Selection of advertisements via viewer feedback

{
  "publication_number": "US2012324494A1",
  "country": "US",
  "kind": "A1",
  "title": "Selection of advertisements via viewer feedback",
  "abstract": "Embodiments related to selecting advertisements for display to targeted viewers are disclosed. In one example embodiment, an advertisement is selected by, for each of a plurality of advertisements, aggregating a plurality of emotional response profiles from a corresponding plurality of prior viewers of the advertisement to form an aggregated emotional response profile for the advertisement, wherein each of the emotional response profiles comprises a temporal record of a prior viewer's emotional response to the advertisement. The method further includes identifying a group of potentially positively correlated viewers for the targeted viewer, filtering the aggregated emotional response profiles based on the group of potentially positively correlated viewers, selecting a particular advertisement from the plurality of advertisements based on a correlation of the filtered aggregated emotional response profiles, and sending the particular advertisement for display to the targeted viewer.",
  "claims": [
    "1. On a computing device, a method of selecting an advertisement for display to a targeted viewer, the method comprising: for each of a plurality of advertisements, aggregating a plurality of emotional response profiles from a corresponding plurality of prior viewers of the advertisement to form an aggregated emotional response profile for the advertisement, each of the emotional response profiles comprising a temporal record of a prior viewer's emotional response to the advertisement when viewed by the prior viewer; identifying a group of potentially positively correlated viewers for the targeted viewer; filtering the aggregated emotional response profiles for the plurality of advertisements based on the group of potentially positively correlated viewers; selecting a particular advertisement for presentation from the plurality of advertisements based on the filtered aggregated emotional response profiles; and sending the particular advertisement for display to the targeted viewer. 2. The method of claim 1, further comprising tracking targeted viewer frequencies at which the targeted viewer views the plurality of advertisements, wherein selecting the particular advertisement includes selecting the particular advertisement so that the respective targeted viewer frequency for the particular advertisement matches a preselected viewing frequency for the particular advertisement. 3. The method of claim 1, further comprising: tracking targeted viewer contexts during which the targeted viewer views the plurality advertisements; and wherein selecting the particular advertisement includes selecting the particular advertisement based on one or more of a video content identity identifying a video content item with which the particular advertisement is to be presented, an ad break slot in which the particular advertisement is to appear within the video content, and an ad position in which the particular advertisement is to appear within the ad break slot. 4. The method of claim 1, further comprising receiving an emotional status of the targeted viewer, and wherein selecting the selected advertisement comprises selecting the selected advertisement based on a correlation of the emotional status of the targeted viewer and the filtered aggregated emotional response profiles. 5. The method of claim 1, further comprising: receiving input of the targeted viewer's emotional response to the particular advertisement; and updating the aggregated emotional response profile for the particular advertisement with the targeted viewer's emotional response to the particular advertisement. 6. The method of claim 1, further comprising: determining an attentiveness of the targeted viewer to the particular advertisement based on an emotional response of the targeted viewer to the particular advertisement; and determining a payout value based on the attentiveness to be paid from one entity within the video content delivery chain to another entity within the video content delivery chain. 7. The method of claim 5, further comprising updating a constituency of the group of potentially positively correlated viewers according to a correlation of the targeted viewer's emotional response to the particular advertisement and the aggregated emotional response profile. 8. The method of claim 5, further comprising selecting a second advertisement based on the targeted viewer's emotional response to the particular advertisement; and sending the second advertisement to be output for display to the targeted viewer. 9. The method of claim 5, wherein selecting the particular advertisement includes selecting a first portion of the particular advertisement, wherein sending the particular advertisement for display includes sending the first portion of the particular advertisement for display to the targeted viewer, and wherein receiving input of the targeted viewer's emotional response to the particular advertisement includes receiving input of the targeted viewer's emotional response to the first portion of the particular advertisement, and wherein the method further comprises: selecting a second portion of the particular advertisement based on a correlation of the targeted viewer's emotional response to the first portion of the particular advertisement and the filtered aggregated emotional response profiles; and sending the second portion of the particular advertisement to be output for display to the targeted viewer. 10. On a computing device, a method of displaying one of a plurality of advertisements to a targeted viewer, the method comprising: determining a targeted viewer's emotional status from emotional feedback data received from a video viewing environment sensor monitoring the targeted viewer; sending, to a server, the targeted viewer's emotional status; receiving a particular advertisement for display to the targeted viewer, the particular advertisement selected based on the targeted viewer's emotional status and an aggregated emotional response profile formed by aggregating a plurality of emotional response profiles comprising a temporal record of prior viewers' emotional responses to the particular advertisement, the prior viewers being members of a social network to which the targeted viewer belongs; output the particular advertisement for display to the targeted viewer; and sending the targeted viewer's emotional response to the particular advertisement from the video viewing environment sensor to the server. 11. The method of claim 10, further comprising identifying the targeted viewer based on image data received from the video viewing environment sensor. 12. The method of claim 11, further comprising identifying the targeted viewer based on a facial similarity comparison between a face included in image data collected from the video viewing environment sensor and an image stored in a viewer profile for the targeted viewer. 13. The method of claim 10, wherein selecting the particular advertisement includes selecting the particular advertisement so that the respective targeted viewer frequency for the particular advertisement matches a preselected viewing frequency for the particular advertisement. 14. The method of claim 10, wherein selecting the particular advertisement includes selecting the particular advertisement based on one or more of a video content identity identifying a video content item with which the advertisement was presented, an ad break slot in which the advertisement appeared within the video content, and an ad position in which the advertisement appeared within the ad break slot. 15. The method of claim 10, further comprising receiving a second advertisement, the second advertisement selected based on the targeted viewer's emotional response to the particular advertisement and outputting the second advertisement for display to the targeted viewer. 16. A server system for delivering selected advertisements to a targeted viewer, the system comprising: a logic subsystem; and a data-holding subsystem holding instructions executable by the logic subsystem to: for each of a plurality of advertisements, aggregate a plurality of emotional response profiles from a corresponding plurality of prior viewers of the advertisement to form an aggregated emotional response profile for the advertisement, each of the emotional response profiles comprising a temporal record of a prior viewer's emotional response to the advertisement when viewed by the prior viewer, filter the aggregated emotional response profiles for the plurality of advertisements based on a social network to which the targeted viewer belongs, receive an emotional status of the targeted viewer, select a first advertisement for presentation from the plurality of advertisements based on a correlation of the emotional status of the targeted viewer and filtered aggregated emotional response profiles, send the first advertisement for display to the targeted viewer, receive the targeted viewer's emotional response to the first advertisement, and select a second advertisement based on the targeted viewer's emotional response to the first advertisement; and sending the second advertisement for display to the targeted viewer. 17. The system of claim 16, wherein the instructions executable to select the first advertisement for presentation further comprise instructions executable to select the first advertisement based on an advertisement interest profile of the targeted viewer. 18. The system of claim 16, further comprising instructions executable to: send, based on the targeted viewer's emotional response to the first advertisement, a related advertisement to a mobile computing device belonging to the targeted viewer; and track a clickthrough response of the targeted viewer to the related advertisement. 19. The system of claim 16, further comprising instructions executable to track targeted viewer frequencies at which the targeted viewer views the plurality of advertisements, and wherein the first advertisement is further selected so that the respective targeted viewer frequency for the first advertisement matches a preselected viewing frequency for the first advertisement. 20. The system of claim 16, further comprising instructions executable to track targeted viewer contexts during which the targeted viewer views the plurality advertisements, and wherein the first advertisement is further selected based on one or more of a video content identity identifying a video content item with which the first advertisement is to be presented, an ad break slot in which the first advertisement is to appear within the video content, and an ad position in which the first advertisement is to appear within the ad break slot."
  ],
  "description_excerpt": "Identifying engaging advertisements for inclusion with video media may present difficulties. For example, because the potential audience size for an advertisement may be large, selection of advertisements within a larger advertising campaign is often based on the interests of a broad focus group for the campaign. As a consequence, the underlying concept for the campaign may not reflect the tastes and interests of narrower sub-groups of viewers.\n\nEmbodiments related to selecting advertisements for display to targeted viewers are provided. In one embodiment, an advertisement is provided by aggregating, for each of a plurality of advertisements, a plurality of emotional response profiles received from a corresponding plurality of prior viewers of the advertisement to form an aggregated emotional response profile for the advertisement, wherein each of the emotional response profiles comprises a temporal record of a prior viewer's emotional response to the advertisement. The embodiment further comprises identifying a group of potentially positively correlated viewers for the targeted viewer, filtering the aggregated emotional response profiles based on the group of potentially positively correlated viewers, selecting a particular advertisement from the plurality of advertisements based on the filtered aggregated emotional response profiles, and sending the particular advertisement for display to the targeted viewer.\n\nThis Summary is provided to introduce a selection of concepts in a simplified form that are further described below in the Detailed Description.",
  "cpc": [
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  ],
  "assignees": [
    "Microsoft Corp"
  ],
  "inventors": [
    "Doug Burger",
    "Todd Eric Holmdahl",
    "Joseph H. Matthews, III",
    "James A. Baldwin",
    "Jay Schiller"
  ],
  "filing_date": "2011-06-17",
  "publication_date": "2012-12-20",
  "priority_date": "2011-06-17",
  "application_number": "US-201113163536-A",
  "family_id": "47354845",
  "cited_by_count": 187,
  "citations": [
    "US7870577B2",
    "US8667549B2"
  ]
}