Patent Grant
9043830
Rich media, and particularly video content and advertising, has generally been found to be more engaging and effective in eliciting user response than, for instance, standard graphical content and advertising.
Video content and advertising, however, has a number of drawbacks or potential drawbacks. For example, video is generally very heavy in terms of data and required bandwidth, which can cause downloading delays and other problems, especially for downloading or delivery to lower bandwidth users. Additionally, downloading of a video player can be time-consuming. Furthermore, video content and advertising can be difficult and time-consuming to create.
There is a need, for example, for content and advertising that provides a high degree of user engagement and high user response rates while avoiding drawbacks associated with video content and advertising.
Some embodiments of the invention provide systems and methods relating to rich media advertising. Techniques are provided in which an advertiser-provided image-based component of an advertisement creative is matched with an advertiser-provided audio component of the advertisement creative. A rich media advertisement may be served that includes the image-based component and a synchronously presented audio component. The image-based component and the audio-based component may be elements of a companion advertisement.
In some embodiments, utilization of the rich media advertisement may be provided as an option to an advertiser to advertising utilizing a video advertisement, such as an option that may be used to target lower bandwidth users.
In some embodiments, presentation of the rich media advertisement on a user computer may not require downloading or utilization of a video player.
While the invention is described with reference to the above drawings, the drawings are intended to be illustrative, and the invention contemplates other embodiments within the spirit of the invention.
Each of the one or more computers 104, 106, 108 may be distributed, and can include various hardware, software, applications, algorithms, programs and tools. Depicted computers may also include a hard drive, monitor, keyboard, pointing or selecting device, etc. The computers may operate using an operating system such as Windows by Microsoft, etc. Each computer may include a central processing unit (CPU), data storage device, and various amounts of memory including RAM and ROM. Depicted computers may also include various programming, applications, algorithms and software to enable searching, search results, and advertising, such as graphical or banner advertising as well as keyword searching and advertising in a sponsored search context. Many types of advertisements are contemplated, including textual advertisements, rich advertisements, video advertisements, coupon-related advertisements, group-related advertisements, social networking-related advertisements, etc.
As depicted, each of the server computers 108 includes one or more CPUs 110 and a data storage device 112. The data storage device 112 includes a database 116 and a Rich Media Advertising Program 114.
The Program 114 is intended to broadly include all programming, applications, algorithms, software and other and tools necessary to implement or facilitate methods and systems according to embodiments of the invention. The elements of the Program 114 may exist on a single server computer or be distributed among multiple computers or devices.
At step 204, the method 200 includes, using one or more computers, serving a rich media advertisement for presentation on a user computer, in which the rich media advertisement includes the image-based component and the companion audio component, and in which presentation of the image-based component is timed to be synchronized with presentation of the audio component.
At step 304, the method 300 includes, using one or more computers, serving a rich media advertisement for presentation on a user computer, in which the rich media advertisement includes the image-based component and the companion audio component, in which presentation of the image-based component is timed to be synchronized with presentation of the audio component. The image-based component includes a series of images for sequential display, and in which serving the rich media advertisement includes serving the series of images such that each of the images in the sequence is timed to coincide with matching portions of the audio component. The method 300 includes obtaining, from the advertiser, the rich media companion advertisement creative and a counterpart video advertisement creative associated with a video advertisement. The rich media advertisement creative is for serving the rich media advertisement to lower bandwidth users and the video advertisement is for serving to higher bandwidth users. The method 300 further includes, prior to selecting either the rich media advertisement or the video advertisement for serving, detecting whether the user is a lower bandwidth user or a higher bandwidth user, and, if the user is a lower bandwidth user, serving the rich media advertisement, and, if the user is a higher bandwidth user, serving the video advertisement. It is to be noted that, while some embodiments are described herein in which the rich media ads are shown to lower bandwidth users, other embodiments are contemplated. For example, in some embodiments, an advertiser may choose for the rich media ads to be shown to both low bandwidth and high bandwidth users, or to any users.
Step 404 includes, using one or more computers, serving a rich media advertisement for presentation on a user computer, in which the rich media advertisement includes the image-based component and the audio component, in which presentation of the image-based component is timed to be synchronized with presentation of the audio component. Advertising utilizing the rich media advertisement is provided as an option to an advertiser to advertising utilizing a video advertisement, in which the option is at least in part for targeting lower bandwidth users than users targeted with one or more video advertisements.
At step 504, the method 500 includes, using one or more computers, serving a rich media advertisement for presentation on a user computer, in which the rich media advertisement includes the image-based component and the audio component, in which presentation of the image-based component is timed to be synchronized with presentation of the audio component. Advertising utilizing the rich media advertisement is provided as an option to an advertiser to advertising utilizing a video advertisement, in which the option is at least in part for targeting lower bandwidth users than users targeted with one or more video advertisements. The audio component is a companion audio component to the image-based component. The image-based component includes a series of images for sequential display. Serving the rich media advertisement includes serving the series of images such that each of the images in the sequence is timed to coincide with matching portions of the audio component. Providing the option to the advertiser includes providing the advertiser with an opportunity for easier creation of an advertisement creative relative to creation of a counterpart video advertisement creative.
At step 604, the method 600 includes, using one or more computers, serving a rich media advertisement for presentation on a user computer, in which the rich media advertisement includes the image-based component and an audio component, in which presentation of the image-based component is timed to be synchronized with presentation of the audio component, in which the rich media advertisement is such that presentation of the rich media advertisement on a user computer does not require utilization of a video player.
At step 704, the method 700 includes, using one or more computers, serving a rich media advertisement for presentation on a user computer, in which the rich media advertisement includes the image-based component and an audio component, in which presentation of the image-based component is timed to be synchronized with presentation of the audio component. The image-based component includes a series of images for sequential display. Serving the rich media advertisement includes serving the series of images such that each of the images in the sequence is timed to coincide with matching portions of the audio component. The rich media advertisement is such that presentation of the rich media advertisement on a user computer does not require utilization of a video player.
Rich media ads according to embodiments of the invention are herein sometimes referred to as Adlite ads. Block 806 represents an Adlite ad according to one embodiment of the invention. Also depicted are components of the creative associated with the rich media ad, including an image-based component, which may include one or more images, and an audio component. In some embodiments, Adlite ads according to embodiments of the invention may be an option or alternative to video ads.
As represented by block 808, an Adlite ad may have a number of advantages, such as relative to counterpart video advertisements. For example, Adlite ads may provide sequentially displayed images with closely matched audio that can provide an engaging, storyboarded video-like user experience. Adlite ads may also be much “lighter”, in terms of data, than video ads. Furthermore, Adlite ads, including creatives, may be easier and faster to design, create, or upload to an ad system than video ads, including creatives. Moreover, Adlite ads may provide advantages from a user or client-side perspective as well. For example, Adlite ads may require less bandwidth in terms of data rates, be faster to download, or be less processing-intensive to present than video ads. Furthermore, presentation of Adlite ads may not require a video player. Instead, for example, an audio component may be presentable using an audio player such as may be built into a browser, and images may be presentable using standard image, image series or slide show presentation techniques that do not require a video player.
In some embodiments, the video ad and the Adlite ad may be counterparts of each other, which can mean, for example, that the video ad and the Adlite ad are substantively intended to be very similar and have similar content and effect, but be in different formats. For example, the Adlite ad may be intended to be served to users with lower bandwidth, whereas the video ad may be intended to be served to users with higher bandwidth.
As depicted, ad serving 1002 may include detection of user or client bandwidth or bandwidth level or range 1006. If a lower bandwidth or bandwidth level is detected, then ad serving selects Adlite ad booking and associated image and audio ad creative components 1004. If higher bandwidth or bandwidth level is detected, then ad serving selects video ad booking and an associated video ad creative 1014.
If the Adlite option was selected at block 1004, then an Adlite ad serving response 1008 takes place, which may include, for example, utilization of HTML and Javascript with creative or creative component information and content distribution network (CDN) information.
If the video ad option was selected at block 1014, then a video ad serving response 1010 takes place, which may include utilization of CDN and creative information and serving of a video ad for presentation on the client side using a video player.
Block 1104 depicts a selected video ad response. This may include the client browser fetching the video player and video creative. It may also include the browser playing the ad 1108 using a video player that was downloaded prior to ad serving.
In some embodiments, Adlite rich media ads provide an alternative to video advertising. An Adlite ad may provide a level of user engagement and response that is similar to that of a video ad, while providing many advantages over typical video ads and ad scenarios, as mentioned above. These advantages can include easier creation and uploading of creatives by advertisers, faster downloading or playing and less bandwidth requirement on the client side, and an ability for the client to play the ad without need of a video player, for example.
In some embodiments, companion ad techniques may be used in creation and handling of Adlite ads. For example, Adlite ads may be booked and treated as if including essentially two linked ads, or linked creatives. For example, in an ad system, slots may be designated for each ad, Such slots may typically include an actual size or unit of a graphical ad, for instance. In Adlite ad booking and treatment, two ad slots may be involved. The first ad slot may be designated for the image-based creative component of an Adlite ad. The second slot may be designated for the audio creative component of the Adlite ad. The second slot may not be associated with an ad size, unit, etc., but may instead be a conceptual slot that serves as a placeholder for the audio ad, and may serve to help link the image-based and audio creative components by being linked to the first slot.
For example, in some embodiments, if Adlite ad booking is selected, an advertiser may first be prompted to upload an image-based creative component. The advertiser may then be prompted and required to upload the companion audio component. In some embodiments, these steps may instead include uploading an audio component followed by a companion image-based component. Furthermore, since the image-based component may include a sequential series of image to be timed to be synchronized with portions of the audio creative, the advertiser may be required to designate images and associated audio portions, etc. Such sequencing and synchronization may help enable producing a storyboarded, video like effect.
Furthermore, in some embodiments, an Adlite ad and a counterpart video ad may be booked by an advertiser. The Adlite ad may be utilized if client bandwidth is detected to be lower, while the video ad may be utilized if the client bandwidth is detected to be higher. The Adlite ad and the video ad may different media type or format versions of essentially the same ad concept, for example.
In some embodiments, Adlite ads provide a rich ad format, which may provide users with an engaging ad experience while using standard graphical creatives and an audio creative type, instead of using video creatives, which are generally much heavier. This may include matching an image or an image series with a high quality audio clip to provide an engaging, online video-like experience, for example.
Some embodiments of the invention include a recognition that, generally unlike video ads, standard image ads have limited capability of telling a compelling story to users. Rich ads and video ads, and particularly video ads, however, have much higher conversion rates and are more engaging than standard graphical ad formats. However, video ad creatives are generally orders of magnitude larger in size (heavier) than standard graphical ads. Furthermore, video ads are generally more expensive or time consuming to create. In some embodiments, Adlite ads provide many advantages of video ads while avoiding many of the disadvantages.
In some embodiments, an Adlite ad contains an image-based component, such as in the format of a standard graphical ad or ads with a few or more animated slides, as well as an audio component. The audio component may be high quality, and may be compressed or compressible, and the images may also be compressible or compressed. The audio component is a companion ad or companion creative for the image-based component, or vice-versa.
In some embodiments, during booking, when an advertiser is creating an ad campaign, the advertiser is provided with an option to create an Adlite ad, such as by first creating a component including a standard graphical ad or ad type, and then linking it to a created or specified companion audio ad, ad creative, or ad creative component. At ad serving, for example, when an ad-call comes to the advertising server, an Adlite ad may be served (standard graphical+audio companion), giving a video-ad like experience. A slide-show image-based component, in a standard graphical ad format, for example, may be closely or synchronously tied to the audio, such that it helps the advertiser to tell a compelling story, which may achieve an engagement level similar to that of a video ad.
In some embodiments, the Adlite format will enable, for example, increased the coverage of rich ads in display markets. Furthermore, the Adlite ad may be easier to create than a standard video ad. Adlite ads can provide a solution for advertisers that is cost-effective and yet maintains high engagement and performance levels.
In some embodiments, Adlite ads can provide a solution for use in targeting lower-bandwidth users and networks, such as may be prevalent in emerging world markets, for instance. For example, in emerging world markets, downloading speeds may be dramatically slower than in more developed markets, such as orders of magnitude slower.
Several disadvantages may be associated with video ads. For example, since video ad creatives are generally orders of magnitude larger in data size than standard graphical ads, downloading a video ad may take a proportionally large amount of time in lower bandwidth networks. Furthermore, video ads generally require a video player to be downloaded, before the creative can be played in the browser. Downloading the video player may also takes a significant amount of time, particularly in slower networks, such as may be present in emerging world markets. As such, standard graphical ads are often utilized in such markets, but are generally not as engaging as video ads.
Video ads and their presentation may typically involve elements including the visual video component, the audio component, and a video player. Of these, the video visual video component is usually the heaviest, in terms of size and necessary bandwidth use.
Generally, problems faced while serving video ads in low bandwidth areas include the following. Downloading the video ad may take noticeable amount of time, adversely affecting user experience, often causing a user to just leave the page. Also, downloading the video player itself takes a significant amount of time, adding to user experience degradation. Notably, high latency, such as in page load, tends to result in user frustration, causing users to leave pages, which can result in lower page views and, ultimately, lower click throughs, conversions, and other ad performance metrics.
One method that has been attempted to mitigate video ad problems is compressing the video creative. However, generally, the visual video component cannot be compressed significantly without a proportional loss in quality. Generally, available compression technology cannot compress the visual video creatives to, for example, sizes that can be tolerated on dial-up networks or other slow networks. Lower video quality due to compression, coupled with higher page load time due to the need for downloading the video player, can lead to substantially lower user engagement, ad performance, and revenue. In some embodiments, Adlite ads provide a solution, such as by providing a video-like ad experience while avoiding many disadvantages associated with video ads.
In some embodiments, during booking, such as when an advertiser is creating a video ad campaign, the advertiser is provided with an option to create an Adlite ad. the Adlite ad may include a standard graphical format image-based component plus a companion audio component, such as in addition to a counterpart video ad, but may be targeted to low bandwidth users.
In some embodiments, during ad-serving time, such as when an ad call comes to the advertising server, ad serving first detects the user's bandwidth. If the bandwidth is high or high enough, the video ad may be selected and served. However, if the bandwidth is low or low enough, the Adlite ad may be served instead.
In some embodiments, Adlite ads provide several advantages. In some embodiments, no video player needs to be downloaded at the client/browser. Generally, standard browsers include an inbuilt audio player. In some embodiments, an Adlite image-based component, such as a slideshow in standard graphical ad format, can generally be supported by using an image format such as one that supports layering/slideshows (for example, the “GIF” format) or, in some embodiments, through a light client side script, for example.
In some embodiments, the audio component of an Adlite ad creative may be compressed, or may be compressed if necessary or under appropriate circumstances. Adlite audio components may be of high quality, but may be compressed or compressible much more than a visual video creative without significant reduction in quality. Furthermore, compared to a typical video ad, the Adlite format can result a large savings or reduction, such as a ten or fifteen times saving, in overall data size or data-transfer, resulting in advantages which can include faster download and a better user-experience. However, Adlite ads may provide engagement levels similar to that of a video ad, and can, for example, allow the advertiser to tell a compelling story even in lower bandwidth networks.
While the invention is described with reference to the above drawings, the drawings are intended to be illustrative, and the invention contemplates other embodiments within the spirit of the invention.
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