Targeted advertising system

• US 20040078809A1
• Filed: 10/27/2003
• Published: 04/22/2004
• Est. Priority Date: 05/19/2000
• Status: Abandoned Application

• Current Assignee: Gemstar Development Corporation (Adeia Inc.)
• Original Assignee: Gemstar Development Corporation (Adeia Inc.)
• Inventors: Drazin, Jonathan
• Application Number:
  US10/276,837
• Publication Number:
  US 20040078809A1
• Time in Patent Office: Days
• US Class Current: 725/34
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• 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 21/2668 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 21/4147 PVR [Personal Video Recorder] H04N5/76 takes precedence ; arrangements for broadcast with accumulation-type receivers H04H20/40
• CPC Class Codes: H04N 21/44016 involving splicing one content stream with another content stream, e.g. for substituting a video clip
• CPC Class Codes: H04N 21/44224 Monitoring of user activity on external systems, e.g. Internet browsing
• 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 21/4755 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 21/812 involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 21/84 Generation or processing of descriptive data, e.g. content descriptors systems specially adapted for using meta-information in broadcast systems H04H60/73
• 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 7/165 Centralised control of user terminal subsequent to an upstream request signal H04N7/17345; Registering at central by two-way working H04N7/17309

Abstract

A system for targeting adverts at viewers comprising a set box (STB) (22) having a processor that is operable to read a plurality of viewer characteristics relating to an image that is currently being viewed. These viewer characteristics typically provided by the television broadcaster or another remote data center (24). The viewer characteristics are used by the STB (22) to construct a multi-dimensional viewer profile. Each time the viewer views a television program, the information in the viewer profile is updated. In order to target adverts at specific viewers, the viewer profile is compared with a multi-dimensional target viewer profile associated with an advert. In the event that there is a sufficient match, the advert is displayed on the television screen.

Claims

1. A method of targeting adverts at viewers, the method comprising:

reading a plurality of target viewer characteristics relating to an image being currently viewed;

storing information associated with the target viewer characteristics in a multi-dimensional space, thereby to define a multi-dimensional viewer profile;

updating the information in the multi-dimensional viewer profile, when another image having a plurality of viewer characteristics is viewed;

comparing the multi-dimensional viewer profile with a multi-dimensional target viewer profile associated with an advert, and

displaying the advert when there is a sufficient match between the multi-dimensional viewer profile and the multi-dimensional target viewer profile.

2. A method as claimed in claim 1 further comprising weighting the target viewer characteristics relating to the image being viewed according to a pre-determined criterium and using the weighted characteristics to up-date the viewer profile.

3. A method as claimed in claim 2, wherein the weighting of particular characteristics is a function of time spent by the viewer viewing the image.

4. A method as claimed in any one of the preceding claims, wherein the step of comparing is conducted for a plurality of adverts and the step of displaying involves displaying the advert with the best match.

5. A method as claimed in any one of the preceding claims, further comprising downloading viewer characteristics relating to the currently viewed image.

6. A method as claimed in any one of the preceding claims further comprising storing a plurality of adverts in a memory, which adverts are for use in the step of comparing.

7. A method as claimed in claim 6 comprising ranking the adverts stored in memory and displaying the adverts in order of rank.

8. A method as claimed in claim 7, wherein the step of ranking invloves comparing target viewer characteristics associated with the advert and the viewer profile, wherein the degree of match determines the rank of a particular advert.

9. A method as claimed in claim 6 or clam 7 comprising up-dating the adverts stored, wherein the step of up-dating preferably comprises downloading or transmitting the up-dated adverts from a remote location to the memory.

10. A method as claimed in any one of the preceding claims further comprising dividing a pre-determined time period into time segments.

11. A method as claimed in claim 6, wherein the multi-dimensional viewer profile is determined for at least one of the time segments, preferably each time segment.

12. A method as claimed in any one of the preceding claims, wherein the viewer characteristics comprise demographic parameters, such as age, gender, status or socioeconomic class and/or psycho-graphic and/or lifestyle parameters, such as active investment, health consciousness, environmental consciousness, jet-setting, learning.

13. A method as claimed in any one of the preceding claims, wherein the step of displaying involves displyaing the advert as part of a television program listings or an electronic program guide.

14. A method as claimed in any one of the preceding claims, wherein the advert comprises a display panel or pop-up icon, which when selected provide more information on the product.

15. A method as claimed in any one of the preceding claims, wherein the advert comprises a conventional audio-visual television advertisement.

16. A method as claimed in any one of the preceding claims, further comprising inserting the advert into or between television programs.

17. A method as claimed in any one of the preceding claims, wherein the advert contains interactive content embedded within it.

18. A method as claimed in claim 16, wherein the embedded content includes a software application, which is selectable by the viewer.

19. A method as claimed in any one of the preceding claims wherein the advert contains a link or URL to additional content.

20. A method as claimed in any one of the preceding claims, wherein the image is a television program or an internet or digital site.

21. A method as claimed in any one of the preceding claims comprising modelling viewing behaviour for a plurality of viewers and using results of the modelling to determine a weighting for an advert, which weighting is used in the step of comparing, thereby to determine the match.

22. A method as claimed in claim 20, wherein the weighting is determined so as to ensure that a given advert is displayed to target viewers a pre-determined number of times and/or for a minimum cumulative duration.

23. A method as claimed in claim 20 comprising using a Monte Carlo simulation in the step of modelling.

41. A viewer terminal as claimed in any one of the preceding claims wherein the advert contains a link or URL to additional content.

24. A viewer terminal comprising:

means for reading a plurality of target viewer characteristics relating to an image being currently viewed;

a memory for storing information associated with the target viewer characteristics in a multi-dimensional space, thereby to define a multi-dimensional viewer profile;

means for updating the information in the multi-dimensional viewer profile, when another image having a plurality of viewer characteristics is viewed;

means for comparing the multi-dimensional viewer profile with a multi-dimensional target viewer profile associated with an advert, and

means for causing the advert to be displayed when there is a sufficient match between the multi-dimensional viewer profile and the multi-dimensional target viewer profile.

25. A viewer terminal as claimed in claim 24 further comprising means for weighting the target viewer characteristics relating to the image being viewed according to a pre-determined criterium, prior to up-dating of the viewer profile.

26. A viewer terminal as claimed in claim 25, wherein the weighting of particular characteristics is a function of time spent by the viewer viewing the image.

27. A viewer terminal as claimed in any one of claims 24 to 26, wherein the means for comparing is operable to compare a plurality of adverts and determine the advert with the best match.

28. A viewer terminal as claimed in any one of claims 24 to 27, further comprising means for receiving viewer characteristics relating to the currently viewed image from a remote location.

29. A viewer terminal as claimed in any one of claims 24 to 28, wherein a plurality of adverts are stored in the memory, which adverts are for use in the step of comparing.

30. A viewer terminal as claimed in claim 29 comprising means for ordering the adverts stored in memory.

31. A viewer terminal as claimed in claim 30, wherein the means for ordering are operable to compare the degree of match between the target viewer characteristics associated with the advert and the viewer profile, wherein the degree of match determines the position of a particular advert in the order.

32. A viewer terminal as claimed in any one of claims 24 to 31 further comprising means for dividing a pre-determined time period into time segments.

33. A viewer terminal as claimed in claim 32, wherein the multi-dimensional viewer profile is determined for at least one of the time segments, preferably each time segment.

34. A viewer terminal as claimed in any one of claims 24 to 33, wherein the viewer characteristics comprise demographic parameters, such as age, gender, status or socio-economic class and/or psycho-graphic and/or lifestyle parameters, such as active investment, health consciousness, environmental consciousness, jet-setting, learning.

35. A viewer terminal as claimed in any one of claims 24 to 34, wherein the advert is displayed as part of a television program listings or an electronic program guide.

36. A viewer terminal as claimed in any one of claims 24 to 35, wherein the advert comprises a display panel or pop-up icon, which when selected provide more information on the product.

37. A viewer terminal as claimed in any one of claims 24 to 36, wherein the advert comprises a conventional audio-visual television advertisement.

38. A viewer terminal as claimed in any one of claims 24 to 37, further comprising means for inserting the advert into or between television programs.

39. A viewer terminal as claimed in any one of claims 24 to 38, wherein the advert contains interactive content embedded within it.

40. A viewer terminal as claimed in claim 39, wherein the embedded content includes a software application, which is selectable by the viewer.

42. A viewer terminal as claimed in any one of claims 24 to 41, wherein the terminal is a television or a set top box or a VCR or any other television device or a PC-television or a PC.

43. A method for targeting adverts, the method comprising reading a plurality of viewer characteristics relating to an image currently being viewed;

comparing the viewer characteristics relating to the image with target viewer characteristics associated with an advert, and displaying the advert when there is a sufficient match between the image viewer characteristics and the advert target viewer characteristics associated.

44. A method as claimed in claim 43, wherein the step of comparing is conducted for a plurality of adverts and the step of displaying involves displaying the advert with the best match.

45. A method as claimed in claim 43 or claim 44, further comprising downloading viewer characteristics relating to the currently viewed image.

46. A method as claimed in any one of claims 43 to 45, further comprising storing a plurality of adverts in a memory, which adverts are for use in the step of comparing.

47. A method as claimed in claim 46 comprising ranking the adverts stored in memory and displaying the adverts in order of rank.

48. A method as claimed in claim 47, wherein the step of ranking invloves comparing target viewer characteristics associated with the advert and the image, wherein the degree of match determines the rank of a particular advert.

49. A method as claimed in claim 46 or clam 47 comprising up-dating the adverts stored, wherein the step of up-dating preferably comprises downloading or transmitting the up-dated adverts from a remote location to the memory.

50. A method as claimed in any one of claims 43 to 49, wherein the target viewer characteristics relating to the image and the target viewer characteristics associated with the advert comprise demographic parameters, such as age, gender, status or socio-economic class and/or psycho-graphic and/or lifestyle parameters, such as active investment, health consciousness, environmental consciousness, jet-setting, learning.

51. A method as claimed in any one of claims 43 to 50, wherein the advert is displayed as part of a television program listings or an electronic program guide.

52. A method as claimed in any one of claims 43 to 51, wherein the advert comprises a display panel or pop-up icon, which when selected provide more information on the product.

53. A method as claimed in any one of claims 43 to 52, wherein the advert comprises an audio-visual television advertisement.

54. A method as claimed in any one of claims 43 to 53, further comprising inserting the advert into or between television programs.

55. A method as claimed in any one of claims 43 to 53, wherein the advert contains interactive content embedded within it.

56. A method as claimed in claim 55, wherein the embedded content includes a software application, which is selectable by the viewer.

57. A method as claimed in any one of claims 43 to 56, wherein the advert contains a link or URL to additional content.

58. A method as claimed in any one of claims 43 to 57, wherein the image is a television program or an internet or digital site.

59. A viewer terminal for targeting adverts, the viewer terminal comprising means for receiving a plurality of viewer characteristics relating to an image currently being viewed;

means for comparing the plurality of viewer characteristics relating to the image with target viewer characteristics associated with an advert, and means for causing the display of the advert when there is a sufficient match between the image viewer characteristics and the target viewer characteristics associated with the advert.

60. A viewer terminal as claimed in claim 59, wherein the means for comparing is operable to compare the target viewer characteristics for a plurality of adverts and cause the displaying of the advert with the best match.

61. A viewer terminal as claimed in claim 59 or claim 60, further comprising means for receiving from a remote location viewer characteristics relating to the currently viewed image.

62. A viewer terminal as claimed in any one of claims 59 to 60, further comprising a memory for storing a plurality of adverts, which adverts are for use in the step of comparing.

63. A viewer terminal as claimed in claim 62 comprising means for ranking the adverts stored in memory and displaying the adverts in order of rank.

64. A viewer terminal as claimed in claim 63, wherein the means for ranking comprise means for determining the degree of match between the image and the advert characteristics.

65. A viewer terminal as claimed in any one of claims 59 to 64, wherein the target viewer characteristics relating to the image and the target viewer characteristics associated with the advert comprise demographic parameters, such as age, gender, status or socio-economic class and/or psycho-graphic and/or lifestyle parameters, such as active investment, health consciousness, environmental consciousness, jet-setting, learning.

66. A viewer terminal as claimed in any one of claims 59 to 65, comprising means for displaying the advert as part of a television program listings or an electronic program guide.

67. A viewer terminal as claimed in any one of claims 59 to 66, wherein the advert comprises a display panel or pop-up icon, which when selected provide more information on the product.

68. A viewer terminal as claimed in any one of claims 59 to 67, wherein the advert comprises an audio-visual television advertisement.

69. A viewer terminal as claimed in any one of claims 59 to 68, further comprising means for inserting the advert into or between television programs.

70. A viewer terminal as claimed in any one of claims 59 to 69, wherein the advert contains interactive content embedded within it.

71. A viewer terminal as claimed in claim 70, wherein the embedded content includes a software application, which is selectable by the viewer.

72. A viewer terminal as claimed in any one of claims 59 to 71, wherein the terminal is a television or a set top box or a VCR or any other television device or a PC-television or a PC.

73. A method for delivering adverts to a plurality of viewer terminals comprising simulating viewing habits at at least a portion of the viewer terminals, the viewer terminals being operable to use viewer characteristics relating to an advert to determine whether the advert should be displayed to a viewer, using results of the step of simulating to determine a weighting factor associated with the advert viewer characteristics, and transmitting the weighting factor to the viewer terminals for use in determining whether an advert should be shown.

74. A method as claimed in claim 73, wherein the step of simulating uses a Monte Carlo simulation.

75. A method as claimed in claim 73 or claim 74, wherein the weighting factor is such as to ensure that a given advert is displayed to target viewers a pre-determined number of times and/or for a minimum cumulative duration.

76. A system for delivering adverts to a plurality of viewer terminals comprising means for simulating viewing habits at at least a portion of the viewer terminals, the viewer terminals being operable to use viewer characteristics relating to an advert to determine whether the advert should be displayed to a viewer, means for using results of the step of simulating to determine a weighting factor associated with the advert viewer characteristics, and means for transmitting or downloading the weighting factor to the viewer terminals for use in determining whether an advert should be shown.

77. A system as claimed in claim 76, wherein the step of simulating uses a Monte Carlo simulation.

78. A system as claimed in claim 76 or claim 77, wherein the weighting factor is such as to ensure that the advert is displayed at a pre-determined number of viewer terminals.