PRIORITY CLAIM 
       [0001]    This application claims the benefit of the filing date of U.S. Provisional Patent Application No. 60/938,941 filed on May 18, 2007, which is herein incorporated by reference in its entirety. 
     
    
     BACKGROUND OF THE INVENTION 
       [0002]    During the course of “live” video content, i.e., an active video stream, numerous items are displayed to viewers. Quite often, many if not all of the items viewed are presented favorably such that the viewer may also become a consumer of that item. For example, a lead actress may be shown in a particularly attractive evening gown such that a viewer might want to know more about the maker/label to investigate it for herself. Unfortunately, since the video content is “live,” the opportunity to determine the designer of the dress is lost. The disclosed subject matter provides a system and method for permitting viewers to view information, such as advertisements, of various items displayed on a display device in the course of an active video stream. 
       SUMMARY OF THE INVENTION 
       [0003]    Systems and methods for outputting advertisements with ongoing video streams are disclosed. A method for outputting advertisements to a display in conjunction with a video stream includes outputting a video stream to a user containing embedded advertisement information for display on a display device. Displaying an advertising display module within the video stream when a user selects an area of the video screen containing an object that has linked advertisement information. Removing the advertising display module from the video stream when at least one of a time limit expires and a user closes the advertising display module occurs. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         [0004]    The preferred and alternative embodiments of the present invention are described in detail below with reference to the following drawings. 
           [0005]      FIGS. 1A and 1B  are pictorial diagrams illustrating exemplary environments for interactively outputting advertisements and ongoing video content for display on a display device; 
           [0006]      FIG. 2  is a pictorial diagram representative of the display of an ongoing video stream on a display device; 
           [0007]      FIG. 3  is the pictorial diagram of  FIG. 2  displaying an advertisement in response to a viewer selecting an item in the ongoing video stream; 
           [0008]      FIG. 4  shows an illustrative routine for outputting advertisement content superimposed over an ongoing video stream; 
           [0009]      FIG. 5  is a flow diagram illustrating a routine for obtaining advertisement information. 
       
    
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT 
       [0010]    Turning to  FIG. 1A , an illustrative environment  100  for interactively outputting advertisements for display on a display device is presented. The illustrative environment  100  includes a video stream  102  that includes embedded advertisement information that may be output for display on a display device  108  according to user selection  104  as indicated by a user interface, such as a remote control device  114 . The remote control device  114  provides the user selection  104  to an advertisement display module  106 . The video stream  102  with embedded advertisement flows, at least in part, to the advertisement display module  106 . According to the illustrated embodiment, the advertisement display module  106  includes the ability to detect the user selection  104 , determine an item in the ongoing video stream corresponding to the user selection, extract advertisement information from the video stream  102 , and output the ongoing video stream  112  to the display device with or without an advertisement superimposed over the ongoing video stream according to the user selection. 
         [0011]    The advertisement display module  106  may be connected to a network  110 , such as the Internet, such that the embedded advertisement information identifies a source for providing additional information regarding the advertisement. Further still, the advertisement may be a “live” advertisement that allows a viewer to interact with the advertisement, such as being able to purchase an advertised item. 
         [0012]    Turning to  FIG. 1B , this is an alternative illustrative environment  150  for outputting advertisements for display on a display device in conjunction with an ongoing video stream. In particular, a “typical” video stream  152  is provided, at least in part, to the advertisement display module  158 . Also fed to the advertisement display module  158  is an advertisement stream  154  that corresponds with the live video stream  152 . A user selection  156  is provided to the advertisement output module  158  from a user interface device  160 . As indicated above, when a user selects an item in the ongoing video stream, the advertisement output module  158  determines which advertisement to output and outputs that advertisement to the display device superimposed over the ongoing video stream  162 . As above, the advertisement output module  158  is connected to a network  162  for obtaining additional advertisement information or conducting a transaction according to information presented in the advertisement. 
         [0013]    Turning to  FIG. 2 , this is a pictorial diagram to represent the display  200  of an ongoing video stream. As can be seen, there are several items displayed in the current “movie,” including several people seated around a table, likely in a business setting, discussing some matter. Each of the persons has a drink nearby. Also shown is a user interaction pointer—in this instance a pointer. The user interaction pointer allows the viewer to navigate to and select an item on the ongoing video stream. In one example, the item is represented by an icon displayed by the advertisement display module at the direction of a viewer to point to an item in the movie. Navigation and selection is handled by the advertisement display module  106  in conjunction with input from a user interface. 
         [0014]    Turning to  FIG. 3 , this is a pictorial diagram to represent the ongoing video stream shown in the display  200  after a viewer has selected the person&#39;s drink in the lower left side of the display. As can be seen, an advertisement corresponding to the item selected via the user input to the advertisement display module is displayed over the top of the ongoing video stream. In this case, the advertisement corresponds to the coffee blend, presumably the type that is used in the ongoing movie. The displayed advertisement may be opaque (as shown), or alternatively, the advertisement may be displayed with a level of transparency so that the movie below is not fully obscured. 
         [0015]    The advertisement information may be organized in a z-order or simply as tiled information. In the z-order, the advertisement may be viewed as being stacked. At the base level, an advertisement covers the entire display area such that if there are no other advertisements on a higher plane where the user selects, the base level is selected. However, in the z-order there may be additional advertisements that lie over the top of a base level, or a lower level such that if the user makes a selection, the highest level advertisement under the user selection is chosen. Alternatively, in a tiled information organization, areas on the screen are associated with an advertisement. 
         [0016]    Video streams may originate from a variety of sources including portable media players, hard disk drives, broadcast signals, cable and/or satellite services, the Internet, and the like. The portable media players may include optical disc players (CD players, DVD players, Blue ray players, etc.), video tape players, digital tape players, and the like. 
         [0017]    In one embodiment, video streams may be embedded with full advertisement data. Alternatively, embedded advertisements may include limited information but provide a means, such as a URL, to link to the location for additional information. Degrees between full advertisement information and mere links to full information are also contemplated. 
         [0018]    The advertisement display module may be integrated within a variety of devices, or implemented as a standalone device. For example, the advertisement display module may be integrated within a display device (e.g., a television); a media player such as DVD player, etc.; in a satellite descrambling box; a cable TV box; a personal video recording device; and the like. 
         [0019]    Turning to  FIG. 4 , an illustrative routine for outputting advertisement content superimposed over an ongoing video stream is presented. At  402 , the video stream is output to the display device. At  404 , while outputting the ongoing video stream to the display device, the advertisement display module waits for viewer input of an item on the display device. When received, at  406 , a determination is made as to whether the viewer input was the selection of an object on the video stream such that an advertisement should be displayed. If not, the routine  400  processes the viewer input at  408  and returns to  402  to wait for additional viewer input. 
         [0020]    If the viewer input was the selection of an object, at  410  advertisement information corresponding to the viewer selection is obtained, as described below in  FIG. 5 . After obtaining the advertisement, at  412  an advertisement timer is begun to control the time that the advertisement is displayed on the output device. At  414 , the advertisement is output to the display device. At  416 , the system waits until the timer expires or the viewer expressly dismisses the advertisement. Once either occurs, the routine  400  returns to block  404 . 
         [0021]      FIG. 5  is a flow diagram illustrating a routine for obtaining advertisement information. At  502 , the advertisement display module determines the advertisement corresponding to the viewer selection. At  504 , the advertisement information is extracted from the video stream. Alternatively, the advertisement information is extracted from the advertisement stream described in  FIG. 1B . At decision block  506 , a determination is made as to whether additional information is available for the advertisement. If not, the routine proceeds to  512 , and the advertisement information is processed for output to the display device. If there is additional advertisement information, at decision block  508  another determination is made as to whether the additional information source is available. If not, the routine proceeds to  512 , and the advertisement information is processed for output to the display device. However, if the information source is available, at  510  the additional advertisement information is obtained. Subsequently, at  512  the advertisement information is processed for output to the display device. Thereafter, the routine  500  terminates. 
         [0022]    As indicated above, advertisements may be interactive such that the viewer may obtain additional information regarding an item (i.e., more than was offered in the embedded advertisement) or interact with the advertisement to conduct a transaction at that time. Still further, a viewer should be able to dismiss the advertisement without waiting for the timer (discussed above) to expire. It should be appreciated that while the user is interacting with the advertisement, the timer may be suspended so that the advertisement does not disappear during viewer interaction. In yet another embodiment, unless a viewer interacts with the advertisement, the advertisement may slowly fade according to the amount of time displayed on the display device. 
         [0023]    The interaction pointer will typically be hidden. Viewer movement of the pointer, or selection, will cause the interaction pointer to be displayed. 
         [0024]    While the preferred embodiment of the invention has been illustrated and described, as noted above, many changes can be made without departing from the spirit and scope of the invention. Accordingly, the scope of the invention is not limited by the disclosure of the preferred embodiment. Instead, the invention should be determined entirely by reference to the claims that follow.
Systems and methods for outputting advertisements with ongoing video streams are disclosed. A method for outputting advertisements to a display in conjunction with a video stream includes outputting a video stream to a user containing embedded advertisement information for display on a display device. Displaying an advertising display module within the video stream, when a user selects an area of the video screen containing an object that has linked advertisement information. Removing the advertising display module from the video stream when at least one of a time limit expires and a user closes the advertising display module occurs.