Shawndra Hill

Kunpeng Zhang, Poppy Zhang, Shawndra Hill et al.

Video-based ads are a vital medium for brands to engage consumers, with social media platforms leveraging user data to optimize ad delivery and boost engagement. A crucial but under-explored aspect is the 'hooking period', the first three seconds that capture viewer attention and influence engagement metrics. Analyzing this brief window is challenging due to the multimodal nature of video content, which blends visual, auditory, and textual elements. Traditional methods often miss the nuanced interplay of these components, requiring advanced frameworks for thorough evaluation. This study presents a framework using transformer-based multimodal large language models (MLLMs) to analyze the hooking period of video ads. It tests two frame sampling strategies, uniform random sampling and key frame selection, to ensure balanced and representative acoustic feature extraction, capturing the full range of design elements. The hooking video is processed by state-of-the-art MLLMs to generate descriptive analyses of the ad's initial impact, which are distilled into coherent topics using BERTopic for high-level abstraction. The framework also integrates features such as audio attributes and aggregated ad targeting information, enriching the feature set for further analysis. Empirical validation on large-scale real-world data from social media platforms demonstrates the efficacy of our framework, revealing correlations between hooking period features and key performance metrics like conversion per investment. The results highlight the practical applicability and predictive power of the approach, offering valuable insights for optimizing video ad strategies. This study advances video ad analysis by providing a scalable methodology for understanding and enhancing the initial moments of video advertisements.

Jasmine Yang, Poppy Zhang, Shawndra Hill

We propose MLLM-VADStory, a novel domain knowledge-guided multimodal large language models (MLLM) framework to systematically quantify and generate insights for video ad storyline understanding at scale. The framework is centered on the core idea that ad narratives are structured by functional intent, with each scene unit performing a distinct communicative function, delivering product and brand-oriented information within seconds. MLLM-VADStory segments ads into functional units, classifies each unit's functionality using a novel advertising-specific functional role taxonomy, and then aggregates functional sequences across ads to recover data-driven storyline structures. Applying the framework to 50k social media video ads across four industry subverticals, we find that story-based creatives improve video retention, and we recommend top-performing story arcs to guide advertisers in creative design. Our framework demonstrates the value of using domain knowledge to guide MLLMs in generating scalable insights for video ad storylines, making it a versatile tool for understanding video creatives in general.

Rediet Abebe, Shawndra Hill, Jennifer Wortman Vaughan et al.

The lack of comprehensive, high-quality health data in developing nations creates a roadblock for combating the impacts of disease. One key challenge is understanding the health information needs of people in these nations. Without understanding people's everyday needs, concerns, and misconceptions, health organizations and policymakers lack the ability to effectively target education and programming efforts. In this paper, we propose a bottom-up approach that uses search data from individuals to uncover and gain insight into health information needs in Africa. We analyze Bing searches related to HIV/AIDS, malaria, and tuberculosis from all 54 African nations. For each disease, we automatically derive a set of common search themes or topics, revealing a wide-spread interest in various types of information, including disease symptoms, drugs, concerns about breastfeeding, as well as stigma, beliefs in natural cures, and other topics that may be hard to uncover through traditional surveys. We expose the different patterns that emerge in health information needs by demographic groups (age and sex) and country. We also uncover discrepancies in the quality of content returned by search engines to users by topic. Combined, our results suggest that search data can help illuminate health information needs in Africa and inform discussions on health policy and targeted education efforts both on- and offline.