Aanisha Bhattacharyya

Harini SI, Somesh Singh, Yaman K Singla et al.

Despite the importance of long-term memory in marketing and brand building, until now, there has been no large-scale study on the memorability of ads. All previous memorability studies have been conducted on short-term recall on specific content types like action videos. On the other hand, long-term memorability is crucial for the advertising industry, and ads are almost always highly multimodal. Therefore, we release the first memorability dataset, LAMBDA, consisting of 1749 participants and 2205 ads covering 276 brands. Running statistical tests over different participant subpopulations and ad types, we find many interesting insights into what makes an ad memorable, e.g., fast-moving ads are more memorable than those with slower scenes; people who use ad-blockers remember a lower number of ads than those who don't. Next, we present a model, Henry, to predict the memorability of a content. Henry achieves state-of-the-art performance across all prominent literature memorability datasets. It shows strong generalization performance with better results in 0-shot on unseen datasets. Finally, with the intent of memorable ad generation, we present a scalable method to build a high-quality memorable ad generation model by leveraging automatically annotated data. Our approach, SEED (Self rEwarding mEmorability Modeling), starts with a language model trained on LAMBDA as seed data and progressively trains an LLM to generate more memorable ads. We show that the generated advertisements have 44% higher memorability scores than the original ads. We release this large-scale ad dataset, UltraLAMBDA, consisting of 5 million ads. Our code and the datasets, LAMBDA and UltraLAMBDA, are open-sourced at https://behavior-in-the-wild.github.io/memorability.

Ashmit Khandelwal, Aditya Agrawal, Aanisha Bhattacharyya et al.

Shannon and Weaver's seminal information theory divides communication into three levels: technical, semantic, and effectiveness. While the technical level deals with the accurate reconstruction of transmitted symbols, the semantic and effectiveness levels deal with the inferred meaning and its effect on the receiver. Large Language Models (LLMs), with their wide generalizability, make some progress towards the second level. However, LLMs and other communication models are not conventionally designed for predicting and optimizing communication for desired receiver behaviors and intents. As a result, the effectiveness level remains largely untouched by modern communication systems. In this paper, we introduce the receivers' "behavior tokens," such as shares, likes, clicks, purchases, and retweets, in the LLM's training corpora to optimize content for the receivers and predict their behaviors. Other than showing similar performance to LLMs on content understanding tasks, our trained models show generalization capabilities on the behavior dimension for behavior simulation, content simulation, behavior understanding, and behavior domain adaptation. We show results on all these capabilities using a wide range of tasks on three corpora. We call these models Large Content and Behavior Models (LCBMs). Further, to spur more research on LCBMs, we release our new Content Behavior Corpus (CBC), a repository containing communicator, message, and corresponding receiver behavior (https://behavior-in-the-wild.github.io/LCBM).