Content Playback Control for Dynamic Advertisement Insertion

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Solution Overview

Problem

Conventional content streaming methods struggle to accurately insert advertisements in real-time streaming without causing delays or skipping, especially when users skip sections of content, leading to ineffective advertisement exposure.

Innovation Solution

An electronic apparatus and method that allows for real-time identification of advertisement insertion points and sections, enabling seamless integration of advertisements into content playback while allowing user control over playback points and advertisement display.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Loss of time

If all advertisements are inserted into the content before streaming, then the advertisement placement is predetermined, but the streaming time is delayed

Engineering Contradiction:

Improvestreaming timeVSAvoidadvertisement insertion process

Core Design Contradiction:

Loss of timeVSDevice complexity

Solution Approach 1:

The system performs preliminary actions by receiving and storing advertisement information and content information before actual streaming begins. The server stores advertisement data and content data separately, and the electronic apparatus stores this information in memory before playback starts. This allows the advertisement to be prepared in advance without delaying the actual content streaming, as the advertisement can be quickly retrieved and inserted at the appropriate moment during playback.

Inventive Principle:

Principle #10Preliminary action

2Reliability

If advertisements are inserted by requesting immediately before streaming at each point, then the streaming speed is fast, but the advertisement may be skipped when users skip content sections

Engineering Contradiction:

Improveadvertisement exposureVSAvoidstreaming speed

Core Design Contradiction:

ReliabilityVSProductivity

Solution Approach 1:

The system implements feedback mechanisms where the electronic apparatus receives feedback information from the server about advertisement insertion points and content structure. The apparatus uses this feedback to determine optimal advertisement insertion timing, ensuring advertisements are placed at appropriate moments even when users skip content sections. The feedback loop allows the system to adapt to user behavior patterns and maintain reliable advertisement exposure while preserving streaming speed.

Inventive Principle:

Principle #23Feedback

Solution Approach 2:

The advertisement insertion system becomes dynamic by adjusting insertion timing based on real-time playback conditions. Instead of fixed pre-insertion or rigid post-request insertion, the system dynamically determines when to insert advertisements based on current playback position, user interaction patterns, and content structure. This dynamic approach ensures advertisements are inserted reliably even when users skip sections, while maintaining fast streaming performance through efficient on-demand insertion.

Inventive Principle:

Principle #15Dynamics

3Adaptability or versatility

If the content is streamed without predetermined advertisement placement, then the streaming is flexible, but the advertisement insertion timing is uncertain

Engineering Contradiction:

Improvecontent streaming flexibilityVSAvoidadvertisement insertion timing

Core Design Contradiction:

Adaptability or versatilityVSLoss of time

Solution Approach 1:

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The system uses an intermediary approach where the server acts as a mediator between the content source and the electronic apparatus. The server receives content requests, determines appropriate advertisement insertion points, and returns both content data and advertisement data in a coordinated manner. This intermediary role allows flexible content streaming while ensuring precise advertisement timing, as the server mediates the coordination between content delivery and advertisement insertion requirements.

Inventive Principle:

Principle #24Intermediary (Mediator)

Data Source

PatentUS12439112B2Electronic apparatus for content playback and method for controlling thereof

Publication Date: 2025.10.07 SAMSUNG ELECTRONICS CO LTD

AI summary

An electronic apparatus that (a) receives first data from a server, the first data including a first section in which first content data of requested content is included and a second section in which advertisement content data is insertable, but is not inserted, (b) controls the display to output a portion of content corresponding to the first content data, (c) receives second data while the portion of the content is being output by the display, the second data including a first section in which second content data of the requested content is included and a second section into which advertisement content data is inserted, and (d) controls the display to output advertisement content corresponding to the advertisement content data inserted into the second section of the received second data, based on a current playback point of the content corresponding to the first content data and the second content data.