REAL TIME TELEVISION ADVERTISEMENT SHAPING

• US 20110078723A1
• Filed: 09/29/2009
• Published: 03/31/2011
• Est. Priority Date: 09/29/2009
• Status: Active Grant

• Current Assignee: Verizon Patent and Licensing Incorporated (Verizon Communications Inc.)
• Original Assignee: Verizon Patent and Licensing Incorporated (Verizon Communications Inc.)
• Inventors: RUFFINI, Michael P., STETTNER, Armando P., KUKOYI, Dolapo, BASSALI, Harpal Singh, ARCHER, Donald Gene
• Granted Patent: US 9,400,982 B2
• Time in Patent Office: Days
• US Class Current: 725/32
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: H04N 21/235 Processing of additional data, e.g. scrambling of additional data or processing content descriptors
• CPC Class Codes: H04N 21/25891 being end-user preferences retrieval of video data in a video database based on user preferences G06F16/739; arrangements for recognizing users' preferences H04H60/46; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18
• CPC Class Codes: H04N 21/4331 Caching operations, e.g. of an advertisement for later insertion during playback
• CPC Class Codes: H04N 21/435 Processing of additional data, e.g. decrypting of additional data, reconstructing software from modules extracted from the transport stream
• CPC Class Codes: H04N 21/4828 for searching program descriptors retrieval of video data G06F16/739
• 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

Abstract

A multimedia client receives, over a subscription multimedia network, television content for presentation to a viewer, where the television content includes an advertising break and identifies a keyword associated with the television content. The multimedia client sends, over the subscription multimedia network, the keyword to an advertisement server and receives from the advertisement server, an advertisement corresponding to the keyword. The multimedia client then provides, for display to the viewer, the advertisement within the advertising break.

Claims

1. A method implemented by a multimedia client, comprising:

receiving, by the multimedia client and over a subscription multimedia network, program content for presentation to a viewer, where the program content includes a designated break for advertising;

identifying, by the multimedia client and based on the program content, a keyword associated with the program content;

sending, by the multimedia client, the keyword to a server;

receiving, from the server, an advertisement associated with the keyword; and

presenting, for display to the viewer during the designated break for advertising, the advertisement associated with the keyword.

2. The method of claim 1, where the identifying a keyword associated with the program content comprises one or more of:

reviewing metadata in the program content for keywords;

processing audio portions of the program content to identify keywords;

processing captioning of the program content to identify keywords;

or

processing images from the program content to identify keywords.

3. The method of claim 1, further comprising:

storing a list of keywords, where each of the keywords is cross-referenced to at least one advertisement.

4. The method of claim 3, further comprising:

receiving, by the multimedia client, a current events feed that includes changes to the stored list of keywords.

5. The method of claim 1, further comprising:

receiving, by the multimedia client over the subscription multimedia network, a pull instruction for the advertisement associated with the keyword; and

sending, by the multimedia client over the subscription multimedia network a pull request for the advertisement associated with the keyword.

6. The method of claim 1, where the advertisement, associated with the keyword, is a linear advertisement included in a break in the program content.

7. The method of claim 1, where the advertisement, associated with the keyword, is presented simultaneously with the program content.

8. A system, comprising:

a memory to store instructions; and

a processor to execute the instructions to;

receive, over a subscription multimedia network, television content for presentation to a viewer, where the television content includes an advertising break;

identify a keyword associated with the television content;

send, over the subscription multimedia network, the keyword to an advertisement server;

receive, from the advertisement server, an advertisement corresponding to the keyword; and

provide, for display to the viewer, the advertisement within the advertising break.

9. The system of claim 8, where the keyword includes an alpha-numeric sequence corresponding to a particular search algorithm.

10. The system of claim 8, where the keyword is identified from within one or more of:

metadata included with the television content;

transcriptions of audio portions of the television content;

captioning of the television content;

or

images from the television content that are associated with a list of keywords.

11. The system of claim 8, where the memory further stores a list of keywords that are cross-referenced to at least one advertisement.

12. The system of claim 8, where the television content is linear television content that includes a plurality of scheduled advertising breaks.

13. The system of claim 8, where the television content includes dedicated presentation space or a trigger for advertising.

14. A method performed by one or more devices, comprising:

sending to a multimedia client, over a network and by one of the one or more devices, program content requested by the multimedia client;

receiving, by one of the one or more devices via the network, a keyword associated with the program content, where the keyword is selected by the multimedia client based on processing of the program content;

determining, by one of the one or more devices and based on the keyword, an advertisement to be provided to the multimedia client; and

sending, to the multimedia client, by one of the one or more devices via the network, the advertisement.

15. The method of claim 14, further comprising:

storing, by one of the one or more devices and in a memory, metrics regarding a selection history of the advertisement selected to be presented to the multimedia client.

16. The method of claim 14, further comprising:

sending, by one of the one or more devices via the network, instructions to the multimedia client to retrieve the advertisement; and

receiving, from the multimedia client, a pull request for the advertisement.

17. The method of claim 14, where determining an advertisement to be provided to the multimedia client comprises:

retrieving user profile information associated with the multimedia client;

cross-referencing the keyword against a list of available advertisements to identify a subset of candidate advertisements; and

selecting, for the subset, the advertisement to be provided to the multimedia client based on the user profile information.

18. The method of claim 14, where the program content includes metadata comprising keywords associated with the program content.

19. A system, comprising:

a memory to store instructions; and

a processor to execute the instructions to;

receive, via a subscription multimedia network, a keyword associated with a television content stream being provided to a multimedia client;

determine, based on the keyword, an advertisement to be presented by the multimedia client during an advertising break in the television content stream;

send, to the multimedia client and via the subscription multimedia network, pull instructions for the advertisement to be presented by the multimedia client; and

store, in the memory, a selection history of the advertisement to be presented by the multimedia client.

20. The system of claim 19, where the processor further executes instructions in the memory to:

retrieve user profile information associated with the multimedia client, where the advertisement to be presented by the multimedia client is further determined based on the user profile information.

21. The system of claim 19, where the advertisement to be presented by the multimedia client is a linear multimedia advertisement.

23. The system of claim 21, where the one or more devices further comprises:

means for retrieving user profile information associated with the multimedia client; and

means for limiting the list of advertisements based on the user profile information.

22. A system, comprising:

one or more devices within a network for a subscription multimedia service, the one or more devices comprising;

means for sending to a multimedia client, via the network, television program content requested by a viewer, the television program content including a designated break period for advertising;

means for identifying a keyword within the television program content;

means for selecting, from a list of advertisements, a particular advertisement associated with the keyword;

means for sending, to the multimedia client, via the network, instructions to retrieve the particular advertisement associated with the keyword; and

means for causing the particular advertisement to be presented, on a display, during the designated break period.