Patent ID: 8898693

Claim:
A method of providing content, comprising: receiving multimedia content, via a bi-directional wireless telecommunication link, on a mobile device; presenting the received multimedia content on the mobile device; receiving, via the bi-directional wireless telecommunication link, indicia of at least one insertion point in the multimedia content on the mobile device; receiving, via the bi-directional wireless telecommunications link, at least one identifier associated with the at least one insertion point on the mobile device, the identifier indicative of one or more executable content; providing, on the mobile device, a user control requesting permission to present the executable content, wherein display attributes of parameters for displaying the user control are specified by metadata associated with the received indicia of the at least one insertion point, wherein the parameters include a specified period of time for which the user control will be displayed; in response to receiving the permission to present the executable content: executing the executable content on the mobile device proximate to the at least one insertion point in; determining whether the at least one insertion point occurs during an advertisement related to the executable content; and continuing presenting the received multimedia content on the mobile device, wherein continuing presenting comprises presenting multimedia content received during execution of the executable content, wherein the multimedia content received during execution begins to be stored after an end point of the advertisement in response to determining that the at least one insertion point occurs during an advertisement related to the executable content.