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Discovering, inter-relating and navigating cross-media campaign knowledge

Objective

Knowledge about which Competitor Company has invested how much money in a specific media campaign is very important for the highest management level of companies. Such information is gathered through global advertisement expenditure measurement, which is performed by media monitoring companies. This type of business intelligence is a very complex task, which is currently performed manually and therefore is very expensive.

A media campaign is defined as the universe of measures in order to fulfil a specific objective. MediaCampaign's scope is on discovering, inter-relating and navigating cross-media campaign knowledge and to automate a large degree of the detection and tracking of media campaigns on television, Internet and in the press. For the pilot system developed within the project the project focus is on a concrete example for a media campaign: advertisement campaigns. However, the approach taken and the component implementations will allow easy setup of a system for monitoring and analysis of other campaigns (e.g. political and social ones).

The main user group of MediaCampaign are executives and analysts who need up-to-date information on how much money their competitors invest in different media and countries. Having this information fast at hands enables decision makers to measure the competitor's activity, their market performance and last but not least to budget and forecast more accurately own advertisement campaigns. In order to get this information as fast as possible the currently manual process to acquire the necessary data will be significantly accelerated by the MediaCampaign framework.

Scientifically there are a number of high-risk research objectives to meet:
(1) creation of a knowledge model for semantic description of media campaigns in general,
(2) identification and tracking of new media campaigns in different media and
(3) modelling of domain specific ontologies which relate media campaigns over different media and countries.

Field of science

  • /natural sciences/computer and information sciences/data science/business intelligence

Funding Scheme

STREP - Specific Targeted Research Project

Coordinator

JOANNEUM RESEARCH FORSCHUNGSGESELLSCHAFT MBH
Address
Steyrergasse 17
8010 Graz
Austria

Participants (7)

Business Unit of TNO Built Environment and Geosciences
Netherlands
Address
Van Mourik Broekmanweg 6
2628 XE Delft
HS-ART DIGITAL SERVICE GMBH
Austria
Address
Dietrichsteinplatz 3
8010 Graz
NIELSEN MEDIA RESEARCH LIMITED
United Kingdom
Address
Atrium Court The Ring
RG12 1BZ Bracknell-berkshire
SIRMA GROUP CORP.
Bulgaria
Address
Tsarigradsko Shosse Blvd 135, Mladost Region
1784 Sofia
SOFTECO SISMAT S.P.A.
Italy
Address
Via De Marini 1
Genova
THE UNIVERSITY OF SHEFFIELD
UNIVERSITEIT TWENTE
Netherlands
Address
Drienerlolaan 5
7522 NB Enschede