Media Campaign Prototype

For the pilot system developed within the project we are focusing on a concrete type of campaigns - advertisement campaigns. An advertisement campaign consists of a number of single advertisements (creatives in business jargon) on the same product issued in different media and/or countries. For example a new car model is introduced into the market, and then the campaign for this introduction will include all creatives issued for this car model in different media (press, TV and Internet) and countries. In the MediaCampaign project we target the countries of the Untied Kingdom, the Netherlands and Germany, however, the system design is open and flexible so that other countries can be added at a later stage

The technical workflow consists of four major building blocks:

1. Media Acquisition: The acquisition will be carried out on a (potentially) distributed system. The component centralises the acquisition of all media essences and decouples the system from the different media sources. The acquisition component will accept for the media TV and press digital file input (single creatives), for Internet an appropriate grabber will be provided.
2. Media Analysis: Goal of the media analysis block is to detect new creatives within a single media and a single country. The analysis subsystem consists of the Collection Processing Manager (CPM), the individual analysis modules, and the result set viewers (AdComparer, TVComparer) for the analysis subsystem. The Collection Processing Manager (CPM) is responsible for managing the entire workflow of the analysis modules covering the media press, Internet and TV and the modalities audio, video, images and text. Based on the extracted data a fully automatic check is performed whether the creative is new or existing. The results are presented to an operator, who can manually accept and/or change the automatic results. After the manual check the creatives are passed to the knowledge fusion and campaign discovery block.
3. Knowledge Fusion and Campaign Discovery: Once all the modalities of an item (a spot) have been analysed (sound – image – video - text), the creative is compared to existing media campaigns using the information defined in the MEPCO ontology and stored in the Ontology Management Store (OMS). A given creative found in some media, such as press, and published in a given country will possibly be linked to a related creative published in a different media and in a different country.
4. Delivery System: The delivery component will present the overall results of the system. The delivery system will focus on campaigns and will provide to the operator the results of the cross media interlinking analysis. The aim of the delivery system is to browse check and validate data regarding campaigns in order to present them to final customers. Customer delivery could be performed by an external system.

The MediaCampaign system is a highly flexible, service oriented system. The MediaCampaign system will be open and scalable by means of computing power and data throughput, based on standard PC hardware, using Windows and Linux operating systems. Using service oriented architecture (SOA) for communication between the system components makes the analysis subsystems platform independent. It can be reconfigured in order to fulfil new use cases or to fine-tune existing ones. The workflow of the analysis system can be re-configured, and new analysis subsystems can be easily added. The main components target Windows- and Linux-based hosts and will be implemented in C++ and Java.

For more details about the prototype architecture and component parts, please use the links on the left.