Technicolor Wants Viewers to Rank Commercials

An inventor at French technology vendor Technicolor, which agreed to buy Cisco’s set-top business Thursday for about $600 million, suggests service providers should allow consumers to rank commercials similar to the way TiVo users can give a thumbs up or thumbs down to a TV show.

“The ranking may be a numeric value or may be a ‘thumbs up or down’ meaning the user likes or dislikes the advertisement,” Technicolor states in a patent application published Thursday. The invention is designed to help media buyers deliver more effective ads. Indianapolis-based inventor Chad Andrew Lefevre is named as inventor on the patent application, titled, “Target Advertising.”

Abstract: A method and apparatus for using commercial ratings are described including receiving user feedback rating commercials from a plurality of users, collecting commercial related data, aggregating the commercial related data and the commercial ratings, calculating statistics based on the aggregated data and applying the statistics to a default commercial selection algorithm.

Patent Application

Claims:

  1. A method of using commercial ratings, said method comprising: receiving user feedback rating commercials from a plurality of users; collecting commercial related data; aggregating said commercial related data and said commercial ratings; calculating statistics based on said aggregated data; and applying said statistics to a default commercial selection algorithm; and providing said statistics to advertisers.
  1. The method according to claim 1, wherein said commercial related data includes dates a particular commercial was served, times of day that said particular commercial was served, content that was being rendered when said particular commercial was served, demographics of users where said particular commercial was served, number of times said particular commercial was served for particular content, channel on which said particular commercial was served, metadata of said particular commercial.
  1. The method according to claim 1, further comprising storing said commercial related data by user.
  1. The method according to claim 1, further comprising storing said commercial related data by user by demographics.
  1. The method according to claim 1, further comprising storing said commercial related data by channel.
  1. The method according to claim 1, further comprising storing said commercial related data by content being rendered when said particular commercial was being served.
  1. The method according to claim 1, further comprising storing said commercial related data by totals.
  1. (canceled)
  1. The method according to claim 81, wherein said statistics are provided, by a content provider, to advertisers for a fee or as an inducement.
  1. A content provider, comprising: a processor adapted to perform the following operations receiving user feedback rating commercials from a plurality of users; collecting commercial related data; aggregating said commercial related data and said commercial ratings; calculating statistics based on said aggregated data; and applying said statistics to a default commercial selection algorithm; and providing said statistics to advertisers.
  1. (canceled)
  1. The content provider according to claim 4410, wherein said statistics are provided, by a content provider, to advertisers for a fee or as an inducement.