The aim of this paper is to introduce a novel business model based on real time bidding (RTB) and an online video interaction technology and to demonstrate how they can be integrated to boost the power of advertising. The interaction technology was built around a novel object recognition/tracking technique and a traditional video-processing one. Innovative algorithms, including scene-splitting and adaptive selection, are proposed to ensure recognition and tracking accuracy. This technology makes the scenario become possible in that whatever an object a viewer feels interested, he or she can click the object via mouse or touchscreen. An overall accuracy of 92% was achieved after testing more than 20 various videos. In addition, a novel business model about online video advertising is further proposed. Through the video-interaction, the viewers’ preference data is provided to the demand side platforms (DSPs) and is served as a price reference for advertisers in one round of RTB. This business model further enhances viewers’ video-watching experience because advertisements are pushed only when viewers show a keen interest in certain objects. As a result, advertising becomes more powerful in that advertisers are able to precisely reach their target customers with a higher possibility of purchase.
Jiesheng Zhang, Shanghai Jiao Tong University, China
Chengyan Feng, Shanghai Jiao Tong University, China
Vincent Chang, Shanghai Jiao Tong University, China
Jia Tan, Shanghai Jiao Tong University, China Wayne Wu, AVD Digital Media, China
Stream: Business Administration and Business Economics
This paper is part of the EBMC2015 Conference Proceedings (View)
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