Abstract:
Logocons provide a new online advertising product for brand advertisers. During a computing session especially with consumer-generated content, brand names may be replaced or supplemented with logocons in web pages, files, documents, or other online writings as a form of branding. Written information in the computing session is sent to a parsing or searching engine that searches for particular text corresponding to the brand name. The text is replaced or supplemented with a logocon. A user then views the enhanced information containing the logocon but has the option of prohibiting the logocon from appearing in the information.

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
     Not applicable 
     STATEMENT REGARDING FEDERALLY SPONSORED RESEARCH OR DEVELOPMENT 
     Not applicable. 
     BACKGROUND 
     Advertising is very common in the computing environment. Primarily, the Internet includes many advertisers who use different mechanisms to advertise their products or services to the public. Because the number of advertisers continues to increase, advertisers continue to look for more creative ways to showcase their products or services. 
     In the computing environment, a user has a high probability of encountering an advertisement. The advertisement may take the form of an unsolicited email or may appear when a web page is accessed on the Internet. So, the chances are quite high that in a computing session, the user is likely to encounter a form of advertising. Because of the proliferation of advertisements, there is a tendency for the advertisement to go unnoticed by the user during the computing session. With this in mind, advertisers would like to find a creative way to get the user&#39;s attention for their advertisement without turning the user off from their computing activity and without invading the user&#39;s privacy. 
     Advertising may take various forms and advertisers have created various ways to promote their advertisements in the computing environment. For example, paid search advertising, contextual advertising, and display advertising are some of the types of advertising that may be encountered on the Internet. 
     Paid search advertising involves a keyword search and a search engine. When a user inputs a search term, the user may view the results containing a list of preferred web sites along with other web sites provided by the search engine. The preferred web sites usually relate to advertisers or publishers that have paid to have their web sites shown or placed in a prominent position when search results are returned to the user. In another context, some search engines may return the search results but list a set of advertisers off to the side of the web page with a set of links to web sites that are associated with the search term. 
     Contextual advertising involves showing the user that has accessed a web page advertising that is related to the web site or related to specific information in the web site. The idea here is to target specific advertising to the user based on what the user is viewing at the web site. Out of the view or without the knowledge of the user, computer software may scan information in the web page and provide advertisements based on the scanned text of the web page. This form of advertising may include providing a dynamic set of advertisements based on the web site provider&#39;s need or desire to provide as many types of advertisements in a limited-space environment in the web page. 
     Display advertising is another form of advertising that usually involves graphic information as opposed to textual information. The graphic information may include logos, photographs, and pictures to name a few. Display advertising may come in two forms, return on investment (ROI) advertising and brand advertising. Both types of advertising focus on branding, but brand advertising is especially important with advertisers as they try to develop ways to advertise to users in areas not associated with advertising. Brand advertising includes various ways to make users aware of products or services, and the advertiser&#39;s brand, to help increase sales of the products or services. 
     Brand advertisers contribute a large amount of revenue in the advertising business. However, it is difficult to target display brand advertising on some web sites because these web sites may host consumer-generated content (i.e. email, blog, community sites). The problem is that these web sites do not offer domain-specific content unlike some web sites that focus on a specific topic or area like MSN AUTOS and MSN MONEY websites provided by the Microsoft Corporation of Redmond, Wash. 
     Because advertisers are eager to provide as much information to the public, especially in the Internet, advertisers are willing to pay to provide their advertisements in web pages, emails, or any other computing environment. In many cases, advertisers pay on a cost per thousand (CPM) basis. This basis may include “how many clicks occur on an advertisement shown in a web page” or “how many times users visited a particular web site from a link on a web page.” In any case, advertisers are looking for more creative ways to get their products or services to the user without the usual clicks on an advertisement or monitoring of traffic volume. Therefore, a solution is needed that would give advertisers a way to brand their products or services beyond the capabilities that exist today. The solution should include various forms of the computing environment such as the Internet, email, and computer applications. It should also include consumer-generated content. 
     SUMMARY 
     The Summary is provided to introduce a selection of concepts in a simplified form that are further described below in the Detailed Description. This Summary is not intended to identify key features or essential features of the claimed subject matter, nor is it intended to be used to limit the scope of the claimed subject matter. 
     The disclosure describes, among other things, a new form of display advertising in a computing environment. The various solutions are summarized below. 
     In a first aspect, information such as a document, email, blog, or instant message is received at a computing device. Computer software located on the computing device or elsewhere searches the information for pre-defined text. When the text is located in the information, either a logocon replaces the text or the logocon is placed next to the text in the information. The information is then provided to a display of the computing device or provided to another computing device the logocons embedded in the information. When a user encounters the information, the user may view the logocons in the information. 
     In another aspect, a logocon is displayed in a web page. A browser, web server, or a first computing device is configured to associate text with a logocon. A user accesses the web page at a second computing device. When the user views the web page, the computer software in either the browser, web server, or the first computing device operates to replace pre-defined text located in the web page with a logocon or operates to place a logocon next to the located pre-defined text in the web page. The user views the view web page with the embedded logocons. 
    
    
     
       BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS 
       The present invention is described in detail below with reference to the attached drawing figures, which are incorporated herein by reference, and wherein: 
         FIG. 1  is an exemplary operating environment suitable for practicing an embodiment of the present invention; 
         FIG. 2  is a block diagram of an exemplary brand advertising environment using logocons when practicing an embodiment of the present invention; 
         FIGS. 3A and 3B  are block diagrams of exemplary Internet advertising environments using logocons when practicing an embodiment of the present invention; 
         FIG. 4  is a block diagram of exemplary email messages provided when implementing an embodiment of the present invention; 
         FIG. 5  is a flowchart of an exemplary process for providing a logocon in a computing environment when implementing an embodiment of the present invention; and 
         FIG. 6  is a flowchart of an exemplary process for displaying a logocon in a web page when implementing an embodiment of the present invention. 
     
    
    
     DETAILED DESCRIPTION 
     The present invention will be better understood from the detailed description provided below and from the accompanying drawings of various embodiments of the invention, which describe, for example, a media and system for providing logocons in a computing environment and for displaying logocons in a web page. The detailed description and drawings, however, should not be read to limit the invention to the specific embodiments. Rather, these specifics are provided for explanatory purposes that help the invention to be better understood. 
     Exemplary Operating Environment 
     Referring to  FIG. 1  in particular, an exemplary operating environment for implementing the present invention is shown and designated generally as computing device  100 . Computing device  100  is but one example of a suitable computing environment and is not intended to suggest any limitation as to the scope of use or functionality of the invention. Neither should the computing-environment  100  be interpreted as having any dependency or requirement relating to any one or combination of components illustrated. 
     The invention may be described in the general context of computer code or machine-useable instructions, including computer-executable instructions such as program modules, being executed by a computer or other machine, such as a personal data assistant or other handheld device. Generally, program modules including routines, programs, objects, components, data structures, etc., refer to code that performs particular tasks or implements particular abstract data types. The invention may be practiced in a variety of system configurations, including hand-held devices, consumer electronics, general-purpose computers, more specialty computing devices, etc. 
     With reference to  FIG. 1 , computing device  100  includes a bus  110  that directly or indirectly couples the following devices: memory  112 , one or more processors  114 , one or more presentation components  116 , input/output ports  118 , input/output components  120 , and an illustrative power supply  122 . Bus  110  represents what may be one or more busses (such as an address bus, data bus, or combination thereof). Although the various blocks of  FIG. 1  are shown with lines for the sake of clarity, in reality, delineating various components is not so clear, and metaphorically, the lines would more accurately be grey and fuzzy. For example, one may consider a presentation component such as a display device to be an I/O component. Also, processors have memory. We recognize that such is the nature of the art and reiterate that the diagram of  FIG. 1  is merely illustrative of an exemplary computing device that can be used in connection with one or more embodiments of the present invention. Distinction is not made between such categories as “workstation,” “server,” “laptop,” “hand-held device,” etc., as all are contemplated within the scope of  FIG. 1  and reference to “computing device.” 
     Computing device  100  typically includes a variety of computer-readable media. By way of example, and not limitation, computer-readable media may comprise Random Access Memory (RAM); Read Only Memory (ROM); Electronically Erasable Programmable Read Only Memory (EEPROM); flash memory or other memory technologies; CDROM, digital versatile disks (DVD) or other optical or holographic media; magnetic cassettes, magnetic tape, magnetic disk storage or other magnetic storage devices that can be used to encode desired information and be accessed by computing device  100 . 
     Memory  112  includes computer-storage media in the form of volatile and/or nonvolatile memory. The memory may be removable, non-removable, or a combination thereof. Exemplary hardware devices include solid-state memory, hard drives, optical-disc drives, etc. Computing device  100  includes one or more processors that read data from various entities such as memory  112  or I/O components  120 . Presentation component(s)  116  present data indications to a user or other device. Exemplary presentation components include a display device, speaker, printing component, vibrating component, etc. I/O ports  118  allow computing device  100  to be logically coupled to other devices including I/O components  120 , some of which may be built in. Illustrative components include a microphone, joystick, game pad, satellite dish, scanner, printer, wireless device, etc. 
     Many different arrangements of the various components depicted, as well as components not shown, are possible without departing from the spirit and scope of the present invention. Embodiments of the present invention will be described with the intent to be illustrative rather than restrictive. Alternative embodiments will become apparent to those skilled in the art that do not depart from its scope. A skilled artisan may develop alternative means of implementing improvements without departing from the scope of the present invention. 
     To help explain the invention without obscuring its functionality, an embodiment will now be referenced. Although the present invention can be employed in connection with a computing-network environment, it should not be construed as limited to the exemplary applications provided here for illustrative purposes. 
     Logocons 
     A logocon is a logo icon that replaces or follows a brand or product name in text form with a brand or product logo. The logocon is an advertising product that can be used by brand advertisers to enhance brand recognition of their products or services. The idea is that the logocon may be embedded into consumer-generated content. The size of the logocon may vary according to the size of the remaining text that exists where the logocon is located. To further describe logocons and their use in brand advertising, several figures will be discussed below in detail. 
     In  FIG. 2 , an exemplary brand advertising environment  200  using logocons is shown with a computing device  205  logically connected to servers  210  and  215 . Server  210  contains an email  220  created by a user at computing device  205  while server  215  provides a blog  225  that was created by the user at computing device  205 . Servers  210  and  215  may be connected to a storage device  230  or another server  235 . Servers  210  and  215  may communicate across the Internet  240 . The Internet  240  shows a logical connection to a server  245  which sends an email  250  to a computing device  255  containing another user. 
       FIG. 2  illustrates various ways to perform brand advertising using logocons. For example, without logocons, server  210  contains email  220  for the user at computing device  205 . With logocons, computer software in server  210  connected to storage device  230  scans the email generated by the user at computing device  205  and replaces pre-determined text in the email with a logocon. Storage device  230  provides a table of information that associates a set of text with a set of logocons. The embedding of the logocon may occur while the user is typing the email or may occur when the user sends the email to a recipient. 
     Another embodiment of the present invention includes server  210  connected to server  235 . Server  210  may be an email server while server  235  may provide a parsing or searching activity that scans the email generated by the user to replace the pre-determined text with the logocon. Storage device  230  connects to server  235  in this embodiment. Server  210  may send the email to server  235  to perform the parsing or searching activity and then return the results to server  210 . Server  235  may use the table of information in storage device  230  where texts are associated with logocons. When the updated email is received from server  235 , server  210  either updates the email as the user is typing or saves an updated copy of the email at computing device  205  when the user sends the email. As a result, server  210  sends the email  220  to the recipient with the logocons embedded therein. 
     As shown in  FIG. 2 , email  220  may traverse a network, like the Internet  240 , to a destination server  245 . From server  245 , the email is sent, now known as email  250 , to the recipient at computing device  255 . Email  220  and email  250  may be the same. However, the recipient at computing device  255  may not want to receive emails with embedded logocons. As such, the recipient at computing device  255  may activate computer software that allows the logocons to be removed from the email or allows the original text to be placed back in the email. The recipient may activate this computer software as part of the email itself, an email service, or a third party computer software that may manipulate logocons. In either case, if the recipient turns off the feature or option to receive logocons, email  220  will be different from email  250 . 
     Continuing with  FIG. 2 , the user at computing device  205  may have a personal web space that contains blog  225 . The personal web space could reside on server  215 . Similar to email  220 , as the user types information into blog  225 , logocons may appear in text. The logocons may appear in real-time while the user is typing or may appear when blog  225  is saved. Server  215  may function to provide a personal web space like MYSPACE from Myspace Incorporated of Santa Monica, Calif. Personal web spaces allows the user to keep a web log or online diary of information. The information may be saved to server  215  or it may be saved to computing device  205  with intermittent communications with server  215 . 
     When the user types information in blog  225 , server  215  may include computer software that parses blog  225  to locate specific text. Given the connection to storage device  230 , server  215  may replace the specific text with a logocon based on the table that is located in storage device  230 . As discussed above, server  215  may pass information in blog  225  to server  235  in order to have the parsing or searching function performed at server  235 . Again, storage device  230  may provide a database function to hold a table of information or other information related to the logocons. 
     As shown in  FIG. 2 , various components may be used when implementing different embodiments of the present invention. Depending on the goal of the implementer, the components in  FIG. 2  may be arranged differently. However, the current illustration shows the possibilities for handling both emails and blogs. 
     Now turning to  FIGS. 3A and 3B , exemplary Internet advertising environments  300  and  350  using logocons are shown. Environment  300  shows a server  305  with a web page  310 . Web page  310  is accessed by a browser  315  located in a computing device  320 . Computing device  320  is connected to a computing device  325 . Computing device  325  may manipulate computer software in computing device  320  or may manipulate features of browser  315 . 
     Environment  350  shows a server  355  connected to another server  360 . Server  355  provides a web page  365  which may be accessed by browser  370 . Browser  370  is located at a computing device  385 . 
     Environments  300  and  350  are very similar. Both environments provide Internet advertising using logocons. In environment  300 , web page  310  is manipulated by computing device  325  when browser  315  accesses web page  310 . In one embodiment, computer software in computing device  320  or computing device  325  may parse or search for text in web page  310  to replace the text with a logocon. This action occurs while the web page is loading in browser  315  or it may occur through an update of web page  310  once it is loaded with browser  315  at computing device  320 . There are various ways to manipulate web page  310  in order to replace targeted text with logocons. Some of the ways include real-time changes to the web page while others may wait until the web page is completely loaded before the parsing or searching actions occurs. Environment  300  illustrates that the parsing or searching action occurs when the web page is beginning to load with browser  315  or when the web page is completely loaded at browser  315 . 
     In environment  350 , server  355  operates with server  360  to change text into logocons or add logocons to the text. Once the change occurs, the web page appears at computing device  385  with the logocons. 
     It is important to note with  FIGS. 2-3 , an implementer can implement the various embodiments of the present invention with different output results. For example, in some embodiments, text is searched in a set of information, removed from the set of information, and replaced with a logocon. In other embodiments, text may be searched in the set of information followed by the logocon being placed in proximity to the text. From this discussion, the implementer has different ways to display the logocons. The various embodiments along with the various ways to display the logocons provides flexibility to the implementer. 
     With environments  300  and  350 , computing device  325  and server  360  contain parsing engines whereby information from web pages  310  and  365  may be passed to computing device  325  and server  360  in order to make the changes to the text. However, computing device  325  and server  360  include other software that directly manipulates web pages  310  and  365  in order to accomplish the same task of changing text into logocons or adding logocons with identified text. The idea here is to illustrate that logocons may be provided in a real-time action involving web page  310  or may be provided in a delayed action similar to a manual update of the web page. 
     In  FIG. 4 , exemplary email messages  400  are shown with messages  410 ,  420 , and  430 . Exemplary email messages  400  illustrates the outputs of the actions discussed in  FIGS. 2-3 . Message  410  illustrates an ordinary email message sent from Friend to Buddy. Without implementing an embodiment of the present invention or implementing the embodiment with the logocon feature turned off, an ordinary email message is delivered to the recipient with no change to the email. However, upon implementing an embodiment of the present invention, message  420  illustrates that the text MSN changes to logocon  425 . The text MSN is completely replaced by logocon  425 . In another embodiment of the present invention, message  430  illustrates that the text MSN changes to text MSN plus icon  435 . Rather than replacing the text, icon  435  is added in proximity to the text MSN. In this case, icon  435  follows the text MSN. 
     As shown in  FIG. 4 , an advertiser may correlate various text to various logocons. In some cases, the same text may correlate to several logocons. Additional computer software may be used to coordinate text with several logocons. Logocons may be selected depending on such things as the type of computing activity, the time of day, or the location of the text to name a few. For example, as seen with logocons  425  and  435 , the text MSN correlates to both logocons but were used in different embodiments of the present invention. However, logocons  425  and  435  could be stored in storage device  230  in the table entry. The computer software could select logocon  425  for all first encounters of the text MSN and could select logocon  435  for all subsequent encounters of the text MSN. It is up the advertiser to determine the implementation strategy for the logocons. 
     In  FIG. 5 , a process for providing a logocon in a computing environment is provided in a method  500 . In a step  510 , information is received at a server. The information could be an email such as email  220 , a blog such as blog  225 , or web pages  310  and  365 . The server could be server  210 , server  215 , computing device  325 , or server  360 . In a step  520 , the information is searched or parsed for the occurrences of a text. This searching or parsing activity occurs at the server. In a step  530 , for each located text, a logocon is placed in the position of the located text. In a step  540 , for each located text, the logocon is placed next to the text. Once the logocon is embedded in the information, the information may be provided to a display device for viewing or may be provided to another computing device. For example, with a web page, a user may view the information with the logocon on the screen of the computing device. With an email, the user may send the information with the logocon to a recipient at another computing device. The logocon may be viewed by the user or may be viewed by the recipient which is step  560 . 
     Turning now to  FIG. 6 , a process for displaying a logocon in a web page is shown in a method  600 . In a step  610 , communications occur between web server  305  or  355 , a first computing device (computing device  325  or server  360 ), or a second computing device (computing device  320  or  385 ). It is not mandatory that communications occur between all three devices. In a step  620 , web browser  315  or  370 , web server  305  or  355 , or the first computing device ( 325  or  360 ) may be configured to associate texts with logocons. For example, brand names of products or services may be associated with brand logos. Although not discussed in the method, a database may be connected to one or more of the devices in order to store a table of data containing the association of texts to logocons. In a step  630 , a mechanism to access web page  310  or  365  with web browser  315  or  370  is provided at the second computing device ( 320  or  385 ). In a step  640 , either web browser  315  or  370 , web server  305  or  355 , or the first computing device ( 325  or  360 ) may be used to replace the text in web page  310  or  365  with logocons. In a step  650 , rather than replacing the text with logocons, the logocons are placed near the text in web page  310  or  365 . In a step  660 , a display of web page  310  or  365  with logocons is provided. 
     Remembering that logocons may be used to replace consumer-generated content that contains a product&#39;s or service&#39;s brand name, a scenario using HOTMAIL from the Microsoft Corporation of Redmond, Wash. and PEPSI from PepsiCo Incorporated of Purchase, N.Y. is provided in illustrating the point further. In HOTMAIL, a user types an email to a friend containing the following text, “Barbeque at my place Saturday for lunch. Can you bring some Pepsi?” The word “Pepsi” would get replaced or followed subsequently with Pepsi&#39;s logo, but as a logocon that has a size relative to the size of the surrounding text. 
     In addition to the discussions above, some general information about logocos may be found. Logocons may be embedded into information, files, documents, or writings as links or clickable items. A click on the logocon may send the user to the advertiser&#39;s web site or another web page as an example. The user could also turn off a feature or option that allows logocons to be embedded in the user&#39;s generated content. A recipient of an email may also have the turn on and turn off feature or option as well to stop changes from occurring to received email. In some cases, an implementer of an embodiment of the present invention may restrict the automatic appearance of logocons in information but provide, for example, a small icon or action indicator that appears above or below the text in the information. The user may click on the indicator to display the logocon as a hovering image providing to the user the option of either selecting the logocon with a click or removing the logocon, keeping the original text. 
     An implementer of an embodiment of the present invention may use various computer software to include other considerations for the implementation. For example, the implementer may restrict the number of logocons that could appear in consumer-generated text. The implementer may incorporate policy statements or other procedures that could restrict the use of logocons if the entire information or context is unfavorable to the brand name or owner. For example, if the brand name was used in a derogatory manner, computer software could be implemented with the searching or parsing process to prohibit the use of the logocon. In yet another consideration, the implementer may include computer software that intelligently identifies the proper context for words that are spelled the same as a brand name but containing different meanings. The computer software would have to identify when to provide a logocon for the brand name. 
     Logocons are a creative way for brand advertisers to achieve greater brand recognition online. Publishers can make use of web sites containing consumer-generated content which were previously undesirable or inaccessible. Publishers can incorporate various pricing models such as incorporating a pricing model on a “pay per occurrence” basis where the advertisers pay each time a logocon is shown. 
     The prior discussion is for illustrative purposes to convey exemplary embodiments. The steps discussed in  FIGS. 5 and 6  may be executed without regards to order. Some steps may be omitted and some steps may be executed at a different time than shown. For example, step  540  may be executed before step  530 , and step  650  may be executed before step  640 . The point here is to convey that the figures are merely exemplary for the embodiments of the present invention and that other embodiments may be implemented. It will be understood that certain features and sub-combinations are of utility and may be employed without reference to other features and sub-combinations and are contemplated within the scope of the claims. 
     As shown in the above scenarios, the present invention may be implemented in various ways. From the foregoing, it will be appreciated that, although specific embodiments of the invention have been described herein for purposes of illustration, various modifications may be made without deviating from the spirit and scope of the invention. Accordingly, the invention is not limited except as by the appended claims.