditioners, life has become more and more simpler. Although life has become a dream with technology, the plain reality has kept use down to earth. With the life of a human on average, we use something technological at least 50 times or more per day. With a break though in technology everyday man has been unable to keep up. Computers, Car Stereos, Cars, Mobiles, Refrigerators, Air conditions, Printers, cameras, the list goes on and on. We have been around technology everyday in our life time. From the first automobile to the first television set, we have loved and adored technology. Interactive and communication technologies are transforming the way we communicate, work, learn, and play. As today's society grow, we develop an understanding of our self in relationship with other people. Our increasing cognitive abilities allow us to take the perspective of others and to understand how our actions produce consequences that can be harmful or beneficial to others. Specifically young people grow in an ever-expanding social environment that includes family, school, and other community organizations. As they interact with others within their social environment, young people gain an understanding of the expectations that are expected for their behaviour. Parents, teachers, and other important adults are actively involved in the moulding of norms and values that are considered acceptable in the social environment today. Through this process, young people develop a sense of personal identity and values that guide their decision-making and behaviour. On September 17 and 18, 1999, a group of researchers and practitioners met in a 2-day workshop to frame a research agenda around issues of the social dimensions of the use of interactive technologies by young people. The results from the experiment where as to be expected, people mostly young people have found it easier to communicate with other people over the internet because it is not a face to face experience. This form of communication has allowed the user to become alias to the real world but make a anonymous identification. Although not much information or answers were gathered from the experiment the information supplied was sufficient to gain the point of view that information technology has had a effect on the child's interaction development. Parents, educators, policy-makers, technology designers, and others require greater understanding of the social dimensions of the use of interactive technologies by people. This understanding will allow for the establishment of policies, strategies, and technology-based environments that will foster the safe, responsible, and beneficial use of

Interactive Technologies by today's society. In conclusion, the philosophical and psychological facts of technology cannot be ignored in relation to technology and society. Here, we are dealing with a second order effect arising from technological determinism. Not only does the current state of technology determine our choices for the future but it also influences our intellectual and emotional responses (the way we think/feel) to technology and to socio-economic problems generally. Despite the difficulties in assessing technology's impact, we have no choice but to try. Failure to address the impact of the new information technology may well result in increasing control of information by a powerful few, and in further erosion of the rights and choices of individuals regarding the application of new technology.


bibliography

screen design in others work.







































































































































































































































































































































































































































































































































































































































































































































































































































































































































































Sunday, 20 June 2010

Critically analyse interactive media products




The ipod touch has taken off to be one of the worlds greatest selling phones.
But when using the product there are some issues that I am going to discuss further. 

When a user buys one of these phones, they exspect all things to be working correctly but neally 35 % of users are having problems with there screens, some say that it don't work at all while others say it is just in specific parts of the screen when touched. A quote here from a user has had the same experience as many. taken from website http://www.zdnet.com/blog/apple/unresponsive-iphone-touch-screens/944

"A friend wrote that the whole top section of his iPhone is dead. It doesn’t register any touch at all. Investigating further, it appears that some iPhone touchscreens have started failing. Symptoms begin with lack of touch response in either the top or bottom strip. The problem is being referred to as dead strip."

This is just one fault of many another problem these phone encounter are

people say that the iphone brings up error messages when trying to update information.
Others say that there Iphones have missing functions and are unable to view certain files.


The most common iphone problem is shown below,

"One of the mostly faced and most common ipod touch problems is the performance of the ipod touch as per the expectations of the users or customers. What does it mean when we speak of the performance? It means the freezing of the browser sometimes in the middle of the operation. This freezing of the browser results due to slow operation of the processor. As per the survey conducted it was found that in order to deal with this problem customers have to reset or restart the ipod touch."


The Problem I see with the Iphone, "is that it is getting beyond what it was designed for" For example where has the original phone gone? the issue is this, a computer is a big piece of technology and when compressed inside a phone this is when we are seeing issues.
However computer parts are getting smaller and neater but we are still not ready for this innovation yet. I believe more time is needed before we can see a better improvement on the Iphone before releasing it out into the public.









Saturday, 19 June 2010

Evaluate BMI Calculator

Evaluation on BMI Calculator

During the research of this project I found that After looking in depth at different audio sounds and button sounds, I began to think how I could produce a sound which would reflect and communicate a BMI sound.
I produced several audio examples using a keyboard microphone and a mixer which was based on my research.
I tested my outcome by letting 10 people here the sounds i recorded, which then I asked them

"describe one word when thinking of this sound,"

There feedback Shown Below.
sound = click
  • tin can          The average was click, 
  • click
  • tapping
  • foot walking
  • pen dropping
  • click
  • pen click
  • tapping
  • finger click
  • light switch 
This was a good sign because I wanted the users to know this was a click sound, as I was looking for a clean sharp quick audio sound that shows the users they are on the rollover state of the interface.
When building the interface I encountered a few problems.
One of the main problems of this design was the action script within the BMI calculator.
The action script required a math function which I had to work out on paper first, when I solved the equation I had problems with the if statement.
Basically the in the if statement I wanted the code to run through the math part and get to the if statement, then say if  (BMI = (<25> 30) "BMI gotoAndPlay "this"); I got a bit confused with the "greater and less then" part of the code, this caused a problem because the code was being directed to a different movie clip, but I solved the code in time and the BMI worked the way I needed it to.

I added extra content to the calculator by turning the calculator into a BMI website, this was not required by the brief but I changed this because the calculator looked very bare on it's own.
with the required content and images and using aesthetics to change it's form I produced a clean looking user friendly BMI website. 

Friday, 18 June 2010

explore sound in others work

Below I have collected some example material of some audio that I may use for my interactive media design.


http://www.pachd.com/a/button/button1.wav


http://www.pachd.com/a/button/button4.wav




The following audio files were free samples taken from  http://www.pacdv.com/sounds/index.html


Monday, 14 June 2010

After Researching BMI sounds and sounds which are related to medical sounds. I have made a list of  ideas of uses for audio feedback in my interface.

Idea 1 

My interface will be based on a set of scales, which a person would stand on to test there body weight.
To display a audio message, I am going to design an interface layout on the scales, which the user can then click on a button to select there height weight and BMI.
once pressed these buttons will play audio feedback based on the research I have found, such as the medical sounds, and the audio sounds I have produced will show this.

The sounds I have decided on are clean and sharp sounds which also tell the user these sounds are quick, they don't need to be long and boring, it is just a sound to let the user know the button has been pressed down. and have some form of medical ring to it.

in the interface, there is a section when the user clicks on a large button, this is the BMI button.
once clicked a different sound is played.
 I have spent some time deciding on what sound to use for this particular section in the design, as I needed a sound that would not only have a medical ring, but also a sound to the user as if it is loading content for them.
This sound is the main sound that they will want to hear. I've experimented with a piano using the low keys, of the piano, and basically produced a tapping effect sound which sounds like time ticking away.  This audio will be played when the user presses the BMI button and waits for their Result.

Idea 2
 For my second idea I have thought of designing a bathroom scale so the user feels at home,  (like in idea 1 ) and when the user enters there BMI details, their would be a Button at the top of the page which would say "Click here for BMI" and when hovered it would content a audio file of one of the files I have produced during my research, this would let users know they have come to an interactive part of the site and there is a further page behind this level.
when the user clicks on this button, then another sound file would be communicated to the
 user. This will basically separates the rollover from the hit state for the user which will help unexperienced visitors easily use the site without getting lost. 
This is also helpful for a blind user. as they will be able to hear the difference between the two sounds.
When the BMI button loads the information on the screen a sound file will be played.



 

Tuesday, 4 May 2010

Requirements for interactive media software

Photoshop CS4, system Requirments.








1.8GHz or faster processor
Microsoft Windows XP with Service Pack 2 (Service Pack 3 recommended) or Windows Vista Home Premium, Business, Ultimate, or Enterprise with Service Pack 1 (certified for 32-bit Windows XP and 32-bit and 64-bit Windows Vista)
512MB of RAM (1GB recommended)
1GB of available hard-disk space for installation; additional free space required during installation (cannot install on flash-based storage devices)
1,024x768 display (1,280x800 recommended) with 16-bit video card
Some GPU-accelerated features require graphics support for Shader Model 3.0 and OpenGL 2.0
DVD-ROM drive
QuickTime 7.2 software required for multimedia features
Broadband Internet connection required for online services*







http://forums.techarena.in/windows-software/1104462.htm











Flash CS4 system Requirments.







Windows
* 1GHz or higher* Windows XP with Service Pack 2 (Service Pack 3 recommended) or Windows Vista Service Pack 1* 1GB of RAM* 3.5GB of available hard-disk space for installation; additional free space required during installation* 1,024×768 display (1,280×800 recommended) with 16-bit video card* DVD-ROM drive* QuickTime 7.1.2 software required for multimedia features







http://www.systemrequirements.in/system-requirements-for-pc-software-adobe-flash-cs4-professional.html







FireWorks CS4







Intel® Pentium® 4 or AMD Athlon® 64 processor
Microsoft® Windows® XP with Service Pack 2 (Service Pack 3 recommended); Windows Vista® Home Premium, Business, Ultimate, or Enterprise with Service Pack 1; or Windows 7
512MB of RAM (1GB recommended)
1GB of available hard-disk space for installation; additional free space required during installation (cannot install on removable flash-based storage devices)
1280x1024 display with 16-bit video card
DVD-ROM drive
Broadband Internet connection required for online services*







http://www.adobe.com/uk/products/fireworks/systemreqs/







Illustrator







2GHz or faster processor
Microsoft® Windows® XP with Service Pack 2 (Service Pack 3 recommended) or Windows Vista® Home Premium, Business, Ultimate, or Enterprise with Service Pack 1 (certified for 32-bit Windows XP and Windows Vista)
512MB of RAM (1GB recommended)
2GB of available hard-disk space for installation; additional free space required during installation (cannot install on flash-based storage devices)
1,024x768 display (1,280x800 recommended) with 16-bit video card
DVD-ROM drive
Broadband Internet connection required for online services







http://www.perpetualvisions.com/new-articles/cs4-illustrator/cs4-illustrator.html





Adobe Premiere Pro





If you are planning to work on HDV you want at least a Core 2 duo processor, minimum of 2gigs ram, a system drive for apps(doesn't have to be very large, 150gig or better) a large drive for video source files, and I like to add a third drive for things like Media Cache files, project files, audio clips, and other files that tend to clog the system drive, all drives SATA II, 7200rpm, for a video display card a Nvidia 8xxx or 9xxx series, with 512mb of memory, like a 8600GT or 9600GT chipset.





http://forums.digitalmedianet.com/cgi-bin/displaywwugpost.fcgi?forum=adobe_premiere&post=090002182231.htm





Adobe Indesign



Intel® Pentium® 4 or AMD Athlon® 64 processor
Microsoft® Windows Server® 2003 with Service Pack 2 (32 or 64 bit); Windows Server 2008 (32 or 64 bit); or Windows Server 2008 R2
2GB of RAM plus 256MB per additional instance
1.6GB of available hard-disk space; additional free space required during installation (Windows® virtual memory paging file size must be increased 2GB for each instance of Adobe® InDesign® Server)
1024x768 display (1280x800 recommended) with 16-bit video card
DVD-ROM drive
Broadband Internet connection required for online services*



https://www.adobe.com/africa/products/indesignserver/systemreqs/

Monday, 3 May 2010

how to apply divs

The first
we're going to create within the of this page will contain the entire content area. This allows us to position our layout within the display area wherever we want. We'll give this, and all containers, a unique identity using the "id" attribute of the
element.




Now, within our "page_container", we'll add containers for the specific content areas that we mentioned before. Again, we'll identify each uniquely.










  • At this point, if we were to render this document, we would not be able to see anything. Let's add some dummy content so that we can see what's happening. We'll use a typical scheme for structuring information including titles, sub-titles, paragraphs and a menu.

    1. ad litora torquent per conubia nostra, per inceptos hymenaeos. Phasellus id turpis. Sed purus. Integer eget ligula elementum felis aliquet rhoncus. Morbi augue.



  • Sidebar

  • Vivamus non urna eget nisi placerat vehicula. Vivamus semper molestie lacus. Proin a tellus et massa placerat ultricies. Curabitur viverra convallis felis.



  • Copyright Information




  • adding styles

    Let's create a basic set of selectors and definitions in our CSS file for the intrinsic HTML elements and for each of the containers. We want to remove the inherent margining and padding from all elements, remove the bullets from the
      that we're using for our menu, and allow for some simple background colors in our content areas for visual clarity.

      1. /* Intrinsic HTML Elements */
      2. body{margin:0;padding:0;}
      3. div{margin:0;padding:0;}
      4. h1{margin:0;padding:0;}
      5. h2{margin:0;padding:0;}
      6. h3{margin:0;padding:0;}
      7. p{margin:0;padding:0;}
      8. ul{margin:0;padding:0;}
      9. li{list-style-type:none;}


      1. /* Uniquely Identified Containers */
      2. #page_container{}
      3. #header{background:#999;}
      4. #left_column{background:#CCC;}
      5. #center_column{background:#ECECEC;}
      6. #right_column{background:#CCC;}
      7. #footer{background:#999;}

      Adding More Styles - Widths, Floats, and Clear

      First, let's define a width and position for our layout by adding definitions to our #page_container selector in our CSS file. Again, nesting all the content in this overall container allows us a great deal of flexibility.

      #page_container{width:760px;margin:0 auto;}





    Thursday, 29 April 2010

    custom colour picker

    //using a butten here the code for a custom colour picker.

    on (rollOver) {
    var colorful = new Color("_root.shapes_mc");
    colorful.setRGB(0x003366);
    }

    interactive media essay.

    Interactive Media and it’s global Effects.

    What is Interactive Media image1

    What is Interactive Media? I am going to begin my essay with a brief definition of the phrase Interactive Media; "Interactive media is the integration of digital media including combinations of electronic text, graphics, moving images, and sound, into a structured digital computerised environment that allows people to interact with the data for appropriate purposes. The digital environment can include the Internet, telecoms and interactive digital television." In the simplest of terms, Interactive media is any type of media that you can interact with. Whether it be a mobile phone, television or a website, as long as your interacting with a piece of digital technology, it then comes under the phrase Interactive Media. How is Interactive Media Developing? Interactive media is vastly developing each year, not only in the amount of users but also the amount of creators, inventors and developers.

    The History of Interactive Media. image2

    Interactive advertising initially took off, largely fostered by a culture where advertisers weren’t pressed to measure their effectiveness. It wasn’t long before the bubble burst, leaving big brand advertisers feeling burned, interactive shops bankrupt, and the online markets all but evaporated. Around this time companies like Go To developed auction-based models that allowed advertisers to buy only the advertising that could meet their needs or accomplish their goals. Small-medium sized advertisers now had a completely automated means of advertising on the web.
    Go To was eventually able to change their infrastructure from a consumer destination to a syndication model, creating a win-win for both the advertiser and the web publisher. Advertisers were able to pay “fair value” for their advertising, work with a single vendor and reach millions of web users. Publishers could secure high-value ad inventory without having dedicated sales personnel trawling for original content or singular advertising partners.
    Over time, even graphical, CPM-based advertisers turned to sponsored search. Once they got past the notion that branding requires big graphical ads, they realized a whole new paradigm for interactive advertising. In line with this trend, Google amended their own paid listings product in 2002 so it was no longer sold on a CPM basis, but on a more measurable CPC instead.
    Fast forward a few years. Paid search has basically saved interactive marketing. A variety of fledgling web publishers not only bounced back, but came to thrive by syndicating their content to the engines’ search results pages. Google and Overture have rebuilt the internet economy, and a variety of Tier II players are staking their claims as well.
    With big growth, however, comes equally big limitations. The growth potential of each of these businesses is hampered by the overall volume of searches that take place every day. Luckily, for every challenge savvy entrepreneurs offer a solution.




    The Psychological Impact of Interactive Media on Society image 5In today's society, computers and interactive media products have become one of the main needed and necessary products children have wanted, due to the quick passed, very exciting graphics and story lines in games have become a everyday activity in the child's life. Although the computer has been one of human kinds greatest technological advancements, the bright flashy screens and story lines in exciting new games have overtaken the minds of young children and have also become a main exercise for people today. Each interactive media products have had a great impacts on societies, socially and psychologically. In spite of video games entertaining value, the contents and the use of it has been quite an issue for some people. Many blame video games for its violent contents and claim that video games interfere with children’s process of growing up. The reasons of that is, of course, children’s exhibition of violence. It is interesting to find that actually video games assist children a lot in their education as to introduce the first stage of computers and expand their ability on spatial subjects. It is also interesting to find that video games also assist children in improving their hand-eye co-ordination, causing their reflex to be sharpened. As for an opinion saying that playing video games will make a kid’s social life poor, there is also an argument stating that video game culture has formed a little community, in which the players teach each other and co-operate as one encounters difficulties. In other word, video game culture here plays a big role in expanding gamers’ social life. As the technological era continues through time, daily life has become more reliant on technology (computers). The daily life of a persons interaction with other people has greatly decreased. With simply sending an e-mail to a friend or family member, the interaction has become less face-to-face, but more face-to-screen. Although this change is happening it is not all bad. With the use of this product, the time used planning arrangements and parties would be minimized, the time you have would be more effective such as things like playing sports and other interactions. Although we all look up to today's technology as a great advancement, many others look at it as a negative asset in today's society. Being a computer user quite regularly the need for a computer has become a compulsory need. The uses of the PC and technology has been outstanding. The new internet refrigerators and telephone operated air conditioners, life has become more and more simpler. Although life has become a dream with technology, the plain reality has kept use down to earth. With the life of a human on average, we use something technological at least 50 times or more per day. With a break though in technology everyday man has been unable to keep up. Computers, Car Stereos, Cars, Mobiles, Refrigerators, Air conditions, Printers, cameras, the list goes on and on. We have been around technology everyday in our life time. From the first automobile to the first television set, we have loved and adored technology. Interactive and communication technologies are transforming the way we communicate, work, learn, and play. As today's society grow, we develop an understanding of our self in relationship with other people. Our increasing cognitive abilities allow us to take the perspective of others and to understand how our actions produce consequences that can be harmful or beneficial to others. Specifically young people grow in an ever-expanding social environment that includes family, school, and other community organizations. As they interact with others within their social environment, young people gain an understanding of the expectations that are expected for their behaviour. Parents, teachers, and other important adults are actively involved in the moulding of norms and values that are considered acceptable in the social environment today. Through this process, young people develop a sense of personal identity and values that guide their decision-making and behaviour. On September 17 and 18, 1999, a group of researchers and practitioners met in a 2-day workshop to frame a research agenda around issues of the social dimensions of the use of interactive technologies by young people. The results from the experiment where as to be expected, people mostly young people have found it easier to communicate with other people over the internet because it is not a face to face experience. This form of communication has allowed the user to become alias to the real world but make a anonymous identification. Although not much information or answers were gathered from the experiment the information supplied was sufficient to gain the point of view that information technology has had a effect on the child's interaction development. Parents, educators, policy-makers, technology designers, and others require greater understanding of the social dimensions of the use of interactive technologies by people. This understanding will allow for the establishment of policies, strategies, and technology-based environments that will foster the safe, responsible, and beneficial use of

    Interactive Technologies by today's society. In conclusion, the philosophical and psychological facts of technology cannot be ignored in relation to technology and society. Here, we are dealing with a second order effect arising from technological determinism. Not only does the current state of technology determine our choices for the future but it also influences our intellectual and emotional responses (the way we think/feel) to technology and to socio-economic problems generally. Despite the difficulties in assessing technology's impact, we have no choice but to try. Failure to address the impact of the new information technology may well result in increasing control of information by a powerful few, and in further erosion of the rights and choices of individuals regarding the application of new technology.


    Interactive media and it’s use’s image 3
    Interactive Media is the most wide range type of media possible. There is no limit to what you can do in interactive media. All types of avenues such as web design, web development World Wide Web, Internet forums, computer games, online games, interactive television, e-Mail and electronic literature and many other sources of media apply. One of the benefits of interactive media is that the technologies of it are always emerging. It does not stay at a stand still because there is no definite measure of interactive media. Many times, clients have changing views for what they want for their product and being the developer for the product as an interactive developer, this makes it that much more difficult. I assume that in other forms of media it is more clear cut in the sense that you have a need and without little trouble, the product is developed. In conclusion, if you crave to be creative in what you do or want to pursue, then interactive is the way to go!
    People will always crave media that will allow them to experience an environment that is more like the world as God made it. In other words, the more media becomes like the "real" world, the more it will be accepted and embraced by human beings. We are made in God's own image and this is why we can look at the beauty of the earth and say "it is good," just as God said in the book of Genesis.
    This is also why television overtook radio, colour television overtook black and white and why high definition television is overtaking standard definition television. Interactive, immersive, multi-sensorial, multimedia will eventually be widely accepted and even demanded, because it is more like God's real world - never as good as His world, but "like" His real world. When it's not possible to actually stand in a rain forest, virtual experiences will offer the next best thing until you can get there.
    Is interactive media something that is completely attainable? I view it as an immersive element of our world that few will actually indulge in when the media becomes available. I am not doubting that the media will be attainable (technology and creativity are at an all-time high), I am merely asking whether or not those ordinary people in everyday life will be excited about the medium that is creating a huge buzz in this field.

    The Future of Interactive Media image 4

    Marshall McLuhan is dead: The medium is no longer the message. This message appears to be lost on venture capitalists who, by focusing solely on hardware and software, are chasing the wrong Internet rainbows. As has been the case with earlier "new" media, the long time value and profits will lie with information rather than technology. After all, the biggest money to be made in radio, movies, and television (which were once new technologies) lies in creating and owning the information and programming rather than in the cameras, microphones and transmitters.
    Indeed, VCs are trying to enter the 21st century using a 20th century idea. In the 21st century environment, companies that view themselves as "publishing" companies, "broadcast" networks, "book" publishers, "CD-ROM" companies or "Internet content" providers are climbing out on evolutionary branches with no future.
    VCs need to realize that the medium is no longer the message. Instead, original knowledge and information databases are the message and the medium has become a consumer interface that shapes the form of the information to become most relevant and convenient to the consumer's desired use of the information.
    Most of the companies which create data and license their information to data packagers and aggregators do not make efficient use of their proprietary information. These companies use the old "medium is the message" paradigm and think of themselves as "publishers" or "broadcasters" or "content providers."
    This is the information equivalent of a steel producer which thinks of itself as being in the guard rail business and ignoring every other use of steel. Thus, great amounts of proprietary information go untouched because the creators make them available for only one interface.
    A company's information engine maintains a database which can be segmented, sliced, diced and recombined according to consumer usage.
    As early print entries to the World Wide Web discovered, information cannot simply be shovelled from one interface to the other with little or no alteration.
    New media accommodate and change traditional forms as consumers learn how they assimilate the capabilities of new media and alter their behaviour.
    Accordingly, radio and motion pictures did not kill print; television did not kill radio and motion pictures and the World Wide Web will certainly not kill television or print.
    Research and the experience of those pioneers who tried to implement interactive television (and even interactive books) have found that people don't want to interact with television; this is not a function of the technology so much as a function of content and consumer ability.
    On the other hand, print-centric companies are finding that similar problems result from shovelling passive mode information into an interactive mode interface such as the World Wide Web. People do not want to spend hours reading long articles on the web.
    Finally, video games have shown that people will interact with their televisions, but this use is not an information content interaction, but a human-computer software interaction which requires a different state of mind and a different interface mode even though the hardware (television) remains the same.
    What this all means is that information companies must shape their data to fit with the media interface desired by the consumer.
    Being media-centric rather than interface-focused is inefficient and deprives an information company of customers.
    Unfortunately, many (if not most) information companies sell their data once and bury it because they are in "publishing" or "broadcasting." The very expensive information is put on a shelf where it ages badly, inaccessible.
    It becomes an expense rather than an ongoing profit centre.
    On the other hand, the interface-focused company realizes that its information creation engine is at its heart, that it constantly spins off proprietary, protected, valuable data every day and it needs to be like the hog farmer who sells or uses everything but the squeal.
    Our experience shows that not only does a knowledge-based, interface-focused company wring the maximum profits from its data, but it creates a marketing synergy that results from the information's availability via multiple interfaces. Thus a person who reads a company's information or views it on television can then use the company's interactive web content to search for more information. Likewise, a web viewer might learn about a company's information online and then buy an offered book, print publication, software product or CD-ROM.
    Marshall McLuhan was right 20 years go; back then, the medium was the message. But time and technology have moved past that point. Today, the information database is the message and the medium is only the interface.
    Those who overlook this are doomed to spend the rest of their lives in the wrong century.
    Perdue is chairman and CEO of Sonoma-based SmartWired Inc.

    The face of the advertising industry has changed dramatically over the last few years, as the Internet has become increasingly dominant and has shouldered its way into the mainstream. Although advertising professionals are still inevitably grappling with the notion of how best to harness the power and peculiarities of the Web in order to tell their stories in the most effective manner possible, much of what is generating interest is where this dynamic, volatile platform is headed next.
    At a panel yesterday at the Future of Online Advertising Conference in New York, several industry experts tossed around their thoughts on what the future of interactive advertising will be. While there was a spectrum of views on the issue, there seemed to be a tendency for the discussion to keep converging back to focusing on a few particular trends.

    A sizeable chunk of ad spending has shifted to the online arena in recent times. Is there really something to be said about the effectiveness of the Internet, or are advertisers just going with the latest fad because they are dissatisfied with the returns they are getting from television advertising?
    Definitely the most vocal of the four panellists, Chan Suh -- president and CEO of Agency.com -- answered the question with a firmly pro-online stance: he explained that the Internet provides advertisers with clarity, measurement and increased accountability. Advertisers see the Internet as an opportunity to create a more "gauging relationship;" it provides them with multiple options to develop a deep relationship with, and a richer understanding of, their consumers.
    But the consumer's experience online often involves coming up a bunch of random ads that are not targeted at all and in fact having no personal relevance whatsoever.
    The general response to this seemed to be that while more customized and targeted ads are the direction in which the industry has heading -- this was almost unanimously acknowledged to be the next big growth market for online ads-- there are also big problems.
    According to Alex Blum, CEO of KickApps, through data mining processes nowadays, agencies are aiming to easily and anonymously create and collect consumer profiles that can then be used to fashion advertisements that are targeted in a manner that increases their relevance and effectiveness.
    Blum went on to add that the click method of tracking involves the inherent danger of engendering a sense of resentment in consumers, who often feel their privacy is being invaded. His suggestion: advertisers should harness the opportunities presented by social media -- 'scrape' sites like MySpace and Facebook in order to make use of information that people make publicly available about themselves.
    Suh was quick to knock the feasibility of this idea, arguing that the cost and time it takes to determine trends and figure out what people want through this method of scraping is not proportionate with the results. In an industry in which clients often demand answers immediately, scraping social media is simply too tedious. He went on to emphasize how useful it would be if ad prices could be determined using cost per influence rather than cost per thousand as their benchmark.
    Jim Larrison, GM of Corporate Development at Adify, gave his take on the problem, he explained that the industry has to get smarter about getting hold of a rich inventory of consumer preferences that can then be sold to advertisers.
    What will interactive advertising look like in 20 years?
    Hilmi Ozguc, CEO of Maven Networks, thinks that it will be "interactively richer… consumers will have more choices regarding how they can interact and what they want to see." Advertisers will be more adept at taking "short impressions and turning them into lasting relationships."
    Chan Suh's prophecies were the most eloquent, although perhaps the most hopeful: he explained that the face of interactive advertising will change to become "an incredible dance partner, who knows when you are going to take a sudden step, knows when you're going to dip, and who knows what state of mind you're in based just on your behaviour." His take on the future is that advertisers will be able to provide stories and ads based on what consumers want, and not just on what the clients want.
    Can display advertising ever achieve the same levels of success as search advertising?
    Alex Blum took this one, reiterating his stance on targeted adds he explained that the only way to counter this very direct experience of conducting a search is to address the targeting problem, and this can be done through data mining.
    With the advance of Internet advertising will the TV become less important?
    According to Hilmi Ozguc it will not: he argued that television will continue to remain an extremely important medium, however the face of television will inevitably change, with internet TV coming to the forefront in a manner that blurs any and all boundaries that currently distinguish the internet as a separate platform.
    What do you think the future of interactive advertising is? Are there particular trends that are clearly emerging or that you foresee will inevitably emerge over the next few years?





    Bibliography Web Pages: http://multimedia.design.curtin.edu/cache/v/0003/ http://vancouver.tao.ca/propaganda/tech/control.html http://proxy.arts.uci.edu/igasp/press/uci_release/release-gamingstudies.htm http://netizen.uoregon.edu/sdityp.html http://www.viktoria.se/play/ubigame/journal/

    http://www.kenfeingold.com/dinkla_history.html history in interactive media

    http://www-jime.open.ac.uk/ uses of interactive media

    http://danbri.org/words/2008/03/31/293 the future of interactive media.

    http://en.wikipedia.org/wiki/Marshall_McLuhan who is mcluhan

    http://www.digitallantern.net/mcluhan/ who is mcluhan

    http://danbri.org/words/2008/03/31/293 future of the web.


    Appendix

    http://corruptioninkenya.files.wordpress.com/2009/08/interactive-media.jpg Image 1

    http://www.teamteabag.com/wp-content/uploads/2008/05/atari_1.jpg image 2

    http://refineandfocus.files.wordpress.com/2008/01/istock_000004045206small.jpg image 3

    http://cordis.europa.eu/fp7/ict/programme/futint/images/ch1-123064.jpg image 4

    http://www.morganmclintic.com/.a/6a00d83420295d53ef0120a6b22d0b970c-800wi image 5

    interactive media essay.

    Interactive Media and it’s global Effects.

    What is Interactive Media

    What is Interactive Media? I am going to begin my essay with a brief definition of the phrase Interactive Media; "Interactive media is the integration of digital media including combinations of electronic text, graphics, moving images, and sound, into a structured digital computerised environment that allows people to interact with the data for appropriate purposes. The digital environment can include the Internet, telecoms and interactive digital television." In the simplest of terms, Interactive media is any type of media that you can interact with. Whether it be a mobile phone, television or a website, as long as your interacting with a piece of digital technology, it then comes under the phrase Interactive Media. How is Interactive Media Developing? Interactive media is vastly developing each year, not only in the amount of users but also the amount of creators, inventors and developers.

    The History of Interactive Media.

    Interactive advertising initially took off, largely fostered by a culture where advertisers weren’t pressed to measure their effectiveness. It wasn’t long before the bubble burst, leaving big brand advertisers feeling burned, interactive shops bankrupt, and the online markets all but evaporated. Around this time companies like Go To developed auction-based models that allowed advertisers to buy only the advertising that could meet their needs or accomplish their goals. Small-medium sized advertisers now had a completely automated means of advertising on the web.
    Go To was eventually able to change their infrastructure from a consumer destination to a syndication model, creating a win-win for both the advertiser and the web publisher. Advertisers were able to pay “fair value” for their advertising, work with a single vendor and reach millions of web users. Publishers could secure high-value ad inventory without having dedicated sales personnel trawling for original content or singular advertising partners.
    Over time, even graphical, CPM-based advertisers turned to sponsored search. Once they got past the notion that branding requires big graphical ads, they realized a whole new paradigm for interactive advertising. In line with this trend, Google amended their own paid listings product in 2002 so it was no longer sold on a CPM basis, but on a more measurable CPC instead.
    Fast forward a few years. Paid search has basically saved interactive marketing. A variety of fledgling web publishers not only bounced back, but came to thrive by syndicating their content to the engines’ search results pages. Google and Overture have rebuilt the internet economy, and a variety of Tier II players are staking their claims as well.
    With big growth, however, comes equally big limitations. The growth potential of each of these businesses is hampered by the overall volume of searches that take place every day. Luckily, for every challenge savvy entrepreneurs offer a solution.


    Uses of Interactive Media.


    The Psychological Impact of Interactive Media on Society In today's society, computers and interactive media products have become one of the main needed and necessary products children have wanted, due to the quick passed, very exciting graphics and story lines in games have become a everyday activity in the child's life. Although the computer has been one of human kinds greatest technological advancements, the bright flashy screens and story lines in exciting new games have overtaken the minds of young children and have also become a main exercise for people today. Each interactive media products have had a great impacts on societies, socially and psychologically. In spite of video games entertaining value, the contents and the use of it has been quite an issue for some people. Many blame video games for its violent contents and claim that video games interfere with children’s process of growing up. The reasons of that is, of course, children’s exhibition of violence. It is interesting to find that actually video games assist children a lot in their education as to introduce the first stage of computers and expand their ability on spatial subjects. It is also interesting to find that video games also assist children in improving their hand-eye co-ordination, causing their reflex to be sharpened. As for an opinion saying that playing video games will make a kid’s social life poor, there is also an argument stating that video game culture has formed a little community, in which the players teach each other and co-operate as one encounters difficulties. In other word, video game culture here plays a big role in expanding gamers’ social life. As the technological era continues through time, daily life has become more reliant on technology (computers). The daily life of a persons interaction with other people has greatly decreased. With simply sending an e-mail to a friend or family member, the interaction has become less face-to-face, but more face-to-screen. Although this change is happening it is not all bad. With the use of this product, the time used planning arrangements and parties would be minimized, the time you have would be more effective such as things like playing sports and other interactions. Although we all look up to today's technology as a great advancement, many others look at it as a negative asset in today's society. Being a computer user quite regularly the need for a computer has become a compulsory need. The uses of the PC and technology has been outstanding. The new internet refrigerators and telephone operated air conditioners, life has become more and more simpler. Although life has become a dream with technology, the plain reality has kept use down to earth. With the life of a human on average, we use something technological at least 50 times or more per day. With a break though in technology everyday man has been unable to keep up. Computers, Car Stereos, Cars, Mobiles, Refrigerators, Air conditions, Printers, cameras, the list goes on and on. We have been around technology everyday in our life time. From the first automobile to the first television set, we have loved and adored technology. Interactive and communication technologies are transforming the way we communicate, work, learn, and play. As today's society grow, we develop an understanding of our self in relationship with other people. Our increasing cognitive abilities allow us to take the perspective of others and to understand how our actions produce consequences that can be harmful or beneficial to others. Specifically young people grow in an ever-expanding social environment that includes family, school, and other community organizations. As they interact with others within their social environment, young people gain an understanding of the expectations that are expected for their behaviour. Parents, teachers, and other important adults are actively involved in the moulding of norms and values that are considered acceptable in the social environment today. Through this process, young people develop a sense of personal identity and values that guide their decision-making and behaviour. On September 17 and 18, 1999, a group of researchers and practitioners met in a 2-day workshop to frame a research agenda around issues of the social dimensions of the use of interactive technologies by young people. The results from the experiment where as to be expected, people mostly young people have found it easier to communicate with other people over the internet because it is not a face to face experience. This form of communication has allowed the user to become alias to the real world but make a anonymous identification. Although not much information or answers were gathered from the experiment the information supplied was sufficient to gain the point of view that information technology has had a effect on the child's interaction development. Parents, educators, policy-makers, technology designers, and others require greater understanding of the social dimensions of the use of interactive technologies by people. This understanding will allow for the establishment of policies, strategies, and technology-based environments that will foster the safe, responsible, and beneficial use of

    Interactive Technologies by today's society. In conclusion, the philosophical and psychological facts of technology cannot be ignored in relation to technology and society. Here, we are dealing with a second order effect arising from technological determinism. Not only does the current state of technology determine our choices for the future but it also influences our intellectual and emotional responses (the way we think/feel) to technology and to socio-economic problems generally. Despite the difficulties in assessing technology's impact, we have no choice but to try. Failure to address the impact of the new information technology may well result in increasing control of information by a powerful few, and in further erosion of the rights and choices of individuals regarding the application of new technology.


    Interactive media and it’s use’s
    Interactive Media is the most wide range type of media possible. There is no limit to what you can do in interactive media. All types of avenues such as web design, web development World Wide Web, Internet forums, computer games, online games, interactive television, e-Mail and electronic literature and many other sources of media apply. One of the benefits of interactive media is that the technologies of it are always emerging. It does not stay at a stand still because there is no definite measure of interactive media. Many times, clients have changing views for what they want for their product and being the developer for the product as an interactive developer, this makes it that much more difficult. I assume that in other forms of media it is more clear cut in the sense that you have a need and without little trouble, the product is developed. In conclusion, if you crave to be creative in what you do or want to pursue, then interactive is the way to go!
    People will always crave media that will allow them to experience an environment that is more like the world as God made it. In other words, the more media becomes like the "real" world, the more it will be accepted and embraced by human beings. We are made in God's own image and this is why we can look at the beauty of the earth and say "it is good," just as God said in the book of Genesis.
    This is also why television overtook radio, colour television overtook black and white and why high definition television is overtaking standard definition television. Interactive, immersive, multi-sensorial, multimedia will eventually be widely accepted and even demanded, because it is more like God's real world - never as good as His world, but "like" His real world. When it's not possible to actually stand in a rain forest, virtual experiences will offer the next best thing until you can get there.
    Is interactive media something that is completely attainable? I view it as an immersive element of our world that few will actually indulge in when the media becomes available. I am not doubting that the media will be attainable (technology and creativity are at an all-time high), I am merely asking whether or not those ordinary people in everyday life will be excited about the medium that is creating a huge buzz in this field.

    The Future of Interactive Media

    Marshall McLuhan is dead: The medium is no longer the message. This message appears to be lost on venture capitalists who, by focusing solely on hardware and software, are chasing the wrong Internet rainbows. As has been the case with earlier "new" media, the long time value and profits will lie with information rather than technology. After all, the biggest money to be made in radio, movies, and television (which were once new technologies) lies in creating and owning the information and programming rather than in the cameras, microphones and transmitters.
    Indeed, VCs are trying to enter the 21st century using a 20th century idea. In the 21st century environment, companies that view themselves as "publishing" companies, "broadcast" networks, "book" publishers, "CD-ROM" companies or "Internet content" providers are climbing out on evolutionary branches with no future.
    VCs need to realize that the medium is no longer the message. Instead, original knowledge and information databases are the message and the medium has become a consumer interface that shapes the form of the information to become most relevant and convenient to the consumer's desired use of the information.
    Most of the companies which create data and license their information to data packagers and aggregators do not make efficient use of their proprietary information. These companies use the old "medium is the message" paradigm and think of themselves as "publishers" or "broadcasters" or "content providers."
    This is the information equivalent of a steel producer which thinks of itself as being in the guard rail business and ignoring every other use of steel. Thus, great amounts of proprietary information go untouched because the creators make them available for only one interface.
    A company's information engine maintains a database which can be segmented, sliced, diced and recombined according to consumer usage.
    As early print entries to the World Wide Web discovered, information cannot simply be shovelled from one interface to the other with little or no alteration.
    New media accommodate and change traditional forms as consumers learn how they assimilate the capabilities of new media and alter their behaviour.
    Accordingly, radio and motion pictures did not kill print; television did not kill radio and motion pictures and the World Wide Web will certainly not kill television or print.
    Research and the experience of those pioneers who tried to implement interactive television (and even interactive books) have found that people don't want to interact with television; this is not a function of the technology so much as a function of content and consumer ability.
    On the other hand, print-centric companies are finding that similar problems result from shovelling passive mode information into an interactive mode interface such as the World Wide Web. People do not want to spend hours reading long articles on the web.
    Finally, video games have shown that people will interact with their televisions, but this use is not an information content interaction, but a human-computer software interaction which requires a different state of mind and a different interface mode even though the hardware (television) remains the same.
    What this all means is that information companies must shape their data to fit with the media interface desired by the consumer.
    Being media-centric rather than interface-focused is inefficient and deprives an information company of customers.
    Unfortunately, many (if not most) information companies sell their data once and bury it because they are in "publishing" or "broadcasting." The very expensive information is put on a shelf where it ages badly, inaccessible.
    It becomes an expense rather than an ongoing profit centre.
    On the other hand, the interface-focused company realizes that its information creation engine is at its heart, that it constantly spins off proprietary, protected, valuable data every day and it needs to be like the hog farmer who sells or uses everything but the squeal.
    Our experience shows that not only does a knowledge-based, interface-focused company wring the maximum profits from its data, but it creates a marketing synergy that results from the information's availability via multiple interfaces. Thus a person who reads a company's information or views it on television can then use the company's interactive web content to search for more information. Likewise, a web viewer might learn about a company's information online and then buy an offered book, print publication, software product or CD-ROM.
    Marshall McLuhan was right 20 years go; back then, the medium was the message. But time and technology have moved past that point. Today, the information database is the message and the medium is only the interface.
    Those who overlook this are doomed to spend the rest of their lives in the wrong century.
    Perdue is chairman and CEO of Sonoma-based SmartWired Inc.

    The face of the advertising industry has changed dramatically over the last few years, as the Internet has become increasingly dominant and has shouldered its way into the mainstream. Although advertising professionals are still inevitably grappling with the notion of how best to harness the power and peculiarities of the Web in order to tell their stories in the most effective manner possible, much of what is generating interest is where this dynamic, volatile platform is headed next.
    At a panel yesterday at the Future of Online Advertising Conference in New York, several industry experts tossed around their thoughts on what the future of interactive advertising will be. While there was a spectrum of views on the issue, there seemed to be a tendency for the discussion to keep converging back to focusing on a few particular trends.

    A sizeable chunk of ad spending has shifted to the online arena in recent times. Is there really something to be said about the effectiveness of the Internet, or are advertisers just going with the latest fad because they are dissatisfied with the returns they are getting from television advertising?
    Definitely the most vocal of the four panellists, Chan Suh -- president and CEO of Agency.com -- answered the question with a firmly pro-online stance: he explained that the Internet provides advertisers with clarity, measurement and increased accountability. Advertisers see the Internet as an opportunity to create a more "gauging relationship;" it provides them with multiple options to develop a deep relationship with, and a richer understanding of, their consumers.
    But the consumer's experience online often involves coming up a bunch of random ads that are not targeted at all and in fact having no personal relevance whatsoever.
    The general response to this seemed to be that while more customized and targeted ads are the direction in which the industry has heading -- this was almost unanimously acknowledged to be the next big growth market for online ads-- there are also big problems.
    According to Alex Blum, CEO of KickApps, through data mining processes nowadays, agencies are aiming to easily and anonymously create and collect consumer profiles that can then be used to fashion advertisements that are targeted in a manner that increases their relevance and effectiveness.
    Blum went on to add that the click method of tracking involves the inherent danger of engendering a sense of resentment in consumers, who often feel their privacy is being invaded. His suggestion: advertisers should harness the opportunities presented by social media -- 'scrape' sites like MySpace and Facebook in order to make use of information that people make publicly available about themselves.
    Suh was quick to knock the feasibility of this idea, arguing that the cost and time it takes to determine trends and figure out what people want through this method of scraping is not proportionate with the results. In an industry in which clients often demand answers immediately, scraping social media is simply too tedious. He went on to emphasize how useful it would be if ad prices could be determined using cost per influence rather than cost per thousand as their benchmark.
    Jim Larrison, GM of Corporate Development at Adify, gave his take on the problem, he explained that the industry has to get smarter about getting hold of a rich inventory of consumer preferences that can then be sold to advertisers.
    What will interactive advertising look like in 20 years?
    Hilmi Ozguc, CEO of Maven Networks, thinks that it will be "interactively richer… consumers will have more choices regarding how they can interact and what they want to see." Advertisers will be more adept at taking "short impressions and turning them into lasting relationships."
    Chan Suh's prophecies were the most eloquent, although perhaps the most hopeful: he explained that the face of interactive advertising will change to become "an incredible dance partner, who knows when you are going to take a sudden step, knows when you're going to dip, and who knows what state of mind you're in based just on your behaviour." His take on the future is that advertisers will be able to provide stories and ads based on what consumers want, and not just on what the clients want.
    Can display advertising ever achieve the same levels of success as search advertising?
    Alex Blum took this one, reiterating his stance on targeted adds he explained that the only way to counter this very direct experience of conducting a search is to address the targeting problem, and this can be done through data mining.
    With the advance of Internet advertising will the TV become less important?
    According to Hilmi Ozguc it will not: he argued that television will continue to remain an extremely important medium, however the face of television will inevitably change, with internet TV coming to the forefront in a manner that blurs any and all boundaries that currently distinguish the internet as a separate platform.
    What do you think the future of interactive advertising is? Are there particular trends that are clearly emerging or that you foresee will inevitably emerge over the next few years?





    Bibliography Web Pages: http://multimedia.design.curtin.edu/cache/v/0003/ http://vancouver.tao.ca/propaganda/tech/control.html http://proxy.arts.uci.edu/igasp/press/uci_release/release-gamingstudies.htm http://netizen.uoregon.edu/sdityp.html http://www.viktoria.se/play/ubigame/journal/

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