Techniques for rendering advertisments with rich media

• US 20070112630A1
• Filed: 11/07/2006
• Published: 05/17/2007
• Est. Priority Date: 11/07/2005
• Status: Abandoned Application

• Current Assignee: Tremor Video, Inc.
• Original Assignee: ScanScout, Inc. (Magnite, Inc.)
• Inventors: Lee, Steven, Martin, Pete, Lau, Wai
• Application Number:
  US11/594,707
• Publication Number:
  US 20070112630A1
• Time in Patent Office: Days
• US Class Current: 705/14.100
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0252 based on events or environment, e.g. weather or festivals
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06V 10/768 using context analysis, e.g. recognition aided by known co-occurring patterns
• CPC Class Codes: G10L 15/06 Creation of reference templates; Training of speech recognition systems, e.g. adaptation to the characteristics of the speaker's voice G10L15/14 takes precedence

Abstract

In one embodiment, an advertisement is matched to subject matter in a portion of rich media content, such as a digital video, Flash™ animation, etc. For example, during the playing of rich media content, it may be determined by audio recognition techniques that the content'"'"'s subject matter matches or correlates with an advertisement. Rendering preferences associated with the advertisement are then determined. The rendering preferences may be used to determine how the advertisement should be rendered (i.e., displayed in association with the content). The advertisement is then served to a device. The advertisement is served such that it can be rendered relative to a time that the portion of media is being displayed on the device.

Claims

1. A method for serving advertisements, the method comprising:

determining when an advertisement correlates to subject matter associated with a portion of rich media content;

determining rendering preferences associated with the advertisement; and

serving the advertisement to a device, the advertisement being served such that it can be rendered relative to a time the portion of the rich media content is being played on the device based on the rendering preferences.

2. The method of claim 1, wherein serving the advertisement comprises serving the advertisement such that the advertisement is rendered on the device serially with the portion of rich media content.

3. The method of claim 2, wherein serially comprises before, after, or in the middle of the playing of the portion of the rich media content.

4. The method of claim 1, wherein serving the advertisement comprises serving the advertisement such that the advertisement is rendered on the device in parallel with the portion of rich media content.

5. The method of claim 1, wherein serving the advertisement comprises serving the advertisement such that the advertisement is injected into or laid on top of portion of rich media content.

6. The method of claim 1, wherein serving the advertisement comprises causing rendering of the advertisement on the device.

7. The method of claim 1, wherein the advertisement is a different form of rich media content than the portion of the rich media content.

8. The method of claim 1, wherein the rendering preferences indicate a position to display the advertisement relative to the portion of the rich media content.

9. The method of claim 1, wherein the rendering preferences are specified by a user of the user device, a content owner of the rich media content and/or the advertiser of the advertisement.

10. The method of claim 1, wherein the advertisement includes a coupon or map related to the advertisement.

11. The method of claim 1, wherein serving the advertisement comprises causing storing the advertisement at the device.

12. The method of claim 1, wherein determining when an advertisement correlates to subject matter associated with a portion of rich media content comprises using correlation recognition detection techniques to determine that the advertisement correlates the subject matter.

13. The method of claim 1, wherein determining when an advertisement correlates to subject matter associated with a portion of rich media content comprises time aligning the advertisement to correlate the advertisement to the subject matter to maximize a criteria.

14. A method for rendering advertisements, the method comprising:

playing rich media content on a device;

receiving an advertisement that correlates to subject matter associated with a portion of the rich media content being played;

determining rendering preferences associated with the advertisement; and

rendering the advertisement, the advertisement being rendered such that it can be rendered relative to a time the portion of the rich media content is being played on the device based on the rendering preferences.

15. The method of claim 14, wherein the advertisement is rendered on a display of the device.

16. The method of claim 14, wherein the advertisement is rendered through a speaker of the device.

17. The method of claim 16, wherein rendering the advertisement comprises rendering the advertisement such that the advertisement is rendered serially with the portion of rich media content.

18. The method of claim 17, wherein serially comprises before or after the playing of the portion of the rich media content.

19. The method of claim 14, wherein the advertisement is rendered with audio or visual cues that alert the user of a new and/or changing ad placement.

20. The method of claim 14, wherein rendering the advertisement comprises rendering the advertisement such that the advertisement is rendered on the device in parallel with the portion of rich media content.

21. The method of claim 14, wherein rendering the advertisement comprises rendering the advertisement such that the advertisement is injected into the portion of rich media content.

22. The method of claim 14, further comprising:

detecting an event associated with the advertisement; and

performing an action for the event.

23. The method of claim 22, wherein the action comprises:

stopping the playing of the rich media content; and

starting playing of the advertisement.

24. The method of claim 23, where the action comprises displaying additional information for the advertisement.

25. The method of claim 14, further comprising receiving additional information for the user.

26. The method of claim 14, wherein determining when an advertisement correlates to subject matter associated with a portion of rich media content comprises using correlation recognition detection techniques to determine that the advertisement correlates the subject matter.

27. The method of claim 14, wherein determining when an advertisement correlates to subject matter associated with a portion of rich media content comprises time aligning the advertisement to correlate the advertisement to the subject matter to maximize a criteria.

28. An apparatus configured to serve advertisements, the apparatus comprising:

a correlation engine configured to determine when an advertisement correlates to subject matter associated with a portion of rich media content;

a rendering formatter configured to determine rendering preferences associated with the advertisement; and

an ad server configured to serve the advertisement to a device, the advertisement being served such that it can be rendered relative to a time the portion of the rich media content is being played on the device based on the rendering preferences.

29. The apparatus of claim 28, wherein the ad server is configured to serve the advertisement such that the advertisement is rendered on the device serially with the portion of rich media content.

30. The apparatus of claim 28, wherein the ad server is configured to serve the advertisement such that the advertisement is rendered on the device in parallel with the portion of rich media content.

31. The apparatus of claim 28, wherein the ad server is configured to serve the advertisement such that the advertisement is injected into the portion of rich media content.

32. The apparatus of claim 28, wherein the correlation engine is configured to correlate the advertisement to use correlation recognition detection techniques to determine that the advertisement correlates the subject matter.

33. The apparatus of claim 28, wherein the correlation engine is configured to time align the advertisement to correlate the advertisement to the subject matter to maximize a criteria.

34. A method for correlating advertisements to rich media content, the method comprising:

recognizing information for the rich media content;

determining a plurality of advertisements to correlate to the recognized information; and

selecting an advertisement from the plurality of advertisements to associate with a portion of the rich media content based on one or more criteria.

35. The method of claim 34, wherein determining the plurality of advertisements to correlate comprises:

determining match information associated with an advertisement in the plurality of advertisements;

determining if the match information is found in the rich media content; and

correlating the advertisement with the rich media content if the match information is found in the rich media content.

36. The method of claim 34, wherein selecting the advertisement comprises:

determining scores for the one or more criteria for each of the plurality of advertisements; and

selecting the advertisement based on the determined scores.

37. The method of claim 36, wherein the one or more criteria comprises a bid price for the advertisement, wherein an amount of the bid affects the score given to the advertisement.

38. The method of claim 37, wherein selecting the advertisement is performed to maximize revenue from bids associated with the plurality of advertisements.

39. The method of claim 36, wherein the one or more criteria comprise lattice probability, match concentration, match position, geo-location, demographic, behavioral, and psychographic profile, and/or past performance.