Alternative advertising in prerecorded media
View Patent ↗Presenting viewers with an alternative brief version of a recorded advertisement when they choose to fast-forward through or skip (or any other trick play event) the recorded advertisement. The alternative advertisement may be displayed instead of or in conjunction with the recorded advertisement (i.e., fast-forwarding advertisement is displayed in one portion of the screen (i.e., background or portion of a split screen) and the alternative brief version is displayed in another portion). The alternative brief version of the advertisement (trick play advertisement) may be a marketing message that is a static screen presenting a logo or a portion of the recorded advertisement, or may be a condensed version of the actual advertisement. The trick play advertisements may be targeted. An alternate or entirely unrelated advertisement can also be displayed as the trick play advertisement.
1. A computer-implemented method for displaying alternate advertising comprising:
receiving a video for playback by a personal video recorder (PVR), the video including programming content, at least one primary advertisement and at least one alternate advertisement;
detecting a trick play command by the PVR, during display of the at least one primary advertisement;
identifying by the PVR, which trick play command has been detected;
modifying by the PVR, one or more of a format and a play time, of the at least one alternate advertisement to correspond to the identified trick play command; and
displaying by the PVR, the at least one adjusted alternate advertisement corresponding to the identified trick play command during execution of the trick play command.
2. The computer-implemented method of claim 1 , wherein the modifying by the PVR includes insertion and splicing.
3. The computer-implemented method of claim 1 , wherein when the detected trick play command is identified as a pause command, the modifying by the PVR includes formatting the alternate advertisement as a still image.
4. The computer-implemented method of claim 1 , wherein when the detected trick play command is identified as a skip command, the modifying by the PVR includes formatting the alternate advertisement as a still image.
5. The computer-implemented method of claim 1 , further comprising:
determining by the PVR, an execution time length for completion of the detected trick play command when the detected trick play command is identified as a fast forward command.
6. The computer-implemented method of claim 5 , wherein the modifying by the PVR includes modifying the at least one alternate advertisement to have a play time length equal to the determined execution time length of the fast forward command.
7. The computer-implemented method of claim 1 , further comprising:
determining by the PVR, an execution time length for completion of the detected trick play command when the detected trick play command is identified as a rewind command.
8. The computer-implemented method of claim 7 , wherein the modifying by the PVR includes modifying the at least one alternate advertisement to have a play time length equal to the determined execution time length of the rewind command.
9. The computer-implemented method of claim 1 , wherein the at least one alternate advertisement is related to a content of the at least one primary advertisement.
10. The computer-implemented method of claim 1 , wherein the at least one alternate advertisement is not related to a content of the at least one primary advertisement.
11. A system for delivering alternate advertising to a user, the system comprising:
a video playback component suitable for displaying video to the user, the video including programming content, at least one primary advertisement and at least one alternate advertisement; and
a processing component suitable for:
detecting a trick play during display of the at least one primary advertisement;
identifying which trick play command has been detected;
modifying one or more of a format and a play time of the at least one alternate advertisement to correspond to the identified trick play command; and
displaying the at least one adjusted alternate advertisement corresponding to the identified trick play command during execution of the trick play command.
12. The system of claim 11 , wherein the modifying includes insertion and splicing.
13. The system of claim 11 , wherein when the detected trick play command is identified as a pause command, the modifying includes formatting the alternate advertisement as a still image.
14. The system of claim 11 , wherein when the detected trick play command is identified as a skip command, the modifying includes formatting the alternate advertisement as a still image.
15. The system of claim 11 , further comprising:
determining an execution time length for completion of the detected trick play command when the detected trick play command is identified as a fast forward command.
16. The system of claim 15 , wherein the modifying includes modifying the at least one alternate advertisement to have a play time length equal to the determined execution time length of the fast forward command.
17. The system of claim 11 , further comprising:
determining an execution time length for completion of the detected trick play command when the detected trick play command is identified as a rewind command.
18. The system of claim 17 , wherein the modifying includes modifying the at least one alternate advertisement to have a play time length equal to the determined execution time length of the rewind command.
19. The system of claim 11 , wherein the at least one alternate advertisement is related to a content of the at least one primary advertisement.
20. The system of claim 11 , wherein the at least one alternate advertisement is not related to a content of the at least one primary advertisement.