VOD Asset Effectiveness Measurement via Upstream Traffic Analysis
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Solution Overview
Problem
Marketing strategists face challenges in determining the effectiveness of asset insertion in Video On Demand (VOD) content, as existing methods lack the ability to measure the impact of advertisements on user behavior and website interactions.
Innovation Solution
A system that analyzes upstream internet traffic to identify household identifiers and detects assets inserted into VOD content, associating them with user-selected websites to determine the effectiveness based on the time between asset insertion and user interaction, using an engagement detector and asset association module.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If VOD content is delivered with asset insertion, then advertising revenue opportunity is improved, but ability to measure asset effectiveness deteriorates
Solution Approach 1:
The system implements feedback by monitoring upstream internet traffic to detect when users interact with websites after viewing assets. The engagement detector analyzes traffic patterns to determine if users visited advertiser websites within a specific time window after asset insertion, providing measurable feedback on asset effectiveness.
Solution Approach 2:
The system uses upstream internet traffic as an intermediary indicator to indirectly measure asset effectiveness. Instead of directly measuring advertising impact, the system monitors traffic through the cable network infrastructure to detect user behavior changes that correlate with asset exposure.
2Ease of operation
If digital recorder is used to fast-forward or skip assets, then viewing convenience is improved, but asset delivery effectiveness deteriorates
Solution Approach 1:
The system replaces direct mechanical control of playback (where users could fast-forward to skip ads) with network-level traffic analysis. Instead of relying on playback position data that can be manipulated, the system uses upstream internet traffic patterns to infer actual viewing behavior and asset exposure.
3Adaptability or versatility
If asset insertion timeslots are designated for local advertisements, then local marketing capability is improved, but complexity of content distribution system deteriorates
Solution Approach 1:
The system implements local quality by enabling different asset insertion strategies at different locations in the distribution network. Local advertising companies can purchase timeslots at specific headends to target local audiences, while national advertisers can purchase timeslots at the central content provider level, creating localized marketing capabilities without requiring fundamental system redesign.
Data Source
AI summary
One system herein is operable to determine effectiveness of asset insertion in VOD content. The VOD content is selected by a user through a CPE. The system is operable to analyze upstream internet traffic through a cable television network, to identify household identifications from the upstream internet traffic, and to detect an internet website selected by the user from the upstream internet traffic based on the user's household identification. The system is also operable to couple to a VOD asset insertion system of a headend in the cable television network to detect an asset inserted into the VOD content selected by the CPE, to associate the internet website with the inserted asset, to determine a period of time between insertion of the asset and the selection of the internet website by the user, and to determine an effectiveness of the asset based on the determined period of time.