Motion-capture technology, long a tool used by movie makers and others, has begun being used by advertisers, according to BusinessWeek.
Recent executions show how advertisers are using motion-capture to make their ads more interactive. An airport display, for instance, uses it to make passers-by appear in the ads and have components in the ads react to the viewer.

Other ads have appeared in subway stations that change as the person in front of it interacts with it.

In the future, advertisers would be interested in using the technology to track how people are behaving and reacting to ads online and elsewhere. Doing so would give them insights into just what sort of emotions their advertising is generating.