Memory Model for Web Ad Effect Based on Multi-modal Features
Memory Model for Web Ad Effect Based on Multi-modal Features
复制标题
基于多模态特征的网络广告效果记忆模型
DOI：
10.1002/asi.24214
复制
发表时间：
2019
影响因子：
3.5
通讯作者：
Xiao-Hong Hu
中科院分区：
文献类型：
--
作者：
Hong Wang;Yong-Qiang Song;Lu-Tong Wang;Xiao-Hong Hu
网络广告效果评价是网络营销研究中的一个具有挑战性的问题。虽然对网页广告效果的分析已经取得了很好的效果，但是仍然存在一些不足。首先，缺乏对广告和网络内容之间相关性的深入研究。其次，没有深入分析用户和广告特征对用户浏览行为的影响。网络广告效果的评价指标不充分。鉴于上述问题，我们进行了我们的工作，研究观察者的行为模式的基础上多模态特征。首先，我们分析了不同搜索结果的广告和链接之间的相关性，并使用眼动特征进一步评估相关性对观察者注意网络广告的影响。然后，我们调查用户的行为序列，并提出了方向频繁浏览模式算法挖掘用户的最常用的浏览模式。最后，我们提出了新的使用“记忆”作为一种新的衡量广告效果，并进一步建立了一个广告记忆模型与集成的多模态功能预测网络广告的效果。大量的实验证明了该方法的优越性。
Web ad effect evaluation is a challenging problem in web marketing research. Although the analysis of web ad effectiveness has achieved excellent results, there are still some deficiencies. First, there is a lack of an in‐depth study of the relevance between advertisements and web content. Second, there is not a thorough analysis of the impacts of users and advertising features on user browsing behaviors. And last, the evaluation index of the web advertisement effect is not adequate. Given the above problems, we conducted our work by studying the observer's behavioral pattern based on multimodal features. First, we analyze the correlation between ads and links with different searching results and further assess the influence of relevance on the observer's attention to web ads using eye‐movement features. Then we investigate the user's behavioral sequence and propose the directional frequent‐browsing pattern algorithm for mining the user's most commonly used browsing patterns. Finally, we offer the novel use of “memory” as a new measure of advertising effectiveness and further build an advertising memory model with integrated multimodal features for predicting the efficacy of web ads. A large number of experiments have proved the superiority of our method.