Patent Grant
8850472
Advertising is a most important revenue source for various content and service providers of digital media. As the range of data sharing and transmission methods increases, the ability for such content and service providers to generate revenue in ways that do not increase cost or decrease enjoyment of the user is imperative. A user may be frustrated by receiving generic advertisements peddling products or services which are of no interest to the user, and is therefore less likely to use such advertisements for purchasing or navigation. More customized advertising, however, is likely to be viewed more favorably by a user, and thus in turn provide a more effective advertising model.
With the growing popularity of interactive TV, a user is able to interact with the transmitted content using the traditional remote controller and enhance the video viewing experience. This interactivity has the potential to cause the demise of the 30 second commercial spots in broadcasted content in that a user is able to skip over such a commercial if the program is recorded, or at least the user might switch to some other activity for the length of the commercial. Much like the Internet, the on-demand and interactive nature of the IPTV can open up new opportunities with regard to targeted advertisement, perhaps giving rise to alternative advertisement models that target individuals based on their ‘intent’. The current 30 second ads are more of a spray gun approach that are expensive and have low yield. For targeted ads, it is important to understand the user's intent during the time of interactivity.
Mobile communication devices have allowed conversations between people in an ever increasing number of ways, including email, texting, SMS and the like. These conversations are not currently subject to advertising, thus causing advertisers to miss out on target audiences, and users to possibly miss out on being informed through advertising channels.
Providing tailored advertising to a user based upon search terms input into a search engine while employing a computer over a computer network such at the World Wide Web is well known to those of ordinary skill in the art. There has also been interest in providing tailored advertising to computer users when working with various computer programs, and performing various user-initiated actions, other than those associated with a search query. In one example, U.S. patent application Ser. No. 11/042,246 “Content-Targeted Advertising for Interactive Computer-Based Applications”, to Goodman et al., filed Jan. 25, 2005 describes a method whereby outgoing email, calendar entries, chat messages or gaming participant interactions over a computer network are analyzed to determine various key elements. Thereafter, one or more tailored advertisements may be provided in accordance with the results of this analyzation. While this fundamental analysis may be a simple matter when using a traditional computer and input device, such as a computer keyboard, the inventors of the present invention have determined that unique difficulties may arise when more progressive input devices on varied communication systems are employed.
In accordance with the present invention, a unique method for service customized, tailored advertising to a user of one or more alternative input devices and communication devices or platforms is provided. Such input and communication devices and platforms may employ one or more data input procedures for aiding in increasing the accuracy of such input, such as the procedures set forth, by way of example, in PCT application Serial No. PCT/GB2007/050338 “Data Entry System and Method of Entering Data”, to Sharan et al., filed Jun. 14, 2007, U.S. Provisional Patent Application Ser. No. 61/142,459 “A System for Text Input Using Directional Input Devices and Numeric Keypads”, to Sharan et al., filed Jan. 5, 2009, and U.S. patent application Ser. No. 12/500,675 “Method and Apparatus for Text Input” filed Jul. 10, 2009, to Sharan et al., the entire contents of these applications being incorporated herein by reference.
In an exemplary embodiment of the invention, a user relies on a traditional type of remote control to provide input to a television. By utilizing the processes noted above, a standard QWERTY keyboard is preferably displayed on the television display. A user is able to select a sequence of letters, or portions of the keyboard, allowing the processes noted above to determine a desired input word or phrase based on the application the user is interacting with. This data entry may take place in the context of a chat with another viewer, an outgoing email, or a user initiated search session. Once the content of the data entry has been reviewed by the system, the user's intent is determined. In a preferred embodiment a number of advertisements selected in accordance with the context of the data input, as well as perhaps other location, demographic and personal data, may be provided to the user adjacent the virtual keyboard or at other convenient location on the television display. Additionally, this intent can also used to match the user to desirable video content, promotions and offers and appropriate icons will show up along with any suitable advertisements.
In an additional exemplary embodiment of the invention, a user relies on a well known touch screen or other keyboard input device provided on a mobile computing or communication device, such as a cellular telephone, portable computer, or PDA such as an iPhone® or the like. By utilizing the processes noted above, a standard QWERTY keyboard is preferably displayed on the display of the communication device. A user is able to select a sequence of letters, or portions of the keyboard, allowing the processes noted above to determine a desired input word or phrase based upon the application with which the user is interacting. This data entry may take place in the context of a chat with another person, an outgoing email, or a user initiated search session. Once the content of the data entry has been reviewed by the system, the user's intent is determined. In a preferred embodiment a number of advertisements selected in accordance with the context of the data input, as well as perhaps other location, demographic and personal data, may be provided to the user adjacent the virtual keyboard or at other convenient location on the device display. Additionally, this intent can also used to match the user to desirable video content, promotions and offers and appropriate icons will show up along with any suitable advertisements.
In an additional preferred embodiment of the invention, the system may provide the user with an offer to search for various information based upon the user input and other demographic, location or other personal data. Thus, for example, if a user is chatting with a friend about going out for dinner, the user might be provided advertisements to local restaurants, or may be provided with a suggested search to find these local restaurants.
Therefore, in accordance with the invention, a user experience is enhanced as relevant information is provided to a user without additional effort on the part of the user.
For a more complete understanding of the invention, reference is made to the following description and accompanying drawings, in which:
A preferred embodiment of the invention will now be described. While such description makes reference to a particular set of steps or system elements, it is intended that this disclosure not exclude any similar such methods or system elements that might be considered an equivalent. In particular, while many of the examples set forth herein refer to a chat between two or more participants, it is intended that the invention be applicable to any other type of digital communication, including but not limited to conversations employing community rooms or other forums, Twitter, Facebook or any other networking or communication tools. Furthermore, while the primary example describes interaction taking place through the user of a television interface, it is intended that the invention be applicable to any other type of communication device, and including communication between two different types of communication devices.
The inventors of the present invention have determined that advertising and content provision is evolving. As is shown in
In a more progressive information delivery methodology as shown in
In each of these scenarios, even if technology were provided to preclude skipping included advertising, and thus requiring the user to watch the advertising, because of a potential long delay between broadcast and viewing, the advertising may no longer be relevant. And indeed, more and more content, including the next generation of video content on television, will likely be provided to the user over the Internet. There may be 24×7 TV channels existing on the Internet and transmitting their content to a TV via an Internet Protocol (IP) connected Set Top Box (STB). This will open up the level of interactivity offered to the user and possibly further change some of the existing advertising models. Therefore, methods for data entry, user interaction, advertising models, and other revenue generation schemes are likely to become far more important as the field of content provision evolves. Thus, in accordance with the invention, a new advertising model is provided that allows for revenue generation on various newer available devices, including DVRs, mobile devices and the like, and allows for timely advertising to be provided to the user.
Referring next to
After text entry, such as the one noted above, or any other text entry scheme, first, user intent is determined, and then changes to the user experience are made accordingly. Thus, through use of such a virtual keyboard, by way of example, user intent is determined earlier than traditional input methods that must wait for full entry of text, analysis, and finally reaction. With the inventive text input system described above, intent is reviewed and determined on a more continuous basis, thus allowing for adjustments such as advertisement serving, formality levels and the like to change in a near real time environment, thus increasing the likelihood of a user viewing this information, incorporating this information, and thus, for example, advertising revenue being generated. Such real-time interactions in turn encourage the user to provide more information to the system, thus allowing for even more personalization of the input system and viewing device going forward. Once the user intent is determined, including various subjects being discussed between parties, this information may be used to form a basis of the type of advertising that might be helpful to the user. Thus, unlike more traditional systems that provide advertising in response to search terms or the like, in accordance with the invention, advertising can be tailored to a user or group of users when they are interacting in a less obtrusive manner. By providing advertising to users when they are performing virtually any task, the likelihood that the user will interface with such advertising is increased.
The provision of such a virtual keyboard, advertising, search suggestions (as will be described below) and the like provides another way to understand the user's intent. By encouraging the user to interact more (with various applications or search engines), using the inventive text input infrastructure as a measure for user's intent, that intent can be more effectively catered to, and therefore monetized while avoiding the restrictions of the more traditional 30 second advertising spot. It is therefore the employment of such input systems, such as the inventive virtual keyboard, that allow the divining of user intent in a more efficient manner over evolving communication channels, such as interactive television, to further enhance the user experience and increase the likelihood of advertising revenue, two goals that in the past have appeared to be at odds. By providing such an enhanced user experience, advertising support of such new communication channels will be more likely, in turn providing multiple ways for users to receive content.
While a general description of advertisement serving has been described above, a number of additional features of the invention provide the user with a more complete user experience. In a first embodiment of the invention, advertising may be determined individually for each of a plurality of users in communication, or may be determined as a group. Thus, one set of advertisements may be provided to all users in a particular chat if it is determined that such common advertisements would be of interest to the group. Thus, by way of example, if a group were chatting about a vacation, advertisements for remote vacation spots might be applicable to all of the users. However, if the chat were related to vacation spots within driving distance of each user, based on location data, different advertisements may be provided to each user, even though the vacation genre had been determined as a group. Thus, any amount of geographic, demographic, or other user-specific information may be employed to customize advertising, even if the general advertising subject matter has been determined as a group. Thus, as is shown in
In yet further embodiments of the invention, a designated or recognized relationship between participants taking part in a chat or other communication may be considered, in addition to the information noted above, in determining not only which input word or phrase was intended by a user, but also to influence the type and content of served advertising. By way of example, communications between business colleagues, friends and a spouse or other family member are likely to have different levels of formality, and therefore different word and vocabulary choices and different advertising needs. By designating or determining such relationships, the accuracy of the probabilistic data input models described in the other incorporated applications noted above can be improved, and the relevance of served advertising can be improved as well.
By way of non-limiting example, if one were to observe a particular city on a television program, a chat about that city to a business colleague may generate advertisements related to beneficial business environments in the city, taxes, funding assistance, available and upcoming conventions and hotels and the like. A chat during this same program with a friend may warrant advertisements about baseball games or other activities, spas in the city, restaurants and other leisure activities. Finally, a similar chat with a family member or spouse may result in advertising for more family oriented restaurants, hotels and activities, or perhaps more romantic destinations may be provided. Of course, the method and system of the invention is able to learn, based upon historical communications and other selection information, to provide an even more tailored and specific advertising scheme upon initiation of a communication with a particular party.
These various communications may, therefore, be defined by various levels of formality. Thus, a business communication may be defined as most formal, communication with a friend less so, and communication with a spouse or family member the least formal. When communication with the group, in accordance with a further embodiment of the invention, it is desirable for the word selection and served advertising to be commensurate with the most formal communication scheme that would be appropriate between any of the parties. Thus, if a number of friends were chatting, resulting in a particular type and formality of advertising being served to the group, and then a co-worker of one of the participants were to join the chat, in accordance with the invention, the level of formality of language and content of advertising would rise to the level of co-worker for all participants, to the extent they were receiving common advertising. Of course, if individualized advertising were being served, the co-worker would preferably receive advertising at the co-worker level of formality, while the friends may continue to receive advertising at the friend level of formality.
Many fundamental difficulties arise when using alternate input devices and communication platforms based upon an unsure determination of the intention of the user. While the processes described in the noted applications incorporated above reduce imprecision in word choice to a minimum, there are cases where word determination is still a close probabilistic call. While each user input results in a selected word, many of these input schemes are based upon a probability of being correct, or must otherwise select between two or more possible input determinations. Furthermore, with the progression of acceptable idioms, acronyms, or other coded communications in chats or other communications, keeping 100% up to date with a dictionary of acceptable uses and probabilities thereof may be difficult. Therefore, in accordance with an embodiment of the invention, if a particular level of uncertainty is reached in selection of one particular determined input word or phrase as compared to a next most likely alternative, advertising may be served associated with not only the selected word or phrase, but also the next most likely number of input words or phrases. Thus, if a word is interpreted improperly but for some reason is not corrected by a user, appropriate advertising may still be provided to the user, thus increasing the likelihood of the user navigating in accordance with such advertising.
Alternatively to providing advertising, in each case, including when word or phrase selection may be difficult probabilistically, a user may be provided with a search suggestion. Thus, the user can be asked whether they would like to conduct a search using a number of provided keywords in accordance with a parsing of the communication content, or other determinants as noted above. In this manner, the user is able to avoid advertising when not desired, but can easily avail him or herself of such advertising when they are most likely to navigate in accordance with such advertising.
An additional use of the input device allows a user to navigate a search or a search results page. Thus, word or phrase pattern recognition allows the user to begin to enter a phrase or word similar to that in one of the suggested searches, or in one line of the search results. Once recognized, the display is advanced to that line, and the user can select to run a search in accordance with the designated one of perhaps a number of suggested searches, or can navigate to one particular result in a list of search results.
These are particularly useful features when entering information through an alternative input mechanism, such as a television remote employing an on screen keyboard, as entry is approximate and uses various coding techniques to determine user intent. While such a system allows for easier user interaction, there is some potential ambiguity in the user intent. Thus, in this or any other input system employing an input approximation, such systems including the above noted advertising serving for multiple probable words, suggesting potential searches, and navigating a search page may be extremely useful to a user.
It is further contemplated in accordance with the invention to provide a revenue model in which advertising revenues are shared with a search provider, even when generated in a non-search initiated communication session. Thus, while a traditional pay per click model may be appropriate, suggestive searches or served advertising may result in an increased advertising rate as the likelihood of navigation in accordance with the provided advertising or search results is increased.
Therefore, it is contemplated that the invention is directed to the user of information provided by a user in any type of communication or interaction to provide targeted advertising. Such a feature may be beneficial when users are chatting using a television, mobile devices or the like. Additional user demographic data may be further employed to narrow down from a selection of potentially appropriate advertising. Furthermore, the other members of a communication system may have an impact on the advertising provided to a user.
It will thus be seen that the objects set forth above, among those made apparent from the preceding description, are efficiently attained and, because certain changes may be made in carrying out the above method and in the construction(s) set forth without departing from the spirit and scope of the invention, it is intended that all matter contained in the above description and shown in the accompanying drawings shall be interpreted as illustrative and not in a limiting sense.
It is also to be understood that this description is intended to cover all of the generic and specific features of the invention herein described and all statements of the scope of the invention which, as a matter of language, might be said to fall there between.
This application claims the benefit of U.S. Provisional Patent Application Ser. No. 61/165,769 filed Apr. 1, 2009 and titled “Method for Customizing User Communication Experience”, the entire contents thereof being incorporated herein by reference.
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| 20100257552 A1 | Oct 2010 | US |
| Number | Date | Country | |
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| 61165769 | Apr 2009 | US |
