KR101674301B1 - Advertising method using overlay sound personalised for two-way television - Google Patents

Advertising method using overlay sound personalised for two-way television Download PDF

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Publication number
KR101674301B1
KR101674301B1 KR1020150088453A KR20150088453A KR101674301B1 KR 101674301 B1 KR101674301 B1 KR 101674301B1 KR 1020150088453 A KR1020150088453 A KR 1020150088453A KR 20150088453 A KR20150088453 A KR 20150088453A KR 101674301 B1 KR101674301 B1 KR 101674301B1
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KR
South Korea
Prior art keywords
overlay
sound
advertisement
viewer
top box
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KR1020150088453A
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Korean (ko)
Inventor
홍수안
김형권
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케이티하이텔 주식회사
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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0255—Targeted advertisements based on user history
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0277—Online advertisement

Abstract

The present invention relates to an overlay sound advertisement method of a viewer-tailored two-way television. The method of the present invention comprises a step of allowing a set-top box connected to a viewers TV to output an overlay sound registered in advance for a section of the video advertisement contents, during the output of pre-produced video advertisement contents through the viewers TV. Thus, the overlay sound is produced by using the metadata of the viewer, and as a result, the viewer-tailored TV image advertisement can be carried out.

Description

TECHNICAL FIELD [0001] The present invention relates to an overlay sound advertising method for a viewer-tailored two-way television,

The present invention relates to a television advertising method, and more particularly to a method of advertising using a two-way IP television.

Advertisement as a TV image is a method in which an advertiser creates a video advertisement and purchases an advertisement account from a broadcaster, and an airwave, an SO, and an IPTV provider transmit an advertisement of the same content to a viewer's TV.

6 shows a general process of a conventional TV advertisement method. The advertiser creates a video advertisement (S1), and then purchases an advertisement account from the IPTV provider (S2). Broadcasters are broadcasted through broadcast advertisements (S3). The over-the-air broadcasting company transmits the advertisement contents through the cable, and the SO provider transmits the advertisement contents through the cable (S41). The IPTV provider transmits the advertisement contents to the set-top box (STB) (S42). Then, the advertisement contents are displayed through the TV terminal of the viewer (S5). In step S42, the advertisement contents are transmitted to the set-top box (S420). In this conventional advertising method, viewer-tailored advertisement was almost impossible. The video advertisement pre-produced by the advertiser was pushed to the TV terminal through a plurality of broadcasting networks at a predetermined time or according to a predetermined procedure.

Meanwhile, as TV technology has evolved such as the emergence of IPTV, a method of providing advertisement information linked with content provided by a channel-use provider or a program provider has been known. By using this conventional method, an environment in which shopping can be linked with watching a TV has been provided. However, in the related art in which advertisements are linked to content owned by a channel-use provider or a program provider, ad viewing and shopping have resulted in a deterioration of the viewer's immersion in the original broadcast content and a deterioration of the audience rating. Therefore, in reality, channel providers and program providers have a negative attitude toward such a method.

Therefore, the inventors of the present invention set the premise that the advertisement should not interfere with the immersion of broadcast contents. Broadcasting and advertising will be considered independently of each other. Then we have to focus on the advertising content itself.

The inventors of the present invention have studied for a long time in order to develop a new IP TV advertisement method, and finally the present invention has been completed.

It is an object of the present invention to propose a new TV advertising method. This provides a methodology that can attract potential customers more effectively by providing differentiated advertising content.

Another object of the present invention is to enable viewer-tailored advertisement by transmitting additional information by utilizing metadata provided by an IPTV provider in a TV commercial having an ownership by an advertiser.

Another object of the present invention is to propose a new revenue model of an IPTV provider that enables the advertiser or advertising agency to benefit from the enhanced advertisement effect while enabling such advertising method.

On the other hand, other unspecified purposes of the present invention will be further considered within the scope of the following detailed description and easily deduced from the effects thereof.

In order to achieve the above object, the present invention provides an overlay sound advertising method for a viewer-tailored interactive television,

(a) transmitting a video advertisement content to a set-top box in which a broadcasting apparatus is N (N is an integer larger than 1);

(b) the server of the overlay advertisement management system instructs the set-top box to call the overlay sound;

(c) transmitting the overlay sound while the set-top box transmits the image advertisement contents to the viewer device; And

(d) simultaneously outputting the overlay sound with respect to a part of the original sound of the image advertisement contents while the viewer device outputs the image advertisement contents.

Further, in the overlay sound advertisement method of the viewer-customized two-way television according to a preferred embodiment of the present invention, the step (d) may include replacing the original sound of a part of the video advertisement contents with the overlay sound, And to allow the overlay sound to be added to a section of the advertisement content.

In another aspect of the present invention, there is provided an overlay sound advertisement method for a viewer-customized two-way television, wherein the set-top box is provided with an advertisement application, the advertisement application is managed by a server of the two-

the server of the interactive broadcasting company system may transmit the viewer metadata information in the set top box to the server of the overlay advertisement management system before executing the step (b).

In addition, in the overlay sound advertisement method of the viewer-customized two-way television according to the preferred embodiment of the present invention, the server of the overlay advertisement management system can preliminarily produce the overlay sound using the viewer metadata information.

A second aspect of the present invention is a method for overlay sound advertising of a viewer-tailored interactive television comprising:

(a) outputting a pre-manufactured video advertisement content of a viewer TV device; And

(b) outputting, to the viewer TV device, an overlay sound registered in advance by the set-top box connected to the viewer TV device during a period during which the video advertisement content is being output, .

A third aspect of the present invention is a method for overlay sound advertising using a set-top box having an advertisement application installed therein,

(a) receiving a trigger signal by a server of the overlay advertisement management system while the video advertisement content is being reproduced through the viewer TV device, or by receiving a trigger signal from the set- Transmitting to a predetermined section of the content; And

(b) if there is an original sound in the section of the video advertisement content, the sound of the original sound is removed and replaced with the overlay sound, or when there is no original sound in the section of the video advertisement content, And transmitting the combined video advertisement contents and the overlay advertisement to the viewer TV device.

According to the present invention, viewer-tailored advertisement is possible in TV video advertisement, and it is possible to obtain more distinctive and excellent advertisement effect. As viewer-customized video advertising becomes possible, it can attract viewers' interest effectively, thereby enhancing the competitiveness of TV commercials.

Such an effect can be customized by transmitting additional information to an advertiser's advertisement image in real time for each viewer by utilizing, for example, metadata provided by an IPTV provider. Of course, new advertising models for advertisers, advertising agencies, and IPTV operators can be realized thanks to the increased advertising effectiveness.

On the other hand, even if the effects are not explicitly mentioned here, the effect described in the following specification, which is expected by the technical features of the present invention, and its potential effects are treated as described in the specification of the present invention.

1 is a diagram illustrating a schematic and conceptual process of an overlay sound advertising method of the present invention.
2 is a diagram showing an example of a network system configuration for implementing the method of the present invention.
FIG. 3 is a diagram showing a more detailed configuration example of FIG. 2 as a software module view.
4 is a block diagram schematically illustrating an overall process of an advertising method for adding overlay sound according to some preferred embodiments of the present invention.
FIG. 5 is a scenario diagram provided for enhancing the understanding of the present invention. FIG.
6 is a diagram showing a process of a conventional television advertising method.
* The accompanying drawings illustrate examples of the present invention in order to facilitate understanding of the technical idea of the present invention, and thus the scope of the present invention is not limited thereto.

In the following description of the present invention, a detailed description of known functions and configurations incorporated herein will be omitted when it may obscure the subject matter of the present invention.

FIG. 1 conceptually illustrates a process-based system configuration according to a preferred embodiment of the present invention. In the case of TV commercial broadcasting using the network of the public wave or the SO operator, the conventional technology can be utilized. The system of the present invention may be based on a set-top box. An advertiser can purchase an advertisement account from an IPTV provider after producing a video advertisement (S 10) (S 20). Broadcasters are broadcast by broadcasting advertisements (S30). The airwave broadcasting company can transmit the advertisement contents through the air, and the SO service provider can transmit the advertisement contents through the cable (S41). Which is displayed on the viewer's TV device.

In the case of the IPTV provider, the advertisement contents are transmitted through the set-top box (STB) according to the broadcasting advertisement organization (S42). In the present invention, the viewer-customizable bidirectional overlay advertisement can be additionally produced in S15. Then, the created overlay advertisement is organized in the overlay advertisement management system (S35). The organized overlay advertisement is delivered to the bidirectional set-top box, and is outputted through the set-top box through the viewer TV device screen together with the video advertisement produced in the step S10.

Overlay advertisements can be produced in a variety of formats, including video, image, sound, and the invention focuses specifically on the overlay sound. The overlay advertisement management system may use meta data in the set-top box, for example, an area that can be specified by the set-top box ID, a weather specified in association with the external weather system using the corresponding area information, Sound can be pre-made and managed as a database.

As shown in the figure, conventionally only the pre-manufactured video advertisement AD is displayed in step S10. However, according to the present invention, various overlay sounds? 1 ,? 2 ,? 3 are combined with the video advertisement AD, . These overlay sounds (alpha 1 , alpha 2 , alpha 3 ) may be set different from each other according to the ID of the set top box. Because it utilizes the metadata of the set-top box.

The overlay sound may vary depending on the area of the set-top box. For example, if the overlay sound was "Seoul Citizens" in a set-top box, it could be "Busan Citizens" in some set-top boxes. The overlay sound can vary depending on the weather. The overlay sound can be a rain when it rains in some areas. In some areas it may be a "good weather today" or a "today is a good day". The overlay sound can vary from person to person. In some set-top boxes, the overlay sound may be "Oh, what's your name?" And in other set-top boxes, it might sound like "Lim Jung-jin, good fortune today."

These overlay sounds (alpha 1 , alpha 2 , alpha 3 ) are output simultaneously with the video advertisement AD via the set top box.

2 shows a system configuration example of the present invention in more detail. The preferred system of the present invention includes a broadcaster EPG management system 100, an overlay advertisement management system 200, a two-way broadcaster system 300, and a set-top box 400. The viewer TV device is not shown for convenience of explanation.

 The EPG (Electronic Program Guide) management system 100 is a system for guiding a TV program and providing a program schedule. The overlay advertisement management system 200 receives EPG information from the broadcasting company EPG management system 100 in real time. Also, the metadata of the viewer included in the set top box information is received from the interactive broadcasting company system 300. And exposes the overlay ad content to an advertising application 410 embedded in the set-top box.

The bidirectional broadcasting company system 300 functions to manage an advertisement application installed in a set-top box 400 of a viewer. In addition, by sharing viewer metadata information in the set-top box 400 with the overlay advertisement management system 200, information necessary for advertisement can be provided.

The set-top box 400 receives the advertisement contents from the overlay advertisement management system 200 through the advertisement application 410 and transmits the advertisement contents through the TV of the viewer.

In implementing the advertisement method of the present invention, preparations are made in three aspects. First, an advertisement application 410 is installed in the set-top box 400. The advertisement application 410 includes an application for advertisement operation and a trigger catching application, which is installed by the two-way broadcasting company 300. The function of each application will be described later. Second, the set-top box 400 transmits the basic information of the set-top box including the IP to the overlay advertisement management system 300. Thereby, the set-top box 400 and the overlay advertisement management system 200 can be interlocked with each other. Thirdly, the overlay advertisement set produced by the advertiser or the overlay advertisement management system operator, more preferably, the overlay sound is stored in the system. The overlay sound will be pre-stored in the overlay ad set store.

Figure 3 shows the system configuration of the present invention in more detail from a software module perspective.

The software module of the overlay advertisement management system 200 includes a targeting area for selecting an object to which an advertisement is to be transmitted with an overlay sound, an overlay sound transmission area for actually exposing an overlay sound, and an advertisement management area for managing the operation of the overlay sound .

The Targeting Manager 205 in the overlay advertisement management system 200 interacts with the Targeting Manager 302 in the two-way broadcasting company system 300.

The overlay sound transmission area includes an advertisement operation application 411 and a trigger catching application 412 in the set top box 400, a Campaign Manager 203 included in the overlay advertisement management system 200, an overlay advertisement Set Storage 202, The STB / EPG / operator triggers 206, 207, and 208 interact with the APP D / L Manager 301 in the two-way broadcasting provider system 300.

The advertisement management area includes an advertisement management / reporting service 201 and an advertisement management DB 204 of the overlay advertisement management system 200.

The overlay advertisement Set Storage 202 stores not only the overlay sound but also the overlay advertisement contents. The captain manager 203 transmits the overlay sound through the advertisement operating application 411 of the set-top box 400 so as to transmit the overlay sound.

The advertisement operation database 204 stores the advertisement operation information in cooperation with the overlay advertisement Set Storage 202 and the campaign manager 203. The advertisement management database 204 also provides information necessary for executing the advertisement management / reporting service 201 module.

The targeting manager 205 designates an appropriate overlay sound transmission destination based on the metadata of the viewer collected from the interactive broadcasting company system 300 and the weather, local information, news collected from the external information system.

The triggers 206, 207, and 208 may selectively perform a function of an execution trigger for transmitting a video advertisement to a viewer TV device and transmitting an overlay sound.

When the subject of the execution trigger is the EPG trigger 207, the overlay advertisement management system receives the EPG information provided by the program provider and receives the targeting information from the targeting manager 302 of the interactive broadcasting company system 300, Trigger 207 may issue a trigger signal. The overlay sound stored in the overlay ad set storage 202 is then invoked and the campaign manager 203 delivers the overlay sound delivery campaign information to the advertising operating application 411 of the set top box 400. Then, the overlay advertisement stored in the set-top box 400 can be transmitted to the viewer TV device screen.

When the subject of the execution trigger is the operator trigger 208, the server operator of the overlay advertisement management system issues a trigger signal. Then, the overlay sound is transmitted in the same process as the EPG trigger 207.

When the subject of the execution trigger is the set-top box trigger 206, after the TV is turned on, the trigger catching application 412 of the set-top box 400 identifies the trigger in the video advertisement, 206). Then, the STB trigger 206 issues a trigger signal.

The two-way broadcasting company system 300 includes an APP D / L Manager 301 having a function of installing and managing an advertisement operating application 411 in a set-top box 400, And a targeting manager 302 for providing the manager 205 with metadata of the viewer.

As described above, the set-top box 400 has an advertisement application 410 embedded therein. The advertisement application 410 further includes an STB trigger 206, an EPG trigger 207, an operator trigger 208, and an advertisement operation application 411 that receives an overlay sound from the campaign manager 203 and transmits the overlay sound through a viewer's TV. And a trigger catching application 412 that receives trigger information in the video advertisement from the triggering application.

4 illustrates an exemplary overall process of an overlay advertisement method according to a preferred embodiment of the present invention.

First, an overlay advertisement system is constructed (S100). This means building a system as a preliminary work for simultaneously transmitting the overlay sound to the image advertisement.

An advertising application is installed in the set-top box, and the advertisement application will be managed by a server of the interactive broadcasting company system. For example, application updates are made continuously. In addition, the server of the bidirectional broadcasting company system transmits the viewer metadata information in the set-top box to the server of the overlay advertisement management system so that the overlay sound is targeted.

Now, the overlay sound advertising method is executed in earnest. A broadcast apparatus, preferably a broadcasting apparatus in a system of a bidirectional broadcasting business, transmits video advertisement contents prepared in advance to N set-top boxes (N is an integer larger than 1) (S110). This is a content that does not differ from the conventional video advertisement.

If the triggering to transmit the overlay sound is up, the procedure is terminated to step S110. However, as described above, in the overlay advertisement management system, if the execution trigger issues a trigger signal, the set-top box must transmit an overlay sound. In this regard, the server of the overlay advertisement management system, in the embodiment of FIG. 3, receives the trigger signal of the overlay advertisement management system, and the campaign manager commands the set top box to call the overlay sound (S120).

Then, the set-top box transmits the video advertisement contents to the viewer device while transmitting the overlay sound (S130). The viewer TV device connected to the set-top box outputs the video advertisement contents, and at the same time, outputs the overlay sound to a part of the original sound of the video advertisement contents (S140).

In step S140, an original sound may be present in a part of the video advertisement contents. In that case, the volume of the original sound may be removed and replaced with the overlay sound. If there is no original sound in a section of the video advertisement contents, the overlay sound may be added.

FIG. 5 is a scenario of the present invention that briefly shows the reader of the present disclosure to intuitively understand the present invention. For convenience, the set-top box that is connected to the viewer's TV device is not displayed. 5 (a) can be understood as a conventional television advertisement. It only shows pre-made video ad content on TV. Because the video ad content is designed to show the same to all viewers, the images and voices included in the video ad content are not specifically related to the viewer who watches the ad. Viewers who are accustomed to overflowing advertising often do not pay attention to video advertising.

However, the present invention tempts observers. As shown in FIG. 5 (b), an overlay sound that calls the name of the viewer in a certain section of the video advertisement may be output while showing the pre-manufactured video advertisement content through the TV. For example, the overlay sound of "Hong Gil-dong, How about a cup of rice in the rain today?" Is output through the speaker. It is possible to make a customized advertisement as if the viewer is Hong Gil Dong. Then viewers who did not pay attention to the advertisement or not pay much attention to the video advertisement. Video ads have much larger customer appeal than before.

In the overlay sound "Hong Gil-dong, it's raining today, what about a cup of rice wine?", Voice data such as "**** Today is raining, how about a cup of rice wine?" Can be generated and stored in advance. The part corresponding to "**** " can automatically combine the name of the viewer in real time with a machine sound corresponding to the set-top box. In this example, the metadata of the viewer provided in the overlay advertisement management system may be name, area, and weather.

The scope of protection of the present invention is not limited to the description and the expression of the embodiments explicitly described in the foregoing. It is again to be understood that the present invention is not limited by the modifications or substitutions that are obvious to those skilled in the art.

Claims (7)

(a) transmitting a video advertisement content to a set-top box in which a broadcasting apparatus is N (N is an integer larger than 1);
(b) the server of the overlay advertisement management system instructs the set-top box to call the overlay sound;
(c) transmitting the overlay sound while the set-top box transmits the image advertisement contents to the viewer device; And
(d) simultaneously outputting an overlay sound with respect to a part of the original sound of the video advertisement contents while the viewer device outputs the video advertisement contents, the server controlling to output a different overlay sound for each set-top box Said method comprising the steps < RTI ID = 0.0 > of: < / RTI > The method according to claim 1,
Wherein the step (d) includes replacing the original sound of the section of the video advertisement content with the overlay sound, or causing the overlay sound to be added to a section of the video advertisement content. Advertising methods. The method according to claim 1,
An advertisement application is installed in the set-top box, the advertisement application is managed by a server of a two-way broadcasting company system,
further comprising prior to performing step (b), the server of the two-way broadcaster system transmits viewer metadata information in the set-top box to a server of the overlay ad management system. Way. The method of claim 3,
Wherein the server of the overlay advertisement management system prepares the overlay sound using the viewer metadata information in advance. (a) outputting a pre-manufactured video advertisement content of a viewer TV device; And
(b) during the output of the video advertisement contents, a set-top box connected to the viewer TV device outputs an overlay sound registered in advance for a part of the video advertisement contents to the viewer TV device, And causing an overlay sound to be output that is specified by information that is differently specified by the ID. ≪ RTI ID = 0.0 >< / RTI > 6. The method of claim 5,
Wherein the step (b) comprises: replacing the original sound of a section of the video advertisement content with the overlay sound, or allowing the overlay sound to be added to a section of the video advertisement content. Sound advertising method. A method for overlay sound advertising using a set-top box in which an advertising application is installed, comprising:
(a) receiving a trigger signal by a server of the overlay advertisement management system while the video advertisement content is being reproduced through the viewer TV device, or by receiving a trigger signal from the set- Transmitting to a predetermined section of the content; And
(b) if there is an original sound in the section of the video advertisement content, the sound of the original sound is removed and replaced with the overlay sound, or when there is no original sound in the section of the video advertisement content, And combining the video advertisement content and the overlay advertisement to send the combined video advertisement contents to the viewer TV device.
KR1020150088453A 2015-06-22 2015-06-22 Advertising method using overlay sound personalised for two-way television KR101674301B1 (en)

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Cited By (1)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
KR20200121982A (en) * 2019-04-17 2020-10-27 에스케이텔레콤 주식회사 Method and apparatus for processing sound

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* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
KR20040005837A (en) * 2000-10-11 2004-01-16 유나이티드 비디오 프로퍼티즈, 인크. Systems and methods for providing targeted advertisements based on current activity
JP2015008508A (en) * 2009-09-14 2015-01-15 ティヴォ インク Automatic monitoring of availability of media content

Patent Citations (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
KR20040005837A (en) * 2000-10-11 2004-01-16 유나이티드 비디오 프로퍼티즈, 인크. Systems and methods for providing targeted advertisements based on current activity
JP2015008508A (en) * 2009-09-14 2015-01-15 ティヴォ インク Automatic monitoring of availability of media content

Cited By (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
KR20200121982A (en) * 2019-04-17 2020-10-27 에스케이텔레콤 주식회사 Method and apparatus for processing sound
KR102273267B1 (en) * 2019-04-17 2021-07-05 에스케이텔레콤 주식회사 Method and apparatus for processing sound

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