U.S. patent application number 11/761761 was filed with the patent office on 2008-07-31 for back-channel media delivery system.
This patent application is currently assigned to VULCAN PORTALS, INC.. Invention is credited to Stuart Graham, Robert E. Kaplan, Mars Tanumihardja.
Application Number | 20080183575 11/761761 |
Document ID | / |
Family ID | 39669016 |
Filed Date | 2008-07-31 |
United States Patent
Application |
20080183575 |
Kind Code |
A1 |
Kaplan; Robert E. ; et
al. |
July 31, 2008 |
BACK-CHANNEL MEDIA DELIVERY SYSTEM
Abstract
A back-channel media delivery system that may be used for
tracking the number and type of human impressions of media content
rendered by the system during the time the media was rendered is
provided. The back-channel media delivery system includes a
rendering device for rendering media, an environmental sensor for
sensing impressions and other environmental variables and a
computing device configured to play media on the rendering device,
and gather data related to the external states detected by the
environmental sensor. The system may include rules that interpret
that data and may cause the system to custom select, tailor or
control future playback of media on the system.
Inventors: |
Kaplan; Robert E.; (Mercer
Island, WA) ; Graham; Stuart; (Kenmore, WA) ;
Tanumihardja; Mars; (Seattle, WA) |
Correspondence
Address: |
DORSEY & WHITNEY LLP;INTELLECTUAL PROPERTY DEPARTMENT
SUITE 3400, 1420 FIFTH AVENUE
SEATTLE
WA
98101
US
|
Assignee: |
VULCAN PORTALS, INC.
Seattle
WA
|
Family ID: |
39669016 |
Appl. No.: |
11/761761 |
Filed: |
June 12, 2007 |
Related U.S. Patent Documents
|
|
|
|
|
|
Application
Number |
Filing Date |
Patent Number |
|
|
60898855 |
Jan 31, 2007 |
|
|
|
Current U.S.
Class: |
705/14.1 ;
705/14.41; 705/14.56; 705/14.69; 705/14.73 |
Current CPC
Class: |
G06Q 30/0273 20130101;
G06Q 30/0201 20130101; G06Q 30/0205 20130101; G06Q 30/0241
20130101; G06Q 30/0277 20130101; G06Q 30/0256 20130101; G06Q
30/0258 20130101; G06Q 30/0242 20130101; G06Q 30/02 20130101; G06Q
30/0207 20130101 |
Class at
Publication: |
705/14 |
International
Class: |
G06Q 30/00 20060101
G06Q030/00 |
Claims
1. A method of rendering media, the method comprising: selecting a
first instance of media; rendering the first instance of media on a
first rendering device; sensing at least one environmental state
external to the first rendering device to provide a first sensed
state; and saving a first record of the first sensed state.
2. The method of claim 1 wherein the at least one environmental
state comprises at least one of: the presence of a person in
proximity to the first rendering device, the duration of the
presence of a person in proximity to the first rendering device,
the height or weight of a person in proximity to the first
rendering device, the count of the number of persons sensed over
time, the rate of change of persons sensed within a given time
period, the number of people looking at the first rendering device,
how long a person looks at the first rendering device, the actual
time during which a person is looking at the first rendering
device, the size, shape or height of a person who is looking at the
rendering device, the speed with which someone in proximity to the
first rendering device moves, and the presence of a radio frequency
identification (`RFID`) tag in proximity to the first rendering
device.
3. The method of claim 2 further comprising: selecting a second
instance of media according to the first record; rendering the
second instance of media on a second rendering device; sensing at
least one environmental state external to the second rendering
device to provide a second sensed state; and saving a second record
of the second sensed state.
4. The method of claim 3 further comprising: prior to selecting the
first instance of media, defining a plurality of rules for
selecting media.
5. The method of claim 4 wherein the first rendering device
comprises at least one of: a television screen, a video monitor, an
electronic sign, and an audio playback system.
6. The method of claim 5 wherein the second rendering device
comprises at least one of: a television screen, a video monitor, an
electronic sign, and an audio playback system.
7. The method of claim 5 wherein the first rendering device is the
same device as the second rendering device.
8. The method of claim 1 wherein sensing at least one environmental
state comprises sensing with at least one sensor.
9. The method of claim 8 wherein the at least one sensor comprises
at least one of: thermal imaging camera sensors, infrared sensors,
pressure sensors, video imaging camera sensors, sonar sensors,
laser sensors, attention tracking sensors, and radio frequency
identification (`RFID`) tag sensors.
10. The method of claim 9 wherein attention tracking sensors
comprise at least one of: eye tracking sensors and face tracking
sensors.
11. The method of claim 10 wherein the face tracking sensors track
the attention of a subject based on the angle the subject's face
makes with at least one rendering device.
12. The method of claim 1 wherein media comprises media encoded as
at least one of: MP3, MPEG2, MPEG4, AVI, WMA and WMV.
13. The method of claim 3 wherein selecting the first and second
instances of media comprises selecting the first and second
instances of media according to at least one rule for selecting
media.
14. The method of claim 13 wherein the at least one rule for
selecting media comprises a rule that permits rendering an instance
of media depending on at least one of: the time of day, the day of
the week, the media previously rendered, playback quotas,
perishability and the sensing of at least one of the plurality of
environmental states.
15. The method of claim 3 wherein the first and second records of
the first and second sensed states, respectively, comprise: a
record of the time of day when the sensing occurred; data related
to the type of environmental state sensed; and a record identifying
the instance of media being rendered at that time.
16. The method of claim 1 further comprising: periodically
communicating with a backend server to upload the records of the
sensed states and to obtain new instances of media for
rendering.
17. A media playback system comprising: at least one rendering
device; at least one environmental sensor; a computing device
coupled to the at least one rendering device and the at least one
environmental sensor and configured to: select a first instance of
media stored in the computing device; render the first instance of
media on the at least one rendering device; while rendering the
first instance of media: use the at least one environmental sensor
to sense at least one environmental state external to the computing
device to provide sensed states; and save a record of the sensed
states.
18. The media playback system of claim 17 wherein the at least one
environmental state comprises at least one of: the presence of a
person in proximity to the media playback system, the duration of
the presence of a person in proximity to the media playback system,
the height or weight of a person in proximity to the system, the
count of the number of persons sensed over time, the rate of change
of persons sensed within a given time period, the number of people
looking at the first rendering device, how long a person looks at
the first rendering device, the actual time during which a person
is looking at the first rendering device, the size, shape or height
of a person who is looking at the rendering device, the speed with
which someone in proximity to the first rendering device moves, and
the presence of a radio frequency identification (`RFID`) tag in
proximity to the media playback system.
19. The media playback system of claim 17 wherein the at least one
rendering device comprises at least one of: a television screen, a
video monitor, an electronic sign, and an audio playback
system.
20. The media playback system of claim 17 wherein the at least one
environmental sensor comprises at least one of: thermal imaging
camera sensors, infrared sensors, pressure sensors, video imaging
camera sensors, sonar sensors, laser sensors, attention tracking
sensors, and radio frequency identification (`RFID`) tag
sensors.
21. The media playback system of claim 20 wherein attention
tracking sensors comprise at least one of: eye tracking sensors and
face tracking sensors.
22. The media playback system of claim 21 wherein the face tracking
sensors track the attention of a subject based on the angle the
subject's face makes with at least one rendering device.
23. The media playback system of claim 17 wherein the computing
device is further configured to render media encoded as at least
one of: MP3, MPEG2, MPEG4, AVI, WMA and WMV.
24. The media playback system of claim 17 wherein the computing
device is further configured to select the first instance according
to at least one rendering rule.
25. The media playback system of claim 24 wherein the at least one
rendering rule comprises a rule that permits rendering an instance
of media depending on at least one of: the time of day, the day of
the week, the media previously rendered, playback quotas,
perishability and the record of sensed states.
26. The media playback system of claim 17 wherein the computing
device is further configured to: select a second instance of media
according to the record of the sensed states; and render the second
instance of media on at least one rendering device.
27. The media playback system of claim 17 further comprising: a
backend server coupled to the computing device, the computing
device further configured to: periodically communicate with the
backend server; upload the records of sensed states to the backend
server; and to download new instances of media or new rules to the
computing device.
28. A method of defining rendering criteria for rendering media on
a media delivery device comprising: receiving rendering information
from the media delivery device; creating rules based on the
rendering information; and sending the rules to the media delivery
device wherein the rules define the criteria for rendering the
media on the media delivery device.
29. The method of claim 28 further comprising: sending media for
rendering to the media delivery device.
30. The method of claim 28 wherein the rules that define criteria
for rendering the media depend on at least one of: the time of day,
the day of the week, the media previously rendered, playback
quotas, perishability and the record of sensed states.
31. The method of claim 28 wherein the rendering information
comprises: environmental data sensed by the media playback device
during rendering of media by the device; a record of the time of
day when the media playback device sensed the environmental data;
and a record identifying the media being rendered when the media
playback system sensed the environmental data.
32. The method of claim 31 wherein the environmental data comprises
information indicating at least one of: the presence of a person in
proximity to the media playback system, the duration of the
presence of a person in proximity to the media playback system, the
height or weight of a person in proximity to the media playback
system, the count of the number of persons sensed over time, the
rate of change of persons sensed within a given time period, the
number of people looking at the first rendering device, how long a
person looks at the first rendering device, the actual time during
which a person is looking at the first rendering device, the size,
shape or height of a person who is looking at the rendering device,
the speed with which someone in proximity to the first rendering
device moves, and the presence of a radio frequency identification
(`RFID`) tag in proximity to the media playback system.
33. The method of claim 31 wherein the environmental data is sensed
by at least one environmental sensor.
34. The method of claim 33 wherein the at least one environmental
sensor comprises at least one of: thermal imaging camera sensors,
infrared sensors, pressure sensors, video imaging camera sensors,
sonar sensors, laser sensors, attention tracking sensors, and radio
frequency identification (`RFID`) tag sensors.
35. The method of claim 34 wherein attention tracking sensors
comprise at least one of: eye tracking sensors and face tracking
sensors.
36. The method of claim 35 wherein the face tracking sensors track
the attention of a subject based on the angle the subject's face
makes with at least one rendering device.
37. The method of claim 28 wherein receiving rendering information
and sending media for rendering and rules comprises receiving and
sending, respectively, through at least one of: an Ethernet
connection, an RS-232 serial connection, a USB connection, an
802.11x wireless connection, a Bluetooth connection, an infra-red
connection and non-volatile storage.
38. The method of claim 37 wherein non-volatile storage comprises
at least one of: a DVD, a CD, a magnetic tape or floppy disk and a
memory card.
39. The method of claim 38 wherein a memory card comprises at least
one of: a Compact Flash card, a Secure Digital Card, a MultiMedia
Card, SmartMedia, a MemoryStick of MemoryStick PRO, and xD-Picture
Card and a Micro Drive.
Description
RELATED APPLICATION DATA
[0001] This application claims benefit of U.S. Provisional Patent
Application Ser. No. 60/898,855, entitled BACK-CHANNEL MEDIA
DELIVERY SYSTEM, filed Jan. 31, 2007, which application is
incorporated herein by reference.
TECHNICAL FIELD
[0002] The present invention relates to techniques for rendering
media content on a media delivery device that tracks human
impressions of the media content, as well as other environmental
data, during the time it was rendered by the media delivery
device.
BACKGROUND OF THE INVENTION
[0003] It has always been difficult for advertisers to gauge the
effectiveness of their advertisements particularly where the
advertising is done through traditional modes of advertising such
as television or newspaper. Generally speaking, television networks
and newspaper publishers have only approximate statistics on the
number of viewers or readers within a given market. Newspaper
publishers, for example, can approximate the number of newspapers
that are read on any given day based on subscription and other
sales data. Of course, every person who receives a newspaper is not
going to read every advertisement within that paper. Consequently,
newspaper publishers and those who purchase advertisements from the
publishers have only a loose idea of how many people are exposed to
or actually read their advertisements. Likewise with television
advertising, the viewership of any given program, and the
commercials that run during such programs, is not known with
precision. The so-called `ratings` for television programs are
gathered statistically and again, calculating the number of people
who are reached with any given advertisement is imprecise. Ideally,
advertisers would like more substantive feedback about who and how
their advertising content is being viewed.
[0004] With the rise of Internet advertising, advertisers are given
more direct and immediate feedback on who is viewing their
advertisements. Suppose, for example, that an advertiser purchases
advertisements on the website of a major internet search engine
such as Google. The advertisement provider, Google in this case,
gathers data on the precise number of times that a given
advertisement is actually rendered during a page view. Likewise,
the advertisement provider can gather data representing the precise
number of times a given advertisement is actually clicked by the
viewer of the advertisement. Such feedback is invaluable because it
allows advertisers to get feedback on the exact, rather than
approximate, number of impressions the advertising made on the
target audience. An `impression` is any exposure a person has to an
advertisement. In the context of a newspaper, an advertisement has
an impression every time a person turns to the page of the paper
where the advertisement is located. Since it is not possible to
know with any certainty what pages of a newspaper are every
actually viewed by a person, it is not possible to know with any
certainty how many impressions a newspaper-based advertisement
receives. A similar problem exists with television advertising
because, as was discussed above, television `ratings` are
statistical estimates and calculating the number of people reached
with any given advertisement is imprecise.
[0005] In addition to impression information, the feedback provided
by an internet advertisement provider such as Google also provides
valuable information about how effective an internet-based
advertisement is in generating an inquiry (i.e. it tells you how
many impressions actually result in a click on the advertisement).
Data generated by, and fed back from, an advertising channel is
more commonly known as `back-channel data.` Back-channel data has
increasingly become the currency driving Internet advertising
business. Absolute measurement--vs. statistical analysis--is key to
advertisers, corporate and content programmer confidence.
[0006] Although television, newspaper and magazine advertising
channels continue to be very important, other forms of advertising
such as audio, video and electronic signage in retail spaces,
hotels, restaurants and other public places are becoming
increasingly prevalent. Such advertising media might comprise
playback of DVD's, computer generated media or animation, set-top
box video and audio, satellite dish video, streaming internet
protocol television (`IPTV`), still pictures, or even audio. Some
such systems have the capability to report on what media content
was played at what time and to schedule the time at which
particular media is played. While these are very valuable controls
for advertisers who wish to control their messaging, there is
currently no mechanism for reporting how many people were or are
exposed to an impression of such media content. Likewise, there is
no mechanism for adapting the media content to account for local
variables and conditions detected during media playback.
[0007] There is therefore a need for an media delivery system that
gathers data about the number and type of human impressions of
media content delivered by a content rendering device for
cross-correlation of such impression data with the media content.
Such a system may also alter the media content it delivers based on
such data.
BRIEF DESCRIPTION OF THE DRAWINGS
[0008] FIGS. 1A and 1B are detailed block diagrams of example
embodiments of back-channel media delivery systems.
[0009] FIGS. 2A-2C are data flow diagrams of operation of example
embodiments of back-channel media delivery systems.
[0010] FIG. 3 is a flow diagram of an example embodiment of a
routine for a logging system of a back-channel media delivery
system.
[0011] FIG. 4 is a high level block diagram of an example
embodiment of a back-channel media delivery system.
DETAILED DESCRIPTION OF THE INVENTION
[0012] Techniques are described below for consolidating and
correlating information about media content that is rendered at a
specific time by a set-top box coupled to a display with
information about the number of impressions the content made on
people within some detectable proximity of the display. Although
described in terms of a set-top box and display, it should be
understood that such media rendering and display devices, as well
as other related components, are only exemplary. Other types of
media, such as still pictures or audio, may also be rendered by
embodiments of the invention by an appropriate display or playback
device and information about the number and type of impressions of
such content likewise collected, consolidated and correlated. In
particular, although embodiments of the invention are described in
terms of a set-top box, it will be understood that any computing
device or devices capable of performing the disclosed functions of
the set-top box will suffice and in no way does such a device or
devices need to be literally on top of a television set. Likewise,
although the media delivery system has been described in terms of
advertising and advertising media, embodiments of the invention are
not so limited. Embodiments of the invention may, therefore, render
media that is not specifically advertising related.
[0013] FIG. 1A depicts a back-channel media delivery system
according to one embodiment of the invention. The system includes a
set-top box 100, a display 150, environmental sensors 171, an
environmental data server 170 and a backend server 180. The set-top
box 100 includes, among other things, a content management system
111, a media player system 112 and a logging system 114. Although
discussed in terms of such components and programs, alternative
embodiments of the invention are possible and it will be understood
that the embodiments discussed below are for illustrative purposes
only. In an alternative embodiment, the set-top box 100 may, for
example, include only the content management system 111 and the
logging system 114 whereas the media player system 112 is
physically separate from the set-top box 100. Indeed, any of the
functions of the content management system 111, the media player
112 and the logging system 114 may be performed by devices or
systems that are physically separate.
[0014] The media player system 112, along with the display 150, or
other content presentation devices 160, are used to render
instances of media content that embody and convey the message
intended for the audience. As will be discussed more fully below,
media content 121 stored in storage device 120 is selected by the
content management system 111 for playback and is processed and
rendered on the display 150, or other content presentations devices
160, by the media player system 112. Examples of storage devices
120 include hard drives, flash memory, remote server, network
attachable storage and other types of non-volatile storage and
memory devices. Typically, the media content 121 is rendered as
digital or analog signals which are routed to input/output (I/O)
connections 130 on the set-top box 100. For example, in the case of
video media, video signals are routed to the display I/O connection
130. Other types of media, such as audio or pictures, may be routed
to other devices through their respective connectors 139. The I/O
connections 130 further include a network I/O connection 132 for
routing signals between the set-top box 100 and a network. The
network I/O connection 132 might be comprised of, for example, a
modem connection or an 802.11x WiFi connection. A pluggable device
port I/O connection 133 can be used to connect the set-top box 100
to a pluggable device, as will be described in more detail
below.
[0015] The output signals are then electronically transferred from
these I/O connectors 130 to an appropriate device, for example,
from the display I/O connection to the display 150 or from the I/O
connectors 139 to some other media content presentation device 160.
In at least some embodiments, the output and input connectors
follow A/V industry standard formats (e.g., Component, Composite,
VGA, DVI, and HDMI). Such embodiments of the set-top box can
process and render, for example, at least one of the following
digital media formats using an associated CODEC: MP3, MPEG2, MPEG4,
AVI and Windows Media files such as WMA (for audio) and WMV (for
video). It will be understood that these digital media formats are
only for illustrative purposes and other types of media might be
rendered by the media player system 112.
[0016] The back-channel media delivery system also includes
environmental sensors 171. These sensors are responsible for
detecting a myriad of environmental states, signals and conditions
indicative of a human impression of the media content rendered by
the media player system 112. In the embodiment of FIG. 1A, one or
more sensors 171 are configured to count foot-traffic in the
vicinity of the back-channel media delivery system and these
sensors are connected to an environmental data server 170. In one
embodiment, the count of foot-traffic corresponds to the count of
impressions. As will be discussed more fully below, the count of
impressions is stored and used with playlist rules or for
post-processing. The sensors 171 may be connected through, for
example, a wired connection, which includes an Ethernet, RS-232
serial, USB or modem connection, or they may connect wirelessly
through, for example, an 802.11x Wi-Fi network, or a Bluetooth or
Infra-Red connection. An environmental data program 113a is
executed on the data server 170 and processes the signals received
by the environmental data server 170 from the sensors 171. The
environmental data program 113a can use various parameterized
algorithms to determine whether the sensors 171 have detected a
valid impression. The Environmental data 175, which includes the
number of valid impressions, is transmitted to the set-top box 100
for further processing and, as will be discussed in more detail
below, for use by content management system 111. In at least some
embodiments, in addition to being used for counting the number of
impressions, the environmental sensors 171 are capable of capturing
"dwell time" of a person in an area in the vicinity of the
back-channel media delivery system. Dwell time is a measure of how
long the person or persons remained in proximity of the sensors 171
or back-channel media delivery system. That is, in these
embodiments the sensors 171 are capable of determining when a
person is in proximity to the back-channel media delivery system
100, and additionally, determining how long they stay in
proximity.
[0017] The number of valid impressions and other environmental data
is transmitted to the set-top box 100 via an I/O connection 131
such as, for example, the network connection 132 or through the
pluggable device port 133. Some examples of sensor types include,
but are not limited to, thermal imaging camera sensors, infrared
sensors, pressure sensors, video imaging camera sensors, sonar
sensors, laser sensors, audio sensors, motion sensors and RFID tag
sensors. In some embodiments, the environmental sensors 171 are
integrated into or attached to the display device 150, and in other
embodiments, the sensors 171 are be integrated into or attached to
the set-top box 100 itself. In other embodiments, the environmental
sensors 171 may be installed anywhere within a suitable vicinity of
the display device 150. For example, on the wall, ceiling or floor,
within windows or doors, or self-contained and free standing.
[0018] The environmental data 175 is processed by the logging
system 114 executing on the set-top box 100. The data is stored in
the storage 120 temporarily or permanently on the set-top box as
environmental data 123. In one embodiment, the media player system
112 communicates with the logging system 114 via an
inter-process-communication mechanism, either in a event-driven or
polling fashion, to provide playback information, such as playback
state and metadata, of the media content the media player system
112 is rendering. The logger program 114 aggregates and correlates
the media playback information, duration of the media content, and
a timestamp of when the media content was rendered together with
the environmental data 123. The resulting output of the logging
system 114 is a playback history log file 124.
[0019] As previously discussed, instances of media rendered by the
back-channel media delivery system may include a variety of
different types of media such as video, audio or still pictures. In
one embodiment, such media is managed by the content management
system 111 which is part of the set-top box 100. The content
management system 111 enables a user to define playlist rules 122
that govern what media content 121 is to be loaded onto the storage
120 of the set-top box 100 for playback as well as for defining
playlist rules that govern when or how often instances of media
content are to be rendered on the display device 150 or other
content presentation devices 160.
[0020] In some embodiments, the playlist rules that govern the
playback of media content, along with the media content files, are
transferred onto the set-top box 100 from an external location such
as another networked computing device commonly known as the backend
server 180. In other embodiments, where network connectivity is not
available, such rules and media content may be transferred from an
external data store onto a removable memory storage device (not
shown) (e.g., a Universal Serial Bus (USB) flash memory drive), and
then transferred from the removable memory storage device onto the
set-top box 100 by connecting the removable memory storage device
to a compatible I/O connection 130 on the set-top box 100, for
example, a USB port. Although discussed in terms of a USB flash
drive, other modes of transferring playlist rules and media content
are possible. For example, other forms of portable, non-volatile
storage such as DVDs, CDs, tape or floppy disk or Memory Cards such
as Compact Flash, Secure Digital Card, MultiMedia Card, SmartMedia,
Memory Stick, Memory Stick PRO, xD-Picture Card or a Micro Drive
might be used instead. In alternative embodiments where Internet
connectivity is not possible, the back-channel media delivery
system communicates with the backend server 180 via a modem or
other data connection.
[0021] Turning to the playlist rules, many different rules can be
specified, with the number and type of rules related to the
capabilities of the set-top box 100 and environmental sensors 171.
An example of a simple playlist rule is one that is time based. For
example, the content management system 111 can be instructed via a
playlist rule to play a certain media selection according to the
current time of day, day of the week, or a combination of the two.
The rules can further specify a sequential, random or weighted
randomization of media selections during a given time period.
Different rules can be applied to different times of the day and on
different days of the week. For example, supposing an embodiment of
the invention were placed on a commuter train for playing
advertisements or other media to commuters. In such a situation,
the audience would be different during the rush hour commute than
it would be, for example, at noon. Likewise, the audience on such a
train would be different on the weekend than it would be during an
ordinary mid-week work day. Playlist rules allow embodiments of the
invention to be sensitive to these differences and enable an
advertiser, for example, to tailor the selection and playback of
media accordingly.
[0022] Another example of a playlist rule is one which specifies
that the same media should not be repeated within a given period of
time. In the commuter train example above, it is likely that almost
the same audience would be on board the train from, for example,
the suburbs into the city. Once the train has emptied at its
destination, the playlist rules could permit the media selections
to repeat because presumably, a new audience would be present to
see the media content.
[0023] Playlist rules may also specify quotas for specific media
with promotion or demotion of playback priority based on the number
of impressions each media has received. For example, suppose a
particular advertisement, `ad A`, is targeted to receive 100
impressions in a month. Suppose that `ad B` is targeted to receive
only 50 impressions per month. Further suppose that `ad B` has
already received 40 impressions while `ad A` has received only 30.
The content management system 111 may, in such a situation, boost
the priority of `ad A` so that it plays more frequently and
likewise decrease the play priority of `ad B` so it plays less
frequently. In this way, the back-channel media delivery system can
increase the likelihood that each advertisement will receive its
targeted number of impressions. The play priority for any given
piece of media may also be specified based on a premium service
where advertisers, for example, pay a premium for more impressions
or for playback priority.
[0024] In other embodiments, media can receive a higher playback
priority because of its particular perishability. That is, certain
media content is particularly time sensitive and in recognition of
this, such media will receive a higher playback priority to
hopefully increase the number of impressions. Examples of such
media could involve sporting events (e.g., the Super Bowl), the
season finale of a popular television show or media content related
to an election.
[0025] More complex playlist rules can be used by the content
management system 111 in conjunction with environmental data 123
provided by the environmental sensors 171. In one embodiment, the
environmental sensors 171 act as traffic counters that simply count
the number of persons passing in proximity to the back-channel
media delivery system. The traffic count is provided as feedback to
the back-channel media delivery system as was previously discussed.
According to a particular rule, the content management system 111
may then prioritize the playback of specific media items or groups
of media for playback during times of high traffic. It can also be
specified in the playlist rules that the same media should not be
played back-to-back. The playlist rules can also be used to have
the content management system 111 prioritize specific media items
or a group of media items to playback when the system senses a high
traffic-count. A high-traffic count might be characterized in
different ways. For example, the content management system 111
might consider passing a certain traffic-count threshold as
"high-traffic." Alternatively, the content management system 111
could characterize a large change in traffic within a certain
period of time as high traffic and ignore the raw number of traffic
counts altogether.
[0026] Although traffic counting sensors are perhaps the most
common type of environmental sensors 171, more sophisticated
sensors are capable of sensing and measuring more complex data for
use with more complex playlist rules and data gathering. For
example, as previously discussed, some sensors are capable of
measuring the dwell time of a person or persons within a proximity
of the back-channel media delivery system. Such capability is
useful for helping determine the efficacy of any given
advertisement. For example, it is advantageous to know that while
`ad A` was watched by 10 persons, only 2 of them stay for the
entire 30 second duration of the advertisement. This data is
valuable if you also know that `ad B` was also watched by 10
persons and 8 of them stayed for the entire 30 second duration of
the advertisement. The simplest sensors would detect only proximity
and determine how long a person or persons are in proximity to the
back-channel media delivery system.
[0027] Another type of sensor could read the information stored in
an RFID tag. Such a tag might be placed in products sold in a
store. In one embodiment, the sensors in a back-channel media
delivery system could determine what the quantity and type of
products a person has in their shopping cart as they approach the
system in a retail store. Such data could then be used to select
media for playback that is tailored for that particular person and
their buying habits. Alternatively, RFID tags could be placed in
the name tags of persons attending a large convention. The RFID tag
could store information about that particular persons area of
expertise. The RFID tag could then be read as the person moves
about the convention and media content that would be of interest to
such a person could be adaptively rendered by a back-channel media
delivery system as they pass by.
[0028] In yet another embodiment, environmental sensors could
possibly detect the height and weight of a person in proximity to
the back-channel media delivery system. Such information might be
particularly useful especially when coupled with other information.
Perhaps, for example, the playlist rules can be used to have the
sensors 171 interpret a shorter, lighter person in front of the
system during after-school hours between 3 and 5 P.M. to be
children. In such instances, the playlist rules can further control
the content management system to render media content intended for
children.
[0029] Embodiments of the invention might also include one or more
environmental sensors capable of tracking the attention of persons
in proximity to the back-channel media delivery system. There are
many possible configurations of attention tracking sensors. Some
attention tracking sensors, for example, can track the attention of
a subject through the measurement or detection of aspects of the
subject's face. One such attention tracking sensor might, for
example, use a camera and suitable illumination to capture images
of an area in proximity with the back-channel media delivery
system. Suitable processing of the images could be used to
determine the locations of people within the image and in
particular, where those people are actually looking. Such
processing could, for example, detect whether a person is looking
at the screen based on, for example, the angle of their facial
features within the captured images. As is known in the art, there
are complex algorithms such as the mean shift algorithm that allow
for face recognition and face tracking and such algorithms may be
advantageously employed in an attention tracking sensor.
[0030] Alternatively, methods exist for attention tracking based on
tracking only on the eyes. A suitable eye tracking algorithm may
process the captured images in order to determine whether the
subject's eyes are pointed at the back-channel media delivery
system. Attention tracking using only the eyes may be advantageous
in certain lighting situations or where the particular illumination
results in accentuation of the eyes within the captured images.
Attention tracking using both the eyes and other aspects of the
face or head may be advantageous since although a person's face may
be generally facing the back-channel media delivery system, they
may not be looking directly at the system. Instead, for example,
they may be looking at something behind or to the side of the
system. Use of eye tracking may thus permit attention tracking
sensors to be more accurate. An attention tracking sensor
incorporated into the embodiment depicted in FIG. 1A would allow
the back-channel media delivery system to determine whether each
individual in the defined field is looking at the display 150 from
moment to moment.
[0031] Attention tracking sensors would permit embodiments of the
back-channel media delivery system to gather information on how
long each individual looks at the screen. Gathering such
information on a second-by-second basis permits gauging the
effectiveness of a particular instance of media content, or
different time segments within that instance, in getting and
maintaining the attention of people. Likewise, through the use of
an appropriate playlist rule, one embodiment of the back-channel
media delivery system could dynamically alter rendering of media in
response to changing interest in the media being rendered. For
example, suppose a person is watching the display 150 of the
embodiment depicted in FIG. 1A. An attention tracking environmental
sensor connected to such an embodiment could detect that the person
is no longer paying attention or has averted their gaze in some
manner, and that information could cause the system to start
rendering a different instance of media. Alternatively, other
embodiments of the system might change the volume of sound, change
the brightness of the display, or other parameters of media
playback in an attempt to regain the person's attention.
[0032] An attention tracking environmental sensor could also permit
more accurate determination of a person's size, shape, height or
the speed with which they move. Such information could be used by
embodiments of the invention to generate probabilistic demographic
information. Such information is useful and valuable in and of
itself. Such information might also, however, be used by a playlist
rule within an embodiment of the invention to custom tailor a media
selection suitable for the person mostly likely to be watching the
display at that moment.
[0033] With further reference to FIG. 1A, although the set-top box
100 is capable of functioning more or less autonomously using
playlist rules and environmental data, the set-top box 100 may also
periodically synchronize with the backend server 180. The backend
server 180 receives the playback history log file 124 and can also
upload new media content 185 and playlist rules 186 to the set-top
box 100. Alternatively, the set-top box may continually communicate
with the backend server 180 allowing the playback history to be
communicated to the backend server 180 in real-time. The playback
history log file 124 may be reformatted and exported as some
digitally transmittable format prior to being transmitted to the
backend server 180. In some embodiments, the transmission makes use
of HTTP over TCP/IP protocols between set-top box 100 and the
backend server 180, which could be connected via an Ethernet
network. The connection could also be wireless using an 802.11x
Wi-Fi network, Bluetooth connectivity, Cellular connectivity, radio
frequency, or some variation thereof. The transmitted playback
history log file 124 is collected, stored, and analyzed on the
backend server 180 and available for various reporting
functionality as needed by the user of the system. The backend
server 180 is able to support the simultaneous collection of
playback history log file 124 from multiple set-top boxes 100. The
playback history log files 124 are aggregated and processed by an
analysis program 181 that executes on the backend server 180. The
analysis program 181 generates reports, and can further allow users
to interactively query and view the imported playback history log
file 124 and aggregated information.
[0034] FIG. 1B depicts an embodiment of the back-channel media
delivery system wherein the environmental data server 170 is
integrated into the set-top box 100. Such an embodiment obviates
the need for network connections between the environmental data
server 170 and the set-top box 100 as well as the need for separate
server hardware for the environmental data server. In some
embodiments, the environmental sensors 171 are likewise directly
connected to the set-top box 100. The functionality of these
embodiments is otherwise identical to the embodiments discussed
above.
[0035] FIG. 2A is a data flow diagram that describes the flow of
data within the embodiment of system depicted in FIG. 1A above.
Operation of this embodiment of the back-channel media delivery
system typically begins with the content management system 111
determining the next media to render in accordance with the
playlist rules 122. The content management system 111 communicates
the location of the next media to the media player system 112. The
media player system 112 retrieves the appropriate media file from
the media content files 121 and then typically renders the media
on, for example, the display screen 150. When the media player
system 112 begins to render the media, it generates a media
playback begin event which is communicated to the logger program
114. When the media player system 112 stops rendering that
particular media, it generates a media playback end event that is
also communicated to the logger program 114.
[0036] While the media is being rendered, the environmental sensors
171 begin detecting impressions and generate count events which are
communicated to the environmental data server 170. The traffic
count and type of traffic is passed from the environmental data
server 170 to the logger program 114. During the period of time
between the media playback begin event and end event, the logger
program 114 logs the media ID, the timestamp and the traffic count
and other environmental data to the playback log file 124.
Periodically, the playback log will be exported to the backend
server 180.
[0037] FIG. 2B is a data flow diagram that describes the flow of
data within the embodiment of the system wherein the environmental
data server 170 is integrated into the set-top box 100 and as
depicted in FIG. 1B. The data flow shown in FIG. 2B is essentially
the same as that of FIG. 2A except that the environmental sensors
171 communicate directly with set-top box 100 and its integrated
environmental data server 170.
[0038] FIG. 2C is a data flow diagram of an example embodiment of a
back-channel media delivery system where the collected
environmental data is used as feedback to help determine the next
media to play. During the time that the media player system 112 is
rendering a media content file and the logger program 114 is
likewise creating the playback history log 124, information about
the traffic count and other environmental feedback is communicated
back to the content management system 111. This feedback is used in
conjunction with the playlist rules 122 to determine the next media
content to render. The data flow depicted in this Figure is
otherwise identical to that of FIG. 2A.
[0039] FIG. 3 shows a flow chart diagram for one implementation of
the log media playback history routine 301 of the logging system
114. A media playback event is received from the media player
system 112 at step 302. The logging system 114 checks the playback
event type at step 303. If the playback event type is a "Play
Start" event, the event details are written to the log file at step
304, including the media identifier and timestamp T1 information.
The timestamp T1 is stored in memory at step 305 for use later when
a "Play End" event is received. The routine ends 310. If the
playback event type is a "Play End" event, the timestamp T1 that
was stored in memory is retrieved at step 306. Environmental sensor
count data for the time interval between timestamp T1 and the
current timestamp T2 is retrieved from the environmental data 123
at step 307. The event details are written to a playback history
log file 124 at step 308 including the media identifier, the
timestamp T2, and environmental sensor count data. Once the
playback history log file 124 has been completed, it may be
exported to the backend server 180 for further analysis.
[0040] FIG. 4 depicts a high level block diagram back-channel media
delivery system according to one embodiment of the invention.
Although FIG. 4 illustrates a particular embodiment, it will be
understood that alternative embodiments are possible as is evident
from the embodiments and variations described above. The
back-channel media delivery system 400 includes a media delivery
device 410 and a backend server 440. The media delivery device 410
includes a computing device 420. The media device 410 also includes
environmental sensors 415 and a rendering device 425 coupled to the
computing device 420. The computing device 420 selects media stored
on the computing device 420 for rendering on the rendering device
425. Alternatively, the computing device 420 may select media
stored elsewhere. The computing device 420 then renders the media
on the rendering device 425. While rendering the media, the
computing device 420 gathers environmental data from the
environmental sensors 415. The computing device 420 compiles the
playback history 435 and transmits this history that is received by
the backend server 440. As was discussed more fully above, the
backend server 440 is used to process and analyze the back-channel
data. From this data, new playback rules may be devised for use by
the media delivery device 410 during future renderings of new media
on the rendering device 425. New media and playback rules 430 are
then transmitted to the media delivery device 410. It will be
understood that receiving the playback history 435 by the backend
server 440 and sending the new media and playback rules 430 to the
media delivery device 410 may be accomplished in numerous ways. For
example, and as was discussed more fully above, the communication
may take place via various types of wired or wireless connections
or via non-volatile media.
[0041] From the foregoing it will be appreciated that, although
specific embodiments of the invention have been described herein
for purposes of illustration, it will be understood by one skilled
in the art that various modifications may be made without deviating
from the invention. Accordingly, the invention is not limited
except as by the appended claims.
* * * * *