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.
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
ISSN0018-9316
Digital Object Identifier (DOI)doi:10.1109/TBC.2020.2965064
Publication dates
Online24 Jan 2020
Publication process dates
Accepted22 Nov 2019
Deposited24 Jan 2020
Accepted author manuscript
License
CC BY 4.0
File Access Level
Open
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