HK1158855A - Targeted television advertisements associated with online users' preferred television programs or channels - Google Patents

Abstract

In an automatic, computer-implemented method, a selected television advertisement is presented automatically in association with a television program or channel, which in turn is selected based at least in part on information from an online user profile that contains information indicating a user's preference for that television program or channel. The television advertisement is selected based at least in part on additional information from the online user profile that is unrelated to the selected television program or channel. The selected television advertisement is presented on or during the selected television program or channel via a set-top box, which has a set-top box identifier associated with the online user profile.

Description

Targeted television advertisements associated with preferred television programs or channels of online users

Background

The field of the invention relates to displaying television advertisements targeted based on an online user profile. In particular, systems and methods are described for displaying targeted television advertisements during television programs that show preferences or favorites to online users.

Various systems and methods are currently directed to advertising based on user/viewer/customer behavior. Many of those systems and methods rely on a collection of Personally Identifiable Information (PII) to associate a person exhibiting the behavior with an advertisement directed to that person. In some systems, advertisements may be targeted without collecting PII, but in such systems, generally, advertisements are delivered on the same medium as the non-personally identifiable information is measured or collected. For example, many grocery stores distribute so-called "club cards" that may, but need not, be associated with PII. The customer presents the card at checkout to accept various discounts, allowing the store to associate a list of purchased products with the card. As the system "learns" the cardholder's purchasing habits, it may begin issuing coupons for purchases the cardholder has made in the past or the system predicts from past purchases that the cardholder may wish to make. In another example, online advertisements may be targeted based on online activities of internet users without using PII. The use of browser cookies enables the ad server to identify visitors (more precisely, computers or other devices used by visitors) of internet websites that previously searched, accessed content, or browsed ads on the same or different websites linked to the ad server. The ad server may target future ads to web site visitors based on those previous campaigns, again without having to use PII. For example, a user who searches for tickets to southern California on an online travel site may subsequently accept targeted online advertisements for Disneyland, perhaps when the user visits another online site, an advertisement server (an advertisement server that collects or receives the user's search information from the online travel site) transmits the online advertisements to the user's computer.

Targeting of advertisements becomes significantly more problematic for delivery "across media," i.e., when an advertisement is displayed by one medium in another based on the exhibited user behavior or learned demographic information. One example of cross-media advertising is the display of television advertisements that are targeted based on an online user profile. However, one difficulty arises from the need to associate an online access device (e.g., a computer connected to the internet) with a corresponding television device (e.g., a set-top box). The use of PII can facilitate appropriate association. Several methods have been developed to associate a computer with a TV unit without the use of PII, including, for example, the methods disclosed in U.S. applications, serial numbers 11/736,544 (entitled "Targeted conditional additions based on online were found to be filed on 17.4.2007 in the name of Roy Shkedi) and 11/968,117 (entitled" Targeted conditional additions based on online preferences online with operating with online preferences ", filed on 31.12.2007 in the name of Roy Shkedi and Ronen Shomo), both of which are hereby incorporated by reference in their entirety. Other methods for establishing such associations may exist or may develop in the future. However, this association (with or without PII) results in that information from the online user profile collected or generated during computer access to the internet in the home can be used to select targeted television advertisements, which can be displayed by a set-top box in the home associated with the computer.

The problem still exists, however, because a household may include multiple users, each of which independently accesses online content and independently watches television. Targeted advertisements selected based on information of the first family member's online user profile may be wasteful if displayed to a second family member, particularly family members who may not be suitable or effective for targeted advertisements. For example, a television advertisement suggested for investment that was targeted based on the advertising server having confirmed that dad had checked his online investment account could be wasteful if displayed on a television while daughter was watching a popular music performance, even though the advertising server has determined that dad's computer is associated with a set-top box connected to the television that daughter watched.

Accordingly, it is desirable to provide systems and methods for increasing the likelihood that targeted television advertisements based on an online user profile will be displayed when a corresponding user (i.e., "targeted") is watching television.

SUMMARY

An automated computer-implemented method includes automatically scheduling display of a selected television advertisement in association with a selected television program or channel. The television programs or channels are selected based at least in part on information from the online user profile that specifically indicates the user's preferences or preferences for the television programs or channels. The television advertisement is selected based at least in part on additional information from the online user profile that is unrelated to the selected television program or channel. The selected television advertisement is displayed on the selected television program or channel by the set-top box, which is identified by a corresponding set-top box identifier associated with the online user profile.

The objects and advantages associated with displaying television advertisements targeted based on an online user profile may become apparent when referring to the exemplary embodiments illustrated in the drawings and disclosed in the following written description or appended claims.

Brief description of the drawings

FIG. 1 schematically illustrates an exemplary interaction process among an online user, an online website, and a central advertising server as an online user profile is collected or generated.

Fig. 2 schematically illustrates an exemplary transmission of a directional television advertisement to a user's set-top box (STB).

Fig. 3 schematically illustrates an exemplary process for displaying a targeted television advertisement during a selected television program or on a selected television channel.

Fig. 4A schematically illustrates a targeted television advertisement temporally interleaved with a selected television program. Fig. 4B and 4C schematically show targeted television advertisements displayed immediately before or after a selected television program.

Fig. 5A-5E schematically illustrate targeted television advertisements spatially combined with a selected television program.

The embodiments illustrated in the figures are exemplary and should not be construed to limit the scope of the disclosure or the appended claims.

Detailed description of the embodiments

Some terms used in this disclosure or the appended claims are defined as follows.

Television provider (TVP) -an entity that provides television services to subscribers or users over any suitable transmission medium, including but not limited to coaxial cable, fiber optic cable, network cable, telephone line, satellite transmission, VHF or UHF transmission, other over-the-air transmission, or wireless transmission, such as over a mobile telephone infrastructure.

Internet service provider (ISP; equivalent to an online access provider) -an entity that provides online access to subscribers or users over any suitable transmission medium, including but not limited to coaxial cable, fiber optic cable, network cable, telephone line, satellite transmission, wireless transmission (e.g., WiMax, WiFi, or other IEEE 802 wireless protocols), or VHF or UHF transmission. Online access enables subscribers to access the internet and its myriad online sites, or to access any future network successor to the internet.

ISP/TVP-in some instances, a single entity (or provider controlled by a single entity) may provide television services and online access to one or more subscribers or users. Such entities are referred to herein as ISP/TVP. Although the ISP and TVP are schematically represented in the drawings by separate labeled blocks, the drawings are intended to cover implementations in which the ISP and TVP are separate entities as well as other implementations in which a common ISP/TVP provides both services.

Set-top box (STB) -a device that connects a television and a television signal source. The STB receives an incoming television signal, extracts content from the received signal, and transmits the extracted content to the television for display to a viewer. The television signal source may be one or more computer network cables (e.g., ethernet or other transmission speed cable), a satellite dish, a coaxial cable connected to a cable television system, a telephone line or Digital Subscriber Line (DSL), a wireless network connection, an antenna (VHF, UHF, digital or other), or other suitable signal source. Content may include, but is not limited to, video (which may generally include an audio portion), audio, internet web pages, interactive games, or other content. The STB may or may not contain a dedicated television tuner. Each STB is typically assigned some identifier through the corresponding TVP, for example, to enable the TVP to direct a particular signal or program to a particular STB, to identify the source of a request, command, query, or reply received from a particular STB, or for other purposes. In some instances, such STB identifiers may only be known to the corresponding TVP and may not be available for external communication. If the STB is connected to the internet as a signal source (directly, through other devices or through a corresponding TVP; connected only to the internet, or also connected in parallel to another signal source, such as a cable television transmission infrastructure), the STB identifier may include the STB IP address (i.e., internet protocol address) or a portion thereof. If the STB is connected to the Internet and another signal source, the STB identifier may include an identifier specific to the other signal source in addition to the STB IP address. In some instances, the STB identification is static, while in other instances the STB identifier is dynamic and may change from time to time. Sometimes, the STB identifier may contain an STB IP address, while other times it may be an identifier used by an infrastructure company (e.g., a cable company) to identify its STB.

Despite its name, the STB need not actually be physically located on top of the television. According to current technology, STBs are typically located physically adjacent to the television, such as in a media cabinet or the like, but the STB need not even be located in the vicinity of the television. The STB need not be a box. Rather, the STB may be implemented, for example, as a circuit board, integrated circuit, group of integrated circuits, or software that is physically integrated with another "box" such as a television, cable or other connection, computer or building equipment or junction box, that has other functionality, or that need not be housed in any "box" at all.

Digital video recorder (DVR, optionally a personal video recorder or PVR) -a device that stores video content in a digitally encoded format on a digital storage medium, such as a hard disk drive, and enables playback of the stored content. The DVR may comprise a stand-alone unit that is connected to a television, STB component, or signal source, or the DVR may comprise software that programs a computer to perform DVR storage and playback functions.

Video On Demand (VOD) -a system that allows a user to select and browse video content delivered from a signal source in response to a request from the user. Typically, the requested video content can be viewed at a time of the user's own choosing and can be paused, rewound, or fast forwarded as desired by the user. The VOD system may "stream" the content (enabling viewing of the requested item for portions of the video content while other portions are still being delivered from the signal source), or the VOD system may "download" the content and allow viewing only after the entire item is delivered from the signal source. Some VOD systems allow users to select and view video content over a network that is part of an interactive television system.

Interactive television (interactive TV, iTV, idTV or iTV) -any television system that enables a viewer to interact with video content delivered to a television. Interactive television may include, but is not limited to, access to websites through TV "cross-links", email and online chat, online commerce, or enhanced graphics (relative to standard television contributions).

Internet Protocol Television (IPTV) -a system that delivers television content over a computer network using Internet Protocol (IP). For residential users, IPTV is often provided in conjunction with video on demand, and may also bundle internet services, such as internet access and voice over IP (VoIP). The commercial bundle of TV, VoIP and internet access is sometimes referred to in the industry as "triple play". Additional telecommunications services (e.g., mobile voice or data services) may be added, resulting in a "four-in-one," and so on. IPTV is typically provided by broadband service providers using a closed network infrastructure. IPTV may also be provided over the internet or other publicly accessible computer network, in which case it may be referred to as network TV or TV on the internet. IPTV may also be used to deliver video or other content over a corporate LAN or other commercial network.

Online user interface device-any user interface device used to access a remote network such as the internet, including but not limited to a cellular or mobile handset, a Personal Digital Assistant (PDA), or a networked computer (desktop, workstation, laptop, or other).

Presence access device-any device used to connect a presence user interface device to a remote network such as the internet including, but not limited to, a modem, a wired or wireless router, a wireless access point, a wired network adapter (e.g., ethernet adapter), a wireless network adapter (e.g., IEEE 802.11, ED-VO, EDGE, HSPA, CDMA, GSM, or others), or a fiber optic based network adapter (e.g., a network interface unit or an optical network terminal). Different types of online access devices may, and sometimes are, incorporated into a single unit (e.g., a modem that also functions as a router for the LAN). The online user interface device and the online access device may, and sometimes are, incorporated into a single unit (e.g., a computer with a built-in ethernet adapter, wireless adapter, or modem). Each online access device is typically identified on the internet by an internet protocol address (i.e., an IP address; currently, under IPv4, an IP address comprises a sequence of four digits, each ranging from 0 to 255, i.e., a 32-bit address; finally, under IPv6, an IP address will comprise a 128-bit address). Each transmission of data over the internet includes a destination IP address that enables the transmitted data to reach its intended destination. In some instances, the online device has a static IP address, while in other, more common instances, the online access device has a dynamic and from time to time changing IP address. Although IP addresses are referred to herein for enabling data transmitted over the internet to reach its intended destination, this term is intended to encompass any functionally equivalent online access device identifier for routing such transmitted data to its intended destination over the internet or over any future subsequent network. For example, under IPv6, a 128-bit address would be employed. Different examples of online access identifiers are described below, including those that contain an IP address or a portion thereof.

User (equivalent to a subscriber or viewer) -a person who receives online access or television services at a delivery end point in a home, office, business, or other website or institution served by an online access provider or television service provider. Multiple users may be located at a single website or institution. Television advertisements or programs may be displayed on a given user's television set or sets; likewise, online access or advertisement delivery may involve one or more computers or other online interface devices of the user. In some instances, an enterprise having multiple physical locations may be served by a single online or television service, but in other instances, the enterprise may have an internal LAN or WAN that extends the services provided to multiple physical locations. In addition, some computers and televisions are portable and can access services provided from remote locations. Thus, in such instances, the term "user" is used to refer to a person who receives the provided service and does not require a fixed or single location.

User profile-information about a particular user of online access or television services. The profile information may be demographic, may be based on a user's observed online or television-related activities or behaviors, or may be based on published information provided by the user or about a user's reports. The profile information may be explicit (e.g., published or reported) or implicit (e.g., inferred based on other information in the profile). If a user profile includes information collected or generated by only one of those mediums, it may be referred to as an online user profile or a television user profile, as appropriate. The user profile may be collected or generated by one or more sources (i.e., profile providers, see below). The user profile may be stored locally on the user's computer or set-top box (e.g., browser cookie) or remotely on one or more servers, advertisement servers, or online websites, or on different combinations of those components. A single entity may control such multiple locations, or separate entities may separately control different ones of the locations. The various portions of the profile may be linked or associated with each other in any suitable manner by each portion including or referring to a common username, IP address or other online access identifier, or a cookie or label placed on the user's computer. Regardless of the manner and location of storage (local or remote, single location or distributed, single or multiple entity control), the totality of profile information associated with a given user may be collectively referred to as a "user profile". "

Behavioral targeting-the delivery of specific advertisements to a user, the advertisements being selected based on the user's activity, which is typically the most recent activity, including but not limited to: online or television-based searches by users; content that a user browses or otherwise accesses online or on television; online or television advertisements that a user browses, clicks, interacts with, or otherwise accesses; shopping or purchasing by the user online or through a television; as well as any other form of prior user online or television activity.

Central Ad Server (CAS) -a computer server that manages the delivery of ads (television or online) to visitors of online sites or viewers of television programs. The local ad server may typically be run by a single publisher to provide advertisements to visitors of the publisher's website or viewers of a television program, or by a single advertiser to provide advertisements to advertising space that advertisers obtain on various websites or television programs. Third party or remote ad servers are typically located remotely and deliver advertisements of different advertisers to visitors of websites of multiple publishers or viewers of programs. The remote ad server acts as a central channel for delivering ads, enabling advertisers and publishers to track the distribution of their online or television ads, and control the circulation and distribution of their ads throughout the internet or television system from one location. These ads may be stored on the CAS for later delivery, may be transmitted to the CAS and then delivered from the CAS upon receipt of an ad request, or may be delivered from another source in response to an ad request received and routed by the CAS. Examples of third party ad servers include DART for DoubleClick (also known as DFP) for publisher central ad servers and DART for DoubleClick (also known as DFA) for advertiser central ad servers. In some cases, the CAS may be owned or used by a TVP, ISP, STB provider or modem provider, online content provider, profile aggregator, profile distributor, ad broker, ad network, ad exchange, ad broker, online advertiser, media purchasing company, TV advertiser, TV ad space owner, or TV content provider, a representative or agent of any of these entities, or other entity. In some instances, the CAS will operate independently of the ISP or TVP.

Profile provider-an entity that has or collects profile information for targeting advertisements. In this context, a profile provider typically cooperates with a CAS, which receives all or part of the profile information from the profile provider for use in targeted television or online advertising. User profile information derived from online or television activity may include, for example, observed online behavior of a user accessing the internet (e.g., browsed online content browsed or accessed, online searches performed, online purchases made or the time and date of such behavior), observed viewing or interactive behavior of a television viewer (e.g., a television program or advertisement viewed, a reaction to an interactive program or advertisement, or the time and date of such behavior), or demographic information collected from an internet user or television viewer.

Examples of profile providers may include, but are not limited to, any entity that owns or uses: (1) an accessed internet website server; (2) a server that delivers content, images, audio, video, text, or any combination thereof, directly or indirectly (e.g., by redirection) to an online user interface device (such as a computer or other online interface device) through an online access device (such as a modem or router); (3) a server that delivers content, images, audio, video, text, or any combination for television through a set-top box; (4) transmitting the advertisement to an advertisement server of an online user interface device through an online access device; (5) transmitting the television advertisement to an advertisement server of the television through the set-top box; (6) a server that logs activities performed from the user online interface device such as clicking on an advertisement or a link to an advertisement, browsing advertisements, clicking on a link to specific content, searching, requesting product information, receiving specific content, purchasing a product, making a phone call, or any other selected and definable user activity; (7) a server that records activities performed through the user's television such as clicking on an advertisement or a link to an advertisement, browsing advertisements, clicking on a link to specific content, requesting product information, receiving specific content, purchasing a product, or any other selected and definable user activity; or (8) a server that facilitates instant messaging or any other type of communication on behalf of a user.

Another example of a profile provider is: (9) companies that sponsor and have access to programs, such as browser toolbars or desktop search software, located on the user's computer or other online user interface device or on the user's set-top box that can observe the user's online or television activity (as allowed by the user). The profile provider can broadly be: (10) any entity (including an ISP, TVP or ISP/TVP) capable of collecting behavioral profiles (observed online activity or observed browsing or browsing-related activity) or demographic profiles (provided by a user), these profiles typically including a device identifier (e.g., a set-top box identifier or online access identifier) used when the profile was observed or collected, and a date and time when the profile was observed or collected, regardless of whether the entity collected a given profile directly by touching the user's computer or television or indirectly from another entity such as those listed in this or the preceding paragraph. In some cases, the user's online or browsing activity will result in direct contact between the television (via the set-top box) or online user interface device (via the online access device) and the profile provider, e.g., if the profile provider is an online commerce website, where the user makes a purchase, and the online commerce website generates a profile for the user. In other instances, there may not be direct contact between the profile provider and the user, for example, if the user makes a purchase at an online commerce site, which in turn reports information about the user to the profile provider. In some cases, the profile provider may also own or otherwise control the CAS, in which case the user profile may be immediately available to the CAS without transfer between the individual entities.

The profile or portion of the profile provided by the profile provider to the CAS can contain any number of profile information, such as, in one example, only the online access IP address or set-top box IP address or other STB identifier used by the person when the person's profile was collected and the identity of the profile provider. The profile may include, for example, a profile identifier or profile name, a username, or a login ID; the profile may be referenced or contained within a cookie or tag placed on the user's STB or online user interface device. The IP address may be provided by the profile provider itself or may be obtained by the CAS when the user is engaged in any online or television activity or provides a demographic information and redirected to the CAS by the profile provider. If multiple set-top box identifiers or online access identifiers (e.g., IP addresses) change over time, then these identifiers may be associated with a single user profile. In another example, the profile may be more extensive and may include demographic or behavioral information, such as extensive browsing history, shopping or purchase history, browsed content or programs, and other information about the user's characteristics or the user's activities. In some examples, the configuration file includes PII; in other examples, it does not include PII. While the profile provider is an entity, many or most of the actions attributed to the profile provider are actually performed by devices such as computers, servers, software running on those computers or servers, network connection hardware or software, or other devices under the administrative control of the profile provider. Such actions may still be characterized as being performed "by the profile provider," whether automatically, semi-automatically, or manually.

Personally Identifiable Information (PII) -information that can be used to identify a particular person, including but not limited to: name, Social Security Number (SSN), date of birth, street address, email address, static IP address (if any), telephone number (home, work, wireless), financial account number (bank account, credit card account, or any other financial data), driver's license number, car registration number, license plate number, facial photograph, fingerprint, handwriting, or signature, or any other information that may help identify a particular person.

Non-personally identifiable information (non-PII) -information about a person that is not generally available to specifically identify that person, including but not limited to: a city, state or country of residence, age, gender, race, ethnicity, school or workplace (e.g., large enough), wage or income, hobbies, dynamically assigned IP addresses, online websites visited, online searches conducted, or other information useful to know one person but not separately allowing knowledge of information identifying this particular person.

Cookie-a text file placed on the user's computer by a server that also uses browser software to provide content to the user's computer. cookies can typically only be read or modified by servers operating under the same internet domain as the server where the cookie was originally placed. The cookie file may be used to identify computers that have contacted the same domain and may also be used to store PII or non-PII for users of the computers. In a first example, a cookie may be stored by a computer user as a non-PII, such as a previous search made at a website or a page browsed or visited at a website. In a second example, a cookie may be used to store a username used by the user to access the website, user-defined preferences, or various PII segments. The cookie file may also be created, modified or deleted by software located on the user's computer.

Television advertisement (TV advertisement) -full screen video advertisement, partial screen video advertisement, banner advertisement, text advertisement, audio advertisement, or any other form of advertisement suitable for delivery to a television and visual or audible display by the television.

As schematically shown in fig. 1, an online user accesses the internet 10 through the user's Internet Service Provider (ISP)22 using a computer 34 and modem 32. As a user engages in various online activities, online user profiles are collected or generated by one or more profile providers (e.g., the owners or controllers of Central Advertising Server (CAS)40 or online site 50). The online user profile may contain demographic information about the user, may include information about the user's online behavior, or may include information provided by the user or published online about the user. These categories of profile information may overlap.

Examples of demographic information may include, but are not limited to: age, gender, race, ethnicity, religion, education, income, debt level, credit report entry, work or occupation, employment status, employer, marital status, parent status, home owner or lessor geographic location. Examples of behavioral information may include, but are not limited to: the time and date of the online content viewed or accessed, the online search performed, the online purchase made, or such action. Examples of published information may include, but are not limited to: the user's published interests in areas of hobbies, social or leisure activities, occupation or side effects, or particular themes. The profile may or may not contain personally identifiable information.

The information in the online user profile may be obtained or generated by soliciting information from the user, by tracking or recording the user's online activity, or by inference based on the solicited, tracked, or recorded information.

The online user profile information may be stored locally on the user's computer (e.g., as cookies) or remotely (e.g., on one or more servers, advertisement servers, or online websites). In some instances, the entire online user profile may be stored in a single location, while in other instances, the online user profile information may be distributed across multiple locations. A single entity may control such multiple locations, or separate entities may separately control different locations.

Information from the online user profile may be used to select targeted television advertisements for display to the online user when the user is watching television.

An association between the online user profile and the corresponding set-top box through which the user receives any suitable type of television service, such as cable, IPTV, VOD, is required to enable targeted television advertisements to be delivered or transmitted to the television at the user's location (as in fig. 2). Such associations may be established or provided in any suitable manner, including those disclosed in the above-referenced, incorporated applications serial numbers 11/736,544 and 11/968,117.

In one embodiment, the online user profile and the set-top box identifier are associated by each being associated with the same corresponding online access identifier (e.g., an IP address or portion thereof of a modem, network adapter, router, or other online access device or user interface device). In one implementation, the online access identifier and the set-top box identification may be associated by an online access identifier that is referenced or contained in an online user profile. In another implementation, the online access identifier and the first set-top box identifier may be associated in a database. The online user profile and set-top box identifier may be associated with or without personally identifiable information about the user as needed, desired, or required.

In another embodiment, the online user profile originates, at least in part, from an online user interface device (e.g., a computer), and the online user profile and the set-top box identifier are associated by the set-top box and the online user interface device being connected to a public Local Area Network (LAN). In one such arrangement, the online access identifier corresponding to the set-top box and the online access identifier corresponding to the user interface device are the same (e.g., a 32-bit IP address of a modem connecting the LAN to the Internet according to IPv 4; as shown in FIGS. 1 and 2). In another such arrangement, the online access identifier corresponding to the set-top box and the online access identifier corresponding to the user interface device share a common portion of their respective online access identifiers (e.g., they share the first 64 bits of their respective 128-bit IP addresses used according to IPv 6). Other such public LAN arrangements may be employed. Although a connection between modem 32 and STB 36 is shown in fig. 1 and 2, such a connection need not exist in every implementation, including those described in the preceding paragraphs.

The targeted television advertisements may be delivered or transmitted to the user's set-top box (STB)36 from any suitable entity (e.g., from CAS 40 through TVP24, from CAS 40 through ISP 22, from online site 50, or from another server, ad server, or online site, as shown in FIG. 2). The entity that selects the targeted television advertisement may display the advertisement or schedule the display of the advertisement, or cause another entity to display the advertisement or schedule the display of the advertisement. These actions may include transmitting the selected television advertisement, transmitting a title or other identifier of the selected television advertisement, redirecting an online user to an advertisement server, or transmitting instructions or other information for identifying, locating, or displaying the selected television advertisement.

The targeted television advertisement may be transmitted or delivered to the STB 32 when it is to be displayed, or it may be transmitted and delivered prior to display and storage in the STB 32 or a digital video recorder (DVR, not shown). The targeted television advertisement is displayed on a television 38 or other suitable television display device via STB 32.

It would be desirable to increase the likelihood that targeted television advertisements are displayed while the user, particularly the same person who configured the online user for the targeted television advertisements to be selected, is watching television. If a targeted television advertisement based on the first user's online user profile is displayed while a different, second user is watching television, then the targeted television advertisement is more likely to be wasteful or ineffective.

The likelihood of displaying targeted television advertisements when a predetermined target (i.e., user) is watching television may be increased by displaying targeted television advertisements associated with particular television programs or channels that the user has indicated particular preferences or favorites. A user is more likely to view television advertisements for that user (based on the user's online profile) if displayed in conjunction with the user's favorite or preferred television programs or channels.

The user's online profile may include information indicating the user's preferences for a particular television program or channel. The user's preference for a particular television program or channel may be indicated explicitly or implicitly. Explicitly indicated embodiments may include, but are not limited to: (a) the user answers survey questions (e.g., "what do you like a television show"), or (b) the user lists one or more favorite television shows or channels as part of the social networking website profile.

Examples of implicit indications may include, but are not limited to: (a) a user visits an online website of television programs or channels multiple times, (b) the user downloads or online watches one or more episodes of television programs (as opposed to through the user's television service), (c) the user participates in an online forum or discussion group about television programs or channels, (d) the user purchases (online) merchandise (such as clothing, books, magazines, screensavers, ringtones, or music albums) related to a television program or channel, (e) the user browses online content or makes an online purchase in a manner that identifies a television program or channel as having been watched by the user in response to a television advertisement during a television program or at an earlier time shown on a television channel, for example, (i) because the user's activity indicates the use of a coupon, discount, or code as part of an advertisement during the program in question or on the channel in question, or (ii) because advertisements are only delivered during a single program, a small number of programs, or on a single channel, or (f) a user consults an online program guide multiple times and browses for items about a particular program or channel.

An example of a combination of explicit and implicit indications is to treat TV programs as indicated when they share the same subject matter with one or (better) a plurality of TV programs that are explicitly identified online as favorite programs. For example, if the user explicitly indicates three or more science fiction programs as favorite programs, the system may treat all science fiction programs as having been implicitly indicated.

In any event, the online user profile may include information indicating the user's preferences for a particular television program or channel, which may be used to select the particular television program or channel as the appropriate one for displaying the targeted television advertisement. FIG. 3 is an exemplary flow chart schematically illustrating this process; the order of the steps is illustrative and may be varied as needed or desired.

As shown in fig. 3, the targeted television advertisement may be automatically displayed in conjunction with the display of the selected television program or channel (via the user's set-top box). Television programs viewed through the user's set top box (during broadcast, unicast, or recorded playback; through cable, IPIV, VOD, internet-based sources, or other suitable sources) may be monitored and programs that have been indicated as preferred or favored may be identified. Such monitoring may be accomplished locally by the set-top box, remotely by a server to which the set-top box reports its activity, remotely by a server that transmits the television program to the set-top box, or by other suitable arrangements. Once a program is so identified, targeted television advertisements, whether selected in advance or in real time, may be inserted into the identified, selected television program by the server delivering the program, by the set-top box, or by another server constructed and connected for this purpose.

Most often, targeted television advertisements are selected based at least in part on information from a user profile that is not related to a particularly preferred television program or channel. For example, the first user may search for car insurance online, and may (separately) indicate that "Law & Order" is a particularly preferred television program. The car insurance and "Law & Order" are not necessarily relevant, however the exemplary method may allow a television advertisement for car insurance to be displayed during a episode of "Law & Order" by the first user's set-top box. Under the same exemplary approach, a second user who also indicates "Law & Order" as a particularly favorite television program but who browses the online travel website for a particular travel destination may receive television advertisements for flights to the destination or hotels at the destination that may also be displayed during a collection of "Law & Order" showings through the second user's set-top box.

In a second embodiment, the first user searches for cars online and indicates (separately, and not necessarily during the same online period) "Lost" as a particularly favorite television program. A second user of The same household (or other common physical location) browses The medical information website (possibly at a different time than when The first user performed The search) and indicates (separately, and not necessarily during The same online period as when The second user browses The medical information website) "The Discovery Channel" as a particularly preferred television Channel.

The two users may have different respective online user profiles through the use of different computers or through the use of different user accounts or user IDs on the same computer. If two users in a single home (or other single physical location) share a common online access IP address or other similar online access identifier (e.g., by sharing a computer, modem, or router), their profiles may still be different and may be distinguished by different profile identifiers (e.g., different browser cookies, one of which is associated with each profile). If two users have different online access identifiers (e.g., different IP addresses or different portions of an IP address in an IPv6 implementation), their respective profiles may be distinguished by different profile identifiers or by different online access identifiers.

According to these different profiles (each profile associated with a set-top box identifier), an exemplary method may cause the display of automotive television advertisements during the rebroadcast of a set of "Lost" programs by the set-top box, and the display of television advertisements of the health insurance program during the rebroadcast of "Discovery Channel" programs by the same set-top box (or different set-top boxes but also located at the user's common physical location and also associated with the online user profile).

In a third embodiment, the first online user profile includes demographic information indicating that the first user is a 46 year old female engineer with a master's degree, has been married and has two children, and has a household income of $ 13 ten thousand per year. The same online user profile also contains behavior information indicating that she viewed the online program guide multiple times and browses the "MythBusters" item in the guide.

According to an implementation using this information in this embodiment, the advertisement server or computer-controlled method may select television advertisements based on demographic information in the first online user profile. For example, the advertisement server may be programmed to display advertisements for calcium supplements for highly educated women over the age of 40 and having children and high disposable income, because the product is particularly good in this demographic subgroup. If so, an advertisement for a calcium supplement may be displayed by the first user's set top box in conjunction with a collection of "MythBuster". If The second online user profile includes exactly The same demographic information for The second online user, but The second user has visited The "The daisy Show" online website multiple times, this embodiment may allow The ad server or computer-controlled method to select exactly The same targeted television ads for The same reason, but instead display The ads during a set of "The daisy Show" through The second user's set-top box.

The given embodiment is intended to represent the type of program or advertisement selection in various categories of attributes or features rather than a specific spot-off. For example, the age may be arbitrarily selected and may vary to different specific ages or age ranges, and exemplary interests and hobbies are arbitrary and not primary for the purpose being achieved. This applies also to the embodiments given elsewhere herein.

As with the embodiments described above, the television advertisements selected for targeted display based on information in the online user profile may or may not be directly related to the information of the profile. In various cases, the relationship between the profile and the advertisement may be direct (e.g., online searching for tickets to a particular concert, obtaining targeted television advertisements for that concert), indirect (e.g., online browsing through a Disney site, obtaining targeted television advertisements for the Anaheim Hotel), general behavioral (e.g., online browsing through a hunting site, obtaining targeted television advertisements for beer), or strictly demographic (e.g., 50 year old women, obtaining targeted television advertisements for anti-wrinkle frost).

The disclosed systems and methods also provide an opportunity for delivering targeted television advertisements that may be considered "counterintuitive". For example, a 70 year old retirement piano player who often attends an online forum for professional wrestling may be shown an advertisement for a classical music show or recording during a "WWE Raw" program that is shown through her set-top box-typically without the advertising opportunities that are utilized or even considered using more traditional advertising models.

The display of targeted television advertisements in conjunction with a user-specified preferred television Channel (as opposed to a program) may be more effective for specialized or narrowcast (niche) television channels (e.g., Discovery Channel, animalplan, community center, History Channel) rather than general purpose television networks (e.g., ABC, CBS, NBC, Fox), and it may be desirable to limit the implementation of the disclosed methods to such narrowcast channels. However, the method according to the embodiments discussed herein may be applied to user selection of a preferred channel (from a narrowcast channel to a primary network) of any type or with any degree of specificity.

The display of targeted television advertisements in conjunction with particularly preferred television programs or channels may be accomplished in a variety of ways. In one embodiment, the targeted television advertisement 104 may be played time-interleaved with the selected television program 102 (FIG. 4A), or immediately before or after the selected television program 102 (FIGS. 4B and 4C), or it may be played on the television screen 99 in spatial association with the selected television program 102 (e.g., overlapping as shown in FIGS. 5A and 5B, or juxtaposed as shown in FIGS. 5C-5E). The selected television program 102 may or may not also include other temporally interleaved or spatially combined advertisements (not shown). The selected television advertisement may be displayed during a back portion of a television program immediately preceding the selected program or during a beginning portion of a television program immediately following the selected program. In any of these embodiments, the targeted television advertisement may be displayed immediately before, during, or after broadcast display of the selected television program, or immediately before, during, or after delayed display of the selected television program (e.g., by recording and then watching a DVR, or by a video-on-demand system).

If the ad server selects a television channel preferred by the syndicated user to display targeted television ads (as opposed to preferred programs), then the targeted ads may be played in either of the above manners, depending on the implementation, (a) during the playing of any program on the preferred channel, or (b) only during certain programs on the channel.

The above-described embodiments, while somewhat numerous, describe only a few embodiments of the disclosed systems and approaches, and it should be recognized that the various specifically discussed embodiments fall into a broad category of embodiments directed to targeted television advertisements that are (a) selected based on behavioral, demographic, or published information in an online user profile, and (b) displayed in conjunction with television programs or television channels for which the online user has specifically indicated preferences (explicitly or implicitly). Myriad other embodiments, aspects, and variations exist within the scope of this more broadly disclosed class of embodiments, regardless of whether all such embodiments are specifically set forth herein.

In any of the disclosed implementations, each necessary step may be performed by a single entity (e.g., a profile provider) or in the cooperation of multiple different entities (equivalently, by computer systems controlled by a single entity or multiple computer systems, each controlled by a different entity). For example, online user profile information indicating preferred television programs may be collected through an online website controlled by one entity, while online user profile information for selecting targeted advertisements may be collected through an advertisement server controlled by another entity.

Other specific examples include, but are not limited to: (a) the single entity may provide at least a portion of the online user profile, select a targeted television advertisement based on the online user profile, select a television program based on the online user profile, and schedule display of the selected advertisement in conjunction with the selected program; (b) the first entity may select a targeted television advertisement based on online user profile information provided by the second entity, select a television program based on online user profile information provided by the third entity, and schedule display of the selected advertisement in conjunction with the selected program; (c) the first entity may select targeted television advertisements based on an online user profile, the second entity may select television programs based on the online user profile, and the second entity may schedule display of selected advertisements in conjunction with the selected programs; or (d) the first entity may select a targeted television advertisement based on the online user profile, the second entity may select a television program based on the online user profile, the second entity may schedule transmission of the selected advertisement and the selected program to the television provider, and the television provider may schedule display of the selected advertisement in conjunction with the selected program. Countless other scenarios may be implemented.

In any embodiment that includes the delivery of targeted television advertisements, these television advertisements may be provided by various sources or entities. The above-referenced incorporated applications serial numbers 11/736,544 and 11/968,117 disclose embodiments of various sources for targeting television advertisements.

In any of the disclosed implementations, revenue may be generated and distributed among the involved entities in a variety of ways. The above-referenced incorporated applications, serial numbers 11/736,544 and 11/968,117, disclose various embodiments, including features that include compensating profile providers for enabling targeting of television advertisements.

The systems and methods disclosed herein may be implemented as a general purpose or special purpose computer or other programmable hardware device that is programmed by software, or as hardware or devices that are "programmed" by hard wiring, or a combination of both. Computer programs, or other software, if used, may be implemented in temporary or permanent memory or in removable media, for example, by including programming in microcode, object-oriented code, cooperating Web-based distributed software modules, RAM, ROM, CD-ROM, DVD-ROM, hard disk, usb disk, flash memory, optical media, magnetic media, semiconductor media, or any future storage alternatives.

It is intended that equivalents of the disclosed exemplary embodiments and methods shall fall within the scope of this disclosure or the appended claims. It is intended that the disclosed exemplary embodiments and methods, and equivalents thereof, may be modified while remaining within the scope of the disclosure or appended claims.

For purposes of this disclosure and the appended claims, the conjunction "or" should be interpreted inclusively (e.g., "dog or cat" would be interpreted as "dog, or cat, or both"; e.g., "dog, cat, or mouse" would be interpreted as "dog, or cat, or mouse, or any two, or all three), unless: (i) it is also explicitly stated, for example, that by using: just one of "or.. or", or similar language; or (ii) two or more of the listed alternatives are mutually exclusive in certain circumstances, in which case the "or" will include only those combinations involving alternatives that are not mutually exclusive. For the purposes of this disclosure and the appended claims, the words "comprising," "including," "having," and variations thereof are to be construed as open-ended terms, having the same meaning as if the phrase "at least" were appended to each instance thereof.

Claims (41)

1. An automated computer-implemented method comprising automatically scheduling display of a first selected television advertisement in conjunction with display of a first selected television program or channel, wherein:

(a) the first television program or channel is selected based at least in part on information from a first online user profile, the information indicating preferences of a first user for the television program or channel;

(b) the first television advertisement is selected based at least in part on additional information from the first online user profile that is unrelated to the first selected television program or channel; and

(c) the first selected television advertisement and the first selected television program or channel are displayed via a first set-top box having a corresponding first set-top box identifier associated with the first online user profile.

2. The method of claim 1, further comprising automatically scheduling display of a second selected television advertisement in conjunction with display of a second selected television program or channel, wherein:

(d) the second television program or channel is selected based at least in part on information from a second online user profile, the information indicating a second user's preference for the second television program or channel;

(e) the second television advertisement is selected based at least in part on additional information from the second online user profile that is unrelated to the second selected television program or channel;

(f) the second selected television advertisement and the second selected television program or channel are displayed by a second set-top box having a corresponding second set-top box identifier associated with the second online user profile; and

(g) the selection of which television advertisement to display through which set top box depends on the difference between the first online user profile and the second online user profile.

3. The method of claim 1, further comprising automatically scheduling display of a second selected television advertisement in conjunction with display of a second selected television program or channel, wherein:

(d) the second television program or channel is selected based at least in part on information from a second online user profile, the information indicating a second user's preference for the second television program or channel;

(e) the second television advertisement is selected based at least in part on additional information from the second online user profile that is unrelated to the second selected television program or channel;

(f) the second selected television advertisement and the second selected television program or channel are displayed via the first set-top box, the respective first set-top box identifier being associated with the second online user profile; and

(g) the selection of which television advertisement to display in association with which selected television program or channel depends on the difference between the first online user profile and the second online user profile.

4. The method of claim 1, wherein the first online user profile includes an explicit indication of a preference for the first selected program.

5. The method of claim 1, wherein the first online user profile includes an implicit indication of a preference for the first selected program.

6. The method of claim 1, wherein the additional information from the first online user profile used to select the first television advertisement includes demographic information about a user.

7. The method of claim 1 wherein the additional information from the first online user profile used to select the first television advertisement includes information about user online activity.

8. The method of claim 1 wherein the additional information from the first online user profile used to select the first television advertisement includes information about a user's publication.

9. The method of claim 1 wherein the first online user profile and the first set-top box identifier are associated by each being associated with a common online access identifier.

10. The method of claim 9 wherein the online access identifier and the first set-top box identifier are associated by referencing or including the online access identifier in the first online user profile.

11. The method of claim 9 wherein the online access identifier and the first set-top box identifier are associated in a database.

12. The method of claim 9 wherein the online access identifier and the first set-top box identifier are associated by the online access device corresponding to the online access identifier and the first set-top box connecting to a public local area network.

13. The method of claim 1 wherein the first online user profile and the first set-top box identifier are associated without utilizing personally identifiable information about the user.

14. The method of claim 1, wherein the first selected advertisement is displayed in conjunction with a broadcast display of the first selected television program.

15. The method of claim 1 wherein the first selected advertisement is displayed in conjunction with the delayed display of the first selected television program.

16. The method of claim 1, wherein the first selected television advertisement is spatially combined or temporally interleaved with the first selected television program.

17. The method of claim 1, wherein the first selected television advertisement is displayed immediately before or after the display of the first selected television program.

18. A system comprising at least one computer structured and connected to automatically schedule display of a first selected television advertisement in conjunction with display of a first selected television program or channel, wherein:

(a) the first television program or channel is selected based at least in part on information from a first online user profile, the information indicating preferences of a first user for the television program or channel;

(b) the first television advertisement is selected based at least in part on additional information from the first online user profile that is unrelated to the first selected television program or channel; and

(c) the first selected television advertisement and the first selected television program or channel are displayed via a first set-top box having a corresponding first set-top box identifier associated with the first online user profile.

19. An article comprising a tangible medium encoding computer readable instructions that, when applied to at least one computer, instruct the at least one computer to automatically schedule display of a first selected television advertisement in conjunction with display of a first selected television program or channel, wherein:

(a) the first television program or channel is selected based at least in part on information from a first online user profile, the information indicating preferences of a first user for the television program or channel;

(b) the first television advertisement is selected based at least in part on additional information from the first online user profile that is unrelated to the first selected television program or channel; and

(c) the first selected television advertisement and the first selected television program or channel are displayed via a first set-top box having a corresponding first set-top box identifier associated with the first online user profile.

20. A computer-implemented method comprising automatically:

(a) selecting a first television program or channel based at least in part on information from a first online user profile, the information indicating preferences of a first user for the television program or channel;

(b) selecting a first television advertisement based at least in part on additional information from the first online user profile that is not related to the first selected television program or channel; and

(c) arranging or transmitting instructions for displaying the first selected television advertisement via a first set-top box in conjunction with displaying the first selected television program or channel via the first set-top box, the first set-top box having a corresponding first set-top box identifier associated with the first online user profile.

21. The method of claim 20, further comprising automatically:

(d) selecting a second television program or channel based at least in part on information of a second online user profile, the information indicating preferences of a second user for the second television program or channel;

(e) selecting a second television advertisement based at least in part on additional information from the second online user profile that is not related to the second selected television program or channel; and

(f) scheduling or transmitting instructions for displaying the second selected television advertisement via a second set-top box in association with the display of the second selected television program or channel, the second set-top box having a corresponding second set-top box identifier associated with the second online user profile,

(g) wherein the selection of which television advertisement to display through which set top box depends on the difference between the first online user profile and the second online user profile.

22. The method of claim 20, further comprising automatically:

(d) selecting a second television program or channel based at least in part on information from a second online user profile, the information indicating a second user's preference for the second television program or channel;

(e) selecting a second television advertisement based at least in part on additional information from the second online user profile that is not related to the second selected television program or channel; and

(f) arranging or transmitting instructions for displaying the second selected television advertisement via the first set-top box in association with the display of the second selected television program or channel, the corresponding first set-top box identifier being associated with the second online user profile,

(g) wherein the selection of which television advertisement to display in association with which selected television program or channel depends on the difference between the first online user profile and the second online user profile.

23. The method of claim 20 wherein the first online user profile includes an explicit indication of a preference for the first selected program.

24. The method of claim 20 wherein the first online user profile includes an implicit indication of a preference for the first selected program.

25. The method of claim 20 wherein the additional information from the first online user profile used to select the first television advertisement includes demographic information about the user.

26. The method of claim 20 wherein the additional information from the first online user profile used to select the first television advertisement includes information about user online activity.

27. The method of claim 20 wherein the additional information from the first online user profile used to select the first television advertisement includes information about a user's publication.

28. The method of claim 20 wherein the first online user profile and the first set-top box identifier are associated by each being associated with a common online access identifier.

29. The method of claim 28 wherein the online access identifier and the first set-top box identifier are associated by referencing or including the online access identifier in the first online user profile.

30. The method of claim 28 wherein the online access identifier and the first set-top box identifier are associated in a database.

31. The method of claim 28 wherein the online access identifier and the first set-top box identifier are associated by an online access device corresponding to the online access identifier and the first set-top box connecting to a public local area network.

32. The method of claim 20 wherein the first online user profile and the first set-top box identifier are associated without utilizing personally identifiable information about the user.

33. The method of claim 20 wherein the first selected advertisement is displayed in conjunction with a broadcast display of the first selected television program.

34. The method of claim 20 wherein the first selected advertisement is displayed in conjunction with the delayed display of the first selected television program.

35. The method of claim 20 wherein the first selected television advertisement is spatially combined or temporally interleaved with the first selected television program.

36. The method of claim 20 wherein the first selected television advertisement is displayed immediately before or after the display of the first selected television program.

37. A system comprising at least one computer, the computer being constructed and connected to automatically:

(a) selecting a first television program or channel based at least in part on information from a first online user profile, the information indicating preferences of a first user for the television program or channel;

(b) selecting a first television advertisement based at least in part on additional information from the first online user profile that is not related to the first selected television program or channel; and

(c) arranging or transmitting instructions for displaying the first selected television advertisement via a first set-top box in conjunction with displaying the first selected television program or channel via the first set-top box, the first set-top box having a corresponding first set-top box identifier associated with the first online user profile.

38. An article comprising a tangible medium encoding computer readable instructions that, when applied to at least one computer, instruct the at least one computer to automatically:

(a) selecting a first television program or channel based at least in part on information from a first online user profile, the information indicating preferences of a first user for the television program or channel;

(b) selecting a first television advertisement based at least in part on additional information from the first online user profile that is not related to the first selected television program or channel; and

(c) arranging or transmitting instructions for displaying the first selected television advertisement via a first set-top box in conjunction with displaying the first selected television program or channel via the first set-top box, the first set-top box having a corresponding first set-top box identifier associated with the first online user profile.

39. A computer-implemented method comprising automatically:

(a) receiving an indication of a selection of a first television advertisement, the selection based at least in part on information from a first online user profile;

(b) selecting a first television program or channel, the selecting based at least in part on additional information from the first online user profile, the additional information indicating a first user's preference for the television program or channel and being unrelated to the first selected television advertisement; and

(c) arranging or transmitting instructions for automatically displaying the first selected television advertisement via a first set-top box in conjunction with displaying the first selected television program or channel via the first set-top box, the first set-top box having a corresponding first set-top box identifier associated with the first online user profile.

40. A computer-implemented method comprising automatically:

(a) receiving an indication of a selection of a first television program or channel, the selection based at least in part on information from a first online user profile, the information indicating preferences of a first user for the television program or channel;

(b) selecting a first television advertisement, the selecting based at least in part on additional information from the first online user profile, the additional information being unrelated to the first selected television program or channel; and

(c) arranging or transmitting instructions for displaying the first selected television advertisement via a first set-top box in conjunction with displaying the first selected television program or channel via the first set-top box, the first set-top box having a corresponding first set-top box identifier associated with the first online user profile.

41. A computer-implemented method comprising automatically:

(a) receiving an indication of a selection of a first television program or channel, the selection based at least in part on information from a first online user profile, the information indicating preferences of a first user for the television program or channel;

(b) receiving an indication of a selection of a first television advertisement, the selection based at least in part on additional information from the first online user profile, the additional information being unrelated to the first selected television program or channel; and

(c) arranging or transmitting instructions for displaying the first selected television advertisement via a first set-top box in conjunction with displaying the first selected television program or channel via the first set-top box, the first set-top box having a corresponding first set-top box identifier associated with the first online user profile.