Impressionative Multimedia Advertising

• US 20090171787A1
• Filed: 06/20/2008
• Published: 07/02/2009
• Est. Priority Date: 12/31/2007
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Mei, Tao, Hua, Xian-Sheng, Li, Shipeng
• Application Number:
  US12/143,696
• Publication Number:
  US 20090171787A1
• Time in Patent Office: Days
• US Class Current: 705/14.690
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

A method for making online adverisement makes an impressionative presentation of an advertisement to a viewer. The impressionative presentation is an impressionized version of an original online source medium such as a photo. The method associates advertisements with the source medium based, at least in part, on calculated ad relevance, and determines one or more viewer iteractive points on the original source medium. The method then presents to the viewer an ad-augmented medium including an impressionized version of the source medium, which has the ability to change the form of impression to a viewer in response to an interactive act conducted by the viewer. The ad-augmented medium may include the associated advertisement content or direct the viewer'"'"'s attention thereto.

Claims

1. A method for making online advertisement, the method comprising:

computing an ad relevance between each of multiple advertisements and a source medium;

associating at least one of the multiple advertisements with the source medium based, at least in part, on the calculated ad relevance of the multiple advertisements; and

presenting to the viewer an ad-augmented medium including, at least in part, the at least one of the multiple advertisements and an impressionized version of the source medium, wherein the impressionized version of the source medium is adapted to cause a change of an impression to a viewer in response to an interactive act conducted by the viewer in relation to the impressionized version of the source medium.

2. The method as recited in claim 1, wherein the impressionized version of the source medium is generated by combining, at least in part, the source medium and the at least one of the multiple advertisements or an ad-relevant content related to the at least one of the multiple advertisements.

3. The method as recited in claim 1, wherein, in the ad-augmented medium presented to the viewer, the at least one of the multiple advertisements is displayed along with the at least one impressionized version of the source medium.

4. The method as recited in claim 1, wherein the impressionized version of the source medium includes a viewer interactive point through which the viewer conducts the interactive act.

5. The method as recited in claim 4, wherein the viewer interactive point is a region in the source medium.

6. The method as recited in claim 5, wherein the source medium comprises an image, and the viewer interactive point is an object identified in the image.

7. The method as recited in claim 1, wherein the interactive act conducted by the viewer comprises a pointer-over motion or a pointer click.

8. The method as recited in claim 1, wherein presenting to the viewer at least one impressionized version of the source medium comprising:

presenting multiple impressionized versions of the source medium in alternation.

9. The method as recited in claim 1, wherein the source medium includes an image having a foreground object and a background, and the at least one impressionized version of the source medium comprises a variation of the image having substantially the same foreground object and an alternative background.

10. The method as recited in claim 1, wherein the source medium includes an image having a foreground object and a background, and the at least one impressionized version of the source medium comprises a variation of the image having a resized version of the same foreground object and an alternative background.

11. The method as recited in claim 1, wherein the at least one viewer interactive point is a visually identifiable object in the source medium, and the at least one impressionized version of the source medium comprises a highlighted version of the visually identifiable object and an altered background.

12. The method as recited in claim 1, wherein the at least one impressionized version of the source medium comprises an ad-embedded version of the source medium which embeds the at least one of the multiple advertisements each associated with a respective viewer interactive point.

13. The method as recited in claim 12, wherein the ad-embedded version of the source medium hides the at least one of the multiple advertisements in nonobvious but discoverable manner, the method further comprising:

challenging the viewer to discover the at least one of multiple advertisements hidden in the ad-embedded version of the source medium.

14. The method as recited in claim 13, further comprising:

upon discovery by the viewer one of the multiple advertisements, displaying the discovered advertisement along with the at least one impressionized version of the source medium.

15. The method as recited in claim 1, wherein the at least one impressionized version of the source medium each embeds the at least one of the multiple advertisements each in association with a viewer interactive point, the method further comprising:

displaying one of the advertisements as the viewer moves a pointer over the respective viewer interactive point.

16. The method as recited in claim 1, wherein the at least one impressionized version of the source medium contains the at least one of the multiple advertisements in a non-salient region.

17. A method for making online advertisement, the method comprising:

computing an ad relevance between each of multiple advertisements and a source medium;

associating at least one of the multiple advertisements with the source medium based, at least in part, on the calculated ad relevance of the multiple advertisements; and

in response to a viewer conducting an interactive act at a viewer interactive point, presenting to the viewer at least one impressionized version of the source medium which is generated by combining, at least in part, the source medium and the at least one of the multiple advertisements or an ad-relevant content related to the at least one of the multiple advertisements.

18. The method as recited in claim 17, further comprising:

displaying the at least one of the multiple advertisements along with the at least one impressionized version of the source medium.

19. The method as recited in claim 17, wherein the impressionized version of the source medium includes a viewer interactive point through which the viewer interacts with the impressionized version of the source medium.

20. A computer readable medium having computer-executable instructions that, when executed, perform acts comprising:

computing an ad relevance between each of multiple advertisements and a source medium;

associating at least one of the multiple advertisements with the source medium based, at least in part, on the calculated ad relevance of the multiple advertisements; and

presenting to the viewer at least one impressionized version of the source medium which is adapted to cause a change of an impression to a viewer in response to an interactive act conducted by the viewer in relation to the impressionized version of the source medium.