Pause-Button Content Rendering for Ad CTR
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Solution Overview
Problem
Existing methods for delivering and rendering secondary content on hosting websites are ineffective in achieving high click-through rates (CTR) as users have become accustomed to current advertisement delivery methods and often ignore advertisements.
Innovation Solution
A system and method for delivering primary content to a computing device with the option to render secondary content in a separate portion of the display upon user request to pause primary content rendering, enhancing user interaction with secondary content by positioning it in close proximity to primary content.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Illumination intensity
If advertisements are displayed in proximity to or overlaid on content being played back, then advertisement visibility is improved, but user engagement and click-through rate deteriorate as users become accustomed to and ignore these advertisements
Solution Approach 1:
The patent implements dynamic content rendering where secondary content can be paused and resumed based on user interaction. The system transitions between different rendering states (playing, paused, secondary content displayed) to maintain user engagement while preserving advertisement visibility opportunities.
Solution Approach 2:
The patent introduces a temporal dimension to advertisement delivery by allowing pausing of primary content to display secondary content. This transforms the traditional simultaneous display model into a sequential temporal model, creating new opportunities for user engagement with advertisements.
2Productivity
If users are allowed to pause primary content to view secondary content, then click-through rate for secondary content improves, but user convenience deteriorates due to interruption of primary content playback
Solution Approach 1:
The system prepares secondary content for display in advance during content playback, so when users choose to pause, the secondary content is ready for immediate display. This preliminary preparation reduces the perceived interruption time and maintains user convenience while enabling higher engagement with secondary content.
Solution Approach 2:
The system provides users with control over the playback experience through pause and resume functionality. This feedback mechanism allows users to engage with secondary content on their own terms, improving convenience while maintaining high click-through rates for advertisements.
3Device complexity
If advertisements are delivered using traditional hosting website methods, then implementation simplicity is improved, but advertisement effectiveness deteriorates as users ignore these delivery methods
Solution Approach 1:
The patent creates a multi-functional content delivery system that can handle both primary content playback and secondary content display within the same interface. This universal approach maintains implementation simplicity while dramatically improving advertisement effectiveness through enhanced user engagement mechanisms.
Data Source
AI summary
Systems and methods for delivering and rendering content to a user having a computing device including a display are disclosed. One method performed by one or more servers includes receiving a request for primary content, sending the primary content to the computing device, the primary content configured to be rendered in a first portion of the display of the computing device, receiving a request for secondary content, and sending the secondary content to the computing device, the secondary content configured to be rendered in a second portion of the display upon a request to pause rendering of the primary content. The method can further include receiving a request to resume rendering of the primary content, stopping the sending of the secondary content to the computing device, and again sending the primary content to the computing device.