MEDIA WITH EMBEDDED ADVERTISING

• US 20080281685A1
• Filed: 05/07/2007
• Published: 11/13/2008
• Est. Priority Date: 05/07/2007
• Status: Abandoned Application

• Current Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Original Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Inventors: Martinez, Ronald, Jaffe, Christopher, Almenberg, Erik
• Application Number:
  US11/745,248
• Publication Number:
  US 20080281685A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A system and method for providing advertising to a user of a computer capable of displaying Internet based media, such as sequential media, played by a media player in a display. The method includes the steps of providing a media object, wherein the media object contains sequential media and advertising information encapsulated within the media object. Encapsulating the sequential media and advertising information within the media object prevents rogue users from simply stripping away the sequential media from the advertising information.

Claims

1. A method for providing advertising to a user of a computer capable of displaying sequential media played by a media player in a display, the method comprising the steps of:

providing a media object, wherein the media object contains sequential media and advertising information;

displaying a persistent banner advertisement in a first part of the display utilized by the media player, the persistent banner advertisement contained within the advertising information of the media object;

displaying sequential media of the media object in a second part of the display utilized by the media player; and

displaying a rich media advertisement in at least a portion of the second part of the display utilized by the media player when prompted by a first user action, the rich media advertisement contained within the advertising information of the media object.

2. The method of claim 1, further comprising the step of displaying an indicator in the display utilized by the media player for encouraging the user to perform the first user action.

3. The method of claim 1, further comprising the step of displaying a pre-roll advertisement in the display utilized by the media player for a specified period, the pre-roll advertisement contained within the advertising information of the media object.

4. The method of claim 3, further comprising the step of launching a website when the pre-roll advertisement is clicked by the user.

5. The method of claim 3, further comprising the step of displaying a timer in the display utilized by the media player, the timer configured to indicate the amount of time remaining in the specified period.

6. The method of claim 3, wherein the specified period is less than or equal to 5 seconds.

7. The method of claim 1, further comprising the step of displaying at least a portion of the rich media advertisement in at least part of the second part of the display when the sequential media has finished playing.

8. The method of claim 7, further comprising the step of launching a website when the rich media advertisement is clicked by the user.

9. The method of claim 7, further comprising the step of displaying a static screen after at least the portion of the rich media advertisement has been displayed.

10. The method of claim 1, wherein the first user action is selecting a portion of the persistent banner ad.

11. The method of claim 10, wherein the portion of the persistent banner advertisement is an icon or a button.

12. The method of claim 1, wherein the first user action is placing a cursor over a portion of the second part of the display utilized by the media player.

13. The method of claim 1, further comprising the step of removing the rich media advertisement from at least part of the second portion of the display utilized by the media player when prompted by a second user action.

14. The method of claim 13, wherein the second user action is selecting a close icon.

15. The method of claim 13, wherein the second user action is selecting a play button of the media player.

16. The method of claim 13, further comprising the step of displaying an indicator in the display utilized by the media player for encouraging the user to perform the second user action.

17. The method of claim 13, further comprising the step of displaying sequential media in a second part of the display utilized by the media player when prompted by the second user action.

18. The method of claim 1, further comprising the step of sending information regarding the user'"'"'s interaction with the rich media advertisement to an advertising server.

19. The method of claim 1, wherein the rich media advertisement is at least one of a video, an interactive computer game, a configurator for building, pricing and buying goods and/or services, a static advertisement, a micro website capable of launching other websites, an interactive map, an Internet telephony connection or an instant messaging connection.

20. The method of claim 1, further comprising the step of retrieving information from an advertising server, wherein the information from an advertising server is utilized to customize the rich media advertisement.

21. The method of claim 1, further comprising the step of pausing the sequential media when the rich media advertisement is displayed in at least a portion of the second part of the display utilized by the media player.

22. The method of claim 1, further comprising the step of launching a website when the persistent banner is clicked by the user.

23. A method for providing advertising to a user of a computer capable of displaying sequential media played by a media player in a display, the method comprising the steps of:

providing a media object, wherein the media object contains sequential media and advertising information;

displaying a persistent banner advertisement in a first part of the display utilized by the media player, the persistent banner advertisement contained within the advertising information of the media object;

displaying sequential media of the media object in a second part of the display utilized by the media player;

displaying a rich media advertisement in at least a portion of the second part of the display utilized by the media player when prompted by a first user action, the rich media advertisement contained within the advertising information of the media object;

sending user information to a central server;

generating a central profile based on the user information; and

modifying the advertising information contained within the media object based upon the central profile.

24. The method of claim 23, wherein the user information originates from at least one of activity logs of the user, targeting algorithms, search behavior of the user.

25. The method of claim 23, further comprising the step of displaying an indicator in the display utilized by the media player for encouraging the user to perform the first user action.

26. The method of claim 23, further comprising the step of displaying a pre-roll advertisement in the display utilized by the media player for a specified period, the pre-roll advertisement contained within the advertising information of the media object.

27. The method of claim 26, further comprising the step of launching a website when the pre-roll advertisement is clicked by the user.

28. The method of claim 26, further comprising the step of displaying a timer in the display utilized by the media player, the timer configured to indicate the amount of time remaining in the specified period.

29. The method of claim 26, wherein the specified period is less than or equal to 5 seconds.

30. The method of claim 23, further comprising the step of displaying at least a portion of the rich media advertisement in at least part of the second part of the display when the sequential media has finished playing.

31. The method of claim 30, further comprising the step of launching a website when the rich media advertisement is clicked by the user.

32. The method of claim 30, further comprising the step of displaying a static screen after at least the portion of the rich media advertisement has been displayed.

33. The method of claim 23, wherein the first user action is selecting a portion of the persistent banner ad.

34. The method of claim 33, wherein the portion of the persistent banner advertisement is an icon or a button.

35. The method of claim 23, wherein the first user action is placing a cursor over a portion of the second part of the display utilized by the media player.

36. The method of claim 23, further comprising the step of removing the rich media advertisement from at least part of the second portion of the display utilized by the media player when prompted by a second user action.

37. The method of claim 36, wherein the second user action is selecting a close icon.

38. The method of claim 36, wherein the second user action is selecting a play button of the media player.

39. The method of claim 36, further comprising the step of displaying an indicator in the display utilized by the media player for encouraging the user to perform the second user action.

40. The method of claim 36, further comprising the step of displaying sequential media in a second part of the display utilized by the media player when prompted by the second user action.

41. The method of claim 23, wherein the rich media advertisement is at least one of a video, an interactive computer game, a configurator for building, pricing and buying goods and/or services, a static advertisement, a micro website capable of launching other websites, an interactive map, an Internet telephony connection or an instant messaging connection.

42. The method of claim 23, further comprising the step of pausing the sequential media when the rich media advertisement is displayed in at least a portion of the second part of the display utilized by the media player.

43. The method of claim 23, further comprising the step of launching a website when the persistent banner is clicked by the user.

44. The method of claim 23, wherein the user information contains information relating to a web page in which the sequential media is displayed.

45. The method of claim 23, wherein the user information contains information relating to the user'"'"'s interaction with the rich media advertisement.

46. The method of claim 45, wherein the user'"'"'s interaction with the rich media advertisement includes at least one of:

time spent interacting with the rich media advertisement, behavior of the user when interacting with the rich media advertisement, performance metrics of the rich media advertisement, execution speed of the rich media advertisement, time and date when the user interacted with the rich media advertisement, the Internet Protocol address of the user, the user'"'"'s system, platform, and web browser configuration information and the user'"'"'s media identifier information.

47. A system for providing advertising to a user'"'"'s computer capable of displaying media played by a media player in a display, the system comprising:

a central server in communication with a media server and an advertising server;

the central server being configured to receive advertising information from the advertising server, wherein the advertising information contains data for displaying a persistent banner advertisement in a first part of the display utilized by the media player;

the central server being configured to receive media information from the media server wherein the media information contains data for displaying media in a second part of the display utilized by the media player;

the central server being configured to construct a media object encapsulating the media information and the advertising information, the media object capable of being displayed by the media player in the display of the user'"'"'s computer; and

the central server being configured to transmit the media object to the user'"'"'s computer.

48. The system of claim 47, wherein the advertising information contains data for displaying a pre-roll advertisement in the display utilized by the media player for a specified period.

49. The system of claim 47, wherein the advertising information contains data for displaying a rich media advertisement in at least a portion of the second part of the display utilized by the media player.

50. The system of claim 49, wherein the rich media advertisement is at least one of a video, an interactive computer game, a configurator for building, pricing and buying goods and/or services, a static advertisement, a micro website capable of launching other websites, an interactive map, an Internet telephony connection or an instant messaging connection.

51. The system of claim 49, wherein the central server is configured to retrieve information from the advertising server, wherein the information from the advertising server is utilized to customize the rich media advertisement.

52. The system of claim 49, wherein the central server is configured to receive user information, generate a central profile based on the user information and modify the advertising information contained within the media object based upon the central profile.

53. The method of claim 52, wherein the user information originates from at least one of activity logs of the user, targeting algorithms, search behavior of the user.

54. The system of claim 52, wherein the user information contains information relating to a web page in which the sequential media is displayed.

55. The system of claim 52, wherein the user information contains information relating to the user'"'"'s interaction with the rich media advertisement.

56. The system of claim 55, wherein the user'"'"'s interaction with the rich media advertisement includes at least one of:

time spent interacting with the rich media advertisement, behavior of the user when interacting with the rich media advertisement, performance metrics of the rich media advertisement, execution speed of the rich media advertisement, time and date when the user interacted with the rich media advertisement, the Internet Protocol address of the user, the user'"'"'s system, platform, and web browser configuration information and the user'"'"'s media identifier information.