Looking Beyond a Clever Narrative: Visual Context and Attention are Primary Drivers of Affect in Video Advertisements

Emotion evoked by an advertisement plays a key role in influencing brand recall and eventual consumer choices. Automatic ad affect recognition has several useful applications. However, the use of content-based feature representations does not give insights into how affect is modulated by aspects such as the ad scene setting, salient object attributes and their interactions. Neither do such approaches inform us on how humans prioritize visual information for ad understanding. Our work addresses these lacunae by decomposing video content into detected objects, coarse scene structure, object statistics and actively attended objects identified via eye-gaze. We measure the importance of each of these information channels by systematically incorporating related information into ad affect prediction models. Contrary to the popular notion that ad affect hinges on the narrative and the clever use of linguistic and social cues, we find that actively attended objects and the coarse scene structure better encode affective information as compared to individual scene objects or conspicuous background elements.Comment: Accepted for publication in the Proceedings of 20th ACM International Conference on Multimodal Interaction, Boulder, CO, US

Human Visual Perception, study and applications to understanding Images and Videos

Ph.DDOCTOR OF PHILOSOPH

Evaluating Content-centric vs User-centric Ad Affect Recognition

Despite the fact that advertisements (ads) often include strongly emotional content, very little work has been devoted to affect recognition (AR) from ads. This work explicitly compares content-centric and user-centric ad AR methodologies, and evaluates the impact of enhanced AR on computational advertising via a user study. Specifically, we (1) compile an affective ad dataset capable of evoking coherent emotions across users; (2) explore the efficacy of content-centric convolutional neural network (CNN) features for encoding emotions, and show that CNN features outperform low-level emotion descriptors; (3) examine user-centered ad AR by analyzing Electroencephalogram (EEG) responses acquired from eleven viewers, and find that EEG signals encode emotional information better than content descriptors; (4) investigate the relationship between objective AR and subjective viewer experience while watching an ad-embedded online video stream based on a study involving 12 users. To our knowledge, this is the first work to (a) expressly compare user vs content-centered AR for ads, and (b) study the relationship between modeling of ad emotions and its impact on a real-life advertising application.Comment: Accepted at the ACM International Conference on Multimodal Interation (ICMI) 201

Affect Recognition in Ads with Application to Computational Advertising

Advertisements (ads) often include strongly emotional content to leave a lasting impression on the viewer. This work (i) compiles an affective ad dataset capable of evoking coherent emotions across users, as determined from the affective opinions of five experts and 14 annotators; (ii) explores the efficacy of convolutional neural network (CNN) features for encoding emotions, and observes that CNN features outperform low-level audio-visual emotion descriptors upon extensive experimentation; and (iii) demonstrates how enhanced affect prediction facilitates computational advertising, and leads to better viewing experience while watching an online video stream embedded with ads based on a study involving 17 users. We model ad emotions based on subjective human opinions as well as objective multimodal features, and show how effectively modeling ad emotions can positively impact a real-life application.Comment: Accepted at the ACM International Conference on Multimedia (ACM MM) 201

Affective Computational Advertising Based on Perceptual Metrics

We present \textbf{ACAD}, an \textbf{a}ffective \textbf{c}omputational \textbf{ad}vertising framework expressly derived from perceptual metrics. Different from advertising methods which either ignore the emotional nature of (most) programs and ads, or are based on axiomatic rules, the ACAD formulation incorporates findings from a user study examining the effect of within-program ad placements on ad perception. A linear program formulation seeking to achieve (a) \emph{{genuine}} ad assessments and (b) \emph{maximal} ad recall is then proposed. Effectiveness of the ACAD framework is confirmed via a validational user study, where ACAD-induced ad placements are found to be optimal with respect to objectives (a) and (b) against competing approaches.Comment: 13 pages, 13 figure