7,176 research outputs found
Multimodal Content Analysis for Effective Advertisements on YouTube
The rapid advances in e-commerce and Web 2.0 technologies have greatly
increased the impact of commercial advertisements on the general public. As a
key enabling technology, a multitude of recommender systems exists which
analyzes user features and browsing patterns to recommend appealing
advertisements to users. In this work, we seek to study the characteristics or
attributes that characterize an effective advertisement and recommend a useful
set of features to aid the designing and production processes of commercial
advertisements. We analyze the temporal patterns from multimedia content of
advertisement videos including auditory, visual and textual components, and
study their individual roles and synergies in the success of an advertisement.
The objective of this work is then to measure the effectiveness of an
advertisement, and to recommend a useful set of features to advertisement
designers to make it more successful and approachable to users. Our proposed
framework employs the signal processing technique of cross modality feature
learning where data streams from different components are employed to train
separate neural network models and are then fused together to learn a shared
representation. Subsequently, a neural network model trained on this joint
feature embedding representation is utilized as a classifier to predict
advertisement effectiveness. We validate our approach using subjective ratings
from a dedicated user study, the sentiment strength of online viewer comments,
and a viewer opinion metric of the ratio of the Likes and Views received by
each advertisement from an online platform.Comment: 11 pages, 5 figures, ICDM 201
Recommended from our members
Multimedia delivery in the future internet
The term “Networked Media” implies that all kinds of media including text, image, 3D graphics, audio
and video are produced, distributed, shared, managed and consumed on-line through various networks,
like the Internet, Fiber, WiFi, WiMAX, GPRS, 3G and so on, in a convergent manner [1]. This white
paper is the contribution of the Media Delivery Platform (MDP) cluster and aims to cover the Networked
challenges of the Networked Media in the transition to the Future of the Internet.
Internet has evolved and changed the way we work and live. End users of the Internet have been confronted
with a bewildering range of media, services and applications and of technological innovations concerning
media formats, wireless networks, terminal types and capabilities. And there is little evidence that the pace
of this innovation is slowing. Today, over one billion of users access the Internet on regular basis, more
than 100 million users have downloaded at least one (multi)media file and over 47 millions of them do so
regularly, searching in more than 160 Exabytes1 of content. In the near future these numbers are expected
to exponentially rise. It is expected that the Internet content will be increased by at least a factor of 6, rising
to more than 990 Exabytes before 2012, fuelled mainly by the users themselves. Moreover, it is envisaged
that in a near- to mid-term future, the Internet will provide the means to share and distribute (new)
multimedia content and services with superior quality and striking flexibility, in a trusted and personalized
way, improving citizens’ quality of life, working conditions, edutainment and safety.
In this evolving environment, new transport protocols, new multimedia encoding schemes, cross-layer inthe
network adaptation, machine-to-machine communication (including RFIDs), rich 3D content as well as
community networks and the use of peer-to-peer (P2P) overlays are expected to generate new models of
interaction and cooperation, and be able to support enhanced perceived quality-of-experience (PQoE) and
innovative applications “on the move”, like virtual collaboration environments, personalised services/
media, virtual sport groups, on-line gaming, edutainment. In this context, the interaction with content
combined with interactive/multimedia search capabilities across distributed repositories, opportunistic P2P
networks and the dynamic adaptation to the characteristics of diverse mobile terminals are expected to
contribute towards such a vision.
Based on work that has taken place in a number of EC co-funded projects, in Framework Program 6 (FP6)
and Framework Program 7 (FP7), a group of experts and technology visionaries have voluntarily
contributed in this white paper aiming to describe the status, the state-of-the art, the challenges and the way
ahead in the area of Content Aware media delivery platforms
Bid Optimization by Multivariable Control in Display Advertising
Real-Time Bidding (RTB) is an important paradigm in display advertising,
where advertisers utilize extended information and algorithms served by Demand
Side Platforms (DSPs) to improve advertising performance. A common problem for
DSPs is to help advertisers gain as much value as possible with budget
constraints. However, advertisers would routinely add certain key performance
indicator (KPI) constraints that the advertising campaign must meet due to
practical reasons. In this paper, we study the common case where advertisers
aim to maximize the quantity of conversions, and set cost-per-click (CPC) as a
KPI constraint. We convert such a problem into a linear programming problem and
leverage the primal-dual method to derive the optimal bidding strategy. To
address the applicability issue, we propose a feedback control-based solution
and devise the multivariable control system. The empirical study based on
real-word data from Taobao.com verifies the effectiveness and superiority of
our approach compared with the state of the art in the industry practices
Sequential Prediction of Social Media Popularity with Deep Temporal Context Networks
Prediction of popularity has profound impact for social media, since it
offers opportunities to reveal individual preference and public attention from
evolutionary social systems. Previous research, although achieves promising
results, neglects one distinctive characteristic of social data, i.e.,
sequentiality. For example, the popularity of online content is generated over
time with sequential post streams of social media. To investigate the
sequential prediction of popularity, we propose a novel prediction framework
called Deep Temporal Context Networks (DTCN) by incorporating both temporal
context and temporal attention into account. Our DTCN contains three main
components, from embedding, learning to predicting. With a joint embedding
network, we obtain a unified deep representation of multi-modal user-post data
in a common embedding space. Then, based on the embedded data sequence over
time, temporal context learning attempts to recurrently learn two adaptive
temporal contexts for sequential popularity. Finally, a novel temporal
attention is designed to predict new popularity (the popularity of a new
user-post pair) with temporal coherence across multiple time-scales.
Experiments on our released image dataset with about 600K Flickr photos
demonstrate that DTCN outperforms state-of-the-art deep prediction algorithms,
with an average of 21.51% relative performance improvement in the popularity
prediction (Spearman Ranking Correlation).Comment: accepted in IJCAI-1
Multi-Touch Attribution Based Budget Allocation in Online Advertising
Budget allocation in online advertising deals with distributing the campaign
(insertion order) level budgets to different sub-campaigns which employ
different targeting criteria and may perform differently in terms of
return-on-investment (ROI). In this paper, we present the efforts at Turn on
how to best allocate campaign budget so that the advertiser or campaign-level
ROI is maximized. To do this, it is crucial to be able to correctly determine
the performance of sub-campaigns. This determination is highly related to the
action-attribution problem, i.e. to be able to find out the set of ads, and
hence the sub-campaigns that provided them to a user, that an action should be
attributed to. For this purpose, we employ both last-touch (last ad gets all
credit) and multi-touch (many ads share the credit) attribution methodologies.
We present the algorithms deployed at Turn for the attribution problem, as well
as their parallel implementation on the large advertiser performance datasets.
We conclude the paper with our empirical comparison of last-touch and
multi-touch attribution-based budget allocation in a real online advertising
setting.Comment: This paper has been published in ADKDD 2014, August 24, New York
City, New York, U.S.
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