Targeted Media Advertising via Query-Based Selection
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Solution Overview
Problem
Conventional advertising methods on the web deliver the same advertising message to all users accessing a media sequence, which can be less effective for users with divergent interests, leading to reduced advertising productivity.
Innovation Solution
A software facility that selects and deploys targeted advertising messages based on user queries, matching media types and subjects, by integrating with multimedia search engines to provide relevant ads alongside media sequences, either by inserting them into the media or displaying thumbnails that users can activate.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If blanket advertising is used to ensure all users see the same ad, then advertising coverage is maximized, but advertising effectiveness decreases for users with divergent interests
Solution Approach 1:
The system dynamically selects advertising messages based on user profile attributes and media sequence characteristics. The advertising selection process transitions from static (same ad for all) to dynamic (ads tailored to individual user interests and media content), resolving the contradiction between blanket coverage and targeted effectiveness.
Solution Approach 2:
The patent applies local quality by customizing advertising messages to match specific user interests and media sequence subjects. Instead of uniform advertising, the system creates localized ad selections that align with individual user preferences and content themes, improving effectiveness for each user segment.
2Productivity
If targeted advertising is implemented to improve ad relevance, then advertising productivity increases, but system complexity increases due to user profiling and ad selection mechanisms
Solution Approach 1:
The user profile database serves multiple functions: storing user attributes, enabling ad selection, and supporting media sequence customization. This multi-functionality reduces overall system complexity by consolidating components rather than creating separate modules for each function.
Solution Approach 2:
The user profile acts as an intermediary between user characteristics and advertising selection. This intermediary layer simplifies the system by providing a structured interface that translates diverse user attributes into actionable ad selection criteria, reducing the complexity of direct user-ad matching.
3Productivity
If media sequences are made available via the web to reach more users, then user access increases, but storage and bandwidth costs increase
Solution Approach 1:
The system creates and serves customized advertising messages as copies tailored to individual users based on their profiles and interests. This allows the same media sequence to be served to multiple users with different ads, maximizing user access while managing resources efficiently through targeted delivery.
Data Source
AI summary
A facility for processing a search query is described. The facility identifies one or more items that satisfy the query, at least one of which is a media sequence. For each identified media sequence, the facility identifies an advertising message based upon the contents of the query. In response to the query, the facility returns a search result that indicates the identified items. When one of the identified media sequences is selected in the search result, the selected media sequence is provided in conjunction with the advertising message identified for it.