SPONTANEOUS AND PERSONALIZED ADVERTISING THROUGH MPEG-7 MARKUP AND SEMANTIC REASONING - Exploring New Ways for Publicity and Marketing over Interactive Digital TV

摘要

Publicity is one of the sustaining pillars of the television industry. In an increasingly competitive market, the involved agents are striving to exploit all the possibilities to get revenues from advertising, but their techniques lack targeting and are usually at odds with the comfort of the TV viewers. In response to those problems, this paper introduces a new advertising model that aims at harnessing the interactive capabilities of the modern TV receivers (either domestic or mobile ones). The approach is based on automatically identifying products which are semantically related to the things on screen that catch the viewer's attention, and then assembling interactive services that provide him/her with personalized commercial functionalities.