Methods and apparatus for user-based targeted content delivery
Methods and apparatus for selecting and delivering advertising or promotional content based on, e.g., the attributes of a desired demographic. In one embodiment, the invention enhances advertising or promotional penetration into a particular demographic of a network subscriber pool by correlating the advertising/promotion (and even the contextual program content) with specific users or groups of users within the pool. This approach decouples the advertising or promotion from any given program or lineup, and gives the network operator flexibility in deciding where, when, and how often to insert advertisements or promotions in order to achieve the desired result. Dynamic network architectures such as broadcast switched architectures can also be leveraged to further enhance flexibility and targeting precision. In effect, the network advertising or promotion model is made results-driven (versus program-centric). Subscriber privacy is also optionally maintained, thus ensuring that stored data is not traceable to a specific user.
1. For use in a content delivery network having a plurality of users associated therewith, a method of delivering targeted advertising or promotional content to a selected one or more of said users, said method comprising:
identifying said one or more users from said plurality using descriptive information relating to said one or more users, said descriptive information being selected so as to correlate to at least one of a demographic or psychographic;
identifying one or more advertising or promotional content elements based at least in part on said descriptive information, said act of identifying one or more advertising or promotional content elements comprising:
accessing first metadata in a primary content stream, said primary content stream having said one or more advertising or promotional content elements placed therein and said first metadata comprising at least timing reference information of descriptive codes associated with said primary content stream;
accessing second metadata configured to describe at least one of said advertising or promotional content elements; and
evaluating a correlation of said first metadata with said second metadata to determine which of said one or more advertising or promotional content elements are most contextually relevant within said primary content stream at a particular point in time;
selectively delivering said one or more advertising or promotional content elements to said one or more users via said network based at least in part on said correlation of said first metadata with said second metadata; and
receiving information indicating that at least one of said one or more users has tuned away from said advertising or promotional content elements, said information being used to identify one or more second advertising or promotional content elements for subsequent delivery to said one or more users.
2. The method of claim 1 , wherein said network comprises a broadcast switched architecture (BSA) network, and said act of delivering comprises instantiating a new broadcast switched program stream comprising said one or more advertising or promotional content elements.
3. The method of claim 1 , wherein said one or more users comprises a single user, and said act of delivering comprises at least one of:
instantiating a new video on-demand (VoD) session and streaming content via said session, said content comprising said one or more advertising or promotional content elements; or
delivering content comprising said one or more advertising or promotional content elements according to a network digital video recorder (nDVR) or network personal video recorder (nPVR) delivery channel.
4. The method of claim 1 , wherein said act of delivering comprises delivering said one or more advertising or promotional content elements within a program stream having non-advertising or promotional content therein also, said one or more advertising or promotional content elements and said non-advertising or promotional content being contextually related to one another in at least one aspect; and
wherein said method further comprises selecting one or more of said identified advertising or promotional content elements based on said at least one aspect.
5. The method of claim 1 , further comprising receiving second information indicating that one or more of said one or more users has turned off consumer premises equipment during delivery of said advertising or promotional content elements; and/or third information indicating that one or more of said one or more users has interacted with their consumer premises equipment in a manner related to said advertising or promotional content elements, said second and/or third information being used to identify said one or more second advertising or promotional content elements for subsequent delivery to said one or more users.
6. The method of claim 1 , wherein said descriptive information is obtained passively from said one or more users during network operation, said act of passively obtaining descriptive information comprising obtaining data relating to said one or more user's tuning habits.
7. The method of claim 1 , wherein said descriptive information is obtained from said one or more users during network operation via an interactive interface with said users, said interface being adapted to solicit demographic or psychographic information from said users.
8. For use in a content delivery network, an apparatus comprising:
a first apparatus adapted to receive information about one or more users currently tuned to a primary content stream of said network;
a second apparatus adapted to select individual ones of a plurality of advertising or promotional content streams comprising advertising or promotional content specific to a target demographic for delivery to respective individual ones of said one or more users of said network based at least in part on said information;
a third apparatus adapted to selectively switch said individual ones of said one or more users of said network from said primary content stream to said individual ones of said plurality of advertising or promotional content streams based at least in part on data relating to tuning habits of said one or more users.
9. The apparatus of claim 8 , wherein said first apparatus is adapted to receive said information about said one or more users via a query of a database such that database elements queried cannot be used to personally identify any specific one of said one or more users.
10. The apparatus of claim 8 , wherein said first apparatus is configured to receive said information about said one or more users via receipt of at least one encrypted data file from a network subscriber database.
11. The apparatus of claim 8 , wherein said data relating to said tuning habits comprises data related to at least one program content selection from at least one of said users.
12. The apparatus of claim 11 , wherein said data related to program content selection comprises at least two of the following: (i) a history of program requests, (ii) times at which requested programs were broadcast, (iii) frequency of channel changes, (iv), recorded periods of non-activity, and (v) history on-demand requests.
13. The apparatus of claim 8 , wherein said information about said one or more users comprises demographic information, at least portions of said demographic information being unique to respective ones of said one or more users.
14. The apparatus of claim 8 , further comprising a fourth apparatus configured to create one or more subsets or groups of users, said one or more subsets created based at least in part on demographic information about said one or more users.
15. The apparatus of claim 8 , wherein said apparatus comprises a computerized device, and at least portions of said first, second and third apparatus comprise a computer program configured to run on said computerized device.
16. The apparatus of claim 15 , wherein said computerized device comprises a broadcast switched architecture (BSA) controller, or a video on-demand (VoD) server.
17. A method of delivering targeted advertising or promotional content to a selected one or more of a plurality of users in a content delivery network, said method comprising:
receiving a request from a third party for delivery of advertising or promotional content over said network, said advertising or promotional content having at least one target demographic or psychographic associated therewith as represented in associated metadata;
identifying one or more of said plurality of users meeting said at least one target demographic or psychographic using descriptive information relating to said one or more users and said associated metadata;
providing to said third party a guarantee prior to said act of delivering said advertising or promotional content elements thereof, that said advertising or promotional content will be delivered to at least a predetermined number of said users within said target demographic or psychographic; and
selectively delivering said advertising or promotional content elements to said identified one or more users via said network, said selective delivery comprising dynamically determining whether to instantiate a new stream comprising targeted advertising or promotional content, or to utilize an existing stream based at least in part on data relating to said identified one or more users.
18. The method of claim 17 , wherein said third party comprises an advertising content source not associated with said network or said plurality of users.
19. The method of claim 17 , further comprising providing said third party a guarantee that said advertising or promotional content will be delivered to at least a certain number of said users within said target demographic or psychographic.
20. The method of claim 17 , wherein said network comprises a broadcast switched architecture (BSA) network, and said act of delivering comprises instantiating a new broadcast switched program stream comprising said one or more advertising or promotional content elements.
21. The method of claim 17 , wherein said one or more users comprises a single user, and said act of delivering comprises at least one of:
instantiating a new video on-demand (VoD) session and streaming said one or more advertising or promotional elements via said session; or
delivering content comprising said one or more advertising or promotional content elements according to a network digital video recorder (nDVR) or network personal video recorder (nPVR) delivery channel.
22. The method of claim 17 , wherein said selective delivery is further based on available bandwidth and/or one or more cost/benefit determinations.