MediaCampaign Project Presentation

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MediaCampaign
http//www.media-campaign.eu
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Public Presentation

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MediaCampaign Description
MediaCampaign's scope is on discovering and
inter-relating advertisements and campaigns, 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 prototype 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.
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Our Goals

• Executives and analysts need up-to-date
  information on how much their competitors are
  investing in different media and countries.
• Obtaining this information quickly enables
  decision makers to assess their competitor's
  activity and market performance
• Measure global advertisement expenditure by media
  monitoring companies.
• Currently, this is a complex task this expensive
  workflow is done mainly manually.

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Main Objectives of MediaCampaign

• Detecting and tracking of advertisements
• Finding campaigns
• cross-media
• cross country
• Market Advertisement monitoring industry
• a full competitive advertising picture
• exact occurrence and expenditure data
• over different media countries

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Innovation Technical Approach

• Identification and tracking of new creatives
• Multimodal analysis whole is greater than the
  sum of all parts
• In different single media (Press, TV, Internet)
  by using four different modalities (text, image,
  audio, video)
• technology combination of different analysis
  modules
• Detection of advertisement campaigns
• cross-market, country, and media advertisement
  interlinking
• technology semantic technologies

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MediaCampaign Workflow
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Technical Workflow Press
KFCD
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Technical Workflow TV
KFCD
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Technical Workflow for Campaign Detection Module
(KFCD)
New semantic data
MMS Metadata Management Storage
OMS Ontology Management Storage
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Target Market Benefits for the Customers

• Targeted customers
• Media Monitoring Companies (primary) e.g. NMR
• Market research institutes e.g. AC Nielson
• Publishing and advertising companies e.g. Times,
  BBC
• Creative agencies e.g. Optimedia
• Benefits for the customers
• Enhanced productivity
• Greater information accuracy
• Faster distribution of information
• Creation of new business opportunities

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Project Facts

• 8 partners
• Austria, Bulgaria, Italy, Netherlands, UK
• 4 RD and 4 Industrial partners
• Duration
• 04/2006-09/2008
• 30 months
• Budget
• Total 4,203,180
• EC funding 2,475,000

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Consortium

• Joanneum Research (Austria)http//www.joanneum.at
  /iishttp//www.joanneum.at/ias

• Nielsen Media Research (UK)http//www.nielsenmedi
  a.co.uk 

• University of Sheffield (UK)http//www.sheffield.
  ac.uk

• Ontotext Lab. (Bulgaria)http//www.ontotext.com

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Consortium

• University of Twente (Netherlands)http//hmi.ewi.
  utwente.nl

• HS-Art Digital Service GmbH (Austria)http//www.h
  s-art.com

• Softeco Sismat (Italy)http//www.softeco.it

• TNO (Netherlands)http//www.tno.nl

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Contact Details

• Herwig Zeiner
• JOANNEUM RESEARCH Forschungsgesellschaft mbH
• Institute of Information Systems Information
  Management
• Steyrergasse 17, A-8010 Graz, AUSTRIA
• Phone [phone]
• Fax [phone]
• E-mail herwig.zeiner_at_joanneum.at
• www.joanneum.at/iis