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MiSPOT: dynamic product placement for digital TV through MPEG-4 processing and semantic reasoning

机译：MiSPOT：通过MPEG-4处理和语义推理为数字电视动态放置产品

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摘要

In an increasingly competitive market, stakeholders of the television industry strive to exploit all the possibilities to get revenues from advertising, but their practices are usually at odds with the comfort of the TV viewers. This paper presents the proof of concept of MiSPOT, a system that brings a non-invasive and fully personalized form of advertising to Interactive Digital TV, targeting both domestic and mobile receivers. MiSPOT employs semantic reasoning techniques to select advertisements suited to the preferences, interests and needs of each individual viewer, and then relies on multimedia composition abilities to blend the advertising material with the TV program he/she is viewing at any time. The advertisements can be set to launch interactive commercials, thus enabling means for the provision of t-commerce services. Evaluation experiments are described to show the technical viability of the proposal, and also to gauge the opinions of end users. Questions about the potential impact and exploitation of this new form of advertising are addressed too. Keywords Interactive digital TV - Advertising - Product placement - Personalization - T-commerce
机译：在竞争日益激烈的市场中，电视行业的利益相关者努力利用一切可能性从广告中获取收入，但他们的做法通常与电视观众的舒适度相矛盾。本文介绍了MiSPOT的概念证明，MiSPOT是一种将无创且完全个性化的广告形式引入交互式数字电视的系统，该系统针对家用和移动接收器。 MiSPOT使用语义推理技术来选择适合每个观看者的喜好，兴趣和需求的广告，然后依靠多媒体合成功能将广告素材与他/她正在观看的电视节目进行混合。可以将广告设置为启动交互式广告，从而启用用于提供t商务服务的手段。描述了评估实验，以显示该提案的技术可行性，并评估最终用户的意见。有关这种新型广告形式的潜在影响和利用的问题也得到了解决。交互式数字电视-广告-产品展示位置-个性化-T-commerce

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