Targeted advertisement using television delivery systems

• US 6,463,585 B1
• Filed: 04/03/1998
• Issued: 10/08/2002
• Est. Priority Date: 12/09/1992
• Status: Expired due to Fees

• Current Assignee: Comcast IP Holdings I LLC (Comcast Corporation)
• Original Assignee: Discovery Communications, Inc. (Warner Bros. Discovery, Inc.)
• Inventors: Asmussen, Michael L., McCoskey, John S., Bonner, Alfred E., Hendricks, John S.
• Primary Examiner(s): GRANT, CHRISTOPHER C
• Application Number:
  US09/054,419
• Time in Patent Office: 1,649 Days
• Field of Search: H04/N.716, H04/N.7173, 725/32, 725/33, 725/34, 725/35, 725/36, 725/131, 725/134, 725/142, 725/168, 725/85, 725/9, 725/116
• US Class Current: 725/35
• 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. Program channels carry television programs. During commercial breaks in the television programs, advertisements, which are also broadcast on the program channel, are displayed. However, additional feeder channels 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 and household income. 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 advertisements to a plurality of television terminals, comprising:

assigning at least one primary advertisement to each of a program channel;

assigning at least one alternate advertisement to at least one feeder channel; and

generating a switching plan, wherein the switching plan instructs each of the television terminals 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, wherein generating the switching plan comprises;

assigning each of the television terminals to at least one group,

designating a unique group mask for each of the groups, and

assigning each of the groups to one of the program channel and the at least one feeder channel, wherein the group mask indicates which of the television terminals tune to the program channel and the at least one feeder channel during the program break.

2. The method of claim 1, wherein the group assignments and corresponding group masks are stored in a memory of a television terminal.

3. The method of claim 1, wherein the group assignments are determined based on at least one of Area of Dominant Influence (ADI), zip code+4, demographic data and programs watched data, the group assignments being updated to reflect changes in the ADI, zip code+4, demographic data and programs watched data.

4. The method of claim 1, wherein the program breaks include one or more pods, the program channel and the at least one feeder channel are assigned to each of the one or more pods, and wherein the switching plan directs each of the plurality of television terminals to tune to one of the program channel and the at least one feeder channel between pods.

5. The method of claim 4, wherein the television terminal stores information indicating which of the program channel and the at least one feeder channel was selected during each pod and each program break, the television terminal providing the information to a remote location.

6. The method of claim 5, wherein the remote location polls the television terminal to send the information.

7. The method of claim 5, wherein the television terminal sends the information to the remote location using a collision detection/collision avoidance protocol.

8. The method of claim 1, wherein the program includes the switching plan.

9. The method of claim 1, wherein the switching plan is sent periodically to the plurality of television terminals, the switching plan being stored in a memory of each of the plurality of television terminals.

10. A method of targeting advertisements to television terminals using multiple channels, comprising:

broadcasting a program containing program breaks, each of the program breaks including at least one default advertisement;

broadcasting at least one alternate advertisement;

broadcasting a switching plan, wherein the switching plan designates which of the television terminals receive the default advertisement and the at least one alternate advertisement during the program breaks;

creating categories of advertisements;

defining group categories;

for each group category, defining at least one group;

assigning each television terminal, for each group category, to the at least one group;

creating a group assignment matrix based on the categories of advertisements, the group categories and the group assignments;

storing the group assignment matrix in each television terminal; and

comparing the switching plan to the group assignment matrix to determine a channel to tune for receiving one of the default advertisement and the at least one alternate advertisement.

11. The method of claim 10, further comprising generating the switching plan, comprising:

assigning the default advertisement to a program channel;

assigning alternate advertisements to at least one feeder channel;

assigning a group to each of the program channel and the at least one feeder channel; and

creating a group mask assignment, wherein the group mask assignment is used by the television terminal to compare the switching plan to the group assignment matrix.

12. The method of claim 11, wherein assigning the program channel and the at least one feeder channel comprises:

ranking each of a plurality of programs based on categories of targeted advertisements and a first percentage of total viewers who view each of the plurality of programs;

ranking a plurality of targeted advertisements based on a second percentage of total viewers;

determining, for each of the plurality of programs and each of the targeting categories, targeted advertisements with overall highest rankings, based on the first and the second percentages;

assigning targeted advertisements with the overall highest rankings to be displayed on first program channels;

assigning targeted advertisements with lower overall rankings to be displayed on second program channels; and

assigning alternate targeted advertisements to be displayed on one or more feeder channels, each of the one or more feeder channels associated with a corresponding one of the second program channels.

13. The method of claim 10, wherein the television terminal is a set top terminal.

14. The method of claim 10, wherein the television terminal is incorporated into the television.

15. The method of claim 10, wherein the television terminal is coupled to a satellite television receiver.

16. The method of claim 10, further comprising:

at each television terminal, recording in a memory an identification of a channel selected during the program break;

providing the identification to a remote site; and

deleting the identification from the memory.

17. The method of claim 10, wherein the switching plan is provided with the transmission of the program and periodically to the television terminals, the television terminals storing the switching plan in a memory.

18. A method of targeting advertisements to a plurality of television terminals, comprising:

creating a package of targeted advertisements;

providing the package to each of the plurality of television terminals, the television terminals storing the package in a memory;

generating a group assignment matrix;

providing the group assignment matrix to each of the television terminals, the television terminals storing the group assignment matrix in the memory;

generating a switching plan;

providing the switching plan to each of the plurality of television terminals, the television terminals storing the switching plan in the memory;

broadcasting a program to the plurality of television terminals, the program including at least one program break; and

switching a television terminal receiving the program to one of a plurality channels during the at least one program break, each of the plurality of channels carrying a different advertisement selected from the package of targeted advertisements.

19. The method of claim 18, wherein switching the television terminal comprises:

comparing the group assignment matrix to the switching plan; and

selecting a channel based on the comparison.

20. The method of claim 18, further comprising:

storing in the memory an identification of a channel switched to during the program break;

providing the identification to a remote site; and

deleting the identification from the memory.

21. The method of claim 18, wherein the program break contains a plurality of pods;

the switching plan instructing a television terminal to tune to a separate channel for each of the plurality of pods.

24. The method of claim 18, wherein the switching plan and the group assignment matrix are provided to a television terminal over an Internet.

25. The method of claim 18, wherein the package of targeted advertisements are provided to a television terminal over an Internet.

22. A method for assigning targeted advertisements to multiple broadcast channels, wherein the multiple broadcast channels include a program channel for each of a plurality of programs to be broadcast and at least one feeder channel, comprising:

identifying the plurality of programs to carry the targeted advertisements;

assigning the targeted advertisements to target categories;

dividing each target category into groups of viewers;

ranking each of the plurality of programs based on the target categories and a first percentage of total viewers in each group of viewers;

ranking the targeted advertisements based on a second percentage of total viewers in each group of viewers;

determining, for each of the plurality of programs and each of the targeting categories, targeted advertisements with overall highest rankings, based on the first and the second percentages;

assigning targeted advertisements with the overall highest rankings to be displayed on first program channels;

assigning targeted advertisements with lower overall rankings to be displayed on second program channels; and

assigning alternate targeted advertisements to be displayed on one or more feeder channels, each of the one or more feeder channels associated with a corresponding one of the second program channels.

23. The method of claim 22, wherein the first percentage of total viewers is based on programs watched data collected from television terminals capable of receiving the broadcast plurality of programs.

26. A method for targeting advertisements to a plurality of television terminals, comprising:

generating a package of targeted advertisements;

from the package of targeted advertisements, assigning at least one primary advertisement to a program;

from the package of targeted advertisements, assigning at least one alternate advertisement the program;

providing the package of targeted advertisements to the plurality of television terminals, each of the plurality of television terminals storing the package in a memory;

assigning each of the plurality of television terminals to at least one group;

generating a switching plan, wherein the switching plan instructs each of the plurality of television terminals to select one of the primary advertisement and the at least one alternate advertisement from the memory during a program break occurring in a broadcast of a program on a program channel, based on the group assignment.