Note: Descriptions are shown in the official language in which they were submitted.
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METHOD AND SYSTEM FOR PROVIDING
TARGETED ADVERTISEMENTS
BACKGROUND
Field of the Invention
The present invention relates to the field of networked media delivery
systems,
and more particularly, to a method and system for providing targeted
advertisements to
specific consumers.
Background of the Invention
Traditionally, the preferred method of advertising has been to broadcast an
advertisement to a large audience via mass media such as newspapers,
magazines, radio,
and television. This mass media advertising strategy seeks to reach the most
number of
viewers to increase the odds of contacting the ones most likely to purchase
the advertised
product or service. Although a large viewing audience may see the
advertisement,
advertisers understand that only a small percentage of that audience has a
real interest in
purchasing the advertised product or service. To some extent, advertisers can
increase
the probability of reaching purchasing consumers by creating advertisements
that appeal
to those potential consumers and broadcasting the advertisements in media that
those
same consumers are most likely to view. However, even using a popular medium
to a
typical potential consumer, advertisers will exclude potential consumers that
do not use
the medium and will include viewers of that medium who have no desire to
purchase the
product or service. Because of this underinclusion and overinclusion,
advertisers
necessarily waste at least a portion of their budgets on consumers who are not
in the
market to buy their product or service.
To offset this unnecessary spending, advertisers continually strive to narrow
advertising efforts to a targeted purchasing audience. As briefly stated
above, one
targeting method distributes advertisements in media content that attract
demographic
groups likely to purchase the advertised product or service. For example,
television
shows often appeal to a particular type of audience, marked perhaps by age,
income, or
education. Usually, the specific sponsors of the shows sell products that
appeal to the
same particular audience. Similarly, in print media, advertisers choose
magazines and
newspapers with the content, style, and geographic coverage that attract
readers likely to
be interested in the advertised products or services.
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In another targeting method, advertisers pay the mass media to deliver
advertisements as a part of the media content. This method embeds the
advertisement in
the media content such that the viewer must view the advertisement to view the
media
content. For example, some radio and television programs incorporate
advertising
pitches into the program commentary or discussions. Other targeting techniques
display
advertisements concurrently with the media content, such as with corporate
sponsored
scoreboard icons in the corner of a television screen, or with logos
incorporated into
uniforms or equipment (e.g., race cars) that are repeatedly shown during a
sports event
broadcast. Another embedded advertising technique has film actors or actresses
that use
the advertiser's products during their acting.
Although the targeting techniques described above focus on a smaller consumer
audience, the overinclusion and underinclusion inherent in mass media
advertising
remain their principal drawbacks. In each targeting strategy, advertisers
waste money by
reaching people who are not interested in the product or service or by
excluding those
people who are interested. Because these techniques assess consumer interest
on the
larger scale of program audiences instead of on an individual viewer basis,
the
techniques will always suffer from the squandered advertising dollars
associated with
overinclusion and underinclusion.
To address the drawbacks to mass media, advertisers sometimes use direct
mailings and niche print media to reach targeted consumer audiences. Direct
mailings
and niche magazines focus on specific potential purchasers or classes of
purchasers. For
example, a pharmaceutical company can use targeted mailings to .deliver its
advertising
materials directly to doctors practicing the particular type of medicine to
which the
advertised drug applies. As another example, boat manufacturers can advertise
in a
small number of magazines directed to boating enthusiasts. While these
targeted print
advertisements increase the efficiency of advertising efforts, they lack the
powerful and
influential images and sounds that a medium such as television can deliver.
Thus,
targeted print advertisements have only limited application and impact.
Recognizing the drawbacks to mass media and targeted print advertisements,
advertisers have turned to the internet to isolate potential consumers and
increase the
power of their advertising dollars. On the internet, a user controls the
content she views
by navigating the worldwide web and accessing web pages and web
advertisements.
Using software, advertisers can intelligently monitor these user viewing
selections,
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analyze viewing patterns, and deliver advertisements suiting the tastes and
interests of
the user. For example, if a user has repeatedly chosen to view internet
advertisements
for camping equipment, the software will retrieve all camping equipment
advertisements
that subscribe to the advertising plan and deliver them to the user. In
addition, the
software can retrieve advertisements for related products, such as hiking
gear, and
display those advertisements to the user as well. U.S. Patent No. 5,948,061
discloses a
method of delivering, targeting, and measuring advertising over networks that
is
representative of these types of internet targeted advertisements.
Although these internet targeted advertisements marginally increase the
spending
power of the advertising dollar, they still present notable disadvantages.
First, despite a
growing popularity, the internet has far fewer users than traditional media
such as
newspapers or television. The cost of purchasing a computer and maintaining
internet
access will continue to exclude potential consumers. In addition, many
consumers,
especially those of older generations, are intimidated by the seemingly
complex internet
technology and prefer the more familiar medium of television.
In addition to limited consumer audiences, bandwidth restrictions limit data
transmission speed and hamper the quality and impact of targeted internet
advertisements. Most internet users are thoroughly familiar with the long
delays
associated with downloading graphical information, especially video clips or
other
animation. These delays limit the types of advertisements that can be
displayed and
dampen the impact an advertisement can have on a user. Often, the consumer
clicks
through the web page without viewing the advertisement or occupies the
downloading
time with other activities such as watching television or reading.
Targeted internet advertising also has limited data from which to determine a
customer profile. To collect data, the targeted internet advertising systems
simply record
user selections of internet advertisements, note words typed when searching
web content,
or read user information such as geographic location, domain type (e.g.,
commercial,
education or government), and perhaps standard industry codes (SICs), which
indicate
such user characteristics as employer and type of employer. To target the
advertising,
the internet systems tend to deliver advertisements, e.g., banner
advertisements, related
to a user's previous advertisement selections or search terms without regard
to the
current and changing tastes of the user. In relying on previous advertisement
selections
or search terms, these internet systems miss the opportunity to display the
types of
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advertisements that the user would be interested in, but has not yet seen or
clicked
through. Instead of being proactive and assessing a customer's tastes and
delivering new,
pertinent advertisements, these internet systems simply react to previous
advertisement
selections and deliver related advertisements.
SUMMARY OF THE INVENTION
The present invention is a system and method for providing targeted
advertisements
over a networked media delivery system. Broadly stated, the present invention
tracks and stores
viewing events (e.g., such as menu choices or changes in programming),
analyzes the events,
and delivers targeted advertisements that appeal to the particular subscriber
generating the
events. By collecting data on viewing habits and analyzing that data in light
of other subscriber
account information (from other subscriber databases), the present invention
is able to
intelligently select and display advertisements that offer products or
services a viewer is truly
interested in purchasing. Further, the present invention can deliver different
advertisements to
different viewers watching the same program or channel. Thus, the present
invention reaches a
large audience (e.g., a cable television audience), assesses the interests and
tastes of each
subscriber of that audience, and delivers advertisements to each subscriber
for products or
services that the subscriber is predisposed to purchase. The net result is a
more efficiently spent
advertising dollar for the sponsors and an increased profit margin for the
network media
providers.
Certain exemplary embodiments can provide a method, comprising: sending event
data
describing viewing habits of a subscriber; sending a request for a targeted
advertisement to
insert into an advertisement insertion slot; uploading latest event data
describing recent viewing
habits of the subscriber with the request for the targeted advertisement; and
receiving the
targeted advertisement selected to appeal to the viewing habits of the
subscriber.
Certain exemplary embodiments can provide a method for providing targeted
advertisement over a media delivery network from a head end comprising the
steps of:
collecting the event data of a subscriber on a server; analyzing the event
data and information
of the subscriber to assign a demographic group and a customer profile to the
subscriber;
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selecting an advertisement that appeals to the customer profile and the
demographic group of
the subscriber, wherein the event data comprises the subscriber's selection of
programs on a
set-top box from an interactive menu screen during an interactive session,
wherein the
advertisement is displayed to the subscriber upon receiving an advertisement
request from the
set-top box for an advertisement insertion slot, and wherein the event data
includes latest event
data that are uploaded by the set-top box to the head end when a new targeted
advertisement is
to be inserted.
Certain exemplary embodiments can provide a method for providing targeted
advertisements over a media delivery network from a head end during an
interactive session,
comprising: collecting event data of a subscriber on a server, wherein the
event data comprises
the subscriber's selection of programs on a set-top box from an interactive
menu screen;
analyzing the event data and information of the subscriber to assign a
demographic group and a
customer profile to the subscriber; selecting an advertisement that appeals to
the customer
profile and the demographic group of the subscriber; and displaying the
advertisement to the
subscriber upon receiving an advertisement request from the set-top box for an
advertisement
insertion slot; and wherein the event data includes latest event data that are
uploaded by the set-
top box to the head end when a new targeted advertisement is to be inserted.
Certain exemplary embodiments can provide a system for providing targeted
advertising over a media delivery network during an interactive session
comprising: a head end
having a merge processor, a profile processor, a file server, and a broadcast
server; a
distribution network connected to the head end; and at least one set-top box
connected to the
distribution network, wherein the merge processor collects viewing selections
from the at least
one set-top box, wherein the viewing selections are collected from a
subscriber's selections of
programs on the at least one set-top box from an interactive menu screen, and
wherein the
profile processor receives the viewing selections from the merge processor,
analyzes the
viewing selections along with account information, assigns a demographic group
and a
customer profile to the subscriber, and, upon receiving a request for a
targeted advertising
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insert from the at least one set-top box, directs the file server to deliver
the targeted advertising
to the at least one set-top box based on the analysis of the viewing
selections, and wherein the
at least one set-top box uploads the viewing selections to the merge processor
when requesting
the targeted advertising insert.
Certain exemplary embodiments can provide a system for providing targeted
advertising over a media delivery network during an interactive session
comprising: a head end
comprising: a file server for delivering advertisements; a merge processor
that stores subscriber
event data; a profile processor that analyzes subscriber event data,
determines demographics,
assigns customer profiles, and issues display instructions; a plurality of set-
top boxes connected
to the head end, each set-top box comprising a processor for: collecting a
plurality of event
records that describe selected commands from a subscriber to a particular set-
top box, wherein
the plurality of event records are collected from the subscriber's selections
of programs on a
set-top terminal from an interactive menu screen, said plurality of event
records making up the
event data; uploading latest event data to the merge processor when a new
targeted
advertisement is to be inserted; and receiving from the head end targeted
advertisements and
commands to display certain advertisements, wherein the file server receives
the display
instructions from the profile processor and delivers advertisements
corresponding to the display
instructions to the plurality of set-top boxes for display.
Certain exemplary embodiments can provide a method for providing
advertisements
targeted at individual viewers during an interactive session comprising:
providing a set-top box
to each of the individual viewers, wherein the set-top box is connected to a
head end; tracking
the individual viewers' viewing selections and storing the viewers' viewing
selections as event
data, wherein the event data comprises the viewer's selections of programs on
the set-top boxes
from an interactive menu screen, and wherein the event data are uploaded to a
head end when a
new targeted advertisement is to be inserted; analyzing the event data to
compile a profile for
each viewer; and upon receiving a request from the set-top box for inserting
targeted
advertisements, delivering advertisements targeted to at least one viewer
according to the at
least one viewer's profile.
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As part of the present invention, the tracking and storing of event data is
accomplished
by use of a system for tracking network use, such as the Clickstream system of
BellSouth
Interactive Media Services. As part of the present invention, event data
gathered by a network
use tracking system can include such viewing events as a channel viewed, a
switch to another
channel, use of a VCR or other ancillary device, or invocation of an
interactive application and
subscriber commands given to the system during the application. For
identification and
tracking, event data also includes a time stamp (to indicate, e.g., start and
stop times) and the
subscriber's set-top box identification.
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The primary components of the present invention, as shown in Figure 1, include
a
merge processor 100, a file server 102, a profile processor 104, and a
broadcast server
105, connected to a plurality of set-top boxes 108. Together, these components
record
network use by individual subscribers, store and organize data associated with
the
network use, analyze the data to identify interests of an individual
subscriber, classify the
individual subscriber in a demographic group, and deliver an advertisement
targeted for
her demographic group to the individual .subscriber. Merge processor 100, file
server
102, and broadcast server 105 reside in a head end 110, typically operated by
a media
service provider, and are connected to a plurality of set-top boxes 108
through a
distributed media delivery network 106, such as a satellite, cable, or
fiberoptic network.
Profile processor 104 also resides in head end 110 and is connected to merge
processor
100 and file server 102.
A set-top box is a network media device comprising a microprocessor, a memory
buffer for operating instructions and storage, and a control interface for
receiving
subscriber viewing commands from a remote control device or control panel. In
addition
to the term "set-top box," such a network media device is sometimes referred
to as a set-
top terminal, a cable converter, or a home communications terminal. One or
more of
these terms apply generally to devices that are coupled to or made a part of a
display
device that shows programming to a subscriber. In addition, as used in this
specification
and in the claims, the term "set-top box" also includes a personal computer or
any other
computational device that communicates with a media delivery network and
performs
the functions described herein. When it is connected to a viewing device,
e.g., a
television set at a subscriber premises, the set-top box responds to and
records the
viewing selections event data") of a subscriber. At predetermined intervals,
the set-top
box uploads this event data through the distributed network to the merge
processor.
Merge processor 100 communicates with the plurality of set-top boxes through
the distribution network. Merge processor 100 receives the event data from the
set-top
boxes, organizes the data, and stores the data in event lists arranged by
subscriber
account.
File server 102 stores display data to be delivered to the plurality of set-
top boxes
in response to a subscriber selection. For example, file server 102 can
contain digital
copies of pay-per-view movies or commercials. The display data can be in the
form of
text, graphic elements, bit maps, or video stream. Graphic elements are simple
display
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images such as rectangles, lines, or circles. Bit maps define a display space,
e.g., a still
frame or picture, and define a color for each pixel or "bit" in the display
space.
Examples of graphic image file types that contain bit maps include GIF and
JPEG files.
Video streams are a series of frames or pictures that produce moving images or
animation. Alternately, the display data could be a multimedia presentation,
e.g., a
ShockwaveTM, FlashTM, or JavaTM presentation.
In addition to storing and delivering display data, file server 102 also
communicates with the plurality of set-top boxes, performing such functions as
assigning
each set-top box to a demographic group and directing each set-top box to tune
to
particular channels.
In contrast to the interactive sessions of file server 102, broadcast server
105
delivers a continuous stream of display data within a broadcast environment.
Broadcast
server 105 delivers multiple video streams on separate channels and, unlike
file server
102, does not participate in dynamic interchange with the set-top boxes.
Instead, the set-
top boxes tune to the particular channels that contain programming
corresponding to
their individual demographic groups.
Profile processor 104 receives event data from merge processor 100 and
additional data from several other sources to construct a consumer profile of
a subscriber.
In constructing a profile, profile processor 104 analyzes the data to identify
a
subscriber's viewing habits and corresponding interests. In addition to merge
processor
100, the other data sources preferably include an interactive selection list
from an
interactive television database 120, subscriber data from a customer
registration database
122, billing data from an accounting database 124, and perhaps questionnaire
data from a
survey database 126 that stores customers' specific responses to questions
about their
interests. Profile processor 104 uses an algorithm to systematically examine
customer
profile information, to determine the particular demographic group of the
viewer, and to
choose an advertisement that appeals to the interests of the viewer and the
demographic
group. Once the analysis is complete, profile processor 104 instructs file
server 102 to
deliver a particular advertisement to the set-top box of the viewer. Profile
processor 104
performs data source analyses and issues instructions concurrently among
multiple
viewers so that multiple viewers watching the same show can receive different
advertisements.
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As is apparent to those skilled in the art, the present invention may be used
with
numerous types of networked media delivery systems. For example, the method or
system of the present invention could be deployed on an interactive media
delivery
system or modified for use with a conventional cable television network, a
wireless cable
television network, or a home satellite television network.
Accordingly, it is an aspect of the present invention to provide a system and
method for delivering targeted advertisements to the types of consumers most
likely to
purchase the advertised product or service.
It is another aspect of the present invention to provide targeted advertising
that
reaches a large audience, that monitors and assesses each viewer of that
audience to
determine purchasing interests, and that displays advertisements to each
viewer
corresponding to her purchasing interests.
It is another aspect of the present invention to use an easily accessible
medium to
deliver targeted advertisements to the consumers most likely to purchase the
advertised
product.
It is another aspect of the present invention to provide a targeted
advertising
system and method that displays both bit map and video stream advertising.
It is another aspect of the present invention to provide a means for
displaying
different commercials to individual viewers watching the same channel.
These and other aspects of the present invention are described in greater
detail in
the detailed description of the invention, the appended drawings, and the
attached claims.
Additional features and advantages of the invention will be set forth in the
description
that follows, will be apparent from the description, or may be learned by
practicing the
invention.
DESCRIPTION OF THE DRAWINGS
Figure 1 is a schematic diagram of the system architecture of the present
invention.
Figure 2 is a flowchart outlining the method of delivering custom
advertisements
targeted to specific consumers.
Figure 3 is a schematic diagram illustrating progressive menu screens of a
typical
interactive television system.
Figure 4 is a schematic diagram of the advertisement insertion playlist method
of
the present invention, showing an advertisement library and a playlist.
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Figure 5 is a schematic diagram of the broadcast advertisement insertion
method
of the present invention, showing the method by which set-top boxes switch
from
programming streams to advertisement insertion streams.
DETAILED DESCRIPTION OF THE INVENTION
The present invention is a system and method for providing targeted
advertisements over networked media delivery systems, such as interactive
media
delivery systems, conventional cable television networks, wireless cable
television
networks, home satellite television networks, and other media delivery systems
that
allow duplex communication (perhaps with the return path via a separate, e.g.,
telephone,
network) to a set-top box coupled to a subscriber's display device, such as a
television.
As an overview, the present invention records the viewing selections of a
subscriber,
compiles the viewing selection data along with other available data (e.g.,
interactive
purchasing or questionnaire data), analyzes the data to formulate a customer
profile,
matches the customer profile to a demographic group, and displays for the
customer a bit
map or video stream advertisement that is customized for the customer or the
customer's
demographic group.
System Architecture
Referring to Figure 1, the present invention includes a merge processor 100, a
file
server 102, a profile processor 104, and a broadcast server 105. A head end
110,
typically operated by a media service provider, houses merge processor 100,
file server
102, profile processor 104, and broadcast server 105. Merge processor 100,
file server
102, and broadcast server 105 connect to a plurality of set-top boxes 108
through a
distribution network 106, which is any media delivery network such as a
coaxial or
fiberoptic cable system. Profile processor 104 is connected to both merge
processor 100
and file server 102, as shown in Figure 2. Each set-top box resides at a
subscriber's
premises, connected to a viewing device, e.g., a television.
Each set-top box of the plurality of set-top boxes 108 provides a control
interface
through which a subscriber makes viewing selections by, e.g., using a remote
control
unit, a keyboard, or a control panel. In providing this interface, a set-top
box performs
the following functions: (1) routes traditional broadcast signals to the
connected viewing
device; (2) converts media content to a selected video format (e.g., NTSC or
PAL) and
presents the content to the subscriber; (3) for interactive systems, exchanges
messages
(including display data) with merge processor 100 over distribution network
106; (4)
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receives messages from a subscriber input device, such as a remote control
unit; (5)
translates video signals from a network-native format into a format that can
be used by
the viewing device; (6) inserts alphanumeric or graphical information into the
video
stream to overlay that information on the video image; and (7) provides
graphic or audio
feedback to the subscriber. Examples of commercially available set-top boxes
that
satisfy these functions include an SA Explorer 2000 set-top box by Scientific
Atlanta, a
DCT-5000 set-top box by General Instruments, and a Z 12C set-top box by
Zenith.
With specific reference to the present invention, each set-top box completes
many
intelligent functions, including the collection, storage, exchange, and
display of data. To
satisfy these functions, the set-top box has a navigator, an operating system,
and a
memory buffer. The operating system is a computer program that, after being
initially
loaded into the set-top box by a bootstrap program, manages the other
programs, or
applications, running on the set-top box. The navigator is a software
application running
on top of the operating system. The navigator generates menu screens and
accepts
viewer menu selections such as movie orders, preview orders, or requests to
watch an
advertisement. Based on these selections, the navigator directs the file
server to deliver
the selected program, e.g., the server plays the selected movie. In addition,
the navigator
records viewer selections or event data in the memory buffer, and periodically
(or on
command) uploads the data through distribution network 106 to merge processor
100.
Optionally, instead of the navigator, file server 102 could record the event
data.
Merge processor 100 receives communications from the plurality of set-top
boxes
108 through distribution network 106. The communications include the event
data
stored in the memory buffer of the plurality of set-top boxes 108. After
receiving the
event data, merge processor 100 organizes the data and stores the data in
event lists
arranged by subscriber account.
File server 102 stores the display data to be delivered to the plurality of
set-top
boxes 108. File server 102 delivers the data in response to subscriber viewing
commands and instructions from profile processor 104. The display data can be
in any
form compatible with the networked media delivery system. However, the
preferred
forms are text, graphic elements, bit maps, and video stream. The content of
the display
data can be any media program, e.g., advertisements, television shows, news,
movie
trailers, movies, or still images, such as advertisement banners. Alternately,
the display
data could be a multimedia presentation.
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Profile processor 104 performs the subscriber analysis and advertisement
selection functions of the present invention. For subscriber analysis, profile
processor
104 constructs a customer profile based on subscriber data and classifies the
customer
profile within a demographic group. For advertisement selection in an
interactive
session, profile processor 104 directs file server 102 to play an
advertisement that
appeals to the interests of the subscriber and the demographic group. Profile
processor
104 performs subscriber analyses and issues instructions concurrently among
multiple
viewers so that multiple viewers watching the same show can receive different
advertisements.
In addition to interactive sessions, profile processor 104 also targets
advertisements within a broadcast environment in which several channels of
programming, each corresponding to a different demographic group, are
delivered to a
customer. In Figure 1, broadcast server 105 delivers the channels of
programming in this
broadcast model. To target the advertisements, file server 102 directs each
set-top box to
tune to a channel delivering an advertisement suitable for the customer's
demographic
group.
In constructing a customer profile, profile processor 104 receives the event
data
from merge processor 100 along with any other available data from other data
sources.
In the preferred embodiment of the present invention, profile processor 104
receives
additional data from an interactive television database 120, a subscriber
registration
database 122, an accounting database 124, and a survey database 126.
Interactive
television database 120 provides data related to the services a customer has
purchased or
used over interactive television, such as video on demand. Subscriber
registration
database 122 provides all of subscriber data recorded at service initiation,
such as a
subscriber's address and employer. Accounting database 124 provides subscriber
billing
and purchasing information, such as service purchased, service rates, and
payment aging.
Finally, survey database 126 provides personal information gathered from
subscribers
using questionnaires that solicit responses about viewing habits and
purchasing interests.
System Operation
Broadly stated, the operation of the present invention comprises collecting
subscriber viewing selections, organizing and analyzing the selections,
determining a
subscriber's customer profile and demographic group, and delivering an
advertisement
targeted to the demographic group. In the preferred embodiment of the present
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invention, the system can deliver targeted advertisements as a part of an
interactive
television session or within a broadcast environment. Each method of delivery
shares
the same steps for gathering event data and analyzing a subscriber's
interests.
Figure 2 is a flowchart illustrating the steps involved in collecting and
analyzing
event data and delivering targeted advertisements for both the interactive
session model
and the broadcast model, according to a preferred embodiment of the present
invention.
While the steps described herein and illustrated in the flowchart contain many
specific
examples of information and media flow, these steps should not be construed as
limitations on the scope of the invention, but rather as examples of steps
that could be
used to practice the invention. In step 200 of Figure 2, a subscriber enters
viewing
commands into the set-top box using a remote control unit, a control panel, or
another
device. In step 202, the navigator provisioned on the set-top box records each
command
as event data in the memory buffer of the set-top box.
The navigator uploads the event data to merge processor 100 and clears the
memory buffer in step 204. The time at which this upload occurs depends upon
whether
the system is delivering targeted advertisements as a part of an interactive
television
session or within a broadcast environment. For interactive sessions, the
upload occurs at
a predetermined interval or as commanded by merge processor 100, as shown in
step
204a. For broadcast, the upload occurs when the set-top box first establishes
communication with head end 110, as shown in step 204b. The upload also
depends on
whether the navigator or file server 102 is recording the event data. Although
the
flowchart and following description show the navigator performing this
function, in an
alternate embodiment of the present invention, file server 102 records and
immediately
processes the event data. Having file server 102 collect the event data is
preferable for
an internet application in which file server 102 is the web server.
Steps 200 through 204 repeat continually as the subscriber interacts with the
networked media delivery system. The longer the subscriber interacts with the
system,
the more event data merge processor 100 will contain from which to analyze the
subscriber's viewing habits and interests. In step 206, merge processor 100
compiles the
event data into event lists organized by subscriber. With the event lists
tabulated, merge
processor 100 is ready to provide the information necessary to assess a
subscriber's
viewing interests.
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In step 208, profile processor 104 retrieves the event lists from merge
processor
100 to begin shaping a customer profile of the subscriber. In addition,
profile processor
104 draws information from all available databases, including, for example,
interactive
television database 120, subscriber registration database 122, accounting
database 124,
and survey database 126. These databases provide profile processor 104 with
additional
subscriber information such as address, employer, income level, favored
manufacturers,
banking habits, and products purchased through interactive television.
By analyzing the event data and the subscriber data from the various
databases, in
step 210 profile processor 104 assigns a customer profile to the subscriber
and matches
the customer profile to a demographic group. Generally, this analysis involves
searching
the event lists and subscriber data for patterns such as key words, e.g.,
"action" movie or
"western" movie, or repeatedly selected menu items, e.g., do-it-yourself home
improvement videos. As a part of this search, merge processor 100 could count
the
number of key words cited, the number of menu item selections, or perhaps the
amount
of time the subscriber viewed particular menus, and if the number or amount
exceeded a
certain threshold, would assign the subscriber to a certain customer profile
or
demographic group. The method by which an individual media service provider
analyzes the event data and subscriber data depends largely on the provider's
particular
market strategy and business resources. As such, the optimal analysis method
will vary
among different service providers.
Having assigned a customer profile and demographic group to the subscriber,
the
system is ready to retrieve and deliver a targeted advertisement when an
advertisement
slot becomes available, as called for in step 212. The method by which the
system
retrieves and delivers the advertisement depends on whether the system is
delivering
targeted advertisements as a part of an interactive television session (step
204a above) or
within a broadcast environment (step 204b above). For an interactive session,
as shown
in step 212a, the subscriber makes a viewing selection that has advertisement
insertion
slots for targeted advertisements. In response, profile processor 104 chooses
an
advertisement corresponding to the subscriber's customer profile and
demographic
group, and file server 102 delivers the advertisement to the subscriber in a
menu screen
or playlist.
For the broadcast environment, as shown in step 212b, the set-top box receives
its
assigned demographic group from file server 102 when the set-top box first
establishes
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communication with head end 110 or during subsequent communications. Based on
the
assigned demographic group, the set-top box then retrieves the corresponding
targeted
advertisements. In the broadcast environment, the method by which the set-top
box
retrieves the targeted advertisements varies. For example, if the
advertisements are video
streams, the set-top box could tune to broadcast channels delivering
advertisements at the
appropriate time, or, for bit map advertisements, the set-top box could tune
to
advertisements spooled in a broadcast carousel format.
As outlined in the flowchart of Figure 2, in the preferred embodiment of the
present invention, the system components deliver targeted advertisements in
two
principal ways. The first method displays bit map or video advertisements
during an
interactive television session as a part of menu screens or as a part of a
dynamic
advertisement insertion in a playlist, e.g., a playlist constructed in
response to a pay-per-
view movie order. The second method displays bit map or video stream
advertisements
as a part of a standard video broadcast.
The following descriptions and figures illustrate these methods of delivering
targeted advertisements in more detail and according to preferred embodiments
of the
present invention. Although the present invention is applicable to any
situation in which
networked media delivery systems display advertisements to subscribers, the
following
descriptions and schematics trace the operation of the present invention in
the context of
bit maps and video streaming. While the method described herein and
illustrated in the
figures contains many specific examples of media flow steps, these steps
should not be
construed as limitations on the scope of the invention, but rather as examples
of media
flow steps that could be used to practice the invention. As would be apparent
to one of
ordinary skill in the art, many other variations on the system operation are
possible,
including differently grouped and ordered method steps. Accordingly, the scope
of the
invention should be determined not by the embodiments illustrated, but by the
appended
claims and their equivalents.
Each of the following methods for delivering targeted advertisements relies on
the ability of head end 110 to identifier a particular subscriber through the
subscriber's
set-top box. For each request for advertisement insertion, a set-top box can
include its
user identification so that head end 110 knows which event lists and database
entries to
consult. However, in the preferred embodiment of the present invention, the
navigator of
the set-top box identifies itself (and its subscriber) to head end 110 when
the set-top box
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activates and establishes an interactive session. Thus, when the set-top box
requests an
advertisement insertion, head end 110 already knows the identity of the set-
top box and
its subscriber.
Interactive Session:
For interactive sessions, the preferred embodiment of the present invention
delivers targeted advertisements during 1) interactive menu screens, or 2) in
a playlist
created in response to the selection of a program (e.g., a pay-per-view
movie).
The delivery of a targeted bit map and video advertisement during an
interactive
session requires a communication between a set-top box and head end 110.
Specifically,
the navigator on the set-top box recognizes an advertisement insertion slot
and queries
head end 110 for an advertisement to insert. Based on the customer profile or
demographic developed in steps 200 through 210 of Figure 2, file server 102 of
head end
110 delivers a suitable targeted advertisement.
1) Interactive Menu Screen:
In a preferred embodiment of the present invention, the advertisement
insertion
slot is in an interactive television menu screen. As an example, Figure 3
shows
progressive menu screens of a typical interactive television system. Each
screen has an
area 300 for displaying bit map or video advertisements forwarded by file
server 102. In
screen 302, the subscriber views the main menu having general viewing
categories, such
as movies, sports events, children's programs, and adult programs. After
choosing
"movies," in screen 304 the subscriber is presented with types of available
movies, such
as comedies, action, drama, and westerns. Upon choosing "westerns," screen 306
appears, giving the subscriber individual movie titles to order, such as "True
Grit" and
"High Noon." Finally, after ordering a particular movie, "True Grit," the
interactive
television system displays a marquee screen that provides information about
the movie,
such as lead actors, director, and running time.
During this interactive session, the navigator records each subscriber
selection as
event data. In the preferred embodiment, the navigator uploads the latest
event data to
merge processor 100 every time a new targeted advertisement must be inserted.
In this
manner, profile processor 100 has the latest event data, along with the data
from other
databases, to assess a viewer's current interests. Thus, for example, in
screen 302, the
present invention could display a bit map or video movie trailer advertisement
enticing
the subscriber to look further into the menu options but not necessarily
targeting a
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specific customer profile or demographic group. Then, once the subscriber has
chosen
"movies" and moved to screen 304, the present invention could display a bit
map or
video advertisement for popcorn knowing that this particular subscriber has
watched
several movies in the last month (from the event data) and that the subscriber
indicated a
liking for popcorn in a recent consumer spending survey (from survey database
126).
As an alternative to uploading event data to merge processor 100 when a new
targeted advertisement must be inserted, the upload could occur at any time,
regardless
of whether an advertisement insertion slot is available. In this manner, the
present
invention could create and save a customer profile and playlist in advance,
and display
the advertisements the next time the customer begins an interactive session.
After choosing "westerns," in screen 306 the present invention could display
an
advertisement for a pickup truck based on the subscriber's interest in
westerns
(preferably, but not necessarily, from recent event data) and previous viewing
selections
focusing on truck and automotive programming (from event data). Finally, after
ordering the movie "True Grit," the present invention could display a bit map
or video
advertisement promoting a western style restaurant chain based on the
subscriber's
interest in western movies (from event data) and the subscriber's previous
inquiries
about western style restaurants over the interactive television system (from
interactive
television database 120).
The selection of a bit map or video advertisement depends largely on the
individual customer profile and the library of available advertisements. Both
the
customer profiles and the available advertisements are classified in
demographic groups.
Thus, the present invention delivers advertisements classified under a certain
demographic group to subscribers having customer profiles classified under the
same
demographic group. Preferably, the volume of advertisements in the library is
large
enough to satisfy a large number of demographic groups, thereby allowing more
customized advertisements.
The present invention delivers bit map or video advertisements from file
server
102 to the plurality of set-top boxes 108. File server 102 can download each
advertisement when a set-top box requests an advertisement for an
advertisement
insertion slot. However, in the preferred embodiment, file server 102
downloads a whole
library of advertisements to the navigator memory buffer when the set-top box
is initially
activated and then instructs the navigator to retrieve from the buffer a
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advertisement and play that advertisement to the subscriber. Although storing
the
advertisements in the navigator memory buffer eliminates the delay associated
with
downloading bit maps or video each time one is displayed, this "look ahead"
buffer
strategy is limited by the cache size of the navigator memory. If the cache
size is small
and an advertisement cannot be stored, then the navigator simply reverts to
querying file
server 102 and waiting for the downloading of the bit map or video
advertisement. Also,
to save cache capacity, preferably, head end 110 initially screens the
advertisements that
are to be loaded ahead of time on the set-top box and removes the
advertisements that
would not appeal to that specific subscriber whatsoever. For example,
advertisements
for women's wear would be removed from delivery to a male-only household.
2) Playlist Advertisement Insertion:
The playlist advertisement insertion method composes a series of
advertisements
and a program in response to a subscriber's ordering of the program, e.g., a
movie. Once
the subscriber orders the program, profile processor 104 assembles a playlist
including
the program and advertisements preceding and succeeding the program, e.g.,
movie
trailers for other movies or perhaps CD soundtracks of the ordered movie. Such
a
playlist resembles the content of most movie videos rented from vendors such
as
BlockbustersTM. As shown in Figure 4, an example playlist 400 is three
advertisements
Al, A2, and A4, followed by the ordered movie M, followed by two
advertisements A23
and A8.
Profile processor 104 chooses advertisements Al, A2, A4, A23, and A8 from
library 402 based on the analysis performed in steps 208 through 212 of Figure
2.
Library 402 is stored in file server 102 (or, alternately, is downloaded to
the navigator of
a set-top box) and contains multiple advertisements Al through AN, each
classified by
customer profile or demographic group. Thus, once profile processor 104 has
assigned a
customer profile to the subscriber, it merely looks for advertisements
matching the
profile in library 402 and inserts those advertisements into playlist 400.
The playlist advertisement insertion method enables head end 110 to
dynamically
build playlist 400 immediately after the subscriber has ordered a program.
Thus, profile
processor 104 of head end 400 can use the latest available event data of the
subscriber to
deliver advertisements that appeal to the subscriber's most recent interests
and viewing
habits.
Example:
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An example of the video stream playlist method of the present invention is a
pay-
per-view movie service that shows commercials or movie trailers before and
after a
feature presentation. In this case, merge processor 100 would contain an event
list of
every viewing selection made by the subscriber up to the ordering of the
movie. The
event list could include data such as movie previews watched, movies watched,
television programming watched, products ordered via interactive television,
choices
from interactive menus, commercials viewed, and commercials turned off. The
historical
extent of the data would depend on how long the present invention was active
on the
subscriber's television. In addition to event data, the media service provider
would also
have subscriber account information such as billing.
As the subscriber progresses through the pay-per-view menu screens, events
(subscriber selections) are stored in the set-top box and periodically
uploaded to the
server. The server collects the data and organizes it into event lists. For
example, the list
may show that the viewer watched a movie trailer for a movie about white
.water rafting,
then viewed an advertisement for outdoor adventure gear, then watched a movie
trailer
about a wilderness hiking disaster, and finally ordered the feature movie
presentation
about a wilderness survival competition.
According to the present invention, when the viewer orders the feature movie
presentation, the pay-per-view service prepares to send the movie along with
the
commercials that will precede and follow the movie. At this point, profile
processor 104
analyzes the event data and additional data, classifies the viewer in a
certain
demographic group, and delivers a commercial targeted for that group. As an
example,
given the viewer's interest in outdoor adventures, a suitable advertisement
would be a
commercial for a sport utility vehicle with specialized accessories that carry
outdoor
adventure gear. The present invention would deliver this advertisement as a
full screen
video stream played prior to or after the showing of the feature movie
presentation.
Broadcast Advertisement Insertion:
The broadcast advertisement insertion method inserts targeted advertisements
at
predetermined advertisement insertion slots in a continuous broadcast program.
Broadcast server 105 delivers the continuous broadcast program in one channel
and
delivers other programs and advertisements in other channels. By this method,
when an
advertisement slot comes up, file server 102 directs each set-top box to
switch for the
duration of the advertisement insertion slot from the continuous broadcast
program to a
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channel running an advertisement targeted for the individual subscriber of
each set-top
box. After the duration, at the end of the advertisement insertion slot, each
set-top box
switches back to the continuous broadcast program. Optionally, instead of file
server
102, a separate component called a session controller or session manager (not
shown in
Figure 1) could direct the set-top boxes to switch channels.
Figure 5 illustrates the method by which the set-top boxes switch from the
programming streams to the advertisement insertion streams. Program broadcast
500 is a
continuous broadcast running on a particular quadrature amplitude modulation
(QAM)
channel in a particular program identification (PID). In Figure 1, broadcast
server 105
delivers this program broadcast 500. The continuous broadcast indicates the
beginning
of an advertisement insertion slot with a signal in the broadcast
transmission, known as a
q-tone 502. Ad I in program 500 would be, for example, a national
advertisement that is
not targeted. In contrast, Ad A, Ad B, and Ad C would be targeted local
advertisements
running on broadcasts 510, 512 and 514, respectively. Program broadcast 500
and
broadcasts 510, 512, and 514 would each have different PIDs.
Thus, at q-tone 502, head end 110 communicates to each set-top box two items
of
tuning information. Knowing the customer profile or demographic group of the
subscribers, head end 110 tells each set-top box 1) which PID to tune to, and
2) for how
long, i.e., the duration of the advertisement insertion slot. Accordingly, the
set-top boxes
off-tune to the separate advertisement channel for the specified duration and
tune back to
program broadcast 500 after the advertisement insertion slot to resume
watching the
continuous broadcast program. In this manner, two subscribers watching the
same
program broadcast 500 can receive two different advertisements appealing to
their
individual tastes and viewing habits.
The separate advertisement channel can be either another programming channel
whose advertisement insertion slots coincide with program broadcast 500 or can
be a
continuous stream of advertisements with no programming. The continuous stream
of
advertisements is preferred if the intervals of the advertisements line up
with the
programming channels that switch to it. In Figure 5, channel 516 represents a
continuous stream of advertisements to which program broadcast 500 can off-
tune, e.g.,
to off-tune to Ad X for advertisement insertion slot 2. Optionally, instead of
tuning to
video advertisements, a set-top box could retrieve bit map advertisements
spooled in a
broadcast carousel format.
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The advantage of off-tuning the set-top box is a savings in bandwidth. Instead
of
delivering a separate video stream with targeted advertisements to each
demographic
group of subscribers, the off-tuning uses only one continuous broadcasting
channel and
tunes to other channels to deliver targeted advertisements.
The foregoing disclosure of embodiments of the present invention has been
presented for purposes of illustration and description. It is not intended to
be exhaustive
or to limit the invention to the precise forms disclosed. Many variations and
modifications of the embodiments described herein will be obvious to one of
ordinary
skill in the art in light of the above disclosure. The scope of the invention
is to be
defined only by the claims appended hereto, and by their equivalents.
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