Patent Publication Number: US-2011078724-A1

Title: Transactional advertising for television

Description:
BACKGROUND INFORMATION 
     Transactional advertisements provide potential customers with the opportunity to initiate a transaction via the advertisement. Transactional advertisements are typically associated with computers using the Internet, such as when a Web page includes an advertising image with a link that can be selected by a user. Selecting the link may open a new web page that allows the potential customer to make a purchase directly. 
     Television service providers generate revenue from advertising. However, the nature of most television advertising typically precludes advertisers from associating a transaction with the advertisement. For example, a typical television commercial may encourage a viewer to purchase a product, but the viewer&#39;s eventual purchase of the product will occur in a forum not directly associated with the television commercial (e.g., an in-store purchase, a telephone transaction, a Web site transaction, etc.). 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG. 1  depicts an exemplary network in which systems and/or methods described herein may be implemented; 
         FIG. 2  is a block diagram of exemplary components of a video client that may be used in the network of  FIG. 1 ; 
         FIG. 3  is a block diagram of exemplary components of a device that may correspond to a backend server and/or a third-party transaction server of  FIG. 1 ; 
         FIG. 4  depicts a diagram of exemplary functional components of the backend server illustrated in  FIG. 1 ; 
         FIG. 5  illustrates a diagram of an exemplary on-screen display format including a transactional advertisement according to an implementation described herein; 
         FIG. 6  illustrates a diagram of an exemplary on-screen display format including a transaction screen according to an implementation described herein; 
         FIG. 7  is a flow chart illustrating an exemplary process for offering transactional advertising in a closed distribution network; 
         FIG. 8  is a flow chart illustrating an another exemplary process for offering transactional advertising in a closed distribution network; and 
         FIGS. 9A and 9B  are exemplary diagrams illustrating implementations of a customer interface for transactional advertisements in a closed distribution network. 
     
    
    
     DETAILED DESCRIPTION OF PREFERRED EMBODIMENTS 
     The following detailed description refers to the accompanying drawings. The same reference numbers in different drawings may identify the same or similar elements. Also, the following detailed description does not limit the invention. 
     Implementations described herein may permit a subscription multimedia service provider to provide transactional advertisements for television viewers over a closed distribution network. Advertising space may be included within an interactive television application supplied to a video client (e.g., a set-top box) and presented on a display (e.g., a television). A transactional advertisement may be presented within the advertising space, such that the transactional advertisement may be selected by a user of the interactive television application using, for example, a remote control. The video client may provide a notification of the user&#39;s selection to a backend server for the subscription multimedia service provider. To facilitate a transaction, the backend server may establish a communication session between the video client and a third-party server associated with the advertisement. A user may then conduct a transaction with the third-party server using an application interface that accommodates user input to the video client via the remote control/display. 
     As used herein, the term “interactive television application” may refer to an application that may receive and respond to user input (e.g., via a remote control or control buttons on a video client device). For example, an interactive television application may include variations of known social networking applications (e.g., Facebook®, Twitter®, MySpace®, etc.), image- and/or video-sharing applications (e.g., YouTube®, blip®, Veoh®, etc.), applications from premium content providers, regional content applications (e.g., weather, traffic, local news), games, etc. In some cases, interactive television applications may also be referred to as “widgets.” 
     The term “transactional advertisement,” as used herein, may refer to an advertisement that may be selected by a user to automatically initiate a transaction process related to the advertisement. For example, a transactional advertisement may include a hyperlink or icon that may be selected by a user to initiate a communication session with a remote server. 
     Also, as used herein, the term “video client” may refer to any media processing device that may receive multimedia content over a network, and may provide such multimedia content to an attached video display device (such as a television or computer monitor). A “subscription multimedia service,” as used herein, may refer to television, telephone, networking and/or other multimedia services provided to customers over a closed distribution network, such as cable, optical fiber, satellite, or virtual private network that restricts unauthorized alteration of content delivered by a multimedia service provider. Also, as used herein, the terms “user,” “viewer,” “subscriber,” and “customer” may refer interchangeably to a person who interacts with, orders, uploads, listens to, or plays multimedia content over a subscription multimedia service. 
       FIG. 1  is a diagram of an exemplary network  100  in which systems and/or methods described herein may be implemented. As illustrated, network  100  may include a backend server  110 , a database  120 , a third-party server  130 , video clients  140 - 1  and  140 - 2  (herein referred to collectively as “video clients  140 ” and generically as “video client  140 ”), video display devices  150 - 1  and  150 - 2  (herein referred to collectively as “video display devices  150 ” and generically as “video display device  150 ”), a local gateway  160 , and an access network  170 . Video clients  140 , video display devices  150  and gateway  160  may be located on a customer&#39;s premises and may be connected via access network  170  to backend server  110  at, for example, a subscription television service provider&#39;s premises. Components of network  100  may interconnect via wired and/or wireless connections. For simplicity, a single backend server  110 , database  120 , third-party server  130 , local gateway  160 , and access network  170 , and two video clients  140  and two video display devices  150  have been illustrated in  FIG. 1 . In practice, there may be more networks, servers, databases, local gateways, video clients, and/or video display devices. Also, in some instances, one or more of the components of network  100  may perform one or more functions described as being performed by another one or more of the components of network  100 . 
     Backend server  110  may include one or more devices for providing content/information to video client  140  and/or video display device  150  in accordance with commands that are issued from video client  140 . Examples of backend server  110  may include a headend device that provides broadcast television programs and/or pay-per-view (PPV) events, a video-on-demand (VOD) device or another device that provides multimedia content upon request, an advertising server that provides advertising associated with multimedia content, and/or a program guide information server that provides information related to multimedia content available to video client  140 . 
     In general, backend server  110  may provide control over (e.g., via access network  170 ) television services for devices, such as video clients  140 , video display devices  150 , and/or other network connectivity devices (e.g., telephones and personal computers, not shown) provided at the customer&#39;s premises. Backend server  110  may communicate with a variety of other components, such as databases, gateways, web servers, network switches or routers, television broadcast facilities, and other servers to facilitate television services to customers. Backend server  110  may also receive information from one or more video clients  140 , such as user selections of transactional advertisements. Backend server  110  may serve as a link between a video client  140  and third-party server  130  to enable transactions between the third party server  130  and video client  140 . For example, backend server  110  may facilitate communications with video client  140  via access network  170  and communications with third-party server  130  via an external network (e.g., the Internet). In one implementation, backend server  110  may also store information from video clients  140  and/or third-party server  130 , for example, in database  120  or another memory component, for later retrieval. While shown as a single server component in  FIG. 1 , in other implementations, backend server  110  may be distributed among multiple servers. 
     Database  120  may include one or more memory devices that maintain transaction histories (such as responses and/or purchases related to transactional advertisements) of video clients. In one implementation, database  120  may include exemplary fields, such as a user-identification field, a date field, a time field, a revenue field, an advertisement field, an interactive television application field, and/or a program content identification field. While only one database is shown in  FIG. 1 , database  120  may include multiple databases stored locally at backend server  110  and/or stored at one or more different and possibly remote locations. Database  120  may group customers&#39; viewing histories by individual users, user groups, interactive television application type, and/or by program. Database  120  may also maintain additional or different information relating, for example, to interactive television applications used, types of advertisements, programs watched/recorded/ordered by viewers, etc. Information from database  120  may be retrieved by backend server  110  (or another server device), for example, to monitor advertising data, such as view response rates, revenue, etc. 
     Third-party server  130  may include one or more server entities, or other types of computation or communication devices, that gather, process, search, and/or provide information in a manner described herein. Third-party server  130  may provide data to and conduct transactions with video client  140  and/or backend server  110 . In one implementation, third-party server  130  may communicate with video client  140  via backend server  110  to conduct transactions. Third-party server  130  may also provide interactive television applications that may be provided to video client  140  (e.g., via backend server  110  and access network  170 ). In one implementation, third-party server  130  may communicate with backend server  110  through a hypertext transfer protocol over secure socket layer (HTTPS) on the Internet. In an exemplary implementation, third-party server  130  may be controlled by a different entity than the entity that controls backend server  110 . In another exemplary implementation, third-party server  130  and backend server  110  may be controlled by the same entity (e.g., the subscription multimedia service provider). 
     Video client  140  may include any device capable of receiving, transmitting and/or processing information to and/or from access network  170 . In one implementation, video client  140  may be a closed device (e.g., including a hardware/software configuration that is not accessible to the general public) that restricts unauthorized alteration of programming delivered over the closed distribution network. Video client  140  may provide video signals to video display device  150 . Examples of video client  140  may include a set-top box, a computer, a cable card, and a portable electronic device. Video client  140  may receive a television signal from gateway  160 , may convert the signal to a form usable by video display device  150 , and may transmit the signal to video display device  150  for display. Video client  140  may further allow a user to provide user input for interactive television applications (e.g., to navigate menu displays or select menu items) and to alter the programming provided to video display device  150  based on a signal (e.g., a channel up or channel down signal) from, for example, a remote control (not shown). Video client  140  may also be capable of sending data to backend server  110  via access network  170 . In some implementations, video client  140  may be incorporated into video display device  150 , such as a television, a computer, or a portable electronic device. 
     In one implementation, video client  140  may display advertising information (e.g., a transactional advertisement) that may receive user input. For example, video client  140  may receive an advertisement that may be selected by a user via a remote control signal. Video client  140  may transmit information about the user&#39;s selection to a server (e.g., backend server  110  and/or third-party server  130 ) to initiate a transactional sequence associated with the advertisement. In another implementation, video client  140  may track information relating to a sequence of user interactions with video display device  150  and may present locally stored information to the user. Video client  140  may provide some or all of the tracked information to a server, such as backend server  110 , at a later time. 
     Video display device  150  may include a digital or analog display via which a user may view multimedia content (including, for example, conventional programming, interactive displays, and/or advertising). Video display device  150  may refer to any device that can receive and display multimedia content delivered over access network  170  and/or through video client  140  for perception by users. Video display device  150  may include technologies, such as cathode ray tube (CRT) displays, liquid crystal displays (LCDs), light-emitting diode (LED) displays, plasma displays, etc. 
     Gateway  160  may include a network device that provides an interface from access network  170  to video clients  140  and/or other network connectivity devices (not shown). For example, when telecommunication services are provided to the customer&#39;s premises via an optical fiber, gateway  160  may include an optical network terminal (ONT) that connects to the optical fiber. The ONT may convert between signals appropriate for video display device  150  and signals appropriate for transmission over optical fiber. For example, the ONT may include a coaxial cable connection that leads to video display device  150  or video client  140 . The ONT may also include an Ethernet output port that connects to a personal computer or a voice over Internet protocol (VoIP) telephone and/or a standard telephone port for connecting to a standard telephone. 
     Gateway  160  may include one of a number of possible gateway devices, including a satellite antenna and receiver, a coaxial cable connection, an ONT, or a broadband access for Internet Protocol TV (IPTV). The satellite antenna and receiver may provide an interface for television services broadcast from satellites. The coaxial cable connection may provide an interface for television services connected to a customer via coaxial cables. The ONT may provide an interface for an optical fiber connection. The broadband IPTV access may generally include any device that provides broadband access over which television service may be provided. 
     Access network  170  may include a video signaling and distribution network and system that permit transfer of data between backend server  110  and video clients  140 . Additionally, access network  170  may include, among other things, a firewall, a filtering mechanism, a proxy, and/or network address translation mechanisms. Access network  170  may include, for example, a single network, such as a wide area network (WAN), a local area network (LAN), a metropolitan area network (MAN), a telephone network (e.g., a public switched telephone network (PSTN) or a wireless network), the Internet, a satellite network, etc., or a combination of networks. Access network  170  may provide customers with multimedia content provided, for example, by backend server  110  and/or third-party server  130 . Access network may also support communications between backend server  110  and video clients  140  using, for example, Internet protocol (IP). 
     In implementations described herein, a user may select an interactive television application to be displayed on video display device  150 . Backend server  110  may provide, to video client  140  via access network  170 , a transactional advertisement to be displayed within a portion of the interactive television application or elsewhere on a display. When a user selects (e.g., via a remote control), the transactional advertisement, video client  140  may notify backend server  110  of the selection. Backend server  110  may initiate a communication session between video client  140  and third-party server  130  associated with the selected transactional advertisement. In another implementation, third-party server  130  may include a server entity controlled by the subscription multimedia service provider to facilitate secure transactions with video client  140  and another server entity controlled by another party to provide advertising content. Transactions may, thus, be conducted almost entirely within a portion of network  100  controlled by the subscription multimedia service provider and a report may be generated to for click-through payment collection by the advertising content provider. 
     By providing an interface that is compatible with video client  140 /video display device  150 , third-party server  130  may conduct a transaction with a user of video client  140 . The transaction between third-party server  130  and the user of video client  140  may be monitored by backend server  110  and data regarding the transaction may be stored in database  120  for subsequent analysis. 
       FIG. 2  is diagram illustrating exemplary components of video client  140 . As shown, video client  140  may include a control unit  210 , a memory  220 , a display  230 , a network connection  240 , an input/output (I/O) component  250 , and a bus  260 . 
     Control unit  210  may include one or more processors, microprocessors, or another type of processing logic that interprets and executes instructions. Among other functions, control unit  210  may collect and store viewer activity associated with television programming. Control unit  210  may execute instructions to send viewing history information to another device, such as backend server  110 . Control unit  210  may also receive information and/or instructions from other devices, such as backend server  110 . 
     Memory  220  may include one or more dynamic or static storage devices that may store information and instructions for execution by control unit  210 . For example, memory  220  may include a storage component, such as a random access memory (RAM), a dynamic random access memory (DRAM), a static random access memory (SRAM), a synchronous dynamic random access memory (SDRAM), a ferroelectric random access memory (FRAM), a read only memory (ROM), a programmable read only memory (PROM), an erasable programmable read only memory (EPROM), an electrically erasable programmable read only memory (EEPROM), and/or a flash memory. In one implementation, memory  220  may store a viewer activity log to send at a later point in time, such as when requested by backend server  110 . 
     Display  230  may include any component capable of providing visual information. For example, in one implementation, display  230  may be a light emitting diode (LED) or a liquid crystal display (LCD). In another implementation, display  230  may use another display technology, such as a dot matrix display, etc. Display  230  may display, for example, text (such as a time, a date or a channel selection), image, and/or video information. Display  230  may be an optional component. 
     Network connection  240  may include any transceiver-like mechanism that enables video client  140  to communicate with other devices and/or systems, such as backend server  110 . For example, network connection  240  may include an Ethernet interface, an optical interface, a coaxial interface, a radio interface, or the like. Network connection  240  may allow for wired and/or wireless communication. Network connection  240  may be configured to connect video client  140  to a packet-based IP network. 
     Input/output devices  250  may generally include user input devices such as external buttons, and output devices, such as LED indicators. With input/output devices  250 , a user may generally interact with video client  140 . In some implementations, input/output devices  250  may be implemented via a remote control. Bus  260  may provide an interface through which components of video client  140  can communicate with one another. 
     As will be described in detail below, video client  140  may perform certain operations relating to displaying information and communicating viewer activities to a server, such as backend server  110 . Video client  140  may perform these operations in response to control unit  210  executing software instructions contained in a computer-readable medium, such as memory  220 . A computer-readable medium may be defined as a physical or logical memory device. A logical memory device may refer to memory space within a single, physical memory device or spread across multiple, physical memory devices. The software instructions may be read into memory  220  from another computer-readable medium or from another device. The software instructions contained in memory  220  may cause control unit  210  to perform processes that will be described later. Alternatively, hardwired circuitry may be used in place of or in combination with software instructions to implement processes described herein. Thus, implementations described herein are not limited to any specific combination of hardware circuitry and software. 
     Although  FIG. 2  illustrates exemplary components of video client  140 , in other implementations, video client  140  may include fewer, different, differently arranged, or additional components than those depicted in  FIG. 2 . In still other implementations, one or more components of video client  140  may perform one or more other tasks described as being performed by one or more other components of video client  140 . 
       FIG. 3  is a diagram of exemplary components of a device  300  that may correspond to backend server  110  and/or third-party server  130 . As illustrated, device  300  may include a bus  310 , a processing unit  320 , a main memory  330 , a read-only memory (ROM)  340 , a storage device  350 , an input device  360 , an output device  370 , and a communication interface  380 . 
     Bus  310  may include a path that permits communication among the components of device  300 . Processing unit  320  may include one or more processors, microprocessors, or other types of processing units, such as application-specific integrated circuits (ASICs), field-programmable gate arrays (FPGAs), etc., that may interpret and execute instructions. 
     Main memory  330  may include a RAM or another type of dynamic storage device that stores information and instructions for execution by processing unit  320 . ROM  340  may include a ROM device or another type of static storage device that may store static information and instructions for use by processing unit  320 . Storage device  350  may include a magnetic and/or optical recording medium and its corresponding drive. In one implementation, storage device may include database  120  or another database. Storage device  350  may store viewer transaction history for particular video clients  140  or all video clients  140  associated with a subscription multimedia service provider. 
     Input device  360  may include a mechanism that permits an operator to input information to device  300 , such as a keyboard, a mouse, a pen, voice recognition and/or biometric mechanisms, a touch-screen interface, etc. Output device  370  may include a mechanism that outputs information to the operator, including a display, a printer, a speaker, etc. Communication interface  380  may include any transceiver-like mechanism that enables device  300  to communicate with other devices and/or systems, such as video client  140 . 
     As will be described in detail below, device  300  may perform certain operations associated with providing transactional advertising for a subscription television service. Device  300  may perform these and other operations in response to processing unit  320  executing software instructions contained in a computer-readable medium, such as main memory  330 . The software instructions may be read into main memory  330  from another computer-readable medium, such as storage device  350 , or from another device via communication interface  380 . The software instructions contained in main memory  330  may cause processing unit  320  to perform processes that will be described later. Alternatively, hardwired circuitry may be used in place of, or in combination with, software instructions to implement processes consistent with exemplary implementations. Thus, implementations described herein are not limited to any specific combination of hardware circuitry and software. 
     Although  FIG. 3  illustrates exemplary components of device  300 , in other implementations, device  300  may include fewer, different, differently arranged, or additional components than those depicted in  FIG. 3 . In still other implementations, one or more components of device  300  may perform one or more other tasks described as being performed by one or more other components of device  300 . 
       FIG. 4  is an exemplary diagram of functional components of backend server  110 . The functional components of backend server  110  may be implemented by, for example, one or more of the components of device ( FIG. 3 ). Backend server  110  may include an advertising module  400 , a content module  410 , a distribution module  420 , a data collection module  430 , and third-party interface module  440 . 
     Advertising module  400  may include hardware or a combination of hardware and software that that provides advertising content and/or links to advertising content that may be retrieved by distribution manager  410  and/or video client  140 . Advertising module  400  may include advertising in multiple formats, such as video (analog and/or digital), images, text, etc. Advertising content may include advertising for third-party products and/or advertising from the subscription multimedia provider (e.g., for premium channels, VOD, PPV offers, etc.). In one implementation, advertising may be transactional advertising configured to be integrated into a designated visible location within an interactive television application and/or configured to be displayed simultaneously with a multimedia program (e.g., in a dedicated advertising space adjacent to a television program display). 
     Content module  410  may include hardware or a combination of hardware and software that provides multimedia content such as video, audio, interactive applications, and/or images that may be requested by/provided to video client  140 . Content module  410  may include, for example, broadcast television programs, PPV programming, games, interactive television applications, images, files, and/or other media that may be made available to customers of a subscription multimedia service provider. 
     Distribution manager  420  may include hardware or a combination of hardware and software that matches advertising content from advertising module  400  with content from content module  410 . For example, advertisements may be cross-referenced to particular keywords, demographics, interests, or other indicators associated with content from content module  410 . In one implementation, distribution manager  420  may associate appropriate advertising with user-selected content and direct the adverting to video client  140  or display to the user. 
     Data collection module  430  may include hardware or a combination of hardware and software for retrieving user data from one or more video clients (e.g., video client  140 ) or servers (e.g., third-party server  130 ). In one implementation, video client  140  may track information relating to transactional advertising and provide the information to data collection module  430 . In other implementations, data collection module  430  may monitor information sent from video client  140  and/or third-party server  130  to obtain transactional advertising information. Transactional advertising information may include, for example, what advertisement was selected, time of day, related application and/or programming information, whether a purchase was made, categories of purchases, etc. 
     Third-party interface module  440  may include hardware or a combination of hardware and software for facilitating communications between a video client  140  (e.g., that uses access network  170 ) and a third-party server  130  (e.g., that uses a secure IP connection). Third-party interface module  440  may receive a notification from a video client  140  that a user has selected a transactional advertisement. Third-party interface module  440  may identify the video client  140  and the appropriate third-party server  130  to enable secure communications between video client  140  and third-party server  130 . Third-party interface module  440  may also receive content/updates for interactive television applications being used by video client  140  and new interactive television applications submitted from third-party server  130  for use by video clients  140 . 
     Although  FIG. 4  illustrates exemplary functional components of backend server  110 , in other implementations, backend server  110  may include fewer, different, differently arranged, or additional functional components than those depicted in  FIG. 4 . In still other implementations, one or more functional components of backend server  110  may perform one or more other tasks described as being performed by one or more other functional components of backend server  110 . 
       FIG. 5  provides a diagram of an exemplary on-screen display  500  that includes a transactional advertisement according to an implementation described herein. On screen display  500  may be configured by, for example, video client  140  and/or backend server  110  and presented on video display device  150 . 
     As shown in  FIG. 5 , on-screen display may include a programming section  510  and an interactive application section  520 . Programming section  510  may include tuning information  512 , a video content display  514 , and program information  516 . Interactive application section  520  may include an application title section  522 , an application content section  524 , a transactional advertisement section  526 , and navigation tools  528 . Although  FIG. 5  illustrates an exemplary arrangement of on-screen display  500 , in other implementations, on-screen display  500  may include fewer, different, differently arranged, or additional sections than those depicted in  FIG. 5 . 
     Programming section  510  may generally include video content and related information for general television viewing. Tuning information  512  may include, for example, a channel number, network name, and/or program name for a particular program selected by a user (e.g., via a remote control or other input to video client  140 ). Video content display  514  may include the actual programming selected by the user, such as a broadcast television program, PPV content, streaming video, or other video content. Program information  516  may include, for example, information relating to the program selected by the user, such as a program description, time-slot, episode name, etc. 
     Interactive application section  520  may generally include presentation of an application that may be selected by a user for inclusion in on-screen display  500 . For example, interactive application section  520  may include display of an interactive television application that provides content (e.g., posts from other users, images etc.) related to programming section  510 . Application title section  522  may include, for example, a name, logo, or other image associated with the application being presented in interactive application section  520 . Application content  524  may include content for the application selected by the user, such as social networking postings, local information, links/invitations to other information, etc. 
     Transactional advertisement section  526  may include an advertisement that may contain a link or instruction that may be acted upon by a user (e.g., via a remote control). For example, transactional advertisement section  526  may include advertising content related to programming section  510  and/or interactive application section  520 . While transactional advertisement section  526  is shown in  FIG. 5  within interactive application section, in other implementations transactional advertisement section  526  may be included in other locations within display  500 , including, for example, overlaid over all or a portion of programming section  510  and/or interactive application section  520 . Transactional advertisement section  526  may also include a mechanism for a user to interact with the displayed advertising. For example, using a remote control, a user may navigate through sections of interactive application section  520  to highlight transactional advertisement section  526 , such that pressing a particular button on the remote control (e.g., “enter” or “OK”) may indicate to video client  140  a selection by the user. In another implementation, the content within transactional advertisement section  526  may include instructions for how a user may indicate a selection via the remote control (e.g., “Press ‘C’ to order”). User interactions using a remote control may be supported using, for example, Enhanced TV Binary Interchange Format (EBIF) or other remote control interfaces. 
     As described further herein, video client  140  may receive the user input to transactional advertisement section  526  and provide a subsequent display in response to the user input. The subsequent display may include, for example, a transaction screen to enable a user to conduct a transaction (e.g., a purchase of the advertised product). In another implementation, the subsequent display may include an intermediate transaction screen to present a user with the option to connect to a third-party server. In one implementation, video client  140  may notify backend server  110  of the user input and receive instructions for the subsequent display. In another implementation, video client  140  may retrieve stored information (e.g., from memory  220 ) that may be responsive to the user input. 
       FIG. 6  illustrates a diagram of an exemplary on-screen display format including a transaction screen  600  according to an implementation described herein. Transaction screen  600  may include a transaction introduction section  610 . Although  FIG. 6  illustrates an exemplary arrangement of transaction screen  600 , in other implementations, transaction screen  600  may include fewer, different, differently arranged, or additional sections than those depicted in  FIG. 6 . For example, transaction introduction section  610  may be presented in the entirety of transaction screen  600 , as shown in  FIG. 6 , or in conjunction with one or more other sections, such as programming section  510  and/or interactive application section  520 . 
     Transaction introduction section  610  may be used to present any of a wide variety of product types, including tangible products (e.g., physical media and other products) and access rights to digital media (e.g., PPV event orders, ringtones, applications, etc.). Transaction introduction section  610  may include a title/location information section  612 , a transactional options section  614 , a product description section  616 , and a navigation information section  618 . Title/location information section  612  may include information regarding the type of information presented in section  610  and/or an indication of a directory or other guidance for the user. Transactional options section  614  may include options available for a user to continue with the transaction process. For example, transactional options section  614  may include options to proceed with a purchase, to obtain more information about the advertised product, to see related products, or the like. Product description section  616  may include information about the product advertised in transactional advertisement section  526 . For example, product description section  616  may include images, video clips, and/or text to describe the advertised product and/or information related to the product (e.g., price, availability, etc.). Navigation information section  618  may include options the user may select to navigate through other viewing options. For example, navigation information section  618  may include options to return to previously viewed screens, to switch to other viewing options, to present other applications, etc. 
     In one implementation, sections of transaction introduction section  610  may be combined. For example, transactional options section  614  and product description section  616  may be combined as a video/audio component that describes a product and provides instructions for user interactions (e.g., via remote control) to proceed. 
       FIG. 7  provides a flow chart of an exemplary process  700  for offering transactional advertising in a closed distribution network. Some or all of process  700  may be performed by one or more servers associated with a subscription television service, such as backend server  110 . In some implementations, some or all of process  700  may also be performed by one or more video clients  140  and/or third-party servers  130 . 
     Process  700  may include receiving an interactive television application with an advertising component (block  710 ). For example, backend server  110  may receive an interactive television application with a dedicated advertising section (e.g., transactional advertisement section  526 ) from third-party server  130 . In one implementation, the interactive television application may be provided over a secure network connection, using, for example, IP. The interactive television application may be configured to allow video client  140  and/or backend server  110  to insert one or more transactional advertisements for presentation to a user when the interactive television application is being displayed. 
     The interactive television application may be provided to a video client via a closed distribution network (block  720 ). For example, backend server  110  may provide the transactional advertising application to video client  140  using access network  170 . In another implementation, the interactive television application may be included with video client  140  as original equipment manufacture (OEM) equipment. 
     An advertisement containing a transactional link may be sent via the closed distribution network (block  730 ). For example, backend server  110  may provide a transactional advertisement to video client  140  via access network  170 . Video client  140  may insert the transactional advertisement into a visible portion of video display device  150  (e.g., transactional advertisement section  526 ) for presentation to and possible selection by a user. 
     A notification of a user&#39;s selection of the transactional link may be received from the video client (block  740 ). For example, backend server  110  may receive a signal from video client  140  indicating a user has selected the transactional link in the transactional advertisement provided. The notification may include an identification of the video client, an identification of the relevant third-party server, and/or other information sufficient for backend server  110  to initiate a communication session between video client  140  and third-party server  130 . 
     A communication session may be established between the video client and the third-party server (block  750 ). For example, backend server  110  may act as a gateway to establish a secure connection between video client  140  and third-party server  130  associated with the transactional link. The communication session may permit a user of video client  140  to conduct a transaction (e.g., to purchase an advertised product) with third-party server  130 . In some implementations, the communication session may include authorization information (e.g., user password, etc.), establishing/verifying user account information for the user, providing financial/payment information, and/or providing shipping information. 
     A transaction summary may be received (block  760 ). For example, backend server  110  may receive a transaction summary of the transaction conducted between video client  140  and third-party server  130 . In one implementation, the transaction summary may be provided to backend server  110  by third-party server  130 . In another implementation, the transaction may be provided to backend server  110  by video client  140  and/or a combination of third-party server  130  and video client  140 . In one implementation, the transaction summary may be stored in a memory (e.g., database  120 ) associated with backend server  110 . 
       FIG. 8  provides a flow chart of an exemplary process  800  for offering transactional advertising in a closed distribution network. Some or all of process  800  may be performed by a video client associated with a subscription television service, such as video client  140 . In some implementations, some or all of process  800  may be performed by video client  140  in conjunction with a backend server  110  and/or a third-party server  130 . 
     Process  800  may include receiving an interactive television application from a backend server (block  810 ). For example, video client  140  may receive from backend server  110  an interactive television application. The interactive television application may be, for example, a software application provided to backend server  110  from third-party server  130  that is configured to work within an operating platform of the subscription television service and/or video client  140 . 
     An advertisement with a transactional link may be received and presented (block  820 ). For example, video client  140  may receive an advertisement from backend server  110  that includes a link to allow for user input. The advertisement may be integrated into a template, for example, to display to a viewer via video display device  150 . In one implementation, the advertisement may be integrated into an interactive application section (e.g., interactive application section  520 ) of an on-screen display. In other implementations, a dedicated section or window overlay may be used to present the advertisement to the user. 
     A user selection of the transactional link may be received (block  830 ). For example, video client  140  may receive a user&#39;s selection of a transactional link within transactional advertisement section  526 . The user&#39;s selection may be initiated via a remote control, keyboard, or other device that allows for user input to video client  140 . For example, a user may navigate through sections of interactive application section  520  to identify and select transactional advertisement section  526 . In another implementation, a user may follow instructions within the content of the transactional advertisement section  526  to indicate a selection (e.g., “Press ‘C’ to order”). 
     The backend server may be notified of the user selection of the transactional link (block  840 ). For example, video client  140  may notify backend server  110 , via access network  170 , that a user has selected the transactional link of transactional advertisement section  526 . The notification may include, for example, an identifier of video client  140  (e.g., a unique identification number) and an indication of the selected advertisement and/or transactional link (e.g., an IP address or other unique identifier). 
     A transaction screen may be received and presented (block  850 ). For example, video client  140  may receive instructions for presenting transaction screen  600  on video display device  150 . The instructions may be received from backend server  110  directly or from third-party server  130  via backend server  110 . The transaction screen may provide additional information about the advertised product and/or other related products. In another implementation, the transaction screen may be retrieved from a local memory (e.g., memory  220 ) associated with video client  140 . 
     A user selection from the transaction screen may be received (block  860 ). For example, video client  140  may receive a user&#39;s selection for a transactional link from transactional options section  614  of transaction screen  600 . The user&#39;s selection may be initiated via a remote control, keyboard, or other device that allows for user input to video client  140 . For example, a user may navigate through sections of transaction screen  600  to identify and select an option from transactional options section  614 . In another implementation, a user may follow instructions within the displayed content of transactional options section  614  to indicate a selection (e.g., “Press ‘B’ to see trailer”, “Press ‘C’ to buy now,” etc.). 
     The backend server may be notified of the user selection from the transaction screen (block  870 ). For example, video client  140  may notify backend server  110 , via access network  170 , that a user has selected a particular option from transactional options section  614  of transaction screen  600 . The notification from video client  140  may include, for example, an indication of the video client associated with the request along with an indication of what was requested by the user. Based on the notification from video client  140 , backend server  110  may establish a communication session between video client  140  and third-party server  130  to allow a user of video client  140  to conduct a transaction with third-party server  130 . 
     Third-party transaction information may be received and presented (block  880 ). For example, video client  140  may receive, via backend server  110  and access network  170 , information to complete a transaction for the advertised product. In one implementation, the information may be integrated into a template, for example, to display to a viewer via video display device  150 . 
       FIGS. 9A and 9B  provide exemplary diagrams illustrating implementations of a customer interface for transactional advertisements in a closed distribution network according to implementations described herein. More specifically,  FIG. 9A  provides an exemplary diagram of an on-screen display that includes a transactional advertisement, and  FIG. 9B  provides an exemplary diagram of a transaction screen for a selected transactional advertisement. 
     Referring to  FIG. 9A , a viewer may view a display on video display device  150  that includes a programming section  510  and an interactive application section  520 . The display on video display device  150  may be controlled by video client  140  as directed by user commands from a remote control  910 . In the example of  FIG. 9A , interactive application section  520  may include an advertisement  920  that includes a transactional link. The viewer may select (e.g., via remote control  910 ) the link from advertisement  920 . 
     In one implementation, selecting the link from advertisement  920  may cause video client  140  to present transaction screen  610 , as shown in  FIG. 9B . Transaction screen  610  may include additional details for the product advertised in advertisement  920 . Video client  140  may retrieve information for transaction screen  610  from internal memory (e.g., memory  220 ), from backend server  110 , and/or from third-party server  130  (e.g., via backend server  110 ). The viewer may select (e.g., via remote control  910 ) a link  930  to initiate a purchase process for the advertised product. Selection of link  930  may cause video client  140  to notify a backend server (e.g., backend server  110 ) of the user&#39;s selection. Based on information in the notification, the backend server may establish a communication session between video client  140  and a third-party server (e.g., third-party server  130 ) associated with the advertisement. 
     The illustrations of  FIGS. 9A and 9B  are exemplary formats for presenting transactional advertisements in a closed distribution network. Other formats and variations may be used. 
     Implementations described herein may provide systems and/or methods that provide transactional advertisements within a subscription multimedia network. The systems and/or methods may include sending, over the subscription multimedia network, an advertisement for presentation by a video client, where the advertisement includes a transactional link and receiving, over the subscription multimedia network, a notification from the video client that a user has selected the transactional link. The systems and/or methods may also include automatically establishing, based on the notification, a communication session between the video client and a server associated with the advertisement, where the communication session may enable a transactional exchange between a user of the video client and the server associated with the advertisement. 
     The foregoing description provides illustration and description, but is not intended to be exhaustive or to limit the implementations to the precise form disclosed. Modifications and variations are possible in light of the above teachings or may be acquired from practice of systems and/or methods disclosed herein. 
     For example, while series of blocks have been described with regard to the flowcharts of  FIGS. 7 and 8 , the order of the blocks may differ in other implementations. Further, non-dependent blocks may be performed in parallel. 
     It will be apparent that exemplary aspects, as described above, may be implemented in many different forms of software, firmware, and hardware in the implementations illustrated in the figures. The actual software code or specialized control hardware used to implement these aspects should not be construed as limiting. Thus, the operation and behavior of the aspects were described without reference to the specific software code—it being understood that software and control hardware could be designed to implement the aspects based on the description herein. 
     Even though particular combinations of features are recited in the claims and/or disclosed in the specification, these combinations are not intended to limit the invention. In fact, many of these features may be combined in ways not specifically recited in the claims and/or disclosed in the specification. 
     No element, block, or instruction used in the present application should be construed as critical or essential to the invention unless explicitly described as such. Also, as used herein, the article “a” is intended to include one or more items. Where only one item is intended, the term “one” or similar language is used. Further, the phrase “based on,” as used herein is intended to mean “based, at least in part, on” unless explicitly stated otherwise.