U.S. patent application number 09/748943 was filed with the patent office on 2002-06-27 for delivering targeted advertisements to the set-top-box.
Invention is credited to Eldering, Charles A., Flickinger, Gregory C..
Application Number | 20020083445 09/748943 |
Document ID | / |
Family ID | 26922998 |
Filed Date | 2002-06-27 |
United States Patent
Application |
20020083445 |
Kind Code |
A1 |
Flickinger, Gregory C. ; et
al. |
June 27, 2002 |
Delivering targeted advertisements to the set-top-box
Abstract
A system and a method for delivering targeted advertisements to
the set-top box (STB). The targeted advertisements may be delivered
to the STB in a low bandwidth channel or in a high bandwidth
channel as an ad channel. The ad channel may be an analog channel
wherein the advertisements are transmitted as analog video.
Alternatively, the advertisement channel may be a digital channel,
and the advertisements may be encoded and transported in the same
way as conventional programming. In digital cases, a 6 MHz digital
channel may carry several digital advertisement channels. Moreover,
other services (e.g., data may be carried within the 6 MHz digital
channel). Alternatively, the ad channel may share a 6 MHz bandwidth
with one or more other programming channels.
Inventors: |
Flickinger, Gregory C.;
(Furlong, PA) ; Eldering, Charles A.; (Doylestown,
PA) |
Correspondence
Address: |
EXPANSE NETWORKS, INC.
300 NORTH BROADSTREET
DOYLESTOWN
PA
18901
US
|
Family ID: |
26922998 |
Appl. No.: |
09/748943 |
Filed: |
December 27, 2000 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
|
60229156 |
Aug 31, 2000 |
|
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|
Current U.S.
Class: |
725/35 ;
348/E5.105; 348/E7.063; 348/E7.075; 348/E7.076; 725/42; 725/95 |
Current CPC
Class: |
H04N 7/17363 20130101;
H04N 21/812 20130101; H04N 21/4532 20130101; H04N 21/25883
20130101; H04N 21/2668 20130101; H04N 21/42684 20130101; H04N 21/47
20130101; H04N 21/454 20130101; H04N 5/44543 20130101; H04N 7/165
20130101; H04H 20/33 20130101; H04H 60/06 20130101; H04N 21/4331
20130101; H04N 21/25891 20130101; H04N 7/17354 20130101; G06Q 30/02
20130101; H04N 21/26241 20130101; H04N 21/26233 20130101; H04N
21/478 20130101; H04H 60/27 20130101; H04N 21/84 20130101; H04N
21/8586 20130101 |
Class at
Publication: |
725/35 ; 725/42;
725/95 |
International
Class: |
H04N 007/025; H04N
007/10; G06F 003/00; H04N 005/445; G06F 013/00; H04N 007/173 |
Claims
What is claimed is:
1. In a television network environment, a method for delivering
targeted advertisements to one or more subscribers, the method
comprising: selecting one or more targeted advertisements to be
transmitted to a group of subscribers; organizing the selected
advertisements in an advertisement (ad) channel; and transmitting
the ad channel to subscriber equipment.
2. The method of claim 1, wherein the ad channel is a high-speed
channel.
3. The method of claim 1, wherein the ad channel is a 6 MHz analog
channel.
4. The method of claim 3, wherein the targeted advertisements are
transmitted as analog video.
5. The method of claim 1, wherein the ad channel is a 6 MHz digital
channel.
6. The method of claim 1, wherein the targeted advertisements are
encoded and transmitted as conventional programming.
7. The method of claim 1, wherein a plurality of ad channels are
transmitted within a single 6 MHz digital channel.
8. The method of claim 1, wherein the ad channel shares bandwidth
with other channels within a single 6 MHz digital channel.
9. The method of claim 1, wherein a plurality of digital ad
channels are transmitted along with a plurality of digital video
signals within one 6 MHz channel.
10. The method of claim 1, wherein the ad channel is a constant bit
rate dedicated channel.
11. The method of claim 1, wherein the ad channel is a variable bit
dedicated channel.
12. The method of claim 1, wherein the ad channel fluctuates
responsive to a system channel.
13. The method of claim 12, wherein the system channel is a
programming channel.
14. The method of claim 13, wherein bandwidth supplied to the ad
channel is inversely proportional to bandwidth used by the
programming channel.
15. The method of claim 1, wherein the ad channel is an off-peak
download channel.
16. The method of claim 15, wherein the off-peak download channel
is a high bandwidth channel.
Description
[0001] This application claims priority under 35 U.S.C.
.sctn.119(e) for provisional application No. 60/229,156 filed on
Aug. 31, 2000 entitled "Method and System for Addressable and
Program Independent Advertising", which is incorporated herein by
reference.
BACKGROUND OF THE INVENTION
[0002] Traditional broadcast television systems broadcast the same
television signal to each person viewing a particular station.
Thus, each person viewing a particular channel will necessarily
view the same programming content as well as the same
advertisements embedded in the programming content. For most
broadcast medium industries, such as television, advertising
revenues may be the sole source of revenues for the television
broadcaster. In a conventional television broadcast system, many
advertisers compete for the opportunity to place their
advertisement in the advertisement breaks between the programming
content. In addition, once a particular advertising break has been
filled with an advertisement, the television broadcaster can no
longer sell that space in the broadcast stream. Because the
advertisements on a particular channel are seen by every viewer
tuned to the particular channel in a conventional television
system, the advertisements in a conventional television broadcast
system cannot be targeted to a particular portion of the audience
or even to a particular individual. Therefore, the television
broadcast operator may only derive a limited predetermined amount
of advertising revenue from any particular advertisement spot and
it is desirable to provide the broadcaster with a system for
increasing the advertisement revenues that may be generated.
[0003] The problem with advertisements on a conventional television
broadcasting system for the advertiser is that each advertiser is
interested in reaching only one or more subsets of the total
viewing audience, because not all members of the viewing audience
may be desirable candidates for receiving a particular
advertisement. For example, an advertisement about a product for
male hair growth would typically be directed to males because males
are more likely to purchase the product. The proportion of the
audience which is thought to be genuinely interested in the
advertisement (or believed by the advertiser to be a prime
candidate to purchase their product) varies by product category,
but normally ranges from 20-40%. Therefore, the advertisement
viewed by the other 60-80% of the audience, which are not prime
candidates, represents a large amount of wasted spending by the
advertiser. Therefore, it is desirable to provide a system which
permits an advertiser to more carefully direct advertisements to a
particular set of people or even to an individual person so that
the advertiser does not waste large sums of money on parts of the
audience which do not have any interest in their product. Thus,
both television broadcasters and advertisers desire a better way in
which to provide advertisements to the audience in a more targeted
manner.
[0004] The emerging digital television media, in various forms such
as digital cable, direct broadcast satellite and wireless cable,
provide opportunities for advertisers to better target their
advertising messages and provide more opportunities for
broadcasters to generate more advertising revenues for a number of
reasons. With digital television media, the total viewing audience
may be divided into many subgroups based on common interests or
common demographic descriptors. Advertising targeting is also
possible with digital television media due to an expansion in the
bandwidth capacity of the broadcast from 8-100 channels in typical
analog television to 200 or more channels in digital. In addition,
targeting of the advertisement is further enabled by the capability
of a digital set-top box to capture individual household data about
viewing preferences and the like.
[0005] There is a need for a method, apparatus and system to
utilize the additional bandwidth and the storage capability of the
STB to better target ads to groups, families and/or individual
subscribers. Moreover, there is a need for individual household
data about viewing preferences and the like to be captured, stored,
uploaded to the broadcaster and used to further improve the
targeting of the advertising messages. To more directly target
advertisements to a particular portion of the total audience, the
audience may be broken down into subgroups, in real-time, based on
one or more factors or a combination of the factors. These factors
may include shared demographics, such as gender, age or household
income levels, shared preferences and tendencies to purchase
certain product categories, such as foreign versus domestic
automobiles, vacation travel, and many other factors.
SUMMARY OF THE INVENTION
[0006] The present invention is directed at a system and a method
for delivering targeted advertisements to the set-top boxes (STBs).
The targeted advertisements may be delivered to the STB in a low
bandwidth channel or in a high bandwidth channel. These
advertisement (ad) channels could be dedicated solely to ad
delivery or could be shared. The channel may comprise 6 MHz
bandwidth and may carry nothing but ads.
[0007] The ad channel may be an analog channel wherein the ads are
transmitted as analog video. Alternatively, the ad channel may be a
digital channel, and the ads may be encoded and transported in the
same way as conventional programming. In digital cases, a 6 MHz
digital channel may carry several digital ad channels. Moreover,
other services (e.g., data) may be carried within the 6 MHz digital
channel. Alternatively, the ad channel may share a 6 MHz bandwidth
with one or more other programming channels.
BRIEF DESCRIPTION OF THE DRAWINGS
[0008] The accompanying drawings, which are incorporated in and
form a part of the specification, illustrate the embodiments of the
present invention and, together with the description serve to
explain the principles of the invention.
[0009] In the drawings:
[0010] FIG. 1 is a block diagram of an exemplary television service
communication network;
[0011] FIG. 2 is a block diagram of an exemplary set-top box of
FIG. 1;
[0012] FIG. 3 illustrates several examples of how a high bandwidth
ad channel could be transmitted, digitally or in analog form;
and
[0013] FIGS. 4A-4C illustrate ad channels being sent on
low-moderate bandwidth channels, both at constant bit rates and
variable bit rates.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT
[0014] In describing a preferred embodiment of the invention
illustrated in the drawings, specific terminology will be used for
the sake of clarity. However, the invention is not intended to be
limited to the specific terms so selected, and it is to be
understood that each specific term includes all technical
equivalents which operate in a similar manner to accomplish a
similar purpose.
[0015] With reference to the drawings, in general, and FIGS. 1
through 4 in particular, the apparatus of the present invention is
disclosed.
[0016] FIG. 1 generally illustrates three of the most common types
of digital television service delivery networks with which the
present invention can be suitably used. These include (1) very high
speed digital subscriber line (VDSL), (2) digital cable and (3)
digital broadcast satellite (DBS). In a DBS system, a programming
stream comprising upwards of one hundred channels of television
programming is delivered directly from a geo-stationary satellite
transmitter 12 orbiting the earth to a receiving antenna 14 mounted
on or near each subscriber's house 16 and from the antenna 14 via a
cable to a satellite receiving station 15 in the subscriber's house
16. The satellite receiving station 15 (which is a form of set-top
box (STB)) selects a channel and demodulates the signal for
delivery to a monitor (e.g., a television, not shown). Most DBS
systems are arranged such that data also can be sent in the
upstream direction, that is, from the STB 15 to the DBS provider.
In most DBS systems, the STB 15 also is coupled to the telephone
line and is designed and programmed to place telephone calls to the
DBS service provider to periodically send information in the
upstream direction. Such information commonly may comprise requests
for Pay-Per-View (PPV) programs and requests for changes in the
subscription (a request that one or more of premium channels be
added to the service, etc.). The return path can also be over a
moderate to high bandwidth digital subscriber line (DSL).
[0017] In a typical digital cable network 20, multiple channels of
television information are transmitted from a head end or central
office 22 via a cable network 23. Particularly, the channels are
transmitted via cables 24 to nodes 26(a-b). The nodes 26 are
essentially switching/routing stations which service multiple homes
(usually a few hundred) The nodes 26 route the signals, over
coaxial cable, to individual subscribers 28. The individual
subscriber 28 will have STBs 27 that select a particular channel
from the transmit stream, demodulate it and forward it for display
on one or more monitors or televisions (not shown). Different data
streams can be sent to the different nodes 26 of the network such
that households coupled to node 26a can receive different
programming than households coupled to node 26b. Thus, such systems
are "addressable" by node, but not by individual subscriber.
Upstream information may be sent from the STB 27 to the central
office 22 via a dedicated upstream channel over the cable 24. In
cable systems that do not support two-way communication, the
upstream "channel" can be through the telephone as described above
in connection with DBS systems.
[0018] In accordance with a third common type of system, namely,
switched digital video (SDV) 30, television programming is
ultimately delivered to the home over existing telephone wire.
Particularly, television signals are transmitted from a Broadband
Digital Terminal (BDT) 31 in the central office 22 via wire,
typically fiber optic cable 32, to a universal service access
multiplexer (USAM) 34 or a Broadband Network Unit (BNU) 33. The
USAM 34 or the BNU 33 then deliver the data to multiple individual
subscriber households 35 via regular telephone twisted wire pair 36
or coaxial cable 37 respectively, using VDSL protocols and
equipment. The USAM 34 or the BNU 33 receive a digital signal
comprising one or more television channels. However, because of the
bandwidth limitations of twisted wire pair 36, typically only 3-5
television programs at a time can be delivered from the USAM 34 to
the subscriber household 35. Accordingly, the subscriber has a STB
38 that is similar in functionality to the STB of a digital cable
system 20 or DBS system 12, except that when the subscriber changes
channels such as by operating a remote control, the remote channel
change signal is received by the STB 38 and transmitted upstream to
the central office 22 which switches the channel for the subscriber
and begins sending the newly selected channel to the household 35.
SDV systems 30 are essentially fully modern asynchronous two-way
communication networks. Accordingly, the STB 38 can transmit
information upstream over the same path used for the downstream
signals. SDV systems 30 typically operate using an asynchronous
transfer mode (ATM) protocol which is well-known in the networking
arts.
[0019] FIG. 2 is a block diagram showing the basic components of a
STB 200 within which the present invention may be incorporated,
whether it is for DBS, SDV, digital cable or any other system. The
STB 200 includes an input port 202 for coupling to the input
signal, e.g., a coaxial cable in the case of analog or digital
cable TV, a telephone line in the case of SDV or an input cable
from an antenna in the case of DBS. The television input signal may
be analog or digital. Alternatively, the signal may be a video
stream or multimedia stream such as a motion picture expert group
(MPEG) signal from any communications network, such as the
Internet. The STB 200 includes a system control unit (SCU) 204
which controls operation of the components of the STB 200. The
system control unit 204 essentially is a central processing unit
(CPU) and may be any digital processing device, such as a
microprocessor, finite state machine (FSM), digital signal
processor (DSP), application specific integrated circuit (ASIC),
general purpose computer, etc. The system control unit 204 receives
commands from the subscriber, such as through infrared (IR)
reception of commands from a handheld remote control unit (not
shown) through an IR receiving circuit 208. The SCU decodes the
commands and forwards control signals to other circuits in the STB
200 in order to carry out the subscriber's commands, such as
changing the channel. The STB 200 further includes a read only
memory (ROM) 210 containing software and fixed data used for
operating the STB 200, and a random access memory (RAM) 212 for
storing changeable data. Preferably, the STB 200 also includes a
separate internal or external large memory device, such as a hard
disk drive 214 or optical disk drive for storing the very large
amounts of data that comprise digital multimedia data, e.g.,
television programs and advertisements. The SCU 204, RAM 212, ROM
210 and hard disk 214 are coupled to a master bus 216 over which
the units can communicate with each other.
[0020] The input signal from input port 202 is passed through a
tuning circuit 218. Under control of the system control unit 204,
the tuning circuit 218 selectively parses out the data
corresponding to the particular channel selected by the viewer.
That data is passed to a demodulator 220 that demodulates the data.
A channel processing circuit 222 takes the demodulated channel data
and processes it as needed. The necessary channel processing may
comprise almost nothing to significant processing of the data
depending on the particular form of the input data and the features
of the STB 200 which would be familiar to persons of skill in the
related arts. Exemplary functions that might be performed in the
channel processing circuitry include decoding an encoded data
stream (e.g., MPEG, Dolby SurroundSound.TM.) or inserting
advertisements into the data stream in accordance with the present
invention.
[0021] If received data is to be stored locally at the STB 200, the
channel processing circuit can pass the data to one of the memory
devices 212 or 214 through the system control unit 204.
[0022] The output of the channel processing circuit 222 typically
is coupled to a demultiplexer 224 which separates the audio and
video portions of the channel and forwards them to audio and video
output ports 226 and 228, respectively.
[0023] Tuner 218 and channel processing circuit 222 may be
controlled by the system control unit 204. However, the demodulator
220 and demultiplexer 224 may also need control.
[0024] Many STBs 200 also can transmit data upstream to the head
end. Such STBs 200 would include a modulator 230 coupled to the
system control unit 204 for modulating data generated in the system
control unit 204 for transmission to the head end as well as an
output port 232 for coupling a cable or other link to the head end.
It will be understood by those of ordinary skill in the art that
the input port 202 and output port 232 might comprise the same
physical port.
[0025] A STB 200 for an SDV network typically would not include the
tuner 218 since, as indicated above, since channel selection is not
processed in the STB 200 but is merely transmitted to the USAM 34
for processing.
[0026] It also will be apparent to those of ordinary skill in the
related arts that FIG. 2 is a very high level depiction of the most
basic components of an STB 200 and that other forms are
possible.
[0027] The present invention utilizes targeted advertising wherein
advertisements are matched to groups of subscribers (e.g., nodes in
a cable television environment or to individual subscribers in
switched digital video or streaming video environments). The actual
formation of groups for targeted advertising is accomplished by
creating multiple lists or tables (subgroups) of subscribers that
share one or more subscriber characteristics. The subgroups may be
based (1) geographic segmentation, (2) demographic segmentation,
(3) psychological segmentation, (4) psychographic segmentation, (5)
sociocultural segmentation, (6) use-related segmentation, (7)
use-situation segmentation, (8) benefit segmentation, and (9)
hybrid segmentation. More information may be found in a book
entitled Consumer Behavior, by Leon G. Schiffman and Leslie Lazar
Kanuk published by Prentice Hall, New Jersey 1999.
[0028] The analysis of different segmentations permit the
advertisement to be directed to specific users or groups of users
who fit certain criteria. For instance, an advertisement for a baby
stroller could reach parents of children under five years old--and
only those individuals in that group. The other publicly or
privately available data regarding the subscribers may also be
collected. This data may also be mined to form a subgroup of
subscribers which has a common characteristic which matches the
characteristics of the target group.
[0029] One technique for forming groups involves utilization of
geographic location information. Each group may consist of
subscribers located in a particular state, city, or associated with
a cable television node. Another technique for forming groups is
based on knowledge of the viewership of the actual programming. For
example, many companies collect data related to the viewing of the
television programming and such information may be used to form
subgroups. Once such collection of data, known as Nielsen ratings,
are based on samples of information related to the viewing of
television programming. Other types of similar information are also
available. The groups may be based on the actual viewership
information, on an estimate of the current viewership, or on the
statistical measurement of the viewership.
[0030] Once the targeted advertisements have been identified, the
targeted advertisements may be delivered to the set-top in a low
bandwidth channel or in a high-speed channel. These channels could
be dedicated to ad delivery or could be shared, providing delivery
channels for other services. The low bandwidth method of delivery
would require that the ads be delivered (or begin being delivered)
significantly in advance of ad presentation. Ads delivered via a
high bandwidth channel could be delivered at or just prior to the
time of presentation.
[0031] An example of such a dedicated channel may a broadcast high
bandwidth ad channel. A service provider (i.e., DBS, cable, SDV,
Multichannel Multipoint Distribution System (MMDS), and Local MDS
(LMDS)) allocates and dedicates one or more "channels" of the
system to be used for delivering advertisements. This channel, used
for transporting ads, would be a high bandwidth (e.g., 6 MHz)
channel, and would, in one embodiment, carry nothing but ads. In
one embodiment, the operator would determine which ads were sent,
but essentially ads would be continually sent to the STB, the STB
being able to store, for subsequent display. The appropriate ads
carried on this channel would be encoded and transported in the
same way that the other programming content (on other channels) was
encoded and transported. That is, if one were to "tune" to the ad
channel, one would receive only conventional advertisements (normal
video and audio).
[0032] In the case of analog video, the ads would be transmitted
just as analog video is transmitted over the network. In the case
of digital video, the ad would be encoded and transported in the
same way as conventional programming. A 6 MHz channel could carry
several digital ad channels just as several digital video channels
are carried within one 6 MHz channel. Moreover, other services
(e.g. data) could be carried in the ad channel with the ads if
desired.
[0033] FIG. 3 shows several ways how a high bandwidth ad channel
could be transmitted, digitally or in analog form. As shown in FIG.
3, a conventional analog dedicated 6 MHz channel 305 may be used to
carry advertisements. Generally, the ad channel in this instance is
a 6 MHz digital channel transmitted along with the programming,
e.g., ABC (301), NBC (303).
[0034] One or more ad channels may be carried within a 6 MHz
digital channel. FIG. 3 shows a contiguous sequence of five
advertisement channels within a dedicated digital ad channel 307.
The digital ad channel 307 may be transmitted along with a digital
programming channel 309. Furthermore, multiple digital ad channels
may be carried within one 6 MHz digital channel and carried along
with the programming (311).
[0035] Alternatively, a mixture of analog and digital may be
chosen, e.g., an analog channel may be used to carry programming
313, and a digital channel 315 carries the programming as well as
the ad channel.
[0036] Ads can also be delivered to the STB via low and medium
bandwidth channels as well and in a variety of formats (e.g.,
streaming media, MPEG-2, etc.) and protocols (ATM, IP, etc.) as
will be evident to those skilled in the art. FIGS. 4A-4C illustrate
ad channels being sent on low-moderate bandwidth channels, both at
constant bit rates and variable bit rates. An example as shown in
FIG. 4A, of such low bandwidth channels would be a dedicated
channel 401 in which the advertisements are continually sent but at
a low bit rate, and ultimately stored as a complete advertisement
file on the STB. In FIG. 4A, the time is shown at the X axis, and
the bit rate is shown on the Y axis.
[0037] Another approach is the "trickle down" approach that allows
ad delivery to the STB without requiring a dedicated high bandwidth
ad channel, such a high bandwidth channel being available for other
services (e.g., network programming).
[0038] In this scenario, network bandwidth demand (or bandwidth
demand by one or more individual subscribers) is monitored in
real-time or statistically predicted. As shown in FIG. 4B, the ad
channel is delivered at a varying bit rate following the bandwidth
demands of the system. For example, as bandwidth demanded by the
system channel increases, the bandwidth allocated for transmitting
the ad channel would proportionally reduce. Similarly, when the
bandwidth demand for the system channel decreases, the available
bandwidth for carrying the ad channel is increased. FIG. 4B
illustrates a varying bandwidth ad channel 403 which is shown to
fluctuate. Generally, ad channel 403 varies based on the bandwidth
used by the system channel 405. If the system channel (carrying
programming and default advertisements) consumes more bandwidth,
the bandwidth available to the ad channel is reduced. The sum of
the ad channel bandwidth and the system channel bandwidth cannot
exceed the maximum available. Such variable bit rate transmission
schemes are well known to those skilled in the art.
[0039] Alternatively, advertisements could be delivered at
"off-peak" times (i.e., when the overall demand for bandwidth is
comparatively low). Bandwidth usage can be monitored and
statistically predicted, either for the entire network, a
sub-portion of the network, or an individual subscriber. By
anticipating or predicting a period of decreased bandwidth demand
(either network-wide or individually), the advertisement delivery
would coincide with such decreased demand. Such a scenario would
allow operators to conserve bandwidth during "peak" times for other
services. In off-peak download, the ad channel can operate at
comparatively high bandwidth. FIG. 4C illustrates an off-peak
download ad channel 407. It is to be noted that the off-peak
download ad channel can be a medium to high bandwidth channel.
[0040] The methods described above are applicable to a variety of
platforms including, but not limited to, MMDS, LMDS, DBS, digital
and analog hybrid fiber coax (HFC) cable TV, and SDV.
[0041] Common to all these architectures are at least one forward
channel and one return channel. The forward channel is used to
deliver, among other things, the ads, metadata about the ads, and
instructions regarding the ads. The forward channel can be high,
moderate, or low bandwidth as described further above. The return
path/channel is used for, among other things, communicating to the
service provider various aspects regarding which ads are stored,
timing and quantity of which ads have been played, which ads are
scheduled for play, etc. Such information is critical to the
"traffic and billing" (T&B) systems of the service provider.
The return path, responsible for transmitting data, would typically
be a low bandwidth channel.
[0042] Thus, the ad channel could be transported to a STB according
to different broadband services and delivery platforms. In a
preferred embodiment, the ad channel is a high bandwidth channel
suitable for delivering acceptable quality video. However, the ad
channel could be low or moderate bandwidth. Moreover, the ad
channel could be intermittent. For example, the ad channel could be
transmitted only during certain periods of low bandwidth demand
(i.e., off-peak); or the ad channel could be sent in a "bursty"
manner, that is, the ad channel would be transmitted at a varying
bit rate depending on the instantaneous bandwidth demands of the
system on which it is carried.
[0043] It is to be understood that each of the systems may generate
their own ad channel (e.g., at the HE or CO or DBS uplink) or that
each of these systems may receive one or more different ad
channels. In the cases that any of these systems generate their own
ad channel, ads would be delivered to the provider from the
advertisers (or other party), stored on a local ad server, and used
to create one or more ad channels to be sent to the STBs. In this
scenario, ads could be delivered to the providers in many ways,
including those mentioned, but also including storage media (e.g.,
a DVD sent via Federal Express). Generally, the HE/CO receives,
stores, and processes subscriber profiling information, and
receives and stores ads and associated metadata. The subscriber
grouping server and ad grouping server forms groups of subscribers
(or assigns a node or cell to a group) and groups of ads
respectively. Appropriate ad channels (matching ad groups to
subscriber groups) are formed and sent to the STB. Input is also
received from Traffic and Billing databases regarding which ads to
send where and which metadata/instructions to send with each ad or
channel. STB records are sent upstream to the T&B, and STB
click stream data can also be sent for profiling purposes.
[0044] In the case of the DBS platform, one embodiment is that of
the ad channel being uplinked to the DBS provider satellite which
then downlinks the ad channel to the subscriber STB. The subscriber
has a satellite dish and a receiver for decoding the transmission.
The return path in the DBS case is typically the conventional
telephone line (POTs) which runs from the subscriber's home or
business back to the DBS provider's central office (or other
processing facility). The ad channel is transmitted via satellite
to the STB. Metadata and instructions regarding the ad channel and
ads can also be transmitted by the satellite, embedded in the ad
channel or separate from it. However, these data can also be sent
over the telephone line (i.e., forward path). A trickle down
forward channel to deliver the ads to the STB could also be
performed via the twisted wire pair using the "POTS" (Plain Old
Telephone System) line. Data from the STB is transmitted to the DBS
provider on the telephone return path.
[0045] In an alternate and preferred embodiment, the system is a
hybrid DBS/DSL system. The STB supports both DBS signal reception
as well as DSL functionality. The DSL service would for example be
provided over twisted wire pair to the home. In this embodiment
conventional TV programming is received via the DBS signal, whereas
other services are sent downstream to the STB via the DSL channel.
Such other services may include a high, moderate, and low bandwidth
ad channel delivered to the STB for storage and display. Metadata
and other instructions regarding the ads (e.g. storage, scheduling,
grouping, etc.) could also be provided via the DSL channel. The DSL
channel could also be used as the return path for, inter alia,
sending anonymous transaction profiles and ad
scheduling/transactions (e.g., display) information. Such DBS/DSL
systems would also allow for enhanced services where high-bandwidth
uploads/requests are required such as Interactive TV.
[0046] In the case of the hybrid fiber-coax (HFC) cable system, a
Head End (HE) receives the ad channel either via a satellite
downlink (e.g., HITs) or land based connection (e.g., Internet/WAN
or LAN). In one embodiment, this ad channel is then sent to the STB
via the HFC plant on a high bandwidth video channel. The HFC plant
comprises, for each node, a fiber from the HE to the node which
comprises an O/E transducer transmitting onto coax feeder cables,
and then drops to the CPE STB. In another embodiment, the ad
channel is sent over a DOCSIS channel. Metadata, instructions, and
other data associated with the ad can be sent over these channels
(embedded with the ad or separate) or over other channels (e.g.,
low bandwidth). The conventional return path (e.g., <50 MHz) can
be used by the STB to send data re the ads (as described above). A
POTS line could also be used in the event two-way cable service is
not realized or desired. As described further herein, a HE could
generate its own ad channels. In this scenario, the HE would be
able to direct different ad channels to one or more of its cable
nodes (O/E). This would prove advantageous, in that one or more ad
channels corresponding to one or more specific target groups
(nodes) could be created and sent to their appropriate node(s).
Each STB serviced by that node would receive and store all ads on
its ad channel, and thus would not need to filter the ads since
each ad received on the ad channel would be appropriate for that
STB. The HE would typically have its own ad server with which to
generate the ad channels, but could also do the filtering of
incoming ad channel(s) creating separate ad channels (e.g., for
each node) "on-the-fly."
[0047] In the case of the SDV platform, the Central Office (CO)
receives the ad channel either via a satellite downlink (e.g.,
HITs) or land based connection (e.g., Internet/WAN or LAN). The ad
channel would either be received by the CO as ATM, or the CO would
ATM encode the ad channel prior to distribution to the STB. The ad
channel would be transported to the STB using the ATM protocol. In
one embodiment, the ad channel is sent to the STBs via a
fiber-to-the-curb (FTTC), fiber-to-the-building (FTTB) or
fiber-to-the-neighborhood (FTTN) network, which terminates at an
Optical Network Unit (BNU) with an O/E converter, and from the BNU
over twisted wire pair (twp) drops to each home or business STB.
The metadata and instructions would be sent either embedded in the
ad or separate from it with the appropriate associating links. The
return path for communication by the STB to the CO could be over
the same plant on a low bandwidth return channel. Another
embodiment of SDV is that of VDSL (very high speed DSL). In this
system, fiber runs from the CO broadband digital terminal (BDT) to
one or more universal service access multiplexers (USAM) and then
from the USAM to one or more residences over conventional twisted
wire pair telephone wire.
[0048] As described further herein, a CO implementing the SDV
platform could generate its own ad channels. In one scenario,
because the ATM switching occurs at the CO, the CO would be able to
direct different ad channels (i.e., on different VPI/VCIs) to one
or more of its subscribers STB. This would prove advantageous, in
that one or more ad channels corresponding to one or more specific
target groups (subscribers or groups of subscribers) could be
created and sent to the appropriate subscriber or group of
subscribers. Each STB instructed to tune to a particular ad channel
(VPI/VCI) would receive and store all ads on its ad channel, and
thus would not need to filter the ads since each ad received on the
ad channel would be appropriate for that STB. The CO would
typically have its own ad server with which to generate the ad
channels, but could also do the filtering of incoming ad channel(s)
creating separate ad channels (VPI/VCIs) "on-the-fly." In both
described SDV embodiments, the ad channel (or individual ads
themselves) could be sent over low or moderate bandwidth channels,
or in an intermittent manner (e.g., on bursty channel or during
off-peak times).
[0049] In the case of Local Multipoint Distribution Service LMDS
(or MMDS), the LMDS Head End or Central Office receives the ad
channel from an ad channel source, or alternatively, generates one
or more of its own ad channels. In either case, and in one
embodiment, this ad channel is then sent to the STB by transmitting
it to the local LMDS Cell (i.e., the local LMDS broadcast tower).
The LMDS transmitter tower sends the channel to STBs within the
local "cell" (typically 500-2000 residences). This is a wireless
transmission using either QPSK or QAM modulation. The channel is
received at the residence or business via a small dish antenna, and
is decrypted and decoded by a receiver. Metadata, instructions, and
other data associated with the ad can be sent, embedded with the ad
or separate and/or over other channels (e.g., low bandwidth). The
return path for LMDS would be over the same wireless path using a
Media Access Control (MAC) protocol. A POTS line could also be used
as a return path in the event two-way service is not realized or
desired (e.g., MMDS).
[0050] As described further herein, a LMDS HE could generate its
own ad channels. In this scenario, the HE would be able to direct
different (i.e., customized) ad channels to one or more of its
broadcast towers. This would prove advantageous; in that one or
more ad channels corresponding to one or more specific target
groups (broadcast cells) could be created and sent to their
appropriate cell(s). Each STB serviced by that cell would receive
and store all ads on its ad channel, and thus would not need to
filter the ads since each ad received on the ad channel would be
appropriate for that STB. The HE would typically have its own ad
server with which to generate the ad channels, but could also do
the filtering of incoming ad channel(s) creating separate ad
channels (e.g., for each cell) "on-the-fly." A Hybrid LMDS/DSL
system could also be used to deliver the ad channels (see above
under DBS/DSL).
[0051] Although this invention has been illustrated by reference to
specific embodiments, it will be apparent to those skilled in the
art that various changes and modifications may be made which
clearly fall within the scope of the invention. The invention is
intended to be protected broadly within the spirit and scope of the
appended claims.
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