Design of a platform for assessing multimedia advertising content consumption with mobile devices validation

摘要

Multimedia advertising content needs to be assessed before campaign to assure its future success. Content consumption techniques are used to identify user's interest through a determined content, but it needs effective validation. This paper describes the design of a two-fold analysis of video consumption implemented on EPSIS platform to measure users' interest. The platform consists in a web interface for video visualization which executes an algorithm for automatic validation of user's consumption, and a mobile application which subsequently enables users to assess the video content previously visualized. The video portfolio featured in our platform corresponds to advertising content and social media, which has special characteristics of length and complete meaning and is easier to be assessed than longer contents such as documentary or films. After developing subjective tests with a collection of observers, the mobile application allows to demonstrate the validation of the algorithm. The platform succeeds in validation of advertising contents reducing time and cost derived from the evaluation process.