Method and apparatus for providing directed advertising based on user preferences

• US 8,578,408 B2
• Filed: 03/10/2009
• Issued: 11/05/2013
• Est. Priority Date: 03/10/2008
• Status: Active Grant

• Current Assignee: Hulu LLC (The Walt Disney Company)
• Original Assignee: Hulu LLC (The Walt Disney Company)
• Inventors: Tom, Richard W., Feng, Eric I., Zheng, Hua, Colaco, Jean-Paul, Miller, Adam W.
• Primary Examiner(s): DUFFIELD, JEREMY S
• Application Number:
  US12/401,547
• Publication Number:
  US 20090228920A1
• Time in Patent Office: 1,701 Days
• Field of Search: 725 32- 36
• US Class Current: 725/34
• CPC Class Codes: G06Q 10/0637 Strategic management or analysis, e.g. setting a goal or target of an organisation; Planning actions based on goals; Analysis or evaluation of effectiveness of goals
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0283 Price estimation or determination
• CPC Class Codes: G06Q 30/04 Billing or invoicing
• 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 21/2547 Third Party Billing, e.g. billing of advertiser
• CPC Class Codes: H04N 21/25866 Management of end-user data customer care in data networks H04L41/5077
• 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 21/44016 involving splicing one content stream with another content stream, e.g. for substituting a video clip
• CPC Class Codes: H04N 21/4532 involving end-user characteristics, e.g. viewer profile, preferences monitoring of user activities for profile generation for accessing a video database G06F16/739; 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 21/4755 for defining user preferences, e.g. favourite actors or genre retrieval personalisation and generation of user profiles for the retrieval of video data G06F16/739; user profiles in network data switching protocols H04L67/306
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 7/163 by receiver means only
• CPC Class Codes: H04N 7/17318 Direct or substantially direct transmission and handling of requests

Abstract

A method, apparatus, article of manufacture, and a memory structure for providing advertisements into a streamed media program is disclosed. One embodiment comprises a user computer for accepting user input, the user input directly defining user preferences regarding the presentation of the advertisements in the streamed media program and for inserting advertisements in the streamed media program according to the defined user preferences; and a media program provider communicatively coupled to the user computer, for transmitting the streamed media program to the user computer for presentation to the user on a display communicatively coupled to the user computer.

Claims

1. A method of providing an advertisement with a streamed video program having at least one advertising break, comprising the steps of:

receiving first data from a user device in a video program provider, the first data identifying the video program to be streamed to the user device;

transmitting second data from the video program provider to the user device separately from the video program before a streaming video request is received from the user device and the video program is streamed to the user device, the second data comprising a resource locator for the video program and metadata explicitly defining a location of an advertising break within the video program relative to one of the beginning or end of the video program, but not information on which advertisements should be inserted in the advertising break;

upon receiving the streaming video request using the resource locator to cause streaming of the video program to the user device and in response to occurrence of the advertisement break defined by the second data for the video program playing on the user device, transmitting third data to the user device, the third data comprising advertising options consisting essentially of alternative advertisements from which only one advertisement may be selected for viewing during the advertisement break;

streaming a user-selected one of the alternative advertisements to the user device during the advertising break and storing the identifier of the user-selected one of the alternative advertisements in the video program provider, if fourth data indicating the user-selected one of the alternative advertisements is received from the user device;

if the fourth data is not received from the user device, selecting a provider-selected advertisement after determining that the user has not selected one of the alternative advertisements, and then streaming the provider-selected advertisement to the user device during the advertising break; and

the video program comprises a plurality of advertising blocks, each advertising block comprising one or more advertisements;

the advertising options further comprise data defining a number and temporal distribution of the one or more advertisements to be presented in each of the plurality of advertising blocks and the temporal distribution of the blocks within the streamed video program; and

the fourth data further comprises a selected number and selected temporal distribution of the one or more advertisements to be presented in each of the plurality of advertising blocks and the selected temporal distribution of the blocks within the streamed video program selected based on user input to the user device.

2. The method of claim 1, further comprising the step of:

wherein the alternative advertisements are determined according to previously user-selected advertisement identifiers stored by the video program provider.

3. The method of claim 2, further comprising the step of:

selecting the provider-selected advertisement according to previously user-selected advertisement identifiers that were stored from previous user-selected advertisements that were previously selected by a user if the fourth data is not received from the user device.

4. The method of claim 1, wherein the advertising options are presented for selection only if an indicia of user compensation is provided by the user.

5. The method of claim 4, wherein the user compensation comprises a purchase independent from a purchase of the streamed video program.

6. The method of claim 5, wherein the purchase is related to content of the streamed video program as determined by the metadata.

7. The method of claim 6, wherein the advertisements are obtained from a pool of advertisers and the purchase is associated with at least one of the advertisers in the pool of advertisers.

15. The method of claim 1, wherein the stored identifier of the user-selected one of the alternative advertisements is used to determine future provider-selected advertisements when the user does not select one of alternate advertisements presented to the user.

8. An apparatus for providing an advertisement with a streamed video program having at least one advertising break, comprising:

a video program provider having;

a content selector receiving first data from a user device, the first data identifying the video program to be streamed to the user device and for transmitting second data from the video program provider to the user device separately from the video program before a streaming video request is received from the user device and the video program is streamed to the user device, the second data comprising a resource locator for the video program and metadata explicitly defining a location of an advertising break within the video program by a measure of time relative to one of the beginning or end of the video program, but not information on which advertisements should be inserted in the advertising break;

a communication device transmitting third data to the user device upon receiving the streaming video request using the resource locator to cause streaming of the video program to the user device and in response to occurrence of the advertisement break defined by the second data for the video program playing on the user device, the third data comprising advertising options consisting essentially of alternative advertisements from which only one advertisement may be selected for viewing during the advertisement break;

an advertisement server streaming a user-selected one of the alternative advertisements to the user device during the advertising break and storing the identifier of the user-selected one of the alternative advertisements in a memory, if fourth data indicating the user-selected one of the alternative advertisements is received from the user device, and if the fourth data is not received from the user device, selecting a provider-selected advertisement after determining that the user has not selected one of the alternative advertisements, and then streaming the provider-selected advertisement to the user device during the advertising break; and

the video program comprises a plurality of advertising blocks, each advertising block comprising one or more advertisements;

the advertising options further comprise data defining a number and temporal distribution of the one or more advertisements to be presented in each of the plurality of advertising blocks and the temporal distribution of the blocks within the streamed video program; and

the fourth data further comprises a selected number and selected temporal distribution of the one or more advertisements to be presented in each of the plurality of advertising blocks and the selected temporal distribution of the blocks within the streamed video program selected based on user input to the user device.

9. The apparatus of claim 8, wherein the alternative advertisements are determined according to previously user-selected advertisement identifiers stored by the video program provider.

10. The apparatus of claim 9, wherein the video program provider further comprises:

a processor for selecting the provider-selected advertisement according to previously user-selected advertisement identifiers that were stored from previous user-selected advertisements that were previously selected by a user if the fourth data is not received from the user device.

11. The apparatus of claim 8, wherein the advertising options are presented for selection only if an indicia of user compensation is provided by the user.

12. The apparatus of claim 11, wherein the user compensation comprises a purchase independent from a purchase of the streamed video program.

13. The apparatus of claim 12, wherein the purchase is related to content of the streamed video program as determined by the metadata.

14. The apparatus of claim 13, wherein the advertisements are obtained from a pool of advertisers and the purchase is associated with at least one of the advertisers in the pool of advertisers.