Shukla, A., Gullapuram, S. S., Katti, H., Yadati, K., Kankanhalli, M. and Subramanian, R. (2017) Evaluating Content-centric vs. User-centric Ad Affect Recognition. In: 19th ACM International Conference on Multimodal Interaction (ICMI 2017), Glasgow, Scotland, 13-17 Nov 2017, pp. 402-410. ISBN 9781450355438 (doi: 10.1145/3136755.3136796)
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Abstract
Despite the fact that advertisements (ads) often include strongly emotional content, very little work has been devoted to affect recognition (AR) from ads. This work explicitly compares content-centric and user-centric ad AR methodologies, and evaluates the impact of enhanced AR on computational advertising via a user study. Specifically, we (1) compile an affective ad dataset capable of evoking coherent emotions across users; (2) explore the efficacy of content-centric convolutional neural network (CNN) features for encoding emotions, and show that CNN features outperform low-level emotion descriptors; (3) examine user-centered ad AR by analyzing Electroencephalogram (EEG) responses acquired from eleven viewers, and find that EEG signals encode emotional information better than content descriptors; (4) investigate the relationship between objective AR and subjective viewer experience while watching an ad-embedded online video stream based on a study involving 12 users. To our knowledge, this is the first work to (a) expressly compare user vs content-centered AR for ads, and (b) study the relationship between modeling of ad emotions and its impact on a real-life advertising application.
| Item Type: | Conference Proceedings |
|---|---|
| Status: | Published |
| Refereed: | Yes |
| Glasgow Author(s) Enlighten ID: | Subramanian, Dr Ramanathan |
| Authors: | Shukla, A., Gullapuram, S. S., Katti, H., Yadati, K., Kankanhalli, M., and Subramanian, R. |
| College/School: | College of Science and Engineering > School of Computing Science |
| Journal Name: | Proceedings of the 19th ACM International Conference on Multimodal Interaction - ICMI 2017 |
| Publisher: | ACM Press |
| ISBN: | 9781450355438 |
| Copyright Holders: | Copyright © 2017 The Authors |
| Publisher Policy: | Reproduced in accordance with the copyright policy of the publisher |
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