- Advanced Technology Laboratories
A research paper has been accepted in the international journal on user modeling, “UMUAI”
February 22, 2021
KDDI Research, Inc.
A research paper by KDDI Research*1 has been accepted in the highly influential international journal on user modeling, “User Modeling and User-Adapted Interaction (UMUAI) *2.” The paper discusses how an individual’s personality and values affect the advertising appeal he/she perceives from an ad design.
We built a model to predict an individual’s perception of advertising appeal using visual and linguistic design features extracted from an ad and the individual’s personality assessed by questionnaires. This model enabled personalized ad distribution that automatically delivers an ad with the most appealing design for each individual. Such personalized ad distribution had been impossible without intervention by human experts such as professional graphic designers or psychologists. Evaluation results showed that the model yielded significant lift for the click through rate and the conversion rate compared to an approach studied in existing research.
*1: Yuichi Ishikawa, Akihiro Kobayashi, and Daisuke Kamisaka. 2021. Modelling and Predicting an Individual’s Perception of Advertising Appeal. User Modeling and User-Adapted Interaction (in press). DOI : 10.1007/s11257-020-09287-z
*2: Impact Factor: 4.682, 5 Year Impact Factor: 5.383. Cite score rank: 8/108 in the Human-Computer Interaction Category, 35/636 in the Computer Science Application Category, and 6/1254 in the Education Category as of Feb. 22th, 2021.
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