Method and system for addressable and program independent advertising during recorded programs

Abstract

A system and method for delivering addressable or targeted advertising to subscribers during programming that the subscribers have recorded identifies the timing and characterization of programs to be recorded and the probable subscriber of those programs. Using the subscriber profiles of those subscribers, either already developed or generated on-the-fly based on program selection, and ad characterizations / profiles, the system generates a schedule of advertisements to be inserted into the avails (advertising opportunities) of the programming as it is recorded. The schedule generated can depend on correlations or matching between the ad profiles and the subscribers' profile, scheduling requirements (i.e., contracts and sales with advertisers) and timing. This system allows for targeted advertising to be delivered to subscribers during recorded programming and thus provides for additional opportunities for advertisers to reach subscribers in a highly addressable fashion.

Description

CROSS REFERENCE TO RELATED APPLICATIONS [0001] This application is a continuation of co-pending U.S. patent application Ser. No. 09 / 680,622 filed on Oct. 6, 2000, entitled “Method and System for Addressable and Program Independent Advertising during Recorded Programs,” the entire disclosure of which is incorporated herein by reference.[0002] This application is related to the following U.S. applications: Ser. No. 09 / 635,252 filed on Aug. 9, 2000, now abandoned, entitled “Subscriber Characterization Based Electronic Program Guide Data”; Ser. No. 09 / 635,253 filed on Aug. 9, 2000, now U.S. Pat. No. 6,714,917, entitled “Subscriber Identification Based on Electronic Program Guide Data”; and Ser. No. 09 / 635,542 filed on Aug. 10, 2000, entitled “Grouping Subscribers Based On Demographic Data”. This application is also related to the following co-pending U.S. provisional applications: 60 / 183,411 filed on Feb. 18, 2000, entitled “Ad Management System”; 60 / 183,409, filed on Feb. 18, 2000, ent...

AI Technical Summary

Benefits of technology

[0008] The present invention comprises a method and system for delivering addressable, or targeted, advertising to subscribers during programming that the subscribers have recorded. In one embodiment of the present invention, targeted ads are delivered during programming that has been “flagged” for future viewing. Specifically, the present invention provides the means to deliver highly targeted, and in some cases, individualized ads, to subscribers that have programmed a recording device to record one or more programs. This targeted advertising system identifies the timing and characterization of programs to be recorded, and the probable subscriber or subscribers of those programs. Using subscriber profiles, either already developed or generated on-the-fly based on program selection and ad characterizations / profiles, the system generates a schedule of ads to be inserted into the avails (advertising opportunities) of the programming as it is recorded (or as it is displayed), and inserting the ads according to the schedule. The schedule generated can depend on, inter alia, correlations or matching between the ad profiles, the subscribers' profiles, scheduling requirements (i.e., contracts and sales with advertisers), and timing. In one embodiment, the schedule, along with the ads, are delivered to the set-top box (STB) for insertion during the recorded programming. In another embodiment, the ads are periodically delivered and stored on the STB and the STB generates the schedule based on a scheduling algorithm. Ads are inserted into the avails according to the schedule and a record of such insertion is generated to be used for billing. This system allows for targeted advertising to be delivered to subscribers during recorded programming and thus provides for additional opportunities for advertisers to reach subscribers in a highly addressable fashion.

[0011] Another object of the present invention is to provide additional targeted advertising opportunities by allowing for targeted ad delivery and presentation to be accomplished during a recorded program, in addition to the targeted advertising performed during “real-time” viewing by the subscriber. Moreover, in cases where a subscriber wishes to record one or more programs while simultaneously viewing another program, the present invention allows for targeted advertising to be delivered with both the program being viewed and with the recorded program. This method works for systems that can record one or more programs concurrently with the viewing of another program.

Problems solved by technology

Moreover, TV advertising subsidizes the cost of a large part of TV programming delivered to consumers.

These advertisers typically have access to market and demographic studies that allow them limited control over delivering their ads to specific groups of subscribers.

Programming a Video Cassette Recorder (VCR) or other recording device can be a tedious process, for example, it may require navigating a complex programming menu, and the exact date and time of the desired programming must be obtained by the subscriber before any programming of the VCR can begin.

Thus, targeted ad delivery is not performed.

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