ViASNet: A Video Ad Saliency Network for Predicting Dynamic Saliency and Viewer Engagement
Authors: Jianping Ye, Michel Wedel
Organizations: Department of Mathematics, University of Maryland, College Park, MD 20742, USA · Robert H. Smith School of Business, University of Maryland, College Park, MD 20742, USA
Abstract
The digital media landscape has seen a pervasive shift toward short-form video advertising on TV, social media and e-commerce platforms. The present study focuses on deep saliency prediction for short-form video advertising. Deep saliency models have been used to generate predictions of human eye fixation patterns with the purpose of enhancing user interaction with digital technology and optimizing its design. For video ads, dynamic saliency maps capture where and when viewers are looking, revealing why video ads are effective, and how their content should be optimized. We develop and test a new deep dynamic saliency prediction model called ViASNet (Video Ad Saliency Network), which has an architecture founded on the 3D U-Net, and accommodates the influence of audio and the semantic meaning of scenes. We assess the model's performance on 151 video ads, each seen by about 20 viewers wile their eye movements were tracked, and explore the critical factors influencing model performance through ablation experiments. We calculate the entropy of the predicted saliency maps frame-by-frame as a diagnostic tool to identify ads and scenes that fail to engage viewers, and illustrate its use on test data of 15 unseen ads. Our study reveals that ad design and testing can be sped up considerably through automated systems built on deep saliency models such as ViASNet.
This paper presents an overview of the NTIRE 2026 Challenge on Video Saliency Prediction. The goal of the challenge participants was to develop automatic saliency map prediction methods for the provided video sequences. The novel dataset of 2,000 diverse videos with an open license was prepared for this challenge. The fixations and corresponding saliency maps were collected using crowdsourced mouse tracking and contain viewing data from over 5,000 assessors. Evaluation was performed on a subset of 800 test videos using generally accepted quality metrics. The challenge attracted over 20 teams making submissions, and 7 teams passed the final phase with code review. All data used in this challenge is made publicly available - https://github.com/msu-video-group/NTIRE26_Saliency_Prediction.
Andrey Moskalenko, Alexey Bryncev, Ivan Kosmynin +40
Visual saliency aims to predict the regions of an image most likely to attract human visual attention. While most saliency models assume free-viewing conditions, human attention is often shaped by explicit task goals. In this work, we address task-driven saliency prediction by proposing a model that conditions visual attention on natural-language task descriptions. The model produces task-dependent saliency maps that reflect how attention shifts under different viewing intents. Through quantitative and qualitative analysis, we show that incorporating explicit task semantics enables more faithful modeling of goal-directed visual attention.
Video saliency models typically apply a single fixation strategy across crowd scenes, despite systematic changes in attention with crowd density. Sparse scenes encourage tracking individuals, whereas dense scenes shift attention toward collective motion and scene-level landmarks. We introduce DensFiLM, a density-conditioned video saliency model that inserts a lightweight Feature-wise Linear Modulation layer at the bottleneck of a Video Swin Transformer. A learned density embedding produces channel-wise scale and shift parameters, allowing the decoder to reconstruct saliency from features selected for each density regime. The module adds only ~100K parameters and can use either CrowdFix density labels or the model's own density prediction. On CrowdFix, DensFiLM achieves mean NSS 1.434 and CC 0.517 over four seeds, improving over ACLNet by 14.7% and 14.9%, respectively, while predicted-density conditioning matches oracle-label performance. Ablations show that explicit RAFT optical flow and larger temporal and social-force extensions provide no further improvement in this setting. In a centre-prior-subtraction diagnostic, density conditioning yields an NSS gain of 0.462 over the unconditioned backbone, compared with 0.124 under standard evaluation. These results show that lightweight bottleneck conditioning provides a more effective inductive bias than increasing model capacity for crowd-video saliency. Our code is available at https://github.com/aniskhan25/crowdfix-saliency.