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

Two-layer classification and distinguished representations of users and documents for grouping and authorship identification

Most studies on authorship identification reported a drop in the identification result when the number of authors exceeds 20-25. In this paper, we introduce a new user representation to address this problem and split classification across two layers. There are at least 3 novelties in this paper. First, the two-layer approach allows applying authorship identification over larger number of authors (tested over 100 authors), and it is extendable. The authors are divided into groups that contain smaller number of authors. Given an anonymous document, the primary layer detects the group to which the document belongs. Then, the secondary layer determines the particular author inside the selected group. In order to extract the groups linking similar authors, clustering is applied over users rather than documents. Hence, the second novelty of this paper is introducing a new user representation that is different from document representation. Without the proposed user representation, the clustering over documents will result in documents of author(s) distributed over several clusters, instead of a single cluster membership for each author. Third, the extracted clusters are descriptive and meaningful of their users as the dimensions have psychological backgrounds. For authorship identification, the documents are labelled with the extracted groups and fed into machine learning to build classification models that predicts the group and author of a given document. The results show that the documents are highly correlated with the extracted corresponding groups, and the proposed model can be accurately trained to determine the group and the author identity

Social media and sentiment in bioenergy consultation

Purpose: The push to widen participation in public consultation suggests social media as an additional mechanism through which to engage the public. Bioenergy companies need to build their capacity to communicate in these new media and to monitor the attitudes of the public and opposition organisations towards energy development projects. Design/methodology/approach: This short paper outlines the planning issues bioenergy developments face and the main methods of communication used in the public consultation process in the UK. The potential role of social media in communication with stakeholders is identified. The capacity of sentiment analysis to mine opinions from social media is summarised, and illustrated using a sample of tweets containing the term ‘bioenergy’ Findings: Social media have the potential to improve information flows between stakeholders and developers. Sentiment analysis is a viable methodology, which bioenergy companies should be using to measure public opinion in the consultation process. Preliminary analysis shows promising results. Research limitations/implications: Analysis is preliminary and based on a small dataset. It is intended only to illustrate the potential of sentiment analysis and not to draw general conclusions about the bioenergy sector. Originality/value: Opinion mining, though established in marketing and political analysis, is not yet systematically applied as a planning consultation tool. This is a missed opportunity