Abstract
Creative advertising constitutes one of the highest-budget enterprises today. The present work describes the architecture of PromONTotion, an innovative tool for supporting ad designers in setting up a new campaign. The content of existing ad videos is collaboratively tagged, while playing a multi-player web-based game, and the provided annotations populate the support tool-thesaurus, a hierarchical ontological structure. Annotators-players will also provide information regarding the impact the ads had on them. Data mining and machine learning techniques are then employed for detecting interdependencies and correlations between ontology concepts and attributes, and for discovering underlying knowledge regarding the product type, the ad content and its impact on the players. The support tool will make ad videos, terms, statistical information and mined knowledge available to the ad designer, a generic knowledge thesaurus that combines previous ad content with users’ sentiment to help the creative process of new ad design.
Chapter PDF
Similar content being viewed by others
Keywords
References
Aitken, R., Gray, B., Lawson, R.: Advertising Effectiveness from a Consumer Perspective. International Journal of Advertising 27(2), 279–297 (2008)
Amos, C., Holmes, G., Strutton, D.: Exploring the Relationship between Celebrity Endorser Effects and Advertising Effectiveness. International Journal of Advertising 27(2), 209–234 (2008)
Blasko, V., Mokwa, M.: Creativity in Advertising: A Janusian Perspective. Journal of Advertising 15(4), 43–50 (1986)
Burke, R., Rangaswamy, A., Wind, J., Eliashberg, J.: A Knowledge-based System for Advertising Design. Marketing Science 9(3), 212–229 (1990)
Chamberlain, J., Poesio, M., Kruschwitz, U.: Phrase Detectives: A Web-based Collaborative Annotation Game. Proceedings of I-Semantics (2008)
Chen, Z.: Computational Intelligence for Decision Support. CRC Press, Florida (1999)
Ericsson, K., Simon, H.: Protocol Analysis: Verbal Reports as Data, 2nd edn. MIT Press, Boston (1993)
Goldenberg, J., Mazursky, D., Solomon, S.: The Fundamental Templates of Quality Ads. Marketing Science 18(3), 333–351 (1999)
Hill, R., Johnson, L.: Understanding Creative Service: A Qualitative Study of the Advertising Problem Delineation, Communication and Response (apdcr) process. International Journal of Advertising 23(3), 285–308 (2004)
Lee, M., Shen, H., Huang, J.Z., Marron, J.S.: Biclustering via sparse singular value decomposition. Biometrics 66, 1087–1095 (2010)
MacCrimmon, K., Wagner, C.: Stimulating Ideas Through Creativity Software. Management Science 40(11), 1514–1532 (1994)
Opas, T.: An Investigation into the Development of a Creativity Support Tool for Advertising. PhD Thesis. Auckland University of Technology (2008)
Prensky, M.: Fun, play and games: What makes games engaging? Digital Game-based Learning, 1–31 (2001)
Siorpaes, K., Hepp, M.: Games with a Purpose for the Semantic Web. IEEE Intelligent Systems, 1541–1672 (2008)
Vapnik, V.: The Nature of Statistical Learning Theory. Springer (1995) ISBN 0-387-98780-0
von Ahn, L.: Games with a Purpose. IEEE Computer 39(6), 92–94 (2006)
Walter, A., Nagypal, G.: IMAGENOTION – Collaborative Semantic Annotation of Images and Image Parts and Work Integrated Creation of Ontologies. In: Proceedings of the 1st Conference on Social Semantic Web. LNI, vol. 113, pp. 161–166. Springer (2007)
Wang, A., Hoang, C.D.V., Kan, M.Y.: Perspectives on Crowdsourcing Annotations for Natural Language Processing. Technical Report (TRB7/10). The National University of Singapore, School of Computing (2010)
Wang, H.-C., Cosley, D., Fussell, S.R.: Idea Expander: Supporting Group Brainstorming with Conversationally Triggered Visual Thinking Stimuli. In: Proceedings of the ACM Conference on Computer Supported Cooperative Work (CSCW), Georgia, USA (2010)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 IFIP International Federation for Information Processing
About this paper
Cite this paper
Kermanidis, K., Maragoudakis, M., Vosinakis, S., Exadaktylos, N. (2013). Designing a Support Tool for Creative Advertising by Mining Collaboratively Tagged Ad Video Content: The Architecture of PromONTotion. In: Papadopoulos, H., Andreou, A.S., Iliadis, L., Maglogiannis, I. (eds) Artificial Intelligence Applications and Innovations. AIAI 2013. IFIP Advances in Information and Communication Technology, vol 412. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-41142-7_2
Download citation
DOI: https://doi.org/10.1007/978-3-642-41142-7_2
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-41141-0
Online ISBN: 978-3-642-41142-7
eBook Packages: Computer ScienceComputer Science (R0)