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The influence of visual salience on video consumption behavior: A survival analysis approach

Published: 28 June 2015 Publication History

Abstract

In an increasingly competitive media environment, producers of online content need analytics that can predict the success of a video. In recent years the field of visual computation has produced a variety of mathematical models that quantify an image's salience, that is, its potential to capture attention. To test how a video's content might predict its success, we applied the standard saliency model of Itti, Koch, and Niebur [1] to more than 1000 video clips that were broadcast on a large video streaming website. We also obtained fine-grained data on the viewership of these clips. Based on a survival analysis, we find that people prefer more salient videos. The results were robust towards the inclusion of other predictors such as the genre of the video, but not to video length, which remains correlated with salience even after comparing videos only within show and genre. Our analyses suggest that visual salience provides an objective and easy-to-compute supplement to previously suggested predictors of video consumption behavior.

References

[1]
Itti, L. et al. 1998. A model of saliency-based visual attention for rapid scene analysis. IEEE Transactions pattern analysis and machine intelligence. 20, 11 (1998), 1254--1259.
[2]
Walther, D. and Koch, C. 2006. Modeling attention to salient proto-objects. Neural networks. 19, 9 (2006), 1395--1407.
[3]
Borji, A. and Itti, L. 2013. State-of-the-art in visual attention modeling. IEEE Transactions pattern analysis and machine intelligence. 35, 1 (2013), 185--207.
[4]
Kleinbaum, D.G. 1998. Survival Analysis, a Self-Learning Text. Biometrical Journal. 40, 1 (1998), 107--108.
[5]
Pieters, R. and Warlop, L. 1999. Visual attention during brand choice: The impact of time pressure and task motivation. Intern. J. of Research in Marketing. 16, (1999), 1--16.
[6]
Pieters, R. et al. 1999. Visual Attention to Repeated Print Advertising: A Test of Scanpath Theory. Journal of Marketing Research 36, 424--438 (1999).

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  1. The influence of visual salience on video consumption behavior: A survival analysis approach

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      cover image ACM Conferences
      WebSci '15: Proceedings of the ACM Web Science Conference
      June 2015
      366 pages
      ISBN:9781450336727
      DOI:10.1145/2786451
      Permission to make digital or hard copies of part or all 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 third-party components of this work must be honored. For all other uses, contact the Owner/Author.

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      Association for Computing Machinery

      New York, NY, United States

      Publication History

      Published: 28 June 2015

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      Author Tags

      1. predictive analytics
      2. salience
      3. survival analysis
      4. video consumption behavior
      5. visual salience

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      WebSci '15
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      WebSci '15: ACM Web Science Conference
      June 28 - July 1, 2015
      Oxford, United Kingdom

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      Overall Acceptance Rate 245 of 933 submissions, 26%

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