Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Semi-automatic multimedia monitor tracks sponsorship

15.02.2006


Corporate sponsors seek positive results from their investments. By automatically monitoring TV programmes and print media, a new system promises to keep sponsors and media analysts well informed and happy.

Developed within the IST project DIRECT INFO, a prototype of the Web Services-based system was successfully tested in the sports arena. “We tracked sponsorship of the Italian football team Juventus,” says Herwig Rehatschek, the project coordinator, “looking at videos of the games played and relevant press articles.”

Sponsorship tracking involves monitoring lots of media, which is normally done manually or not at all. Machines struggle to do this because they must get the context (e.g. sport events in connection with the sponsored team) right and exclude analysis of traditional commercials from TV programmes. Commercials are a different marketing instrument and have to be regarded separately from sponsorship analysis.



Promising results

The project results are promising. Up to 90 per cent of the logos visible in videos were automatically detected, though this dropped to 24 per cent for logos on players’ shirts. Being printed on non-rigid and moving objects, shirt logos are much harder to detect and track – unlike logos on rigid walls or billboards.

“Our system produces a list of appearances relevant for the customer, including logos (time, size and position on the screen), positive and negative mentions of the sponsor and important topics raised,” adds Rehatschek. Media analysts sell this information to their clients. The project system is aimed at media-information firms in advertising, news, music and sport-sponsorship monitoring in particular. They want to know how often a specific brand is ‘mentioned’ on TV, in the electronic media and press to use it to generate reports for decision-makers.

Semi-automatic monitoring

Sponsorship is monitored with a fixed workflow. This first involves the ‘acquisition’ of material – including video of TV programmes and PDF versions of newspaper articles. To determine if the material is relevant for sponsorship tracking, it is automatically filtered by genre (music, sport, etc.) and by looking at the electronic programming guide for TV programmes. The system then identifies ‘semantic blocks’ (the relevant programmes) for further analysis, including detection of logos, topic detection and multi modal event analysis. It can even decide from a speech transcript or a PDF text if the sponsor is mentioned in a positive, negative or neutral way.

Analysis results can be checked manually for quality – and edited or redone if necessary. The last stage involves fusion of the semantic data into a database and the generation of relevant appearances. For each customer, a media analyst can prepare specifically tailored reports via a special set up application. Customers can query these reports via a standard Web browser, to look at relevant appearances of a logo and various statistics.

“Our project’s main innovation was identifying semantic information in audiovisual media,” says the coordinator.

Commercial targets for the system include media-monitoring firms and technology providers. Yet it could also be used by other sectors that monitor and analyse broadcast content. Standalone components – such as the Brand Detector and Genre Classification – are commercially available and the project partners have already signed first contracts.

Tara Morris | alfa
Further information:
http://istresults.cordis.lu/index.cfm/section/news/tpl/article/BrowsingType/Features/ID/80535

More articles from Communications Media:

nachricht Arguments, Emotions, and News distribution in social media - Leibniz-WissenschaftsCampus Tübingen
04.05.2018 | Leibniz-Institut für Wissensmedien

nachricht High Number of Science Enthusiasts in Switzerland
05.02.2018 | Universität Zürich

All articles from Communications Media >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Temperature-controlled fiber-optic light source with liquid core

In a recent publication in the renowned journal Optica, scientists of Leibniz-Institute of Photonic Technology (Leibniz IPHT) in Jena showed that they can accurately control the optical properties of liquid-core fiber lasers and therefore their spectral band width by temperature and pressure tuning.

Already last year, the researchers provided experimental proof of a new dynamic of hybrid solitons– temporally and spectrally stationary light waves resulting...

Im Focus: Overdosing on Calcium

Nano crystals impact stem cell fate during bone formation

Scientists from the University of Freiburg and the University of Basel identified a master regulator for bone regeneration. Prasad Shastri, Professor of...

Im Focus: AchemAsia 2019 will take place in Shanghai

Moving into its fourth decade, AchemAsia is setting out for new horizons: The International Expo and Innovation Forum for Sustainable Chemical Production will take place from 21-23 May 2019 in Shanghai, China. With an updated event profile, the eleventh edition focusses on topics that are especially relevant for the Chinese process industry, putting a strong emphasis on sustainability and innovation.

Founded in 1989 as a spin-off of ACHEMA to cater to the needs of China’s then developing industry, AchemAsia has since grown into a platform where the latest...

Im Focus: First real-time test of Li-Fi utilization for the industrial Internet of Things

The BMBF-funded OWICELLS project was successfully completed with a final presentation at the BMW plant in Munich. The presentation demonstrated a Li-Fi communication with a mobile robot, while the robot carried out usual production processes (welding, moving and testing parts) in a 5x5m² production cell. The robust, optical wireless transmission is based on spatial diversity; in other words, data is sent and received simultaneously by several LEDs and several photodiodes. The system can transmit data at more than 100 Mbit/s and five milliseconds latency.

Modern production technologies in the automobile industry must become more flexible in order to fulfil individual customer requirements.

Im Focus: Sharp images with flexible fibers

An international team of scientists has discovered a new way to transfer image information through multimodal fibers with almost no distortion - even if the fiber is bent. The results of the study, to which scientist from the Leibniz-Institute of Photonic Technology Jena (Leibniz IPHT) contributed, were published on 6thJune in the highly-cited journal Physical Review Letters.

Endoscopes allow doctors to see into a patient’s body like through a keyhole. Typically, the images are transmitted via a bundle of several hundreds of optical...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Munich conference on asteroid detection, tracking and defense

13.06.2018 | Event News

2nd International Baltic Earth Conference in Denmark: “The Baltic Sea region in Transition”

08.06.2018 | Event News

ISEKI_Food 2018: Conference with Holistic View of Food Production

05.06.2018 | Event News

 
Latest News

Graphene assembled film shows higher thermal conductivity than graphite film

22.06.2018 | Materials Sciences

Fast rising bedrock below West Antarctica reveals an extremely fluid Earth mantle

22.06.2018 | Earth Sciences

Zebrafish's near 360 degree UV-vision knocks stripes off Google Street View

22.06.2018 | Life Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>