US2007157228A1PendingUtilityA1

Advertising with video ad creatives

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Assignee: BAYER JASONPriority: Dec 30, 2005Filed: Dec 30, 2005Published: Jul 5, 2007
Est. expiryDec 30, 2025(expired)· nominal 20-yr term from priority
Inventors:Jason BayerRonojoy ChakrabartiKeval DesaiManish GuptaJill A. HuchitalWillard V T Rusch, Ii
H04N 21/25891H04N 21/23106G06Q 30/0242H04N 21/2668H04N 21/26208H04N 21/812G06Q 30/02H04N 21/252H04N 21/466H04N 21/4331H04N 21/2665H04N 7/17318H04N 21/435H04N 21/44016H04N 21/26603H04N 21/23424G06Q 30/0277H04N 21/4667G06Q 50/10
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Claims

Abstract

The serving of advertisements with (e.g., on) video documents may be improved in a number of ways. For example, a system may (a) accept information defining at least one ad spot associated with at least one instance of an video document, (b) accept offers to have advertisements served in the ad spot(s), and (c) arbitrate among competing advertisements, using at least the offers, to determine at least one advertisement to be served in that ad spot(s). As another example, a system may (a) accept relevance information for an advertisement, (b) determine at least one video document using the accepted relevance information, (c) present information about the video document(s) to an advertiser associated with the advertisement, and (d) accept, from the advertiser, an offer to have its advertisement served with at least one of the video document(s) accepted. As yet another example, a system may (a) accept relevance information for an video document, (b) determine a plurality of advertisements relevant to the video document using the relevance information and serving constraints of the advertisements, and (c) select at least one of the determined relevant advertisements to be served with the video document. Examples of video documents include video files published on the Internet, television programs, live or recorded talk shows, video-voice mail, segments of an video conversation, etc.

Claims

exact text as granted — not AI-modified
1 . A computer-implemented method comprising: 
 a) accepting information defining at least one ad spot associated with at least one instance of an video document;    b) accepting offers to have advertisements served in the at least one ad spot; and    c) arbitrating among competing advertisements, using at least the offers, to determine at least one advertisement to be served in that at least one ad spot.    
   
   
       2 . The computer-implemented method of  claim 1  wherein the video document is a television program.  
   
   
       3 . The computer-implemented method of  claim 1  wherein the video document is a video file published on the Internet.  
   
   
       4 . The computer-implemented method of  claim 1  wherein the video document includes a video-voice mail.  
   
   
       5 . The computer-implemented method of  claim 1  wherein the video document is a segment of an video conversation.  
   
   
       6 . The computer-implemented method of  claim 1  wherein the video document is transmitted, using the Internet protocol, to an end user device via one or more communications networks.  
   
   
       7 . The computer-implemented method of  claim 1  further comprising: 
 d) delivering the video document and the one or more advertisements to be served in that at least one ad spot to an end user client device.    
   
   
       8 . The computer-implemented method of  claim 7  wherein the act of arbitrating occurs before the act of delivering the video document is initiated.  
   
   
       9 . The computer-implemented method of  claim 7  wherein the act of arbitrating occurs after the act of delivering the video document has been initiated.  
   
   
       10 . The computer-implemented method of  claim 7  wherein the act of arbitrating occurs after the act of delivering the video document has been completed and a play operation has been initiated on the video document.  
   
   
       11 . The computer-implemented method of  claim 1  wherein the offer is one of (A) a price per impression, (B) a maximum price per impression, (C) a price per selection, (D) a maximum price per selection, (E) a price per conversion, and (F) a maximum price per conversion.  
   
   
       12 . The computer-implemented method of  claim 1  further comprising: 
 d) determining advertisements relevant to the video document using serving constraints associated with the advertisements and relevance information associated with the document,    wherein the acts of accepting offers and arbitrating occur solely with respect to advertisements determined to be relevant to the document.    
   
   
       13 . A computer-implemented method comprising: 
 a) accepting relevance information for an advertisement;    b) determining at least one video document using the accepted relevance information;    c) presenting information about the at least one video document to an advertiser associated with the advertisement; and    d) accepting, from the advertiser, an offer to have its advertisement served with at least one of the at least one video documents accepted.    
   
   
       14 . The computer-implemented method of  claim 13  further comprising: 
 e) determining a score for the advertisement using at least the offer; and    f) determining, for one of the at least one video document, whether or not to serve the advertisement of the advertiser using the score.    
   
   
       15 . The computer-implemented method of  claim 13  wherein the video document is a television program.  
   
   
       16 . The computer-implemented method of  claim 13  wherein the video document is a video file published on the Internet.  
   
   
       17 . The computer-implemented method of  claim 13  wherein the video document includes a video-voice mail.  
   
   
       18 . The computer-implemented method of  claim 13  wherein the video document is a segment of an video conversation.  
   
   
       19 . The computer-implemented method of  claim 13  wherein the video document is transmitted, using the Internet protocol, to an end user device via one or more communications networks.  
   
   
       20 . The computer-implemented method of  claim 13  wherein the offer is one of (A) a price per impression, (B) a maximum price per impression, (C) a price per selection, (D) a maximum price per selection, (E) a price per conversion, and (F) a maximum price per conversion.  
   
   
       21 . The computer-implemented method of  claim 13  wherein the relevance information accepted was provided by the advertiser.  
   
   
       22 . The computer-implemented method of  claim 21  wherein the relevance information includes at least one keyword provided as a serving constraint.  
   
   
       23 . The computer-implemented method of  claim 21  wherein the relevance information includes at least one topic.  
   
   
       24 . The computer-implemented method of  claim 13  wherein the relevance information accepted was determined by analyzing information associated with the advertisement.  
   
   
       25 . The computer-implemented method of  claim 24  wherein the relevance information includes at least one keyword.  
   
   
       26 . The computer-implemented method of  claim 24  wherein the relevance information includes at least one topic.  
   
   
       27 . A computer-implemented method comprising: 
 a) accepting relevance information for an video document;    b) determining a plurality of advertisements relevant to the video document using relevance information and serving constraints of the advertisements; and    c) selecting at least one of the determined relevant advertisements to be served with the video document.    
   
   
       28 . The computer-implemented method of  claim 27  wherein the act of selecting includes: 
 i) accepting offers to have advertisements served in the at least one ad spot;    ii) arbitrating among competing advertisements, using at least the offers, to select at least one advertisement to be served in that at least one ad spot.    
   
   
       29 . The computer-implemented method of  claim 27  wherein the video document is a television program.  
   
   
       30 . The computer-implemented method of  claim 27  wherein the video document is a video file published on the Internet.  
   
   
       31 . The computer-implemented method of  claim 27  wherein the video document includes a video-voice mail.  
   
   
       32 . The computer-implemented method of  claim 27  wherein the video document is a segment of an video conversation.  
   
   
       33 . The computer-implemented method of  claim 27  wherein the video document is transmitted, using the Internet protocol, to an end user device via one or more communications networks.  
   
   
       34 . The computer-implemented method of  claim 27  further comprising: 
 d) delivering the video document and the one or more advertisements to be served in that at least one ad spot to an end user client device.    
   
   
       35 . The computer-implemented method of  claim 34  wherein the act of arbitrating occurs before the act of delivering the video document is initiated.  
   
   
       36 . The computer-implemented method of  claim 34  wherein the act of arbitrating occurs after the act of delivering the video document has been initiated.  
   
   
       37 . The computer-implemented method of  claim 34  wherein the act of arbitrating occurs after the act of delivering the video document has been completed and a play operation has been initiated on the video document.  
   
   
       38 . The computer-implemented method of  claim 37  wherein the offer is one of (A) a price per impression, (B) a maximum price per impression, (C) a price per selection, (D) a maximum price per selection, (E) a price per conversion, and (F) a maximum price per conversion.  
   
   
       39 . A computer-implemented method comprising: 
 a) serving a document including video ad spots;    b) loading the document onto a client device;    c) generating an ad request including an identifier of the document;    d) transmitting the ad request to a video ad server;    e) determining a set of one or more video ads for the ad request;    f) transmitting the set of one or more video ads to the client device for rendering; and    g) tracking at least one of (A) a video ad impression, (B) a video ad selection, and (C) a video ad conversion.    
   
   
       40 . The computer-implemented method of  claim 39  wherein the document is a video document including video content.  
   
   
       41 . Apparatus comprising: 
 a) means for accepting relevance information for an video document;    b) means for determining a plurality of advertisements relevant to the video document using relevance information and serving constraints of the advertisements; and    c) means for selecting at least one of the determined relevant advertisements to be served with the video document.

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