WO2000049545A9 - System and method for providing dynamic advertising windows based content in a browser - Google Patents
System and method for providing dynamic advertising windows based content in a browserInfo
- Publication number
- WO2000049545A9 WO2000049545A9 PCT/US2000/003974 US0003974W WO0049545A9 WO 2000049545 A9 WO2000049545 A9 WO 2000049545A9 US 0003974 W US0003974 W US 0003974W WO 0049545 A9 WO0049545 A9 WO 0049545A9
- Authority
- WO
- WIPO (PCT)
- Prior art keywords
- content
- window
- manifestation
- advertising
- data
- Prior art date
Links
- 238000000034 method Methods 0.000 title claims abstract description 28
- 238000012545 processing Methods 0.000 claims abstract description 22
- 230000008569 process Effects 0.000 claims description 7
- 238000005516 engineering process Methods 0.000 description 6
- 230000003068 static effect Effects 0.000 description 4
- 230000008901 benefit Effects 0.000 description 2
- 238000013500 data storage Methods 0.000 description 2
- 238000010586 diagram Methods 0.000 description 2
- 230000002093 peripheral effect Effects 0.000 description 2
- 101000597770 Homo sapiens Tropomodulin-1 Proteins 0.000 description 1
- 102100035291 Tropomodulin-1 Human genes 0.000 description 1
- 230000005540 biological transmission Effects 0.000 description 1
- 230000008859 change Effects 0.000 description 1
- 238000013461 design Methods 0.000 description 1
- 238000011161 development Methods 0.000 description 1
- 230000007246 mechanism Effects 0.000 description 1
- 238000012986 modification Methods 0.000 description 1
- 230000004048 modification Effects 0.000 description 1
- 230000006855 networking Effects 0.000 description 1
- 238000004513 sizing Methods 0.000 description 1
- 230000000007 visual effect Effects 0.000 description 1
Classifications
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- 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
-
- 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
- G06Q30/0241—Advertisements
- G06Q30/0277—Online advertisement
-
- 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
- G06Q30/06—Buying, selling or leasing transactions
- G06Q30/0601—Electronic shopping [e-shopping]
-
- 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
- G06Q50/00—Systems or methods specially adapted for specific business sectors, e.g. utilities or tourism
- G06Q50/10—Services
- G06Q50/18—Legal services; Handling legal documents
- G06Q50/188—Electronic negotiation
Definitions
- the present invention relates to systems and methods that 10 are used to distribute and manifest content such as advertising content received via the Internet and World Wide Web (WWW). More particularly, the present invention relates to the dynamic manifestation of advertising content within a window object maintained within a WWW browser environment.
- WWW World Wide Web
- WWW World Wide Web
- banner ads are simple rectangular screen objects (e.g., one that has dimensions of 468 picture elements (pixels) by 60 pixels as defined by the IAB banner ad standards) that contain text or graphics and, possibly, animated graphics that are loaded or pushed to a network user's web browser for loading and static display thereby.
- JAVA based banner ads have been used to enhance advertising content.
- banner ads Once loaded, however, such advertising banners will appear on a network user's screen and, in particular, within a content manifestation environment maintained by a running WWW browser software package so long as the user remains on or at a particular web site. And, since banner ads are loaded as screen objects within a web site window, they remain static until either a new web site is loaded or a browser re-load/refresh operation occurs at the behest of the network user.
- Banner ads often are associated with hypertext links that allow a network user to surf to an advertiser's or sponsor's web site to receive additional information about advertised goods and services.
- many online brokerages houses e.g., www.etrade.com. sponsor banner ads such as at YAHOO. COM's financial web site to entice network users and, especially, those interested in stocks, bonds, and securities to surf to a particular web site to become online securities traders (and customers).
- banner ads have proven to be quite effective at routing traffic to advertiser's web sites to promote the sale of goods and services online.
- banner ads as advertising and marketing tools have driven wide use and development of the Internet and WWW as a place for commerce.
- advertising via banner ads continues to be one of very few profitable ways to entice and engage in electronic commerce.
- banner ads and other similar advertising and marketing mechanisms are not without their problems.
- banner ads in addition to the fact that banner ads are statically displayed once loaded by a web browser, banner ads and other similar marketing tools do not allow different and dynamic marketing content to be displayed within a browser window. That is, a banner ad usually contains mere graphic image(s) (e.g., one that may contain animated graphics) which is associated with a single hypertext link ("hyperlink").
- Such a banner ad cannot dynamically display content such as marketing and advertising content that is to be received via a network connection after an initial container web site page load.
- banner ads do not facilitate dynamic, rich advertising that network users have become used to in other media forums and which can deliver the most "bang for the buck" in terms of providing the highest possible sales return related to a particular marketing and promotion investment.
- current banner ads do not come close to the richness of television or radio advertisements that allow full motion video, audio, etc.
- network bandwidth capabilities do not currently allow the push of content like television ads, that same bandwidth is not being effectively deployed to facilitate richer, more effective network advertising.
- the present invention solves the above-described
- the present invention provides new systems, structures, and related methods that facilitate the generation of window modules that are dedicated to facilitating dynamic display of advertising and marketing content.
- a system and method for providing a dynamic advertising content window within a windows based content manifestation environment provided within a web browser include and involve a server system configured to transmit a software system and data related to a advertising content source via an electronic data network. Also included and involved is a web browser client operating within a data processing system that is coupled to the server system via the electronic data network. The web browser provides a content manifestation environment. The web browser client is operative to receive the software system and the data via the server system, to process the software system and the data to produce a window object within the content manifestation environment provided by the web browser client. The window object is configured to dynamically manifest therein advertising content received from the advertising content source in accordance with the data.
- the advertising content source may be the server system.
- a window object that is manifested within a windows based content manifestation environment which is provided within a web browser client.
- the window object includes a content manifestation area that is configured to dynamically manifest advertising content received from an advertising content source via an electronic data network.
- FIG. 1 is a screen image that depicts structural aspects of the present invention and, in particular, a window module configured to dynamically manifest advertising and marketing content therein within a windows based content manifestation environment provided in accordance with a preferred embodiment of the present invention
- FIG. 2 is a block diagram of a computing environment in which a client computing system is coupled to a server system and which is configured to run a WWW browser client which manifests a window module that can dynamically manifest advertising and marketing content in accordance with a preferred embodiment of the present invention
- FIG. 3A is a flowchart that illustrates a process for generating an advertising window module and for dynamically manifesting advertising and marketing content therein in accordance with a preferred embodiment of the present invention.
- FIG. 3B is the conclusion of the flowchart started in FIG. 3A.
- Content is any form of digital data stream that may be supplied or sent to a computing system such as a personal computer.
- content includes advertising information that may take the form of a data stream of video, audio, etc.
- Any media format that may be used to deliver active, dynamic content to a computer screen and other peripheral devices may be considered content in the context of the present invention.
- the WWW is the world wide web and its associated protocols and related technologies which may be accessed via the Internet.
- a WWW browser client is a software application that is operative to receive and process content to produce a corresponding output (e.g., to manifest text and images within a browser window displayed on a monitor device, etc.).
- An Electronic Data Network is any type of network environment from which at least one coupled computer or computing system is configured to receive content such as HTML and related WWW content and to process the same to produce an appropriate output.
- An exemplary electronic data network is the Internet along with the WWW.
- a window object is a Module or a Layer.
- a Layer is a WWW browser content display section produced within a content manifestation environment (CME) including, but not limited to, any object within an HTML document that may be scaled, dragged, or otherwise operated upon such as an IMG object, a SPAN object, a DIV object, a form element, etc. and which may be associated with program logic such as within a script, etc.
- CME content manifestation environment
- a layer has its own properties including, but not limited to, a name, etc. within an HTML rendition model such as those defined by DHTML standards. Additionally, a layer acts independently of other content within a particular HTML document.
- a CME is a controllable WWW browser content display window provided by a WWW browser.
- a CME is viewed as a dynamic window in ' which WWW content is normally displayed.
- a Module (also referred to herein as a Window Module) is a layer having (1 ) a control section, and (2) a related content display section which may be manifested within a CME.
- a module may be recursively referenced in that a particular module provided in accordance with the present invention may include other modules. In other words, the present invention makes it possible to have window objects within window objects.
- the control section of a module may contain a name associated with the module, one or more module sizing icons, etc.
- a DMOD is a draggable module much like a draggable type window provided within an operating system environment.
- a TMOD is a tiled module much like a tiled type window provided within an operating system environment.
- a Fixed Screen Region or FSR is an area of a screen environment such as within a CME in which content may flow based on Module operations, Java applet control, etc.
- a Fixed Layer or FL is a layer having the same behavior as a FSR.
- a Content Manifestation Layer or CML is a pop-up type layer much like a pop-up dialog box that can manifest content based on operations occurring within a Module (e.g., hyper-link traversal and/or occurrence of another event, etc.).
- Module Controls or MCs control objects such as objects associated with screen icons that react to events (e.g., mouse clicks, mouse-overs, double-clicks, etc.) and which control attributes of a module (e.g., minimization, maximization, closure, resizing, etc.).
- events e.g., mouse clicks, mouse-overs, double-clicks, etc.
- control attributes of a module e.g., minimization, maximization, closure, resizing, etc.
- the icons associated with such control objects will appear in a control section of a module.
- dynamic manifestation and “dynamic display” refer to the rendition of content such as advertising and marketing content received via an electronic data network such as the Internet and WWW within a window module provided in accordance with the present invention.
- dynamic manifestation includes the display of a full motion video stream received from an ad content source (VRL) within a window module in accordance with the present invention.
- VRL ad content source
- FIG. 1 depicted therein is a screen image that illustrates structural aspects of the present invention and, in particular, a window module configured to dynamically manifest advertising and marketing content therein within a windows based content manifestation environment provided in accordance with a preferred embodiment of the present invention.
- screen image 100 depicts a WWW browser client CME 101 that has been instructed in accordance with the present invention to manifest a windows based environment in which content may displayed or otherwise manifested in window modules provided in accordance with the present invention.
- window modules may be generated and manipulated in accordance with the structural and functional aspects defined in the above referenced co-pending U.S. patent application.
- window modules 102, 104, 106, 108, 110, and 112 in the form of DMODs have been provided to facilitate manifestation of content such as news, email, chat, search, etc.
- the creation of such window modules will be readily apparent after reviewing the above-referenced co-pending U.S. patent application.
- a special window module 114 has been provided in the form of a DMOD to facilitate dynamic manifestation of advertising and marketing content that may be received by a WWW browser client (running on a personal data processing system, for example) via a network connection, etc.
- Window module 114 has been defined to have a control section that includes a title (e.g., "SPONSORS") and a set of control icons.
- SPONSORS a title
- Such structural aspects along with their corresponding operational features related to window module 114 are fully described in the above-referenced co-pending U.S. patent application.
- the content that may be manifested within window module 114 may include any type of content including live video streams, audio feeds, etc. Such content is manifested, for example, in a manifestation area 116 of window module 1 14.
- window module 114 may be used to manifest advertising and marketing content in a dynamic way and, possibly, from a variety of advertising content sources each having an associated uniform resource locator (URL). Accordingly, so long as a network user remains at a particular web site (e.g., one that provides for a windows based content manifestation environment - WWW.WINDOWSWEBSITE.COM . and/or just a dynamic ad window in accordance with the present invention, a dynamic advertising content window may be displayed to manifest advertising content such as from a variety of advertisers and sponsors, etc.
- URL uniform resource locator
- the present invention now provides a dynamic web based advertising vehicle that is different from the use of conventional banner advertisements, a whole new way of generating advertising revenue is realized. That is, in contrast to conventional banner advertisement revenue paradigms that call for cost per impression pricing, the present invention and its provision of a dynamic advertising content window now allow for the generation of advertising revenue according to paradigms used for television and other media forums. For example, advertisers who would normally pay for banner advertisement impressions may now place ads that are rich in content and that exist for periods of time much like television commercials and the like. Accordingly, advertising and marketing firms may now derive advertising revenue for "air time" of particular dynamic content advertisements.
- FIG. 2 depicted therein is a is a block diagram of a computing environment in which a client computing system is coupled to a server system and which is configured to run a WWW browser client that manifests a window module that can dynamically manifest advertising and marketing content in accordance with a preferred embodiment of the present invention.
- a client computing system such as a personal data processing system or computer 202 is coupled to a server system 210 via an electronic data network such as the Internet and WWW, an intranet or other network computing environment.
- the dashed line separating client data processing system 202 and server system 210 is intended to merely illustrate the transmission of data from a server type data processing system and the receipt of that data by a client type data processing system.
- Server data processing system 210 is coupled directly or indirectly (e.g., via a network connection) to advertising and marketing content sources 212 through 214.
- advertising and marketing content sources 212 may be computing platforms and networks that serve advertising content upon request for the same from a WWW browser client in accordance with the present invention.
- an ad content source like or similar to ad content source 212 may serve a video stream that will appear as a full motion video and audio commercial (e.g., much like a television commercial) within an advertising content window provided within a WWW browser CME in accordance with the present invention.
- Client data processing system 202 includes a data storage facility 204, a processor arrangement having one or more processing units, and input/output facilities to facilitate network communications such as TCP/IP protocol based communications (e.g., a modem, a network interface card, etc.).
- Input/ouput facilities 208 also include content manifestation peripherals including, but not limited to, a monitor for visual display, a set of speakers for audible manifestation, a printer for hard-copy output, etc.
- the structural arrangement of the component parts of client data processing system 202 will be immediately understood by those skilled in the art of computer design.
- Data storage facility 204 (e.g., local hard disk drives, etc.) store a network client and/or WWW browser client software package/application that may be executed within client data processing system.
- a network client/WWW browser client software package/application may be the INTERNET EXPLORERTM version 4.x which is manufactured and marketed by MICROSOFT CORPORATION.
- Such a network client/WWW browser client software package/application will be instructed in accordance with a software system received from server system 210 to facilitate a windows based content manifestation environment within a WWW browser type content manifestation environment window.
- Such a network client/WWW browser client software package/application will receive data related to at least one advertising and marketing content source from sever data processing system 210 (e.g., at least one URL which points to ad content sources such as ad content sources 212 through 214).
- sever data processing system 210 e.g., at least one URL which points to ad content sources such as ad content sources 212 through 214.
- data received from SUR system 210 may include ad content.
- FIGS. 3A and 3B depicted therein is a flowchart that illustrates a process for generating an advertising window module within a WW browser and for dynamically manifesting advertising and marketing content therein in accordance with a preferred embodiment of the present invention.
- processing and operations start at step S3-1 and immediately proceed to step S3-2.
- a client data processing system loads and runs a WWW browser client software package/application or other network client.
- a network connection is initiated by the client data processing system (e.g., a dial-up networking connection via a modem, etc.).
- client data processing system e.g., a dial-up networking connection via a modem, etc.
- a network user causes the running WWW browser or other network client to access a URL or a windows based web site (e.g., URL - www. windows website.com and one that points to server side systems).
- a software system is downloaded from server side systems to the client data processing system. Such a software system facilitates a windows based CME within a WWW browser and is discussed in detail in co-pending U.S. patent application 09/xxx,xxxx which has been incorporated herein by reference.
- the downloaded software system causes the WWW browser client to manifest a windows based web site in a browser CME.
- At step S3-7, at least one window module object (e.g., window module 114) is generated within a WWW browser client
- CME is specified as an advertising, marketing, and sponsor type window module in which advertising content may be dynamically manifested in accordance with the present invention.
- the ad/sponsor window module may dynamically manifest an ad content stream received from an ad content source. And, there may be subsequent server queries on a continuous basis, for example, to facilitate the manifestation of different and multiple commercials from various sponsors while a windows based website is viewable in the WWW browser CME. Processing and operations end at step S3-9.
- the present invention is not so limited. To the contrary any number of ad window modules may be deployed to dynamically manifest advertising content.
- the present invention certainly contemplates generation of one or more advertising content window modules within a windows based CME of a WWW browser client, the present invention is not so limited. In fact, the present invention also contemplates the use of the disclosed technologies on conventional type web sites to offer any number of windows-like dynamic advertising content manifestation. Such technologies will now allow web site providers to offer richer content manifestation environments.
- the present invention now provides a new way of generating online based advertising revenue. That is, in addition to simple banner ad impression revenue, advertisers and advertising entities may now charge for advertising content display much like the way television ads are charged. In particular, advertisers and advertising entities may now charge for timed "spots" such as thirty second ads during certain time periods (e.g., a thirty second spot during a peak network use period when most relevant consumers are visiting a particular web site, etc.).
Abstract
Description
Claims
Priority Applications (2)
Application Number | Priority Date | Filing Date | Title |
---|---|---|---|
EP00917641A EP1247219A4 (en) | 1999-02-18 | 2000-02-17 | System and method for providing dynamic advertising windows based content in a browser |
AU38587/00A AU3858700A (en) | 1999-02-18 | 2000-02-17 | System and method for providing dynamic advertising windows based content in a browser |
Applications Claiming Priority (2)
Application Number | Priority Date | Filing Date | Title |
---|---|---|---|
US09/252,076 | 1999-02-18 | ||
US09/252,076 US6321209B1 (en) | 1999-02-18 | 1999-02-18 | System and method for providing a dynamic advertising content window within a window based content manifestation environment provided in a browser |
Publications (2)
Publication Number | Publication Date |
---|---|
WO2000049545A1 WO2000049545A1 (en) | 2000-08-24 |
WO2000049545A9 true WO2000049545A9 (en) | 2002-03-14 |
Family
ID=22954494
Family Applications (1)
Application Number | Title | Priority Date | Filing Date |
---|---|---|---|
PCT/US2000/003974 WO2000049545A1 (en) | 1999-02-18 | 2000-02-17 | System and method for providing dynamic advertising windows based content in a browser |
Country Status (4)
Country | Link |
---|---|
US (4) | US6321209B1 (en) |
EP (1) | EP1247219A4 (en) |
AU (1) | AU3858700A (en) |
WO (1) | WO2000049545A1 (en) |
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EP1247219A1 (en) | 2002-10-09 |
EP1247219A4 (en) | 2005-06-01 |
US20020049633A1 (en) | 2002-04-25 |
AU3858700A (en) | 2000-09-04 |
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