# US 2010/0166389 A1 · Systems and methods for inserting advertisements during commercial skip > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 2010/0166389 A1 - Document ID: US20100166389A1 - Status: Published application - Kind: A1 - Application number: 12/616,875 - Filed: 2009-11-12 - Published: 2010-07-01 - Earliest claimed: 2006-12-22 - Assignees: Guideworks, LLC - Inventors: Robert A. Knee; Michael L. Craner - Web page: https://patentgrep.com/patent/US20100166389A1 ## CPC - H04N 5/76: Television signal recording - G11B 27/005: {Reproducing at a different information rate from the information rate of recording (for television signals H04N5/783)} - G11B 27/036: Insert-editing - H04N 21/4312: {involving specific graphical features, e.g. screen layout, special fonts or colors, blinking icons, highlights or animations} - H04N 21/432: Content retrieval operation from a local storage medium, e.g. hard-disk {(details of retrieval of video data and associated meta data in video databases G06F16/739)} - H04N 21/4331: {Caching operations, e.g. of an advertisement for later insertion during playback} - H04N 21/44016: {involving splicing one content stream with another content stream, e.g. for substituting a video clip} - H04N 21/47217: {for controlling playback functions for recorded or on-demand content, e.g. using progress bars, mode or play-point indicators or bookmarks (specific graphical features in visual interfaces H04N21/4312)} - H04N 21/812: {involving advertisement data (advertising per se G06Q30/02)} - H04N 5/783: Adaptations for reproducing at a rate different from the recording rate - H04N 5/85: on discs or drums - H04N 9/7921: {for more than one processing mode} - H04N 21/4316: {for displaying supplemental content in a region of the screen, e.g. an advertisement in a separate window} - H04N: PICTORIAL COMMUNICATION, e.g. TELEVISION - G11B: INFORMATION STORAGE BASED ON RELATIVE MOVEMENT BETWEEN RECORD CARRIER AND TRANSDUCER (recording measured values in a way that does not require playback through a transducer G01D9/00; recording or playback apparatus using mechanically marked tape, e.g. punched paper tape, or using unit records, e.g. punched or magnetically marked cards G06K; transferring data from one type of record carrier to another G06K1/18; circuits for coupling output of reproducer to radio receiver H04B1/20; gramophone pick-ups or like acoustic electromechanical transducers or circuits therefor H04R) ## Abstract Systems and methods for skipping advertisements while playing back a video that includes at least one advertisement are provided. When a user reaches the advertisement, the user may select to skip the advertisement. In response to the skip instruction, the interactive media guidance application may identify and display substitute media instead of the advertisement. The substitute media may be an image, a video frame, a video clip, a graphic, or any other suitable media. The interactive media guidance application may identify the substitute media to display from advertisement data associated with the skipped advertisement. The substitute media may be displayed for a designated length of time (e.g., less than the time it would take to fast forward past the advertisement). Once the time for displaying the substitute media has lapsed, the interactive media guidance application may resume playback of the video following the end of the advertisement. ## Claims ### Claim 1 A method for skipping advertisements, comprising: playing back video stored at least partially on a storage device, wherein the video includes at least one advertisement; receiving a user instruction to skip the advertisement; displaying, in response to receiving the user instruction, substitute media instead of the advertisement; and automatically resuming playback of the recording from a point that follows the end of the advertisement. ### Claim 2 (depends on 1) The method of claim 1 wherein playing back video stored at least partially on a storage device comprises playing back video partially stored in a cache. ### Claim 3 (depends on 1) The method of claim 1 wherein playing back video stored at least partially on a storage device comprises playing back video entirely stored in a cache. ### Claim 4 (depends on 1) The method of claim 1 wherein playing back video stored at least partially on a storage device comprises playing back a recording entirely stored in a recording device. ### Claim 5 (depends on 1) The method of claim 1 wherein playing back video stored at least partially on a storage device comprises playing back an on-demand video entirely stored on the storage device. ### Claim 6 (depends on 1) The method of claim 1 further comprising: retrieving a length of time for displaying the substitute media; and displaying the substitute media for the retrieved length of time. ### Claim 7 (depends on 6) The method of claim 6 wherein the length of time for displaying the substitute media does not exceed the time necessary to fast forward past the advertisement. ### Claim 8 (depends on 6) The method of claim 6 wherein retrieving a length of time for displaying the substitute media comprises retrieving the length of time from advertisement data associated with the video. ### Claim 9 (depends on 1) The method of claim 1, wherein the substitute media is one of an image, a single video frame, a graphic, an icon, and a video clip. ### Claim 10 (depends on 1) The method of claim 1 further comprising: identifying advertisement data associated with the advertisement; and identifying substitute media from the identified advertisement data. ### Claim 11 (depends on 10) The method of claim 10 further comprising extracting the advertisement data from the video. ### Claim 12 (depends on 10) The method of claim 10 further comprising extracting advertisement data from a data stream associated with the video. ### Claim 13 (depends on 10) The method of claim 10 wherein the advertisement data specifies a layout for displaying the substitute media. ### Claim 14 (depends on 1) The method of claim 1 wherein the substitute media is related to the skipped advertisement. ### Claim 15 (depends on 1) The method of claim 1 wherein the substitute media is not related to the skipped advertisement. ### Claim 16 (depends on 1) The method of claim 1 wherein the substitute media is derived from the video. ### Claim 17 (depends on 16) The method of claim 16 wherein the substitute media includes fewer than all the frames of the advertisement. ### Claim 18 A system for skipping advertisements, the system comprising a storage device, a display device, and control circuitry, the control circuitry configured to: direct the storage device to play back video stored at least partially on the storage device, wherein the video includes at least one advertisement; receive a user instruction to skip the advertisement; direct the display device to display, in response to receiving the user instruction, substitute media instead of the advertisement; and direct the storage device to automatically resume playback of the recording from a point that follows the end of the advertisement. ### Claim 19 (depends on 18) The system of claim 18 wherein the control circuitry is further configured to direct the storage device to play back video partially stored in a cache. ### Claim 20 (depends on 18) The system of claim 18 wherein the control circuitry is further configured to direct the storage device to play back video entirely stored in a cache. ### Claim 21 (depends on 18) The system of claim 18 wherein the control circuitry is further configured to direct the storage device to play back a recording entirely stored in a recording device. ### Claim 22 (depends on 18) The system of claim 18 wherein the control circuitry is further configured to direct the storage device to play back an on-demand video entirely stored on the storage device. ### Claim 23 (depends on 18) The system of claim 18 wherein the control circuitry is further configured to: retrieve a length of time for displaying the substitute media; and direct the display device to display the substitute media for the retrieved length of time. ### Claim 24 (depends on 23) The system of claim 23 wherein the length of time for displaying the substitute media does not exceed the time necessary to fast forward past the advertisement. ### Claim 25 (depends on 23) The system of claim 23 wherein the control circuitry is further configured to retrieve the length of time from advertisement data associated with the video. ### Claim 26 (depends on 18) The system of claim 18, wherein the substitute media is one of an image, a single video frame, a graphic, an icon, and a video clip. ### Claim 27 (depends on 18) The system of claim 18 wherein the control circuitry is further configured to: identify advertisement data associated with the advertisement; and identify substitute media from the identified advertisement data. ### Claim 28 (depends on 27) The system of claim 27 wherein the control circuitry is further configured to extract the advertisement data from the video. ### Claim 29 (depends on 27) The system of claim 27 wherein the control circuitry is further configured to extract advertisement data from a data stream associated with the video. ### Claim 30 (depends on 27) The system of claim 27 wherein the advertisement data specifies a layout for displaying the substitute media. ### Claim 31 (depends on 18) The system of claim 18 wherein the substitute media is related to the skipped advertisement. ### Claim 32 (depends on 18) The system of claim 18 wherein the substitute media is not related to the skipped advertisement. ### Claim 33 (depends on 18) The system of claim 18 wherein the substitute media is derived from the video. ### Claim 34 (depends on 33) The system of claim 33 wherein the substitute media includes fewer than all the frames of the advertisement.