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Advertisement evaluation method and system based on eye movement tracking and emotional state

An eye-tracking and emotion technology, applied in the field of advertising, can solve problems such as difficulty in reproducing the real scene of mobile users, inability to real-time assess the user's reversal status and cognitive avoidance behavior of information flow advertisements, and inability to evaluate and respond.

Pending Publication Date: 2022-06-21
SHANGHAI INTERNATIONAL STUDIES UNIVERSITY
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AI Technical Summary

Problems solved by technology

The traditional information flow advertising evaluation method cannot evaluate and respond to such reactions of users, and make timely adjustments, thus jeopardizing the true effectiveness and user experience of information flow advertising, and it is difficult to reproduce the real scene of mobile users. It is impossible to evaluate the user's rebellious state and cognitive avoidance behavior to the information flow advertisement in real time

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  • Advertisement evaluation method and system based on eye movement tracking and emotional state

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Embodiment Construction

[0022] The following description serves to disclose the invention to enable those skilled in the art to practice the invention. The preferred embodiments described below are given by way of example only, and other obvious modifications will occur to those skilled in the art. The basic principles of the invention defined in the following description may be applied to other embodiments, variations, improvements, equivalents, and other technical solutions without departing from the spirit and scope of the invention.

[0023] It should be understood that the term "a" should be understood as "at least one" or "one or more", that is, in one embodiment, the number of an element may be one, while in another embodiment, the number of the element may be one. The number may be plural, and the term "one" should not be understood as a limitation on the number.

[0024] please combine figure 1 The invention discloses an advertisement evaluation method and system based on eye tracking and ...

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Abstract

The invention discloses an advertisement evaluation method and system based on eye movement tracking and an emotional state, and the method comprises the following steps: obtaining eye movement data, constructing a visual projection model based on a deep neural network, and obtaining a projection region of a user in an information flow advertisement according to the visual projection model; acquiring emotion data, constructing an emotion evaluation model based on a deep neural network, and judging user inverse emotion data according to the emotion evaluation model; searching a projection area related to the information flow advertisement from the visual projection model according to the judged user inverse emotion data; and adjusting advertisement putting according to the projection area. In combination with the eye movement data and the emotional state data, cognitive avoidance and psychological retrograde states possibly existing in the advertisement browsing process of the user can be recognized, and advertisement content putting adjustment is further performed according to the detected cognitive avoidance and psychological retrograde states.

Description

technical field [0001] The invention relates to the technical field of advertisements, in particular to an advertisement evaluation method and system based on eye tracking and emotional state Background technique [0002] At present, for native advertising that matches the format of the mobile media function, the evaluation effect is mainly based on the conversion rate and skipping rate of data statistics. The rate of completion of intentional behavior, the conversion rate-based evaluation method is conducive to measuring the acquisition of mobile users of advertising content, so as to evaluate the return on investment of advertising, and can also be used to evaluate different strategies on the mobile terminal and delivery. the difference. On the one hand, the skip rate helps to determine user preferences and understand user needs, and it can also be used to evaluate the accuracy of personalized content delivery, as well as user attention and participation. Existing inform...

Claims

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Application Information

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Patent Type & Authority Applications(China)
IPC IPC(8): G06Q30/02G06F3/01A61B3/113A61B5/16G06N3/04G06N3/08
CPCG06Q30/0245G06F3/011A61B3/113A61B5/165G06N3/04G06N3/08
Inventor 李玉豪潘煜徐四华金佳
Owner SHANGHAI INTERNATIONAL STUDIES UNIVERSITY
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