Video advertisement placement

• US 8,561,106 B1
• Filed: 12/21/2007
• Issued: 10/15/2013
• Est. Priority Date: 12/21/2007
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Taylor, Karen Padham, Gupta, Manish, Okamoto, Steve, McLeod, Tammy
• Primary Examiner(s): Goodarzi, Nasser
• Assistant Examiner(s): HONG, MICHAEL HYUN
• Application Number:
  US11/963,180
• Time in Patent Office: 2,125 Days
• Field of Search: 725/42, 725/43, 725/32, 725/41
• US Class Current: 725/41
• 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 21/812 involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 5/445 for displaying additional information H04N5/50 takes precedence

Abstract

A content item location is identified on a content page. A content item and a video associated with the content item to display in the content item location are also identified, wherein the video is defined by a video aspect ratio and is associated with a video element, and further wherein the video element is defined by a video element aspect ratio. Display data is generated for displaying the content item in the content item location, and video selection data is generated for displaying the video element in the content item location, wherein the video element aspect ratio is maintained when the video element is displayed. The display data and the video selection data are provided.

Claims

1. A computer-implemented method, comprising:

identifying a content item location on a content page;

identifying a content item and a video associated with the content item to display in the content item location, wherein;

the video is defined by a video aspect ratio and is associated with a video element;

the video element is defined by a video element aspect ratio that is different from the video aspect ratio and has a first dimension that is equal to a first dimension of the video, and a second dimension that is larger than a second dimension of the video;

the video is displayed in a first portion of the video element, the first portion of the video element being of the first and second dimensions of the video; and

a playback control for playing the video is displayed in a second portion of the video element that is adjacent to the first portion of the video element, wherein the playback control has a first dimension that is equal to the first dimension of the video element, wherein the second portion of the video element has a second dimension that is equal to a difference of the second dimension of the video and the second dimension of the video element, and wherein the second portion is contiguous to the first portion;

generating data for displaying the content item in the content item location;

generating data for displaying the video element proximate to the content item in the content item location, wherein the content item location has a first dimension that is equal to one of the dimensions of the video element such that the video element aspect ratio is maintained when the video element is displayed in the content item location;

providing the data for displaying the content item in the content item location and the data for displaying the video element in the content item location and proximate to the content item to a client device, the data including a video still of the video that is displayed in the first portion of the video element;

receiving data indicating a selection of the playback control of the video element; and

in response to receiving the data indicating the selection of the playback control of the video element, providing to the client device data for displaying the video in the first portion of the video element in the content item location, wherein the video aspect ratio is maintained when the video is displayed.

2. The method of claim 1, further comprising:

adjusting the content item to have a first dimension equal to the first dimension of the content item location and a second dimension equal to a second dimension of the content item location to fit the content item location.

3. The method of claim 1, wherein the video aspect ratio is one of 5:

4 or 9;

16.

4. The method of claim 1, wherein the content item is an image.

5. The method of claim 1, wherein the content item location is at least one of a leaderboard format, a banner format, a skyscraper format, or a wide scraper format.

6. The method of claim 1, wherein the video is a video advertisement.

7. The method of claim 2, wherein the content item is an image and adjusting the content item to fit the content item location comprises:

cropping the image to fit the content item location.

8. The method of claim 2, wherein the content item is an image and adjusting the content item to fit the content item location comprises:

reducing a size of the image to fit the content item location.

9. A method, comprising:

receiving an identification of an advertisement block on a content page, wherein the advertisement block is associated with a predetermined size;

receiving and displaying a content item image associated with an advertisement in the advertisement block, wherein the advertisement is associated with a video, and further wherein;

the video is defined by a video aspect ratio and is associated with a video element;

the video element is defined by a video element aspect ratio that is different from the video aspect ratio and has a first dimension that is equal to a first dimension of the video, and a second dimension that is larger than a second dimension of the video;

the video is displayed in a first portion of the video element, the first portion of the video element being of the first and second dimensions of the video; and

a playback control for playing the video is displayed in a second portion of the video element that is adjacent to the first portion of the video element, wherein the playback control has a first dimension that is equal to the first dimension of the video element, wherein the second portion of the video element has a second dimension that is equal to a difference of the second dimension of the video and the second dimension of the video element, and wherein the second portion is contiguous to the first portion;

receiving and displaying the video element, proximate to the content item image and in the advertisement block, wherein the advertisement block has a first dimension that is equal to one of the dimensions of the video element such that the aspect ratio of the video element is maintained when the video element is displayed in the advertisement block; and

displaying the video in response to receiving a selection playback control of the video element, wherein the video aspect ratio of the video is maintained when the video is displayed.

10. The method of claim 9, wherein receiving and displaying a video element associated with the advertisement in the advertisement block comprises:

displaying the video element in substantially a top portion of the advertisement block.

11. The method of claim 9, wherein receiving and displaying a video element associated with the advertisement in the advertisement block comprises:

displaying the video element in substantially a side portion of the advertisement block.

12. The method of claim 9, wherein the aspect ratio of the video is one of a 5:

4 and 9;

16.

13. The method of claim 9, where the advertisement block is at least one of a leaderboard format, a banner format, a skyscraper format, or a wide scraper format.

14. A system, comprising:

a data store configured to store a content item and a video associated with the content item; and

a content item engine comprising instruction executable by a processing system and stored in a computer readable medium, wherein upon execution the instructions cause the processing system to perform the operations of;

identify a content item location on a content page;

identify a content item and a video associated with the content item to display in the content item location, wherein;

the video is defined by a video aspect ratio and is associated with a video element;

the video element is defined by a video element aspect ratio that is different from the video aspect ratio and has a first dimension that is equal to a first dimension of the video, and a second dimension that is larger than a second dimension of the video;

the video is displayed in a first portion of the video element, the first portion of the video element being of the first and second dimensions of the video; and

a playback control for playing the video is displayed in a second portion of the video element that is adjacent to the first portion of the video element, wherein the playback control has a first dimension that is equal to the first dimension of the video element, wherein the second portion of the video element has a second dimension that is equal to a difference of the second dimension of the video and the second dimension of the video element, and wherein the second portion is contiguous to the first portion;

generate data for displaying the content item in the content item location;

generate data for displaying the video element in the content item location and proximate to the content item, wherein the content item location has a first dimension that is equal to one of the dimensions of the video element such that the video element aspect ratio is maintained when the video element is displayed in the content item location; and

in response to receiving data indicating a selection of the playback control of the video element, generate data for displaying the video in the first portion of the video element in the content item location, wherein the video aspect ratio is maintained when the video is displayed.

15. The system of claim 14, wherein the content engine is further operable to:

adjust the content item to have a first dimension equal to the first dimension of the content item location and a second dimension equal to a second dimension of the content item location to fit the content item location.

16. The system of claim 14, wherein the data for displaying the video is generated in response to receiving data indicating a selection of the video element.

17. The system of claim 14, wherein the video element aspect ratio is one of 5:

4 or 9;

16.

18. The system of claim 14, wherein the content item is an image.

19. The system of claim 18, wherein the content engine is further operable to:

crop the image to fit the content item location.

20. A system, comprising:

a data store configured to store a content item and a video associated with the content item; and

a content item engine comprising instruction executable by a processing system and stored in a computer readable medium, wherein upon execution the instructions cause the processing system to perform the operations of;

receive an identification of an advertisement block on a content page, wherein the advertisement block is associated with a predetermined size;

receive and displaying a content item image associated with an advertisement in the advertisement block, wherein the advertisement is associated with a video, and further wherein;

the video is defined by a video aspect ratio and is associated with a video element;

the video element is defined by a video element aspect ratio that is different from the video aspect ratio and has a first dimension that is equal to a first dimension of the video, and a second dimension that is larger than a second dimension of the video;

the video is displayed in a first portion of the video element, the first portion of the video element being of the first and second dimensions of the video; and

a playback control for playing the video is displayed in a second portion of the video element that is adjacent to the first portion of the video element, wherein the playback control has a first dimension that is equal to the first dimension of the video element, and wherein the second portion of the video element has a second dimension that is equal to a difference of the second dimension of the video and the second dimension of the video element, wherein the second portion is contiguous to the first portion;

receive and display the video element proximate to the content item image and in the advertisement block, wherein the advertisement block has a first dimension that is equal to one of the dimensions of the video element such that the aspect ratio of the video element is maintained when the video element is displayed in the advertisement block;

receive a selection of the playback control of the video element and in response display a video in the first portion of the video element in the advertisement block and further wherein a video aspect ratio is maintained when the video is displayed.

21. A system, comprising:

means for receiving an identification of an advertisement block on a content page, wherein the advertisement block is associated with a predetermined size;

means for receiving and displaying a content item image associated with an advertisement in the advertisement block, wherein the advertisement is associated with a video, and further wherein;

the video is defined by a video aspect ratio and is associated with a video element;

the video element is defined by a video element aspect ratio that is different from the video aspect ratio and has a first dimension that is equal to a first dimension of the video, and a second dimension that is larger than a second dimension of the video;

the video is displayed in a first portion of the video element, the first portion of the video element being of the first and second dimensions of the video; and

a playback control for playing the video is displayed in a second portion of the video element that is adjacent to the first portion of the video element, wherein the playback control has a first dimension that is equal to the first dimension of the video element, and wherein the second portion of the video element has a second dimension that is equal to a difference of the second dimension of the video and the second dimension of the video element, wherein the second portion is contiguous to the first portion;

means for receiving and displaying the video element, proximate to the content item image, and in the advertisement block, wherein the advertisement block has a first dimension that is equal to one of the dimensions of the video element such that the aspect ratio of the video element is maintained when the video element is displayed in the advertisement block; and

means for receiving a selection of the playback control and in response displaying a video in the first portion of the video element in the advertisement block and further wherein a video aspect ratio is maintained when the video is displayed.

22. A computer-implemented method, comprising:

identifying a content item and a video associated with the content item to display in a content item location on a content page, wherein the video is associated with a video element having an aspect ratio that is different from an aspect ratio of the video, the video element having a first portion and a second portion adjacent to each other, the first portion having the same aspect ratio as the video;

providing data for displaying the content item in the content item location;

providing data for displaying the video element proximate to the content item in the content item location, wherein one of the dimensions of the video element is equal to one of the dimensions of the content item location and the aspect ratio of the video is maintained when the video element is displayed in the content item location, the data including a video still of the video that is displayable in the first portion of the video element and a playback control that is displayable in the second portion of the video element, wherein the second portion of the video element has a second dimension that is equal to a difference of the second dimension of the video and the second dimension of the video element, and wherein the second portion is contiguous to the first portion;

receiving data indicating a selection of the playback control of the video element; and

in response to receiving the data indicating the selection of the playback control of the video element, providing data for displaying the video in the first portion of the video element in the content item location, wherein the video aspect ratio is maintained when the video is displayed.

23. The method of claim 22, wherein:

the content item location is at least one of a leaderboard format, a banner format, a skyscraper format, or a wide scraper format; and

the aspect ratio of the video is one of 5;

4 or 9;

16.

24. A system, comprising:

a data store configured to store a content item and a video associated with the content item; and

a content item engine comprising instruction executable by a processing system and stored in a computer readable medium, wherein upon execution the instructions cause the processing system to perform the operations of;

identifying a content item and a video associated with the content item to display in a content item location on a content page, wherein the video is associated with a video element having an aspect ratio that is different from an aspect ratio of the video, the video element having a first portion and a second portion adjacent to each other, the first portion having the same aspect ratio as the video;

providing data for displaying the content item in the content item location;

providing data for displaying the video element proximate to the content item in the content item location, wherein one of the dimensions of the video element is equal to one of the dimensions of the content item location and the aspect ratio of the video is maintained when the video element is displayed in the content item location, the data including a video still of the video that is displayable in the first portion of the video element and a playback control that is displayable in the second portion of the video element, wherein the second portion of the video element has a second dimension that is equal to a difference of the second dimension of the video and the second dimension of the video element, and wherein the second portion is contiguous to the first portion;

receiving data indicating a selection of the playback control of the video element; and

in response to receiving the data indicating the selection of the playback control of the video element, providing data for displaying the video in the first portion of the video element in the content item location, wherein the video aspect ratio is maintained when the video is displayed.