# US 2022/0277352 A1 · Sponsor driven digital marketing for live television broadcast > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 2022/0277352 A1 - Document ID: US20220277352A1 - Status: Published application - Kind: A1 - Application number: 17/747,470 - Filed: 2022-05-18 - Published: 2022-09-01 - Earliest claimed: 2020-03-02 - Assignees: Brandactif Ltd. - Applicants: Brandactif Ltd. - Inventors: Peter Lancaster - Web page: https://patentgrep.com/patent/US20220277352A1 ## CPC - G06Q 30/0271: {Personalized advertisement} - H04H 20/38: Arrangements for distribution where lower stations, e.g. receivers, interact with the broadcast - H04H 20/93: which locates resources of other pieces of information, e.g. URL [Uniform Resource Locator] - H04H 60/37: for identifying segments of broadcast information, e.g. scenes or extracting programme ID - H04H 60/64: for providing detail information - H04N 21/26258: {for generating a list of items to be played back in a given order, e.g. playlist, or scheduling item distribution according to such list (retrieval of multimedia data based on playlists G06F16/40)} - H04N 21/2668: Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles {(information retrieval from the Internet by querying with filtering and personalisation G06F16/9535; arrangements for replacing or switching information during the broadcast H04H20/10; push services over packet-switching network H04L12/1859; adaptation of message content in packet-switching networks H04L51/063)} - H04N 21/44209: {Monitoring of downstream path of the transmission network originating from a server, e.g. bandwidth variations of a wireless network (arrangements for maintenance or administration in data switching networks involving bandwidth and capacity management H04L41/0896)} - H04N 21/44218: {Detecting physical presence or behaviour of the user, e.g. using sensors to detect if the user is leaving the room or changes his face expression during a TV programme (methods or arrangements for recognising human body or animal bodies or body parts G06V40/10; methods or arrangements for acquiring or recognising human faces, facial parts, facial sketches, facial expressions G06V40/16; methods or arrangements for recognising movements or behaviour G06V40/20; arrangements for identifying users in broadcast systems H04H60/45)} - H04N 21/44222: {Analytics of user selections, e.g. selection of programmes or purchase activity (monitoring of user selections in data processing systems G06F11/34; arrangements for monitoring the user's behaviour or opinions in broadcast systems H04H60/33)} - H04N 21/4722: for requesting additional data associated with the content - H04N 21/47815: {Electronic shopping (payment schemes, payment architectures or payment protocols for electronic shopping systems G06Q20/12)} - H04N 21/812: {involving advertisement data (advertising per se G06Q30/02)} - H04N 21/8586: {by using a URL (processing chained hypermedia data for information retrieval G06F16/94; information retrieval from the Internet by using URLs G06F16/955; URL in broadcast information H04H20/93; Web-based protocols H04L67/02)} - H04H 2201/37: via a different channel - 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 - H04H: BROADCAST COMMUNICATION (multiplex communication H04J; pictorial communication aspects of broadcast systems H04N) - H04N: PICTORIAL COMMUNICATION, e.g. TELEVISION ## Abstract A system and method facilitate digital marketing for sponsors of live television broadcasts. The system allows a user, using an application on a computing device while a piece of sponsored content is being broadcast, to express an interest in the broadcast piece of sponsored content and the interest of the user is communicated to a backend system that selects an endpoint destination associated with the broadcast piece of sponsored content wherein the endpoint destination is a pointer to further digital information about the broadcast piece of sponsored content. The system and method may periodically change the selected endpoint destination based on an event in the sponsored piece of content. ## Claims ### Claim 1 A method, comprising: determining a set of timestamps for a piece of sponsored content in a live television broadcast according to a playlist, the set of timestamps indicating a time during the piece of sponsored content that a user is able to express an interest in the piece of sponsored content, the piece of sponsored content having at least one sponsor that sponsors the piece of sponsored content; providing a backend system configured to access and store the set of timestamps for the piece of sponsored content and store a plurality of endpoint destinations for the piece of sponsored content, each endpoint destination being a pointer to further digital information about a sponsor product or service associated with a trigger event in the piece of sponsored content; periodically, during the broadcast of the piece of sponsored content, selecting an endpoint destination assigned to each trigger event in the piece of sponsored content wherein the endpoint is selected from the plurality of endpoint destinations; receiving, from an app during the live television broadcast wherein the app is associated with the sponsor and linked to the piece of sponsored content, an expression of interest in the piece of sponsored content; identifying, at the backend system, the trigger event and the selected endpoint destination and verifying that the expressed interest occurred between the set of timestamps; and communicating, by the backend system, the selected endpoint destination for the piece of sponsored content. ### Claim 2 (depends on 1) The method of claim 1, wherein periodically selecting the endpoint destination for the trigger event further comprises periodically selecting an endpoint destination when the trigger event occurs during the piece of sponsored content. ### Claim 3 (depends on 1) The method of claim 1, wherein periodically selecting the endpoint destination further comprises periodically selecting an endpoint destination after a predetermined elapsed time in the piece of sponsored content. ### Claim 4 (depends on 1) The method of claim 1, wherein the piece of sponsored content is a live sporting event. ### Claim 5 (depends on 4) The method of claim 4, wherein the trigger event in the live sporting event is a goal in a soccer game. ### Claim 6 (depends on 5) The method of claim 5, wherein the live sporting event is a World Cup. ### Claim 7 (depends on 4) The method of claim 4, wherein the trigger event in the live sporting event is a touchdown in a football game. ### Claim 8 (depends on 1) The method of claim 1, wherein determining the set of timestamps for the piece of sponsored content further comprises uploading, by the television broadcast system to the backend system, the play list for the station using a unique station identifier, the playlist having a start time and an end time for the piece of sponsored content used to determine the set of timestamps. ### Claim 9 A system, comprising: a computer based personal advertising backend having a processor and instructions that are executed by the processor to cause the processor to: determine a set of timestamps for a piece of sponsored content in a live television broadcast by a broadcast station according to a playlist, the set of timestamps indicating a time during the piece of sponsored content that a user is able to express an interest in the piece of sponsored content, the piece of sponsored content having at least one sponsor that sponsors the piece of sponsored content, wherein the computer based personal advertising backend is configured to store the set of timestamps for the piece of sponsored content and store a plurality of endpoint destinations for the piece of sponsored content, each endpoint destination being a pointer to further digital information about a sponsor product or service associated with the piece of sponsored content; periodically, during the broadcast of the piece of sponsored content, select an endpoint assigned to each trigger event in the piece of sponsored content wherein the endpoint is selected from the plurality of endpoint destinations; receive, from an app of a computing device during the live television broadcast, an expression of interest in the piece of sponsored content; identify the trigger event and the selected endpoint destination and verify that the expressed interest occurred between the set of timestamps; and communicate the selected endpoint destination for the piece of sponsored content. ### Claim 10 (depends on 9) The system of claim 9, wherein the personal advertising system is further configured to periodically select an endpoint destination when the trigger event occurs during the piece of sponsored content. ### Claim 11 (depends on 9) The system of claim 9, wherein the personal advertising system is further configured to periodically select an endpoint destination after a predetermined elapsed time in the piece of sponsored content. ### Claim 12 (depends on 9) The system of claim 9, wherein the piece of sponsored content is a live sporting event. ### Claim 13 (depends on 12) The system of claim 12, wherein the trigger event in the live sporting event is a goal in a soccer game. ### Claim 14 (depends on 13) The system of claim 13, wherein the live sporting event is a World Cup. ### Claim 15 (depends on 12) The system of claim 12, wherein the trigger event in the live sporting event is a touchdown in a football game. ### Claim 16 (depends on 9) The system of claim 9, wherein the personal advertising system is further configured to upload, by a television broadcast system to the personal advertising backend, the play list for the station using a unique station identifier, the playlist having a start time and an end time for the piece of sponsored content used to determine the set of timestamps.