Wrap package of cards supporting transactional advertising

• US 9,448,972 B2
• Filed: 11/18/2015
• Issued: 09/20/2016
• Est. Priority Date: 10/09/2014
• Status: Active Grant

• Current Assignee: Brunoco, Inc.
• Original Assignee: Wrap Media, LLC (DXC Technology Company)
• Inventors: Li, Francis C., Stevens, Jon, McFarland, Ian, Garris, John M., Greenberg, Eric H., DROUIN, Sylvio H., Ficklin, Jared L., Rolston, Mark E., Levine, Dana A.
• Primary Examiner(s): Paula, Cesar
• Assistant Examiner(s): Faber, David
• Application Number:
  US14/945,148
• Publication Number:
  US 20160104202A1
• Time in Patent Office: 307 Days
• US Class Current: 1/1
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06F 3/0481 based on specific properties of the displayed interaction object or a metaphor-based environment, e.g. interaction with desktop elements like windows or icons, or assisted by a cursor's changing behaviour or appearance
• CPC Class Codes: G06F 3/0482 Interaction with lists of selectable items, e.g. menus
• CPC Class Codes: G06F 3/04842 Selection of displayed objects or displayed text elements G06F3/0482 takes precedence
• CPC Class Codes: G06F 3/0488 using a touch-screen or digitiser, e.g. input of commands through traced gestures
• CPC Class Codes: G06F 40/106 Display of layout of documents; Previewing
• CPC Class Codes: G06F 40/117 Tagging; Marking up details of markup languages G06F40/143; Designating a block; Setting of attributes style sheets, e.g. eXtensible Stylesheet Language Transformation [XSLT], G06F40/154
• CPC Class Codes: G06F 40/143 Markup, e.g. Standard Generalized Markup Language [SGML] or Document Type Definition [DTD]
• CPC Class Codes: G06F 40/186 Templates
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0643 Graphical representation of items or shoppers

Abstract

Creating and delivering advertisements within wrapped packages of cards, which selectively include (i) media content, including advertisement(s) for item(s) available for purchase, (ii) application functionality and/or (iii) e-commerce related transactional services. By defining the sequence order in which the cards are navigated when consumed, wraps may deliver advertisements in the context of a “story” or “narrative”, which unfolds as the cards are sequentially browsed, similar to the turning of the pages of a book or magazine. Ads thus become more compelling. In addition, with built-in transactional functionality, advertised Item(s) can be immediately purchased without having to exit the wrap.

Claims

1. A wrap package, embedded in a non-transitory tangible computer readable medium, the wrap package comprising:

a set of cards that conveys a predefined presentation when rendered, the predefined presentation remaining the same regardless of the size or aspect ratio of a rendering environment associated with a consuming computing device, the predefined presentation defined by (i) the set of cards arranged to be browsed in first and second directions and (ii) each card in the set having a fixed presentation that includes a fixed aspect ratio and a fixed layout of content, regardless of the size or the aspect ratio of the rendering environment associated with the consuming device,

the set of cards including;

(a) an advertising card containing an advertisement for a plurality of items; and

(b) one or more transaction card(s) enabling a transaction for the purchase of any of the plurality of advertised items within the context of the wrap package and while the wrap package is consumed; and

a wrap descriptor that defines the wrap package, the wrap descriptor specifying the set of cards of the wrap package, including the advertising card and the one or more transaction card(s),

the wrap descriptor further including a plurality of card descriptors, each of the plurality of card descriptors arranged to define a card component container having the fixed aspect ratio for the associated card;

each card descriptor further having one or more component descriptors, each component descriptor defining a component container included in the card component container of the associated card respectively;

wherein each of the card descriptors and its associated one or more component descriptors, together, define the fixed aspect ratio and the fixed layout of content for the associated card,

wherein, the wrap descriptor is a portable data-interchange object that is deliverable to the computing device over a communication network and, when consumed, conveys the predefined presentation of the set of cards, each with its fixed aspect ratio and the fixed layout of content, when browsed in the first and second directions, in response to navigable inputs, regardless of the size or the aspect ratio of the rendering environment associated with the consuming computing device,

wherein the set of cards further includes a subset of non-gallery cards arranged to be navigated along the first direction in response to navigable inputs, while the plurality of advertised items in the advertising card are;

sequentially displayed, in a gallery format, when the advertising card is rendered; and

are navigable along the second direction in response to navigational inputs, wherein the first and the second directions are perpendicular to one another, and

the wrap package further facilitating the transactional purchase of any of the advertised plurality of items within the wrap package and without a user having to navigate to a remote website during consumption of the wrap package on the computing device.

2. The wrap package of claim 1, wherein the wrap descriptor is either:

(c) a JavaScript Object Notation (JSON) wrap descriptor;

or

(d) a Binary JSON (BSON) wrap descriptor.

3. The wrap package of claim 1, wherein one of the one or more transactional card(s) includes a widget card that presents, when rendered, a widget that appears within a frame in the widget card, the widget configured to interact with a remote widget server for processing the transaction for the purchase of any of the advertised plurality of items while the wrap package is being consumed.

4. The wrap package of claim 3, wherein the widget is configured to cooperate with the widget server to generate, within the frame, one or more views to either receive information and/or present information for facilitating the transaction for the purchase of any of the plurality of items, the information generated within the one or more views pertaining to one or more of the following:

(c) a shopping cart showing the any of the plurality of items selected for purchase;

(d) entry of a shipping address;

(e) one or more shipping option(s);

(f) one or more payment method(s)

(g) an order confirmation; and

/or

(h) shipment tracking information.

5. The wrap package of claim 3, wherein the wrap descriptor includes a widget card descriptor that corresponds to the widget card, the widget card descriptor including a widget descriptor that defines:

(c) the remote widget server; and

(d) calls for accessing content served by the remote widget server for presentation within the frame appearing in the widget card when rendered.

6. The wrap package of claim 1, wherein the wrap package further includes one or more dependent cards that are rendered in response to when a transaction trigger, initiating the purchase of any of the advertised plurality of items, is invoked.

7. The wrap package of claim 1, wherein the transaction card includes a buy trigger that implements a buy operation for a selected one or more of the plurality of items using previously stored information pertinent to an identified consumer of the wrap package.

8. The wrap package of claim 1, wherein at least one of the cards of the wrap package is an application card having an application embedded in or associated therewith.

9. The wrap package of claim 8, wherein the application comprises one of the following:

(c) an online chat function;

(d) a reservation, appointment or booking function for making a reservation, appointment or booking;

(e) an approval function configured for entry of an approval;

(f) a data input/entry function for enabling data to be input/entered through the application card;

or

(g) GPS or a positional functionality.

10. The wrap package of claim 1, further characterized by:

(c) the subset of non-gallery cards each having a first aspect ratio; and

(d) the advertising card having a second aspect ratio that is different than the first aspect ratio,

the subset of non-gallery cards each having a first size and the advertising card having a second size that is larger than the first size, the first and second sizes each scaled to the same degree regardless of the size or orientation of the rendering environment associated with the consuming computing device.

11. The wrap package of claim 1, wherein the first and second directions extend either:

(c) horizontally and vertically respectively;

or

(d) vertically and horizontally respectively.

12. The wrap package of claim 1, wherein at least one of the card descriptors includes a feed descriptor that defines a feed for an associated feed card, the feed descriptor defining a feed source and feed content,

wherein, when the associated feed card is rendered, the feed content is retrieved from the feed source and rendered within a feed component container provided in the associated feed card.

13. The wrap package of claim 1, wherein at least one of the cards of the wrap package has a trigger associated therewith, the trigger invoking a predetermined call-to-action.

14. The wrap package of claim 13, wherein the predefined call-to-action includes invoking one of the following:

(c) a chat session;

(d) a selection of any of the advertised plurality of items for purchase;

(e) an appointment, reservation or booking function;

(f) a GPS/location service;

(g) a cul-de-sac to a target web site;

(h) placement of the any of the plurality of items into a shopping cart;

or

(i) a “

one-click”

buy now function.

15. The wrap package of claim 1, wherein the set of cards of the wrap package selectively include media content, including text, photo(s), image(s), and/or video(s), authored to convey a book or magazine user experience, that unfolds as the cards of the wrap package are sequentially browsed in the first and second directions.

16. The wrap package of claim 1, wherein the advertised plurality of items are either a product(s) or service(s) and the advertising card and the one or more transaction card(s) are one of the following:

(c) separate and distinct cards;

(d) the same card or cards;

or

(e) have at least one card in common.

17. The wrap package of claim 1, wherein the advertising card either:

(1) is segmented into a plurality of frames and exhibits a “

snap-to-frame”

behavior in response to navigational inputs;

or (2) exhibits a continuously scrolling behavior in response to navigational inputs.

18. The wrap package of claim 1, wherein each of the one or more component containers has a fixed position in the associated card and is arranged to contain or associate media content or functional content respectively.

19. The wrap package of claim 1, wherein each of the component containers is arranged to contain or associate one or more of the following:

(c) an application function;

(d) text;

(e) image/photo

(f) video;

(g) link;

(h) location/GPS;

(i) widget; and

/or

(j) feed.

20. The wrap package of claim 1, wherein:

each of the card descriptors includes at least one style or attribute that is applied at a card level;

at least some of the one or more component descriptors selectively define at least one style or attribute that is applied at a component container level;

all of the styles and attributes included in the wrap package are applied at one of a wrap level, the card level, or the component container level.

21. The wrap package of claim 1, wherein:

no markup language tags are used in the wrap descriptor; and

no scripts or other executable code is used in the wrap descriptor.

22. The wrap package of claim 1, wherein a runtime instance of the wrap package is generated by either:

(c) creating an object graph from the wrap descriptor, generating a document object model from the object graph, and generating the runtime instance of the set of cards of the wrap package in a browser from the document object model;

or

(d) by a native application running on the consuming device by generating a runtime instance of the wrap package from the wrap descriptor.

23. The wrap package of claim 1, wherein the presentation of wrap package is further defined by:

(c) the fixed aspect ratio of each of the subset of non-gallery cards are all a same first aspect ratio; and

(d) the fixed aspect ratio of the advertising card is a second aspect ratio that is different than the same first aspect ratio of the non-gallery cards,

wherein the first aspect ratio and the second aspect ratio share a common first dimension, but have different second dimensions.

24. The wrap package of claim 1, wherein the fixed presentation of the set of cards of the wrap package remains the same, including in different rendering environments associated with but not limited to mobile phones, tablet computers, laptop computers, desktop computers, smart TVs respectively.

25. A wrap descriptor embedded in a non-transitory tangible computer readable medium, the wrap descriptor defining a set of cards of a wrap package suitable for consumption on a variety of different consuming computing devices including mobile communications devices, wherein the wrap descriptor:

is a portable data object that enables the delivery of the wrap package to consuming computing devices over communication networks;

specifies a predefined presentation of the wrap package when rendered, the predefined presentation remaining the same regardless of the size or aspect ratio of different rendering environments defined by different consuming computing devices, the predefined presentation defined by (i) the set of cards arranged to be browsed in first and second directions in response to navigable inputs and (ii) each card in the set having a fixed aspect ratio and a fixed layout of content, regardless of the size or the aspect ratio of the rendering environments defined by the different consuming computing devices; and

includes a plurality of card descriptors, each of the card descriptors arranged to define (iii) a card component container defining the fixed aspect ratio for the associated card and (iv) one or more component descriptors, each component descriptor defining a component container included in the card component container of the associated card, wherein each of the card descriptors and its associated one or more component descriptors, together, define the fixed aspect ratio and the fixed layout of content for the associated card; and

wherein the wrap descriptor further defines among the set of cards of the wrap package;

(a) an advertising card containing an advertisement for one or more items;

(b) one or more transaction card(s) enabling a transaction for the purchase of any of the advertised one or more items while a viewer is consuming the wrap package without having to navigate to a remote website to complete the transaction,

wherein the wrap package of cards defined by the wrap descriptor further includes;

(c) a first subset of cards having a first aspect ratio and a first size; and

(d) the advertising card having a second aspect ratio that is different than the first aspect ratio and a second size that is larger than the first size,

the first subset of cards and the advertising card each maintaining their predefined presentation when rendered on the different consuming computing devices, regardless of the size or orientation of the rendering environment, by scaling the first aspect ratio and the first size and the second aspect ratio and the second size by the same degree for each device respectively.

26. The wrap descriptor of claim 25, wherein the wrap descriptor is a JavaScript Object Notation (JSON) portable data interchange object.

27. The wrap descriptor of claim 25, wherein:

no markup language tags are used in the wrap descriptor; and

no scripts or other executable code is used in the wrap descriptor.

28. The wrap descriptor of claim 25, wherein:

the first subset of cards are browsable in the first direction in response to navigable inputs; and

the advertising card is browsable in the second direction in response to navigable inputs,

wherein the first direction and the second direction are perpendicular with respect to one another.

29. The wrap descriptor of claim 25, wherein the fixed presentation of the set of cards of the wrap package remains the same, including in different rendering environments associated with but not limited to mobile phones, tablet computers, laptop computers, desktop computers, smart TVs respectively.

30. The wrap descriptor of claim 25, wherein the advertising card and the one or more transaction cards are:

separate and distinct cards;

the same card or cards;

or

have at least one card in common.