U.S. patent application number 11/442670 was filed with the patent office on 2006-12-21 for interactive television program guide system with local advertisements.
Invention is credited to Peter C. III Boylan, Michael D. Ellis, Joel G. Hassell, William L. Thomas.
Application Number | 20060288366 11/442670 |
Document ID | / |
Family ID | 22334244 |
Filed Date | 2006-12-21 |
United States Patent
Application |
20060288366 |
Kind Code |
A1 |
Boylan; Peter C. III ; et
al. |
December 21, 2006 |
Interactive television program guide system with local
advertisements
Abstract
A program guide system is provided in which local advertisements
may be distributed to interactive television program guides
implemented on the user television equipment associated with a
television distribution facility such as a cable system headend.
The local advertisements contain information that is directed
toward the particular users in a local area. The local
advertisements may be displayed when a user selects a related
global advertisement. The local advertisements may also be
displayed automatically by cycling global advertisements and local
advertisements. Advertisements may be blocked based on content or
time shifted. Policies regarding advertisement usage may be
enforced.
Inventors: |
Boylan; Peter C. III;
(Tulsa, OK) ; Thomas; William L.; (Bixby, OK)
; Hassell; Joel G.; (Arvada, CO) ; Ellis; Michael
D.; (Boulder, CO) |
Correspondence
Address: |
FISH & NEAVE IP GROUP;ROPES & GRAY LLP
1251 AVENUE OF THE AMERICAS FL C3
NEW YORK
NY
10020-1105
US
|
Family ID: |
22334244 |
Appl. No.: |
11/442670 |
Filed: |
May 26, 2006 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
|
09110667 |
Jul 7, 1998 |
|
|
|
11442670 |
May 26, 2006 |
|
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|
Current U.S.
Class: |
725/42 ;
348/E5.105; 375/E7.023; 375/E7.024; 725/34; 725/39; 725/40;
725/43 |
Current CPC
Class: |
H04N 5/44543 20130101;
H04N 21/23617 20130101; H04N 21/2668 20130101; H04N 21/47815
20130101; H04N 2007/1739 20130101; H04N 21/47 20130101; H04N 21/812
20130101; H04N 21/4508 20130101; H04N 21/84 20130101; H04N 7/52
20130101; H04N 21/435 20130101; H04N 21/4542 20130101; H04N 21/482
20130101; H04N 21/222 20130101; H04N 21/4312 20130101; H04N 21/235
20130101; H04N 21/478 20130101 |
Class at
Publication: |
725/042 ;
725/034; 725/039; 725/040; 725/043 |
International
Class: |
H04N 5/445 20060101
H04N005/445; G06F 13/00 20060101 G06F013/00; G06F 3/00 20060101
G06F003/00; H04N 7/10 20060101 H04N007/10; H04N 7/025 20060101
H04N007/025 |
Claims
1-46. (canceled)
47. A system in which advertisements are distributed to user
television equipment on which an interactive television program
guide is implemented, comprising: means for distributing the
advertisements to the user television equipment; and means for
displaying only some of the advertisements on the user television
equipment with the interactive television program guide based on
the content of the advertisements.
48. The system defined in claim 47 further comprising means for
providing the advertisements with content tags indicating the
content of the advertisements.
49. The system defined in claim 47 further comprising: means for
providing the advertisements with content tags indicating the
content of the advertisements; and means for displaying only those
advertisements with desired content tags.
50. The system defined in claim 47 further comprising means for
selecting blocking criteria that are used to determine which of the
advertisements are displayed.
51. The system defined in claim 47 further comprising means for
distributing advertisements with content tags.
52. The system defined in claim 47 further comprising means for
blocking advertisements with undesired content tags.
53. The system defined in claim 47 further comprising means for
displaying information in place of those advertisements that are
not displayed based on their content.
54. The system defined in claim 47 further comprising means for
displaying a back-up advertisement in place of those advertisements
that are not displayed based on their content.
55. A method for using a system in which advertisements are
distributed to user television equipment on which an interactive
television program guide is implemented, comprising the steps of:
distributing the advertisements to the user television equipment;
and displaying only some of the advertisements on the user
television equipment with the interactive television program guide
based on the content of the advertisements.
56. The method defined in claim 55 further comprising the step of
providing the advertisements with content tags indicating the
content of the advertisements.
57. The method defined in claim 55 further comprising the steps of:
providing the advertisements with content tags indicating the
content of the advertisements; and displaying only those
advertisements with desired content tags.
58. The method defined in claim 55 further comprising the step of
selecting blocking criteria that are used to determine which of the
advertisements are displayed.
59. The method defined in claim 55 further comprising the step of
distributing advertisements with content tags.
60. The method defined in claim 55 further comprising the step of
blocking advertisements with undesired content tags.
61. The method defined in claim 55 further comprising the step of
displaying information in place of those advertisements that are
not displayed based on their content.
62. The method defined in claim 55 further comprising the step of
displaying a back-up advertisement in place of those advertisements
that are not displayed based on their content.
63-74. (canceled)
Description
BACKGROUND OF THE INVENTION
[0001] This invention relates to interactive television program
guides, and more particularly, to techniques for providing local
advertising with such interactive television program guides.
[0002] Passive television program guides provide a scrolling or
paged list of television program listings on a dedicated television
channel. A television user may view the television program listings
by tuning to the dedicated channel. The upper portion of a passive
program guide display may be used to display advertising videos and
associated text descriptions. The content of the text descriptions
may be targeted toward particular regions.
[0003] Interactive television program guides allow television users
to perform more advanced operations, such as displaying program
listings in formats that are selected by the user, genre searching,
pay-per-view ordering, etc. Interactive program guides are
typically implemented on microprocessor-based set-top boxes.
Program listings data is transmitted to the set-top boxes from a
centralized data distribution facility via the user's cable system
headend. The program listings data is typically stored in memory in
the set-top box, where it may be accessed by the interactive
program guide.
[0004] Interactive program guides may be used to display
advertisements, as described in Knudson et al. U.S. patent
application Ser. No. 09/034,939, filed Mar. 4, 1998, Knudson et al.
U.S. patent application Ser. No. 09/070,604, filed Apr. 30, 1998,
Knudson et al. U.S. patent application Ser. No. 09/070,555, filed
Apr. 30, 1998, and Boylan, III et al. U.S. patent application Ser.
No. 09/070,700, filed Apr. 30, 1998, which are hereby incorporated
by reference herein in their entireties. Interactive program guide
advertisements provide the user with useful information on various
products and services. For example, interactive program guide
advertisements may be used to promote upcoming television programs.
Interactive program guide advertisements may also be used to
promote non-programming products and services.
[0005] Because interactive television program guide advertisements
may be distributed nationally from a central facility, such
advertisements are suitable for promoting products and services on
a national basis. If interactive program guide advertisements are
distributed only on a national basis, however, users will not be
provided with as much useful local advertising information as might
otherwise be possible.
[0006] It is therefore an object of the present invention to
provide an interactive television program guide system in which
users may be provided with local program guide advertising.
SUMMARY OF THE INVENTION
[0007] This and other objects of the invention are accomplished in
accordance with the principles of the present invention by
providing a system in which local (i.e., non-global) advertisements
are provided to interactive television program guides that are
implemented on the user television equipment associated with a
television distribution facility.
[0008] The data for the local advertisements may be distributed to
the interactive television program guides in a number of ways. For
example, local advertising data may be included in a global data
stream that is transmitted from a main facility to multiple
television distribution facilities. The global data stream may also
contain global advertising data and program guide data. The
television distribution facilities distribute the global data
stream to the user television equipment. The interactive program
guides in the user television equipment may extract the local
advertising data that is addressed to that user television
equipment or to its associated television distribution
facility.
[0009] Another approach involves inserting local advertising data
into the global data stream. Local advertising data may be inserted
into a portion of the bandwidth of the global data stream that is
reserved for local advertisements. Local advertising data may also
be inserted into the global data stream by overwriting certain
global advertisements. If desired, local advertising data may be
transmitted from the television distribution facility to the user
television equipment using a separate data stream. These
advertising distribution schemes are illustrative. Any suitable
form of digital multiplexing may be used to distribute global and
local advertisements on single or multiple data streams if
desired.
[0010] Local advertisements may be displayed on the user television
equipment by the interactive television program guide. Local
advertisements may be displayed whenever a user selects a displayed
global advertisement. A local advertisement that is displayed in
this way may have content that is related to the content of the
selected global advertisement. If desired, the program guide may
cycle global and local advertisements on the user television
equipment. Local advertisements may also be shown in place of
certain global advertisements if desired.
[0011] Further features of the invention, its nature and various
advantages will be more apparent from the accompanying drawings and
the following detailed description of the preferred
embodiments.
BRIEF DESCRIPTION OF THE DRAWINGS
[0012] FIG. 1 is a diagram of a conventional arrangement for
providing a passive television program guide channel.
[0013] FIG. 2 is a display provided by a conventional passive
program guide.
[0014] FIG. 3 is a diagram of a conventional interactive program
guide data distribution system.
[0015] FIG. 4 is a diagram showing how a conventional program guide
may display pay-per-view ordering information when a user selects a
program listing in a conventional program guide pay-per-view
program listings screen.
[0016] FIG. 5 is a diagram of an illustrative interactive
television program guide system for providing local advertisements
in accordance with the present invention.
[0017] FIG. 6 is a diagram illustrating how data may be distributed
to multiple television distribution facilities in accordance with
the present invention.
[0018] FIG. 7 is a diagram illustrating how local advertising data
may be distributed from the main facility as part of a global data
stream in accordance with the present invention.
[0019] FIG. 8 is a diagram of an illustrative program guide system
in which the television distribution facility contains a filter for
filtering out all but the local advertisements addressed to the
user television equipment associated with that television
distribution facility.
[0020] FIG. 9 is a diagram of an illustrative program guide system
in which filters are provided in the user television equipment for
filtering out all but the local advertisements addressed to that
user television equipment.
[0021] FIG. 10 is a diagram illustrating how local advertising data
may be inserted into a global data stream in accordance with the
present invention.
[0022] FIG. 11 is a diagram illustrating how local advertising data
may be inserted into a global data stream at a television
distribution facility in accordance with the present invention.
[0023] FIG. 12 is a diagram illustrating how a separate local data
stream may be provided when local advertisements are transmitted
from the television distribution facility to the user television
equipment in accordance with the present invention.
[0024] FIG. 13 is a diagram illustrating how a local advertisement
may be provided when the user selects a global advertisement in
accordance with the present invention.
[0025] FIG. 14 is a flow chart of steps involved in providing the
user with local advertising information such as shown in FIG. 13 in
accordance with the present invention.
[0026] FIG. 15 is a diagram illustrating how global advertisements
and local advertisements may be cycled in accordance with the
present invention.
[0027] FIG. 16 is a flow chart of steps involved in displaying
cycled global and local advertisements such as shown in FIG. 15 in
accordance with the present invention.
[0028] FIG. 17 is a flow chart of steps involved in displaying
local advertisements in accordance with the present invention.
[0029] FIG. 18 is a flow chart of steps involved in providing
advertisements with tags based on their content in accordance with
the present invention.
[0030] FIG. 19 is a flow chart of steps involved in time shifting
certain advertisements in accordance with the present
invention.
[0031] FIG. 20 is a flow chart of steps involved in implementing an
advertisement usage policy in accordance with the present
invention.
[0032] FIG. 21 is a flow chart of steps involved in implementing an
advertisement usage policy using policy flags in accordance with
the present invention.
[0033] FIG. 22 is a flow chart of steps involved in implementing an
advertisement usage policy using a policy message in accordance
with the present invention.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS
[0034] A conventional passive television program guide system 10 is
shown in FIG. 1. Data for television program listings such as
channel, title, and broadcast time information is stored in a
program listings database 12 in a data transmission facility 14.
Promotional videos are stored in promotional videos database 16.
Advertising text associated with the promotional videos is stored
in regional advertising text database 18. The promotional videos
are distributed nationally via satellite in a global video stream.
The associated advertising text is distributed in a global data
stream. Program listings are also distributed in a global data
stream.
[0035] The global video and data streams are transmitted to
multiple cable system headends 20. The cable system headends are
typically in different geographic regions. The cable system headend
in each region contains a computer that extracts the advertising
text appropriate for that region and the television program
listings for the region. The region-appropriate advertising text is
combined on a single screen with the promotional videos and the
program listings for that region. The combined screen is provided
to cable system subscribers at televisions 22 via cable links 24 on
a dedicated television channel. The layout of a typical passive
program guide screen is shown in FIG. 2.
[0036] The passive program guide system of FIGS. 1 and 2 provides
users with program guide information, promotional information, and
regionalized advertising information without requiring that the
user have any special television equipment other than a standard
television. However, because the program guide of FIGS. 1 and 2 is
a passive program guide, it is not capable of providing the user
with any interactive features.
[0037] A conventional interactive television program guide system
is shown in FIG. 3. Program listings information such as program
titles, channels, descriptions, etc. is stored in program guide
database 26 of data transmission facility 28. The program listings
information is distributed nationally via satellite to multiple
cable system headends 30. Cable system headends 30 are located in
different geographic regions across the country. Each headend 30
redistributes the program listings information via cable links 32
to the set-top boxes 34 of the users for that headend. Program
listings information is typically distributed to set-top boxes 34
using an out-of-band channel, digital in-band channel, or the
vertical blanking interval (VBI) of one of the channels on cable
links 32.
[0038] Set-top boxes 34 contain memory in which the program
listings information is stored. Set-top boxes 34 also contain a
processor for implementing the interactive television program
guide. The program guide implemented on each set-top box 34 is
capable of displaying various program listings on an associated
television 36. For example, program listings for pay-per-view
programs may be displayed, as shown in the upper screen of FIG. 4.
If the user selects one of the pay-per-view listings 38, the
program guide may display ordering information 40, as shown in the
lower screen of FIG. 4. Ordering information 40 may contain
information such as pay-per-view ordering telephone number 42 that
is specific to the user's geographic region. Pay-per-view ordering
telephone numbers are distributed nationally, but each set-top box
34 extracts only the pay-per-view ordering telephone number
appropriate for the user's geographic location.
[0039] Although the arrangement of FIGS. 3 and 4 allows users to
obtain regionalized telephone number information, the arrangement
of FIGS. 3 and 4 is unable to provide local advertising
information.
[0040] An illustrative program guide system 44 in accordance with
the present invention is shown in FIG. 5. Main facility 46 contains
a program guide database 48 for storing program guide information
such as television program guide listings data, pay-per-view
ordering information, television program promotional information,
etc. Main facility 46 also contains an advertising database 50 for
storing advertising information. Information from databases 48 and
50 may be transmitted to multiple television distribution
facilities such as television distribution facility 52 via
communications links such as communications link 53. Link 53 may be
a satellite link, a telephone network link, a high-speed telephone
link, a cable or fiber-optic link, a microwave link, a combination
of such links, or any other suitable communications path. If it is
desired to transmit video signals (e.g., for advertising and
promotional videos) over link 53 in addition to data signals, a
relatively high bandwidth link such as a satellite link is
generally preferable to a relatively low bandwidth link such as a
telephone line.
[0041] Television distribution facility 52 is a facility for
distributing television signals to users, such as a cable system
headend, a broadcast distribution facility, or a satellite
television distribution facility.
[0042] The program guide information transmitted by main facility
46 to television distribution facility 52 includes television
program listings data such as program times, channels, titles,
descriptions, etc. Transmitted program information also includes
pay program data such as pricing information for individual
programs and subscription channels, time windows for ordering
programs and channels, telephone numbers for placing orders that
cannot be impulse ordered, etc.
[0043] The advertising information transmitted by main facility 46
to television distribution facility 52 may include text, graphics,
and video advertisements for various products and services. Global
advertisements (e.g., national advertisements or advertisements
distributed uniformly over some other suitable wide-scale
geographic area) may be distributed from main facility 46 to
multiple television distribution facilities 52, as shown in FIG. 6.
Only one television distribution facility 52 is shown in FIG. 5 to
avoid over-complicating the drawing.
[0044] Each television distribution facility 52 distributes
advertisements to users at associated user television equipment 54
via communications links 56. If desired, some advertising
information may be provided using advertising database 57 in
television distribution facility 52. For example, local advertising
may be provided using advertising database 57. Advertising database
57 may also be used to temporarily cache national advertising data
transmitted from main facility 46. Advertising database 57 may
contain a server capable of handling text, graphics, and video.
[0045] User television equipment 54 may be any suitable equipment
for providing television to the user that contains sufficient
processing capabilities to implement an interactive television
program guide. Paths 56 may be cable links, fiber-optic links,
satellite links, broadcast links, or other suitable link or
combination of such links. Any suitable communications scheme may
be used to transmit data over paths 56, including in-band
transmissions, vertical blanking interval transmissions,
out-of-band transmissions, digital transmissions, analog
transmissions, cable transmissions, satellite transmissions,
over-the-air transmissions, multichannel multipoint distribution
services (MMDS) transmissions, etc.
[0046] The data distribution technique that is used to distribute
data on paths 56 depends on the type of information that is being
distributed. For example, text and graphics may be distributed over
an out-of-band channel using an out-of-band modulator. Video
information may also be distributed in this way, although large
quantities of video information may be more efficiently distributed
using one or more digital channels on path 56. Such digital
channels may also be used for distributing text and graphics.
[0047] Each user has a receiver, which is typically a set-top box
such as set-top box 58, but which may be other suitable television
equipment such as an advanced television receiver into which
circuitry similar to set-top-box circuitry has been integrated or a
personal computer television (PC/TV). Data such as program guide
data may be distributed to set-top boxes periodically. Television
distribution facility 52 may also poll set-top boxes 58
periodically for certain information (e.g., pay program account
information or information regarding programs that have been
purchased and viewed using locally-generated authorization
techniques).
[0048] Main facility 46 preferably contains a processor to handle
information distribution tasks. Each set-top box 58 preferably
contains a processor to handle tasks associated with implementing
the interactive television program guide. Television distribution
facility 52 may contain a processor for handling tasks associated
with data distribution.
[0049] Each set-top box 58 is typically connected to an optional
videocassette recorder 60 so that selected television programs may
be recorded. Each videocassette recorder 60 is connected to a
television 62. To record a program, the interactive television
program guide implemented on set-top box 58 tunes set-top box 58 to
a particular channel and sends control signals to videocassette
recorder 60 (e.g., using an infrared transmitter) that direct
videocassette recorder 60 to start and stop recording at the
appropriate times.
[0050] During use of the program guide, television program
listings, advertisements, and other information may be displayed on
television 62. Each set-top box 58, videocassette recorder 60, and
television 62 may be controlled by one or more remote controls 64
or any other suitable user input interface such as a wireless
keyboard, mouse, trackball, dedicated set of keys, etc. A typical
remote control 64 has cursor keys for positioning a highlight
region on the program guide screen and an "OK" or select button for
selecting a highlighted item on the screen. Other typical remote
control buttons include function buttons such as a record button,
channel up and down buttons, volume control buttons, numeric keys,
etc.
[0051] Communications paths 56 preferably have sufficient bandwidth
to allow television distribution facility 52 to distribute
television programming, program listings information,
advertisements, and other information to user television equipment
54. Multiple television and audio channels (analog, digital, or
both analog and digital) may be provided to user television
equipment 54 via communications paths 56. If desired, certain data
such as program listings data may be distributed by one or more
distribution facilities that are separate from television
distribution facility 52 using communications paths that are at
least partly separate from communications paths 56.
[0052] Certain functions such as pay program purchasing or the
purchasing of products or services may require that user television
equipment 54 transmit data to television distribution facility 52
over communications paths 56. If desired, such data may be
transmitted over telephone lines or other separate communications
paths. If functions such as these are provided using facilities
separate from television distribution facility 52, some of the
communications involving user television equipment 54 may be made
directly with the separate facilities.
[0053] Users of the interactive television program guide may
interactively order additional information, products, or services.
For example, a user may place an order by selecting an
advertisement displayed in the program guide. Such orders may be
satisfied by fulfillment facilities 66 and 68. If desired, orders
may be transmitted directly to fulfillment facilities such as
fulfillment facility 66 via links 70, which may be telephone links,
the Internet, or other suitable communications links. Orders may
also be transmitted to television distribution facility 52 via
links 56 (e.g., two-way cable), where the billing system of the
television distribution facility may be used. After the television
distribution facility 52 has processed the user's order, television
distribution facility 52 may transmit the order to fulfillment
facility 68 via link 72.
[0054] A number of suitable techniques may be used to distribute
videos related to advertising from television distribution facility
52 to user television equipment 54. For example, if each path 56
includes a number of traditional analog television channels, one or
more of these channels may be used to support a number of digital
channels. The bandwidth of each analog channel that is used to
support digital channels may support ten or more of such digital
channels. If desired, videos may be provided from television
distribution facility 52 in a continuously looped arrangement on
these digital channels. Information provided to set-top box 58 may
then be used to determine which digital channels to tune to when it
is time to display a desired video. For example, if it is desired
to display a local advertisement in place of a national
advertisement, set-top box 58 may tune to a digital channel
containing the local advertisement at an appropriate time.
Alternatively, videos may be provided by television distribution
facility 52 on demand. With this approach, set-top box 58 and
television distribution facility 52 may negotiate to determine a
channel on which to provide the desired video. Videos that
originate from main facility 46, a separate facility, or from
television distribution facility 52 (e.g., from advertising
database 57) may be distributed to user television equipment 54
using these or other suitable techniques. If desired, videos and
other information may be distributed to user television equipment
54 using servers located at network nodes between television
distribution facility 52 and user television equipment 54.
[0055] Graphics information for advertisements may be downloaded
from television distribution facility 52 to user television
equipment 54 periodically (e.g., once every 10 minutes or once per
day). The graphics information may be accessed locally when needed
by the program guide. Alternatively, graphics information may be
provided in a continuously-looped arrangement on one or more
digital channels on paths 56. With such a continuously-looped
arrangement, a map indicating the location of the latest graphics
information is preferably downloaded periodically to set-top boxes
58 (e.g., once per day). This allows the content on the digital
channels to be updated. The program guides on set-top boxes 58 may
use the map to locate desired graphics information on the digital
channels. Another approach involves using advertising database 57
to provide the graphics information after a set-top box 58 and
television distribution facility 52 have negotiated to set up a
download operation. A bitmap or other suitable set of graphics
information may then be downloaded from the advertising database to
the set-top box. If desired, television distribution facility 52
may download instructions informing the set-top box where the
desired graphics information can be located on a particular digital
channel. The graphics information can be updated periodically if
user television equipment 54 is informed of the current location of
the graphics information.
[0056] Text information for advertisements may be distributed from
television distribution facility 52 to user television equipment 54
using the same paths that are used for distributing program guide
data. For example, advertising data may be distributed over an
out-of-band channel on paths 56. The text information may be stored
locally in set-top boxes 58 and updated periodically (e.g., once
per day).
[0057] Videos, graphics, and text for advertisements may also be
distributed from television distribution facility 52 to user
television equipment 54 using a combination of these techniques or
any other suitable technique.
[0058] Television distribution facility 52 distributes both global
and local advertisements to user television equipment 54. Global
advertisements are national advertisements or advertisements that
are distributed uniformly over some other such large geographic
area. A typical global advertisement might be for a certain brand
of automobile, because the same automobiles are typically available
nationwide. Local advertisements are advertisements whose content
is generally tailored to a particular region or to a particular
group of users. Examples of typical regions for which local
advertisements may be provided include cities, metropolitan areas,
states, multi-state regions (e.g., New England), etc. A typical
local advertisement for one such region might be for an automobile
dealership, because automobile dealerships usually serve only
certain geographic regions. An example of a special group of users
for which local advertisements may be provided is the group of
users that are associated with all of the cable systems of a given
cable system operator. A typical local advertisement for this type
of group might be an advertisement for a new cable system channel
or a promotional offer.
[0059] Global advertisements are preferably distributed to all
television distribution facilities 52 in a global area in parallel.
For example, if television distribution facilities 52 are cable
system headends or groups of headends at various locations around
the country and link 53 is a satellite link, a national
advertisement for an automobile may be transmitted to, e.g.,
thousands of such cable system headends via satellite at
substantially the same time. Such wide-scale distribution makes
efficient use of the parallel data distribution capabilities of
system 44. Parallel distribution of global data by satellite is,
however, only one illustrative way in which global advertising data
may be distributed. Any other suitable data distribution technique,
including serial data distribution schemes and data distribution
schemes using other types of communications links 53, may be used
if desired.
[0060] Local advertisements may be provided to television
distribution facilities 52 for redistribution to user equipment 54
using a number of different techniques. As shown in FIG. 7, local
advertising data 74 may be transmitted from main facility 46 to
television distribution facility 52 as part of the same global data
stream in which global advertising data 76 is transmitted. The
local advertising data for each local advertisement has an
associated address 78. Each address 78 defines the destination of
its associated local advertisement. The destination is typically a
local geographic area such as a city or a state, but may be a
non-geographic type of destination such as all cable systems
operated by the same cable system operator, all households with a
certain income level (as determined, for example, by zip code
information or other suitable resource), or any other suitable
criteria for defining a non-global destination.
[0061] Other data 80 such as program listings data may also be
transmitted in the global data stream. This type of distribution
scheme may be most appropriate for local advertisements containing
text and graphics, although local advertisements containing video
may also be distributed in this way if desired.
[0062] As shown in FIG. 8, each television distribution facility
such as television distribution facility 52 may be provided with a
corresponding local advertisement filter 82. When main facility 46
transmits the global data stream of FIG. 7 to television
distribution television facility 52, filter 82 extracts the local
advertisements from the data stream that are addressed to either
the local area in which television distribution facility 52 and its
associated user television equipment 54 are located or to a group
of users associated with television distribution facility 52. Users
are therefore provided with local advertisements whose content is
tailored to the user's geographic location or whose content is
tailored to the intended group of recipients of the local
advertisement (as in the case with an advertisement addressed to
all of the cable customers of a particular cable system operator,
etc.).
[0063] As shown in FIG. 9, filtering may be accomplished using a
filter 84 that is located at the user television equipment. With
the FIG. 9 arrangement, the set-top box 58 (FIG. 5) or other such
device in each user's user television equipment 54 filters out all
but the local advertisements that are addressed to that user's user
television equipment 54.
[0064] If desired, filters may be used at both television
distribution facilities 52 and user television equipment 54. With
such an arrangement, the filter at each television distribution
facility 52 may provide a first layer of filtering and the filters
at the user television equipment 54 associated with each television
distribution facility 52 may provide a second layer of
filtering.
[0065] Another way in which local advertisements may be provided to
users is shown in FIG. 10. As shown in the upper data stream of
FIG. 10, the global data stream transmitted from main facility 46
to television distribution facility 52 may contain global
advertising data 82 and other data 86 such as program guide data. A
portion of the bandwidth of the global data stream may be reserved
for subsequent insertion of local advertising data. For example,
slots such as slot 88 may be reserved for data insertion. Local
advertising data is inserted into slot 88 at television
distribution facility 52. Local advertising data may also be
inserted into the global data stream by overwriting an existing
global advertisement.
[0066] After the local advertisement has been inserted into the
global data stream, television distribution facility 52 may
transmit the lower data stream of FIG. 10 to user television
equipment 54, as shown in FIG. 11. As shown in the lower stream of
FIG. 10, local advertising data 90 has been inserted by overwriting
global advertising data 84 and local advertising data 92 has been
inserted into the slot 88 that was reserved for insertion of a
local advertisement. Because the local advertisements are inserted
into the data stream at television distribution facility 52, the
local advertisements that are provided to the user television
equipment 54 associated with that television distribution facility
52 are appropriate for the users' geographic region, and in general
no filtering at user television equipment 54 is required if the
local advertisements are intended for all users in that region. If
the local advertisements are intended for a certain subset of the
users in that geographic region (e.g., all users with a particular
demographic trait such as a given income level), additional
filtering may be used at user television equipment 54. If desired,
local advertisements may be provided to the user in a separate data
stream transmitted from the television distribution facility in
parallel with the global data stream, as shown in FIG. 12.
[0067] FIGS. 11 and 12 show how a computer 94 at the television
distribution facility may be used in providing the local data.
Computer 94 may be used to implement or manage an advertising
database such as advertising database 57 of FIG. 5. Local
advertisements may be retrieved from advertising database 57 by
computer 94 as needed for transmission to user television equipment
54.
[0068] The program guide implemented on user television equipment
54 may present local advertisements to the user in a number of
different ways. For example, the program guide may initially
display a program guide screen such as program guide screen 95,
which is shown as the upper screen in FIG. 13. Program guide screen
95 contains program listings region 96, which contains a grid,
list, or table of program listings. Program guide screen 95 also
contains logos 98 and global panel advertisements 100. A user may,
for example, select one of global advertisements 100 by positioning
a highlight such as highlight 102 on a desired advertisement with
remote control cursor keys and pressing a select or OK remote
control button. In response, the program guide may display an
associated local advertisement 104, as shown in the lower screen of
FIG. 13.
[0069] Steps involved in presenting local advertisement 104 of FIG.
13 to the user are shown in FIG. 14. At step 106, the program guide
displays a global advertisement in the program guide on a suitable
program guide display screen. At step 108, the program guide
provides the user with an opportunity to select the global
advertisement. At step 110, after the user has selected a desired
global advertisement, the program guide displays a corresponding
local advertisement having content that may be related to the
content of the selected global advertisement.
[0070] Another arrangement for displaying local advertisements is
shown in FIG. 15. The upper program guide screen of FIG. 15
contains program listings region 112 and global banner
advertisements 114 and 116. Periodically, local advertisements are
displayed in place of the global banner advertisements. For
example, as shown in the lower program guide screen of FIG. 15,
local advertisement 118 has been displayed in place of global
advertisement 116. The content of local advertisement 118 may be
related to the content of global advertisement 116 if desired.
[0071] Steps involved in displaying local advertisements using the
arrangement of FIG. 15 are shown in FIG. 16. At step 120, the
program guide displays a global advertisement. At step 122, the
program guide displays a local advertisement. The local
advertisement may be displayed in place of the global advertisement
as shown in FIG. 15. At step 124, the cycle repeats (i.e., global
advertisement 116 is displayed in place of local advertisement 118
in FIG. 15, etc.). Alternatively, a different advertisement (global
or local) may be displayed at step 124.
[0072] The arrangements of FIGS. 13 and 15 are illustrative only.
Any suitable arrangement may be used for displaying local
advertisements. For example, it is not necessary to display local
advertisements in conjunction with global advertisements. Local
advertisements may be displayed entirely on their own (e.g,
according to a predetermined schedule or other suitable
arrangement). Moreover, global and local advertisements may be
displayed in any desired format, including the panel advertisement
format of FIG. 13, the banner advertisement format of FIG. 15, or
any other suitable format. Both global and local advertisements may
be selectable.
[0073] If such advertisements are selectable, the user may be
provided with an opportunity to purchase an advertised product or
service. The user may place an order for a product by selecting an
advertisement, may request a catalog by selecting an advertisement,
may generate a coupon by selecting an advertisement, may request a
telephone call from a salesperson by selecting an advertisement,
may request information on how to contact a salesperson at a local
store by selecting an advertisement, etc. These examples are
illustrative only. Any suitable type of product or service may be
promoted or ordered using a selectable advertisement if
desired.
[0074] The user may also be provided with an opportunity to
purchase programming by selecting an advertisement. For example,
the user may be provided with an opportunity to impulse purchase a
pay-per-view program. The user may also be provided with an
opportunity to purchase a video-on-demand program or a
near-video-on-demand program. These examples are illustrative. The
user may purchase any suitable type of programming by selecting a
selectable advertisement if desired.
[0075] In addition, the user may be provided with an opportunity
for setting a reminder for a particular program when the user
selects a selectable advertisement for a program. The program guide
may also be directed to take other actions in the program guide
when the user selects a selectable advertisement. For example, the
program guide may be directed to record a given program when the
use selects an advertisement for a that program. These examples are
illustrative, the program guide may be directed to take any
suitable action in the program guide when the user selects a
selectable advertisement if desired.
[0076] As illustrated in FIG. 15, a local advertisement may be
displayed (at step 126) for which there is no corresponding global
advertisement. This type of local advertisement may be particularly
suitable for advertising businesses with a small geographic region
of interest (e.g., Joe's pizzeria). If it is desired to advertise a
product or service that has a more national appeal, but that has a
corresponding aspect that requires more localized promotion (e.g.,
a brand of automobile for which it is desired to promote various
dealerships), then at step 128 a suitable global advertisement may
be displayed and a corresponding local advertisement may be
displayed by the program guide at step 130 (after, e.g., the user
selects the global advertisement).
[0077] Another aspect of the invention relates to providing
advertisements with content tags so that users or the operators of
television distribution facilities may block certain advertisements
based on their content. This may be useful when certain
advertisements (e.g., advertisements for adult programming) offend
the sensibilities of a particular user or community. As shown in
FIG. 18, advertisements may be provided with content tags at step
132 (e.g., at advertising database 50 in main facility 46).
Suitable content tags include tags for graphic language, violence,
and sexual content. If desired, genre tags may be provided (e.g.,
tags that identify the content of advertisements by programming
genre such as comedy, sports, movies, etc.) Tags may also be
provided that identify the content of advertisements by subject
matter such as home improvement, automotive, clothing, sports
equipment, shoes, photographic, electronics, musical instruments,
books, etc.
[0078] At step 134, the advertisements with content tags are
distributed by system 53. Advertisements with undesired content are
blocked at step 136. If desired, a suitable global advertisement,
local advertisement, or back-up message (e.g., a blank screen or an
advertisement for a service provider) may be displayed by the
program guide in place of the blocked advertisement at step 138.
The advertisement displayed in place of an advertisement that was
blocked because it was deemed to be offensive preferably contains
inoffensive material.
[0079] The distribution and blocking of steps 134 and 136 may be
performed using any suitable arrangement. For example,
advertisements with content tags may be distributed in one or more
data streams to user television equipment 54 by main facility 46
and television distribution facilities 52 and undesired
advertisements may be filtered from such a data stream or streams
at user television equipment 54. Another approach is for television
distribution facilities 52 to perform filtering of the undesired
advertisements. These approaches are illustrative only. Any
suitable approach may be used for blocking advertisements based on
content if desired. For example, user television equipment may
block advertisements based on a keyword search (e.g., for words of
graphic language in the text of the advertisement or for words
based on an item of interest), rather than relying on content tags
supplied at main facility 46.
[0080] At step 140, the user, system operator, or other entity may
select the blocking (filtering) criteria to be used at step 136.
For example, the system operator might block all advertisements for
adult programming. The user might block all advertisements with
graphic language. The user might also selectively allow
advertisements for electronic equipment to be displayed by
selecting the electronic equipment category. If the user selects a
category such as the electronic equipment category, at step 136 all
advertisements are blocked except those with a content (as
indicated by content tags, keyword search, or other suitable
technique) that is related to equipment.
[0081] Another aspect of the invention relates to time shifting
certain advertisements. In some circumstances it may be desirable
for an advertisement to be time shifted, so that it may better
reach its intended audience. For example, a network television
program may be broadcast at 8:00 PM eastern time and 7:00 PM
mountain time (even though eastern time and mountain time are two
time zones apart). If an advertisement is distributed nationally
and aired just before 8:00 PM eastern time (e.g., at 7:55 PM
eastern time), that advertisement (if not time shifted) will be
aired at 5:55 PM mountain time. This may be undesirable, because a
5:55 PM advertisement for a 7:00 PM television program may not be
as effective as a 6:55 PM advertisement for a 7:00 PM television
program. Accordingly, in this situation it may be desirable to
delay (time shift) the display of the 5:55 PM mountain time
advertisement until 6:55 PM mountain time.
[0082] Steps involved in advertisement time shifting are shown in
FIG. 19. At step 142, global advertisements are distributed. In
those time zones in which it is desired to time shift a given
global advertisement, the advertisement may be temporarily stored
(e.g., in advertising database 57 of television distribution
facility 52) at step 144. Elsewhere, the global advertisement may
be displayed normally. At step 146, the time-shifted advertisements
are displayed by the program guide (e.g., they are transmitted from
advertising database 57 in television distribution facility 52 to
user television equipment 54 and displayed by the program guide on
television 62).
[0083] Another aspect of the invention relates to implementing
policies related to advertisement usage by television distribution
facilities 52. For example, it may be desired to prohibit
television distribution facilities 52 from time-shifting certain
advertisements. It may also be desired to prohibit television
distribution facilities 52 from modifying a given advertisement
(e.g., by overwriting that advertisement or by providing a
corresponding local advertisement).
[0084] As shown in FIG. 20, system 44 may facilitate enforcement of
advertisement usage policies by providing advertisements with
information defining how those advertisements may be used (i.e.,
advertisement usage information) at step 148. The advertisement
usage policies may be enforced at step 150, when television
distribution facilities 52 attempt to time shift certain
advertisements and modify certain advertisements (e.g., by
attempting to overwrite such advertisements or by attempting to
provide corresponding local advertisements).
[0085] One illustrative approach for implementing the steps of FIG.
20 is shown in FIG. 21. At step 152, advertisements are provided
with usage policy flags (e.g., in advertising database 50 at main
facility 46). The policy flags indicate how the advertisements may
be used (e.g., whether the advertisements may be time shifted or
modified by overwriting or by providing a corresponding local
advertisement, etc.). At step 154, the advertisements with their
usage policy flags are distributed to television distribution
facilities 52. At step 156, television distribution facilities 52
distribute the advertisements for display by the program guide on
user television equipment 54 in accordance with the advertisement
usage policies defined by the policy flags. For example, if an
advertisement has an accompanying policy flag that indicates no
time shifting is permitted for that advertisement, a television
distribution facility 52 that would otherwise desire to time shift
that advertisement will not be allowed to perform such a time
shifting operation, but will distribute the advertisement to user
television equipment 54 normally.
[0086] Another approach for implementing the steps of FIG. 20 is
shown in FIG. 22. At step 158, main facility 46 distributes an
advertisement usage policy message to television distribution
facilities 52 that defines the usage policies for various
advertisements. At step 160, television distribution facilities 52
distribute the advertisements for display by the program guide on
user television equipment 54 in accordance with the advertisement
usage policies defined by the policy message. For example, if the
policy message indicates that an advertisement may not be time
shifted, a television distribution facility 52 that would otherwise
desire to time shift that advertisement will not be allowed to
perform such a time shifting operation, but will distribute the
advertisement to user television equipment 54 normally.
[0087] The foregoing is merely illustrative of the principles of
this invention and various modifications can be made by those
skilled in the art without departing from the scope and spirit of
the invention.
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