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Evaluating content-centric vs. user-centric ad affect recognition

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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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
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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