عنوان

Zapping index:

شماره

LA0f02n1v9

عنوان اصلي

Zapping index:

نام عام مواد

[Article]

نام نخستين پديدآور

Yang, S; Kafai, M; An, L; Bhanu, B

عنوان اصلي به قلم نويسنده ديگر

Using smile to measure advertisement zapping likelihood

متن يادداشت

© 2010-2012 IEEE. In marketing and advertising research, 'zapping' is defined as the action when a viewer stops watching a commercial. Researchers analyze users' behavior in order to prevent zapping which helps advertisers to design effective commercials. Since emotions can be used to engage consumers, in this paper, we leverage automated facial expression analysis to understand consumers' zapping behavior. Firstly, we provide an accurate moment-to-moment smile detection algorithm. Secondly, we formulate a binary classification problem (zapping/non-zapping) based on real-world scenarios, and adopt smile response as the feature to predict zapping. Thirdly, to cope with the lack of a metric in advertising evaluation, we propose a new metric called Zapping Index (ZI). ZI is a moment-to-moment measurement of a user's zapping probability. It gauges not only the reaction of a user, but also the preference of a user to commercials. Finally, extensive experiments are performed to provide insights and we make recommendations that will be useful to both advertisers and advertisement publishers.

تاريخ نشر

2014

عنوان

UC Riverside

نام الکترونيکي

نوع ماده

[Article]

کد کاربرگه

275578

سطح دسترسي

a

تكميل شده

Y