AdOn: toward contextual overlay in-video advertising

This paper presents a contextual video advertising system, called AdOn, which supports intelligent overlay in-video advertising. Unlike most current ad-networks such as Youtube that overlay the ads at fixed locations in the videos (e.g., on the bottom fifth of videos 15 s in), AdOn is able to automatically detect a set of spatio-temporal non-intrusive locations and associate the contextually relevant ads with these locations. The overlay ad locations are obtained on the basis of video structuring, face and text detection, as well as visual saliency analysis, so that the intrusiveness to the users can be minimized. The ads are selected according to content-based multimodal relevance so that the relevance can be maximized. AdOn represents one of the first attempts towards contextual overlay video advertising by leveraging information retrieval and multimedia content analysis techniques. The experiments conducted on a video database with more than 100 video programs and 7,000 ad products indicated that AdOn is superior to existing advertising approaches in terms of ad relevance and user experience.     

Sentiment-oriented contextual advertising

Web advertising (Online advertising), a form of advertising that uses the World Wide Web to attract customers, has become one of the world’s most important marketing channels. This paper addresses the mechanism of Content-based advertising (Contextual advertising), which refers to the assignment of relevant ads to a generic web page, e.g., a blog post. As blogs become a platform for expressing personal opinion, they naturally contain various kinds of expressions, including both facts and comments of both a positive and negative nature. Besides, in line with the major tenet of Web 2.0 (i.e., user-centric), we believe that the web-site owners would be willing to be in charge of the ads which are positively related to their contents. Hence, in this paper, we propose the utilization of sentiment detection to improve Web-based contextual advertising. The proposed sentiment-oriented contextual advertising (SOCA) framework aims to combine contextual advertising matching with sentiment analysis to select ads that are related to the positive (and neutral) aspects of a blog and rank them according to their relevance. We experimentally validate our approach using a set of data that includes both real ads and actual blog pages. The results indicate that our proposed method can effectively identify those ads that are positively correlated with the given blog pages.     

Blogger-Centric Contextual Advertising

Web advertising (online advertising), a form of advertising that uses the World Wide Web to attract customers, has become one of the most commonly-used marketing channels. This paper addresses the concept of Blogger-Centric Contextual Advertising, which refers to the assignment of personal ads to any blog page, chosen in according to bloggers’ interests. As blogs become a platform for expressing personal opinions, they naturally contain various kinds of statements, including facts, comments and statements about personal interests, of both a positive and negative nature. To extend the concept behind the Long Tail theory in contextual advertising, we argue that web bloggers, as the constant visitors of their own blog-sites, could be potential consumers who will respond to ads on their own blogs. Hence, in this paper, we propose using text mining techniques to discover bloggers’ immediate personal interests in order to improve online contextual advertising. The proposed Blogger-Centric Contextual Advertising (BCCA) framework aims to combine contextual advertising matching with text mining in order to select ads that are related to personal interests as revealed in a blog and rank them according to their relevance. We validate our approach experimentally using a set of data that includes both real ads and actual blog pages. The results indicate that our proposed method could effectively identify those ads that are positively-correlated with a blogger’s personal interests.     

Media multitasking and the effectiveness of combining online and radio advertising

Research on the effectiveness of cross-media campaigns has shown that combining online advertising with advertising in offline media can result in more positive consumer responses than using only one medium. However, when using computers, people increasingly engage in more than one media activity at a time (i.e. media multitasking), which might influence how consumers respond to advertisements they encounter in these media. Therefore, this paper investigates advertising effects during media multitasking. More specifically, the paper gives insight into the effectiveness of simultaneous exposure to online and radio advertising, because simultaneously surfing the internet and listening to the radio is a common media multitasking combination. Results of an experimental study with 111 participants showed that combining online and radio advertising resulted in more positive affective and behavioral responses than using only one medium. However, media multitasking seemed to have a negative influence on the recall and recognition of auditory information as combining media did not result in superior cognitive responses compared to using online ads alone.     

Distraction effects of contextual advertising on online news processing: an eye-tracking study

Although recent scholarship has shown that congruency between editorial content and display advertising on web pages can lead to favourable outcomes for the advertiser, it is unclear whether these gains for advertisers come at the expense of users’ ability to process the content. To examine whether contextual in-page advertising distracts users during information processing, a 2 (target message argument type: weak/strong)?×?2 (ad relevance: high/low) between-subjects factorial experiment (N?=?99) examined how readers of a news article about risks associated with texting while driving (a) paid attention to the article, (b) paid attention to the advertisements, and (c) were persuaded by the article contents. Participants’ visual attention was captured unobtrusively using a device-mounted eye-tracking device. The findings show that readers were more likely to be persuaded by weaker arguments when the article was presented alongside highly relevant display ads than when the article was presented alongside less relevant ads. Readers also paid greater attention to relevant ads than irrelevant ads, and, surprisingly, readers in the strong argument condition paid more attention to the story content when it was presented alongside relevant ads. The implications for theories of visual attention and for online content publishers are discussed.     

网络视频广告的有效性

本文针对视频分享网站的网络视频广告,对它的传播特征和广告类型进行了分析和总结,并从有效刺激、有效传播、有效实现消费行为三个方面对视频广告的有效性进行了论述。     

Attention to eSports advertisement: effects of ad animation and in-game dynamics on viewers’ visual attention

ABSTRACT

ESports refers to professional video gaming that is typically broadcasted with a live commentary on TV or the Internet. Despite the rapid growth of eSports industry and its potential for a valuable advertising platform, there has not been much discussion about effective advertising strategies for the placement of virtual ads in eSports. Based on previous research, one advertisement factor (i.e. ad animation) and one in-game factor (i.e. in-game dynamics) are identified and tested in an experiment (N?=?116) with a 2 (ad animation: static vs. animated ads)?×?2 (in-game dynamics: battle vs. non-battle scenes) mixed design. The results show that both ad animation and in-game dynamics have a significant impact on viewers’ visual attention, in terms of fixation count and duration measured by an eye-tracking device. The results also show a significant interaction in which the impact of ad animation on fixation duration is more magnified when in-game play is less busy (i.e. non-battle scenes), compared to when it is busy (i.e. battle scenes). Theoretical implications based on the limited-capacity model, as well as practical implications for practitioners are discussed.     

The impact of context on display ad effectiveness: Automatic attitude activation and applicability

Display and search ads are the most popular Internet ad formats. Instead of being placed on search engine result pages, display ads are placed on webpages that include more actual content. In order to improve online contextual advertising, the effects of webpage content on embedded display ads must be understood. This study investigates how viewers’ attitudes toward content and the applicability of that content to the adjacent display ads impact the effectiveness of those ads. The moderating effects of viewers’ attention and need for cognition are also examined. The experimental results show that webpage content automatically activates ad evaluations, and that this effect increases when viewers pay less attention to the ad or have a high need for cognition. If the webpage content is highly applicable to the ad, improvements are seen in the attitude toward the ad and the attitude toward the brand.     

A Wikipedia Matching Approach to Contextual Advertising

Contextual advertising is an important part of today’s Web. It provides benefits to all parties: Web site owners and an advertising platform share the revenue, advertisers receive new customers, and Web site visitors get useful reference links. The relevance of selected ads for a Web page is essential for the whole system to work. Problems such as homonymy and polysemy, low intersection of keywords and context mismatch can lead to the selection of irrelevant ads. Therefore, a simple keyword matching technique gives a poor accuracy. In this paper, we propose a method for improving the relevance of contextual ads. We propose a novel “Wikipedia matching” technique that uses Wikipedia articles as “reference points” for ads selection. We show how to combine our new method with existing solutions in order to increase the overall performance. An experimental evaluation based on a set of real ads and a set of pages from news Web sites is conducted. Test results show that our proposed method performs better than existing matching strategies and using the Wikipedia matching in combination with existing approaches provides up to 50% lift in the average precision. TREC standard measure bpref-10 also confirms the positive effect of using Wikipedia matching for the effective ads selection.     

A framework for intermediated online targeted advertising with banner ranking mechanism

Reinforced by the fast growth of electronic commerce, even during the current global economic downturn, intermediated online targeted advertising (IOTA) has emerged as a promising electronic business model empowered by the Web 2.0 principle. IOTA maximizes the profit of online targeted advertising services by displaying the proper banner contents to certain types of Web users in real time in order to increase the click-through rate (CTR). However, due to severe competition in the online advertising market, the principles and algorithms of IOTA remain highly confidential. This paper is intended to unveil the nature of IOTA. We propose an IOTA service system framework and present its implementation scheme. Specifically, we address the advertisement allocation problem, using an advertisement ranking mechanism and considering the ads impression quota and the time-of-day (TOD) effect. Simulation results show that advertisement ranking in a subset of clusters that actively estimates the quota situation is feasible and efficient.     

基于Web日志挖掘的个性化网络广告模型

网络广告的飞速发展使得广告的效果越来越受重视。通过研究如何从Web日志中挖掘出用户对于网络广告的交互行为,设计出个性化网络广告系统。对提高网络广告平台的效益,增强网络广告效果具有重要的意义。     

Compression of multiple user photo galleries

The possibility of sharing multimedia contents in easy and ubiquitous way has brought to the creation of multiuser photo albums. Pictures and video sequences taken by different people attending common social events (e.g., concerts and sport competitions) are gathered together into huge sets of heterogeneous multimedia data. These databases require effective compression strategies that exploit the common visual information related to the scene but compensate effectively the differences depending on the acquiring viewpoints, camera models, and acquisition time instants.The paper presents a predictive coding strategy for multi-user photo gallery, which initially localizes each picture in terms of viewpoint, orientation, time, and acquired elements. This information permits ordering all the images in a prediction tree and associates to each of them a reference picture. From this structure, it is possible to build a predictive coding strategy that exploits the redundant elements between the image to be coded and its reference. Experimental results show an average bit rate reduction up to 75% with respect to HEVC Intra low complexity coding.     

中国传统文化的元素在广告设计中的体现

通过中国传统文化的元素在平面广告、视频广告、网络广告中的体现,论述传统元素在广告设计中不仅是一种文化传承的体现,更是传统文化与现代设计的融合。当今广告专业的学生应向传统学习、继承、发扬并在创作中实践,力争将传统文化精髓进行创意性的表现在广告作品中,让中国广告设计具有民族个性和时代性,走向世界。     

Comparing factors affecting attitudes toward LBA and SoLoMo advertising

This study compares the effectiveness of location-based advertising (LBA) and social-local-mobile (SoLoMo) advertising. The results show that SoLoMo advertising is more effective than LBA. Consumers perceive a higher level of brand interaction, entertainment, informativeness, perceived location awareness, and sociability in SoLoMo advertising than in LBA. This study also discovers that there are differences in consumers’ reaction to the ads on different situational contexts and platforms. The academic contribution of this paper lies in the direct comparison of the effectiveness of LBA and SoLoMo advertising, which was lacking in the literature. To our knowledge, this is the first study in which comparison between LBA and SoLoMo advertising is made. This paper fills the gap by investigating how factors associated with advances of modern smartphone functionalities, brand interaction, perceived location awareness, and sociability, affect attitudes towards ads. It also contributes to the theory of effectiveness of telecommunication promotion by examining how consumers react to ads in different situational contexts on different platforms. Finally, this study provides practical suggestions.     

A hybrid approach for identifying non-human traffic in online digital advertising

Multimedia Tools and Applications - Click fraud is a serious problem facing online advertising business. The malicious intent of clicking online ads either committed by humans or by non-humans,...     

Guest Editor's Introduction: Unwanted Traffic: Finding and Defending against Denial of Service, Spam, and Other Internet Flotsam

The Internet is full of unwanted traffic, from junk mail, to advertising and scams that pose as social media, to fake "clicks" on ads, to denial-of-service attacks against online services. Each type causes problems in one way or another, and network operators have to work hard to identify and eliminate unwanted traffic. This issue examines the overall problem, and presents a selection of research into mitigation.     

Online advertising on popular children’s websites: Structural features and privacy issues

This study examined advertisements placed on popular children’s websites. A total of 117 commercial children’s websites, 933 unique ads and 813 advertising websites were included in the sample. Results show that a majority of children’s websites carried advertisements, a third of which were Google ads. Less than half (47%) of the children’s websites and about a quarter (24%) of the advertising websites complied with COPPA when they collected personal information from children. Implications for children’s online safety are discussed.     

Interactive ads recommendation with contextual search on product topic space

The rapid popularization of various online media services have attracted large amounts of consumers and shown us a large potential market of video advertising. In this paper, we propose interactive service recommendation based on ad concept hierarchy and contextual search. Instead of traditional ODP (Open Directory Project) based approach, we built a ad domain based concept hierarchy to make the most of the product details over the e-commerce sites. Firstly, we capture the summarization images related to the advertising product in the video content and search visually similar product images from the built product image database. Then, we aggregate the visual tags and textual tags with K-line clustering. Finally, we map them to the product concept space and make keywords suggestion, and users can interactively select keyframes or keywords to personalize their intentions by textual re-search. Experiments and comparison show that the system can accurately provide effective advertising suggestions.     

When graphics improve liking but not learning from online lessons

The multimedia principle states that adding graphics to text can improve student learning (Mayer, 2009), but all graphics are not equally effective. In the present study, students studied a short online lesson on distance education that contained instructive graphics (i.e., directly relevant to the instructional goal), seductive graphics (i.e., highly interesting but not directly relevant to the instructional goal), decorative graphics (i.e., neutral but not directly relevant to the instructional goal), or no graphics. Following instruction, students who received any kind of graphic produced significantly higher satisfaction ratings than the no graphics group, indicating that adding any kind of graphic greatly improves positive feelings. However, on a recall posttest, students who received instructive graphics performed significantly better than the other three groups, indicating that the relevance of graphics affects learning outcomes. The three kinds of graphics had similar effects on affective measures but different effects on cognitive measures. Thus, the multimedia effect is qualified by a version of the coherence principle: Adding relevant graphics to words helps learning but adding irrelevant graphics does not.     

The Do Not Track Me Online laws: creating a ceiling when the sky's the limit and we are halfway to heaven

This comment examines a recent Wall Street Journal article discussing proposed plans of MasterCard or VISA to provide customers with targeted ads as they surf the Web using information attained by tracking customer purchases in brick-and-mortar stores. Since the online behavioral advertising industry is largely self-regulated, this raises concerns as to whether the companies amassing this information are giving customers adequate disclosure of their collection and dissemination practices and an opportunity to give sufficient informed consent. The lack of legislation specific to these practices, or regulatory oversight, has paved the way for organizations to race to discover increasingly intrusive ways of compiling consumer information. Finding a balance between an individual's right to privacy and commercial access to personal information represents the fundamental regulatory issue that needs to be resolved. The Do Not Track laws proposed by Representative Jackie Speier of California in February of 2011 represent a good start to creating this balance. This comment will examine the specific plans proposed by VISA and MasterCard, discuss the current regulatory status of online behavioral advertising, and conclude by arguing that the proposed Do Not Track laws provide the appropriate balance between consumer privacy protection and marketing needs.