Patent Application
20140156404
The present invention relates generally to a method and system of targeted advertising placement using a communications network.
Broadcast communications may carry advertisements, for example, television commercials. Broadcasts of a commercial nature, such as the playoff series for a national sporting event, command a premium for advertising placement because it is likely that the advertisement will be seen by a much larger than normal audience. Further, such highly viewed broadcasts command premiums for advertising because there is a finite supply of advertising time available to satisfy the demand.
However, an advertising campaign that relies on the broad-based technique of placing an advertisement before the widest possible audience is both inefficient and costly. Various television ratings firms may attempt to match viewing habits with other demographic information, resulting in advertising targeted to that audience. Other techniques for capturing broadcast viewing behavior may include using the cable, satellite, and similar delivery devices to track the preferences of their subscribers. These techniques are inefficient because viewers may ignore or avoid the advertisements. Even when the advertisement is viewed, the advertiser is generally unable to quickly determine its effectiveness until after the total sales for the particular good or service are calculated.
It would therefore be desirable to provide an improved method and system of targeted advertising placement in broadcast communications.
According to an aspect of the invention, a method for a targeted advertisement to a user includes: receiving content from a broadcast data stream using a decoder having a processor for executing a program embodied on a non-transitory computer readable storage medium therein, the content including a plurality of advertisements containing respective advertising incentives encoded therein, the program being encoded to perform the following; polling a control device for input from a user, the control device communicating with the decoder, the decoder being configured for receiving input from the user; displaying on a display device at least one of the plurality of advertisements and a link to at least one of the respective plurality of advertising incentives; decoding and displaying the advertising incentive encoded within the displayed advertisement when the user selects the link to view the advertising incentive being provided by an advertiser; sending a notification which includes the advertising incentive the user selected to a receiving device specified by the user; and generating a feedback notification to the advertiser using the decoder when the user accepts the notification at the receiving device.
In another aspect of the invention, a decoder readable storage medium storing a program of instructions executable by a processor to perform a method of providing a targeted advertisement to a viewer includes: polling a control device for input from the viewer; displaying an advertising incentive on a display device when the viewer selects the advertising incentive and the advertisement being provided by an advertiser; generating feedback to the advertiser when the viewer selects the advertising incentive; and sending a notification to a receiving device for receipt by the viewer.
In another aspect of the invention, A system for providing a targeted advertisement to a user, includes: a decoder having a processor for executing a software program embodied on a non-transitory computer readable storage medium therein and configured to receive content from a broadcast data stream, the content containing a plurality of advertisements containing advertising incentives therein; a control device for polling for input from a user, the control device communicating with the decoder, the decoder being configured for receiving input from the user; a display device for displaying at least one of the plurality of advertisements and a link to at least one of the respective plurality of advertising incentives to the user; a receiving device specified by the user for receiving a notification which includes an advertising incentive selected by the user, wherein the notification includes one or more of: an email, a voicemail, a calendar entry, or an icon; a data record layout for an advertiser feedback notification record generated by the software program from advertising incentive data stored in non-transitory decoder readable storage within the decoder; a module for sending the advertiser feedback notification record to the advertiser for the advertising incentive selected by the user; and a module for sending the notification which includes the advertising incentive the user selected to the receiving device specified by the user.
These and other objects, features and advantages of the present invention will become apparent from the following detailed description of illustrative embodiments thereof, which is to be read in connection with the accompanying drawings. The various features of the drawings are not to scale as the illustrations are for clarity in facilitating one skilled in the art in understanding the invention in conjunction with the detailed description. In the drawings:
Referring to
Step 120 includes polling for commands from a control device, embodied as a control device 35 and a polling module 61 in
Step 130 includes displaying on a display device 25 at least one of the plurality of advertisements and a message indicating that additional information, for example an advertising incentive, encoded within the advertisement may be displayed using the control device 35. In one embodiment, the associated advertising incentive may be displayed, as described in detail below. Alternatively, the viewer may be redirected to a channel that the broadcast provider dedicates to displaying additional advertising content. The display device 25 may be a multi-media terminal configured to display graphics, images, and text data. Other forms of display device include a television, a smartphone, a mobile personal computer, for example, a tablet or laptop, a mobile gaming device, or a media player.
Displaying the advertising incentive in step 135 may include time shifting, a technique that uses redirecting the broadcast data stream from the display device 25 to a temporary storage area within the decoder 40 for the duration of displaying the advertising incentive, giving the viewer the opportunity to decide whether to accept the advertising incentive. The temporary storage area may include a non-transitory data storage device 70 or transitory RAM 80, both managed by a storage module 64. In one embodiment, the advertising incentive data is encoded within the broadcast data stream in a common format, for example, Moving Picture Experts Group (MPEG). The display module 62 extracts and formats the advertising incentive data for display on the viewer's display device 25. The viewer may select not to receive the advertising incentive by inputting a command on the control device 35 to cancel the advertising incentive display, whereupon the broadcast data stream is redirected to the display device 25 and the temporary storage area is purged of the saved broadcast data stream. In another embodiment, the viewer may be redirected to a channel that the broadcast provider dedicates to displaying additional advertising content.
In step 140, the viewer may input the command to select to receive the advertising incentive displayed in step 135. In step 145, advertising incentive data may be stored in non-transitory data storage 70 for later retrieval as input to feedback to the advertisers. The advertising incentive data may be stored using one of many formats, for example, hierarchical database, sequential record of fixed or variable length, or indexed file organization.
Step 150 includes the display module 62 and the storage module 64 executing for decoding and displaying the advertising incentive encoded within the displayed advertisement when the user selects a link to view the advertising incentive being provided by an advertiser. The link may be, for example, a separate element on or attached to the advertisement, the advertisement itself may be the link, or a dialog box may incorporate the link. In one embodiment, the advertising incentive data could be formatted in a language that the receiving device 30 could interpret. The transmission module 69 may send the formatted advertising incentive data to the receiving device 30 using a network protocol, such as Bluetooth or TCP/IP over a wired or wireless LAN. An exemplary advertising incentive coded in Extensible Markup Language (XML) follows:
In another embodiment, the notification module 68 and the transmission module 69 may transmit a Uniform Resource Locator (URL) reference to a remote server containing the advertising incentive to the receiving device 30. In step 153 in either embodiment, a software application on the receiving device 30 receives the advertising incentive and creates one or more calendar entries in the viewer's calendar, each entry corresponding to a day an event in the advertising incentive is schedule to occur. Simultaneously, the notification module 68 sends an electronic notification to the receiving device 30. The electronic notification may include, for example, an email, a voicemail, or an icon. In step 165, the viewer further may configure the software application on the receiving device 30 to periodically update the calendar to remove expired and/or redeemed advertising incentives. Thereby, expired advertising incentives may be removed after expiration, and additionally or alternatively, the advertising incentives may be removed after they are redeemed, that is, used by the user.
Step 155 includes the storage module 64 extracting the advertising incentive data from the non-transitory data storage 70 to generate feedback notification to advertisers using the decoder when the user selected to receive the advertising incentive. The storage module 64 may create a separate temporary work area for each unique identifier associated with an advertiser. The feedback module 66 formats an advertiser feedback record according to a data record layout that may contain an identification code associated with the advertising incentive, a date and time the viewer selected the advertising incentive, a unique identifier associated with the broadcast provider's cable or satellite receiver, and a unique identifier associated with the advertiser. The feedback module 66 may cooperate with the transmission module 69 to add network-specific header and trailer information to groups of advertiser feedback records in preparation for transmission. In one embodiment, the decoder 40 may be connected to a public network through, for example, broadband or modem. Alternatively, the decoder 40 may be connected to the cable or satellite receiver, using, for example, Internet Protocol Television (IPTV). The transmission module 69 may transmit the groups of advertiser feedback records directly to the individual advertisers, or alternatively, to the broadcast data stream provider. The storage module 64 may purge the temporary work areas and the non-transitory storage 70 following the transmission of the advertiser feedback records.
While the present invention has been particularly shown and described with respect to preferred embodiments thereof, it will be understood by those skilled in the art that changes in forms and details may be made without departing from the spirit and scope of the present application. It is therefore intended that the present invention not be limited to the exact forms and details described and illustrated herein, but falls within the scope of the appended claims.
As will be appreciated by one skilled in the art, aspects of the present disclosure may be embodied as a system, method or computer program product. Accordingly, aspects of the present disclosure may take the form of an entirely hardware embodiment, an entirely software embodiment (including firmware, resident software, micro-code, etc.) or an embodiment combining software and hardware aspects that may all generally be referred to herein as a “circuit,” “module” or “system.” Furthermore, aspects of the present disclosure may take the form of a computer program product embodied in one or more computer readable medium(s) having computer readable program code embodied thereon.
Any combination of one or more computer readable medium(s) may be utilized. The computer readable medium may be a computer readable signal medium or a computer readable storage medium. A computer readable storage medium may be, for example, but not limited to, an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, or device, or any suitable combination of the foregoing. More specific examples (a non-exhaustive list) of the computer readable storage medium would include the following: an electrical connection having one or more wires, a portable computer diskette, a hard disk, a random access memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or Flash memory), an optical fiber, a portable compact disc read-only memory (CD-ROM), an optical storage device, a magnetic storage device, or any suitable combination of the foregoing. In the context of this document, a computer readable storage medium may be any tangible medium that can contain, or store a program for use by or in connection with an instruction execution system, apparatus, or device.
A computer readable signal medium may include a propagated data signal with computer readable program code embodied therein, for example, in baseband or as part of a carrier wave. Such a propagated signal may take any of a variety of forms, including, but not limited to, electro-magnetic, optical, or any suitable combination thereof A computer readable signal medium may be any computer readable medium that is not a computer readable storage medium and that can communicate, propagate, or transport a program for use by or in connection with an instruction execution system, apparatus, or device.
Program code embodied on a computer readable medium may be transmitted using any appropriate medium, including but not limited to wireless, wireline, optical fiber cable, RF, etc., or any suitable combination of the foregoing.
Computer program code for carrying out operations for aspects of the present disclosure may be written in any combination of one or more programming languages, including an object oriented programming language such as Java, Smalltalk, C++ or the like and conventional procedural programming languages, such as the “C” programming language or similar programming languages, a scripting language such as Perl, VBS or similar languages, and/or functional languages such as Lisp and ML and logic-oriented languages such as Prolog. The program code may execute entirely on the user's computer, partly on the user's computer, as a stand-alone software package, partly on the user's computer and partly on a remote computer or entirely on the remote computer or server. In the latter scenario, the remote computer may be connected to the user's computer through any type of network, including a local area network (LAN) or a wide area network (WAN), or the connection may be made to an external computer (for example, through the Internet using an Internet Service Provider).
Aspects of the present disclosure are described with reference to flowchart illustrations and/or block diagrams of methods, apparatus (systems) and computer program products according to embodiments of the disclosure. It will be understood that each block of the flowchart illustrations and/or block diagrams, and combinations of blocks in the flowchart illustrations and/or block diagrams, can be implemented by computer program instructions. These computer program instructions may be provided to a processor of a general purpose computer, special purpose computer, or other programmable data processing apparatus to produce a machine, such that the instructions, which execute via the processor of the computer or other programmable data processing apparatus, create means for implementing the functions/acts specified in the flowchart and/or block diagram block or blocks.
These computer program instructions may also be stored in a computer readable medium that can direct a computer, other programmable data processing apparatus, or other devices to function in a particular manner, such that the instructions stored in the computer readable medium produce an article of manufacture including instructions which implement the function/act specified in the flowchart and/or block diagram block or blocks.
The computer program instructions may also be loaded onto a computer, other programmable data processing apparatus, or other devices to cause a series of operational steps to be performed on the computer, other programmable apparatus or other devices to produce a computer implemented process such that the instructions which execute on the computer or other programmable apparatus provide processes for implementing the functions/acts specified in the flowchart and/or block diagram block or blocks.
The flowchart and block diagrams in the figures illustrate the architecture, functionality, and operation of possible implementations of systems, methods and computer program products according to various embodiments of the present disclosure. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of code, which comprises one or more executable instructions for implementing the specified logical function(s). It should also be noted that, in some alternative implementations, the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams and/or flowchart illustration, and combinations of blocks in the block diagrams and/or flowchart illustration, can be implemented by special purpose hardware-based systems that perform the specified functions or acts, or combinations of special purpose hardware and computer instructions.
