# Patent

## Title
System and method for editing existing footage to generate and distribute advertising content to retail locations

## Abstract

A system and method for displaying content at a business establishment. The system includes a local network in communication with a content delivery system. The local network includes an electronic device, a communication channel, and one or more electronic displays located in relation to one or more products being sold by the business establishment. The electronic device is operable to distribute content derived from existing footage received from the content delivery system in accordance with a playlist identifying the content to be displayed at the business establishment.

## Background
CROSS REFERENCE TO RELATED APPLICATIONS
This application claims priority from U.S. Provisional Patent Application Ser. No. 60/478,574 filed Jun. 12, 2003, the entire teachings of which are herein incorporated by reference. This application is also a continuation-in-part of co-pending U.S. patent application Ser. No. 10/277,218 filed Oct. 17, 2002, the entire teachings of which are herein incorporated by reference.


BACKGROUND OF THE INVENTION
1. Field of the Invention
The principles of the present invention are generally related to producing advertising content, and more specifically, but not by way of limitation, to editing existing footage to produce advertising content for distribution and display at a retail location in association with products and/or services being offered for sale.
2. Description of Related Art
Advertising at business establishments, such as retail stores, grocery stores, gas stations, etc. has traditionally been in the form of promotional fliers, cards, coupons, point-of-purchase displays, signs, etc. The promotional materials are generally printed by the marketer and posted at the business establishments by the business establishment to notify customers of products being offered for sale at the business establishments. However, the printed materials are expensive to produce and are often times discarded or simply not posted by the business establishments. For the marketer, it is costly in terms of the printing costs and mailing of the promotional materials, not to mention the loss of sales of the product, if the materials are not used. For the business establishments, it is expensive to receive and post the volume of promotional materials sent by the marketers.
More recent developments in technology include the use of televisions and/or monitors to play promotional videos within business establishments. While the use of video is less wasteful in terms of ensuring display by the business establishment, the production costs to produce the videos can be excessive, even for very short videos (e.g., ten to thirty seconds). Therefore, there is a need to be able to produce inexpensive video advertisements that can capture and hold the attention of a customer of a business establishment.
SUMMARY
To overcome the problem of having to produce low cost, short video advertisements that are capable of capturing and holding the attention of a customer at a business establishment, the principles of the present invention provide for editing existing footage to produce content to be displayed at retail establishments. By using existing footage, production costs of the short video are generally limited to editing fees and possibly copyright licensing fees. Because the existing footage may be selected from popular content, such as a famous movie, television program, sporting event, person, news event, etc., a customer is more likely to be drawn to and maintain his or her attention on the advertisement because of familiarity with the content, thereby spending more money on the products being advertised by or near the electronic display.
One embodiment according to the principles of the present invention include a system and method for displaying content at a business establishment. The system includes a local network in communication with a content delivery system. The local network includes an electronic device, a communication channel, and one or more electronic displays located in relation to one or more products being sold by the business establishment. The electronic device is operable to distribute content derived from existing footage received from the content delivery system in accordance with a playlist identifying the content to be displayed at the business establishment.



BRIEF DESCRIPTION OF THE DRAWINGS
FIG. 1 is an exemplary system block diagram describing editing of footage and distributing and displaying of advertising content; and
FIG. 2 is an exemplary flow diagram describing the editing, distributing, and displaying processes in accordance with FIG. 1.



DETAILED DESCRIPTION OF THE DRAWINGS
There is a vast amount of existing and archived visual media that has been generated for entertainment, advertising or news purposes, for example. The existing footage may include movies, television programs, television commercials, cartoons, music videos, concert recordings, sports broadcasts, etc. The existing footage may be edited to produce useful advertising content to be displayed to promote goods, services, entertainment, and programming viewership (“products”) that may or may not be sold in a business establishment (e.g., retail store) to consumers or for promoting the business establishment itself. Of course, the more popular the existing footage, the more valuable segments of the footage become for creating advertising content.
Customers or shoppers for products at retail locations have a limited amount of time and attention span to watch advertising content for products being displayed. Because of the limited time to watch the electronic display devices, the existing footage may be edited to accommodate the shoppers' limited time. For example, a shopper may be willing to commit only 20-40 seconds at the beverage section of a store, but 2-3 minutes at the deli or seafood counter. Therefore, the existing footage may be edited appropriately in length based on the particular product(s) being promoted and location at the business establishments the footage is being seen.
Further, the editing process may produce snippets or clips that convey a complete, comprehensive message to the shopper or consumer. The advertising content may provide enough content of the existing footage so that the consumer can view a fraction of the complete footage (e.g., television show) to capture the highlights. While the advertising content may or may not contain references to particular products, entertainment value to attract consumers to a particular location within a retail location, such as a particular shelf, may be achieved. For example, portions of a comedian's monologue, soap opera highlights, or sporting events may be utilized as the advertising content. Still yet, the existing footage may be edited and distributed in such a way that multiple electronic display devices need to be viewed to complete the entire content. For example, movies that are part of a trilogy or have one or more sequels may be edited to form multiple advertisements and be displayed on sequential electronic display devices along an aisle, thereby enticing the shopper to spend a longer duration of time near one or more products without spending a long time at a single electronic display device.
Because of the advancement of digital editing technology, product placement into footage originally absent of the product may be performed so that advertising content displayed in association with the product at the retail location contains an image of the product included in the footage. For example, footage showing someone drinking from a wine glass may be edited such that the wine glass is replaced with a particular brand of soft drink and be displayed at a retail location. Alternatively, a still image or photograph may be integrated into and/or with the footage to produce the advertising content for display at or near a particular product on a store fixture. Because the principles of the present invention are utilized in conjunction with the system described in copending patent application Ser. No. 10/277,218, the advertising content may be distributed to electronic display devices at business establishment locations specific network addresses and/or identifiers designated by the business establishments or other network planner that may be disposed in relation to the particular products being edited into the footage. In another embodiment, the advertising content may be derived from the footage in such a way as to be more general or promotional in nature and be distributed to electronic display devices that are generally associated near the products (e.g., electronic display device hanging from a ceiling) or remotely located in relation to the products (e.g., electronic display device located at an entry way).
FIG. 1 is an exemplary block diagram of an editing and communications system 100 utilized to edit footage and distribute advertising content to out-of-home locations, including retail locations. The communications system 100 includes a footage library 102 that may have existing footage 104, such as movies, television shows, television commercials, photographs, concerts, etc. The footage library 102 may be a digital database or be composed of film, digital data, magnetic disk and/or other physical media containing the existing footage 104. Additionally, the footage library 102 may be established as a database as understood in the art.
The existing footage 104 may be input into a footage editing system 106. The footage editing system 106 may be a video editor capable of generating, combining, and/or manipulating images from the existing footage 104 or other images (e.g., product image) to be incorporated into the existing footage 104 as understood in the art. Resulting from the footage editing system 106 is advertising content 108 or derivative footage that may be communicated and stored in a content library 110, which may include a database, such as an object oriented database.
A content delivery system 112 or communications system as described in copending patent application Ser. No. 10/277,218 may access the advertising content 108 stored in the content library 110 to communicate the advertising content 108 to business establishments 114a-114n (collectively 114). The content delivery system 112 alternatively may include the footage editing system 106 and advertising content library 110. While satellite communication delivery techniques provide economy of scale and bandwidth, other forms of delivering the advertising, including content 108 may be utilized in accordance with the principles of the present invention via more traditional techniques, such as via video tapes, compact disks, digital video disks (DVD), cassette tapes, Internet downloads, and modem downloads. A scheduling system (not shown) may be integrated into or be separate from the footage editing system 106 or content delivery system 112 and be operable to enable selection of time of delivery, electronic display location(s) for delivery, times for display, frequency of display, and other parameters associated with displaying the advertising content 108 in relation to a product at a business establishment 114. The business establishment 114a may include a fixture 116, which may be in the form of a display case, shelf system, or other structure operable to support or display products 118 being offered for sale. One or more electronic displays 120a-120c (collectively 120) may be coupled to fixture 116 for receiving and displaying the advertising content 108. In one embodiment, a local server (not shown) and local communication channel, such as a wireless local network (not shown), may be utilized within each business establishment 114 as described in copending patent application Ser. No. 10/277,218. Alternatively, one local server may be utilized to support multiple locations of a business establishment 114. Each electronic display 120 may be individually addressable and receive and display the same or different advertising content 108.
TABLE 1 is an exemplary playlist that may be utilized to locate advertising content 108 within the advertising content library 110 for delivery and play at selected electronic displays 120. As shown, there are three advertising content files (e.g., SODA_C725BL.MPG), which may be in the form of a movie file or MPEG file, scheduled to be displayed in specific retail chains, in certain locations of the county, at particular fixtures 116 or electronic displays 120, at certain times, and at certain frequencies. Other identifier, storage, distribution, and display information may be selected and maintained in the table for use by the out-of-home delivery system 112 in accordance with the principles of the present invention.







TABLE 1







Exemplary Playlist








CONTENT INFORMATION
PLAY INFORMATION



















FIXTURE/





CREATION
LENGTH


ELECTRONIC


ADVERTISING CONTENT
DATE
(SECS)
STORES
LOCATIONS
DISPLAY
TIMES
FREQUENCY


















SODA_C725BL.MPG
Jul. 14, 2003
0:12
RETAIL
A
NE
A8
 6 am-
30 secs





CHAIN



 8 pm


POPCORN_J974TB.MPG
Jun. 10, 2003
0:28
RETAIL
A
ALL
B4
 5 pm-
56 secs





CHAINS
C

172.16.1.93
11 pm






L

POPCORN






N

D3


SHAVINGCREAM_N463RZ.MPG
Jun. 10, 2003
1:25
RETAIL
A
SW
G8
 6 am-
 3 min





CHAINS
C


10 am;






N


 5 pm-






R


 9 pm









FIG. 2 is an exemplary flow diagram 200 describing a process for producing and distributing content. The process starts at step 200. At step 204, footage is selected to be utilized to produce content. The selected footage, which may include video, motion, still images, and audio, for example, is edited to produce the content at step 206. At step 208, the content to be displayed at a business establishment in association with a product or service that may be offered for sale is assigned.
The selection process at step 204 may include identifying footage having images of the product contained therein. The editing process at step 206 may include adding an image of the product to the selected footage. The assigning process at step 208 may include selecting at least one business establishment, fixture, and/or electronic display, to display the advertising content. Additionally and/or alternatively, the assigning process at step 208 may include selecting a range of dates and times to display the content. Other selections in accordance with the principles of the present invention may be applied. In one embodiment, the business establishment may manage the content and distribution and display thereof. Alternatively, a third party may manage such operations. The process ends at step 210.
It should be understood that the particular embodiments shown in the drawings and described within this specification are for purposes of example and should not be construed to limit the invention, which will be described in the claims below. Further, it is evident that those skilled in the art may now make numerous uses and modifications of the specific embodiments described, without departing from the inventive concepts. Consequently, the invention is to be construed as embracing each and every novel feature and novel combination of features present in and/or possessed by the principles of the present invention herein described.

## Claims

1. A method for distributing content for display at a business establishment, comprising:
establishing a playlist defining a sequence of video clips to be played by at least one electronic display;
editing video footage not originally produced as an advertisement utilizing a video editing system, said editing including:
providing the video footage not originally produced as an advertisement;
modifying content of at least one frame of the video footage to include an image of a product in the at least one frame; and
generating a first advertisement video clip including the edited video footage with the product image edited into the modified at least one frame of the video footage not originally produced as an advertisement, said editing and generating being performed prior to inserting an identifier that references the first advertisement video clip into the playlist;

receiving at least one second advertisement video clip different from the first advertisement video clip at a content delivery system;
inserting, by the content delivery system, identifiers that reference respective first and second advertisement video clips into the playlist; and
distributing, by the content delivery system, the first and second advertisement video clips to at least one electronic display in accordance with the playlist identifying the advertisement video clips to be displayed at the business establishment.

2. The method according to claim 1, further comprising managing the playlist in response to receiving an updated playlist.

3. The method according to claim 1, further comprising displaying the first advertisement video clip in relation to the product being displayed for purchase at the business establishment.

4. The method according to claim 3, further comprising displaying the first advertisement video clip on an electronic display connected to a fixture supporting products at the business establishment.

5. The method according to claim 1, wherein generating a first advertisement video clip includes generating a first video clip having a length of 15 seconds or less, and wherein distributing the video clip includes distributing the first advertisement video clip to a retail store.

6. The method according to claim 1, further comprising displaying the first advertisement video clip including the image of the product near the product being displayed for purchase at the business location.

7. The method according to claim 6, further comprising positioning an electronic display near the product being displayed for purchase at the business location prior to displaying the first advertisement video clip.

8. The method according to claim 7, wherein positioning the electronic display includes positioning the electronic display within six feet of the product.

9. The method according to claim 1, further comprising accessing an identifier of the at least one electronic display in the playlist.

10. The method according to claim 1, further comprising accessing an identifier of the product that is displayed in the first advertisement video clip.

11. The method according to claim 1, wherein modifying the content of the at least one frame of the video footage includes positioning the product image over another object being the same size or smaller as originally displayed in the video footage, thereby producing edited video footage that displays the product image and not the other object.

12. The method according to claim 11, wherein positioning the product image over another object includes positioning the product image over the object the entire time the object would be displayed during the first video clip.

13. The method according to claim 12, wherein positioning the product image over the object includes moving the product image to maintain overlaying the product image over the object.

14. The method according to claim 1, where the first and second advertisement video clips are the same length.