Patent Application
20090271269
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The present invention relates to interactive advertising and publishing.
Advertising is the primary means that many interactive publishers (“Interactive Publishers”) (such as website publishers, mobile content providers, interactive television services and other digital content providers) use to generate income. Interactive Publishers often will dedicate specific areas of each user interface (“Interface”) (such as web pages, application screens, interactive widgets, browser-based smartphone screens and other user interfaces) to advertising (“Ad Space”) and then display various types of advertising within these ad spaces, such as image-based ads (“Graphical Ad”), animated or immersive ads (“Interactive Ad”) and text-based ads (“Text Ad”). Interactive Publishers will often partner with third party ad networks (“Ad Networks”) that will display ads on their behalf within their Interfaces. These Ad Networks are generally responsible for negotiating with advertisers and targeting ads to Interfaces and Ad Spaces. Targeting is the act of selecting the ad that is most relevant to the content displayed on an Interface and the demographics of the viewer. By targeting an ad, the Ad Network or Interactive Publisher can improve the chance that the viewer will find the ad relevant to their interests and interact with the ad, which can ultimately increase the revenues for the Ad Network and Interactive Publisher.
One primary shortcoming of today's interactive advertising model is that viewers can very quickly learn to differentiate between advertisements and content, and then ignore the advertisements. This phenomenon is known ad “Ad Blindness”. When users become blind to the advertisements they are less likely to look at or click on advertisements or otherwise interact with ads, which reduces the value of that Ad Space for advertisers and Interactive Publishers. For example, in the late 1990's, horizontal Graphical Ads at the top or bottom of web pages were a popular advertising unit. However, the value of this particular advertising unit declined in popularity as advertisers learned that viewers were much less likely to notice and interact with this type of ad. In the case of Internet websites advertisers often pay on a click rate basis (i.e. Percentage of page views on which generated a click), or evaluate the effectiveness of their ads on a per-click basis, and as a result advertisers will pay a higher rate for better performing ads. Therefore, techniques which can make advertising more noticeable to a viewer will increase the value and revenue potential of each page view.
A secondary shortcoming of the current advertising model is that many ad spaces are kept separate from the associated content. This makes it difficult for the Ad Networks to articulate specific relationships or connections between the content of the page and the advertisement, especially for graphical content. For example, an Interface may be displaying an image of a celebrity, and an Ad Network displays an advertisement featuring the shoes that the celebrity is wearing in the image. However, since the advertisement is located in a separate space on the Interface, it may not be clear to the viewer what the relationship is between a specific object in the image and the advertisement. This lack of clarity means that that viewer is less likely to understand the purposes of the ad, and thus reduces the potential revenue.
Therefore, new techniques which can better integrate ads within interactive content, and better connect ads to visual content are of high value to advertisers, Interactive Publishers, and Ad Networks.
The present invention is a method and apparatus to provide a means for a third party ad publisher (“Ad Publisher’) to visually highlight specific items within visual content and integrate advertisements directly within the Interface's main content stream. These advertisements may be directly related to the highlighted elements and can be display on top of or along side of the content.
The first step is to insert the ad technology into an Interface. There are 3 ways in which this can be accomplished.
1. Interactive Publisher Insertion—In this method, an Interactive Publisher includes a simple code within their Interfaces. This insertion can require minimal effort on the behalf of the Interactive Publisher. The code may be written in javascript or other languages. When a viewer opens the Interface, the viewer's client interprets the code and connects to the controller (“Controller”—such as a server running software to manage and serve advertising) to identify which Interface the viewer is currently viewing and to, optionally, download additional code from the Controller.
2. End-User Insertion—In this method, an end user chooses to download code which modifies their client Interface. Then, whenever the user visits a pre-defined list of Interfaces, the ad insertion code is added to the page. The code then connects to the Controller as per above.
3. Embed Insertion—In this method, a Interactive Publisher can include specific “wrapped” content on their Interfaces by adding code to reference an embeddable application, which may be, for example, a Flash brand application. This application loads the content and then overlays the advertisement. When using the method, a publisher needs to add “wrapped” content on a case-by-case basis.
Once installed, the code (“Client-Side Code”) can operate in a similar fashion for all 3 insertion methods.
The Client-Side Code then needs to retrieve a list of advertisements from the Controller that correspond with the visual content appearing on the current Interface. These advertisements can be predetermined automatically by computer algorithms. Or, these advertisements can be selected by human operators, who visually inspect the visual content, and choose appropriate advertisements from advertising partners based on the products that appear in the visual content. Or, the operators may choose advertisements based on the people appearing in the content, for example the types of clothes they are wearing, the setting, or any other visual attributes of the visual content which the human operator believes will make the advertisement more relevant. In the event that a human operator has not yet chosen one or more advertisements for each visual content piece or chooses not to, the Controller can decide to automatically select advertisements, based on the text on the interface, the text near the visual content, the web site, prior connections between similar visual content and advertisers created by human operators, and/or the ads which generally have the highest value.
The Client-Side Code must access the data that defines these advertisements. In one instance, the data defining these advertisements may be written directly into the Client-Side Code. In another instance, the Client-Side Code may separately download the advertising data from the Controller using an additional request. In either instance, the advertising data identifies which visual content should contain advertising using a list of Unique Identifiers (“Unique Identifiers”) (for example, a url), the specific areas of the visual content which should be highlighted or linked, and any additional advertising content the corresponds to those areas, such as product names, prices, descriptions, promotional images or animations, and the advertiser's identifier (such as website address).
Once the Client-Side Code has accessed the data, the code can then display the advertisements. The Client-side Code first locates the visual content on the page using the Unique Identifiers. Once the visual content has been located, the Client-side Code can visually highlight the elements within the content using one of several methods. The Client-side Code can draw a shape to outline the element. Or, the Client-side Code can overlay an icon on top of the content. Or, the Client-Side Code can display the name of the element or photo that corresponds to the element, and then optionally draw an arrow or other indicator to where the element is positioned in the visual content. These markings can blink, change colors or border, or otherwise animate to help draw the viewer's attention.
When the viewer interacts with these markings, the code can optionally display additional information corresponding to the object within an overlay or expanded area (“Ad Window”). The Ad Window can contain an item name, photo, price, description, information on the designer, retailer, or manufacturer, or other information that may be relevant to the highlighted element. This information may correspond to the exact item displayed, similar items to the one displayed, or non-item information such as relevant services which correspond to the image or element. Each Ad Window may contain information about multiple products or services. The viewer can then close the Ad Window manually, or the Client-Side Code can close the Ad Window automatically when the viewer moves to another part of the Interface. The Ad Window can also be added directly to the Interface, so that it's always visible and does not need to be trigged by an action by the viewer.
When the viewer opens an Ad Window, the Client-Side Code can report this action back to the Controller. When the viewer clicks on the image highlights or clicks on any links or buttons within the Ad Window, the viewer can then directed to the advertiser's desired location, for example a website. The Client-side Code can report this click to the Controller using a standard HTTP redirect or by otherwise communicating the click to the Controller before the viewer is directed to the advertiser's location. Optionally, the advertiser can choose to place tracking code on advertiser's site to report to the Controller (or can otherwise report) when a viewer referred by the Controller has made a purchase or performed a desired action. Using this data, the Controller can charge advertisers on a per-click, per-action, per Interface impression, or per-impression of the Ad Window. Also, the Controller can use this data to gauge the effectiveness of each advertisement, and use it when deciding which advertisements to display.
Although the description above contains many specifics, these should not be construed as limiting the scope of the method but merely providing illustrations of some of the presently preferred embodiments of this method. Thus the scope of the method should be determined by the appended claims and their legal equivalents, rather than by the examples given.
| Number | Date | Country | |
|---|---|---|---|
| 61047226 | Apr 2008 | US |
