While the problem of automatic brand detection has already been studied for in-the-wild image inputs, its resolution in the context of online display advertising remains unexplored. Following the existing works that have successfully applied logo detection techniques to photographs of the real world, this thesis builds upon modern object detection models to perform brand-agnostic logo detection in images of online advertisements. Inference with the resulting convolutional neural network allows the development of image-based brand recognition pipelines that scale to a large number of identifiable brands. Furthermore, to train and evaluate such a network, a logo detection dataset composed of captures of online advertisements is created. Each sample image is annotated with bounding boxes and brand labels. Finally, with the aim of introducing a different approach to the problem, we also design and analyze the performance of a brand detection algorithm based on the extraction and filtering of domain names from the HTML code underlying online advertisements. / Trots att automatisk identifiering av varumärken är ett problem som redan studerats för bilder av verkliga miljöer, återstår det att undersöka lösningar till problemet inom onlineannonsering. Med inspiration från tidigare arbeten som framgångsrikt tillämpat logotypigenkänningsmetoder på fotografier av verkliga miljöer, bygger detta examensarbete på moderna objektigenkänningsmodeller för att utföra logotypigenkänning på bilder av onlineannonser på ett agnostiskt sätt med avseende på varumärke. Inferens med det resulterande neurala faltningsnätverket tillåter utveckling av bildbaserade varumärkesigenkänningspipelines som kan hantera ett stort antal igenkännliga värumärken. För att nätverket ska kunna tränas och senare evalueras, skapas dessutom en datamängd för logotypigenkänning som består av skärmdumpar av online-annonser. Varje bild i datamängden annoteras med boxar runt logotyperna som den innehåller samt etiketter som beskriver vilka varumärken dessa logotyper motsvarar. Slutligen presenteras en ny synvinkel på problemet där vi designar och utvärderar en algoritm för varumärkesigenkänning i onlineannonserna som baseras på att få fram och filtrera domännamn ur den bakomliggande HTML-koden.

Purpose – The purpose of this study is to analyse the differences in click-through rate, attention, memory (recall and recognition), and attitude between static and animated advertisements on the social media platform Instagram. This study addresses whether static or animated advertisements are more effective on social media. Research questions – How can animations affect click-through rates compared to static graphics on Instagram advertisements? How can animations affect Instagram users’ memory of advertisements compared to static graphics? How can animations affect the attitude of Instagram users towards the ad compared to static graphics? Method and implementation – Two primary research studies were conducted: an in-depth experiment and an Instagram A/B test. In the in-depth experiment, 30 Jönköping University students were asked to scroll through an imitated Instagram feed with either animated or static ads and then fill out a questionnaire to measure their attention, recall, recognition, attitude, and click-through intention. In the Instagram A/B test, a marketing campaign was conducted on Instagram. An animated and a static version of an ad was used, and the click-through rates were measured. Findings – Compared to static graphics on Instagram advertisements, animations did not yield significantly higher click-through rates, click-through intention or attention. Animations also do not significantly affect the users’ recall, recognition or attitude. The findings contribute to the limited understanding of how animated Instagram ads affect customer behaviour and have laid grounds for further researchin the research area.

Quel est le régime juridique applicable à la qualification juridique du site internet ? Cette question a pour intérêt d'inviter à un voyage dans des arcanes juridiques trop peu visités par les auteurs. Cette thèse ravira donc autant l'universitaire que le juriste spécialisé. Son ambition est d’éclairer juridiquement sur les spécificités du statut juridique du site internet, en parcourant aussi bien l’ensemble des dispositions concernant la réalisation d’un site internet que son exploitation. Pour faciliter sa lecture, la thèse est divisée en deux parties. La première est dédiée à la réalisation de sites internet, avec principalement, d’une part les contrats : le contrat de conception de sites internet, le contrat d’hébergement, le contrat de référencement et le contrat de maintenance ainsi que l’encadrement juridique de chacun d’eux, et, d’autre part, les nombreuses formalités du site internet à respecter : dépôt légal, noms de domaine, mentions légales et déclarations CNIL, ainsi que l'étude de la relation site internet-droit d’auteur. La deuxième partie de cette thèse est dédiée à l’exploitation de sites internet, avec d’une part la communication en ligne et, d’autre part, la relation site internet-publicité, le commerce électronique et le fonds de commerce électronique. Cette thèse souligne avec pertinence qu'internet n'est pas simplement un outil universel, mais aussi une matière vivante, interrogeant le juriste, jour après jour, innovation après innovation, dans sa recherche de solutions toujours plus audacieuses répondant aux problématiques posées par la nature de l’évolution des sites internet. / What is the legal framework regulating the web site? The main purpose of this question is to invite the reader into the world of web sites and the surrounding legal regime. The doctoral law thesis aims to shed light on the specificities of the web site’s legal framework. The thesis is divided into two parts: the first part is dedicated to the legal provisions of web site development and the second part is dedicated to the provisions of web site processing. The first part of the thesis, dedicated to the development of web sites, studies the different types of contracts related to web sites including web site development and design contracts, hosting contracts, search engine optimization, and content management system contracts. In addition, it delves into the web site’s requirements: legal web site registration, domain name, legal information and the independent administrative authority protecting privacy and personal data (CNIL), and last but not least the relationship website-copyright. The second part of the thesis, dedicated to the management of web sites, studies online communication, e-commerce, the relationship web site-advertisement, and digital business assets. This doctoral thesis therefore emphasizes the fact that the Internet is not only a universal tool, but also a living matter that challenges the legal profession day after day, and innovation after innovation to encompass new solutions and new regulations as a response to the arising conflicts posed by the evolution of web sites.