A Study of Content Analysis Based Virtual Product Placement
Date Issued
2010
Date
2010
Author(s)
Chang, Chia-Hu
Abstract
The explosive growth and widespread distribution of digital multimedia contents creates huge potential revenue in taking multimedia contents as information carriers for advertising. With the advance of techniques in computer graphics and content-based multimedia analysis, virtual product placement signals the new trend and opens up additional opportunities to effectively monetize the multimedia asset in an efficient way. Accordingly, a number of significant and challenging issues are raising, such as how to efficiently insert the semantically relevant advertisements at the appropriate place and time with the impressive yet less-intrusive representation in the multimedia contents, so as to maximize the effectiveness of advertising communication.
In this dissertation, a general framework and design philosophy are proposed to tackle the critical issues and extent screen placement toward plot placement for improving advertising effectiveness of virtual product placement. To this end, techniques in content-based multimedia analysis and exhaustive domain knowledge in support of effective and less-intrusive virtual product placement are leveraged while simultaneously considering the nature of each role in an advertising ecosystem. Based on the proposed general framework, we realized exemplary systems dedicated to virtual product placement in videos, where alternative virtually visual interaction (V2I) based ad insertions are developed and investigated: space-still time-varying (SSTV) V2I based ad insertion and space-varying time-varying (SVTV) V2I based ad insertion. In SSTV V2I based schemes, advertisements are inserted in the automatically detected points that are with relatively larger probability of being noticed while watching the attractive object in videos. By dynamically adapting the appearance of inserted advertisements to the source video, advertising message can be less-intrusively delivered to viewers through the latent channel: the extraneous visual acuity of human. As for SVTV V2I based ad insertion, advertisements are inserted into videos with evolved animations according to predefined behaviors, so that the inserted advertisements can interact with contents in videos and induce additional storyline to impress the viewers.
The studies represent the first attempts toward plot placement from the perspective on visual perception of interactivity and demonstrate the feasibility and effectiveness of virtual product placement with the aid of content-based multimedia analysis.
Subjects
virtual product placement
multimedia advertising
video analysis
cognitive psychology
advertising theory
applied media aesthetics
Type
thesis
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