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CAVVA: Computational Affective Video-in-Video Advertising

Yadati, Karthik and Katti, Harish and Kankanhalli, Mohan (2014) CAVVA: Computational Affective Video-in-Video Advertising. In: IEEE TRANSACTIONS ON MULTIMEDIA, 16 (1). pp. 15-23.

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Official URL: http://dx.doi.org/10.1109/TMM.2013.2282128

Abstract

Advertising is ubiquitous in the online community and more so in the ever-growing and popular online video delivery websites (e. g., YouTube). Video advertising is becoming increasingly popular on these websites. In addition to the existing pre-roll/post-roll advertising and contextual advertising, this paper proposes an in-stream video advertising strategy-Computational Affective Video-in-Video Advertising (CAVVA). Humans being emotional creatures are driven by emotions as well as rational thought. We believe that emotions play a major role in influencing the buying behavior of users and hence propose a video advertising strategy which takes into account the emotional impact of the videos as well as advertisements. Given a video and a set of advertisements, we identify candidate advertisement insertion points (step 1) and also identify the suitable advertisements (step 2) according to theories from marketing and consumer psychology. We formulate this two part problem as a single optimization function in a non-linear 0-1 integer programming framework and provide a genetic algorithm based solution. We evaluate CAVVA using a subjective user-study and eye-tracking experiment. Through these experiments, we demonstrate that CAVVA achieves a good balance between the following seemingly conflicting goals of (a) minimizing the user disturbance because of advertisement insertion while (b) enhancing the user engagement with the advertising content. We compare our method with existing advertising strategies and show that CAVVA can enhance the user's experience and also help increase the monetization potential of the advertising content.

Item Type: Journal Article
Additional Information: copyright for this article belongs to IEEE-INST ELECTRICAL ELECTRONICS ENGINEERS INC, USA
Keywords: Ad-insertion; affect; arousal; contextual advertising; marketing and consumer psychology; valence
Department/Centre: Division of Biological Sciences > Centre for Neuroscience
Depositing User: Id for Latest eprints
Date Deposited: 27 Jan 2014 06:31
Last Modified: 27 Jan 2014 06:31
URI: http://eprints.iisc.ac.in/id/eprint/48252

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