20.500.12556/RUL-167430 Modeling multimedia ad exposure the role of low-level audiovisual features This study investigates whether low-level audio and video features can explain the variance in multimedia exposure as measured by the Multimedia Advertising Exposure Scale (MMAES). The goal is to understand the role of these features in predicting exposure and explore whether incorporating nonlinear relationships based on interactions can improve modeling. An observational study with young participants (N=287) evaluated exposure to eight video ads. Linear and polynomial regression models were used to predict MMAES scores using low-level features. Results indicated that polynomial models outperformed linear models, capturing complex interactions and providing better predictive accuracy. The best polynomial model explained 34.6% of the variance in MMAES scores, with an MAE of 0.207, and an RMSE of 0.269. Bootstrap analysis confirmed model robustness, showing lower error rates and stable coefficients for polynomial models. SHapley Additive exPlanations (SHAP) analysis highlighted key features and their interactions, improving interpretability. These findings underscore the importance of nonlinear relationships in modeling multimedia exposure, with implications for optimizing multimedia advertising strategies multimedia advertising exposure low-level audio features low-level video features predictive modeling machine learning in advertising consumer behavior analysis multimedia singal processing multimedijsko oglaševanje izpostavljenost zvočne značilke video značilke strojno učenje analiza obnašanja potrošnikov napovedano modeliranje multimedijska obdelava signalov true false true Angleški jezik Slovenski jezik Članek v reviji 2025-02-21 10:38:57 2025-02-21 10:39:04 2025-02-22 04:06:49 0000-00-00 00:00:00 2025 0 0 20 str. Vol. 13 29. 1. 2025 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 621.3 2169-3536 10.1109/ACCESS.2025.3536633 225180931 Modeling_Multimedia_Ad_Exposure_The_Role_of_Low-Level_Audiovisual_Features.pdf Modeling_Multimedia_Ad_Exposure_The_Role_of_Low-Level_Audiovisual_Features.pdf 1 55370201834A4D866B0782E1BE89F7C1 dc37c63a30b0598a21f98206a5499bb942be9ec7e325918239e06916e831e4df 517cbefa-f037-11ef-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=199862 https://ieeexplore.ieee.org/document/10858143 1 cb1fb033-f036-11ef-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=199858 Fakulteta za elektrotehniko 0 0 0