Context-Sensitive Transactional Advertising via Triggered Backend Server
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Solution Overview
Problem
Transactional advertising in a broadcast television environment is not cost-effective or practical due to challenges in determining the context of linear programming for transactional advertisements, with existing solutions like Enhanced TV Binary Interchange Format (EBIF) requiring significant investment from service providers.
Innovation Solution
A system and method that allow a subscription multimedia service provider to provide triggers associated with linear program segments to launch context-sensitive transactional advertisements, using a backend server to identify and deliver relevant advertisements to video clients via in-band or out-of-band triggers, enabling interactive transactions without altering existing broadcast content.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If EBIF is used to enable transactional advertising in television, then transactional advertising capability is improved, but investment requirement increases significantly
Solution Approach 1:
The patent introduces a backend server as an intermediary component that receives triggers from the broadcast signal, determines contextual information, and selects appropriate transactional advertisements. This mediator approach allows the complex advertising logic to be centralized in the server rather than requiring complex client-side EBIF implementation, thereby reducing the investment burden on service providers while maintaining transactional advertising capability.
Solution Approach 2:
The patent extracts the transactional advertising logic from the broadcast content itself and separates it into a distinct backend server system. By taking out the advertising selection and contextual determination functions from the broadcast signal processing, the system avoids the need for significant investment in EBIF-enabled content while still achieving transactional advertising objectives.
2Measurement precision
If context-sensitive transactional advertisements are implemented, then advertising relevance is improved, but system complexity increases
Solution Approach 1:
The patent segments the system into distinct functional components: a broadcast signal processing component that extracts triggers, a backend server that determines contextual information and selects advertisements, and a display component that presents the transactional ads. This segmentation allows each component to focus on specific tasks, reducing overall system complexity while maintaining high advertising context accuracy through specialized processing at each stage.
Solution Approach 2:
The backend server performs preliminary actions by pre-determining contextual information and selecting appropriate transactional advertisements based on triggers received from the broadcast signal. This preliminary processing of contextual data and ad selection logic reduces the complexity of real-time decision-making and enables more accurate context-sensitive advertising without increasing system complexity.
Data Source
AI summary
A method is performed by one or more devices within a closed distribution network to provide context-sensitive transactional advertisements. The method includes sending, to a video client, a trigger for initiating a context-specific transactional advertisement associated with a linear program segment and sending the linear program segment for presentation by the video client. The method also includes receiving, based on the trigger, a request from the video client for instructions for the context-specific transactional advertisement; determining, based on the request, contextual information for the linear program segment; and sending, to the video client and based on the contextual information, the instructions for the context-specific transactional advertisement.