Movie advertising placement optimization based on behavior and content analysis

• US 20070055986A1
• Filed: 11/03/2006
• Published: 03/08/2007
• Est. Priority Date: 05/23/2005
• Status: Active Grant

• Current Assignee: Ip Ot Sub Ulc
• Original Assignee: Open TEXT SA (Open Text Corporation)
• Inventors: Hoffert, Eric, Nassar, Rabih, Soukup, Paul, Gilley, Thomas
• Granted Patent: US 8,145,528 B2
• Time in Patent Office: Days
• US Class Current: 725/34
• CPC Class Codes: G06Q 30/0206 Price or cost determination based on market factors
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: H04H 20/10 Arrangements for replacing or switching information during the broadcast or the distribution
• CPC Class Codes: H04H 60/33 Arrangements for monitoring the users' behaviour or opinions
• CPC Class Codes: H04H 60/59 of video recognising characters or patterns in general G06F18/00, G06V20/00
• CPC Class Codes: H04H 60/66 for using the result on distributors' side
• CPC Class Codes: H04N 21/23418 involving operations for analysing video streams, e.g. detecting features or characteristics television picture signal circuitry for scene change detection H04N5/147; filtering for image enhancement G06T5/00; methods or arrangements for recognising scenes G06V20/00; arrangements characterised by components specially adapted for monitoring, identification or recognition of video in broadcast systems H04H60/59
• CPC Class Codes: H04N 21/23424 involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement
• CPC Class Codes: H04N 21/2393 involving handling client requests scheduling or organising the servicing of application requests H04L67/60
• CPC Class Codes: H04N 21/2547 Third Party Billing, e.g. billing of advertiser
• CPC Class Codes: H04N 21/2668 Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles information retrieval from the Internet by querying with filtering and personalisation G06F16/9535; arrangements for replacing or switching information during the broadcast H04H20/10; push services over packet-switching network H04L12/1859; adaptation of message content in packet-switching networks H04L51/063
• CPC Class Codes: H04N 21/44213 Monitoring of end-user related data arrangements for monitoring the users' behaviour or opinions in broadcast systems H04H60/33
• CPC Class Codes: H04N 21/44224 Monitoring of user activity on external systems, e.g. Internet browsing
• CPC Class Codes: H04N 21/4756 for rating content, e.g. scoring a recommended movie
• CPC Class Codes: H04N 21/812 : involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 21/84 : Generation or processing of descriptive data, e.g. content descriptors systems specially adapted for using meta-information in broadcast systems H04H60/73
• CPC Class Codes: H04N 7/165 : Centralised control of user terminal subsequent to an upstream request signal H04N7/17345; Registering at central by two-way working H04N7/17309
• CPC Class Codes: H04N 7/17318 : Direct or substantially direct transmission and handling of requests

Abstract

An ad is placed in a movie, by analyzing inherent characteristics of the movie, analyzing viewed characteristics of the movie, analyzing viewer characteristics of a viewer of the movie, obtaining advertiser preferences for placement of the ad in the movie, determining costs of placing the ad in the movie based on the inherent characteristics of the movie, the viewed characteristics of the movie, the viewer characteristics and the advertiser preferences, and placing the ad in the movie in accordance with the inherent characteristics of the movie, the viewed characteristics of the movie, the viewer characteristics, the advertiser preferences and the determined costs.

Claims

1. A method of placing an ad in a movie, comprising:

analyzing inherent characteristics of the movie,

analyzing viewed characteristics of the movie,

analyzing viewer characteristics of a viewer of the movie,

obtaining advertiser preferences for placement of the ad in the movie,

determining costs of placing the ad in the movie based on the inherent characteristics of the movie, the viewed characteristics of the movie, the viewer characteristics and the advertiser preferences,

placing the ad in the movie in accordance with the inherent characteristics of the movie, the viewed characteristics of the movie, the viewer characteristics, the advertiser preferences and the determined costs,

delivering the movie with inserted ad to the viewer,

collecting statistics regarding the viewing of the movie with inserted ad by the viewer, and

generating at least one report regarding the movie viewing statistics.

2. A method of placing an ad in a movie, comprising:

analyzing inherent characteristics of the movie,

obtaining advertiser preferences for placement of the ad in the movie,

placing the ad in the movie in accordance with the inherent characteristics of the movie and the advertiser preferences.

3. The method of claim 2, wherein the inherent characteristics are the motion represented by the movie.

4. The method of claim 2, wherein the inherent characteristics are faces represented in the movie.

5. The method of claim 2, further comprising analyzing viewed characteristics of the movie, and wherein placing the ad is also in accordance with the viewed characteristics of the movie.

6. The method of claim 5, wherein the viewed characteristics are based on actions respectively taken by previous viewers of the movie while viewing the movie.

7. The method of claim 6, wherein the actions include at least two of replaying a portion of the movie, dwell time while the movie is paused, and addition of a deep tag to the movie.

8. The method of claim 6, wherein the actions are recorded in computers respectively used by the previous viewers.

9. The method of claim 8, wherein the actions are recorded in cookies.

10. The method of claim 6, wherein the actions are recorded at a location other than computers respectively used by the previous viewers.

11. The method of claim 5, wherein the analyzing viewed characteristics of the movie and placing the ad are performed periodically.

12. The method of claim 2, further comprising analyzing viewer characteristics of the movie, and wherein placing the ad is also in accordance with the viewer characteristics of the movie.

13. The method of claim 2, further comprising determining costs of placing the ad in the movie based on the inherent characteristics of the movie, and wherein placing the ad is also in accordance with the determined costs.

14. The method of claim 13, wherein determining costs is according to a procedure in which advertisers submit bids for placement of their ads in the movie.

15. The method of claim 2, further comprising delivering the movie with inserted ad to the viewer.

16. The method of claim 15, further comprising collecting statistics regarding the viewing of the movie with inserted ad by the viewer.

17. The method of claim 16, further comprising generating at least one report regarding the movie viewing statistics.

18. The method of claim 16, wherein the report represents, in graphical form, actions respectively taken by previous viewers of the movie while viewing the movie.

19. The method of claim 18, wherein the graphical form is one of a histogram, a color bar graph and a cloud graph.

20. The method of claim 19, wherein the colors of the color bar graph are determined by the value of the popularity statistic for the corresponding temporal portion of the movie.

21. The method of claim 19, wherein the color at each edge of the color bars in the color graph is interpolated with the color of the adjacent color bar.

22. The method of claim 18, wherein the actions are combined according to a predetermined procedure to generate values represented in the graphical form.

23. The method of claim 22, wherein the predetermined procedure for combining is to generate a weighted average of at least two types of actions during each portion of the movie.

24. The method of claim 2, further comprising storing the movie with the inserted ad in a videobase.

25. A method of placing an ad in a movie, comprising:

analyzing viewed characteristics of the movie,

obtaining advertiser preferences for placement of the ad in the movie,

placing the ad in the movie in accordance with the viewed characteristics of the movie and the advertiser preferences.

26. The method of claim 25, wherein the viewed characteristics are based on actions respectively taken by previous viewers of the movie while viewing the movie.

27. The method of claim 26, wherein the actions include at least two of replaying a portion of the movie, dwell time while the movie is paused, and addition of a deep tag to the movie.

28. The method of claim 26, wherein the actions are recorded in computers respectively used by the previous viewers.

29. The method of claim 28, wherein the actions are recorded in cookies.

30. The method of claim 26, wherein the actions are recorded at a location other than computers respectively used by the previous viewers.

31. The method of claim 25, wherein analyzing viewed characteristics of the movie and placing the ad are performed periodically.

32. The method of claim 25, further comprising analyzing viewer characteristics of the movie, and wherein placing the ad is also in accordance with the viewer characteristics of the movie.

33. The method of claim 25, further comprising determining costs of placing the ad in the movie based on the inherent characteristics of the movie, and wherein placing the ad is also in accordance with the determined costs.

34. The method of claim 33, wherein determining costs is according to a procedure in which advertisers submit bids for placement of their ads in the movie.

35. The method of claim 25, further comprising generating at least one report regarding the viewing of the movie with inserted ad by the viewer.

36. The method of claim 35, wherein the report represents, in graphical form, actions respectively taken by previous viewers of the movie while viewing the movie.

37. The method of claim 36, wherein the graphical form is one of a histogram, a color bar graph and a cloud graph.

38. The method of claim 37, wherein the colors of the color bar graph are determined by the value of the popularity statistic for the corresponding temporal portion of the movie.

39. The method of claim 37, wherein the color at each edge of the color bars in the color graph is interpolated with the color of the adjacent color bar.

40. The method of claim 36, wherein the actions are combined according to a predetermined procedure to generate values represented in the graphical form.

41. The method of claim 40, wherein the predetermined procedure for combining is to generate a weighted average of at least two types of actions during each portion of the movie.

42. The method of claim 25, further comprising storing the movie with the inserted ad in a videobase.

43. A method of placing an ad in a movie, comprising:

analyzing viewer characteristics of a viewer of the movie,

obtaining advertiser preferences for placement of the ad in the movie,

placing the ad in the movie in accordance with the viewer characteristics and the advertiser preferences.

44. The method of claim 43, further comprising determining costs of placing the ad in the movie based on the inherent characteristics of the movie, and wherein placing the ad is also in accordance with the determined costs.

45. The method of claim 44, wherein determining costs is according to a procedure in which advertisers submit bids for placement of their ads in the movie.

46. The method of claim 43, further comprising generating at least one report regarding the viewing of the movie with inserted ad by the viewer.

47. The method of claim 46, wherein the report represents, in graphical form, actions respectively taken by previous viewers of the movie while viewing the movie.

48. The method of claim 47, wherein the graphical form is one of a histogram, a color bar graph and a cloud graph.

49. The method of claim 48, wherein the colors of the color bar graph are determined by the value of the popularity statistic for the corresponding temporal portion of the movie.

50. The method of claim 48, wherein the color at each edge of the color bars in the color graph is interpolated with the color of the adjacent color bar.

51. The method of claim 47, wherein the actions are combined according to a predetermined procedure to generate values represented in the graphical form.

52. The method of claim 51, wherein the predetermined procedure for combining is to generate a weighted average of at least two types of actions during each portion of the movie.

53. A method of placing an ad in a movie, comprising:

obtaining advertiser preferences for placement of the ad in the movie,

determining costs of placing the ad in the movie based on the advertiser preferences,

placing the ad in the movie in accordance with the advertiser preferences and the determined costs.

54. The method of claim 53, further comprising determining costs of placing the ad in the movie based on the inherent characteristics of the movie, and wherein placing the ad is also in accordance with the determined costs.

55. The method of claim 54, wherein determining costs is according to a procedure in which advertisers submit bids for placement of their ads in the movie.

56. The method of claim 53, further comprising generating at least one report regarding the viewing of the movie with inserted ad by the viewer.

57. The method of claim 56, wherein the report represents, in graphical form, actions respectively taken by previous viewers of the movie while viewing the movie.

58. The method of claim 57, wherein the graphical form is one of a histogram, a color bar graph and a cloud graph.

59. The method of claim 58, wherein the colors of the color bar graph are determined by the value of the popularity statistic for the corresponding temporal portion of the movie.

60. The method of claim 58, wherein the color at each edge of the color bars in the color graph is interpolated with the color of the adjacent color bar.

61. The method of claim 57, wherein the actions are combined according to a predetermined procedure to generate values represented in the graphical form.

62. The method of claim 61, wherein the predetermined procedure for combining is to generate a weighted average of at least two types of actions during each portion of the movie.