WO2018067731A1

WO2018067731A1 - Dynamic real-time product placement within virtual reality environments

Info

Publication number: WO2018067731A1
Application number: PCT/US2017/055187
Authority: WO
Inventors: Andre LORENCEAU
Original assignee: Livelike Inc
Current assignee: Livelike Inc
Priority date: 2016-10-04
Filing date: 2017-10-04
Publication date: 2018-04-12
Anticipated expiration: 2019-04-04

Abstract

Dynamic real-time product placement within virtual reality environments is provided. In various embodiments, a center of a field of view of a user in a virtual or augmented reality session is determined. The angular distance between an object of interest and the center of the field of view of the user is determined. A scaling factor is determined based on the angular distance. A cost is determined for displaying the object of interest in the virtual reality session.

Description

DYNAMIC REAL-TIME PRODUCT PLACEMENT WITHIN VIRTUAL REALITY

ENVIRONMENTS

BACKGROUND

[0001] Embodiments of the present invention relate to virtual reality content and systems, and more specifically, to dynamic real-time product placement within virtual reality environments.

BRIEF SUMMARY

[0002] According to embodiments of the present disclosure, methods of and computer program products for product placement within virtual or augmented reality environments are provided. A center of a field of view of a user in a virtual reality session is determined. The angular distance between an object of interest and the center of the field of view of the user is determined. A scaling factor is determined based on the angular distance. A cost is determined for displaying the object of interest in the virtual reality session.

[0003] In some embodiments, determining the center of the field of view of the user comprises head tracking. In some embodiments, determining the center of the field of view of the user comprises eye tracking. In some embodiments, determining the scaling factor comprises computing a cortical magnification value. In some embodiments, determining the scaling factor comprises selecting a scaling factor based on a region of the human eye corresponding to the angular distance.

[0004] In some embodiments, the object of interest is a product. In some embodiments, the object of interest is an advertisement.

[0005] In some embodiments, the cost comprises a price per unit time. BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS

[0006] Fig. 1 illustrates the field of view regions of the human eye.

[0007] Fig. 2 illustrates the receptor density of the human eye.

[0008] Fig. 3 depicts an exemplary system for dynamic real-time VR product placement according to embodiments of the present disclosure.

[0009] Fig. 4 illustrates a method of dynamic real-time VR product placement according to embodiments of the present disclosure.

[0010] Fig. 5 depicts a computing node according to an embodiment of the present invention.

DETAILED DESCRIPTION

[0011] With the rise of virtual reality (VR) and augmented reality (AR) applications, there is an opportunity to provide new advertising systems and methods that capitalize on immersive environments. For example, in VR presentations of virtual spaces, product placement may be provided and marketed to brand owners. Several types of advertisements are possible, including product placements of various sizes through regular or 360 video, in any pre-rendered or 3D space. However, with the emergence of the ability to provide advertising in immersive environments, there is a need to effectively evaluate a given placement to enable dynamic pricing and provisioning.

[0012] Accordingly, according to various embodiments of the present disclosure, systems and methods are provided that quantify the value of a given product placement location in virtual space, in real time, based on the user's center of vision in virtual reality. [0013] It will be appreciated that a variety of virtual and augmented reality devices are known in the art. For example, various head-mounted displays providing either immersive video or video overlays are provided by various vendors. Some such devices integrate a smart phone within a headset, the smart phone providing computing and wireless communication resources for each virtual or augmented reality application. Some such devices connect via wired or wireless connection to an external computing node such as a personal computer. Yet other devices may include an integrated computing node, providing some or all of the computing and connectivity required for a given application.

[0014] Virtual or augmented reality displays may be coupled with a variety of motion sensors in order to track a user's motion within a virtual environment. Such motion tracking may be used to navigate within a virtual environment, to manipulate a user's avatar in the virtual environment, or to interact with other objects in the virtual environment. In some devices that integrate a smartphone, head tracking may be provided by sensors integrated in the smartphone, such as an orientation sensor, gyroscope, accelerometer, or geomagnetic field sensor. Sensors may be integrated in a headset, or may be held by a user, or attached to various body parts to provide detailed information on user positioning.

[0015] In some embodiments, cortical magnification is evaluated for a given location. Cortical magnification describes how many neurons in an area of the visual cortex are responsible for processing a stimulus of a given size, as a function of visual field location. In the center of the visual field, corresponding to the center of the fovea of the retina, a very large number of neurons process information from a small region of the visual field. If the same stimulus is seen in the periphery of the visual field (i.e., away from the center), it would be processed by a much smaller number of neurons. The reduction of the number of neurons per visual field area from foveal to peripheral representations is achieved in several steps along the visual pathway, starting already in the retina. Visual performance depends on the amount of cortical tissue devoted to the task. As an example, spatial resolution (i.e., visual acuity) is best in the center of the fovea and lowest in the far periphery.

[0016] In some embodiments, cortical magnification is given as millimeters of cortical surface per degree of visual angle and determined by Equation 1 , where E is the eccentricity in degrees, A is the cortical scaling factor (in mm) and e₂ represents the eccentricity (in degrees) at which a stimulus subtends half the cortical distance that it subtends at the fovea. In other words, e₂ corresponds to the eccentricity at which an object's cortical coverage is halved. Further discussion of cortical magnification is available in Robert F. Dougherty, Volker M. Koch, Alyssa A. Brewer, Bernd Fischer, Jan Modersitzki, Brian A. Wandell; Visual field representations and locations of visual areas Vl/2/3 in human visual cortex; Journal of Vision 2003;3(10): 1. doi: 10.1167/3.10.1, which is hereby incorporated by reference. In some embodiments, A and e₂ may be predetermined according to the demographics of a user base, or an estimate of user characteristics. In some embodiments, A and e₂ are determined based upon an individual user's characteristics, such as age and visual acuity.

A

M linear (^) _? i Equation 1

[0017] By determining cortical magnification, the effective visual fidelity of an item may be determined based on the distance from a viewer's center of view. This corresponds to a viewer's likelihood of recognizing the object. [0018] In a VR environment, the center of a user's field of view is always known by virtue of their head being fixed in a headset. In some systems, eye tracking enables determination of a viewer's fovea gaze direction. Accordingly, cortical magnification may be determined in real time based on the current field of view. It will be appreciated that the above is applicable to virtual and augmented reality environments in general, including those that are presented without a headset. For example, a magic window implementation of VR or AR uses the display on a handheld device such as a phone as a window into a virtual space. By moving the handheld, by swiping, or by otherwise interacting with the handheld device, the user shifts the field of view of the screen within the virtual environment. A center of a user's field of view can be determined based on the orientation of the virtual window within the virtual space without the need for eye- tracking. However, in devices including eye-tracking, more precision may be obtained.

[0019] In some embodiments of the present disclosure, pricing of an advertisement such as a product placement is computed at regular intervals based on a user's field of view. In some embodiments, the price of an advertisement is scaled based on cortical magnification. In some embodiments, the pricing is provided as a rate per unit time.

[0020] In an exemplary embodiment, the price of an advertisement per second is given by Equation 2. In this case, a base cost is predetermined. In some embodiments, a constant k = M(0), thus providing that the base cost corresponds to the cost at the center of vision. However, in other embodiments, k = 1 or another predetermined value. In yet other embodiments, k is a function depending on distance from the center of vision. The base cost is scaled according to the cortical magnification M. In this example, a cost per second of viewing is given. However, it will be appreciated that additional intervals are suitable for pricing according to various embodiments. Thus, for a branded cola can appearing at the center of view, a base cost of, e.g., $0.10 per second may be assessed. As a user's view changes such that the branded article moves from the center of the field of view, the cost of the placement is reduced accordingly.

M

cost_$/s =—baseCost_$/s

Equation 2

[0021] In a rich immersive environment, many brands may appear. Accordingly, the present disclosure enables real time valuation of each individual advertisement based on its location in the VR scene. In this way, advertiser spend correlates more strongly with actual user exposure to the product placement. In addition, a content provider may offer a broader range of prices and placements.

[0022] Referring now to Fig. 1, the field of view regions of the human eye are illustrated. The human eye can only perceive the highest resolution in a limited 5° central area 101. Visual acuity quickly falls off as an object leaves central area 101 for paracentral area 102, near peripheral area 103, mid-peripheral area 104, and far peripheral area 105. As described above, in some embodiments, valuation may be based upon the position of a product within one of these regions. In particular, while certain embodiments apply cortical magnification as a the scaling factor, other embodiment apply a constant scaling factor predetermined for each of several regions of the human field of view.

[0023] Referring now to Fig. 2, the receptor density in the human eye is illustrated. The spatial resolution of the human visual field drops greatly from the center to the edges. Each eye has approximately six million retinal cone cells. These are packed much more tightly in the fovea, defining the center of the visual field, than at the edges of the retina. The fovea is only about 1% of the retina, but the brain's visual cortex devotes about 50% of its area to input from the fovea. Foveal cone cells connect 1 : 1 to the ganglial neuron cells that begin the processing and transmission of visual data, while elsewhere on the retina, multiple photoreceptor cells (cones or rods) connect to each ganglion cell. Thus, there is a marked change of effective resolution between the fovea and the edges of vision.

[0024] Referring now to Fig. 3, an exemplary system for product placement within virtual reality environments is illustrated. While participating in a virtual reality environment, such as by using a VR headset, the position of a user's view is tracked 301. In some embodiments, the user's view is determined by head tracking. In some embodiments, the user's view is determined by eye tracking. In embodiments that lack eye tracking, the user may be assumed to be looking towards the center of the overall field presented in the headset. Concurrently with the tracking of a user's view, the position of a product or ad is tracked 302. The product may include an advertisement, or may be an identifiable product. Based on the distance between the center of a user's view and the location of a given product or ad, a distance is calculated 303. Multiple items of interest or ads in the same scene may be tracked in this manner.

[0025] Based upon the distance between the center of view and the item of interest or ad, a scaling factor is computed 304. The scaling factor may be determined by any of the equations or techniques discussed above. Based on the scaling factor and the distance, a price is computed 305. In some embodiments, the price is a per unit time price. In some embodiments, the price is a per impression price. Viewing information, including distance to center of view, computed scaling factors, number of impressions, and duration of impressions is sent to storage 306 for further analysis and billing. Upon conclusion 308 of an event, such as a game, viewing information is retrieved from storage 307. A total price is computed 309. Any price averaging is applied 310. The relevant sales model is applied 311 to invoice a client, post the transaction to an existing account, etc. It will be appreciated that systems and methods according to the present disclosure are suited for use with an existing ad server.

[0026] Referring now to Fig. 4, a method of product placement within virtual reality

environments is illustrated. At 401, a center of a field of view of a user in a virtual reality session is determined. At 402, the angular distance between an object of interest and the center of the field of view of the user is determined. At 403, a scaling factor is determined based on the angular distance. At 404, a cost is determined for displaying the object of interest in the virtual reality session.

[0027] Referring now to Fig. 5, a schematic of an example of a computing node is shown.

Computing node 10 is only one example of a suitable computing node and is not intended to suggest any limitation as to the scope of use or functionality of embodiments of the invention described herein. Regardless, computing node 10 is capable of being implemented and/or performing any of the functionality set forth hereinabove.

[0028] In computing node 10 there is a computer system/server 12, which is operational with numerous other general purpose or special purpose computing system environments or configurations. Examples of well-known computing systems, environments, and/or

configurations that may be suitable for use with computer system/server 12 include, but are not limited to, personal computer systems, server computer systems, thin clients, thick clients, handheld or laptop devices, multiprocessor systems, microprocessor-based systems, set top boxes, programmable consumer electronics, network PCs, minicomputer systems, mainframe computer systems, and distributed cloud computing environments that include any of the above systems or devices, and the like. [0029] Computer system/server 12 may be described in the general context of computer system- executable instructions, such as program modules, being executed by a computer system.

Generally, program modules may include routines, programs, objects, components, logic, data structures, and so on that perform particular tasks or implement particular abstract data types. Computer system/server 12 may be practiced in distributed cloud computing environments where tasks are performed by remote processing devices that are linked through a

communications network. In a distributed cloud computing environment, program modules may be located in both local and remote computer system storage media including memory storage devices.

[0030] As shown in Fig. 5, computer system/server 12 in computing node 10 is shown in the form of a general-purpose computing device. The components of computer system/server 12 may include, but are not limited to, one or more processors or processing units 16, a system memory 28, and a bus 18 that couples various system components including system memory 28 to processor 16.

[0031] Bus 18 represents one or more of any of several types of bus structures, including a memory bus or memory controller, a peripheral bus, an accelerated graphics port, and a processor or local bus using any of a variety of bus architectures. By way of example, and not limitation, such architectures include Industry Standard Architecture (ISA) bus, Micro Channel Architecture (MCA) bus, Enhanced ISA (EISA) bus, Video Electronics Standards Association (VESA) local bus, and Peripheral Component Interconnect (PCI) bus.

[0032] Computer system/server 12 typically includes a variety of computer system readable media. Such media may be any available media that is accessible by computer system/server 12, and it includes both volatile and non-volatile media, removable and non-removable media. [0033] System memory 28 can include computer system readable media in the form of volatile memory, such as random access memory (RAM) 30 and/or cache memory 32. Computer system/server 12 may further include other removable/non-removable, volatile/non-volatile computer system storage media. By way of example only, storage system 34 can be provided for reading from and writing to a non-removable, non-volatile magnetic media (not shown and typically called a "hard drive"). Although not shown, a magnetic disk drive for reading from and writing to a removable, non- volatile magnetic disk (e.g., a "floppy disk"), and an optical disk drive for reading from or writing to a removable, non-volatile optical disk such as a CD-ROM, DVD-ROM or other optical media can be provided. In such instances, each can be connected to bus 18 by one or more data media interfaces. As will be further depicted and described below, memory 28 may include at least one program product having a set (e.g., at least one) of program modules that are configured to carry out the functions of embodiments of the invention.

[0034] Program/utility 40, having a set (at least one) of program modules 42, may be stored in memory 28 by way of example, and not limitation, as well as an operating system, one or more application programs, other program modules, and program data. Each of the operating system, one or more application programs, other program modules, and program data or some combination thereof, may include an implementation of a networking environment. Program modules 42 generally carry out the functions and/or methodologies of embodiments of the invention as described herein.

[0035] Computer system/server 12 may also communicate with one or more external devices 14 such as a keyboard, a pointing device, a display 24, etc.; one or more devices that enable a user to interact with computer system/server 12; and/or any devices (e.g., network card, modem, etc.) that enable computer system/server 12 to communicate with one or more other computing devices. Such communication can occur via Input/Output (I/O) interfaces 22. Still yet, computer system/server 12 can communicate with one or more networks such as a local area network (LAN), a general wide area network (WAN), and/or a public network (e.g., the Internet) via network adapter 20. As depicted, network adapter 20 communicates with the other components of computer system/server 12 via bus 18. It should be understood that although not shown, other hardware and/or software components could be used in conjunction with computer system/server 12. Examples, include, but are not limited to: microcode, device drivers, redundant processing units, external disk drive arrays, RAID systems, tape drives, and data archival storage systems, etc.

[0036] The present invention may be a system, a method, and/or a computer program product. The computer program product may include a computer readable storage medium (or media) having computer readable program instructions thereon for causing a processor to carry out aspects of the present invention.

[0037] The computer readable storage medium can be a tangible device that can retain and store instructions for use by an instruction execution device. The computer readable storage medium may be, for example, but is not limited to, an electronic storage device, a magnetic storage device, an optical storage device, an electromagnetic storage device, a semiconductor storage device, or any suitable combination of the foregoing. A non-exhaustive list of more specific examples of the computer readable storage medium includes the following: a portable computer diskette, a hard disk, a random access memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or Flash memory), a static random access memory (SRAM), a portable compact disc read-only memory (CD-ROM), a digital versatile disk (DVD), a memory stick, a floppy disk, a mechanically encoded device such as punch-cards or raised structures in a groove having instructions recorded thereon, and any suitable combination of the foregoing. A computer readable storage medium, as used herein, is not to be construed as being transitory signals per se, such as radio waves or other freely propagating electromagnetic waves, electromagnetic waves propagating through a waveguide or other transmission media (e.g., light pulses passing through a fiber-optic cable), or electrical signals transmitted through a wire.

[0038] Computer readable program instructions described herein can be downloaded to respective computing/processing devices from a computer readable storage medium or to an external computer or external storage device via a network, for example, the Internet, a local area network, a wide area network and/or a wireless network. The network may comprise copper transmission cables, optical transmission fibers, wireless transmission, routers, firewalls, switches, gateway computers and/or edge servers. A network adapter card or network interface in each computing/processing device receives computer readable program instructions from the network and forwards the computer readable program instructions for storage in a computer readable storage medium within the respective computing/processing device.

[0039] Computer readable program instructions for carrying out operations of the present invention may be assembler instructions, instruction-set-architecture (ISA) instructions, machine instructions, machine dependent instructions, microcode, firmware instructions, state-setting data, or either source code or object code written in any combination of one or more

programming languages, including an object oriented programming language such as Smalltalk, C++ or the like, and conventional procedural programming languages, such as the "C" programming language or similar programming languages. The computer readable program instructions may execute entirely on the user's computer, partly on the user's computer, as a stand-alone software package, partly on the user's computer and partly on a remote computer or entirely on the remote computer or server. In the latter scenario, the remote computer may be connected to the user's computer through any type of network, including a local area network (LAN) or a wide area network (WAN), or the connection may be made to an external computer (for example, through the Internet using an Internet Service Provider). In some embodiments, electronic circuitry including, for example, programmable logic circuitry, field-programmable gate arrays (FPGA), or programmable logic arrays (PLA) may execute the computer readable program instructions by utilizing state information of the computer readable program instructions to personalize the electronic circuitry, in order to perform aspects of the present invention.

[0040] Aspects of the present invention are described herein with reference to flowchart illustrations and/or block diagrams of methods, apparatus (systems), and computer program products according to embodiments of the invention. It will be understood that each block of the flowchart illustrations and/or block diagrams, and combinations of blocks in the flowchart illustrations and/or block diagrams, can be implemented by computer readable program instructions.

[0041] These computer readable program instructions may be provided to a processor of a general purpose computer, special purpose computer, or other programmable data processing apparatus to produce a machine, such that the instructions, which execute via the processor of the computer or other programmable data processing apparatus, create means for implementing the functions/acts specified in the flowchart and/or block diagram block or blocks. These computer readable program instructions may also be stored in a computer readable storage medium that can direct a computer, a programmable data processing apparatus, and/or other devices to function in a particular manner, such that the computer readable storage medium having instructions stored therein comprises an article of manufacture including instructions which implement aspects of the function/act specified in the flowchart and/or block diagram block or blocks.

[0042] The computer readable program instructions may also be loaded onto a computer, other programmable data processing apparatus, or other device to cause a series of operational steps to be performed on the computer, other programmable apparatus or other device to produce a computer implemented process, such that the instructions which execute on the computer, other programmable apparatus, or other device implement the functions/acts specified in the flowchart and/or block diagram block or blocks.

[0043] The flowchart and block diagrams in the Figures illustrate the architecture, functionality, and operation of possible implementations of systems, methods, and computer program products according to various embodiments of the present invention. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of instructions, which comprises one or more executable instructions for implementing the specified logical function(s). In some alternative implementations, the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams and/or flowchart illustration, and combinations of blocks in the block diagrams and/or flowchart illustration, can be implemented by special purpose hardware-based systems that perform the specified functions or acts or carry out combinations of special purpose hardware and computer instructions. [0044] The descriptions of the various embodiments of the present invention have been presented for purposes of illustration, but are not intended to be exhaustive or limited to the embodiments disclosed. Many modifications and variations will be apparent to those of ordinary skill in the art without departing from the scope and spirit of the described embodiments. The terminology used herein was chosen to best explain the principles of the embodiments, the practical application or technical improvement over technologies found in the marketplace, or to enable others of ordinary skill in the art to understand the embodiments disclosed herein.

Claims

CLAIMS What is claimed is:

1. A method comprising:

determining a center of a field of view of a user in a virtual or augmented reality session; determining the angular distance between an object of interest and the center of the field of view of the user;

determining a scaling factor based on the angular distance;

determining a cost for displaying the object of interest in the virtual reality session.

2. The method of claim 1 , wherein determining the center of the field of view of the user comprises head tracking.

3. The method of claim 1, wherein determining the center of the field of view of the user comprises eye tracking.

4. The method of claim 1, wherein determining the scaling factor comprises computing a cortical magnification value.

5. The method of claim 1, wherein determining the scaling factor comprises selecting a scaling factor based on a region of the human eye corresponding to the angular distance.

6. The method of claim 1, wherein the object of interest is a product.

7. The method of claim 1, wherein the object of interest is an advertisement.

8. The method of claim 1, wherein the cost comprises a price per unit time.

9. A computer program product for product placement within virtual reality environments, the computer program product comprising a computer readable storage medium having program instructions embodied therewith, the program instructions executable by a processor to cause the processor to perform a method comprising: determining a center of a field of view of a user in a virtual or augmented reality session; determining the angular distance between an object of interest and the center of the field of view of the user;

determining a scaling factor based on the angular distance;

10. The computer program product of claim 9, wherein determining the center of the field of view of the user comprises head tracking.

11. The computer program product of claim 9, wherein determining the center of the field of view of the user comprises eye tracking.

12. The computer program product of claim 9, wherein determining the scaling factor comprises computing a cortical magnification value.

13. The computer program product of claim 9, wherein determining the scaling factor comprises selecting a scaling factor based on a region of the human eye corresponding to the angular distance.

14. The computer program product of claim 9, wherein the object of interest is a product.

15. The computer program product of claim 9, wherein the object of interest is an advertisement.

16. The computer program product of claim 9, wherein the cost comprises a price per unit time.