AU2019213321A1 - Computer systems, computer implemented methods and computer executable code configured to enable generation and delivery of multimedia message content data - Google Patents

Abstract

The present invention relates to computer systems, computer implemented methods and computer executable code configured to enable generation and delivery of multimedia message content data. In some embodiments, the invention is adapted to provide technology whereby a messaging platform provides access to users to identify and transmit multimedia messages that provide access to web content, optionally including web content tailored based on attributes of the multimedia message, sender and/or recipient. This in some embodiments leads to efficiency gains in the context of message content generation, for example in the context of dynamic integration of call-to-action data. 110 150 120-1 Sender Device 4 10 4 lo Recipient Device1 111 120-2 Recipient Device2 112- Chat Window Messaging Platform 120-3 113 Content Item Results Recipient Device3 114 Text-Based Input Object 115- Digital Keyboard Display 120-n Example Message Interface Recipient Device n Display Message Content Messaging Interface Construction Module Integration Module 104 103 102 101 Message Content Content Item Search Construction Rules Module Media Content Item 106 105 Library Analytics Module Content Promotion A Module Multimedia Message Content Management System

Description

COMPUTER SYSTEMS, COMPUTER IMPLEMENTED METHODS AND COMPUTER EXECUTABLE CODE CONFIGURED TO ENABLE GENERATION AND DELIVERY OF MULTIMEDIA MESSAGE CONTENT DATA

FIELD OF THE INVENTION [0001] The present invention relates to computer systems, computer implemented methods and computer executable code configured to enable generation and delivery of multimedia message content data. In some embodiments, the invention is adapted to provide technology whereby a messaging platform provides access to users to identify and transmit multimedia messages that provide access to web content, optionally including web content tailored based on attributes of the multimedia message, sender and/or recipient. This in some embodiments leads to efficiency gains in the context of message content generation, for example in the context of dynamic integration of call-toaction data.

BACKGROUND [0002] Any discussion of the background art throughout the specification should in no way be considered as an admission that such art is widely known or forms part of common general knowledge in the field.

[0003] Multimedia messaging technologies are well-known. These include messaging technologies that are implemented by way of web-based platforms (for example messaging platforms having user interfaces delivered via rendering of downloaded code via a web-browser application) and messaging platforms that are implemented by way of standalone software applications (for example Android and/or iOS mobile device apps).

[0004] Multimedia messages tend to fall into three main categories: (i) where a user uploads locally stored content (for example from a digital file system); (ii) where a user manually provides a hyperlink to web-hosted content (and the messaging platform renders that content, or a preview thereof); and (iii) where a user selects content from a webhosted message content library (for example via a messaging platform plugin module which provides access to a central library). In the context of the latter, a popular example is GIF messaging.

2019213321 06 Aug 2019

SUMMARY OF THE INVENTION [0005] Example embodiments of the invention are described below, in the Detailed Description and Claims. Embodiments include devices and frameworks described herein (and aspects/elements thereof), methods described herein (and aspects/elements thereof) and computer program products and/or non-transitory carrier medium for carrying computer executable code that, when executed on a processor, causes the processor to perform a method as described herein.

[0006] Reference throughout this specification to “one embodiment”, “some embodiments” or “an embodiment” means that a particular feature, structure or characteristic described in connection with the embodiment is included in at least one embodiment of the present invention. Thus, appearances of the phrases “in one embodiment”, “in some embodiments” or “in an embodiment” in various places throughout this specification are not necessarily all referring to the same embodiment, but may. Furthermore, the particular features, structures or characteristics may be combined in any suitable manner, as would be apparent to one of ordinary skill in the art from this disclosure, in one or more embodiments.

[0007] As used herein, unless otherwise specified the use of the ordinal adjectives first, second, third, etc., to describe a common object, merely indicate that different instances of like objects are being referred to, and are not intended to imply that the objects so described must be in a given sequence, either temporally, spatially, in ranking, or in any other manner.

[0008] In the claims below and the description herein, any one of the terms comprising, comprised of or which comprises is an open term that means including at least the elements/features that follow, but not excluding others. Thus, the term comprising, when used in the claims, should not be interpreted as being limitative to the means or elements or steps listed thereafter. For example, the scope of the expression a device comprising A and B should not be limited to devices consisting only of elements A and B. Any one of the terms including or which includes or that includes as used herein is also an open term that also means including at least the elements/features that follow the term, but not excluding others. Thus, including is synonymous with and means comprising.

[0009] As used herein, the term “exemplary” is used in the sense of providing examples, as opposed to indicating quality. That is, an “exemplary embodiment” is an

2019213321 06 Aug 2019 embodiment provided as an example, as opposed to necessarily being an embodiment of exemplary quality.

BRIEF DESCRIPTION OF THE DRAWINGS [0010] Embodiments of the invention will now be described, by way of example only, with reference to the accompanying drawings in which:

[0011] FIG. 1 illustrates a computer framework according to one embodiment.

[0012] FIG. 2 illustrates a method according to one embodiment.

DETAILED DESCRIPTION [0013] The present invention relates to computer systems, computer implemented methods and computer executable code configured to enable generation and delivery of multimedia message content data. In some embodiments, the invention is adapted to provide technology whereby a messaging platform provides access to users to identify and transmit multimedia messages that provide access to web content, optionally including web content tailored based on attributes of the multimedia message, sender and/or recipient (and/or other data attributes associated with a given message).

[0014] As used herein, the term “multimedia message content” describes any message content that includes a video and/or audio component. As described below, a “multimedia message” includes data that enables rendering of a “media content item”. The media content item may be, for example: a video file (with or without audio); a GIF file, an audio file; and animation file, or the like. Delivery of multimedia message content data may include, by way of example, transmission of a content item file itself, a modified version of a content item file (for example modified via compression, trimming, format alteration, or the like), or a link that enables downloading/streaming of the content item from a webhosted location (including automated downloading/streaming of the content item in a messaging interface).

[0015] Technology described herein is configured to operate in conjunction with a “messaging platform”. For the present purposes, a messaging platform is a computer system that enables a “sender user” to send a message to one or more “recipient users”. In this regard, the “sender user” operates a sender messaging interface thereby to author a message. The sender user then provides, via the sender interface, an instruction to

2019213321 06 Aug 2019 transmit the message to one or more recipient users. That instruction is implemented by the messaging platform, thereby to enable the one or more recipient users to render data based on the sender user’s authored message via respective instances of messaging interfaces at their own devices. That is, the messaging platform is configured to enable rendering of respective instances of a messaging interface at a plurality of user terminals such that:

(i) a given one of the user terminals functions as a sender messaging interface, wherein a sender user of the sender interface is enabled to provide message authoring data thereby to define message data for transmission to one or more recipient users;

(II) the messaging platform is configured to, following a transmission instruction provided by the sender user via the sender messaging interface, cause the message data to be made available for rendering via respective recipient messaging interfaces associated with the one or more recipient users.

[0016] It will be appreciated that a given instantiation of the messaging interface may simultaneously function in both a sender and recipient capacity. In that regard, the terms “sender” and “recipient” [0017] In some cases the delivery and rendering of a message occurs substantially in real time (i.e. a message is received and displayed on screen substantially instantaneously); in other cases the delivery is completed only at such a time as a given recipient user cases the messaging interface and downloads message data (for example a user receives a notification that a message has been “received”, but that message is downloaded to the user’s device only once the messaging interface is accessed via that device and connects to the messaging system).

[0018] Many examples of messaging platforms are known, including Apple IMessage, Facebook Messenger, WeChat, WhatsApp, Snapchat, and others. Those skilled in the art will appreciate individual nuances and/or requirements of each platform. Importantly, those skilled in the art will be familiar with technologies by which each platform enables integration with third-party messaging extensions, for example messaging extensions that allow access to GIF libraries and the like. Technology is described herein by reference to an implementation use case whereby embodiments of the present invention are delivered via integration with one or more pre-existing messaging platform (thereby allowing users

2019213321 06 Aug 2019 of the messaging platform to define multimedia messages via the technology). Although the technology described in this manner as a third party integrated extension for a separate messaging platform, it will be appreciated that in further embodiments the technology is natively integrated into a messaging platform (i.e. as a native functionality as opposed to a third party extension).

[0019] Technology described herein is configured to enable sharing of multimedia messaging content that both enables rendering of a media content item, and in addition the delivery of an interactive element that is configured to provide access (for example via hyperlink) to a defined web location. By way of example, this enables embedding to callto-action functionality into multimedia messages. In some use cases, call-to-action functionality is implemented thereby to provide a link between a content item and a web page that is configured to offer good and/or services (and/or other information) that is related to the content item. For instance, in one use case the content item is a short clip from a movie, and the call-to-action provides a link that enables a message sender and/or message recipient direct access to a web page, website, or the like, which provides functionality to make a purchase relevant to the movie (for example purchase of movie tickets, direct download, digital rental, and so on). This and other example use cases are described in more detail further below.

Example System [0020] FIG. 1 illustrates a computer framework according to one embodiment. In the framework of FIG. 1, a sender device 110 (which may be substantially any computing device, such as a PC, tablet or smartphone) executes computer readable code thereby to render an instantiation of a messaging interface 111 for a messaging platform 150. For example, interface 111 is optionally rendered via a standalone app executing on sender device 110 (based primarily on code stored on a memory module of sender device 110), or via a messaging interface provided via a web-browser application (in which case code for the messaging interface is downloaded from an Internet location and rendered within the executing web browser application). In either case, sender device engages in twodirectional communication with messaging platform 150 thereby to enable functional operation of interface 111 (for example in the context of authoring, sending and/or receiving messages).

2019213321 06 Aug 2019 [0021] It should be appreciated that the role of device 110 as a sender device is contextual only; messaging interface 111 is configured to both send and receive messages. Furthermore, similar considerations apply to each of recipient devices 120-1 to 120-n. Each of sender device 110 and recipient devices 120-1 to 120-n optionally execute corresponding or different forms of messaging interfaces (for example standalone versus browser-based, and across various different platforms and/or operating systems such as Android and iOS), and those are considered to be instantiations of messaging interfaces for platform 150 (as messages are transmitted between the instantiations via platform 150).

[0022] In the case of example message interface 110, a selection of user interface elements are displayed, including a chat window 112 (in which sent and received messages are rendered), and a digital keyboard display 115. In the illustrated form, display 111 shows a text-based input object and a content item results display 114. These are also common forms of messaging interface displays, for example in the context of GIF messaging. However, in the context of the present disclosure, these are used to access multimedia message content (which may include GIFs and/or other forms of media) that is made available via a multimedia message content management system 100.

[0023] System 100 operates in conjunction with a media content library 140, which includes a plurality of media content items. These may, for example, include GIFs, animations, and various forms of video files (with and/or without audio). In some embodiments the library includes content generated from video data based on technology disclosed in Australian patent application nos. 2016903755, 2016903757, 2016903759, 2016903761, 2016903762, 2016903768, and/or 2016903984. However, this is not a limiting restriction on content library 140; substantially any form of renderable multimedia content may be present. For the purpose of the technology described herein, it is primarily metadata associated with content that is of direct relevance to functionalities by which additional message elements, such as call-to-action links are generated.

[0024] A media content access module is configured to enable system 100 to access content library 140. A query processing module is configured to receive query data, and perform a query of the content library via the media content access module, thereby to identify a set of query results. In FIG. 1, the content access module and query processing module are illustrated as a content item search module 102. In this example, search

2019213321 06 Aug 2019 module 102 operates in conjunction with a content promotion module 105 which is configured to perform post-search ordering of search results, thereby to apply a predefined content prioritisation protocol (for example to cause results having particular attributes to appear higher in the set of query results).

[0025] System 100 includes a messaging interface integration module 101. Messaging interface integration module 101 is configured to enable two-way data exchange between the system and messaging platform 150 (and preferably a plurality of further messaging platforms). The precise way in which interface 101 integrates with a platform 150 varies between embodiments, based on specific requirements and integration protocols of the messaging platform. For example:

• In some embodiments, messaging platform 150 provides an API which enables module 101 to communicate and provide functionalities through messaging interfaces (such as the interface of display 111) based on a predefined protocol.

• In some embodiments, messaging platform 150 provides a framework whereby users of the platform install additional code for third party providers (such as a provider of system 100) thereby to allow provision of additional functionalities. In some such embodiments, there is optionally communication between sender device 110 and system 100 that does not pass through platform 150 (and module 101 communicates with sender device 110, for example in the context of content item search and selection).

• In some embodiments platform 150 is purposely configured to provide functional interaction with module 101.

[0026] Messaging interface integration module 101 is configured to perform various automated processes thereby to facilitate the authoring of messages using content available from library 140 and the delivery of those messages. Such processes will now be described in more detail.

[0027] A first process of the messaging interface module includes enabling content search functions. This includes receiving input data defined via a multimedia messaging query input module, this being an input module delivered via the sender messaging interface. For example, FIG. 1 shows a text-based input object 114. Other forms of input,

2019213321 06 Aug 2019 including voice-based input, may also be used. The input data provides data that enables defining of a query that is executed via database 140.

[0028] The input data may include, from a practical perspective, message “inspiration” by the sender, or a set of one or more search terms. In the case of the former, optionally the sender user inputs data representing desired message text (i.e. text that would conventionally be sent as a text-based message). This is matched against text-string data associated with the content items (the text string data associated with content items may include text that is conveyed, for example audibly or via subtitles via the context item). For example, the input data defined a query text string, and a query is run against database 140 thereby to identify media content items associated with text strings that are best matches with the query text string.

[0029] A second process of the messaging interface module includes causing the input data to be passed to the query processing module, thereby to cause generation of a set of query results based on the input data. The precise manner by which the query is processed varies between embodiments. In one example, each content item in library 140 is associated with metadata, including (for example) clip spoken content (audio and/or subtitled), clip context, and the like. Examples of content item categorisation and search technologies are described in Australian patent application nos. 2016903755, 2016903757, 2016903759, 2016903761,2016903762, 2016903768, and 2016903984.

[0030] Once a result set of query results is defined, a next process includes causing presentation of data representative of at least a subset of the set of query results via the sender messaging interface. For example, data thereby to enable rendering (for example preview quality rendering) of a first number of results is delivered, thereby to enable rendering of that first number of results (optionally via a low-quality preview style rendering). Additional results are optionally provided in response to commands at the user interface (for example scrolling commands and the like). Preferably when a number “x” of results are able to be displayed in the user interface simultaneously, a number of “x+n” results is initially delivered, thereby to enable navigation (for example scrolling) beyond an initially presented selection without latency resulting from a need to download additional data. In this regard, a preferred approach includes continually updating a downloaded buffer of results for presentation in response to user scrolling activity or the like. That is, some embodiments the messaging interface is configured to display only a

2019213321 06 Aug 2019 predefined number of results at a given point in time, and additional results are delivered responsive to used interactions (for example scrolling through results).

[0031] Presentation of results is optionally controlled by a content promotion module 105. This causes promotion of particular results based on factors other than direct query matching (for example text-string-based matching), thereby to promote content from with a result set based on other factors.

[0032] A next process includes receiving, from the sender messaging interface, data representative of a selection of a user-designated one of the query results presented via the sender messaging interface for a message to one or more recipients. For example, this user clicks on a desired content item preview thereby to provide an instruction to send that content item as a message to one or more identified message recipient users. The identified message recipient users are, for example, identified based on a current chat window context (i.e. an active one-on-one or group chat in which the user is participating).

[0033] A further process includes defining multimedia message data based on the user-designated one of the query results such that the messaging platform is configured to cause the multimedia message data to be made available for rendering via respective messaging interfaces associated with the sender user and the one or more recipient users. The multimedia message is “made available for rendering” in that, for example, data is provided to allow rendering in chat window 112 following a recipient user accessing the messaging interface and displaying chat window 112.

[0034] The multimedia message data includes data configured to configured to enable two functional aspects:

(i) Firstly, rendering of the media content item corresponding to the user-designated one of the query results via the sender messaging interface and the respective messaging interfaces associated with the one or more recipient users. This may include rendering via downloading of a playable content item data set (for example downloading of a GIF, video or animation file to a given recipient user’s device), or rendering via streaming from an online source.

(ii) In conjunction with rendering of the media content item corresponding to the userdesignated one of the query results via respective messaging interfaces associated with the sender user and the one or more recipient users, delivery of a user interface

2019213321 06 Aug 2019 element that enables accessing of a web address embedded in the multimedia message data. For example, this may be a button overlayed on a region of an object in which the content item is rendered, such that clicking of that button causes accessing (for instance via a separate web browser window) of a defined web address.

[0035] Defining the multimedia message data based on the user-designated one of the query results includes defining hyperlink data for the web address. In some embodiments this hyperlink data is defined in library 140, such that each content item is associated with predetermined hyperlink data. In other embodiments, the defining of hyperlink data includes performing a call-to-action determination process based on a set of rules. The rules optionally allow for asymmetry in multimedia messages, whereby a sender and recipient view the same content item in their respective chat windows, but with different hyperlinks. The rules are optionally configured to allow hyperlink customisation at the time of message delivery based on attributes such as:

• Attributes associated with the content item. For example, a given content item in library 140 is optionally associated with one or more metadata values, such as a party responsible for promoting content, generating content, and so on.

• Attributes of the sender and/or each recipient, such as geographic location. This allows the multimedia message to include location-specific parameters which optionally differ for the sender and recipients based on their respective locations. For example, where the hyperlink directs to an online sales page, the sales page may be selected (and/or page fields populated via hyperlink artefacts) based on attributes of the message experiencing user.

• Promotion rules data, for example promotion rules data that varies hyperlink defining based on time-of-day, randomized definition (for example to provide reward links in respect if a subset of messages), and so on.

[0036] In one example, the content items include short clips from new release movies, and when one of those is used as a basis for a multimedia message, a hyperlink is defined such that a given sender/recipient which accesses the hyperlink is directed to a web page from which to purchase movie tickets for the new release movie of that

2019213321 06 Aug 2019 multimedia message (optionally with fields pre-populated based on user information that system 100 is able to obtain via interface 101). It will be appreciated that other examples include, as general examples, links to purchase any form of content and/or access information that is, via operation of the rules, associated with a given content item in a particular context.

Example Method [0037] FIG. 2 illustrates a method according to one embodiment. The method illustrates processes for operation of a sender device to author and send a multimedia message to a recipient device, with content made available via a multimedia message management system. The method includes: in a left hand column, processes performed at the sender device; in a central column, processes performed by the multimedia message management system; and, in a right hand column, a process performed at the recipient device.

[0038] Block 201 represents operation of the sender device, via a messaging interface, thereby to provide query input. For example, a user operates the messaging interface in a defined multimedia messaging mode thereby to provide an input string (e.g. text or voice), which defines query input for a multimedia message. For the take of this example, we shall assume that the input is a text string that defines proposed message text of “let’s get a coffee”. However, it will be appreciated that this is provided as an example only.

[0039] Block 202 represents the multimedia message management system receiving data representative of the query input (a text string defined by of “let’s get a coffee”) and defining query data to identify multimedia content items in a content library. This may include text string modification for the purposes of query expansion, and/or other query techniques. Additional data may be used in the context of defining the query, including, for example: data representative of content preferences for the sender and/or recipient; location data for the sender and/or recipient; context data derived from a conversation between the sender and recipient; and other forms of data. The query is executed at 203, and result set defined at 204. The result set has a defined order, which is optionally controlled based on one or more content promotion rules/algorithms which prioritise media content items having defined characteristics (for example based on trends, paid content promotion, and so on).

2019213321 06 Aug 2019 [0040] Preview data transmission commences at 205. This is a process whereby data that enables rendering of a multimedia content item preview for each of a subset of media content items in the result set is transmitted to the sender device, where the previews are able to be rendered in the messaging interface (block 206). The data may include renderable data, and/or hyperlink data that enables downloading of renderable data. This is a “rolling” process, in the sense that, based on navigation of result previews by the user, an ongoing stream of preview data is able to be transmitted (not all results are transmitted by default; only a buffer such that a user is able to navigate through smoothly with minimal latency thereby to identify a desired result).

[0041] Based on reviewing of result set items (e.g. rendered previews of multimedia content items) at 206, a user provides a selection command at 207. This is received by the management system at 208. In response, at 209, the system identifies media item access data. For example, this may include a media object data file that is transmitted as a message, and/or hyperlink data that is transmitted as a message and which enables download/streaming of a media object. It will be appreciated that this may depend on specifics of a messaging platform. Preferably, the system is configured to enable identification of respective media item access data for the sender and each recipient based on known attributes of the sender and/or each recipient. For example, a given media content item may be associated with multiple sets of media item access data, which are platform/interface specific (e.g. different formats such as Flash or GIF, different qualities based on app-interfaces such as mobile or web-based, and/or setting dependent, for example where a user has a setting that allows audio or uses subtitles in place of audio). This allows increased efficiency in handling multimedia messaging content, in the sense that access data for experiencing a media content item is able to be selected individually for each user that will experience the content.

[0042] Block 210 represents a process including applying call-to-action (CTA) definition rules. CTA rules define, based on one or more data attributes, a protocol for defining a CTA link that is to be associated with a multimedia message. The data attributes include any one or more of the following:

• Attributes associated with a content item, for example a movie from which the content item is taken, a product shown in the content item, a content provider for the content item, and so on. This allows configuration of CTA rules to be defined such that a CTA having particular attributes is defined responsive to a content

2019213321 06 Aug 2019 item. For example, in rule logic, there may be an “IF” clause specifying “IF content item attribute value X is Y”, or the like. So as to provide an example, this may be used to define a rule such as “IF content item attribute value 1 is EXAMPLE PRODUCT, then select hyperlink www.exampleproduct.com”. This is a simple example only; more practical use cases are provided further below.

• Attributes associated with the query. For example, in one embodiment a query is processed thereby to identify one or more attributes that are associated with rules. For example, this may include a word attribute such as “coffee”. By way of example, this allows for generation of a particular call to action where there is a combination of query text (for example “coffee”) and a content item attribute (for example being from “content provider X”). This, preferably in combination with content prioritisation, enables an effective means for dynamic CTA generation in a live setting (dynamic in the sense that a CTA that is to be embedded/provided with a particular content item is determined only after a query has been submitted).

• Attributes of a sender and/or recipient. For example, in some embodiments the management system maintains respective user records for a plurality of users, and via various means (including third party data, monitoring of web activity, knowledge of location, and so on) populates attributes for each user record. This allows CTA customisation based on users, and again allows for dynamic CTA generation in an efficient manner (given that a common media item is able to be embedded/associated with multiple different forms CTA data based on a present query/message context).

• Attributes defined by a separate process/data source. For example, this may include a random number generator or the like which enables randomisation of CTA generation (and/or non-generation). This allows for dynamic generation on a probabilistic basis. This technology, at a practical level, for applications such as probabilistic promotions. For example, a rule may be defined such that 1% of multimedia messages sent with other defined attributes (for example using content from a particular content provider, advertiser, movie, or the like) receive a particular CTA that provides access to a reward (such as a discount voucher, free product, or the like).

2019213321 06 Aug 2019 [0043] It should be appreciated that this rule-based approach to CTA definition provides for a highly adaptable and efficient technical framework that enables a wide range of applications.

[0044] Based on application of the CTA rules, CTA data is defined at 211. This may include any one or more of the following:

• Selecting a predefined hyperlink.

• Dynamically generating a hyperlink based on a defined protocol (for example using attributes associated with a user thereby to perform link customisation).

• Defining a hyperlink that includes elements both for media item access and CTA hyperlinking.

[0045] In some embodiments dynamic CTA hyperlink generation is completed at a point in time following delivery of a multimedia message. For example, the multimedia message is provided embedded with a hyperlink that directs to a page configured to trigger a dynamic CTA link generation process and re-divert. That is, at a practical level, a user clicks on a media content item, a new window/tab is opened, that directs to a first page which triggers CTA link generation, and then there is a re-divert to a page defined via the CTA link generation.

[0046] Message packets are defined at 212, these being configured to provide via the messaging platform, for the sender and each recipient, data that enables rendering of the media content item and provision of a CTA hyperlink (for example a hyperlink embedded in an object that is overlaid on a media content display object). As noted, the data for enabling media content item rendering and/or data for a CTA link may be different for any one or more of the sender and recipient(s). That is, for example:

• The format in which a media content item is provided for rendering at the sender interface and the recipient interface may be different (for example GIF vs MOV, audio vs subtitles, file vs streamed), but the CTA links direct to the same location.

• The data which allows the media content item to be made available for rendering at the sender interface and the recipient interface is the same, different CTA links are provided (including a CTA link only being provided to one of the sender and recipient).

2019213321 06 Aug 2019 • The format in which a media content item is provided for rendering at the sender interface and the recipient interface are different, and different CTA links are provided.

[0047] Data transmission occurs at 213, resulting in receiving of data to enable rendering of the media item and object that provides CTA link at both the sender device (block 214) and recipient device (block 215).

Example use cases [0048] A selection of example use cases are described below. These are described from a practical perspective, so as to provide guidance as to applications of the technology above. However, it should be appreciated that business level applications of the technology are secondary to the core of the technology, which is in essence a technical solution for generating multimedia messages with CTA data (or other linked data) in via an efficient and adaptable framework.

[0049] In one example use case, content items are defined by short clips from movies. For a subset of the movies, CTA rules are defined such that a CTA link is generated that is configured to enable direct purchase of goods/services associated with the movie from which a utilised clip is taken. For example, the CTA link directs to a cinema ticket purchase facility, direct download (purchase or rental) site, or the like, preferably to a page customised to enable the relevant user (sender or recipient) to make a streamlined purchase of a cinema ticket or direct download of the relevant movie.

[0050] In another example use case, content items include advertisements (including clips defined from existing advertisements, and/or advertising content defined for the purpose of providing multimedia message content) and CTA link rules generate CTA links to provide access to a webpage associated with content being advertised (for example a sales facility, an page configured to enable claiming of an offer, a probabilistic CTA for offer/reward page, etc).

[0051] In another example use case, a CTA link is dynamically generated based on the query content and knowledge of a sender and/or recipient. For example, a rule is set such that messages in a particular geographic area that are generated based on a query including the work “dinner” provide a CTA to a particular nearby cafe or restaurant (for

2019213321 06 Aug 2019 example via a CTA that first links to a page that is able to determine current location data for a user device, and then make a selection of a nearby dinner location accordingly).

[0052] In another example, an existing content library (for example a GIF library) is made available for allowing third party association with particular content items (for example via direct selection and/or automated processing rules, including based on GIF metadata) thereby to provide CTA accessed content via particular GIFs) [0053] It will be appreciated that these are example only, and not intended to be limiting in any way.

[0054] Unless specifically stated otherwise, as apparent from the following discussions, it is appreciated that throughout the specification discussions utilizing terms such as processing, computing, calculating, “determining”, analyzing” or the like, refer to the action and/or processes of a computer or computing system, or similar electronic computing device, that manipulate and/or transform data represented as physical, such as electronic, quantities into other data similarly represented as physical quantities.

[0055] In a similar manner, the term processor may refer to any device or portion of a device that processes electronic data, e.g., from registers and/or memory to transform that electronic data into other electronic data that, e.g., may be stored in registers and/or memory. A “computer” or a “computing machine” or a computing platform may include one or more processors.

[0056] The methodologies described herein are, in one embodiment, performable by one or more processors that accept computer-readable (also called machine-readable) code containing a set of instructions that when executed by one or more of the processors carry out at least one of the methods described herein. Any processor capable of executing a set of instructions (sequential or otherwise) that specify actions to be taken are included. Thus, one example is a typical processing system that includes one or more processors. Each processor may include one or more of a CPU, a graphics processing unit, and a programmable DSP unit. The processing system further may include a memory subsystem including main RAM and/or a static RAM, and/or ROM. A bus subsystem may be included for communicating between the components. The processing system further may be a distributed processing system with processors coupled by a network. If the processing system requires a display, such a display may be included, e.g., a liquid crystal display (LCD) or a cathode ray tube (CRT) display. If manual data

2019213321 06 Aug 2019 entry is required, the processing system also includes an input device such as one or more of an alphanumeric input unit such as a keyboard, a pointing control device such as a mouse, and so forth. The term memory unit as used herein, if clear from the context and unless explicitly stated otherwise, also encompasses a storage system such as a disk drive unit. The processing system in some configurations may include a sound output device, and a network interface device. The memory subsystem thus includes a computer-readable carrier medium that carries computer-readable code (e.g., software) including a set of instructions to cause performing, when executed by one or more processors, one of more of the methods described herein. Note that when the method includes several elements, e.g., several steps, no ordering of such elements is implied, unless specifically stated. The software may reside in the hard disk, or may also reside, completely or at least partially, within the RAM and/or within the processor during execution thereof by the computer system. Thus, the memory and the processor also constitute computer-readable carrier medium carrying computer-readable code.

[0057] Furthermore, a computer-readable carrier medium may form, or be included in a computer program product.

[0058] In alternative embodiments, the one or more processors operate as a standalone device or may be connected, e.g., networked to other processor(s), in a networked deployment, the one or more processors may operate in the capacity of a server or a user machine in server-user network environment, or as a peer machine in a peer-to-peer or distributed network environment. The one or more processors may form a personal computer (PC), a tablet PC, a set-top box (STB), a Personal Digital Assistant (PDA), a cellular telephone, a web appliance, a network router, switch or bridge, or any machine capable of executing a set of instructions (sequential or otherwise) that specify actions to be taken by that machine.

[0059] Note that while diagrams only show a single processor and a single memory that carries the computer-readable code, those in the art will understand that many of the components described above are included, but not explicitly shown or described in order not to obscure the inventive aspect. For example, while only a single machine is illustrated, the term machine shall also be taken to include any collection of machines that individually or jointly execute a set (or multiple sets) of instructions to perform any one or more of the methodologies discussed herein.

2019213321 06 Aug 2019 [0060] Thus, one embodiment of each of the methods described herein is in the form of a computer-readable carrier medium carrying a set of instructions, e.g., a computer program that is for execution on one or more processors, e.g., one or more processors that are part of web server arrangement. Thus, as will be appreciated by those skilled in the art, embodiments of the present invention may be embodied as a method, an apparatus such as a special purpose apparatus, an apparatus such as a data processing system, or a computer-readable carrier medium, e.g., a computer program product. The computer-readable carrier medium carries computer readable code including a set of instructions that when executed on one or more processors cause the processor or processors to implement a method. Accordingly, aspects of the present invention may take the form of a method, an entirely hardware embodiment, an entirely software embodiment or an embodiment combining software and hardware aspects. Furthermore, the present invention may take the form of carrier medium (e.g., a computer program product on a computer-readable storage medium) carrying computer-readable program code embodied in the medium.

[0061] The software may further be transmitted or received over a network via a network interface device. While the carrier medium is shown in an exemplary embodiment to be a single medium, the term carrier medium should be taken to include a single medium or multiple media (e.g., a centralized or distributed database, and/or associated caches and servers) that store the one or more sets of instructions. The term carrier medium shall also be taken to include any medium that is capable of storing, encoding or carrying a set of instructions for execution by one or more of the processors and that cause the one or more processors to perform any one or more of the methodologies of the present invention. A carrier medium may take many forms, including but not limited to, non-volatile media, volatile media, and transmission media. Non-volatile media includes, for example, optical, magnetic disks, and magneto-optical disks. Volatile media includes dynamic memory, such as main memory. Transmission media includes coaxial cables, copper wire and fiber optics, including the wires that comprise a bus subsystem. Transmission media also may also take the form of acoustic or light waves, such as those generated during radio wave and infrared data communications. For example, the term carrier medium shall accordingly be taken to include, but not be limited to, solid-state memories, a computer product embodied in optical and magnetic media; a medium bearing a propagated signal detectable by at least one processor of one or more processors and representing a set of instructions that, when

2019213321 06 Aug 2019 executed, implement a method; and a transmission medium in a network bearing a propagated signal detectable by at least one processor of the one or more processors and representing the set of instructions.

[0062] It will be understood that the steps of methods discussed are performed in one embodiment by an appropriate processor (or processors) of a processing (i.e., computer) system executing instructions (computer-readable code) stored in storage. It will also be understood that the invention is not limited to any particular implementation or programming technique and that the invention may be implemented using any appropriate techniques for implementing the functionality described herein. The invention is not limited to any particular programming language or operating system.

[0063] It should be appreciated that in the above description of exemplary embodiments of the invention, various features of the invention are sometimes grouped together in a single embodiment, FIG., or description thereof for the purpose of streamlining the disclosure and aiding in the understanding of one or more of the various inventive aspects. This method of disclosure, however, is not to be interpreted as reflecting an intention that the claimed invention requires more features than are expressly recited in each claim. Rather, as the following claims reflect, inventive aspects lie in less than all features of a single foregoing disclosed embodiment. Thus, the claims following the Detailed Description are hereby expressly incorporated into this Detailed Description, with each claim standing on its own as a separate embodiment of this invention.

[0064] Furthermore, while some embodiments described herein include some but not other features included in other embodiments, combinations of features of different embodiments are meant to be within the scope of the invention, and form different embodiments, as would be understood by those skilled in the art. For example, in the following claims, any of the claimed embodiments can be used in any combination.

[0065] Furthermore, some of the embodiments are described herein as a method or combination of elements of a method that can be implemented by a processor of a computer system or by other means of carrying out the function. Thus, a processor with the necessary instructions for carrying out such a method or element of a method forms a means for carrying out the method or element of a method. Furthermore, an element described herein of an apparatus embodiment is an example of a means for carrying out the function performed by the element for the purpose of carrying out the invention.

2019213321 06 Aug 2019 [0066] In the description provided herein, numerous specific details are set forth. However, it is understood that embodiments of the invention may be practiced without these specific details. In other instances, well-known methods, structures and techniques have not been shown in detail in order not to obscure an understanding of this description.

[0067] Similarly, it is to be noticed that the term coupled, when used in the claims, should not be interpreted as being limited to direct connections only. The terms coupled and connected, along with their derivatives, may be used. It should be understood that these terms are not intended as synonyms for each other. Thus, the scope of the expression a device A coupled to a device B should not be limited to devices or systems wherein an output of device A is directly connected to an input of device B. It means that there exists a path between an output of A and an input of B which may be a path including other devices or means. Coupled may mean that two or more elements are either in direct physical or electrical contact, or that two or more elements are not in direct contact with each other but yet still co-operate or interact with each other.

[0068] Thus, while there has been described what are believed to be the preferred embodiments of the invention, those skilled in the art will recognize that other and further modifications may be made thereto without departing from the spirit of the invention, and it is intended to claim all such changes and modifications as falling within the scope of the invention. For example, any formulas given above are merely representative of procedures that may be used. Functionality may be added or deleted from the block diagrams and operations may be interchanged among functional blocks. Steps may be added or deleted to methods described within the scope of the present invention.

Claims (20)

1. A computer system configured to enable user sharing of multimedia content, the computer system including:

a media content access module, wherein the media content access module is configured to access a content library that includes a plurality of media content items;

a query processing module configured to receive query data, and perform a query of the content library via the media content access module, thereby to identify a set of query results;

a messaging interface integration module, wherein the messaging interface integration module is configured to enable two-way data exchange between the system and a messaging platform, wherein the messaging platform is configured to enable rendering of respective instances of a messaging interface at a plurality of user terminals such that:

(i) a given one of the user terminals functions as a sender messaging interface, wherein a sender user of the sender interface is enabled to provide message authoring data thereby to define message data for transmission to one or more recipient users;

(ii) the messaging platform is configured to cause the message data to be made available for rendering via respective recipient messaging interfaces associated with the one or more recipient users;

wherein the messaging interface integration module is configured to:

(i) receive input data defined via a multimedia messaging query input module delivered via the sender messaging interface;

(ii) cause the input data to be passed to the query processing module, thereby to generate a set of query results based on the input data;

(iii) cause presentation of data representative of at least a subset of the set of query results via the sender messaging interface;

2019213321 06 Aug 2019 (iv) receive, from the sender messaging interface, data representative of a selection of a user-designated one of the query results presented via the sender messaging interface for a message to one or more recipients; and (v) define multimedia message data based on the user-designated one of the query results such that the messaging platform is configured to cause the multimedia message data to be made available for rendering via respective messaging interfaces associated with the sender user and the one or more recipient users;

wherein the multimedia message data includes data configured to configured to enable:

(I) rendering of the media content item corresponding to the user-designated one of the query results via the sender messaging interface and the respective messaging interfaces associated with the one or more recipient users;

(ii) in conjunction with rendering of the media content item corresponding to the user-designated one of the query results via respective messaging interfaces associated with the sender user and the one or more recipient users, delivery of a user interface element that enables accessing of a web address embedded in the multimedia message data.

2. A system according to claim 1 wherein defining the multimedia message data based on the user-designated one of the query results includes defining hyperlink data for the web address.

3. A system according to claim 2 wherein the defining of hyperlink data includes performing a call-to-action determination process.

4. A system according to claim 3 wherein the call-to-action determination process is configured such that the hyperlink data for the multimedia message is customised based on one or more attributes associated with the sender user.

5. A system according to claim 3 or claim 4 wherein the call-to-action determination process is configured such that the hyperlink data for the multimedia message is

2019213321 06 Aug 2019 customised based on one or more attributes associated with one or more of the recipient users.

6. A system according to claim 3 wherein the call-to-action determination process is configured such that the hyperlink data for the multimedia message is customised based on one or more attributes associated the sender user and each of the one or more recipient users, such that the multimedia message data made available for rendering via respective messaging interfaces associated with the sender user and the one or more recipient users is defined for each user based on respective attributes of that user.

7. A system according to claim 6 wherein the respective attributes include user location.

8. A system according to claim 3 wherein the call-to-action determination process includes identifying a hyperlink associated with the media content item corresponding to the user-designated one of the query results.

9. A system according to claim 3 wherein the call-to-action determination process includes identifying and applying a hyperlink setting protocol associated with the media content item corresponding to the user-designated one of the query results.

10. A system according to any preceding claim wherein the user interface element includes a user interface element having a location corresponding to a region in which the media content item is rendered.

11. A computer method configured to enable user sharing of multimedia content, the method including:

(I) receiving input data defined via a multimedia messaging query input module delivered via a sender messaging interface, wherein the sender messaging interface is rendered at a sender terminal operated by a sender user;

(II) causing the input data to be passed to a query processing module, thereby to query a content library of media data content items and generate a set of query results based on the input data;

2019213321 06 Aug 2019 (iii) causing presentation of data representative of at least a subset of the set of query results via the sender messaging interface;

(iv) receiving, from the sender messaging interface, data representative of a selection of a user-designated one of the query results presented via the sender messaging interface for a message to one or more recipients; and (v) defining multimedia message data based on the user-designated one of the query results such that the messaging platform is configured to cause the multimedia message data to be made available for rendering via respective messaging interfaces associated with the sender user and the one or more recipient users;

wherein the multimedia message data includes data configured to configured to enable:

(I) rendering of the media content item corresponding to the user-designated one of the query results via the sender messaging interface and the respective messaging interfaces associated with the one or more recipient users;

(II) in conjunction with rendering of the media content item corresponding to the user-designated one of the query results via respective messaging interfaces associated with the sender user and the one or more recipient users, delivery of a user interface element that enables accessing of a web address embedded in the multimedia message data.

12. A method according to claim 11 wherein defining the multimedia message data based on the user-designated one of the query results includes defining hyperlink data for the web address.

13. A method according to claim 12 wherein the defining of hyperlink data includes performing a call-to-action determination process.

14. A method according to claim 13 wherein the call-to-action determination process is configured such that the hyperlink data for the multimedia message is customised based on one or more attributes associated with the sender user.

2019213321 06 Aug 2019

15. A method according to claim 13 or claim 14 wherein the call-to-action determination process is configured such that the hyperlink data for the multimedia message is customised based on one or more attributes associated with one or more of the recipient users.

16. A method according to claim 13 wherein the call-to-action determination process is configured such that the hyperlink data for the multimedia message is customised based on one or more attributes associated the sender user and each of the one or more recipient users, such that the multimedia message data made available for rendering via respective messaging interfaces associated with the sender user and the one or more recipient users is defined for each user based on respective attributes of that user.

17. A method according to claim 16 wherein the respective attributes include user location.

18. A method according to claim 13 wherein the call-to-action determination process includes identifying a hyperlink associated with the media content item corresponding to the user-designated one of the query results.

19. A method according to claim 13 wherein the call-to-action determination process includes identifying and applying a hyperlink setting protocol associated with the media content item corresponding to the user-designated one of the query results.

20. A method according to any one of claims 11 to 19 wherein the user interface element includes a user interface element having a location corresponding to a region in which the media content item is rendered.