Product placement in content

• US 8,949,889 B1
• Filed: 07/09/2012
• Issued: 02/03/2015
• Est. Priority Date: 07/09/2012
• Status: Active Grant

• Current Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Original Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Inventors: Erdmann, David
• Primary Examiner(s): Shepard, Justin
• Application Number:
  US13/544,855
• Time in Patent Office: 939 Days
• Field of Search: 725/34
• US Class Current: 725/34
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: H04H 60/46 for recognising users' preferences
• CPC Class Codes: H04H 60/63 for services of sales data processing systems or methods specially adapted for electronic commerce G06Q30/00
• 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 21/25891 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 21/816 involving special video data, e.g 3D video
• CPC Class Codes: H04N 21/858 Linking data to content, e.g. by linking an URL to a video object, by creating a hotspot

Abstract

Technology is described for personalizing a product placement in content. The method may include identifying a dynamic location in the content available for the product placement. A user profile may also be identified. The product placement may be selected based on the dynamic location identified in the content and the user profile. The product placement for the dynamic location identified in the content may then be provided.

Claims

1. A method for personalizing a product placement in video content, comprising:

receiving, from a client device, a product placement request based in part on an area tag associated with video content, the product placement request received by a computing device having a processor and a memory, and the video content being stored in a format that includes the area tags;

identifying a user profile using authentication credentials associated with the user profile, the user profile comprising consumption attributes including;

when the video content was viewed, where the video content was viewed, or how often the video content was viewed;

selecting the product placement based on the area tag, the identified user profile and an advertiser profile of an advertiser involved in sponsoring the product placement, the advertiser profile including an advertiser restriction in the area tag restricting the product placement from selection based on the video content or the identified user profile; and

providing the product placement to the client device for display in the video content as defined by the area tag, using the computing device.

2. The method as in claim 1, wherein the product placement is a product placement overlay on a video frame at a time and video frame area defined by the area tag.

3. The method as in claim 1, wherein the user profile contains personalization information selected from the group consisting of viewer preferences, browsing activity, and a purchasing history.

4. The method as in claim 1, further comprising tagging the video content with an area tag representing a location in the video content where the product placement is available.

5. The method as in claim 1, further comprising delivering the product placement to the client device separately from the media content for insertion into the video content by the client device.

6. The method as in claim 1, further comprising retrieving the product placement and placing the product placement into the video content at the client device before the video content is presented to a viewer.

7. The method as in claim 1, further comprising rendering the video content using the client device, and sending product placement requests to the computing device from the client device as the client device is rendering the video content.

8. A method for personalizing a product placement in content, comprising:

identifying a dynamic location in the content available for the product placement using a computing device having a processor and a memory;

storing the content in a format that identifies the dynamic location;

identifying a user profile using authentication credentials associated with the user profile;

selecting the product placement based on the dynamic location identified in the content and the user profile, using the computing device;

retrieving the product placement from a product placement data store based on an advertiser profile of an advertiser involved in sponsoring the product placement, the advertiser profile including an advertiser restriction in an area tag associated with the content to restrict how or where the product placement is placed;

constraining how the product placement may be placed in the content based on the advertiser restriction in the advertiser profile; and

providing the product placement for the dynamic location identified in the content.

9. The method as in claim 8, further comprising retrieving product placement media from a product placement media data store using a client device and placing the product placement media into the content using the client device.

10. The method as in claim 8, wherein the product placement is provided for the content based on information provided by an end user in the user profile or user product purchases.

11. The method as in claim 8, further comprising recording consumption attributes of a user'"'"'s consumption of the content including:

when the content was viewed, where the content was viewed, and how often the content was viewed.

12. The method as in claim 8, wherein the content is audio content or text content.

13. The method as in claim 8, wherein identifying a dynamic location in the content for a product placement further comprises detecting a time and location in the content available for a product placement to create an area tag associated with the content.

14. The method as in claim 13, further comprising generating a score for the dynamic location in the content, the score being a numerical value representing product placement suitability based on visual attributes, and storing the score in the area tag.

15. The method as in claim 14, further comprising generating the score representing product placement suitability of a frame location based on motion speed.

16. A non-transitory machine readable storage medium, including program code, when executed to cause a machine to perform the method of claim 8.

17. A system to provide a product placement in media content, comprising:

a server to receive the media content, the server having a processor and memory;

a media processing module, in communication with the server, to identify a media content tag defining an area of the media content available for a product placement;

a personalization module, in communication with the server, to select a product placement which is personalized using a user profile and an advertiser profile, the advertiser profile including an advertiser restriction in the media tag restricting the product placement from selection or constraining how the product placement may be placed in the media content; and

a media module in the server to provide the product placement for the media content as defined by the media content tag, and the product placement is delivered to a client device for incorporation into the media content client device.

18. The system as in claim 17, wherein the personalization module further comprises a video personalization module to select a product placement tag from a product placement data store using the user profile.

19. The system as in claim 17, further comprising providing the product placement for the media content as personalized based on a user profile containing an internet browsing history or tracked user interests.

20. The system as in claim 17, further comprising an attribute scoring module to score an area in a content frame as a numerical value representing advertisement suitability using visual attributes selected from the group consisting of motion speed and surface complexity.

21. The system as in claim 20, further comprising a graphical detection module to scan frames for graphical attributes.