System and method for serving interactive advertising content with responsive animations

Patent metadata

Field	Value
Publication number	US-11727197-B2
Application number	US-202117561688-A
Country	US
Kind code	B2
Filing date	Dec 23, 2021
Priority date	Oct 25, 2014
Publication date	Aug 15, 2023
Grant date	Aug 15, 2023

Abstract

One variation of a method for serving interactive advertisement content includes, at a visual element rendered within a window of a computing device: loading an interactive advertisement, including a digital advertisement and a mask overlaid the digital advertisement, into the visual element, the mask including a base layer and an aperture defining a second opacity less than a first opacity of the base layer; in response to a scroll event that moves the visual element a first position within the window, rendering the interactive advertisement within the visual element; and, in response to a scroll event that moves the visual element to a second position within the window, transforming the mask according to a sequence of transformations at a rate proportional to a scroll rate of the scroll event, the sequence of transformations corresponding to a sequence of vertical positions of the visual element within the window.

First claim

We claim:

1. A method comprising, at a visual element inserted within an electronic document rendered within a window of a computing device accessed by a user:
loading an interactive visual advertisement into the visual element, the interactive visual advertisement comprising:
a digital advertisement comprising advertising content distinct from the electronic document; and
a mask:
comprising a base layer defining a first opacity; and
comprising an aperture:
defining a second opacity less than the first opacity and an outline associated with the digital advertisement;
configured to reveal a proportion of the digital advertisement linked to a vertical position of the visual element within the window;

in response to an initial scroll event, entered by the user at the computing device, that moves the visual element to a first vertical position within the window:
rendering the digital advertisement within the visual element; and
rendering the mask over the digital advertisement, the aperture revealing a first proportion of the digital advertisement; and

in response to a first scroll-down event that moves the visual element toward a second vertical position above the first vertical position within the window, transforming the aperture at a rate corresponding to a scroll rate of the first scroll-down event to reveal an increasing proportion of the digital advertisement.

2. The method of claim 1 , wherein transforming the aperture to reveal the increasing proportion of the digital advertisement comprises expanding the aperture within the mask to reveal a sequence of regions of the digital advertisement, each subsequent region, in the sequence of regions, spanning a greater proportion of the digital advertisement than each preceding region in the sequence of regions.

3. The method of claim 1 :
wherein loading the interactive visual advertisement comprising the digital advertisement comprises loading the interactive visual advertisement comprising a video advertisement;
wherein rendering the digital advertisement within the visual element comprises:
rendering a first frame of the video advertisement within the visual element; and
initiating playback of the video advertisement within the visual element;

wherein rendering the mask over the digital advertisement comprises rendering the mask over frames of the video advertisement within the visual element; and
wherein transforming the mask comprises transforming the mask during playback of the video advertisement within the visual element.

4. The method of claim 3 , further comprising, in response to rendering a final frame of the video advertisement within the visual element, rendering a static frame comprising advertising content related to the video advertisement within the visual element.

5. The method of claim 3 , further comprising, during playback of the video advertisement, in response to a first scroll-up event that moves the visual element over a second sequence of vertical positions toward a third vertical position below the second vertical position within the window, transforming the aperture within the mask to reveal a decreasing proportion of the digital advertisement corresponding to the second sequence of vertical positions of the visual element within the window.

6. The method of claim 1 , further comprising, in response to a second scroll-down event that moves the visual element to a third vertical position above the second vertical position within the window, revealing a call-to-action within the visual element.

7. The method of claim 1 , wherein transforming the aperture within the mask comprises reducing an opacity of the base layer at a first rate proportional a first scroll rate of the first scroll-down event, the base layer defining a third opacity less than the second opacity at the second position.

8. The method of claim 1 , wherein loading the digital advertisement in the visual element comprises, at a remote computer system:
receiving identification of the digital advertisement selected for presentation within the visual element;
selecting the mask, from a set of masks, based on characteristics of the digital advertisement;
overlaying the mask over the digital advertisement to generate the interactive visual advertisement; and
inserting the interactive visual advertisement into the visual element.

9. The method of claim 1 :
wherein loading the interactive advertisement into the visual element comprises loading the interactive advertisement into the visual element, the interactive advertisement comprising the mask comprising the aperture defining the outline associated with the digital advertisement, the outline defining a silhouette of an icon affiliated with the digital advertisement; and
wherein transforming the aperture to reveal the increasing proportion of the digital advertisement comprises expanding the aperture to reveal the increasing proportion of the digital advertisement, the aperture revealing a second proportion, greater than the first proportion, of the digital advertisement at the second vertical position.

10. A method comprising:
loading an interactive visual advertisement into a visual element, the interactive visual advertisement comprising:
a digital advertisement comprising advertising content distinct from the electronic document; and
a mask comprising:
a base layer configured to obscure the digital advertisement; and
a set of apertures associated with the digital advertisement:
arranged within the base layer; and
configured to reveal regions of the digital advertisement;

in response to an initial scroll event, entered by a user at a computing device, that moves the visual element to a first vertical position within a window:
rendering the digital advertisement within the visual element; and
rendering the mask over the digital advertisement, the set of apertures revealing a first region of the digital advertisement; and

in response to a first scroll-down event that moves the visual element over a sequence of vertical positions toward a second vertical position above the first vertical position within the window at a first scroll rate, expanding the set of apertures at a first rate corresponding to the first scroll rate to reveal a sequence of regions of the digital advertisement corresponding to the sequence of vertical positions of the visual element.

11. The method of claim 10 :
wherein rendering the mask over the digital advertisement comprises rendering the mask over the digital advertisement, the mask defining a first set of locations of the set of apertures over the digital advertisement; and
wherein expanding the set of apertures further comprises relocating the set of apertures from the first set of locations over a sequence of locations over the digital advertisement, the sequence of locations corresponding to the sequence of positions of the visual element within the window.

12. The method of claim 10 , further comprising, characterizing engagement of the user interacting with the interactive visual advertisement based on a quantity of scroll events over the interactive visual advertisement while the visual element is rendered within the window.

13. The method of claim 10 , further comprising, in response to a first scroll-up event that moves the visual element over a second sequence of positions toward a third position below the second position within the window, contracting the set of apertures to reveal a second sequence of regions of the digital advertisement corresponding to the second sequence of positions.

14. The method of claim 13 :
wherein expanding the set of apertures to rev

Assignees

• Yieldmo Inc

Inventors

• Mcclendon Terry
• Sebag David

Classifications

• G06F40/143 Primary

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

• G06F3/0485 Primary

  Scrolling or panning · CPC title

• G06F3/0488

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

• G06F3/04812

  Interaction techniques based on cursor appearance or behaviour, e.g. being affected by the presence of displayed objects · CPC title

• G06F40/106

  Display of layout of documents; Previewing · CPC title