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Advertising with video ad creativesRelated Patent Categories: Interactive Video Distribution Systems, Program, Message, Or Commercial Insertion Or Substitution, Specific To Individual User Or HouseholdAdvertising with video ad creatives description/claimsThe Patent Description & Claims data below is from USPTO Patent Application 20070157228, Advertising with video ad creatives. Brief Patent Description - Full Patent Description - Patent Application Claims
.sctn. 1. BACKGROUND OF THE INVENTION [0001] .sctn. 1.1 Field Of The Invention [0002] The present invention concerns advertising, such as online advertising for example. In particular, the present invention concerns improving the utility of advertisements to end users. [0003] .sctn. 1.2 Background Information [0004] Advertising using traditional media, such as television, radio, newspapers and magazines, is well known. Unfortunately, even when armed with demographic studies and entirely reasonable assumptions about the typical audience of various media outlets, advertisers recognize that much of their ad budget is simply wasted. Moreover, it is very difficult to identify and eliminate such waste. [0005] Recently, advertising over more interactive media has become popular. For example, as the number of people using the Internet has exploded, advertisers have come to appreciate media and services offered over the Internet as a potentially powerful way to advertise. [0006] Interactive advertising provides opportunities for advertisers to target their ads to a receptive audience. That is, targeted ads are more likely to be useful to end users since the ads may be relevant to a need inferred from some user activity (e.g., relevant to a user's search query to a search engine, relevant to content in a document requested by the user, etc.). Query keyword targeting has been used by search engines to deliver relevant ads. For example, the AdWords advertising system by Google Inc. of Mountain View, Calif. (referred to as "Google"), delivers ads targeted to keywords from search queries. Similarly, content targeted ad delivery systems have been proposed. For example, U.S. patent application Ser. No. 10/314,427 (incorporated herein, in its entirety, by reference and referred to as "the '427 application"), titled "METHODS AND APPARATUS FOR SERVING RELEVANT ADVERTISEMENTS", filed on Dec. 6, 2002 and listing Jeffrey A. Dean, Georges R. Harik and Paul Buchheit as inventors; and Ser. No. 10/375,900 (incorporated herein, in its entirety, by reference and referred to as "the '900 application"), titled "SERVING ADVERTISEMENTS BASED ON CONTENT," filed on Feb. 26, 2003 and listing Darrell Anderson, Paul Buchheit, Alex Carobus, Claire Cui, Jeffrey A. Dean, Georges R. Harik, Deepak Jindal and Narayanan Shivakumar as inventors, describe methods and apparatus for serving ads relevant to the content of a document, such as a Web page for example. Content targeted ad delivery systems, such as the AdSense advertising system by Google for example, have been used to serve ads on Web pages. [0007] As can be appreciated from the foregoing, serving ads relevant to concepts of text in a text document and serving ads relevant to keywords in a search query are useful because such ads presumably concern a current user interest. Consequently, such online advertising has become increasingly popular. Moreover, advertising using other targeting techniques, and even untargeted online advertising, has become increasingly popular. [0008] Currently, ads delivered with video content, such as television broadcasts for example, are typically based on a "reservation" model. That is, an advertiser reserves a spot in the televised broadcast for a fixed fee. Unfortunately, however, the reservation model doesn't necessarily maximize revenue for the video content publisher because many advertisers that don't have the resources to negotiate agreements for such ad spots don't compete for those ad spots. Further, from the perspective of the end-user (i.e., the person or persons to whom the audio content is delivered), the ad could be totally irrelevant or not as useful as it could be. [0009] Existing advertising systems, such as systems that insert ads into video content (a "video document"), could be improved. For example, it would be useful to improve the relevancy of ads served in (or with) a video document. It would also be useful to improve the value, in terms of potential advertising revenue, of such a video document. It would be especially useful to improve the value, in terms of potential advertising revenue, of an aggregate of multiple instances of a video document. .sctn. 2. SUMMARY OF THE INVENTION [0010] Embodiments consistent with the present invention may be used to improve the serving of advertisements with (e.g., on) video documents. For example, at least some embodiments consistent with the present invention may (a) accept information defining at least one ad spot associated with at least one instance of an video document, (b) accept offers to have advertisements served in the ad spot(s), and (c) arbitrate among competing advertisements, using at least the offers, to determine at least one advertisement to be served in that ad spot(s). As another example, at least some embodiments consistent with the present invention may (a) accept relevance information for an advertisement, (b) determine at least one video document using the accepted relevance information, (c) present information about the video document(s) to an advertiser associated with the advertisement, and (d) accept, from the advertiser, an offer to have its advertisement served with at least one of the video document(s) accepted. As yet another example, at least some embodiments consistent with the present invention may (a) accept relevance information for an video document, (b) determine a plurality of advertisements relevant to the video document using the relevance information and serving constraints of the advertisements, and (c) select at least one of the determined relevant advertisements to be served with the video document. Examples of video documents include video files published on the Internet, television programs, live or recorded talk shows, video-voice mail, segments of an video conversation, etc. .sctn. 3. BRIEF DESCRIPTION OF THE DRAWINGS [0011] FIG. 1 is a diagram illustrating various ways video content can be delivered and received. [0012] FIG. 2 is a diagram showing parties or entities that can interact with an advertising system. [0013] FIG. 3 is a diagram illustrating an environment in which, or with which, embodiments consistent with the present invention may operate. [0014] FIG. 4 is a bubble diagram of exemplary operations that may be performed in a manner consistent with the present invention, as well as information that may be used and/or generated by such operations. [0015] FIG. 5 illustrates an exemplary data structure for storing video document relevancy information in a manner consistent with the present invention. [0016] FIG. 6 illustrates an exemplary data structure for storing ad spot information in a manner consistent with the present invention. [0017] FIG. 7 illustrates an exemplary data structure for storing ad information in a manner consistent with the present invention. [0018] FIG. 8 is a flow diagram of an exemplary method for extracting and/or determining relevancy information for a video document in a manner consistent with the present invention. [0019] FIG. 9 is a flow diagram of an exemplary method for determining ad spots in a manner consistent with the present invention. [0020] FIG. 10 is a flow diagram of an exemplary method for determining ads relevant to ad spots in a video document in a manner consistent with the present invention. [0021] FIG. 11 is a flow diagram of an exemplary method for arbitrating relevant ads competing for video document ad spots in a manner consistent with the present invention. Continue reading about Advertising with video ad creatives... Full patent description for Advertising with video ad creatives Brief Patent Description - Full Patent Description - Patent Application Claims Click on the above for other options relating to this Advertising with video ad creatives patent application. ###  How KEYWORD MONITOR works... a FREE service from FreshPatents1. Sign up (takes 30 seconds). 2. Fill in the keywords to be monitored. 3. Each week you receive an email with patent applications related to your keywords. Start now! - Receive info on patent apps like Advertising with video ad creatives or other areas of interest. ### Previous Patent Application: Advertising services architecture Next Patent Application: Analytic advertising system and method of employing the same Industry Class: Interactive video distribution systems ### FreshPatents.com Support Thank you for viewing the Advertising with video ad creatives patent info. 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