Microsoft Files for DVR Advertisement Patent
December 10, 2006 9:18 PM
comment(s) - last by
Microsoft's ad serving patent
Ads served under its system are better, says Microsoft
Microsoft last week filed a patent for DVRs that addresses an issue that advertisers have been scratching their heads over for quite some time: time-sensitive ad skipping. According to surveys, 15-percent of all DVR owners in the U.S. claimed that they used their DVR units primarily to skip ads. This of course presents a problem for advertisers, which interestingly, presents a problem for Microsoft's own patent.
proposes that ads do not get permanently embedded into a TV program, but rather a DVR ad-based server be used instead. The server will track where ads are to be played throughout a program and insert an appropriate ad. This way, time-sensitive ads will be played or not played appropriately.
Prior to Microsoft's patent, a user may decide to record a program that he or she may miss because of a business trip. A week later, when they watch their recorded show, a time-sensitive ad such as one that promotes a two-day sale at their favorite big-box retailer may no longer be relevant. Instead of seeing an ad that's new an relevant, an old ad is played and the ad spot is wasted. Microsoft's DVR advertisement system addresses this very issue.
Using a DVR-based advertisement database, a time-sensitive database is kept of all current ads being served on network TV. When a user watches a particular program, the Microsoft ad server will lookup relevant and appropriate ads from the network that produced the program and serve ads. If a show is recorded and watched repeatedly over time, different ads will be served. This method helps advertisers target and produce ads appropriately.
Unfortunately (or fortunately), a user can still opt to skip an add, regardless of whether or not they find the ad useful or not. Researchers say that more and more users are skipping ads. In fact, 15-percent is double the amount of ad-skippers from the previous year. According to Microsoft's filing:
The playback system (whether network-based or client-based) can then signal which advertisement region boundary has been crossed, and the advertisement manager can initiate that an advertisement obtained from the advertisement data store be provided as a second data stream to the playback system which renders the advertisement for viewing. The DVR can again provide the recorded media content for viewing when requested a second time.
Earlier this year,
reported that TiVo had stepped up to
the advertising plate
, launching an entire division dedicated to ad research. The plan was to monitor a select group of users and see when ads were skipped, where they skipped and for how long. TiVo mentioned that it would also launch a tracking and reporting program for ads, so that agencies can produce better targeted ads.
Some analysts and many users believe that as for as ads go, Microsoft won't be introducing anti-skipping technology anytime soon simply because the company is deep in the DVR market now -- eliminating one of the primary uses of a DVR will only directly affect its sales. Many may recall that Microsoft was actually a DVR manufacturer several years ago after it pioneered the now defunct UltimateTV.
This article is over a month old, voting and posting comments is disabled
DVR = No Ads
12/11/2006 12:34:38 PM
OK, I for one record programs specifically to skip ads. Yes, it's convenient if I don't have time to watch something, but watching 20 to 25 minutes worth of ads for a 1 hr. program is ridiculous. Advertisers should embrace this as perhaps Microsoft will find a way to deliver ads for something I want to know about instead of Tampons.
"Google fired a shot heard 'round the world, and now a second American company has answered the call to defend the rights of the Chinese people." -- Rep. Christopher H. Smith (R-N.J.)
TiVo Launches Ad Research Division
July 27, 2006, 11:28 AM
LinkNYC Terminals to Blanket New York City With Free WiFi, Free Calls, and Ads
November 17, 2014, 6:50 PM
Microsoft is Open-Sourcing Most of .NET, Adding OS X and Linux Support
November 12, 2014, 8:27 PM
Home Depot Lost 53 Million Emails, Blames Windows, Buys Execs New Macs
November 9, 2014, 5:00 PM
Former NSA Lawyer: If Google, Apple Encrypt User Data, They’ll Wither on the Vine Like Blackberry
November 6, 2014, 12:15 PM
Report: AT&T Eyeing $40B DirecTV Purchase
May 1, 2014, 8:00 AM
WebOS Class Action Settlement Costs HP $57 Million
April 1, 2014, 10:22 AM
Most Popular Articles
Wal-Mart: Miss Thanksgiving, Get Xbox One + Master Chief Collection for $299
November 17, 2014, 9:40 PM
Nokia Lumia 635 LTE Windows Phone is Only $40 at Best Buy on Black Friday
November 18, 2014, 11:59 AM
Sweden Mulls Labelling "Sexist" Video Games in the Wake of Gamergate
November 17, 2014, 2:00 PM
It's Official: Twitter is Profitable "Junk"
November 16, 2014, 10:45 PM
Austrian Pilots Call Surface 3 Pro Flight Bag a "Dream Come True"
November 14, 2014, 2:00 PM
Latest Blog Posts
Costco Gives Employees Thanksgiving Off; Wal-Mart Leads "Black Thursday" Charge
Oct 29, 2014, 9:57 PM
"Bear Selfies" Fad Could Turn Deadly, Warn Nevada Wildlife Officials
Oct 28, 2014, 12:00 PM
The Surface Mini That Was Never Released Gets "Hands On" Treatment
Sep 26, 2014, 8:22 AM
ISIS Imposes Ban on Teaching Evolution in Iraq
Sep 17, 2014, 5:22 PM
Space Terrorism is a Looming Threat For the United States
Apr 23, 2014, 7:47 PM
More Blog Posts
Copyright 2014 DailyTech LLC. -
Terms, Conditions & Privacy Information