Park, Sungho, Gene Moo Lee, Donghyuk Shin, Sang-Pil Han. “Targeting Pre-Roll Ads using Video Analytics”, Under Reject ana Resubmit, Management Science. [Submitted: April 25, 2021]
Funded by Sauder Exploratory Research Grant 2020
Presented at Southern Methodist University (2020), University of Washington (2020), INFORMS (2020), AIMLBA (2020), WITS (2020), HKUST (2021), Maryland (2021), American University (2021), National University of Singapore (2021)
Research assistants: Raymond Situ, Miguel Valarao
Pre-roll video ads continue to rise at an unparalleled pace, creating new opportunities and challenges. They are more immersive than conventional banner ads and must be viewed at least partially before the content video is played. On the other hand, the prevailing skippable format of pre-roll video ads that allows viewers to skip ads after five seconds generates opportunity costs for advertisers and online platforms when the ad is skipped. Against this backdrop, we propose a novel video analytics method for improving pre-roll video ad performance by extracting multi-modal (audio, video, text) properties from both video ads and content videos using deep learning and signal processing techniques, and then analyzing their effect on video ad completion. The findings indicate that the ad-content congruence in various modalities is essential in explaining viewers’ ad completion. Specifically, visual congruence (i.e., celebrity overlap in ad and content) and textual congruence (i.e., topic similarity of ad and content) play important roles as viewers may shape ex-ante expectations of the congruence based on visual cues (i.e., thumbnail images) and previous experience (i.e., watched content clips from the same program) before watching the content video. We also discover, through predictive analyses, that video ad completion can be reliably predicted by features derived from the proposed method. Surprisingly, there is no discernible loss of predictive power when analyzing only the first five seconds of ads and content videos rather than their entire length, resulting in significant cost savings when processing large video datasets.
Based on an industry collaboration with Yahoo! Research
The first MISQ methods article based on machine learning
Presented in WeB (Fort Worth, TX 2015), WITS (Dallas, TX 2015), UT Arlington (2016), Texas FreshAIR (San Antonio, TX 2016), SKKU (2016), Korea Univ. (2016), Hanyang (2016), Kyung Hee (2016), Chung-Ang (2016), Yonsei (2016), Seoul National Univ. (2016), Kyungpook National Univ. (2016), UKC (Dallas, TX 2016), UBC (2016), INFORMS CIST (Nashville, TN 2016), DSI (Austin, TX 2016), Univ. of North Texas (2017), Arizona State (2018), Simon Fraser (2019), Saarland (2021), Kyung Hee (2021), Tennessee Chattanooga (2021), Rochester (2021), KAIST (2021), Yonsei (2021)
This research methods article proposes a visual data analytics framework to enhance social media research using deep learning models. Drawing on the literature of information systems and marketing, complemented with data-driven methods, we propose a number of visual and textual content features including complexity, similarity, and consistency measures that can play important roles in the persuasiveness of social media content. We then employ state-of-the-art machine learning approaches such as deep learning and text mining to operationalize these new content features in a scalable and systematic manner. For the newly developed features, we validate them against human coders on Amazon Mechanical Turk. Furthermore, we conduct two case studies with a large social media dataset from Tumblr to show the effectiveness of the proposed content features. The first case study demonstrates that both theoretically motivated and data-driven features significantly improve the model’s power to predict the popularity of a post, and the second one highlights the relationships between content features and consumer evaluations of the corresponding posts. The proposed research framework illustrates how deep learning methods can enhance the analysis of unstructured visual and textual data for social media research.
Presented in Chicago Marketing Analytics (Chicago, IL 2013), WeB (Auckland, New Zealand 2014), Notre Dame (2015), Temple (2015), UC Irvine (2015), Indiana (2015), UT Dallas (2015), Minnesota (2015), UT Arlington (2015), Michigan State (2016), Korea Univ (2021)
Dissertation Paper #3
Research assistant: Raymond Situ
The mobile applications (apps) market is one of the most successful software markets. As the platform grows rapidly, with millions of apps and billions of users, search costs are increasing tremendously. The challenge is how app developers can target the right users with their apps and how consumers can find the apps that fit their needs. Cross-promotion, advertising a mobile app (target app) in another app (source app), is introduced as a new app-promotion framework to alleviate the issue of search costs. In this paper, we model source app user behaviors (downloads and postdownload usages) with respect to different target apps in cross-promotion campaigns. We construct a novel app similarity measure using latent Dirichlet allocation topic modeling on apps’ production descriptions and then analyze how the similarity between the source and target apps influences users’ app download and usage decisions. To estimate the model, we use a unique data set from a large-scale random matching experiment conducted by a major mobile advertising company in Korea. The empirical results show that consumers prefer more diversified apps when they are making download decisions compared with their usage decisions, which is supported by the psychology literature on people’s variety-seeking behavior. Lastly, we propose an app-matching system based on machine-learning models (on app download and usage prediction) and generalized deferred acceptance algorithms. The simulation results show that app analytics capability is essential in building accurate prediction models and in increasing ad effectiveness of cross-promotion campaigns and that, at the expense of privacy, individual user data can further improve the matching performance. This paper has implications on the trade-off between utility and privacy in the growing mobile economy.