Wrapped package of cards including native advertising

Patent metadata

Field	Value
Publication number	US-2016358218-A1
Application number	US-201615236156-A
Country	US
Kind code	A1
Filing date	Aug 12, 2016
Priority date	Oct 9, 2014
Publication date	Dec 8, 2016
Grant date	—

Abstract

Wrap packages of cards that integrate content and native advertising. When a wrapped package is created, the cards are selectively authored to include media content, native advertisement(s) and application functionality, typically but not necessarily, supporting e-commerce. In addition, the cards are authored into one or more linear sequences. As a result, when the wrap is consumed, the user experiences is a revealing of the media content, with the advertisement(s) and functionality intertwined therein, as the cards are sequentially browsed, analogous to the turning of the pages of a book or magazine.

First claim

What is claimed is:

1 . A wrap package, embedded in a tangible computer readable storage medium, the wrap package including:
(a) a plurality of cards including or having media content associated therewith; (b) at least one application function card, embedding or associating therewith, an application function; and (c) a native advertisement card including or having a native ad associated therewith, wherein the cards of the wrap package are further configured to be rendered at runtime (i) in one or more sequences and (ii) the native advertisement card is rendered, in its sequence order, among the plurality of cards and the at least one application function card in the wrap package.

2 . The wrap package of claim 1 , further comprising a wrap descriptor that defines the wrap package, the wrap descriptor:
(d) specifying the cards of the wrap package, including the plurality of cards, the at least one application function card and the native advertisement card; and (e) including a plurality of card descriptors, each of the plurality of card descriptors arranged to define content, a structure and a layout for an associated card among the cards of the wrap package, including the plurality of cards, the at least one application function card and the native advertisement card, respectively.

3 . The wrap package of claim 2 , wherein a runtime instance of the wrap package is generated by:
(f) creating an object graph from the wrap descriptor; (g) generating a document object model from the object graph; and (h) generating the runtime instance of the wrap package from the document object model.

4 . The wrap package of claim 2 , wherein the wrap descriptor is either a JSON wrap descriptor or a BSON wrap descriptor.

5 . The wrap package of claim 1 , wherein the media content included in or associated with the plurality of cards is directed to a defined subject matter and the native ad is related to the defined subject matter.

6 . The wrap package of claim 1 , wherein the plurality of cards and the native advertisement card share a common look and feel.

7 . The wrap package of claim 1 , wherein the common look and feel means the plurality of cards and the native advertisement card share one or more of the following characteristics:
(d) a common aspect ratio; (e) a common card layout of photos, images and/or text; (f) a common typeface; (g) a common card size; and/or (h) a common color or color(s).

8 . The wrap package of claim 1 , wherein the native advertisement card blends into the plurality of cards of the wrap package so that it appears the ad is media content and not an advertisement.

9 . The wrap package of claim 1 , wherein the plurality of cards, the application function card and the native advertisement card are all swipe-browsable when the what package is being consumed.

10 . The wrap package of claim 1 , wherein the ad is not self-activated and requires a deliberate view of the native advertisement card before the ad can be consumed by a viewer of the wrap package.

11 . The wrap package of claim 1 , wherein the application function associated with the at least one application card is configured to initiate a transaction to purchase a product and/or service promoted in the ad associated with the native advertisement card.

12 . The wrap package of claim 1 , wherein the at least one application card and the native advertisement card are the same card, wherein the application function is a buy trigger that initiates a transaction to purchase a product or service promoted in the ad.

13 . The wrap package of claim 1 , further comprising a card descriptor associated with the application function card, the card descriptor including a widget descriptor that defines a widget server which interacts with the application function card at runtime, the interaction including:
(d) content served by the server and appearing within a frame in the application function card; and (e) data passed between the server and the application function card as required to implement the application function.

14 . The wrap package of claim 1 , wherein the application function card is implemented by one of the following:
(d) associating a widget with the application function card; (e) embedding the application function into the application function card or other cards of the wrap package; (f) providing a trigger in the application function card, that when invoked, causes a cul-de-sacing to a remote location that performs the application function.

15 . The wrap package of claim 1 , further including at least one gallery card arranged to display a plurality of gallery items, the gallery items arranged to be sequentially browsed in a linear direction, in response to navigational inputs, when the gallery card is rendered.

16 . The wrap package of claim 15 , wherein the gallery items comprise one or more of the following:
(d) images and/or photos; (e) products for purchase; and/or (f) services for purchase.

17 . The wrap package of claim 2 , wherein at least one of the card descriptors uses an identifier to reference an asset external to the wrap descriptor, the identifier used to retrieve the asset at runtime so that the asset can be rendered when the associated card is rendered.

18 . The wrap package of claim 2 , wherein the wrap descriptor further comprises a global component that is associated with two or more of the cards of the wrap package.

19 . The wrap package of claim 18 , wherein the global component comprises one or more of the following:
(d) a logo; (e) an image and/or photo; (f) audio; and/or (g) a trigger that initiates a triggered behavior or action.

20 . The wrap package of claim 1 , wherein:
(a) each of the cards in the wrap package, including the plurality of cards, the at least one application function card and the native advertisement card, is rendered at the same portrait aspect ratio at runtime; and (b) within each card, the relative positioning of the content of the card is immutable.

21 . The wrap package of claim 1 , wherein the cards are configured to be swipe-browsed in the one or more linear sequences when rendered on a mobile device having a touch-sensitive display screen.

22 . The wrap package of claim 1 , wherein the one or more linear sequence(s) extend:
(d) horizontally; (e) vertically; or (e) both (d) and (e).

23 . The wrap package of claim 1 , further comprising a cover associated with the wrap package, the cover including a wrap identifier to identify, distribute and retrieve the wrap package.

24 . The wrap package of claim 1 , wherein the wrap package is as a cloud-based portable object and each of the cards are separate cloud-based portable objects respectively.

25 . The wrap package of claim 1 , wherein the application function card is a chat card that enables an online voice or text chat session with a remote entity.

26 . The wrap package of claim 1 , further configured for distribution via one or more of the following:
(a) email; (b) text or SMS messaging; (c) posting as an ad in a web page; and/or (d) posting in an online media feed.

27 . The wrap package of claim 1 , wherein the application function comprises a transaction function for purchasing a good and/or service.

28 . The wrap package of claim 1 , further configured to be reconfigurable so

Assignees

• Wrap Media Llc

Inventors

• Greenberg Eric H
• Garris John M
• Mcfarland Ian
• Rolston Mark E
• Ficklin Jared L

Classifications

• H04W88/02

  Terminal devices · CPC title

• G06F3/0485

  Scrolling or panning · CPC title

• G06F3/0488

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

• G06F3/04883

  for inputting data by handwriting, e.g. gesture or text · CPC title

• G06F3/04842

  Selection of displayed objects or displayed text elements (G06F3/0482 takes precedence) · CPC title