Dynamic Targeted Ad Selection via Splice Point Management
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Solution Overview
Problem
Existing systems for targeted advertising do not allow users to easily request and view alternative advertising content during designated advertisement windows, limiting user flexibility and satisfaction.
Innovation Solution
A network and method for providing alternative advertising content, where users can select different targeted advertisements through user input during advertisement windows, using advertising management components in set-top boxes and IP set-top boxes to insert and manage splice points in the main advertisement stream, allowing for staggered presentation of alternative ads based on user requests.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of energy
If targeted advertising content is pre-selected and forced during TAD windows, then advertisement revenue is maximized, but user satisfaction and flexibility deteriorate
Solution Approach 1:
The system transitions from static pre-selected advertisement delivery to dynamic user-selectable advertisement presentation. The TAD application now allows users to actively choose from multiple advertisement options during the TAD window, making the advertisement delivery system adaptive to user preferences while maintaining revenue opportunities.
Solution Approach 2:
The advertisement content is segmented into multiple alternative options within the TAD window, allowing users to select from different advertisements rather than receiving a single pre-determined ad. This segmentation enables both revenue maximization through multiple ad options and user satisfaction through choice.
2Adaptability or versatility
If multiple advertisement options are provided for selection, then user flexibility improves, but system complexity increases
Solution Approach 1:
The TAD application performs multiple functions: it manages the original TAD window timing, handles user input for advertisement selection, and coordinates playback of selected advertisements. This multi-functionality is achieved within the existing set-top box infrastructure without requiring separate dedicated systems for each function.
Solution Approach 2:
The TAD application acts as an intermediary between the user, the advertisement content storage, and the playback system. It receives user selection input, retrieves the chosen advertisement from storage, and coordinates with the playback system to present the selected ad during the TAD window, simplifying the overall system architecture.
3Ease of operation
If users can select alternative advertisements, then user satisfaction improves, but advertisement delivery time management becomes more complex
Solution Approach 1:
Multiple advertisement options are pre-loaded and stored in the set-top box before the TAD window begins. When the user makes a selection during the TAD window, the chosen advertisement is already available for immediate playback, eliminating retrieval delays and ensuring timely delivery within the constrained TAD window timeframe.
Solution Approach 2:
The system implements feedback mechanisms to monitor user selection input and automatically adjusts the advertisement playback timing based on the user's choice. This feedback loop ensures that the selected advertisement is presented within the original TAD window boundaries, maintaining time management discipline while accommodating user preferences.
Data Source
AI summary
Methods and systems of providing alternative targeted advertising (TAD) content are shown and disclosed. In one embodiment, the method includes outputting a first TAD content during a TAD window, and receiving at least one user input requesting different TAD content during the TAD window. The method additionally includes outputting the different TAD content instead of the first TAD content during the TAD window after at least one predetermined amount of time from start of the TAD window in response to the at least one user input. In some embodiments, the method may further include re-outputting the first TAD content instead of the different TAD content during the TAD window in response to receiving user input requesting different TAD content when the predetermined amount of time associated with each of the different TAD content already has elapsed before receiving the user input.