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An Explorative Study of Virtual Product Placement: Take ViSA as an Example

An Explorative Study of Virtual Product Placement: Take ViSA as an Example

Chia-Hu Chang, Ja-Ling Wu
Copyright: © 2011 |Pages: 26
ISBN13: 9781609601898|ISBN10: 1609601890|EISBN13: 9781609601911
DOI: 10.4018/978-1-60960-189-8.ch008
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MLA

Chang, Chia-Hu, and Ja-Ling Wu. "An Explorative Study of Virtual Product Placement: Take ViSA as an Example." Online Multimedia Advertising: Techniques and Technologies, edited by Xian-Sheng Hua, et al., IGI Global, 2011, pp. 122-147. https://doi.org/10.4018/978-1-60960-189-8.ch008

APA

Chang, C. & Wu, J. (2011). An Explorative Study of Virtual Product Placement: Take ViSA as an Example. In X. Hua, T. Mei, & A. Hanjalic (Eds.), Online Multimedia Advertising: Techniques and Technologies (pp. 122-147). IGI Global. https://doi.org/10.4018/978-1-60960-189-8.ch008

Chicago

Chang, Chia-Hu, and Ja-Ling Wu. "An Explorative Study of Virtual Product Placement: Take ViSA as an Example." In Online Multimedia Advertising: Techniques and Technologies, edited by Xian-Sheng Hua, Tao Mei, and Alan Hanjalic, 122-147. Hershey, PA: IGI Global, 2011. https://doi.org/10.4018/978-1-60960-189-8.ch008

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Abstract

With the aid of content-based multimedia analysis, virtual product placement opens up new opportunities for advertisers to effectively monetize the existing videos in an efficient way. In addition, a number of significant and challenging issues are raising accordingly, such as how to less-intrusively insert the contextually relevant advertising message (what) at the right place (where) and the right time (when) with the attractive representation (how) in the videos. In this chapter, domain knowledge in support of delivering and receiving the advertising message is introduced, such as the advertising theory, psychology and computational aesthetics. We briefly review the state of the art techniques for assisting virtual product placement in videos. In addition, we present a framework to serve the virtual spotlighted advertising (ViSA) for virtual product placement and give an explorative study of it. Moreover, observations about the new trend and possible extension in the design space of virtual product placement will also be stated and discussed. We believe that it would inspire the researchers to develop more interesting and applicable multimedia advertising systems for virtual product placement.

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