Targeted advertisement using television viewer information

• US 20030145323A1
• Filed: 10/04/2002
• Published: 07/31/2003
• Est. Priority Date: 12/09/1992
• Status: Active Grant

• Current Assignee: Comcast IP Holdings I LLC (Comcast Corporation)
• Original Assignee: Comcast IP Holdings I LLC (Comcast Corporation)
• Inventors: .Asmussen, Michael L., McCoskey, John S., Bonner, Alfred E., Hendricks, John S.
• Granted Patent: US 7,844,985 B2
• Time in Patent Office: Days
• US Class Current: 725/34
• CPC Class Codes: H04H 20/10 Arrangements for replacing or switching information during the broadcast or the distribution
• CPC Class Codes: H04H 60/43 for identifying broadcast channels
• CPC Class Codes: H04H 60/64 for providing detail information
• CPC Class Codes: H04M 1/57 Arrangements for indicating or recording the number of the calling subscriber at the called subscriber's set at the operator set in a manual exchange H04M5/20
• CPC Class Codes: H04N 21/2221 being a cable television head-end CATV in broadcast systems H04H20/78
• CPC Class Codes: H04N 21/235 Processing of additional data, e.g. scrambling of additional data or processing content descriptors
• CPC Class Codes: H04N 21/23608 Remultiplexing multiplex streams, e.g. involving modifying time stamps or remapping the packet identifiers
• CPC Class Codes: H04N 21/2362 Generation or processing of Service Information [SI]
• CPC Class Codes: H04N 21/2381 Adapting the multiplex stream to a specific network, e.g. an Internet Protocol [IP] network transmission of MPEG streams over ATM H04L12/5601
• CPC Class Codes: H04N 21/2389 Multiplex stream processing, e.g. multiplex stream encrypting
• CPC Class Codes: H04N 21/2543 Billing , e.g. for subscription services payment schemes, architectures or protocols G06Q20/00; e-commerce G06Q30/00; arrangements for billing for the use of broadcast information or broadcast-related information H04H60/21
• CPC Class Codes: H04N 21/258 Client or end-user data management, e.g. managing client capabilities, user preferences or demographics, processing of multiple end-users preferences to derive collaborative data arrangements for services using the result on the distributing side of broadcast systems H04H60/66; profiles in network data switching protocols H04L67/30
• CPC Class Codes: H04N 21/25883 being end-user demographical data, e.g. age, family status or address arrangements for identifying locations of users in broadcast systems H04H60/52
• 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 21/262 Content or additional data distribution scheduling, e.g. sending additional data at off-peak times, updating software modules, calculating the carousel transmission frequency, delaying a video stream transmission, generating play-lists scheduling strategies for dispatcher in multiprogramming arrangements G06F9/4881; arrangements for scheduling broadcast services or broadcast-related services H04H60/06; flow control in packet networks H04L47/10; establishing a time schedule or organising the servicing of application requests H04L67/62
• CPC Class Codes: H04N 21/26208 the scheduling operation being performed under constraints
• 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 21/42204 User interfaces specially adapted for controlling a client device through a remote control device; Remote control devices therefor constructive details of casings for the remote control device H01H9/0235; user interfaces for controlling a tuning device of a television receiver through a remote control H03J9/00; remote control of peripheral devices connected to a television receiver through the remote control device of the television receiver H04B1/205
• CPC Class Codes: H04N 21/426 Internal components of the client ; Characteristics thereof H04N5/44 takes precedence
• CPC Class Codes: H04N 21/42653 for processing graphics
• CPC Class Codes: H04N 21/42684 : Client identification by a unique number or address, e.g. serial number, MAC address, socket ID network arrangements, protocols or services for addressing or naming H04L61/00
• CPC Class Codes: H04N 21/4312 : involving specific graphical features, e.g. screen layout, special fonts or colors, blinking icons, highlights or animations
• CPC Class Codes: H04N 21/4314 : for fitting data in a restricted space on the screen, e.g. EPG data in a rectangular grid
• CPC Class Codes: H04N 21/4316 : for displaying supplemental content in a region of the screen, e.g. an advertisement in a separate window
• CPC Class Codes: H04N 21/4331 : Caching operations, e.g. of an advertisement for later insertion during playback
• CPC Class Codes: H04N 21/4344 : Remultiplexing of multiplex streams, e.g. by modifying time stamps or remapping the packet identifiers
• CPC Class Codes: H04N 21/4345 : Extraction or processing of SI, e.g. extracting service information from an MPEG stream
• CPC Class Codes: H04N 21/435 : Processing of additional data, e.g. decrypting of additional data, reconstructing software from modules extracted from the transport stream
• CPC Class Codes: H04N 21/4383 : Accessing a communication channel
• CPC Class Codes: H04N 21/4385 : Multiplex stream processing, e.g. multiplex stream decrypting
• CPC Class Codes: H04N 21/44224 : Monitoring of user activity on external systems, e.g. Internet browsing
• CPC Class Codes: H04N 21/443 : OS processes, e.g. booting an STB, implementing a Java virtual machine in an STB or power management in an STB
• CPC Class Codes: H04N 21/4532 : involving end-user characteristics, e.g. viewer profile, preferences monitoring of user activities for profile generation for accessing a video database G06F16/739; 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 21/454 : Content or additional data filtering, e.g. blocking advertisements
• 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 21/4622 : Retrieving content or additional data from different sources, e.g. from a broadcast channel and the Internet web site content organization and management for information retrieval from the Internet G06F16/958; transmission by internet of broadcast information H04H60/82; stock exchange data over packet-switching network H04L12/1804; push services including data channel over packet-switching network H04L12/1859
• CPC Class Codes: H04N 21/47 : End-user applications
• CPC Class Codes: H04N 21/472 : End-user interface for requesting content, additional data or services; End-user interface for interacting with content, e.g. for content reservation or setting reminders, for requesting event notification, for manipulating displayed content end-user interfaces for retrieving video data from a database G06F16/739; network services for supporting unicast streaming H04L65/612
• CPC Class Codes: H04N 21/47214 : for content reservation or setting reminders; for requesting event notification, e.g. of sport results or stock market stock exchange data over packet-switching network H04L12/1804; push services over packet-switching network H04L12/1859; notification of incoming messages in packet switching networks H04L51/224
• CPC Class Codes: H04N 21/4755 : for defining user preferences, e.g. favourite actors or genre retrieval personalisation and generation of user profiles for the retrieval of video data G06F16/739; user profiles in network data switching protocols H04L67/306
• CPC Class Codes: H04N 21/478 : Supplemental services, e.g. displaying phone caller identification, shopping application
• CPC Class Codes: H04N 21/4786 : e-mailing message switching systems, e.g. electronic mail systems H04L51/00
• CPC Class Codes: H04N 21/4788 : communicating with other users, e.g. chatting arrangements for providing for computer conferences, e.g. chat rooms, to substation in data switching networks H04L12/1813; distributed application using peer-to-peer [P2P] networks H04L67/104
• CPC Class Codes: H04N 21/482 : End-user interface for program selection broadcast systems using EPGs H04H60/72
• CPC Class Codes: H04N 21/6405 : Multicasting data broadcast and multicast in packet switching networks H04L12/18
• CPC Class Codes: H04N 21/64307 : ATM
• CPC Class Codes: H04N 21/6543 : for forcing some client operations, e.g. recording remote booting in general G06F9/4416
• CPC Class Codes: H04N 21/6547 : comprising parameters, e.g. for client setup
• CPC Class Codes: H04N 21/812 : involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 21/8146 : involving graphical data, e.g. 3D object, 2D graphics
• CPC Class Codes: H04N 21/8586 : by using a URL processing chained hypermedia data for information retrieval G06F16/94; information retrieval from the Internet by using URLs G06F16/955; URL in broadcast information H04H20/93; Web-based protocols H04L67/02
• CPC Class Codes: H04N 5/445 : for displaying additional information H04N5/50 takes precedence
• CPC Class Codes: H04N 5/44504 : Circuit details of the additional information generator, e.g. details of the character or graphics signal generator, overlay mixing circuits
• CPC Class Codes: H04N 5/45 : Picture in picture , e.g. displaying simultaneously another television channel in a region of the screen
• CPC Class Codes: H04N 5/602 : for digital sound signals
• CPC Class Codes: H04N 7/088 : the inserted signal being digital
• CPC Class Codes: H04N 7/0884 : for the transmission of additional display-information, e.g. menu for programme or channel selection
• CPC Class Codes: H04N 7/0887 : for the transmission of programme or channel identifying signals
• CPC Class Codes: H04N 7/10 : Adaptations for transmission by electrical cable H04N7/12 takes precedence
• CPC Class Codes: H04N 7/102 : Circuits therefor, e.g. noise reducers, equalisers, amplifiers H04N7/108 takes precedence
• CPC Class Codes: H04N 7/163 : by receiver means only
• CPC Class Codes: H04N 7/165 : Centralised control of user terminal subsequent to an upstream request signal H04N7/17345; Registering at central by two-way working H04N7/17309
• CPC Class Codes: H04N 7/173 : with two-way working, e.g. subscriber sending a programme selection signal
• CPC Class Codes: H04N 7/17318 : Direct or substantially direct transmission and handling of requests
• CPC Class Codes: H04N 7/17336 : Handling of requests in head-ends
• CPC Class Codes: H04N 7/17354 : in an intermediate station common to a plurality of user terminals

Abstract

A novel multiple channel architecture is designed to allow targeted advertising directed to television terminals connected to an operations center or a cable headend. Advertisements are displayed during commercial breaks in the television programs. Such advertisements may be broadcast on the same channel as the television program. In addition, feeder channels may carry alternate advertising that may be better suited for certain viewing audiences. The operations center or the cable headend generate a group assignment plan that assigns the television terminals to groups, based on factors such as area of dominant influence, household income and other demographic data, and programs watched data gathered by the television terminals. A switching plan is then generated that instructs the television terminals to remain with the program channel or to switch to one of the alternate feeder channels during the program breaks. The television terminals record which channels were viewed during the program breaks, and report this information to the cable headends and the operations center. The reported information is used to generate billing for commercial advertisers, and to analyze viewer watching habits. The invention uses upstream data reception hardware, databases and processing hardware and software to accomplish these functions.

Claims

1. A method for targeting advertising using subscriber information, comprising:

gathering programs watched data from a subscriber;

analyzing the programs watched data to determine a frequency of programs watched by the subscriber;

correlating the analyzed programs watched data with categories of advertisements, wherein each advertisement category includes at least one advertisement;

selecting a first advertisement and a second advertisement from the correlated advertising categories;

transmitting the first advertisement for display to a first subscriber and the second advertisement for display to a second subscriber; and

gathering advertisements watched data from the first and the second subscribers.

2. The method of claim 1, wherein the programs watched data comprises:

programs a viewer purchased and date/time of purchase;

channels the subscriber viewed and length of viewing; and

click stream data recorded during viewing by the subscriber.

3. The method of claim 1, wherein gathering advertisements watched data comprises gathering channel selected data during program breaks.

4. The method of claim 1, wherein analyzing the programs watched data further comprises:

determining how many subscribers watched a particular program;

determining a targeting group to assign the subscriber to;

determining peak viewing times for different program categories; and

determining advertising for advertisement spots.

5. The method of claim 1, wherein at least one advertisement within an advertisement category is a promotion.

6. The method of claim 1, wherein at least one advertisement within an advertisement category is an infomercial.

7. The method of claim 1, wherein analyzing programs watched data includes counting programs watched by the first and the second subscriber and further comprising arranging the counts in at least one programs watched matrix.

8. The method of claim 7, wherein the programs watched matrix is arranged by a program category and a time slot and wherein the counts are arranged within the time slot from highest to lowest.

9. The method of claim 1, wherein the television terminal analyzes the programs watched data.

10. The method of claim of claim 1, further comprising:

generating a polling request message that directs the television terminal to transmit a television terminal status report that contains the programs watched data and the advertisements watched data;

processing the received television terminal status reports to produce polling response data; and

storing the polling response data.

11. The method of claim 10, wherein processing the received television terminal status reports comprises:

demodulating the received status reports, producing demodulated television terminal data;

reading at least one information field in the demodulated television terminal data, each information field being appended to a television terminal identification number field; and

sorting each information field by television terminal identification number.

12. The method of claim 10, further comprising updating the programs watched data based on the processed television terminal status reports.

13. The method of claim 10, further comprising:

gathering demographic data related to the subscribers; and

correlating the demographic data with the categories of advertisements.

14. The method of claim 13, wherein gathering the demographic data comprises one or more of sending questionnaires to the subscribers, receiving demographic data via the television terminal and gathering demographic data from third parties.

15. The method of claim 14, wherein gathering demographic data from third parties comprise determining Area of Dominant Influence (ADI) and area code+4 data.

16. The method of claim 14, wherein gathering demographic data comprises generating a simulated demographic profile of the subscribers by comparing the programs watched data of the subscribers to a sample viewer profile, the sample viewer profile constructed based on demographic data received from a statistically significant sample of subscribers.

17. The method of claim 14, wherein the television terminal provides the television terminal status report using a random access method and further including using a collision detection/collision avoidance protocol.

18. The method of claim 10, wherein the television terminal transmits a television terminal status report that contains the programs watched data and the advertisements watched data to a remote site using a standard telephone line.

19. The method of claim 18, wherein the remote site is a cable television headend.

20. The method of claim 18, wherein the remote site is a broadcast television operations center.

21. The method of claim 1, wherein the method for targeted advertising is performed at one of a national and a regional operations center.

22. The method of claim 1, wherein the method for targeted advertising is performed at a cable headend site.

23. The method of claim 1, wherein the method for targeted advertising is performed at a remote site that functions as an operations center and a cable headend site.

24. The method of claim 1, wherein the subscriber is assigned to a group based on the analyzed programs watched data and the advertisements watched data.

25. The method of claim 24, further comprising:

providing a plurality of advertisements at a television terminal used by the subscriber for viewing programs, the plurality of advertisements provided over a program channel and one or more feeder channels; and

generating a switching plan, wherein the switching plan instructs the television terminal to select one of the program channel and the at least one feeder channel during a program break occurring in a broadcast of a program on the program channel.

26. The method of claim 25, wherein the selection of the program channel and the feeder channel is based on the group assignment.

27. A method for targeting advertisements to television viewers based on television viewer information, comprising:

receiving gathered television viewer information;

analyzing the received viewer information;

correlating the analyzed viewer information to advertisement categories;

selecting a first advertisement from a first advertisement category;

selecting one or more subsequent advertisements from one of the first advertisement category and one or more subsequent advertisement categories;

providing the selected first advertisement and the one or more subsequent advertisements to television terminals;

providing a switching plan that directs the television terminals to display one of the provided first advertisement and the one or more subsequent advertisements during an advertisement spot in a television program.

28. The method of claim 27, wherein the providing step comprises providing the selected advertisement and the one or more subsequent advertisements for storage at the television terminals.

29. The method of claim 27, wherein the providing step comprises;

providing the selected first advertisement on a program channel displaying the television program; and

providing the selected one or more subsequent advertisements on one or more feeder channels.

30. The method of claim 27, wherein the television viewer information comprises television programs watched information.

31. The method of claim 27, wherein the television viewer information comprises advertisements watched information.

32. The method of claim 27, wherein the television viewer information comprises viewer demographic information.

33. The method of claim 27, wherein the television viewer information is gathered by the television terminals.

34. The method of claim 27, wherein the television viewer information is gathered by third parties.

35. The method of claim 34, wherein the third parties include cable television headends.

36. The method of claim 27, wherein the switching plan is based on the analyzed viewer information.

37. The method of claim 27, wherein generating the switching plan comprises generating a national switching plan.

38. The method of claim 37, further comprising:

generating a local switching plan, whereby local advertisements are selected for display at the television terminals;

modifying the national switching plan based on the local switching plan; and

providing the modified national switching plan to selected ones of the television terminals.

39. A method for targeting advertisements to television viewers in a television program delivery system, comprising:

determining advertisement categories;

mapping television terminals to the determined advertisement categories, wherein one or more of the television terminals are assigned to groups for one or more of the advertisement categories; and

mapping television programs to the groups.

40. The method of claim 39, further comprising:

ranking two or more advertisements within one or more of the advertisement categories; and

selecting for display, advertisements that have a higher ranking.

41. The method of claim 40, further comprising:

determining a number of available channels for display of advertisements;

assigning the advertisements to the available channels in order of the advertisement'"'"'s ranking until all available channels are assigned an advertisement.