1111111111111111 IIIIII IIIII 1111111111 11111 1111111111 lllll 111111111111111 1111111111 11111111
`US 20110112915Al
`
`c19) United States
`c12) Patent Application Publication
`Geer, III et al.
`
`c10) Pub. No.: US 2011/0112915 Al
`May 12, 2011
`(43) Pub. Date:
`
`(54) DYNAMIC INTEGRATION AND NON-LINEAR
`PRESENTATION OF ADVERTISING
`CONTENT AND MEDIA CONTENT
`
`(75)
`
`Inventors:
`
`Walter Geer, III, Bronx, NY (US);
`Ellen To, New York, NY (US);
`Suzanne McDonnell, New York,
`NY (US); Adam Solomon, East
`Setauket, NY (US); Mark Fortner,
`New York, NY (US); Jason Witt,
`South Orange, NJ (US)
`
`(73) Assignee:
`
`Viacom International, Inc., New
`York, NY (US)
`
`(21) Appl. No.:
`
`12/794,347
`
`(22) Filed:
`
`Jun.4,2010
`
`Related U.S. Application Data
`
`(60) Provisional application No. 61/184,274, filed on Jun.
`4, 2009.
`
`Publication Classification
`
`(51)
`
`Int. Cl.
`G06Q 30/00
`(2006.01)
`(52) U.S. Cl. ..................................................... 705/14.73
`ABSTRACT
`(57)
`
`Described are methods and apparatuses, including computer
`program products, for dynamic integration and non-linear
`presentation of advertising content and media content. The
`method includes receiving a request for media content; com(cid:173)
`bining the requested media content and advertising content to
`provide an interactive advertising unit; and transmitting the
`interactive advertising unit for presentation on the remote
`computing device, wherein the advertising content and media
`content are presented concurrently. The interactive advertis(cid:173)
`ing unit includes a first content layer including the requested
`media content and a media player, a second content layer
`including the advertising content, and an integration module
`for coordinating interaction between the layers. Coordinating
`interaction between the layers includes: managing the spatial
`presentation of the requested media content and the advertis(cid:173)
`ing content, synchronizing the temporal presentation of the
`requested media content and the advertising content, and
`controlling the presentation priority of the requested media
`content and the advertising content.
`
`.,,
`.,,
`.,, First Content Layer 204
`.,,
`
`Interactive Advertising Unit 202
`
`Interaction Module 208 .._ __ _,
`
`Exhibit 1005
`MG Freesites v. Scorpcast
`
`

`

`Patent Application Publication May 12, 2011 Sheet 1 of 10
`
`US 2011/0112915 Al
`
`Q) u ·s;
`Q.)
`0
`0)
`
`C: ~gl E~
`0 u
`L..
`Q.)
`C:
`Q.)
`Cl)
`
`I-
`Q)
`'"C C: 001
`<( Q) ~
`Cl)
`
`.
`(9
`LL
`
`N
`0
`
`~
`
`

`

`Patent Application Publication May 12, 2011 Sheet 2 of 10
`
`US 2011/0112915 Al
`
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`
`I ~I I
`
`~
`0
`-0
`C
`
`Q)
`
`CD
`
`I
`
`Ol
`C
`
`(l)
`
`~
`
`~,
`
`N .
`(9
`LL
`
`,_
`Q)
`>, co
`
`.....
`(l)
`C
`0
`
`....J -C
`(.) -~ u:
`'
`' ' '
`
`ro ,_
`· - Q) 0
`-0 »'C'""
`Q) co ,...,
`~a.."'
`
`CJ) t
`(l)
`>
`~
`> u
`(l) -C
`~ ,_
`~ e,
`--------------------------------------------------'
`
`

`

`> ....
`....
`....
`--- 0 ....
`....
`0 ....
`N
`rJJ
`c
`
`1,0
`N
`
`Ul
`
`FIG. 3A
`
`Album The Recession
`Young Jeezy -"My President"
`i NOW PLAYING CLIP 3 OF 28i
`
`0
`
`~
`
`('D
`('D
`
`....
`0 ....
`.....
`rJJ =(cid:173)
`....
`0 ....
`~ ....
`~
`
`N
`N
`
`~
`
`.... 0 =
`.... 0 = ""O = O" -....
`~ "e -....
`('D = .....
`~ .....
`""O
`
`~ .....
`
`(')
`
`~ .....
`
`(')
`
`TARGET
`a
`
`i
`
`,
`
`--
`
`00:03103:sa
`
`'\304a ---"--------------------------'
`
`4>)
`
`308
`
`312c
`
`312b
`
`312a
`
`304b 310
`
`I : I 302b
`
`~
`3011
`I
`I
`I
`I
`I
`
`I
`I
`I
`I
`I
`
`I
`I
`I
`
`Movies & More
`
`News
`
`Music
`
`r-----------------------------------------------
`
`Music Video Picks
`Shows
`Home
`
`Watch Video
`
`300
`
`302a
`
`

`

`Patent Application Publication May 12, 2011 Sheet 4 of 10
`
`US 2011/0112915 Al
`
`.
`-----------------------LL
`(9
`--------------------------------- ------
`
`\
`
`,u
`Q)
`Cl)
`
`d
`........
`-
`
`e 0
`:E
`ca
`·s:
`
`II)
`Q)
`
`0
`
`:E -
`;
`Q) z
`
`-
`
`-
`
`0
`II)
`::::,
`:E
`
`1/)
`
`Q)
`
`-
`
`ti)
`== 0 ~
`.c
`ti) u ·-
`- a.
`0 0
`"CJ > Q)
`.c -c
`.. >
`CJ ·-
`i
`·-Q)
`u
`ti)
`E :,
`0 :E
`:::c
`
`/ -
`!__
`
`;-~
`~---
`
`C
`.Q
`'§
`Q)
`C
`Q)
`(!)
`"C
`C O'l
`N O'l
`..!!2 oi
`a. O'l
`~~
`
`(/)
`
`C
`0
`·en
`Q) u
`Q)
`0::::
`
`-
`
`l'
`
`"CJ
`0
`
`C. ·->.
`
`::::,
`.c
`"CJ
`0
`0
`C,
`
`I
`I
`_____ J
`
`- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
`
`.....
`0
`C'?
`
`

`

`....
`0 ....
`Ul
`.....
`rJJ =(cid:173)
`....
`0 ....
`~ ....
`~
`
`0
`
`('D
`('D
`
`N
`N
`
`~
`
`.... 0 =
`.... 0 = ""O = O" -....
`~ "e -....
`('D = .....
`~ .....
`""O
`
`~ .....
`
`(')
`
`~ .....
`
`(')
`
`1
`
`I
`I
`I
`I
`I
`I
`I
`I
`I
`
`316
`
`> ....
`....
`....
`--- 0 ....
`....
`0 ....
`N
`rJJ
`c
`
`1,0
`N
`
`Ul
`
`FIG. 3C
`
`Album The Recession
`Young Jeezy -"My President"
`! NOW PLAYING CLIP 3 OF 28!
`
`TARGET 1
`,
`
`9
`
`I oo:42103:53
`
`'312c
`
`~, I~ ~ 8i
`
`318
`
`312a~312b7
`
`I>
`
`1 ~ Big Rectangle Sunglasses
`1
`
`1
`1
`
`1
`/I
`
`_,,,
`
`l _____________________________________________________________ _
`:
`:
`I
`:
`I
`I --j
`1 --,
`
`---~ <i:
`o
`
`)
`
`$19.99
`with Smoke Lenses -White ( BUY NOW
`
`ls_aac Mizrahi for Target goodbuy @
`
`r--------------------------------------------------------------, I
`
`Movies & More
`
`News
`
`Music
`
`Music Video Picks
`Shows
`Home
`
`Watch Video
`
`

`

`> ....
`....
`....
`--- 0 ....
`....
`0 ....
`N
`rJJ
`c
`
`1,0
`N
`
`Ul
`
`....
`0 ....
`('D ....
`rJJ =(cid:173)
`....
`0 ....
`~ ....
`~
`
`0
`
`O'I
`
`('D
`
`N
`N
`
`~
`
`.... 0 =
`.... 0 = ""O = O" -....
`~ "e -....
`('D = ....
`~ ....
`""O
`
`~ ....
`
`(')
`
`~ ....
`
`(')
`
`FIG. 4A
`
`400
`
`--------------------------------
`406
`
`1
`__ ~Continuous Play C!3 Detach Video CTI Help
`
`404
`
`00:19/03:301 I I~ I z:i I"
`
`Presented by @
`
`SkiE Game
`
`3-UNLOCK THE VAULT
`2-GET 3 RIGHT
`1-PLAYTHE GAME
`
`INSTRUCTIONS
`
`II I$> I
`
`402b -.+-----1--1
`
`THE VAULT
`----------------,
`
`408
`
`XCLOSE
`
`ADVERTISCMENT
`
`!All MTV!;J(search]
`
`[IQ]
`r-----------------------------------------------7
`News Movies & More
`Home Watch Video I Shows I Music
`
`UNLOCK
`I
`
`5
`
`CC::
`
`401
`
`402a
`
`I
`
`

`

`> ....
`....
`....
`--- 0 ....
`....
`0 ....
`N
`rJJ
`c
`
`1,0
`N
`
`Ul
`
`....
`0 ....
`-....J
`.....
`rJJ =(cid:173)
`....
`0 ....
`~ ....
`~
`
`0
`
`('D
`('D
`
`N
`N
`
`~
`
`(') a .... 0 =
`(') a .... 0 = ""O = O" -....
`~ "e -....
`""O a ('D = .....
`
`(cucK HERE)
`
`$ g 95 for the first
`
`& Long Distance
`Unlimited Local
`
`of service
`/MO 3 months
`
`I All MT\IT: I( Search]
`
`(0. Search
`
`FIG. 48
`
`MORE FROM THIS ARTIST
`
`)
`
`( 0. Type Artist or Band Name
`Search 16,000 Music Videos
`
`[51 Detach Video CTI Help ----------------------'
`00:26 I 03:30 I i I ~ I z::E I (if I 1
`
`FIND MUSIC VIDEOS
`
`410
`
`al I
`....,
`<'
`;;::
`;;::
`0
`;;a
`
`-!?"
`
`-i
`
`::r:
`~
`Gi
`X
`
`0 en .,,
`< a m
`~ en
`
`News Movies & More
`
`Shows I Music
`
`Home Watch Video
`
`,--------------------------------------------~
`
`• ~-Continuous Play
`: I II I '4t) I
`
`1
`
`I
`I
`I
`I
`I
`I
`I
`I
`
`402b -»--+---t-
`
`401-H--I
`
`402a
`
`I
`
`

`

`....
`0 ....
`.....
`rJJ =(cid:173)
`....
`0 ....
`~ ....
`~
`
`0
`
`QO
`
`('D
`('D
`
`N
`N
`
`~
`
`(') a .... 0 =
`(') a .... 0 = ""O = O" -....
`~ "e -....
`""O a ('D = .....
`
`Skip_ Game 000
`~
`~
`~ ~
`~ b.:::
`
`pf service
`3 months
`lor the first
`
`All The Way Over
`Pon De Replay
`
`Hate That I Love You
`
`+--i--404
`
`Presented by @
`
`Smile
`
`I All MTV ri I( Search]
`
`News Movies & More I [ Q. search
`
`Shows I Music
`
`Home Watch Video
`
`~---------------------------------------------------------------,
`
`o,,tance
`lx cLosEl d_ ~ocal
`
`I
`
`THE
`ADVERTISEMENT
`
`UNLOCK
`
`~
`b
`song from her "Good Girl Gone Bad"
`Ne-Yo sings with Rihanna on what
`,
`0
`VAULT 412
`
`> ....
`....
`....
`--- 0 ....
`....
`0 ....
`N
`rJJ
`c
`
`1,0
`N
`
`Ul
`
`FIG. 4C
`
`---1!f~mim.lmJS"M~--.:9netacirtittt~--crnte1r-------------------------r-r--------------
`
`00:19/03:301 I 1siz:i1~1414
`
`11 I-G¾>j
`
`402 b -H-----i--+-
`
`401---H------l
`
`402a
`
`

`

`> ....
`....
`....
`--- 0 ....
`....
`0 ....
`N
`rJJ
`c
`
`1,0
`N
`
`Ul
`
`....
`0 ....
`.....
`rJJ =(cid:173)
`....
`0 ....
`~ ....
`~
`
`0
`
`1,0
`
`('D
`('D
`
`N
`N
`
`~
`
`(') a .... 0 =
`(') a .... 0 = ""O = O" -....
`~ "e -....
`""O a ('D = .....
`
`FIG. 5A
`
`-------------------------------------------------------
`
`I
`I
`
`~---~1~
`Video Embed C~
`'---------'~
`
`500
`
`Thumbnail I List
`
`506
`
`i'm lovin' it
`
`content in the video player.
`Vote for your favorite
`Share the love!
`
`I
`
`I
`
`lrnPvf
`l
`I
`
`Get URL
`
`>Send to Friend
`
`Add to my Profile
`
`Rate this video
`Rating
`Comments
`Views
`Posted
`
`(cid:143)
`
`(cid:143)
`
`~
`
`Movies, Games & More I [o.. Search all MTV.com
`
`News
`
`Shows
`
`Music
`
`Home
`
`i'm lovin' it
`
`rollover to see what else people are lovin'!
`
`Real World: Hollywood -trtrlrk
`
`2008 Movie Awards -t.rtrk
`What you're lovin' right now on
`
`NowPlayingClip4ot2! II rfl ~(o\ \II ~h;~~=arelovin"
`
`Label:
`Album:
`"Homecoming"
`Kanye West I IYlu ... :::s-=i_c-:::::::-V-:::::::-i=d-==e-~o-:....s~-"v~-::r-~~~~:::;,~T-::;n~=r::;-,~-----------,
`
`_
`
`-,
`I
`
`1
`
`501
`
`Director:
`
`502a
`
`# 6 FNMTV Premieres~
`# 5 Making The Band 4-fr*****~r-tr
`# 4 Pimp My Ride*****
`#3RobandBi~*****
`# 2 The Hills ***-tltl
`
`

`

`....
`0 ....
`0
`....
`.....
`rJJ =(cid:173)
`....
`0 ....
`~ ....
`~
`
`('D
`('D
`
`N
`N
`
`~
`
`> ....
`....
`....
`--- 0 ....
`....
`0 ....
`N
`rJJ
`c
`
`1,0
`N
`
`Ul
`
`0
`
`(') a .... 0 =
`(') a .... 0 = ""O = O" -....
`~ "e -....
`""O a ('D = .....
`
`FIG. 5B
`
`Thumbnail I List
`
`506
`
`504
`
`i'm lovin' it
`
`content in the video player.
`Vote for your favorite
`Share the love!
`
`# 6 FNMTV Premieres ... ~ .... 'rbc',
`# 5 Making The Band 4~
`# 4 Pimp My Ride~
`# 3 Rob and Big~
`# 2 The Hills ~
`#1TRL~
`What people are lovin"
`
`$) 00
`
`***** i'mlovin'it
`
`this right now?
`How much are you lovin'
`
`0 .. 11(cid:143)1(1(
`
`-,-,""'z"'"'--_--------.il
`
`1-
`
`I
`I
`.__ ___ ___.I~
`Video Embed c~
`-----~
`lr.mivf
`I
`
`Get URL
`
`>Send to Friend
`
`I
`
`dd to my Profile
`
`Rate this video
`Rating
`Comments
`Views
`Posted
`
`(cid:143) A
`
`(cid:143)
`
`501
`
`1rector:
`
`
`
`D.
`
`502a
`
`Label:
`Album:
`"Homecoming"
`Now Playing Clip 4 of 2t lr-K-------
`Kanye West I fillusic Videos
`
`I
`
`I
`1
`---,
`I
`I
`I
`
`@o)l
`
`Movies, Games & More I [o.. Search all MTV.com
`
`News
`
`Shows
`
`Music
`
`Home
`
`i'm lovin' it
`
`rollover to see what else people are lovin'!
`
`2008 Movie Awards ~ Real World: Hollywood ~
`What you're lovin' right now on
`
`

`

`US 2011/0112915 Al
`
`May 12, 2011
`
`1
`
`DYNAMIC INTEGRATION AND NON-LINEAR
`PRESENTATION OF ADVERTISING
`CONTENT AND MEDIA CONTENT
`
`RELATED APPLICATION
`
`[0001] This application claims priority to Ser. No. 61/184,
`274, filed on Jun. 4, 2009, the entire disclosure of which is
`incorporated herein by reference.
`
`TECHNICAL FIELD
`
`[0002] The subject matter of this application relates gener(cid:173)
`ally to methods and apparatuses, including computer pro(cid:173)
`gram products, for dynamic integration and non-linear pre(cid:173)
`sentation of advertising content and media content.
`
`BACKGROUND
`
`[0003] Content providers have long sought to include
`advertising as part of their broadcasts in order to generate
`revenue and recoup the costs of content production, and
`manufacturers of consumer goods have placed their ads with
`various content providers in order to extol the virtues of their
`goods to the largest possible consumer audience. For
`example, ever since their earliest days, radio and television
`stations have frequently broadcast blocks of ads in between
`their programming. More recently, content providers on the
`Internet have utilized banner advertisements, pop-up adver(cid:173)
`tisements, and other forms of interactive advertising on web(cid:173)
`sites.
`In order to capitalize on the recent explosion in
`[0004]
`availability of online media ( e.g., streaming video feeds),
`content providers, consumer goods companies, and advertis(cid:173)
`ing firms have turned their attention to developing dynamic
`and interactive experiences for users who access the online
`media.
`
`SUMMARY
`
`[0005] Therefore, it would be desirable to have a method
`and system for dynamic integration and non-linear presenta(cid:173)
`tion of advertising content with media content (e.g., digital
`media content) to achieve the effect oflinking the advertise(cid:173)
`ment with the context of the digital media content, web page,
`and/or the embedded media player, thereby increasing the
`advertisement's exposure to the consumer. Also, it would be
`desirable to present the advertising content and the digital
`media content in a non-linear fashion so to leave the digital
`media content uninterrupted and substantially unobstructed
`while at the same time displaying the advertising content to
`the user, allowing the user to enjoy the desired media content
`while simultaneously viewing the advertising content. In
`addition, it would be desirable to allow the user to interact
`with the advertising content and/or tie the media content and
`the advertising content together in a unique and unanticipated
`way.
`In general overview, the techniques described
`[0006]
`herein are related to integration of a fully interactive rich
`media advertising product and media content ( e.g., digital
`media content) presented in a media player. The techniques
`provide for simulated integration, creating an illusion to a
`user that the advertising content and digital media content are
`brought together in the media player. The techniques also
`provide for functional integration via interaction between the
`advertising product and the media player, including manipu(cid:173)
`lation of spatial, temporal, and control components, resulting
`
`in a unique presentation of the advertising content and digital
`media content to the user. Spatial integration relates to the
`synchronization of position and coverage between the adver(cid:173)
`tising product and the media player. Temporal integration
`relates to the coordination of content display timing between
`the advertising product and the media player. Control inte(cid:173)
`gration relates to the communication between the advertising
`product and the media player in transferring influence and
`priority of displayed content. The techniques advantageously
`enable dynamic and unexpected interplay between digital
`media content contained in an embedded media player and an
`interactive, persistent advertising product configured to cap(cid:173)
`ture the attention of a user and offer an engaging, memorable
`experience.
`[0007] The invention, in one aspect, features a method for
`dynamic integration and non-linear presentation of advertis(cid:173)
`ing content and media content. The method includes receiv(cid:173)
`ing, by a server computing device, a request for media content
`from a remote computing device. The method also includes
`combining, by the server computing device, the requested
`media content and advertising content to provide an interac(cid:173)
`tive advertising unit. The interactive advertising unit includes
`a first content layer including the requested media content and
`a media player, a second content layer including the adver(cid:173)
`tising content, and an integration module for coordinating
`interaction between the first and second content layers. The
`coordinating interaction between the first and second content
`layers includes one or more of managing the spatial presen(cid:173)
`tation of the requested digital media content and the adver(cid:173)
`tising content, synchronizing the temporal presentation of the
`requested media content and the advertising content, and
`controlling the presentation priority of the requested media
`content and the advertising content. The method also includes
`transmitting, by the server computing device, the interactive
`advertising unit for presentation on the remote computing
`device, wherein the advertising content and the media content
`are presented concurrently.
`[0008] The invention, in another aspect, features a system
`for dynamic integration and non-linear presentation of adver(cid:173)
`tising content and digital media content. The system includes
`a server computing device. The server computing device is
`configured to receive a request for media content from a
`remote computing device. The server computing device is
`also configured to combine the requested media content and
`advertising content to provide an interactive advertising unit.
`The interactive advertising unit includes a first content layer
`including the requested media content and a media player, a
`second content layer including the advertising content, and an
`integration module for coordinating interaction between the
`first and second content layers. The coordinating interaction
`between the first and second content layers includes one or
`more of: managing the spatial presentation of the requested
`media content and the advertising content; synchronizing the
`temporal presentation of the requested media content and the
`advertising content; and controlling the presentation priority
`of the requested media content and the advertising content.
`The server computing device is also configured to transmit
`the interactive advertising unit for presentation on the remote
`computing device, wherein the advertising content and the
`media content are presented concurrently.
`[0009] The invention, in another aspect, features a com(cid:173)
`puter program product, tangibly embodied in a computer
`readable storage medium, for dynamic integration and non(cid:173)
`linear presentation of advertising content and media content.
`
`

`

`US 2011/0112915 Al
`
`May 12, 2011
`
`2
`
`The computer program product includes instructions oper(cid:173)
`able to configure a data processing apparatus to receive a
`request for media content from a remote computing device.
`The computer program product also includes instructions
`operable to configure a data processing apparatus to combine
`the requested media content and advertising content to pro(cid:173)
`vide an interactive advertising unit. The interactive advertis(cid:173)
`ing unit includes a first content layer including the requested
`media content and a media player, a second content layer
`including the advertising content, and an integration module
`for coordinating interaction between the first and second con(cid:173)
`tent layers, wherein the coordinating includes one or more of:
`managing the spatial presentation of the requested media
`content and the advertising content; synchronizing the tem(cid:173)
`poral presentation of the requested media content and the
`advertising content; and controlling the presentation priority
`of the requested media content and the advertising content.
`The computer program product includes instructions oper(cid:173)
`able to configure a data processing apparatus to transmit the
`interactive advertising unit for presentation on the remote
`computing device, wherein the advertising content and the
`media content are presented concurrently.
`[0010]
`In some embodiments, any of the above aspects can
`include one or more of the following features. In some
`embodiments, the requested media content is displayed in the
`media player of the interactive advertising unit.
`[0011]
`In some embodiments, managing the spatial presen(cid:173)
`tation includes positioning the advertising content over the
`media player so as to obscure the requested media content. In
`some embodiments, managing the spatial presentation
`includes positioning the advertising content in proximity to
`the media player so as to display the requested media content
`unobscured.
`[0012]
`In some embodiments, the advertising content
`includes one or more product icons and managing the spatial
`presentation includes positioning the one or more product
`icons to align with a scrubber barof the media player, wherein
`interaction with the product icons displays an advertisement
`in the interactive advertising unit. In some embodiments,
`interaction with the product icons includes receiving input
`based on a user action.
`[0013]
`In some embodiments, synchronizing the temporal
`presentation includes displaying a pop-up window at a speci(cid:173)
`fied point during playback of the requested media content that
`coincides with the position of one of the product icons aligned
`with the scrubber bar.
`[0014]
`In some embodiments, the advertising content
`includes a content rating application and managing the spatial
`presentation includes positioning the content rating applica(cid:173)
`tion in proximity to the display window of the media player,
`wherein interaction with the content rating application
`includes determining a rating for the requested media content
`and storing the rating in a database. In some embodiments,
`interaction with the content rating application includes
`receiving input based on a user action. In some embodiments,
`the rating is based on a user evaluation of the requested media
`content.
`[0015]
`In some embodiments, the advertising content
`includes a trivia game application and managing the spatial
`presentation includes positioning the trivia game application
`in proximity to the display window of the media player,
`wherein interaction with the trivia game application includes
`selecting answers to displayed questions. In some embodi(cid:173)
`ments, interaction with the trivia game application includes
`
`receiving input based on a user action. In some embodiments,
`subject matter of the questions corresponds to a characteristic
`of the requested media content. In some embodiments, a
`reward is provided based on the selected answers.
`[0016] Further features and advantages of the present
`invention as well as the structure and operation of various
`embodiments of the present invention are described in detail
`below with reference to the accompanying drawings.
`
`DESCRIPTION OF FIGURES
`
`[0017] FIG. 1 is a block diagram of a system for the
`dynamic integration of advertising and media content.
`[0018] FIG. 2 is a diagram of an interactive advertising unit
`for displaying advertising content and media content
`[0019] FIGS. 3A-3C are screenshots of an exemplary
`embodiment of an interactive advertising unit provided by the
`system, wherein interactive product icons are integrated at
`various intervals with the scrubber bar of the media player.
`[0020] FIGS. 4A-4C are screenshots of an exemplary
`embodiment of an interactive advertising unit provided by the
`system, wherein the advertising content includes an interac(cid:173)
`tive trivia game "fly-out" advertisement combined with digi(cid:173)
`tal media content.
`[0021] FIGS. SA-5B are screenshots of an exemplary
`embodiment of an interactive advertising unit provided by the
`system, wherein the interactive advertising unit includes a
`ratings system application as advertising content combined
`with the digital media content.
`
`DETAILED DESCRIPTION
`
`[0022]
`In general overview, the techniques described
`herein are directed to methods and apparatuses, including
`computer program products, for dynamic integration and
`non-linear presentation of advertising content and media con(cid:173)
`tent ( e.g., digital media content). As described in more detail,
`the advertising content is combined with the digital media
`content ( displayed in, for example, a media player) in a seam(cid:173)
`less fashion to provide an interactive advertising unit. The
`creation of the interactive advertising unit provides the advan(cid:173)
`tages of greatly increasing a user's exposure to the advertising
`content while not materially diminishing the user's consump(cid:173)
`tion of the digital media content. The nature of the interactive
`advertising unit, displaying advertising content in proximity
`to requested digital media content, allows the use of a broad
`range of marketing techniques, such as product placement,
`brand association, and click-through opportunities. Thus, the
`techniques provide an opportunity for manufacturers to
`increase the effectiveness of their advertising while maintain(cid:173)
`ing the accessibility and appeal of the requested digital media
`content.
`[0023] The display of the advertising content and digital
`media content is not limited to a web browser or traditional
`embedded media player. For example, the advertising content
`and/or video content can be displayed to a user via an inter(cid:173)
`active application downloaded and executed on a smart
`phone, i.e., an "app" configured to run on the iPhone® from
`Apple® Computer, Inc.
`[0024] FIG. 1 is a block diagram of a system 100 for
`dynamic integration of advertising and media content. The
`system 100 includes a client computing device 102, a com(cid:173)
`munications network 104, and a server computing device
`106. In some embodiments, the server computing device 106
`is connected to one or more other computing devices which
`
`

`

`US 2011/0112915 Al
`
`May 12, 2011
`
`3
`
`provide advertising content (e.g., ad server 108) and digital
`media content ( e.g., video server 110). The server computing
`device 106, ad server 108, and video server 110 can reside at
`the same physical location or may be dispersed to multiple
`physical locations. The server computing device 106, ad
`server 108, and video server 110 can be located on the same
`physical device or one or more of the servers 106, 108, 110
`can be distributed over many devices. The server computing
`device 106, ad server 108, and video server 110 can commu(cid:173)
`nicate via a communications network, for example commu(cid:173)
`nications network 104.
`[0025] The client computing device 102 is the hardware
`that displays the interactive advertising unit containing adver(cid:173)
`tising content and digital media content to a user. Example
`computing devices take on many forms, including but not
`limited to a personal computer, a standalone video player, a
`home video game console, a portable video game system, a
`personal digital assistant (PDA), an internet appliance, a
`smart phone, a set-top box, or the like. The computing device
`102 includes network-interface components to enable the
`user to connect to a communications network 104, such as the
`Internet. The computing device 102 also includes browser
`software to enable the user to interact with web sites and other
`content providers. Some example browser software includes
`Microsoft® Internet Explorer, Mozilla Firefox®, or other
`similar software applications. The client computing device
`102 also includes digital content playback plug-ins or stan(cid:173)
`dalone software to enable the user to view digital media
`content (e.g., video and audio) received over the communi(cid:173)
`cations network 104. Examples of digital media content play(cid:173)
`back software includes Microsoft® Windows Media®
`Player, Adobe® Flash® Player, QuickTime® from Apple®
`Computer, Inc., or other similar applications.
`[0026] The server computing device 106 hosts web pages
`and other similar content, and receives content requests from
`the client computing device 102 via the communications
`network 104.
`[0027] The communications network 104 channels com(cid:173)
`munications from the client computing device 102 to the
`server computing device 106. The network 104 may be a local
`network, such as a LAN, or a wide area network, such as the
`Internet or the World Wide Web.
`[0028] The ad server 108 hosts advertising content for use
`by the server computing device 106. In some embodiments,
`the ad server 108 receives requests for advertising content
`directly from the client computing device 102 via the com(cid:173)
`munications network 104. In some embodiments, the ad
`server 108 receives requests for advertising content from the
`client computing device 102 by way of the server computing
`device 106. Advertising content can take a variety of forms.
`Examples include a static banner ad, a graphical animation or
`an interactive, rich media application that contains graphics,
`animation, audio, and/or video content, such as a Flash®
`application.
`[0029] The media server 110 hosts digital media content for
`use by the server computing device 106. In some embodi(cid:173)
`ments, the media server 110 can receive requests for digital
`media content from the client computing device 102 via the
`communications network 104. In some embodiments, the
`media server 110 receives requests for advertising content
`from the client computing device 102 by way of the server
`computing device 106. The digital media content can take a
`variety of forms. The media content can be short-form video
`content, i.e., a four-minute music video. The media content
`
`can be long-form video content, i.e., a thirty-minute televi(cid:173)
`sion program. The media content can be audio content, i.e., a
`radio broadcast. Other examples include user-submitted ama(cid:173)
`teur video, professional television shows, motion pictures,
`webcasts, podcasts, music videos, or other similar content.
`[0030] FIG. 2 is a diagram 200 of an interactive advertising
`unit 202 for displaying media content and advertising con(cid:173)
`tent.
`[0031] A user interacts with the system 100 by opening a
`web browser 212 on the client computing device 102 and
`entering the address of the web server 106. The client com(cid:173)
`puting device 102 sends a content request associated with the
`address entered by the user to the server computing device
`106. Once the server computing device 106 receives the
`request, the server computing device 106 retrieves the
`requested content and transmits the content for display in the
`web browser 212 on the computing device 102. For example,
`the user can enter a standard web address, such as http://www.
`mtv.com/videos/, into the browser window 212 at the com(cid:173)
`puting device 102. The web server 106 can then transmit the
`web page located at mtv.com/videos/ to the computing device
`102 for display in the browser 212.
`[0032]
`In yet other examples, the owner of the server com(cid:173)
`puting device 106 may wish to present an advertisement to the
`user when the user requests digital media content. As above,
`the user interacts with the system 100 by entering or navigat(cid:173)
`ing to the address of media content associated with the server
`computing device 106. Upon receiving the request, the server
`computing device 106 retrieves the requested media content
`(e.g., from media server 110). Before transmitting the
`requested media content to the computing device 102, the
`server computing device retrieves advertising content (e.g.,
`from the ad server 108). In some embodiments, the advertis(cid:173)
`ing content is selected by the server computing device 106
`based on predetermined criteria, such as a focused advertising
`campaign. Examples of an advertising campaign can include
`a predetermined number of displays of the advertising con(cid:173)
`tent, a predefined period of time in which the advertising
`content will be selected for display, a marketing association
`between the owner of the advertising content, the producer of
`the requested video content, and the like. The server comput(cid:173)
`ing device 106 combines the advertising content and the
`requested digital media content to provide an interactive
`advertising unit 202. The server computing device 106 trans(cid:173)
`mits the interactive advertising unit 202 to the client comput(cid:173)
`ing device 102 for presentation to a user. The interactive
`advertising unit 202 presents the advertising content (e.g.,
`from ad server 108) along with the digital media content
`requested by the user (e.g., from media server 110) in a
`number of interesting, memorable, and dynamic ways, as
`shown below.
`[0033]
`In some embodiments, the server computing device
`106 combines the digital media content and the advertising
`content into an interactive advertising unit 202 using a multi(cid:173)
`layered approach. The server computing device 106 places
`the digital media content and associated media player into a
`first content layer 204, and places the advertising content into
`a second content layer 206. In one embodiment, the second
`content layer 206 is positioned on top of the first content layer
`204 of the interactive advertising unit 202. The interactive
`advertising unit 202 is transmitted to the client computing
`device 102 for display, such as in browser window 212 (e.g.,
`embedded in a larger web page). In some embodiments, the
`interactive advertising unit 202 provides the second content
`
`

`

`US 2011/0112915 Al
`
`May 12, 2011
`
`4
`
`layer 206 using the <div> tag provided by the HTML pro(cid:173)
`gramming language, in association with Cascading Style
`Sheets (CSS) to coordinate presentation attributes of the
`<div> tag.
`[0034] The interactive advertising unit 202 includes a