Measuring Effectiveness of Video Advertisements
This work addresses a challenge for advertisers in a billion-dollar industry by providing a method to assess ad effectiveness, though it is incremental as it applies existing techniques to a new domain.
This paper tackles the problem of measuring the effectiveness of video advertisements by combining human-annotated features and video processing techniques to predict effectiveness ratings from YouTube data, achieving accuracies of 84%, 65%, and 55% on binary, four-way, and five-way classification tasks.
Advertisements are unavoidable in modern society. Times Square is notorious for its incessant display of advertisements. Its popularity is worldwide and smaller cities possess miniature versions of the display, such as Pittsburgh and its digital works in Oakland on Forbes Avenue. Tokyo's Ginza district recently rose to popularity due to its upscale shops and constant onslaught of advertisements to pedestrians. Advertisements arise in other mediums as well. For example, they help popular streaming services, such as Spotify, Hulu, and Youtube TV gather significant streams of revenue to reduce the cost of monthly subscriptions for consumers. Ads provide an additional source of money for companies and entire industries to allocate resources toward alternative business motives. They are attractive to companies and nearly unavoidable for consumers. One challenge for advertisers is examining a advertisement's effectiveness or usefulness in conveying a message to their targeted demographics. Rather than constructing a single, static image of content, a video advertisement possesses hundreds of frames of data with varying scenes, actors, objects, and complexity. Therefore, measuring effectiveness of video advertisements is important to impacting a billion-dollar industry. This paper explores the combination of human-annotated features and common video processing techniques to predict effectiveness ratings of advertisements collected from Youtube. This task is seen as a binary (effective vs. non-effective), four-way, and five-way machine learning classification task. The first findings in terms of accuracy and inference on this dataset, as well as some of the first ad research, on a small dataset are presented. Accuracies of 84\%, 65\%, and 55\% are reached on the binary, four-way, and five-way tasks respectively.