Source: http://www.freepatentsonline.com/y2008/0229354.html
Timestamp: 2019-10-15 04:46:00
Document Index: 43626938

Matched Legal Cases: ['art 5000', 'art 5000', 'art 5000', 'art 5000', 'art 5002', 'art 5002', 'art 6000']

Contextual television advertisement delivery - Microsoft Corporation
Contextual television advertisement delivery
United States Patent Application 20080229354
Barrett, Peter (San Francisco, CA, US)
Ludvig, Ted (Redwood City, CA, US)
Lin, Wieyang (Sunnyvale, CA, US)
11/717458
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1. A method, comprising: receiving a user selection of a media title associated with a set of contextual metadata; forwarding a request for said media title to a first server; forwarding an advertisement request including said set of contextual metadata to a second server, and wherein said second server utilizes said set of contextual metadata to retrieve contextual television advertisement information; receiving said contextual television advertisement information from said second server; receiving said media title from said first server; playing said contextual television advertisement information; and playing said media title.
2. The method of claim 1, further comprising: on said contextual television advertisement information, displaying an option for playing an extended version of said contextual television advertisement information; receiving a user selection of said option; forwarding a request for said extended version of said contextual television advertisement information to said second server; receiving said extended version of said contextual television advertisement information; and playing said extended version of said contextual television advertisement information.
3. The method of claim 1, further comprising: on said contextual television advertisement information, displaying a purchase option for purchasing a product associated with said contextual television advertisement information; receiving a user selection of said purchase option; forwarding a purchase request to a third server; forwarding payment information to said third server; and receiving confirmation information regarding said purchase request from said third server.
4. The method of claim 1, further comprising: upon completion of said media title, displaying said contextual television advertisement information; and on said contextual television advertisement information, displaying an option for purchasing a movie contextually associated with said media title.
5. The method of claim 1, wherein said contextual television advertisement information includes an option that when selected immediate terminates said contextual television advertisement information and automatically proceeds to playing said media title.
6. The method of claim 1, wherein said contextual television advertisement information is played immediately prior to playing of said media title.
7. The method of claim 1, wherein said contextual television advertisement information is played immediately after playing of said media title.
8. The method of claim 1, wherein said media title is a first motion picture, wherein said contextual television advertisement information is a trailer for a second motion picture, and wherein said first motion picture is contextually related to said second motion picture.
9. The method of claim 1, wherein said contextual television advertisement information illustrates a product that appears in said media title.
10. A computer-readable medium having computer-executable instructions for performing the steps, comprising: receiving an advertisement request from a client device, wherein said advertisement request includes a set of contextual metadata associated with a media title; correlating said set of contextual metadata with targeted advertisement information; and forwarding said targeted advertisement information to said client device.
11. The computer-readable medium of claim 10, wherein said targeted advertisement information is a video advertisement.
12. The computer-readable medium of claim 10, wherein said targeted advertisement information is a still advertisement.
13. The computer-readable medium of claim 10, wherein said set of contextual metadata includes demographic information of a user.
14. The computer-readable medium of claim 10, wherein said set of contextual metadata includes order history information of a user.
15. The computer-readable medium of claim 10, wherein said set of contextual metadata includes geographic information of a user.
16. The computer-readable medium of claim 10, wherein said set of contextual metadata includes a user's navigational history.
17. The computer-readable medium of claim 10, wherein said set of contextual metadata describes a media title information.
18. A contextual television advertisement delivery system, comprising: a client device configured for playing a media title, wherein said media title is associated with a set of contextual metadata; an advertisement server communicatively coupled with said client device; and an advertisement targeting engine communicatively coupled with said advertisement server, wherein if an advertisement request including said set of contextual metadata is received from said client device, then said advertisement server utilizes said advertisement targeting engine to select an advertisement that correlates to said set of contextual metadata, and wherein once said advertisement is selected, said advertisement is forwarded to said client device.
19. The contextual television advertisement delivery system of claim 18, wherein said client device includes a set-top box.
20. The contextual television advertisement delivery system of claim 18, wherein said media title is a Video On Demand (VOD) movie, and wherein said advertisement targeting engine utilizes an association table to map VOD movie categories with VOD advertisement categories.
With the advent of new technology, various new forms of television content delivery methods have been developed. One such example is the delivery of television content via Video on Demand (VOD) systems.
In particular, among other functionalities, a VOD system allows a user to request specific television content, such as a movie, that the user desires to view. In one example, upon receiving a user request for a movie, the movie is forwarded from a VOD server to a set-top box. While the movies is being downloaded, a user can watch the movie via a “streaming mode” that allows viewing while the movie is being downloaded. Alternatively, a user can simply watch the movie at a later time after the entire content of the movie has been downloaded.
Because VOD systems bring new functionalities and improved range of interactivity, VOD systems present novel advertisement opportunities that traditional forms of television advertisement techniques fail to fully exploit. More specifically, traditional television advertisement techniques are not adapted to the more interactive nature of user interfaces associated with VOD systems.
Various technologies for delivering contextual television advertisement are described. A user selection of a media title (e.g., a VOD movie) is received. The media title has an associated set of contextual metadata that includes information regarding the media title, such as the genre a VOD movie belongs in. A request for the media title is forwarded to a first server and an advertisement request including the set of contextual metadata is forwarded to a second server. The second server uses the set of contextual metadata (e.g., action films) to retrieve contextual television advertisement information. The advertisement may be associated with a title by way of one or more of the titles metadata attributes. In one example, if a VOD movie requested falls under the “actions” genre, the contextual television advertisement information may be a movie trailer for another VOD movie under the “actions” genre or product ad that is associated with the “action” genre. The contextual television advertisement information and the media title are received from the second server and the first server respectively. Also, the contextual television advertisement information and the media title are played. Optionally, the contextual television advertisement information is played immediately before and/or immediately after the media title. Contextual advertisement information may include advertisement content, such as a still image and/or advertisement interface and/or interaction models and/or references to more advertisements content, such as streaming video content.
In at least this way, embodiments allow contextual television advertisement to be strategically placed to create new advertising avails that create new advertising revenue that complements traditional local ad avails and are appreciably less obtrusive to a user's television viewing experience. Moreover, embodiments utilize metadata associated with a user's requested media title to select advertisement information that can more effectively target the user by leveraging contextual information, such as the user's viewing history.
FIG. 5A illustrates a flowchart of a method of delivering contextual advertisement information, including playing an extended version of the contextual advertisement information, upon which embodiments can be implemented.
FIG. 5B illustrates a flowchart of a method of delivering contextual advertisement information, including displaying an option for purchasing a movie, upon which embodiments can be implemented.
FIG. 6 illustrates a flowchart of a method of delivering contextual advertisement information to a client device, upon which embodiments can be implemented.
FIG. 7 illustrates an exemplary system, computing device, for implementing the claimed subject matter, upon which embodiments can be implemented.
It should be borne in mind, however, that all of these and similar terms are to be associated with the appropriate physical quantities and are merely convenient labels applied to these quantities. Unless specifically stated otherwise as apparent from the following discussions, it is appreciated that throughout the present claimed subject matter, discussions utilizing terms such as “receiving,” “forwarding,” “playing,” “displaying,” “correlating,” or the like, refer to the action and processes of a computer system or similar electronic computing device, that manipulates and transforms data represented as physical (electronic) quantities within the computer system's registers and memories into other data similarly represented as physical quantities within the computer system memories or registers or other such information storage, transmission or display devices.
Unlike traditional television advertisement techniques that are not adapted to the more interactive nature of VOD and Digital Video Recorder (DVR) systems, embodiments extracts contextual information from a user selected media title to select advertisement material that can more effectively target users. Moreover, in some embodiments, the contextual advertisement material is inserted immediately before and after a media title to re-enforce its impact.
FIG. 1 illustrates a contextual television advertisement delivery system 100, upon which embodiments can be implemented. System 100 includes a client device 102, a first server 106, a second server 108, a set-top box 112, a television 114, and an advertisement targeting engine 110. Also, although contextual television advertisement delivery system 100 is shown and described as having certain numbers and types of elements, embodiments are not so limited; that is, contextual television advertisement delivery system 100 may include elements other than those shown, and may include more than one of the elements that are shown. Furthermore, although contextual television advertisement delivery system 100 illustrates the first server 106 and the second server 108 as two distinct entities, in some embodiments the first server 106 is combined with the second server 108. In one implementation, movie content and ad content both reside on a common server. Movie and ad metadata reside in a common database. For practical reasons ad content and movie content are almost identical. A property that an ad may have that movies usually don't have is that ads may be hidden. Hidden means that they can not be discovered by the user via the VOD library browser. That said, certain ads may be visible and discoverable. Additionally, although client device 102 and set-top box 112 are shown in FIG. 1 as two separate components, in some embodiments, client device 102 and set-top box 112 is combined into a singular component that is capable of performing the functions of client device 102 and set-top box 112.
The client device 102 (e.g., an advertisement client), the first server (e.g., a VOD server), the second server 108 (e.g., an advertisement server), and the set-top box 112 are communicatively coupled with each other via network 104. Network 104 can include various local area networks (LAN), metropolitan area networks (MAN), wide area network (WAN)s, and/or the Internet. Network 104 may also be a hybrid fiber coax (HFC) network as in the case of many cable systems. Client/Server two way communications may take place over the out of band (OOB) or via DOCSIS or via DSL such as in the case of hybrid networks. Also, the set-top box 112 (e.g., an IP set-top box) is coupled with a television configured for displaying media titles (e.g., VOD movies). Additionally, the second server 108 is coupled with the advertisement targeting engine. The components of system 100 cooperatively operate to deliver contextual television advertisement informations and ad content.
In one example embodiment, a user watching television 114 inputs a request for a media title. The request for the media title is processed by the set-top box 112 and forwarded to both the client device 102 and the first server 106. The request includes contextual metadata information. Contextual metadata information can include but are not limited to the user's viewing history, the user's VOD purchase history, the user's demographic information, the user's geographic information, and/or the metadata associated with the title the user ordered.
In response to receiving the request for the media title, client device 102 forwards an advertisement request including the contextual metadata information to the second server 108, which is communicatively coupled with advertisement targeting engine 110. The advertisement targeting engine 110 processes the contextual metadata information and selects advertisement information. In one example, the second server 108 responds to the advertisement request with advertisement information that originate from a VOD category associated with the VOD category from which the user ordered the media title. In one example, the advertisement targeting engine 110 maintains an association table that maps VOD movie categories with VOD advertisement categories. Once the advertisement information is selected, the selected advertisement information is forwarded to the set-top box 112. The selected advertisement information, in one example, is played immediately before or immediately after the media title. The client can use the selected advertisement information to invoke adveristment playback from the server.
FIG. 5A illustrates a flowchart 5000 of a method of delivering contextual advertisement information, including playing an extended version of the contextual advertisement information, upon which embodiments can be implemented. Although specific steps are disclosed in flowchart 5000, such steps are exemplary. That is, embodiments are well suited to performing various other or additional steps or variations of the steps recited in flowchart 5000. It is appreciated that the steps in flowchart 5000 can be performed in an order different than presented.
At block 5080, an advertisement request including the set of contextual metadata is forwarded to a second server (e.g., an advertisement server). The second server utilizes the set of contextual metadata to retrieve contextual television advertisement information, for a movie trailer of another action movie. In one example embodiment, the contextual television advertisement information is referenced using VOD metadata. Also, in one embodiment, the second server is communicatively coupled with an advertisement target engine that correlates the set of contextual metadata to contextual television advertisement information.
At block 5120, the media title is received from the first server. At block 5140, the contextual television advertisement information is played. In one embodiment, the contextual television advertisement information includes an option that when selected immediate terminates the ad presentation and automatically proceeds to playing the media title. In one embodiment, the contextual television advertisement information is played immediately prior to playing of the media title. In one embodiment, the contextual television advertisement information is played immediately after playing of the media title.
At block 5160, on the contextual television advertisement information, an option for playing an extended version of the contextual television advertisement information is displayed. At block 5180, a user selection of the option is received. At block 5200, a request for the extended version of the contextual television advertisement information is forwarded to the second server.
FIG. 5B illustrates a flowchart 5002 of a method of delivering contextual advertisement information, including displaying an option for purchasing a movie, upon which embodiments can be implemented. With reference to flowchart 5002, it is noted that blocks 5020, 5040, 5060, 5080, 5100, 5120, and 5140 are identical to FIG. 5A. The difference begins at block 5150.
At block 5150, on the contextual television advertisement information, a purchase option for purchasing a product associated with the contextual television advertisement information is displayed. In one example, the product is an item that is subsequently shown in the media title. For instance, the contextual television advertisement information can be an advertisement regarding a necklace that appears in a VOD movie.
FIG. 6 illustrates a flowchart 6000 of a method of delivering contextual advertisement information to a client device, upon which embodiments can be implemented. At block 6020, the process starts. At block 6040, an advertisement request from a client device, such as an advertisement client, is received. The advertisement request includes a set of contextual metadata associated with a media title (e.g., a VOD movie). Also, in one example, the set of contextual metadata describes which category/genre the media title is from.
At block 6080, the targeted advertisement information is forwarded to the client device. The targeted advertisement information can be a video advertisement and/or a still advertisement. The client device can also use the targeted advertisement information to invoke the actual ad. At block 6100, the process ends.
FIG. 7 illustrates an exemplary system, computing device 900, for implementing the claimed subject matter, upon which embodiments can be implemented. In its most basic configuration, computing device 900 typically includes at least one processing unit 902 and memory 904. Depending on the exact configuration and type of computing device, memory 904 may be volatile (such as RAM), non-volatile (such as ROM, flash memory, etc.) or some combination of the two. This most basic configuration is illustrated in FIG. 9 by dashed line 906. Additionally, device 900 may also have additional features/functionality. For example, device 900 may also include additional storage (removable and/or non-removable) including, but not limited to, magnetic or optical disks or tape. Such additional storage is illustrated in FIG. 9 by removable storage 908 and non-removable storage 910. Computer storage media includes volatile and nonvolatile, removable and non-removable media implemented in any method or technology for storage of information such as computer readable instructions, data structures, program modules or other data. Memory 904, removable storage 908 and non-removable storage 910 are all examples of computer storage media. Computer storage media includes, but is not limited to, RAM, ROM, EEPROM. flash memory or other memory technology, CD-ROM, digital versatile disks (DVD) or other optical storage, magnetic cassettes, magnetic tape, magnetic disk storage or other magnetic storage devices, or any other medium which can be used to store the desired information and which can accessed by device 900. Any such computer storage media may be part of device 900. Device 900 may be utilized to execute computer-executable instructions for performing the steps of a media selection application program.
Device 900 may also contain communications connection(s) 912 that allow the device to communicate with other devices. In one example, device 900 is communicatively coupled with a set-top box. Communications connection(s) 912 is an example of communication media. Communication media typically embodies computer readable instructions, data structures, program modules or other data in a modulated data signal such as a carrier wave or other transport mechanism and includes any information delivery media. The term “modulated data signal” means a signal that has one or more of its characteristics set or changed in such a manner as to encode information in the signal. By way of example, and not limitation, communication media includes wired media such as a wired network or direct-wired connection, and wireless media such as acoustic, RF, infrared and other wireless media. The term computer readable media as used herein includes both storage media and communication media.
Embodiments allow contextual television advertisement to be strategically inserted to create new avails that are appreciably less obtrusive to a user's television viewing experience. Moreover, embodiments use metadata associated with a user's requested media title to select advertisement information that can more effectively target the user by leveraging contextual information, such as the user's viewing history, purchasing history, and/or the user's geographic information.
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