Business Week are running a piece on motion capture technology, saying that it is transforming the way companies do business, as well as advertise. From the article:
Motion capture is starting to transform how businesses market their products as well as design and manufacture them. This spring the Las Vegas McCarren International Airport will set up large plasma screens with a motion- tracking component that lets advertisers bring pedestrians into their commercials. When you walk past a car ad, for example, the vehicle might move at the same speed you’re walking. When you turn to look at the driver, he’ll turn to look at you, and you’ll be staring into an image of your own face. Dozens of blue-chip aerospace, auto, and heavy-equipment makers, from Lockheed Martin to BMW to Caterpillar already use motion tracking to let workers collaborate in shared virtual environments, sometimes when they are thousands of miles apart. Together they can test the ergonomics of a design for a car or a plane. “Any company that creates a product used by people needs to understand how the human body moves,” says Iek van Cruyningen, head of securities at Libertas Capital Group, a specialist investment bank. “Motion-tracking systems and virtual simulations accelerate product development and boost productivity.”
Some interesting questions arise from all this, all of them to do with privacy (aside from the fact that most billboards are just damn ugly monstrosities invading our personal space). What if I don’t consent to having my face and body displayed on a massive billboard or an advert? Whose permission do they ask for in order to film me? How do I opt out so that any possible cameras they’re using don’t film me? How long before ubiquitous advertising such as this essentially becomes out-sourced surveillance for the city’s/country’s law enforcement?
I’m pretty sure that Second Life - or, at least, a business in Second Life - must be looking at this and thinking, “Wouldn’t it be cool to have a motion capture system that overlaid our real world store into the virtual world?” Tie that in with arphid store-loyalty cards, and you’ve got a perfect real-world simulation of your store and everyone in it.
Pretty much what I had pictured before. Yeah, pretty cool. Too bad it’ll be used to just track everything you do.
I’m also curious as to how long it’ll be before ad busters and culture jammers start hacking into these 21st Century billboards to replace them with their own. Looking forward to that one.