Internet – Bradley G. Johnson, Simon A. Assaad, David V. Carson, John S. Penberthy, Nytell Software LLC
Abstract for “System and Method for Providing Sequential Video and Interactive Content”
“A system and method for providing sequential video and contextually based content to an user viewing video content on an end-user computing device is offered. One embodiment of the method includes storing a plurality video in a memory, storing multiple advertisements in a storage, and receiving a number of requests from different clients. Each request includes information that identifies a first movie and each client initiates its request from one or more web pages. The plurality web pages are part of a plurality different web sites. The plurality of web pages can also include program code that causes a video to play in the video player. The method also includes selecting a plurality videos based upon information from the first video. And selecting a plurality advertisements. At least one advertisement is selected based only on information from the first video, and at least one is selected based solely on information from the selected video. The method could also include transmitting a plurality video to each client for sequential presentation; and sending the plurality advertisements to the client. At least one of the plurality are designed to be presented simultaneously with the received video.
Background for “System and Method for Providing Sequential Video and Interactive Content”
“In broadcast networks such as radio and broadcast television, video content is embedded into the media stream to be presented to all end users who are tuned to that channel. A user chooses the video they want to view and it is then sent to them via internet. The user must then select another video to view after the first video has been viewed.
“Furthermore in broadcast networks, the same advertisement is often inserted into the media stream to present the advertisement to all end users. These networks don’t allow for precise measurement of how many people saw (or viewed) an advertisement or what percentage of those who responded to it. Advertisements sent via broadcast networks are not interactive and therefore cannot be used to offer contextual advertising that is based on demographics or location information. Allow the viewer to provide personal information, request additional information, or facilitate impulse responses.
Interactive networks like the Internet Internet allow for more precise and selective distribution of advertising and video. It is known that advertisements on the internet are sold based upon the number click-throughs or impressions. These internet advertisements typically consist of either a still image (e.g. a banner ad), or a hyperlink that is part of a static website.
It would be nice to offer additional videos and advertisements when a user requests a particular video. This could include information about the user’s location, demographics and interests, as well as information about the end-user’s computing device and the network to which it is connected. It would also be beneficial to offer advertisements that relate to one or more of these videos, such as the subject matter, rating, context information and/or any other information.
It can be difficult to obtain the context information. End users don’t want to have to provide information every time they view a video. Providing contextual advertisements?especially wherein the advertisement is personalized to the end user (e.g., includes the end user’s name)?and customizing the video content based on the contextual information provides additional challenges. It is therefore necessary to develop a system and method of selecting and providing video content as well as contextual advertisements that can be presented with the selected video using a packet-based communication system like the Internet.
“These and other benefits are provided by different embodiments of this invention.”
The present invention provides a method and system for providing sequential video and contextually based content to an user who is viewing video content on a computing device. One embodiment of the method involves storing a plurality video in a memory and storing a plurality advertising in a storage. Each request is identified by information that identifies a first movie and the request is initiated from one of a number of web pages. The plurality web pages are part of a multitude of other web sites. The plurality of web pages can also include program code that causes a video to play in the video player. The method also includes selecting a plurality videos based upon information from the first video. And selecting a plurality advertisements. At least one advertisement is selected based only on information from the first video, and at least one is selected based solely on information from the selected video. The method could also include transmitting a plurality video to each client for sequential presentation; and sending the plurality advertisements to the client. At least one of the plurality are designed to be presented simultaneously with the received video.
“The following description is intended to provide an explanation of the invention and not limit it. It includes specific details such as networks, communication systems computers, terminals devices components techniques and advertisements. This description is intended to give a complete understanding of the invention.
“However, one skilled in art will see that the present invention can be used in other embodiments.” To avoid obscuring the description, detailed descriptions of well-known networks and communication systems, computers and terminals, devices and components, techniques, advertisements and ad units are omitted.
“System Architecture and General Design Concepts.”
“The invention provides a method and system for selecting and distributing sequential video content, interactive content such contextual based ads (presented along with the video content), in a packet-based communication system such the Internet. Video players are currently able to play only one video at once. After the video is finished, the user returns to the previous webpage. This invention allows media sequencing to be used. Users can?sit back, and enjoy the show? The present invention allows users to sequence videos and interactive content without having to interact with the website. Once a video has been completed, another video is automatically loaded into the video player. You can choose to skip or select other videos to view.
“Contextual advertisements can include advertisements (sometimes also called?advertising? “Context advertisements may include advertisements (sometimes also referred to herein as?advertising? Advertisements are placed before, during, or after a video is finished. Below are examples of such advertisements. Interactive content can include control logic that allows the user to select and display contextual ads and interact with the video player.
Video streams may be interrupted or re-enacted as required by the interactive content. Ads and other content may be modified without having to reload the page. This happens when new videos are added within the video player. To reflect the current video being played, the URL and title tag (in the video player), may change.
“FIG. “FIG. This example environment comprises an adserver 100, ad data 105, video server 120 and metrics server 130. Advertiser’s server 521, publisher web server 160, third-party servers 521 and client 170. The client is a web browser that runs on the user’s computer. In practice, there will likely be multiple publisher web servers 160, clients 170 and other servers, as is obvious to anyone skilled in the art. For simplicity, only one illustration is given. This architecture is only one architecture that can be used to implement certain embodiments of the invention. The present invention could also be implemented in many other architectures.
The servers described herein could include one or more computers that include a processor and memory, user input, and user output mechanisms. They also include a network interface and executable program code (software), that is stored in memory and that controls the server’s operation. The hardware and software can be implemented using a variety of commercially available operating systems and computer systems. Each server’s components can be distributed or co-located. You can also use all or portions of the software or hardware to implement multiple functional servers. In some embodiments, the components shown in FIG. 1. may be considered functional components if they use the same hardware and the same program code. Different functional components may be used in different embodiments. The present invention is not restricted to any particular server configuration or environment.
“The publisher web server 160 can be any web server hosting a website that contains a link or other code to request video content from the video server 120. End users click on the link within a web page or when the page loads, and the client 170 requests the associated video from the video server 120. The ad server 100 may also be contacted to request one or more ads and/or customized video content. Other embodiments allow for requests for videos and advertisements to be sent to the same server or computer system. Alternately the video server 120 could transmit a request to the ad servers 100 for advertisements (e.g. on behalf of the client).
“In this example embodiment the ad server 100 can store, select and customize advertisements as well digital data (e.g. forms, images video, audio etc.). To the client 170 to be embedded into advertisements or video. The ad server 100 can receive a request to advertise and then select one or more advertisements from the contextual data received. A publisher’s web server 160 may receive the request for advertisements in response to a client 170 who requests a page or a client 170 when a client initiates or requests a video. (e.g., clicking on a link to load a page or view a video). The ad server 100 can request and receive information from 105. This may include campaign criteria data, campaign data, campaign data, impression data, campaign setting data, campaign criteria data and/or any other data necessary to select an advertisement. The ad servers 100 may also store data in the advertising database 105. The ad server 100 can also request and receive digital information (e.g. images, video, audio etc.). Third-party servers 521 may be used to insert digital information into a video and retrieve it from memory. One example is that the ad server 100 gets the contextual information directly or indirectly from clients 170 and then provides one or more contextual advertisements by customizing and/or selecting advertisements based on this contextual information.
An application running on the end user’s computer device (e.g., executed in the client) may generate and transmit context data and impression data. This data includes information about the advertisements that are displayed by client 170. Data transmitted could include information such as the date, time and information identifying the webpage where the video or link is embedded. Information of the domain (e.g. the web site), IP address (of end user’s computer), user information (e.g. the address, location, age, interests, hobbies. Web pages previously viewed, domains accessed, etc.). Other information, such as information that can be used to determine if a link or form associated with an advertisement was actuated. The metrics server 130 receives the impression data and processes it to create the impression data for the ad database.
“Control and sequencing (selection, play) of videos and advertisements may be done via any suitable method in order to present videos according to the design goals. One embodiment allows control and sequence of videos to be accomplished using AJAX code embedded on the web page that is received by the client. Another embodiment allows control and sequencing of videos to be done using any combination of Flash, server-side scripting, AJAX and Flash.
In response to a request to view a video, the video server 120 can store, select and transmit multiple videos to the client 170. The context in which the requested video is being played will determine how the videos are chosen and sequenced. If the first video is requested from a page that has other videos, the implied list might be played in a predetermined sequence. When a video channel is requested the sequence of other videos will usually be determined. This could include a predetermined order, decreasing popularity, or user ranking. The primary channel that is associated with the requested video might be chosen if the first video is requested from an unrelated page (e.g., a web page of a third-party publisher). These embodiments might require clients to specify the correct contextual playlist and then load it into the video player.
“In another embodiment, the videoserver 120 may select additional videos based upon collected contextual information (in addition or as an alternate method of basing the selection).
“The metrics server 130 responds to advertisements and stores different metrics in the ad data. It forwards data from the relevant advertiser’s webserver 520 to the client, which then transmits a file. The publisher web server 160 may transmit the video player, which displays the video, as part of the webpage 505. It can also be transmitted from either the ad servers 100 or 120.
Any method is possible to deliver streaming video and ads. These methods can include push and/or pull methods to move the ads and video content from the server(s). To the client, these methods could include push methods and/or pulling methods. Additionally, different videos may be hosted on different servers. The embedded code allows the client to send requests for content to different servers and receive the content from different servers.
The present invention allows for the syndication video sequences as well as interactive content (e.g. for providing contextual ads and video) by allowing video sequences (and contextual advertisements) to be published simultaneously through multiple publisher web servers 160 and websites. One embodiment of syndicating refers to publishing (e.g. distribution for presentation to end users) content (e.g. videos) in response requests from clients (e.g. browsers, email client, etc.). Each request is made in response to client execution of program code. This could be a result of user actuation of hyperlinks on web pages, loading web pages into clients, loading email into clients, or any other interaction with web pages, email, etc. A plurality clients receive their web pages, emails, or other content from a plurality different computer systems (e.g. web servers) and/or web pages that are part of multiple websites. The syndicated content is distributed from a computer system to end users via a variety of third-party servers, such as web servers.
“Example Embodiments”
“The present invention, as discussed, provides a system for selecting and delivering sequential videos (sometimes also called a ‘video?). A packet-based communication system like the Internet allows for a variety of video content, contextual ads, and, in certain embodiments, interactive material. Videos may include the requested video as well as multiple videos that are selected based on other factors, such as the requested video. Additional videos may be chosen based on contextual information, information from the requested web page, or a combination thereof in some embodiments.
“Contextual advertisements can be presented in interactive videos?skin?” FIG. FIG. 2 illustrates how advertisements can be selected and/or customized according to information of the requested videos, information from a selected video or contextual information, such as the geographical information of an end user, demographical data of the user, personal information about the client, technical information about the end users computing device and/or network, and/or any other data that may relate to the client or end user. The advertisement can be customized or selected in many ways. For example, it may include (1) providing information about local vendors, (2) choosing advertisements that target the end users’ demographics, (3) personalizing an advertisement (e.g. inserting the end users name or photograph in the advertisement), and (4) selecting scenery based upon the end users location or time. (5) formatting and sizing the advertisement to suit the user’s computing device and/or network. (6) Other customizations. You can also personalize videos by inserting a product (i.e. product placement), targeted at the user and/or the user?s demographics and/or the location of the end user; personalizing a section of the video (e.g. inserting a photograph or name of the end-user), personalizing text (inserting user’s name on a marquee), or inserting audio content about the user into the video. These customizations and selections are only examples and the invention is not limited thereto.
The end user may see different types of contextual ads. Advertising associated with video content can include ads that are presented before, during, or after, the video content.
The video content is presented by a video player. This software program executes on the user?s computing device. This example video player may enable the user to listen to audio content, see and hear video content, create and select channels, search for videos or channels, subscribe to a channel and perform other actions. The Flash application is used to execute the Flash player in this example. It runs within client 170. Another example embodiment is to open a new browser (a Pop-up) and to activate the Flash application, the player is placed in the new browser with an advertisement such as a skin. However, the invention is not limited to one type of video player or advertisement. An interstitial advertisement can be displayed over the video player after a video has ended. Then, another video may be shown in the player. An advertisement for a different video skin may be shown simultaneously with each new video.
“In addition, FIG. “In addition, as illustrated in FIG. 5, the video player of one embodiment shows a still image (316) of the next videos to be played. The user can choose to skip any of these videos by clicking on the still picture and hitting delete. You can also choose to skip any video in the video player at anytime.
“Each type may be set up to display at a different location or time (relatively to the video content) than other types of advertising. Different file types can be used for different advertising types (e.g., JPEG, SWF, FLV, mpg etc.). FIGS. FIGS. 2-5 show a first type advertisement, referred to as a video skin advert 315. It is designed to be displayed along the periphery 320 of the video player and sometimes concurrently with the video content (the video content presented by the player 320). Video skin advertisements 315 can be a gif or jpeg, or any other type of still image, or a flash, or other rich media type. They may also include an associated hyperlink (i.e. a click through URL) or form for receiving information from users. The video skin advertisement 315 covers the entire perimeter (or 320) of the video player. Other embodiments of the video skin 315 do not extend to the entire perimeter of video player 320. Instead, it is adjacent to each vertical side or horizontal side of video player 320.
“FIGS. Examples of video skins 315 and 3 that are presented with a player 320 include FIGS. 2 and 3. FIG. FIG. 2 illustrates one embodiment. The video player 320 or video skin ad 315 can be displayed in a new browser tab 330 or a new window within the browser. Depending on the embodiment, the webpage 505 that contains the hyperlink, the video player, 320, or the application in the browser window, 330 that presents the advertisement (e.g. the control logic for interactive content) can transmit a request to have the video skin ad 315 made, notify of the impression and/or send notification of a click through of the ad unit.
“Another embodiment, and as illustrated in FIG. “In another embodiment (and as illustrated in FIG. The video skin 315 or player 320 may be displayed in the same browser window as the existing 505 web page (i.e. the page 505 with the hyperlink 506 to the video content). One example embodiment shows the video player 320 as well as the video skin ads 315 being presented in a flash application. This flash application initiates when the user clicks the hyperlink 506 to the video. Flash application controls the display and control of the video player 325 over the video skin 315.
Referring to FIGS. 2. and 3. The video skin 315 might include a user input device 325 that allows the user (and the associated control logic) to enter information or interact with the advertisement. FIGS. shows the user input mechanism schematically. 2, 3 may include any type of user input mechanism, including check boxes, radio buttons and/or text fields.
“The video skin advertisement 315 may contain an associated hyperlink that allows the user to click through to an advertiser URL. This means that additional content, such as a form, more detailed advertisements, or other content, can be presented to the user if they click on a section of the video skin advert 315. In one embodiment, when the user clicks on the video ad 315, the client browser sends a request for a datafile to the advertiser’s (or third-party server, depending on the advertiser and other factors). This file may include an HTML page (i.e. a web page), video, flash animation, audio file, or other content. (1) An offer to provide additional information. For example, a form that allows the user to enter his or her name, address and email address. (1) Additional information about the advertiser’s product/service; (2) a request for the user to purchase a product/service (e.g. additional information via a?buy Now? link); (3) a request for payment. A link to the product or service; (2) additional information about the advertiser’s product or service; (3) a request that the user purchase a product or service (e.g., additional information with a?buy now? button); (4) a request to pay (e.g., a form to collect credit card details); (5) an invitation to download content; or(6) a combination of all three. The file can be displayed in the video skin, or in a new window. The video skin ad 315 can display additional information. Alternately, it may also include a user input mechanism that allows users to provide additional information, such as to purchase a product, request information (e.g. related to the video), and interact with the advertiser (and/or video skin). Each time a new video is shown, a new video skin ad might be displayed. The video with which each ad is to be presented may determine the selection.
A second type of advertisement may be an interstitial one. It may contain one or more images (static and video) that are displayed before (or after) a particular video. These advertisements may include between videos and can be split into multiple sections just prior to (or just after) the beginning of the video content. They may also act as a preloader for the next video while it is buffered and transmitted. Referring to FIGS. Referring to FIGS. Audio content may also be included in the interstitial advertisements. FIG. 6 shows the movement of an interstitial advertisement. FIG. 6 shows the movement of an interstitial ad in one embodiment. Specifically. The Interstitial ad can be a sliding-door ad. It opens as indicated by A. This is to reveal the video player or video. In some embodiments, the interstitial ads may not be visible after it has finished opening (e.g. and in some embodiments may open to reveal a 315 video skin ad). The interstitial ads 310a and 310b may close together after the presentation is over. This is indicated by the arrows B. Next, another interstitial advertisement will be displayed. While the Interstitial Ad 310 is fully visible or partially visible (either before or after the video presentation), it may offer a click-through to an advertiser URL. This means that, if the user clicks any part of the interstitial ads, the advertiser’s content and/or a user input method 325 (e.g. form inputs), will be presented to the user for them to provide information. FIG. FIG. 7 shows an example of an interstitial advertisement 310 that has split into two sections 310a and310b. The client browser sends a request to 100 (or the advertiser’s or third-party server) for a file. This may, depending on the advertiser and other factors, be an HTML page, flash animation or any other content. Between each sequenced video, one or more interstitial ads can be displayed.
“A pre-roll advertisement type is an advertisement (e.g. video or still image) presented to the viewer prior to the start of the video content. It may include an associated link to the advertiser and/or form. The interstitial ad number 310 could be one example of a pre-roll advertising type. Other implementations could also include a type of post-roll advertisement, although it is not shown in the example. This may be a video or still image that is presented at the end the video content. An interstitial ad closing may be one example. Other implementations might also include one or several mid-roll ads that consist of a video or image that is presented to viewers at one or multiple cue points (location or time) in middle of the video content (between the segments). You can control the different types of ads with the same or different control logic.
The following example is given in the context 315 of a video skin advertisement. The invention can also be used in other types of ads, such as a pre-roll or post-roll ad or a midroll ad (which may include an interstitial or another ad type).
The present invention, depending on the embodiment, provides a method for providing a sequence video and contextual ads. The contextual ads (and in some instances the additional videos) can be selected, at minimum in part, using contextual information that is collected from interactive content. This interactive content may include a programmable object (e.g. an application) that includes control logic that executes business logic on the computing device of the user (e.g. in a client browser 170). The logic might have access to the following information: (1) the geographic location of the user; (2) the demographic information of user; (3) information about video (e.g. cue points for inserting information, subject matter type, rating of video) and (4) technical information (e.g. about the end-user’s computer or network to which it is connected). Other embodiments may allow the logic to access additional or different information. The context information can be retrieved, received, or determined via a backend data base (e.g. the ad database), HTTP values (e.g. IP address, variable parameters, status codes and data in headers). ), and/or Internet-media-type tags (sometimes referred as Multipurpose Internet Mail Extensions or MIME tags). content type, type device, from browser. A Content-type is an Internet media type. It’s a two-part identifier that allows file formats to be uploaded on the Internet. A type, subtype and optional parameters make up an internet media type.
The control logic application 348 may also include a JavaScript program that runs in the browser 170 and communicates with both the backend applications 345, 347, and 347. The control logic application 348, for example, may use the previously mentioned cue points to retrieve data from a third-party server (e.g. via the backend applications application 345 or directly), or the ad servers 100, 120, and then insert that digital information into the video by communicating the video player logic app 347. The embodiment may allow the control logic app 348 or video player logic 347 to request additional videos and advertisements during the play of the video sequence (and presentation) of the advertisements. FIG. 8 shows the schematic. FIG. 8 shows an example of one embodiment as well as examples of the data that can be communicated. In some cases, however, at least some of these data may not need to be communicated to the backend services 345. Instead, the control logic 348 contains logic, data and content elements (received on loading or stored on an end user’s computing device), sufficient for customizing the advertisement/video.
“FIG. “FIG. 9 shows a flowchart of the possible processes in an example system or method. Step 410 may allow for the determination of geographical data, such as based on an end user’s IP address. The control logic application (CLA 348) may be able to obtain the IP address or a User ID from cookies and send the IP address or User ID to the backend service application (BSA 345) or another remote computer. The BSA 345 (or another remote computer) can transmit a zip code or address, as well as other geographic data, back to the CLA 348. Alternately, CLA 348 could present a form 335 within the video skin 315 asking for the user’s zipcode (as illustrated at FIG. 4 or any other information. The video skin ad 315 allows the user to enter the zip code or other geographic information. Alternately location information, such as a zipcode, may be stored on the user’s computer device and retrieved by CLA 348.
The CLA 348 may determine the steps 415 and 422, respectively, using a form that the user fills out. Alternately or in addition, the CLA 348 can retrieve information identifying an end user (e.g., user ID) from a cookie on the user’s computer. The CLA 348 will then transmit that user ID to BSA 345. The BSA 345 can then access the database using the user ID to retrieve any personal or demographic information previously provided by the user. Alternately some demographic data (e.g. user’s gender) or personal data (e.g. user’s first and last names) can be stored on the user’s computer device and retrieved by the CLA 348.
The CLA 348 can determine technical data at step 425. This may include information about an end user’s computer, or the network to whom the computer is connected via the browser 170. The CLA 348 can determine, for example, type of computing device, browser version, operating system and other data. As is well-known to those who are skilled in the art, such data is typically available through program code in browser 170.
“At step 438, the CLA 348 can receive data (video metadata), about the requested video from the video player logic app 347. Video metadata can include the video’s rating and the subject matter type (e.g. cars, extreme sports or sports, comedic, etc. ?identified by tags, accepted content types for customizing the video (e.g. audio, video, still pictures (such as Jpeg), etc. ), the cue points of video, the sizes of content elements and other parameters and data that are related to video. Other embodiments allow the video server 120 to determine the video metadata (e.g. previously stored and then retrieved form memory) upon receipt of the request for the video.
It is worth noting, however, that steps 410 to 430 can be skipped in certain cases. Step 430 could be skipped if the video player does not support video metadata. Step 415 or 420 can be omitted if the computing device of the user is set to not store cookies. The sequence of steps 410-430 can be altered to suit the particular embodiment. They may be executed in any order, or simultaneously. Other embodiments may also use additional data, or just some of the described data, to provide contextual advertisements, select videos, and/or customize the video.
“At step 435 the BSA 345 (e.g. at the video server), selects one or more videos to be given to the client. The BSA 345 could select one or more videos by looking at information such as the demographics of the website that contains the link that the user clicked to request the video. Alternately the BSA 345 could select one or more additional videos using contextual information (e.g. personal data or demographic data). The one or more additional videos could be chosen based on (1) information about the requested video, such as the subject matter (such the content category, channel, rating, etc. 2) any context information; and (3) where the request was initiated. One embodiment selects a first set and transmits them. In some embodiments, the video player may request additional videos as it progresses through the requested and initially selected videos.
“At step 441, the system determines which content elements will be used to personalize the advertisement(s), and/or video(s). This step 440 could include selecting from the data from any of the steps 410-435 one or more of the existing content elements from a variety of content elements stored in your memory. An advertisement, still image that can be used in a video or advertisement (i.e., be embedded into the video), audio files that could form part or all of the advertisement or video or a clip that may appear in an advertisement or video may be considered a content element. The process 440 may also include the creation of content elements, such as a custom still image (such a cropping and formatting a photograph of the user or creating an image with their name), or the processing of a video or audio file that the user has supplied. The process 440 can also include receiving and requesting content elements from third-party servers. This process 440 can be executed by either the CLA 348 (on the end user?s computing device), or the BSA 345 remotely from the enduser’s computing devices. This step can be skipped in some embodiments. This step 440 may be omitted in some embodiments. One embodiment allows for an interstitial advertisement to be displayed prior to each video (i.e. the requested video and the selected videos). A different video skin ad can be chosen to be presented simultaneously with each video (i.e. the requested video and the selected videos).
“At step 445 the CLA 348 and/or BSA 335 assemble the advertising to provide contextual advertising. If necessary, they also customize the video with the content elements (determined at step 440). Some content elements can be chosen (or constructed, or received) by BSA 345 (at Step 440), and sent to the CLA 348. This inserts some of these received elements into the advertisement in the video skin ads 315. Some of the identified content elements can be transmitted to the video player logic app 347. This inserts the content elements in the video according the appropriate cue points and customizes it. This process 445 (assembling), may be performed in some embodiments when the advertisement or video is presented at step 455.
“At step 455, the videos are presented sequentially to the user in a video player with contextual ads. FIG. 5 shows an example. FIG. 5 shows an example of how the BSA 345 receives a zip code from the end user and transmits data to the theaters within five mile of that zip code. The CLA 348 displays the received data in the video skin advertisement 315. Below are examples of how these steps can be implemented. The requested video is displayed in the video player 322, and the sequence of videos are presented as thumbnail still images 311.
The system may customize advertisements and/or videos based on contextual data by determining the context information (e.g., geographical, demographic, personal and technical information of the user and video metadata). This customization can include, but not be limited to: (1) using the geographic and/or population information to select the appropriate images or advertisements to be presented in the video skin 315 (or player in the video); (2) using the geographic information to customize (e.g. personalize) the form, text and image of the advertisement; (3) selecting a form, form, text or image based on the device, operating system, browser or network used to view the video; (4) choosing and/or modifing advertising content elements and/or content to be inserted into the video, or content elements to modify the content elements; or content elements to be inserted in a video, or content elements to be modified; or a video; or (5) any combination of all or some combination of these options.
The CLA 348 can use any combination of methods to personalize content for the user. The video skin 315 can personalize images, language and/or any other content.
“As mentioned, the CLA 348 can be configured to customize video by providing digital information from third-party servers to the video play logic application (VPLA), 347 for insertion into video at specific cue points. This may result in modifications to the video being presented. The CLA 348 can be used to customize the video. Cue points are time points in a video. They can be tagged with the type of content element expected (e.g. image, audio or video). The video customization feature can be used to place products within video content (e.g. a car or can of soda), user-generated content (e.g. photos, videos, and/or voice), place background scenery based upon the time of day (e.g. an early morning sunrise in Manhattan N.Y. or nighttime skin in Los Angeles N.C.), and add custom messages (e.g. placing the user’s name in the marquee of the cinema within the movie).
The CLA 348 can use any method to provide digital information from the third-party server to the player. The CLA 348, for example, uses a communication channel to link the video player 320 with the web browser 170. For example, a Flash video player may use an ExternalInterface to connect JavaScript with Flash functions.
The request may include a request for the video player logic app 347. Requests may include requests for the video’s rating and the subject matter type (e.g. cars, extreme sports or sports, comedic, etc. Accepted content types for customizing the video (e.g. audio, video and still images (such a jpeg), etc. Cue points, data and parameters related to the video are collectively referred to as video metadata. The video player logic app 347 can then provide all or some of this information to the browser 348. As mentioned above, the CLA348 may also determine (or receive via browser 170) information about the type of computing device (e.g. mobile telephone versus laptop computer), the browser type and user information (e.g. received from a backend data base based upon a user ID stored on the user?s computing device), geographical information (e.g. based on information in cookies, the IP address or zip code of the computing device) and any other information (e.g. information such as that supplied by the video skin ad 315).
“Upon receiving such information (from video player logic app 347, via video skin 315 and/or browser 170), the control logic 348 may transmit all or part of the information to backend services 345. The backend services application 345 can then determine the identity of the user after receiving the information. The IP address could be used to determine where the user is located. The backend services application 345 can also retrieve information about the user from memory (e.g. demographical information) based on the information that identifies the user. The backend services app 345 can then retrieve content elements from memory based on the information received and the information determined by it. The backend services application 345 may then retrieve content elements (e.g., images, video, audio) from memory and customize the retrieved content elements in some cases. The BSA 345 can also transmit digital information requests (e.g. content elements of audio or video), and may do so alternately. The BSA 345 can then receive digital information from one or several third-party web servers and, in some cases, modify the digital information received. The backend services 345 transmits the retrieved or received content elements to control logic 348. To select additional videos, the BSA 345 can also use the contextual information.
“Upon receiving the data from backend services application 345 the control logic app 348 may provide some information (such some of the received data or other data) the video player logic software 348 to, for instance, be integrated into the video (to customize the video) for the user to view. The control logic application 348 can also present data to the user (such as some received content elements or any other data) in the video skin advertisement 315. This could be used, for example, as a contextual advertisement (e.g. a list of nearby cinemas that have a specific movie).
Subordination logic may be included in the control logic application 348 to ensure that the video skin 315 doesn’t distract or annoy an end user watching or listening to a video. The application 348 could include logic to limit animation, ensure colors don’t flash, vibrate and ensure that video content isn’t obscured by highly saturated images (e.g. bright reds, yellows or polka dots). The CLA 348 can also control the video 315. For example, it may (1) pause a video embedded in the skin while the video is playing, unless the user activates it; and (2) mutate audio embedded in 315 while the video is playing, unless the user activates it. CLA 348 can request information from the VPLA 337 to control the video skin ad 315. This includes the ability to pause a video and mute audio. It may also be able to darken colors and reduce animation and other controls. The CLA 348 can also send control messages to VPLA 347 when the user interacts directly with a video skin ad 315. The video can remain paused until the user clicks on the play button in the video player 320.
The CLA 348 can configure the ads to adjust to the size and format of different video players 320. The video skin ads 315 can be displayed simultaneously with the video player (e.g. for substantially the same period) or they may continue to display until the triggering event (e.g. a user action to close the video advertisement 315). The interstitial ads 315 may be displayed in the same way as the video skin ad 315. They can also be displayed in separate CSS layers of the web page (e.g. in front of video player), or through other suitable mechanisms.
“FIG. “FIG. 10 shows an example of providing sequential video and contextual ads at a server in accordance with an implementation of the present invention. At step 510, the server stores a number of videos. These videos may be provided by the public, system operators, or third parties. A plurality of advertisements can be stored in the memory of the same server (or another server) as indicated by step 515.
“In this embodiment, a number of third-party web sites include web pages that contain hyperlinks to one or more videos stored on the server. The hyperlinks are typically embedded within the web pages by the website operator. A request is sent to the server when a user clicks on the hyperlink within a webpage or after the page has been loaded. The server receives the request for the requested video at step 519. Clicking on the hyperlink can also launch a software program on the user’s computer (e.g. CLA), which configures presentation of the videos as well as display of still images 316, representing the five next videos to be displayed.
“In some embodiments, the request might include contextual information as described previously. Other embodiments allow the server to request the contextual information and receive it. Still other embodiments allow the server to retrieve the context information from memory. For example, retrieving user information from a cookie may result in the contextual information being received. These embodiments receive the contextual information at step 525. Other embodiments may not use contextual information. If the first video is requested from the page that has other videos, the implied list will play the videos in a predetermined order. When a video channel is requested other videos may be selected, either in a predetermined or decreasing popularity order, or according to other user rankings. The primary video channel associated with the requested video might be chosen if it is not displayed on a page (e.g., a web page of a third-party publisher). Such information may be stored in the server’s memory. Some embodiments require that the client transmits the appropriate context playlist to the server when a video request is made. Then, the server will transmit the identified videos directly to the player for the user to view.
As we have discussed, the selections of additional videos or advertisements can be made based on both the context information and the information from the website where the request was made. Another example is that a user may select the snow skiing video from a news site, and the context information indicates that the user is currently in a cold area, then videos featuring outdoor activities in cold environments could be chosen. Advertisements that target warmer destinations and products for cold (and outdoor) environments may also be chosen for the first user. The user’s location and selected video may also be used to select the ads. This may include demographics such as those who frequent news websites, or people who are more likely to be interested.
If a second user chooses snow skiing videos from the same website and the context information indicates that the user is currently in a warm environment, videos containing outdoor activities may be selected, such as videos about hiking, kayaking, or other similar activities. Advertisements that target the second user may also be chosen based on their location, the video selected and the website. These advertisements could include advertisements for products that are used in warmer destinations by outdoor enthusiasts (e.g. roller blades or bicycles, swimming equipment, etc.). Advertisements directed to local vendors or products that are available locally might also be chosen (e.g. selection based upon contextual data).
“At step 535 the server selects advertisements based upon the contextual information, requested video and/or selected videos as described above.”
The server transmits to the client the requested video, selected videos and selected ads at step 540. The video player, e.g. of the client, presents the requested video to user and may also display thumbnail images of additional selected videos. The received advertisements can also be displayed as video skin ads or interstitial advertisements (e.g. before, between, or after each video). Some embodiments allow only a small portion of selected videos and advertisements to be transmitted, even though their thumbnails can be transmitted, in order not to use bandwidth. Even though ten videos can be selected, only five of them may be transmitted at first. This means that the player may stop playing the first video or the second video begins to play. A request for another video and an advertisement can be sent to the server, which will respond with the next video and the ad set. If the user decides to stop watching the video, then only a few videos will be transmitted.
“At step 545 the server receives metrics which include information about the number, identity, and type of advertisements that were responded to by end-users, and the number, identity, and type of videos viewed. All of these can be used to improve selection processes.
The present invention is used to distribute sequenced video content and contextual ads to multiple clients over the internet. It is also well-suited to syndicate interactive content that provides contextual advertisements and/or customized video content via a plurality mobile telephone networks (or combination of the internet Internet, mobile telephone networks), where the content is presented on mobile phones or other portable communication devices.
U.S. Patent Ser. No. No. as a reference. The present invention does not limit itself to the delivery systems or types of ads described herein.
“It is important to understand that the illustrative embodiments given herein are merely for explanation purposes and should not be taken to limit the invention. These words are not intended to be limiting, but rather words of description or illustration. Each embodiment of the invention may not realize all the benefits and objectives. The invention has not been limited to the specific structures, materials, and/or embodiments described in this document. The invention is not limited to the structures, materials, and/or uses described herein. It covers all functionally similar structures, methods, and uses as defined in the appended claims. Anyone skilled in the art can make many modifications to the specification. These changes are possible without departing from its spirit and scope.
Summary for “System and Method for Providing Sequential Video and Interactive Content”
“In broadcast networks such as radio and broadcast television, video content is embedded into the media stream to be presented to all end users who are tuned to that channel. A user chooses the video they want to view and it is then sent to them via internet. The user must then select another video to view after the first video has been viewed.
“Furthermore in broadcast networks, the same advertisement is often inserted into the media stream to present the advertisement to all end users. These networks don’t allow for precise measurement of how many people saw (or viewed) an advertisement or what percentage of those who responded to it. Advertisements sent via broadcast networks are not interactive and therefore cannot be used to offer contextual advertising that is based on demographics or location information. Allow the viewer to provide personal information, request additional information, or facilitate impulse responses.
Interactive networks like the Internet Internet allow for more precise and selective distribution of advertising and video. It is known that advertisements on the internet are sold based upon the number click-throughs or impressions. These internet advertisements typically consist of either a still image (e.g. a banner ad), or a hyperlink that is part of a static website.
It would be nice to offer additional videos and advertisements when a user requests a particular video. This could include information about the user’s location, demographics and interests, as well as information about the end-user’s computing device and the network to which it is connected. It would also be beneficial to offer advertisements that relate to one or more of these videos, such as the subject matter, rating, context information and/or any other information.
It can be difficult to obtain the context information. End users don’t want to have to provide information every time they view a video. Providing contextual advertisements?especially wherein the advertisement is personalized to the end user (e.g., includes the end user’s name)?and customizing the video content based on the contextual information provides additional challenges. It is therefore necessary to develop a system and method of selecting and providing video content as well as contextual advertisements that can be presented with the selected video using a packet-based communication system like the Internet.
“These and other benefits are provided by different embodiments of this invention.”
The present invention provides a method and system for providing sequential video and contextually based content to an user who is viewing video content on a computing device. One embodiment of the method involves storing a plurality video in a memory and storing a plurality advertising in a storage. Each request is identified by information that identifies a first movie and the request is initiated from one of a number of web pages. The plurality web pages are part of a multitude of other web sites. The plurality of web pages can also include program code that causes a video to play in the video player. The method also includes selecting a plurality videos based upon information from the first video. And selecting a plurality advertisements. At least one advertisement is selected based only on information from the first video, and at least one is selected based solely on information from the selected video. The method could also include transmitting a plurality video to each client for sequential presentation; and sending the plurality advertisements to the client. At least one of the plurality are designed to be presented simultaneously with the received video.
“The following description is intended to provide an explanation of the invention and not limit it. It includes specific details such as networks, communication systems computers, terminals devices components techniques and advertisements. This description is intended to give a complete understanding of the invention.
“However, one skilled in art will see that the present invention can be used in other embodiments.” To avoid obscuring the description, detailed descriptions of well-known networks and communication systems, computers and terminals, devices and components, techniques, advertisements and ad units are omitted.
“System Architecture and General Design Concepts.”
“The invention provides a method and system for selecting and distributing sequential video content, interactive content such contextual based ads (presented along with the video content), in a packet-based communication system such the Internet. Video players are currently able to play only one video at once. After the video is finished, the user returns to the previous webpage. This invention allows media sequencing to be used. Users can?sit back, and enjoy the show? The present invention allows users to sequence videos and interactive content without having to interact with the website. Once a video has been completed, another video is automatically loaded into the video player. You can choose to skip or select other videos to view.
“Contextual advertisements can include advertisements (sometimes also called?advertising? “Context advertisements may include advertisements (sometimes also referred to herein as?advertising? Advertisements are placed before, during, or after a video is finished. Below are examples of such advertisements. Interactive content can include control logic that allows the user to select and display contextual ads and interact with the video player.
Video streams may be interrupted or re-enacted as required by the interactive content. Ads and other content may be modified without having to reload the page. This happens when new videos are added within the video player. To reflect the current video being played, the URL and title tag (in the video player), may change.
“FIG. “FIG. This example environment comprises an adserver 100, ad data 105, video server 120 and metrics server 130. Advertiser’s server 521, publisher web server 160, third-party servers 521 and client 170. The client is a web browser that runs on the user’s computer. In practice, there will likely be multiple publisher web servers 160, clients 170 and other servers, as is obvious to anyone skilled in the art. For simplicity, only one illustration is given. This architecture is only one architecture that can be used to implement certain embodiments of the invention. The present invention could also be implemented in many other architectures.
The servers described herein could include one or more computers that include a processor and memory, user input, and user output mechanisms. They also include a network interface and executable program code (software), that is stored in memory and that controls the server’s operation. The hardware and software can be implemented using a variety of commercially available operating systems and computer systems. Each server’s components can be distributed or co-located. You can also use all or portions of the software or hardware to implement multiple functional servers. In some embodiments, the components shown in FIG. 1. may be considered functional components if they use the same hardware and the same program code. Different functional components may be used in different embodiments. The present invention is not restricted to any particular server configuration or environment.
“The publisher web server 160 can be any web server hosting a website that contains a link or other code to request video content from the video server 120. End users click on the link within a web page or when the page loads, and the client 170 requests the associated video from the video server 120. The ad server 100 may also be contacted to request one or more ads and/or customized video content. Other embodiments allow for requests for videos and advertisements to be sent to the same server or computer system. Alternately the video server 120 could transmit a request to the ad servers 100 for advertisements (e.g. on behalf of the client).
“In this example embodiment the ad server 100 can store, select and customize advertisements as well digital data (e.g. forms, images video, audio etc.). To the client 170 to be embedded into advertisements or video. The ad server 100 can receive a request to advertise and then select one or more advertisements from the contextual data received. A publisher’s web server 160 may receive the request for advertisements in response to a client 170 who requests a page or a client 170 when a client initiates or requests a video. (e.g., clicking on a link to load a page or view a video). The ad server 100 can request and receive information from 105. This may include campaign criteria data, campaign data, campaign data, impression data, campaign setting data, campaign criteria data and/or any other data necessary to select an advertisement. The ad servers 100 may also store data in the advertising database 105. The ad server 100 can also request and receive digital information (e.g. images, video, audio etc.). Third-party servers 521 may be used to insert digital information into a video and retrieve it from memory. One example is that the ad server 100 gets the contextual information directly or indirectly from clients 170 and then provides one or more contextual advertisements by customizing and/or selecting advertisements based on this contextual information.
An application running on the end user’s computer device (e.g., executed in the client) may generate and transmit context data and impression data. This data includes information about the advertisements that are displayed by client 170. Data transmitted could include information such as the date, time and information identifying the webpage where the video or link is embedded. Information of the domain (e.g. the web site), IP address (of end user’s computer), user information (e.g. the address, location, age, interests, hobbies. Web pages previously viewed, domains accessed, etc.). Other information, such as information that can be used to determine if a link or form associated with an advertisement was actuated. The metrics server 130 receives the impression data and processes it to create the impression data for the ad database.
“Control and sequencing (selection, play) of videos and advertisements may be done via any suitable method in order to present videos according to the design goals. One embodiment allows control and sequence of videos to be accomplished using AJAX code embedded on the web page that is received by the client. Another embodiment allows control and sequencing of videos to be done using any combination of Flash, server-side scripting, AJAX and Flash.
In response to a request to view a video, the video server 120 can store, select and transmit multiple videos to the client 170. The context in which the requested video is being played will determine how the videos are chosen and sequenced. If the first video is requested from a page that has other videos, the implied list might be played in a predetermined sequence. When a video channel is requested the sequence of other videos will usually be determined. This could include a predetermined order, decreasing popularity, or user ranking. The primary channel that is associated with the requested video might be chosen if the first video is requested from an unrelated page (e.g., a web page of a third-party publisher). These embodiments might require clients to specify the correct contextual playlist and then load it into the video player.
“In another embodiment, the videoserver 120 may select additional videos based upon collected contextual information (in addition or as an alternate method of basing the selection).
“The metrics server 130 responds to advertisements and stores different metrics in the ad data. It forwards data from the relevant advertiser’s webserver 520 to the client, which then transmits a file. The publisher web server 160 may transmit the video player, which displays the video, as part of the webpage 505. It can also be transmitted from either the ad servers 100 or 120.
Any method is possible to deliver streaming video and ads. These methods can include push and/or pull methods to move the ads and video content from the server(s). To the client, these methods could include push methods and/or pulling methods. Additionally, different videos may be hosted on different servers. The embedded code allows the client to send requests for content to different servers and receive the content from different servers.
The present invention allows for the syndication video sequences as well as interactive content (e.g. for providing contextual ads and video) by allowing video sequences (and contextual advertisements) to be published simultaneously through multiple publisher web servers 160 and websites. One embodiment of syndicating refers to publishing (e.g. distribution for presentation to end users) content (e.g. videos) in response requests from clients (e.g. browsers, email client, etc.). Each request is made in response to client execution of program code. This could be a result of user actuation of hyperlinks on web pages, loading web pages into clients, loading email into clients, or any other interaction with web pages, email, etc. A plurality clients receive their web pages, emails, or other content from a plurality different computer systems (e.g. web servers) and/or web pages that are part of multiple websites. The syndicated content is distributed from a computer system to end users via a variety of third-party servers, such as web servers.
“Example Embodiments”
“The present invention, as discussed, provides a system for selecting and delivering sequential videos (sometimes also called a ‘video?). A packet-based communication system like the Internet allows for a variety of video content, contextual ads, and, in certain embodiments, interactive material. Videos may include the requested video as well as multiple videos that are selected based on other factors, such as the requested video. Additional videos may be chosen based on contextual information, information from the requested web page, or a combination thereof in some embodiments.
“Contextual advertisements can be presented in interactive videos?skin?” FIG. FIG. 2 illustrates how advertisements can be selected and/or customized according to information of the requested videos, information from a selected video or contextual information, such as the geographical information of an end user, demographical data of the user, personal information about the client, technical information about the end users computing device and/or network, and/or any other data that may relate to the client or end user. The advertisement can be customized or selected in many ways. For example, it may include (1) providing information about local vendors, (2) choosing advertisements that target the end users’ demographics, (3) personalizing an advertisement (e.g. inserting the end users name or photograph in the advertisement), and (4) selecting scenery based upon the end users location or time. (5) formatting and sizing the advertisement to suit the user’s computing device and/or network. (6) Other customizations. You can also personalize videos by inserting a product (i.e. product placement), targeted at the user and/or the user?s demographics and/or the location of the end user; personalizing a section of the video (e.g. inserting a photograph or name of the end-user), personalizing text (inserting user’s name on a marquee), or inserting audio content about the user into the video. These customizations and selections are only examples and the invention is not limited thereto.
The end user may see different types of contextual ads. Advertising associated with video content can include ads that are presented before, during, or after, the video content.
The video content is presented by a video player. This software program executes on the user?s computing device. This example video player may enable the user to listen to audio content, see and hear video content, create and select channels, search for videos or channels, subscribe to a channel and perform other actions. The Flash application is used to execute the Flash player in this example. It runs within client 170. Another example embodiment is to open a new browser (a Pop-up) and to activate the Flash application, the player is placed in the new browser with an advertisement such as a skin. However, the invention is not limited to one type of video player or advertisement. An interstitial advertisement can be displayed over the video player after a video has ended. Then, another video may be shown in the player. An advertisement for a different video skin may be shown simultaneously with each new video.
“In addition, FIG. “In addition, as illustrated in FIG. 5, the video player of one embodiment shows a still image (316) of the next videos to be played. The user can choose to skip any of these videos by clicking on the still picture and hitting delete. You can also choose to skip any video in the video player at anytime.
“Each type may be set up to display at a different location or time (relatively to the video content) than other types of advertising. Different file types can be used for different advertising types (e.g., JPEG, SWF, FLV, mpg etc.). FIGS. FIGS. 2-5 show a first type advertisement, referred to as a video skin advert 315. It is designed to be displayed along the periphery 320 of the video player and sometimes concurrently with the video content (the video content presented by the player 320). Video skin advertisements 315 can be a gif or jpeg, or any other type of still image, or a flash, or other rich media type. They may also include an associated hyperlink (i.e. a click through URL) or form for receiving information from users. The video skin advertisement 315 covers the entire perimeter (or 320) of the video player. Other embodiments of the video skin 315 do not extend to the entire perimeter of video player 320. Instead, it is adjacent to each vertical side or horizontal side of video player 320.
“FIGS. Examples of video skins 315 and 3 that are presented with a player 320 include FIGS. 2 and 3. FIG. FIG. 2 illustrates one embodiment. The video player 320 or video skin ad 315 can be displayed in a new browser tab 330 or a new window within the browser. Depending on the embodiment, the webpage 505 that contains the hyperlink, the video player, 320, or the application in the browser window, 330 that presents the advertisement (e.g. the control logic for interactive content) can transmit a request to have the video skin ad 315 made, notify of the impression and/or send notification of a click through of the ad unit.
“Another embodiment, and as illustrated in FIG. “In another embodiment (and as illustrated in FIG. The video skin 315 or player 320 may be displayed in the same browser window as the existing 505 web page (i.e. the page 505 with the hyperlink 506 to the video content). One example embodiment shows the video player 320 as well as the video skin ads 315 being presented in a flash application. This flash application initiates when the user clicks the hyperlink 506 to the video. Flash application controls the display and control of the video player 325 over the video skin 315.
Referring to FIGS. 2. and 3. The video skin 315 might include a user input device 325 that allows the user (and the associated control logic) to enter information or interact with the advertisement. FIGS. shows the user input mechanism schematically. 2, 3 may include any type of user input mechanism, including check boxes, radio buttons and/or text fields.
“The video skin advertisement 315 may contain an associated hyperlink that allows the user to click through to an advertiser URL. This means that additional content, such as a form, more detailed advertisements, or other content, can be presented to the user if they click on a section of the video skin advert 315. In one embodiment, when the user clicks on the video ad 315, the client browser sends a request for a datafile to the advertiser’s (or third-party server, depending on the advertiser and other factors). This file may include an HTML page (i.e. a web page), video, flash animation, audio file, or other content. (1) An offer to provide additional information. For example, a form that allows the user to enter his or her name, address and email address. (1) Additional information about the advertiser’s product/service; (2) a request for the user to purchase a product/service (e.g. additional information via a?buy Now? link); (3) a request for payment. A link to the product or service; (2) additional information about the advertiser’s product or service; (3) a request that the user purchase a product or service (e.g., additional information with a?buy now? button); (4) a request to pay (e.g., a form to collect credit card details); (5) an invitation to download content; or(6) a combination of all three. The file can be displayed in the video skin, or in a new window. The video skin ad 315 can display additional information. Alternately, it may also include a user input mechanism that allows users to provide additional information, such as to purchase a product, request information (e.g. related to the video), and interact with the advertiser (and/or video skin). Each time a new video is shown, a new video skin ad might be displayed. The video with which each ad is to be presented may determine the selection.
A second type of advertisement may be an interstitial one. It may contain one or more images (static and video) that are displayed before (or after) a particular video. These advertisements may include between videos and can be split into multiple sections just prior to (or just after) the beginning of the video content. They may also act as a preloader for the next video while it is buffered and transmitted. Referring to FIGS. Referring to FIGS. Audio content may also be included in the interstitial advertisements. FIG. 6 shows the movement of an interstitial advertisement. FIG. 6 shows the movement of an interstitial ad in one embodiment. Specifically. The Interstitial ad can be a sliding-door ad. It opens as indicated by A. This is to reveal the video player or video. In some embodiments, the interstitial ads may not be visible after it has finished opening (e.g. and in some embodiments may open to reveal a 315 video skin ad). The interstitial ads 310a and 310b may close together after the presentation is over. This is indicated by the arrows B. Next, another interstitial advertisement will be displayed. While the Interstitial Ad 310 is fully visible or partially visible (either before or after the video presentation), it may offer a click-through to an advertiser URL. This means that, if the user clicks any part of the interstitial ads, the advertiser’s content and/or a user input method 325 (e.g. form inputs), will be presented to the user for them to provide information. FIG. FIG. 7 shows an example of an interstitial advertisement 310 that has split into two sections 310a and310b. The client browser sends a request to 100 (or the advertiser’s or third-party server) for a file. This may, depending on the advertiser and other factors, be an HTML page, flash animation or any other content. Between each sequenced video, one or more interstitial ads can be displayed.
“A pre-roll advertisement type is an advertisement (e.g. video or still image) presented to the viewer prior to the start of the video content. It may include an associated link to the advertiser and/or form. The interstitial ad number 310 could be one example of a pre-roll advertising type. Other implementations could also include a type of post-roll advertisement, although it is not shown in the example. This may be a video or still image that is presented at the end the video content. An interstitial ad closing may be one example. Other implementations might also include one or several mid-roll ads that consist of a video or image that is presented to viewers at one or multiple cue points (location or time) in middle of the video content (between the segments). You can control the different types of ads with the same or different control logic.
The following example is given in the context 315 of a video skin advertisement. The invention can also be used in other types of ads, such as a pre-roll or post-roll ad or a midroll ad (which may include an interstitial or another ad type).
The present invention, depending on the embodiment, provides a method for providing a sequence video and contextual ads. The contextual ads (and in some instances the additional videos) can be selected, at minimum in part, using contextual information that is collected from interactive content. This interactive content may include a programmable object (e.g. an application) that includes control logic that executes business logic on the computing device of the user (e.g. in a client browser 170). The logic might have access to the following information: (1) the geographic location of the user; (2) the demographic information of user; (3) information about video (e.g. cue points for inserting information, subject matter type, rating of video) and (4) technical information (e.g. about the end-user’s computer or network to which it is connected). Other embodiments may allow the logic to access additional or different information. The context information can be retrieved, received, or determined via a backend data base (e.g. the ad database), HTTP values (e.g. IP address, variable parameters, status codes and data in headers). ), and/or Internet-media-type tags (sometimes referred as Multipurpose Internet Mail Extensions or MIME tags). content type, type device, from browser. A Content-type is an Internet media type. It’s a two-part identifier that allows file formats to be uploaded on the Internet. A type, subtype and optional parameters make up an internet media type.
The control logic application 348 may also include a JavaScript program that runs in the browser 170 and communicates with both the backend applications 345, 347, and 347. The control logic application 348, for example, may use the previously mentioned cue points to retrieve data from a third-party server (e.g. via the backend applications application 345 or directly), or the ad servers 100, 120, and then insert that digital information into the video by communicating the video player logic app 347. The embodiment may allow the control logic app 348 or video player logic 347 to request additional videos and advertisements during the play of the video sequence (and presentation) of the advertisements. FIG. 8 shows the schematic. FIG. 8 shows an example of one embodiment as well as examples of the data that can be communicated. In some cases, however, at least some of these data may not need to be communicated to the backend services 345. Instead, the control logic 348 contains logic, data and content elements (received on loading or stored on an end user’s computing device), sufficient for customizing the advertisement/video.
“FIG. “FIG. 9 shows a flowchart of the possible processes in an example system or method. Step 410 may allow for the determination of geographical data, such as based on an end user’s IP address. The control logic application (CLA 348) may be able to obtain the IP address or a User ID from cookies and send the IP address or User ID to the backend service application (BSA 345) or another remote computer. The BSA 345 (or another remote computer) can transmit a zip code or address, as well as other geographic data, back to the CLA 348. Alternately, CLA 348 could present a form 335 within the video skin 315 asking for the user’s zipcode (as illustrated at FIG. 4 or any other information. The video skin ad 315 allows the user to enter the zip code or other geographic information. Alternately location information, such as a zipcode, may be stored on the user’s computer device and retrieved by CLA 348.
The CLA 348 may determine the steps 415 and 422, respectively, using a form that the user fills out. Alternately or in addition, the CLA 348 can retrieve information identifying an end user (e.g., user ID) from a cookie on the user’s computer. The CLA 348 will then transmit that user ID to BSA 345. The BSA 345 can then access the database using the user ID to retrieve any personal or demographic information previously provided by the user. Alternately some demographic data (e.g. user’s gender) or personal data (e.g. user’s first and last names) can be stored on the user’s computer device and retrieved by the CLA 348.
The CLA 348 can determine technical data at step 425. This may include information about an end user’s computer, or the network to whom the computer is connected via the browser 170. The CLA 348 can determine, for example, type of computing device, browser version, operating system and other data. As is well-known to those who are skilled in the art, such data is typically available through program code in browser 170.
“At step 438, the CLA 348 can receive data (video metadata), about the requested video from the video player logic app 347. Video metadata can include the video’s rating and the subject matter type (e.g. cars, extreme sports or sports, comedic, etc. ?identified by tags, accepted content types for customizing the video (e.g. audio, video, still pictures (such as Jpeg), etc. ), the cue points of video, the sizes of content elements and other parameters and data that are related to video. Other embodiments allow the video server 120 to determine the video metadata (e.g. previously stored and then retrieved form memory) upon receipt of the request for the video.
It is worth noting, however, that steps 410 to 430 can be skipped in certain cases. Step 430 could be skipped if the video player does not support video metadata. Step 415 or 420 can be omitted if the computing device of the user is set to not store cookies. The sequence of steps 410-430 can be altered to suit the particular embodiment. They may be executed in any order, or simultaneously. Other embodiments may also use additional data, or just some of the described data, to provide contextual advertisements, select videos, and/or customize the video.
“At step 435 the BSA 345 (e.g. at the video server), selects one or more videos to be given to the client. The BSA 345 could select one or more videos by looking at information such as the demographics of the website that contains the link that the user clicked to request the video. Alternately the BSA 345 could select one or more additional videos using contextual information (e.g. personal data or demographic data). The one or more additional videos could be chosen based on (1) information about the requested video, such as the subject matter (such the content category, channel, rating, etc. 2) any context information; and (3) where the request was initiated. One embodiment selects a first set and transmits them. In some embodiments, the video player may request additional videos as it progresses through the requested and initially selected videos.
“At step 441, the system determines which content elements will be used to personalize the advertisement(s), and/or video(s). This step 440 could include selecting from the data from any of the steps 410-435 one or more of the existing content elements from a variety of content elements stored in your memory. An advertisement, still image that can be used in a video or advertisement (i.e., be embedded into the video), audio files that could form part or all of the advertisement or video or a clip that may appear in an advertisement or video may be considered a content element. The process 440 may also include the creation of content elements, such as a custom still image (such a cropping and formatting a photograph of the user or creating an image with their name), or the processing of a video or audio file that the user has supplied. The process 440 can also include receiving and requesting content elements from third-party servers. This process 440 can be executed by either the CLA 348 (on the end user?s computing device), or the BSA 345 remotely from the enduser’s computing devices. This step can be skipped in some embodiments. This step 440 may be omitted in some embodiments. One embodiment allows for an interstitial advertisement to be displayed prior to each video (i.e. the requested video and the selected videos). A different video skin ad can be chosen to be presented simultaneously with each video (i.e. the requested video and the selected videos).
“At step 445 the CLA 348 and/or BSA 335 assemble the advertising to provide contextual advertising. If necessary, they also customize the video with the content elements (determined at step 440). Some content elements can be chosen (or constructed, or received) by BSA 345 (at Step 440), and sent to the CLA 348. This inserts some of these received elements into the advertisement in the video skin ads 315. Some of the identified content elements can be transmitted to the video player logic app 347. This inserts the content elements in the video according the appropriate cue points and customizes it. This process 445 (assembling), may be performed in some embodiments when the advertisement or video is presented at step 455.
“At step 455, the videos are presented sequentially to the user in a video player with contextual ads. FIG. 5 shows an example. FIG. 5 shows an example of how the BSA 345 receives a zip code from the end user and transmits data to the theaters within five mile of that zip code. The CLA 348 displays the received data in the video skin advertisement 315. Below are examples of how these steps can be implemented. The requested video is displayed in the video player 322, and the sequence of videos are presented as thumbnail still images 311.
The system may customize advertisements and/or videos based on contextual data by determining the context information (e.g., geographical, demographic, personal and technical information of the user and video metadata). This customization can include, but not be limited to: (1) using the geographic and/or population information to select the appropriate images or advertisements to be presented in the video skin 315 (or player in the video); (2) using the geographic information to customize (e.g. personalize) the form, text and image of the advertisement; (3) selecting a form, form, text or image based on the device, operating system, browser or network used to view the video; (4) choosing and/or modifing advertising content elements and/or content to be inserted into the video, or content elements to modify the content elements; or content elements to be inserted in a video, or content elements to be modified; or a video; or (5) any combination of all or some combination of these options.
The CLA 348 can use any combination of methods to personalize content for the user. The video skin 315 can personalize images, language and/or any other content.
“As mentioned, the CLA 348 can be configured to customize video by providing digital information from third-party servers to the video play logic application (VPLA), 347 for insertion into video at specific cue points. This may result in modifications to the video being presented. The CLA 348 can be used to customize the video. Cue points are time points in a video. They can be tagged with the type of content element expected (e.g. image, audio or video). The video customization feature can be used to place products within video content (e.g. a car or can of soda), user-generated content (e.g. photos, videos, and/or voice), place background scenery based upon the time of day (e.g. an early morning sunrise in Manhattan N.Y. or nighttime skin in Los Angeles N.C.), and add custom messages (e.g. placing the user’s name in the marquee of the cinema within the movie).
The CLA 348 can use any method to provide digital information from the third-party server to the player. The CLA 348, for example, uses a communication channel to link the video player 320 with the web browser 170. For example, a Flash video player may use an ExternalInterface to connect JavaScript with Flash functions.
The request may include a request for the video player logic app 347. Requests may include requests for the video’s rating and the subject matter type (e.g. cars, extreme sports or sports, comedic, etc. Accepted content types for customizing the video (e.g. audio, video and still images (such a jpeg), etc. Cue points, data and parameters related to the video are collectively referred to as video metadata. The video player logic app 347 can then provide all or some of this information to the browser 348. As mentioned above, the CLA348 may also determine (or receive via browser 170) information about the type of computing device (e.g. mobile telephone versus laptop computer), the browser type and user information (e.g. received from a backend data base based upon a user ID stored on the user?s computing device), geographical information (e.g. based on information in cookies, the IP address or zip code of the computing device) and any other information (e.g. information such as that supplied by the video skin ad 315).
“Upon receiving such information (from video player logic app 347, via video skin 315 and/or browser 170), the control logic 348 may transmit all or part of the information to backend services 345. The backend services application 345 can then determine the identity of the user after receiving the information. The IP address could be used to determine where the user is located. The backend services application 345 can also retrieve information about the user from memory (e.g. demographical information) based on the information that identifies the user. The backend services app 345 can then retrieve content elements from memory based on the information received and the information determined by it. The backend services application 345 may then retrieve content elements (e.g., images, video, audio) from memory and customize the retrieved content elements in some cases. The BSA 345 can also transmit digital information requests (e.g. content elements of audio or video), and may do so alternately. The BSA 345 can then receive digital information from one or several third-party web servers and, in some cases, modify the digital information received. The backend services 345 transmits the retrieved or received content elements to control logic 348. To select additional videos, the BSA 345 can also use the contextual information.
“Upon receiving the data from backend services application 345 the control logic app 348 may provide some information (such some of the received data or other data) the video player logic software 348 to, for instance, be integrated into the video (to customize the video) for the user to view. The control logic application 348 can also present data to the user (such as some received content elements or any other data) in the video skin advertisement 315. This could be used, for example, as a contextual advertisement (e.g. a list of nearby cinemas that have a specific movie).
Subordination logic may be included in the control logic application 348 to ensure that the video skin 315 doesn’t distract or annoy an end user watching or listening to a video. The application 348 could include logic to limit animation, ensure colors don’t flash, vibrate and ensure that video content isn’t obscured by highly saturated images (e.g. bright reds, yellows or polka dots). The CLA 348 can also control the video 315. For example, it may (1) pause a video embedded in the skin while the video is playing, unless the user activates it; and (2) mutate audio embedded in 315 while the video is playing, unless the user activates it. CLA 348 can request information from the VPLA 337 to control the video skin ad 315. This includes the ability to pause a video and mute audio. It may also be able to darken colors and reduce animation and other controls. The CLA 348 can also send control messages to VPLA 347 when the user interacts directly with a video skin ad 315. The video can remain paused until the user clicks on the play button in the video player 320.
The CLA 348 can configure the ads to adjust to the size and format of different video players 320. The video skin ads 315 can be displayed simultaneously with the video player (e.g. for substantially the same period) or they may continue to display until the triggering event (e.g. a user action to close the video advertisement 315). The interstitial ads 315 may be displayed in the same way as the video skin ad 315. They can also be displayed in separate CSS layers of the web page (e.g. in front of video player), or through other suitable mechanisms.
“FIG. “FIG. 10 shows an example of providing sequential video and contextual ads at a server in accordance with an implementation of the present invention. At step 510, the server stores a number of videos. These videos may be provided by the public, system operators, or third parties. A plurality of advertisements can be stored in the memory of the same server (or another server) as indicated by step 515.
“In this embodiment, a number of third-party web sites include web pages that contain hyperlinks to one or more videos stored on the server. The hyperlinks are typically embedded within the web pages by the website operator. A request is sent to the server when a user clicks on the hyperlink within a webpage or after the page has been loaded. The server receives the request for the requested video at step 519. Clicking on the hyperlink can also launch a software program on the user’s computer (e.g. CLA), which configures presentation of the videos as well as display of still images 316, representing the five next videos to be displayed.
“In some embodiments, the request might include contextual information as described previously. Other embodiments allow the server to request the contextual information and receive it. Still other embodiments allow the server to retrieve the context information from memory. For example, retrieving user information from a cookie may result in the contextual information being received. These embodiments receive the contextual information at step 525. Other embodiments may not use contextual information. If the first video is requested from the page that has other videos, the implied list will play the videos in a predetermined order. When a video channel is requested other videos may be selected, either in a predetermined or decreasing popularity order, or according to other user rankings. The primary video channel associated with the requested video might be chosen if it is not displayed on a page (e.g., a web page of a third-party publisher). Such information may be stored in the server’s memory. Some embodiments require that the client transmits the appropriate context playlist to the server when a video request is made. Then, the server will transmit the identified videos directly to the player for the user to view.
As we have discussed, the selections of additional videos or advertisements can be made based on both the context information and the information from the website where the request was made. Another example is that a user may select the snow skiing video from a news site, and the context information indicates that the user is currently in a cold area, then videos featuring outdoor activities in cold environments could be chosen. Advertisements that target warmer destinations and products for cold (and outdoor) environments may also be chosen for the first user. The user’s location and selected video may also be used to select the ads. This may include demographics such as those who frequent news websites, or people who are more likely to be interested.
If a second user chooses snow skiing videos from the same website and the context information indicates that the user is currently in a warm environment, videos containing outdoor activities may be selected, such as videos about hiking, kayaking, or other similar activities. Advertisements that target the second user may also be chosen based on their location, the video selected and the website. These advertisements could include advertisements for products that are used in warmer destinations by outdoor enthusiasts (e.g. roller blades or bicycles, swimming equipment, etc.). Advertisements directed to local vendors or products that are available locally might also be chosen (e.g. selection based upon contextual data).
“At step 535 the server selects advertisements based upon the contextual information, requested video and/or selected videos as described above.”
The server transmits to the client the requested video, selected videos and selected ads at step 540. The video player, e.g. of the client, presents the requested video to user and may also display thumbnail images of additional selected videos. The received advertisements can also be displayed as video skin ads or interstitial advertisements (e.g. before, between, or after each video). Some embodiments allow only a small portion of selected videos and advertisements to be transmitted, even though their thumbnails can be transmitted, in order not to use bandwidth. Even though ten videos can be selected, only five of them may be transmitted at first. This means that the player may stop playing the first video or the second video begins to play. A request for another video and an advertisement can be sent to the server, which will respond with the next video and the ad set. If the user decides to stop watching the video, then only a few videos will be transmitted.
“At step 545 the server receives metrics which include information about the number, identity, and type of advertisements that were responded to by end-users, and the number, identity, and type of videos viewed. All of these can be used to improve selection processes.
The present invention is used to distribute sequenced video content and contextual ads to multiple clients over the internet. It is also well-suited to syndicate interactive content that provides contextual advertisements and/or customized video content via a plurality mobile telephone networks (or combination of the internet Internet, mobile telephone networks), where the content is presented on mobile phones or other portable communication devices.
U.S. Patent Ser. No. No. as a reference. The present invention does not limit itself to the delivery systems or types of ads described herein.
“It is important to understand that the illustrative embodiments given herein are merely for explanation purposes and should not be taken to limit the invention. These words are not intended to be limiting, but rather words of description or illustration. Each embodiment of the invention may not realize all the benefits and objectives. The invention has not been limited to the specific structures, materials, and/or embodiments described in this document. The invention is not limited to the structures, materials, and/or uses described herein. It covers all functionally similar structures, methods, and uses as defined in the appended claims. Anyone skilled in the art can make many modifications to the specification. These changes are possible without departing from its spirit and scope.
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