Target advertisement service using TV viewers’ profile inference

Authors:
Munjo Kim;Sanggil Kang;Munchurl Kim;Jaegon Kim
Affiliations:
Laboratory for Multimedia Computing, Communications, and Broadcasting (MCCB Lab), Information and Communications University (ICU);Department of Computer Science, College of Information and Technology, The University of Suwon;Laboratory for Multimedia Computing, Communications, and Broadcasting (MCCB Lab), Information and Communications University (ICU);Electronics and Telecommunications Research Institute (ETRI)
Venue:
PCM'05 Proceedings of the 6th Pacific-Rim conference on Advances in Multimedia Information Processing - Volume Part I
Year:
2005

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Abstract

Due to the limitation of broadcasting service, in general, TV programs with commercial advertisements are scheduled to be broadcasted by demographics. The uniformly provided commercial can not draw many TV viewers’ interest, which is not correspondent to the goal of the commercial. In order to solve the problem, a novel target advertisement technique is proposed in this paper. The target advertisement is a personalized advertisement according to TV viewers’ profile such as their age, gender, occupation, etc. However, viewers are usually reluctant to inform their profile to the TV program provider or the advertisement company because their information can be used on some bad purpose by unknown people. Our target advertisement technique estimates a viewer’s profile using Normalized Distance Sum and Inner product method. In the experiment, our method is evaluated for estimating the TV viewers’ profile using TV usage history provided by AC Neilson Korea.