Methods for serving interactive content to a user

Patent metadata

Field	Value
Publication number	US-10692531-B2
Application number	US-201815872688-A
Country	US
Kind code	B2
Filing date	Jan 16, 2018
Priority date	Oct 25, 2014
Publication date	Jun 23, 2020
Grant date	Jun 23, 2020

Abstract

One variation of a method for generating and distributing digital advertising content includes: accessing a static asset including a set of objects representing advertising content; extracting the set of objects from the static asset; generating a set of frames, an object in the set of objects inserted into each frame in the set of frames; defining an order for presenting the set of frames to a viewer; at a visual element loaded into a window of a first computing device, sequentially rendering the set of frames according to the order responsive to an interaction at the first computing device that moves the visual element within the window; and, based on the interaction, generating an engagement metric for a user interacting with the visual element at the first computing device.

First claim

I claim:

1. A method for generating and distributing digital advertising content comprising:
accessing a static graphical image depicting a set of visual objects representing advertising content;
extracting the set of visual objects from the static graphical image;
generating a set of frames;
for a first frame in the set of frames:
selecting a first visual object from the set of visual objects; and
inserting the first visual object into the first frame;

for a second frame in the set of frames:
selecting a second visual object from the set of visual objects; and
inserting the second visual object into the second frame;

defining an order for presenting the first frame and the second frame;
assembling the first frame and the second frame into a dynamic advertisement based on the order;
at a visual element loaded into a window of a first computing device, in response to a scroll event that moves the visual element upward within the window, sequentially rendering the first frame and the second frame, in the dynamic advertisement, in the visual element according to the order and at a rate proportional to a magnitude of the scroll event; and
based on the scroll event, generating an engagement metric for a user interacting with the visual element at the first computing device.

2. The method of claim 1 :
wherein extracting the set of visual objects from the static graphical image assct comprises:
serving the static graphical image to a third-party image feature extractor;
at the first computing device, receiving the set of visual objects comprising a set of discrete text blocks, a set of colors; and
at the first computing device, receiving a set of characteristics of advertising content in the static graphical image;

further comprising selecting an advertisement format from a set of advertisement formats based on the set of characteristics of advertising content in the static graphical image, the advertisement format defining animation of visual content within the visual element responsive to a change of position of the visual element within the window; and
wherein sequentially rendering the first frame and the second frame comprises rendering the first frame and the second frame in the visual element according to the advertisement format.

3. The method of claim 1 :
wherein accessing the static graphical image comprises accessing the static graphical image comprising the set of visual objects defining a set of discrete text blocks arranged in the static graphical image;
wherein generating the set of frames comprises:
generating the first frame, in the set of frames, comprising the static graphical image; and
generating a subset of frames succeeding the first frame, in the set of frames, wherein each frame in the subset of frames comprises one text block from the set of discrete text blocks;

wherein assembling the set of frames into the dynamic advertisement comprises compiling the set of frames into a horizontal carousel within the visual element based on the order; and
wherein sequentially rendering the set of frames according to the order responsive to the scroll event at the visual element comprises:
detecting a horizontal scroll event applied over the horizontal carousel rendered in the visual element; and
in response to the horizontal scroll event, sequentially indexing through frames in the set of frames in the horizontal carousel rendered in the visual element according to the order in response to the horizontal scroll event applied over the visual element shifting frames in the set of frames horizontally across the window.

4. The method of claim 3 :
wherein compiling the set of frames into the horizontal carousel within the visual element comprises generating a static image comprising the subset of frames adjoined in a single row in an order from left to right corresponding to the order of the set of frames; and
wherein sequentially indexing through each frame in the set of frames in the horizontal carousel rendered in the visual element comprises:
indexing a mask area over discrete regions of the static image at a rate corresponding to a rate of the horizontal scroll event over the visual element, each discrete region of the static image corresponding to a frame in the set of frames; and
rendering contents bounded by the mask area within the visual element in response to the horizontal scroll event.

5. The method of claim 3 :
wherein accessing the static graphical image comprises accessing the static graphical image comprising a link to an external webpage;
wherein generating the set of frames comprises generating a last frame in the set of frames; and
further comprising:
inserting a prompt to navigate to the external webpage, via the link, into the last frame; and
at the visual element loaded into the window of the first computing device, in response to the scroll event, sequentially rendering the last frame following the second frame, in the dynamic advertisement, in the visual element.

6. The method of claim 3 , wherein generating the engagement metric based on the scroll event comprises:
calculating the engagement metric for the static graphical image based on a number of scroll events that move the visual element within the window; and
serving the engagement metric to a remote interaction database.

7. The method of claim 1 :
wherein assembling the set of frames into the dynamic advertisement based on the order comprises compiling the set of frames into a static image adjoined in a single column from bottom to top according to the order;
wherein sequentially rendering the set of frames according to the order responsive to the scroll event at the visual element comprises:
in response to the visual element falling within a first range of positions within the window, rendering a first region of the static image corresponding to a first frame, in the set of frames, in the visual element at a first time by positioning a mask area over the first region of the static image and rendering contents of the mask area within the visual element;
in response to the visual element falling within a second range of positions within the window above the first range of positions within the window, rendering a second region of the static image corresponding to a second frame, in the set of frames, in the visual element at a second time by indexing the mask area over the second region of the static image and rendering contents of the mask area within the visual element; and
in response to the visual element falling within a third range of positions within the window above the second range of positions within the window, rendering a last region of the static image corresponding to a last frame, in the set of frames, in the visual element at a third time by indexing the mask area over the last region of the static image and rendering contents of the mask area within the visual element.

8. The method of claim 7 , wherein generating the engagement metric based on the scroll event comprises:
calculating the engagement metric for the static graphical image based on a number of scroll events and duration of scroll events occurring at the first computing device; and
serving the engagement metric to a remote interaction database.

9. The method of claim 1 , wherein accessing the static graphical image comprises accessing a single digital 300-pixel by 250-pixel static advertisement image containing the set of visual objects comprising text blocks, colors, and content related to advertisement of a particular brand.

10. The method of claim 1 , wherein inserting the first visual object into the first frame comprises:
inserting the first visual object into the first frame; and

Assignees

• Yieldmo Inc

Inventors

• Doherty Connor
• Jawde Farid
• Sebag David
• Yavonditte Michael

Classifications

• G06F40/143

  Markup, e.g. Standard Generalized Markup Language [SGML] or Document Type Definition [DTD] · CPC title

• H04N21/482

  End-user interface for programme selection · CPC title

• G06F40/106

  Display of layout of documents; Previewing · CPC title

• G06F3/0488

  using a touch-screen or digitiser, e.g. input of commands through traced gestures · CPC title

• H04N21/44218

  Detecting physical presence or behaviour of the user, e.g. using sensors to detect if the user is leaving the room or changes his face expression during a TV programme (methods or arrangements for recognising human body or animal bodies or body parts G06V40/10; methods or arrangements for acquiring or recognising human faces, facial parts, facial sketches, facial expressions G06V40/16; methods or arrangements for recognising movements or behaviour G06V40/20; arrangements for identifying users in broadcast systems H04H60/45) · CPC title