Developing a new system for advertisement analysis using gaze and depth analysis methods

Abstract

This thesis proposes an innovative methodology based on observers' perspectives to deeply understand the interaction and persuasive capacity of advertisements on individuals. The core aim of this study is to develop a system capable of assessing the interest in advertising content based on the directions of observers' gazes. In this thesis, four fundamental steps have been followed to thoroughly examine the interest towards advertising content. Each step involves the technological methods and algorithms of a system that contributes to understanding the interactive power of advertisements, starting from the observers' viewpoints. The research begins with the identification of human figures and their eye positions in video frames using the DensePose algorithm. Following this step, the Gaze360 model, which utilizes deep learning techniques to predict individuals' viewing angles, is introduced. Developed by a group of researchers at MIT, this model advances on the foundation of ResNet architectures to determine where individuals are looking. In the third stage, depth information obtained through the ManyDepth algorithm is used to ascertain the spatial positions of objects in images, and this information is employed to create a depth map. The integrated data are utilized to determine which advertising contents are more engaging to viewers. The study emphasizes the process of carefully adjusting and testing the integration of the technological systems used, with the goal of providing a detailed examination of interaction dynamics within the advertising sector. As a result, it develops new methods that allow for a more accurate measurement of the impact of advertisement content on viewers. Instead of focusing on specific field tests, this thesis explores the theoretical foundations of the proposed methodology and offers a comprehensive framework on how user interaction in the advertising sector can be more effectively optimized. This approach aims to lay a foundation for future research and to contribute methodological and theoretical insights towards enhancing the effectiveness of advertising strategies. Therefore, it seeks to aid in the development of more effective advertising techniques and to maximize the persuasive power of advertisements.