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Authors: Martín López-Nores ; José J. Pazos-Arias ; Jorge García-Duque ; Yolanda Blanco-Fernández ; Marta Rey-López and Esther Casquero-Villacorta

Affiliation: University of Vigo, Spain

Keyword(s): Interactive Digital Television, spontaneous advertising, personalization, t-commerce.

Related Ontology Subjects/Areas/Topics: Computer-Supported Education ; e-Learning ; e-Learning, e-Commerce and e-Society Applications ; Interactive Multimedia: Games and Digital Television ; Multimedia ; Multimedia and Communications ; Multimedia Systems and Applications ; Telecommunications

Abstract: Publicity is one of the sustaining pillars of the television industry. In an increasingly competitive market, the involved agents are striving to exploit all the possibilities to get revenues from advertising, but their techniques lack targeting and are usually at odds with the comfort of the TV viewers. In response to those problems, this paper introduces a new advertising model that aims at harnessing the interactive capabilities of the modern TV receivers (either domestic or mobile ones). The approach is based on automatically identifying products which are semantically related to the things on screen that catch the viewer’s attention, and then assembling interactive services that provide him/her with personalized commercial functionalities.

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Paper citation in several formats:
López-Nores, M.; J. Pazos-Arias, J.; García-Duque, J.; Blanco-Fernández, Y.; Rey-López, M. and Casquero-Villacorta, E. (2007). SPONTANEOUS AND PERSONALIZED ADVERTISING THROUGH MPEG-7 MARKUP AND SEMANTIC REASONING - Exploring New Ways for Publicity and Marketing over Interactive Digital TV. In Proceedings of the Second International Conference on Signal Processing and Multimedia Applications (ICETE 2007) - SIGMAP; ISBN 978-989-8111-13-5, SciTePress, pages 213-217. DOI: 10.5220/0002131402130217

@conference{sigmap07,
author={Martín López{-}Nores. and José {J. Pazos{-}Arias}. and Jorge García{-}Duque. and Yolanda Blanco{-}Fernández. and Marta Rey{-}López. and Esther Casquero{-}Villacorta.},
title={SPONTANEOUS AND PERSONALIZED ADVERTISING THROUGH MPEG-7 MARKUP AND SEMANTIC REASONING - Exploring New Ways for Publicity and Marketing over Interactive Digital TV},
booktitle={Proceedings of the Second International Conference on Signal Processing and Multimedia Applications (ICETE 2007) - SIGMAP},
year={2007},
pages={213-217},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002131402130217},
isbn={978-989-8111-13-5},
}

TY - CONF

JO - Proceedings of the Second International Conference on Signal Processing and Multimedia Applications (ICETE 2007) - SIGMAP
TI - SPONTANEOUS AND PERSONALIZED ADVERTISING THROUGH MPEG-7 MARKUP AND SEMANTIC REASONING - Exploring New Ways for Publicity and Marketing over Interactive Digital TV
SN - 978-989-8111-13-5
AU - López-Nores, M.
AU - J. Pazos-Arias, J.
AU - García-Duque, J.
AU - Blanco-Fernández, Y.
AU - Rey-López, M.
AU - Casquero-Villacorta, E.
PY - 2007
SP - 213
EP - 217
DO - 10.5220/0002131402130217
PB - SciTePress