Shukla, Abhinav and Gullapuram, Shruti Shriya and Katti, Harish and Yadati, Karthik and Kankanhalli, Mohan and Subramanian, Ramanathan (2017) Evaluating content-centric vs. user-centric ad affect recognition. In: 19th ACM International Conference on Multimodal Interaction, ICMI 2017, 13 November - 17 November 2017, Glasgow, pp. 402-410.
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Abstract
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 contentcentric 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.
| Item Type: | Conference Paper |
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| Publisher: | Association for Computing Machinery, Inc |
| Additional Information: | The Copyright of this article belongs to the Association for Computing Machinery, Inc |
| Keywords: | Ads; Affect recognition; CNNs; Computational advertising; Content-centric vs user-centric; EEG; Multimodal analytics; Affect recognition; CNNs; Computational advertisings; Multi-modal; User-centric; Electroencephalography |
| Department/Centre: | Division of Biological Sciences > Centre for Neuroscience |
| Date Deposited: | 17 Jun 2022 05:35 |
| Last Modified: | 17 Jun 2022 05:35 |
| URI: | https://eprints.iisc.ac.in/id/eprint/73485 |
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