Title :
Demand Finder: Set Top Box Television Ad Targeting Using a Novel Interactive Data Visualization System
Author :
Kitts, Brendan ; Au, Dave ; Burdick, Bill ; Borchardt, Jon ; Powter, Amanda ; Otis, Todd
Author_Institution :
PrecisionDemand, Seattle, WA, USA
Abstract :
This paper will show how machine learning and data visualization techniques are being used to execute real television ad buys. We present an innovative data visualization tool which allows users to filter, histogram, and sort so as to identify the television inventory with highest value per dollar. Using the application users have been able to identify media that performs 50% better than previous campaigns as measured by phone response in several live television campaigns.
Keywords :
advertising data processing; data visualisation; interactive systems; application users; interactive data visualization system; live television campaigns; machine learning techniques; phone response; set top box television ad targeting; television inventory; Conferences; Data mining; Data visualization; Gold; Media; TV; Vectors; ad; set top box; targeting; television; visualization;
Conference_Titel :
Data Mining Workshops (ICDMW), 2013 IEEE 13th International Conference on
Conference_Location :
Dallas, TX
Print_ISBN :
978-1-4799-3143-9
DOI :
10.1109/ICDMW.2013.53
