“Computer Vision” & “Audio Finger printing” dhe monitorimi i vazhdueshëm automatik i reklamave radio-televizive në tregun mediatik shqiptar
"Computer Vision" & "Audio Finger printing" and continuous automatic monitoring of radio-television advertisements in the Albanian media market

Summary/Abstract: The need for credible, easily accessible Advertising Expenditures (AdEx) monitoring data for use in program planning, advertising planning and airtime sales has never been greater in today’s Albanian media and advertising market. The ever-increasing number of TV stations available requires sophisticated schedule planning, and the increasing complexities and cost of television airtime demands greater accountability. So far only efforts to monitor the AdEx based on human visually checking technologies have been undertaken in the market. These systems are based on procedures that involve human work in manually visually checking, referring and reporting of the data. Their weaknesses are: • Dependency on human skills; • Very slow and time consuming process; • Missing accuracy; • Expensive process • Thus, these actual systems fail to offer reliable and accurate monitoring data. This paper proposes to make use of a new system which we developed keeping in focus to provide a continuous electronic autonomous technology, which automatically manages and reports AdEx monitoring data with minimum human intervention. This system is developed around dual metering techniques that: • Recognizes visual brand identifiers in TV broadcasted media, printed media and outdoor media using computer vision technologies and, • Recognizes audible identifiers in TV broadcasted media and Radio broadcastings using audio fingerprinting technologies; On this study we investigated the system to ensure it is an efficient way for monitoring television/ radio airtime and printed/outdoor media, and that it is trustworthy and acceptable to all users. This study proved that the system provides a cost effective automatic electronic system within the possibilities/budget of Albanian media market, it fulfills the principles of being accurate, independent and a transparent monitoring system, it provides real-time AdEx monitoring data and it can be easily implemented throughout the Albanian market.

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