Patent Application
20170200316
Virtual Reality (VR) technology devices provide audial and visual presentations to a user that simulates the experience of being in an alternate space, by substituting visual and auditory sensory data otherwise provided by a user's physical surroundings with visual and auditory sensory data of another environment.
In one aspect of the present invention, a computerized method for presenting a virtual reality advertising framework wherein content is displayed on different layers which surround a user includes executing steps on a computer processor. Thus, a computer processor configured by an aspect of the present invention defines a viewpoint of a user of a virtual reality environment displayed by a virtual reality device in three-dimensional space to the user by an angle of the user's head as determined by sensors embedded within a headset, and wherein physical head rotation is translated into virtual rotation of the viewpoint within the three-dimensional space. The processor defines a plurality of different main areas of the three-dimensional virtual reality space projected to the user that comprises a spherical three-dimensional mesh primary content shell that surrounds the user and projects portions of 360 degree virtual reality environment video content that are digitally mapped thereto relative to the user's viewpoint, a three-dimensional mesh advertising shell centered on the user's viewpoint and contained within the primary content three-dimensional mesh shell for displaying advertising content there within to the user, and a transparent rectangular plane heads-up display layer shell that is anchored to the user's viewpoint and comprises imagery mapped to the heads-up display layer shell that is kept in a fixed position relative to the user's viewpoint. Thus, the processor drives the advertising shell to display advertising shell content to the user simultaneously with driving the primary content shell to display the portions of 360-degree virtual reality environment video content that are mapped to the user's viewpoint.
In another aspect, a system has a hardware processor in circuit communication with a computer readable memory and a computer-readable storage medium having program instructions stored thereon. The processor executes the program instructions stored on the computer-readable storage medium via the computer readable memory and is thereby configured by an aspect of the present invention to define a viewpoint of a user of a virtual reality environment displayed by a virtual reality device in three-dimensional space to the user by an angle of the user's head as determined by sensors embedded within a headset, and wherein physical head rotation is translated into virtual rotation of the viewpoint within the three-dimensional space. The processor defines a plurality of different main areas of the three-dimensional virtual reality space projected to the user that comprises a spherical three-dimensional mesh primary content shell that surrounds the user and projects portions of 360 degree virtual reality environment video content that are digitally mapped thereto relative to the user's viewpoint, a three-dimensional mesh advertising shell centered on the user's viewpoint and contained within the primary content three-dimensional mesh shell for displaying advertising content there within to the user, and a transparent rectangular plane heads-up display layer shell that is anchored to the user's viewpoint and comprises imagery mapped to the heads-up display layer shell that is kept in a fixed position relative to the user's viewpoint. Thus, the processor drives the advertising shell to display advertising shell content to the user simultaneously with driving the primary content shell to display the portions of 360-degree virtual reality environment video content that are mapped to the user's viewpoint
In another aspect, a computer program product for presenting a virtual reality advertising framework wherein content is displayed on different layers which surround a user has a computer-readable storage medium with computer readable program code embodied therewith. The computer readable hardware medium is not a transitory signal per se. The computer readable program code includes instructions for execution which cause the processor to define a viewpoint of a user of a virtual reality environment displayed by a virtual reality device in three-dimensional space to the user by an angle of the user's head as determined by sensors embedded within a headset, and wherein physical head rotation is translated into virtual rotation of the viewpoint within the three-dimensional space. The processor is caused to define a plurality of different main areas of the three-dimensional virtual reality space projected to the user that comprises a spherical three-dimensional mesh primary content shell that surrounds the user and projects portions of 360 degree virtual reality environment video content that are digitally mapped thereto relative to the user's viewpoint, a three-dimensional mesh advertising shell centered on the user's viewpoint and contained within the primary content three-dimensional mesh shell for displaying advertising content there within to the user, and a transparent rectangular plane heads-up display layer shell that is anchored to the user's viewpoint and comprises imagery mapped to the heads-up display layer shell that is kept in a fixed position relative to the user's viewpoint. Thus, the processor is caused to drive the advertising shell to display advertising shell content to the user simultaneously with driving the primary content shell to display the portions of 360-degree virtual reality environment video content that are mapped to the user's viewpoint.
These and other features of embodiments of the present invention will be more readily understood from the following detailed description of the various aspects of the invention taken in conjunction with the accompanying drawings in which:
A computer system/server 12 is operational with numerous other general purpose or special purpose computing system environments or configurations. Examples of well-known computing systems, environments, and/or configurations that may be suitable for use with computer system/server 12 include, but are not limited to, personal computer systems, server computer systems, thin clients, thick clients, hand-held or laptop devices, multiprocessor systems, microprocessor-based systems, set top boxes, programmable consumer electronics, network PCs, minicomputer systems, mainframe computer systems, and distributed cloud computing environments that include any of the above systems or devices, and the like.
Computer system/server 12 may be described in the general context of computer system-executable instructions, such as program modules, being executed by a computer system. Generally, program modules may include routines, programs, objects, components, logic, data structures, and so on that perform particular tasks or implement particular abstract data types. Computer system/server 12 may be practiced in distributed cloud computing environments where tasks are performed by remote processing devices that are linked through a communications network. In a distributed cloud computing environment, program modules may be located in both local and remote computer system storage media including memory storage devices.
The computer system/server 12 is shown in the form of a general-purpose computing device. The components of computer system/server 12 may include, but are not limited to, one or more processors or processing units 16, a system memory 28, and a bus 18 that couples various system components including system memory 28 to processor 16.
Bus 18 represents one or more of any of several types of bus structures, including a memory bus or memory controller, a peripheral bus, an accelerated graphics port, and a processor or local bus using any of a variety of bus architectures. By way of example, and not limitation, such architectures include Industry Standard Architecture (ISA) bus, Micro Channel Architecture (MCA) bus, Enhanced ISA (EISA) bus, Video Electronics Standards Association (VESA) local bus, and Peripheral Component Interconnects (PCI) bus.
Computer system/server 12 typically includes a variety of computer system readable media. Such media may be any available media that is accessible by computer system/server 12, and it includes both volatile and non-volatile media, removable and non-removable media.
System memory 28 can include computer system readable media in the form of volatile memory, such as random access memory (RAM) 30 and/or cache memory 32. Computer system/server 12 may further include other removable/non-removable, volatile/non-volatile computer system storage media. By way of example only, storage system 34 can be provided for reading from and writing to a non-removable, non-volatile magnetic media (not shown and typically called a “hard drive”). Although not shown, a magnetic disk drive for reading from and writing to a removable, non-volatile magnetic disk (e.g., a “floppy disk”), and an optical disk drive for reading from or writing to a removable, non-volatile optical disk such as a CD-ROM, DVD-ROM or other optical media can be provided. In such instances, each can be connected to bus 18 by one or more data media interfaces. As will be further depicted and described below, memory 28 may include at least one program product having a set (e.g., at least one) of program modules that are configured to carry out the functions of embodiments of the invention.
Program/utility 40, having a set (at least one) of program modules 42, may be stored in memory 28 by way of example, and not limitation, as well as an operating system, one or more application programs, other program modules, and program data. Each of the operating system, one or more application programs, other program modules, and program data or some combination thereof, may include an implementation of a networking environment. Program modules 42 generally carry out the functions and/or methodologies of embodiments of the invention as described herein.
Computer system/server 12 may also communicate with one or more external devices 14 such as a keyboard, a pointing device, a display 24, etc.; one or more devices that enable a user to interact with computer system/server 12; and/or any devices (e.g., network card, modem, etc.) that enable computer system/server 12 to communicate with one or more other computing devices. Such communication can occur via Input/Output (I/O) interfaces 22. Still yet, computer system/server 12 can communicate with one or more networks such as a local area network (LAN), a general wide area network (WAN), and/or a public network (e.g., the Internet) via network adapter 20. As depicted, network adapter 20 communicates with the other components of computer system/server 12 via bus 18. It should be understood that although not shown, other hardware and/or software components could be used in conjunction with computer system/server 12. Examples, include, but are not limited to: microcode, device drivers, redundant processing units, external disk drive arrays, RAID systems, tape drives, and data archival storage systems, etc.
At 102 a processor configured according to the present invention defines a viewpoint of a user of a virtual reality environment displayed by a virtual reality device in three-dimensional space to the user by an angle of the user's head as determined by sensors embedded within a headset. Physical head rotation is translated into virtual rotation of the viewpoint within the three-dimensional space.
At 104 the processor defines a plurality of different main areas of the three-dimensional virtual reality space projected to the user that comprises: (i) a spherical three-dimensional mesh primary content shell that surrounds the user and projects portions of 360 degree virtual reality environment video content that are digitally mapped thereto relative to the user's viewpoint; (ii) a three-dimensional mesh advertising shell centered on the user's viewpoint and contained within the primary content three-dimensional mesh shell for displaying advertising content there within to the user; and (iii) a transparent rectangular plane heads-up display layer shell that is anchored to the user's viewpoint and comprises imagery mapped to the heads-up display layer shell that is kept in a fixed position relative to the user's viewpoint.
At 106 the processor drives the advertising shell to display advertising shell content to the user simultaneously with driving the primary content shell to display the portions of 360-degree virtual reality environment video content that are mapped to the user's viewpoint.
Aspects of the present invention provide for the delivery of advertising or other sponsored material within the advertising shell 112 or the heads-up display (HUD) layer 114 simultaneously (alongside) primary content displayed in the primary content shell 110. For many media, selling advertising time or space is a primary source of revenue, and some industries would not be economically feasible otherwise. Systems for managing and delivering advertising material within a simulated VR environment according to the present invention provide advantages in ensuring viability of VR as a commercial medium. More particularly, aspects present a VR advertising framework wherein content is on different layers or “shells” which surround the user.
VR environments are typically designed as a 3D space. Aspects define the user's view of the environment by the angle of their head, as read by sensors embedded within their headset. Physical head rotation is thereby translated into virtual rotation of the viewpoint within the simulated 3D space. This 3D space can be populated with any sort of digital content, such as fully rendered environments, 360° video, or abstract data. Aspects provide standardized placement of advertisements within this 3D VR, space to facilitate its efficient and effective utilization.
The “content shell” or primary content shell 110 generally includes content of a simulated environment that the user intends to view or experience. This could be most easily understood as a spherical 3D mesh that surrounds the user and has 360° video content digitally mapped to and played back upon it. However, it could also represent an infinite 3D space that includes all the primary content within a given environment.
The advertising shell 112 is where advertising content is placed. This can be imagined as a second 3D mesh contained within the larger mesh of the content shell, and centered on the user's viewpoint.
The HUD layer or shell 114 is where content that should always be kept in the user's field of view is placed. The HUD shell 114 may be a semi or generally transparent rectangular plane that is anchored to the user's viewpoint, such that the imagery mapped to it is kept in a fixed position in the user's field of view. Advertising or informational content (time, data use, etc.) can be displayed here.
The advertising shell 112, and to an extent, the HUD shell 114, are what comprise the proposed system, whereas the content shell 110 contains the VR content the user intends to experience.
Referring again to
Generally, advertising shell sections 132 and 136 that are closer to a horizon or neutral viewing position of the user will be substantially more expensive than those closer to a zenith/nadir position (130, 134) or to the bottom edge of perceptible vision (138). The polar cap region 140 may be defined was within a zenith/nadir of the advertising sphere, and in some aspects, is more circular or provides a larger canvas for advertisers relative to the grids 130 through 138, somewhat equivalent to the back cover of a magazine.
Various permutations can be applied to the advertising shell sub-segments 120, 122, such as scaling up/down, translation in 3D space, transparency, or receding/advancing in perceived depth without scaling in size. The content of the segments may be animated or static, and may have an opaque or transparent background. Opaque backgrounds may be desirable to maintain visual consistency and clear separation. These permutations may be applied in a constant state, or vary across time.
The relative opacity of advertisements displayed within the shell 112 may vary based on the user's tier of content delivery service. For example, the ads seen by user of a fully free, ad-supported service may have a much higher opacity than those displayed to a user who has paid some premium or other consideration for a VR service.
Opacity may also vary based on the user's eye gaze, such that advertisements become more or less opaque depending on whether or not the user is staring directly at them. Ads that the user fixates on may become fully opaque, enlarge, or provide the option to pause the primary content and display additional information regarding the advertised product. Ads that are in the user's peripheral vision may also gradually fade in/out as the viewpoint of the user approaches or move away from their positions.
At times, the entire advertising shell may be consumed with a single advertisement that takes over the entire VR environment, like the way television advertisements replace the normal programming. These may fade in at predefined points, or after content has been viewed for a particular time period. In some cases, these full-environment ads may remain throughout the entire presentation at a very low opacity, to provide a sort of “watermark” effect.
Referring now to
A content provider 208 provides virtual reality content through API and TCP/IP interfaces to content server 210, which is selects or modifies the content as required in response to user profiles of the user 230 stored on or accessed by the content server 210.
A graphics processing unit 204 of a client computer system 202 communicates with the VR system 206 worn (operated) by the user 230 to select and drive displays by display component 228 of the VR system 206 of content provided by the content server 210 and advertising server 212 within appropriate primary content shell 236, advertising shell 224 and HUD shell 222 elements, as described above.
An inertial measurement unit 220 provides location data to a 3-D coordinate system 234 that locates the gaze and viewpoint data for the user with respect to the shells 222, 224 and 226. A tracked head model 236 tracks movement of the user's head, and thereby the gaze and viewpoint data, as a function of the 3-D coordinate system 234 data and the inertial measurement unit data 220, and thereby keeps the planar HUD shell 222 located directly in front of the user's gaze.
The content shell 226 presents the virtual reality content from the content provider 208 by use of texture map and spherical mesh data or components.
In the present example, the HUD shell 222 has a planar mesh structure and the advertising shell 224 has a spherical mesh structure. Each of the HUD shell 222 and advertising shell 224 use respective texture map, grid subdivision, grid location, opacity modifier, scale modifier, and depth modifier components, elements or data to render their respective graphic contents to the user 230 via the display 228.
Potential advertisers could buy advertising space through the owner/maintainer of the advertising network, who would then propagate the advertisers' materials to the content providers via the cloud infrastructure. The advertising network could maintain profiles for individual end consumers and deliver targeted advertising based on known preferences. The use of the network simplifies the process for advertisers, who would only need to submit their material to the network maintainer, which would then push the content to the system's installed base.
By providing a consistent standard to design VR advertising content as a function of user viewpoint, aspects of the present invention help to streamline content development and maximize the consistency of the VR experience, and facilitate the incorporation of advertising into VR without excessively compromising the experience and undermining it to the extent that users lose interest in the medium.
| Number | Date | Country | |
|---|---|---|---|
| 62216446 | Sep 2015 | US |
