SBIR Phase I: Diesel Labs: Leveraging social media analytics to solve for cross-channel media planning

SBIR 第一阶段：Diesel Labs：利用社交媒体分析解决跨渠道媒体规划

• 批准号: 1621876
• 负责人: Anjali Midha
• 金额: $ 22.49万
• 依托单位: Diesel Labs, Inc.
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 2016
• 资助国家: 美国
• 起止时间: 2016-07-01 至 2017-09-30
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=1621876&HistoricalAwards=false
• 关键词: SBIR; Phase; Diesel; Labs; Leveraging

The broader impact/commercial potential of this Small Business Innovation Research (SBIR) Phase I project will be to trigger a major shift toward mobile content across the marketing industry - broadening the market and generating larger economic impact. Massive amounts of media dollars are poised to shift toward mobile video, but will not flow freely until ads can be delivered on the right content (engaging and safe) to the right people (targeted consumer segments) at the right time (when consumers are actively engaged). This SBIR Phase I project will radically advance the scientific and technological understanding needed for marketers to deliver ads this way, thereby enabling them to build their brands with sight, sound, and motion content delivered surgically through the most personal and engaging channel available - mobile. With the project facilitating this transition: 1) brands will be able to advertise more efficiently across TV and mobile media; 2) content producers, now able to extract fair market value for their efforts, will be motivated to create more and better content; and 3) audiences will benefit from improved content quality, selection and accessibility.This Small Business Innovation Research (SBIR) Phase I project is designed to enable brands and agencies to quickly and efficiently extend TV media plans into the rapidly growing mobile video space. While marketers have sophisticated TV planning tools at their disposal, they currently lack the ability to integrate TV/mobile video advertising in a way that optimizes their audience engagement and media spend. The research objective of this SBIR Phase I project is to develop social media-based recommendation technology to help marketers plan mobile video ad campaigns that seamlessly integrate with their traditional TV campaigns. The proposed project will 1) validate the technical and commercial feasibility of this approach and 2) produce an alpha version of the technology. Anticipated technical results include: building and testing a video content discovery engine; validating and implementing a planning system; initiating UI testing and user studies.

这项小企业创新研究（SBIR）第一阶段项目的广泛影响/商业潜力将引发整个营销行业向移动内容的重大转变——拓宽市场并产生更大的经济影响。大量的媒体资金正准备转向移动视频，但除非广告能够在正确的时间（当消费者积极参与时）将正确的内容（吸引人且安全）投放给正确的人（目标消费者群体），否则不会自由流动。SBIR一期项目将从根本上提高营销人员对这种方式投放广告所需的科学和技术理解，从而使他们能够通过最个性化和最吸引人的渠道——移动设备，通过视觉、声音和动作内容精准地投放，打造自己的品牌。该项目促进了这一转变：1)品牌将能够在电视和移动媒体上更有效地做广告；2)内容生产者现在能够从他们的努力中获得公平的市场价值，他们将有动力创造更多更好的内容；3)观众将受益于改进的内容质量、选择和可访问性。这个小企业创新研究（SBIR）第一阶段项目旨在使品牌和代理商能够快速有效地将电视媒体计划扩展到快速增长的移动视频领域。虽然营销人员拥有成熟的电视策划工具，但他们目前缺乏整合电视/移动视频广告的能力，以优化他们的受众参与度和媒体支出。这个SBIR第一阶段项目的研究目标是开发基于社交媒体的推荐技术，以帮助营销人员计划与传统电视广告无缝整合的移动视频广告活动。拟议的项目将1)验证该方法的技术和商业可行性，2)产生该技术的alpha版本。预期的技术成果包括：构建和测试视频内容发现引擎；确认和实施计划系统；启动UI测试和用户研究。