Set-Top Box Targeted Ad Insertion via Time Slot Detection
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Solution Overview
Problem
Traditional network programming on television lacks the ability to deliver targeted advertising to specific consumers, as all viewers receive the same programs and advertisements, limiting advertisers' ability to target based on interests, behavior, or location.
Innovation Solution
A set-top box system that detects designated time slots in network programming and interposes targeted content, such as advertisements, into the broadcast stream, allowing for enhanced content delivery and confirmation of viewing data to a server for analysis.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If traditional network programming is used for advertising, then broadcasting reach is maintained, but advertising targeting capability deteriorates
Solution Approach 1:
The patent segments the uniform advertising broadcast into targeted advertising slots by dividing the network programming stream into discrete time slots and inserting specific advertisements into predetermined slots. This allows different advertisements to be delivered to different viewers during the same program, achieving targeting capability while maintaining the simplicity of traditional broadcast infrastructure.
Solution Approach 2:
The set-top box acts as an intermediary device between the traditional broadcast system and the viewer. It receives the network programming signal, inserts targeted advertisements into predetermined time slots based on viewer profiles, and delivers the customized content to the display device. This intermediary approach enables advertising targeting without requiring changes to the broadcast infrastructure.
2Productivity
If targeted advertising content is interposed into network programming, then advertising effectiveness is improved, but content delivery complexity increases
Solution Approach 1:
The system performs preliminary actions by pre-determining advertising time slots within the network programming schedule and pre-loading targeted advertisement content into the set-top box based on viewer profiles. This allows the set-top box to simply insert the pre-prepared advertisements at the predetermined slots during content delivery, improving effectiveness while minimizing the complexity of real-time processing.
3Measurement precision
If confirmation data is collected and mapped to viewer locations, then advertising measurement precision is improved, but data processing complexity increases
Solution Approach 1:
The system implements feedback by collecting confirmation data from the set-top box that verifies whether targeted advertisements were successfully delivered and viewed. This confirmation data is then mapped to specific viewer locations and fed back to the advertising system, enabling precise measurement of advertising effectiveness. The feedback mechanism is simplified by using the existing set-top box infrastructure to automatically generate and transmit confirmation data.
Data Source
AI summary
A content management system and method for use of same is disclosed. In one embodiment of the system, the set-top box is configured to receive a source signal which includes a stream of network programming having time slots interposed therein. The set-top box detects signaling data indicative of a designated time slot within the network programming and responsive thereto, interposes content stored at the set-top box at the designated time slot within the network programming. The set-top box then forwards the interposed content to the display. Following the forwarding of the interposed content, the set-top box returns to receiving network programming and forwarding the network programming to the display. The set-top box also provides confirmation of the displayed interposed content to a server, which may map the confirmation information.