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

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

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

Content Provider	ACM Digital Library
Author	Meling, Hein Evensen, Pål
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.
Starting Page	85
Ending Page	94
Page Count	10
File Format	PDF
ISBN	9781450313155
DOI	10.1145/2335484.2335494
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2012-07-16
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Tv advertisement viewership scoring Event processing
Content Type	Text
Resource Type	Article

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