Modelling quality of experience for online video advertisement insertion

Journal article

Bulkan, U., Dagiuklas, A. and Iqbal, M. (2019). Modelling quality of experience for online video advertisement insertion. IEEE Transactions on Broadcasting. https://doi.org/10.1109/TBC.2020.2965064
AuthorsBulkan, U., Dagiuklas, A. and Iqbal, M.
Abstract

The impact of online video advertisement has an evolving and undeniable influence on the success of online video streaming. A successful online video advertisement campaign deployment necessitates: “targeting appropriate marketing audience, determining optimum intervals to insert advertisement, associating the production quality of the content while considering advertisement conceptual features, matching the relevance of advertisement context to the content theme, calculating the applicable number of ads for stitching into the content, and correlating the ratio of advertisement length to total active watch duration”. This paper proposes a novel model for inserting advertisement into online video that considers content and commercial specific properties while optimizing Quality of Experience (QoE) by estimating suitable duration for advertisement, number of splits and content relation. The proposed model has been evaluated in a controlled on-line video test environment so that the success rate of this platform has been compared with the advertisement insertion strategies of technology frontrunners YouTube and Vimeo. In terms of medium and long length online videos, advertisements located within the content provides a better QoE compared to the ones that are located at the beginning of the video. For short length online videos, the general expectation of the audience tends to see the content immediately and any advertisement insertion related delay results in a corresponding customer behavior where 25% tend to quit after 3 seconds and another 25% after 5 seconds.

© 2019 IEEE. Personal use of this material is permitted. Permission from IEEE must be obtained for all other uses, in any current or future media, including reprinting/republishing this material for advertising or promotional purposes, creating new collective works, for resale or redistribution to servers or lists, or reuse of any copyrighted component of this work in other works

Year2019
JournalIEEE Transactions on Broadcasting
PublisherInstitute of Electrical and Electronics Engineers (IEEE)
ISSN0018-9316
Digital Object Identifier (DOI)https://doi.org/10.1109/TBC.2020.2965064
Publication dates
Online24 Jan 2020
Publication process dates
Accepted22 Nov 2019
Deposited24 Jan 2020
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Shahzadi, S., Iqbal, M., Wang, X., Ubakanma, G., Dagiuklas, A. and Tchernykh, A. (2019). Lightweight Computation to Robust Cloud Infrastructure for Future Technologies (Workshop Paper). Wang, Xinheng, Gao, Honghao, Iqbal, Muddesar and Min, Geyong (ed.) CollaborateCom 2019 - 15th EAI International Conference on Collaborative Computing: Networking, Applications and Worksharing. London 19 - 22 Nov 2019 Springer. pp. 3-11
Energy-Aware IP Routing over SDN
Ghosh, S, Dagiuklas, T and Iqbal, M (2019). Energy-Aware IP Routing over SDN. IEEE Global Communications Conference (GLOBECOM). Abu Dhabi, United Arab Emirates, United Arab Emirates 09 - 13 Dec 2018 Institute of Electrical and Electronics Engineers (IEEE). https://doi.org/10.1109/GLOCOM.2018.8647764
Context aware ontology‐based hybrid intelligent framework for vehicle driver categorization
Sarwar, S., Zia, S., Ul Qayyum, Z., Iqbal, M., Safyan, M., Mumtaz, S. and García‐Castro, R. (2019). Context aware ontology‐based hybrid intelligent framework for vehicle driver categorization. Transactions on Emerging Telecommunications Technologies. https://doi.org/10.1002/ett.3729
Load-Balancing for Edge QoE-Based VNF Placement for OTT Video Streaming
Bulkan, U, Iqbal, M and Dagiuklas, T (2019). Load-Balancing for Edge QoE-Based VNF Placement for OTT Video Streaming. IEEE Globecom Workshops (GC Wkshps). Abu Dhabi, United Arab Emirates, United Arab Emirates 09 - 13 Dec 2018 Institute of Electrical and Electronics Engineers (IEEE). https://doi.org/10.1109/GLOCOMW.2018.8644214
Mitigating MAC Layer Performance Anomaly of Wi-Fi Networks through Adaptable Channelization
Hussain, A, Safyan, M, Sarwar, S, Ul, QZ, Iqbal, M and Saqib, NA (2019). Mitigating MAC Layer Performance Anomaly of Wi-Fi Networks through Adaptable Channelization. Proceedings of ISP RAS. 31 (2), pp. 53-66. https://doi.org/10.15514/ISPRAS-2019-31(2)-5
Graphs Resemblance based Software Birthmarks through Data Mining for Piracy Control
Sarwar, S., Ul Qayyum, Z., Safyab, M., Iqbal, M. and Mahmood, Y. (2019). Graphs Resemblance based Software Birthmarks through Data Mining for Piracy Control. Programming and Computer Software. 45 (8), pp. 581-589. https://doi.org/10.1134/S0361768819080152
Privacy and security for resource-constrained IOT devices and networks: Research challenges and opportunities
Li, S., Song, H. and Iqbal, M. (2019). Privacy and security for resource-constrained IOT devices and networks: Research challenges and opportunities. Sensors. 19 (8), p. 1935. https://doi.org/10.3390/s19081935
Social Relationships and Temp-Spatial Behaviors Based Community Discovery to Improve Cyber Security Practices
Cao, J., Weijia, L., Cao, B., Wang, P., Shancang, L., Liu, B. and Iqbal, M. (2019). Social Relationships and Temp-Spatial Behaviors Based Community Discovery to Improve Cyber Security Practices. IEEE Access. https://doi.org/10.1109/ACCESS.2019.2931937
Graphs Resemblance based Software Birthmarks through Data Mining for Piracy Control
Sarwar, S., Ul Qayyum, Z., Safyan, M., Iqbal, M. and Mahmood, Y. (2019). Graphs Resemblance based Software Birthmarks through Data Mining for Piracy Control. Proceedings of the Institute for System Programming. 31 (2), pp. 171-186. https://doi.org/10.15514/ISPRAS-2019-31(2)-12
Co-Operative and Hybrid Replacement Caching for Multi-Access Mobile Edge Computing
Ugwuaynyi, E.E., Ghosh, S., Iqbal, M., Dagiuklas, A., Mumtaz, S. and Al-Dulaimi, A. (2019). Co-Operative and Hybrid Replacement Caching for Multi-Access Mobile Edge Computing. 2019 European Conference on Networks and Communications (EuCNC). Valencia, Spain 18 - 21 Jun 2019 Institute of Electrical and Electronics Engineers (IEEE). https://doi.org/10.1109/EuCNC.2019.8801991
Reliable Data Analysis through Blockchain based Crowdsourcing in Mobile Ad-hoc Cloud
Rasool, S, Iqbal, M, Dagiuklas, T, Ul Qayyum, Z and Shancang, L (2019). Reliable Data Analysis through Blockchain based Crowdsourcing in Mobile Ad-hoc Cloud. Mobile Networks and Applications. 25, pp. 153-163. https://doi.org/10.1007/s11036-019-01221-x
Predicting quality of experience for online video service provisioning
Bulkan, U. and Dagiuklas, A. (2019). Predicting quality of experience for online video service provisioning. Multimedia Tools and Applications. 78, p. 18787–18811. https://doi.org/10.1007/s11042-019-7164-9
Ontology Evolution for Personalized and Adaptive Activity Recognition
Safyan, M, Ul Qayyum, Z, Sarwar, S, Iqbal, M, Castro, R G and Al-Dulaimi, A (2019). Ontology Evolution for Personalized and Adaptive Activity Recognition. IET Wireless Sensor Systems. https://doi.org/10.1049/iet-wss.2018.5209
Optimal Haptic Communications over Nanonetworks for E-Health Systems
Feng, L, Ali, A, Iqbal, M, Bashir, A K, Hussain, S A and Pack, S (2019). Optimal Haptic Communications over Nanonetworks for E-Health Systems. IEEE Transactions on Industrial Informatics. https://doi.org/10.1109/TII.2019.2902604
Local Experts Finding using User Comments in Location-based Social Networks
Cao, J, Yang, Y, Cao, B, Xue, L, Li, S, Iqbal, M and Mumtaz, S (2019). Local Experts Finding using User Comments in Location-based Social Networks. Transactions on Emerging Telecommunications Technologies. 30 (9). https://doi.org/10.1002/ett.3600
Evolution of Orchestration Towards 5G
Kassai, K., Ghosh, S and Dagiuklas, A (2019). Evolution of Orchestration Towards 5G. Journal of Communication. 14 (12). https://doi.org/10.12720/jcm.14.12.1134-1140
BlueArch – An implementation of 5G Testbed
Ghosh, S, Ugwuanyi, E, Dagiuklas, A and Iqbal, M (2019). BlueArch – An implementation of 5G Testbed. Journal of Communication. https://doi.org/10.12720/jcm.14.12.1110-1118
Video surveillance systems-current status and future trends
Tsakanikas, V. and Dagiuklas, A. (2018). Video surveillance systems-current status and future trends. Computers and Electrical Engineering. 70, pp. 736-753. https://doi.org/10.1016/j.compeleceng.2017.11.011
VFCSIM: A simulation framework for real-time multi-service Virtual Function Chains deployment
Tsakanikas, V. and Dagiuklas, A. (2018). VFCSIM: A simulation framework for real-time multi-service Virtual Function Chains deployment. IEEE Global Communications Conference (GLOBECOM). Abu Dhabi, United Arab Emirates, United Arab Emirates 09 - 13 Dec 2018 Institute of Electrical and Electronics Engineers (IEEE).
Ontology Based e-Learning Systems: A Step towards Adaptive Content Recommendation
Sarwar, S, García-Castro, R, Qayyum, Z, Safyan, M, Munir, F and Iqbal, M (2018). Ontology Based e-Learning Systems: A Step towards Adaptive Content Recommendation. International Journal of Information and Education Technology. 8 (10), pp. 700-705. https://doi.org/10.18178/ijiet.2018.8.10.1125
Autonomous, Seamless and Resilience Carrier Cloud Brokerage Solution for Business Contingencies during Disaster Recovery
Shahzadi, S, Ubakanma, G, Iqbal, M and Dagiuklas, T (2018). Autonomous, Seamless and Resilience Carrier Cloud Brokerage Solution for Business Contingencies during Disaster Recovery. IEEE International Conference on High Performance Computing and Communication (HPCC). Exeter, UK 28 - 30 Jun 2018 Institute of Electrical and Electronics Engineers (IEEE). https://doi.org/10.1109/HPCC/SmartCity/DSS.2018.00174
Feasibility of Serverless Cloud Services for Disaster Management Information Systems
Asghar, T, Rasool, S, Iqbal, M, Qayyum, Z, Noor Mian, A and Ubakanma, G (2018). Feasibility of Serverless Cloud Services for Disaster Management Information Systems. IEEE International Conference on High Performance Computing and Communication (HPCC). Exeter, UK 28 - 30 Jun 2018 Institute of Electrical and Electronics Engineers (IEEE). https://doi.org/10.1109/HPCC/SmartCity/DSS.2018.00175
On the Modelling of CDNaaS Deployment
Bulkan, U, Dagiuklas, T and Iqbal, M (2018). On the Modelling of CDNaaS Deployment. Multimedia Tools and Applications. 78, pp. 6805-6825. https://doi.org/10.1007/s11042-018-6441-3
Reliable Resource Provisioning using Bankers’ Deadlock Avoidance Algorithm in MEC for Industrial IoT
Ugwuanyi, EE, Ghosh, S, Iqbal, M and Dagiuklas, T (2018). Reliable Resource Provisioning using Bankers’ Deadlock Avoidance Algorithm in MEC for Industrial IoT. IEEE Access. 6. https://doi.org/10.1109/ACCESS.2018.2857726
Quality of Service Provisioning for Heterogeneous Services in Cognitive Radio-enabled Internet of Things
Ali, A, Feng, L, Bashir, AK, Shaker, SH, Ahmed, SH, Iqbal, M and Raja, G (2018). Quality of Service Provisioning for Heterogeneous Services in Cognitive Radio-enabled Internet of Things. IEEE Transactions on Network Science and Engineering. https://doi.org/10.1109/TNSE.2018.2877646
On the Load Balancing of Edge Computing resources for on-line video delivery
Bulkan, U., Dagiuklas, A., Iqbal, M, Saidul Huq, M, Al-Dulaimi, A and Rodriguez, J (2018). On the Load Balancing of Edge Computing resources for on-line video delivery. IEEE Access. 6 (2018), pp. 73916-73927. https://doi.org/10.1109/ACCESS.2018.2883319
Communication device and method for achieving multi-protocol interoperability
Wang, X and Iqbal, M (2017). Communication device and method for achieving multi-protocol interoperability.
Multiprotocol interoperation communication device and method (Patent Application CN 105704125 A)
Wang, X and Iqbal, M (2016). Multiprotocol interoperation communication device and method (Patent Application CN 105704125 A).
Mobile Edge Computing Potential in Making Cities Smarter
Taleb, T, Dutta, S, Ksentini, A, Iqbal, M and Flinck, H (2017). Mobile Edge Computing Potential in Making Cities Smarter. IEEE Communications Magazine. 55 (3). https://doi.org/10.1109/MCOM.2017.1600249CM
A Novel Mobility-Aware Playout Algorithm for VoIP Services
Lykourgiotis, A, Kotsopoulos, S and Dagiuklas, A. (2017). A Novel Mobility-Aware Playout Algorithm for VoIP Services. Wireless Personal Communications. 96 (2), pp. 2427-2446. https://doi.org/10.1007/s11277-017-4305-1
An Efficient Channel Access Scheme for Vehicular Ad-hoc Networks
Hussain, S, Iqbal, M, Saeed, A, Raza, I, Raza, H, Ali, A, Bashir, A and Baig, A (2017). An Efficient Channel Access Scheme for Vehicular Ad-hoc Networks. Mobile Information Systems. 2 (4), pp. 1473-1477.
Infrastructure as a Service (IaaS): A Comparative Performance Analysis of Open-Source Cloud Platforms
Iqbal, M and Dagiuklas, T (2017). Infrastructure as a Service (IaaS): A Comparative Performance Analysis of Open-Source Cloud Platforms. The International Workshop on Computer-Aided Modeling Analysis and Design of Communication Links and Networks (CAMAD). Lund, Sweden. 21 May - 19 Jun 2017
Context-Aware Personalized Activity Modeling in Concurrent Environment
Safyan, M, Zia, Q, Sarwar, S, Iqbal, M and Ahmed, M (2017). Context-Aware Personalized Activity Modeling in Concurrent Environment. 2017 IEEE International Conference on Internet of Things (iThings) and IEEE Green Computing and Communications (GreenCom) and IEEE Cyber, Physical and Social Computing (CPSCom) and IEEE Smart Data (SmartData). Exeter UK 21 - 23 Jun 2017 Institute of Electrical and Electronics Engineers (IEEE). https://doi.org/10.1109/iThings-GreenCom-CPSCom-SmartData.2017.150
Predicting Quality Of Experience For Online Video Systems Using Machine Learning
Dagiuklas, T and Bulkan, U (2017). Predicting Quality Of Experience For Online Video Systems Using Machine Learning. 19th IEEE International Workshop on Multimedia Signal Processing. Luton 16 - 18 Oct 2017 Institute of Electrical and Electronics Engineers (IEEE).
Edu-Cloud: On-the-fly Employability Skills as a Service
Shahzadi, S, Iqbal, M and Dagiuklas, T (2017). Edu-Cloud: On-the-fly Employability Skills as a Service. Computer Applications in Engineering Education. 26 (2), pp. 314-325. https://doi.org/10.1002/cae.21886
IoTA: IoT Automated SIP-based Emergency Call Triggering System for general eHealth purposes
Andriopoulou, F, Orphanoudakis, T and Dagiuklas, A. (2017). IoTA: IoT Automated SIP-based Emergency Call Triggering System for general eHealth purposes. 13th IEEE International Conference on Wireless and Mobile Computing, Networking and Communications. Rome 09 - 11 Oct 2017 Institute of Electrical and Electronics Engineers (IEEE). https://doi.org/10.1109/WiMOB.2017.8115830
Multi-Access Edge Computing: Open issues, Challenges and Future Perspective
Shahzadi, S, Iqbal, M, Dagiuklas, T and Qayyum, Z (2017). Multi-Access Edge Computing: Open issues, Challenges and Future Perspective. Journal of Cloud Computing : Advances, Systems and Applications. 6 (1). https://doi.org/10.1186/s13677-017-0097-9
End-to-end quality aware optimization for multimedia clouds
Athanasopoulos, D, Politis, I, Lykourgiotis, A, Tselios, C and Dagiuklas, A. (2016). End-to-end quality aware optimization for multimedia clouds. IEEE International Conference on Telecommunications and Multimedia. Heraklion, Greece 25 - 27 Jul 2016 Institute of Electrical and Electronics Engineers (IEEE).
V2I Applications in Highways: How RSU Dimensioning Can Improve Service Delivery
Charalampopoulos, G, Dagiuklas, T and Chrysikos, T (2016). V2I Applications in Highways: How RSU Dimensioning Can Improve Service Delivery. 2nd International Conference on Telecommunications (ICT). Thessaloniki, Greece 16 - 18 May 2016 London South Bank University.
Non-Conforming Behavior Detection for VoIP-Based Network Systems
Galiotos, P, Anagnostopoulos, C, Dagiuklas, T and Kotsopoulos, S (2016). Non-Conforming Behavior Detection for VoIP-Based Network Systems. IEEE International Conference on Communications. Kuala Lumpur, Malaysia 23 - 27 May 2016 Institute of Electrical and Electronics Engineers (IEEE). https://doi.org/10.1109/ICC.2016.7511103
Techno-economic analysis for the deployment of PPDR services over 4G/4G+ Networks
Chrysikos, T, Galiotos, P, Dagiuklas, A. and Kotsopoulos, S (2016). Techno-economic analysis for the deployment of PPDR services over 4G/4G+ Networks. IEEE International Conference on Telecommunications and Multimedia. Heraklion, Greece 25 - 27 Jul 2016 Institute of Electrical and Electronics Engineers (IEEE).
EMYNOS: Next Generation Emergency Communication
Markakis, E, Lykourgiotis, A, Politis, I, Dagiuklas, T. and Rebahi, Y (2016). EMYNOS: Next Generation Emergency Communication. IEEE Communications Magazine. 55 (1), pp. 139-145. https://doi.org/10.1109/MCOM.2017.1600284CM
Integrating IoT and Fog Computing for Healthcare Service Delivery
Andriopoulou, F, Dagiuklas, T. and Orphanoudakis, T (2016). Integrating IoT and Fog Computing for Healthcare Service Delivery. in: Keramidas, G, Voros, N and Hübner, M (ed.) Components and Services for IoT Platforms: Paving the Way for IoT Standards Springer. pp. 213-232
Wireless Information-Theoretic Security: Theoretical analysis & experimental measurements with multiple eavesdroppers in an outdoor obstacle-dense MANET
Chrysikos, T, Birkos, K, Dagiuklas, A. and Kotsopoulos, S (2016). Wireless Information-Theoretic Security: Theoretical analysis & experimental measurements with multiple eavesdroppers in an outdoor obstacle-dense MANET. Physical Communication. https://doi.org/10.1016/j.phycom.2016.11.003