Abstract
Multimodal understanding of advertising videos is essential for interpreting the intricate relationship between visual storytelling and abstract persuasion strategies. However, despite excelling at general search, existing agents often struggle to bridge the cognitive gap between pixel-level perception and high-level marketing logic. To address this challenge, we introduce AD-MIR, a framework designed to decode advertising intent via a two-stage architecture. First, in the Structure-Aware Memory Construction phase, the system converts raw video into a structured database by integrating semantic retrieval with exact keyword matching. This approach prioritizes fine-grained brand details (e.g., logos, on-screen text) while dynamically filtering out irrelevant background noise to isolate key protagonists. Second, the Structured Reasoning Agent mimics a marketing expert through an iterative inquiry loop, decomposing the narrative to deduce implicit persuasion tactics. Crucially, it employs an evidence-based self-correction mechanism that rigorously validates these insights against specific video frames, automatically backtracking when visual support is lacking. Evaluation on the AdsQA benchmark demonstrates that AD-MIR achieves state-of-the-art performance, surpassing the strongest general-purpose agent, DVD, by 1.8% in strict and 9.5% in relaxed accuracy. These results underscore that effective advertising understanding demands explicitly grounding abstract marketing strategies in pixel-level evidence. The code is available at this https URL.
Abstract (translated)
广告视频的多模态理解对于解读视觉叙述与抽象说服策略之间的复杂关系至关重要。然而，尽管现有代理在通用搜索方面表现出色，但它们通常难以弥合像素级感知和高层次营销逻辑之间的认知差距。为了解决这一挑战，我们引入了AD-MIR框架，该框架通过两阶段架构来解码广告意图。 第一阶段是结构感知记忆构建（Structure-Aware Memory Construction）阶段，在这个阶段中，系统将原始视频转换成一个有组织的数据库，通过结合语义检索与精确关键词匹配的方式进行。这种方法优先考虑细粒度的品牌细节（如商标、屏幕文本），同时动态过滤掉不相关的背景噪音以隔离关键元素。 第二阶段是结构化推理代理（Structured Reasoning Agent）阶段，在这个阶段中，系统模仿营销专家的行为，通过迭代查询循环分解叙述并推断隐含的说服策略。尤为重要的是，它采用基于证据的自我校正机制，严格验证这些见解与特定视频帧的一致性，并在缺乏视觉支持时自动回溯。 在AdsQA基准测试上的评估表明，AD-MIR达到了最先进的性能，在严格的准确性上比最强的通用代理DVD高出1.8%，在宽松的标准下高出9.5%。这一结果强调了有效的广告理解需要将抽象的营销策略明确地建立在像素级证据的基础上。代码可在此URL处获取：[提供链接]
URL
https://arxiv.org/abs/2602.07625
