CA2199177A1 - System and method for selectively distributing commercial messages over a communications network - Google Patents
System and method for selectively distributing commercial messages over a communications networkInfo
- Publication number
- CA2199177A1 CA2199177A1 CA002199177A CA2199177A CA2199177A1 CA 2199177 A1 CA2199177 A1 CA 2199177A1 CA 002199177 A CA002199177 A CA 002199177A CA 2199177 A CA2199177 A CA 2199177A CA 2199177 A1 CA2199177 A1 CA 2199177A1
- Authority
- CA
- Canada
- Prior art keywords
- subscriber
- profile data
- commercial
- households
- network
- Prior art date
- Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
- Abandoned
Links
Classifications
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
- H04N21/81—Monomedia components thereof
- H04N21/812—Monomedia components thereof involving advertisement data
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
- H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
- H04N21/258—Client or end-user data management, e.g. managing client capabilities, user preferences or demographics, processing of multiple end-users preferences to derive collaborative data
- H04N21/25866—Management of end-user data
- H04N21/25883—Management of end-user data being end-user demographical data, e.g. age, family status or address
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
- H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
- H04N21/258—Client or end-user data management, e.g. managing client capabilities, user preferences or demographics, processing of multiple end-users preferences to derive collaborative data
- H04N21/25866—Management of end-user data
- H04N21/25891—Management of end-user data being end-user preferences
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N7/00—Television systems
- H04N7/025—Systems for the transmission of digital non-picture data, e.g. of text during the active part of a television frame
- H04N7/03—Subscription systems therefor
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N7/00—Television systems
- H04N7/10—Adaptations for transmission by electrical cable
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N7/00—Television systems
- H04N7/16—Analogue secrecy systems; Analogue subscription systems
- H04N7/162—Authorising the user terminal, e.g. by paying; Registering the use of a subscription channel, e.g. billing
- H04N7/165—Centralised control of user terminal ; Registering at central
Abstract
A device and method of distributing commercial messages to an individually addressable subscriber terminal ("converter (14)") on a network is provided. A
server (10), located on the network, selectively tags commercial messages with routing information and converter addresses, and transmits the messages on the network to be received and displayed by the addressed converters (14). The addresses are selected based on information stored in a database related to demographic and other information relating to the members of the household of the subscriber (15). The server (10) sends selected commercial messages to selected households.
server (10), located on the network, selectively tags commercial messages with routing information and converter addresses, and transmits the messages on the network to be received and displayed by the addressed converters (14). The addresses are selected based on information stored in a database related to demographic and other information relating to the members of the household of the subscriber (15). The server (10) sends selected commercial messages to selected households.
Description
_WO 96/08109 PCT/US9S/11710 2 ~ 99 ~ 77 ~Y~l~ AND METHOD FOR SELE(:llV~LY DISTR~ULL~G
COMMERCIAL MESSAGES OVER A COMMU~CATIONS NEIWORK
10 Field of the Invention The present invention relates generally to on-demqn-l consumer ordered television and, more paTticularly, concerns a method for distributing advertising and c5~m~.m~e~r~ iql m.e~ge5 Ll sllch ar~ f~ lC~t.
15 Back~-ound of the Invention The broadcast and advertising in~lstriPs have hi~tori~lly focused on the ability of prog.,.l--..-h-g to predictably deliver a mass ~ .n~e of people defined by broad demographics (e.g. women 35-49 wi~h above average income, men 18-34) as a basis for selling broadcast advertising. This system works in the current confi~lr~tion of the broadcast industry, and specific~lly television, because there are a limited number of network chqnnPl~ and local st~tion~ Further, they deliver a lirnited plOg-~ g menu to the public, thus, neither the public nor the advertiser has many ch~ire.s. Even with the advent of cable television, progl,.lllllli.-~ is still limiteA, so that ~ n~s can be pre lir,te~
Through the use of fiber optic cable and individual household sq-tçllite signal receptors, it is ~nticip~t~A that a 500+ ch~nn~l environment will soon be common.
Further, with advances in high capacity video storage and movement toward digital format for television t~n~mi~ion, on-demand television is on the horizon, whereby a subscriber may select between viewing a program at the time of trqn~mi~ion or viewing a program stored in a digit.l library at a central location in a cable network at a time of the viewer's choosing. With the anticipated increase in viewing options, efficient delivery of defined audience for advertisers through the sale of in-program partiCir~tion or pre-set time slots on a given ch~nnPl will become increasingly difficult.
U.S. Patent No. 5,260,778 to K~llfm~n, the disclosure of which is herein incorporated by reference, discloses an a~a~dlus for selective distribution of messages over a co~ .;c~tinns network. A subscriber's converter is addressed accordi~g to a multilevel gl~u~ing structure. For example, in a two level gluu~ g structure, each S converter is ~i nP~I as a member of a primary group and may also be ~ nPd to one or more :iUbglOUl). Thus, the head end can target a group of subsclil,~ by tagging the a~pl~plidle group i~lentif1er to the message. Although this a~dlus might be useful in a cable network with a large number of ch~nnPl~, it would not be d~l,l~liale in a more dynamic viewing on-dem~nfl environment where each converter may need to be 10 individually addressed.
It is an object of the present invention to provide a method and system for dyn~nlic~lly distributing commercial prog-, .-~",i,-g to s~Pi~Pct~Pcl target households.
It is another object of the invention to distribute commercial prog.,..-..--il-gto particular subscribers based on pred~ ecl ch~r~ct~P.ri~tics In accor~lce with the present invention, a system and method are provided for distributing commercial messages to an individually addressable subscriber le~."ill~l ("collvellel") on a l~lwolL Commercial messages to be distributed over the l~lwolh contain emhelde~l inro....~l;on idellliry..lg calegol;es of recipients foreach message. A
server, centrally located on the network, selectively tags commercial messages with the 20 collvelle~ addresses of subscribers, satisfying the idell~ifying categories. The commercial m~.s~ges are then ~n~mitted over the network for receipt and display by a television l~ceivel connPcted to the addressed coll~ . The addresses are sel~tP~ by the server based on illru..~ c)n stored in a l~tab~e related to demographic and other i,lroll,lalion relating to the household of the subscriber in comp~ri~on to the same il~,llldlion relating 25 to households which are actual customers of the product or service which is the subject of the commercial.
BRIliF DESCRIPIION OF THE DRAWINGS
The foregoing and other rCdlUl~S of the present invention will be more 30 readily ~n~ from the following detailed description of pl~;r~led embo~ taken in conjull.;lion with the attached dldwillgs wherein:
Fig. 1 is a block di~ m of the system for di~Llibu~ing commercia messages;
~0 96/08109 PCT/US95/11710 Fig. 2 is a block ~ f~m of the converter useful with the present invention;
Fig. 3 is a block ~ ~m of a ~l~r~ d embodiment of a L~LI;buLion center in accor~lce with the present invention;
Fig. 4 is a flowchart of the method for ev~ ting subsclil,c;l~ for the 5 pulpose of L~r~clillg commercials to the most receptive ~ iPnre; and Fig. 5 is a block ~ ~m illll~tr~ting a p~rcll~;d form for a wide area network embodying the present invention.
l~ETAIL~D DESCRIPIION OF PREFI~D l~MBODIMENTS
~ig. 1 is a gene~al block ~ gr~m illns~ ion of a ~lcrcllcd system in acco~ ce with the present invention. A message distribution center 5 co.. -~.-ir~tçs with a plurality of subscribers 15 (one is shown) over a network m~lillm 17. Theclwolh disclosed preferably uses high speed packet ~wilcliulg technology, preferably a ~yncl. . OI~US transfer mode swilcl~lg (AI~M) of a known type. One skilled in the art will 15 l~ cog~ that any of a number of collv~ n~l high speed ntilwol~ could be used. The message distribution center S controls the ~ trihlltion and t~n~mi.~ n of sel~ctf~
television prograrns, inl~hlrling those broadcast by broadcast stations, digitally stored or recorded movies and ~l~l~llS, and commercial messages.
The message distribution center S int~hldes a server 10 (described in more 20 detail later) which produces a data stream co..l~ g the ~ ;l,.llllllillg and commercial i~o....~lion being ~ P.~l7 as well as illrc....~licn controlling the distribution of g and co,lll,lGl~iial i lrO- ~ ;c -- This data stream is ~ , -.~---illed on the I~G~WOlk ".l5~li.. 17. The server 10 preferably runs on a high speed processor (not shown). One skilled in the art will recogni~e that the message distribution center may include several high speed processors running several servers depending on the number of converters on the network 17. The message distribution center 5 also includes a I~A~CIII;IIe~ 12 for tr~ncmitting the inrolllla~ion produced by server 10 on the network me-lillm. Thus, the function of the mess~ge distribution center S is to p~par~ and ~ clllil data to the subscribers 15 over nc;twolh mP~lillm 17.
Each subscriber 15 must have a converter 14 (described in more detail later) for receiving the tr~n.cmittPcl data. Converter 14 e~ctr~tc from the data a signal which is appl~liate for display on television receiver 16.
wo 96/08109 2 1 9 q 1 7 7 PCT/US95/11710 ~
As illllct~tecl in Fig. 3, in creating the illru~ alion stream, server 10 ~cesses several ~l~t~h~es and libraries (32, 34, 38) to gather the u~~ aLion, and it can also provide analog or digital, real time programs 35, such as broadcast programs and cable p~ lalllS. Server 10 acces~es a pl~,Lccolded digital library 32 which is comprised 5 of pl~lGcol-led programs in a col.,~ssed digital or other storage format. For example, the pl~ldlllS may be stored on dilrelel,l types of known storage media, such as CD
ROM, laser disk, or m~gnP.tic tape. Also stored in library 32 is il~ll"a~ion cnn~erning the time in each pn~gla", at which commercial breaks occur, and the duration of each break. The same u~ AIinn also acco---pAn;Ps real time programs. In many types of10 pro~;-,.------i~-g, this ihlro....~ n may be u-l..Pce~ , since breaks of fixed duration will occur at pred~le...-i~-P~l times.
I~ additio~ io providing pl~gl~ g i~",~lion in its tr~ncmi~ion stream, server 10 also provides commercial mess~ges. Server 10 has access to a library of commercial messages 38, which colllail~s all of its commercial messages stored in a 15 convenient format. Each commercial mPs~ge is a "smart commercial", in that it COIl~ lS
embedded ~ tit~n idellLi[ying the cale~ol;cs of recipients for the message. As is explained more fully below, this embedded ih~ollllalion is utilized by a Commercial M~-s~ge Management Server (CMMS) 11 to produce a set of subscriber addresses corresponding to each calegol~ of recipient itlPntifiP~l by the embedded i~ol",âlion.
In the process of incol~ola~il,g commercial messages in its l.,.. ~ ion stream, server 10 ~rce~es its ~t~h~se and libraries and coo~eldles with CMMS 11 to create a c~""ll,~ ial mP~ge schP~ule 31, which controls the selection and timing of those commercial messages from library 38 that will be inserted into the l~,...~...ill~d data stream. Whenever, server 10 selects plug-,.-.---~ g for a particular subscriber, it also 25 lGsGl~es space within the sch~le 31 for the a~ liale, accolll~lyi,lg commercial breaks. The actual messages inserted for each subscriber during each break are d~lr..--il-ed by CMMS 11 and are co,-----l-.-ir~t~l to server 10 for insertion into schedule 31.
CMMS 11 ~Cces~es a commercial routing t~ h~e 33, which includes 30 illrolllldlion about l~ui.ed routing of commercial messages, and a household l~t~h~P
(described in more detail below) co,-~ g st~ti~tir~ alion related to individual subscriber households. Based upon information coll~ined in commercial routing ~l~t~b~e 33 and il~ollllation embedded in the commercial message (conveyed from server 10), 2199~77 ~WO 96108109 ' PCT/US95/11710 CMMS 11 will select certain households or groups of housPhc)l-l~ to receive certain commercial messages and will convey that inf~rm~tion to server 10 for storage incommercial message schP~ le 31. The se1p~tion of housPhol~ to receive commercialmPc~ges may be on the basis of household st~ti~tics in coml,i~ n with lG~lui~ lents S stored in co~ercial routing database 33, or the commercial messages may be ~o~ te~l with certain plo~".~ i..p and/or certain viewing times and dates. When a break occurs in pl~gl~l m~teri~l, commercial message schP~IllP 31 ri~ ....in~s which mP~Iges will be sent to each ho~-~ehol~1, and server 10 will do so by çmbed-ling routing inform~tion from ~l~t~b~e 34 in its bit stream. Thus, each commercial message will have apl~lu~iialG
10 routing u~ollllaLiol~ associated with it.
Commercial routing ~l~t~h~e 33 keeps track of the routing l~u~Glllents for commercial messages. It contains such information as how frequentiy each commercial message should be ~ to each user or each gr~up of users and the number ofactual tr~n~mi~ion of each message to each user or group of users. This l~t~h~e may 15 also associate certain commercial messages with certain prog-,.------;~.g or certain viewing time slots.
Any or all ûf the d~t~h~es 33, 34, or 36 could be IIIA;II~ ~ and co..~ lly updated by a sep ..~le server (not shown) or by multiple servers. For e~r~mI~le, l~t~h~e 36 could be -.~ i--~l by a network of servers, each providing 20 i~o-...~ m about a group of households drlillillg its region.
It is also cO.~Ir....~ d that server 10, may, at times, be le~luil~,d to send no c~ ial mesS~e, but in~t~d, to relin~ h control to alloll-er source of a commercial message. This could occur, for example, when server 10 is part of a hierarchical network and time has been reserved for insertion of commercial m~s~ges by 25 a local station below server 10. Server 10 would then insert no commercial message for a specified interval, but would begin inserting information immediately at the end of the interval.
From the precerling description, it will be appreciated that as d~;;lc;~ led from commercial message sç~l~nle 31, server 10 l~ illro-...~tion through 30 ~ lel 12, preferably after lcceiv.ng a request for a particular program stored in library 32, or for an illCOIIlillg real time program, from an individual subscriber (possibly a sub-server). Server 10 may also commence sçnrling i~ollllalion in~te~d, based on the day of the week and the time of day, and may route the same i,lro...-~l;on to many WOg6/08109 2 1 9 9 1 7 7 PCT/US95tll7l0 ~
subscribers. On a sep~ , preferably digital ch~nnP.l, server 10 ~ ; instructions to each subscriber controlling what ch~nnPI it should access for its next commercial message.
Server 10 routes each com~ercial message to a respective channel. When a commercial break is encuu~ d in prog.,.. ;.~g received by a subscriber, the subscriber's converter 5 14 is controlled to receive the commercial channel instructed by server 10. When the commercial break is over, converter 14 reverts to receiving the pl~l,.llllll;~-g from server 10.
As described above, the subscriber must have a converter 14 connto-ct~ to the nclwolh 17. Converter 14, as illnstr~tecl in Fig. 2, receives i~foll~laLion addressed 10 with the converter's network address via a known addressable data cceiveL 22. The ulrO~ n may include analog and digital signals. Only the pluces~i,-p of digital signals is illll,st~t~d in Pig. 2, ii being ~s~lmeci tnat the analog signals are pn,cessed by collve~ n~l components (not shown). The commercial messages and the control il~llllc-lion related to them are digital signals in the prcr~ d embodiment. The data 15 receiver 22 preferably buffers and orders the digital il~rùlnl~lion, ~Lli~illg off all control and r.,...-i,-~ illro~ ;()n (in~ ling routing illrolllldlion), in a high speed memory (not shown) for pl~cesA;,-g by microprocessor 24.
Microprocessor 24 ~ccç~es the burrelcd data and deco-lly~csses any digital IJlU~ UII and commercial data, ~ )ul~ the deconll.lcssed digital data as a digital signal 20 to digital to analog coll~ 26. Digital to analog converter 26 converts the digital signal from microprocessor 24 to an analog signal. Modulator 28 modulates the collll,lef~ial signal from the ch~nn~l instructed by processor 10 to the a~lu~lidle television frequency for display on a particular ch~nn~l being viewed by television receiver 16. One skilled in the art will llnrlerst~nrl that if the television is a digital television, the steps converting 25 the digital signal to a modulated analog signal can be bypassed and the microprocessor would simple format the digital data to the format apl.lu~flale for the television. The function of the convelLel 14 is to receive information and output a signal a~lupliale for display on a television receiver.
As ~ cussed above, commercial messages are sel~cted by CMMS 11 based 30 on profile household data stored in profile l~t~b~e 36. Fig. 4 is a flow ~ gr~m illllstr~ting the pl~;rell d method utilized in CMMS ll for rlt~l~""i.~ the commercials to be sent to a subscriber. A number of calegolics of goods and services, which categories may be limited to speci~lc brands, are pred~filnYl, and these same categories ~WO 96/08109 2 1 9 9 1 7 7 PCT/USg5/11710 are used as part of the embedded i~ 1ion in smart commercials. Using ~ ly or syn~ ted l~seal._ll, a l~ se~ ;ve sample of "customer" or high frequency user hollcPhnklc for the given product/service cal~oly or brand is selected (step 1). This sample is large enough to ~u~oll st~ticti~l analysis for projection to all US households, 5 i.e. a ~t~ti.~tit`~1 sample. Using demographic, census and survey data, and other available data, information about these ho~lsçholclc in a wide ~ange of categories is gathered (step 2). This illfollnaLion is compiled into a stzlti.cti~l profile of customer hol~s~hQlcl~ (step 3) Also, the same data is galhGl~d with respect to all households (step 4) and a .St~ti.~ti~
profile of all hol-se~ c is created (step 5).
In an effort to characterize target households for the product or service, the profile of the custQmer households is c~Jlll~al~d or co,l~laled to the profile of all housellolds (step 6). Dt;ll~ ,hic d.-,~l~ces between the prefiles are then noted (step 7) and each Cal~Ol,~ of l~lro..~ itm weighted in lllpo,~lce (step 8). For example, weighting may be based on a ~t~tic~ l analysis taking into account the degree oflifr~,lcnce and frequency of occurrence of the calego,~. A rating is then e~t~hli~herl for each ho -~Phol-l for each caleg~l~ of goods/services (step 9). As an example, for a given product (luxury automobiles), a rating, y, may be est~hli~hP~l as follows:
y = 0.040425*A + 0.045920*B + 0.043766*C + 0.036453*D +
0.033336*E + 0.015284*F + 0.012396*G + 0.023163*H +
0.027470*I + 0.018362*J + 0.016994*K.
Table I defines what calego,~ of ih~~ n each index vanable A through K ~ylGse~
in a ~l~f~ d embodiment related to a cc mmercial mes~e for luxury automobiles. The mnltirlier ~ p each variable A-K, is the wei~hting factor for that variable as d~l~. ..-in~d by the aforemPntioned st~ti~ti-~l analysis. The value inserted for a variable 25 in the above equation is clele. ..-i.~d from the table for that variable and the condition that applies for that variable. For example, if it were a white collar household, variable B
would assume the index value for "white collar" in Table m. Every subscriber is sco~ed filling an ~ r~l;aLe value in the above equation and solving for "y." The higher the score, the more likely the subscriber is to buy the corresponding product or service.
VARIABLE INDEX
A Gender B Occup~tit~n wo 96/08109 2 1 9 9 1 7 7 PCT/us95/ll7l0 ~
VARIABLE INDEX
CLength of ~2~cidP.nce DNumber of Automobiles E Vehicle Type FHead of Household Age G Household Income HM~li~n Rent: All Renter Occupied Housing Percent of Population: Foreign Born JPercent of Population:
Age 35-44 KPercent of Populatinn:
Professional/Managerial Positions Table I
Variables A-G are variables specifîc~lly related to the individual subscriber's ho-l~ehc-ld whereas H-K are variables related to the location of the subsc~ ~'s home. As can be seen from this particular equation, occup~tinn~ length of residence, and gender are the most il~l~UlL~Ill factors for this paficular product.
The possible values for variables A-K are g*en in Tables II-~I. The colnmn~ are defined as follows:
VALUE: possible co~ ;ol-~ that a variable may assume.
PERCENT OF TOTAL: ~,cel,~ of total analysis sample having the given value.
The entries in this column always add up to 100%.
PERCENT OF TARGETS: percent of high frequency or target users m.-~ting the value con~ition. Unlike Percent of Total, Percent Targets will not add up to 100%.
However, the products of percent of target users for each category with the "Percent of Total" value (the size of the categoly in relation to the size of the analysis sample), will sum to the ~,~elll of target users in the analysis sample.
INDEX VALUE: the ratio b~lween the ent~7 in the "percent targets" column and the "total" entry in the same column.
2 ~ 9 ~ ~ ~ 7 pcTlusgslll7lo VALUE PERCENT OF PERCENT ~DEX
TOTAL TARGETS VALUE
Unknown, Female 14.64% 1.99% 0.3042 Male 85.36% 7.32% 1.1193 TOTAL 100.00 % 6.54 1.0000 Table~-G~nder VALUE PERCENT OF PERCENT n~DEX
TOTAL TARGETS VALUE
Retired, Unskilled, Military, 12.89 % 2.11 % 0.3230 Unknown Blue Collar/Clerks 56.42% 4.63% 0.7086 Other S.01 % 5.05 % 0.7723 White Collar 25.68% 13.23% 2.0243 TOTAL 100.00 % 6.54 % 1.0000 Table m - Occupation VALUE PERCENT OF PERCENT ~NDEX
TOTAL TARGETS VALUE
Less Than 6 Years, Unknown39.53% 4.88% 0.7470 7-14 Years 21.51 % 6.34% 0.9698 14 or More Years 38.96% 8.32 1.2733 TOTAL 100.00% 6.54 1.0000 Table IV - ~ of Residence VALUE PERCENT OF PERCENT INDEX
TOTAL TARGETS VALUE
Unknown 21.93 % 3.25 % 0.4967 0 12.95% 3.96% 0.6055 30.61 % 4.60 0.7037 WOg6/08109 10 2 1 9 9 1 7 7 pcTlusg VALUE PERCENT OF PERCEr'lT INDEX
TOTAL TARGETS VALUE
2 22.90% 10.21 % 1.5618 3 Or More 11.61 % 13.48 % 2.0632 TOTAL 100.00 % 6.54 1.0000 S Table V - Nu~bc, of AntQ~n~biles VALUE PERCENI OF PERCENT INDEX
TOTAL TARGETS VALUE
Unknown 34.97% 3.52% 0.53484 Stand~r~/Tnt~m~iq~ g 24.35% 5.27% 0.8070 Compact Other Compact, Subcol,lpact10.36% 7.06 1.0796 Pass-util., Economy, Sporty20.76% 8.56% 1.3103 Luxury 9.55% 15.82% 2.4202 TOTAL 100.00 % 6.54 1.00 Table VI - Vehicle Type VALUE PERCENT OF PERCENT ~DEX
TOTAL TARGETS VALUE
18-24/75+: SPC, 18-44: rNF 18.50% 2.41% 0.3689 65-75: SPC, 55+: INF 15.99% 4.35% 0.6660 25-44: SPC, 45-55: INF 33.93 7.38% 1.1284 45-64: SPC 31.58% 9.16% 1.4009 TOTAL 100.00 % 6.54 % 1.0000 ~SPC - Specific age data is available for the head of household INF - Inferred data, based on neighborhood characteristics are used for age dt;~r~ ion ~Wo 96108109 2 1 9 9 1 7 7 PCT/US9S/11710 1~ .
Table VII - ~Iead of Household Age S VALUE PERCENT OF PERCENI INDEX
TOTAL TARGETS VALUE
Less Than $15,000 8.37% 2.31% 0.3529 $15,000- $19,999 5.60% 3.05% 0.4665 $20,000 - $29,999 13.12% 3.45 0.5275 $30,000 - $39,999 16.82% 5.06% 0.7743 $50,000- $49,999 15.73% 6.49% 0.9936 $50,000- $74,999 22.16% 7.25% 1.1098 $75,000- $99,999 9.58% 11.66% 1.7838 $100,000 Or More 8.62% 13.02% 1.9926 TOTAL 100.00% 6.54 1.0000 Table vm - I~onsPh~!d Income TOTAL TARGETS VALUE
Less Than $129 7.74% 2.62% 0.4004 $130 - $219 34.09% 3.70% 0.5665 $220 - $289, Mi~inE Data30.39% 6.55 1.0019 $290 - $349 12.53% 9.19% 1.4065 $350 - $439 9.51% 11.37% 1.7403 $440 Or More 5.74% 14.76% 2.2581 TOTAL 100.00% 6.54 1.0000 Table IX - Median Rent: All Renter Oc~ ed Housing VALUE PERCENT OF PERCENT ~I)EX
TOTAL TARGETS VALUE
Less Than 1.00% 14.70% 3.59% 0.5499 1.00% - 2.99% 22.98% 4.86% 0.7437 WOg6/08l09 12 2 1 9 9 1 7 7 PcT~usgSlll7l0 ~
VALUE PERCENT OF PERCENT INDEX
TOTAL TARGETS VALUE
3.00% - 6.99%, Mi~ing Date 31.67% 6.60% 1.0101 7.00% OrMore 30.65% 9.13% 1.3976 TOTAL 100.00% 6.54% 1.0000 S Table X - re.c~ l of Population: Foreign Born VALUE PiERCENT OF PERCENT INDEX
TOTAL TARGETS VALUE
Less Than 7.00% 4.21% 3.08% 0.4717 7.0Q% - 9.99% 22.~"% 4.54% 0.6943 10.00% - 13.99%, Mi~sing45.07% 5.80 0.8881 Data 14.00% - 15.99% 13.08% 8.52% 1.3028 16.00% OrMore 15.05% 10.97% 1.6783 TOTAL 100.00% 6.54 1.0000 Table XI - F~ l of Pop~ ti~ Age 35-44 VALUE PERCENT OF PERCENT INI)EX
TOTAL TARGETS VAL~JE
Less Than 11.00% 9.54% 3.51 % 0.5376 11.00% - 19.99% 25.19% 4.02% 0.6148 20.00% - 217.99%, Mi.~in~ 25.40% 4.68 0.7165 Data 28.00% - 32.99% 11.64% 7.01% 1.0724 33.00% - 41.99% 14.73% 10.14% 1.5515 42.00% - 49.99% 7.91% 12.08% 1.8484 50.00% OrMore 5.58% 13.14% 2.0112 TOTAL 100.00% 6.54 1.0000 ~vo 96/~8109 13 ~ ~ q ~ 1 7 7 PCTIUS9S/11710 Table XI~ of Population:
Profession~o.-&~ r~
When an advertiser is pur~h~in~ advertising time, it can specify a cut-off celllile for homes to receive its mes~Ee. Thus if an advertiser wants to target the 30th p~cel.Lile (top 30%) of subsc ;b~ (as evaluated by the above e~ualiol,) for its product, the server 10 will only send the co~ rcial messages to SUbSC~ evaluated as bein,, within the top 30 percent. This ~ s advertisers ~o spend advertising funds more efficiently.
Pigure S is a block ~ ~m ill~ ;nE a ~lc;fcllc;d configuration for a hie~rchical wide area li~lwc,l~ embodying the present invention. Global head end 50 is a distribution center for the entire n~lwolk and ~Jc;ll~lllls sul)~l~nl i~lly the same functions as distribution center 5 of Fig. 1. Global head end 50 CUIIIIIIIUI;t` ~ttS with a pluIality of regional head ends 52, also sisnilar to disllil,ulion center 5, each of which, in turn, con.l--ùnicates with a disLI;bulion center S. It should be a~ , huw~,rcr, that there may be one or more ~ iitioll~l levels of head end between regional head ends 52 and local trihution center S.
The head ends 50, 52 etc. are similar to the regional distribution center S, except that each "~j"~ tAhA!~eS for its full region of ,es~n~;h;lity. It will bea~.~ialed that Global head end ')~ d~e;S could be e~ ly derived at the Global head end, with cc,l.~,sy~llding pc~lliulls of the 3~ e~ being sent to the a~ op~le lower level of r1i~trihutirm center. ~hPnl~tP,ly, each level of distribution center could ...~;nl;.;.. its own ~at~hA~es, with illro...~-l;on being t.,..~.";l~A upwardly to the higher levels, where an 2~ a~l~lialc cum~-lAtive ~tAhA~e would be assembled. The e~s~nl;~l dilre~nce bc~wee a head end and a local distribution center is that only the local disL,il,ulion center p;oduces converter addresses to co-------.~ t~ directly with subscribers.
A head end trAncmitc dOwllwaldly infonnation co.n;.i--;ng smart commercials, but the smart commercials contain routing il~llllalion inrii-Atin~ groups to 30 receive the commP~rcial. This is accomp1ish~ by ~Pfining a target group code c~ s~ ive of each type of product or service that may be covered by a commP-rcial and, âS routing ",r~"".linn, t~n~ g the target group code or codes associated with the comll-er~,ial, og~tlle with a ~ cnlile in~ tion A col~ ~ial message for luxury Antomobiles might ~he.eîo~ include the target group code forluxu~ automobiles, together 21~9177 with a "30", inrli~ting that the commercial is to be tr~n~mittk~ to the thirtieth ~l~;,llile or top 30 percent of the customer group targeted for luxury automobiles. This is the same ty-pe of information embedded in commercials stored in Library 38 of Fig. 3.
It should be appreciated that in the system of Fig. 5, advertising S i,~l",alion may be inserted at any level. For example, plogl~ g may be tr~n~mitte~l dow"w~rdly from Global head end SO with certain commercial mrss~ge slots alreadyfilled, and regional head ends 52 may then also fll other commercial m~oss~e slots.
Thus, by the time certain plOg-~ ------ing reaches a local distribution center S, many of the commercial message slots may already be filled. It is then up to the local distribution 10 center to receive and strip the group disllibulioll codes acco"lpOIlying each commercial message inserted at a higher level and to ~ub~lilule the ~r~lidle routing i~rol~alion for ~1~ aciual ~ubsc- ;lh .~i in its region which meet that description. Any commercial slots in the prog...,-~---ii-g which have not been filled at a higher level are, of course, available to be flled by any lower level distribution center.
While the present invention has been particularly shown and descrihe~l with reference to ~lert;ll~d embo-li---knl~ thereof, it will be understood by those skilled in the art that various chal~ges in form and details may be made therein without de~alLh~g from the spirit and scope of the invention.
COMMERCIAL MESSAGES OVER A COMMU~CATIONS NEIWORK
10 Field of the Invention The present invention relates generally to on-demqn-l consumer ordered television and, more paTticularly, concerns a method for distributing advertising and c5~m~.m~e~r~ iql m.e~ge5 Ll sllch ar~ f~ lC~t.
15 Back~-ound of the Invention The broadcast and advertising in~lstriPs have hi~tori~lly focused on the ability of prog.,.l--..-h-g to predictably deliver a mass ~ .n~e of people defined by broad demographics (e.g. women 35-49 wi~h above average income, men 18-34) as a basis for selling broadcast advertising. This system works in the current confi~lr~tion of the broadcast industry, and specific~lly television, because there are a limited number of network chqnnPl~ and local st~tion~ Further, they deliver a lirnited plOg-~ g menu to the public, thus, neither the public nor the advertiser has many ch~ire.s. Even with the advent of cable television, progl,.lllllli.-~ is still limiteA, so that ~ n~s can be pre lir,te~
Through the use of fiber optic cable and individual household sq-tçllite signal receptors, it is ~nticip~t~A that a 500+ ch~nn~l environment will soon be common.
Further, with advances in high capacity video storage and movement toward digital format for television t~n~mi~ion, on-demand television is on the horizon, whereby a subscriber may select between viewing a program at the time of trqn~mi~ion or viewing a program stored in a digit.l library at a central location in a cable network at a time of the viewer's choosing. With the anticipated increase in viewing options, efficient delivery of defined audience for advertisers through the sale of in-program partiCir~tion or pre-set time slots on a given ch~nnPl will become increasingly difficult.
U.S. Patent No. 5,260,778 to K~llfm~n, the disclosure of which is herein incorporated by reference, discloses an a~a~dlus for selective distribution of messages over a co~ .;c~tinns network. A subscriber's converter is addressed accordi~g to a multilevel gl~u~ing structure. For example, in a two level gluu~ g structure, each S converter is ~i nP~I as a member of a primary group and may also be ~ nPd to one or more :iUbglOUl). Thus, the head end can target a group of subsclil,~ by tagging the a~pl~plidle group i~lentif1er to the message. Although this a~dlus might be useful in a cable network with a large number of ch~nnPl~, it would not be d~l,l~liale in a more dynamic viewing on-dem~nfl environment where each converter may need to be 10 individually addressed.
It is an object of the present invention to provide a method and system for dyn~nlic~lly distributing commercial prog-, .-~",i,-g to s~Pi~Pct~Pcl target households.
It is another object of the invention to distribute commercial prog.,..-..--il-gto particular subscribers based on pred~ ecl ch~r~ct~P.ri~tics In accor~lce with the present invention, a system and method are provided for distributing commercial messages to an individually addressable subscriber le~."ill~l ("collvellel") on a l~lwolL Commercial messages to be distributed over the l~lwolh contain emhelde~l inro....~l;on idellliry..lg calegol;es of recipients foreach message. A
server, centrally located on the network, selectively tags commercial messages with the 20 collvelle~ addresses of subscribers, satisfying the idell~ifying categories. The commercial m~.s~ges are then ~n~mitted over the network for receipt and display by a television l~ceivel connPcted to the addressed coll~ . The addresses are sel~tP~ by the server based on illru..~ c)n stored in a l~tab~e related to demographic and other i,lroll,lalion relating to the household of the subscriber in comp~ri~on to the same il~,llldlion relating 25 to households which are actual customers of the product or service which is the subject of the commercial.
BRIliF DESCRIPIION OF THE DRAWINGS
The foregoing and other rCdlUl~S of the present invention will be more 30 readily ~n~ from the following detailed description of pl~;r~led embo~ taken in conjull.;lion with the attached dldwillgs wherein:
Fig. 1 is a block di~ m of the system for di~Llibu~ing commercia messages;
~0 96/08109 PCT/US95/11710 Fig. 2 is a block ~ f~m of the converter useful with the present invention;
Fig. 3 is a block ~ ~m of a ~l~r~ d embodiment of a L~LI;buLion center in accor~lce with the present invention;
Fig. 4 is a flowchart of the method for ev~ ting subsclil,c;l~ for the 5 pulpose of L~r~clillg commercials to the most receptive ~ iPnre; and Fig. 5 is a block ~ ~m illll~tr~ting a p~rcll~;d form for a wide area network embodying the present invention.
l~ETAIL~D DESCRIPIION OF PREFI~D l~MBODIMENTS
~ig. 1 is a gene~al block ~ gr~m illns~ ion of a ~lcrcllcd system in acco~ ce with the present invention. A message distribution center 5 co.. -~.-ir~tçs with a plurality of subscribers 15 (one is shown) over a network m~lillm 17. Theclwolh disclosed preferably uses high speed packet ~wilcliulg technology, preferably a ~yncl. . OI~US transfer mode swilcl~lg (AI~M) of a known type. One skilled in the art will 15 l~ cog~ that any of a number of collv~ n~l high speed ntilwol~ could be used. The message distribution center S controls the ~ trihlltion and t~n~mi.~ n of sel~ctf~
television prograrns, inl~hlrling those broadcast by broadcast stations, digitally stored or recorded movies and ~l~l~llS, and commercial messages.
The message distribution center S int~hldes a server 10 (described in more 20 detail later) which produces a data stream co..l~ g the ~ ;l,.llllllillg and commercial i~o....~lion being ~ P.~l7 as well as illrc....~licn controlling the distribution of g and co,lll,lGl~iial i lrO- ~ ;c -- This data stream is ~ , -.~---illed on the I~G~WOlk ".l5~li.. 17. The server 10 preferably runs on a high speed processor (not shown). One skilled in the art will recogni~e that the message distribution center may include several high speed processors running several servers depending on the number of converters on the network 17. The message distribution center 5 also includes a I~A~CIII;IIe~ 12 for tr~ncmitting the inrolllla~ion produced by server 10 on the network me-lillm. Thus, the function of the mess~ge distribution center S is to p~par~ and ~ clllil data to the subscribers 15 over nc;twolh mP~lillm 17.
Each subscriber 15 must have a converter 14 (described in more detail later) for receiving the tr~n.cmittPcl data. Converter 14 e~ctr~tc from the data a signal which is appl~liate for display on television receiver 16.
wo 96/08109 2 1 9 q 1 7 7 PCT/US95/11710 ~
As illllct~tecl in Fig. 3, in creating the illru~ alion stream, server 10 ~cesses several ~l~t~h~es and libraries (32, 34, 38) to gather the u~~ aLion, and it can also provide analog or digital, real time programs 35, such as broadcast programs and cable p~ lalllS. Server 10 acces~es a pl~,Lccolded digital library 32 which is comprised 5 of pl~lGcol-led programs in a col.,~ssed digital or other storage format. For example, the pl~ldlllS may be stored on dilrelel,l types of known storage media, such as CD
ROM, laser disk, or m~gnP.tic tape. Also stored in library 32 is il~ll"a~ion cnn~erning the time in each pn~gla", at which commercial breaks occur, and the duration of each break. The same u~ AIinn also acco---pAn;Ps real time programs. In many types of10 pro~;-,.------i~-g, this ihlro....~ n may be u-l..Pce~ , since breaks of fixed duration will occur at pred~le...-i~-P~l times.
I~ additio~ io providing pl~gl~ g i~",~lion in its tr~ncmi~ion stream, server 10 also provides commercial mess~ges. Server 10 has access to a library of commercial messages 38, which colllail~s all of its commercial messages stored in a 15 convenient format. Each commercial mPs~ge is a "smart commercial", in that it COIl~ lS
embedded ~ tit~n idellLi[ying the cale~ol;cs of recipients for the message. As is explained more fully below, this embedded ih~ollllalion is utilized by a Commercial M~-s~ge Management Server (CMMS) 11 to produce a set of subscriber addresses corresponding to each calegol~ of recipient itlPntifiP~l by the embedded i~ol",âlion.
In the process of incol~ola~il,g commercial messages in its l.,.. ~ ion stream, server 10 ~rce~es its ~t~h~se and libraries and coo~eldles with CMMS 11 to create a c~""ll,~ ial mP~ge schP~ule 31, which controls the selection and timing of those commercial messages from library 38 that will be inserted into the l~,...~...ill~d data stream. Whenever, server 10 selects plug-,.-.---~ g for a particular subscriber, it also 25 lGsGl~es space within the sch~le 31 for the a~ liale, accolll~lyi,lg commercial breaks. The actual messages inserted for each subscriber during each break are d~lr..--il-ed by CMMS 11 and are co,-----l-.-ir~t~l to server 10 for insertion into schedule 31.
CMMS 11 ~Cces~es a commercial routing t~ h~e 33, which includes 30 illrolllldlion about l~ui.ed routing of commercial messages, and a household l~t~h~P
(described in more detail below) co,-~ g st~ti~tir~ alion related to individual subscriber households. Based upon information coll~ined in commercial routing ~l~t~b~e 33 and il~ollllation embedded in the commercial message (conveyed from server 10), 2199~77 ~WO 96108109 ' PCT/US95/11710 CMMS 11 will select certain households or groups of housPhc)l-l~ to receive certain commercial messages and will convey that inf~rm~tion to server 10 for storage incommercial message schP~ le 31. The se1p~tion of housPhol~ to receive commercialmPc~ges may be on the basis of household st~ti~tics in coml,i~ n with lG~lui~ lents S stored in co~ercial routing database 33, or the commercial messages may be ~o~ te~l with certain plo~".~ i..p and/or certain viewing times and dates. When a break occurs in pl~gl~l m~teri~l, commercial message schP~IllP 31 ri~ ....in~s which mP~Iges will be sent to each ho~-~ehol~1, and server 10 will do so by çmbed-ling routing inform~tion from ~l~t~b~e 34 in its bit stream. Thus, each commercial message will have apl~lu~iialG
10 routing u~ollllaLiol~ associated with it.
Commercial routing ~l~t~h~e 33 keeps track of the routing l~u~Glllents for commercial messages. It contains such information as how frequentiy each commercial message should be ~ to each user or each gr~up of users and the number ofactual tr~n~mi~ion of each message to each user or group of users. This l~t~h~e may 15 also associate certain commercial messages with certain prog-,.------;~.g or certain viewing time slots.
Any or all ûf the d~t~h~es 33, 34, or 36 could be IIIA;II~ ~ and co..~ lly updated by a sep ..~le server (not shown) or by multiple servers. For e~r~mI~le, l~t~h~e 36 could be -.~ i--~l by a network of servers, each providing 20 i~o-...~ m about a group of households drlillillg its region.
It is also cO.~Ir....~ d that server 10, may, at times, be le~luil~,d to send no c~ ial mesS~e, but in~t~d, to relin~ h control to alloll-er source of a commercial message. This could occur, for example, when server 10 is part of a hierarchical network and time has been reserved for insertion of commercial m~s~ges by 25 a local station below server 10. Server 10 would then insert no commercial message for a specified interval, but would begin inserting information immediately at the end of the interval.
From the precerling description, it will be appreciated that as d~;;lc;~ led from commercial message sç~l~nle 31, server 10 l~ illro-...~tion through 30 ~ lel 12, preferably after lcceiv.ng a request for a particular program stored in library 32, or for an illCOIIlillg real time program, from an individual subscriber (possibly a sub-server). Server 10 may also commence sçnrling i~ollllalion in~te~d, based on the day of the week and the time of day, and may route the same i,lro...-~l;on to many WOg6/08109 2 1 9 9 1 7 7 PCT/US95tll7l0 ~
subscribers. On a sep~ , preferably digital ch~nnP.l, server 10 ~ ; instructions to each subscriber controlling what ch~nnPI it should access for its next commercial message.
Server 10 routes each com~ercial message to a respective channel. When a commercial break is encuu~ d in prog.,.. ;.~g received by a subscriber, the subscriber's converter 5 14 is controlled to receive the commercial channel instructed by server 10. When the commercial break is over, converter 14 reverts to receiving the pl~l,.llllll;~-g from server 10.
As described above, the subscriber must have a converter 14 connto-ct~ to the nclwolh 17. Converter 14, as illnstr~tecl in Fig. 2, receives i~foll~laLion addressed 10 with the converter's network address via a known addressable data cceiveL 22. The ulrO~ n may include analog and digital signals. Only the pluces~i,-p of digital signals is illll,st~t~d in Pig. 2, ii being ~s~lmeci tnat the analog signals are pn,cessed by collve~ n~l components (not shown). The commercial messages and the control il~llllc-lion related to them are digital signals in the prcr~ d embodiment. The data 15 receiver 22 preferably buffers and orders the digital il~rùlnl~lion, ~Lli~illg off all control and r.,...-i,-~ illro~ ;()n (in~ ling routing illrolllldlion), in a high speed memory (not shown) for pl~cesA;,-g by microprocessor 24.
Microprocessor 24 ~ccç~es the burrelcd data and deco-lly~csses any digital IJlU~ UII and commercial data, ~ )ul~ the deconll.lcssed digital data as a digital signal 20 to digital to analog coll~ 26. Digital to analog converter 26 converts the digital signal from microprocessor 24 to an analog signal. Modulator 28 modulates the collll,lef~ial signal from the ch~nn~l instructed by processor 10 to the a~lu~lidle television frequency for display on a particular ch~nn~l being viewed by television receiver 16. One skilled in the art will llnrlerst~nrl that if the television is a digital television, the steps converting 25 the digital signal to a modulated analog signal can be bypassed and the microprocessor would simple format the digital data to the format apl.lu~flale for the television. The function of the convelLel 14 is to receive information and output a signal a~lupliale for display on a television receiver.
As ~ cussed above, commercial messages are sel~cted by CMMS 11 based 30 on profile household data stored in profile l~t~b~e 36. Fig. 4 is a flow ~ gr~m illllstr~ting the pl~;rell d method utilized in CMMS ll for rlt~l~""i.~ the commercials to be sent to a subscriber. A number of calegolics of goods and services, which categories may be limited to speci~lc brands, are pred~filnYl, and these same categories ~WO 96/08109 2 1 9 9 1 7 7 PCT/USg5/11710 are used as part of the embedded i~ 1ion in smart commercials. Using ~ ly or syn~ ted l~seal._ll, a l~ se~ ;ve sample of "customer" or high frequency user hollcPhnklc for the given product/service cal~oly or brand is selected (step 1). This sample is large enough to ~u~oll st~ticti~l analysis for projection to all US households, 5 i.e. a ~t~ti.~tit`~1 sample. Using demographic, census and survey data, and other available data, information about these ho~lsçholclc in a wide ~ange of categories is gathered (step 2). This illfollnaLion is compiled into a stzlti.cti~l profile of customer hol~s~hQlcl~ (step 3) Also, the same data is galhGl~d with respect to all households (step 4) and a .St~ti.~ti~
profile of all hol-se~ c is created (step 5).
In an effort to characterize target households for the product or service, the profile of the custQmer households is c~Jlll~al~d or co,l~laled to the profile of all housellolds (step 6). Dt;ll~ ,hic d.-,~l~ces between the prefiles are then noted (step 7) and each Cal~Ol,~ of l~lro..~ itm weighted in lllpo,~lce (step 8). For example, weighting may be based on a ~t~tic~ l analysis taking into account the degree oflifr~,lcnce and frequency of occurrence of the calego,~. A rating is then e~t~hli~herl for each ho -~Phol-l for each caleg~l~ of goods/services (step 9). As an example, for a given product (luxury automobiles), a rating, y, may be est~hli~hP~l as follows:
y = 0.040425*A + 0.045920*B + 0.043766*C + 0.036453*D +
0.033336*E + 0.015284*F + 0.012396*G + 0.023163*H +
0.027470*I + 0.018362*J + 0.016994*K.
Table I defines what calego,~ of ih~~ n each index vanable A through K ~ylGse~
in a ~l~f~ d embodiment related to a cc mmercial mes~e for luxury automobiles. The mnltirlier ~ p each variable A-K, is the wei~hting factor for that variable as d~l~. ..-in~d by the aforemPntioned st~ti~ti-~l analysis. The value inserted for a variable 25 in the above equation is clele. ..-i.~d from the table for that variable and the condition that applies for that variable. For example, if it were a white collar household, variable B
would assume the index value for "white collar" in Table m. Every subscriber is sco~ed filling an ~ r~l;aLe value in the above equation and solving for "y." The higher the score, the more likely the subscriber is to buy the corresponding product or service.
VARIABLE INDEX
A Gender B Occup~tit~n wo 96/08109 2 1 9 9 1 7 7 PCT/us95/ll7l0 ~
VARIABLE INDEX
CLength of ~2~cidP.nce DNumber of Automobiles E Vehicle Type FHead of Household Age G Household Income HM~li~n Rent: All Renter Occupied Housing Percent of Population: Foreign Born JPercent of Population:
Age 35-44 KPercent of Populatinn:
Professional/Managerial Positions Table I
Variables A-G are variables specifîc~lly related to the individual subscriber's ho-l~ehc-ld whereas H-K are variables related to the location of the subsc~ ~'s home. As can be seen from this particular equation, occup~tinn~ length of residence, and gender are the most il~l~UlL~Ill factors for this paficular product.
The possible values for variables A-K are g*en in Tables II-~I. The colnmn~ are defined as follows:
VALUE: possible co~ ;ol-~ that a variable may assume.
PERCENT OF TOTAL: ~,cel,~ of total analysis sample having the given value.
The entries in this column always add up to 100%.
PERCENT OF TARGETS: percent of high frequency or target users m.-~ting the value con~ition. Unlike Percent of Total, Percent Targets will not add up to 100%.
However, the products of percent of target users for each category with the "Percent of Total" value (the size of the categoly in relation to the size of the analysis sample), will sum to the ~,~elll of target users in the analysis sample.
INDEX VALUE: the ratio b~lween the ent~7 in the "percent targets" column and the "total" entry in the same column.
2 ~ 9 ~ ~ ~ 7 pcTlusgslll7lo VALUE PERCENT OF PERCENT ~DEX
TOTAL TARGETS VALUE
Unknown, Female 14.64% 1.99% 0.3042 Male 85.36% 7.32% 1.1193 TOTAL 100.00 % 6.54 1.0000 Table~-G~nder VALUE PERCENT OF PERCENT n~DEX
TOTAL TARGETS VALUE
Retired, Unskilled, Military, 12.89 % 2.11 % 0.3230 Unknown Blue Collar/Clerks 56.42% 4.63% 0.7086 Other S.01 % 5.05 % 0.7723 White Collar 25.68% 13.23% 2.0243 TOTAL 100.00 % 6.54 % 1.0000 Table m - Occupation VALUE PERCENT OF PERCENT ~NDEX
TOTAL TARGETS VALUE
Less Than 6 Years, Unknown39.53% 4.88% 0.7470 7-14 Years 21.51 % 6.34% 0.9698 14 or More Years 38.96% 8.32 1.2733 TOTAL 100.00% 6.54 1.0000 Table IV - ~ of Residence VALUE PERCENT OF PERCENT INDEX
TOTAL TARGETS VALUE
Unknown 21.93 % 3.25 % 0.4967 0 12.95% 3.96% 0.6055 30.61 % 4.60 0.7037 WOg6/08109 10 2 1 9 9 1 7 7 pcTlusg VALUE PERCENT OF PERCEr'lT INDEX
TOTAL TARGETS VALUE
2 22.90% 10.21 % 1.5618 3 Or More 11.61 % 13.48 % 2.0632 TOTAL 100.00 % 6.54 1.0000 S Table V - Nu~bc, of AntQ~n~biles VALUE PERCENI OF PERCENT INDEX
TOTAL TARGETS VALUE
Unknown 34.97% 3.52% 0.53484 Stand~r~/Tnt~m~iq~ g 24.35% 5.27% 0.8070 Compact Other Compact, Subcol,lpact10.36% 7.06 1.0796 Pass-util., Economy, Sporty20.76% 8.56% 1.3103 Luxury 9.55% 15.82% 2.4202 TOTAL 100.00 % 6.54 1.00 Table VI - Vehicle Type VALUE PERCENT OF PERCENT ~DEX
TOTAL TARGETS VALUE
18-24/75+: SPC, 18-44: rNF 18.50% 2.41% 0.3689 65-75: SPC, 55+: INF 15.99% 4.35% 0.6660 25-44: SPC, 45-55: INF 33.93 7.38% 1.1284 45-64: SPC 31.58% 9.16% 1.4009 TOTAL 100.00 % 6.54 % 1.0000 ~SPC - Specific age data is available for the head of household INF - Inferred data, based on neighborhood characteristics are used for age dt;~r~ ion ~Wo 96108109 2 1 9 9 1 7 7 PCT/US9S/11710 1~ .
Table VII - ~Iead of Household Age S VALUE PERCENT OF PERCENI INDEX
TOTAL TARGETS VALUE
Less Than $15,000 8.37% 2.31% 0.3529 $15,000- $19,999 5.60% 3.05% 0.4665 $20,000 - $29,999 13.12% 3.45 0.5275 $30,000 - $39,999 16.82% 5.06% 0.7743 $50,000- $49,999 15.73% 6.49% 0.9936 $50,000- $74,999 22.16% 7.25% 1.1098 $75,000- $99,999 9.58% 11.66% 1.7838 $100,000 Or More 8.62% 13.02% 1.9926 TOTAL 100.00% 6.54 1.0000 Table vm - I~onsPh~!d Income TOTAL TARGETS VALUE
Less Than $129 7.74% 2.62% 0.4004 $130 - $219 34.09% 3.70% 0.5665 $220 - $289, Mi~inE Data30.39% 6.55 1.0019 $290 - $349 12.53% 9.19% 1.4065 $350 - $439 9.51% 11.37% 1.7403 $440 Or More 5.74% 14.76% 2.2581 TOTAL 100.00% 6.54 1.0000 Table IX - Median Rent: All Renter Oc~ ed Housing VALUE PERCENT OF PERCENT ~I)EX
TOTAL TARGETS VALUE
Less Than 1.00% 14.70% 3.59% 0.5499 1.00% - 2.99% 22.98% 4.86% 0.7437 WOg6/08l09 12 2 1 9 9 1 7 7 PcT~usgSlll7l0 ~
VALUE PERCENT OF PERCENT INDEX
TOTAL TARGETS VALUE
3.00% - 6.99%, Mi~ing Date 31.67% 6.60% 1.0101 7.00% OrMore 30.65% 9.13% 1.3976 TOTAL 100.00% 6.54% 1.0000 S Table X - re.c~ l of Population: Foreign Born VALUE PiERCENT OF PERCENT INDEX
TOTAL TARGETS VALUE
Less Than 7.00% 4.21% 3.08% 0.4717 7.0Q% - 9.99% 22.~"% 4.54% 0.6943 10.00% - 13.99%, Mi~sing45.07% 5.80 0.8881 Data 14.00% - 15.99% 13.08% 8.52% 1.3028 16.00% OrMore 15.05% 10.97% 1.6783 TOTAL 100.00% 6.54 1.0000 Table XI - F~ l of Pop~ ti~ Age 35-44 VALUE PERCENT OF PERCENT INI)EX
TOTAL TARGETS VAL~JE
Less Than 11.00% 9.54% 3.51 % 0.5376 11.00% - 19.99% 25.19% 4.02% 0.6148 20.00% - 217.99%, Mi.~in~ 25.40% 4.68 0.7165 Data 28.00% - 32.99% 11.64% 7.01% 1.0724 33.00% - 41.99% 14.73% 10.14% 1.5515 42.00% - 49.99% 7.91% 12.08% 1.8484 50.00% OrMore 5.58% 13.14% 2.0112 TOTAL 100.00% 6.54 1.0000 ~vo 96/~8109 13 ~ ~ q ~ 1 7 7 PCTIUS9S/11710 Table XI~ of Population:
Profession~o.-&~ r~
When an advertiser is pur~h~in~ advertising time, it can specify a cut-off celllile for homes to receive its mes~Ee. Thus if an advertiser wants to target the 30th p~cel.Lile (top 30%) of subsc ;b~ (as evaluated by the above e~ualiol,) for its product, the server 10 will only send the co~ rcial messages to SUbSC~ evaluated as bein,, within the top 30 percent. This ~ s advertisers ~o spend advertising funds more efficiently.
Pigure S is a block ~ ~m ill~ ;nE a ~lc;fcllc;d configuration for a hie~rchical wide area li~lwc,l~ embodying the present invention. Global head end 50 is a distribution center for the entire n~lwolk and ~Jc;ll~lllls sul)~l~nl i~lly the same functions as distribution center 5 of Fig. 1. Global head end 50 CUIIIIIIIUI;t` ~ttS with a pluIality of regional head ends 52, also sisnilar to disllil,ulion center 5, each of which, in turn, con.l--ùnicates with a disLI;bulion center S. It should be a~ , huw~,rcr, that there may be one or more ~ iitioll~l levels of head end between regional head ends 52 and local trihution center S.
The head ends 50, 52 etc. are similar to the regional distribution center S, except that each "~j"~ tAhA!~eS for its full region of ,es~n~;h;lity. It will bea~.~ialed that Global head end ')~ d~e;S could be e~ ly derived at the Global head end, with cc,l.~,sy~llding pc~lliulls of the 3~ e~ being sent to the a~ op~le lower level of r1i~trihutirm center. ~hPnl~tP,ly, each level of distribution center could ...~;nl;.;.. its own ~at~hA~es, with illro...~-l;on being t.,..~.";l~A upwardly to the higher levels, where an 2~ a~l~lialc cum~-lAtive ~tAhA~e would be assembled. The e~s~nl;~l dilre~nce bc~wee a head end and a local distribution center is that only the local disL,il,ulion center p;oduces converter addresses to co-------.~ t~ directly with subscribers.
A head end trAncmitc dOwllwaldly infonnation co.n;.i--;ng smart commercials, but the smart commercials contain routing il~llllalion inrii-Atin~ groups to 30 receive the commP~rcial. This is accomp1ish~ by ~Pfining a target group code c~ s~ ive of each type of product or service that may be covered by a commP-rcial and, âS routing ",r~"".linn, t~n~ g the target group code or codes associated with the comll-er~,ial, og~tlle with a ~ cnlile in~ tion A col~ ~ial message for luxury Antomobiles might ~he.eîo~ include the target group code forluxu~ automobiles, together 21~9177 with a "30", inrli~ting that the commercial is to be tr~n~mittk~ to the thirtieth ~l~;,llile or top 30 percent of the customer group targeted for luxury automobiles. This is the same ty-pe of information embedded in commercials stored in Library 38 of Fig. 3.
It should be appreciated that in the system of Fig. 5, advertising S i,~l",alion may be inserted at any level. For example, plogl~ g may be tr~n~mitte~l dow"w~rdly from Global head end SO with certain commercial mrss~ge slots alreadyfilled, and regional head ends 52 may then also fll other commercial m~oss~e slots.
Thus, by the time certain plOg-~ ------ing reaches a local distribution center S, many of the commercial message slots may already be filled. It is then up to the local distribution 10 center to receive and strip the group disllibulioll codes acco"lpOIlying each commercial message inserted at a higher level and to ~ub~lilule the ~r~lidle routing i~rol~alion for ~1~ aciual ~ubsc- ;lh .~i in its region which meet that description. Any commercial slots in the prog...,-~---ii-g which have not been filled at a higher level are, of course, available to be flled by any lower level distribution center.
While the present invention has been particularly shown and descrihe~l with reference to ~lert;ll~d embo-li---knl~ thereof, it will be understood by those skilled in the art that various chal~ges in form and details may be made therein without de~alLh~g from the spirit and scope of the invention.
Claims (15)
1. A system for selectively distributing messages over a communications network, comprising:
a controller for communicating over the network with a plurality of subscriber terminals in a plurality of subscriber households served by the communications network, each of said subscriber terminals having a network address;
a reservoir of data operatively associated with said controller, said reservoir containing network addresses of said subscriber terminals and subscriber profile data associated with each of said subscriber households and including demographic data;
a source of commercial messages;
selection means operatively associated with said controller for selecting at least one of said commercial messages for transmission to at least one of said subscriber terminals based on the subscriber profile data associated with said at least one subscriber terminal; and identifying means operatively associated with said controller for identifying the selected at least one commercial message with the network address of said at least one subscriber terminal;
said controller causing the transmission from said source to said at least one subscriber, over the network, of the commercial messages identified by said identifying means.
a controller for communicating over the network with a plurality of subscriber terminals in a plurality of subscriber households served by the communications network, each of said subscriber terminals having a network address;
a reservoir of data operatively associated with said controller, said reservoir containing network addresses of said subscriber terminals and subscriber profile data associated with each of said subscriber households and including demographic data;
a source of commercial messages;
selection means operatively associated with said controller for selecting at least one of said commercial messages for transmission to at least one of said subscriber terminals based on the subscriber profile data associated with said at least one subscriber terminal; and identifying means operatively associated with said controller for identifying the selected at least one commercial message with the network address of said at least one subscriber terminal;
said controller causing the transmission from said source to said at least one subscriber, over the network, of the commercial messages identified by said identifying means.
2. A system as in claim 1 wherein said commercial messages provided by said source contain information identifying at least one characteristic of a household intended to receive the commercial message.
3. A system as in claim 1 wherein said reservoir of data further comprises target household profile data identifying characteristics of actual customers of the subject matter of said at least one commercial message, and means for comparing the subscriber's profile data and said target profile data, said selection means selecting commercials for transmission to a subscriber terminal in relationship to the comparison between that subscriber's profile data and the target profile data.
4. A system in accordance with claim 2 further comprising means for generating said target household profile data by comparing data representative of the general population of households and customer household data representative of actual customers of the subject matter of said at least one commercial message.
5. In a system for selectively distributing messages over a communications network, said system including a source of commercial messages, and a controller communicating over the network with a plurality of subscriber terminals in a plurality of subscriber households served by the communications network and controlling the transmission of commercial messages from the source to the subscribers over the network, each of the subscriber terminals having a network address, the combination of:
a reservoir of data operatively associated with the controller, said reservoir containing network addresses of the subscriber terminals and subscriber profile data associated with each of the subscriber households and including demographic data;
selection means operatively associated with the controller for selecting at least one of the commercial messages for transmission to at least one of the subscriber terminals based on the subscriber profile data associated with said at least one subscriber terminal; and identifying means operatively associated with said controller for identifying the selected at least one commercial message with the network address of said at least one subscriber terminal.
a reservoir of data operatively associated with the controller, said reservoir containing network addresses of the subscriber terminals and subscriber profile data associated with each of the subscriber households and including demographic data;
selection means operatively associated with the controller for selecting at least one of the commercial messages for transmission to at least one of the subscriber terminals based on the subscriber profile data associated with said at least one subscriber terminal; and identifying means operatively associated with said controller for identifying the selected at least one commercial message with the network address of said at least one subscriber terminal.
6. A system as in claim 5 wherein said reservoir of data further comprises target household profile data identifying characteristics of actual customers of the subject matter of said at least one commercial message, and means for comparing the subscriber's profile data and said target profile data, said selection means selecting commercials for transmission to a subscriber terminal in relationship to the comparison between that subscriber's profile data and the target profile data.
7. A system in accordance with claim 6 further comprising means for generating said target household profile date by comparing data representative of the general population of households and customer household data representative of actual customers of the subject matter of said at least one commercial message.
8. A system for selectively distributing commercial messages across a communications network to at least one of a plurality of subscriber terminals in subscriber households having a network address, comprising:
means for associating each of a collection of stored commercial messages with a product code representing characteristics of a subscriber household profile common to actual customers of the subject matter of the commercial message;
means for prioritizing said plurality of subscriber terminals with respect to each product code, based on the conformance of subscriber household profile data for each of said plurality of subscriber terminals to the characteristics represented by each product code; and means for controlling the transmission of a commercial message from said collection to said subscriber terminals so that only terminals of a specified priority relative to a product code receive a commercial message identified with that product code.
means for associating each of a collection of stored commercial messages with a product code representing characteristics of a subscriber household profile common to actual customers of the subject matter of the commercial message;
means for prioritizing said plurality of subscriber terminals with respect to each product code, based on the conformance of subscriber household profile data for each of said plurality of subscriber terminals to the characteristics represented by each product code; and means for controlling the transmission of a commercial message from said collection to said subscriber terminals so that only terminals of a specified priority relative to a product code receive a commercial message identified with that product code.
9. The system of claim 8 wherein the menas for prioritizing said plurality of subscriber terminals comprises:
means for comparing, with respect to each product code, profile data representative of customer households with profile data representative of all households, and producing a weighting factor with respect to each difference characteristic related to the frequency of occurrence; and means for calculating a subscriber's priority with respect to a product code by analyzing the respective subscriber's household profile for the presence of difference characteristics and adding the corresponding weighting factor to the subscriber's priority when a difference characteristic is present.
means for comparing, with respect to each product code, profile data representative of customer households with profile data representative of all households, and producing a weighting factor with respect to each difference characteristic related to the frequency of occurrence; and means for calculating a subscriber's priority with respect to a product code by analyzing the respective subscriber's household profile for the presence of difference characteristics and adding the corresponding weighting factor to the subscriber's priority when a difference characteristic is present.
10. A method for selectively distributing commercial messages across a communications network to at least one of a plurality of subscriber terminals in subscriber households having a network address comprising the steps of:
associating each of a collection of stored commercial messages with a product code representing characteristics of a subscriber household profile common to actual customers of the subject matter of a respective commercial message;
prioritizing said plurality of subscriber terminals with respect to each product code, based on the conformance of subscriber household profile data for each of said plurality of subscriber terminals to the characteristics represented by each product code; and controlling the transmission of a commercial message from said collection to said subscriber terminals so that only terminals of a specified priority relative to the product code receive the commercial message tagged with that product code.
associating each of a collection of stored commercial messages with a product code representing characteristics of a subscriber household profile common to actual customers of the subject matter of a respective commercial message;
prioritizing said plurality of subscriber terminals with respect to each product code, based on the conformance of subscriber household profile data for each of said plurality of subscriber terminals to the characteristics represented by each product code; and controlling the transmission of a commercial message from said collection to said subscriber terminals so that only terminals of a specified priority relative to the product code receive the commercial message tagged with that product code.
11. The method of claim 10 wherein the specified priority is included in said product code.
12. The method of claim 11 wherein the step of prioritizing said plurality of subscriber terminals comprises the steps of:
with respect to each product code, comparing profile data representative of customer households with profile data representative of all households, producing a weighting factor with respect to each difference characteristic related to the frequency of occurrence;
calculating a subscriber's priority with respect to the product code by analyzing the respective subscriber's household profile for the presence of difference characteristics and adding the corresponding weighting factor to the subscriber's priority when a difference characteristic is present.
with respect to each product code, comparing profile data representative of customer households with profile data representative of all households, producing a weighting factor with respect to each difference characteristic related to the frequency of occurrence;
calculating a subscriber's priority with respect to the product code by analyzing the respective subscriber's household profile for the presence of difference characteristics and adding the corresponding weighting factor to the subscriber's priority when a difference characteristic is present.
13. In a method for selectively distributing messages over a communications network, said method being used in conjunction with a system including a source of commercial messages, and a controller communicating over the network with a plurality of subscriber terminals in a plurality of subscriber households served by the communications network and controlling the transmission of commercial messages from the source to the subscribers over the network, each of the subscriber terminals having a network address, the step of:
maintaining a reservoir of data operatively associated with the controller, said reservoir containing network addresses of the subscriber terminals and subscriber profile data associated with each of the subscriber households and including demographic data;
selecting at least one of the commercial messages for transmission to at least one of the subscriber terminals based on the subscriber profile data associated with said at least one subscriber terminal; and identifying the selected at least one commercial message with the network address of said at least one subscriber terminal.
maintaining a reservoir of data operatively associated with the controller, said reservoir containing network addresses of the subscriber terminals and subscriber profile data associated with each of the subscriber households and including demographic data;
selecting at least one of the commercial messages for transmission to at least one of the subscriber terminals based on the subscriber profile data associated with said at least one subscriber terminal; and identifying the selected at least one commercial message with the network address of said at least one subscriber terminal.
14. A method as in claim 13 wherein said reservoir of data further comprises target household profile data identifying characteristics of actual customers of the subject matter of said at least one commercial message, said method further comprising the step of comparing the subscriber's profile data and the target profile data, said selecting step selecting commercials for transmission to a subscriber terminal in relationship to the comparison between that subscriber's profile data and the target profile data.
15. A method in accordance with claim 14, further comprising the step of generating said target household profile date by comparing data representative of the general population of households and customer household data representative of actual customers of the subject matter of said at least one commercial message.
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|---|---|---|---|
| US08/303,352 US5515098A (en) | 1994-09-08 | 1994-09-08 | System and method for selectively distributing commercial messages over a communications network |
| US08/303,352(CON) | 1994-09-08 | ||
| US303,352 | 1994-09-08 |
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| CA2199177A1 true CA2199177A1 (en) | 1996-03-14 |
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|---|---|---|---|
| CA002199177A Abandoned CA2199177A1 (en) | 1994-09-08 | 1995-09-07 | System and method for selectively distributing commercial messages over a communications network |
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| US (2) | US5515098A (en) |
| EP (1) | EP0806114A4 (en) |
| JP (1) | JPH11514504A (en) |
| AU (1) | AU3589595A (en) |
| CA (1) | CA2199177A1 (en) |
| MX (1) | MX9701823A (en) |
| WO (1) | WO1996008109A1 (en) |
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-
1994
- 1994-09-08 US US08/303,352 patent/US5515098A/en not_active Expired - Lifetime
-
1995
- 1995-09-07 WO PCT/US1995/011710 patent/WO1996008109A1/en not_active Application Discontinuation
- 1995-09-07 MX MX9701823A patent/MX9701823A/en unknown
- 1995-09-07 JP JP8509717A patent/JPH11514504A/en active Pending
- 1995-09-07 EP EP95933116A patent/EP0806114A4/en not_active Withdrawn
- 1995-09-07 AU AU35895/95A patent/AU3589595A/en not_active Abandoned
- 1995-09-07 CA CA002199177A patent/CA2199177A1/en not_active Abandoned
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1996
- 1996-02-16 US US08/602,921 patent/US5661516A/en not_active Expired - Lifetime
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|---|---|
| US5515098A (en) | 1996-05-07 |
| US5661516A (en) | 1997-08-26 |
| JPH11514504A (en) | 1999-12-07 |
| MX9701823A (en) | 1998-04-30 |
| WO1996008109A1 (en) | 1996-03-14 |
| EP0806114A1 (en) | 1997-11-12 |
| EP0806114A4 (en) | 1998-04-15 |
| AU3589595A (en) | 1996-03-27 |
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