MEDIA STREAMING WITH SEAMLESS AD INSERTION

• US 20090300145A1
• Filed: 08/07/2008
• Published: 12/03/2009
• Est. Priority Date: 05/30/2008
• Status: Active Grant

• Current Assignee: Zhigu Holdings Limited
• Original Assignee: Microsoft Corporation
• Inventors: Virdi, Gurpratap, Musayev, Eldar
• Granted Patent: US 7,860,996 B2
• Time in Patent Office: Days
• US Class Current: 709/219
• CPC Class Codes: H04L 65/60 Network streaming of media packets
• CPC Class Codes: H04N 21/2358 for generating different versions, e.g. for different recipient devices
• CPC Class Codes: H04N 21/4325 by playing back content from the storage medium reproduction of recorded television signals H04N5/76; reproduction of recorded television signals H04N9/79
• CPC Class Codes: H04N 21/44004 involving video buffer management, e.g. video decoder buffer or video display buffer
• CPC Class Codes: H04N 21/6373 for rate control , e.g. request to the server to modify its transmission rate flow control in packet networks H04L47/10
• CPC Class Codes: H04N 9/8227 the additional signal being at least another television signal

Abstract

The present disclosure relates to playback of video/audio streaming media data with seamless advertisement insertion. A content player monitors playback of the media stream and determines a location to insert an advertisement. The content player pauses downloads of the media stream and begins downloading the advertisement while the media stream continues to be rendered. The advertisement is, consequently, loaded prior to a start time and allows for an instantaneous rendering at an advertisement insertion point in the media stream.

Claims

1. A method for advertisement insertion on a playback device, comprising:

downloading a media segment on the playback device from a server computer over a network;

while the media segment is being rendered on the playback device, downloading at least a portion of an advertisement to be rendered; and

seamlessly switching between rendering the media segment and rendering the advertisement.

2. The method of claim 1, further including determining an advertisement insertion point at which the advertisement is to be rendered.

3. The method of claim 2, further including calculating a point in time prior to the advertisement insertion point to initiate downloading the advertisement.

4. The method of claim 3, further including storing a point in time associated with a last fragment of the media segment that was buffered and reinitiating downloading a next fragment in the media segment while the advertisement is being rendered.

5. The method of claim 1, wherein downloading the media segment includes decoding the media segment in a first media pipeline.

6. The method of claim 5, wherein downloading at least a portion of the advertisement includes decoding the media segment in a second media pipeline, different than the first media pipeline.

7. The method of claim 1, further including separately choosing a bit rate associated with the media segment and a bit rate associated with the advertisement.

8. The method of claim 1, wherein the network is the Internet.

9. The method of claim 1, wherein the advertisement is downloaded without rendering until after the first segment has been rendered.

10. The method of claim 1, wherein the media stream is available at multiple bit rates from a server computer coupled to the playback device.

11. The method of claim 1, further including using a content index file associated with the media stream for describing characteristics of the media stream and using an advertisement index file that describes characteristics of the advertisement, including at least an insertion point for the advertisement.

12. A method for advertisement insertion on a playback device, comprising:

downloading at least one segment of a media stream using a first media pipeline;

while the at least one segment is being rendered, downloading an advertisement using a second media pipeline; and

rendering the advertisement using a seamless transition after the first segment has been rendered.

13. The method of claim 12, further including downloading a second segment of the media stream using the first media pipeline while the advertisement is being rendered and rendering the second segment after the advertisement has been rendered.

14. The method of claim 12, wherein the advertisement is downloaded without rendering until after the first segment has been rendered.

15. The method of claim 12, wherein the media stream is available at multiple bit rates from a server computer coupled to the playback device.

16. The method of claim 12, wherein the playback device includes one of the following:

a computer, a mobile phone, a gaming console, and a television; and

wherein the network is the Internet.

17. The method of claim 12, further including using an advertisement control module that switches the rendering between the first and second media pipelines.

18. A method for displaying content on a playback device coupled to a network, comprising:

receiving a media stream to display from the network, wherein the media stream comprises at least multiple sequential media fragments encoded at a first bit rate;

while rendering the media stream, receiving an advertisement at a second bit rate; and

rendering the advertisement at a predetermined point in the media stream after one of the media fragments has been rendered.

19. The method of claim 18, wherein the first bit rate and the second bit rate are equal.

20. The method of claim 18, further including receiving additional media fragments of the media stream while the advertisement is being rendered and rendering the additional media fragments seamlessly once the advertisement is complete.