U.S. patent application number 11/404717 was filed with the patent office on 2008-01-10 for advertising using a combination of video and banner advertisements.
This patent application is currently assigned to Microsoft Corporation. Invention is credited to Peter T. Barrett, Daniel Danker.
Application Number | 20080010654 11/404717 |
Document ID | / |
Family ID | 21690152 |
Filed Date | 2008-01-10 |
United States Patent
Application |
20080010654 |
Kind Code |
A1 |
Barrett; Peter T. ; et
al. |
January 10, 2008 |
Advertising using a combination of video and banner
advertisements
Abstract
In a system that includes a processor and a display device on
which video programming can be displayed, a method for
transitioning to a video advertisement by displaying a related
banner advertisement. The method includes generating, on the
display device, a display screen on which a video advertisement is
to be displayed, the display screen being generated at a time
before a time at which the video advertisement is available to be
displayed. A banner advertisement is displayed on the display
screen at a region that coincides with a region where the video
advertisement is to be displayed. The banner advertisement can have
a subject matter that is related to that of the video advertisement
or alternatively have any subject matter. When the video
advertisement becomes available to be displayed, the method can
include replacing the banner advertisement with the video
advertisement.
Inventors: |
Barrett; Peter T.; (San
Francisco, CA) ; Danker; Daniel; (Sunnyvale,
CA) |
Correspondence
Address: |
WORKMAN NYDEGGER/MICROSOFT
1000 EAGLE GATE TOWER
60 EAST SOUTH TEMPLE
SALT LAKE CITY
UT
84111
US
|
Assignee: |
Microsoft Corporation
Redmond
WA
|
Family ID: |
21690152 |
Appl. No.: |
11/404717 |
Filed: |
April 14, 2006 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
|
10000150 |
Oct 19, 2001 |
7117439 |
|
|
11404717 |
Apr 14, 2006 |
|
|
|
Current U.S.
Class: |
725/32 ;
348/E5.104; 348/E5.105; 348/E5.108; 348/E7.061 |
Current CPC
Class: |
H04N 21/426 20130101;
H04N 5/4401 20130101; H04N 21/42204 20130101; H04N 21/478 20130101;
H04N 21/4331 20130101; H04N 21/812 20130101; H04N 21/26266
20130101; H04N 21/47 20130101; H04N 7/163 20130101; H04N 21/4316
20130101; H04N 21/4821 20130101 |
Class at
Publication: |
725/032 |
International
Class: |
H04N 7/10 20060101
H04N007/10 |
Claims
1. In a broadcast system that includes a program provider that
distributes broadcasts to one or more terminal processing devices,
wherein the terminal processing devices comprise a processor and a
display device on which video programming from a video provider can
be displayed, a method for displaying video advertising content at
a terminal processing device to a viewer by way of the display
device, the method comprising the acts of: receiving at the
terminal processing device one or more video streams from a video
provider containing a plurality of video advertisements that are to
be displayed in an advertisement region on a display screen,
wherein the advertisement region is displayed on the display screen
concurrently with an enhanced television screen that includes at
least one of an EPG or enhanced programming; in response to user
input, initiating the display of the enhanced television screen on
the display; determining at the terminal processing device that a
first video advertisement is not yet available for display, and
such that upon initiating the display of the enhanced television
screen a short period of time lapses prior to the first video
advertisement being available for display on the advertisement
region of the display; identifying at the terminal processing
device a first banner advertisement having subject matter that is
related to that of the first video advertisement; displaying at the
terminal processing device the first banner advertisement within
the advertisement region of the display device; analyzing at the
terminal processing device the at least one trigger to identify the
begin time when the first video advertisement is to be displayed;
determining at the terminal processing device that the begin time
when first video advertisement is to be displayed has been reached;
determining at the terminal processing device that the first video
advertisement is available for display; and upon determining that
both the begin time has been reached and determining that the first
video advertisement is available for display, transitioning at the
terminal processing device between the first banner advertisement
and the first video advertisement to display the first video
advertisement within the advertisement region.
2. A method as recited in claim 1, wherein the act of displaying
comprises the acts of: retrieving the display screen comprising an
advertisement box; and retrieving the first banner advertisement
and displaying the first banner advertisement within the
advertisement box.
3. A method as recited in claim 2, wherein the act of transitioning
comprises the acts of: ceasing displaying the first banner
advertisement within the advertisement box; and upon ceasing
displaying the first banner advertisement, displaying video
advertising content within the advertisement box.
4. A method as recited in claim 1, wherein the first video
advertisement comprises video advertising content and at least one
trigger.
5. A method as recited in claim 4, wherein, the video advertising
content comprises at least one package, the at least one package
comprising at least one of (i) a source identifier defining where
the processor is capable of retrieving the video advertising
content and (ii) a data file containing the video advertising
content.
6. A method as recited in claim 1, further comprising the acts of:
analyzing at the terminal processing device a plurality of video
advertisements deliverable upon the first video stream, each of the
plurality of video advertisements comprising a video content
identifier defining the type of video advertising content
associated with the video advertisement; identifying at the
terminal processing device at least one viewer preference of the
viewer, the at least one preference defining which type of video
advertising content a viewer is more likely to watch than other
types of video advertising content; and retrieving at the terminal
processing device the first video advertisement in compliance with
the at least one viewer preference.
7. A method as recited in claim 1, further comprising the acts of:
analyzing at the terminal processing device a delivery schedule
defining at least one of (i) a time, and (ii) a day for delivering
the first video advertisement to the display device; in response to
analyzing the delivery schedule, identifying at the terminal
processing device a currently viewable video advertisement on the
first video stream, the currently viewable video advertisement
comprising a start time and a stop time; and identifying at the
terminal processing device the first video advertisement from the
first video stream, the first video advertisement being the next
available video advertisement viewable after the stop time of the
currently viewable video advertisement.
8. A method as recited in claim 1, further comprising the acts of:
analyzing at the terminal processing device the first video
advertisement, the first video advertisement comprising a stop
trigger configured to identify the time when the video
advertisement content is to cease being displayed upon the display
device and a plurality of other triggers; tracking at the terminal
processing device the plurality of other triggers to identify the
time remaining from the current time until the stop trigger is to
be received by the processor; and upon receiving the stop trigger,
transitioning at the terminal processing device between the first
video advertisement and another advertisement.
9. A method as recited in claim 8, wherein the another
advertisement is selected from the group consisting of (i) a video
advertisement and (ii) a banner advertisement.
10. A method as recited in claim 8, further comprising the acts of:
identifying at the terminal processing device a second video
advertisement from a second video stream communicating with the
processor, the second video advertisement comprising video
advertising content and at least one trigger; and in response to
receiving the stop trigger, transitioning at the terminal
processing device between a second banner advertisement and the
advertising content of the second video advertisement to display
the video advertising content to the viewer.
11. A computer product for implementing, in a broadcast system that
includes a program provider that distributes broadcasts to one or
more terminal processing devices, wherein the terminal processing
devices comprise a processor and a display device on which
television programming can be displayed, a method for displaying
video advertising content from a video provider at a terminal
processing device to a viewer, the video advertising content
selectable from at least one video advertisement content
deliverable upon at least one video stream, the computer program
product comprising: a physical computer-readable medium carrying
computer-executable instructions for implementing the method
recited in claim 1.
12. A computer product as recited in claim 11, wherein the first
banner advertisement comprises advertising content and a banner
content identifier.
13. A computer product as recited in claim 11, wherein the first
video advertisement comprises at least one announcement and at
least one package, the at least one announcement notifying the
processor of the availability of the first video advertisement.
14. A computer program product as recited in claim 11, wherein the
video advertising content is defined by at least one package, the
at least one package comprising at least one of (i) an identifier
defining a source from which the video advertising content is
receivable and (ii) a data file containing the video advertising
content.
15. A computer product as recited in claim 11, wherein the program
code means for displaying comprises: program code means for
retrieving a display screen comprising at least one advertisement
box; and program code means for retrieving the first banner
advertisement and displaying the first banner advertisement within
one of the at least one advertisement box.
16. A computer product as recited in claim 15, wherein the program
code means for transitioning comprises when the first banner
advertisement is not displayed within the at least one
advertisement box, program code means for displaying the video
advertising content within the at least one advertisement box.
17. A computer product as recited in claim 21, further comprising:
program code means for analyzing at the terminal processing device
the at least one video advertisement deliverable upon at least one
video stream, each of the at least one video advertisement
comprising a video content identifier defining the type of video
advertising content associated with the video advertisement;
program code means for identifying at the terminal processing
device at least one viewer preference of the viewer, the at least
one preference defining which type of video advertising content a
viewer is more likely to watch than other types of video
advertising content; and program code means for retrieving at the
terminal processing device the first video advertisement in
compliance with the at least one viewer preference.
18. A computer product as recited in claim 11, further comprising:
program code means for analyzing at the terminal processing device
data representative of a schedule for the delivery of the first
video advertisement to the display device, the schedule being
accessible by the processor; in response to analyzing the data,
program code means for identifying at the terminal processing
device a currently viewable video advertisement on the first video
stream, the currently viewable video advertisement comprising a
start time and a stop time defined by at least one trigger; and
program code means for identifying at the terminal processing
device the first video advertisement from the first video stream,
the first video being the next available video advertisement after
the stop time of the currently viewable video advertisement.
19. A computer product as recited in claim 11, further comprising:
program code means for analyzing at the terminal processing device
the first video advertisement to identify a stop trigger
identifying the time when the video advertisement content is to
cease being displayed upon the display device; program code means
for tracking at the terminal processing device the first video
advertisement deliverable to the processor to identify the amount
of time remaining until the stop trigger is to be received by the
processor; and upon receiving the stop trigger, program code means
for transitioning at the terminal processing device between the
first video advertisement and a second banner advertisement to
display the second banner advertisement to the viewer.
20. A computer product as recited in claim 19, wherein the program
code means for tracking comprises: program code means for
identifying a plurality of intermediate triggers within the first
video advertisement, the plurality of intermediate triggers
defining a plurality of time segments of the first video
advertisement; and program code means for tracking the plurality of
time segments to determine the number of time segments remaining to
be played to the viewer.
21. A computer product as recited in claim 19, further comprising:
in response to identifying the stop trigger, program code means for
identifying at the terminal processing device a second video
advertisement from a second video stream communicating with the
processor, the second video advertisement comprising video
advertising content and at least one trigger; and in response to
receiving the stop trigger, program code means for transitioning at
the terminal processing device between the second banner
advertisement and the advertising content of the second video
advertisement to display the video advertising content to the
viewer.
22. In a broadcast system that includes a program provider that
distributes broadcasts to one or more terminal processing devices,
wherein the terminal processing devices comprise a processor and a
display device on which video programming from a video provider can
be displayed, a method for targeting a viewer with video
advertising content based upon the viewers preferences, the method
comprising the acts of: receiving at the terminal processing device
one or more video streams containing a plurality of video
advertisements; retrieving at the terminal processing device
preference data from a data source, the preference data
representing viewing selections of the viewer; identifying at the
terminal processing device a plurality of video advertisements
deliverable to the processor by a plurality of video streams, each
video advertisement of the plurality of video advertisements
comprising video advertising content, at least one trigger, and a
video content identifier; analyzing at the terminal processing
device each of the plurality of video streams to identify at least
one video advertisement of the plurality of video advertisements in
compliance with the preference data based on the video content
identifier of the at least one video advertisement; initiating
display, at the terminal processing device, a display screen having
an advertisement region in which the at least one video
advertisement is to be displayed, wherein upon initiating the
display, it is determined that the at least one video advertisement
is temporarily not available for display; identifying at the
terminal processing device a first banner advertisement in
compliance with the preference data; while waiting for the at least
one video advertisement to become available, displaying at the
terminal processing device the first banner advertisement within
the advertisement region of the display device, and such that the
first banner advertisement is displayed prior to initiating display
of said at least one video advertisement and after initiating
display of the display screen and advertising region; analyzing at
the terminal processing device the at least one trigger to identify
a begin time when the at least one video advertisement is to be
displayed; determining at the terminal processing device that the
begin time when the at least one video advertisement is to be
display has been reached; determining at the terminal processing
device that the at least one video advertisement is available for
display; and in response to analyzing the video content identifier
of the at least one video advertisement, analyzing at the terminal
processing device the at least one trigger to identify the begin
time, determining that the begin time has been reached, and
determining that the at least one video advertisement is available
for display, transitioning between the first banner advertisement
and the least one video advertisement in order to display the at
least one video advertisement when the at least one video
advertisement is available for display.
23. A method as recited in claim 22, wherein the data source is at
least one of (i) a data source local to the processor and (ii) a
data source remote to the processor.
24. A method as recited in claim 32, wherein the preference data is
defined by at least one of (i) the viewer's prior viewing
activities and (ii) demographic information relating to the
viewer.
25. A method as recited in claim 22, wherein the first banner
advertisement comprises banner advertisement content and at least
one identifier of banner advertisement type.
26. A method as recited in claim 22, wherein the act of displaying
a first banner advertisement comprises the acts of: retrieving a
display screen, the display screen comprising an advertisement box;
and retrieving the first banner advertisement and displaying the
first banner advertisement within the advertisement box.
27. A method as recited in claim 26, wherein retrieving the display
screen comprises retrieving the display screen from at least one of
(i) a mass storage device in communication with the processor and
(ii) a remote source.
28. A method as recited in claim 22, wherein each of the plurality
of video streams is an MPEG stream.
29. A method as recited in claim 22, wherein each of the plurality
of video streams comprises at least one of (i) an MPEG stream and
(ii) a data stream.
30. A method as recited in claim 22, wherein each video
advertisement comprises at least one of (i) zero or more triggers,
(ii) one or more announcements, and (iii) one or more packages.
31. A method as recited in claim 30, wherein the act of analyzing
each of the plurality of video streams comprises the act of
analyzing each video content identifier to identify those video
advertisements having a video content identifier that complies with
the preference data.
32. A method as recited in claim 22, further comprising the acts
of: in response to transitioning between the first banner
advertisement and the at least one video advertisement, identifying
at the terminal processing device a second banner advertisement
having a banner content identifier in compliance with the
preference data; identifying at the terminal processing device a
second video advertisement having a video content identifier in
compliance with the preference data; and in response to identifying
the second banner advertisement and the second video advertisement,
preparing at the terminal processing device to transition from the
first video advertisement to the second banner advertisement and
from the second banner advertisement to the second video
advertisement.
33. A method as recited in claim 1, wherein the enhanced television
screen includes at least an EPG.
Description
CROSS-REFERENCE TO RELATED APPLICATIONS
[0001] This application is a continuation of U.S. patent
application Ser. No. 10/000,150, filed Oct. 19, 2001, and entitled
"ADVERTISING USING A COMBINATION OF VIDEO AND BANNER
ADVERTISEMENTS", which is related to commonly-owned co-pending U.S.
patent application Ser. No. 10/001,298, filed Oct. 19, 2001, and
entitled "ADVERTISING USING A COMBINATION OF VIDEO AND BANNER
ADVERTISEMENTS", all of which are incorporated herein by reference
in their entirety.
BACKGROUND OF THE INVENTION
[0002] 1. The Field of the Invention
[0003] The present invention generally relates to providing
advertisements to a viewer of a display device capable of
displaying television programming. More specifically, the present
invention broadly relates to the delivery of banner and video
advertisements as part of an enhanced programming experience.
[0004] 2. The Prior State of the Art
[0005] For numerous years, homes, offices, and other buildings have
accessed television programming through airwave broadcasts, cable
providers, satellite transmission, and other communication
channels. Televisions provide viewers with a varied assortment of
entertainment, news, advertisements, and educational programming.
From the first broadcasts to current television programming,
viewers gather a wealth of knowledge while being entertained. With
advances in communication technology and computer systems in being
entertained. With advances in communication technology and computer
systems in recent years, television broadcast viewers no longer are
limited to merely watching a television screen. Instead, television
broadcast viewers may participate in enhanced programming
experiences through use of a set-top box or other similar device.
In general, such enhanced programming experiences include those
that present images or information in addition to or different from
the content of conventional television broadcasts. Unfortunately,
not all set-top boxes are capable of providing a viewer with an
enhanced programming experience.
[0006] As illustrated in FIG. 1, numerous types of set-top boxes or
devices are available for delivering broadcast programming to a
viewer. Such set-top boxes range from typical cable boxes that have
low local storage capacity and low bandwidth to complex set-top
boxes that have high local storage capacity and high bandwidth.
Each type of set-top box has its own capabilities and limits to the
type of enhanced programming experience that may be presented to
the viewer. For example, low-end set-top boxes may be incapable of
providing an enhanced programming experience, storing large
quantities of enhanced programming content, or otherwise extending
beyond merely providing the viewer with a numerical representation
of the channel watched by the viewer.
[0007] As mentioned above, in addition to receiving entertainment,
news, educational programming, and participating in enhanced
programming experiences, televisions provide an effective delivery
medium for advertisements. The sale of broadcast time to
advertisers is a major source of revenue for commercial television
broadcasters, as is the case for national television broadcasters
and their local over-the-air affiliates. Likewise, cable networks
derive much of their income from a combination of the sale of
advertising time and the receipt of cable subscription fees.
Advertising revenue is a leading factor in the currently available
diverse selection of commercial television programming. Therefore,
broadcast providers continually search and identify different media
for providing advertisements to a viewer, such as during an
enhanced programming experience.
[0008] Typically, advertisements delivered to the viewer during an
enhanced programming experience take the form of a banner
advertisement. Conventionally, a banner advertisement is static
with a single advertising view presented to a viewer. For example,
a static banner advertisement may depict a new product with
associated slogan, trademark, and the like. Although such static
banner advertisements provide relevant information to the viewer,
it is desirable to provide a more eye-catching or memorable
experience for a viewer, thereby aiding the viewer to remember the
product and/or services associated with the advertisement.
[0009] Of course, video advertisements are often more effective
than static or scrolling banner advertisements. However, video
advertisements require greater bandwidth than that required by
banner advertisements if they are to be delivered to the set-top
box in real time and require greater data storage capacity if they
are to be stored locally so that they can be accessed when needed.
In addition to the difficulties associated with delivering video
advertisements to set-top boxes, particularly low-end units, there
are also considerations associated with the timing of the beginning
of the video advertisements as will be further described herein.
Although banner advertisements and video advertisements can be
useful in any of a variety of television viewing situations, they
are particularly useful in an electronic program guide interface,
an interface that displays various television options, or other
such interfaces.
SUMMARY OF THE INVENTION
[0010] The present invention relates to systems and methods for
combining graphical banner advertisements with video advertisements
in an enhanced television environment to provide a unified
advertising impression. According to the invention, video
advertisements are presented on a display device as part of an
interface or image displayed on the display device. The video
advertisements are transmitted to a set-top box or other processing
device or are stored locally at the set-top box. For instance, the
video advertisements are transmitted in a Moving Pictures Expert
Group (MPEG) stream in a carousel fashion or otherwise transmitted
to the set-top box. Alternatively, the video advertisements can be
stored locally and accessed as streaming video when needed if the
set-top box has sufficient data storage capabilities.
[0011] In any of the foregoing situations, at the moment when a
television interface that is to include a video advertisement is
rendered on the display device, it is likely that the beginning of
the video advertisement will not be immediately available. In
general, this means that the video advertisement cannot be
immediately displayed at the moment when the television interface
is displayed. It is also not desirable to simply cut into the
middle of a video advertisement and display only the tail end of
the advertisement when the television interface is initially
rendered.
[0012] For example, if video advertisements are delivered to the
set-top box using an MPEG stream, it is likely that when the
television interface or image is initially displayed, there will be
a period of time ranging from a few seconds to thirty seconds or
more until the beginning of a video advertisement is received on
the MPEG stream. There may also be a similar periods of
advertisement unavailability between consecutive video
advertisements, particularly when multiple MPEG streams deliver
video advertisements in carousel fashion to the set-top box.
Similarly, if the video advertisement is accessed as streaming
video, there is typically an appreciable latency that prevents the
video advertisement from being immediately displayed.
[0013] In order to avoid presenting a blank region where the video
advertisement would otherwise be displayed or cutting into the
middle of a video advertisement at the moment that a television
interface is initially displayed, the present invention provides a
unified and seamless advertisement impression by displaying a
banner advertisement until such time that a corresponding video
advertisement becomes available. This technique can be applied by
set-top boxes that receive video advertisements encoded in an MPEG
stream in real time or by those that store video advertisements
locally. Likewise, the unified and seamless combination of banner
advertisement and video advertisement can be applied during the
period between video advertisements when the next video
advertisement is not yet available.
[0014] In this manner, the invention enables set-top boxes,
including those that otherwise are incapable of providing
significant enhanced programming functionality, to display banner
and video advertisements. The invention can also include other
enhanced programming features, such as selecting banner
advertisements according to viewer profiles, viewer preferences, or
other criteria.
[0015] Additional features and advantages of the invention will be
set forth in the description which follows, and in part will be
obvious from the description, or may be learned by the practice of
the invention. The features and advantages of the invention may be
realized and obtained by means of the instruments and combinations
particularly pointed out in the appended claims. These and other
features of the present invention will become more fully apparent
from the following description and appended claims or can be
learned by the practice of the invention as set forth
hereinafter.
BRIEF DESCRIPTION OF THE DRAWINGS
[0016] In order to describe the manner in which the above-recited
and other advantages and features of the invention can be obtained,
a more particular description of the invention briefly described
above will be rendered by reference to specific embodiments thereof
that are illustrated in the appended drawings. Understanding that
these drawings depict only typical embodiments of the invention and
are not therefore to be considered to be limiting of its scope, the
invention will be described and explained with additional
specificity and detail through the use of the accompanying drawings
in which:
[0017] FIG. 1 is a graphical representation of the various types of
set-top boxes currently available to receive and deliver broadcast
programming;
[0018] FIG. 2 is a schematic representation of one illustrative
operating environment for the present invention;
[0019] FIG. 3 illustrates an exemplary local system of the
illustrative operating environment of FIG. 2;
[0020] FIG. 4 schematically represents a displays screen
deliverable to a viewer through the local system of FIG. 3;
[0021] FIG. 5 is a flow diagram representation of the manner by
which a banner advertisement is used to transition between on video
advertisements in accordance with the present invention; and
[0022] FIG. 6 schematically represents a displays screen
deliverable to a viewer through the local system of FIG. 3 in
accordance with another illustrative embodiment of the present
invention.
DETAILED DESCRIPTION OF THE INVENTION
[0023] The present invention extends to both systems and methods
for delivering advertisements to a viewer during an enhanced
programming experience. More specifically, the present invention
extends to both systems and methods for transitioning between
banner advertisements and video advertisements during an enhanced
programming experience, thereby delivering a fluid enhanced
programming experience to the viewer. Additionally, the transition
between banner and video advertisements enables the set-top box to
accommodate for delays in the receipt of video data associated with
the video advertisements. Consequently, the display of banner
advertisements maintains a seamless enhanced programming
experience, while providing sufficient time for the set-top box to
receive the video advertisement to be displayed as part of the
enhanced programming experience.
[0024] Further, the transition between banner advertisements and
video advertisements facilitates delivery of multiple different
video advertisements carried upon different delivery streams,
without the viewer knowing that such advertisements are carried
upon different delivery streams. By transitioning between a banner
advertisement and a video advertisement the set-top box receiving
the broadcast programming and the available advertisements can
select which advertisements to show to the viewer, i.e., target
advertisements for the specific viewer participating in the
enhanced programming experience or watching broadcast programming
by identifying viewer preferences and selecting appropriate video
and/or banner advertisements consistent with the preferences.
[0025] The transition between a banner advertisement and a video
advertisement is particularly useful during the first several
seconds that typically pass between the initiation of the display
of an EPG screen, another enhanced television screen, or some other
portion of the displayed user interface and/or enhanced programming
experience and the beginning of the first video advertisement that
is to be displayed on the screen. Rather than rendering a blank
region on the screen where the first video advertisement is to be
displayed, a banner advertisement related to the first video
advertisement is displayed at the region. For instance, depending
on the length of the video advertisements delivered in real time to
the set-top box, there may be a period of a fraction of a second to
thirty seconds or more between the initiation of the EPG screen and
the beginning of the next available advertisement. Displaying a
related banner advertisement during this period provides a smooth
transition to the first video advertisement. Further, the present
invention can be used to transition between any video
advertisements displayable to the viewer or interspersing multiple
video advertisements with related or unrelated banner
advertisements, whether or not a transition is needed between the
ending of one video advertisement and the beginning of a subsequent
video advertisement.
[0026] The following description relates first to the delivery of
banner advertisements and related video advertisements to set-top
boxes and further describes various set-top box configurations that
can be used with the invention. The description then proceeds to a
detailed explanation of how the transition between a banner
advertisement and a video advertisement can be executed according
to one embodiment of the invention.
[0027] The invention will be described in the general context of
computer-executable instructions, such as program modules, being
executed by one or more, optionally networked, general purpose
computers or special purpose computers, such as a set-top box.
These computer-executable instructions comprise, for example,
instructions and data that cause a general purpose computer,
special purpose computer, or special purpose processing device to
perform certain functions or groups of functions.
[0028] Generally, program modules include routines, programs,
objects, components, data structures, etc. that perform particular
tasks or implement particular abstract data types. The program
modules, and associated computer-executable instructions and data
structures represent examples of program code means for executing
various method steps, such as those described herein and those
known by one skilled in the art in light of the teaching contained
herein. The particular sequence of such executable instructions or
associated data structures represents examples of corresponding
acts for implementing the functions described in such steps.
[0029] Embodiments within the scope of the present invention also
include computer-readable media for carrying or having
computer-executable instructions or data structures stored thereon.
Such computer-readable media can be any available media that is
accessible by a general purpose or special purpose computer. By way
of example, and not limitation, such computer-readable media can
include physical storage media such as RAM, ROM, EEPROM, CD-ROM or
other optical disk storage, magnetic disk storage or other magnetic
storage devices, or any other medium that can carry or store
program code means. When information is transferred or provided
over a network or another communications connection (either
hardwired, wireless, or a combination of hardwired or wireless) to
a computer, the computer properly views the connection as a
computer-readable medium. Thus, such a connection is also properly
termed a computer-readable medium. Consequently, combinations of
the above should also be included within the scope of
computer-readable media.
1. Exemplary System for Delivering Banner Advertisements and Video
Advertisements as part of an Enhanced Programming Experience.
[0030] Referring now to FIG. 2, depicted is an exemplary system
capable of delivering one or more banner advertisements and/or one
or more video advertisements to a viewer in a simple manner. In
this manner, a banner advertisement can be used to introduce a
related video advertisement during the period of perhaps several
seconds prior to the video advertisement being received at the
set-top box.
[0031] Depending on the characteristics of the set-top box and the
mechanism by which video advertisements are delivered, the use of a
banner advertisement in combination with a subsequent video
advertisement generates a unified and seamless advertising
impression in any of various ways. In any of these embodiments, the
unified advertising impression would not be possible if only the
video advertisement were used. In systems that receive video
advertisements encoded in an MPEG stream in substantially real time
using a carousel delivery mechanism, the display of a related
banner advertisement is useful for filling the period of perhaps
several seconds to thirty seconds or more that are likely to
transpire before the receipt of the first full video advertisement.
Similarly, during the period of time between successive video
advertisements and while the set-top box waits for the beginning of
the next video advertisement, the banner advertisement can create
the impression of a smooth transition between video advertisements.
In systems that access streaming video advertisements from a local
storage medium, the banner advertisements are displayed during the
latency period as the video advertisement is buffered and prepared
for display.
[0032] Although banner advertisements and video advertisements can
be useful in any of a variety of television viewing situations,
they are particularly useful in an electronic program guide
interface, an interface that displays various television options,
or other interfaces that present to the viewer information rather
than or in addition to television content. Such interfaces are
referred to herein and in the claims as "display screens" on which
a video advertisement is to be displayed and include any type of
image or display on which a banner advertisement can be
displayed.
[0033] The system, designated by reference numeral 10, is capable
of delivering banner advertisements and/or video advertisements to
local module 18. Although FIG. 2 depicts a single local module 18,
one skilled in the art can appreciate that multiple local systems
18 can receive banner and/or video advertisements in accordance
with the teaching of the present invention. Moreover, it is noted
that the invention can be practiced using other methods of
delivering banner advertisements and video advertisements.
[0034] As shown, system 10 includes a program module 12 that
communicates with local module 18 via a network 16. Program module
12, in this illustrative embodiment, is configured to generate
typical programming deliverable to a set-top box, whether such
set-top box includes small or large memory capabilities or high or
low data bandwidths. For example, program module 12 represents a
television broadcast provider, satellite television provider, cable
television provider, and the like. Although a single program module
12 is depicted, it is understood that program module 12 can take
the form of multiple servers and clients that are optionally
networked together via a local area network (LAN) or wide area
network (WAN).
[0035] Generally, program module 12 is capable of generating
multiple MPEG streams of audio and/or video data associated with
broadcast programming, such as those MPEG streams designated by
reference numerals 1-n. When a set-top box associated with local
system 18 receives video advertisements using a carousel-type
delivery mechanism, as will be described in greater detail below,
the video advertisements are encoded in one or more of MPEG streams
1-n.
[0036] These MPEG streams 1-n use a variety of standards and
formats such as MPEG-1, MPEG-2, and MPEG-4 standards and formats.
Further, program module 12 acts as a signal source that delivers a
single channel of broadcast programming from a recorded medium or a
multi-channel signal source that deliver signals capable of being
received by a satellite receiver, a cable or optic connection, a
terrestrial antenna, or the like. Hence, in some configurations,
program module 12 includes a VCR, a DVD, DSS/DVB, cable delivery
and reception equipment, local broadcast and reception equipment
capable of delivering programming using UHF or VHF, and the
like.
[0037] In addition to generating various MPEG streams 1-n, program
module 12 generates and delivers one or more data streams,
designated by numerals 1-n, to local module 18. Such data streams
1-n include enhanced content, such as but not limited to enhanced
content that is synchronized with the broadcast programming
delivered via MPEG streams 1-n to local module 18. It can be
understood that such enhanced content can also be delivered within
MPEG streams 1-n instead of within synchronized data streams 1-n.
Further, delivery of the enhanced content and broadcast programming
need not be synchronized together, but can be delivered in an
asynchronous manner to local module 18.
[0038] In addition to delivering broadcast programming and/or
enhanced content to local module 18, program module 12 optionally
supplies data concerning the video advertisements and/or banner
advertisements deliverable to local module 18. For example, program
module 12 supplies data representing a list of those
advertisements, whether banner type or video type, displayable to
the viewer during a particular day, week, month, or the like.
Similarly, program module 12 delivers data representative of a
schedule that defines the particular video and/or banner
advertisements deliverable to local module 18 during particular
time periods and/or particular broadcast programming carried on a
particular MPEG and/or data stream. Further, program module 12
delivers one or more banner content identifiers and/or video
content identifiers to local module 18. Subsequently, local module
18 stores such data and information within one of a variety of
storage devices, such as but not limited to physical storage media
such as RAM, ROM, EEPROM, CD-ROM or other optical disk storage,
magnetic disk storage or other magnetic storage devices, or any
other medium that can carry or store such data or information.
[0039] The video and/or banner advertisement data are be delivered
to local module 18 via any of a variety of different manners. For
example, program module 12 can deliver the data in a carousel-type
manner, in which the video and/or banner advertisement data is
delivered to local module as quickly as possible, with little
regard to the sequence in which such data is sent or received by
local module 18. When multiple MPEG streams 1-n are used for
delivering video advertisements, the beginning of the video
advertisements can be staggered among the multiple MPEG streams or
can be synchronized. Multiple MPEG streams enable more and a
greater variety of advertisements to be delivered an also can
reduce the latency between the moment that a enhanced television
interface is displayed and the moment that the next available
advertisement begins. However, because the beginning of
advertisements can be staggered, multiple streams can introduce
latency between the end of an advertisement on one stream and the
beginning of a next advertisement on another stream. The invention
can be adapted to display related banner advertisements on the
enhanced television interface regardless of the source of latency
of video advertisements.
[0040] Optionally, program module 12 can deliver the video and/or
banner advertisement data in a specific sequential or
non-sequential order. Other manners for delivering banner and/or
video advertisement data to local module 18 can be identified by
one skilled in the art in light of the teaching contained herein.
In general, delivering advertisement data in this manner enables
the set-top box to display the advertisements substantially in real
time, to store selected advertisements for future use, or both.
[0041] As previously noted, some set-top boxes have sufficient data
storage capabilities to store video advertisements for future use.
Such set-top boxes can receive the video advertisements from an
MPEG stream transmitted to the set-top box or in any other suitable
way in which data can be transmitted. Of course, the transmission
mechanisms can vary widely between different set-top box models and
the details of such are not critical to the invention.
[0042] The broadcast programming and optionally the enhanced
programming content inserted or combined with the broadcast
programming are deliverable to local module 18 via network 16.
Network 16 represents one of a variety of networks upon which the
broadcast programming and enhanced programming content may be
delivered to local module 18. For example, network 16 represents
existing cable television infrastructure, satellite network,
over-the-air broadcasting network, standard telephone lines, direct
dial connection, and the like.
[0043] Communicating with program module 12 and/or enhanced content
module 14 is local module 18. Local module 18 is configured to
receive one or more MPEG streams 1-n and one or more data streams
1-n capable of carrying the broadcast programming and/or the
enhanced programming content. Further, local module 18 can store
the enhanced programming content. Such content within local module
18 includes, but is not limited to, current, future, and optionally
past schedules for the delivery of video and/or banner
advertisements to local module 18, data representative of lists
defining which of the available video and/or banner advertisements
a viewer has watched, a list of available banner and/or video
advertisements arranged according to the advertisement type, and
other data related to the video and/or banner advertisements.
2. Set-Top Boxes
[0044] A significant benefit of the present invention is that it
can be used to display banner advertisements and related video
advertisements using existing set-top boxes that may not have been
initially designed to generate or display such advertisements. For
instance, video advertisements can be displayed using set-top boxes
that may not have a large amount of memory or mass data storage by
delivering the video advertisements to the set-top box in real time
using an MPEG video stream. Accordingly, the invention can be
practiced with set-top boxes other than that depicted in FIG. 3,
including set-top boxes that have fewer components.
[0045] Referring now to FIG. 3, a schematic representation of one
embodiment of local module 18 is depicted. Local module 18 may
include a management module or system 22, a display module or
device 24, and an audio module or system 26. Generally, local
module 18 broadly represents a television-viewing environment,
whether such environment is located in a viewer's home, at a place
of business, in the public, or at any other location. Such local
module 18 can represent an existing set-top box or other similar
device that is capable of being programmed or otherwise configured
to perform the methods and functions of the present invention.
[0046] Although local module 18 is depicted as including various
separate components, it may be understood that such components may
be combined into a single system or device. For instance,
management system 22 can be integrally combined with or separate
from display device 24, which is capable of displaying video
programming or viewable video image data, broadcast programming,
banner advertisements, video advertisements, and the like.
Similarly, management system 22 may be integral with or separate
from audio system 26, which may be a speaker, a stereo system, or
any device capable of emitting sound data.
[0047] In one illustrative configuration, management system 22 of
local module 18 is a set-top box or Internet terminal that can
perform typical functions associated with a set-top box, while also
performing those novel operations disclosed herein. Further,
management system 22 represents any type of consumer electronic
device capable of performing the functions described herein. For
instance, management system 22 can be a video cassette recorder
("VCR"), a video game system, a stereo system, a television or
monitor with data processing capabilities, a cable television box,
a digital satellite system receiver ("DSS"), a digital video
broadcasting system ("DVB"), a digital versatile disc system
("DVD"), and any other device capable of processing data or
performing the functions as described herein.
[0048] Management system 22, in one embodiment, receives
programming, i.e., a signal input 28, such as the viewable portions
of moving image data, audible portions of sound data, or a
combination of such image data and sound data from a signal source
30, such as program module 12 and/or enhanced content module 14,
along one or more programming input lines 22, one being
illustratively shown. The signal input 28 includes one or more
tuners 74 and one or more signal decoders 76, one of each being
illustratively shown. Each tuner 74 allows signal input 28 to
receive multiple channels of data from signal source 30, while each
signal decoder 76 of signal input 28 can decode video data from a
compressed video format (e.g. MPEG) and video data from an analog
format to a digital format, or from a digital format to an analog
format, depending upon the operation of management system 22.
[0049] As illustrated, management system 22 can include a viewer
input interface 32 that receives input from an input device 34 over
an input link 36. Input device 34 generates instructions to control
the operation of management system 22, such as operating Web
browser software within management system 22 when management system
22 is a set-top box or an Internet terminal. Input device 34,
therefore, may take the form of a remote control, a keyboard, a
microphone, or any other device capable of generating instructions
for management system 22.
[0050] To operate and implement various functions of management
system 22, management system 22 can include a processing unit 38,
i.e., a central processing unit ("CPU"). The processing unit 38
incorporate software and/or hardwired logic circuitry that uses
computer-executable instructions, such as those of the present
invention, to control and implement the functions of management
system 22.
[0051] Typically, processing unit 38 can be coupled via a system
bus 42, which interconnects various other system components, such
as system memory 44, mass storage interface 46, viewer interface 32
and signal input 28. Instructions, data, and other software
necessary for the operation of processing unit 38 can be stored in
system memory 44, such as in read-only memory ("ROM") 48 and/or in
random-access memory ("RAM") 50, and/or in optional mass storage
device 52, such as a magnetic hard disk 54 or any other magnetic or
optical mass memory device that is capable of storing data,
including video data 56, application programs 58, other program
modules 60, an updateable electronic programming guide ("EPG") 62,
or any other desired computer-readable instructions or data. Such
ROM 48, RAM 50, and mass storage device 52 are communicatively
coupled to ASIC 40, thereby allowing data to be readable by ASIC 40
and written from ASIC 40 to RAM 50 and possibly mass storage device
52.
[0052] In this illustrative configuration, management system 22 is
capable of communicating with a remote computer 64 via a wide area
network ("WAN") 66, such as the Internet, by way of a serial port
interface 68 interposed between system bus 42 and a modem 68. While
serial port interface 68 may be used to connect modem 70 for
communicating across a WAN, serial port interface 68 may also be
utilized to connect other consumer electronic devices, such as
video game 72, and/or various input devices, such as a keyboard
(not shown) or joystick (not shown), to management device 12.
Additionally, instead of modem 70, some other wireless link or
other means for establishing communications over a communication
line connection may be included, either internally or externally to
management system 22. Further, in other configurations of the
presently described illustrative environment, management system 22
may be capable of transmitting information via the Internet by
direct-dial communication over standard telephone lines, or by
using any other available communication medium or communication
line connection.
[0053] Although modem 70 as illustrated as being separate from
management system 22, it can be understood that module 70 can be
incorporated within management system 22, such as with signal input
28. Consequently, other embodiments of management system 22 can
optionally exclude serial port interface 68.
[0054] Management system 22 may also include a video output 78,
which may include a video encoder and/or a video converter.
Typically, the video encoder and switches between analog and
digital formats assign a code to frames of video data that are
transmitted across a video image link 80, examples of which include
a radio-frequency ("RF") link, an S-video link, a composite link,
or any other equivalent form of video image link. Similarly, audio
output 82 can include an audio converter to provide switching
between analog and digital formats. Such audio and video signals
may be recorded by a signal recorder 86, which is capable of
receiving video and/or audio data and recording the data on a
storage medium, as known by one skilled in the art.
[0055] According to another aspect of the present invention, local
module 18 can be configured to store information regarding
selections made by the viewer through the interaction of input
device 34 with local module 18. For example, when the available
video advertisements include a mix of national advertisements and
pay-per-view or other video on demand advertisements, local module
18 can store data representative of a viewer selecting to watch
pay-per-view and/or video-on-demand programming later.
Consequently, local module 18 can log or store within mass storage
device 52 and/or system memory 44 data representative of a reminder
to be displayed to the through display device 24 of the
availability of the selected pay-per-view or video-on-demand
programming. Further, in the event that the viewer or viewer
selects to view such pay-per-view or video-on-demand by "clicking
on" or selecting the video advertisement through use of input
device 24, local module 18 can store billing information associated
with the pay-per-view or video-on-demand programming within mass
storage device 52, which can be transferred to the program provider
or some other broadcast provider for billing to the viewer.
3. Displaying Banner Advertisements and Video Advertisements
[0056] FIG. 4 illustrates an EPG display screen I 10 on which video
advertisements are to be displayed. As noted above, the methods of
the present invention can relate to displaying a banner
advertisement associated with video advertisements during the
period immediately preceding the beginning of the video
advertisement. For example, if a viewer were to cause the EPG
display screen 110 to be displayed, it is likely that the EPG
display screen would be initially displayed at a point in time
perhaps several seconds prior to the time at which the next video
advertisement delivered to the set-top box is available. Rather
than displaying a blank advertisement box 116, a banner
advertisement relating to the next video advertisement is displayed
in advertisement box 116 until such time that the related video
advertisement is received and is available to be displayed as will
be further described below. In this manner, the banner
advertisement provides a smooth transition to the first video
advertisement that is displayed in advertisement box 116.
[0057] While the method of displaying a banner advertisement
related to a video advertisement is particularly useful during the
seconds immediately preceding the first video advertisement
displayed to a viewer, the method can also be used to transition to
subsequent video advertisements. Often, a continuous series of
video advertisements can be displayed to the viewer after the first
video advertisement without requiring the use of transitioning
banner advertisements. However, when multiple MPEG data streams are
used; when a viewer requests additional information, such as from
the Internet, regarding a video advertisement; or when there is
break in the sequence of video advertisements, such as caused by a
change in the delivery rate of the video data associated with the
video advertisement from program module 12 (FIG. 1), transitioning
banner advertisements can again be used to avoid displaying a blank
region in advertisement box 116 prior to the display of a
subsequent video advertisement.
[0058] In addition, the present invention can use a banner
advertisement to transition between two video advertisements
displayable to a viewer, whether or not such advertisements are
displayed as part of the EPG. For instance, a banner advertisement
can transition between two full screen video advertisements
displayable to the viewer to accommodate for changes in the
delivery rate of the video data associated with the video
advertisement. Further, in the case where local module 18 includes
two tuners, the present invention can display a banner
advertisement that transitions between video advertisements that
are simultaneously displayable to the viewer as the viewer watches
television programming. In addition, the present invention can
transition between banner advertisements and video advertisements,
even if no time delay exists between the end of one video
advertisement and some subsequent video advertisement, such as the
case where a continuous stream of video advertisements are
interspersed with banner advertisements from a second stream
deliverable to local module 18.
[0059] FIG. 4 depicts an exemplary display screen that may be
presented to the viewer through display device 24. Surrounding the
display screen is a schematic representation of the video
advertisements and banner advertisements that may be displayed to
the viewer. More specifically, the schematically represented video
advertisements and banner advertisements can be retrieved from data
storage at program module 12, enhanced content module 14, local
module 18 (FIG. 2), or some other module. As illustrated, display
screen 110 includes a background 112, an electronic program guide
114, and an advertisement box 116. Background 112 of display screen
110 may have various configurations depending on the particular
operation of local module 18. For example, background 112 may
include one or more advertisements, such as one or more banner
advertisement 118a-118n. In another configuration, background 112
may be blank or have a configuration defined by the electronic
program guide 114, the broadcast programming provider, local module
18, or the like.
[0060] Electronic program guide 114 of display screen 110 provides
the viewer with a schedule of broadcast programming presented as a
time-based grid; time blocks commonly being arranged as columns,
while different channels and services are arranged in rows.
Commonly, program titles are displayed in the grid at the
intersection of the time at which the program airs and the channel
on which the program is broadcast. Alternatively, electronic
program guide 114 can provide a list of programming on a per
channel basis, with the time associated with the broadcast
programming or services incorporated within a portion of the
display. Various different configurations of electronic program
guide 114 are known by those skilled in the art in view of the
teaching contained herein.
[0061] Associated with display screen 110 is advertisement box 116.
Advertisement box 116 is configured to display both banner
advertisements 118a-118n and video advertisements 120a-120n to the
viewer. More specifically, advertisement box 116 has coordinate
information that defines the space within which management system
22 may cause video advertisements 120a-120n to be played and the
confines of the area within which banner advertisements 118a-118n
are displayed.
[0062] Delivery of advertisements 118a-118n and 120a-120n to
advertisement box 116 may be via one or more MPEG streams 1-n
and/or data streams 1-n. Alternatively, such banner and/or video
advertisements 118a-118n and 120a-120n that can be displayed with
advertisement box 116 can be stored within mass storage device 52
(FIG. 3) of local module 18 and retrieved therefrom as needed if
the set-top box has sufficient mass storage capacity. Such stored
banner and/or video advertisements 118a-118n and 120a-120n can
include banner and/or video advertisements 118a-118n and 120a-120n
that were initially received via MPEG streams 1-n and/or data
streams 1-n or can be other banner and/or video advertisements
118a-118n and 120a-120n that were stored in mass storage device 52
in some other manner known to one skilled in the art, such as
during manufacture of the local system or installation of the local
system.
[0063] As schematically represented, display screen 110 is
configured to accommodate the display of one or more video
advertisements 120a-120n of a looped group of video advertisements
120a-120n, designated by reference numeral 120 and one or more
banner advertisements 118a-118n of a looped group of banner
advertisements 118a-118n, designated by reference numeral 118.
Alternatively, display screen 110 may accommodate looped group 120,
while retrieving individual banner advertisements that are not
defined as looped group 118. Similarly, display screen 110 may
accommodate looped group 118, while retrieving individual video
advertisements that are not defined as looped group 120.
[0064] Each looped group 118, 120, according to one configuration,
can be delivered substantially continually to local module 18 via
either MPEG streams 1-n or data streams 1-n. Stated another way,
upon completing delivery of video advertisement 120n to local
module 18 along MPEG stream 1, for example, such MPEG stream 1
subsequently delivers video advertisement 120a and then 120b, etc.
to local module 18. It may be appreciated by one skilled in the
art, however, that looped group 118 can also be delivered to local
module 18 in a similar manner and that looped groups 118, 120 can
be delivered to local module 18 via one or more MPEG streams 1-n
and/or one or more data streams 1-n.
[0065] Referring to FIG. 4 and 5 together, a discussion of the
operation of system 10 is recited. Reference will be made herein to
the interaction of one or more banner advertisements 118a-118n and
video advertisements 120a-120n as they relate to display screen
110, where display screen 110 optionally displays electronic
program guide 114 to the viewer. It may be appreciated that the
present invention may be implemented in a variety of other manners
and for a variety of different display screens as may be understood
in view of the teaching contained herein. For example, display
screen 110 may be devoid of electronic program guide 114. Further,
in another configuration, one or more banner advertisements
118a-118n and video advertisements 120a-120n may be displayed to
the viewer during normal broadcast programming in a similar manner
as a browser mode electronic program guide is displayed to the
viewer or when two tuners are used within local module 18.
[0066] With regard to the following discussion, it is assumed that
video advertisements 120a-120n are deliverable to local module 18
along a single MPEG stream, such as MPEG stream 1. It is further
assumed that banner advertisements 118a-118n are stored at local
module 18 and are not deliverable to local module 18 along a MPEG
stream or data stream as display screen 110 is watched by a
viewer.
[0067] Upon a viewer activating input device 34 (FIG. 3),
processing unit 38 presents display screen 110 on display device
24. Associated with presenting display screen 110 to a viewer,
processing unit 38 retrieves one or more banner advertisements
118a-118n for display to the viewer, as represented by block 130.
Specifically, by activating input device 34 (FIG. 3), processing
unit 38 retrieves display screen 110 and one or more generic: or
standardized banner advertisements 118a-118n, such as banner
advertisements 118a and 118c, from a data source, such as mass
storage device 52 (FIG. 3). Consequently, at least one banner
advertisements from the available banner advertisements 118a-118n
are displayed to the viewer in background 112, i.e., banner
advertisement 118c and/or advertisement box 116, i.e., banner
advertisement 118a. In another configuration, processing unit 38
can identify an MPEG stream 1-n and/or data stream 1-n from which
processing unit 38 may retrieve the one or more banner
advertisements 118a-118n when no banner advertisements are stored
within mass storage device 52 or when set-top box identifies new
banner advertisements available from program module 12, enhanced
content module 14, or some other source (FIG. 2).
[0068] As local module 18 retrieves one or more of banner
advertisements 118a-118n as part of display screen 110, as
represented by block 132, processing unit 38 may analyze the
information stored within mass storage device 52 and/or system
memory 44 to determine which banner advertisements 118a-118n have
previously been displayed to the viewer. For example, processing
unit 38 may search data representative of those banner
advertisements 118a-118n previously viewed by the viewer and the
actions taken while the viewer participated in an enhanced
programming experience. Consequently, processing unit 38 can select
the appropriate banner advertisement 118a-118n to be displayed
within background 112 and/or advertisement box 116. Optionally,
instead of determining which banner advertisements the viewer has
watched before, local module 18 (FIG. 2) may select any banner
advertisement, whether or not such banner advertisement was
previously watched by the viewer. Additionally, the processor can
compare a viewer's preferences to different types of advertisements
against banner content identifiers for each banner advertisement
118a-118n; consequently selecting appropriate banner advertisements
118a-118n that coincide with the viewer's preferences. The viewer's
preferences may be included in preference data representative of
information regarding the types of banner advertisements the viewer
would wish to view based upon demographic information about the
viewer, prior viewing selections made by the viewer, responses to
questionnaires directed to the viewer, and the like. Alternatively,
the processor can receive preferences or preference data in the
form of scripts or other codes from program module 12 that causes
the processor to optionally search a stored viewing history of the
viewer and select a particular video advertisement and/or banner
advertisement to be displayed to the viewer.
[0069] Following display of the selected banner advertisement(s)
118a-118n, local module 18 identifies the particular video
advertisements 120a-120n that are available upon MPEG streams 1, as
represented by block 134. More specifically, based upon the current
time at the location of the viewer, i.e., the time defined by a
clock (not shown) contained within local module 18, the data
representative of those video advertisements 120a-120n deliverable
to local module 18 for the current viewing time are reviewed. For
example, local module 18 may review data defining start times,
length of play for each video advertisement, the sequence by which
the looped group 120 of video advertisements 120a-120n are
delivered to local module 18, and the like. Further, local module
18 may review video content identifiers for each of the available
video advertisements 120a-120n to determine which, if any, comply
with the viewer's preferences for specific types of video
advertisements.
[0070] Local module 18 determines which advertisement of video
advertisement 120a-120n is to start at a time close to the time
defined by the clock within local module 18, and optionally which
video advertisements 120a-120n are in accord with the viewer's
preferences. For example, if video advertisement 120c is currently
being delivered to local module 18 via MPEG stream 1, local module
18 will define video advertisement 120d as the next available video
advertisement. This process may be somewhat more complex when there
are multiple MPEG streams 1-n with multiple video advertisements
120-120n, as illustrated in FIG. 6 and discussed hereinafter.
[0071] Once local module 18 has identified video advertisement 120d
as the next available advertisement, local module 18 analyzes MPEG
stream 1, as represented by block 136 to search for enhanced
content on MPEG stream 1. By checking the enhanced content, and
more specifically one or more triggers, local module 18 can
identify how much time remains before video advertisement 120d
begins. Specifically, local module 18 searches for the announcement
associated with video advertisement 120d and the zero or more
triggers associated with the preceding video advertisement 120c.
Such triggers can designate the time remaining before commencement
of video advertisement 120d.
[0072] Even though local module 18 identifies how much time is
remaining before the next video advertisement is to begin, for
example video advertisement 120d, changes in the delivery rate of
the advertising content can vary over network 16 (FIG. 1). Further,
the bit rates of the hardware of program module 12 can vary,
thereby changing the time when the advertisement is to begin.
Through use of the transition banner advertisements, local module
18 can accommodate for such variations by displaying additional
banner advertisements when local module 18 determines that the
video advertisement to be displayed has not yet been received by
local module 18. For instance, local module 18 can determine, at a
point in time close to the time identified by the triggers as the
beginning time of the video advertisement, whether all of the data
associated with the video advertisement has been received by local
module 18. In the event that not all data is received, local module
18 will display another banner advertisement.
[0073] According to another aspect, in the event that local module
18 identifies that the currently viewable video advertisement 120c
has 13 seconds remaining to play, local module 18 can determine if
this is too long a period to wait for delivery of video
advertisement 120d, as represented by decision block 138. If the
period is too long, local module 18 retrieves from mass storage
device 52 another banner advertisement 118a-118n, such as banner
advertisement 118b, to be displayed in advertisement box 116 and,
optionally, background 112. This transition banner advertisement is
typically related to the next available video advertisement to be
displayed; however, the banner advertisement can be related to the
particular broadcast provider, e.g., such as an AT&T.RTM.
advertisement, a generic banner advertisement, some other banner
advertisement 118a-118n generally related to the next available
video advertisement, or some banner advertisement that local module
18 identifies as one of a variety of different types of video
advertisements that a viewer may wish to watch based upon
demographic information and/or past viewing activities of the
viewer, or other appropriate information or data.
[0074] As the time period for viewing video advertisement 120d
arrives, local module 18 prepares to deliver video advertisement
120d to the viewer, as represented by block 142. Such preparation
may include tracking the amount of time left before video
advertisement 120d is available.
[0075] As local module 18 receives the enhanced content, such as
but not limited to, announcement, triggers, and/or packages, which
identify the content of video advertisement 120d, local module 18
transitions from banner advertisement 118d displayed within
advertisement box 116 to video advertisement 120d, as represented
by block 144. Such transition may include fading banner
advertisement 118d while local module 18 switches to MPEG stream 1
to deliver video advertisement 120d. For instance, tuner 74 (FIG.
3) may tune to the appropriate MPEG stream, i.e., MPEG stream 1 is
this illustrative configuration, and delivery the signals
associated with video advertisement 120d to display device 24.
Various other manners by which banner advertisement 118d may
transition to video advertisement 120d.
[0076] Referring now to FIG. 6, depicted is another exemplary
display screen that may be presented to the viewer through display
device 24. The majority of the features and functions of this
illustrative display screen are similar to those described above
with reference to FIGS. 4 and 5.
[0077] As illustrated, surrounding the display screen is a
schematic representation of the video advertisements and banner
advertisements that may be displayed to the viewer via display
device 24. In contrast to display screen 110 illustrated in FIG. 4,
display screen 148 may display video advertisements from multiple
groups of banner advertisements and multiple groups of video
advertisements such groups being designated by reference numerals
150a-150n and 152a-152n, respectively. These groups may be looped,
i.e., the same group of video advertisements is repeatedly
delivered along the same or a different MPEG stream to local module
18, may be deliverable to local module 18 on-demand, or may be
delivered once and stored at local module 18.
[0078] Various video advertisements may be included within each
group 152a-152n. For example, in one configuration, the same video
advertisements are contained within each group 152a-152n while
being time shifted or displaced one from another. In another
configuration, each group 152a-152n contains the same type of video
advertisements, i.e., has the same or substantially similar video
content identifiers, such identifiers defining the video
advertising content as relating to sports, automobiles, clothing,
travel, broadcast programming, and the like. One skilled in that
art may appreciate that each group 150a-150n may contain banner
advertisements that are time shifted or specific to a particular
type of advertisement, i.e., specific to a particular banner
content identifier.
[0079] By providing multiple groups of advertisements upon multiple
MPEG and/or data streams, local module 18 has a greater number of
advertisements to choose from at any given time period.
Consequently, local module 18 can retrieve video advertisements in
accordance with targeting information retrieved from program module
12, enhanced content module 14 or targeting information stored
within mass storage device 52 or system memory 44. Such targeting
information can be considered one type of viewer preference or
preference data as described above. Consequently, the present
invention may allow a viewer to define viewer preferences for the
type of advertisement they wish to view or the present invention
may automatically identify viewer preferences or targeting
information based upon demographic information of the viewer,
previous viewer viewing activities, decisions made by program
module 12, enhanced content module, or the like. Such preferences
or preference data and/or target information can be stored either
locally or remotely.
[0080] In operation, local module 18 may analyze the data stored
within mass storage device 52 and/or system memory 44 to identify
which video advertisements of all available advertisements can be
displayed to the viewer via display device 24. In another
configuration, local module 18 may determine which advertisements
are to be displayed from those advertisements meeting the
preferences of the viewer, i.e., in accordance with defined banner
content identifiers and/or video content identifiers can be
displayed to the viewer via display device 24.
[0081] In this manner, local module 18 can determine which
advertisements of the available video advertisements in each group
152a-152n is to start at a time close to the time defined by the
clock (not shown) within local module 18. Consequently, local
module 18 can select the video advertisement based upon which video
advertisement best meet the preferences of the viewer, has a start
time closest to the current time, and/or has not been watched by
the viewer before.
[0082] Following the selection of the video advertisement, local
module 18 identifies when the video advertisement is to be received
by local module 18 and determines whether additional banner
advertisements are to be displayed to the viewer due to delays in
the delivery of the video data associated with the video
advertisement from program module 12 (FIG. 1). In the event that no
delays have occurred, local module 18 retrieves the video
advertisement, transitions between the banner advertisement and the
video advertisement, displays the video advertisement in a similar
manner to that described previously, and subsequently repeats the
above as desired by the viewer, program module 12, enhanced content
module 14, and/or local module 18. For example, as illustrated, a
banner advertisement may initially be displayed within
advertisement box 116. Consequently, the banner advertisement may
be transitioned to display a video advertisement from group 152b on
MPEG stream 2.
[0083] The present invention may be embodied in other specific
forms without departing from its spirit or essential
characteristics. The described embodiments are to be considered in
all respects only as illustrative and not restrictive. The scope of
the invention is, therefore, indicated by the appended claims
rather than by the foregoing description. All changes that come
within the meaning and range of equivalency of the claims are to be
embraced within their scope.
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