Long-Term Ad Memorability: Understanding and Generating Memorable Ads

arXiv:2309.00378v3 Announce Type: replace-cross
Abstract: Marketers spend billions of dollars on advertisements, but to what end? At purchase time, if customers cannot recognize the brand for which they saw an ad, the money spent on the ad is essentially wasted. Despite its importance in marketing, until now, there has been no study on the memorability of ads in the ML literature. All previous memorability studies have been conducted on short-term recall on specific content types like object and action videos. …

abstract ads advertisements arxiv brand cs.cl cs.cv cs.hc customers importance long-term marketers marketing money purchase spend study type understanding