U.S. patent application number 13/598354 was filed with the patent office on 2012-12-20 for animated video overlays.
This patent application is currently assigned to GOOGLE INC.. Invention is credited to Shivakumar Rajaraman, Jasson Arthur Schrock.
Application Number | 20120320091 13/598354 |
Document ID | / |
Family ID | 39940517 |
Filed Date | 2012-12-20 |
United States Patent
Application |
20120320091 |
Kind Code |
A1 |
Rajaraman; Shivakumar ; et
al. |
December 20, 2012 |
Animated Video Overlays
Abstract
A video server provides video content to a client via a network.
At the instruction of the video server, a player at the client
contacts an ad server and downloads one or more creatives and a
controller file to the client. The controller file indicates how
the creative manifests itself in play. The player displays the
video content in a display area at the client. The controller file
causes the creative to appear as an animated overlay over the video
content. User interface elements indicate the point in the video
when the creative appears, and allow the user to minimize and
replay the creative. The player can also display other creatives,
such as a static creative that is associated with the animated
creative. A user can select the creative to view additional
information about a product advertised by the creative.
Inventors: |
Rajaraman; Shivakumar; (San
Francisco, CA) ; Schrock; Jasson Arthur; (Mountain
View, CA) |
Assignee: |
GOOGLE INC.
Mountain View
CA
|
Family ID: |
39940517 |
Appl. No.: |
13/598354 |
Filed: |
August 29, 2012 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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12111179 |
Apr 28, 2008 |
8281332 |
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13598354 |
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60915654 |
May 2, 2007 |
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60945326 |
Jun 20, 2007 |
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Current U.S.
Class: |
345/629 |
Current CPC
Class: |
H04N 21/44016 20130101;
H04N 21/812 20130101; H04N 21/44012 20130101; H04N 21/44008
20130101; G06Q 30/02 20130101 |
Class at
Publication: |
345/629 |
International
Class: |
G09G 5/00 20060101
G09G005/00 |
Claims
1. A method for displaying a creative in association with a video,
comprising: playing a video in a video area of a user interface on
a client; receiving a creative at the client; receiving, by the
client, controller information controlling how the creative
manifests itself during display of the video, the controller
information comprising one or more rules indicating display
characteristics of the creative and an action to be performed in
response to the user selecting the creative; displaying, by the
client, the creative in a portion of the video area in accordance
with the display characteristics in the received controller
information, the creative overlaid on the playing video; receiving,
by the client, a user selection of the creative during display of
the creative; and performing, by the client, the specified action
in response to the user selecting the creative.
2. The method of claim 1, wherein the controller information
includes information specifying an offset time from a beginning of
the video at which to display the creative.
3. The method of claim 1, wherein the controller information
includes information specifying where in the video area to display
the creative.
4. The method of claim 1, wherein displaying the creative
comprises: displaying the creative along a bottom portion of the
video area or at a predetermined point in time after the video has
started playing and while the video continues to play or in a
partially-transparent manner so that the playing video remains
visible beneath the displayed creative.
5. The method of claim 1, wherein the controller information
includes information specifying whether the creative is to be
displayed on a mobile client and whether the creative is to be
displayed on at least one other type of client.
6. The method of claim 1, wherein the controller information
includes information specifying a level of transparency for
displaying the creative.
7. The method of claim 1, wherein the action to be performed in
response to the user selecting the creative comprises: recording a
click event when the user selects the creative.
8. The method of claim 1, wherein the action to be performed in
response to the user selecting the creative comprises: displaying
an interactive advertisement appearing in the video area and
including functionality allowing the user to purchase an item
advertised by the interactive advertisement.
9. The method of claim 1, wherein the action to be performed in
response to the user selecting the creative comprises: pausing and
fading the video; and displaying a companion video associated with
the video, the companion video appearing in the video area
superimposed over a partial portion of the video when the video is
paused and faded.
10. The method of claim 1, further comprising: prior to playing the
video, transmitting a video request to a video server for the
video; prior to receiving the creative, transmitting a creative
request to an ad server for the creative, the request including
parameters that describe aspects of the requested video.
11. The method of claim 1, wherein dimensions of the creative
varies as it plays.
12. The method of claim 1, wherein the controller information
comprises information describing how an ad reporting event
associated with the creative is measured, and wherein the action
comprises sending the ad reporting event based on the controller
information and a length of time that the creative is
displayed.
13. The method of claim 1, further comprising: displaying a
progress bar illustrating a length of the video and a current
playback position of the video; and displaying an indicator in
association with the progress bar indicating a playback position of
the video at which the creative is displayed; and
14. The method of claim 1, further comprising: displaying a
transparent screen over the creative in the video area; and
displaying user interface (UI) elements associated with the
creative on the transparent screen, wherein the UI elements
comprise one or more elements from the set consisting of: text
indicating that the creative is an advertisement and a control
enabling a user to minimize display of the creative.
15. A non-transitory computer-readable storage medium storing
computer-executable instructions for displaying a creative in
association with a video, the computer-executable instructions when
executed by one or more processors causing the one or more
processors to perform steps including: playing a video in a video
area of a user interface on a client; receiving a creative at the
client; receiving, by the client, controller information
controlling how the creative manifests itself during display of the
video, the controller information comprising one or more rules
indicating display characteristics of the creative and an action to
be performed in response to the user selecting the creative;
displaying, by the client, the creative in a portion of the video
area in accordance with the display characteristics in the received
controller information, the creative overlaid on the playing video;
receiving, by the client, a user selection of the creative during
display of the creative; and performing, by the client, the
specified action in response to the user selecting the
creative.
16. The non-transitory computer-readable storage medium of claim
15, wherein the controller information includes information
specifying an offset time from a beginning of the video at which to
display the creative.
17. The non-transitory computer-readable storage medium of claim
15, wherein the controller information includes information
specifying where in the video area to display the creative.
18. The non-transitory computer-readable storage medium of claim
15, wherein displaying the creative comprises: displaying the
creative along a bottom portion of the video area or at a
predetermined point in time after the video has started playing and
while the video continues to play or in a partially-transparent
manner so that the playing video remains visible beneath the
displayed creative.
19. The non-transitory computer-readable storage medium of claim
15, wherein the controller information includes information
specifying whether the creative is to be displayed on a mobile
client and whether the creative is to be displayed on at least one
other type of client.
20. The non-transitory computer-readable storage medium of claim
15, wherein the controller information comprises information
describing how an ad reporting event associated with the creative
is measured, and wherein the action comprises sending the ad
reporting event based on the controller information and a length of
time that the creative is displayed.
Description
CROSS-REFERENCE TO RELATED APPLICATIONS
[0001] This application is a continuation of U.S. patent
application Ser. No. 12/111,179 entitled "Animated Video Overlays"
filed on Apr. 28, 2008, which claims the benefit of U.S.
Provisional Application No. 60/915,654, filed May 2, 2007, and U.S.
Provisional Application No. 60/945,326, filed Jun. 20, 2007, all of
which are hereby incorporated herein by reference.
BACKGROUND
[0002] 1. Field of the Invention
[0003] This invention pertains in general to web-based video
display and specifically to managing video and advertising content
in an online content distribution system.
[0004] 2. Description of the Related Art
[0005] The sharing of video content on websites has developed into
a worldwide phenomenon, supported by dozens of websites. On
average, over 10,000 videos are posted every day, and this number
is increasing as the tools and opportunities for capturing video
become easy to use and more widespread. Shared video content
provides opportunities to present advertising material to viewers
along with the requested video content. However, some mechanisms
for delivering advertising with shared video have been relatively
ineffective, while others are perceived by users as being
objectionable.
[0006] People who use video sharing services have a wide range of
motivations for using those services. Some are interested in
specific information in the shared content, while others are just
browsing in a leisurely manner through the content. Advertising
that appears in conjunction with the video content, in order to be
effective as well as maintain a satisfactory experience for the
user, needs to be presented in a manner that takes these widely
varying user characteristics into account. Ideally, the
advertisements are presented in a manner that minimizes user
abandonment of videos in response to what is perceived as intrusive
advertising.
[0007] For example, an advertisement that appears before a
requested video is likely to be viewed by the user. However, such
pre-roll ads can also cause the user to grow impatient while
waiting for the requested video to appear and lead the user to
abandon the video. Additionally, a user can easily ignore a
post-roll advertisement that appears after the requested video.
[0008] There remains a need for a way to present requested video
content and advertising in a manner that is both satisfying to the
viewer and effective for advertisers.
SUMMARY
[0009] The above and other needs are met by displaying an animated
creative (such as an advertisement) in association with the video.
One embodiment of a method for displaying a creative in association
with a video comprises causing the video to play in a video area of
a user interface on a client, causing the creative to display in a
portion of the video area, the creative overlaid on the playing
video, and causing display of a companion video in response to
selection of the creative by a user of the client. The companion
video appears in the video area superimposed over a partial portion
of the video.
[0010] Another embodiment includes a computer-readable storage
medium storing computer program instructions for displaying a
creative in association with a video. The computer program
instructions comprise a player module configured to receive a video
for displaying in a display area of a client, a creative associated
with the video, and a controller file specifying how the creative
manifests during display of the video. The computer program
instructions further comprise a player control module configured to
receive the controller file and to display the creative in a
portion of the display area overlaid on the displayed video
responsive at least in part to the controller file.
[0011] Another embodiment comprises displaying a progress bar
illustrating a length of the video being played and a current
playback position of the video and displaying an indicator on the
progress bar indicating a playback position of the video at which a
creative is displayed. The creative is displayed as an overlay
superimposed over the video.
BRIEF DESCRIPTION OF THE DRAWINGS
[0012] FIG. 1 is a high-level block diagram of a computing
environment according to one embodiment.
[0013] FIG. 2 is a high-level block diagram illustrating an example
of a computer for use as a video server, ad server, and/or
client.
[0014] FIG. 3 is a high-level block diagram illustrating a detailed
view of modules within the client according to one embodiment.
[0015] FIG. 4 is a sequence diagram illustrating the steps involved
in e displaying of a creative at a client according to one
embodiment.
[0016] FIG. 5 illustrates a user interface (UI) generated by the
player according to one embodiment.
[0017] FIGS. 6A, 6B, and 6C illustrate a partial web page including
the UI generated by the player and other elements at different
stages of operation according to one embodiment.
[0018] The figures depict an embodiment of the present invention
for purposes of illustration only. One skilled in the art will
readily recognize from the following description that alternative
embodiments of the structures and methods illustrated herein may be
employed without departing from the principles of the invention
described herein.
DETAILED DESCRIPTION
[0019] FIG. 1 is a high-level block diagram of a computing
environment 100 according to one embodiment. FIG. 1 illustrates a
video server 110, an advertisement server (the "ad server") 112,
and a client 114 connected by a network 116. Only one client 114 is
shown in FIG. 1 in order to simplify and clarify the description.
Embodiments of the computing environment 100 can have thousands or
millions of clients 114, as well as multiple video 110 and ad 112
servers connected to the network 116.
[0020] The video server 110 provides video content (referred to
herein as a "video") to the client 114 via the network 116. In one
embodiment, the video server 110 is located at a website provided
by YOUTUBE, LLC of San Bruno, Calif., although the video server can
also be provided by another entity. The video server 110 includes a
database storing multiple videos. A user of a client 114 can browse
or search the videos in the database and request one or more videos
and/or other content to watch. The video server 110 provides the
requested content to the client 114.
[0021] The ad server 112 manages and stores advertising content,
and also provides the advertising content to the client 114 via the
network 116. In sonic instances, the advertising content is in the
same format as the content provided by the video server 110 (e.g.,
video advertising). In other instances, other types of advertising
are presented to the user, such as pure text advertising,
advertising providing a hyperlink to an advertiser's website,
text-and-audio advertising, and static image advertising. In
addition, the ad server 112 can provide multiple types of ad
content to a single client 114. In one embodiment, the functions of
the ad server 112 are provided by the video server 110.
[0022] A unit of advertising content provided by the ad server 112
is referred to as a "creative" 113. The ad server 112 provides a
creative 113 to the client 114 in response to a request from the
client. For certain types of creatives, the ad server 112 also
provides the client 114 with information describing how the
creative 113 manifests itself in play. In one embodiment, this
information is collected in a file called a "controller" 115.
[0023] The client 114 is a computer or other electronic device used
by one or more users to perform activities including viewing video
content received from the video server 110 and viewing creatives
received from the ad server 112. The client 114, for example, can
be a personal computer executing a web browser that allows the user
to browse the video content available at the video server web site.
In other embodiments, the client 112 is a network-capable device
other than a computer, such as a personal digital assistant (PDA),
a mobile telephone, a pager, a television "set-top box," etc.
[0024] When the user requests a video, the video server 110
provides the video to the client 114 via the network 116. At the
instruction of the video server 110, a player 118 at the client 114
contacts the ad server 112 and downloads one or more creatives and
controller files to the client 114. The player 118 displays the
video and creative 113 at the client 114. In one embodiment, the
controller file 115 causes the creative 113 to appear as an
animated mid-roll overlay over the video. For example, the player
118 displays the creative 113 across the bottom of the area
displaying the video 15 seconds after the beginning of the video.
Once the creative 113 completes its display, the player 118
minimizes the creative 113 and provides a user interface element
allowing the user to replay the creative 113 if desired. The player
118 can also display other creatives, such as a static creative
that is associated with the animated creative 113.
[0025] The network 116 represents the communication pathways
between the video server 110, ad server 112, and clients 114. In
one embodiment, the network 116 is the Internet. The network 114
can also utilize dedicated or private communications links that are
not necessarily part of the Internet. In one embodiment, the
network 114 uses standard communications technologies and/or
protocols. Thus, the network 114 can include links using
technologies such as Ethernet, 802.11, integrated services digital
network (ISDN), digital subscriber line (DSL), asynchronous
transfer mode (ATM), etc. Similarly, the networking protocols used
on the network 114 can include the transmission control
protocol/Internet protocol (TCP/IP), the hypertext transport
protocol (HTTP), the simple mail transfer protocol (SMTP), the file
transfer protocol (FTP), etc. The data exchanged over the network
114 can be represented using technologies and/or formats including
the hypertext markup language (HTML), the extensible markup
language (XML), etc. In addition, all or some of links can be
encrypted using conventional encryption technologies such as the
secure sockets layer (SSL), Secure HTTP and/or virtual private
networks (VPNs). In another embodiment, the entities can use custom
and/or dedicated data communications technologies instead of, or in
addition to, the ones described above.
[0026] FIG. 2 is a high-level block diagram illustrating an example
of a computer 200 for use as a video server 110, ad server 112,
and/or client 114. Illustrated are a processor 202 coupled to a bus
204. Also coupled to the bus 204 are a memory 206, a storage device
208, a keyboard 210, a graphics adapter 212, a pointing device 214,
and a network adapter 216. A display 218 is coupled to the graphics
adapter 212.
[0027] The processor 202 may be any general-purpose processor. The
storage device 208 is, in one embodiment, a hard disk drive but can
also be any other device capable of storing data, such as a
writeable compact disk (CD) or DVD, or a solid-state memory device.
The memory 206 may be, for example, firmware, read-only memory
(ROM), non-volatile random access memory (NVRAM), and/or RAM, and
holds instructions and data used by the processor 202. The pointing
device 214 may be a mouse, track ball, or other type of pointing
device, and is used in combination with the keyboard 210 to input
data into the computer 200. The graphics adapter 2112 displays
images and other information on the display 218. The network
adapter 216 couples the computer 200 to the network 114.
[0028] As is known in the art, the computer 200 is adapted to
execute computer program modules. As used herein, the term "module"
refers to computer program logic and/or data for providing the
specified functionality. A module can be implemented in hardware,
firmware, and/or software. In one embodiment, the modules are
stored on the storage device 208, loaded into the memory 206, and
executed by the processor 202.
[0029] The types of computers 200 utilized by the entities of FIG.
1 can vary depending upon the embodiment and the processing power
utilized by the entity. For example, a client 114 that is a mobile
telephone typically has limited processing power, a small display
218, and might lack a pointing device 214. The video server 110, in
contrast, may comprise multiple blade servers working together to
provide the functionality described herein.
[0030] FIG. 3 is a high-level block diagram illustrating a detailed
view of modules within the client 114 according to one embodiment.
Some embodiments of the client 114 in accordance with other
embodiments have different and/or other modules than the ones
described here. Similarly, the functionalities can be distributed
among the modules in accordance with other embodiments in a
different manner than is described here. Depending upon the
embodiment, certain modules can be incorporated into an operating
system executing on the client 114 while in other embodiments the
modules are standalone applications or parts of other products.
[0031] A browser module 310 allows the user of the client to browse
the videos available at the video server web site. Depending upon
the embodiment, the browser module 310 can be a well-known web
browser such as MOZILLA FIREFOX or MICROSOFT INTERNET EXPLORER. As
is known in the art, the browser module 310 receives web pages from
a web server and displays the web pages on the display 218
associated with the client 114. A web page can include different
regions dedicated to displaying different types of content, as well
as user interface elements that can be manipulated by the user.
[0032] A player module 118 (the "player" described above) plays the
video that the client 114 receives from the video server 110 and
performs related actions. In one embodiment, the player module 118
is activated by the browser module 118 upon receiving an
instruction from the video server 110. In one embodiment, the
player module 118 includes a FLASH player from ADOBE SYSTEMS INC,
of San Jose, Calif., although other embodiments differ. The player
module can be integrated into the browser as, for example, a
plug-in or browser helper object. The client 114 can acquire the
player module 118 from the video server 110 or another source.
[0033] The player module 118 includes a user interface (UI)
generation module 312 for creating, displaying, and enabling UI
elements providing information to the user and allowing the user to
control the player 118. These UI elements appear on the web page
displayed by the browser module 310. The user can use the elements
to perform actions such as requesting videos, playing the videos,
selecting a creative 113 clicking on the creative to request more
information about the advertised product), and the like.
[0034] The player module 118 also includes a player control module
314 for controlling the actions of the player. In one embodiment,
the player module 118 provides the controller file 115 for a
creative 113 to the player control module 314. The player control
module 314 parses the controller file 115 and causes the player 118
to behave in the specified manner. In addition, the player control
module 314 causes the UI generation module 312 to generate UI
elements based on the controller file 115.
[0035] As mentioned above, the controller file 115 controls how a
creative 113 manifests itself during play. The controller file 115
can be an XML file that specifies rules defining how the creative
113 is displayed. In one embodiment, the controller file 115 is
based on a template provided by the entity that operates the video
server 110. The controller file 115 specifies information such as
the point during playback of the video content when the creative
appears (e.g., an offset time from the beginning of the video at
which to display the creative), the duration for which the creative
is displayed, the location on the web page of a companion ad (if
any), where in the video area to display the creative,
characteristics of the creative display (e.g., the level of
transparency), and whether the creative is to be displayed on
certain types of clients (e.g., whether the creative displays on
mobile phone clients). For example, the controller file 115 can
specify that the creative 113 is displayed 15 seconds after the
start of the associated video content, that the creative is
displayed for 10 seconds, and that the creative is displayed along
the bottom edge of the area displaying the video. The controller
file 115 can also specify that the creative 113 is displayed on a
"share and watch" page that appears after the associated video
content finishes play.
[0036] The controller file 115 can also describe how and when ad
reporting events associated with the creative 113 are measured.
Thus, the controller file 115 can indicate that an ad impression is
recorded when the creative 113 is initially displayed (e.g., when
the creative is displayed at the 15 second mark). The controller
file 115 can also indicate that a "click to play event" or "click
through" event is recorded when the creative 113 is selected by a
user. The controller file 115 can also cause the player control
module 314 to track how much of the creative 113 is played, such as
reporting if the creative completes 25%, 50%, 75%, or 100% of its
presentation. In one embodiment, the player control module 314
reports this recorded information to the ad server 112.
[0037] In addition, the controller file 115 can specify actions to
be performed by the player control module 314 when a creative 113
is selected by a user. In one embodiment, a companion video ad is
displayed when the creative 113 is selected. This companion video
ad can appear as picture-in-picture. That is, the companion video
ad appears in the same area as the main video, is superimposed over
the main video, and is framed within a border that does not cover
the entire main video. Further, the main video is paused and faded
slightly to indicate that it is background. In one embodiment, if
the user selects the companion video, a new browser window is
opened that displays a web page associated with the companion video
(e.g., with the item being advertised by the companion video and
creative). The companion video is removed from the main video, so
that the main video is viewable when the user returns to the web
page on which it is displayed.
[0038] In another embodiment, a rich media interactive ad is
displayed when the creative 113 is selected by the user. The main
video is paused when the user selects the creative 113, and an
interactive ad (or other message) is displayed in approximately the
same area as the main video content. The user can interact with the
various elements of the interactive ad to view and purchase items.
For example, the rich media interactive ad can let the user view
different music to buy by shuffling through album covers. If the
user selects a particular album, a new browser window opens and
displays a web page associated with the selected album. One version
of the rich media interactive is not removed from the main video
when selected. In other words, the rich media interactive ad
remains in the video area until the user uses a UI element to close
it. In one embodiment, the functionality of the rich media
interactive ad is provided using technology based on FLASH.
[0039] FIG. 4 is a sequence diagram illustrating the steps involved
in the displaying of a creative 113 at a client 114 according to
one embodiment. In the diagram, three vertical lines respectively
represent the ad server 112, the video server 110, and the client
114. Time flows from the top to the bottom of the figure and the
horizontal lines between the entities represent communications.
Boxes on the lines represent activities performed by the associated
entity. Those of skill in the art will recognize that other
embodiments can perform the steps of FIG. 4 in different orders.
Moreover, other embodiments can include different and/or additional
steps and communications than the ones described here. In some
embodiments, the video server 110 and the ad server 112 are the
same server. In other embodiments, the video 110 and ad 112 servers
are controlled by the same entity or are controlled by different
entities.
[0040] Assume for purposes of this example that a user of the
client 114 browses a web site provided by the video server 110 and
requests 410 a video. The video server 110 provides 412 the video
to the client 114 in response. For example, the video server 110
can stream the video to the client 114. The player 118 at the
client 114 requests 414 a creative 113 from the ad server 112.
Depending upon the embodiment, this request may include parameters
that describe aspects such as an identifier of the requested video,
an identifier of the type (e.g., category) of the video, and
characteristics of the user of the client 114 (e.g., gender or
location) if the user has provided them. The ad server 112 selects
one or more creatives, possibly based on the parameters provided in
the request, and provides 416 the selected creative 113 and a
corresponding controller file 115 to the client 114.
[0041] The player 118 at the client 118 interprets 418 the
controller file 115 to determine how to manifest the creative 113.
Contemporaneously, the player 118 displays 420 the requested video
at the client 114. At a time relative to the beginning play of the
video, the player 118 displays 422 the creative 113 as specified by
the controller file 115. The user can select the creative 113 while
it is displayed, and can also perform other actions such as
minimizing or restoring it. In one embodiment, the player 118 sends
424 an ad reporting event indicating that an ad impression for the
creative 113 occurred.
[0042] FIG. 5 illustrates a UI 500 generated by the player 118
according to one embodiment. Other embodiment of the UI can differ
from the one shown, and elements within the UI can likewise
differ.
[0043] The UI 500 includes a video area 510 and a control area 512.
The video area 510 displays the main video received from the video
server 110. FIG. 5 illustrates that the creative 113 is displayed
along the bottom edge of the video area 510. The creative 113
includes text 516 identifying the creative as an advertisement, and
also includes a minimize button 518 that allows the user to
minimize (i.e., hide) the creative. In one embodiment, the creative
113 is 480 pixels wide and 55 pixels high, and can have some
elements that extend up to 70 pixels high. The creative 113 can be
animated, and can vary its dimensions as it plays. In addition, the
creative 113 can be translucent or partially transparent so that
the main video is visible beneath it.
[0044] In one embodiment, the player 118 overlays a transparent
screen over the creative 113 while it is displayed. The player 118
instantiates UI elements such as the text 516 and minimize button
518 on the transparent screen. In addition, the player 118 uses the
transparent screen to mask user actions from reaching the creative
113. The transparent layer thus allows the player 118 to provide a
consistent UI across different creatives.
[0045] The control area 512 includes UI elements for controlling
the playback of the video, and for viewing the status of the
playback. A "play" button 520 allows the user to play and pause the
video. A progress bar 522 shows the length of the video and a
playhead 524 on the progress bar indicates the current position of
the video. In one embodiment, an indicator 526 on the progress bar
522 indicates the point at which the creative is displayed. That
is, the creative 113 is displayed in the video area 510 when the
playhead reaches the indicated position in the progress bar 522.
The indicator 526 can be, for example, a distinctly colored line,
block, or other visible symbol shown on or adjacent to the progress
bar 522 that indicates the offset point from the beginning of the
video at which the creative 113 is displayed. In addition, the
control area 512 includes a time indicator showing the current time
index of the video, a volume control 530 for controlling the volume
of any audio associated with the video, and a sizing control 532
for controlling the size of the video window 510.
[0046] In one embodiment, the player 118 displays the UI elements
associated with the creative 113 in a similar color and/or uses
other techniques to indicate that the creative and elements are
related. For example, the player 118 can display the text 516,
minimize button 518, and indicator 526 in the same color to
indicate that these elements are related.
[0047] FIGS. 6A, 6B, and 6C illustrate a partial web page 600
including the UI 500 generated by the player and other elements at
different stages of operation according to one embodiment. The
illustrated web page 600 is an example of a typical web page, and
embodiments can have different or additional elements than the ones
shown.
[0048] The web page 600A of FIG. 6A shows that the video area 510
of the player UI 500 includes a playing video. In addition, the UI
500 includes a creative 113 displayed along the bottom of the video
area 510. The web page 600A also includes a companion creative 610
in the form of a static ad that appears to the right of the video
area 510. In one embodiment, the companion creative 610 is related
to the creative 113 in the video area 510 and can, for example,
advertise the same item. The companion creative 610 displays a web
page containing information about the advertised item when selected
by the user. The companion creative 610 can include the same color
scheme or have other characteristics to indicate that it is related
to the other creative 113. In other embodiments, the companion
creative 610 is of a different fort (e.g., is not static) and can
be displayed in a different location on the web page 600A.
[0049] The web page 600B of FIG. 6B shows the same web page as FIG.
6A, except that the creative 113 is minimized. The creative 113 can
be minimized, for example, in response to the user selecting the
minimize button 518 shown on the displayed creative. As shown in
FIG. 6B, in one embodiment a small "replay" button 612 is displayed
in the lower-right corner of the video area 510 while the creative
113 is minimized. The user can select the replay button 612 to
replay the creative 113.
[0050] The web page 600C of FIG. 6C shows the same web page as
FIGS. 6A and 6B. In FIG. 6C a companion video ad 614 is displayed
in response to the user selecting the creative 113. As described
above and shown in FIG. 6C, the companion video ad 614 is
superimposed over the main video, and is framed within a border
that only partially covers the main video. Further, the main video
is paused and faded slightly to indicate that it is background. The
companion video ad 614 also includes a "close" button 616 that the
user can select to remove the companion video ad and return to the
main video, and a "Learn more" link 618 that the user can select to
open a separate web page containing information about the
advertised item.
[0051] The above description is included to illustrate the
operation of the embodiments and is not meant to limit the scope of
the invention. The scope of the invention is to be limited only by
the following claims. From the above discussion, many variations
will be apparent to one skilled in the relevant art that would yet
be encompassed by the spirit and scope of the invention.
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