DVR Targeted Ad Insertion via Playback Region Detection
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Solution Overview
Problem
Current targeted advertising methods, such as local ad insertion and digital video recorder (DVR) systems, face inefficiencies in delivering advertisements to specific viewers, as they require maintaining separate copies of content for each target area and are ineffective when viewers watch recorded programs at a later time, leading to wasted advertising expenses and irrelevant ads being shown to uninterested viewers.
Innovation Solution
A DVR-based targeted advertising system that includes a digital video recorder (DVR), an advertisement data store, and an advertisement manager, which records media content, detects advertisement regions during playback, and replaces ads in real-time based on viewer profiles, demographics, and playback speed, ensuring targeted ads are displayed only when the content is played back, even if recorded.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If separate copies of content are maintained for each target area using local ad insertion, then advertising targeting capability is improved, but hardware and bandwidth requirements increase significantly
Solution Approach 1:
The patent merges the content delivery and advertisement insertion functions into a single unified system. Instead of maintaining separate content copies for each target area, the system receives a single content stream and dynamically inserts targeted advertisements during playback based on viewer identification, thereby reducing hardware and bandwidth requirements while maintaining advertising targeting capability.
Solution Approach 2:
The patent introduces an advertisement insertion point and content delivery system that acts as an intermediary between the content source and the viewer. This intermediary dynamically selects and inserts appropriate advertisements based on viewer identification without requiring separate content copies, thus resolving the contradiction between targeting capability and system complexity.
2Productivity
If advertisements are inserted into recorded content using traditional splicing methods, then advertising delivery is enabled, but advertisement effectiveness is lost when viewers watch recordings at a later time
Solution Approach 1:
The patent implements dynamic advertisement insertion that occurs at the time of playback rather than at the time of recording. The system identifies the viewer during playback and dynamically selects and inserts appropriate advertisements, ensuring that advertisements remain effective even when viewers watch recordings at a later time. This dynamic approach replaces static, time-bound advertisement splicing.
Solution Approach 2:
The patent establishes advertisement insertion points within the recorded content during the recording phase, but the actual advertisement content is determined and inserted later during playback based on viewer identification. This preliminary setup of insertion points enables later dynamic advertisement delivery, resolving the contradiction between enabling advertisement delivery and maintaining advertisement effectiveness.
3Adaptability or versatility
If targeted advertising is based on television programming content and geographic regions, then advertising relevance is improved, but a large percentage of viewers still receive irrelevant advertisements
Solution Approach 1:
The patent applies local quality by tailoring advertisements to individual viewers based on their identification and profile data. Instead of applying a single advertising strategy to all viewers in a geographic region or watching the same program, the system customizes advertisement selection for each viewer, thereby improving advertising relevance and reducing wasted advertising expenses on uninterested viewers.
Solution Approach 2:
The patent implements a feedback mechanism where the system identifies the viewer during playback, retrieves their profile information, and uses this feedback to select appropriate advertisements. This closed-loop approach ensures that advertisements are relevant to the specific viewer, reducing the percentage of viewers receiving irrelevant advertisements and minimizing wasted advertising expenses.
Data Source
AI summary
DVR-based targeted advertising is described. In an embodiment, a targeted advertisement system includes a DVR, an advertisement data store, and an advertisement manager. The DVR records media content, maintains the recorded media content for on-demand viewing, and provides the recorded media content for viewing when requested. The advertisement manager designates advertisement region(s) in the recorded media content as the media content is being recorded, where an advertisement region includes a first boundary and a second boundary to designate the advertisement region in the media content. The advertisement manager monitors a first data stream of the recorded media content when it is rendered for viewing to detect that a playback position of the first data stream has crossed an advertisement region boundary, and to initiate that an advertisement obtained from the advertisement data store be provided as a second data stream to render the advertisement for viewing.