Abstract:
Systems and methods providing for an advertisement (media) is designed using segments that can be added or subtracted are provided. By adapting the various segments of an advertisement to fit the orientation of the displaying device, and to be persistent on the display without overlaying the application being viewed by the user, it is possible to increase viewing time of the displayed media. In one embodiment, the various segments are sized to be displayed in areas (such as preview areas) of the display that the user does not typically use for his/her main work. In this manner, the displayed media is adapted for display area and does not intrude on the viewing area.

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
     This application is related to commonly assigned, co-pending U.S. patent application Ser. No. 13/353,676, filed Jan. 19, 2012 and entitled “SYSTEM AND METHOD FOR USER GENERATED CONTENT IN MEDIA ADVERTISEMENTS,” the disclosure of which is incorporated herein by reference. 
     TECHNICAL FIELD 
     This disclosure relates to display advertising in general and more specifically to media presentations that adapt to the environment and are persistent over a period of time. 
     BACKGROUND OF THE INVENTION 
     On computers, it has now become commonplace for advertisements (often called banner or pop-up ads) to appear (usually uninvited) on user&#39;s screens from time to time. These advertisements sometimes include video and are intended to promote products and services relevant to the user. With the introduction of smart phones, tablets and pads, the challenge to provide timely, meaningful and effective advertising has become more difficult. 
     One problem is that there is a large size difference between devices. Pop-up advertising must be designed to display properly on the relatively small screen of a cell phone as well as on the much larger display of an iPad. Compounding the problem is that at any given moment the user&#39;s display can be in either landscape or portrait mode. On a relatively square display space the orientation of the device is not a concern. This is not so on large rectangular displays. 
     Another problem is that the advertisement itself often overlaps the viewing area the user is focused on. In such a situation, it is imperative that the pop-up ad disappear from view relatively quickly to avoid alienating the user. Removing the ad faster than the user can absorb its contents makes no sense. However, allowing the ad to obscure what the user is primarily interested in is counterproductive. 
     BRIEF SUMMARY 
     In one embodiment, an advertisement (media) is designed using segments that can be added or subtracted as desired. By adapting the various segments of an advertisement to fit the orientation of the displaying device, and to be persistent on the display without overlaying the application being viewed by the user, it is possible to increase viewing time of the displayed media. In one embodiment, the various segments are sized to be displayed in areas (such as preview areas) of the display that the user does not typically use for his/her main work. In this manner, the displayed media is adapted for display area and does not intrude on the viewing area. 
     The foregoing has outlined rather broadly the features and technical advantages of the present invention in order that the detailed description of the invention that follows may be better understood. Additional features and advantages of the invention will be described hereinafter which form the subject of the claims of the invention. It should be appreciated by those skilled in the art that the conception and specific embodiment disclosed may be readily utilized as a basis for modifying or designing other structures for carrying out the same purposes of the present invention. It should also be realized by those skilled in the art that such equivalent constructions do not depart from the spirit and scope of the invention as set forth in the appended claims. The novel features which are believed to be characteristic of the invention, both as to its organization and method of operation, together with further objects and advantages will be better understood from the following description when considered in connection with the accompanying figures. It is to be expressly understood, however, that each of the figures is provided for the purpose of illustration and description only and is not intended as a definition of the limits of the present invention. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       For a more complete understanding of the present invention, reference is now made to the following descriptions taken in conjunction with the accompanying drawings, in which: 
         FIG. 1  shows one of many prior art devices upon which the concepts discussed herein can be displayed; 
         FIG. 2  shows a simulated screen shot illustrating different embodiments of the invention used in conjunction with the device of  FIG. 1 ; 
         FIG. 3  shows a simulated screen shot illustrating different embodiments of the invention used in conjunction with the device of  FIG. 1 ; 
         FIG. 4  shows a simulated screen shot illustrating different embodiments of the invention used in conjunction with the device of  FIG. 1 ; 
         FIG. 5  shows a simulated screen shot illustrating different embodiments of the invention used in conjunction with the device of  FIG. 1 ; and 
         FIG. 6  shows one embodiment of a method of operation of the concepts discussed herein. 
     
    
    
     DETAILED DESCRIPTION OF THE INVENTION 
       FIG. 1  shows one of many prior art devices, such as device  10 , upon which the concepts discussed herein can be displayed. Device  10 , can, for example, be an iPad having case structure  11  and display area  12 . Contained within structure  11  is, for example, a CPU, memory and send/receive electronics. These devices, as well as their operation, are all well known to those of skill in the art and thus will not be further described herein. As above noted, the device, as well as the display area, can have a wide degree of difference as between models and brands. Also, as above noted, mechanisms on many such devices sense the orientation (usually horizontal or vertical) of the device and change the size and shape (for example, portrait to landscape) of the displayed media accordingly. Again, the manner of affecting such changed media presentations is well known. 
     As shown in  FIG. 1 , display area  12  is broken into a number of segments  12 - 1  to  12 - 8 . The segments shown herein are for purposes of discussion only. Any number and arrangement of segments is possible, and such segments are dependent upon, among other factors, the application the user is accessing at any point in time. In some situations, some of the display areas are reserved for certain material, such as time, date, carrier, radio signal strength, etc. One such reserved area is shown by banner  13  and another by status bar  13 - 1 . As is well known, there can be multiple banner areas on a device display with each having different sizes and functions. These banners can come and go from time to time, as desired by the user and/or by the application designer. The creation and positional control of such segments is performed partially by applications native to the device operating in conjunction with applications (software code) downloaded from time to time from a third party in further conjunction with input from the device user and/or other sources. 
       FIGS. 2  though  5  show simulated screen shots illustrating different embodiments of the invention used in conjunction with the device of  FIG. 1 .  FIG. 2  shows an application (APP A) displayed on screen portion  12 - 1 . This display can be of any nature and from any source. Shown beside APP A are three sections  12 - 2 ,  12 - 3  and  12 - 4  that can display any material desired, or can be dedicated to display area  12 - 1  if desired. 
     Below (in this embodiment) APP A there are shown three portions  21 - 1 ,  21 - 2  and  21 - 3  of a banner advertisement. These portions are shown with heavy lines outlining them but the lines are only shown to define the areas for the reader and in actuality there need be no lines demarcating the portions. Portions  21 - 1  and  22 - 2  display a common image (such as image  22 ) across the boundary between the portion such that image portion  22 - 1  is positioned in portion  21 - 1  while image portion  22 - 2  is positioned in portion  21 - 2 . Screen portion  21 - 3  contains image  23  which is related to image  22 , but not necessarily part of the common image. It is noted that image  22  may be a still image, video, or any other media that is suitable for implementing the underlying content. In one embodiment, the contents in portion  21 - 3  may include an image that is configured to remain on the screen upon the advertisement being closed by a user, closed after a pre-determined amount of time, or closed due to a orientation change of display area  12 . In such a circumstance the user may select the close button or it may automatically close which will cause segments  21 - 1 ,  21 - 2  and  21 - 3  to slide, e.g. to the right of display area  12  such that segments  21 - 1  and  21 - 2  are off of the display area leaving display area  21 - 3 . Some embodiments may configure this transition to be instantaneous, while others may animate this transition for aesthetic purposes. Further, upon selecting display area  21 - 3 , embodiments may re-expand the advertisement banner or may otherwise be directed to an end destination. It is noted that while the illustrated embodiment utilizes three segments and transitions to one segment, any number of segments may be utilized in embodiments in accordance with the inventive principles outlined herein, e.g. embodiments may utilize four segments that transition down to one-three segments, etc. 
       FIG. 3  shows the appearance of the display if the screen size is changed, for example, by rotating the device, or when a device is used having a different landscape. Note that when the landscape is narrowed so also is the display space for the banner advertisement. As shown in  FIG. 3  portion  21 - 3  has been removed thereby accommodating both portions of image  22 . Using this approach, it is possible to maintain the advertisement in a persistent manner for a continuous period of time, thereby giving the user more time to absorb the message. Additionally, it is noted that using the approach of this embodiment, segments may be taken from the display thereby minimizing or eliminating the need to re-scale a given segment when the orientation of the device is changed. It is noted that in this embodiment the segment displaying an image on the right of image  22 - 2  was removed, however, any image of segment may be selected depending on the desired application. 
       FIG. 4  shows an alternative in which portion  22 - 2  of image  22  is preserved as well as image  23  of portion  21 - 3 , although image  23  is not shown. Because image  23  is preserved, embodiments may allow for dynamic alteration of the advertisement. For example, upon a horizontal/vertical orientation change, or upon closing the banner advertisement, images that are maintained but not displayed may be utilized. This demonstrates the versatility of displaying images as small screen portions so that they can be tailored to a given situation by software local to the device. This then allows the ad designer to create one image set and to allow the local device to display the image set in the best arrangement depending upon factors such as size of other images and orientation of the device. Under some situations, the number and orientation of the various portions can be dependent upon external factors, such as who the user is, or how long the display has been activated or how long a particular ad has been shown. 
       FIG. 5  shows the full add being displayed in a single portion  12 - 5  off to the side. This single portion may correspond to any one of the previously discussed segments, e.g. segment  21 - 1 ,  21 - 2  and  21 - 3 , and may be set off to the side of display area  12  upon the banner advertisement being closed. Upon selection of single portion  12 - 5 , one or more hidden segments may be reproduced onto display area  12 , or such a selection may function to direct the user to a different application, website, etc. 
       FIG. 6  shows one embodiment of a method  60  of operation of the concepts discussed herein. Method  60 , in one embodiment, runs on code residing on the device and controlled by the device processor (not shown). Process  601  determines if it is time to send a media file to a particular user. The timing can be upon request of the user, or it can be statistically based, or it can be controlled by other factors external to the user at said particular device. One such external factor can be products or services the user has visited on other websites. In any event, when the media is ready to be sent it is processed at a server (or other distribution location) and delivered (wirelessly or by wireline) to the device, such as to device  11 ,  FIG. 1 . 
     Process  602  then stores the delivered media on the device using memory and the internal processor (neither shown herein) of the device. 
     Process  603 , for each instance of time, determines if all of the segments of the image, (for example, segments  22 - 1  and  22 - 2 ,  FIG. 2 ) can be displayed. Determination of how many segments can be displayed is determined, in one embodiment, by the amount of “real-estate” available on the device at a point in time. For some devices, this will depend upon the horizontal or vertical orientation of the device, or it could depend upon the size of another application being displayed, or it could depend upon the known native available display size. Note that while only two segments have been shown, any number of segments can be downloaded, each containing “rules” for that particular segment&#39;s display. Process  603  then interprets the rules for each segment in accordance with information generated locally on the device. Also note that the height of a given segment can change to fit the available display space. In some instances, the segment may begin at one size (height or width) and then switch to a different height or width. In some situations, process  608  would interact with process  603  such that local rules could be used to modify the user experience. The local rules could be permanent or user changeable as desired. 
     If not all the segments can be displayed at a point in time, then process,  604  reduces the number of segments to the number that fit properly depending on available display size and/or on other content being concurrently displayed on the device. 
     Process  605  then determines when the currently not being displayed remaining segments should be displayed. Again, this could be based on device orientation, other media content or size, or on other factors, such as length of time one or more segments have already been displayed (or held off the device). 
     Process  606  controls the actual display of the segments including their orientation and position on the main display. In situations where process  603  determines that it is desirable to display all the segments then process  607  determines when to effect such a display, again based upon the criteria discussed with respect to process  605 . Using the concepts and methods discussed above it is then possible to have media, such as advertisements, persist on the display for longer periods of time because they can be tailored to the available display size from time to time. 
     Although the present invention and its advantages have been described in detail, it should be understood that various changes, substitutions and alterations can be made herein without departing from the spirit and scope of the invention as defined by the appended claims. Moreover, the scope of the present application is not intended to be limited to the particular embodiments of the process, machine, manufacture, composition of matter, means, methods and steps described in the specification. As one of ordinary skill in the art will readily appreciate from the disclosure of the present invention, processes, machines, manufacture, compositions of matter, means, methods, or steps, presently existing or later to be developed that perform substantially the same function or achieve substantially the same result as the corresponding embodiments described herein may be utilized according to the present invention. Accordingly, the appended claims are intended to include within their scope such processes, machines, manufacture, compositions of matter, means, methods, or steps.