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AdScorer: an event-based system for near real-time impact analysis of television advertisements (industry article)

Published: 16 July 2012 Publication History

Abstract

The media measurement industry is in turmoil, with the old prediction-based models being challenged by more accurate measurement techniques, based on actual viewer behaviour drawn from much larger sample selections. As measurement methods converge across different types of media, the online/offline measurement divide will diminish. Television is one such medium that has traditionally required offline measurements. Advertisers are, for the most part, still accepting predictions and historical behaviors rather than current facts. Despite the limited accountability, yearly spendings on television advertisements are still much higher than for any other medium, and rising.
In this paper, we present AdScorer, a scoring system for television advertisements. Our system is based on event stream processing techniques, and can compute scores for advertisements in near real-time based on channel change events from viewer set-top boxes. Our results show that AdScorer is capable of delivering detailed scores on a per-advertisement spot basis for a whole block of commercials, immediately after the commercial break has ended. The scores include regional breakdowns with viewer numbers and shares for each geographical region of Norway as well as national scores. Our evaluation of AdScorer demonstrates that it is capable of scoring numerous channels simultaneously. In our experiments, we used one machine to analyze five channels, but our system can easily scale to support hundres of channels by adding more machines.

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Cited By

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  • (2016)A complex event processing approach to detect abnormal behaviours in the marine environmentInformation Systems Frontiers10.1007/s10796-015-9560-718:4(765-780)Online publication date: 1-Aug-2016
  • (2014)P2SProceedings of the 8th ACM International Conference on Distributed Event-Based Systems10.1145/2611286.2611305(189-197)Online publication date: 26-May-2014

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cover image ACM Conferences
DEBS '12: Proceedings of the 6th ACM International Conference on Distributed Event-Based Systems
July 2012
410 pages
ISBN:9781450313155
DOI:10.1145/2335484
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Publication History

Published: 16 July 2012

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  1. TV advertisement viewership scoring
  2. event processing

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DEBS '12

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Overall Acceptance Rate 145 of 583 submissions, 25%

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View all
  • (2016)A complex event processing approach to detect abnormal behaviours in the marine environmentInformation Systems Frontiers10.1007/s10796-015-9560-718:4(765-780)Online publication date: 1-Aug-2016
  • (2014)P2SProceedings of the 8th ACM International Conference on Distributed Event-Based Systems10.1145/2611286.2611305(189-197)Online publication date: 26-May-2014

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