Advertising with video ad creatives

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.

What is claimed is: 
     
         1 . A computer-implemented method, comprising:
 receiving, at a computing system including at least one computer on a network, a video document including video content to be provided for presentation;   identifying a plurality of video segments included in the video document;   identifying, for a video segment of the plurality of video segments, one or more topics associated with the video segment based on a transcript associated with the video segment;   determining, for the video segment, weights for topics associated with the video segment and topics associated with the video content of the video document;   determining, for the video segment, relevancy information based on the weights of the topics associated with the video segment and the topics associated with the video content of the video document; and   selecting, from a plurality of candidate ads, an ad for insertion in an ad spot after the video segment based on the relevancy information.   
     
     
         2 . 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. 
     
     
         3 . The computer-implemented method of  claim 1  further comprising delivering the video document and the selected ad to be inserted in the ad spot to an end user client device. 
     
     
         4 . The computer-implemented method of  claim 1 , wherein selecting, from a plurality of candidate ads, the ad for insertion in the ad spot after the video segment based on the relevancy information includes receiving offers to serve the plurality of candidate ads in the ad spot. 
     
     
         5 . The computer-implemented method of  claim 4 , wherein selecting, from a plurality of candidate ads, the ad for insertion in the ad spot after the video segment based on the relevancy information includes arbitrating among competing ads, using at least the offers, to determine the advertisement to serve in the ad spot. 
     
     
         6 . The computer-implemented method of  claim 1 , further comprising receiving the transcript of the video document. 
     
     
         7 . The computer-implemented method of  claim 1 , further comprising analyzing audio information associated with the video document and generating the transcript based on the analyzed audio information. 
     
     
         8 . The computer-implemented method of  claim 1 , wherein determining, for the video segment, weights for topics associated with the video segment and topics associated with the video content of the video document includes:
 determining the topics based on analyzing words in the transcript of the video document; and   determining the weights for topics associated with the video segment based on a timing of the words included in the transcript associated with the video segment.   
     
     
         9 . A system, comprising:
 a memory storing processor-executable instructions;   a processor coupled to the memory, the processor configured to:   receive a video document including video content to be provided for presentation;   identify a plurality of video segments included in the video document;   identify, for a video segment of the plurality of video segments, one or more topics associated with the video segment based on a transcript associated with the video segment;   determine, for the video segment, weights for topics associated with the video segment and topics associated with the video content of the video document;   determine, for the video segment, relevancy information based on the weights of the topics associated with the video segment and the topics associated with the video content of the video document; and   select, from a plurality of candidate ads, an ad for insertion in an ad spot after the video segment based on the relevancy information.   
     
     
         10 . The system of  claim 9 , wherein the video document is transmitted, using the Internet protocol, to an end user device via one or more communications networks. 
     
     
         11 . The system of  claim 9  further comprising delivering the video document and the selected ad to be inserted in the ad spot to an end user client device. 
     
     
         12 . The system of  claim 9 , wherein selecting, from the plurality of candidate ads, the ad for insertion in the ad spot after the video segment based on the relevancy information includes receiving offers to serve the plurality of candidate ads in the ad spot. 
     
     
         13 . The system of  claim 12 , wherein selecting, from the plurality of candidate ads, the ad for insertion in the ad spot after the video segment based on the relevancy information includes arbitrating among competing ads, using at least the offers, to determine the ad to insert in the ad spot. 
     
     
         14 . The system of  claim 9 , wherein the processor is further configured to receive the transcript of the video document. 
     
     
         15 . The system of  claim 9 , wherein the processor is further configured to analyze audio information associated with the video document and generate the transcript based on the analyzed audio information. 
     
     
         16 . The system of  claim 9 , wherein to determine, for the video segment, weights for topics associated with the video segment and topics associated with the video content of the video document, the processor is further configured to:
 determine the topics based on analyzing words in the transcript of the video document; and   determine the weights for topics associated with the video segment based on a timing of the words included in the transcript associated with the video segment.   
     
     
         17 . A computer readable storage medium, having computer-executable instructions stored thereon, which when executed by a computer, cause the computer to:
 receive a video document including video content to be provided for presentation;   identify a plurality of video segments included in the video document;   identify, for a video segment of the plurality of video segments, one or more topics associated with the video segment based on a transcript associated with the video segment;   determine, for the video segment, weights for topics associated with the video segment and topics associated with the video content of the video document;   determine, for the video segment, relevancy information based on the weights of the topics associated with the video segment and the topics associated with the video content of the video document; and   select, from a plurality of candidate ads, an ad for insertion in an ad spot after the video segment based on the relevancy information.   
     
     
         18 . The computer readable storage medium of  claim 17 , wherein the computer is further configured to receive the transcript of the video document. 
     
     
         19 . The computer readable storage medium of  claim 17 , wherein the computer is further configured to analyze audio information associated with the video document and generate the transcript based on the analyzed audio information. 
     
     
         20 . The computer readable storage medium of  claim 17 , wherein to determine, for the video segment, weights for topics associated with the video segment and topics associated with the video content of the video document, the computer is further configured to:
 determine the topics based on analyzing words in the transcript of the video document; and   determine the weights for topics associated with the video segment based on a timing of the words included in the transcript associated with the video segment.