Movie advertising placement optimization based on behavior and content analysis

Patent metadata

Field	Value
Publication number	US-9654735-B2
Application number	US-201213408843-A
Country	US
Kind code	B2
Filing date	Feb 29, 2012
Priority date	May 23, 2005
Publication date	May 16, 2017
Grant date	May 16, 2017

Abstract

An ad is placed in a movie, by analyzing inherent characteristics of the movie, analyzing viewed characteristics of the movie, analyzing viewer characteristics of a viewer of the movie, obtaining advertiser preferences for placement of the ad in the movie, determining costs of placing the ad in the movie based on the inherent characteristics of the movie, the viewed characteristics of the movie, the viewer characteristics and the advertiser preferences, and placing the ad in the movie in accordance with the inherent characteristics of the movie, the viewed characteristics of the movie, the viewer characteristics, the advertiser preferences and the determined costs.

First claim

What is claimed is:

1. An ad placement method, comprising:
receiving, by a transcoder embodied on a machine having a processor and a memory, a request for a video from a device associated with a viewer;
obtaining, by the transcoder, characteristics of the viewer;
analyzing, by the transcoder, the characteristics of the viewer in response to the request for a video from the viewer;
obtaining, by the transcoder from a videobase, the video requested by the viewer;
determining, by the transcoder based at least in part on the characteristics of the viewer analyzed by the transcoder, one or more ads for presentation to the viewer;
retrieving, by the transcoder, advertiser preferences associated with placement of the one or more ads, the advertiser preferences defining an ad location relative to a video frame within which to present the one or more ads and identifying a frame feature analysis preference associated with the ad location;
inserting, by the transcoder based at least in part on the advertiser preferences, at least one of the one or more ads into the video, the inserting including automatically inserting an ad into the video using the frame feature analysis identified in the advertiser preferences; and
delivering the video to the device associated with the viewer, the video including the at least one of the one or more ads determined based on the characteristics of the viewer and inserted at the ad location relative to the video frame as defined by the advertiser preferences and using the frame feature analysis identified in the advertiser preferences.

2. The method of claim 1 , further comprising:
storing the video and the at least one of the one or more ads in the videobase prior to delivering the video including the at least one of the one or more ads to the device associated with the viewer.

3. The method of claim 1 , wherein the advertiser preferences comprise different rates for a first ad of the one or more ads, the first ad containing at least one hyperlink, one of the different rates being associated with the viewer taking an action on the at least one hyperlink.

4. The method of claim 1 , wherein the characteristics of the viewer comprise demographic information of the viewer, an activity of the viewer, a material previously viewed by the viewer, or a combination thereof.

5. The method of claim 1 , further comprising:
determining prices for positioning the one or more ads in the video based at least in part on the characteristics of the viewer and the advertiser preferences.

6. The method of claim 1 , further comprising:
analyzing information in the video;
analyzing a popularity of the video if the video has been previously viewed; and
determining prices for positioning the one or more ads in the video utilizing the information in the video, the popularity of the video, the characteristics of the viewer, and the advertiser preferences.

7. The method of claim 6 , wherein the information in the video comprises motion, scene changes, face presence, audio track loudness, or a combination thereof.

8. The method of claim 6 , wherein the popularity of the video comprises a number of times that the video has been requested, a number of times that a link or deep tag to the video has been sent from one viewer to another potential viewer, a number of deep tags in the video, a number of times that a particular video segment was replayed, a number of times that viewers paused at a particular video position, or a combination thereof.

9. The method of claim 6 , wherein the popularity of the video is associated with viewer demographics including gender, age, location, income, interests, or a combination thereof.

10. A computer program product comprising at least one non-transitory computer readable medium storing instructions translatable by a transcoder embodied on a computer to perform:
receiving a request for a video from a device associated with a viewer;
obtaining characteristics of the viewer;
analyzing the characteristics of the viewer in response to the request for a video from the viewer;
obtaining, from a videobase, the video requested by the viewer;
determining, based at least in part on the characteristics of the viewer thus analyzed, one or more ads for presentation to the viewer;
retrieving advertiser preferences associated with placement of the one or more ads, the advertiser preferences defining an ad location relative to a video frame within which to present the one or more ads and identifying a frame feature analysis preference associated with the ad location; and
inserting, based at least in part on the advertiser preferences, at least one of the one or more ads into the video, the inserting including automatically inserting an ad into the video using the frame feature analysis identified in the advertiser preferences such that the video delivered to the device associated with the viewer includes the at least one of the one or more ads determined based on the characteristics of the viewer and inserted at the ad location relative to the video frame as defined by the advertiser preferences and using the frame feature analysis identified in the advertiser preferences.

11. The computer program product of claim 10 , wherein the instructions are further translatable by the computer to perform:
storing the video and the at least one of the one or more ads in a videobase prior to delivering the video including the at least one of the one or more ads to the device associated with the viewer.

12. The computer program product of claim 10 , wherein the advertiser preferences comprise different rates for a first ad of the one or more ads, the first ad containing at least one hyperlink, one of the different rates being associated with the viewer taking an action on the at least one hyperlink.

13. The computer program product of claim 10 , wherein the characteristics of the viewer comprise demographic information of the viewer, an activity of the viewer, a material previously viewed by the viewer, or a combination thereof.

14. The computer program product of claim 10 , wherein the instructions are further translatable by the computer to perform:
determining prices for positioning the one or more ads in the video based at least in part on the characteristics of the viewer and the advertiser preferences.

15. The computer program product of claim 10 , wherein the instructions are further translatable by the computer to perform:
analyzing information in the video;
analyzing a popularity of the video if the video has been previously viewed; and
determining prices for positioning the one or more ads in the video utilizing the information in the video, the popularity of the video, the characteristics of the viewer, and the advertiser preferences.

16. A system, comprising:
a transcoder embodied on one or more server machines comprising at least one non-transitory computer readable medium storing instructions translatable by at least one processor of the one or more server machines, the transcoder configured to perform:
receiving a request for a video from a device associated with a viewer;
obtaining characteristics of the viewer;
analyzing the characteristics of the viewer in response to the request for a video from the viewer;
obtaining, by the transcoder from a videobase, the video requested by the viewer;
determining, based at least in part on the characteristics of the viewer thus analyzed, one or more ads for presentation to the viewer;
retrieving advertiser preferences associated with placement of the one or more ads, the advertiser preferences defining an a

Assignees

• Gilley Thomas S
• Hoffert Eric
• Nassar Rabih
• Soukup Paul
• Open Text Sa Ulc

Inventors

• Gilley Thomas S
• Hoffert Eric
• Nassar Rabih
• Soukup Paul

Classifications

• H04N7/17318

  Direct or substantially direct transmission and handling of requests · CPC title

• G06Q30/0273

  Determination of fees for advertising · CPC title

• G06Q30/0251

  Targeted advertisements · CPC title

• H04N21/4756

  for rating content, e.g. scoring a recommended movie · CPC title

• H04H20/10

  Arrangements for replacing or switching information during the broadcast or the distribution · CPC title