Dr. Marc Egger

Signature Code – Increasing the Effectiveness of Advertisement Spots with Artificial Intelligence at RTL


Montag, 16. November 2020




Mediengruppe RTL Deutschland is developing an artificial intelligence based system to decode advertisement spots with regard to their advertising effectiveness. To do so, they are extracting a multitude of features from both the visual and audio signals of advertisement spots. The extracted features are then related to measured variables indicating the effectiveness of the spot. Thus, the system is able to detect signatures of advertisement spots that are able to predict their impact on the viewer. For instance, viewers like spots better if they contain dominant music and worse if they contain too much written text. In the next developing stages, they will add further features to the system such as emotional signatures as well as the context within spots are shown to improve its overall performance and to widen its scope.

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