Set-Top Box Targeted Ad Insertion via IP Multicast
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Solution Overview
Problem
Conventional set-top boxes (STBs) are limited in receiving in-band data only associated with the video stream being watched or recorded, restricting the delivery of application data and advertisements independent of video content, and face bandwidth limitations, leading to poor targeted advertisement insertion and limited bandwidth for rich graphics and multimedia content.
Innovation Solution
The system enables targeted advertisement distribution via multicast to households based on selected criteria, allowing application-specific data and trigger information to be transmitted as out-of-band data or synchronized with video content, using IP multicast and QAM channels, and includes a signal transmission apparatus, transmitter, communication channel, and STBs configured to receive and display targeted advertisements independently of video content.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If in-band data is used to transmit messages within video streams, then messages can be transmitted during video content delivery, but bandwidth for in-band data transmission is severely limited due to bandwidth-intensive video content
Solution Approach 1:
The patent segments message transmission from video content transmission by using separate communication bands. Video content is transmitted on a first communication band while messages are transmitted on a second communication band, allowing independent optimization of each transmission channel without competing for bandwidth.
Solution Approach 2:
The patent introduces an intermediary messaging band that acts as a mediator between video content delivery and message transmission. This separate communication band allows messages to be delivered without interfering with video content, effectively resolving the bandwidth conflict between the two data types.
2Loss of energy
If STBs receive in-band data only associated with the video stream being watched or recorded, then bandwidth consumption is controlled, but delivery of application data and information independent of video content is prevented
Solution Approach 1:
The patent separates message transmission from video content by using distinct communication bands. This segmentation allows STBs to receive messages independently of which video stream is currently being watched, enabling delivery of application data that is not tied to specific video content while maintaining controlled bandwidth usage.
Solution Approach 2:
The messaging infrastructure is designed to be universal and independent of specific video content. The second communication band can deliver messages for any application or service, not just those related to currently playing video, making the system versatile for multiple types of application data delivery.
3Adaptability or versatility
If QAM channels are used to distribute targeted advertisements to STBs, then advertisements can be delivered to specific households, but the number of discrete advertisements that can be distributed is small due to finite QAM channels and limited bandwidth
Solution Approach 1:
The patent segments the advertisement delivery system into multiple independent IP multicast groups, each handling specific advertisement content. This segmentation allows numerous discrete advertisements to be distributed simultaneously across different multicast groups, dramatically increasing the throughput of advertisement delivery compared to using a limited number of QAM channels.
Solution Approach 2:
The patent transitions from the traditional QAM channel dimension to the IP multicast address space dimension. Instead of being constrained by the finite number of QAM channels, the system utilizes the vast address space of IP multicast groups, effectively adding a new dimension to advertisement distribution capacity.
4Reliability
If STBs tune to a communication band when an advertisement break is in progress, then video content can be received, but the STB may miss advertisement insertion data and cannot perform targeted advertisement insertion
Solution Approach 1:
The patent implements preliminary action by having STBs proactively join relevant IP multicast groups before advertisement breaks occur. This allows STBs to receive advertisement insertion data in advance or during video content reception without needing to tune to separate advertisement channels, ensuring no data is missed while maintaining video reception reliability.
Solution Approach 2:
The patent enables continuous reception of both video content and advertisement data simultaneously through different communication bands. The STB maintains continuous tuning to the video communication band while also continuously receiving advertisement insertion data through IP multicast, eliminating gaps in either service.
Data Source
AI summary
Systems, apparatus, methods and computer readable mediums for efficient and unconstrained information distribution and IP multicasting are provided. An exemplary method may include receiving, from a set top box, information indicative of criteria associated with targeted advertisement; and determining, at a set top box, whether the criteria corresponds to a characteristic of a household at which the criteria is received. The method may also include joining, from a set top box, a multicast group associated with the criteria in the event the criteria is determined to correspond to the characteristic of the household at which the criteria is received. The method may also include receiving, via multicast, at a set top box, the targeted advertisement associated with the criteria; and displaying, at a video display device, the targeted advertisement. The exemplary method may allow efficient and unconstrained information distribution leading to improved application quality and performance.