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Knowl Inf Syst (2010) 22:101128
DOI 10.1007/s10115-009-0200-8
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Martn Lpez-Nores Jos J. Pazos-Arias Jorge Garca-Duque
Yolanda Blanco-Fernndez Manuela I. Martn-Vicente Ana Fernndez-Vilas
Manuel Ramos-Cabrer Alberto Gil-Solla
Received: 30 April 2008 / Revised: 27 January 2009 / Accepted: 17 February 2009 / Published online: 26 March 2009 Springer-Verlag London Limited 2009
Abstract 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
1 Introduction
Publicity is one of the sustaining pillars of the television industry. In an increasingly competitive market, however, numerous studies point out a significant drop in the effectiveness of the advertising techniques in use due to the limitations that stem from presenting the same products to all the TV viewers in a way that interferes with their enjoyment of the audiovisual contents. The most widely used technique has been the classical spot that consists of temporarily interrupting the programs to insert advertisements. This practice has been often criticized in the eld of TV at home for disappointing the viewers (e.g. spoiling important
M. Lpez-Nores (B) J. J. Pazos-Arias J. Garca-Duque Y. Blanco-Fernndez M. I. Martn-Vicente
A. Fernndez-Vilas M. Ramos-Cabrer A. Gil-Solla
Telematics Engineering Department, University of Vigo, Vigo, Spain e-mail: [email protected]
MiSPOT: dynamic product placement for digital TV through MPEG-4 processing and semantic reasoning
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