Automated music selection of video ads

Wiesener Oliver ()
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Wiesener Oliver: Stuttgart Media University, Stuttgart, Germany

Proceedings of the International Conference on Business Excellence, 2017, vol. 11, issue 1, 730-738

Abstract: The importance of video ads on social media platforms can be measured by views. For instance, Samsung’s commercial ad for one of its new smartphones reached more than 46 million viewers at Youtube. A video ad addresses the visual as well as the auditive sense of users. Often the visual sense is busy in the sense that users focus other screens than the screen with the video ad. This is called the second screen syndrome. Therefore, the importance of the audio channel seems to grow. To get back the visual attention of users that are deflected from other visual impulses it appears reasonable to adapt the music to the target group. Additionally, it appears useful to adapt the music to content of the video. Thus, the overall success of a video ad could by increased by increasing the attention of the users. Humans typically make the decision about the music of a video ad. If there is a correlation between music, products and target groups, a digitization of the music selection process seems to be possible. Since the digitization progress in the music sector is mainly focused on music composing this article strives for making a first step towards the digitization of the music selection.

Keywords: music selection; digitization; automation; video ad; music genres (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:11:y:2017:i:1:p:730-738:n:77

DOI: 10.1515/picbe-2017-0077

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