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

小型企业创新研究(SBIR)第一阶段项目的更广泛影响/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，但在正确的时间(当消费者积极参与时)，广告能够以正确的内容(引人入胜和安全)传递给正确的人(目标消费群体)之前，不会自由流动。这个SBIR第一阶段项目将从根本上促进营销者以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人化和最吸引人的渠道--移动--以外科手术的方式提供视觉、声音和运动内容，从而建立自己的品牌。该项目促进了这一转变：1)品牌将能够更有效地在电视和移动媒体上做广告；2)内容制作者现在能够为他们的努力提取公平的市场价值，将被激励创造更多和更好的内容；以及3)受众将从改进的内容质量、选择和可访问性中受益。这个小型企业创新研究(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。虽然营销人员拥有复杂的电视规划工具，但他们目前缺乏整合电视/移动视频广告以优化受众参与度和媒体支出的能力。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，以帮助营销人员规划与其传统电视广告活动无缝集成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)产生该技术的阿尔法版本。预期的技术成果包括：构建和测试视频内容发现引擎；验证和实施规划系统；启动用户界面测试和用户研究。

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.