Skip to main content
SpringerLink
Log in

MiSPOT: dynamic product placement for digital TV through MPEG-4 processing and semantic reasoning

  • Regular Paper
  • Published:
Knowledge and Information Systems Aims and scope Submit manuscript

Abstract

In an increasingly competitive market, stakeholders of the television industry strive to exploit all the possibilities to get revenues from advertising, but their practices are usually at odds with the comfort of the TV viewers. This paper presents the proof of concept of MiSPOT, a system that brings a non-invasive and fully personalized form of advertising to Interactive Digital TV, targeting both domestic and mobile receivers. MiSPOT employs semantic reasoning techniques to select advertisements suited to the preferences, interests and needs of each individual viewer, and then relies on multimedia composition abilities to blend the advertising material with the TV program he/she is viewing at any time. The advertisements can be set to launch interactive commercials, thus enabling means for the provision of t-commerce services. Evaluation experiments are described to show the technical viability of the proposal, and also to gauge the opinions of end users. Questions about the potential impact and exploitation of this new form of advertising are addressed too.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  1. Asnicar F, Tasso C (1997) IfWeb: a prototype of user-models-based intelligent agent for document filtering and navigation in the World Wide Web. In: Proceedings of the 6th international conference on user modeling, Chia Laguna, Italy

  2. Athanasiadis T, Mylonas P, Avrithis YS, Kollias SD: Semantic image segmentation and object labeling. IEEE Trans Circuits Syst Video Technol 17(3), 298–312 (2007)

    Article  Google Scholar 

  3. Blanco-Fernández Y, Pazos-Arias JJ, Gil-Solla A, Ramos-Cabrer M, López-Nores M, García-Duque J, Díaz-Redondo RP, Fernández-Vilas A, Bermejo-Muñoz J: A flexible semantic inference methodology to reason about user preferences in knowledge-based recommender systems. Knowl Based Syst 21(4), 305–320 (2008a)

    Article  Google Scholar 

  4. Blanco-Fernández Y, Pazos-Arias JJ, Gil-Solla A, Ramos-Cabrer M, López-Nores M, García-Duque J, Fernández-Vias A, Díaz-Redondo RP, Bermejo-Muñoz J: An MHP framework to provide intelligent personalized recommendations about Digital TV contents. Softw Pract Exp 38(9), 925–960 (2008b)

    Article  Google Scholar 

  5. Branting LK: Learning feature weights from customer return-set selections. Knowl Inform Syst 6(2), 188–202 (2004)

    Article  Google Scholar 

  6. Burke R: Hybrid recommender systems: survey and experiments. User Model User-Adapt Interact 12(4), 331–370 (2002)

    Article  MATH  Google Scholar 

  7. Cauberghe V, De Pelsmacker P (2006) Opportunities and thresholds for advertising on interactive digital TV: a view from advertising professionals. J Interact Advert 7(1)

  8. Creutzburg R, Takala J, Chen C (2006) Multimedia on mobile devices II. SPIE International Society for Optical Engineering, Bellingham

  9. Digital Tech Consulting, Inc. (2006) Digital TV receivers: worldwide history and forecasts (2000–2010). http://www.dtcreports.com/report_dtvr.aspx

  10. DVB (2006) Globally executable MHP, ETSI standard TS 102 819

  11. Ebrahimi T, Pereira F: The MPEG-4 book. Prentice Hall, Englewood Cliffs (2002)

    Google Scholar 

  12. Ganesan P, Garcia-Molina H, Widom J: Exploiting hierarchical domain structure to compute similarity. ACM Trans Inform Syst 21(1), 64–93 (2003)

    Article  Google Scholar 

  13. Ghaneh M (2004) System model for t-learning application based on home servers (PDR). Broadcast technology, vol 19. http://www.nhk.or.jp/strl/publica/bt/en/rep0019.pdf

  14. GPAC (2007) GPAC project on advanced content. http://gpac.sourceforge.net

  15. Hepp M: Products and services ontologies: a methodology for deriving OWL ontologies from industrial categorization standards. Int J Semant Web Inform Syst 2(1), 72–99 (2006)

    Google Scholar 

  16. Hepp M, Leukel J, Schmitz V: A quantitative analysis of product categorization standards: content, coverage and maintenance of eCl@ss, UNSPSC, eOTD, and the RosettaNet Technical Dictionary. Knowl Inform Syst 13(1), 77–114 (2007)

    Article  Google Scholar 

  17. Illgner K, Cosmas J (2001) System concept for interactive broadcasting consumer terminals. In: Proceedings of the international broadcast convention. Amsterdam, The Netherlands. http://www.irt.de/sambits

  18. iTVx (2008) Measuring the quality of product placement. http://www.itvx.com

  19. Jiang T, Tuzhilin A (in press) Dynamic micro-targeting: fitness-based approach to predicting individual preferences. Knowl Inform Syst. doi:10.1007/s10115-008-0149-z

  20. Kastidou G, Cohen R (2006) An approach for delivering personalized ads in interactive TV customized to both users and advertisers. In: Proceedings of the 4th European conference on interactive television, Athens, Greece

  21. Kim P (2006) Advertisers face TV reality. Business View Trends, Forrester Research

  22. Krulwich B: Lifestyle finder: intelligent user profiling using large-scale demographic data. AI Mag 18(2), 37–45 (1997)

    Google Scholar 

  23. Lee J, Kim M, Lee Y: Information retrieval based on conceptual distance in IS-A hierarchies. J Doc 49(2), 188–207 (1993)

    Article  Google Scholar 

  24. Lekakos G, Giaglis G (2004) A lifestyle-based approach for delivering personalised advertisements in digital interactive television. J Comput Mediat Commun 9(2)

  25. Leung CW, Chan SC, Chung F-L: A collaborative filtering framework based on fuzzy association rules and multiple-level similarity. Knowl Inform Syst 10(3), 357–381 (2006)

    Article  Google Scholar 

  26. Manjunath B, Salembier P, Sikora T: Introduction to MPEG-7: multimedia content description language. Wiley, New York (2002)

    Google Scholar 

  27. McGuinness D, van Harmelen F (2004) Web ontology language overview. W3C Recommendation

  28. Montaner M, López B, de la Rosa J: A taxonomy of recommender agents on the internet. Artif Intell Rev 19(4), 285–330 (2003)

    Article  Google Scholar 

  29. Morris S, Smith-Chaigneau A: Interactive TV standards. Focal Press, New York (2005)

    Google Scholar 

  30. Moukas A: Amalthaea: information filtering and discovery using a multiagent evolving system. J Appl Artif Intell 11(5), 437–457 (1997)

    Article  Google Scholar 

  31. Pazos-Arias J, López-Nores M, García-Duque J, Díaz-Redondo R, Blanco-Fernández Y, Ramos-Cabrer M, Gil-Solla A, Fernández-Vilas A: Provision of distance learning services over interactive digital TV with MHP. Comput Educ 50(3), 927–949 (2008)

    Article  Google Scholar 

  32. Pazzani M, Billsus D: Learning and revising user profiles: the identification of interesting web sites. Mach Learn 27, 313–331 (1997)

    Article  Google Scholar 

  33. Pinheiro AMG (2007) Image description using scale-space edge pixel directions histogram. In: Proceedings of the 2nd international workshop on semantic media adaptation and personalization. Uxbridge, UK

  34. Ricci F, Arslan B, Mirzadeh N, Venturini A: ITR: a case-based travel advisory system. Lect Notes Comput Sci 2416, 613–627 (2002)

    Article  Google Scholar 

  35. Rodríguez de las Heras Ballell T (2008) Personalization of interactive multimedia services: a research and development perspective. In: Legal framework for personalization-based business models, chap. Nova Science Publishers, Hauppauge

  36. Russell C: Investigating the effectiveness of product placements in television shows: the role of modality and plot connection congruence on brand memory and attitude. J Consumer Res 29, 306–318 (2002)

    Article  Google Scholar 

  37. Shimazu H: ExpertClerk: a conversational case-based reasoning tool for developing salesclerk agents in e-commerce webshops. Artif Intell Rev 18(3), 223–244 (2002)

    Article  Google Scholar 

  38. Staab S, Studer R (eds) (2003) Handbook on ontologies. Springer, Berlin

    Google Scholar 

  39. Thawani A, Gopalan S, Sridhar V (2004) Context-aware personalized ad insertion in an Interactive TV environment. In: Proceedings of the 4th workshop on personalization in future TV, Eindhoven, The Netherlands

  40. Trifonova A (2007) Ubiquitous and pervasive knowledge and learning management: semantics, social networking and new media to their full potential. In: Accessing learning content in a mobile system. Does mobile mean always connected? chap. IGI Publishing, Hershey

  41. TV-Anytime (2003) TV-anytime specification series, ETSI standard TS 102 822

  42. Vucetic S, Obradovic Z: Collaborative filtering using a regression-based approach. Knowl Inform Syst 7(1), 1–22 (2004)

    Article  Google Scholar 

  43. Wan K, Yan X: Advertising insertion in sports webcasts. IEEE Multimed 14(2), 78–82 (2007)

    Article  Google Scholar 

  44. Wan K, Yan X, Yu X, Xu C (2003) Robust goal-mouth detection for virtual content insertion. In: Proceedings of the 11th ACM international conference on multimedia, Berkeley, CA, USA

  45. Wang Y, Zhaoqi C, Kobsa A (2007) A collection and systematization of international privacy laws. http://www.ics.uci.edu/~kobsa/privacy/intlprivlawsurvey.html

Download references

Author information

Authors and Affiliations

  1. Telematics Engineering Department, University of Vigo, Vigo, Spain

    Martín López-Nores, José J. Pazos-Arias, Jorge García-Duque, Yolanda Blanco-Fernández, Manuela I. Martín-Vicente, Ana Fernández-Vilas, Manuel Ramos-Cabrer & Alberto Gil-Solla

Authors
  1. Martín López-Nores
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. José J. Pazos-Arias
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Jorge García-Duque
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Yolanda Blanco-Fernández
    View author publications

    You can also search for this author in PubMed Google Scholar

  5. Manuela I. Martín-Vicente
    View author publications

    You can also search for this author in PubMed Google Scholar

  6. Ana Fernández-Vilas
    View author publications

    You can also search for this author in PubMed Google Scholar

  7. Manuel Ramos-Cabrer
    View author publications

    You can also search for this author in PubMed Google Scholar

  8. Alberto Gil-Solla
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Martín López-Nores.

Rights and permissions

Reprints and permissions

About this article

Cite this article

López-Nores, M., Pazos-Arias, J.J., García-Duque, J. et al. MiSPOT: dynamic product placement for digital TV through MPEG-4 processing and semantic reasoning. Knowl Inf Syst 22, 101–128 (2010). https://doi.org/10.1007/s10115-009-0200-8

Download citation

  • Received:

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10115-009-0200-8

Keywords

Search

Navigation