LINKED ADVERTISEMENTS

• US 20140317646A1
• Filed: 04/18/2013
• Published: 10/23/2014
• Est. Priority Date: 04/18/2013
• Status: Active Grant

• Current Assignee: Zhigu Holdings Limited
• Original Assignee: Microsoft Corporation
• Inventors: Garza, Enrique de la, Pineda, Alexei, Zilberstein, Karin, Munsee, Joshua Lawrence
• Granted Patent: US 9,015,737 B2
• Time in Patent Office: Days
• US Class Current: 725/12
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: H04H 2201/37 via a different channel
• CPC Class Codes: H04H 2201/40 characterised in that additional data relating to the broadcast data are available via a different channel than the broadcast channel
• CPC Class Codes: H04H 60/33 Arrangements for monitoring the users' behaviour or opinions
• CPC Class Codes: H04H 60/40 for identifying broadcast time
• CPC Class Codes: H04H 60/45 for identifying users
• CPC Class Codes: H04H 60/51 of receiving stations
• CPC Class Codes: H04H 60/63 for services of sales data processing systems or methods specially adapted for electronic commerce G06Q30/00
• CPC Class Codes: H04N 21/252 Processing of multiple end-users' preferences to derive collaborative data
• CPC Class Codes: H04N 21/25841 involving the geographical location of the client retrieval from the Internet by querying based on geographical locations G06F16/9537; arrangements for identifying locations of receiving stations in broadcast systems H04H60/51; location of the user terminal in data switching networks H04L67/52; services making use of the location of users or terminals in wireless networks H04W4/02; locating users or terminals in wireless networks H04W64/00
• 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 21/41265 having a remote control device for bidirectional communication between the remote control device and client device unidirectional remote control device H04N21/42204
• CPC Class Codes: H04N 21/4223 Cameras H04N23/00 takes precedence
• 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 21/44218 Detecting physical presence or behaviour of the user, e.g. using sensors to detect if the user is leaving the room or changes his face expression during a TV program methods or arrangements for recognising human body or animal bodies or body parts G06V40/10; methods or arrangements for acquiring or recognising human faces, facial parts, facial sketches, facial expressions G06V40/16; methods or arrangements for recognising movements or behaviour G06V40/20; arrangements for identifying users in broadcast systems H04H60/45
• CPC Class Codes: H04N 21/4524 involving the geographical location of the client retrieval from the Internet by querying based on geographical locations G06F16/9537; systems specially adapted for using geographical information in broadcast systems H04H60/70; protocols in which the network application is adapted for the location of the user terminal in communication control or processing H04L67/52; services making use of the location of users or terminals in wireless networks H04W4/02; locating users or terminals in wireless networks H04W64/00
• 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 21/4667 Processing of monitored end-user data, e.g. trend analysis based on the log file of viewer selections
• CPC Class Codes: H04N 21/4668 : for recommending content, e.g. movies
• CPC Class Codes: H04N 21/4753 : for user identification, e.g. by entering a PIN or password cryptographic authentication protocols H04L9/32; networks authentication protocols H04L63/08
• CPC Class Codes: H04N 21/812 : involving advertisement data advertising per se G06Q30/02

Abstract

Embodiments of the present invention generate linked advertisements. Linked advertisements may include a preliminary advertisement and one or more subsequent advertisements. In one embodiment, the viewer is only shown the subsequent advertisement upon detecting a positive reaction to the preliminary advertisement. The subsequent advertisement is associated with presentation triggers that specify a context in which the subsequent advertisement should be presented. The context may be defined by a time of day, location, user activity, and/or other parameters. For example, the presentation trigger may specify a context in which the user is able to purchase an advertised good or service. For example, the context could be the user driving (activity context) near a coffee shop (location context) in the morning (time context). The reaction to the preliminary advertisement may be explicit or implicit.

Claims

1. One or more computer-storage media having computer-executable instructions embodied thereon that when executed by a computing device perform a method of providing linked advertisements, the method comprising:

receiving image data that depicts an audience for an ongoing media presentation;

identifying an audience member by analyzing the image data;

generating audience data by analyzing the image data;

determining from the audience data that the audience member has reacted positively to a preliminary advertisement for a product or service shown as part of the ongoing media presentation; and

in response to said determining, associating the audience member with an ad path that comprises a subsequent advertisement that has a presentation trigger that, when satisfied, causes a presentation of the subsequent advertisement.

2. The media of claim 1, wherein the method further comprises determining an audience member'"'"'s reaction to the preliminary advertisement is positive by analyzing the image data and including the audience member'"'"'s reaction in the audience data.

3. The media of claim 1, wherein the method further comprises associating the audience member with a user account and associating the audience member with a mobile device through the user account.

4. The media of claim 3, wherein the method further comprises determining that the presentation trigger has been satisfied using data generated by the mobile device and presenting the subsequent advertisement to the audience member.

5. The media of claim 4, wherein the method further comprises presenting the subsequent advertisement through the mobile device.

6. The media of claim 1, wherein the presentation trigger is satisfied when the audience member is near a retail outlet where the product or service is sold.

7. The media of claim 1, wherein determining that the audience member has reacted positively to the preliminary advertisement comprises recognizing an affirmative gesture performed by the audience member.

8. The media of claim 1, wherein the method further comprises determining demographic information for the audience member by analyzing the image data and including the demographic information within the audience data.

9. A method of assigning an audience member to an ad path, the method comprising:

receiving image data that depicts an audience for an ongoing media presentation;

identifying the audience member by analyzing the image data;

generating audience data by analyzing the image data;

determining, from the audience data, a strength of the audience member'"'"'s reaction to content shown as part of the ongoing media presentation; and

in response to said determining, associating the audience member with an ad path that comprises multiple subsequent advertisements that each has a presentation trigger that, when satisfied, causes a presentation of an associated subsequent advertisement.

10. The method of claim 9, wherein the audience member is identified through facial recognition using the image data.

11. The method of claim 9, wherein the ad path comprises a high-enthusiasm subsequent advertisement that is associated with a lower-level incentive and a low-enthusiasm subsequent advertisement that is associated with a higher-level incentive.

12. The method of claim 11, further comprising assigning the audience member to the high-enthusiasm subsequent advertisement when the strength of the audience member'"'"'s reaction is strongly positive and the low-enthusiasm subsequent advertisement when the strength of the audience member'"'"'s reaction is weakly positive.

13. The method of claim 9, wherein the strength of the audience member'"'"'s reaction is determined using a reaction profile for the audience member that includes a range or reactions observed in the audience member.

14. The method of claim 9, wherein the content is not an advertisement.

15. One or more computer-storage media having computer-executable instructions embodied thereon that when executed by a computing device perform a method of managing an ad path, the method comprising:

receiving, on a mobile device associated with a user, an ad path that comprises a subsequent advertisement that is related to content to which the user previously responded positively;

determining that a presentation trigger associated with the subsequent advertisement is satisfied by the mobile device'"'"'s present context; and

presenting the subsequent advertisement to the user.

16. The media of claim 15, wherein the user responded positively by performing a gesture.

17. The media of claim 15, wherein the method further comprises monitoring the user'"'"'s response to the subsequent advertisement, activating a different subsequent advertisement in the ad path based on the user'"'"'s response, and monitoring conditions to determine when the presentation trigger associated with the different subsequent advertisement is satisfied.

18. The media of claim 17, wherein the user'"'"'s response is negative and the different subsequent advertisement comprises a larger incentive for the user to purchase an advertised good or service.

19. The media of claim 15, wherein the ad path comprises multiple subsequent ads that are individually activated based on different user responses to one or more of the multiple subsequent ads.

20. The media of claim 15, wherein the presentation trigger comprises the mobile device being located in a geographic area.