SYSTEM OF CUSTOMIZING AND PRESENTING INTERNET CONTENT TO ASSOCIATE ADVERTISING THEREWITH

TECHNICAL FIELD:

[0001] The present invention relates to systems of presenting advertising on the internet so that the advertising is individually tailored to the content as viewed by different particular internet users.

BACKGROUND OF THE INVENTION:

[0002] The internet offers the perfect media for targeted advertising. This is due to the fact that different individuals view different content depending upon their particular interests and search patterns.

[0003] In the past, on lane advertisements are typically based on static placement. For example, an advertiser will typically purchase advertisement space on a web-site or search engine regardless of the content of the webpage. For example, a webpage displaying or discussing cars can also have automotive advertising presented therewith. Alternately, advertisements may be based on the results of key word searches

[0004] This problem is especially true with regard to videos presented on the internet. In addition, when individual persons create and post their own videos (or their own static content such as photographs) to the internet, there is no known system for effectively presenting targeted advertising (with the exception of traditional key word based advertising) to those other persons selecting and then viewing the videos (or static content such as photographs).

[0005] What is instead desired is an automatic system where targeted advertising is presented to viewers of internet content such that different people can post their own content to the internet, with the persons viewing the internet content receiving advertising that is associated with the internet content selected by the viewers.

SUMMARY OF THE INVENTION:

[0006] The present invention provides methods and systems of associating advertising to internet content, by: uploading content to a website; selecting annotations that correspond to the content; uploading the annotations to the website (or editing the annotations on the website); associating the annotations with the content; associating advertising with the annotations; and presenting the content on the internet with the advertising associated to the content. In various aspects of the invention, the content creator can upload the content (and/or annotations) and then edit the content (and/or annotations) on the website. In other optional aspects, someone other than the content creator can upload the content (and/or annotations). For example, a service may be provided to the content creator (or others) to actually perform the uploading of the content. It is to be understood that "uploading" described herein covers any system of uploading the content performed in any way and by any person.

[0007] In preferred aspects, the content uploaded to the internet is a video; however, the present invention is not so limited. For example, the present invention also encompasses static content such as photographs, illustrations, drawings and text.

[0008] In optional aspects of the invention, video content can be segmented into time intervals, with particular annotations being associated with each segment of the video. For example, a 6 minute video may be segmented into three 2 minute intervals with different annotations being associated with each 2 minute segment of the video.

[0009] In preferred aspects, the annotations are selected by a creator of the content itself. This person is typically the person who also uploads the content directly to the internet. It is to be understood, however, that the present invention is not so limited. For example, someone other than the content creator may add (or edit) annotations.

[0010] The annotations the creator selects may include a general written description of the content, or key words describing or relating to the content. In optional aspects, the annotations may also correspond directly to product identifiers or product codes.

[0011] Advertising is then associated to the content. In one approach, advertising is associated to the content by presenting the annotations to a plurality of advertisers; having the plurality of advertisers bid on the annotations; and then selecting a preferred advertiser having a winning bid from among the plurality of advertisers. In another approach, advertising is associated to the content by presenting the annotations to a plurality of advertisers; and then having individual advertisers purchase individual annotations.

[0012] In various aspects, the annotations may be sent to an advertising server and the advertising server then associates the advertising with the annotations. Alternately, the annotations may be sent to a 3 ^rd party advertising service and the 3 ^rd party advertising service then associates the advertising with the annotations.

[0013] The content is viewed on the internet by a plurality of viewers. Revenue generation events may include purchases made by the plurality of viewers occasionally buying products or services corresponding to the advertising associated to the content. However, revenue generation events may also include (but are not limited to) "roll overs" (i.e.: the movement of a cursor over an item of interest) and "click-throughs" (i.e.: clicking on a link associated with advertising. Thus, revenue generation events, as discussed herein, may include actual purchases, but may also include simple viewing of advertisements without purchases being made. In accordance with an aspect of the invention, a portion of revenue resulting from the revenue generation events may be directed to the creator (uploader or editor) of the content.

[0014] In optional aspects of the invention, the creator of the internet content may select a product corresponding to the content. The system then presents the content on the internet to the plurality of viewers with the product directly associated to the content.

[0015] In optional aspects of the invention, when a viewer moves his/her cursor over the product shown in a photograph or video, an advertisement for the product (or otherwise associated with the content) is displayed. The advertisement may optionally appear in a pop-up window, or in a separate section of an existing window, or in a media player.

[0016] In optional aspects, selecting annotations that correspond to the content comprises selecting a product corresponding to the content.

[0017] The present invention also provides a method and system of associating products to internet content, by: uploading content to a website; selecting a product that corresponds to the content; uploading a product identifier to the website (or editing a product identifier on the website), the product identifier corresponding to the product; associating the product identifier with the content; and presenting the content on the internet with the product identifier associated to the content. As stated above, someone other than the content creator can upload the content (and/or product identifiers). For example, a service may be provided to the content creator to actually perform the uploading of the content (and/or product identifiers). It is to be understood that "uploading" described herein covers any system of uploading the content (and/or product identifiers) performed in any way and by any person.

[0018] The product identifier may include, but is not limited to, a UPC code or an ISBN code.

[0019] The product identifiers may be selected by a creator (or owner) of the content, the content is viewed on the internet by a plurality of viewers, and revenue generation events are generated by the plurality of viewers viewing the product identifiers associated to the content. In accordance with the present invention, a portion of the revenue generated from the revenue generation events may be directed to the creator of the content. Fn addition, the product identifier may be associated with the content by linking the product to an advertiser's website, such that a viewer is directed to the advertiser's website.

BRIEF DESCRIPTION OF THE DRAWINGS:

[0020] Fig. 1 is a flow chart illustrating operation of an aspect of the invention.

[0021] Fig. 2 is a flow chart illustrating selection of advertisers in accordance with the invention.

[0022] Fig. 3 is a schematic showing operation of the present invention.

[0023] Fig. 4 is an example of how the system may be used in operation, as viewed by a user.

DETAILED DESCRIPTION OF THE DRAWINGS:

[0024] Figs. 1 and 2 are flow charts illustrating operation of aspects of the present invention, as follows. As seen in Fig. 1, a system 10 is provided. In accordance with the present invention, system 10 may be a method, or it may be a computer program or system operating in accordance with the described method.

[0025] System 10 provides a method of associating advertising to internet content, as follows. A content creator first selects internet content and uploads the content to the internet. This is shown as step 20. The internet content selected may include any of videos Vl , V2, V3, or photographs Pl or P2. In one preferred aspect of the invention, the internet content selected is video content. It is to be understood, however, that the present invention is not so limited. For example, photographs, illustrations, drawings and text may also be used.

[0026] In exemplary applications of the present invention, the internet content is content authored or created by the content creator. For example, the content may include videos taken by the operator such as: Vl = "Me playing guitar", V2 = "Me camping with my family", V3 = "My dog Spot playing in the park", etc. Exemplary content may also include photographs such as: Pl = "My car", P2 = "My grandpa", etc.

[0027] Next, the content creator selects annotations (Al, A2, A3, etc.) that correspond to the uploaded content. These annotations are then uploaded (by the content creator) to the internet. This is shown as step 30. The annotations may comprise written general descriptions of the content, or key words, phrases or symbols describing or otherwise associated to the content.

[0028] Next, a computer system associates the annotations to the content. This is shown as step 40. Following the above example, video Vl ("Me playing guitar") may have annotations as follows: Al vι = "Guitar", A2 vi = "Guitar Strap", A3vι = "Sweat Shirt", A4vi = "Poster". Similarly, video V2 ("Me camping with my family") may have annotations as follows: Al _V2 = "Yosemite Park", A2 _V2 = "Tent", A3 _V 2 - "Camp Stove", A4v ₂ <= "Backpack". Similarly, video V3 ("My dog Spot playing in the park") may have

annotations as follows: Al V3 = "Golden Gate Park", A2 _V 3 = "Dog Leash", A3 _V 3 - "German Shepard", A4 _V 3 = "Dog Collar".

[0029] Next, a computer system associates advertising with the annotations.

This is shown as step 50. Following the above example, video Vl ("Me playing guitar") has annotations: Al _V i = "Guitar", A2 vι = "Guitar Strap", A3 _V ι = "Sweat Shirt", A4vι = "Poster" as stated above. Advertising is now associated directly to each of these annotations Al vι, A2 vi, A3vi and A4vi as follows: ADl vi is associated to Al vi. For example, ADl _V i can be an advertisement for a new guitar sent from "Guitar.com" corresponding to annotation Al vi = "Guitar". Similarly, AD2 vi is associated to A2 vi. For example, AD2 vi can be an advertisement for a new guitar strap sent from "GuitarStrap.com" corresponding to annotation Alvi ⁼ "Guitar strap". Similarly, AD3 vi is associated to A3 vi. For example, AD3 vi can be an advertisement from a clothing retailer such as Old Navy ™ for clothing corresponding to annotation A3vι = "Sweat Shirt". Similarly, AD4 vi is associated to A4 v _t . For example, AD4 vi can be an advertisement from an on-line poster shop corresponding to annotation A4vi = "Poster".

[0030] Similarly, advertising (including links, pop-ups, etc.) can be associated with each of the annotations uploaded by the content creator. For example: advertising ADl _PI is associated with annotation AI pi _; advertising AD2 _P1 is associated with annotation A2 _{PI ;} and advertising AD3 pi is associated with annotation A3 pi

[0031] As can be seen, the internet content creator (or owner) can upload as many videos Vl, V2, V3 or as many photographs Pl, P2 as (s)he desires. For each one of these items uploaded to the internet, the content creator can create (and upload) as many annotations A 1 , A2, A3 as (s)he desires. In fact, a content creator may upload as few as one video (or photograph) and as few as one annotation describing (or otherwise corresponding to) the content.

[0032] In accordance with the present invention, there can be any number of different content creators/owners using the invention. Each of these content creators/owners may interact with the present computer system at the same time, or at different times. When a plurality of internet content creators are using the present

invention at the same time, each of them follows the method and system shown in Fig. 1, and as described above.

[0033] Next, the computer system presents the content on the internet with the advertising associated to the content. This is shown as step 60. For example, two users Ul and U2 may be surfing the internet. User Ul may decide to watch video Vl ("Me playing guitar"). As user Ul watches video Vl, advertisements ADl vi (a link or popup from "Guitar.com") AD2vi (a link or pop-up from "GuitarStrap.com") AD3vi (a link or pup-up from "Old Navy™") and AD4vi (a link or pop-up from an on-line poser store) also appear on the user's screen.

[0034] Similarly, user U2 instead decides to watch video V2. ("Me camping with my family"). As user U2 watches video V2, various advertisements for "Yosemite Park", "Tents", "Camp Stoves" and "Backpacks" (i.e.: AD1 _V 2, AD2 _V2 , AD3 _V 2 and AD4v2) will appear on that user's screen.

[0035] In optional aspects of the present Invention, the content creator can segment his/her videos Vl, V2, V3, etc. into time intervals; and associate annotations with each segment of the video. For example, a 6 minute video may be segmented into three 2 minute segments with different sets of annotations being associated with each segment of the video. This can be especially entertaining when, for example, an object is only shown for a short period of time during a video. For example, a German Shepard runs across the video screen during the video, and a pop-up advertisement for a dog breeder is displayed.

[0036] Fig. 2 illustrates an exemplary system for associating advertisements

(and their respective retailers) to the annotations initially selected by the content creator. Thus, Fig.2 expands upon and further explains step 50 shown in Fig. 1, as follows. The annotations as shown in box 100 are presented to a plurality of retailers Rl, R2, R3, etc. in box 1 10. Note: the annotations shown in box 100 are the same as those shown in step 40 in Fig. 1. Particular retailers Rl, R2, R.3 are then associated with various annotations. This is shown in step 120 where (for example) retailer Rl is associated with annotations Al vi, A2 _V i and A3pi. Retailer R2 is only associated with annotation A3vι. Retailer R3 is not associated with any annotations. (Note: various different systems and methods of associating particular retailers R with particular annotations A

are described fully below.) Next, as shown in step 130, the individual retailers may compose and submit advertisements corresponding to the annotations with which the retailers R have become associated. Thus, retailer Rl prepares and submits advertisements ADlvi, AD2v ₂ and AD3 _PI . Retailer R2 only prepares advertisement AD3vi- Retailer R3 prepares no advertisements.

[0037] Following the above example, retailer Rl may be a musical instrument supplier who has become associated with the annotations "guitar" (i.e.: annotation Alvi) and "guitar strap" (i.e.: annotation A2vi)- Retailer Rl may also become associated with an annotation (A3p _t ) associates with another photograph (P3). Note: photograph P3 may, or may not, have been posted to the internet by the same content creator that posted videos V2 and V2.

[0038] Thus, (as shown in step 60 in Fig. 1) when a user Ul views video Vl of

"Me Playing Guitar", (s)he will also be presented with two advertisements from advertiser Rl (i.e.: the musical instrument supplier showing an advertisement for a guitar (i.e.: ADl vi) and a guitar strap (i.e. AD2v ₂ )- Other advertisements from other retailers (i.e.: the retailers associated with advertisements AD3vi and AD4vi) will also be seen by user Ul when viewing video Vl .

[0039] Thus, in accordance with the present invention, different users Ul, U2, etc. may see different combinations of advertisements ADs when viewing different (or the same) content on the internet. In some circumstances, advertisements from different advertisers/retailers R are shown on the same screen viewed by the same user. In other circumstances, more than one advertisement from the same advertiser/retailer is viewed on the same screen viewed by the same user. As explained above, when the content is video content that has been segmented into time intervals, the various advertisers/retailers (and their particular advertisements) presented to the user is or may be constantly changing.

[0040] As explained above, various advertiser/retailers Rl , R2, R2 can be associated with each of the various annotations Alvi, A2v2 Al V2 _> A2v2----- Alpi,

A2p2, ...etc. It is to be understood that the present invention is not limited to any particular system of associating retailers' advertisements to content creators'

annotations. However, two exemplary methods of performing such associations are presented below.

[0041] In one aspect, the annotations Alvi, A2v2 Alv2, A2v2 Alpi,

A2p ₂ , ...etc. are presented to a plurality of advertisers (e.g.: retailers Rl, R2, R3, etc.). Advertisers Rl, R2, R3, etc., then bid on the annotations. For each annotation, the advertiser having the winning bid is selected. For example, as shown in step 120 in Fig. 2, advertiser Rl has successfully won bids on annotations Al vi, A2v ₂ and A3pi. Advertiser R2 has successfully won a bid on annotation A3vι . Advertiser R3 hasn't won any bids. As a result, advertiser Rl prepares advertisements ADlvi, AD2 _V2 and AD3pi as shown in step 130. Similarly, advertiser R2 prepares advertisement AD3yi. In optional aspects of the invention, the advertiser may only have his/her advertising linked to the annotation up to such point in time that his/her adverting budget is exhausted.

[0042] In preferred aspects of the invention, advertisers / retailers Rl , R2, R3, etc. bid on the annotations directly over the internet. In one aspect, the annotations are sent to an advertising server and the advertising server associates the advertising with the annotations. In another aspect, the annotations are sent to a 3 ^rd party advertising service and the a 3 ^rd party advertising service associates the advertising with the annotations.

[0043] In an alternate aspect of the invention, each of the annotations Al vι,

A2v2 Alv2» A2v2 Alpi, A2p2, ...etc. are presented to a plurality of advertisers

(e.g.: retailers Rl, R2, R3, etc.). However, as distinguished from the above approach, the annotations are simply presented for sale over the internet. Thus, the individual advertisers Rl, R2, R3, etc.) simply purchase the individual annotations, or the right to be linked to certain selected annotations Al vι, A2v2 Alv2 _> A2y ₂ Alpi, A2P2,

...etc.

[0044] Similar to the above approach, the annotations may either be sent to an advertising server (or a 3 ^rd party advertising service) and the advertising server (or 3 ^rd party advertising service) associates the advertising with the annotations.

[0045] Fig. 3 illustrates the present system in operation with a plurality of content creators Cl and C2 uploading content and annotations to system 10 while a

plurality of advertisers/retailers Rl, R2 and R3 prepare advertisements corresponding to the annotations such that a plurality of viewers/users Ul , U2 and U3 viewing the internet content each see advertisements that correspond directly to the content they are viewing.

[0046] In accordance with the present invention, revenue is generated by revenue generation events in which the plurality of viewers Ul, U2 and U3 view advertisements and/or occasionally initiate revenue generation events corresponding to the advertising associated to the content they are viewing. In accordance with the present invention, a portion of the revenue generated by revenue generation events may then be directed back the creators Cl and C2 of the content. Thus, content creators Cl and C2, etc. may be rewarded for creating the annotations in the first place.

[0047] Operation of the present invention in use is illustrated in Fig. 4. Video

Vl ("Me Playing Guitar") is being viewed (by user Ul as described above). When this occurs, advertisements corresponding to annotations AlVl, A2V1 , A3V1 and A4Vl appear on the screen. Specifically, advertisements corresponding to each of "Guitar", "Guitar Strap", "Sweat Shirt" and "Poster" are shown on screen.

[0048] In optional aspects of the invention, cursor movement onto the product may prompt an advertisement for the product. For example, should the user move his/her cursor over the guitar in video Vl, a pop-up advertisement may appear from guitar.com.

[0049] In optional aspects of the present invention, the content creator C may himselCherself select a product corresponding to the uploaded content; and present the content on the internet with the product directly associated to the content. This aspect of the present invention may be used in addition to, or instead of, having various retailers bid on or purchase rights to be associated with the annotations.

[0050] For example, the present invention also provides a method of associating products to internet content, by content creator C uploading content to a website while selecting a product that corresponds to the content, and uploading a product identifier to the website (or editing a product identifier on a website), wherein the product identifier corresponds to the selected product. The product identifier may be a UPC code, or an ISBN code. These UPC/ ISBN codes may then be bid upon or purchased by advertisers,

in a manner as described above. It is to be understood, however, that the present invention is not so limited. Other options and code types are possible.

[0051] An advantage of this optional aspect of the invention is that it avoids the need for retailers / advertisers to bid on or to purchase rights to be associated with the annotations. Instead, the links or advertisements are simply selected by the content creator C.

[0052] For example, a content creator may simply upload a photo of himself/herself to the internet. As a viewer/user U moves his/her cursor over the photo, links or advertisements to various products or advertisers may be displayed. For example, when the cursor points to the shirt of the person in the photo, or clicks the link that (for example) says "shirt", a pop-up linking to the retailer of the shirt may appear. Similarly, when the cursor points to a pen in the pocket of the shirt of the person in the photo, a pop-up linking to the retailer of the pen may appear. As such, the content creator C may directly link their uploaded content to an advertiser's website, such that a viewer U is directed to the advertiser's website.

[0053] In further optional aspects of the present invention, the retailers/advertisers are able to filter which types of videos or photographs they are associated with. Thus, retailers' products do not become associated with videos or photographs they deem to be objectionable.

[0054] In further optional aspects of the present invention, the annotations may be searchable by the content creator(s), the advertiser(s) / retailer(s) and the user(s) / viewer(s).