Method and apparatus for improving viewer engagement in video advertising

Patent metadata

Field	Value
Publication number	US-9538258-B2
Application number	US-201314077555-A
Country	US
Kind code	B2
Filing date	Nov 12, 2013
Priority date	Nov 12, 2013
Publication date	Jan 3, 2017
Grant date	Jan 3, 2017

Abstract

A computer implemented method and apparatus for improving viewer engagement in video advertising. The method comprises configuring a plurality of skip options for presentation in advertising content, such that each skip option of the plurality of skip options is presented in series for a limited duration during display of the advertising content until a presented one of the skip options is selected.

First claim

The invention claimed is:

1. A computer implemented method comprising:
providing for display on a graphical user interface, by at least one processor, a plurality of skip options in a single instance of digital advertising content;
streaming, by the at least one processor, the single instance of digital advertising content;
presenting on the graphical user interface, during the streaming of the single instance of digital advertising content by the at least one processor, each skip option of the plurality of skip options in series for a limited duration at a random time and a random location during display of the single instance of digital advertising content until a presented one of the skip options is selected or until the single instance of digital advertising content completes;
detecting, by the at least one processor, a selection of one skip option of the plurality of skip options; and
in response to detecting the selection of the one skip option of the plurality of skip options, skipping, by the at least one processor, the single instance of digital advertising content.

2. The method of claim 1 , wherein presenting on the graphical user interface each skip option of the plurality of skip options comprises presenting each skip option of the plurality of skip options at a different location in a viewing area during the streaming of the single instance of digital advertising content.

3. The method of claim 1 , wherein presenting on the graphical user interface each skip option of the plurality of skip options comprises:
presenting a first skip option at a first time and at a first location during the streaming of the single instance of digital advertising content; and
presenting a second skip option at a second time and a second location during the streaming of the single instance of digital advertising content, the first time differing from the second time and the first location differing from the second location.

4. The method of claim 1 , wherein presenting on the graphical user interface each skip option of the plurality of skip options comprises presenting a pre-defined quantity of skip options based on a duration of the single instance of digital advertising content, wherein each skip option of the plurality of skip options is presented for a random duration.

5. The method of claim 1 , wherein presenting on the graphical user interface each skip option of the plurality of skip options comprises presenting the plurality of skip options only after or before a display of a brand or a promotional message in the single instance of digital advertising content.

6. The method of claim 1 , wherein presenting on the graphical user interface each skip option of the plurality of skip options comprises presenting each skip option of the plurality of skip options for the limited duration based on historical usage behavior of a user interacting with previously presented skip options.

7. A non-transitory computer readable medium for storing computer instructions thereon that, when executed by at least one processor, causes a computing device to perform a method for improving viewer engagement in video advertising comprising:
streaming different instances of digital advertising content;
tracking user behavior and interactions with skip options presented during the streaming of the different instances of digital advertising content;
presenting on a graphical user interface a plurality of skip options in a single instance of digital advertising content, such that each skip option of the plurality of skip options is presented in series for a limited duration at a location and a time of placement during a streaming of the single instance of digital advertising content until a presented one of the skip options is selected or until the single instance of digital advertising content completes, wherein the location and time of placement is selected based on the tracked user behavior and interactions with the skip options;
detecting a selection of one skip option of the plurality of skip options; and
in response to detecting the selection of the one skip option of the plurality of skip options, skipping the single instance of digital advertising content.

8. The non-transitory computer readable medium of claim 7 , wherein presenting on the graphical user interface the plurality of skip options in the single instance of digital advertising content comprises presenting each skip option in the plurality of skip options at a different location in a viewing area during the streaming of the single instance of digital advertising content.

9. The non-transitory computer readable medium of claim 7 , further comprising instructions that, when executed by the at least one processor, cause the computer device to perform steps comprising:
identifying a most probable time and location at which a user will select a skip option based on the tracked user behavior and interactions with the skip options; and
wherein presenting on the graphical user interface the plurality of skip options in the single instance of digital advertising content comprises presenting each skip option in the plurality of skip options at a time and location other than the identified most probable time and location.

10. The non-transitory computer readable medium of claim 7 , wherein presenting on the graphical user interface the plurality of skip options in the single instance of digital advertising content comprises presenting a pre-defined quantity of skip options based on a duration of the single instance of digital advertising content, wherein each skip option of the plurality of skip options is presented for a random duration.

11. The non-transitory computer readable medium of claim 7 , wherein presenting on the graphical user interface the plurality of skip options in the single instance of digital advertising content comprises presenting the plurality of skip options only before or after a display of a brand or a promotional message in the single instance of digital advertising content.

12. The non-transitory computer readable medium of claim 7 , wherein tracking user behavior and interactions with skip options presented during the streaming of the different instances of digital advertising content comprises:
tracking how long a skip option is presented until a viewer selects the skip option; and
tracking whether the viewer opens or views a different display window during presentation of the skip options.

13. The non-transitory computer readable medium of claim 7 , wherein:
tracking user behavior and interactions with the skip options presented during the streaming of the different instances of digital advertising content comprises identifying that a viewer, on average, selects a skip option in less than a first amount of time; and
presenting on the graphical user interface the plurality of skip options in the single instance of digital advertising content comprises presenting each skip option to the viewer only after a passage of time greater than the first amount of time.

14. The non-transitory computer readable medium of claim 7 , further comprising instructions that, when executed by the at least one processor, cause the computer device to perform steps comprising:
identifying a most probable time at which a user will select a skip option based on the tracked user behavior and interactions with the skip options; and
wherein presenting on the graphical user interface the plurality of skip options in the single instance of digital advertising content comprises presenting each skip option at a time other than the identified most probable time.

15. A system

Assignees

• Adobe Systems Inc

Inventors

• Gupta Naresh Chand
• Jain Anuj
• Gupta Niraj

Classifications

• H04N21/4316

  for displaying supplemental content in a region of the screen, e.g. an advertisement in a separate window · CPC title

• H04N21/44222

  Analytics of user selections, e.g. selection of programmes or purchase activity (monitoring of user selections in data processing systems G06F11/34; arrangements for monitoring the user's behaviour or opinions in broadcast systems H04H60/33) · CPC title

• H04N21/812 Primary

  involving advertisement data (advertising per se G06Q30/02) · CPC title

• H04N21/8355

  involving usage data, e.g. number of copies or viewings allowed · CPC title

• H04N21/23424

  involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement · CPC title