U.S. patent application number 14/090572 was filed with the patent office on 2015-05-28 for controlling access to content.
This patent application is currently assigned to PIKSEL, INC.. The applicant listed for this patent is PIKSEL, INC.. Invention is credited to Issar Amit Kanigsberg, Philip Antony Shaw, Miles Eusebius Weaver.
Application Number | 20150150029 14/090572 |
Document ID | / |
Family ID | 52000830 |
Filed Date | 2015-05-28 |
United States Patent
Application |
20150150029 |
Kind Code |
A1 |
Shaw; Philip Antony ; et
al. |
May 28, 2015 |
Controlling Access to Content
Abstract
A computer implemented method of controlling access to content
to be viewed on a viewing device, the method comprising: selecting
desired content to be viewed on the viewing device; displaying
auxiliary content which is required to be viewed while preventing
display of the desired content on the viewing device; after
displaying the auxiliary content, displaying at least one user
engagement element defining an expected user activity; detecting if
a user has engaged with the user engagement element in accordance
with the expected user activity and if so, displaying the desired
content on the viewing device.
Inventors: |
Shaw; Philip Antony;
(London, GB) ; Weaver; Miles Eusebius; (London,
GB) ; Kanigsberg; Issar Amit; (California,
CA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
PIKSEL, INC. |
Wilmington |
DE |
US |
|
|
Assignee: |
PIKSEL, INC.
Wilmington
DE
|
Family ID: |
52000830 |
Appl. No.: |
14/090572 |
Filed: |
November 26, 2013 |
Current U.S.
Class: |
725/5 ;
725/10 |
Current CPC
Class: |
H04N 7/162 20130101;
H04N 21/4394 20130101; H04N 21/25891 20130101; H04N 21/42203
20130101; H04N 21/44213 20130101; H04N 21/812 20130101; H04N
21/4758 20130101; H04N 21/2668 20130101; H04N 21/47202 20130101;
H04N 21/25435 20130101; H04N 21/47211 20130101; H04N 7/17318
20130101; H04N 21/6582 20130101 |
Class at
Publication: |
725/5 ;
725/10 |
International
Class: |
H04N 21/442 20060101
H04N021/442; H04N 21/472 20060101 H04N021/472; H04N 21/4415
20060101 H04N021/4415; H04N 7/16 20060101 H04N007/16; H04N 21/81
20060101 H04N021/81; H04N 21/439 20060101 H04N021/439; H04N 7/173
20060101 H04N007/173 |
Claims
1. A computer implemented method of controlling access to content
to be viewed on a viewing device, the method comprising: a)
selecting desired content to be viewed on the viewing device; b)
displaying auxiliary content which is required to be viewed while
preventing display of the desired content on the viewing device; c)
after displaying the auxiliary content, displaying at least one
user engagement element defining an expected user activity; d)
detecting if a user has engaged with the user engagement element in
accordance with the expected user activity and if so, displaying
the desired content on the viewing device.
2. A method according to claim 1, wherein the steps of selecting
the desired content and displaying the auxiliary content and user
engagement element are carried out on a companion device.
3. A method according to claim 1 wherein, the user engagement
element comprises a displayed question to which a user may
respond.
4. A method according to claim 1, wherein the user engagement
element comprises a survey which includes at least one question
with associated expected responses, wherein the questions and
responses concern the auxiliary content.
5. A method according to claim 1, wherein a user response by voice
is detected by a voice recognition application and compared with an
expected response.
6. A method according to claim 1, wherein the user engagement
element comprises a user interface component selectable by a
user.
7. A method according to claim 1, where the desired content is an
asset with an associated value, selectable by a user without
transmitting payment for the asset provided that the user properly
engages with the user engagement element.
8. A method according to claim 1, wherein the desired content is an
asset with an associated value exchangeable for payment of that
value, the method comprising permitting a user to select the
content for viewing at a discounted value provided that the user
properly engages with the user engagement element.
9. A method according to claim 1, wherein the step of detecting can
include detecting if the user is engaged within a specified
period.
10. A method according claim 1, wherein the user engagement element
is displayed after a viewer has begun to watch content, but before
he is permitted to watch the entire content, the method comprising
detecting an instant the content stream being displayed with the
viewing device; preventing display of a further portion of the
content stream while displaying the user engagement element and
only permitting display of the further content if it is detected
that the user has engaged with the user engagement element in
accordance with the expected user activity.
11. A method according to claim 10, wherein detecting the instant
can be carried out by audio content recognition.
12. A method according to claim 1, wherein the auxiliary content is
a video.
13. A method according to claim 1, wherein the desired content is
exchangeable for user viewing of multiple advertisements, and
wherein the method comprises reducing the number of advertisements
to be viewed provided that the user properly engages with the user
engagement element.
14. A computer program product for controlling access to content,
the computer program product comprising computer executable
instructions which when executed by a computer carry out the steps
of: a) detecting that a user has selected desired content to be
viewed; b) controlling a display to present auxiliary content which
is required to be viewed while preventing display of the desired
content; c) after displaying the auxiliary content, controlling the
display to display at least one user display engagement defining an
expected user activity; and d) detecting if the user has engaged
with the user engagement element in accordance with the expected
user activity, and if so, generating a signal to cause the desired
content to be displayed.
15. A computer program product according to claim 14, wherein the
step of controlling the display to present auxiliary content
controls a first display and the desired content is caused to be
displayed on a second display.
16. A computer program product according to claim 14, which causes
the computer at a companion device to transmit the generated signal
to a viewing device.
17. A computer device configured to control access to content to be
viewed by a user, the computer device comprising: a) a user input
component configured to receive selection by a user of desired
content to be viewed; b) a display; c) a processor executing an
access control program which is configured to cause auxiliary
content to be displayed on the display, the auxiliary content being
required to be viewed, wherein the access control program is
configured to: prevent display of the desired content while the
auxiliary content is displayed; after displaying the auxiliary
content, to display at least one user engagement element defining
an expected user activity to be displayed and to detect if a user
has engaged with the user engagement element in accordance with the
expected activity and if so, cause the desired content to be
displayed.
18. A computer device according to claim 17, which is configured to
cause the desired content to be displayed by transmitting a signal
to a separate viewing device.
19. A computer device for controlling access to content, the device
comprising: a) a network interface configured to exchange messages
and content between a remote user device and the computer device;
and b) a processor configured to execute a content control program
which when executed performs the steps of: c) receiving a message
selecting content to be viewed on a display device; d) responsive
to the message transmitting auxiliary content to the remote user
device; e) transmitting at least one user engagement element to the
user device; f) monitoring responses entered by a user responsive
to the user engagement element; and g) if the responses indicate
that a user has engaged with the user engagement element in
accordance with an expected user activity, causing the desired
content to be displayed on the display device.
20. A computer device according to claim 19, comprising an
auxiliary content generation component which is responsive to user
responses to generate the auxiliary content.
21. computer device according to claim 19, wherein the network
interface is configured to transmit user responses to an ad server
for selecting further auxiliary content.
22. A computer implemented method of controlling access to content
to be viewed on a viewing device: a) wherein a user selects desired
content to be viewed on the viewing device, the method comprising,
prior to displaying the desired content, b) displaying at least one
user engagement element defining an expected user activity, the
user engagement element including at least one question and a
response entry component for receiving a response from the user
concerning user profile information, c) detecting if a user has
engaged with the user engagement element to supply user profile
information, and releasing the desired content for viewing in that
case, and d) causing the user profile information to be utilised in
the selection of auxiliary content to be displayed at the viewing
device.
Description
FIELD
[0001] The present invention relates to controlling access to
content to be viewed on a computer device.
BACKGROUND
[0002] Computer devices exist which are considered to display
content to a user on demand. For example, subscription services
allow a user to select particular television channels which are
made available to a computer device on which a user can view the
channels. Viewing of the channels can be subject to payment. When
subject to payment, access to the content is controlled by
determining whether or not the user has made a payment for the
content and as such is permitted to view it. In a subscription
service content can be live/linear. Other on-demand content is
available, such as, On-Demand TV which allows individual programmes
to be begun at the viewer's leisure.
[0003] Other types of content are also available on demand, for
example, downloaded or streamed to a user following suitable
payment, as with On Demand TV or pay per view (PPV).
SUMMARY
[0004] This disclosure covers access to content whether that
content is linear/live, subscription, PPV or On-Demand.
[0005] Many viewers possess additional user devices which they can
use as a companion to the viewing of a main, viewing device such as
a television, set-top box or other computer device. In such a case,
the companion device can be used to control what is viewed on the
viewing device, either by transmitting signals directly to the
viewing device or by transmitting signals via a network such as the
internet to a source of the content to be transmitted to the
viewing device. In either case, it would be desirable to control
access to the content without requiring the additional complexity
and technical components associated with a payment scheme and
confirming payment each time a user requires to watch some
content.
[0006] Playback need not be on the viewing device. For viewers who
consume content directly on the companion device, this one device
can serve both purposes.
[0007] According to one aspect of the present invention there is
provided a computer implemented method of controlling access to
content to be viewed on a viewing device, the method comprising:
[0008] a) selecting desired content to be viewed on the viewing
device; [0009] b) displaying auxiliary content which is required to
be viewed while preventing display of the desired content on the
viewing device; [0010] c) after displaying the auxiliary content,
displaying at least one user engagement element defining an
expected user activity; [0011] d) detecting if a user has engaged
with the user engagement element in accordance with the expected
user activity and if so, displaying the desired content on the
viewing device.
[0012] One embodiment provides a method of controlling access to
content to be viewed on a viewing device, the method comprising:
[0013] a) selecting at a companion device desired content to be
viewed on the viewing device; [0014] b) displaying on the companion
device auxiliary content which is required to be viewed while
preventing display of the desired content on the viewing device;
[0015] c) after displaying the auxiliary content, displaying on the
companion device at least one user engagement element defining an
expected user activity; and [0016] d) detecting if a user has
engaged with the user engagement element in accordance with the
expected user activity and if so, displaying the desired content on
the viewing device.
[0017] The user engagement element can take a number of different
forms. The user engagement element offers a user a user interface
which captures a user response, whether by text, voice, keyboard,
touchscreen or mouse click input, or in any other way. In some
embodiments a user can select whether to engage with the user
engagement element to access the content or to bypass it by payment
for example. Some services offer "free" content but require a user
to watch several advertisements. A user could select to engage with
a user engagement element in exchange for watching fewer
advertisements. In one embodiment, described herein as "pay by
survey", the user engagement element comprises a displayed question
and a field for a user to enter a response. The user engagement
element can comprise a survey which includes multiple questions
with associated fields for responses, wherein the questions and
responses concern the auxiliary content. The auxiliary content can
be an advertisement, but the disclosure is not limited in this
respect. A user can in one example respond using voice recognition.
In other examples, a user can select an answer from a dropdown list
or set of check boxes displayed on the viewing or companion device.
Alternatively, the response could be requested as a game element,
for example by clicking an image the user saw in the auxiliary
content from a small (e.g. 4-6) set of images.
[0018] Embodiments of the invention are useful in the context where
the desired content is an asset with an associated value,
selectable by a user without transmitting payment for the asset
provided that the user properly engages with the user engagement
element.
[0019] The step of detecting can include detecting if the user is
engaged within a specified period.
[0020] Embodiments of the invention allow for the user engagement
element to be displayed after a viewer has begun to watch content,
but before he is permitted to watch the entire content. To this
end, embodiments include the step of detecting an instant the
content stream being displayed with the viewing device; preventing
display of a further portion of the content stream while displaying
the user engagement element at the companion device; and only
permitting display of the further content if it is detected that
the user has engaged with the user engagement element in accordance
with the expected user activity.
[0021] Detecting the instant can be carried out by audio content
recognition, or by direct communication between the viewing device
and the companion device.
[0022] Another aspect of the present invention provides a computer
program product for controlling access to content, the computer
program product comprising computer executable instructions which
when executed by a computer carry out the steps of: detecting that
a user has selected desired content to be viewed; controlling a
display to present auxiliary content which is required to be viewed
while preventing display of the desired content; after displaying
the auxiliary content, controlling the display to display at least
one user display engagement defining an expected user activity; and
detecting if the user has engaged with the user engagement element
in accordance with the expected user activity, and if so,
generating a signal to cause the desired content to be
displayed.
[0023] One embodiment provides a program for controlling access to
content, the computer program product comprising computer
executable instructions which when executed by a computer carry out
the steps of: [0024] a) detecting that a user has selected desired
content to be viewed; [0025] b) controlling a first display to
present auxiliary content which is required to be viewed while
preventing display of the desired content in a second display;
[0026] c) after displaying the auxiliary content, controlling the
display to display at least one user display engagement defining an
expected user activity; and [0027] d) detecting if the user has
engaged with the user engagement element in accordance with the
expected user activity, and if so, generating a signal to cause the
desired content to be displayed on the second display.
[0028] Another aspect of the present invention provides a computer
device configured to control access to content to be viewed on a
separate, viewing device, the computer device comprising: a user
input component configured to receive selection by a user of
desired content to be viewed; a display; a processor executing an
access control program which is configured to cause auxiliary
content to be displayed on the display, the auxiliary content being
required to be viewed, wherein the access control program is
configured to: prevent display of the desired content while the
auxiliary content is displayed; after displaying the auxiliary
content, to display at least one user engagement element defining
an expected user activity; and to detect if a user has engaged with
the user engagement element in accordance with the expected
activity and if so, cause the desired content to be displayed.
[0029] Another aspect of the present invention provides a computer
device for controlling access to content, the device comprising a
network interface configured to exchange messages and content
between a remote user device and a computer device; and a processor
configured to execute a content control program which when executed
performs the steps of: receiving a message selecting content to be
viewed on a display device; responsive to the message transmitting
auxiliary content to the remote user device; transmitting at least
one user engagement element to the user device; monitoring
responses entered by a user responsive to the user engagement
element; and if the responses indicate that a user has engaged with
the user engagement element in accordance with an expected user
activity, causing the desired content to be displayed on the
display device.
[0030] Another aspect of the invention provides a computer
implemented method of controlling access to content to be viewed on
a viewing device, wherein a user selects desired content to be
viewed on the viewing device, the method comprising, prior to
displaying the desired content, displaying at least one user
engagement element defining an expected user activity, the user
engagement element including at least one question and a response
entry component for receiving a response from the user concerning
user profile information detecting if a user has engaged with the
user engagement element to supply user profile information, and
releasing the desired content for viewing in that case, and causing
the user profile information to be utilised in the selection of
auxiliary content to be displayed at the viewing device.
[0031] For a better understanding of the present invention, and to
show how the same may be carried into effect reference may be made
by way of example to the accompanying drawings.
BRIEF DESCRIPTION OF THE FIGURES
[0032] FIG. 1 is a schematic diagram of devices for controlling
access to content;
[0033] FIG. 2 is a schematic block diagram of a computer device for
displaying a user engagement element;
[0034] FIG. 3 is a flow chart of a method for controlling access to
content; and
[0035] FIG. 4 is a sequence of displays presented during the
method.
DESCRIPTION OF THE EMBODIMENTS
[0036] FIG. 1 shows two devices which can be provided for a user in
a particular location. FIG. 1 illustrates a viewing device such as
a television 2 with a screen 4. A user also has a companion user
device 10. This user device can take the form of any kind of
computer device including but not limited to tablets, mobile
phones, smartphones, laptops, etc. In particular, the user device
10 has a screen 12 for displaying elements to a user. In accordance
with this disclosure, these elements include user engagement
elements to be further discussed herein. The user device 10 also
has a network connection 14 to allow it to communicate with a
control server 16 via a network 18 such as the internet. The
network connection can be wired such as Ethernet or wireless
(either WiFi or GSM), or any suitable interface which allows the
user device 10 to communicate with the control server 16. A content
source 17 is also provided which is connected to the network 18 and
can deliver content to the viewing device. This can be achieved via
an internet channel over the network 18 or a broadcast channel,
denoted 19 in FIG. 1. The content source can be part of the network
and accessible accordingly (see line 13). In the embodiment
discussed below, access to the content is controlled by the user
viewing auxiliary content in the form of advertisements which are
displayed before the desired content, and which may be delivered to
the viewing device or user device from an ad server 21. A user must
provide feedback through the user engagement element before content
is released, as described in more detail herein. The dotted line in
FIG. 1 denotes the fact that the user device 10 and television 2
are likely to be in the same physical location, such as a room,
while the servers 16, 17 and 21 are likely to be in a remote
location. The server 16 and 17 are shown as separate computer
devices, but their functions could be carried out in a single
server.
[0037] The user device 10 includes a processor which executes a
content access control application when a viewer uses the user
device to select content to be viewed on the viewing device.
[0038] FIG. 2 is a schematic block diagram of a user device 10. The
user device comprises a processor 100 which is connected to a
memory 102. The memory holds code for execution by the processor
and includes applications which can be executed by the processor
100. In this case, the applications, (apps) include a content
access control application 104.
[0039] On executing the content access control application 104 the
processor receives user engagement elements from the control server
16 and provides them to the display 12 to be displayed to a user.
The processor 100 receives information depending on user actions at
the display. A user can select content to be viewed at the display
12, instruct that content to be played using a displayed play
button 105 and engage with the user engagement elements when they
are displayed to him/her.
[0040] A method of controlling access to content will now be
described with reference to FIGS. 3 and 4.
[0041] The process starts at step S30. A user selects content at
step S32. This can be done by any user input mechanism e.g. tapping
on a displayed viewing content option on the screen 12, by mouse
click, voice, keyboard or any other way. The user device sends a
message to the control server 16 indicating content has been
selected (S34). The user device then receives, before the content,
first lock control content. In the following embodiment lock
control content comprises one or more advertisements and a survey
comprising one or more questions to be completed by a user. This is
discussed in more detail with reference to FIG. 4. The
advertisements can be supplied from the ad server 21 to the user
device 10. A user can be uniquely identified by his log-in where
multiple users use the same device. The ad(s) can be targeted to a
particular user who has logged into that user device. This is
achieved by building up over time information about the kind of
content watched on the user device 10 which is monitored by the ad
server 21 so that it can supply appropriate advertisements. This is
known and is not discussed further herein. It nevertheless is an
advantage in the present context that the advertisements are
displayed on the user device 10 rather than on the viewing device 2
where the desired content will be displayed. At step S38 the
application determines whether the user has engaged with the lock
control content, in a manner to be described in more detail with
reference to FIG. 4. His responses are monitored (S42) and sent to
the control server (S44). The server determines (S46) if the
response was adequate--perhaps the user failed to respond
effectively by inputting nonsense or misleading data. If the
response was adequate (YES), the server determines if there is
further lock control content. If so, this is sent to the user. If
not (NO), the content is played (S39). If the response was deemed
not adequate, or if the user does not engage at all, the content
does not play. The user is presented (S52) with the option to
cancel/abandon the request to view the content. Alternatively, he
could be presented with a bypass option of paying to view the
content.
[0042] FIG. 4 shows a sequence of items to be displayed to a user
on screen 12 of the user device 10. After a user has selected
content (S32), they can chose to play the content by actuating a
play button 105 shown on the screen 12. Actuation can be by
clicking a mouse, tapping a screen, voice or in any suitable
way.
[0043] As shown in item 40, instead of playing the desired content
on the viewing device 2 an advertisement is played on the user
device 10. The advertisement is streamed from the ad server 21 as a
short video extract. For example, the advertisement may be for a
particular brand of car. After this short video extract, a user
engagement element 42 is shown on the screen 12 in the form of a
question displayed to the user. A user can engage with the user
engagement element 42 by responding to the question either by
entering data into a field displayed to the user (not shown in FIG.
4) or responding using voice. When a user responses using voice, a
voice recognition app executed by the processor 100 detects the
voice and recognises the user response and supplies it to the
access control app 104.
[0044] After this user engagement, further lock control content in
the form of further adverts can be shown in the form of short video
clips. Once the user has responded properly to the user engagement
elements which follow these advertisements (as in the first
advertisement just described), a message 44 is shown on the screen
indicating that the selected content (in this case a movie) will
now be shown.
[0045] Whether or not the user has responded properly is determined
by assessing whether an expected user actuation has been executed.
For example, where a response is to be entered in text, the quality
of the text is assessed to ensure it is meaningful. Where a user
selection is made (multiple choice), only the set number of
selections should be made.
[0046] In one embodiment, where the content has a value, a user can
choose to bypass the user engagement elements and purchase the
content by exchanging payment. If he engages with the user
engagement elements, he will receive the content without exchanging
payment. In an alternative option, he could receive the content at
a discounted price.
[0047] In addition to controlling access to content, the
embodiments of the invention have a number of advantages.
[0048] For most TV viewers a prime complaint about watching
television is "too many ads". Also, mobile apps that offer
ad-funded content that is otherwise free generate dissatisfaction
about the quantity (and quality) of the ads themselves. As a
result, content is in danger of being drowned by the advertising
that helps pay for its distribution and, as a result, viewers are
tuning it out by letting the ads run while they do something else.
This necessarily increases the amount of ad wastage and reduces
their effectiveness.
[0049] The embodiments described herein enable a device to enhance
the advertising experience for end-users, yet make the ads more
effective and allowing for fewer of them to be shown giving the
increased value of engagement over a pure impression count. This
also reduces traffic density over a network where ads are
transmitted.
[0050] Much of the irritation at adverts is caused by the perceived
lack of relevance to the viewer of many of the products, services
and brands being presented. This has arisen because of the way in
which ads are targeted has not kept pace with viewers' needs. Ads
are still largely selected based on the demographic of the audience
for a show as a whole.
[0051] Rather than targeting ads crudely to an entire audience,
they are pushed to a viewer's second screen (user device 10) and,
because such a device is a personal one for which an increasingly
more detailed picture of the individual user has been built up,
those ads can be made ever more relevant.
[0052] Such fine grained targeting is only one element of the
solution. This improves the relevance but doesn't in itself
guarantee that the ads are being watched.
[0053] As described above, the viewer uses their mobile device 10
as the discovery tool to find something to watch on their first
screen 14. Having chosen the content they press play 105 but before
they can watch the material they are presented with personalised
video ads 40 on the second screen 12.
[0054] After each of this small set of ads the app asks the viewer
how interesting they found it, element 42. To make this easy to
use, they answer by voice (but on-screen buttons can also be
provided).
[0055] In the event that an ad wasn't interesting, further user
engagement elements can be generated to ask the viewer further
questions (e.g. what brand do you prefer?). When complete, the app
shows the next ad in the set. When the viewer has watched (and
responded to) the small set of ads, the content begins playing on
the first screen.
[0056] In this way the method: [0057] a) ensures the viewer has
watched the ads and [0058] b) gains positive and negative feedback
to make future ad targeting more accurate [0059] c) requires
similar effort for positive and negative feedback so responses are
more likely to be genuine [0060] d) reduces ad impression wastage
[0061] e) can reduce the number of ads shown in an ad supported
content stream.
[0062] In the last case, a content stream normally provided free in
exchange for viewing multiple advertisements could offer one or
more user engagement elements in place of some of the
advertisements, thereby improving user experience and providing
more useful data to the advertiser(s).
[0063] As described more fully in the above embodiments, in order
to unlock content on one screen, a user needs to complete an
activity on another screen. In the "pay-by-survey", the activity in
which the user needs to complete is a question and answer session
in response to some adverts, and the unlocked content can be a TV
show, movie or something similar. This activity can replace a
payment mechanism. That is, formerly an end user might pay by card,
paypal etc for a show; they might purchase a subscription to a
channel or a set of channels; they might subscribe to a particular
standard of programming. By using the "pay-by-survey" mechanism
above driven by voice responses, users of the method put no money
down but in return can gain access to the content while content
providers gain insights into their audience from the data collected
about what brands and products they like.
[0064] The user engagement element can take alternative forms to a
survey requiring text responses. It would be a kind of game, or
multiple choice. Any kind of user engagement element permitting a
monitorable user response is envisaged.
[0065] Being able to determine that the auxiliary content (for
example adverts) has been watched by soliciting responses from
viewers to questions about it, relies on a careful crafting of the
questions as well as keeping the auxiliary content short so that a
response after the end of the content is likely. A lack of a timely
response could be considered evidence that a user has not watched
the content.
[0066] It is furthermore useful to have confidence that the
responses given by users are genuine and as such meaningful. This
can achieved by a degree of statistical analysis and picking out of
trends within demographic groups when the responses are monitored
at the control server (step S42).
[0067] As a further enhancement, embodiments can permit a mechanism
(step S54 in FIG. 3) for detecting specific instants of time within
a video to present a user engagement element, which gives access to
the further video content. The instants of time can be detected for
example by audio content recognition. The surveys are presented on
the second device 10 and may be linked to a personal profile
associated with that device of the control server 16 or ad server
21. Audio content recognition technology could be utilised to
detect specified instants of time, such as considerable cuts during
the movie, or before or after the front credits of a video as the
trigger event for the surveys.
[0068] In the above embodiment, the user device 10 operates as a
companion device to select the desired content and operates to
display the auxiliary content (for example, the advertisement) and
the user engagement elements (such as the survey). However, the
principles described herein can also be applied to a scenario where
there is a single device which both plays the desired content, the
auxiliary content and the user engagement element. That same device
can be used to select the content. A further alternative is to have
a companion device used to select the content, where the desired
content, auxiliary content and user engagement elements are
displayed on a separate device.
[0069] Where one device is used to display the desired content, the
auxiliary content and the user engagement elements, two separate
display portions or a picture in picture technology can be
utilised. Alternatively, the auxiliary content can be displayed
first, followed by the user engagement element and then followed by
the desired content on the same screen.
[0070] As already described, the ad server 21 supplies appropriate
advertisements as the auxiliary content. It is possible to utilise
the responses received from users to modify or specify
advertisements provided by the ad server. This could be carried out
at the control server or by the control server supplying user
responses to the ad server. This allows more appropriate auxiliary
content (e.g. more appropriate advertisements) to be shown to a
user, with the hope of minimising user interruption and
furthermore, enticing the user to purchase any advertised
items.
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