Method, system and apparatus for users to build and use digital products and for advertisers to communicate with users in a manner that does not mitigate user experience

• US 8,156,004 B2
• Filed: 08/21/2007
• Issued: 04/10/2012
• Est. Priority Date: 08/21/2006
• Status: Expired due to Fees

• Current Assignee: Skyworks Ventures, Inc.
• Original Assignee: Skyworks Ventures, Inc.
• Inventors: Wajihuddin, Nasir
• Primary Examiner(s): MCCORMICK, GABRIELLE A
• Application Number:
  US11/842,641
• Publication Number:
  US 20080313038A1
• Time in Patent Office: 1,694 Days
• Field of Search: 705/14
• US Class Current: 705/14.5
• 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 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0252 based on events or environment, e.g. weather or festivals
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Serving targeted advertisements to a user within a virtual environment. The virtual environment is displayed to the user on a client and enables selection of components for use within the virtual environment. Component selections, associated with one or more attributes are obtained from a user, and a custom product, which is interactively navigable and has a set of interactivity characteristics, is constructed by combining the component selections. A condition within the virtual environment triggers a set of events, and an advertisement, concerning a product component, is served to the user in response and in accordance with a comparison of ad-serve parameters and information associated with the component selections. The custom product can be selectively modified in response to any user interaction with the served advertisement, and its interactivity characteristics accordingly modified. Performance ratings and comparisons thereof can be computed based on the customized product or alternatively customized product.

Claims

1. A server for hosting a multi-user, online, user-navigable virtual environment and configured to serve advertisements to one or more users, the server comprising:

a network adaptor for connecting to one or more clients, each client associated with a user of the virtual environment, the environment being rendered by code and including one or more mediums which each serve as an advertising platform;

a data storage system for storing data concerning the virtual environment;

a processor; and

a computer readable medium encoded with a computer program executable on the processor so as to;

transmit at least a portion of the virtual environment to a client associated with a first user,

obtain component selections from the first user in accordance with a rule base, each component being associated with one or more attributes;

construct a custom product by combining the obtained component selections, the constructed product having a set of interactivity characteristics affecting behavior of the product in the virtual environment as a function of the associated attributes;

receive navigation data concerning the custom product from the client in response to user interaction by the first user;

trigger a set of events in response to a condition within the virtual environment other than navigation due to user interaction by the first user, the condition being at least one of an environmental property and a user action by the first user within the virtual environment;

compare ad-serve parameters to at least information associated with the component selections;

serve first advertisement to the first user in a first medium in response to the triggering step, the first advertisement concerning a real-world product component and being served in accordance with a result of the comparing step;

in response to any interaction with the first advertisement by the first user at the client, selectively modify the custom product to include a component selection which represents the real-world product;

change one or more of the interactivity characteristics of the product component based on any modification of the custom product;

evaluate impression criteria associated with an exposure time of the first advertisement;

based on a determination that the first medium is no longer suitable, determine a second medium in which to place a second advertisement if the evaluated impression criteria is not satisfied, the second advertisement having the exposure time of the first advertisement; and

place the second advertisement in the second medium if the evaluation is that the evaluated impression criteria is not satisfied in order to maximize an impression on the first user,

wherein the first medium and the second medium are different than one another.

2. The server of claim 1, wherein the advertisements are served to the first user within the virtual environment.

3. The server of claim 1, wherein the information associated with the component selections is stored in a rule base.

4. The server of claim 1, wherein the set of events is triggered in response to user interactivity by the first user.

5. The server of claim 1, wherein the computer program is further configure to analyze the interactivity characteristics with respect to an advertiser-defined set of interactivity characteristics, and wherein the triggering step is at least partially in response to the analysis.

6. The server of claim 1, wherein the information associated with the compared component selections includes the attributes associated with components available for selection.

7. The server of claim 1, wherein the computer program is further configured to:

store data concerning any served advertisements with which the first user has interacted; and

select a further advertisement in response to an analysis of the stored data.

8. The server of claim 1, wherein the server is operated by a first service provider, and the served advertisements are selected and provided to the server by a second service provider.

9. The server of claim 1, wherein at least one of the first medium and the second medium include at least two advertisement placeholders for at least one of the first advertisement and the second advertisement selected from the group consisting of print, video and audio advertisement placeholders.

10. The server of claim 1, wherein the determination that the first medium is unsuitable comprises analyzing a field of view of the first user to determine that the first medium is not in the field of view.

11. The server of claim 1, wherein the computer program is further configured to:

compare the evaluated impression criteria, a field of view of the first user, and at least one of a vector and a predicted movement of the first user; and

based on the comparison, determine a preferred placement of at least one of the first advertisement and the second advertisement.

12. A client for displaying at least a portion of a virtual environment to a user and assisting in satisfying an impression count of a one or more advertisements to a user of the client, the client comprising:

a network adaptor for communicating with a server providing the virtual environment over a network, the environment being rendered by code and including one or more mediums which each serve as an advertising platform;

a display for displaying the portion of the virtual environment provided by the server over the network;

a user-input device for receiving user interaction with the virtual environment;

a processor; and

a computer readable medium encoded with a computer program executable on the processor so as to;

receive data concerning the virtual environment, the data including display data, component data, and attribute data associated with the component data,

display a portion of the virtual environment based on the received data,

obtain one or more component selections from the user to construct a custom product, the custom product having interactivity characteristics based on the attribute data associated with the selected components,

respond to user-interaction with the custom product by manipulating the custom product in the virtual environment,

communicate advertiser-targeting-information to the server, the advertiser-targeting-information including user-interaction data to the server,

store a first advertisement received by the network adaptor, the first advertisement concerning a real-world product-component and served in accordance with the advertiser-targeting-information,

analyze the portion of the virtual environment displayed to determine a first medium in which to place the first advertisement,

place the first advertisement in the first medium,

in response to any user interaction with the first advertisement that has been placed in the first medium, permit the user to selectively modify the custom product to include a product-component selection which represents the real-world product;

update one or more of the interactivity characteristics of the custom product based on any modification of the custom product;

evaluate impression criteria associated with an exposure time of the first advertisement that has been placed in the first medium;

based on a determination that the first medium is no longer suitable, determine a second medium in which to place a second advertisement if the evaluated impression criteria is not satisfied, the second advertisement having the exposure time of the first advertisement; and

place the second advertisement in the second medium if the evaluation is that the evaluated impression criteria is not satisfied in order to maximize an impression on the user,

wherein the first medium and the second medium are different than one another.

13. The client of claim 12, wherein the computer readable medium is further encoded so as to compare advertiser-presentation-preferences associated with at least one of the first advertisement and the second advertisement with the portion of the virtual environment displayed to the user so as to optimize the determined placement.

14. The client of claim 13, wherein the comparison further includes the user-interaction data.

15. The client of claim 12, wherein the placement of at least one of the first advertisement and the second advertisement includes an auditory component.

16. The client of claim 12, wherein the computer readable medium is further encoded so as to determine a plurality of placements, and at least one of the first advertisement and the second advertisement is placed in one or more of the determined placements based on an analysis of advertiser-presentation-preferences associated with the at least one of the first advertisement and the second advertisement and the portion of the virtual environment displayed to the user.

17. The client of claim 12, wherein at least one of the first medium and the second medium include at least two advertisement placeholders for at least one of the first advertisement and the second advertisement selected from the group consisting of print, video and audio advertisement placeholders.

18. The client of claim 12, wherein the determination that the first medium is unsuitable comprises further analyzing the portion of the virtual environment displayed to determine that the first medium is not within the portion of the virtual environment displayed.

19. The client of claim 12, the computer readable medium is further encoded so as to:

compare the evaluated impression criteria, the portion of the virtual environment displayed, and at least one of a vector and a predicted movement of the user; and

based on the comparison, determine a preferred placement of at least one of the first advertisement and the second advertisement.