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A management system and a business model for stored advertisements that are sporadically replayed or accessed by digital TVs or Internet terminals

IP.com Disclosure Number: IPCOM000015327D
Original Publication Date: 2002-Mar-01
Included in the Prior Art Database: 2003-Jun-20
Document File: 4 page(s) / 97K

Publishing Venue

IBM

Abstract

Title: A management system and a business model for stored advertisements that are sporadically replayed or accessed by digital TVs or Internet terminals Background: In conventional TV broadcasting, viewers are obliged to see TV commercial advertisement inserted in TV programs. The viewers are forced to see the advertisement unless they have enough courage to turn off the TV risking to miss the part of the resumed TV program. This forced-to-see advertisement method is a fundamental business model of the TV advertisement: i.e., Viewers are forced to see the advertisement as long as they see the TV program. An owner of the advertisement (a sponsor) pays the advertisement fee because the advertisement is assumed to be seen by the viewer as long as they see the TV program. The exposure rate of a TV program is publicly known by program by program or by time by time with a third party's exposure rate research of TV program. The amount of the advertisement fee is determined on the basis of the exposure rate. However, the above mentioned business model is falling down in the new scheme of digital TV broadcasting and related new advertisement method. In Japan, for example, the second generation BS/CS digital TV service will be started in 2002. A newly developed eSTB (e Set-Top-Box) for digital TV has several tens of Giga-byte hard disk file in it. The hard disk storage is used to store various TV programs from far larger number of channels available than current ones, and a part of the hard disk is used to store advertisement of enterprises that is linked to EC applications available on the TV system. In such circumstances, selective, sporadic, individual, various mode of recording/replay type viewing will become dominant instead of an identical for all viewers, real time broadcasting viewing. In such change of viewing behavior, an advertisement owner would not pay for the inserted advertisement because the advertisement may be skipped by a selective replay of viewers, or a exposure rate of a TV program would not make sense any more when most of people will perform record and replay type of sporadic viewing.

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  A management system and a business model for stored advertisements that are sporadically replayed or accessed by digital TVs or Internet terminals

    Title: A management system and a business model for stored advertisements that are sporadically replayed or accessed by digital TVs or Internet terminals

Background:

In conventional TV broadcasting, viewers are obliged to see TV commercial advertisement inserted in TV programs. The viewers are forced to see the advertisement unless they have enough courage to turn off the TV risking to miss the part of the resumed TV program. This forced-to-see advertisement method is a fundamental business model of the TV advertisement: i.e., Viewers are forced to see the advertisement as long as they see the TV program. An owner of the advertisement (a sponsor) pays the advertisement fee because the advertisement is assumed to be seen by the viewer as long as they see the TV program. The exposure rate of a TV program is publicly known by program by program or by time by time with a third party's exposure rate research of TV program. The amount of the advertisement fee is determined on the basis of the exposure rate.

However, the above mentioned business model is falling down in the new scheme of digital TV broadcasting and related new advertisement method. In Japan, for example, the second generation BS/CS digital TV service will be started in 2002. A newly developed eSTB (e Set-Top-Box) for digital TV has several tens of Giga-byte hard disk file in it. The hard disk storage is used to store various TV programs from far larger number of channels available than current ones, and a part of the hard disk is used to store advertisement of enterprises that is linked to EC applications available on the TV system. In such circumstances, selective, sporadic, individual, various mode of recording/replay type viewing will become dominant instead of an identical for all viewers, real time broadcasting viewing. In such change of viewing behavior, an advertisement owner would not pay for the inserted advertisement because the advertisement may be skipped by a selective replay of viewers, or a exposure rate of a TV program would not make sense any more when most of people will perform record and replay type of sporadic viewing.

Another background of the invention is advertisement on the Internet. Currently, most of Internet advertisement is banner type of advertisement. The fee of banner type advertisement can be determined base on the hit number of the page, which can be automatically counted. However, for newly coming push type or stored type of advertisement on the Internet, how to grasp the real degree of exposure of the advertisement to viewers, is the basic problem to solve.

Problems to be solved by this invention:

New styles of viewing digital contents is going to spread in the world. Record-and-replay type viewing are going to be more pervasive, when hard disk video recorders are available and the number of...