Mobile interstitial ads

• US 9,953,345 B1
• Filed: 08/28/2013
• Issued: 04/24/2018
• Est. Priority Date: 06/21/2011
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google LLC (Alphabet Inc.)
• Inventors: Shaw, Satyam, Jain, Ravi, Chatterjee, Surojit
• Primary Examiner(s): Brown, Luis A
• Application Number:
  US14/012,500
• Time in Patent Office: 1,700 Days
• Field of Search: 705 141, 705 144, 705 1464, 705 1472, 705 1473
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Systems and methods for pre-loading and displaying intervening content, such as advertisements, on a mobile device during latency periods, such as when an advertiser landing page is requested by that device, are provided herein. Intervening content may be pre-loaded on to the device and associated with one or more particular advertisements such that selecting/interacting with the associated advertisement triggers intervening content display during known or detected periods of latency. In some cases, a latency threshold or thresholds may determine one or more types of content to present, and/or a content presentation sequence.

Claims

1. A non-transitory computer-readable medium having embodied thereon instructions for presenting intervening content on mobile computing devices which, when executed by one or more processors, cause the one or more processors to:

provide, for storage on a memory of a mobile device, intervening content corresponding to a landing page of a content item selected for presentation on the mobile device;

identify a request from the mobile device to load the landing page on the mobile device from a server hosting the landing page;

determine an expected load time for the landing page, the expected load time indicative of an expected network latency for the mobile device to receive the landing page from the server via a current connection between the server and the mobile device;

select at least one portion of the intervening content based on the request and on the expected load time, the at least one portion of the intervening content having a size determined based on the expected load time for the landing page; and

present the at least one portion of the selected intervening content on the mobile device while the landing page corresponding to the identified request is being received from the server.

2. The non-transitory computer-readable medium of claim 1, wherein said determining includes detecting at least one of device type, service provider, connection type, connection speed, network congestion, and latency factors.

3. The non-transitory computer-readable medium of claim 1, wherein said selecting comprises selecting at least one portion of the intervening content associated with displayed content used to initiate said request, wherein the at least one portion of the intervening content was loaded onto the mobile device at the same time as said displayed content.

4. The non-transitory computer-readable medium of claim 1, wherein said at least one portion of the intervening content comprises a static version of the landing page.

5. The non-transitory computer-readable medium of claim 1, wherein said at least one portion of the intervening content comprises a video related to the landing page.

6. The non-transitory computer-readable medium of claim 1, wherein said determining comprises at least one of performing a ping test to the server hosting the landing page, tracing a transmission route to the server, calculating a number of network hops to the server, detecting a data connection type and connection speed associated with the mobile device, and accounting for memory and processing limitations of the mobile device in relation to loading, rendering, and presenting content.

7. The non-transitory computer-readable medium of claim 1, wherein said determining comprises determining whether the expected load time exceeds a threshold load time;

and

wherein said selecting includes selecting the at least one portion of the intervening content responsive to determining that the expected load time is to exceed the threshold load time.

8. The non-transitory computer-readable medium of claim 1, wherein said selecting comprises selecting the at least one portion of the intervening content having a click-to-call capability and;

wherein said presenting comprises presenting the at least one portion of the intervening content having the click-to-call capability.

9. The non-transitory computer-readable medium of claim 1, wherein the at least one portion of the intervening content includes a selectable phone number associated with the landing page;

and

wherein said presenting includes presenting the selectable phone number as a click-to-call item for calls by the mobile device.

10. The non-transitory computer-readable medium of claim 1, wherein the request from the mobile device is initiated by the selection of content displayed on said mobile device.

11. A system for presenting intervening content on a mobile computing devices, comprising:

a server having one or more processors and memory configured to;

provide, for storage on a memory of a mobile device, intervening content corresponding to a landing page of a content item selected for presentation on the mobile device;

identify a request from the mobile device to load the landing page on the mobile device from the server hosting the landing page;

determine an expected load time for the landing page, the expected load time indicative of an expected network latency for the mobile device to receive the landing page from the server via a current connection between the server and the mobile device;

select at least one portion of the intervening content based on the request and on the expected load time, the at least one portion of the intervening content having a size determined based on the expected load time for the landing page; and

present the at least one portion of the selected intervening content on the mobile device while the landing page corresponding to the identified request is being received from the server.

12. The system of claim 11, wherein said determining comprises detecting at least one of device type, service provider, connection type, connection speed, network congestion, and latency factors.

13. The system of claim 11, wherein said selecting comprises selecting the at least one portion of the intervening content portion associated with displayed content used to initiate said request, wherein the at least one portion of the intervening content was loaded onto the mobile device at the same time as said displayed content.

14. The system of claim 11, wherein said at least one portion of the intervening content comprises a static version of the landing page.

15. The system of claim 11, wherein said at least one portion of the intervening content comprises a video related to the landing page.

16. The system of claim 11, wherein said determining comprises at least one of performing a ping test to the server hosting the landing page, tracing a transmission route to the server, calculating a number of network hops to the server, detecting a data connection type and connection speed associated with the mobile device, and accounting for memory and processing limitations of the mobile device in relation to loading, rendering, and presenting content.

17. The system of claim 11, wherein said determining comprises determining whether the expected load time exceeds a threshold load time;

and

wherein said selecting includes selecting the at least one portion of the intervening content responsive to determining that the expected load time is to exceed the threshold load time.

18. The system of claim 11, wherein said selecting comprises selecting the at least one portion of the intervening content having a click-to-call capability and;

wherein said presenting comprises presenting the at least one portion of the intervening content having the click-to-call capability.

19. The system of claim 11, wherein the at least one portion of the intervening content includes a selectable phone number associated with the landing page;

and

wherein said presenting includes presenting the selectable phone number as a click-to-call item for calls by the mobile device.

20. The system of claim 11, wherein the request from the mobile device is initiated by the selection of content displayed on said mobile device.