Evaluating content-centric vs. user-centric ad affect recognition

Abhinav Shukla, Shruti Shriya Gullapuram, Harish Katti, Karthik Yadati, Mohan Kankanhalli, Ramanathan Subramanian

Research output: A Conference proceeding or a Chapter in BookConference contributionpeer-review

5 Citations (Scopus)

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 contentcentric 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.

Original languageEnglish
Title of host publicationICMI 2017 - Proceedings of the 19th ACM International Conference on Multimodal Interaction
EditorsEdward Lank, Eve Hoggan, Sriram Subramanian, Alessandro Vinciarelli, Stephen A. Brewster
Place of PublicationUnited States
PublisherAssociation for Computing Machinery (ACM)
Pages402-410
Number of pages9
ISBN (Electronic)9781450355438
DOIs
Publication statusPublished - 3 Nov 2017
Externally publishedYes
Event19th ACM International Conference on Multimodal Interaction, ICMI 2017 - Glasgow, United Kingdom
Duration: 13 Nov 201717 Nov 2017

Publication series

NameICMI 2017 - Proceedings of the 19th ACM International Conference on Multimodal Interaction
Volume2017-January

Conference

Conference19th ACM International Conference on Multimodal Interaction, ICMI 2017
CountryUnited Kingdom
CityGlasgow
Period13/11/1717/11/17

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