Vision

A media campaign may be defined as a series of measures taken in order to influence attitudes and opinions. 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 and, equally important, to forecast more accurately their own advertisement campaigns and the resources needed. Such information is gathered through global advertisement expenditure measurement performed by media monitoring companies. This type of business intelligence is a very complex task; as it is currently performed manually, it is very expensive.

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. For the pilot system developed within the project, the focus is on a concrete example for a media campaign: advertisement campaigns. The currently manual process used to acquire the media campaign data will be significantly accelerated by means of the MediaCampaign

Scientifically there are a number of high-risk research objectives to meet:

(1) creation of a knowledge model for semantic description of media campaigns in general,

(2) identification & tracking of new media campaigns in different media and

(3) modeling of domain specific ontologies which relate media campaigns over different media and countries.