Patent Publication Number: US-11647253-B2

Title: Systems and methods for providing improved skip and delay functionality in media assets

Description:
BACKGROUND 
     This disclosure is directed to systems and methods for managing presentation of content. In particular, techniques are disclosed for presenting an option to skip current content and start presentation of a next media asset, and presenting an option to delay an action scheduled to occur within presentation of a media asset. 
     SUMMARY 
     In recent years, the popularity of video on demand (VOD) content (e.g., via a cable provider or over-the-top (OTT) content) consumed by users has continued to increase. For example, many users consume multiple parts of multi-part content (e.g., VOD television shows, movie series, multi-part series), such as during a “binge watching” session. 
     It is often desirable for content providers to present auxiliary content (e.g., advertisements) to the user prior to presentation of desired media content, or to interrupt the presentation of desired content to present the auxiliary content. However, a user is often not satisfied with the way auxiliary content is presented with the desired content. In one approach, a button may appear on the screen after a certain period of presenting the auxiliary content to enable the rest of the auxiliary content to be skipped. However, such an approach fails to take into consideration that the user may be enjoying the auxiliary content, and thus it may be undesirable to provide the option to skip the auxiliary content (e.g., because the user may inadvertently skip the auxiliary content). In another approach, while consuming the desired content, the user may be interrupted and forced to consume the auxiliary content, such as at a particularly exciting or attention-grabbing portion of the desired content (e.g., a climax), which may lead to user frustration. Further, when consuming multi-part content, up-next functionality may be provided, which allows the user to skip end credits and begin the next episode in the series. However, the triggering of such up-next functionality is generally performed at the same point in the program for all users, rather than being dynamically tailored to particular user&#39;s viewing habits or preferences. 
     To overcome these problems, systems and methods are provided herein to manage presentation of content, by generating for presentation a selectable option to skip presentation of the current media asset and start presentation of a next media asset based on whether the presentation of the current media asset is not likely to be of interest to the user. Accordingly, when content (e.g., auxiliary content) is not likely to be enjoyed by a user, a button to skip such content may be presented, or, if it is determined that the user is likely ready to skip current content and begin consumption of a next media asset (e.g., a next episode in a series), up-next functionality may be presented. Systems and methods described herein are also provided for scheduling an action, initially scheduled to occur at a first time within the presentation of the media asset, to occur at a later second time, in response to receiving selection of the option to delay the action. Such features provide an option for delaying an action (e.g., an advertisement) to a later time during presentation of a media asset, to enhance the user experience of consuming the asset (e.g., by allowing a user to delay presentation of an advertisement in order to finish a particular scene of the episode). 
     In some aspects of this disclosure, a content presentation application may be provided that generates for presentation a current media asset and identifies user information related to the current media asset. The content presentation application determines, based on the user information, whether the presentation of the current media asset is not likely to be of interest to the user, and in response to determining that the presentation of the current media asset is not likely to be of interest to the user, generates for presentation a selectable option to skip presentation of the current media asset and start presentation of a next media asset. 
     In some embodiments, a content presentation application generates for presentation a media asset, where an action is scheduled to occur at a first time within the presentation of the media asset, and where the action interrupts the presentation of the media asset. The content presentation application further generates for presentation, when a current presentation position is approaching the first time, an option to delay the action, and in response to receiving selection of the option to delay the action, schedules the action to occur at a later second time within the presentation of the media asset. 
     In some aspects of this disclosure, identifying the user information comprises monitoring activity of the user during the presentation of the current media asset, and determining whether the presentation of the current media asset is not likely to be of interest to the user is performed based on the monitored activity of the user. For example, a desired media asset may be selected by the user, and monitoring activity of the user during presentation of the current media asset (e.g., advertisement content presented prior to the desired media asset) includes receiving a user response to the advertisement content. The content presentation application, upon determining that the user response is indicative of interest in the advertisement content, may refrain from generating for presentation the selectable option to skip the presentation of the advertisement content and start the presentation of the desired media asset. 
     In some embodiments, determining whether the user response is indicative of interest in the advertisement content comprises determining whether the user response replicates a component of the advertisement content for a predetermined time period. For example, the advertisement content may be associated with metadata, and determining whether the user response replicates the component of the advertisement content may comprise comparing the user response to the metadata. The component of the advertisement content may be at least one of an audio component or a visual component, and the user response may be at least one of gestures or poses performed in response to the advertisement content or an audio response to the advertisement content. 
     In some aspects of this disclosure, determining whether the portion of the presentation of the current media asset is not likely to be of interest to the user comprises determining whether a current presentation position is associated with a segment similar to a previously skipped segment (detected based on monitoring user activity during presentation of the current media asset in a current session). The presentation of the selectable option to skip presentation of the current media asset and start presentation of the next media asset may be performed in response to determining that the current presentation position is associated with the segment similar to the previously skipped segment. 
     In some embodiments, identifying the user information comprises retrieving a profile of the user, and determining whether a portion of the presentation of the current media asset is not likely to be of interest to the user is performed based on the retrieved profile. The retrieved profile may include the viewing history of the user, and such viewing history may be used to determine whether the current presentation is not likely to be of interest to the user. The viewing history may include at least one of the current media asset or a media asset similar to the current media asset, and a presentation position within the current media asset or the similar media asset at which presentation was previously skipped. 
     In some aspects of this disclosure, the above-mentioned action comprises presentation of advertisement content. The advertisement content for presentation at the first time may comprise a first length of time, and advertisement content for presentation at the second time may comprise a second length of time, where the second length of time is greater than the first length of time. In this way, the user may be penalized for delaying the action (e.g., to encourage the user to sparingly employ the delay functionality). 
     In some embodiments, the content presentation application may generate for presentation an indication that, in the absence of receiving selection of the option to delay the action, the advertisement content will be presented at the first time (e.g., a countdown). 
     The content presentation application may generate for presentation, when the current presentation position is approaching the second time, an option to further delay the action, and in response to receiving selection of the option to further delay the action, scheduling the action to occur at a third time within the presentation of the media asset, where the third time is later than the first time and the second time. 
     In some embodiments, the user is permitted to further delay the action a predetermined number of times within the presentation of the media asset. Further, when a current presentation position is approaching a cutoff time, the content presentation application may determine whether the action has occurred during the presentation of the media asset, and in response to determining that the current presentation position has not occurred during the presentation of the media asset, perform the action at the cutoff time. 
     In some aspects of this disclosure, respective actions are scheduled to be presented at respective time intervals within the presentation of the media asset, and for each time interval of the respective time intervals, an option to delay the presentation of the respective action is presented. That is, over the course of the presentation of the media asset, an opportunity to delay presentation of each advertisement may be provided to the user. 
     In some embodiments, the content presentation application may compute a probability of user consumption of the advertisement content during a segment of the presentation of the media asset, where the timing of the action is scheduled based on the computed probability. For example, a user profile of a user that is to consume the media asset is identified, and the probability is computed based on a comparison of the user profile to at least one of a story line or subject of a segment of the media asset, characters or objects of the segment, a background of the segment, audio or annotations of the segment, or other details of the segment. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       The above and other objects and advantages of the present disclosure will be apparent upon consideration of the following detailed description, taken in conjunction with the accompanying drawings, in which like reference characters refer to like parts throughout, and in which: 
         FIG.  1 A  shows an example of presenting a selectable option to skip presentation of a current media asset and start presentation of a next media asset, in accordance with some embodiments of this disclosure; 
         FIG.  1 B  shows an example of presenting a selectable option to skip presentation of a current media asset and start presentation of a next media asset, in accordance with some embodiments of this disclosure; 
         FIG.  2    shows an example of scheduling an action to occur at a later second time within the presentation of a media asset, in accordance with some embodiments of this disclosure; 
         FIG.  3    is a block diagram of illustrative user equipment, in accordance with some embodiments of this disclosure; 
         FIG.  4    is a block diagram of an illustrative system, in accordance with some embodiments of this disclosure; 
         FIG.  5    is a flowchart of a detailed illustrative process for generating for presentation a selectable option to skip presentation of the current media asset and start presentation of a next media asset, in accordance with some embodiments of this disclosure; 
         FIG.  6    is a flowchart of a detailed illustrative process for generating for presentation a selectable option to skip presentation of the current media asset and start presentation of a next media asset, in accordance with some embodiments of this disclosure; 
         FIG.  7    is a flowchart of a detailed illustrative process for scheduling an action to occur at a later second time within the presentation of a media asset, in accordance with some embodiments of this disclosure; and 
         FIG.  8    is a flowchart of a detailed illustrative process for scheduling one or more actions to occur within the presentation of a media asset, in accordance with some embodiments of this disclosure. 
     
    
    
     DETAILED DESCRIPTION 
       FIGS.  1 A- 1 B  depict illustrative processes of presenting an option to skip current content and start presentation of a next media asset.  FIG.  1 A  shows an exemplary display screen  100  (e.g., provided by a content presentation application, implemented on user equipment) that is provided on a display of a user device, presenting one or more media assets  102 ,  104 ,  106  for selection by the user retrieved from media content source  101 . As referred to herein, the term “media asset” should be understood to mean an electronically consumable user asset, such as television programming, as well as pay-per-view programs, on-demand programs (as in video-on-demand (VOD) systems), Internet content (e.g., streaming content, downloadable content, webcasts, etc.), video clips, audio, playlists, websites, articles, electronic books, blogs, social media, applications, games, and/or any other media or multimedia, and/or combination of the same. As shown in  FIG.  1 A , selection of media asset  102 , titled “Ice Man,” is received from the user. Prior to presenting the selected media asset to the user, it may be desirable to present other media assets or content (e.g., advertisement content) prior to presenting the media asset desired by the user. For instance, the “FastTube” service provider depicted in  FIG.  1 A  may provide content free of charge to users, but may require users to view auxiliary content (e.g., advertisement content) in order to generate revenue. Alternatively, a service provider may be paid a subscription fee by a user, and additionally present advertisements to a user (e.g., a video on demand via a cable provider or OTT platform). The content presentation application may reference advertisement content database  112  when generating advertisement content. For example, display screen  108  shows advertisement content  110  depicting an actor and a mobile device with musical notes indicating audio is being played as part of the advertisement. Those of skill in the art will appreciate that advertisement content may be an advertisement concerning any product or service (e.g., an advertisement for a new mobile device, a trailer for a new movie or television show, etc.). 
     In the example of  FIG.  1 A , the content presentation application may selectively generate for presentation skip ad button  116  on display screen  108 , based on a determination of whether a user is not likely to be interested in the advertisement content. For example, the content presentation application may identify user information associated with the user consuming the ad (e.g., information  114  associated with a profile of the user with the service provider and/or viewing history of the user; information retrieved from various other devices, such as internet-of-things devices, associated with the user; a detected user response to, or user engagement with, the advertisement detected by camera  118  and/or microphone  120 , etc.). The content presentation application may then determine, based on the user information, whether the presentation of the current media asset is not likely to be of interest to the user. In the example of  FIG.  1 A , in response to determining that the presentation of the current media asset is not likely to be of interest to the user, the content presentation application generates for presentation selectable option  116 , enabling the user to skip presentation of a remainder of the current media asset (e.g., advertisement content  110 ) and start presentation of a next media asset (e.g., the selected media asset  102 ). On the other hand, if the content presentation application had determined that the user is likely to be interested in the current advertisement content  110 , the selectable option  116  to skip the advertisement may not be presented to the user. 
     In the example of  FIG.  1 B , the selectable option may be “up-next functionality,” which enables skipping presentation of a current media asset (e.g., an episode of a television series, such as “Seinfeld,” season 1, episode 2) and starting presentation of a next media asset (e.g., the next episode of “Seinfeld,” such as season 1, episode 3). Such up-next functionality (e.g., selectable option  125 ) may be triggered based on user information. In the example of  FIG.  1 B , the episode may comprise a plurality of segments including opening credits  122 ; a plot  124  which may include one or more storylines; a stand-up act  126 , such as performed by the actor Jerry Seinfeld immediately prior to closing credits  128 ; and the closing credits  128 . Once the presentation of the current media asset reaches the stand-up act  126  portion of the episode, the content presentation application may determine whether the user is not likely to be interested in such segment (e.g., based on user viewing history  127 ). For example, other episodes of the series may also include a similar stand-up act performed immediately prior to the closing credits, and the content presentation application may determine that the user has previously viewed the currently presented episode, or one or more other episodes of the series (or other similar media content). In such circumstance, if the content presentation application determines that the user has previously skipped the stand-up act (or similar content) in the previously viewed episodes, the content presentation application may determine that the user is not likely to be interested in the stand-up act currently being presented. In such instance, the content presentation application may generate for presentation up-next selectable option  125 , which enables the user to skip to a next media asset (e.g., the next episode 130 in season 1 of “Seinfeld”). Alternatively, the content presentation application may determine whether to present the selectable option  125  based on monitoring user activity during a current session of the presentation of the current media asset (e.g., if the user has skipped portions of the media asset during the current session in which an actor performs a song, the option  125  may be presented during a current or upcoming similar scene). 
     The user selection of the up-next option  125  may be received via various methods (e.g., remote control, voice input, touch-screen input, etc.). The user may affirmatively halt or initiate the up-next functionality (e.g., via voice input). In some embodiments, in the absence of user instruction to the contrary, the next episode may automatically begin (e.g., when the countdown timer runs out), or the next episode will not begin without affirmative user instruction. In some embodiments, the selectable option  125  may be generated for presentation to the user only if the current segment is the final segment of the media asset prior to the closing credits. 
     The viewing history  127  may be maintained for various users (e.g., in storage  308 ,  FIG.  3   ), and may associate points within a media asset previously skipped by the user (e.g., fast-forwarded, or a point at which the user terminated presentation of the media asset without completing presentation of the media asset) with particular scenes or storylines of the media asset. For example, metadata associated with the media asset may indicate that the stand-up scene of an episode of “Seinfeld” (e.g., immediately before the closing credits) commences at a particular time during presentation of the media asset (e.g., at 20:45 into the episode). The content presentation application may detect that the user elected to skip this scene in this particular episode, and may store this association in viewing history  127  for later retrieval (e.g., when a similar scene appears in a later episode of “Seinfeld” viewed by the user). The content presentation application may store such associations in the viewing history of the user regardless of the device being used to access the media asset. 
     In another aspect of this disclosure,  FIG.  2    shows an example of delaying the occurrence of an action (e.g., presentation of advertisement content  203 ) within the presentation of current media asset  201 , where such action is scheduled to interrupt the presentation of the media asset  201 . The user may be currently viewing media asset  201  (e.g., provided by a video-on-demand provider) having a start time  209 , and where icon  202  indicates a current presentation position of the media asset  201 . An action may be scheduled to occur at first time  204  within the presentation of the media asset  201 . When the content presentation application determines that the first time  204  is approaching (e.g., that first time  204  is within a predetermined time period from the current presentation position  202 ), the user may be notified and provided with a selectable option  205  to delay the action to a later second time  207  within the presentation of the media asset. The delay may be associated with a specified delay time (e.g., set by the user or advertisement provider) to delay the advertisement content. If user selection of option  205  is not received before the scheduled time of action  203 , the action (e.g., presentation of advertisement content)  203  may occur at the scheduled first time  204 . 
     On the other hand, as shown in  FIG.  2   , in response to receiving selection of the option  205  to delay the action  203 , the action  203  may be scheduled to occur at the second time  207  within the presentation of the media asset  201 . In this way the user is able to delay the occurrence of the action in order to continue viewing the current media asset (e.g., in this case, to watch the automobile depicted in the media asset  201  move past the palm tree). This may be desirable for a user in a circumstance where the current presentation position  202  of the media asset  201  is a particularly interesting to the user (e.g., a climax of the plot of the media asset). In some embodiments, an opportunity to further delay the action  203  (e.g., to a later time than second time  207 ) may be provided to the user. For example, such further delay option may be presented a predetermined time after the initial delay option is selected. The action (e.g., presentation of advertisement content  203 ) may be required to occur in time interval  208 , which may be bounded by first time  204  and cutoff time  206 . In some embodiments, an opportunity to further delay the occurrence of the action  203  may not be presented if a delay time of such further delay would cause the action to be scheduled to occur after the cutoff time  206 . Alternatively, the occurrence of the action  203  may be scheduled to automatically occur at the cutoff time  206 . 
       FIGS.  3 - 4    show exemplary devices, systems, servers and related hardware for presenting an option to skip current content and start presentation of a next media asset, in accordance with some embodiments of this disclosure, and/or presenting an option to delay an action scheduled to occur within presentation of a media asset, in accordance with some embodiments of this disclosure. As shown in  FIG.  3   , user equipment device  300  may receive content and data via input/output (hereinafter “I/O”) path  302 . I/O path  302  may provide content (e.g., broadcast programming, on-demand programming, Internet content, content available over a local area network (LAN) or wide area network (WAN), and/or other content) and data to control circuitry  304 , which includes processing circuitry  306  and storage  308 . Control circuitry  304  may be used to send and receive commands, requests, and other suitable data using I/O path  302 . 
     Control circuitry  304  may be based on any suitable processing circuitry such as processing circuitry  306 . As referred to herein, processing circuitry should be understood to mean circuitry based on one or more microprocessors, microcontrollers, digital signal processors, programmable logic devices, field-programmable gate arrays (FPGAs), application-specific integrated circuits (ASICs), etc., and may include a multi-core processor (e.g., dual-core, quad-core, hexa-core, or any suitable number of cores) or supercomputer. In some embodiments, processing circuitry may be distributed across multiple separate processors or processing units, for example, multiple of the same type of processing units (e.g., two Intel Core i7 processors) or multiple different processors (e.g., an Intel Core i5 processor and an Intel Core i7 processor). In some embodiments, control circuitry  304  executes instructions for a content presentation application stored in memory (i.e., storage  308 ). Specifically, control circuitry  304  may be instructed by the content presentation application to perform the functions discussed above and below. For example, the content presentation application may provide instructions to control circuitry  304  to generate the above-described displays. In some implementations, any action performed by control circuitry  304  may be based on instructions received from the content presentation application. 
     In client/server-based embodiments, control circuitry  304  may include communications circuitry suitable for communicating with a content presentation server (e.g., server  416  in FIG.  4 ) or other networks or servers. The instructions for carrying out the above-mentioned functionality may be stored on the content presentation server. Communications circuitry may include a cable modem, an integrated services digital network (ISDN) modem, a digital subscriber line (DSL) modem, a telephone modem, Ethernet card, or a wireless modem for communications with other equipment, or any other suitable communications circuitry. Such communications may involve the Internet or any other suitable communications networks or paths (which is described in more detail in connection with  FIG.  4   ). In addition, communications circuitry may include circuitry that enables peer-to-peer communication of user equipment devices, or communication of user equipment devices in locations remote from each other (described in more detail below). 
     Memory may be an electronic storage device provided as storage  308  that is part of control circuitry  304 . As referred to herein, the phrase “electronic storage device” or “storage device” should be understood to mean any device for storing electronic data, computer software, or firmware, such as random-access memory, read-only memory, hard drives, optical drives, digital video recorders (DVR, sometimes called a personal video recorder, or PVR), solid state devices, quantum storage devices, gaming consoles, gaming media, or any other suitable fixed or removable storage devices, and/or any combination of the same. Storage  308  may be used to store various types of content described herein as well as content data and content application data that are described above. Nonvolatile memory may also be used (e.g., to launch a boot-up routine and other instructions). Cloud-based storage may be used to supplement storage  308  or instead of storage  308 . 
     Control circuitry  304  may include video generating circuitry and tuning circuitry, such as one or more analog tuners, one or more MPEG-2 decoders or other digital decoding circuitry, high-definition tuners, or any other suitable tuning or video circuits or combinations of such circuits. Encoding circuitry (e.g., for converting over-the-air, analog, or digital signals to MPEG signals for storage) may also be provided. Control circuitry  304  may also include scaler circuitry for upconverting and down-converting content into the preferred output format of the user equipment device  400 . Control circuitry  304  may also include digital-to-analog converter circuitry and analog-to-digital converter circuitry for converting between digital and analog signals. The tuning and encoding circuitry may be used by the user equipment device to receive and to display, to play, or to record content. In some embodiments, the control circuitry may include an HD antenna. 
     In one embodiment, speakers  314  may be provided as integrated with other elements of user equipment device  300  or may be stand-alone units. The audio and other content displayed on display  312  may be played through speakers  314 . In some embodiments, the audio may be distributed to a receiver (not shown), which processes and outputs the audio via speakers  314 . 
     The content presentation application may be implemented using any suitable architecture. For example, it may be a stand-alone application wholly implemented on user equipment device  300 . In such an approach, instructions of the application are stored locally (e.g., in storage  308 ), and data for use by the application is downloaded on a periodic basis (e.g., from an out-of-band feed, from an Internet resource, or using another suitable approach). Control circuitry  304  may retrieve instructions of the application from storage  308  and process the instructions to generate any of the displays discussed herein. Based on the processed instructions, control circuitry  304  may determine what action to perform when input is received from input interface  310 . For example, movement of a cursor on a display up/down may be indicated by the processed instructions when input interface  310  indicates that an up/down button was selected. User input interface  310  may be any suitable user interface (e.g., a remote control, mouse, trackball, keypad, keyboard, touch screen, touchpad, stylus input, joystick, microphone, voice recognition interface, or other user input interfaces). Display  312  may be provided as a stand-alone device or integrated with other elements of each one of user equipment device  300  and user equipment system  301 . For example, display  312  may be a touchscreen or touch-sensitive display. In such circumstances, user input interface  310  may be integrated with or combined with display  312 . 
     In some embodiments, the content presentation application is a client/server-based application. Data for use by a thick or thin client implemented on user equipment device  300  is retrieved on-demand by issuing requests to a server remote to the user equipment device  300 . In one example of a client/server-based content presentation application, control circuitry  304  runs a web browser that interprets web pages provided by a remote server. For example, the remote server may store the instructions for the application in a storage device. The remote server may process the stored instructions using circuitry (e.g., control circuitry  304 ) and generate the displays discussed above and below. The client device may receive the displays generated by the remote server and may display the content of the displays locally on equipment device  300 . This way, the processing of the instructions is performed remotely by the server while the resulting displays are provided locally on equipment device  300 . Equipment device  300  may receive inputs from the user via input interface  310  and transmit those inputs to the remote server for processing and generating the corresponding displays. For example, equipment device  300  may transmit a communication to the remote server indicating that an up/down button was selected via input interface  310 . The remote server may process instructions in accordance with that input and generate a display of the application corresponding to the input (e.g., a display that moves a cursor up/down). The generated display is then transmitted to equipment device  300  for presentation to the user. 
     In some embodiments, the content presentation application is downloaded and interpreted or otherwise run by an interpreter or virtual machine (run by control circuitry  304 ). In some embodiments, the application may be encoded in the ETV Binary Interchange Format (EBIF), received by control circuitry  304  as part of a suitable feed, and interpreted by a user agent running on control circuitry  304 . For example, the application may be an EBIF application. In some embodiments, the guidance application may be defined by a series of JAVA-based files that are received and run by a local virtual machine or other suitable middleware executed by control circuitry  304 . In some of such embodiments (e.g., those employing MPEG-2 or other digital media encoding schemes), the application may be, for example, encoded and transmitted in an MPEG-2 object carousel with the MPEG audio and video packets of a program. 
       FIG.  4    shows an illustrative block diagram of system  400  for presenting an option to skip current content and start presentation of a next media asset, in accordance with some embodiments of this disclosure, and/or presenting an option to delay an action scheduled to occur within presentation of a media asset, in accordance with some embodiments of this disclosure. System  400  may include a user equipment device (e.g., user television equipment  402 , user computer equipment  404 , wireless user communications device  406 ), content presentation server  416 , media content source  420 , advertisement content database  422 , and user profile information database  424 . Although  FIG.  4    shows media content source  420 , advertisement content database  422 , and user profile information database  424  as individual components and as separate from content presentation server  416 , in some embodiments, any of those components may be combined and/or integrated with content presentation server  416 . Media content source  101 , advertisement content database  112 , and user profile information database  114  may be implemented as media content source  420 , advertisement content database  422 , and user profile information database  424 , respectively. Content presentation server  416  may be communicatively coupled to a user equipment device by way of communications network  414  (e.g., via communications path  418 ) and may be communicatively coupled to media content source  420 , advertisement content database  422 , and user profile information database  424 , which may be included in, or separate from, communications network  414 . Content presentation server  416  may be configured to retrieve content from media content source  420  for consumption at a user equipment device (e.g., user television equipment  402 , user computer equipment  404 , wireless user communications device  406 ), retrieve advertisement content from advertisement content database  422  to be presented prior to, or during, presentation of the desired content (e.g., in the example of  FIG.  1 A  and  FIG.  2   ), and retrieve user profile information from user profile information database  424  (e.g., to assist in determining whether to present skip-ad button  116  in  FIG.  1 A  or up-next button  125  in  FIG.  1   ). Content presentation server  416  may have a similar configuration to user equipment  300  (e.g., the content presentation server  416  may include I/O path  302  and control circuitry  304  including storage  308  and processing circuitry  306 ), although the content presentation server may not include a user input interface, a display, or speakers. The server may store and execute various software modules (e.g., the content presentation application), which may be stored in storage of the server and executed via processing circuitry of the server, for implementing the content presentation functionality of the system  400 . In some embodiments, media content source  420 , advertisement content database  422 , and user profile information database  424  may communicate directly with user equipment devices  402 ,  404 , and  406  via communication paths (not shown). 
     User equipment device  300  of  FIG.  3    can be implemented in system  400  of  FIG.  4    as user television equipment  402 , user computer equipment  404 , wireless user communications device  406 , or any other type of user equipment suitable for accessing content, such as a non-portable gaming machine. For simplicity, these devices may be referred to herein collectively as user equipment or user equipment devices, and may be substantially similar to user equipment devices described above. User equipment devices, on which a content presentation application may be implemented, may function as a standalone device or may be part of a network of devices. Various network configurations of devices may be implemented and are discussed in more detail below. 
     A user equipment device utilizing at least some of the system features described above in connection with  FIG.  3    may not be classified solely as user television equipment  402 , user computer equipment  404 , or a wireless user communications device  406 . For example, user television equipment  402  may, like some user computer equipment  404 , be Internet-enabled allowing for access to Internet content, while user computer equipment  404  may, like some user television equipment  402 , include a tuner allowing for access to television programming. The content presentation application may have the same layout on various different types of user equipment or may be tailored to the display capabilities of the user equipment. For example, on user computer equipment  404 , the content presentation application may be provided as a web site accessed by a web browser. In another example, the content presentation application may be scaled down for wireless user communications devices  406 . 
     In some embodiments, a user equipment device (e.g., user television equipment  402 , user computer equipment  404 , wireless user communications device  406 ) may be referred to as a “second screen device.” For example, a second screen device may supplement content presented on a first user equipment device. The content presented on the second screen device may be any suitable content that supplements the content presented on the first device. In some embodiments, the second screen device provides an interface for adjusting settings and display preferences of the first device. In some embodiments, the second screen device is configured for interacting with other second screen devices or for interacting with a social network. The second screen device can be located in the same room as the first device, a different room from the first device but in the same house or building, or in a different building from the first device. 
     The user equipment devices may be coupled to communications network  414 . Namely, user television equipment  402 , user computer equipment  404 , and wireless user communications device  406  are coupled to communications network  414  via communications paths  408 ,  410 , and  412 , respectively. Communications network  414  may be one or more networks including the Internet, a mobile phone network, mobile voice or data network (e.g., a 4G or LTE network), cable network, public switched telephone network, or other types of communications network or combinations of communications networks. Paths  408 ,  410 , and  412  may separately or together include one or more communications paths, such as, a satellite path, a fiber-optic path, a cable path, a path that supports Internet communications (e.g., IPTV), free-space connections (e.g., for broadcast or other wireless signals), or any other suitable wired or wireless communications path or combination of such paths. 
     Although communications paths are not drawn between user equipment devices, these devices may communicate directly with each other via communication paths, such as those described above in connection with paths  408 ,  410 , and  412 , as well as other short-range point-to-point communication paths, such as USB cables, IEEE 1394 cables, wireless paths (e.g., Bluetooth, infrared, IEEE 602-11x, etc.), or other short-range communication via wired or wireless paths. BLUETOOTH is a certification mark owned by Bluetooth SIG, INC. The user equipment devices may also communicate with each other directly through an indirect path via communications network  414 . 
     Media content source  420  may include one or more types of content distribution equipment including a television distribution facility, cable system headend, satellite distribution facility, programming sources (e.g., television broadcasters, such as NBC, ABC, HBO, etc.), intermediate distribution facilities and/or servers, Internet providers, on-demand media servers, and other content providers. NBC is a trademark owned by the National Broadcasting Company, Inc., ABC is a trademark owned by the American Broadcasting Company, Inc., and HBO is a trademark owned by the Home Box Office, Inc. Media content source  420  may be the originator of content (e.g., a television broadcaster, a Webcast provider, etc.) or may not be the originator of content (e.g., an on-demand content provider, an Internet provider of content of broadcast programs for downloading, etc.). Media content source  420  may include cable sources, satellite providers, on-demand providers, Internet providers, over-the-top content providers, or other providers of content. Media content source  420  may also include a remote media server used to store different types of content (including video content selected by a user), in a location remote from any of the user equipment devices. 
     Content presentation applications may be, for example, stand-alone applications implemented on user equipment devices. For example, the content presentation application may be implemented as software or a set of executable instructions which may be stored in storage  308 , and executed by control circuitry  304  of user equipment device  300 . In some embodiments, content presentation applications may be client-server applications where only a client application resides on the user equipment device, and server application resides on a remote server. For example, content presentation applications may be implemented partially as a client application on control circuitry  304  of user equipment device  300  and partially on a remote server as a server application (e.g., content presentation server  416 ) running on control circuitry of the remote server. When executed by control circuitry of the remote server (such as content presentation server  416 ), the content presentation application may instruct the control circuitry to insert auxiliary content (e.g., an advertisement) prior to or during desired content, and/or skipping functionality (e.g., as in the examples of  FIGS.  1 A- 1 B ) or delay functionality (e.g., as in the examples of  FIG.  2   ). The server application may instruct the control circuitry of the content presentation server  416  to transmit data for storage on the user equipment. The client application may instruct control circuitry of the receiving user equipment to provide skipping functionality (e.g., as in the examples of  FIGS.  1 A- 1 B ) or delay functionality (e.g., as in the examples of  FIG.  2   ). 
     Content and/or media player data delivered to user equipment devices  402 ,  404 , and  406  may be over-the-top (OTT) content. OTT content delivery allows Internet-enabled user devices, including any user equipment device described above, to receive content that is transferred over the Internet, including any content described above, in addition to content received over cable or satellite connections. OTT content is delivered via an Internet connection provided by an Internet service provider (ISP), but a third party distributes the content. The ISP may not be responsible for the viewing abilities, copyrights, or redistribution of the content, and may only transfer IP packets provided by the OTT content provider. Examples of OTT content providers include YOUTUBE, NETFLIX, and HULU, which provide audio and video via IP packets. Youtube is a trademark owned by Google Inc., Netflix is a trademark owned by Netflix Inc., and Hulu is a trademark owned by Hulu, LLC. OTT content providers may additionally or alternatively provide media player data described above. In addition to content and/or media player data, providers of OTT content can distribute content presentation applications (e.g., web-based applications or cloud-based applications), or the content can be displayed by content presentation applications stored on the user equipment device. 
     Media player system  400  is intended to illustrate a number of approaches, or network configurations, by which user equipment devices and sources of content may communicate with each other for the purpose of accessing content and presenting skipping and delay functionality (e.g., in the examples of  FIGS.  1 A- 1 B  and  FIG.  2   ). The embodiments described herein may be applied in any one or a subset of these approaches, or in a system employing other approaches for delivering content and providing skip or delay functionality. 
       FIG.  5    depicts an illustrative flowchart of a process of presenting a selectable option to skip presentation of a current media asset and start presentation of a next media asset, in accordance with some embodiments of the disclosure. Process  500  may be executed by control circuitry  304  (e.g., in a manner instructed to control circuitry  304  by the content presentation application). Control circuitry  304  may be part of user equipment (e.g., a device that may have any or all of the functionality of user television equipment  402 , user computer equipment  404 , and/or wireless communications device  406 ), or of content presentation server  416  separated from the user equipment by way of communication network  414 , or distributed over a combination of both. In addition, one or more steps of process  500  may be incorporated into or combined with one or more steps of any other process or embodiment (e.g., process  600  of  FIG.  6   , process  700  of  FIG.  7   , process  800  of  FIG.  8   ). 
     At step  502 , control circuitry  304  may receive selection of a media asset from a user (e.g., media asset  102  of  FIG.  1 A ). At step  504 , control circuitry  304  may generate an advertisement for presentation (e.g., retrieved from advertisement content database  112  of  FIG.  1 A ). At step  506 , during presentation of the advertisement content (e.g., advertisement content  110  of  FIG.  1 A ), the control circuitry may determine (e.g., based on input received via user input interface  310  of  FIG.  3   ) whether a user response to the advertisement has been received. For example, the content presentation application may monitor activity of the user during presentation of the advertisement content and determine, based on the user activity (e.g., detected by camera  118 , microphone  120 , accelerometers, and/or biometric devices, etc.) whether the user activity is indicative of interest in the advertisement content and thus whether a user is likely to be interested in the advertisement content. The advertisement may include various audio information (e.g., catch phrases, jingles, songs, dialogues, etc.) and/or visual information (e.g., dance moves or athletic movements performed by actors in the advertisement content). In some embodiments, the advertisement content may be associated with metadata (e.g., pre-generated and stored in advance, and/or provided to the content presentation application by an advertising provider), which includes, for example, lyrics and/or music details of audio in the advertisement (e.g., in the form of information related to word string, word tone, word emphasis, word duration) and/or details of various gestures of actors in the advertisement content (e.g., body pose, relative positions, associated motions, etc.). 
     The content presentation application may determine whether the user response is indicative of interest in the advertisement content based on whether the user response replicates a component (e.g., an audio component or a visual component) of the advertisement content for a predetermined time period, or whether a user expresses joy or enthusiasm during the presentation of the advertisement (e.g., for example, upon detecting that the user says “I love this ad!” aloud). For example, at the start time of the advertisement content (e.g., advertisement content  110  of  FIG.  1 A ), an audio response of the user may be received by the microphone  120 . The content presentation application may transcribe the audio response into a string of text (e.g., by any suitable automatic speech recognition technique), or transcription of the audio response of the user may be achieved by external transcription services (e.g., Amazon Transcribe by Amazon, Inc. of Seattle, Wash. and Google Speech-to-Text by Google, Inc. of Mountain View, Calif.). The transcribed text string may be compared to text included in metadata associated with the advertisement content to determine whether there is a match. Additionally or alternatively, control circuitry  304  may analyze the audio response of the user to identify various acoustic characteristics (e.g., word tone, word emphasis, word duration, voice alteration, volume, speed, etc.) related to the audio response of the user. Such acoustic characteristics may be compared to the advertisement metadata, which may include information on such acoustic characteristics for the advertisement content, to determine whether there is a match. 
     For example, control circuitry  304  (or transcription circuitry) may analyze the wave amplitude of the audio response of the user to determine the volume at which the user spoke the voice search query, and/or analyze frequency data of the audio response to determine the pitch and tone of the voice search query. Control circuitry  304  may isolate a portion of the audio response and determine the duration of each portion and/or compare each isolated portion of the audio response to determine the relative level of emphasis placed on each word by the user. As another example, an audio signature of the user (e.g., associated with a user profile) may be compared to the audio response of the user to determine whether the user has altered his or her voice in the audio response, and the altered voice may be used as a parameter to be compared to metadata of the advertisement content. 
     The user response to visual components of the advertisement (e.g., poses or gestures, absolute and relative positions of various body parts, motion associated with pose, successive poses, etc., during presentation of the advertisement content) at step  506  may be detected using camera  118 . For example, to determine gesture and/or pose information of the user, image processing methods such as object recognition, facial recognition, edge detection, or any other suitable image processing method may be utilized to identify portions of the user&#39;s body and determine positions of the identified portions (e.g., in a coordinate plane). Such gesture and/or pose information of the user may be compared to metadata (e.g., gesture of pose information related to an actor in the advertisement content) associated with the advertisement content. 
     At step  508 , upon detecting a user response to the advertisement, the control circuitry may determine whether the detected user response matches (e.g., sufficiently mimics or imitates) the advertisement content for a predetermined period of time. For example, the content presentation application may compare the user response (e.g., the audio and/or visual response of the user to the advertisement) to the metadata of the advertisement to determine whether there is a match. In some embodiments, the content presentation application may compute a score based on the comparison, and determine that there is a match based on whether the score exceeds a predetermined threshold. Control circuitry  304  may also determine whether there is a match for a sufficient period of time. For example, if the user has continuously (or in some embodiments, non-continuously) mimicked the advertisement content for a predetermined period of time (e.g., the user has mimicked the advertisement over 50% of the elapsed time of the advertisement content from the start of such content), control circuitry  304  may determine that there is a match. On the other hand, if the user mimics the advertisement content for onlya short period of time (e.g., the first 10% of the elapsed time of the advertisement), processing may continue at step  514 . 
     At step  514 , in a case that the control circuitry has not detected a user response to the advertisement content, the control circuitry may determine whether a predetermined time period has elapsed from the beginning of the advertisement content (e.g., 5 seconds). If the predefined time period has not yet elapsed, control circuitry  304  may keep checking for a user response to the advertisement content at step  506 . At step  516 , if the predetermined time period has elapsed, control circuitry  304  may generate for presentation the option to skip the advertisement content, since the lack of a user response may indicate to control circuitry  304  that the user is not likely to be interested in the advertisement content. At step  518 , if control circuitry  304  receives user selection of the option to skip the advertisement, such selection causes, at step  520 , the presentation of the advertisement to end, and control circuitry  304  starts presentation of the selected media content (e.g., media asset  102  in  FIG.  1 A ). 
     At step  510 , after determining that the user response matches the advertisement metadata for the predetermined period of time, control circuitry  304  may determine that the user is likely to be interested in the advertisement. Thus, control circuitry  304  may refrain from generating for presentation the option to skip the advertisement for the remainder of the advertisement content and present the entire advertisement to the user. As another example, a decision whether to present the skip ad button may be based on whether the user expresses joy or enthusiasm during the presentation of the advertisement (e.g., based on a detected vocal and/or physical response by the user to the advertisement). Accordingly, such option may be presented upon determining that the user is not likely to be interested in the advertisement content (and thus is less likely to pay attention to the advertisement). On the other hand, in a circumstance where the user is enjoying the advertisement, unnecessary or inadvertent skipping of the advertisement content can be avoided by refraining from presenting the option to skip the advertisement. For example, a situation can be avoided where the option to skip the advertisement content is selected inadvertently, such as by force of habit, and only later does the user realize that the advertisement was of interest. 
     At step  512 , if the option to skip the advertisement is either not enabled or not selected, control circuitry  304  may wait until the advertisement content ends, and, upon determining that the advertisement content ends, present the selected media content at step  520  (e.g., selected media asset  102  in  FIG.  1 A ). 
     Additionally or alternatively to monitoring the user response to the advertisement, the control circuitry may access user profile information  114  to determine whether the user is likely to be interested in the advertisement. The user profile information  114  may indicate what type of content the user is likely to find interesting (e.g., certain automobile companies, or a trailer for action movies). Based on such information, control circuitry  304  may determine whether an option to skip an advertisement (e.g., option  116  in  FIG.  1 A ) should be presented to the user. For example, if a current media asset relates to the content included in the user profile information (e.g., a commercial for an automobile company specified in the profile of the user), the option to skip the advertisement may not be generated for presentation. On the other hand, if the current media asset is unrelated to information in the user profile, viewing history, or other retrieved information associated with the user, the skip advertisement button may be generated for presentation (e.g., after a predetermined period of time elapses from the start of the advertisement content). As another example, in the case of multi-part advertisements, if a user previously enjoyed a first part of an ad, the content presentation application may determine that the user is likely to enjoy a second part of the advertisement, and thus may refrain from presenting the skip ad option during the second part of the multi-part advertisement. 
     In some embodiments, an artificial intelligence system (e.g., machine learning model) may be utilized to predict, based on past viewing history of the user, whether the user is likely to be interested in the advertisement content (or a portion thereof). For example, based on a probability output by the machine learning model, the selectable option to skip advertisement content may be shown after a certain portion of the advertisement content has ended (e.g., if the probability of the user being interested in the next portion is below a predetermined threshold), or the selectable option may not be shown at all (e.g., if the probability of the user being interested in any of the advertisement content is above a predetermined threshold). The machine learning model may be trained based on past history of whether the user was interested in the same or similar advertisements. 
       FIG.  6    depicts an illustrative flowchart of a process of presenting a selectable option to skip presentation of a current media asset and start presentation of a next media asset, in accordance with some embodiments of the disclosure. Process  600  may be executed by control circuitry  304  (e.g., in a manner instructed to control circuitry  304  by the content presentation application). Control circuitry  304  may be part of user equipment (e.g., a device that may have any or all of the functionality of user television equipment  402 , user computer equipment  404 , and/or wireless communications device  406 ), or of content presentation server  416  separated from the user equipment by way of communication network  414 , or distributed over a combination of both. In addition, one or more steps of process  600  may be incorporated into or combined with one or more steps of any other process or embodiment (e.g., process  500  of  FIG.  5   , process  700  of  FIG.  7   , process  800  of  FIG.  8   ). 
     At step  602 , control circuitry  304  may generate for presentation a media asset (e.g., an episode of the television series “Seinfeld,” as shown in the example of  FIG.  1   ). The media asset may alternatively be any media asset comprising multiple segments (e.g., a news show including headlines, detailed news reports, weather forecast, etc., or a sports show including highlights of a sports game, a discussion of the sports game, a discussion of an upcoming sports game, etc.). 
     At step  604 , control circuitry  304  may retrieve a profile associated with the user. The profile may include a viewing history of the user (e.g., whether the user previously skipped the same or similar segments of the same or similar media assets). At step  606 , control circuitry  304  may identify a current segment being presented to the user. For example, the control circuitry  304  may determine (e.g., based on metadata associated with the media asset) that the current segment corresponds to a particular portion of the media asset (e.g., a stand-up portion of a particular episode of “Seinfeld” in the example of  FIG.  1 A ). 
     At step  608 , control circuitry  304  may determine (e.g., based on the viewing history) whether the user is not likely to be interested in a current segment. This determination may be made based on whether the user has previously skipped the current segment (e.g., if the user previously watched the same media asset) and/or whether the user previously skipped a similar segment (e.g., in a different episode of the same series, or a similar series). Alternatively, control circuitry  304  may monitor activity of the user during the current session of consuming the current media asset. For example, if the user has consistently skipped (e.g., fast-forwarded through) particular segments of the current media asset (e.g., where a musical performance is performed by a character in the media asset), control circuitry  304  may detect whether a current scene of the media asset is similar to such skipped portions (and processing may continue to step  610  or step  612  in this instance). On the other hand, if no such segments exist in the viewing history of the user, processing may return to step  606  where control circuitry  304  may continue to monitor the presentation position in the media asset for such a segment. 
     At step  610 , control circuitry  304  may, in some embodiments, determine whether the current segment is the last segment of the media asset (e.g., other than the closing credits). For example, in the example of  FIG.  1 B , control circuitry  304  may determine that the stand-up act  126  is the last scene prior to the credits (e.g., based on metadata of the media asset), and processing may proceed to step  612 . As another example, a media asset may have 3 storylines (e.g., SL 1 , SL 2 , SL 3 ) with scenes from each of them interleaved, and if while watching the program, scenes from SL 2  were skipped by the user, this may indicate that user is not interested in segments with SL 2 . Thus, if a scene from SL 2  happens to be the last segment of the program, the system may determine that segment is not likely to be of interest to the user. 
     At step  612 , the control circuitry may generate for presentation to a user, upon determining that the current segment is the last segment of the media asset prior to the closing credits, a selectable option (e.g., option  125  in  FIG.  1 B ) to skip to a next media asset (e.g., the next episode in a series, or a media asset having similar characteristics to the current media asset). Such feature may enable a seamless transition to the next episode or similar media asset, upon determining the user is not likely to be interested in the current segment (e.g., and the remainder of the episode). In some embodiments, voice input from the user (e.g., detected by a microphone) can trigger the up-next functionality, or selection of the option (e.g., via remote control or a touch screen display) can trigger the up-next functionality. 
     At step  614 , the control circuitry may determine whether the option to trigger the up-next functionality has been received, or whether a countdown associated with the functionality has elapsed. 
     At step  616 , if selection of the option is received, or selection of the countdown expires (e.g., a 10-second countdown in the example of  FIG.  1   ), control circuitry  304  may stop presentation of the current media asset and begin presentation of the next media asset. Accordingly, up-next functionality may be dynamically triggered based on user&#39;s preferences or user history. In some embodiments, an affirmative response or permission from the user may be required in order to trigger the up-next functionality (e.g., there may be no countdown, or expiration of the countdown without user selection may not be sufficient to trigger the up-next functionality). 
     At step  618 , the control circuitry may determine that the user is still interested in the current segment and present the remainder of the current media asset. For example, a response may be required from the user to trigger the up-next functionality (e.g., if the countdown expires without receiving user selection of the selectable option, the up-next functionality may not be triggered), or the user may stop the up-next functionality from occurring (via voice input, such as “Ignore” or by selecting the “cancel” option shown in the example of  FIG.  1   ). 
       FIG.  7    depicts an illustrative flowchart of a process of scheduling an action to occur at a later second time within the presentation of a media asset, in accordance with some embodiments of the disclosure. Process  700  may be executed by control circuitry  304  (e.g., in a manner instructed to control circuitry  304  by the content presentation application). Control circuitry  304  may be part of user equipment (e.g., a device that may have any or all of the functionality of user television equipment  402 , user computer equipment  404 , and/or wireless communications device  406 ), or of content presentation server  416  separated from the user equipment by way of communication network  414 , or distributed over a combination of both. In addition, one or more steps of process  700  may be incorporated into or combined with one or more steps of any other process or embodiment (e.g., process  500  of  FIG.  5   , process  600  of  FIG.  6   , process  800  of  FIG.  8   ). 
     At step  702 , control circuitry  304  may generate for presentation a media asset (e.g., media asset  201  shown in the example of  FIG.  2   ) to a user. At step  704 , control circuitry  304  may retrieve advertisement content (e.g., content  203  in  FIG.  2   ) to be presented to the user, and at step  706 , control circuitry  304  may define a first time (e.g., time  204 , included in time range or time interval  208  within the presentation of the media asset  201 ) at which the advertisement is scheduled to occur. Such process is discussed in more detail in  FIG.  8   . 
     At step  708 , control circuitry  304  may monitor the presentation of the current media asset and determine that a current presentation position (e.g., presentation position  202  in  FIG.  2   ) is approaching the first time. For example, control circuitry  304  may determine that the current presentation position is within a predetermined time period (e.g., 20 seconds) of the first time. 
     At step  710 , upon determining that the current presentation position is within the predetermined time period of the first time, control circuitry  304  may generate for presentation an option to delay the action (e.g., option  205  to delay presentation of the advertisement content). For example, as shown in  FIG.  2   , selectable option  205  may be presented to the user, to provide an opportunity for delaying or postponing the advertisement content for a specified delay time (e.g., so that the presentation of the current media asset to the user is not interrupted, such as during a scene of the media asset that the user is engaged or invested in and may not want to be interrupted). In some embodiments, a countdown may be generated for presentation, to indicate to the user that the advertisement will be presented in a specified amount of time, unless the user elects to delay the advertisement. 
     At step  712 , control circuitry  304  may receive selection of the option to delay the action. Such selection may be received in a variety of ways (e.g., via remote control, via voice input, via a touch screen display, etc.). 
     At step  714 , upon receiving selection of the option to delay the action, the content presentation application may schedule the advertisement to occur at a later second time (e.g., at time  207  within the predefined time interval  208 ). For example, as shown on the display screen in the bottom right of  FIG.  2   , upon receiving user selection to delay the advertisement, the current presentation position  202  may proceed past the first time  204 , without presenting the advertisement content, and the advertisement may be scheduled to occur at the second time  207 . In some embodiments, if a delay time associated with the selectable option exceeds the amount of time remaining in the time interval (e.g., time interval  208  in  FIG.  2   ), the user may not be permitted to delay the advertisement, and the advertisement may be played at the current time, or the presentation of the advertisement may be delayed until the end of the time interval (e.g., cutoff point  206  in  FIG.  2   ). If the user delays the action until the end of the time interval, the action may automatically be performed at the end of the time interval. 
     At step  718 , the advertisement content may be presented at the scheduled second time. In some embodiments, the user may be presented with an option to further delay the action, past the second time, to a later third time. The third time may still be within the time interval (e.g., time interval  208  in  FIG.  2   ). In some embodiments, if the delay time exceeds the amount of time remaining in the time interval, the user may not be permitted to delay the advertisement, and the advertisement may be played at the current time. Alternatively, the presentation of the advertisement may be delayed until the end of the time interval (e.g., without providing the user with an opportunity to further delay the advertisement). An appropriate message may be displayed (e.g., “Ads cannot be delayed beyond this point” or “Ads cannot be delayed any further”) in order to notify the user. 
     In some embodiments, the option to delay the action may be presented to the user no more than a predetermined number of times, and/or the user may lose an opportunity to skip a subsequent advertisement each time the option to delay the advertisement is selected. Further, each time the option to delay the action is selected by the user, control circuitry  304  may determine that the length of the action (e.g., the advertisement interrupting the presentation of the media asset) should become longer. In some embodiments, the more that an advertiser pays to the media asset provider for the right to present advertisements during media content, the longer the duration of the advertisement may be, and/or the shorter the delay times may be. In addition, the user may be charged a certain price in order to skip an advertisement, and the advertiser may be paid a portion of such price to compensate for lost revenue associated with skipping the advertisement. In some aspects of this disclosure, control circuitry  304  may identify the moments within the runtime interval likely to be of highest interest to the user, and delay the advertisement content to a next-highest-interest moment each time a selection to delay or further delay the advertisement content is received. 
     At step  716 , if selection of the option is not received (e.g., prior to the end of the countdown), the advertisement may be presented at the scheduled first time (e.g., time  204  in  FIG.  2   ). In some embodiments, multiple advertisements (e.g., related or unrelated) may be shown consecutively at the scheduled time. In some aspects of this disclosure, multiple actions (e.g., presentation of multiple advertisements) may be scheduled within the presentation of the media asset at respective mutually exclusive runtime intervals. The control circuitry may perform the processing in  FIG.  7    for each of such multiple advertisements at the respective runtime intervals, until either all of the runtime intervals expire, or if the media content presentation is canceled by the user (e.g., prior to presenting all or the media content). 
       FIG.  8    depicts an illustrative flowchart of a process of scheduling one or more actions to occur within the presentation of a media asset, in accordance with some embodiments of the disclosure. Process  800  may be performed by the content presentation application (e.g., executed by control circuitry  304 , such as in a manner instructed to control circuitry  304  by the content presentation application). Control circuitry  304  may be part of user equipment (e.g., a device that may have any or all of the functionality of user television equipment  402 , user computer equipment  404 , and/or wireless communications device  406 ), or of content presentation server  416  separated from the user equipment by way of communication network  414 , or distributed over a combination of both. In addition, one or more steps of process  800  may be incorporated into or combined with one or more steps of any other process or embodiment (e.g., process  500  of  FIG.  5   , process  600  of  FIG.  6   , process  700  of  FIG.  7   ). 
     At step  802 , the content presentation application (e.g., executed by control circuitry  304  of content presentation server  416  of  FIG.  4    and/or control circuitry of a user equipment device) may determine the runtime of a current media asset and divide such runtime of the media asset into mutually exclusive segments. For example, the segments of the media asset (e.g., video segments) may be divided up based on a scheme not based on the media asset content (e.g., based on time periods or randomly, or based on one or more of the following content features: story line or subject of the segment, characters and/or objects included in the segment, background of the segment, audio, music, or annotations of the segment, acting quality of the segment, cinematic quality of the segment, amount of details in the segment, etc. Such content features may be identified based on metadata associated with the current media asset and/or any suitable image or audio processing techniques. 
     At step  804 , the content presentation application may identify mutually exclusive, discrete runtime intervals corresponding to the segment-wise division of the current media asset. For example, one or more respective actions (e.g., the presentation of advertisement content, such as advertisement content  203  in  FIG.  2   ) may be scheduled to occur within each respective runtime interval, at a beginning of each respective interval. In some embodiments, the segments may be sorted from a lowest runtime interval length to a highest runtime interval length, from the beginning of the media asset to the end of the media asset. 
     At step  806 , the content presentation application may identity the user consuming the current media asset. For example, the content presentation application may identity the interests of the user (e.g., based on a viewing history or profile of the user), and adjust the time intervals and/or division of segments based on the identified user interests. Alternatively, the content presentation application may determine the interests of the user prior to steps  802  and  804 , and divide the segments and define the runtime intervals based on such identified user interests. 
     At step  808 , the content presentation application may compute a probability that the user is likely to consume the advertisement content during a runtime interval of the one or more runtime intervals. In some embodiments, the probability may be computed based on a comparison between the interests of the user (e.g., as identified based on the user profile or user viewing history) and the features of each of the divided segments. 
     At step  810 , the content presentation application may determine whether the probability exceeds a predetermined threshold. If the content presentation application determines that the probability exceeds the predetermined threshold, processing may proceed to step  812 . If the content presentation application determines that the probability does not exceed the predetermined threshold, the content presentation application may determine that no advertisement content should be presented at the particular runtime interval. Rather, processing may return to step  808  and the content presentation application may wait for the next runtime interval, and calculate a new probability that the user is likely to view the advertisement content during such next runtime interval. Such process may be continued until the end of the media asset, or until there are no more runtime intervals left in the presentation of the media asset. 
     At step  812 , the content presentation application may retrieve advertisement content (e.g., from an advertisement content database), in response to determining that the computed probability exceeds the predetermined threshold. At step  814 , the advertisement content may be inserted at the starting time point of the runtime interval. At this point, the content presentation application may perform the processing that begins at step  708  of  FIG.  7    (e.g., determine whether the current presentation position is approaching such starting time point of the runtime interval). In some embodiments, a runtime interval may be inserted at the start of the presentation of the current media asset. 
     It is contemplated that the steps or descriptions of  FIGS.  5 - 8    may be used with any other embodiment of this disclosure. In addition, the descriptions described in relation to the algorithm of  FIGS.  5 - 8    may be done in alternative orders or in parallel to further the purposes of this disclosure. For example, conditional statements and logical evaluations may be performed in any order or in parallel or simultaneously to reduce lag or increase the speed of the system or method. As a further example, in some embodiments, several instances of a variable may be evaluated in parallel, using multiple logical processor threads, or the algorithm may be enhanced by incorporating branch prediction. Furthermore, it should be noted that the processes of  FIGS.  5 - 8    may be implemented on a combination of appropriately configured software and hardware, and that any of the devices or equipment discussed in relation to  FIGS.  1 - 4    could be used to implement one or more portions of the process. 
     The processes discussed above are intended to be illustrative and not limiting. One skilled in the art would appreciate that the steps of the processes discussed herein may be omitted, modified, combined and/or rearranged, and any additional steps may be performed without departing from the scope of the invention. More generally, the above disclosure is meant to be exemplary and not limiting. Only the claims that follow are meant to set bounds as to what the present invention includes. Furthermore, it should be noted that the features and limitations described in any one embodiment may be applied to any other embodiment herein, and flowcharts or examples relating to one embodiment may be combined with any other embodiment in a suitable manner, done in different orders, or done in parallel. In addition, the systems and methods described herein may be performed in real time. It should also be noted that the systems and/or methods described above may be applied to, or used in accordance with, other systems and/or methods.