METHOD OF ADVERTISING WHILE PLAYING MULTIMEDIA CONTENT

• US 20080235092A1
• Filed: 03/20/2008
• Published: 09/25/2008
• Est. Priority Date: 03/21/2007
• Status: Abandoned Application

• Current Assignee: Naver Corporation
• Original Assignee: NHN Corporation
• Inventors: Song, Ki Ho, Kim, Byounghak
• Application Number:
  US12/052,602
• Publication Number:
  US 20080235092A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

An advertising method and system displaying a context advertisement when the context advertising associated with a contents page which does not match with an advertising keyword or has no text, is provided. The advertising method which displays context advertising information includes: maintaining a context advertising database including the context advertising information; maintaining a user input keyword database including an input query set of keywords inputted by a user; and retrieving and displaying context advertising information associated with the input query set from the context advertising database, when the user visits a contents page which does not match with an advertising keyword or has no text.

Claims

1. A method of advertising comprising:

recognizing that a user'"'"'s terminal is playing or initiating to play a multimedia content transmitted from a website;

providing data indicative of the user'"'"'s interactions with the Internet before playing or initiating to play the multimedia content;

analyzing the data so as to draw an advertisement keyword relating to the user'"'"'s interactions with the Internet;

selecting at least one advertisement based on the advertisement keyword; and

transmitting the at least one advertisement for displaying on the user'"'"'s terminal while playing the multimedia content.

2. The method of claim 1, wherein the user'"'"'s interactions comprises at least one of searching with a search query and visiting a webpage, wherein the user visited webpage has a URL and a content description of the webpage.

3. The method of claim 2, wherein data indicative of the user'"'"'s interaction comprises at least one selected from the group consisting of the search query, the URL and the content description.

4. The method of claim 2, wherein analyzing the data comprises:

identifying a plurality of terms from the data; and

drawing the advertisement keyword among the identified plurality of terms based on a relevancy value assigned to each term.

5. The method of claim 4, wherein the relevancy value is assigned based on at least one selected from the group consisting of how many times each identified term occurs in the data, and how close in time an occurrence of each identified term is to playing of the multimedia content.

6. The method of claim 5, wherein the more each term occurs, the greater the relevancy value assigned to the identified term is.

7. The method of claim 5, wherein the closer in time each identified term'"'"'s occurrence is to playing of the multimedia content, the greater the relevancy value assigned to the identified term is.

8. The method of claim 5, wherein the relevancy value assigned to each identified term is the sum of time proximity values of occurrences thereof.

9. The method of claim 8, wherein the longer a time gap between an occurrence and playing of the multimedia content, the smaller the time proximity value is.

10. The method of claim 4, wherein the relevancy value represents a degree of relevancy of each identified term to the multimedia content.

11. The method of claim 4, wherein the term having the highest relevancy value is drawn as the advertisement keyword.

12. The method of claim 2, wherein analyzing the data comprises:

identifying a plurality of terms from the data; and

searching each identified term from a list of plurality of advertisement keywords so as to locate a plurality of advertisement keywords;

drawing one among the plurality of advertisement keywords based on a relevancy value assigned to each term.

13. The method of claim 12, wherein the relevancy value is assigned based on at least one selected from the group consisting of how many times each of the plurality of advertisement keywords occurs in the data, and how close in time an occurrence of each of the plurality of advertisement keywords is to playing of the multimedia content, wherein the more each advertisement keyword occurs, the greater the relevancy value assigned to the advertisement keyword is, wherein the closer in time each advertisement keyword'"'"'s occurrence is to playing of the multimedia content, the greater the relevancy value assigned to the advertisement keyword is, wherein the relevancy value assigned to each advertisement keyword is the sum of time proximity values of occurrences thereof, wherein the longer a time gap between an occurrence and playing of the multimedia content, the smaller the time proximity value is.

14. The method of claim 1, wherein selecting the advertisement comprises locating the at least one advertisement associated with the advertisement keyword that is sold to at least one advertiser for displaying the at least one advertisement when the advertisement keyword is selected.

15. The method of claim 1, wherein recognizing comprises at least one selected from the group consisting of monitoring types and sizes of data transmission between a server of the website and the user'"'"'s terminal, monitoring operation of the user'"'"'s terminal, receiving from a server of the website information about playing or initiating to play the multimedia content in the user'"'"'s terminal, and receiving from the user'"'"'s terminal information about playing or initiating to play the multimedia content.

16. The method of claim 15, wherein the types of data transmission comprises streaming, downloading from the server to the user'"'"'s terminal, uploading from the user'"'"'s terminal to the server, wherein the information received from the user'"'"'s terminal or the server comprises at least one selected from the group consisting of a request for streaming or downloading the multimedia content, an acknowledgement of receipt of the request, and a notification of streaming or downloading progress.

17. The method of claim 15, wherein recognizing comprises determining that the multimedia content transmitted from a website is being played or about to be played.

18. The method of claim 1, wherein providing data comprises monitoring user'"'"'s interactions with the Internet.

19. The method of claim 1, wherein providing data comprises receiving, from the user'"'"'s terminal, data indicative of user'"'"'s interactions with the Internet.

20. The method of claim 1, wherein the data represents the user'"'"'s interactions with the Internet for a predetermined period up to playing of the multimedia content.