Patent Application
20090319516
The present invention relates to methods of delivering advertising content, and more particularly to methods of delivering contextual advertising content over the internet.
With the proliferation of Internet videos fueled by the spread of video sharing sites that host content made specifically for the Internet medium and/or content made originally for different media, such as YouTube, MySpace Video and Brightcove, and with the exponential growth of user generated content (UGC), a persistent problem has presented itself: how to serve advertising material that is closely or directly related to the video content being played and that would interest a viewer of the content. The majority of such content is available for end users free of charge. Distribution channels and producers rely almost entirely on advertising to generate revenue. However, due to the nature of UGC and other video material, advertisers cannot determine how to serve ads that are of interest to users.
The present invention in one embodiment provides a method of delivering advertising content over the internet to a selected client. The selected client is one of a plurality of clients causing display of media content synchronously. The embodiment includes receiving chat text from at least one of the plurality of clients, and also includes generating a set of the keywords using the chat text. The embodiment further includes receiving advertising content from an advertising system; the advertising content is selected on the basis of the set of keywords. The embodiment also includes delivering the advertising content over the internet to at least the selected client.
In a related embodiment of the present invention, generating the set of keywords includes using the chat text and metadata related to the media content as sources for candidate key words in deriving the set. In a further related embodiment, generating the set of keywords includes generating at least one keyword associated with both the chat text and the metadata.
Alternatively or in addition, generating the set of keywords includes generating at least one keyword on the basis of relative frequency of occurrence of the candidate keywords.
In another related embodiment, generating the set of keywords includes filtering the chat text and the metadata using a set of excluded words. In another related embodiment, the metadata include at least one of a title of the media content, video annotations within the media content, closed captioning information, a list of persons appearing in the media content, a list of places appearing in the media content, a summary of the media content, a review of the media content, a search term that led to displaying the media content, comments from prior viewers of the media content, and a transcript of the media content.
In another related embodiment, delivering the advertising content to at least the selected client includes causing display of the advertising content while also causing display of the media content on at least the selected client. Alternatively or in addition, generating a set of keywords includes ordering the keywords according to a measure of relevance.
In another related embodiment, the method includes providing the set of keywords to the advertising system. Alternatively or in addition, the set of keywords is provided to the advertising system over the internet and the advertising content is received from the advertising system over the internet.
In another related embodiment, receiving the chat text includes at least one of receiving chat text from the selected client and receiving chat text from a client other than the selected client.
Another embodiment is an apparatus for delivering advertising content over the internet to a selected client. The selected client is one of a plurality of clients causing display of media content. The apparatus includes at least one communication interface including an internet interface, a chat text receiver configured to receive chat text from at least one of the plurality of clients during display of the media content, a keyword generator configured to generate a set of keywords using the chat text, an advertisement receiver configured to receive, from an advertising system, advertising content selected on the basis of the set of keywords, and an advertisement transmitter configured to deliver the advertising content over the internet to at least the selected client.
In a related embodiment of the present invention, the keyword generator is further configured to use the chat text and metadata related to the media content as sources for candidate key words in deriving the set. In a further related embodiment, the keyword generator is further configured to generate at least one keyword associated with both the chat text and the metadata.
Alternatively or in addition, the keyword generator is further configured to generate at least one keyword on the basis of relative frequency of occurrence of the candidate keywords.
In another related embodiment, the keyword generator is further configured to filter the chat text and the metadata using a set of excluded words. In another related embodiment, the metadata include at least one of a title of the media content, video annotations within the media content, closed captioning information, a list of persons appearing in the media content, a list of places appearing in the media content, a summary of the media content, a review of the media content, a search term that led to displaying the media content, comments from prior viewers of the media content, and a transcript of the media content.
In another related embodiment, the advertisement transmitter is further configured to cause display of the advertising content while also causing display of the media content on at least the selected client. Alternatively or in addition, the keyword generator is further configured to order the set of keywords according to a measure of relevance.
In another related embodiment, the keyword generator is further configured to provide the set of keywords to the advertising system. Alternatively or in addition, the keyword generator is configured to provide the set of keywords to the advertising system over the internet and the advertisement receiver is configured to receive the advertising content from the advertising system over the internet.
In another related embodiment, the chat text receiver is configured for at least one of receiving chat text from the selected client and receiving chat text from a client other than the selected client.
It should be noted that the apparatus may include multiple communication interfaces such as, for example, an internet interface for receiving chat text and delivering advertising content and a dedicated advertising system interface for providing keywords to the advertising system and receiving advertising content from the advertising system.
Another embodiment is computer program product for use on a computer system for delivering advertising content over the internet to a selected client. The selected client is one of a plurality of clients causing display of media content synchronously. The computer program product includes a computer usable medium having computer readable program code thereon. The computer readable program code includes program code for receiving chat text from at least one of the plurality of clients during display of the media content, program code for generating a set of keywords using the chat text, program code for receiving, from an advertising system, advertising content selected on the basis of the set of keywords, and program code for delivering, over the internet, the advertising content to at least the selected client.
The foregoing features of the invention will be more readily understood by reference to the following detailed description, taken with reference to the accompanying drawings, in which:
Definitions. As used in this description and the accompanying claims, the following terms shall have the meanings indicated, unless the context otherwise requires:
“Chat text” is the text associated with a communication from one user directed to one or more other users during display of the media content, whether relating to the media content or otherwise.
“Metadata” is information, other than chat text, related to or derived from media content, whether provided with the media content or otherwise.
A “set” includes one or more members.
The “internet” is generally used to mean “the Internet” as it is almost universally known, although the term may additionally or alternatively refer to other types of public and/or private networks over which various embodiments of the present invention may operate, such as, for example, local area networks, metropolitan area networks, wide area networks, cellular networks, etc.
Embodiments of the present invention enable serving of highly relevant advertisements related to media (e.g., video) content being viewed and on-site chat discussion. By displaying substantially synchronized videos to all the viewers of a specific webpage and by analyzing metadata related to the media content and chat text by users viewing the video content, embodiments of the present invention identify advertisements that are highly relevant to the content delivered. Delivering substantially synchronous media content in such a manner is described in U.S. Patent Application Publication No. US2009/0106357 published Apr. 23, 2009, the full disclosure of which is hereby incorporated by reference herein. Embodiments of the present invention have wide applicability and can advantageously serve advertisements to interactive environments such as the Internet, an Intranet, desktop systems and mobile devices.
Embodiments of the present invention essentially read the content of the chat text and process the chat text. The system extracts and analyzes the chat material and optionally any available metadata related to the media content to generate highly relevant keywords. The list of highly relevant keywords is sent to an advertising system, which in turn returns relevant ads (e.g., video, banner, text or such other electronic form) to be served in real-time to the user. The served advertisements are thus customized to the specific chat text and/or media content being displayed, which the user is watching and which has captured the interest of the user. This real-time dynamic method serves advertisements that are contextually related to the audiovisual and chat content.
As shown in block 32, receiving text also can include receiving video metadata text. The video being displayed by the clients may have useful associated metadata available. Such metadata could include a title of the video, video annotations within the video, a transcript of the video, closed captioning information, and so on. Video content retrieved from a source such as YouTube might have comments, left by previous viewers of the video, available as metadata as well. Further possible metadata might include a list of persons, places, etc. appearing in the video, a summary or review of the video, a subject or search term that led to displaying the video, etc. Receiving metadata text in block 32 may involve actively obtaining information from third-party sources (e.g., online databases or search engines) such as, for example, actively obtaining a transcript or review of the video based on its title.
The present invention may be embodied in many different forms, including, but in no way limited to, computer program logic for use with a processor (e.g., a microprocessor, microcontroller, digital signal processor, or general purpose computer), programmable logic for use with a programmable logic device (e.g., a Field Programmable Gate Array (FPGA) or other PLD), discrete components, integrated circuitry (e.g., an Application Specific Integrated Circuit (ASIC)), or any other means including any combination thereof.
Computer program logic implementing all or part of the functionality previously described herein may be embodied in various forms, including, but in no way limited to, a source code form, a computer executable form, and various intermediate forms (e.g., forms generated by an assembler, compiler, linker, or locator). Source code may include a series of computer program instructions implemented in any of various programming languages (e.g., an object code, an assembly language, or a high-level language such as Fortran, C, C++, JAVA, or HTML) for use with various operating systems or operating environments. The source code may define and use various data structures and communication messages. The source code may be in a computer executable form (e.g., via an interpreter), or the source code may be converted (e.g., via a translator, assembler, or compiler) into a computer executable form.
The computer program may be fixed in any form (e.g., source code form, computer executable form, or an intermediate form) in a tangible storage medium, such as a semiconductor memory device (e.g., a RAM, ROM, PROM, EEPROM, or Flash-Programmable memory), a magnetic memory device (e.g., a diskette or fixed disk), an optical memory device (e.g., a CD-ROM), a PC card (e.g., PCMCIA card), or other memory device. The computer program may be distributed in any form as a removable storage medium with accompanying printed or electronic documentation (e.g., shrink wrapped software), preloaded with a computer system (e.g., on system ROM or fixed disk), or distributed from a server or electronic bulletin board over the communication system (e.g., the Internet or World Wide Web).
Hardware logic (including programmable logic for use with a programmable logic device) implementing all or part of the functionality previously described herein may be designed using traditional manual methods, or may be designed, captured, simulated, or documented electronically using various tools, such as Computer Aided Design (CAD), a hardware description language (e.g., VHDL or AHDL), or a PLD programming language (e.g., PALASM, ABEL, or CUPL).
Programmable logic may be fixed either permanently or transitorily in a tangible storage medium, such as a semiconductor memory device (e.g., a RAM, ROM, PROM, EEPROM, or Flash-Programmable memory), a magnetic memory device (e.g., a diskette or fixed disk), an optical memory device (e.g., a CD-ROM), or other memory device. The programmable logic may be distributed as a removable storage medium with accompanying printed or electronic documentation (e.g., shrink wrapped software), preloaded with a computer system (e.g., on system ROM or fixed disk), or distributed from a server or electronic bulletin board over the communication system (e.g., the Internet or World Wide Web).
The embodiments of the invention described above are intended to be merely exemplary; numerous variations and modifications will be apparent to those skilled in the art. All such variations and modifications are intended to be within the scope of the present invention as defined in any appended claims.
The present application claims priority from U.S. Provisional Application No. 61/061,792, filed Jun. 16, 2008, the full disclosure of which is hereby incorporated by reference herein.
| Number | Date | Country | |
|---|---|---|---|
| 61061792 | Jun 2008 | US |
