JP2016149151A - ビデオ広告クリエイティブに伴う改善された広告 - Google Patents
ビデオ広告クリエイティブに伴う改善された広告 Download PDFInfo
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Abstract
Description
ビデオコンテンツ(“ビデオドキュメント”)中に広告を挿入するシステムのような、既存の広告システムを改善できる。例えば、ビデオドキュメントとともにどのように広告が供給されるか(および/または、どのようにビデオ広告が任意の文書上で供給されるか)を改善することが有用であろう。
以下に図2および3に関して説明する例示的なシステムで、または、他の任意のシステムで使用されるもののような、オンライン広告はさまざまな固有の特徴を持つことがある。このような特徴は、アプリケーションおよび/または広告主によって指定されてもよい。これらの特徴は、以下で“広告特徴”として呼ぶ。例えば、テキスト広告のケースでは、広告特徴はタイトルライン、広告テキスト、および埋め込みリンクを含んでいてもよい。画像広告のケースでは、広告特徴は、画像、実行可能コード、および埋め込みリンクを含んでいてもよい。ビデオ広告のケースでは、広告特徴は、ビデオコンテンツと、おそらくオーディオコンテンツとを含んでいてもよい。広告特徴はまた、(例えば、トーン、ピクセル等としてエンコードされる、ビデオストリームの非ビデオパケット中で提供される等の)実行可能コードを含んでもよい。オンライン広告のタイプに依拠して、広告特徴はテキスト、リンク、オーディオファイル、ビデオファイル、画像ファイル、実行可能コード、埋め込み情報等のうちの1つ以上を含んでいてもよい。1つより多いタイプのメディアをレンダリングできるデバイス(異なる出力を持つデバイス)において、いくつかの広告特徴は、1つの出力を通してユーザに対してレンダリングされる1つのタイプのメディアに属していてもよい一方、他の広告特徴は、別の出力を通してユーザに対してレンダリングされる別のタイプのメディアに属していてもよい。例えば、移動体電話機がスピーカ、ディスプレイ、およびテレフォニー手段を備える場合、このような電話機上にレンダリングされることになるビデオ広告は、オーディオ−ビデオコンポーネント、および、エンコードされた電話番号にダイアルするための実行可能コードのうちの1つ以上を持つことができる。他のタイプの広告特徴が可能であるのは当然である。
図1はビデオコンテンツを配信し、受信することができるさまざまな方法を図示する図である。さまざまなクライアントロケーションにおいて、例えば、(コンピュータ、ビデオプレーヤ、テレビジョン等を含んでもよい、家庭住居、または企業のような)顧客の建物111、ビデオ機能を備える移動体電話機112、オーディオプレーヤ113、ラップトップコンピュータ114、カービデオプレーヤ115等のような、さまざまなデバイス110を使用して、ビデオコンテンツを消費することができる。例えば、衛星142を通して、地上波テレビジョン、(またはデータ)送信局120、ケーブルテレビジョン(またはデータ)送信局130、衛星テレビジョン(またはデータ)送信局140から;例えば、インターネットのようなネットワーク160を通して、ビデオコンテンツサーバ(例えば、ウェブキャスティングサーバ、ポッドキャスティングサーバ、ビデオストリーミングサーバ、ビデオダウンロードウェブサイト等)150から;例えば、公衆電話交換ネットワーク(“PSTN”)、およびインターネットのようなネットワーク160を通して、テレビ電話サービスプロバイダ170から;のようにさまざまな情報源からビデオコンテンツを送信してもよい。すべての接続を示しているわけではないが、1つ以上の送信局120、130、および140が、ネットワーク160に結合されていてもよい。
図4は、本発明と一貫した方法で実行してもよい、例示的な動作と、このような動作により使用してもよい、および/または発生させてもよい情報とのデータフロー図である。動作は、例えば、関連性情報の決定および/または抽出動作410、広告スポット決定動作420、関連広告決定動作440、広告主課金/請求書発行動作450、広告情報のエントリおよび管理動作455、広告ユーザフィードバック追跡動作460、広告アービトレーション動作470、ならびに、広告配信(例えば、挿入)動作480のうちの1つ以上を含む。情報は、ビデオドキュメント関連性情報415、広告スポット情報430、および広告情報445を含んでもよい。
図8は、本発明と一貫した方法で、ビデオドキュメント(または、そのセグメント)に対する関連性情報を抽出および/または決定するための例示的な方法800のフロー図である。ビデオドキュメントからのビデオおよび/またはオーディオコンテンツを解析して、テキストの情報を導出する(ブロック810)。次に、テキストの情報を解析して、関連性情報を発生させ(ブロック820)、この後に、方法800は終了する(ノード830)。
一度(例えば、大まかな)書き起こしが利用可能になると、関連性情報(例えば、用語、重み付けされた用語、概念、重み付けされた概念、カテゴリ(例えば、垂直型カテゴリ)、重み付けされたカテゴリ等)が、書き起こしから導出されてもよく、そして、関連広告を選択するのに使用されてもよい。現在のスピーチ認識技術は、あるエンドユーザアプリケーションに対しては十分に正確ではないが、現在のスピーチ認識技術は、大まかな書き起こしを提供するためには十分であり、大まかな書き起こしから、オーディオドキュメントの要旨(すなわち、トピック)を決定することができる。
et Baluja氏、およびHenry A. Rowley氏を発明者として記載する、(ここに参照によりその全体が組み込まれ、“‘507出願”として呼ばれる)米国特許出願シリアル番号第11/026,507号;2005年6月18日に出願され、“コンテンツ関連広告を選択および/またはスコアリングすること”と題され、Darrell Anderson氏、Alexander Paul Carobus氏、Giao Nguyen氏、およびNarayanan Shivakumar氏を発明者として記載する、(ここに参照によりその全体が組み込まれ、“‘053出願”として呼ばれる)米国特許出願シリアル番号第11/184,053号;2005年9月16日に出願され、“異なる価値提示を有する広告主がこのような価値提示を広告システムに対して表現することを可能にする柔軟性のある広告システム”と題され、Sumit Agarwal氏、Gregory Joseph Badros氏、およびJohn Fu氏を発明者として記載する、(ここに参照によりその全体が組み込まれ、“‘583出願”として呼ばれる)米国特許出願シリアル番号第11/228,583号。
図12は、本発明と一貫した方法で、少なくともいくつかの動作を実行し、少なくともいくつかの情報を記憶するのに使用してもよい装置1200のブロック図である。装置1200は、基本的に1つ以上のプロセッサ1210、1つ以上の入力/出力インターフェイスユニット1230、1つ以上の記憶デバイス1220、ならびに、結合されたエレメント間での情報の通信を容易にするための1つ以上のシステムバスおよび/またはネットワーク1240を含む。1つ以上の入力デバイス1232および1つ以上の出力デバイス1234が、1つ以上の入力/出力インターフェイス1230と結合されていてもよい。
戻って、図4の動作410を参照すると、ビデオドキュメントが供給(例えば、ブロードキャスト、マルチキャスト、ユニキャスト、転送等)される前に、ビデオ発行者によって、関連性情報を提供してもよい。ビデオドキュメントが予め保存されている(例えば、予め記録されている)場合、ビデオドキュメントを供給する前に、ビデオドキュメントを解析してもよく、(および、おそらく、供給および/または再生の間に再解析してもよい)。ビデオドキュメントがライブで供給されている場合、ビデオドキュメントが供給されているときに(おそらく、クライアントデバイスにおいてビデオドキュメントがデコードされ、再生される少し前に)ビデオドキュメントを解析してもよい。
(以下で説明する)さまざまな“キー”を使用して、広告の予測クリックスルーレート(または、他の何らかの予測ユーザアクションレート)を決定してもよい。それに対して、ビデオ広告が再生されることになるドキュメント(例えば、ビデオ、ウェブページ等)の文脈の(contextual)エレメントを使用することに加えて、または、代わりに、ビデオ広告供給により詳細に関係する、他の1つ以上のパラメータ(例えば、供給パラメータ)、および/または、供給されたビデオ広告に関係するパラメータを使用して、予測ユーザアクション(レート)を決定してもよい。他のこのようなパラメータは、ビデオ広告選択レート、ビデオ広告CPM、ビデオ広告再生レート、一部または全部のビデオ広告再生、再生されたビデオの継続時間の割合、ビデオ再生の時間、使用されたビデオプレーヤアプリケーション、ビデオの長さ、最初のビデオフレームの寸法(例えば、矩形ピクセルサイズ)、寸法が拡大されたか否か、寸法拡大レート、寸法が減少されたか否か、寸法減少レート、寸法の拡大または減少のサイズ、他のリサイズ動作(例えば、フルスクリーン化、最小化等)、ウィンドウ寸法に対する寸法、利用可能なスクリーンサイズに対する寸法、音声がミュートされたか否か、音量低減、音量増大、音量変更、リプレイされたか否か、リプレイレート、一時停止されたか否か、一時停止レート、時間スライドされたか否か、順方向時間スライド、逆方向時間スライド、それとともに広告が供給されたビデオのユーザレビュー、それとともに広告が供給されたビデオが友人にメールされたか否か、ユーザがビデオに関連するメーリングリストに登録したか否か等のうちの1つ以上を含んでいるかもしれない。これらのパラメータは平均であってもよく、または、平均を含んでもよい。これらのパラメータの値は、質的(はい、または、いいえ)、あるいは、量的(量)であってもよい。
q=q0.m1.m2.m3....mm。
各キーに対する見込乗数は、ユーザアクションが発生したか否かを決定する際の、このキーの予測累乗(power)の統計的表現であってもよい。本発明と一貫した1つの実施形態では、各キーに対する見込乗数は、このキーを選択するトリガ/広告の対に対して、(履歴データにわたって集約された)観察されたユーザアクションレート中の変更を表わしてもよく、これは、他のキーの任意のものを使用して、モデル化または“説明”されることはできない。
P3n+((q0.m1.m2.m3....mn/m3/(((q0.m1.m2.m3....mn)/m3+1)。
Pin(avg)=αPi(n−1)(avg)+(1−α)Pin
ここで、αは、移動平均のハーフライフを制御するのに使用される、統計的に規定された、1に非常に近い変数(例えば、0.999)である。上記の表現において示したように、現在のインプレッションの数(n)に対するPiの値は、前のインプレッション(例えば、n−1)において決定されたPiの値によって、重み付けられ、平均されている。
mi=[Li(1−Pi(avg))]/[Pi(avg)(1−Li)]。
f(log m)=g(log m)h(log m)
ここで、h(log m)は、所定の値mを使用した、niインプレッションのうちでkiユーザアクションを観察する確率に対する比例(proportional)であり:
h(log m)=pow(p,ki)pow(1−p,ni−ki)
ここで、p=(m・pi)/(1−pi+m・pi)であり、pow(x,y)は、xをyの累乗に上げることを表す。分布をより対称的にするために、上記の表現は、mではなくlog(m)を使用することに留意すべきである。
本発明と一貫した例示的な実施形態における動作の例を、図13−19に関して説明する。図13は、本発明と一貫した例示的な環境1300を図示し、ここで、ビデオ広告がビデオドキュメントとともに供給される。環境1300は、ビデオサーバ1310と、ビデオ発行者フロントエンド1320と、ビデオ広告サーバ1330と、広告主フロントエンド1340と、クライアントデバイス1360とを含み、これらのすべては、例えば、インターネットのような1つ以上のネットワーク1350を通して、互いに通信してもよい。ビデオコンテンツオーナ/作成者は、ビデオ発行者フロントエンド1320を使用して、ビデオサーバ1310上にビデオ情報1315を記憶させてもよい。広告主は、広告主フロントエンド1340を使用して、ビデオ広告サーバ1330上にビデオ広告情報1335を記憶させてもよい。クライアントデバイス1360が、ビデオ広告ネットワーク中に参加しているビデオドキュメントを(例えば、ビデオサーバ1310から)ロードまたは再生するとき、ビデオ広告サーバ1330は、ビデオドキュメントとともに供給されることになる、1つ以上のビデオ広告を決定してもよい。
HH:00において開始する時間、
MM:00において開始する分、
SS:00において開始する秒、
mmm:000において開始するミリ秒。
9:54:50:000
9:54:50:000と、9:54:53:000との間で話された単語
9:54:53:000
9:54:53:000と、その次のセグメントとの間で話された単語
9:54:54:000
9:54:54:000において、話された単語。
NTSC(4:3)サイズおよびフレームレート、デインターレースされた、ビデオコーデック:MPEG2またはMPEG4(MPEG4が好ましい)、
ビデオビットレート:少なくとも260Kbps(750Kbpsが好ましい)、
オーディオコーデック:MP3vbr、
オーディオビットレート:少なくとも70Kbps(128Kbpsが好ましい)、
ビデオは、認識可能なビデオコンテンツを含まなければならない(ビデオを含まないビデオコンテナファイルは受け入れられないだろう)、
フレームレートは、12フレーム毎秒以上であるべきである、
ビデオメタデータは正確で、アップロードされたコンテンツに関連性のあるものでなければならない(スパム禁止)、
ビデオは少なくとも10秒の長さでなければならない、等。
本発明と一貫した少なくともいくつかの実施形態では、ツール中のすべてのウェブサイトは、ビデオ広告供給システムと互換性のあるビデオコンテンツを持っていなければならない。本発明と一貫した少なくともいくつかの実施形態では、広告主がキーワード、概念、および/または、垂直型カテゴリ等を入力した後で、発生されたウェブサイトのリストから広告主が選んでもよい。これらのキーワードは、ビデオコンテンツに対するメタデータに一致するだろう。本発明と一貫した少なくともいくつかの実施形態では、広告グループに適したビデオコンテンツを有する新しいウェブサイトがあるときはいつでも、広告主のe−メールボックス中にメッセージが出現するだろう。
パートナー自身のウェブサイト上でビデオをホスト管理するパートナーに対して、ビデオ広告供給システムは、このようなパートナーに以下のことを要求してもよい。すなわち、(i)さまざまな使用条件を遵守すること、および、(ii)パートナーが、ビデオ用広告(AFV)を使用することを望む、ビデオコンテンツの各部分に対するインライン注釈、または、広告供給システムによってスキャンされることができ、以下のメタデータ(タイトル、記述、書き起こし、トリビューンメタデータ、ビデオについての人口統計データ)からのいくつかの情報を含むことができるXML提供物のいずれかを含むことである。既に上で説明したように、メタデータを使用して、(i)ビデオ広告サーバから適切なビデオ広告を取得してもよく、(ii)パートナーのウェブサイト上のビデオ提供物中にビデオ広告を挿入してもよい。
本発明と一貫した少なくともいくつかの実施形態では、パートナー自身のウェブサイト上でビデオをホスト管理しないが、代わりに第三者ビデオサーバ(例えば、ビデオ広告供給システムと提携した、またはビデオ広告供給システムによって制御されているビデオサーバ)を使用するパートナーは、Iフレーム内でパートナー自身のウェブサイト上でストリーミングビデオを示すことができる。ウェブページ上のインライン注釈を再区分するのではなく、ホスト管理されたビデオドキュメントに関係付けられたメタデータおよび/またはウェブページコンテンツの関連性情報(例えば、メタデータ、用語、概念、クラスタ、垂直型カテゴリ等)を使用して、関連性のある広告を決定してもよい。本発明と一貫した少なくともいくつかの実施形態では、第三者ビデオサーバにアップロードされたすべてのビデオクリエイティブは、サービス条件の遵守(すなわち、ポルノグラフィー禁止、アルコール禁止等)に対してチェックされてもよい。
本発明と一貫した少なくともいくつかの実施形態では、テキストドキュメントのコンテンツオーナ(例えば、テキストを含むウェブページの発行者)は、自身のドキュメント上で、ターゲット付けされたビデオ広告を再生させることを選択してもよい。例えば、ドキュメントのドキュメント情報(例えば、メタデータ概念、クラスタ、用語、キーワード、垂直型カテゴリ等)を使用して、ドキュメントの指定されたエリア中に示されることになる1つ以上のフラッシュビデオ広告をターゲット付けしてもよい。
上記のことから理解できるように、本発明と一貫した実施形態を使用して、例えば、テレビジョン、ビデオ−ボイスメール、ウェブキャスト、オンラインボイスビデオ−チャット、テレビ電話の会話等のような、ビデオメディアに対して、関連広告を配信することができる。本発明と一貫した実施形態は、ビデオドキュメント上の広告スポットに対して、より多くの広告主が競合できるようにするアービトレーションをサポートする。この増加された競合は、オーディオドキュメント発行者に対する広告収益を増加させるだろう。
220……広告エントリ、メンテナンス、および配信システム
230……広告消費者
310……広告サーバ
320……検索エンジン
330……コンテンツサーバ
332……オフラインコンテンツプロバイダ
334……オフライン広告スポットプロパティ
340……E−メールサーバ
350……ユーザデバイス
360……ビデオサーバ
370……テレビ電話サービスプロバイダ機構
Claims (20)
- 表示のために、ネットワーク上の少なくとも1つのコンピュータを含むコンピューティングシステムによって、ビデオ広告と、前記ビデオ広告のレンダリングをスキップするように構成された作動可能オブジェクトとを提供することと、
前記コンピューティングシステムによって、アクションが前記作動可能オブジェクト上で取得される前に前記ビデオ広告が表示のために提供される時間の量に対応する時間期間を決定することと、
前記時間期間が所定の時間期間より少ないということを判断することに応答して、前記ビデオ広告が有効なインプレッションを受信しなかったということを示すことと
を含む、コンピュータにより実現される方法。 - 表示のために前記ビデオ広告を提供することは、ビデオコンテンツを含むビデオドキュメントの広告スロット内に前記ビデオ広告を提供することを含む、請求項1のコンピュータにより実現される方法。
- 前記ビデオ広告は、インターネットプロトコルを使用して、1つまたは複数の通信ネットワークを介して、エンドユーザデバイスに送信される、請求項1のコンピュータにより実現される方法。
- 前記ビデオ広告をエンドユーザクライアントデバイスに配信することを更に含む、請求項1のコンピュータにより実現される方法。
- 前記時間期間が所定の時間期間より少なくないということを判断することに応答して、前記ビデオ広告が有効なインプレッションを受信するということを示すことを更に含む、請求項1のコンピュータにより実現される方法。
- 前記有効なインプレッションを受信する前記ビデオ広告に応答して、有効なインプレッションカウントをインクリメントすることを更に含む、請求項5のコンピュータにより実現される方法。
- 前記所定の時間期間は、前記ビデオ広告がストリームすることを開始する時間と、前記アクションが前記作動可能オブジェクト上で取得される時間との間の時間の長さに対応する、請求項1のコンピュータにより実現される方法。
- 表示のために前記ビデオ広告を提供することは、前記広告の前記レンダリングをスキップするように構成された前記作動可能オブジェクトを含むビデオプレーヤにおいて前記ビデオ広告を提供することを含む、請求項1のコンピュータにより実現される方法。
- 以前にストリームされたビデオ広告をリプレイするように構成された第2の作動可能オブジェクトを含むように構成された前記ビデオプレーヤを表示のために提供することと、
前記第2の作動可能オブジェクト上で取得されるアクションを検出することと、
表示のために前記ビデオ広告を提供することと、
前記アクションが前記第2の作動可能オブジェクト上で取得されたということを判断することに応答して、表示のために前記ビデオ広告を提供するための有効なインプレッションを前記ビデオ広告が受信しなかったということを示すことと
を含む、請求項8のコンピュータにより実現される方法。 - プロセッサ実行可能命令を記憶するメモリと、
前記メモリに結合されたプロセッサと
を含み、前記プロセッサは、
表示のために、ビデオ広告と、前記ビデオ広告のレンダリングをスキップするように構成された作動可能オブジェクトとを提供し、
アクションが前記作動可能オブジェクト上で取得される前に前記ビデオ広告が表示のために提供される時間の量に対応する時間期間を決定し、
前記時間期間が所定の時間期間より少ないということを判断することに応答して、前記ビデオ広告が有効なインプレッションを受信しなかったということを示す
ように構成された、システム。 - 表示のために前記ビデオ広告を提供するために、前記プロセッサは、ビデオコンテンツを含むビデオドキュメントの広告スロット内に前記ビデオ広告を提供するように更に構成される、請求項10のシステム。
- 前記ビデオ広告は、インターネットプロトコルを使用して、1つまたは複数の通信ネットワークを介して、エンドユーザデバイスに送信される、請求項10のシステム。
- 前記プロセッサは、前記ビデオ広告をエンドユーザクライアントデバイスに配信するように更に構成される、請求項10のシステム。
- 前記プロセッサは、前記時間期間が所定の時間期間より少なくないということを判断することに応答して、前記ビデオ広告が有効なインプレッションを受信するということを示すように更に構成される、請求項10のシステム。
- 前記プロセッサは、前記有効なインプレッションを受信する前記ビデオ広告に応答して、有効なインプレッションカウントをインクリメントするように更に構成される、請求項14のシステム。
- 前記所定の時間期間は、前記ビデオ広告がストリームすることを開始する時間と、前記アクションが前記作動可能オブジェクト上で取得される時間との間の時間の長さに対応する、請求項10のシステム。
- 表示のために前記ビデオ広告を提供するために、前記プロセッサは、前記広告の前記レンダリングをスキップするように構成された前記作動可能オブジェクトを含むビデオプレーヤにおいて前記ビデオ広告を提供するように更に構成される、請求項10のシステム。
- 前記プロセッサは、
以前にストリームされたビデオ広告をリプレイするように構成された第2の作動可能オブジェクトを含むように構成された前記ビデオプレーヤを表示のために提供し、
前記第2の作動可能オブジェクト上で取得されるアクションを検出し、
表示のために前記ビデオ広告を提供し、
前記アクションが前記第2の作動可能オブジェクト上で取得されたということを判断することに応答して、表示のために前記ビデオ広告を提供するための有効なインプレッションを前記ビデオ広告が受信しなかったということを示す
ように更に構成される、請求項17のシステム。 - コンピュータ実行可能命令を記憶するコンピュータ読取可能記憶媒体であって、前記コンピュータ実行可能命令は、コンピュータによって実行されると、前記コンピュータに、
表示のために、ビデオ広告と、前記ビデオ広告のレンダリングをスキップするように構成された作動可能オブジェクトとを提供させ、
アクションが前記作動可能オブジェクト上で取得される前に前記ビデオ広告が表示のために提供される時間の量に対応する時間期間を決定させ、
前記時間期間が所定の時間期間より少ないということを判断することに応答して、前記ビデオ広告が有効なインプレッションを受信しなかったということを示させる、
コンピュータ読取可能記憶媒体。 - 前記コンピュータは、前記時間期間が所定の時間期間より少なくないということを判断することに応答して、前記ビデオ広告が有効なインプレッションを受信するということを示すように更に構成される、請求項19のコンピュータ読取可能記憶媒体。
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