Smart TV maker Roku has filed a patent application for an apparatus that can display tailored ads every time you press pause on the remote control.
The patent application for “HDMI customized ad insertion” (US20230388589A1) outlines a system that inserts ads when it detects pauses in video content from HDMI-connected devices.
This technology would apply to Roku's home and menu screens and other displays connected via HDMI.
Analyzing Content for Relevant Ads
The patent uses video metadata, watermarks, and audio analysis to determine the most relevant ad to display when a pause is detected.
The ads could be static images, audio, or video, and would be served based on the content playing onscreen.
“Further, some embodiments include determining the context and/or content of the media content that is paused, and determining an ad that is customized to the determined context and/or content to be displayed on the display device,” as stated in the patent application.
The technology could be integrated into the same device as the display and media hardware, allowing stand-alone TVs, monitors, and projectors to show ads during a pause.
Integrated smart devices could also adopt this technology to display tailored ads, potentially allowing ads to run during a gaming session or a video being played via a PC, if the monitor or TV in use was to use this technology.
It's unclear whether this feature could be enabled on currently supported Roku TVs or if it would require newer sets with more sophisticated internal hardware.
Likewise, the patent application does not mention the use of artificial intelligence (AI) for content recognition, indicating that detection may be basic.
The TV may communicate with a server to get the tailored ad, potentially using cloud-based AI for the process, which is technically possible, but not part of the patent application.
Possible Implications for TV Advertising
If the patent is granted and the device is rolled out, it could significantly impact TV advertising by providing more opportunities for Roku to capitalize on the shift of ad dollars from traditional TV to streaming services.
By having more places to put ads, Roku could attract incremental advertising spend, potentially enhancing its competitive differentiation and driving future growth.
However, as of this time, Roku spokespersons told The Register that there are no immediate plans to integrate this technology into their TVs.
"This isn't an issued patent and there are no plans to put the HDMI ad insertion feature into our products at this time," people working for Roku said.
"Like the patents of many other technology companies, Roku patent applications often describe technologies explored by teams at Roku and many of these technologies do not become part of the products we sell," they explained.
