Video mining: Measuring visual information using automatic methods

Marketers are becoming increasingly reliant on videos to market their products and services. However, there is no standard set of measures of visual information that can be applied to large datasets. This paper proposes two standard measures that can be automatically obtained from videos: visual variation and video content. The paper tests the measures on crowdfunding videos from a leading online crowdfunding website, and shows that the proposed measures have explanatory power on the funding outcomes of the projects. These measures can be effectively implemented and used for large datasets. Further, researchers can apply these measures to other sets of visual information, and marketers could use the research to guide their video design and improve their video marketing effectiveness. (C) 2019 Elsevier B.V. All rights reserved.