Accentuating terms or features of interest in an advertisement

• US 9,679,304 B1
• Filed: 09/30/2002
• Issued: 06/13/2017
• Est. Priority Date: 09/30/2002
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Kim, Nina Marie
• Primary Examiner(s): Reinhardt, Richard
• Application Number:
  US10/261,294
• Time in Patent Office: 5,370 Days
• Field of Search: 705 14, 707 3, 707 1
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0257 User requested

Abstract

Accentuating terms of interest in an advertisement to be served in an interactive environment. Such terms of interest can be determined from information in a request for the advertisement. Such ad request information may include query information, geolocation information, etc. In the context of text-based ads, accentuation may include bolding the term(s), underlining the term(s), increasing the font size of the term(s), coloring the font of the term(s), shading the font of the term(s), flashing the text of the term(s), etc. Such accentuation helps users to quickly identify how an advertisement is related to what they are looking for. For example, in the context of a search engine which returns search results, as well as multiple text-based ads, users viewing a search result page in response to their query can quickly scan such a search result page for relevant information. This helps to improve the performance of ads, particularly if advertisers wordsmith their advertisements with care.

Claims

1. A computer-implemented method, comprising:

a) accepting, with an ad serving system, a first term and a second term from advertisement request information, the first term comprising content entered by a user in connection with a user request and the second term comprising geolocation information related to the user request but not included in the content;

b) selecting one or more audio-based advertisements from a plurality of advertisements for presentation with a set of search results, the search results being responsive to the user request, wherein the plurality of advertisements each comprise at least one keyword and at least one set of content, the one or more audio-based advertisements being selected based on an association with at least one of the first term and the second term;

c) searching, with the ad serving system, the at least one set of content of the one or more selected audio-based advertisements, for the first term and the second term;

d) accentuating, with the ad serving system, one or more instances of each of the first term and the second term that were found in the one or more selected audio-based advertisements to generate information for rendering one or more audio accentuated advertisements, wherein at least one instance of the first term or the second term is not accentuated in the one or more selected audio-based advertisements; and

e) serving, with the ad serving system, the generated information for rendering the one or more audio accentuated advertisements along with the set of search results for presentation to the user associated with the user request,

wherein the act of accentuating the one or more instances uses a type of accentuation selected from a group of accentuation types consisting of;

(A) increasing a volume of the term, (B) changing a cadence of the term, (C) changing a pitch of the term, and (D) changing a pronunciation of the term.

2. An apparatus, comprising:

a) an input for accepting a first term and a second term from advertisement request information, wherein the first term comprises content entered by a user in connection with a user request and the second term comprises geolocation information related to the user request but not included in said content;

b) at least one processor; and

c) at least one storage device storing processor executable instructions which, when executed by the at least one processor, perform a method of;

1) selecting an audio-based advertisement from a plurality of advertisements for presentation with a set of search results, the search results being responsive to the user request, wherein the plurality of advertisements each comprise at least one keyword and at least one set of content, wherein the selected audio-based advertisement is based on an association with at least one of the first term and the second term;

2) searching the at least one set of content of the selected audio-based advertisement, for the first term and the second term,

3) accentuating one or more instances of the first term and the second term that were found in the selected audio-based advertisement to generate information for rendering an accentuated audio-based advertisement, wherein at least one instance of the first term or the second term is not accentuated in the one or more selected audio-based advertisements, and

4) serving the generated information for rendering the accentuated audio-based advertisement along with the set of search results for presentation to the user associated with the user request;

and wherein the act of accentuating the one or more instances of the uses a type of accentuation selected from a group of accentuation types consisting of (A) increasing a volume of the term, (B) changing a cadence of the term, (C) changing a pitch of the term, and (D) changing a pronunciation of the term.