Patent Publication Number: US-2007113243-A1

Title: Targeted advertising system and method

Description:
FIELD OF THE INVENTION  
      This invention relates to transmitting content in broadcast transmissions. In particular, this invention relates to transmitting targeted advertising information in a broadcast transmission.  
     BACKGROUND OF THE INVENTION  
      Consumers have access to multiple avenues of broadcast media. Users may access broadcast programming through television (via over the air, cable, or satellite transmissions), radio (through over the air, Internet, or satellite systems such as Sirius), or prepared content distributed on media such as CDs or DVDs. Consumers may view or hear broadcast programming at home or in vehicles. Current technologies in the vehicle allow conventional radio broadcasts, satellite radio broadcasts, or even WiFi or WiMax transmissions of Internet data streams.  
      Current advertising mechanisms known in the art are directed at targeting broadcast audiences over television and radio, Internet, and print media. Broadcast media are by definition targeted to a wide range of demographics, preferences, income levels, and consumer backgrounds. Advertising may become therefore very cost ineffective to reach specific target audiences. Broadcast media may be able to target a specific region, or specific audience that tunes in or subscribes to a particular channel or print vehicle. Current broadcast advertising mechanisms, however, are incapable of targeting audiences down to individual levels or even moderately segmented audience demographic groups. 
    
    
     BRIEF DESCRIPTION OF THE DRAWINGS  
      Embodiments of the present invention are now described, by way of example only, with reference to the accompanying figures in which:  
       FIG. 1  illustrates a targeted advertising system;  
       FIG. 2  illustrates a targeted advertising system in a vehicle environment;  
       FIG. 3  illustrates the targeted advertising system of  FIG. 1  where a commercial break is indicated in the primary broadcast;  
       FIG. 4  illustrates acts to present an advertising stream to a targeted user during a commercial break using the advertising system of  FIG. 1 ;  
       FIG. 5  illustrates acts to present an advertising stream to a targeted user based on user profiles stored in the advertising system; and  
       FIG. 6  illustrates acts to provide feedback from a user of the targeted advertising system to the broadcast system. 
    
    
     DETAILED DESCRIPTION OF THE INVENTION  
      The invention provides a targeted advertising system for transmitting a broadcast stream that can be targeted to specific user preferences and demographic characteristics. The system may include an interface unit, a primary broadcast stream, a secondary broadcast stream containing a targeted user presentation stream (such as targeted advertising streams), and a storage device for storing portions of the targeted advertising streams. The system may be configured to load and/or store user profiles to allow selection of the targeted advertising based on the user&#39;s profile. The system may also be configured to allow the user to provide feedback to a broadcaster or advertiser, allowing customization and tailoring of the broadcast stream.  
      The invention also provides a method for presenting targeted advertising to a user. The method may include receiving primary and secondary broadcast streams, storing a portion of the secondary broadcast stream, and presenting the portion of the secondary broadcast stream to the user/viewer based on stored user preferences and demographics profiles. The method may also allow the user to provide feedback on the advertisements to the broadcaster or advertiser. Let us now refer to the figures that illustrate embodiments of the present invention in detail.  
       FIG. 1  depicts an example of a targeted advertising system  100  in accordance with the present invention. The system  100  could be embodied in any type of device (e.g., mobile, portable, or stationary) for use in any type of environment (e.g., for use in a vehicle, for use in a home, or the like). The system  100  may include a primary broadcast stream  101 , a secondary broadcast stream  105 , and a receiver unit  111 . The receiver unit  111  may include an interface unit  110 , a tuner and/or receiver device  117  and a storage device  115 . The tuner and/or receiver device  117  may integrate directly with the interface unit  110  or may function as a separate unit. The primary broadcast stream  101  may include a standard broadcast stream and may be transmitted and received in real time. The primary broadcast stream  101  may contain audio and/or video content as well as data streams, such as Internet Protocol (IP) packets, cellular, WiFi, radio-frequency, or other data sources in combination with audio and/or video or provided separately. The primary broadcast stream  101  may also be digital high definition (HD) broadcast, digital or analog radio, satellite TV or radio and cable. The primary broadcast stream  101  may be buffered in whole or in part by the storage device  115 , or the primary broadcast stream  101  may be processed by the interface unit  110  or the tuner/receiver  117 . Such processing may include conditioning, filtering, and/or buffering as typically known in the art.  
      The secondary broadcast stream  105  may be continually broadcast and stored in memory in whole or in part in the storage device  115 . The secondary broadcast stream  105  may include targeted user presentation streams, such as targeted advertising, for presentation to a user of the system. The targeted user presentation streams may be standard broadcast commercial content or may be commercial advertising content targeted to specific demographic segments of the population. The secondary broadcast stream  105  may contain audio and/or video content as well as data streams, such as Internet Protocol (IP) packets, cellular, WiFi, radio-frequency, or other data sources in combination with audio and/or video or provided separately. If the interface unit  110  is configured to present a targeted user presentation stream contained in the secondary broadcast stream  105 , such as targeted advertising, the targeted user presentation stream may be presented during the commercial break. If the interface unit  110  is not configured to present the targeted user presentation stream, the standard commercial content may be presented during a commercial break. The secondary broadcast stream  105  may be broadcast in the same formats as the primary broadcast stream  101 , such as digital HD broadcast, digital or analog radio, satellite TV or radio and cable. Both the primary broadcast stream  101  and the secondary broadcast stream  105  may be delivered and presented in real-time, or in a time-delayed manner after storage in the storage device  115  or other buffer present in the system. Both the primary broadcast stream  101  and the secondary broadcast stream  105  may include one or more channels of broadcast or targeted advertising content, respectively, and the channels may be selected for independent presentation to the user. Moreover, the broadcaster of the primary broadcast stream may be the same or different from the broadcaster of the secondary broadcast stream. Further, the secondary broadcast stream may comprise content from a plurality of different broadcasters/advertisers.  
      The interface unit  110  may include a tuner/receiver  117  configured to receive, decode, and present digital HD broadcast, digital or analog radio, satellite TV or radio broadcasts. Examples of an interface unit  110  includes television cable boxes, television antenna receiver units, satellite television receiver units, vehicle radio and/or entertainment units, vehicle telematics units (such as a vehicle navigation or “infotainment” unit such as a head unit or in-dash information interface and display provided in a vehicle), vehicle satellite radio receiver units, desktop computers, laptop computers, and portable entertainment units, cellular phones, handsets, or portable electronic devices like personal digital assistants. The interface unit  110  may comprise display devices, audio output devices, human-machine interfaces, such as haptic/touch screen interfaces, and/or voice recognition functionality. The interface unit  110  may also comprise navigation, routing, personal information, planning, or entertainment applications in addition to broadcast media presentation capabilities. The storage device  115  comprises some type of memory capability such as volatile or flash memory, non-volatile memory, re-writable disk-storage media such as CD&#39;s or DVD&#39;s, and/or hard disk storage media. The storage device  115  may integrate with the interface unit  110  or may be housed separately.  
       FIG. 2  illustrates an example of a targeted advertising system  200  for use in a vehicle environment. The advertising system  200  may include a vehicle  205 , a ground based broadcast transmitter  210 , a satellite broadcast transmitter  215 , a cellular ground network  220 , and an advertising feedback network  225  external to the vehicle. The vehicle  205  may incorporate a telematics control unit (TCU), such as a telematics interface unit  207  and an information/entertainment unit  209 , such as a radio. The information/entertainment unit  209  may include output devices  211 , such as speakers and/or graphic display units.  
      The interface unit  207  may interact with the cellular ground network  220  to transmit feedback information to the advertising feedback network  225 . The interaction may allow the advertising feedback network  225  to better tailor advertising in broadcasts, such as advertising contained in the secondary broadcast stream  105 , for particular demographics or users. The interface unit  207  may also receive satellite broadcast transmissions  230  from either the satellite broadcast transmitter  215  or ground-based broadcast transmissions  235  from the ground-based broadcast transmitter  210 , or from both. Either the satellite transmitter  215  or the ground based transmitter  210  may receive information from the advertising feedback network  225  to transmit to the interface unit  207  and information/entertainment unit  209  for presentation to a user in the vehicle  205 .  
       FIG. 3  illustrates an example of a broadcast sequence that the system  100  or  200  may implement. In an embodiment of the present invention, during the standard broadcast transmission, a commercial break period is inserted into the primary broadcast stream  101 . When the primary broadcast stream  101  (or standard broadcast) goes into a commercial break  305 , the broadcaster transmits a start marker  310  at the beginning of the commercial break  305 . The start marker  310  triggers the system  100  to start playing a commercial which may be stored in the storage device  115 . Viewers or listeners with compatible equipment are exposed to targeted user presentation streams, such as targeted demographic commercials that are streamed from the storage device  115 . Viewers or listeners with incompatible equipment, however, may hear and/or see the standard set of commercials that are being broadcast during the timeslot. At the end of the commercial break  305 , a stop marker  320  is transmitted. The stop marker  320  triggers the system  100  to resume presentation of the standard broadcast of the primary broadcast stream  101  again.  
      When the system  100  is presenting a targeted user presentation stream (i.e., in commercial mode), the targeted user presentation stream may be streamed from the storage device  115 . These targeted user presentation streams, such as targeted commercials, are chosen based on user parameters, such as user demographics. For example, the system  100  may store, in the storage device  115 , a commercial that meets the consumer&#39;s tailored demographics, such as the consumer&#39;s sex, age, region of the country, or other classification. The commercials may also be set to rating preferences. The ratings preferences preserve memory within the storage device  115 . In another example, the system  100  may store, in the storage device  115 , all commercials, but only present commercials that meet the user&#39;s tailored demographics. Commercials may be rated by a user so that commercials that do not meet the user&#39;s criteria for acceptability may not be played. By having the ability to set rating standards, the user may prevent objectionable or undesirable commercials from playing on the system  100 . An advertiser may still be able to deliver an alternate commercial that is more acceptable to the user. The advertiser may have several commercial broadcasts targeting several target demographics.  
      Within the designated commercial break  305 , there may be several commercials run simultaneously. The broadcaster may identify what types of commercials the system  100  should play by placing a header  315  at the start of each timeslot. The header  315  may identify the identity of the broadcaster and the sponsor that should be played. For example, one advertiser may want to run its advertisement in the 12:00 PM timeslot to all listeners receiving the primary broadcast stream  101 . The header  315  would designate to the system  100  to start streaming that advertiser&#39;s advertisement. The user would receive a targeted user presentation stream, that had been received in the secondary broadcast stream  105  and downloaded to the storage device  115 , where the targeted user presentation stream matched the user&#39;s particular demographic.  
      By using targeted advertising, a broadcaster may be able to fit more advertisements in a given time slot. For example, a candidate for a political office may purchase a commercial timeslot hoping to reach a target audience. The uncertainty of broadcast advertising leaves in doubt what percentage of the target audience actually paid attention to the advertisement and what percentage did not relate to the issues presented. If that same timeslot was used to trigger a set of targeted advertisements, the commercials played could be more specifically chosen to fit the user&#39;s demographics. The candidate may now deliver a more effective message to the listener/viewer within the same time slot. The broadcaster may also be able to collect more advertising revenue for this service.  
      The start marker  310  identifies the start of a commercial break  305  as well as the station that is currently being received on the primary broadcast stream  101 . The stop marker  320  identifies the end of the commercial break  305 . The time slot header  315  is positioned at the start of each commercial timeslot. The time slot header  315  may be used to identify what types of commercials should be played during a timeslot. Other information may be added as needed, such as station identification, emergency broadcast information, weather conditions, or traffic alerts, just to name a few.  
      In the case of satellite radio, for example, users that pay for a premium service may continue to hear the broadcasted music, while free subscribers would hear the commercials. The interface unit  110  may be used as a key feedback channel and collection point. Examples of feedback information may comprise which commercials were played and how many times. New demographic information or the consumer&#39;s response to a particular commercial may also be collected via a voting button on the radio or other input interfaces. The information may then be used to improve the effectiveness of the targeted commercial.  
      The system  100  may store one or more user profiles in the storage device  115 . For example, a family of four using the vehicle  205  and interface unit  110  may have one profile for the husband, one for the wife, and maybe a family profile. The profiles could be triggered in several ways. The profiles may be preset on the radio of the vehicle  205 , through car keys tagged to a user, through a key fob, through a radio-frequency identification (RFID) attached to a car key, or an RF tag reader that may scan for the presence of tags and may create a user profile based on the data the system  100  may collect. In a home environment, a user&#39;s demographics may be identified by buttons on a remote control used to control a television or entertainment device. For example, a user may set up user buttons for each family member. This button, when pressed, triggers the stored user profile. The fixed location of the home environment may allow the broadcaster and advertiser to improve the targeting of local commercial spots.  
       FIG. 4  illustrates an example of one embodiment of the present invention where steps are taken to deliver commercial advertising through a broadcast medium to an interface unit configured to receive the broadcast medium. The tuner/receiver  117 , which may be integrated with the interface unit  110 , at step  401 , receives, from a broadcaster, one or more broadcast channels, each including a primary broadcast stream  101 . The primary broadcast stream  101  may comprise a source of information such as news, music, weather, or other topical information broadcast over a medium. The tuner/receiver  117 , at step  410 , receives, from the broadcaster, one or more broadcast channels, each including a secondary broadcast stream  105 . The secondary broadcast stream  105  may include advertising sequences to be presented to a user during a commercial break  305 . The storage device  115 , at step  415 , then stores at least a portion of the secondary broadcast stream  105 . The storage device  115  may also store the entire secondary broadcast stream  105 , a portion(s) of the secondary broadcast stream  105 , or a portion(s) of the primary broadcast stream  101 . The interface unit  110 , at step  420 , integrates the primary broadcast stream and the secondary broadcast stream to create a targeted user presentation stream.  
      The interface unit  110 , at step  425 , then presents at least a portion of the secondary broadcast stream  105  to the user during the commercial break  305 . The portions of the secondary broadcast stream  105  may include targeted user presentation streams, such as commercials targeted to specific demographics, user profiles, regional characteristics, or subscription levels obtained by the user. The secondary broadcast stream  105  may be presented in real-time, or may be stored in whole or part in the data storage  115  for later presentation. The interface unit  110  may present the targeted user presentation stream via a radio unit, television display, video display, or other information/entertainment unit, including desktop computers, laptop computers, personal digital assistants (PDAs), cellular telephones, or other portable electronic devices. The targeted advertising contained in the secondary broadcast stream  105  may include video and/or audio segments, which may be presented separately, or together on video outputs such as a graphical display and/or on audio outputs via a speaker system such as loudspeaker elements.  
       FIG. 5  illustrates another example of an embodiment of the present invention where steps are taken to present a targeted user presentation stream to a user based on user profiles associated with the system  100 . The storage device  115 , at step  501 , determines if a profile is stored in the storage device  115 . For example, if the system  100  does not have a profiled loaded for the user, the system  100 , at step  505 , prompts the user to enter or activate a desired profile. The system  100 , at step  510 , then stores at least one profile comprising at least one user parameter. Examples of user profiles include, but are not limited to, collections of user parameters for each family member, or each user of a vehicle or home entertainment unit. A user may set his or her profile based on parameters such as age, gender, interests, regional location, educational experience, ratings preferences, personal preferences, or other demographics parameters.  
      The system  100 , at step  515 , receives a start marker  310  contained within the primary broadcast stream  101 , where the start marker  310  indicates a beginning of a commercial break  305  within the primary broadcast stream  101 . The system  100 , at step  520 , triggers the interface unit  110  to access the storage device  115  to retrieve a portion of the secondary broadcast stream  105  stored in the storage device  115 . The storage device  115  may be configured to store the targeted user presentation stream contained within the secondary broadcast stream  105  only if the targeted user presentation stream matches the user parameters stored in the storage device  115 .  
      The system  100 , at step  525 , determines if the interface unit  110  is configured to receive targeted user presentation stream contained in the secondary broadcast stream  105 . If the interface unit  110  is not capable of receiving and decoding the targeted user presentation stream, the system  100 , at step  530 , may present a standard commercial stream to the user. If the interface unit  110  is configured to decode the targeted user presentation stream contained in the secondary broadcast stream  105 , the system  100 , at step  535 , presents at least one targeted user presentation stream to a user during the commercial break. The system  100 , at step  540 , receives a stop marker  320  contained within the primary broadcast stream  101 , where the stop marker indicates an end of the commercial break within the primary broadcast stream. The system  100 , at step  545 , then resumes presentation of the primary broadcast stream  101  to the user after receiving the stop marker  320 .  
      The user parameters stored in the storage device  115  may be changed during operation of the interface unit  110 . A user may also select user profiles during operation of the interface unit  110 . The user may select a user profile by selecting a preset button on the interface unit  110 . The user may also select a user profile by communicating with-the-interface unit  110  via a wireless device. Such a wireless device may include a RFID device, a wireless key fob device, a Bluetooth enabled cellular telephone, or a wireless-enabled PDA. The user may communicate with a home entertainment unit implementing the system  100  through a remote control with buttons associated with user profiles, or the user may actuate buttons on the remote to select a user profile.  
      The interface unit  110  may include measures to prevent users from avoiding targeted user presentation streams that are transmitted in the secondary broadcast stream  105 . For example, the interface unit  110  may prevent the user from changing a first channel to a second channel while a commercial break is in progress, where the commercial breaks lasts from the receipt of the start marker  310  until the receipt of the stop marker  320 . Advertisers who may pay for the advertising content broadcast in the secondary broadcast stream  105  may not want to have their advertisements ignored or bypassed, especially considering the time and expense put into creating the targeted advertisements. If a user desires to turn off the interface unit  110 , such as by turning off the vehicle to leave the vehicle, the interface unit  110  may pause the presentation of the targeted user presentation stream when the user turns off the interface unit  110  if the interface unit  110  is shut off during the commercial break. The interface unit  110  may then resume presentation of the targeted user presentation stream when the user turns the interface unit  110  on again.  
       FIG. 6  illustrates another example of an embodiment of the present invention where steps are taken to provide feedback to an advertising network or broadcaster using a targeted advertising system. The feedback channel may include, but is not limited to, cable television signal, cable modem Internet transmissions, digital subscriber line (DSL) communications, radio transmissions, cellular telephone transmissions, WiFi or WiMax Internet transmissions, and other packet or switched data communications media. During normal broadcast operation of the system  100 , the interface unit  110 , at step  601 , receives a start marker  310  in a primary broadcast stream  101 , indicating the start of a commercial break  305 . The interface unit  110 , at step  605 , accesses portions of the secondary broadcast stream stored in the storage device  115 . The portions of the secondary broadcast stream  105  may include a targeted user presentation stream for presentation to the user. The interface unit  110 , at step  610 , selects a targeted user presentation stream to be presented to the user, based on a user profile stored in the storage device  115 , such as user ratings preferences or user demographics information. The interface unit  110 , at step  615 , determines if any feedback has been provided by the user. The user may provide feedback by interacting with the interface unit  110  in several ways. For example, the user may select a preset button on the interface unit  110 , or communicate with the interface unit  110  using a wireless device, such as a RFID device, a wireless key fob device, a Bluetooth enabled cellular telephone, or a wireless-enabled PDA. In a home entertainment environment, such as in a home television entertainment unit, the feedback information may be provided by pressing a button on a remote control device to indicate a user rating preference of the targeted user presentation stream.  
      If the user has provided feedback to the interface unit  110 , the interface unit  110 , at step  620 , may send the feedback information to the broadcaster who transmitted the primary and secondary broadcast streams  101  and  105 , or to an advertising feedback network  225 . The interface unit  110  may also select and present a different targeted user presentation stream based on the feedback provided by the user. If the user has not provided feedback to the interface unit  110 , the interface unit  110 , at step  630 , may prompt the user to provide feedback. The interface unit  110  may prompt for feedback using either an audible signal to the user, or through a visual indicator such a blinking signal or change in a graphical display visible to the user.  
      The methods for inserting targeted advertising into a broadcast stream may be configured for many different media and communication systems. Examples of media and communication systems that may be adapted for use with the targeted advertising system include, but are not limited to, satellite television and radio, cable television, terrestrial digital and analog broadcasts, digital radio, high definition radio, handset units, such as XM or Sirius handsets, cellular phones, such as cellular phones supporting streaming audio and/or video, wireless Internet transmissions such as WiFi, WiMax, and wireless cellular LAN&#39;s, DSL and cable modem transmissions, and streaming video and/or radio transmissions receivable by computer-based systems, including “Podcasts” or other streaming or downloaded content that may be viewed or heard on an electronic device.  
      The consumer may benefit from the targeted advertising system in several ways. The system  100  may open up several new avenues of entertainment choices to the consumer. Consumers are bombarded with much information, most of which is not relevant to the end user. By tailoring the commercial to the user&#39;s interest, advertisements themselves may be viewed more as useful information then unwanted noise. Since the system allows for instant feedback, it may trigger “flow up” information that could benefit both the end user and advertiser. For example, an advertisement for a mortgage brokerage with good rates may be played on the system. If the user is seeking to refinance his or her home mortgage, he or she may press the feedback button on the interface unit  110 . This generates a message to the system that may end up at the advertiser&#39;s desk as a lead. The advertising has now generated potential business that may benefit all parties. As another example, radio/television stations could promote consumer participation by offering prize give-a-ways.  
      Satellite radio broadcasters may also benefit from the targeted advertising system by improving market penetration of satellite radio as well as introducing a second business model that could increase revenue. Satellite radio may supply two services—a premium pay service that would be commercial-free as it is today, and a free service in which the consumer would be subject to periodic targeted commercials in return for receiving the service. Satellite radio broadcasters would be compensated for the free subscribers by collecting advertising revenue. For example, a free subscriber may be listening to a broadcast channel on an XM radio. At some designated timeslot, several commercials may be played in place of a song. The premium subscribers would continue to hear the song. If the song was 3:00 minutes long, the free subscriber would here 3:00 minutes of commercials. To make sure the free subscriber heard the commercial, the hardware would freeze the user from changing the channels until the commercials finished playing. If the subscriber left the car before the commercials played, the system would play the commercials when the user returned to the car prior to allowing the user to tune in the station again.  
      Converting over to a digital radio system along with a targeted advertising system could present a compelling business model that may make digital radio a viable product. Switching to a digital radio broadcast would give the radio stations the additional bandwidth needed to stream commercials without affecting their current broadcast. The broadcasters may benefit because they are now able to provide targeted advertising. By using targeted advertising the broadcaster may be able to fit more ads in a given time slot.  
      Like the method shown in  FIGS. 4-6 , the sequence diagrams may be encoded in a signal bearing medium, a computer readable medium such as a memory, programmed within a device such as one or more integrated circuits, or processed by a controller or a computer. If the methods are performed by software, the software may reside in a memory resident to or interfaced to the interface unit  110 , a communication interface, or any other type of non-volatile or volatile memory interfaced or resident to the storage device  115 . The memory may include an ordered listing of executable instructions for implementing logical functions. A logical function may be implemented through digital circuitry, through source code, through analog circuitry, or through an analog source such through an analog electrical, audio, or video signal. The software may be embodied in any computer-readable or signal-bearing medium, for use by, or in connection with an instruction executable system, apparatus, or device. Such a system may include a computer-based system, a processor-containing system, or another system that may selectively fetch instructions from an instruction executable system, apparatus, or device that may also execute instructions.  
      A “computer-readable medium,” “machine-readable medium,” “propagated-signal” medium, and/or “signal-bearing medium” may include any unit that contains, stores, communicates, propagates, or transports software for use by or in connection with an instruction executable system, apparatus, or device. The machine-readable medium may selectively be, but not limited to, an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, device, or propagation medium. A non-exhaustive list of examples of a machine-readable medium would include: an electrical connection “electronic” having one or more wires, a portable magnetic or optical disk, a volatile memory such as a Random Access Memory “RAM” (electronic), a Read-Only Memory “ROM” (electronic), an Erasable Programmable Read-Only Memory (EPROM or Flash memory) (electronic), or an optical fiber (optical). A machine-readable medium may also include a tangible medium upon which software is printed, as the software may be electronically stored as an image or in another format (e.g., through an optical scan), then compiled, and/or interpreted or otherwise processed. The processed medium may then be stored in a computer and/or machine memory.  
      While various embodiments of the invention have been described, it will be apparent to those of ordinary skill in the art that many more embodiments and implementations are possible within the scope of the invention. Accordingly, the invention is not to be restricted except in light of the attached claims and their equivalents.