Second Screen Ad Synchronization via SCTE Schedule Analysis
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Solution Overview
Problem
Local advertisers face difficulties in creating and coordinating second-screen advertisements due to high costs and efforts, limiting their utilization of multi-screen advertising opportunities.
Innovation Solution
A system that synchronizes second-screen advertisements with first-screen advertisements by analyzing the first-screen schedule, dynamically inserting local ads, and using SCTE schedules to determine feasible second-screen opportunities, allowing for automated generation and display of second-screen ads in conjunction with first-screen content.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of manufacture
If local advertisers create and coordinate second-screen advertisements manually, then advertising effectiveness can be maintained, but the cost and effort required become prohibitively high
Solution Approach 1:
The system enables automated self-service for second-screen advertisement coordination. The synchronization system automatically detects first-screen advertisement events, retrieves corresponding second-screen ads from a database, and displays them on connected second-screen devices without requiring manual advertiser intervention. This eliminates the high cost and effort previously needed for manual creation and coordination.
Solution Approach 2:
The system performs preliminary actions by pre-loading second-screen advertisement content into a database before the actual advertising campaign. The synchronization system has already established device pairings, configured advertisement mappings, and prepared the technical infrastructure in advance, so that during live broadcast, ads can be automatically synchronized without real-time manual coordination.
2Reliability
If second-screen advertisements are synchronized with first-screen advertisements in real-time, then advertising coordination is improved, but system complexity increases
Solution Approach 1:
The patent introduces a synchronization system as an intermediary layer between the broadcast signal and second-screen devices. This intermediary automatically detects advertisement events in the first-screen broadcast, retrieves corresponding ads from a database, and delivers them to paired second-screen devices. This mediator handles all coordination complexity internally, providing reliable synchronization without requiring complex integration between advertisers' systems and broadcast infrastructure.
3Productivity
If automated systems are used to generate and display second-screen advertisements, then productivity and cost-effectiveness improve, but the extent of automation required increases system complexity
Solution Approach 1:
The system implements self-service automation where the synchronization system autonomously performs all operations: detecting first-screen ad events, querying the database for matching second-screen ads, managing device pairings, and displaying ads on connected devices. This high-level automation dramatically improves productivity by enabling rapid deployment of coordinated ad campaigns across multiple devices simultaneously, while the modular architecture keeps system complexity manageable.
Data Source
AI summary
A first screen schedule for the linear delivery of video content is received and analyzed. The first screen schedule may include slots in which first screen advertisements could be displayed. Particular embodiments can then determine the feasibility of providing second screen advertisements based on the first screen schedule. Then, second screen advertisements that advertisers wish to display in conjunction with first screen advertisements are determined. When the linear delivery of the video content commences, particular embodiments monitor a messaging stream associated with the delivery of the video content. When an ad placement marker is encountered, an ad server may select a first screen advertisement. When the first screen advertisement is placed, the messaging stream identifies a first screen advertisement that is delivered. If the first screen advertisement has a corresponding second screen advertisement, particular embodiments output the second screen advertisement on a second screen environment.