媒體的宣傳活動MediaCampaign國外大學(xué)優(yōu)秀講義典范課件

1、discovering, inter-relating andnavigating cross-media campaign knowledgediscovering, inter-relating andnavigating cross-media campaign knowledgediscovering, inter-relating andnavigating cross-media campaign knowledgeMediaCampaigns scope is on discovering and inter-relating advertisements and campaig

2、ns, i.e. to relate advertisements semantically belonging together, across different countries and different media.The projects main goal is to automate to a large degree the detection and tracking of advertisement campaigns on television, Internet and in the press. For this purpose we made a prototy

3、pe of a fully integrated semantic analysis system based on an ontology which automatically detects new creatives and campaigns by utilizing a multimodal analysis system and a framework for the resolution of semantic identity.discovering, inter-relating andnavigating cross-media campaign knowledge4Ex

4、ecutives and analysts need up-to-date information on how much their competitors are investing in different media and countries. 4Obtaining this information quickly enables decision makers to assess their competitors activity and market performance4Measure global advertisement expenditure by media mo

5、nitoring companies. 4Currently, this is a complex task; this expensive workflow is done mainly manually.discovering, inter-relating andnavigating cross-media campaign knowledge4Detecting and tracking of advertisements4Finding campaigns4cross-media4cross country4Market: Advertisement monitoring indus

6、try 4a full competitive advertising picture4exact occurrence and expenditure data4over different media & countriesdiscovering, inter-relating andnavigating cross-media campaign knowledge4Identification and tracking of new creatives4Multimodal analysis whole is greater than the sum of all parts4I

7、n different single media (Press, TV, Internet) by using four different modalities (text, image, audio, video)4technology: combination of different analysis modules4Detection of advertisement campaigns4cross-market, country, and media advertisement interlinking4technology: semantic technologies disco

8、vering, inter-relating andnavigating cross-media campaign knowledgediscovering, inter-relating andnavigating cross-media campaign knowledgeKFCDdiscovering, inter-relating andnavigating cross-media campaign knowledgeKFCDdiscovering, inter-relating andnavigating cross-media campaign knowledgeOMSDelive

9、ry SystemMMSCreatives to MEPCO RDFSemantic QueryCandidatesKFCD ModuleNew semantic dataOMS = Ontology Management StorageMMS = Metadata Management Storagediscovering, inter-relating andnavigating cross-media campaign knowledge4Targeted customers4Media Monitoring Companies (primary) e.g. NMR4Market res

10、earch institutes e.g. AC Nielson4Publishing and advertising companies e.g. Times, BBC 4Creative agencies e.g. Optimedia4Benefits for the customers4Enhanced productivity4Greater information accuracy4Faster distribution of information4Creation of new business opportunitiesdiscovering, inter-relating a

11、ndnavigating cross-media campaign knowledge48 partners4Austria, Bulgaria, Italy, Netherlands, UK 44 R&D and 4 Industrial partners4Duration404/2006-09/2008430 months4Budget4Total: 4,203,180 4EC funding: 2,475,000 discovering, inter-relating andnavigating cross-media campaign knowledge4Ontotext La

12、b. (Bulgaria)4Nielsen Media Research (UK) 4Joanneum Research (Austria) 4University of Sheffield (UK)discovering, inter-relating andnavigating cross-media campaign knowledge4University of Twente (Netherlands)4HS-Art Digital Service GmbH (Austria)4Softeco Sismat (Italy)4TNO (Netherlands)discovering, inter-relating andnavigating cross-media campaign knowledgeHerwig ZeinerJOANNEUM RESEA