Testing music selection automation possibilities for video ads

Wiesener Oliver ()
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Wiesener Oliver: Hochschule der Medien, University of applied sciences, Stuttgart, Germany

Management & Marketing, 2017, vol. 12, issue 3, 431-442

Abstract: The importance of video ads on social media platforms can be measured by the number of views. For instance, Samsung’s commercial ad for one of its new smartphones reached more than 46 million viewers at Youtube. Video ads address users both visually and aurally. Often, the visual sense is engaged by users focusing on other screens, rather than on the screen with the video ad, which is referred to as the second screen syndrome. Therefore, the importance of the audio channel seems to gain more importance. 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 the content of the video. Thus, the overall success of a video ad could be improved by increasing the attention of the users. Humans typically decide which music is to be used in a video ad. If there is a correlation between music, products and target groups, a digitization of the music selection process appears to be possible. Since the digitization progress in the music sector is currently mainly focused on music composing this article strives for taking 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:manmar:v:12:y:2017:i:3:p:431-442:n:6

DOI: 10.1515/mmcks-2017-0026

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