Interactive Ad Delivery via Secondary Display for Simultaneous Content Access
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Solution Overview
Problem
Existing methods for providing interactive advertisements during media presentations often require viewers to leave their current channel to access additional content, disrupting their viewing experience.
Innovation Solution
A system and method that stores commercial identifiers associated with interactive advertisements, allowing for the simultaneous display of interactive advertisement data and related content objects during eligible commercial segments, enabling viewers to access additional information without leaving their current channel.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If telescoping commercials are used to provide extended advertising content, then the viewer can access more information about the product, but the viewer is removed from the channel they were previously watching
Solution Approach 1:
The patent introduces a second display dimension by providing extended commercial content on a secondary display device (such as a smartphone or tablet) while the primary television display continues to show the main program. This dimensional separation allows viewers to access detailed advertising information without leaving their current channel, as the extended content appears in a different spatial dimension (mobile device screen) rather than replacing the primary view.
Solution Approach 2:
The patent uses a mobile device as an intermediary between the commercial content and the viewer. The mobile device receives and displays extended commercial information that is triggered by interactions with the primary television commercial, acting as a mediator that delivers additional information without requiring the viewer to switch away from the main program on the television.
2Adaptability or versatility
If interactive advertisement data is provided simultaneously with the commercial, then user engagement is enhanced, but the system complexity increases
Solution Approach 1:
The patent implements a universal content delivery architecture where the same basic system components (display device, processor, memory) serve multiple functions: displaying the primary program, showing extended commercials, and providing interactive elements. This multi-functionality reduces overall system complexity by avoiding the need for separate specialized systems for each function, while still enabling enhanced user interaction capabilities.
Solution Approach 2:
The patent pre-loads and stores extended commercial content and interactive advertisement data in memory before they are needed. This preliminary preparation allows the system to quickly respond to user interactions without requiring complex real-time processing during the actual commercial playback, thereby reducing the computational complexity burden during critical moments.
Data Source
AI summary
An example method for providing an interactive advertisement in association with a media presentation comprises storing a commercial identifier in association with an interactive advertisement identifying a commercial associated with the interactive advertisement. The interactive advertisement is associated with interactive advertisement data comprising a related content identifier identifying a related content object. Before a commercial segment begins, a list of commercials to be provided during the commercial segment is received comprising the commercial identifier. After determining that the commercial associated with the interactive advertisement is to be provided during the commercial segment and responsive to determining that the commercial segment is eligible for hosting the interactive advertisement, providing at least a portion of the interactive advertisement data, the portion of the interactive advertisement data configured to provide access to the related content object. The commercial and access to the related content object are provided for simultaneous display.