System and method for providing interactive advertisement

• US 9,865,017 B2
• Filed: 09/17/2012
• Issued: 01/09/2018
• Est. Priority Date: 12/23/2003
• Status: Active Grant

• Current Assignee: Roku, Inc.
• Original Assignee: OpenTV, Inc. (Kudelski SA)
• Inventors: Huber, Thomas, Lemmons, Thomas, Zenoni, Ian, Hensgen, Debra
• Primary Examiner(s): Goodarzi, Nasser
• Assistant Examiner(s): Ocak, Adil
• Application Number:
  US13/621,733
• Publication Number:
  US 20130019261A1
• Time in Patent Office: 1,940 Days
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

In example embodiments, a system and method for providing interactive advertisement is provided. In some embodiments, a component causes a video program having an interactive advertisement to be displayed to a user on a display screen. The interactive advertisement includes an enhanced content activator. In response to activation of the enhanced content activator by the user, enhanced advertisement information including at least one trigger is provisioned. The enhanced advertisement information is then caused to be displayed with the video program and the interactive advertisement. A selection by the user of the at least one trigger associated with the enhanced advertisement information is monitored. In response to selection of the at least one trigger, access to further content associated with the enhanced content information is provided.

Claims

1. A method comprising:

causing a video program and an interactive advertisement to be displayed to a user on a display screen, the interactive advertisement including an enhanced content activator that causes display of enhanced advertisement information that includes a plurality of triggers to access further information;

detecting a first input from the user that indicates an activation of the enhanced content activator of the interactive advertisement;

in response to the detecting of the first input that indicates the activation of the enhanced content activator by the user, provisioning enhanced advertisement information that includes the plurality of triggers to access further information;

causing the enhanced advertisement information that includes the plurality of triggers to be displayed in combination with the video program and the interactive advertisement;

receiving a second input from the user indicating a selection by the user of one trigger of the plurality of triggers included in the enhanced advertisement information displayed in combination with the video program and the interactive advertisement; and

in response to the receiving the second input from the user indicating the selection of the one trigger, providing access to further content corresponding to the selected one trigger.

2. The method of claim 1, wherein the causing the video program and the interactive advertisement to be displayed to the user on the display screen is performed on a user device.

3. The method of claim 2, wherein the user device comprises a selection from the group consisting of a set-top box, a computer, a laptop, a smartphone, and a mobile device.

4. The method of claim 1, wherein the causing the video program and the interactive advertisement to be displayed to the user on the display screen comprises communicating the video program from a server system to a user device.

5. The method of claim 1, wherein the provisioning the enhanced advertisement information is performed at one or more servers.

6. The method of claim 1, further comprising:

in response to the detecting the activation, accessing a data store to retrieve the enhanced advertisement information associated with the enhanced content activator; and

communicating the enhanced advertisement information to the client system.

7. The method of claim 1, wherein the causing the enhanced advertisement information to be displayed in combination with the video program comprises multiplexing the enhanced advertisement information with the video program.

8. The method of claim 1, wherein the causing the enhanced advertisement information to be displayed in combination with the video program comprises transmitting an enhanced video content signal that includes the video program and the enhanced advertisement information.

9. The method of claim 8, further comprising communicating the enhanced video content signal via Internet.

10. The method of claim 8, further comprising communicating the enhanced video content signal via a broadcast system.

11. The method of claim 1, wherein the receiving the second input indicating the selection by the user is performed by a remote control receiver circuit in a user device.

12. The method of claim 1, wherein the further content comprises secondary content that is associated with the interactive advertisement but not directly related to a primary product being advertised in the interactive advertisement.

13. The method of claim 1, wherein the interactive advertisement is embedded into a portion of a scene with the video program.

14. The method of claim 1, wherein the enhanced advertisement information is provided in an unused or low activity portion of the video program.

15. The method of claim 1, wherein the enhanced advertisement information associated with interactive advertisement is provided in an appended portion bordering at least one side of a scene of the video program.

16. The method of claim 1, wherein the video program is a commercial that is the interactive advertisement.

17. The method of claim 1, further comprising embedding the interactive advertisement into a portion of the video program using placement and contour data derived by a pattern recognition process.

18. The method of claim 1, further comprising identifying an advertisement opportunity by detecting an object in the video program where the interactive advertisement is to be placed, the detecting comprises using a pattern recognition process to detect the object and to generate placement and contour data for the detected object.

19. The method of claim 1, wherein the providing access to the further content comprises a selection from the group consisting of providing access to digital content for download, providing access to information from the Internet, and providing an order interface to purchase a product.

20. A machine-readable storage medium in communication with at least one processor, the non-transitory machine-readable medium storing instructions which, when executed by the at least one processor of a machine, causes the machine to perform operations comprising:

causing a video program and an interactive advertisement to be displayed to a user on a display screen, the interactive advertisement including an enhanced content activator that causes display of enhanced advertisement information that includes a plurality of triggers to access further information;

detecting a first input from the user that indicates an activation of the enhanced content activator of the interactive advertisement;

in response to the detecting of the first input that indicates the activation of the enhanced content activator by the user, provisioning enhanced advertisement information that includes the plurality of triggers to access further information;

causing the enhanced advertisement information that includes the plurality of triggers to be displayed in combination with the video program and the interactive advertisement;

receiving a second input from the user indicating a selection by the user of one trigger of the plurality of triggers included in the enhanced advertisement information displayed in combination with the video program and the interactive advertisement; and

in response to the receiving second input from the user indicating the selection of the one trigger, providing access to further content corresponding to the selected one trigger.