CUSTOMIZED TELEVISION ADVERTISING

• US 20110197220A1
• Filed: 02/09/2010
• Published: 08/11/2011
• Est. Priority Date: 02/09/2010
• Status: Abandoned Application

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Arini, Nicholas S., Rowe, Simon M., Gildfind, Andrew, Maw, Alastair Peter William, Mirisola, Raimundo, Maddison, Kyle, Oztaskent, Ant, Merrick, Iain, Volovich, Yaroslav
• Application Number:
  US12/702,665
• Publication Number:
  US 20110197220A1
• Time in Patent Office: Days
• US Class Current: 725/32
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: H04N 21/233 Processing of audio elementary streams monitoring, identification or recognition of audio in broadcast systems H04H60/58
• CPC Class Codes: H04N 21/234 Processing of video elementary streams, e.g. splicing of video streams or manipulating encoded video stream scene graphs
• CPC Class Codes: H04N 21/23418 involving operations for analysing video streams, e.g. detecting features or characteristics television picture signal circuitry for scene change detection H04N5/147; filtering for image enhancement G06T5/00; methods or arrangements for recognising scenes G06V20/00; arrangements characterised by components specially adapted for monitoring, identification or recognition of video in broadcast systems H04H60/59
• CPC Class Codes: H04N 21/23424 involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement
• CPC Class Codes: H04N 21/25883 being end-user demographical data, e.g. age, family status or address arrangements for identifying locations of users in broadcast systems H04H60/52
• CPC Class Codes: H04N 21/266 Channel or content management, e.g. generation and management of keys and entitlement messages in a conditional access system, merging a VOD unicast channel into a multicast channel
• CPC Class Codes: H04N 21/2668 Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles information retrieval from the Internet by querying with filtering and personalisation G06F16/9535; arrangements for replacing or switching information during the broadcast H04H20/10; push services over packet-switching network H04L12/1859; adaptation of message content in packet-switching networks H04L51/063
• CPC Class Codes: H04N 21/44016 involving splicing one content stream with another content stream, e.g. for substituting a video clip
• CPC Class Codes: H04N 21/4821 using a grid, e.g. sorted out by channel and broadcast time
• 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

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for providing customized television advertisements. In one aspect, television advertising templates are used for generating customized television advertisements. The television advertisement templates include targeting criteria specifying targeting conditions for the television advertising template, which are conditions for selecting the television advertisement template for an advertisement availability, and content selection criteria specifying availability content associated with an advertisement availability for use in selecting variable advertisement content elements for inclusion in a customized television advertisement generated from the television advertising template. The variable advertisement content elements can include video elements, audio elements, and text elements.

Claims

1. A computer-implemented method performed by a data processing apparatus, comprising:

accessing, by a data processing apparatus, television advertising templates, each of the television advertising templates for use in generating customized television advertisements and including;

variable advertisement content elements, each variable advertisement content element being selectable for inclusion in a customized television advertisement generated from the television advertising template;

targeting criteria specifying targeting conditions for the television advertising template, the targeting conditions being conditions for selecting the television advertisement template for an advertisement availability; and

content selection criteria specifying availability content associated with an advertisement availability for use in selecting variable advertisement content elements for inclusion in a customized television advertisement generated from the television advertising template;

identifying, by the data processing apparatus, an advertising availability that satisfies the targeting conditions for one or more of the television advertising templates;

selecting, by the data processing apparatus, one of the television advertising templates having targeting conditions satisfied by the advertising availability;

identifying, by the data processing apparatus, availability content based on the content selection criteria of the selected television advertising template;

selecting, by the data processing apparatus, one or more of the variable advertisement content elements of the selected television advertising template;

generating, by the data processing apparatus, a customized television advertisement from the selected television advertising template and the selected variable advertisement content elements; and

providing, by the data processing apparatus, the customized television advertisement for airing during the advertisement availability that satisfies the targeting conditions of the selected television advertising template.

2. The computer-implemented method of claim 1, wherein, for each television advertising template, the variable advertisement elements include one or more of:

video elements, each video element being data that generates television video that can be used in a customized television advertisement;

audio elements, each audio element being audio data that generate television audio that can be used in a customized television advertisement; and

text elements, each text element being data that generates television text that can be used in a customized television advertisement.

3. The computer-implemented method of claim 2, wherein:

for each television advertising template, the targeting criteria specifying targeting conditions for the television advertising template include targeting criteria specifying television programs during which a customized advertisement generated from the television advertising template may air; and

content selection criteria specifying availability content associated with an advertisement availability for use in selecting variable advertisement content elements includes;

keyword selection criteria specifying keyword types for extracting keywords from electronic program guide descriptions of the television programs; and

keyword matching criteria specifying, for each variable advertisement content element, one or more matching keywords.

4. The computer-implemented method of claim 3, wherein identifying an advertising availability that satisfies the targeting conditions for one or more of the television advertising templates comprises an advertisement availability for a television program specified by the targeting criteria.

5. The computer-implemented method of claim 3, wherein:

identifying availability content based on the content selection criteria of the selected television advertising template comprises extracting from the electronic program guide information keywords of the keyword types; and

selecting one or more of the variable advertisement content elements of the selected television advertising template comprises selecting variable advertisement content elements for which the specified matching keywords match the keywords extracted from the program guide information.

6. The computer-implemented method of claim 1, wherein each television advertising template further includes static advertisement content elements, each static advertisement content element being included in each customized television advertisement generated from the television advertising template.

7. The computer-implemented method of claim 6, wherein, for each television advertising template, the variable advertisement elements include one or more of:

video elements, each video element being data that generates television video that can be used in a customized television advertisement;

audio elements, each audio element being audio data that generate television audio that can be used in a customized television advertisement; and

text elements, each text element being data that generates television text that can be used in a customized television advertisement.

8. A computer-implemented method, comprising:

accessing, by a first data processing apparatus, television advertising templates, each of the television advertising templates for use in generating customized television advertisements and including;

targeting criteria specifying targeting conditions for the television advertising template, the targeting conditions being conditions for selecting the television advertisement template for an advertisement availability; and

content selection criteria specifying availability content associated with an advertisement availability for use in selecting variable advertisement content elements for inclusion in a customized television advertisement generated from the television advertising template;

identifying, by the first data processing apparatus, an advertising availability that satisfies the targeting conditions for one or more of the television advertising templates;

selecting, by the first data processing apparatus, one of the television advertising templates having targeting conditions satisfied by the advertising availability;

identifying, by the first data processing apparatus, availability content based on the content selection criteria of the selected television advertising template;

providing, by the first data processing apparatus to a second data processing apparatus, the identified availability content;

receiving, by the data first data processing apparatus from the second data processing apparatus, variable advertisement content elements for the selected television advertising template, each variable advertisement content element being selected for inclusion in a customized television advertisement generated from the television advertising template;

generating, by the first data processing apparatus, from the selected television advertising template and the received variable advertisement content elements, a customized television advertisement; and

providing, by the data processing apparatus, the customized television advertisement for airing during the advertisement availability that satisfies the targeting conditions of the selected television advertising template.

9. The computer-implemented method of claim 8, wherein, for each television advertising template, the variable advertisement elements include one or more of:

video elements, each video element being data that generates television video that can be used in a customized television advertisement;

audio elements, each audio element being audio data that generate television audio that can be used in a customized television advertisement; and

text elements, each text element being data that generates television text that can be used in a customized television advertisement.

10. The computer-implemented method of claim 8, wherein:

for each television advertising template, the targeting criteria specifying targeting conditions for the television advertising template include targeting criteria specifying television programs during which a customized advertisement generated from the television advertising template may air; and

content selection criteria specifying availability content associated with an advertisement availability for use in selecting variable advertisement content elements includes keyword selection criteria specifying keyword types for extracting keywords from electronic program guide descriptions of the television programs.

11. The computer-implemented method of claim 10, wherein:

identifying an advertising availability that satisfies the targeting conditions for one or more of the television advertising templates comprises an advertisement availability for a television program specified by the targeting criteria; and

identifying availability content based on the content selection criteria of the selected television advertising template comprises extracting from the electronic program guide information keywords of the keyword types.

12. The computer-implemented method of claim 11, wherein each television advertising template further includes static advertisement content elements, each static advertisement content element being included in each customized television advertisement generated from the television advertising template.

13. A system, comprising:

one or more computers;

a memory in data communication with the one or more computers and storing instructions executable by the one or more computers that upon such execution cause the one or more computers to perform operations comprising;

accessing television advertising templates, each of the television advertising templates for use in generating customized television advertisements and including;

targeting criteria specifying targeting conditions for the television advertising template, the targeting conditions being conditions for selecting the television advertisement template for an advertisement availability; and

content selection criteria specifying availability content associated with an advertisement availability for use in selecting variable advertisement content elements for inclusion in a customized television advertisement generated from the television advertising template;

identifying an advertising availability that satisfies the targeting conditions for one or more of the television advertising templates;

selecting one of the television advertising templates having targeting conditions satisfied by the advertising availability;

identifying availability content based on the content selection criteria of the selected television advertising template;

providing to a variable advertisement content provider the identified availability content;

receiving from the variable advertisement content provider variable advertisement content elements for the selected television advertising template, each variable advertisement content element being selected for inclusion in a customized television advertisement generated from the television advertising template;

generating from the selected television advertising template and the received variable advertisement content elements, a customized television advertisement; and

providing the customized television advertisement for airing during the advertisement availability that satisfies the targeting conditions of the selected television advertising template.

14. The system of claim 13, wherein, for each television advertising template, the variable advertisement elements include one or more of:

video elements, each video element being data that generates television video that can be used in a customized television advertisement;

audio elements, each audio element being audio data that generate television audio that can be used in a customized television advertisement; and

text elements, each text element being data that generates television text that can be used in a customized television advertisement.

15. The system of claim 13, wherein:

for each television advertising template, the targeting criteria specifying targeting conditions for the television advertising template include targeting criteria specifying television programs during which a customized advertisement generated from the television advertising template may air; and

content selection criteria specifying availability content associated with an advertisement availability for use in selecting variable advertisement content elements includes keyword selection criteria specifying keyword types for extracting keywords from electronic program guide descriptions of the television programs.

16. The system of claim 15, wherein:

identifying an advertising availability that satisfies the targeting conditions for one or more of the television advertising templates comprises an advertisement availability for a television program specified by the targeting criteria; and

identifying availability content based on the content selection criteria of the selected television advertising template comprises extracting from the electronic program guide information keywords of the keyword types.

17. A computer-implemented method, comprising:

identifying, by a data processing apparatus, a television advertisement availability for a television program;

selecting, by the data processing apparatus, a television advertisement template, the television adverting template including;

targeting criteria specifying targeting conditions for the television advertising template, the targeting conditions specifying television programs for which the television adverting template may be used to generate a customized television advertisement; and

content selection criteria specifying keyword types for extracting keywords from electronic program guide descriptions of the television programs during which the identified television availability occurs;

wherein the selection of the television advertising template is based on the television program being one of the television programs specified by the targeting criteria;

extracting from the electronic program guide information keywords of the keyword types;

requesting variable advertisement content elements for the selected television advertising template, the request including the extracted keywords, the variable advertisement content element for inclusion in a customized television advertisement generated from the television advertising template;

receiving variable advertisement content elements in response to the request, the variable advertisement content elements having been selected based on the extracted keywords;

generating a customized television advertisement from the selected television advertising template and the received variable advertisement content elements; and

providing the customized television advertisement for airing during the advertisement availability.

18. The computer-implemented method of claim 17, wherein the variable advertisement elements include one or more of:

video elements, each video element being data that generates television video that can be used in a customized television advertisement;

audio elements, each audio element being audio data that generate television audio that can be used in a customized television advertisement; and

text elements, each text element being data that generates television text that can be used in a customized television advertisement.

19. A system, comprising:

one or more computers;

a data storage device storing a plurality of television advertising templates, each of the television advertising templates for use in generating customized television advertisements and including;

variable advertisement content elements, each variable advertisement content element being selectable for inclusion in a customized television advertisement generated from the television advertising template;

targeting criteria specifying targeting conditions for the television advertising template, the targeting conditions being conditions for selecting the television advertisement template for an advertisement availability; and

content selection criteria specifying availability content associated with an advertisement availability for use in selecting variable advertisement content elements for inclusion in a customized television advertisement generated from the television advertising template;

a memory in data communication with the one or more computers and storing instructions executable by the one or more computers that upon such execution cause the one or more computers to perform operations comprising;

accessing the television advertising templates;

identifying an advertising availability that satisfies the targeting conditions for one or more of the television advertising templates;

selecting one of the television advertising templates having targeting conditions satisfied by the advertising availability;

identifying availability content based on the content selection criteria of the selected television advertising template;

selecting one or more of the variable advertisement content elements of the selected television advertising template;

generating from the selected television advertising template and the selected variable advertisement content elements, a customized television advertisement; and

providing the customized television advertisement for airing during the advertisement availability that satisfies the targeting conditions of the selected television advertising template.

20. The system of claim 19, wherein, for each television advertising template, the variable advertisement elements include one or more of:

video elements, each video element being data that generates television video that can be used in a customized television advertisement;

audio elements, each audio element being audio data that generate television audio that can be used in a customized television advertisement; and

text elements, each text element being data that generates television text that can be used in a customized television advertisement.

21. A computer-implemented method performed by a data processing apparatus, comprising:

accessing, by a data processing apparatus, television advertising templates, each of the television advertising templates for use in generating customized television advertisements and associated targeting criteria specifying targeting conditions for the television advertising template, the targeting conditions being conditions for selecting the television advertisement template for an advertisement availability;

identifying, by the data processing apparatus, an advertising availability that satisfies targeting conditions for one or more of the television advertising templates;

selecting, by the data processing apparatus, one of the television advertising templates having targeting conditions satisfied by the advertising availability;

selecting, by the data processing apparatus, one or more variable advertisement content elements for the selected television advertising template, each variable advertisement content element being selected for inclusion in a customized television advertisement generated from the television advertising template;

generating, by the data processing apparatus, a customized television advertisement from the selected television advertising template and the selected variable advertisement content elements; and

providing, by the data processing apparatus, the customized television advertisement for airing during the advertisement availability that satisfies the targeting conditions of the selected television advertising template.