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WO2018154354A1 - Systèmes et procédés de partage d'annonces multimédia - Google Patents

Systèmes et procédés de partage d'annonces multimédia Download PDF

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Publication number
WO2018154354A1
WO2018154354A1 PCT/IB2017/051048 IB2017051048W WO2018154354A1 WO 2018154354 A1 WO2018154354 A1 WO 2018154354A1 IB 2017051048 W IB2017051048 W IB 2017051048W WO 2018154354 A1 WO2018154354 A1 WO 2018154354A1
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WO
WIPO (PCT)
Prior art keywords
user
advertisement
advertisements
shared
candidate
Prior art date
Application number
PCT/IB2017/051048
Other languages
English (en)
Inventor
Mario COLINA
Stefan Paul Redmond
Original Assignee
Telefonaktiebolaget Lm Ericsson (Publ)
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Telefonaktiebolaget Lm Ericsson (Publ) filed Critical Telefonaktiebolaget Lm Ericsson (Publ)
Priority to PCT/IB2017/051048 priority Critical patent/WO2018154354A1/fr
Publication of WO2018154354A1 publication Critical patent/WO2018154354A1/fr

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0269—Targeted advertisements based on user profile or attribute
    • G06Q30/0271—Personalized advertisement
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0257—User requested
    • G06Q30/0258—Registration
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q50/00—Information and communication technology [ICT] specially adapted for implementation of business processes of specific business sectors, e.g. utilities or tourism
    • G06Q50/01—Social networking

Definitions

  • the present disclosure relates to sharing media advertisements from a social media stream or a media content stream of a first user to a media content stream of one or more other users in a social graph of the first user.
  • TV television
  • radio advertising has been based on broad demographics provided by, e.g., Nielsen.
  • advertising can be targeted to specific users based on, e.g., the web browsing histories of those users.
  • companies like Google and Facebook provide targeted advertisements to the users of their web-based search and social network services. These targeted advertisements have been successful and, as such, advertisers are starting to spend more on web advertising and less on traditional TV and radio advertising.
  • U.S. Patent No. 9,461 ,954 (hereinafter "the '954 Patent”) teaches a system in which a social TV dongle receives a video stream from a content source and outputs a modified video stream to a TV.
  • the '954 Patent teaches that advertisements from a social networking system are overlaid onto the video stream in order to create the modified video stream for display on the TV.
  • the '954 Patent also teaches that the social TV dongle may replace broadcast commercials in the video stream with full-screen
  • the system disclosed by the '954 Patent has a number of issues.
  • Systems and methods are disclosed herein that enable a first user that is presented with an advertisement in either a media content stream or a social media stream and to share, via a social network service, the advertisement with a second user(s) such that the advertisement is inserted into a media content stream presented to the second user(s).
  • Embodiments of a method of operation of a computing system that implements an advertisement playlist generator for generating user-specific advertisement playlists that define advertisements to be dynamically inserted into media content streams during playout at user devices are disclosed.
  • the method comprises receiving, from a social network service, a notification that a first user has requested that an advertisement be shared with one or more recipients.
  • the one or more recipients are other users comprised in a social graph of the first user maintained by the social network service.
  • the one or more recipients comprise a second user.
  • the method further comprises storing information that identifies the advertisement as a shared advertisement that has been shared by the first user with the one or more recipients comprising the second user.
  • the method further comprises generating an advertisement playlist for the second user.
  • the advertisement playlist for the second user identifies, for the second user, one or more advertisements comprising the advertisement shared by the first user with the second user that are to be inserted into a media content stream during playout of the media content stream at a user device associated with the second user.
  • the method further comprises providing the advertisement playlist to the user device associated with the second user.
  • the advertisement playlist comprises, with respect to the advertisement shared by the first user, information that identifies the first user as a user that shared the advertisement with the second user.
  • the method further comprises receiving a notification of a plurality of sponsored advertisements, the notification comprising information that identifies the plurality of sponsored advertisements.
  • the method further comprises storing the information that identifies the plurality of sponsored advertisements.
  • Generating the advertisement playlist for the second user comprises generating the advertisement playlist for the second user such that the one or more advertisements identified by the advertisement playlist comprise the advertisement shared by the first user with the second user and at least one of the plurality of sponsored advertisements.
  • generating the advertisement playlist for the second user comprises generating a list of candidate advertisements for the second user comprising the advertisement shared by the first user with the second user and selecting one or more candidate advertisements from the list of candidate advertisements to thereby provide the one or more advertisements identified by the advertisement playlist for the second user.
  • the method further comprises receiving a notification of a plurality of sponsored advertisements where the notification comprises information that identifies the plurality of sponsored advertisements and storing the information that identifies the plurality of sponsored advertisements, wherein the list of candidate advertisements for the second user comprises one or more of the plurality of sponsored advertisements.
  • the list of candidate advertisements for the second user further comprises one or more additional shared advertisements shared with the second user via the social network service.
  • selecting the one or more candidate is selected from the one or more candidate
  • advertisements from the list of candidate advertisements comprises assigning a priority to each candidate advertisement in the list of candidate advertisements for the second user and selecting a number (N) of the candidate advertisements from the list of candidate advertisements based on the priorities assigned to the candidate advertisements in the list of candidate advertisements. Further, in some embodiments, N is a function of a desired duration of the advertisement playlist of the second user. Further, in some embodiments, assigning a priority to each candidate advertisement in the list of candidate advertisements for the second user comprises, for each candidate advertisement, assigning the priority to the candidate advertisement as a function of whether the candidate
  • assigning a priority to each candidate advertisement in the list of candidate advertisements for the second user comprises, for each candidate advertisement, assigning the priority to the candidate advertisement as a function of a number of times the candidate advertisement has been shared with the second user by one or more other users in the social graph of the second user maintained by the social network service.
  • assigning a priority to each candidate advertisement in the list of candidate advertisements for the second user comprises, for each candidate advertisement, assigning the priority to the candidate advertisement as a function of a financial value of the candidate advertisement.
  • assigning a priority to each candidate advertisement in the list of candidate advertisements for the second user comprises, for each candidate advertisement, assigning the priority to the candidate advertisement as a function of whether the candidate advertisement has already been provided to the second user.
  • assigning a priority to each candidate advertisement in the list of candidate advertisements for the second user comprises, for each candidate advertisement, assigning the priority to the candidate advertisement as a function of an amount of time since the candidate advertisement was last provided to the second user.
  • the method further comprises receiving, from the user device associated with the second user, a request for an advertisement playlist, wherein the request comprises at least one parameter from a group consisting of: a desired duration for the advertisement playlist and a requested advertisement content type.
  • Generating the advertisement playlist for the second user comprises, upon receiving the request, generating the advertisement playlist in accordance the at least one parameter.
  • the advertisement shared with the second user is of a first content type
  • the media content stream into which the one or more advertisements identified by the advertisement playlist are to be inserted is of a second content type that is different than the first content type
  • generating the advertisement playlist for the second user comprises generating the advertisement playlist for the second user such that the one or more
  • advertisements identified by the advertisement playlist comprise a version of the advertisement shared with the second user by the first user that is of the second content type.
  • the advertisement shared by the first user with the second user is an advertisement from a media content stream played out on a user device associated with the first user, the user device associated with the first user being separate and distinct from the user device associated with the second user.
  • the advertisement shared by the first user with the second user is an advertisement from a social media stream played out on a user device associated with the first user, the user device associated with the first user being separate and distinct from the user device associated with the second user.
  • Embodiments of a computing system that implements an
  • advertisement playlist generator for generating user-specific advertisement playlists that define advertisements to be dynamically inserted into media content streams during playout at user devices are also disclosed.
  • the computing system is adapted to operate according to any embodiment of the method of operation of the computing system disclosed herein.
  • Embodiments of a computer program are also disclosed.
  • the computer program comprises instructions which, when executed on at least one processor, cause the at least one processor to carry out the method of operation of a computing system according to any one of the embodiments disclosed herein.
  • Embodiments of a carrier containing the aforementioned computer program are also disclosed, wherein the carrier is one of an electronic signal, an optical signal, a radio signal, or a computer readable storage medium.
  • the memory comprises instructions executable by the at least one processor whereby the computing system is operable to receive, from a social network service via the network interface, a notification that a first user has requested that an
  • advertisement be shared with one or more recipients where the one or more recipients are other users comprised in a social graph of the first user maintained by the social network service and include a second user, store, in the at least one storage device, information that identifies the advertisement as a shared advertisement that has been shared by the first user with the one or more recipients comprising the second user, generate an advertisement playlist for the second user where the advertisement playlist identifies, for the second user, one or more advertisements comprising the advertisement shared by the first user with the second user that are to be inserted into a media content stream during playout of the media content stream at a user device associated with the second user, and provide, via the network interface, the advertisement playlist to the user device associated with the second user.
  • the receiving module is operable to receive, from a social network service, a notification that a first user has requested that an advertisement be shared with one or more recipients, the one or more recipients being other users comprised in a social graph of the first user maintained by the social network service and the one or more recipients comprising a second user.
  • the storing module is operable to store information that identifies the advertisement as a shared advertisement that has been shared by the first user with the one or more recipients comprising the second user.
  • the generating module is operable to generate an advertisement playlist for the second user, where the advertisement playlist identifies, for the second user, one or more advertisements comprising the advertisement shared by the first user with the second user that are to be inserted into a media content stream during playout of the media content stream at a user device associated with the second user.
  • the providing module is operable to provide the advertisement playlist to the user device associated with the second user.
  • Figure 1 is a high-level illustration of some embodiments of the present disclosure
  • Figure 2 illustrates a system in which advertisements are shared according to some embodiments of the present disclosure
  • Figures 3A and 3B illustrate the operation of the system of Figure 2 according to some embodiments of the present disclosure
  • Figure 4 is a flow chart that illustrates a process for generating an advertisement playlist according to some embodiments of the present disclosure
  • Figures 5 and 6 illustrate example embodiments of a user device
  • Figures 7 through 9 illustrate example embodiments of a computing system that implement an advertisement playlist generator according to some embodiments of the present disclosure.
  • a “media content stream” is a linear (e.g., broadcast) or on-demand audio or video stream.
  • a media content stream include, but are not limited to, a linear television (TV) stream (i.e., linear TV content provided on a linear TV channel (e.g., NBC, CBS, ABC, FOX, or the like) provided by a linear TV content service provider (e.g.,
  • a broadcast TV stream i.e., broadcast TV content provided on a broadcast TV channel (e.g., NBC, CBS, ABC, FOX, or the like) provided by a broadcast TV content provider, an on-demand video stream provided by an on-demand video provider (e.g., Netflix, Amazon Prime Video, Hulu, an on-demand service of a TV service provider such as Time Warner or AT&T), a radio stream provided by a radio provider (e.g., broadcast radio, satellite radio, etc.), or an on-demand audio stream provided by an on- demand audio stream provider.
  • a broadcast TV channel e.g., NBC, CBS, ABC, FOX, or the like
  • an on-demand video stream e.g., Netflix, Amazon Prime Video, Hulu, an on-demand service of a TV service provider such as Time Warner or AT&T
  • a radio stream e.g., broadcast radio, satellite radio, etc.
  • an on-demand audio stream provided by an on- demand audio stream provider.
  • Social Media Stream is a visual, audio, or audio-visual stream presented to a user in association with a social networking service.
  • Examples of a social media stream include, but are not limited to, a user's Facebook® news feed, an Instagram home page, a Twitter home page, or the like.
  • a “media content domain” is any technological mechanism by which a user consumes (i.e., views and/or listens to) a media content stream.
  • a user is in a media content domain when the user views a linear TV stream provided by a linear TV content provider.
  • a user is in a media content domain when the user views a broadcast TV stream provided by a broadcast TV content provider.
  • a user is in a media content domain when the user listens to a radio stream (e.g., a broadcast radio station or satellite radio station) provided by a radio content provider.
  • a radio stream e.g., a broadcast radio station or satellite radio station
  • a "social media domain” is any technological mechanism by which a user consumes (i.e., views and/or listens to) a social media stream provided via a social network.
  • a user may be in the social media domain by browsing his or her Facebook® news feed via an Internet browser on a computer or via a Facebook® app on his or her mobile device (e.g., smart phone, tablet computer, etc.).
  • a user may be in the social media domain by browsing his or her Instagram home page or Twitter home page via an Internet browser or corresponding app on her or her mobile device.
  • a "social graph” is information maintained by a social network service for a user that identifies direct contacts (e.g., friends) of the user in the respective social network and, optionally, indirect contacts (e.g., friends-of-friends and friends-of-friends-of-friends) of the user in the respective social network, e.g., up to a defined degree of separation.
  • direct contacts e.g., friends
  • indirect contacts e.g., friends-of-friends and friends-of-friends-of-friends
  • degree of separation is used such that there is 1 degree of separation between a user and, e.g., the friends of the user in the user's social graph, 2 degrees of separation between a user and, e.g., the friends-of-friends of the user in the user's social graph, 3 degrees of separation between a user and, e.g., the friends-of-friends-of-friends of the user in the user's social graph, etc.
  • a social network service is a service that provides a social network and associated features.
  • Some examples of a social network service include the Facebook® service that operates to provide the Facebook® social network, the Twitter® service that operates to provide the Twitter® social network, the Instagram® service that operates to provide the Instagram® social network, and the like.
  • Direct Contact As used herein, a "direct contact" of a user is another user that is directly connected to the user in a social graph of the user (i.e., there is 1 degree of separation between a user and a direct contact of the user in the social graph of the user).
  • Indirect Contact As used herein, an "indirect contact" of the user is another user that is indirectly connected to the user in a social graph of the user.
  • Advertisement (Ad) Playlist is data (e.g., a data structure) that: (1 ) identifies one or more
  • an advertisement playlist further includes an indication of the user(s) that shared any shared advertisements included in the advertisement playlist with the recipient of the advertisement playlist.
  • Systems and methods are disclosed herein that enable a first user that is presented with an advertisement in either a media content stream or a social media stream and to share, via a social network service, the advertisement with a second user(s) associated with the first user such that the advertisement is inserted into a media content stream presented to the second user(s).
  • the first user may or may not know what means are used to share the
  • the fact that the advertisement is inserted into a media content stream presented to the second user(s) may be transparent to the first user.
  • Figure 1 is a high-level illustration of some embodiments of the present disclosure.
  • Figure 1 illustrates three scenarios, namely, sharing from a social media domain to a content media domain, sharing from the media content domain to the media content domain via the social media domain, and sharing from the media content domain to the social media domain, each of which is discussed below.
  • User A is presented with an advertisement in a social media domain and shares the advertisement with User B in the media content domain. More specifically, when presented with the advertisement in the social media domain, User A is enabled to request that the advertisement be shared with one or more other users that are related to (i.e., directly and, optionally in some embodiments, indirectly connected to) User A in a social graph of User A maintained by the respective social network service. For example, User A may request that the advertisement be shared with specific friends of User A, request that the advertisement be shared with all friends of User A, or request that the advertisement be shared with friends of User A and friends-of-friends of User A (e.g., up to a defined maximum degree of
  • User A is browsing his or her Facebook® news feed and is presented with the advertisement.
  • User A is enabled to select a "share" button or the like to request sharing of the advertisement and, in some embodiments, the specific friend(s) with which User A desires to share the advertisement.
  • Upon selecting the "share" button User A is, for example, presented with a menu that enables User A to select friends and potentially friends-of-friends (e.g., all friends, specific friend(s), a subset of friends, friends-of-friends, etc.) with which User A desires to share the
  • User A may preconfigure which other users are to receive his or her shared advertisements.
  • User A requests that the advertisement be shared with User B.
  • the advertisement is shared with User B such that the advertisement is dynamically inserted into a media content stream presented to User B in such a manner that the respective media content provider retains control of the advertisement.
  • User C selects an advertisement for sharing with User D. More specifically, while consuming a media content stream, User C is presented with an advertisement (e.g., a commercial in a commercial segment or a window within a media content stream). User C is enabled to request that the advertisement be shared with one or more other users that are related to User C in a social graph of User C maintained by a social network service.
  • an advertisement e.g., a commercial in a commercial segment or a window within a media content stream.
  • User C may request that the advertisement be shared with specific friends of User C in the social graph of User C maintained by a particular social network service, request that the advertisement be shared with all friends of User C in the social graph of User C maintained by the social network service, or request that the advertisement be shared with friends of User C and friends-of-friends of User C (e.g., up to a defined maximum degree of separation) in the social graph of User C maintained by the social network service.
  • User C is viewing a linear TV content stream and is presented with the advertisement.
  • User C is enabled to select a "share” button (e.g., on his or her remote control, smart phone, or the like) to request sharing of the advertisement and, in some embodiments, the specific friend(s) with which User C desires to share the advertisement.
  • a "share” button e.g., on his or her remote control, smart phone, or the like
  • the "share” button triggers sharing of the advertisement with all friends of the user in the social graph of the user for a particular social network (e.g., the Facebook social network).
  • a menu enables User C to select friends and potentially friends-of-friends (e.g., all friends, specific friend(s), a subset of friends, friends- of-friends, etc.) with which User C desires to share the advertisement.
  • the social graph of User C or at least the friends of User C are first obtained from the social network service.
  • User C may preconfigure which other users are to receive his or her shared advertisements.
  • User C requests that the advertisement be shared with User D.
  • the advertisement is shared with User D, via the social network service, such that the advertisement is dynamically inserted into a media content stream presented to User D in such a manner that the respective media content provider retains control of the advertisement.
  • Users C and D may or may not be served by the same media content service provider.
  • User E is presented with an advertisement in the media content domain and shares the advertisement with User F in the social media domain. More specifically, while consuming a media content stream, User E is presented with an advertisement (e.g., a commercial in a commercial segment or a window within a media content stream). User E is enabled to request that the advertisement be shared with one or more other users that are related to User E in a social graph of User E maintained by a social network service.
  • an advertisement e.g., a commercial in a commercial segment or a window within a media content stream.
  • User E may request that the advertisement be shared with specific friends of User E in the social graph of User E maintained by a particular social network service, request that the advertisement be shared with all friends of User E in the social graph of User E maintained by the social network service, or request that the advertisement be shared with friends of User E and friends-of- friends of User E (e.g., up to a defined maximum degree of separation) in the social graph of User E maintained by the social network service.
  • User E is viewing a linear TV content stream and is presented with the advertisement.
  • User E is enabled to select a "share" button (e.g., on his or her remote control, smart phone, or the like) to request sharing of the advertisement and, in some embodiments, the specific friend(s) with which User E desires to share the advertisement. For instance, in some
  • the "share” button triggers sharing of the advertisement with all friends of the user in the social graph of the user for a particular social network (e.g., the Facebook social network).
  • a particular social network e.g., the Facebook social network.
  • User E is presented with a menu that enables User E to select friends and potentially friends-of-friends (e.g., all friends, specific friend(s), a subset of friends, friends-of-friends, etc.) with which User E desires to share the advertisement.
  • friends and potentially friends-of-friends e.g., all friends, specific friend(s), a subset of friends, friends-of-friends, etc.
  • the social graph of User E or at least the friends of User E are first obtained from the social network service.
  • User E may preconfigure which other users are to receive his or her shared advertisements.
  • User E requests that the advertisement be shared with User F.
  • the advertisement is shared with User F in the social domain such that the advertisement is dynamically inserted into a social media stream
  • FIG. 2 illustrates a system 10 in which advertisements are shared according to some embodiments of the present disclosure.
  • the system 10 includes a number of user devices 12.
  • the user device 12-1 is associated with a first user
  • the user device 12-2 is associated with a second user that is related to the first user in a social graph of the first user maintained by a social network service 14.
  • the user device 12-1 is generally any type of user device that enables the first user to consume a media content stream in a media content domain or to consume a social media stream in a social media domain.
  • the social network service 14 is implemented by a server computer(s) operating to provide the social network service 14.
  • the social network service 14 operates to provide a respective social network and associated features.
  • the social network service 14 is the Facebook® social network service, which is implemented by a server computer(s).
  • the Facebook® social network service is only one example of the social network service 14.
  • the social network service 14 is a service that operates to provide any (e.g., Third Person Perspective (3PP)) social network that maintains (e.g., owns) a social graph of the first user (i.e., the user associated with the user device 12-1 ).
  • 3PP Third Person Perspective
  • the system 10 also includes an advertisement (ad) playlist generator 16 that generally operates to generate user-specific ad playlists.
  • the ad playlist generator 16 is, at least in some embodiments, operated by or under the control of a streaming media content service provider (e.g., Time Warner, AT&T, DirecTV, or the like) or under the control of a particular content source for a particular media content stream (e.g., NBC, CBS, FOX, ABC, or the like for the content of a linear or broadcast TV channel).
  • a streaming media content service provider e.g., Time Warner, AT&T, DirecTV, or the like
  • a particular content source for a particular media content stream e.g., NBC, CBS, FOX, ABC, or the like for the content of a linear or broadcast TV channel.
  • the ad playlist generator 16 is implemented by a combination of hardware and software (e.g., implemented by a computing node(s) (e.g., see Figure 6) executing software that provides the functionality of the ad playlist generator 16 described herein).
  • the ad playlist generator 16 may be implemented using a centralized server or a cloud-based architecture.
  • the ad playlist generator 16 generates user-specific ad playlists for users, such as the second user associated with the second user device 12-2, based on notifications of shared advertisements received from the social network service 14 and, in some embodiments, notifications of sponsored advertisements.
  • the ad playlist generator 16 also keeps track of share and ad play statistics per user.
  • the share and ad play statistics per user include any suitable statistics for tracking what and/or how many advertisements have been shared by specific users and what and/or how many advertisements have been shared with specific users.
  • the ad playlist generated by the ad playlist generator 16 for the user associated with the user device 12-2 identifies one or more advertisements to be presented (i.e., played out) by the user device 12-2 during a particular advertisement window (i.e., an
  • the advertisements may be inserted into the media content stream using, e.g., any suitable dynamic advertisement insertion technology.
  • the ad playlist also generally defines a playout order of the advertisements in the ad playlist.
  • the advertisement(s) identified by the ad playlist include one or more shared advertisements (e.g., the advertisement shared by the user associated with the first user device 12-1 ) and, in some embodiments, one or more sponsored advertisements.
  • the system 10 also includes an ad repository/server 18 that stores advertisements and, in some embodiments, multiple versions of at least some advertisements and delivers (e.g., streams) advertisements to, e.g., the user device 12-2 via a content delivery network 20 as needed (i.e., per the generated ad playlist).
  • the content delivery network 20 is, at least in some embodiments, a network operated by a streaming media content service provider.
  • the system 10 also includes one or more content source(s) 22 (e.g., systems operated by a streaming media content source such as, e.g., NBC, CBS, FOX, ABC, or the like for the content of a linear or broadcast TV channel) that operate to provide a media content stream that is delivered to, e.g., the user device 12-2 via the content delivery network 20.
  • a streaming media content source such as, e.g., NBC, CBS, FOX, ABC, or the like for the content of a linear or broadcast TV channel
  • Usage Scenario 1 In this usage scenario, the user (referred to herein as the first user) associated with the first user device 12-1 shares an
  • a media content stream is delivered to the first user device 12-1 , e.g., via the content delivery network 20, and advertisements identified by an ad playlist generated by the ad playlist generator 16 for the user associated with the first user device 12-1 are presented during a respective advertisement window within the media content stream.
  • the first user selects the advertisement for sharing with one or more of the first user's contacts, as defined by the social graph of the first user maintained by the social network service 14.
  • the selection of the advertisement for sharing may be made via the user device 12-1 (e.g., via an associated remote control, touch screen, or other user interface) or via a secondary device (e.g., a smart phone of the first user using a corresponding app).
  • the first user device 12-1 or alternatively some secondary device, sends a sharing request to the social network service 14.
  • the sharing request includes information that identifies the advertisement, which is referred to herein as an Ad Identifier (ID) of the advertisement.
  • the Ad ID is obtained, e.g., from the ad playlist previously delivered to the first user device 12-1 from the ad playlist generator 16.
  • the sharing request is a general request to share the
  • the sharing request is a request to share the advertisement with some predefined subset of the direct contacts of the first user or some predefined subset of the direct and indirect contacts of the first user, e.g., up to some defined degree of separation.
  • the sharing request is a request to share the advertisement with some specified direct contact(s) of the first user.
  • the social graph of the first user or at least the direct contacts of the first user are first obtained, by the first user device 12-1 or alternatively some secondary device used by the first user to make the sharing request, from the social network such that the first user is enabled to select the specific direct contact(s) with which the advertisement is to be shared.
  • the social network service 14 Upon receiving the sharing request, the social network service 14 sends a notification of the shared advertisement to the ad playlist generator 16. This notification includes:
  • the social network service 14 also maintains a mapping between users and the associated user devices 12 (e.g., a mapping between user IDs and user device IDs). For example, upon activating the advertisement sharing feature, the user devices 12 provide respective user device IDs to the social network service 14 to be stored in association with the respective users.
  • sharing is done in terms of user IDs such that notification includes a user ID of the first user and a user ID(s) of the contact(s) with which the advertisement has been shared.
  • the ad playlist generator 16 then generates an ad playlist for the user (referred to herein as the second user) of the second user device 12-2 for a particular advertisement window within a media content stream being consumed at the second user device 12-2.
  • the details of how this ad playlist is generated are provided below.
  • the ad playlist is generated to include one or more advertisements which, depending on various factors, include the advertisement shared with the second user by the first user.
  • the ad playlist generator 16 provides the ad playlist to the second user device 12-2.
  • the ad playlist includes, at least in some embodiments, an indication of the user(s) that shared the advertisement with the second user.
  • the second user device 12-2 obtains the advertisements identified by the ad playlist from the ad repository/server 18 via the content delivery network and dynamically inserts the advertisements into the respective advertisement window within the media content stream consumed at the second user device 12-2 in accordance with the ad playlist.
  • the advertisement in some embodiments, there is an indication presented in
  • Usage Scenario 2 This scenario is substantially the same as Usage Scenario 1 ; however, in this scenario, the first user shares the advertisement from his or her social media stream. Initially, a social media stream is delivered to the first user device 12-1 , e.g., via the social network service 14 (i.e., via a website, an app, or other technology through which the first user accesses the social network service 14), and an advertisement is presented to the first user in the social media stream.
  • the social network service 14 i.e., via a website, an app, or other technology through which the first user accesses the social network service 14
  • the first user selects the advertisement for sharing with one or more of the first user's contacts, as defined by the social graph of the first user maintained by the social network service 14.
  • the first user device 12-1 sends a sharing request to the social network service 14.
  • the sharing request includes information that identifies the advertisement, which again is referred to herein as an Ad ID of the
  • the Ad ID (e.g., as defined by the ad sponsor) is, in some embodiments, included in the metadata for the advertisement.
  • the ad sponsor would set an indicator associated with the advertisement, which could be stored in the metadata for the advertisement, that indicates that sharing of the advertisement is permitted. This could, for example, be an option decided by, and paid for by, the ad sponsor.
  • the sharing request is a general request to share the advertisement with all direct contacts of the first user.
  • the sharing request is a request to share the advertisement with some predefined subset of the direct contacts of the first user or some predefined subset of the direct and indirect contacts of the first user, e.g., up to some defined degree of separation.
  • the sharing request is a request to share the advertisement with some specified direct contact(s) of the first user. Note that, in this
  • the social graph of the first user or at least the friends of the first user are first obtained, by the first user device 12-1 , from the social network service 14 such that the first user is enabled to select the specific direct contact(s) with which the advertisement is to be shared.
  • the process proceeds as described above for Usage Scenario 1 .
  • the social network service 14 sends a notification of the shared advertisement to the ad playlist generator 16.
  • the ad playlist generator 16 then generates an ad playlist for the user (referred to herein as the second user) of the second user device 12-2 for a particular advertisement window within a media content stream being consumed at the second user device 12-2.
  • the second user device 12-2 obtains the advertisements identified by the ad playlist from the ad repository/server 18 via the content delivery network 20 and dynamically inserts the advertisements into the respective advertisement window within the media content stream consumed at the second user device 12-2 in accordance with the ad playlist.
  • the advertisement there is an indication presented in association with the advertisement that indicates that the advertisement was shared by the first user.
  • This indication may be an audio indication or a visual indication. If the advertisement was shared by multiple users, then the indication indicates that the advertisement was shared by multiple users and, optionally, who those users are.
  • the system 10 also enables, e.g., the second user to share an advertisement presented to the second user during playout of a media content stream with, e.g., the first user for presentation in a social media stream of the first user.
  • Figures 3A and 3B illustrate the operation of the system 10 of Figure 2 in more detail according to some embodiments of the present disclosure.
  • one or more ad sponsors 23 populate the ad repository/server 18 with advertisements (step 100).
  • the ad sponsors 23 may also be referred to as advertisers.
  • the Coca-Cola company may include one or more advertisements for Coke in the ad repository/server 18.
  • the advertisements may, in some embodiments, include multiple versions of the same
  • advertisement For example, for a particular advertisement, there may a video version suitable for, e.g., presentation during a TV content stream and an audio version suitable for, e.g., presentation during a radio content stream.
  • the ad sponsor(s) 23 notify the ad playlist generator 16 of sponsored ads for users (step 102).
  • the advertisements includes respective sponsored ad information.
  • the respective sponsored ad information includes, for example, an Ad ID for the sponsored advertisement, a URL or other information that enables retrieval of the ad from the ad repository/server 18, and, in some embodiments, information to assist the ad playlist generator 16 with selecting advertisements for user-specific ad playlists (e.g., a financial value of the sponsored ad, a financial value of the sponsored ad for two or more user groups (e.g., demographic groups), etc.).
  • the ad playlist generator 16 stores the sponsored ad information (step 104).
  • the first user selects an advertisement (Ad A) to share from either a media content stream presented to the first user or a social media stream presented to the first user, as described above (step 106).
  • advertisements are preferably inserted into the media content stream based on an ad playlist received from the ad playlist generator 16 in accordance with embodiments of the present disclosure.
  • the first user selects the advertisement to be shared via a user interface of the first user device 12-1 ; however, in some alternative
  • the first user selects the advertisement to share via a secondary device.
  • the availability of an advertisement for sharing may be defined on a per advertisement basis, in which case the availability of any particular ad for sharing may be indicated to the first user, e.g., via the presence or absence of a "share" button.
  • the first user device 12-1 sends a share request for the selected ad to the social network service 14 (step 108).
  • the share request includes information that identifies the first user (user 1 ) and information that identifies the shared advertisement (Ad ID of Ad A).
  • Ad ID of Ad A information that identifies the shared advertisement
  • the share request is a request to share the advertisement with all direct contacts of the first user.
  • the share request is a request to share the advertisement with some preconfigured subset of the direct contacts of the first user or some preconfigured subset of the social graph of the first user, where the social graph of the first user includes both direct and indirect contacts of the first user.
  • the share request is a request to share the advertisement with a specific direct contact(s) of the first user, in which case the share request also includes information that identifies the direct contact(s) of the first user with which the advertisement is to be shared.
  • the social network service 14 Upon receiving the share request, the social network service 14 sends a share notification to the ad playlist generator 16, where the share notification indicates that the advertisement (Ad A) has been shared by the first user with one or more other users (user 2, user N) (step 1 10). Those other users are the contact(s) of the first user with which the first user has shared the
  • the other users include the second user (i.e., the user associated with the second user device 12-2).
  • the ad playlist generator 16 stores shared ad information obtained via the share notification (step 1 12).
  • the stored ad information includes information that indicates that the advertisement (Ad A) has been shared by the first user (user 1 ) with the other users (users 2, user N).
  • the stored ad information may include:
  • the ad playlist generator 16 may obtain additional information about the shared advertisement from the ad
  • repository/server 18 such as, e.g., a URL or other information that enables a user device (e.g., the second user device 12-2) to obtain (e.g., stream) the shared advertisement from the ad repository/server 18, information about the shared advertisement (e.g., financial value, etc.), or the like.
  • a shared advertisement may have a "time-to-live" or, in other words, a defined amount of time that the shared advertisement is to be considered by the ad playlist generator before being discarded.
  • time-to-live a defined amount of time that the shared advertisement is to be considered by the ad playlist generator before being discarded.
  • Steps 106 through 1 12 are continuously repeated (step 1 14). In other words, the first user and/or other users continue to share advertisements in the same manner as described above with respect to steps 106 through 1 12.
  • an ad playlist is needed at the second user device 12-2 for an ad window during playout of a media content stream.
  • the second user device 12-2 sends a request for an ad playlist to the ad playlist generator 16 (step 1 16).
  • the ad playlist request may include a desired duration for the ad playlist (i.e., a total playout time for the ad(s) in the ad playlist and/or a content type (e.g., video or audio) for the ad(s) in the ad playlist).
  • the second user device 12-2 requests the ad playlist before a predetermined ad window.
  • the ad playlist generator 16 pushes the ad playlist to the second user device 12-2 preemptively.
  • the ad playlist generator 16 Upon receiving the request or upon otherwise deciding that the second user device 12-2 is in need of an ad playlist, the ad playlist generator 16 generates an ad playlist for the second user (user 2) (step 1 18). The ad playlist generator 16 sends the ad playlist generated for the second user to the second user device 12-2 (step 120). The second user device 12-2 then plays out, or presents, the ads identified by the ad playlist during a respective ad window within a media content stream being consumed, or presented, at the second user device 12-2 (step 122). More specifically, in some embodiments, the second user device 12-2 requests the ads identified by the ad playlist from the ad repository/server 18 (step 122A).
  • the ad playlist includes information (e.g., URLs) that enables the second user device 12-2 to obtain the ads from the ad repository/server 18, and the second user device 12-2 uses this information to request the ads from the ad repository/server 18.
  • the ad repository/server 18 provides (e.g., streams) the ads to the second user device 12-2 (step 122B).
  • the second user device 12-2 inserts the ads into the ad window within the media content stream being streamed to the second user device 12-2 (step 122C).
  • an indication of the user that shared the ad is also presented.
  • This indication may, for example, be a visual indication (e.g., text and/or graphic) that is overlaid onto the shared ad or an audio indication. If a particular shared ad was shared with the second user by multiple users, then the indication indicates that the ad was shared with the second user by multiple users and, optionally, the identity of at least one (but potentially more than one or all) of the users that shared the ad with the second user.
  • a visual indication e.g., text and/or graphic
  • FIG 4 is a flow chart that illustrates step 1 18 of Figure 3B in more detail according to some embodiments of the present disclosure.
  • the ad playlist generator 16 in order to generate the ad playlist for the second user, the ad playlist generator 16 generates a list of candidate advertisements for the second user (step 200).
  • the list of candidate advertisements includes the shared advertisement that has been shared by the first user with the second user.
  • the list of candidate advertisements may also include additional shared advertisements that have been shared with the second user by, e.g., the first user and/or other users.
  • the list of candidate advertisements may also include sponsored ads (i.e., the sponsored ads or some subset of the sponsored ads of which the ad playlist generator 16 was notified in step 102).
  • the ad playlist generator 16 selects the ad(s) for the ad playlist from the list of candidate ads for the second user (step 202). For example, in some embodiments, the ad playlist generator 16 assigns priorities to the candidate ads based on one or more predefined criteria (step 202A).
  • the one or more predefined criteria include one or more of, e.g., financial value of the candidate ad (e.g., priority increases with an increase in financial value and decreases with a decrease in financial value),
  • the ad sponsors 23 may be willing to pay more for sponsored ads than the candidate, shared ads, in which case those sponsored (non-shared) ads are assigned greater priorities than shared ads;
  • an ad sponsor 23 may be willing to pay a premium for shared ads since shared ads are considered to be targeted in terms of the targeted (i.e., shared to) user.
  • shared ads may be assigned higher priorities than non-shared ads (i.e., sponsored (but not shared) ads);
  • the number of times that the candidate ad was shared with the second user e.g., the priority of a candidate ad increases as the number of shares increases
  • an amount of time since the candidate ad was last pitched (e.g., presented) to the second user e.g., priority of a candidate ad increases as the amount of time since the candidate ad was last presented to the second user increases
  • the amount of time may correspond to a predefined maximum
  • the ad playlist generator 16 avoids "ad fatigue"; • whether the candidate ad has a version for the desired ad content type, which may be indicated in, e.g., step 1 16;
  • a time-to-live for the candidate advertisement e.g., a candidate ad may be assigned a low priority if the time-to-live for the candidate advertisement has expired).
  • the ad playlist generator 16 selects a number (N) of the candidate ads for inclusion in the ad playlist of the second user based on the assigned priorities (step 202B). For example, the ad playlist generator 16 selects the N highest priority candidate ads.
  • the number (N) of candidate ads selected for inclusion in the ad playlist is a function of the desired duration for the ad playlist, which may be indicated in the request of step 1 16 or may be predefined. For example, if the desired duration for the ad playlist is 2 minutes, then the ad playlist generator 16 selects a number of ads having a combined duration of approximately 2 minutes.
  • the shared advertisement may be presented to the first user in one content type (e.g., video) and presented to the second user in another content type (e.g., audio).
  • the first user may select an ad for sharing during playout of a video (e.g., TV) content stream, and the shared ad may be presented to the second user during playout of an audio (e.g., radio) content stream.
  • the ad playlist generator 16 may prioritize the shared ad based on whether an audio version of the shared ad is available in the ad repository/server 18.
  • the ad playlist generator 16 includes the audio version of the shared ad, rather than the video version, in the ad playlist generated for the second user.
  • the ad playlist generator 16 may include the shared ad in the ad playlist generated for the second user, and the appropriate version of the shared ad is delivered to the second user device 12-2 in step 122.
  • the second user device 12-2 may request the appropriate version or format (i.e., ad content type) of the ads.
  • a common ad ID is used to identify all versions, or formats, of a particular ad.
  • different versions of the same ad may have different durations, in which case this would be taken into account, e.g., when generating the ad playlist to, e.g., have a desired total duration.
  • an audio version of a video ad may be generated using only the audio portion of the video ad.
  • the media content domain and the social media domain are bridged in terms of advertisement sharing. This creates a more compelling media content streaming user interface with improved advertisement targeting.
  • FIG. 5 illustrates one example of a user device 12 according to some embodiments of the present disclosure.
  • the user device 12 includes processing circuitry 24 including, in this example, one or more processors 26 (e.g., Central Processing Unit(s) (CPU(s)), Digital Signals, etc.
  • processors 26 e.g., Central Processing Unit(s) (CPU(s)), Digital Signal
  • the user device 12 also includes one or more network interfaces 30 such as, for example, a wired network interface (e.g., an Ethernet interface), a Wireless Local Area Network (WLAN) interface (e.g., an IEEE 802.1 1 interface), and/or a cellular network interface (e.g., a Third Generation Partnership Project (3GPP) Long Term Evolution (LTE) interface).
  • the user device 12 is enabled to communicate with the other nodes in the system 10 via the network interface(s) 30 to operate as described herein.
  • the user device 12 includes a user interface 31 , which includes one or more user interface components such as, for example, a touchscreen display, a display, speaker(s), keypad, remote control interface (e.g., an infrared interface), and/or the like.
  • the user interface 31 enables playout of social media streams, media content streams, advertisements, etc. to the associated user.
  • the user interface 31 enables the associated user to, e.g., trigger ad sharing as described herein.
  • the user device 12 includes a playout interface 32 that enables playout of, e.g., social media streams, media content streams, and advertisements to an external playout device 34 (e.g., a TV).
  • the functionality of the user device 12 as described herein is implemented in software that is stored in the memory 28 and executed by the processor(s) 26 whereby the user device 12 operates as described herein.
  • a computer program including instructions which, when executed by at least one processor, causes the at least one processor to carry out the functionality of the user device 12 according to any one of the embodiments described herein is provided.
  • a carrier containing the aforementioned computer program product is provided.
  • the carrier is one of an electronic signal, an optical signal, a radio signal, or a computer readable storage medium (e.g., a non-transitory computer readable medium such as the memory 28).
  • FIG. 6 illustrates the user device 12 according to some other embodiments of the present disclosure.
  • the user device 12 includes a number of modules 35, each of which is implemented in software.
  • the user device 12 includes an ad sharing module 35-1 that operates to provide ad sharing as described herein, e.g., with respect to steps 106 and 108 of Figure 3A.
  • the user device 12 also includes a playout module 35-2 that operates to provide playout of advertisements during an ad window within a content stream as desired herein, e.g., with respect to step 122 of Figure 3B.
  • FIG. 7 illustrates one example of a computing system 36 on which the ad playlist generator 16 is implemented according to some embodiments of the present disclosure.
  • the computing system 36 includes processing circuitry 38 including, in this example, one or more processors 40 (e.g., CPU(s), DSP(s), ASIC(s), FPGA(s), and/or the like) and memory 42.
  • the computing system 36 also includes one or more network interfaces 44 such as, for example, a wired network interface (e.g., an Ethernet interface), a WLAN interface (e.g., an IEEE 802.1 1 interface), and/or a cellular network interface (e.g., a 3GPP LTE interface).
  • the computing system 36 is enabled to
  • the computing system 36 also includes one or more storage devices 46 (e.g., one or more volatile storage devices) in which the ad playlist generator 16 can store information, as described herein.
  • storage devices 46 e.g., one or more volatile storage devices
  • the functionality of the ad playlist generator 16 as described herein is implemented in software that is stored in the memory 42 and executed by the processor(s) 40 whereby the computing system 36 implements the ad playlist generator 16 as described herein.
  • a computer program including instructions which, when executed by at least one processor, causes the at least one processor to carry out the functionality of the ad playlist generator 16 according to any one of the embodiments described herein is provided.
  • a carrier containing the aforementioned computer program product is provided.
  • the carrier is one of an electronic signal, an optical signal, a radio signal, or a computer readable storage medium (e.g., a non-transitory computer readable medium such as the memory 42).
  • FIG 8 illustrates the computing system 36 according to some other embodiments of the present disclosure.
  • the computing system 36 includes a number of modules 48, each of which is implemented in software.
  • the modules 48 include a receiving module 48-1 that operates to receive an ad request as desired herein, e.g., with respect to step 1 10 of Figure 3A, a storing module 48-2 that operates to store shared ad information as described herein, e.g., with respect to step 1 12 of Figure 3A, a generating module 48-3 that operates to generate an ad playlist for a specific user as described herein, e.g., with respect to step 1 18 of Figure 3B, and a providing module 48-4 that operates to provide a generated ad playlist to a user device 12 as described herein, e.g., with respect to step 120 of Figure 3B.
  • a receiving module 48-1 that operates to receive an ad request as desired herein, e.g., with respect to step 1 10 of Figure 3A
  • FIG. 9 is a schematic block diagram that illustrates a virtualized embodiment of the computing system 36 on which the ad playlist generator 16 is implemented according to some embodiments of the present disclosure.
  • a "virtualized" computing system 36 is a computing system 36 in which at least a portion of the functionality of the computing system 36 is implemented as a virtual component (e.g., via a virtual machine(s) executing on a physical processing node(s) in a network(s)).
  • the computing system 36 includes one or more processing nodes 50 coupled to or included as part of a network(s) 52.
  • Each processing node 50 includes one or more processors 54 (e.g., CPUs, ASICs, DSPs, FPGAs, and/or the like), memory 56, and a network interface 58.
  • processors 54 e.g., CPUs, ASICs, DSPs, FPGAs, and/or the like
  • functions 60 of the ad playlist generator 16 described herein are implemented at the one or more processing nodes 50.
  • some or all of the functions 60 of the ad playlist generator 16 described herein are implemented as virtual components executed by one or more virtual machines implemented in a virtual environment(s) hosted by the processing node(s) 50.

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Abstract

L'invention concerne des systèmes et des procédés permettant à un premier utilisateur, qui se voit présenter une publicité dans un flux de contenu multimédia ou un flux de médias sociaux, de partager la publicité avec un ou plusieurs seconds utilisateurs à l'aide d'un service de réseau social de façon à insérer la publicité dans un flux de contenu multimédia présenté au(x) second(s) utilisateur(s).
PCT/IB2017/051048 2017-02-23 2017-02-23 Systèmes et procédés de partage d'annonces multimédia WO2018154354A1 (fr)

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