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
12/11/2006 4:59:22 PM
So the system allows those who record something to watch new commercials everytime they watch it. The problem is that some shows would only be paid for their first watched adds, so the networks would make quite a bit of money off shows that are watched over and over again.
Just one kink to work out I guess.
"Spreading the rumors, it's very easy because the people who write about Apple want that story, and you can claim its credible because you spoke to someone at Apple." -- Investment guru Jim Cramer
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
Google Fixes Homophobic "Bug" in its Translator
January 27, 2015, 2:31 PM
Ancient Aliens? 11.2 Billion Year Old Solar System Discovered
January 29, 2015, 12:09 PM
Under the Hood: How DirectX 11.3 and 12 Will Supercharge Windows 10 Gaming
January 23, 2015, 12:34 PM
Dual-Motor Tesla Model S P85D's "Insane Mode" Shocks Passengers
January 28, 2015, 11:18 PM
2016 Cadillac CTS-V Packs 640 hp Punch with 200 mph Reach
January 23, 2015, 3:25 PM
Latest Blog Posts
Sceptre Airs 27", 120 Hz. 1080p Monitor/HDTV w/ 5 ms Response Time for $220
Dec 3, 2014, 10:32 PM
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
More Blog Posts
Copyright 2015 DailyTech LLC. -
Terms, Conditions & Privacy Information