US20100131363A1

US20100131363A1 - Systems and methods for targeted advertising

Info

Publication number: US20100131363A1
Application number: US12/494,507
Authority: US
Inventors: Michael Sievert; Robert D. Dickinson, III; Blake C. Ramsdell
Original assignee: Lenovo Singapore Pte Ltd
Current assignee: Lenovo Singapore Pte Ltd
Priority date: 2008-11-21
Filing date: 2009-06-30
Publication date: 2010-05-27
Also published as: US20100131847A1; US9406217B2; US9355554B2; US20100131979A1; US8803665B2; US8898688B2; US20100127884A1; US20100188249A1; US20100131997A1; US20100131986A1

Abstract

An embodiment of the invention utilizes a media management system that captures information regarding a user's media consumption habits and provides unique opportunities for targeted advertising. An embodiment of the invention tracks a user's media consumption over time. An embodiment of the invention identifies a user's current media consumption and provides targeted advertising in real time, based upon the user's current behavior and/or the user's media consumption history.

Description

CLAIM FOR PRIORITY

This application claims priority from U.S. Provisional Patent Application No. 61/116,972, filed Nov. 21, 2008, which is fully incorporated by reference herein.

FIELD OF THE INVENTION

The invention is directed to systems and methods for multimedia management. Specifically, the invention is directed to devices, systems and methods for targeted advertisement based on media consumption habits.

BACKGROUND OF THE INVENTION

An increasing number of households now have high definition televisions (HDTVs) and broadband Internet connections. Consumers watch a significant amount of television on these HDTVs. Consumers are also increasingly accessing media content via the Internet, primarily on traditional desktop and laptop computers, as well as mobile computing devices and the like. These trends are very likely to continue as more HD programming becomes available, more consumers buy HDTVs, and more consumers switch to or obtain wired or wireless broadband Internet connections.
Consumers commonly use computing and mobile devices to augment their television watching experiences (such as when using a laptop to track election results or sports scores while watching related content on the television). This trend is also likely to continue, as consumers are constantly seeking out additional information related to a television program, even while watching the programming. Advances in television services and Internet media content related to television services have facilitated this behavior. Ever increasing and accessible ways of manipulating television programs are becoming available (e.g. picture in picture displays, pausing live programs via digital video recorders (DVRs) and the like, etc.). Likewise, increasing amounts of Internet media content related to television programs is becoming available.
However, there is currently no conventional way for allowing a user to have a truly integrated television and Internet media experience. Even when watching television programs on an Internet-connected device (e.g. laptop, desktop or mobile computing devices), a truly integrated experience is lacking, as consumers must choose between watching the program or browsing the Internet. Consequently, consumers resort to switching between media devices (e.g. between television and laptop) or applications manually, in a time consuming and disjointed fashion.
One consequence of this disconnect between various types of media (e.g. television and Internet) and the devices utilized to access the same is a limit on advertising opportunities. Currently, there is no way to seamlessly integrate television and Internet advertising such that advertisers interested in taking advantage of multiple media types are capable of implementing such advertising strategies.
Accordingly, the inventors have recognized a need for providing an integrated system that offers additional advertising opportunities when compared to conventional systems.

SUMMARY OF THE INVENTION

According to at least one presently preferred embodiment of the invention, a media management system captures information regarding a user's media consumption habits and utilizes this information for intelligent selection of targeted content, thus providing unique opportunities for targeted advertising. The invention tracks the user's media consumption over time. At least one embodiment of the invention identifies a user's current media consumption and provides targeted advertising in real time, based upon the user's current behavior and/or the user's media consumption history.
In summary, one aspect of the invention provides an apparatus comprising: one or more processors; and a program storage device tangibly embodying a program of instructions that when executed by the one or more processors enable the apparatus to: receive information necessary for identification of media input to a media management system; and automatically obtain one or more targeted advertisements relevant to the media.
Another aspect of the invention provides a method comprising: receiving at an electronic device information necessary for identification of media input to a media management system; and automatically obtaining one or more targeted advertisements relevant to the media.
A further aspect of the invention provides an apparatus comprising: one or more processors; and a program storage device tangibly embodying a program of instructions that when executed by the one or more processors enable the apparatus to: capture information necessary for identification of media input to a media management system; and automatically obtain one or more targeted advertisements relevant to the media.
Another aspect of the invention provides a tangible program storage device, readable by machine, embodying a program of instructions that when executed by a processor of the machine enable the machine to: capture information necessary for identification of media input to a media management system; and automatically obtain one or more targeted advertisements relevant to the media.
For a better understanding of the present invention, together with other and further features and advantages thereof, reference is made to the following description, taken in conjunction with the accompanying drawings, and the scope of the invention will be pointed out in the appended claims.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates a block diagram of a computer system.

FIG. 2 illustrates a media management system.

FIG. 3 illustrates a high level view of content identification and retrieval.

FIG. 4 illustrates a method of identifying media and obtaining targeted content based on real-time analysis.

FIG. 5 illustrates a method of identifying media and obtaining pre-selected targeted content.

DETAILED DESCRIPTION OF THE INVENTION

It will be readily understood that the components of the present invention, as generally described and illustrated in the figures herein, may be arranged and designed in a wide variety of different configurations in addition to the described presently preferred embodiments. Thus, the following more detailed description of the embodiments of the present invention, as represented in the figures, is not intended to limit the scope of the invention, as claimed, but is merely representative of selected presently preferred embodiments of the invention.
Reference throughout this specification to “one embodiment” or “an embodiment” (or the like) means that a particular feature, structure, or characteristic described in connection with the embodiment is included in at least one embodiment of the present invention. Thus, appearances of the phrases “in one embodiment” or “in an embodiment” or the like in various places throughout this specification are not necessarily all referring to the same embodiment.
Furthermore, the described features, structures, or characteristics may be combined in any suitable manner in one or more embodiments. In the following description, numerous specific details are provided to give a thorough understanding of embodiments of the invention. One skilled in the relevant art will recognize, however, that the invention can be practiced without one or more of the specific details, or with other methods, components, materials, etc. In other instances, well-known structures, materials, or operations are not shown or described in detail to avoid obscuring aspects of the invention.
The illustrated embodiments of the invention will be best understood by reference to the drawings. The following description is intended only by way of example, and simply illustrates certain selected presently preferred embodiments of the invention as claimed herein.
As noted above, conventional arrangements for media management do not provide an integrated experience for the user. In contrast, systems, devices and methods for providing an integrated media experience are described in co-pending and commonly owned U.S. patent application Ser. Nos. 12/415,638, filed on Mar. 31, 2009, and 12/463,020, filed on May 8, 2009, and the application entitled “System and Method for Distributed Local Content Identification” (Docket No. RPS920090016-US-NP), filed concurrently herewith, all of which are incorporated by reference herein. These applications provide some useful information on media management systems that can identify a variety of media content, obtain related content based on the identification, and integrate/overlay media content from a plurality of sources for selective, combined display.
Accordingly, at least one embodiment of the invention utilizes such a media management system to provide targeted advertisement based upon the user's media consumption habits, up to and including taking into consideration what media the user is currently consuming (e.g. a specific program or commercial currently being viewed by the user). Based on the ability to identify and log a user's particular media consumption habits, targeted advertising can be provided in real time to the user as he or she views content. This concept is extendable to include for example segmenting users in various ways. For example, advertisements can be targeted to different users that have established different identities on a particular system (e.g. via user accounts), to identified programs and thus audiences likely to view these programs, and/or to particular time slots, geographic areas or media management systems.
Various advertising strategies may be employed in connection with embodiments of the present invention, including but not limited to application of artificial intelligence mechanisms that provide the most relevant targeted advertisements for a given context. As non-limiting examples, advertisements may be targeted using embodiments of the invention such that an ad that maximizes some relevant parameter is provided as targeted content. Examples of relevant parameters include but are not limited to economic parameters (e.g. advertising profits, expected sales, and expected market exposure) or other relevancy parameters such as audience acceptance and appreciation.
The following more detailed description provides non-limiting examples of tracking, identifying and utilizing a user's media consumption habits to provide targeted advertising. Throughout the description numerous non-limiting examples of advertising schemes are given to provide a thorough understanding of the functionality enabled by embodiments of the invention. It should be noted however that the examples referred to herein are merely exemplary of the many functions enabled by specific presently preferred embodiments of the invention, as claimed.
Referring now to FIG. 1, there is depicted a block diagram of an illustrative embodiment of a computer system 100. The illustrative embodiment depicted in FIG. 1 may be a notebook computer system, such as one of the ThinkPad® series of personal computers sold by Lenovo (US) Inc. of Morrisville, N.C. or a workstation computer, such as the Thinkstation®, which is also sold by Lenovo (US) Inc. of Morrisville, N.C. As will become apparent from the following description, however, the present invention is applicable to operation by any appropriately configured data processing system or other electronic device.
As shown in FIG. 1, computer system 100 includes at least one system processor 42, which is coupled to a Read-Only Memory (ROM) 40 and a system memory 46 by a processor bus 44. System processor 42, which may comprise one of the AMD™ line of processors produced by AMD Corporation or a processor produced by Intel Corporation, is a general-purpose processor that executes boot code 41 stored within ROM 40 at power-on and thereafter processes data under the control of operating system and application software stored in system memory 46. System processor 42 is coupled via processor bus 44 and host bridge 48 to Peripheral Component Interconnect (PCI) local bus 50.
PCI local bus 50 supports the attachment of a number of devices, including adapters and bridges. Among these devices is network adapter 66, which interfaces computer system 100 to LAN, and graphics adapter 68, which interfaces computer system 100 to display 69. Communication on PCI local bus 50 is governed by local PCI controller 52, which is in turn coupled to non-volatile random access memory (NVRAM) 56 via memory bus 54. Local PCI controller 52 can be coupled to additional buses and devices via a second host bridge 60.
Computer system 100 further includes Industry Standard Architecture (ISA) bus 62, which is coupled to PCI local bus 50 by ISA bridge 64. Coupled to ISA bus 62 is an input/output (I/O) controller 70, which controls communication between computer system 100 and attached peripheral devices such as a keyboard, mouse, and a disk drive. In addition, I/O controller 70 supports external communication by computer system 100 via serial and parallel ports. The USB Bus and USB Controller (not shown) are part of the Local PCI controller (52).
FIG. 2 depicts a non-limiting example of a media management system 200 configured according to one embodiment of the invention. The computer system 100 described above is for example a computer 202 of media management system 200. As shown, a component media source 203 (e.g. cable TV box, satellite receiver, etc.) is connected to the computer 202, which is in turn connected to at least one display 204 (e.g. HDTV set, computer monitor, etc.). A user first plugs his or her existing component media source 203 into the computer 202. The component media source 203 may provide uncompressed digital data via a high definition multimedia interface (HDMI) or other digital or analog connection types. Then, the user plugs the computer 202 into the display device 204. The computer is appropriately connected (e.g. via network connection) to a remote data center (210).
It is assumed in this example that an overlay passthrough device (OPD) (not shown) is provided within or external to the computer 202, though more than one OPD could be provided as external components operatively connected to the computer 202, e.g. in a home network environment. The OPD enables information capturing, identification and selective combined display of media from the component source 203 and related media content, for example derived from a remote source such as data center (210). Exemplary OPD arrangements are described in co-pending and commonly owned U.S. patent application Ser. No. 12/463,020, filed on May 8, 2009, and which is incorporated by reference herein.
The media management system 200 enables the user to accomplish the identification, retrieval and display of related content selectively, without requiring the media management system computer 202 to act as the TV tuner. This simplifies the set up of the system and allows the users to continue utilizing a conventional TV configuration with which they have become familiar. In other words, the component media source (203) (e.g. a cable TV box or satellite TV box) is seamlessly integrated into the media management system 200, rather than being replaced by a complex, media management system specific tuner.
Referring to FIG. 3, there is depicted a high level view of a system for identifying component media source content, obtaining targeted content, and displaying the component media source content and the targeted content. As shown, a component media source 303 provides media input to the computer 302. The computer 302 captures information necessary for identification of the input media. This information is sent to a remote device, such as data center 310. Optionally, identification can take place locally, i.e. at the computer 302. In any event, identification software conducts an identification analysis on the captured input media from component media source. Based upon this identification, targeted content can be automatically obtained and provided to the computer 302 of the media management system.
Once targeted content has been obtained by the computer 302, the targeted content can be overlaid with the media input via the component media source 303 for output to a display device 304. Thus, selective combined display of the media contents is enabled. It should be noted that although media input from component media source was used in the above example as the media identified, media derived from another source (e.g. a streaming TV or video from the Internet and played via the computer 302) can also be identified in much the same way and used as a basis for obtaining targeted content. Moreover, as will become clear below, the targeted media/content is preferably targeted advertising.
FIG. 4 illustrates a method of identifying media input via a component media source and obtaining targeted content based on real-time analysis. At 401 media is input into the computer of the media management system from a component media source. This media is for example a television program or a commercial that is displayed during a television program, though as above, the input media to be identified could originate from another source and be played back, e.g. by the computer.
The computer (e.g. an OPD component thereof) captures information necessary for identification of the input media at 402. At 403, the information thus captured is sent to a remote device, e.g. a data center. The data center can then conduct any of a wide variety of identification analyses (e.g. digital fingerprinting) to identify the component source media at 404. Once identification has been made, the data center can further analyze the result with appropriate additional information at 405 to determine and obtain targeted content. In this regard, additional information preferably includes a stored user history of past program identifications for this particular user and/or this particular media management system. This historical information can include but is not limited to a stored history of previously viewed programs, previously visited web sites, previous online purchases, as well as time related information regarding the same. As above, the analysis preferably utilizes additional information in determining which targeted content is most appropriate/relevant and this process can include utilization of a wide variety of additional information and application of artificial intelligence mechanisms.
Following the analysis at 405, targeted content can be obtained at 406. This targeted content could be obtained without complex analysis, e.g. based solely upon the identification result, or could be obtained using analysis of the additional information to tailor the targeted content in a wide variety of ways. Once the targeted content is determined and obtained, it is transmitted back to the computer of the media management system at 407. Once the computer is in possession of the targeted content, it can be combined (e.g. overlaid by an OPD) for combined display at 408.
Again, in this context the targeted content is preferably advertising content that is relevant to the program identification and/or the particular user or media management system histories. For example, the targeted content can be a particularly relevant advertisement closely related to the program currently being watched. Alternatively, the targeted content could be a particularly relevant to the time of day, the specific user identity, the location of the system, etc. The advertisement could be obtained for example by consulting a decision matrix housed in the data center. This type of targeted advertising preferably includes pre-selection of advertising content to correspond to a particular identification. Thus, the targeted content can be pre-selected and stored. Specific, non-limiting examples of pre-selection schemes are given below.
FIG. 5 illustrates a method of identifying component source media and obtaining pre-selected targeted content. As shown, media (e.g. “Media 1”) is input to a computer of the media management system from a component media source at 501. For this non-limiting example, Media 1 is assumed to be a commercial of Company A aired during a television program. At 502, the computer captures information necessary for identification of Media 1 (e.g. frame captured and buffered in a frame buffer). At 503, Media 1 is identified (again, this can be done either locally at the computer or remotely at the data center). Upon identification, a database is consulted at 504 to ascertain which targeted content has been pre-selected for retrieval upon identification of Media 1. For this non-limiting example, it is assumed that Media 2 is an Internet advertisement (e.g. a web page) of Company B (e.g. a competitor of Company A, the source of Media 1 commercial content) and has been pre-selected and correlated to the identification result of Media 1.
Based on the identification of Media 1, and the pre-selection of Media 2 for retrieval and display upon the identification of Media 1, Media 2 is obtained at 505. The database is preferably stored at the data center. The pre-selected content is also preferably stored at the data center; however, it is possible that a remote device may be contacted to provide the targeted content upon the identification, etc. At 506 Media 2 is provided to the computer of the media management system. Once Media 2 is provided, the computer (e.g. via the OPD) can combine Media 1 and Media 2 for combined display at 508. Thus, a competitor (e.g. the source of Media 2) can respond in real time to television advertising (e.g. commercial Media 1) of a competitor with Internet advertising while that commercial is being viewed by a particular user of the media management system. It will be readily apparent to those having ordinary skill in the art that although Media 1 in the above example was a television commercial, it could be any of a wide variety of media, including but not limited to an Internet web site.
It should be understood that according to at least one embodiment of the invention, since the OPD is configured to allow the computer to know what content is being watched (e.g. media input via the component media source, such as the cable TV box, etc.), the computer may collect and analyze this information for a variety of purposes. For example, the media management system and data center can be configured to combine TV viewing behavior with Internet behavior (e.g. conducted with an Internet browser implemented on the computer of the media management system), including a correlation of the two, in order to profile customers for providing targeted content, e.g. advertising content. This profiling data is valuable for a variety of parties including but not limited to content producers, marketers of products and services, etc. The computer preferably uses the profiling data to provide advertising in the media management system experience, including but not limited to advertising targeted to the customer and advertising correlated to the media content or Internet content that the customer is consuming in real time, or has consumed over time. In other words, the media management system is configured to provide real time content identification, analysis, retrieval of targeted advertising, and combined display thereof.
According to at least one embodiment of the invention, Internet advertising is offered in real time to the user, with specific knowledge of the TV programs and TV commercials being consumed (e.g. played on a HDTV from the component media source). Software in the data center is configured to determine what Internet advertising to display, e.g. via application of artificial intelligence using variables of user profiling data reported to the data center by the subject user's and/or other users' media management system computers. Such variables include but are not limited to data relating to the program currently being watched (e.g. viewing live TV), programs the user has watched in the past, TV commercials watched currently or recently, Internet media being consumed by the user, web sites visited by the user, and other data know to the computer via suitable tracking implementations. For example, a user may be watching a commercial TV program or a live sporting event and therefore be exposed to various commercials. These commercials can be identified (e.g. via fingerprinting techniques). Based on the fact that the user has viewed the specific show and/or commercial, the computer can obtain and display targeted advertising content.
Data consumed from multiple conventional component media sources (e.g. cable TV box, DVRs, Tivo®, and/or Satellite TV box) can be used by the connected computer to obtain and display targeted Internet advertising based on analysis of the media consumption, including but not limited to the specific programs watched, TV commercials played, and web sites visited. This analysis can be conducted in real time to provide targeted content based on a “what's on now” type analysis. All of the profiling data obtained can be collected by the computer and can be optionally sent to a remote device, such as the data center via an Internet connection. The data center can organize and use the profiling data to create a decision matrix for targeted Internet advertising, e.g. pre-selection of Internet ads to be returned as targeted content based upon the identification, etc., as discussed above.
In accordance with at least one embodiment of the invention, advertisers (e.g. Internet advertisers) for the first time will be enabled to provided direct-response Internet advertisements in real time during specific programs and commercials being watched by the user of the media management system. Advertisers will thus have the knowledge that their own or a competitor's TV commercial has just been viewed via the component media source, be it live, recorded (e.g. via use of a DVR device) or streaming on the Internet and be positioned to advertise through the use of the targeted content.
For example, an advertiser could offer direct-response Internet advertising to customers who are watching a specific TV program, whether it is a live TV program, a recorded TV program, or a program streamed over the Internet. An advertiser could also offer targeted Internet advertising whenever a user is watching certain TV programs where their own TV commercials or a competitor's TV commercials are running. An advertiser could also target Internet advertising to specific users, e.g. users that watch a certain combination of programs and/or visit a certain combinations of web sites. For example, advertisers could target users that watched a particular football game and visited a particular sporting web site within the last week. As another example, advertisers could provide web sites as the targeted advertisement when referenced in a conventional television commercial currently being watched by the user. Thus, at least one embodiment of the invention enables many new advertising capabilities.
It should be understood that many of the functional characteristics of the inventive system described in this specification may be implemented as modules. Modules may include hardware circuits such as one or more processors with memory, programmable logic, and/or discrete components. The hardware circuits may perform hardwired logic functions, execute computer readable programs stored on tangible storage devices, and/or execute programmed functions. The computer readable programs may in combination with a computer system and the other described elements perform the functions of the invention.
It will be readily understood by those having ordinary skill in the art that embodiments of the present invention may take the form of an entirely hardware embodiment or an embodiment containing both hardware and software elements. An embodiment that is implemented in software may include, but is not limited to, firmware, resident software, microcode, etc.
The computer readable programs may be stored in tangible computer/machine-readable (apparatus readable) medium. Examples of a computer/machine-readable medium include a semiconductor or solid state memory, magnetic tape, a removable computer diskette, a random access memory (RAM), a read-only memory (ROM), a rigid magnetic disk and an optical disk. Current examples of optical disks include compact disk-read only memory (CD-ROM), compact disk-read/write (CD-R/W) and DVD.
Accordingly, elements of the present invention may be implemented on at least one computer running suitable software programs. These may also be implemented on at least one Integrated Circuit or part of at least one Integrated Circuit. Thus, it is to be understood that the invention may be implemented in a combination of both hardware software. Again, computer/machine-readable programs may in combination with a computer system perform the functions of the invention.
This disclosure has been presented for purposes of illustration and description but is not intended to be exhaustive or limiting. Many modifications and variations will be apparent to those of ordinary skill in the art. The embodiments were chosen and described in order to explain principles and practical application, and to enable others of ordinary skill in the art to understand the disclosure for various embodiments with various modifications as are suited to the particular use contemplated.
In the drawings and specification there has been set forth a preferred embodiment of the invention and, although specific terms are used, the description thus given uses terminology in a generic and descriptive sense only and not for purposes of limitation.
If not otherwise stated herein, it is to be assumed that all patents, patent applications, patent publications and other publications (including web-based publications) mentioned and cited herein are hereby fully incorporated by reference herein as if set forth in their entirety.

Claims

1. An apparatus comprising:

one or more processors; and

a program storage device tangibly embodying a program of instructions that when executed by the one or more processors enable the apparatus to:

receive information necessary for identification of media input to a media management system; and

automatically obtain one or more targeted advertisements relevant to the media.

2. The apparatus according to claim 1, wherein the program of instructions, when executed by the one or more processors, further enables the apparatus to automatically produce an identification of the input media based on the received information necessary for identification of media input to a media management system.

3. The apparatus according to claim 2, wherein the program of instructions, when executed by the one or more processors, further enables the apparatus to receive information related to media consumption history of the media management system.

4. The apparatus according to claim 2, wherein the program of instructions, when executed by the one or more processors, further enables the apparatus to receive information related to media consumption history of a particular user of the media management system.

5. The apparatus according to claim 2, wherein to automatically obtain further comprises utilizing the identification to obtain one or more targeted advertisements relevant to the media.

6. The apparatus according to claim 3, wherein to automatically obtain further comprises utilizing the information related to media consumption history of the media management system and the identification to obtain one or more targeted advertisements relevant to the media.

7. The apparatus according to claim 4, wherein to automatically obtain further comprises utilizing information related to media consumption history of a particular user of the media management system and the identification to obtain one or more targeted advertisements relevant to the media.

8. The apparatus according to claim 1, wherein the one or more targeted advertisements relevant to the input media are pre-selected as relevant, correlated to the media and stored in a database.

9. A method comprising:

receiving at an electronic device information necessary for identification of media input to a media management system; and

automatically obtaining one or more targeted advertisements relevant to input media.

10. The method according to claim 9, further comprising automatically producing an identification of the input media based on the received information necessary for identification of media input to a media management system.

11. The method according to claim 10, further comprising receiving information related to media consumption history of the media management system.

12. The method according to claim 10, further comprising receiving information related to media consumption history of a particular user of the media management system.

13. The method according to claim 10, wherein to automatically obtain further comprises utilizing the identification to obtain one or more targeted advertisements relevant to the media.

14. The method according to claim 11, wherein to automatically obtain further comprises utilizing the information related to media consumption history of the media management system and the identification to obtain one or more targeted advertisements relevant to the media.

15. The method according to claim 12, wherein to automatically obtain further comprises utilizing information related to media consumption history of a particular user of the media management system and the identification to obtain one or more targeted advertisements relevant to the media.

16. The method according to claim 9, wherein the one or more targeted advertisements relevant to the input media are pre-selected as relevant, correlated to the media and stored in a database.

17. An apparatus comprising:

one or more processors; and

capture information necessary for identification of media input to a media management system; and

automatically obtain one or more targeted advertisements relevant to the media.

18. The apparatus according to claim 18, wherein to automatically obtain further comprises utilizing the information necessary for identification to obtain one or more targeted advertisements relevant to the media.

19. A tangible program storage device, readable by machine, embodying a program of instructions that when executed by a processor of the machine enable the machine to:

automatically obtain one or more targeted advertisements relevant to the media.

20. The tangible program storage device according to claim 19, wherein to automatically obtain further comprises utilizing the information necessary for identification to obtain one or more targeted advertisements relevant to the media.