Selection of advertisements via viewer feedback

• US 9,077,458 B2
• Filed: 06/17/2011
• Issued: 07/07/2015
• Est. Priority Date: 06/17/2011
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Inventors: Burger, Doug, Holmdahl, Todd Eric, Matthews, Joseph H. III, Baldwin, James A., Schiller, Jay
• Primary Examiner(s): SHEPARD, JUSTIN E
• Application Number:
  US13/163,536
• Publication Number:
  US 20120324494A1
• Time in Patent Office: 1,481 Days
• Field of Search: 725/12
• US Class Current: 1/1
• CPC Class Codes: H04H 20/103 Transmitter-side switching
• CPC Class Codes: H04H 60/33 Arrangements for monitoring the users' behaviour or opinions
• CPC Class Codes: H04H 60/45 for identifying users
• 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 21/252 Processing of multiple end-users' preferences to derive collaborative data
• 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 21/26241 involving the time of distribution, e.g. the best time of the day for inserting an advertisement or airing a children program
• 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 21/42201 biosensors, e.g. heat sensor for presence detection, EEG sensors or any limb activity sensors worn by the user input arrangements for interaction with the human body based on nervous system activity detection G06F3/015
• CPC Class Codes: H04N 21/4223 Cameras H04N23/00 takes precedence
• CPC Class Codes: H04N 21/44213 Monitoring of end-user related data arrangements for monitoring the users' behaviour or opinions in broadcast systems H04H60/33
• CPC Class Codes: H04N 21/44218 Detecting physical presence or behaviour of the user, e.g. using sensors to detect if the user is leaving the room or changes his face expression during a TV program methods or arrangements for recognising human body or animal bodies or body parts G06V40/10; methods or arrangements for acquiring or recognising human faces, facial parts, facial sketches, facial expressions G06V40/16; methods or arrangements for recognising movements or behaviour G06V40/20; arrangements for identifying users in broadcast systems H04H60/45
• CPC Class Codes: H04N 21/44226 on social networks
• CPC Class Codes: H04N 21/44236 Monitoring of piracy processes or activities protecting computer platforms against harmful, malicious or unexpected behaviour or activities using intrusion detection and counter measures G06F21/566; computer virus detection and handling G06F21/56
• CPC Class Codes: H04N 21/458 Scheduling content for creating a personalised stream, e.g. by combining a locally stored advertisement with an incoming stream; Updating operations, e.g. for OS modules ; time-related management operations arrangements for replacing or switching information during the broadcast or during the distribution H04H20/10
• CPC Class Codes: H04N 21/4756 for rating content, e.g. scoring a recommended movie
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

Embodiments related to selecting advertisements for display to targeted viewers are disclosed. In one example embodiment, an advertisement is selected by, for each of a plurality of advertisements, aggregating a plurality of emotional response profiles from a corresponding plurality of prior viewers of the advertisement to form an aggregated emotional response profile for the advertisement, wherein each of the emotional response profiles comprises a temporal record of a prior viewer'"'"'s emotional response to the advertisement. The method further includes identifying a group of potentially positively correlated viewers for the targeted viewer, filtering the aggregated emotional response profiles based on the group of potentially positively correlated viewers, selecting a particular advertisement from the plurality of advertisements based on a correlation of the filtered aggregated emotional response profiles, and sending the particular advertisement for display to the targeted viewer.

Claims

1. On a computing device, a method of selecting an advertisement for display to a targeted viewer, the method comprising:

for each of a plurality of advertisements, aggregating a plurality of emotional response profiles from a corresponding plurality of prior viewers of the advertisement to form an aggregated emotional response profile for the advertisement, each of the emotional response profiles comprising a temporal record of a prior viewer'"'"'s emotional response to the advertisement when viewed by the prior viewer, and one or more advertisements of the plurality of advertisements comprising at least a first portion and a plurality of possible second portions;

sending a first portion of a particular advertisement for display to the targeted viewer of the particular advertisement;

receiving input of the targeted viewer'"'"'s emotional response to the first portion of the particular advertisement;

selecting a second portion of the particular advertisement from the plurality of possible second portions for the particular advertisement based on a correlation of the targeted viewer'"'"'s emotional response to the first portion of the particular advertisement to the aggregated emotional response profiles; and

sending the second portion of the particular advertisement to be output for display to the targeted viewer.

2. The method of claim 1, further comprising tracking targeted viewer frequencies at which the targeted viewer views the plurality of advertisements, wherein selecting the particular advertisement includes selecting the particular advertisement so that the respective targeted viewer frequency for the particular advertisement matches a preselected viewing frequency for the particular advertisement.

3. The method of claim 1, further comprising:

tracking targeted viewer contexts during which the targeted viewer views the plurality of advertisements; and

wherein selecting the particular advertisement includes selecting the particular advertisement based on one or more of a video content identity identifying a video content item with which the particular advertisement is to be presented, an ad break slot in which the particular advertisement is to appear within the video content, and an ad position in which the particular advertisement is to appear within the ad break slot.

4. The method of claim 1, further comprising:

determining a current emotional status of the targeted viewer by detecting emotional reactions of the targeted viewer while the targeted viewer is not viewing a display as determined by image data capturing the targeted viewer;

selecting a second advertisement from the plurality of advertisements based on the determined current emotional status of the targeted viewer; and

sending the second advertisement for display to the targeted viewer.

5. The method of claim 1, further comprising:

receiving input of the targeted viewer'"'"'s emotional response to the particular advertisement; and

updating the aggregated emotional response profile for the particular advertisement with the targeted viewer'"'"'s emotional response to the particular advertisement.

6. The method of claim 1, further comprising:

determining an attentiveness of the targeted viewer to the particular advertisement based on an emotional response of the targeted viewer to the particular advertisement; and

determining a payout value based on the attentiveness to be paid from one entity within a video content delivery chain to another entity within the video content delivery chain.

7. The method of claim 1, further comprising:

identifying a group of potentially positively correlated viewers for the targeted viewer based upon a social network to which the targeted viewer belongs; and

filtering the aggregated emotional response profiles for the plurality of advertisements based on the group of potentially positively correlated viewers.

8. The method of claim 7, further comprising:

receiving input capturing the targeted viewer'"'"'s emotional response to the particular advertisement; and

updating a constituency of the group of potentially positively correlated viewers according to a correlation of the targeted viewer'"'"'s emotional response to the particular advertisement and the aggregated emotional response profile.

9. On a computing device, a method of displaying one of a plurality of advertisements to a targeted viewer, the method comprising:

determining a targeted viewer'"'"'s current emotional status from emotional feedback data received from a video viewing environment sensor monitoring the targeted viewer;

sending, to a server, the targeted viewer'"'"'s current emotional status;

receiving a particular advertisement for display to the targeted viewer, the particular advertisement selected from among the plurality of advertisements based on the targeted viewer'"'"'s current emotional status and an aggregated emotional response profile formed by aggregating a plurality of emotional response profiles comprising a temporal record of prior viewers'"'"' emotional responses to the particular advertisement, the prior viewers having a social link to the targeted viewer;

outputting the particular advertisement for display to the targeted viewer; and

sending the targeted viewer'"'"'s emotional response to the particular advertisement from the video viewing environment sensor to the server.

10. The method of claim 9, further comprising identifying the targeted viewer based on image data received from the video viewing environment sensor.

11. The method of claim 10, further comprising identifying the targeted viewer based on a facial similarity comparison between a face included in image data collected from the video viewing environment sensor and an image stored in a viewer profile for the targeted viewer.

12. The method of claim 9, wherein selecting the particular advertisement includes selecting the particular advertisement so that a respective targeted viewer frequency for the particular advertisement matches a preselected viewing frequency for the particular advertisement.

13. The method of claim 9, wherein selecting the particular advertisement includes selecting the particular advertisement based on one or more of a video content identity identifying a video content item with which the advertisement was presented, an ad break slot in which the advertisement appeared within the video content, and an ad position in which the advertisement appeared within the ad break slot.

14. The method of claim 9, further comprising:

determining the current emotional status of the targeted viewer by measuring emotional reactions of the targeted viewer while the targeted viewer is not viewing a display as determined by image data capturing the targeted viewer;

selecting a second advertisement from the plurality of advertisements based on the determined current emotional status of the targeted viewer; and

sending the second advertisement for display to the targeted viewer.

15. A server system for delivering selected advertisements to a targeted viewer, the system comprising:

a logic subsystem; and

a data-holding subsystem holding instructions executable by the logic subsystem to;

for each of a plurality of advertisements of an advertising campaign comprising a pre-determined progression of advertisements for a particular brand, aggregate a plurality of emotional response profiles from a corresponding plurality of prior viewers of the advertisement to form an aggregated emotional response profile for the advertisement, each of the emotional response profiles comprising a temporal record of a prior viewer'"'"'s emotional response to the advertisement when viewed by the prior viewer,

receive an emotional status of the targeted viewer,

select a first advertisement for presentation from the plurality of advertisements of the advertising campaign based on a correlation of the emotional status of the targeted viewer, filtered aggregated emotional response profiles, and the pre-determined progression of the advertising campaign,

send the first advertisement for display to the targeted viewer,

receive the targeted viewer'"'"'s emotional response to the first advertisement, and

select a second advertisement of the advertising campaign based on the targeted viewer'"'"'s emotional response to the first advertisement and the pre-determined progression of the advertising campaign; and

send the second advertisement for display to the targeted viewer.

16. The system of claim 15, wherein the instructions executable to select the first advertisement for presentation further comprise instructions executable to select the first advertisement based on an advertisement interest profile of the targeted viewer.

17. The system of claim 15, further comprising instructions executable to:

send, based on the targeted viewer'"'"'s emotional response to the first advertisement from a primary display, a related advertisement to a mobile computing device belonging to the targeted viewer; and

track a clickthrough response of the targeted viewer to the related advertisement.

18. The system of claim 15, further comprising instructions executable to track targeted viewer frequencies at which the targeted viewer views the plurality of advertisements, and wherein the first advertisement is further selected so that the respective targeted viewer frequency for the first advertisement matches a preselected viewing frequency for the first advertisement.

19. The system of claim 15, further comprising instructions executable to track targeted viewer contexts during which the targeted viewer views the plurality of advertisements, and wherein the first advertisement is further selected based on one or more of a video content identity identifying a video content item with which the first advertisement is to be presented, an ad break slot in which the first advertisement is to appear within the video content item, and an ad position in which the first advertisement is to appear within the ad break slot.