Multimodal Content Analysis for Effective Advertisements on YouTube

The recent advancement of web-scale digital advertising saw a paradigm shift from the conventional focus of digital advertisement distribution towards integrating digital processes and methodologies and forming a seamless workflow of advertisement design, production, distribution, and effectiveness monitoring. In this work, we implemented a computational framework for the predictive analysis of the content-based features extracted from advertisement video files and various effectiveness metrics to aid the design and production processes of commercial advertisements. Our proposed predictive analysis framework extracts multi-dimensional temporal patterns from the content of advertisement videos using multimedia signal processing and natural language processing tools. The pattern analysis part employs an architecture of cross modality feature learning where data streams from different feature dimensions are employed to train separate neural network models and then these models are fused together to learn a shared representation. Subsequently, a neural network model trained on this joint representation is utilized as a classifier for predicting advertisement effectiveness. Based on the predictive patterns identified between the content features and the effectiveness metrics of advertisements, we have elicited a useful set of auditory, visual and textual patterns that is strongly correlated with the proposed effectiveness metrics while can be readily implemented in the design and production processes of commercial advertisements. We validate our approach using subjective ratings from a dedicated user study, the text sentiment strength of online viewer comments, and a viewer opinion metric of the likes/views ratio of each advertisement from YouTube video-sharing website.