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arXiv 1901.07366cs.CV
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衡量视频广告的效果

Measuring Effectiveness of Video Advertisements

University of Pittsburgh(匹兹堡大学)

James Hahn, Adriana Kovashka

摘要:

广告在现代社会是不可避免的。时代广场因其不停地展示广告而臭名昭著。它在全球范围内很受欢迎,较小的城市拥有小型版本的显示器,例如匹兹堡及其在福布斯大道奥克兰的数字作品。东京银座区最近因其高档商店和不断向行人冲击的广告而人气上升。广告也出现在其他媒体上。例如,他们帮助流行的流媒体服务,如Spotify,Hulu和Youtube TV收集大量收入,以降低消费者的每月订阅成本。广告为公司和整个行业提供了额外的资金来源,可以将资源分配给其他商业动机。它们对公司很有吸引力,对消费者来说几乎是不可避免的。广告商面临的一个挑战是检查广告在向其目标人群传达消息方面的有效性或有用性。视频广告不是构建内容的单个静态图像,而是拥有具有变化的场景、演员、对象和复杂性的数百帧数据。因此,衡量视频广告的有效性对于影响数十亿美元的行业至关重要。本文探讨了人类注释的功能和常见的视频处理技术相结合,以预测从Youtube上收集的广告的有效性评级。该任务被视为二元(有效与无效)、四向和五向机器学习分类任务。在这个数据集的准确性和推理方面的第一个发现,以及一些第一个广告研究,在一个小的数据集。在二元、四元和五元任务上的准确率分别达到84%、65%和55%。

英文摘要:

Advertisements are unavoidable in modern society. Times Square is notorious for its incessant display of advertisements. Its popularity is worldwide and smaller cities possess miniature versions of the display, such as Pittsburgh and its digital works in Oakland on Forbes Avenue. Tokyo's Ginza district recently rose to popularity due to its upscale shops and constant onslaught of advertisements to pedestrians. Advertisements arise in other mediums as well. For example, they help popular streaming services, such as Spotify, Hulu, and Youtube TV gather significant streams of revenue to reduce the cost of monthly subscriptions for consumers. Ads provide an additional source of money for companies and entire industries to allocate resources toward alternative business motives. They are attractive to companies and nearly unavoidable for consumers. One challenge for advertisers is examining a advertisement's effectiveness or usefulness in conveying a message to their targeted demographics. Rather than constructing a single, static image of content, a video advertisement possesses hundreds of frames of data with varying scenes, actors, objects, and complexity. Therefore, measuring effectiveness of video advertisements is important to impacting a billion-dollar industry. This paper explores the combination of human-annotated features and common video processing techniques to predict effectiveness ratings of advertisements collected from Youtube. This task is seen as a binary (effective vs. non-effective), four-way, and five-way machine learning classification task. The first findings in terms of accuracy and inference on this dataset, as well as some of the first ad research, on a small dataset are presented. Accuracies of 84\%, 65\%, and 55\% are reached on the binary, four-way, and five-way tasks respectively.

机构、总结、中文摘要均由AI分析而来,可能存在错误,请以论文正文为准。

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