# US 10,484,755 B2 · Iconized video advertisement wall > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 10,484,755 B2 - Document ID: US10484755B2 - Status: Granted - Kind: B2 - Application number: 15/907,156 - Filed: 2018-02-27 - Published: 2018-07-05 - Granted: 2019-11-19 - Earliest claimed: 2013-03-06 - Assignees: Excalibur IP, LLC - Applicants: Excalibur IP, LLC - Inventors: Puneet Mohan Sangal - Web page: https://patentgrep.com/patent/US10484755B2 ## CPC - H04N 21/812: {involving advertisement data (advertising per se G06Q30/02)} - G06Q 30/0275: {Auctions} - H04N 21/25891: {being end-user preferences (retrieval of video data in a video database based on user preferences G06F16/739; arrangements for recognizing users' preferences H04H60/46; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18)} - H04N 21/41415: {involving a public display, viewable by several users in a public space outside their home, e.g. movie theatre, information kiosk} - H04N 21/4312: {involving specific graphical features, e.g. screen layout, special fonts or colors, blinking icons, highlights or animations} - H04N 21/4532: {involving end-user characteristics, e.g. viewer profile, preferences (monitoring of user activities for profile generation for accessing a video database G06F16/739; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18)} - H04N 21/472: End-user interface for requesting content, additional data or services; End-user interface for interacting with content, e.g. for content reservation or setting reminders, for requesting event notification, for manipulating displayed content {(end-user interfaces for retrieving video data from a database G06F16/739; network services for supporting unicast streaming H04L65/612)} - H04N 21/4784: receiving rewards - H04N 21/6125: {involving transmission via Internet (transmission by internet of broadcast information H04H60/82)} - H04N: PICTORIAL COMMUNICATION, e.g. TELEVISION - G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR ## Abstract Methods and systems are provided that can include iconization and later play of video content items, such as advertisements. During presentation of an online video, video advertisements may be presented. Upon user selection, during or after presentation of a particular video advertisement, the advertisement may cease to be presented, but an icon may be displayed that represents the video advertisement. The icon may be displayed in an area adjacent to the online video display area, which area may include multiple icons. Later, upon user selection of the icon, the video advertisement may be played, or may continue playing, utilizing local storage of the video advertisement. This, in turn, may provide, for example, efficient, convenient user access to the video advertisement, leading to enhanced advertisement performance with minimal intrusive impact on the user experience as a whole. ## Claims ### Claim 1 A system comprising one or more processors and a non-transitory storage medium comprising program logic for execution by the one or more processors, the program logic comprising: an advertisement iconization engine that, during presentation of an online video to a user, for each video advertisement of a set of video advertisements presented, at least in part, to the user on a device of the user, after presentation of at least a portion of a duration of the video advertisement and upon a first selection of the user: ceases presentation of the video advertisement, including display of any portion thereof; in a first display area outside of a display area of the online video, causes display of an icon, representing the video advertisement and provided or selected by an advertiser, in an icon spot among other displayed icons, representing other video advertisements, in other icon spots, wherein the display of the icon in an icon spot is based at least in part on one of a determined period for displaying the icon and a characteristic of the online video; and causes storage of at least a portion of the video advertisement on the device of the user while the icon is displayed in an icon spot, and erasure of one or more of the set of video advertisements from storage on the device of the user when an associated icon is no longer displayed in one of the icon spots. ### Claim 2 (depends on 1) The system of claim 1, further comprising: configuring an iconized advertisement play engine to, upon user selection of the icon and utilizing storage of the video advertisement on the device of the user, initiate a presentation that includes playing at least a portion of the video advertisement. ### Claim 3 (depends on 2) The system of claim 2, wherein the iconized advertisement play engine is configured to start, as determined by the advertiser, the presentation from one of a point where the video advertisement left off playing before being iconized, a beginning of the video advertisement, or a beginning of an altered version of the video advertisement. ### Claim 4 (depends on 2) The system of claim 2, wherein the iconized advertisement play engine, during presentation of the online video, upon the user selection of the icon, is configured to cause pausing of presentation of the online video and initiates presentation of at least a portion of the video advertisement. ### Claim 5 (depends on 1) The system of claim 1, wherein the determined period for displaying the icon is based at least in part on one or more of user targeting, user behavior, calculated or anticipated associated video advertisement performance, calculated or anticipated associated video advertisement profitability, calculated or anticipated associated video advertisement quality, an advertiser configuration, a marketmaker configuration, a user configuration and user profiling. ### Claim 6 (depends on 1) The system of claim 1, wherein the advertisement iconization engine, upon the user selection, further causes storage of the video advertisement, in its entirety, on the device of the user. ### Claim 7 (depends on 1) The system of claim 1, further comprising: an advertisement selection and serving engine that selects and initiates serving of each video advertisement of the set of video advertisements to the user. ### Claim 8 (depends on 1) The system of claim 1, wherein the other displayed icons are selected by one or more other advertisers. ### Claim 9 (depends on 1) The system of claim 1, wherein the video advertisement includes a coupon or a discount offer to the user. ### Claim 10 (depends on 1) The system of claim 1, wherein upon a first selection of the user comprises: upon a first selection of the user of the video advertisement. ### Claim 11 (depends on 1) The system of claim 1, wherein upon a first selection of the user comprises: upon a first selection of the user of an option to iconize the video advertisement for potential later presentation. ### Claim 12 (depends on 1) The system of claim 1, further comprising: providing, to advertisers, one or more graphical user interfaces or application protocol interfaces (APIs), through which the advertisers can identify, select or configure video advertisements to be subject to iconization, and can identify, select or configure particular icons to represent particular video advertisements. ### Claim 13 (depends on 1) The system of claim 1, further comprising: providing the user with one or more graphical user interfaces through which the user can configure parameters or options associated with iconization and play of video advertisements. ### Claim 14 (depends on 1) The system of claim 1, wherein the first display area comprises a set of icons limited to a specified maximum number and a specified maximum display area. ### Claim 15 (depends on 1) The system of claim 1, wherein, in an auction-based online advertising marketplace, advertisers bid for iconized or iconizable video advertisement serving or presentation opportunities as part of online advertising campaigns. ### Claim 16 (depends on 1) The system of claim 1, wherein the video advertisement and the icon are visibly related to a single advertiser, brand or product. ### Claim 17 A method comprising: during presentation of an online video to a user on a user device, initiating presentation of each video content item of a plurality of video content items to the user, wherein each video content item of the plurality of video content items includes at least one offer to the user; for each video content item of a set of at least some of the plurality of video content items, after presentation of at least a portion of a duration of the video content item, the video content item including an offer, and upon a first selection of the user: ceasing presentation of the video content item, including display of any portion thereof; in a first display area outside of a display area of the online video, causing display of an icon, representing the video advertisement and provided or selected by an advertiser, in an icon spot among other displayed icons, representing other video advertisements, in other icon spots, wherein the display of the icon in an icon spot is based at least in part on one of a determined period for displaying the icon and a characteristic of the online video; and causing storage of at least a portion of the video advertisement on the device of the user while the icon is displayed in an icon spot, and erasure of one or more of the set of video advertisements from storage on the device of the user when an associated icon is no longer displayed in one of the icon spots. ### Claim 18 (depends on 17) The method of claim 17, further comprising: upon user selection of the icon and utilizing storage of the video advertisement on the device of the user, initiating a presentation that includes playing at least a portion of the video advertisement. ### Claim 19 (depends on 18) The method of claim 18, further comprising: starting, as determined by the advertiser, the presentation from one of a point where the video advertisement left off playing before being iconized, a beginning of the video advertisement, or a beginning of an altered version of the video advertisement. ### Claim 20 (depends on 18) The method of claim 18, further comprising: presenting at least a portion of the video advertisement, wherein the video advertisement includes a coupon or discount offer to the user. ### Claim 21 (depends on 17) The method of claim 17, further comprising: targeting the video advertisement and the icon personally to the user based one more or more characteristics of the user. ### Claim 22 (depends on 17) The method of claim 17, further comprising: utilizing an advertisement iconization engine for iconization of video advertisements. ### Claim 23 (depends on 17) The method of claim 17, further comprising: upon the first selection of the user, causing storage of the video advertisement, in its entirety, on the user device. ### Claim 24 A computer program product embedded in a non-transitory computer-readable medium having computer instructions stored thereon, which, when executed by a processor, cause the processor to perform one or more steps comprising: during presentation of an online video to a user, for each video advertisement of a set of video advertisements presented, at least in part, to the user on a device of the user, after presentation of at least a portion of a duration of the video advertisement and upon a first selection of the user: ceasing presentation of the video advertisement, including display of any portion thereof; in a first display area substantially adjacent to a display area of the online video, causing display of an icon, representing the video advertisement and provided or selected by an advertiser, in an icon spot among other displayed icons, representing other video advertisements, in other icon spots, wherein the display of the icon in an icon spot is based at least in part on one of a determined period for displaying the icon and a characteristic of the online video; causing storage of at least a portion of the video advertisement on the device of the user while the icon is displayed in an icon spot, and erasure of one or more of the set of video advertisements from storage on the device of the user when an associated icon is no longer displayed in one of the icon spots; and upon user selection of the icon and utilizing storage of the video advertisement on the device of the user, initiating a presentation that includes playing at least a portion of the video advertisement.