Open Set Logo Detection and Retrieval

Current logo retrieval research focuses on closed set scenarios. We argue that the logo domain is too large for this strategy and requires an open set approach. To foster research in this direction, a large-scale logo dataset, called Logos in the Wild, is collected and released to the public. A typical open set logo retrieval application is, for example, assessing the effectiveness of advertisement in sports event broadcasts. Given a query sample in shape of a logo image, the task is to find all further occurrences of this logo in a set of images or videos. Currently, common logo retrieval approaches are unsuitable for this task because of their closed world assumption. Thus, an open set logo retrieval method is proposed in this work which allows searching for previously unseen logos by a single query sample. A two stage concept with separate logo detection and comparison is proposed where both modules are based on task specific CNNs. If trained with the Logos in the Wild data, significant performance improvements are observed, especially compared with state-of-the-art closed set approaches.Comment: accepted at VISAPP 201

Recall and recognition of in-game advertising : the role of game control

Digital gaming has become one of the largest entertainment sectors worldwide, increasingly turning the medium into a promising vehicle for advertisers. As a result, the inclusion of advertising messages in digital games or in-game advertising (IGA) is expected to grow steadily over the course of the following years. However, much work is still needed to maximize the effectiveness of IGA. The aim of the study was to contribute to IGA effectiveness research by analyzing the impact of two factors on the processing of IGA in terms of brand awareness. The primary objective was to investigate the effect of a person’s sense of involvement related to the control and movement mechanisms in a game (i.e. kinesthetic involvement). A within-subjects experiment was conducted in which control over a racing game was varied by manipulating game controller type, resulting in two experimental conditions (symbolic versus mimetic controller). Results show that the variation in game controller has a significant effect on the recall and recognition of the brands integrated into the game, and that this effect can be partially brought back to players’ perceived control over the game: when a game is easier to control, the control mechanisms require less conscious attention, freeing attentional resources that can be subsequently spent on other elements of the game such as IGA. A second factor that was taken into account in the study was brand prominence. The influence of both the size and spatial position of in-game advertisements was examined. Findings demonstrate that there are significant changes in effectiveness between different types of placements. Spatial position seems to be the most important placement characteristic, with central brand placements obtaining the highest recall and recognition scores. The effect of ad size is much smaller, with the effectiveness of the large placements not differing significantly from the effectiveness of their smaller counterparts

Design, personality traits and consumer responses to brand logos

Despite the relevance of logos as communication cues, empirical studies of logo design issues in marketing journals are still scarce (Peterson et al., 2015). This study seeks to address this research gap by examining consumers’ responses to logo design, and specifically to the different types of natural designs, at a behavioral and psychological level. Additionally, we explore whether socio-demographic variables and consumer personality traits are sources of differences in such reactions