# US 8,752,083 B2 · Integration of an interactive advertising unit containing a fully functional virtual object and digital media content > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 8,752,083 B2 - Document ID: US8752083B2 - Status: Granted - Kind: B2 - Application number: 12/940,637 - Filed: 2010-11-05 - Published: 2012-08-30 - Granted: 2014-06-10 - Earliest claimed: 2009-11-05 - Assignees: Viacom International Inc. - Applicants: Walter Geer, III; Ellen To; Suzanne McDonnell; Adam Solomon; Joanne Levy - Inventors: Walter Geer, III; Ellen To; Suzanne McDonnell; Adam Solomon; Joanne Levy - Web page: https://patentgrep.com/patent/US8752083B2 ## CPC - H04N 21/234327: {by decomposing into layers, e.g. base layer and one or more enhancement layers} - H04N 21/23614: {Multiplexing of additional data and video streams (arrangements for simultaneous broadcast of plural pieces of information H04H20/28)} - H04N 21/43074: {of additional data with content streams on the same device, e.g. of EPG data or interactive icon with a TV programme} - H04N 21/4316: {for displaying supplemental content in a region of the screen, e.g. an advertisement in a separate window} - H04N 21/4348: {Demultiplexing of additional data and video streams} - H04N 21/4722: for requesting additional data associated with the content - H04N 21/4782: Web browsing {, e.g. WebTV} - H04N 21/6543: for forcing some client operations, e.g. recording {(remote booting in general G06F9/4416)} - H04N 21/812: {involving advertisement data (advertising per se G06Q30/02)} - H04N 21/8193: {dedicated tools, e.g. video decoder software or IPMP tool} - H04N: PICTORIAL COMMUNICATION, e.g. TELEVISION ## Abstract Described are methods and apparatuses for dynamic integration and presentation of advertising content and media content. A server computing device receives a request for media content from a remote computing device. The server computing device provides, in response to the request, an interactive advertising unit which includes a first content layer with the requested media content and a media player, a second content layer with the advertising content, wherein the advertising content includes a virtual representation of an advertised product, and an integration module which displays the requested media content in the media player, displays the advertising content in the second content layer, wherein the virtual representation provides at least a portion of the functionality provided by the advertised product on which the virtual representation is based, and receives input associated with the functionality provided by the virtual representation from the remote computing device. ## Claims ### Claim 1 A method for dynamic integration and presentation of advertising content and media content, the method comprising: receiving, by a server computing device, a request for media content from a remote computing device; and providing, by the server computing device in response to the request, an interactive advertising unit comprising: a first content layer including the requested media content and a media player; a second content layer including the advertising content, wherein the advertising content includes a virtual representation of an advertised product; and an integration module configured to: display, at the remote computing device, the requested media content in the media player; display, at the remote computing device, the advertising content in the second content layer, wherein the virtual representation provides at least a portion of a first functionality provided by the advertised product on which the virtual representation is based; and receive, from the remote computing device, input associated with a second functionality provided by the virtual representation. ### Claim 2 (depends on 1) The method of claim 1, wherein the advertising content includes video content and the integration module displays the video content before displaying the virtual representation of the advertised product. ### Claim 3 (depends on 2) The method of claim 2, wherein the video content is displayed in an area corresponding to the boundaries of a playback window of the media player in the first content layer. ### Claim 4 (depends on 1) The method of claim 1, wherein the advertising content includes a trigger and the integration module displays the trigger over a portion of a playback window of the media player in the first content layer. ### Claim 5 (depends on 4) The method of claim 4, wherein the trigger is associated with the advertised product. ### Claim 6 (depends on 4) The method of claim 4, the interaction module further configured to: receive, from the remote computing device, input associated with the trigger; pause, at the remote computing device, playback of the requested media content in the media player; and display, at the remote computing device, the virtual representation of the advertised product in the second content layer. ### Claim 7 (depends on 6) The method of claim 6, the interaction module further configured to: remove, at the remote computing device, the virtual representation of the advertised product from display in the second content layer based on input received from the remote computing device; and resume, at the remote computing device, playback of the requested media content in the media player. ### Claim 8 (depends on 1) The method of claim 1, wherein the advertised product is a personal digital assistant, palmtop computer, smartphone, global positioning system device, or cellular phone. ### Claim 9 (depends on 8) The method of claim 8, wherein the at least a portion of the first functionality provided by the advertised product includes initiation of a telephone call. ### Claim 10 (depends on 9) The method of claim 9, wherein the input associated with the second functionality provided by the virtual representation includes a telephone number and the interaction module is configured to communicate with a network to dial the telephone number and connect to the destination corresponding to the telephone number. ### Claim 11 (depends on 8) The method of claim 8, wherein the at least a portion of the first functionality provided by the advertised product includes initiation of an email message. ### Claim 12 (depends on 8) The method of claim 8, wherein the at least a portion of the first functionality provided by the advertised product includes initiation of an instant message. ### Claim 13 (depends on 8) The method of claim 8, wherein the at least a portion of the first functionality provided by the advertised product includes initiation of a message board post. ### Claim 14 (depends on 1) The method of claim 1, wherein the interaction module is further configured to display, at the remote computing device, video content associated with the advertised product before displaying the requested media content. ### Claim 15 (depends on 1) The method of claim 1, the integration module further configured to: manage the spatial presentation of the requested media content and the advertising content; synchronize the temporal presentation of the requested media content and the advertising content; and control the presentation priority of the requested media content and the advertising content. ### Claim 16 (depends on 14) The method of claim 14, wherein managing the spatial presentation includes positioning the advertising content over the media player so as to obscure the requested media content. ### Claim 17 (depends on 14) The method of claim 14, wherein managing the spatial presentation includes positioning the advertising content in proximity to the media player so as to display the requested media content unobscured. ### Claim 18 (depends on 1) The method of claim 1, wherein the integration module displays an animation in revealing the advertising content. ### Claim 19 (depends on 1) The method of claim 1, wherein the integration module is configured to transmit one or more commands from the second content layer to the first content layer, the one or more commands operable to control playback of the requested media content in the media player. ### Claim 20 A system for dynamic integration and presentation of advertising content and media content, the system comprising: a server computing device configured to: receive a request for media content from a remote computing device; and provide, in response to the request, an interactive advertising unit comprising: a first content layer including the requested media content and a media player; a second content layer including the advertising content, wherein the advertising content includes a virtual representation of an advertised product; and an integration module configured to: display the requested media content in the media player; display the advertising content in the second content layer, wherein the virtual representation provides at least a portion of a first functionality provided by the advertised product on which the virtual representation is based; and receive input associated with a second functionality provided by the virtual representation. ### Claim 21 A computer program product, tangibly embodied in a non-transitory computer readable storage medium, for dynamic integration and presentation of advertising content and media content, the computer program product including instructions operable to configure a data processing apparatus to: receive a request for media content from a remote computing device; and provide, in response to the request, an interactive advertising unit comprising: a first content layer including the requested media content and a media player; a second content layer including the advertising content, wherein the advertising content includes a virtual representation of an advertised product; and an integration module configured to: display the requested media content in the media player; display the advertising content in the second content layer, wherein the virtual representation provides at least a portion of a first functionality provided by the advertised product on which the virtual representation is based; and receive input associated with a second functionality provided by the virtual representation.