WO2022108588A1 - Video advertisement augmentation with dynamic web content - Google Patents
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Classifications
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- H04N21/266—Channel or content management, e.g. generation and management of keys and entitlement messages in a conditional access system, merging a VOD unicast channel into a multicast channel
- H04N21/2668—Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles
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- 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
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- 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
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Definitions
- the presently described innovations generally address systems and methods for augmenting an online video advertisement to add executable code, including code for creating interactive menus with cross-domain communications.
- VAST Video Advertisement Serving Template
- VPAID Video Player Advertisement-Serving Interface Definition
- MRAID Mobile Rich Media Advertisement Interface Definition
- SIMID Secure Interactive Media Interface Definition
- the presently disclosed methods and systems take the advertisement viewing experience to a much richer, deeper, more multi-faceted level by supplementing a primary video message with additional content reinforcing the message, such as an interactive menu allowing the direct purchase of items depicted in the advertisement or related to items depicted, and enriching it with additional aspects.
- additional content reinforcing the message such as an interactive menu allowing the direct purchase of items depicted in the advertisement or related to items depicted, and enriching it with additional aspects.
- This can even take the form of multiple additional videos that either replace or complement the primary video, so that the advertiser is able to display many videos to a willing consumer instead of just the one.
- Augmented video advertisements can achieve a “full funnel” marketing strategy.
- Traditional advertising strategies often involve three tiers as consumers are “funneled” into a purchase: an “upper” or “broad” funnel that merely advertises a brand to funnel consumers into that brand over its competitors; a medium funnel that directs consumers interested in a brand to increase awareness of particular classes of goods available within that brand, and a “lower” or “narrow” funnel that attempts to seal the deal and encourage the consumer to purchase a particular good after viewing the advertisement.
- Augmented video advertisements can play all three roles by starting off with a video advertising a brand, but also providing a menu to browse products within that brand and even allow consumers to add the items to an online shopping cart while remaining in the advertisement itself.
- Supplementing a video advertisement with a truly interactive navigation menu transforms the consumer experience into a “lean-forward,” actively-engaged consumer experience that renders the advertisement significantly more useful and informative, and this makes it conducive to taking action such as clicking or tapping through the advertisement to make a purchase.
- a menu enables the consumer to simultaneously browse and click or tap directly to deeper levels of product information and to the specific products themselves, or to whatever other information is most relevant to them.
- a video may be overlaid with a multi-level menu displaying categories of products, and clicking on any category may further display a set of available products within that category.
- the consumer can preview in advance all possible elements of the menu that they might be interested in, and then click, tap, or otherwise select just once to go directly to the specific product, information, transaction or other destination they desire.
- the interface can be adapted to match the advertiser’s website such that it becomes like bringing the website to the person within the advertisement.
- Code included within the video advertisement also allows the tracking of which branches of the menu the consumer explored, for how long (down to the precise moment), which videos they consumed and for how long, which specific products they viewed and/or clicked through and/or purchased, etc.
- This consumer interaction data is not only extremely granular and precise, but it is also far more useful than conventional advertising metrics because it documents what the consumer actually selected as a self-declared indication of interest and intent.
- a system for augmenting video media displayed via web browser to add interactive functionality includes a network-connected server having one or more processors and non-transitory memory comprising instructions that, when executed by the one or more processors, cause the one or more processors to perform a series of steps.
- the server receives an identification of video media to be augmented and provides a user interface for definition of a multi-level menu having one or more interactive elements to be overlaid when the video media is displayed to a consumer.
- the server automatically generates a structured media definition that instructs a video player on a web browser of the consumer to load a script that will be executed by the web browser and will instantiate the multi-level menu and the one or more interactive elements within the web browser during display of the video media.
- the web browser will load a script that will cause one or more application programming interface (API) calls to uniform resource locators (URLs) located at the network-connected server when the one or more interactive elements are interacted with by the consumer.
- API application programming interface
- URLs uniform resource locators
- the server also dynamically re-targets or re-optimizes future video media delivered to the consumer by causing content within the future video media to focus on products in which the consumer has previously shown interest via interaction with the interactive elements, and/or selecting interactive elements to be added to the multi-level menu in future video media different from interactive elements that would have been added by default.
- a system and method for augmenting video media displayed via a web browser to add interactive functionality include adding elements to a structured media definition to cause the video media to instantiate one or more new webpage elements when the video media is played, including a script.
- the script includes instructions to generate an interactive menu, such that selection of any option from the interactive menu will call one or more application programming interface (API) functions located at a remote server.
- API application programming interface
- the structured media definition is transmitted to the web browser to cause it to load a video and execute the instructions.
- a server providing the API backend receives and processes API calls from the script when the script is executed by the web browser and the consumer interacts with the interactive menu.
- a response to the API call is then transmitted to the web browser to be acted upon by the script.
- This two-way communications cycle can be used to enable countless interactions that create value for consumers and advertisers alike, including dynamically changing the displayed video, dynamically updating a user interface, and enabling shopping, social networking, gaming, and other interactions, all from within the video advertisement.
- FIGS. 1A-1G depict several exemplary video advertisements with different styles and functions of a multi-level menu
- FIG. 2 depicts a network of representative computing devices to be used in a system for providing webpages that include interactive video advertisements with two-way crossdomain communication capabilities;
- FIG. 3 depicts a representative web-based interface incorporating a video augmented with advertisements
- FIG. 4 depicts, in simplified form, a method of providing an augmented video advertisement to a consumer
- FIG. 5 depicts, in simplified form, a method of receiving communications from an augmented video advertisement to update a profile or cart associated with a consumer
- FIG. 6A depicts, in simplified form, a method of dynamically retargeting an advertisement based on a consumer’s previous inputs or engagement with the advertisement or a similar advertisement
- FIGS. 6B and 6C depict an example of a dynamically retargeted advertisement before and after retargeting, respectively;
- FIGS. 7A and 7B depict a user interface for defining interactive menus to be associated with a given video advertisement
- FIG. 8 depicts a method for reviewing and recreating a consumer’s advertisement engagement experience
- FIG. 9 is a high-level block diagram of a representative computing device that may be utilized to implement various features and processes described herein.
- methods and systems are provided to facilitate augmentation of a video advertisement by incorporating a script into the definition of the video, such that the script is executed by a native HTML5 video player or other video player, creating an interactive menu overlay or other user interface and allowing that interactive menu or interface to convey a variety of consumer input to a remote server and receive communications in response while a consumer views the advertisement.
- A/B tests have shown that when consumers encounter interactive navigation menus within an advertisement, they click through and convert (i.e., purchase an item, register an account, sign up as a sales lead, or whatever action the advertiser may be seeking) at vastly higher rates compared with advertisements that lack a navigation menu, even if the advertisement is otherwise highly engaging or interactive.
- Prior A/B testing has shown that such advertisements performed up to 15x better in click-through rate and up to 17x better in conversion rate compared to non-interactive video advertisements.
- advertisements during television shows on cable television or before streaming a video on a television might be interacted with via a television remote control, and options selected either through pressing buttons on the remote, or through a voice command interface and a microphone of the remote control.
- an advertisement shown on a display may be navigated or controlled by a voice interface of an automated personal assistant device in the home, such as Amazon Echo’s Alexa, Google Home, Apple’s Siri, or a similar interface.
- Advertisements might even be delivered within a virtual reality (VR) headset and interacted with via hand movements that are picked up by a motion capturing accelerometer in a held controller, or by a motion capturing camera associated with the VR system.
- VR virtual reality
- These and any other forms of human-machine interface may be used to select options, traverse a list of options, enter information or other inputs, and display outputs of the video advertisement to the consumer.
- FIGS. 1A-1G depict several exemplary video advertisements with different styles and functions of a multi-level menu.
- a video advertisement 100 is first displayed to a consumer (as depicted in FIG. 1A)
- an interactive menu 105 is visible, overlaid on top of the video playing beneath it, the menu 105 containing multiple options or elements 110A-110D with which the consumer can interact.
- a new submenu 115 may appear and be populated to include content related to the clicked element 110A (as depicted in FIG. IB).
- This content may include images 120, text 125, or hyperlinks 130; in this case, images of vehicles for sale, information about the vehicles, and links that, when clicked, take the consumer to the advertiser’s website to learn more and/or make a purchase.
- the submenu 115 Upon interacting with a different element HOB, the submenu 115 is repopulated to include different content (as depicted in FIG. 1C). Clicking an “exit” button 135 can cause the submenu 115 to disappear and playback of the video continues while only displaying the menu 105.
- FIGS. ID- IF depict an advertisement 100 that exemplifies the “full-funnel” advertising strategy previously described.
- the video advertisement 100 first begins to play (as depicted in FIG. ID)
- the video is not occluded by any interface elements except for an unobtrusive menu option 110A labeled “Explore”.
- an unobtrusive menu option 110A labeled “Explore”.
- Clicking or tapping the “Explore” button 110A causes the rest of the menu 105 to become visible (as depicted in FIG.
- each stage of the funnel can drive consumer interest further along, and the consumer can proceed through the funnel as long as he or she is willing, even to the point of making a purchase, when perhaps at the time the advertisement was first shown, the consumer was unaware of the options associated with the brand being advertised.
- FIG. 1G depicts an advertisement 100 where both the menu 105 and submenu 115 are filled with images of brand options 110A-110D and images representing particular options within each brand — in this case, studios or cinematic universes, and trailers for movies associated with each.
- images of brand options 110A-110D and images representing particular options within each brand in this case, studios or cinematic universes, and trailers for movies associated with each.
- most menu options do not cause the consumer to navigate away from the video advertisement, and instead merely exercise control over the video playing.
- a final menu option 110E may be clicked or tapped to cause the consumer to be taken to an external webpage for signing up to a service or purchasing one or more goods advertised.
- Video advertisement should be construed to include any form of video media intended to convey a message to an end recipient, whether or not the recipient was necessarily seeking the message out.
- various governmental, non-profit, or other organizations might equally benefit from interactive media content containing public service announcements, inclement weather warnings and alerts, solicitations for donations or charity, requests to sign petitions, and/or calls for public vigilance or action such as an Amber alert or a “Get Out the Vote” exhortation.
- FIG. 2 depicts a network of representative computing devices to be used in a system for providing webpages that include interactive video advertisements with two-way crossdomain communication capabilities.
- a consumer computing device 200 with software including a web browser is used to connect to the Internet 205 or another similar network for connecting various remote devices.
- the consumer computing device 200 may be a personal computer such as a laptop or desktop, a mobile phone, a tablet, a gaming console, or any other device capable of using a web browser to display a webpage to a consumer.
- a web browser operating on the consumer computing device 200 is used to request or navigate to a URL at a particular domain provided by a web server 210.
- the webpage at that URL (depicted as element 300 in FIG. 3) incorporates instructions to the consumer’s web browser, described further below in relation to FIG. 4, to load a video advertisement or other dynamic content supplied by an advertisement content server 220 or other content server that stores video content or other information that will be dynamically inserted at the moment that an advertisement is loaded.
- An advertisement management server 215 is used to distribute the information to generate advertisements to the web server 210, as well as to provide an API for receiving communications from the consumer’s computing device 200 once the consumer begins watching and interacting with the advertisement.
- the advertisement management server 215 may also provide a user interface for creating advertisements, as depicted and described further below in relation to FIGS. 7 A and 7B.
- the servers 210 and 215 might conceivably store all necessary information to their functions locally on the servers themselves, but in a preferred embodiment, they will be communicatively coupled to a web server database 225 and an advertisement management database 230, respectively.
- the web server database 225 would not only store the content related to a website that a consumer might request, but also the specified definitions of augmented advertisements generated for embedding in that website, as described further in the discussion of the following Figures.
- the advertisement management database 230 would store information regarding all advertisements generated using the user interface described in FIGS. 7A and 7B, as well as a log of consumer impressions of and interactions with advertisements already served, as described further in relation to FIGS. 4-6, below.
- any or all of the functions of the web server 210, the advertisement management server 215, the advertisement content server 220, and the databases 225 and 230 could theoretically be performed by a single device executing one or more different software modules simultaneously.
- the first web server 210, the advertisement management server 215, the advertisement content server 220, and the databases 225 and 230 are each described as if they are one computing device or database each, a cloud-based solution with multiple access points to similar systems that synchronize their data and that are all available as backups to one another is preferable to a unique set of computing devices all stored at one location.
- the specific number of computing devices and whether communication between them is network transmission between separate computing devices or accessing a local memory of a single computing device is not so important as the functionality that each part has in the overall scheme.
- FIG. 3 depicts a representative web-based interface incorporating a video augmented with advertisements.
- a webpage 300 may include multiple content regions 305 as well as an advertisement region 310.
- an iFrame is created in the advertisement region 310 and loads the video and any other elements within the iFrame such that the iFrame shields the advertisement from the rest of the webpage 300’s functionality, and any scripts running on the webpage 300.
- there will be no name collisions if a script running on the webpage 300 attempts to affect an element having a particular name or ID, or tries to affect elements of the webpage in general.
- the advertisement region 310 will be limited to a banner or floating element to one side of the webpage, as depicted in FIG. 3.
- a modal box or other element 310 may be created taking up all of or a significant portion of the webpage, such that the rest of the webpage 300 cannot be interacted with until the video advertisement has completed and then allows the consumer to progress to the rest of the webpage.
- the advertisement region 310 can also be adapted as part of a responsive design, using CSS, JavaScript, or other methods to dynamically resize the advertisement region based on the dimensions available to a viewing device, the dimensions of a webpage incorporating the advertisement, and/or the layout of the webpage incorporating the advertisement.
- FIG. 4 depicts, in simplified form, a method of providing an augmented video advertisement to a consumer.
- Step 400 the consumer requests to view a webpage via their computing device 200 (Step 400), and the web server 210 receives the request (Step 405).
- the web server 210 responds to the request with HTML data for the website, and further includes a VPAID-specified advertisement with the response (Step 410).
- VP AID is an XML-based specification that includes a number of elements or tags relevant to displaying a video to a consumer, tracking the consumer’s engagement with the video, and enabling inclusion of additional content such as JavaScript or other executable code.
- An example VPAID-specified advertisement designed to work with the presently described systems and methods is provided below:
- specifications other than VP AID could be used.
- advertisements will likely be specified according to SIMID rather than VP AID for security reasons, but SIMID is capable of the same dynamic loading process.
- SIMID is capable of the same dynamic loading process.
- Any form of advertisement definition that instructs a video player to load a series of instructions capable of modifying the contents of the webpage may be used instead, and VP AID will be subsequently used for the sake of convenience throughout this written description rather than clarifying in each instance that a more general form of advertisement definition could be used equally well.
- the code above also includes tags such as “ ⁇ Error>”, “ ⁇ Impression>”, and “ ⁇ TrackingEvents>” that each specify one or more possible events that can occur while a consumer is watching the advertisement (i.e., failure to load and play the video, confirmation that the advertisement has been displayed, and various temporal checkpoints or consumer actions while watching the video, respectively).
- the tag specifies a URL at the advertisement management server 215 to which an HTTP request will be transmitted if the event occurs.
- the URLs can serve as a RESTful (representational state transfer) API where each distinct HTTP request encodes in the URL itself the event that has occurred, the consumer who triggered the event, and any other relevant information.
- another form of communication may be used either that does not rely on an HTTP request to a specific URL, or that is not a RESTful API, but nevertheless ensures that a message gets through to the advertisement management server 215.
- the advertisement management server 215 may better target advertisements in the future based on which advertisements a consumer engages with for a longer period of time or that a consumer chooses to resume or unmute after having previously paused or muted the advertisement.
- the events can also be used to recreate the consumer’s experience (see the discussion of FIG. 8, further below) during a postmortem evaluation to understand the consumer’s possible thought process while viewing the advertisement, based on the actions taken by the consumer while watching.
- the consumer’s browser receives the webpage and the VP AID advertisement definition (Step 415), and, as called for by the webpage, instantiates an HTML5 video player or other video player to display the advertisement.
- Code to accomplish the instantiation and that is capable of parsing and complying with the VP AID definition may be found in, for example, the Interactive Media Ads Software Development Kits provided by Google.
- the HTML5 video player or other video player within the consumer’s browser begins executing the VP AID instructions, including loading a video from the advertisement content server 220 and executing the JavaScript specified in the “ ⁇ MediaFile>” tag of the VP AID instructions (Step 420).
- the JavaScript includes instructions to create a new iFrame element in the HTML of the page (Step 425).
- an iFrame is preferred as a better method of protecting the contents from interference by other scripts that may be running on the page.
- Use of an iFrame can also enable cross-domain communication that might be blocked by security settings of a web browser if a script directing HTTP requests to the advertisement management server 215 were to apparently do so from a domain served by the web server 210.
- a “ ⁇ div>” or other HTML element capable of storing other HTML elements within it might be used instead.
- the iFrame is then populated with user interface elements and JavaScript necessary to respond to consumer manipulation of those elements (Step 430). This may include, most obviously, the menu of the sort depicted in FIGS. 1A-1C. However, in alternative forms of video advertisement, numerous other forms of interactive content might be included, such as:
- the video player begins playing the advertisement (Step 435), such that the consumer now sees both an underlying video playing and the persistent, interactive menu (or other functionality, as described in the paragraph above) that can be browsed while the underlying video plays.
- Step 440 If the consumer at any point provides input (Step 440), such as by clicking one of the menu options 110, the JavaScript running in the iFrame updates the menu or other user interface elements accordingly (Step 445), by populating a submenu with options, displaying a different video, displaying a confirmation that an event has been recorded on a different website (such as an indication that a shopping cart now contains items, or a confirmation that a new username has been created), or any other reaction to the user’s input.
- the video continues playing (back to Step 435) until it is either paused or closed by the consumer, it finishes playing and self-closes if that behavior is desired by the advertiser, or the video is replaced with another dynamically loaded video in response to consumer input.
- FIG. 5 depicts, in simplified form, a method of receiving communications from an augmented video advertisement to update a profile or cart associated with a consumer.
- the server passively waits for input (Step 500) in the form of an HTTP request to a particular predefined URL that specifies a particular advertisement and a particular event or action associated with that advertisement.
- Step 510 Inputs may include active consumer decisions such as clicks, taps, or other indicators of consumer intent, but may also include other information such as the total view time of a particular menu element before the consumer passed on to a different user interface element.
- An augmented VP AID advertisement is thus able to track every second of viewing, clicks within each menu, and time spent on each branch of the menu — not only statistics at the quartile level, as previous, non-augmented VP AID advertisements were limited to.
- advertising platforms are able to offer alternative payment models for advertisements other than cost per impression (or more commonly, cost per thousand impressions) or cost per click (which is rarely offered because of the staggeringly low rate of click-through on video advertisements).
- cost per impression or more commonly, cost per thousand impressions
- cost per click which is rarely offered because of the staggeringly low rate of click-through on video advertisements.
- the presently described augmented video advertisements allow for calculation of and assessment of a cost per second of video shown, a cost per second of engagement (for example, for a period of time that the consumer was interacting with a menu and thus was guaranteed to be seeing the video rather than a different portion of the webpage), and/or a fixed fee for each instance of a particular action by the consumer.
- Such actions may include completing a video, completing a quartile of a video, or engaging with the interactive interface, such as by clicking on the menu to open a submenu, adding an item to a shopping cart, or logging into a website through the interface.
- the tracking of the consumer may also allow for a cost to be assessed as a percentage of sales generated by the advertisement, based on the consumer’s later purchase of items that were displayed in the advertisement or that the consumer interacted with in a menu during the advertisement.
- Step 515 If the input demands a response (Step 515), then the advertisement management server 215 will transmit an appropriate response (Step 520).
- a response might include a mere acknowledgement, or more detailed instructions to update an aspect of the user interface, such as loading new menu elements, prompting a consumer to login to a third-party website or single sign-on system, showing that an item has been added to a shopping cart, etc.
- Step 500 the system returns to waiting for input (Step 500) in a cycle so long as the server is running and expecting possible input related to advertisements.
- FIG. 6A depicts, in simplified form, a method of dynamically retargeting an advertisement based on a consumer’s previous inputs or engagement with the advertisement or a similar advertisement.
- Steps 400-430 as depicted in FIG. 4, repeat as before from the consumer’s point of view.
- a JavaScript call to the server 215 notifies the advertisement management server 215 of the identity of the consumer (or provides information that was stored in cookies, a tracking pixel, or other tracking assets associated with the web browser of the consumer) that has been detected (Step 600).
- the advertisement management server 215 looks up in its local storage or an associated database that advertisement and that consumer (Step 605) to review any events that were previously captured when the consumer viewed the advertisement the first time.
- the advertisement management server 215 Upon determining that the consumer had interacted with the advertisement (Step 610), the advertisement management server 215 transmits instructions to dynamically retarget an aspect of the user interface or advertisement (for example, show a different video, or go down a menu branch) (Step 615).
- this dynamically retargeted aspect may be as simple as automatically returning the advertisement to a state in which the consumer had previously left it, such as automatically opening a menu branch that the user had previously opened, or automatically displaying a secondary video that the consumer had caused to be displayed instead of the primary video.
- the advertisement management server 215 may access information documenting which products the consumer has viewed on the advertiser’s own website, then pull information from a product database the content describing those products (typically based on the products’ unique identifiers such as SKUs or UPCs or ISBNs), including product names, images, prices, categories, etc., and then place that content within the interactive menu that is served to the consumer, so that the consumer is presented with the products they had previously expressed an interest in.
- the menu may also have a new menu branch for “Recently Viewed” items which then expands to show all products that had been viewed by the consumer and direct the consumer’s attention to the most likely items for the consumer to engage with.
- Other applications may include, for example, an advertisement for online dating services being customized to show the profiles and/or photos of potential dating candidates the consumer had been considering; an advertisement for travel services being customized to show the destinations the consumer had been exploring; an advertisement for an online music service being customized to include references or even audio clips of music recordings that the consumer had searched for or browsed on the site, or from music artists the consumer had searched or browsed; an advertisement for an source of medical information or equipment being customized to show references to diseases, symptoms or medicines as driven by the consumer’s previous searches; or an advertisement for an aggregator of medical or legal or other services being customized to show service providers that the consumer had viewed or other service providers in the same field.
- Other forms of optimizing the advertisement may include a consumer viewing tourism information being shown hotels or travel packages for those locations, even if the consumer had not specifically viewed those hotels or travel packages; a consumer whose location had been determined via a geo-location mechanism being shown an advertisement customized to display restaurants or stores or offices or bank branches near their location, even if the consumer had not specifically seen those entities online; other optimizations based on the combination of the consumer’s location with other online or offline data about that consumer; or any other customization based on location-related data, demographic data, credit card purchase data, or any other source of data that could be used as a basis for targeting individuals with advertisements.
- the server will acknowledge the transmission without additional instructions (Step 620).
- FIGS. 6B and 6C depict an example of a dynamically retargeted advertisement before and after retargeting, respectively.
- the advertisement is generically supporting a particular brand according to the “full funnel” concept, and the consumer is encouraged to browse a menu 655, moving down the hierarchy into a submenu 660 with a particular model being advertised.
- the consumer’s clicking or tapping to arrive at the submenu 660 is recorded at the advertisement management server even though the consumer never makes the purchase of that particular model.
- the main content of the advertisement 650 is different; no longer is a “full funnel” strategy being pursued for this advertisement view, because it is already known that the consumer is familiar with and at least curious about the brand and at least one model within that brand.
- the main content of the advertisement is centered on the particular model known to have caught the consumer’s eye in the past.
- the menu 655 now adds a “Recently Viewed” option 665, and its contents are dynamically loaded with items that the consumer has viewed either in past iterations of the advertisement, or that the consumer had viewed on the advertiser’s website directly, with that information being provided to the advertiser via either a direct channel from the advertiser’s website, or via cookies or other tracking markers stored on the consumer’s web browser.
- the advertisement is thus hypertargeted, focusing first on a model that the consumer has previously investigated, second on recently viewed other items of interest, and only third on other items from the advertiser for which there is less data to gauge the consumer’s interest.
- the higher density of interesting offers to the consumer is likely to drive a much higher rate of click-through, even compared to an interactive but non-targeted advertisement.
- FIGS. 7A and 7B depict a user interface for defining interactive menus to be associated with a given video advertisement.
- a user interface 700 can be used to create new advertisement campaigns, whether from scratch or by using a cloning tool 705 on an existing campaign.
- a popup window 750 allows the creation of a menu tree 755 having multiple layers (to populate both a primary menu 105 and a submenu 115, as well as potentially a tertiary menu or other hierarchical structures).
- Each option on the menu tree can be associated with a further submenu, and each menu or submenu item can be provided with a textual label 760, content 765 such as an image or even potentially a video or other interactive content within that portion of the menu, and a URL 770 that hyperlinks the option and will take the consumer to a different webpage if they click it.
- the user interface also allows the advertisement to be associated with a tracking pixel that will be generated when the JavaScript or other scripting language is executed on the browser to create the menu. This allows for limited tracking of consumer engagement to occur in parallel with the primary engagement via the menu; even if the consumer never clicks the menu, by loading an image from the advertisement management server 215 or the advertisement content server 220, the advertiser is notified that the advertisement has been loaded.
- the use of tracking pixels also allows a third party working with the advertiser to be notified that a consumer has been showed the advertisement.
- the JavaScript or other scripting language necessary to generate the interactive menu will be automatically created and stored on either the advertisement management server 215 or the advertisement content server 220.
- the VP AID or other definition for the advertisement will also be generated and distributed to the web server 210 to be included with the webpages distributed by that server.
- Other features of the interface may include previewing a live rendering of the advertisement during editing, generating a demo page for client review and/or demo purposes outside of a live campaign, and adding tracking assets other than tracking pixels, such as scripts for analytics or other purposes
- FIG. 8 depicts a method for reviewing and recreating a consumer’s advertisement engagement experience.
- a user interface may be provided to browse, first based on selection of an advertisement (Step 800) and then upon selection of a particular consumer from a set of consumers who have viewed that advertisement (Step 805), those interactions. After retrieving from the storage of all consumer events received all events that are at the intersection of that consumer and that advertisement (Step 810), the events can be temporally ordered (Step 815) to establish a log of the consumer’s experience.
- This log may be visually structured in two ways to facilitate comprehension.
- a timeline may be created (Step 820) to show lengths of time spent watching the video and at what points of the video the consumer began to interact with the menu or other user interface elements. For example, an advertiser may be able to see that the consumer viewed the video for 7 seconds before clicking on a menu item and opening a submenu, then only paused for 1 second before clicking a particular item of that submenu, showing a particular interest in that one item based on the lack of hesitation of engagement once that item was visible to the consumer. Having only the data that the consumer clicked that item 8 seconds after the video began is not nearly as valuable in demonstrating the consumer’s interest.
- the log data may be used to generate an animation recreating the consumer’s experience almost exactly (Step 825).
- the video could begin playing for the advertiser with a cursor representing the consumer’s own cursor visible on the screen.
- the displayed cursor can be moved to the same element and the user interface in the animation updated to show the user interface as that consumer saw it at that moment.
- This information may be invaluable for getting a gut feeling as to how consumers are interacting with the advertisement, as well as helping to troubleshoot any unforeseen problems with interaction between an advertisement and the user interface, such as a selected color scheme of the user interface being difficult to see or illegible when the underlying video uses similar coloring in the same region at the same moment the user interface is being displayed.
- FIG. 2 depicts a preferred configuration of computing devices to accomplish the software-implemented methods described above, those methods do not inherently rely on the use of any particular specialized computing devices, as opposed to standard desktop computers and/or web servers.
- FIG. 9 is a high-level block diagram of a representative computing device that may be utilized for each of the computing devices and/or systems to implement various features and processes described herein.
- the computing device may be described in the general context of computer system-executable instructions, such as program modules, being executed by a computer system.
- program modules may include routines, programs, objects, components, logic, data structures, and so on that perform particular tasks or implement particular abstract data types.
- the components of the computing device may include (but are not limited to) one or more processors or processing units 500, a system memory 510, and a bus 515 that couples various system components including memory 510 to processor 500.
- Bus 515 represents one or more of any of several types of bus structures, including a memory bus or memory controller, a peripheral bus, an accelerated graphics port, and a processor or local bus using any of a variety of bus architectures.
- bus architectures include Industry Standard Architecture (ISA) bus, Micro Channel Architecture (MCA) bus, Enhanced ISA (EISA) bus, Video Electronics Standards Association (VESA) local bus, and Peripheral Component Interconnect (PCI) bus.
- Processing unit(s) 500 may execute computer programs stored in memory 510. Any suitable programming language can be used to implement the routines of particular embodiments including C, C++, Java, assembly language, etc. Different programming techniques can be employed such as procedural or object oriented. The routines can execute on a single computing device or multiple computing devices. Further, multiple processors 500 may be used.
- the computing device typically includes a variety of computer system readable media. Such media may be any available media that is accessible by the computing device, and it includes both volatile and non-volatile media, removable and non-removable media.
- System memory 510 can include computer system readable media in the form of volatile memory, such as random access memory (RAM) 520 and/or cache memory 530.
- the computing device may further include other removable/non-removable, volatile/non-volatile computer system storage media.
- storage system 540 can be provided for reading from and writing to a non-removable, non-volatile magnetic media (not shown and typically referred to as a “hard drive”).
- a magnetic disk drive for reading from and writing to a removable, non-volatile magnetic disk (e.g., a “floppy disk”)
- an optical disk drive for reading from or writing to a removable, non-volatile optical disk such as a CD-ROM, DVD-ROM or other optical media
- each can be connected to bus 515 by one or more data media interfaces.
- memory 510 may include at least one program product having a set e.g., at least one) of program modules that are configured to carry out the functions of embodiments described in this disclosure.
- Program/utility 550 having a set (at least one) of program modules 555, may be stored in memory 510 by way of example, and not limitation, as well as an operating system, one or more application software, other program modules, and program data. Each of the operating system, one or more application programs, other program modules, and program data or some combination thereof, may include an implementation of a networking environment.
- the computing device may also communicate with one or more external devices 570 such as a keyboard, a pointing device, a display, etc:, one or more devices that enable a user to interact with the computing device; and/or any devices (e.g., network card, modem, etc.) that enable the computing device to communicate with one or more other computing devices. Such communication can occur via Input/Output (I/O) interface(s) 560.
- external devices 570 such as a keyboard, a pointing device, a display, etc:, one or more devices that enable a user to interact with the computing device; and/or any devices (e.g., network card, modem, etc.) that enable the computing device to communicate with one or more other computing devices.
- I/O Input/Output
- the computing device can communicate with one or more networks, such as a local area network (LAN), a general wide area network (WAN) and/or a public network (e.g., the Internet) via network adaptor 580.
- network adaptor 580 communicates with other components of the computing device via bus 515.
- bus 515 It should be understood that although not shown, other hardware and/or software components could be used in conjunction with the computing device. Examples include (but are not limited to) microcode, device drivers, redundant processing units, external disk drive arrays, RAID systems, tape drives, and data archival storage systems, etc.
- the present invention may be a system, a method, and/or a computer program product at any possible technical detail level of integration
- the computer program product may include a computer readable storage medium (or media) having computer readable program instructions thereon for causing a processor to carry out aspects of the present invention
- the computer readable storage medium can be a tangible device that can retain and store instructions for use by an instruction execution device.
- the computer readable storage medium may be, for example, but is not limited to, an electronic storage device, a magnetic storage device, an optical storage device, an electromagnetic storage device, a semiconductor storage device, or any suitable combination of the foregoing.
- a non-exhaustive list of more specific examples of the computer readable storage medium includes the following: a portable computer diskette, a hard disk, a random access memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or Flash memory), a static random access memory (SRAM), a portable compact disc read-only memory (CD-ROM), a digital versatile disk (DVD), a memory stick, a floppy disk, a mechanically encoded device such as punch-cards or raised structures in a groove having instructions recorded thereon, and any suitable combination of the foregoing.
- RAM random access memory
- ROM read-only memory
- EPROM or Flash memory erasable programmable read-only memory
- SRAM static random access memory
- CD-ROM compact disc read-only memory
- DVD digital versatile disk
- memory stick a floppy disk
- a mechanically encoded device such as punch-cards or raised structures in a groove having instructions recorded thereon
- a computer readable storage medium is not to be construed as being transitory signals per se, such as radio waves or other freely propagating electromagnetic waves, electromagnetic waves propagating through a waveguide or other transmission media (e.g., light pulses passing through a fiber-optic cable), or electrical signals transmitted through a wire.
- Computer readable program instructions described herein can be downloaded to respective computing/processing devices from a computer readable storage medium or to an external computer or external storage device via a network, for example, the Internet, a local area network, a wide area network and/or a wireless network.
- the network may use copper transmission cables, optical transmission fibers, wireless transmission, routers, firewalls, switches, gateway computers and/or edge servers.
- a network adapter card or network interface in each computing/processing device receives computer readable program instructions from the network and forwards the computer readable program instructions for storage in a computer readable storage medium within the respective computing/processing device.
- Computer readable program instructions for carrying out operations of the present invention may be assembler instructions, instruction-set-architecture (ISA) instructions, machine instructions, machine dependent instructions, microcode, firmware instructions, statesetting data, configuration data for integrated circuitry, or either source code or object code written in any combination of one or more programming languages, including an object oriented programming language such as Smalltalk, C++, or the like, and procedural programming languages, such as the “C” programming language or similar programming languages.
- the computer readable program instructions may execute entirely on the user's computer, partly on the user’ s computer, as a stand-alone software package, partly on the user's computer and partly on a remote computer or entirely on the remote computer or server.
- the remote computer may be connected to the user’s computer through any type of network, including a local area network (LAN) or a wide area network (WAN), or the connection may be made to an external computer (for example, through the Internet using an Internet Service Provider).
- electronic circuitry including, for example, programmable logic circuitry, field-programmable gate arrays (FPGA), or programmable logic arrays (PLA) may execute the computer readable program instructions by utilizing state information of the computer readable program instructions to personalize the electronic circuitry, in order to perform aspects of the present invention.
- These computer readable program instructions may be provided to a processor of a general-purpose computer, special purpose computer, or other programmable data processing apparatus to produce a machine, such that the instructions, which execute via the processor of the computer or other programmable data processing apparatus, create means for implementing the functions/acts specified in the flowchart and/or block diagram block or blocks.
- These computer readable program instructions may also be stored in a computer readable storage medium that can direct a computer, a programmable data processing apparatus, and/or other devices to function in a particular manner, such that the computer readable storage medium having instructions stored therein comprises an article of manufacture including instructions which implement aspects of the function/act specified in the flowchart and/or block diagram block or blocks.
- the computer readable program instructions may also be loaded onto a computer, other programmable data processing apparatus, or other device to cause a series of operational steps to be performed on the computer, other programmable apparatus or other device to produce a computer implemented process, such that the instructions which execute on the computer, other programmable apparatus, or other device implement the functions/acts specified in the flowchart and/or block diagram block or blocks.
- each block in the flowchart or block diagrams may represent a module, segment, or portion of instructions, which comprises one or more executable instructions for implementing the specified logical function(s).
- the functions noted in the blocks may occur out of the order noted in the Figures.
- two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved.
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Abstract
Description
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CA3199704A CA3199704A1 (en) | 2020-11-19 | 2020-11-19 | Video advertisement augmentation with dynamic web content |
IL301249A IL301249A (en) | 2020-11-19 | 2020-11-19 | Video advertisement augmentation with dynamic web content |
PCT/US2020/061350 WO2022108588A1 (en) | 2020-11-19 | 2020-11-19 | Video advertisement augmentation with dynamic web content |
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PCT/US2020/061350 WO2022108588A1 (en) | 2020-11-19 | 2020-11-19 | Video advertisement augmentation with dynamic web content |
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Citations (5)
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US20140325030A1 (en) * | 2006-12-13 | 2014-10-30 | Quickplay Media Inc. | Consumption profile for mobile media |
US20160088369A1 (en) * | 2013-01-28 | 2016-03-24 | Rhythmone, Llc | Interactive Video Advertisement in a Mobile Browser |
US20170194030A1 (en) * | 2014-10-25 | 2017-07-06 | Yieldmo, Inc. | Methods for serving interactive content to a user |
US20180295424A1 (en) * | 2015-06-26 | 2018-10-11 | Amazon Technologies, Inc. | Electronic commerce functionality in video overlays |
US20200285376A1 (en) * | 2007-11-08 | 2020-09-10 | Content Directions Inc. (dba) Linkstorm | Apparatuses, methods and systems for hierarchical multidimensional information interfaces |
-
2020
- 2020-11-19 CA CA3199704A patent/CA3199704A1/en active Pending
- 2020-11-19 IL IL301249A patent/IL301249A/en unknown
- 2020-11-19 JP JP2023529003A patent/JP2023550360A/en active Pending
- 2020-11-19 WO PCT/US2020/061350 patent/WO2022108588A1/en active Application Filing
Patent Citations (5)
Publication number | Priority date | Publication date | Assignee | Title |
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US20140325030A1 (en) * | 2006-12-13 | 2014-10-30 | Quickplay Media Inc. | Consumption profile for mobile media |
US20200285376A1 (en) * | 2007-11-08 | 2020-09-10 | Content Directions Inc. (dba) Linkstorm | Apparatuses, methods and systems for hierarchical multidimensional information interfaces |
US20160088369A1 (en) * | 2013-01-28 | 2016-03-24 | Rhythmone, Llc | Interactive Video Advertisement in a Mobile Browser |
US20170194030A1 (en) * | 2014-10-25 | 2017-07-06 | Yieldmo, Inc. | Methods for serving interactive content to a user |
US20180295424A1 (en) * | 2015-06-26 | 2018-10-11 | Amazon Technologies, Inc. | Electronic commerce functionality in video overlays |
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