WO2002037297A1 - Procede et systeme de selection d'une publicite fondee sur une interaction de l'utilisateur avec un guide electronique de programme - Google Patents

Procede et systeme de selection d'une publicite fondee sur une interaction de l'utilisateur avec un guide electronique de programme Download PDF

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Publication number
WO2002037297A1
WO2002037297A1 PCT/US2001/046067 US0146067W WO0237297A1 WO 2002037297 A1 WO2002037297 A1 WO 2002037297A1 US 0146067 W US0146067 W US 0146067W WO 0237297 A1 WO0237297 A1 WO 0237297A1
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WO
WIPO (PCT)
Prior art keywords
user
program
given
item
cursor
Prior art date
Application number
PCT/US2001/046067
Other languages
English (en)
Inventor
Paul Finister
Jonathan Greenberg
Clifford Roth
Original Assignee
Gist Communications, Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Gist Communications, Inc. filed Critical Gist Communications, Inc.
Priority to AU2002227166A priority Critical patent/AU2002227166A1/en
Publication of WO2002037297A1 publication Critical patent/WO2002037297A1/fr

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/43—Processing of content or additional data, e.g. demultiplexing additional data from a digital video stream; Elementary client operations, e.g. monitoring of home network or synchronising decoder's clock; Client middleware
    • H04N21/433—Content storage operation, e.g. storage operation in response to a pause request, caching operations
    • H04N21/4331—Caching operations, e.g. of an advertisement for later insertion during playback
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/43—Processing of content or additional data, e.g. demultiplexing additional data from a digital video stream; Elementary client operations, e.g. monitoring of home network or synchronising decoder's clock; Client middleware
    • H04N21/442—Monitoring of processes or resources, e.g. detecting the failure of a recording device, monitoring the downstream bandwidth, the number of times a movie has been viewed, the storage space available from the internal hard disk
    • H04N21/44213—Monitoring of end-user related data
    • H04N21/44222—Analytics of user selections, e.g. selection of programs or purchase activity
    • H04N21/44224—Monitoring of user activity on external systems, e.g. Internet browsing
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/45—Management operations performed by the client for facilitating the reception of or the interaction with the content or administrating data related to the end-user or to the client device itself, e.g. learning user preferences for recommending movies, resolving scheduling conflicts
    • H04N21/4508—Management of client data or end-user data
    • H04N21/4532—Management of client data or end-user data involving end-user characteristics, e.g. viewer profile, preferences
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/47—End-user applications
    • H04N21/482—End-user interface for program selection
    • H04N21/4821—End-user interface for program selection using a grid, e.g. sorted out by channel and broadcast time
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/81—Monomedia components thereof
    • H04N21/812—Monomedia components thereof involving advertisement data
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N7/00—Television systems
    • H04N7/16—Analogue secrecy systems; Analogue subscription systems
    • H04N7/162—Authorising the user terminal, e.g. by paying; Registering the use of a subscription channel, e.g. billing
    • H04N7/163—Authorising the user terminal, e.g. by paying; Registering the use of a subscription channel, e.g. billing by receiver means only
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/47—End-user applications
    • H04N21/478—Supplemental services, e.g. displaying phone caller identification, shopping application

Definitions

  • the invention disclosed herein relates to electronic program guides and, more particularly, to methods and systems for delivering targeted advertising in an electronic program guide.
  • electronic program guides or EPGs are being delivered via traditional television systems such as cable and satellite as well as in digital form over the Internet and other networks for access by computers. Both forms of program guide allow users to interact with the displayed guide.
  • such interaction can constitute a user moving a sliding or floating cursor around a displayed guide, selecting a program item in the guide for display for additional descriptive information about the item, setting favorite programs or channels, selecting a program to view now or in the future, performing searches by keyword, category, time or channel, and selecting a program item for automatic recording.
  • program guides offer a space on the program guide screen for display of an advertisement, which may be a poster image, interactive software program, or video.
  • the advertisement may be placed within the program guide portion of the screen display or in a separate portion of the screen.
  • the advertisement shown at any given time is downloaded from a central station or server for display at that time. Examples of the use of advertising with program guides are shown in
  • the advertisement may or may not have any relation to the content of the guide at that time or actions being performed by the user.
  • they fail to leverage important information that may be obtained from the user's interaction with the EPG.
  • a method and system for delivering an EPG which includes the monitoring of the EPG user's actions in the EPG and the determination that the user is paying particular attention to a given program item in the EPG.
  • a characteristic of this given program item is then used to select an advertisement having a similar characteristic, which ad is then displayed to the user on the EPG screen.
  • the term electronic program guide or EPG is intended to include any mechanism for presenting television or other audiovisual program availability and related information. This may include, for example, a schedule of some or all the programs accessible over a system, with times and channels presented in grid format or otherwise, a list of video-on-demand services, etc.
  • the program guide could be delivered over any communication system, such as a cable or satellite television system, a network such as the Internet, a wireless communication system, or other known systems.
  • Many actions may be monitored for determining to which items the user is paying attention. For example, in an EPG having a cursor or other visual indicator of which cell in the EPG is currently highlighted or selected, the time the cursor lingers over each cell is monitored to determine user interest in the program item in that cell. This lingering may also cause other events to occur, such as display of additional descriptive data. As another example, the user's selection of a cell may be used as the indicator of interest. The selection may occur through lingering for a predetermined period of time or through active selection by pressing of a button on a remote control device. Other user interaction with the EPG, such as selection of a program item for tuning or recording, may be used as well for generating advertising.
  • the category or keyword used in the search can be used for advertisement selection.
  • a user may be presented with a series of trivia questions relating to various programs or categories of programs, and the user's selection of a given question to answer and/or providing a correct answer may be used to help identify an associated program or category or programming for the user. Different ones of these factors showing user attention may be combined with other user attention factors to more precisely determine an associated category to be used for ad selection.
  • the characteristic associated with the program item is a programming category.
  • EPG data transmitted from a central station includes one or more categories, e.g., sports, comedy, drama, news, etc., associated with the programs in the data set.
  • the advertisements which may also be transmitted from the central station or some other source and stored locally, are also associated with categories.
  • the program's category is matched to a category for one or more ads, and one such matching ad is selected for display.
  • other characteristics of the program may be used for ad matching and selection, such as the channel which carries the program, the time of the program, actors appearing in the program, etc., provided such characteristic data is transmitted from the central station to each user's station.
  • the program item characteristic such as category is combined with previously defined user preferences, demographic profile, or detected viewing habits to select a more user-oriented advertisement.
  • a TV system using a remote control device that interacts with a graphical user interface displayed on a display device such as TV receiver, a CRT screen, or a display screen built into a remote control device.
  • the system comprises a central processing unit (CPU), and an interface control circuit that provides two-way wired or wireless communications with the remote selection device.
  • a graphics accelerator interacts with the CPU to display graphics data representing options offered by the graphical user interface, and to support the remote selection device in providing user access to the options displayed on the TV screen.
  • the graphical user interface comprises a graphical program selection displayed on the display screen to enable a user to select programming choices and channel choices.
  • the programming logic issues a command to tune a radio- frequency tuner, infrared or other foreseeable wireless means of directing the set top box system to the selected program.
  • the intelligent, graphical program selector may contain graphical objects that represent various programming selections.
  • the programming logic of the set top directs a tuner to the selected programming selection based on whether a user lingers over a program or if the user holds the remote selection device in the direction of a graphical object that represents the programming selection.
  • the remote control has Navigation Buttons such as Program Guide, Cursor (up, down, left, right), Select, or Rapid Navigation which allow a viewer to select programming displayed in a configurable program guide.
  • the cursor behavior is stored locally on a set top box and can be updated from a headend of a Multiple System Operator via a transfer protocol of modular logic components.
  • a cable TV service provider that also provides voice telephony, data, Internet access can also deliver the necessary logic components.
  • a cursor recognition program operating in the user's set top box or other processing device recognizes cell positioning.
  • the cursor recognition program recognizes this.
  • a user can linger on a cell listing for 2 -3 seconds and the program recognizes that the user is implicitly interested in the program displayed in the cell.
  • the program may be adapted to dynamically determine an average linger rate for the user and determine whether extended lingering is occurring in relation to the average linger rate.
  • advertising is displayed to users as they go over the cell choices in the program guide.
  • Directed ads change based on interest directed to the program content, based on the user lingering over a cell for some period of time.
  • Select ads are cached in the set top box memory and/or distributed from the headend.
  • a quality control system in the box recognizes that if an ad feed has not been delivered from the headend within a determinable time period, the quality control system will display a cached ad instead for the user's attention.
  • one advantage of the present invention is in providing a selection means within a graphical user interface (GUI) on a TV screen that recognizes user preferences and behavior, delivering better targeted advertising while granting access to programming and services offered by TV program providers.
  • GUI graphical user interface
  • Another advantage of the present invention is in providing a GUI that interacts with a remote control device to enable a user to have access to any customizable option displayed on the screen and has predetermined cursor behavior sensitive to a user's needs.
  • Fig. 1 is a block diagram showing exemplary configurations of systems that support the present invention
  • Fig. 2 is a flow chart showing a process of delivering targeted ads based on user interaction in accordance with one embodiment of the present invention
  • Figs. 3 and 4 are flow charts showing exemplary processes for detecting user attention to program items in an electronic program guide in accordance with one embodiment of the present invention
  • Fig. 5 shows an exemplary EPG screen display used in one embodiment of the present invention
  • Fig. 6 is a flow diagram showing a process for implementing an EPG using one system configuration in accordance with one embodiment of the present invention
  • Fig.7 is a flow diagram showing various cursor behavior options for use with the methods and system of the present invention.
  • EPG data is transmitted from a central station 10 to multiple user devices or systems 12, which store and process the EPG data for use by users.
  • the EPG data typically contains a listing of programs, channels and times in schedule form, and further includes other data such as categories associated with each program or channel, rating data relating to each program, and additional, descriptive data regarding the program, such as the subject matter of the program, actors, length, etc.
  • the central station 10 may be the head end of a cable, satellite or microwave transmission system, and users have set top boxes connected to their television receivers for receiving the television service and EPG data from the head end.
  • the central station 10 may be a server such as a web server, which delivers EPG data and in some cases television or video services over a network 14 such as the Internet.
  • the users can receive and process this data through client systems 12 which could include personal computers that may be connected to television receivers or have PC TV cards, or by set top boxes capable of receiving data over the Internet.
  • client systems 12 could include personal computers that may be connected to television receivers or have PC TV cards, or by set top boxes capable of receiving data over the Internet.
  • users receive advertising data including images, video or audio files containing an ad and associated data such as category and descriptive data. Users may receive this ad data from the same source as the EPG data, the central station 10, or may retrieve the ad data from another source such as an ad web server 16.
  • a set top box 12 which receives EPG data with the television service may be programmed to retrieve the ad data over the Internet 14 from a web server 16.
  • a set of network tools may be provided, as described in aforementioned patent application serial no.
  • the ad data may be retrieved when desired or may be retrieved in advance and stored in the user's device for display on the receiver or monitor displaying the EPG data.
  • the set top boxes and computers that receive the EPG data contain a cursor recognition and ad selection program.
  • This program may be downloaded from the central server or ad server, and is executed in the user's device to perform a method for delivering targeted ads.
  • the program receives EPG data, step 20, as well as the advertisement data, step 22, and stores both.
  • the EPG data is displayed, step 24.
  • the program monitors this interaction, step 26. If the program detects based on the user interaction that a user is paying attention to a particular program item in the EPG, step 28, it determines the desired characteristic of the item, such as its category, keyword, or channel, step 30.
  • the program selects one of the advertisements for display that matches this characteristic, step 32.
  • the selected advertisement is then downloaded as necessary from the ad server and displayed with the EPG, step 34, and the program continues to monitor user interaction to determine whether the user's focus has changed, step 26.
  • HTML, Javascript, Java, and other programming languages can be used to build this cell recognition program.
  • a user can purchase a set top box and the cell recognition program can be embedded therein as software or hardware, or delivered to the set top box in a carrier wave or other electronics communications means.
  • the intelligent user interface and system is thus able to deliver customized content including ads without depending upon a particular cable set top box architecture.
  • Figs. 3 and 4 contain exemplary process for detecting user attention to a program item.
  • a simple such process involves monitoring the time a cursor or other visual selection indicator lingers over a cell in the EPG with a program item, step 40. If the linger time exceeds a predefined time, step 42, such as 2 seconds, the item in the cell with the cursor is returned to the ad selection-routine, step 44. If the cursor moves, the program restarts the time monitoring process, step 46.
  • the program monitors the linger time over items in the EPG, step 50.
  • the program continually monitors linger time, even if a cell has been selected, so that it can maintain an average linger time for the user. If the monitored linger time over a given cell exceeds an average linger time, step 52, as stored and updated by the program, the program item in the cell is returned for ad selection, step 54. If cursor movement is detected, step 56, the program uses the linger time over the prior program item to update the average linger time by first eliminating the linger time if it exceeds some predefined maximum, step 58, which is set as some time which indicates that a user has stopped paying attention to the television service such as has left the room.
  • the program updates the average linger time using the measured linger time, step 60, and continues its monitoring of the linger time over cells.
  • the linger time over all cells, even when it does not exceed the average, is used to update the average linger time.
  • Fig. 5 shows a screen display 70 of one embodiment of an EPG in accordance with the invention.
  • the EPG displays the program choices available at a given time or times in a number of cells 72.
  • a cursor is movable around the grid to select a given cell.
  • the cursor may be a highlight indicator, such as shown at 74, a floating cursor, a changing cell color, a movable indicator within the cell as shown at 76, or other conventional visual indicators.
  • the EPG screen also contains space 78 for display of one or more ads, two such spaces being shown in Fig. 5, a description box 80 for displaying the additional descriptive data associated with a selected program, and a space for display of video 82 such as a trailer or actual video from a selected channel.
  • the program monitors linger time and changes the ad displayed to reflect a user's interest. For example, linger time detected over a program choice "Barney” would result in selection of an ad for diapers or candy. Linger time detected over a program choice "Monday Night Football,” would return an ad for beer. Alternatively, an ad may be returned which was sponsored or purchased by the channel or network for the program, such as ABC television network in the case of "Monday Night Football.”
  • the cell and program item detected through linger time measurement may be one factor in selecting an ad.
  • Other factors may be combined with this, such as the user's profile, demographic data, etc.
  • One example of another factor which may be used, either alone or in combination with linger time detection, to identify a category of programming of interest to a given user is the use of trivia quizzes or news items.
  • a user is offered several trivia questions or news items, each associated with a different programming category, and the user's selection of one of the questions or items and/or submission of a correct response to a trivia question is used to associate the corresponding programming category with the user.
  • the ad selection system can offer and respond to the following three TV trivia questions:
  • a user answers question 1 correctly which is based on the "Star Trek" TV show, then he/she would be presumed to like science fiction, and the relevant ad system would deliver an ad for a science fiction program. If a user answers question 2 correctly, then he/she would be presumed to like comedy, and the relevant ad system would deliver an ad for a comedy program. If a user answers question 3 correctly, then he/she could be presumed to be a teenager, and the relevant ad system would deliver an ad for a coming-of-age film.
  • the system could also control ad delivery based on the selection of news and gossip headlines.
  • the user When presented with a series of headlines, the user only gets to read the story by selecting a headline. For example, the following three news items may be offered for selection:
  • the corresponding programming categories would be comedy for item (1), political thriller for item (2), and sports for item (3).
  • the ad selected as a result of user-category association may not be stored on the set top box or computer, but may be downloaded from a remote location as explained above.
  • the user's device would send a request for an ad matching certain characteristics to the remote station, which would transmit the targeted ad as desired.
  • Fig. 6 shows one embodiment of a process of implementing the EPG and targeted ad delivery system with a user computer or set top box running a web browser.
  • a remote control sends signals 90 to the user computer to call up and interact with the web browser 92.
  • the browser requests EPG information from a set top box or EPG server and serves as the user interface for the EPG, through which the user interacts with the EPG, 96.
  • Requested information is obtained from an EPG system database through an EPG system interface 98 and transmitted via the relevant wired or wireless telecommunication link from the EPG system database for display on the user's device 100.
  • the user's computerized device monitors the cursor cell in accordance with customizable browsing preferences, 102, as described above.
  • Fig. 7 shows various cursor behavior functionality which may be provided in the UI of an EPG and which may be available for monitoring by the program.
  • a remote control 90 sends signals to a set top box which displays the attributes of the cursor being used, 104.
  • a program in the set top box recognizes movement of the cursor, 106, which is used to determine linger as described above.
  • the set top box contains numerous subroutines for providing different cursor movement, 108.
  • the cursor routines include a routine for movement of the cursor in four directions around the EPG grid.
  • a rapid navigation cursor routine allows a viewer to rapidly scroll through cells representing programming selections.
  • a record routine stores user selected programming to a hard disc or activates a VCR control function to store selected programming.
  • Fast Forward/Rewind allows the cursor to rapidly navigate in 12-hour increments thorough program listings.
  • a "Starting Next" routine allows a user to click through a sequence of program listings to automatically select for display only those PPV movies which start at the next half-hour increment in a block..
  • An "Insta-Tune" routine allows for the instant tuning into weather, news, sports, financial listings and is a feature which offers one-button tuning of specific cable channels.
  • Other cursor routines 108 are shown in Fig. 7. The user may have the ability to change the settings of these cursor routines, 110, in which case such setting changes are stored in the set top box, 112.
  • the cursor monitoring and recognition program monitors one or more of these various cursor routines and, based on parameters specific to that routine, determines whether the user is lingering over a specific program item and thus showing interest or attention to the item.

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Abstract

La présente invention concerne un procédé et un système qui permettent de distribuer des publicités ciblées dans un guide électronique de programme (GEP) (24). Le procédé consiste à surveiller les actions (26) d'un utilisateur de GEP dans le GEP et à déterminer si l'utilisateur porte une attention particulière (28) à un élément de programme donné dans le PEG. Cette détermination peut être fondée sur la durée pendant laquelle l'utilisateur regarde un élément de programme donné ou sur la sélection de l'utilisateur d'une cellule d'élément de programme. Une caractéristique (30) de cet élément de programme donné est ensuite utilisée pour sélectionner une publicité (32) ayant une caractéristique similaire, cette publicité étant ensuite présentée à l'utilisateur sur l'écran (34) du GEP. Cette caractéristique peut également être détectée/trouvée lorsqu'on surveille d'autres actions de l'utilisateur dans le GEP, telles que la qualité d'une recherche, d'un tri ou la sélection d'une question anecdotique ou d'un élément d'actualités.
PCT/US2001/046067 2000-11-01 2001-10-31 Procede et systeme de selection d'une publicite fondee sur une interaction de l'utilisateur avec un guide electronique de programme WO2002037297A1 (fr)

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AU2002227166A AU2002227166A1 (en) 2000-11-01 2001-10-31 Method and system for selecting advertisement based on user interaction with an electronic program guide

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Application Number Priority Date Filing Date Title
US70427300A 2000-11-01 2000-11-01
US09/704,273 2000-11-01

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US8631456B2 (en) 2002-05-10 2014-01-14 Convergent Media Solutions, LLC Method and apparatus for browsing using alternative linkbases
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