Emerging Technology: Let the ads rain.(News)

Advertising Age, August, 2005

What: NTT in Japan calls its version "Information Rain,'' while U.S. pioneer Reactrix has dubbed its system as "Reactive Media.'' Toronto-based Gesturetek has "GestPoint'' and "GroundFX,'' and IBM has its "Everywhere Display.'' All involve digital projected images with which consumers can interact. In NTT's case, its prototype technology can project what looks like raindrops falling onto the floor. Curious consumers who hold out their hands see specific messages like "sale'' projected onto their palms. The Reactrix and Gesturetek systems also project images, but onto the floor or wall where consumers can do things like "touch'' or "jump'' on the image to make it wave, ripple, pop, or disperse. IBM's solution is a projected interactive touch screen.

What it's...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.