Development of Creative Advertisement Console for Squeeze Frame

and Running Text

Novita Astin and Nandita Ayundra Wulintang Ceraka

Department of Creative Multimedia Technology, Politeknik Elektronika Negeri Surabaya, Surabaya, Indonesia

Keywords: Console, Squeeze Frame, Running Text.

Abstract: Creative Advertisement is a promotion media used by owner to stick the brand in the memory of their market.

As a promotional technique by placing a brand in an impression either in youtube or television programs or

movies without fomarly mentioned, creative advertisement is able to familiarize the brand in the memory of

the audience without any disturbance. There are various type of creative advertisement,for example squeeze

frame and running text.Process running a squeeze frame and running text set in a VMix software. However

because the VMix software is a virtual mixer that runs with using keyboard and mouse, then there are

limitations in running the software. In this paper, an alternative tool is made that can be used when running

the VMix software in the form of a console. Where in the previous function console only regulates audio

video input, so in this research is carried out develompment to manage squeeze frames and running text. By

using Arduino Uno CH340 as micro controller. The results of this research, console hardware runs well, both

for the squeeze frame merger button and the key overlay button for running text. The responses of respondents

is interested in this console with a percentage of 95.8 %.

1 INTRODUCTION

Along with the development of multimedia

technology,the development of creative

advertisement is also increasing. Many companies

use creative advertisement. This is one of the tools of

promotion of the product that it offers. Creative

Advertisement is closely related to Brand Placements.

Brand Placement itself is a promotional technique

advertising to place or embed a brand or products in

films or television programs without being referred to

formal (passive). According to (Karrh, 1998), brand

placement can defined as a payment for inclusion in

the brand of a product or service the identity of a

brand, consisting of audio and/or visual, in a media

program mass. The purpose of this technique is to

persuade potential consumers by 'familiarizing' a

brand in their memory. Main idea of this technique is

that people will not change the channel when

encountering an advertisement inserted in a

commercial film (Avery, Ferraro, 2000). There are

several types of Creative Advertisement among work

ups, digital frames, squeeze frame, running text,

superimpose logo, backdrop, adlips and video tape.In

running various types of creative advertisement on a

video then do a video mixing.

To do the video mixing process, you can use the

following tools: in the form of a video mixer.

However, video mixers on the market have a price

which is very expensive, therefore it is necessary to

make a video mixer at a low cost cheaper and more

efficient.

One of the technologies that can be used to create

a video mixer with a cheaper price,VMix software.

This software is used for broadcasters that have

features such as switchers and mixers. This software

can used for free with enough features to mix videos.

However, because VMix is a virtual video mixer that

runs with using a mouse and keyboard, there are some

limitations when run the software. As an alternative

to running software VMix, a console, a physical tool

that can control every feature in the software without

having to click with the mouse or button keyboard

shortcuts.

Console tool are usually used in medical in the

form of a robotic console as a tool when performing

surgery (Erik, Susan, 2020). In Audio, mixing

console is a hardware that is used for both recording

and mixing audio in a studio.There are three main

functionalities of mixing console i.e summing, main

procees on mixing console is to combining the audio

942

Astin, N. and Ceraka, N.

Development of Creative Advertisement Console for Squeeze Frame and Running Text.

DOI: 10.5220/0010957000003260

In Proceedings of the 4th International Conference on Applied Science and Technology on Engineering Science (iCAST-ES 2021), pages 942-947

ISBN: 978-989-758-615-6; ISSN: 2975-8246

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

signals, processing is audio process in equalizer,

routing is an audio process for effect and grouping.

According to (Ade, 2020), Virtual Mixing console

is made for audio in music show.The Arduino Uno-

based console is built and integrated with VMix

software. But in this console only use for Audio.

Audio Video VMix console can also be used for

streaming on youtube (Citra, Astin, 2021). VMix

software is connected with live streaming on youtube

so the console can control the video that is being

broadcast on youtube streaming. The weakness of this

console is only can play video.

In this paper we purpose the VMix Console for

Creative Advertisement was created as an alternative

tool that can be used when running software VMix.

This tool can control every feature for mixing and

switching videos as well as advertising media in the

VMix software so that users can control VMix more

easily and efficiently and be able to broadcast it

remotely to meet broadcasting needs during the

pandemic.

2 TEORETICAL BASIC

2.1 Creative Advertisement

Define Advertising can be meaningful as a tool to

form

brand awareness, brand preference, brand

equity and even

brand loyalty and increase sales of

a product. According to

(O’Guinn, 2003) defines it

as: “Advertising is a paid, mass

mediated attempt

to persuade". So according to O 'Guinn

advertising is

a form of communication that must contain at

least

3 basic components, namely the form of

communication

must be paid, must be conveyed to

the audience through the

mass media and this form

of communication must be an effort

to persuade

(must be trying persuasion).

Along with the development of technology, the

media for

advertising also growing. In order for

advertising to achieve an

audience response as

intended wants, advertising must be done

creatively.

Creative advertising can be realized through the

creative process of advertising. (Belch & Belch,

2004) stated

that advertising creativity is the ability

to generate fresh,

unique, and appropriate ideas that

can be used as solutions to

communications

problems. To make the right idea effective,

and

creative, it must be relevant to the target audience.

addition, you must also pay attention to the

structure of the ad

and it is important to determine

the objective (response) of

advertising based on

communication model that explains the

impact of

communication on response someone.

2.2 Squeeze Frame

One form of creative advertising is squeeze frames.

Squeeze

frames is a term used in the broadcast

world that is intended

when reduce the image size

without changing the aspect ratio

of the image so it

will create an empty spot in the form of an

angle (L),

and a space.This blank is used to put information

and promotions can be in the form of images or

moving

animations. With an angled shape, then the

coverage area is

wide enough, so that information

and promotions can be

conveyed complete. This type

of display time ranges from 5 to

8 seconds.

2.3 Running Text

Running text is a medium that used to convey

information

or promotion. Running text can found

in various places such

as on Megatron, electronic

banners, broadcasts youtube and on

television, and

also their placement is usually more often

bottom

position. The way this running text works is by

moving the text which contains information /

promotions from

the bottom right side straight to the

left until is at the end point

which is the lower left

corner. As technology develop running

text is not

just a text only but can display certain images or

logos and with certain animations.

2.4 VMix Software

VMix is a video mixer and switcher software that

utilizes

recent advances in computer hardware to

provide video live

HD mixing, a task previously

only possible done with

expensive dedicated mixer

hardware. The VMix software has

dashboard display

like other livestream software dashboard

displays.

The features that VMix has are very capable to be

used when perform live streaming with very good

quality.This

software canvaccept input from webcam

video cameras to

video cameras with high quality

4K, NDI, video files(AVI,

MP4, H264, MPEG-2,

WMV, MOV and MXF), DVDs, audio files (MP3

and WAV), SoundCards, web browsers, RTSP,

Powerpoint, photos, solid color and many others

(Citra et al., 2021).

Specifications on a laptop or computer are an

important

factor for run the VMix software so that it

can be used

optimally. Better the specifications of

the laptop or computer

used can improve

convenience for the user when using it.

Minimum

specifications that needed to run the VMix software

Development of Creative Advertisement Console for Squeeze Frame and Running Text

943

include:

•

Operating System: Windows 7 or Higher

•

Processor: 2GHz Dual-Core Processor

•

Memory: 2GB DDR3

•

Hard Drive : 7200 RPM Hard Drive (for

recordings)

•

Graphics Card : DirectX 10.1 Compatible

•

Screen Resolution : 1280x720

The speed of the software is very dependent on the

graphics

card used.The more inputs and the better

the quality of the

output produced, then should the

faster the graphics card used.

2.5 Arduino Uno CH340

Arduino is an open source electronic platform that is

easy to

use its use (easy to use) both hardware and

software. In other

words, Arduino is a basic system

consisting of hardware and

software which

prioritizes its use. The core of Arduino is the

microcontroller of various types. Arduino Uno is one

type of

Arduino which has a series of rectifier and

chipCH-340 as a

serial to USB converter.

2.6 USE Questionnaire

USE Questionnaire is a form of questionnaire to

assist in

measuring the usability of products and

services subjectively

their usefulness which consists

of 30 questions grouped into 4

dimensions,

including: usability, ease of use, ease of learning

and

satisfaction.The USE Questionnaire is a form of

questionnaire to assist in measurement subjective

usability of

products and services usefulness which

consists of 30

questions that grouped into 4

dimensions, including: usability,

ease of use, ease of

learning and satisfaction (Gao et al.,

2018). The

USE Questionnaire is frequently used to measure

the

feasibility of a good system that carried out on the

measurement of User usability Experience of UMM

Online

KRS System (Kusuma et al., 2016),

measuring the usability of

the SMK information

system Negeri 3 Makassar (Rahman &

Vitalocca,

2018), and measuring the usability of decision

support systems selection of labor candidates

(Lisnawanty et

al., 2020).

3 SYSTEM DESIGN

3.1 Console System Design

In this section we will explain system design of the

creative advertisement console. As for the chart of the

process research are as follows:

Figure 1: System design of creative advertisement console.

The console include Arduino Uno CH340, 4

preview buttons, 4 active buttons, 3 transition buttons,

4 sliders, a fader master volume, a T-Bar and

breadboard. The tools needed are computer/laptop,

solder and tin. The VMix console will function as a

controller that which will control the function keys in

the VMix.Console VMix software will be connected

to a laptop or computer with a USB cable. When

designing a product, it is necessary to pay attention to

such as size and shape which makes it easier for the

user to use. The product will be made like a block that

is has several buttons and sliders that have their own

functions.

(a) top view

(b) side view

Figure 2: Design Product of creative advertisement console.

iCAST-ES 2021 - International Conference on Applied Science and Technology on Engineering Science

944

The first step we take is to design an electronic

circuit on the PCB. Then we install the components

according to the circuit design.

Figure 3: Assembly of creative advertisement console.

Inside of the VMix Console, there is an array of

Arduino Uno and Breadboard which is used to connect

the cable from Arduino Uno to the existing breadboard

is installed with a button.

After all the components have been installed, the

next step is to install the case. The product assembly

stage is the core stage in the tool-making process. The

first step that must be done is to install some software

necessary tools such as VMix, Hairless MIDI to Serial

Bridge, loopMIDI, and XLloader. Then the next step

is to connect the Arduino Uno CH340, knobs,slider

and fader. After the software and hardware are ready,

then the next process is manage serial communication

between hardware and software so that they can be

connected.

3.2 Creative Advertisement Production

Squeeze Frames are advertisements that appear while

a TV program is still going on and the condition of the

TV screen of the TV program is proportionally smaller

then advertisements appeared around him. The size

itself depends on the standards set each TV station.

Likewise with the shape, some are in the form of the

letter L some are rectangular. Making a squeeze frame

template is done on Adobe After Effects software. The

squeeze frame template is a video with an .mp4

extension. Running Text contains about a information

or products whose position is below. Creating running

text done using adobe premiere.

Figure 4: Example of Squeeze frame and running text.

4 PERFORMANCE EVALUATION

In this section we will do the testing process to find

out if the console is running as expected.

4.1 VMix Software Test

Testing on live streams in VMix software went

smoothly. To display a squeeze frame video, press the

merger button. This will display the video squeeze

frame into the main video that is currently playing.

The Squeeze frame video will be visible at the bottom

and sides of the main video. The duration of the

squeeze frame video is 15 seconds. The squeeze

frame video will close automatically after 15 seconds.

The results of the merger button experiment are

shown in table 1.

Table 1: Squeeze Frame Experiment.

No Button Task Description Status

1 Merger display the video squeeze

frame into the main video

that is currentl

Succed

On the squeeze frame, we show a video of public

service advertisements related to covid vaccination so

that it can increase public awareness to vaccinate. The

result of video squeeze frame are shown in figure 5.

Figure 5: The result of video squeeze frame.

Meanwhile, to display the running text by pressing

the key overlay button. Then running text will appear

from the bottom right of the monitor running to the

right. The duration of the running text depends on the

amount of information that will be conveyed in the

running text. When all the information has been

submitted running text will be closed by itself. The

results of the key overlay button experiment are

shown in table 2.

Development of Creative Advertisement Console for Squeeze Frame and Running Text

945

Table 2: Running Text Experiment.

No Button Task Description Status

1 Key

Overlay

display the running text

into the main video that is

currently playing

Succed

On the running text display, we provide information

related to the pandemic so that the wider community

can gets as much information as possible regarding

the corona virus. The process of running text are

shown in figure 6.

Figure 6: The process of video running text.

4.2 Hardware Test

The hardware console test is intended to analyze the

performance of the hardware that has been made

whether it is as expected, the following are the results

of hardware performance analysis that uses the USE

Questionnaire. Figure 7 show the process of VMix

Console for creative advertisement.

Figure 7: The process of VMix Console.

The hardware will be tested with 30 respondents on

how well the console performance is presented to the

user. Respondents are students majoring in

broadcasting, age 20 – 25 years old. Table 3 shows

the results on the USE Questionnaire that the console

runs well and is user friendly for all users. We

conduct the USE Questionnaire three times a week to

test the reliability of this console. The formula to find

out the results of the questionnaire is :

Score

max

= N x nbv x scale

Max

(1)

Score

observe

∑∑











N : the number of respondents

nbv : the value of valid question items

scale max : the maximum scale

score max: the maximum score

scale : the scale value filled by respondent

score observe : the observation score.

Table 3: Result of use questionnaire.

No Aspect Average

Value 1

Average

Value 2

Average

Value 3

1 Usefulness 96 % 95.5 % 97 %

2 Ease of Use 93.5 % 95 % 95.5 %

3 Ease of Learnin

94 % 94 % 95 %

4 Satisfication 94.5 % 95 % 96 %

Overall Avera

e 94.5 % 94.8 % 95.8 %

On the first performance test, for the usefulness

aspect, an average value of 96 % is obtained. On the

second performance test is 95.5 % and third

performance test is 97 %. Ease of Use aspect get the

highest value on the third performance test with 95.5

%. The highest value is also get on the third

performance for Ease of Learning aspect with the

value 95 %. Satisfication aspect get 94.5 % on the first

performance test, 95 % on second performance test

and 96 % on third performance test. With four aspect

and three time performance test,then the highest

average result obtained 95.8 %

5 CONCLUSION

In this paper we presented to attract public interest is

by using creative advertising in the form of squeeze

frames and running text. In addition to attracting more

attention, the operation of squeeze frames and

running text is much easier using the console. By

using the console, creative advertising operations can

be carried out remotely and more flexibly. The results

of this research also show that 95.8% of respondents

are interested in this console in terms of usefulness,

ease of use, ease of learning and satisfication.

iCAST-ES 2021 - International Conference on Applied Science and Technology on Engineering Science

946

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