Multimodal Marketing Intent Analysis for Effective Targeted Advertising

People's daily information sharing and acquisition through the Internet has become more and more popular. The comprehensive multimodal marketing advertorial generated by 'We Media' accounts besides the normal social news is gaining its importance on social media platforms. In order to achieve effective advertising, the marketing intent understanding is a key step towards generating targeted advertising strategies (push advertorials to specific people at a specific time). However, advertorials in real are usually designed to pretend as normal social news with a wide range of contents. This poses big challenges to the platforms on accurately recognizing and analyzing the marketing intents behind the advertorials. As a pioneering study, we address this new problem of multimodal-based marketing intent analysis and answer three core questions: (1) does a piece of social news contain marketing intent? (2) what is the topic of marketing intent? (3) what is the extent of marketing intent? Towards this end, we propose a novel Multimodal-based Marketing Intent Analysis scheme (MMIA) to estimate the marketing intent embedded in the multimodal contents. Specifically, a novel supervised neural autoregressive model (SmiDocNADE) is proposed to enhance the discriminative capacity of the learned hidden features so that a single system is capable of solving the three questions. In order to effectively model inter-correlations between images and text in advertorials, we fuse multimodal data and extract features by Graph Convolution Networks as an enhancement to SmiDocNADE. The extensive evaluations demonstrate the advantages of our proposed system in multimodal-based marketing intent analysis from multiple aspects.

Automated summary

People's increasing reliance on the internet for information sharing and acquisition has made the multimodal marketing advertorial, generated by 'We Media' accounts, vital on social media platforms. Understanding the marketing intent is crucial for effective advertising, but the disguised nature of advertorials poses challenges in accurately recognizing and analyzing its intent. In this study, we propose a novel Multimodal-based Marketing Intent Analysis scheme (MMIA) that tackles this problem and provides insights into the extent and topics of marketing intent in social news.