KR20090014655A - Apparatus and method for providing tailored advertisement service - Google Patents

Abstract

A customized advertising service offering device and a method thereof are provided to offer advertising contents preferred by a user, based on advertising technology information and user preference information. Based on user preference information and terminal information received from a user terminal(300), a customized advertisement is generated by using advertising information transmitted from an advertising provider(100). A home server(200) provides the customized advertisement to the user terminal. The home server comprises as follows. An advertisement receiver receives advertising information transmitted through the advertising provider. An advertisement storage unit stores the received advertising information.

Description

Apparatus and method for providing tailored advertisement service

The present invention relates to an apparatus and method for providing a customized advertisement service, and more particularly, to an apparatus and method for a customized advertisement service provided based on user information between a set-top box (STB) in a home and a mobile terminal linked thereto.

Recently, as the digital system is applied, the broadcasting system has been transformed into a multi-channel broadcasting channel, a multi-media broadcasting receiver terminal, and a high quality image and sound of a program provided by a broadcasting company.

In addition, the broadcast system is being transformed into a complex bidirectional broadcast era in the existing unidirectional broadcast era by interworking with a mobile communication network. That is, the broadcast system provides an in-band channel for providing a program and an out-of-band channel used for transmitting and receiving data, thereby enabling bidirectional broadcasting.

As the broadcasting system is transformed as described above, a user needs an active viewing method of directly participating in a program or receiving a desired program at a desired time, instead of a passive viewing method of receiving a program according to limited channel selection. In other words, the broadcasting system is evolving into a customized broadcasting service which is a complex and diverse personalized broadcasting environment.

As an example of such customized broadcasting service, TV-Anytime (TV-Anytime, hereinafter referred to as "TV-Anytime"), a private international standard, is based on metadata that expresses description information of content. Is a standard specification for providing an anytime service for storing desired content to be viewed freely by matching preference information with the aforementioned metadata.

As described above, the metadata is description information on content. In TV-Anytime, metadata includes content-based description and EPG (electronic program guide) information defined in MPEG-7. Make it easy to navigate and select. The metadata standard consists of two parts, and part A defines a format for describing metadata, that is, a schema, and is an MPEG-7 Description Definition Language (DDL) based on XML (eXtensible Markup Language) (ISO). / IEC 15938-2). Part B relates to metadata transfer, which is binary format [MPEG-7 BiM (Binary Format for MPEG-7) (ISO / IEC 15938-1), fragmentation model, encapsulation and indexing. It includes techniques.

However, an advertising service such as an advertising business model that provides advertising contents in the customized broadcasting service is not significantly different from the analog broadcasting method. That is, in the advertisement service, a user watches advertisement content between main contents provided by a broadcasting company, stores a brand name or company information, and then purchases a product in a separate communication channel, the Internet, or a store.

Specifically, the advertisement service is provided to the user as follows. That is, the advertiser (merchandise seller) pays the advertisement production fee to the advertisement producer and requests the advertisement production of the product. The advertiser (commercial seller) pays an advertising fee to a broadcaster and is allocated a broadcast channel slot so that the produced advertisement can be broadcasted through a broadcast channel. The broadcaster broadcasts the advertisement in the slot between the main contents, thereby providing the advertisement of the corresponding product to the user.

In this case, since the user can only watch the corresponding advertisement service on one assigned channel, the user is provided with limited information on the product to purchase. In addition, the user has difficulty in evaluating the advertisement product by receiving the product information to purchase for a short time.

In order to solve this problem, the user attaches a storage device to the receiving terminal, records the advertising content of another channel, and re-views it. However, this method has a limitation in that the user is provided with information about the advertising content that is necessary for the user. There is. In addition, the storage device attached to the receiving terminal needs a very large storage capacity in order to store a variety of advertising content to provide a variety of product information, for this purpose, the size of the storage device must be increased. However, given the limited size of the receiving terminal, there is a limit to increase the storage capacity because the size of the storage device is limited.

As such, the customized broadcasting service uses digital broadcasting to build an additional data broadcasting service environment, and attempts to provide a variety of main content and advertising content to the user are ongoing. There is a problem that can not provide a customized advertising service because it uses an analog broadcast method that is sent regardless.

Accordingly, an object of the present invention is to provide an apparatus and method for providing a customized advertisement service for providing advertisement content preferred by a user based on advertisement technology information and user preference information.

Another object of the present invention is to provide an apparatus and method for providing a customized advertisement service for providing a user with a customized advertisement based on metadata recommended in a response format through transmission and reception between a home server (PC, STB, etc.) and a user terminal. To provide.

A feature of the customized advertisement service providing apparatus according to the present invention for achieving the above object is to generate a customized advertisement using the advertisement information transmitted from the advertisement business unit based on the terminal information received from the user terminal and the user preference information. It includes a home server provided to the user terminal.

Preferably, the home server includes a terminal information receiver for receiving terminal information and user preference information transmitted through a user terminal, and a terminal for selecting content elements and video types for each user by using the received user preference information and terminal information. An information management unit, a customized advertisement generation unit for extracting the corresponding advertisement content from the advertisement information received through the advertisement business unit based on the selected content element, and transcoding the video type into a user-specific advertisement to generate a customized advertisement for each user; It characterized in that it comprises a customized advertisement transmission unit for transmitting the customized advertisement to the user terminal.

Features of the method for providing a customized advertising service according to the present invention for achieving the above object are (A) receiving the terminal and user information received from the user terminal, and advertising technology information and advertising information received from the advertising business unit; (B) selecting content elements based on the received user information; (C) extracting corresponding advertisement content from advertisement information based on the selected content element, and based on the received terminal information. Transcoding the extracted advertisement content into a video type that can be played in the user terminal to generate a customized advertisement for each user, and (D) transmitting the generated customized advertisement to the user terminal.

Preferably, the step (A) comprises receiving and storing advertisement description information and advertisement information received from an advertisement business unit in an advertisement storage unit, and requesting terminal information, user preference information, and user content usage record information from the user terminal. And storing the terminal information, the user preference information, and the user content usage record received at the user terminal input in response to the user terminal.

Preferably the user information is characterized in that the user preference information and the user content usage record.

Apparatus and method for providing a customized advertisement service according to the present invention have the following effects.

First, the customized advertisement service allows the user to receive advertisement information provided by various advertisement business units according to their own advertising preferences, and the user has an effect of obtaining information on a desired product anytime, anywhere.

Second, by providing the advertising content provided by the advertising provider in advance according to the user's taste through a customized advertising service, it is effective to promote the purchase of products that the user prefers to activate the e-commerce.

Third, the user can receive preferred advertisement information first while reducing the effort for the user to watch all the advertisement information or to find the desired advertisement information through a customized advertisement service.

Other objects, features and advantages of the present invention will become apparent from the following detailed description of embodiments with reference to the accompanying drawings.

A preferred embodiment of an apparatus and method for providing a customized advertisement service according to the present invention will be described with reference to the accompanying drawings. However, the present invention is not limited to the embodiments disclosed below, but can be implemented in various different forms, only the embodiments to complete the disclosure of the present invention and complete the scope of the invention to those skilled in the art. It is provided to inform you.

1 is a view showing a customized advertisement service providing apparatus according to an embodiment of the present invention.

As shown in FIG. 1, the apparatus for providing a personalized advertisement service includes an advertisement business unit 100 which allocates broadcast channel slots to transmit advertisement technology information and produced advertisements through a broadcast channel, and provides terminal information and user preference information. The user terminal 300 reproduces the advertisement information received by the user 200, and generates a customized advertisement based on the transmitted advertisement information based on the terminal information received from the user terminal 300 and the user preference information. It consists of a home server 200 to provide.

In this case, the user terminal 300 includes all wired / wireless display devices capable of receiving and reproducing video / audio signals such as a TV, a mobile phone, a PMP, a PDA, and the like.

In addition, the home server 200 is an advertisement receiving unit 210 for receiving the advertisement technology information and advertisement information transmitted through the advertisement business unit 100 as shown in Figure 2, and the advertisement technology received by the advertisement receiving unit 210 In the advertisement storage unit 220 for storing information and advertising information, the terminal information receiving unit 230 for receiving the terminal information and user preference information transmitted through the user terminal 300, and in the terminal information receiving unit 230 The terminal information manager 240 selects content elements and video types for each user using received user preference information and terminal information, and stores the advertisement based on the content elements and video types selected by the terminal information manager 240. The advertisement content is extracted from the advertisement technology information and the advertisement information stored in the unit 220 and transcoded into a video type to provide customized advertisements for each user. It consists of a customized advertisement generated in the custom property ad generator 250 to the personalized advertisement generating unit 250 to the personalized advertisement transmission section 260 for transmitting to the user terminal (300).

In this case, the video type for each user selected by the terminal information manager 240 includes communication information, codec / format information, screen size and resolution, and the content element for each user includes a title, channel, genre, Actors and more.

For reference, the home server 200 is preferably composed of a personal PC or a mobile IPTV (Set-Top Box) STB provided in a home including such a construction means.

The operation of the apparatus for providing a customized advertisement service according to the present invention configured as described above will be described in detail with reference to the accompanying drawings.

3 is a flowchart illustrating a method of providing a customized advertisement service according to an embodiment of the present invention.

Referring to FIG. 3, first, advertisement technology information and advertisement information received from the advertisement business unit 100 are received and stored in the advertisement storage unit 220 (S10). In this case, the advertisement technology information is largely divided into advertisement metadata, electronic catalog information, and third party advertisement information.

The advertisement metadata is an advertisement expression method that follows a metadata standard such as TV-Anytime, etc., and primarily follows the TV-Anytime metadata standard. And the electronic catalog information is GDAS. Represents identification information of companies and products defined for electronic commerce, such as KS X 6722-1, G2B Information Standards. In addition, the third party advertisement information represents advertisement information that can be provided in a closed environment without following other standards.

Table 1 below shows the corporate product information structure expressed in KS X 6722-1 and GDAS.

As shown in Table 1 above, the technical information of the advertisement content follows the standard established for electronic commerce in terms of commerce, and it is preferable to supplement it using TV-Anytime metadata technical information.

Subsequently, the home server 200 requests the terminal information through the Send_DeviceInfo () operation through the request format to the user terminal 300.

At this time, the method of transmitting and receiving between the user terminal 300 and the home server 200 follows the Simple Object Access Protocol (SOAP), for this purpose, as shown in Table 2 below, the home server 200 to the user terminal 300 Terminal information is requested by the Send_DeviceInfo () operation through a request format.

<xs: complexType name = "Send_DeviceInfoType"> <xs: sequence> <xs: element name = "DeviceInfoData" type = "DeviceInfoType" /> </ xs: sequence> </ xs: complexType> <xs: element name = " Send_DeviceInfo "type =" Send_DeviceInfoType "/>

With the Send_DeviceInfo () operation as shown in Table 2, the home server 200 requests the user terminal 300 for terminal information, advertisement play history information, and user information.

Accordingly, when the user terminal 300 receives the Send_DeviceInfo () operation requested from the home server 200, the user terminal 300 transmits a recommended advertisement list, terminal information, and user preference information through a response format.

Table 3 below shows an example of transmitting a recommended advertisement list.

<xs: complexType name = "CMListType"> <xs: sequence> <xs: element name = "MetadataDescription" /> <xs: element name = "Location" /> <xs: element name = "E-cataloginfo" /> </ xs: sequence> <xs: attribute name = "ServerCMID" type = "xs: string" use = "required" /> </ xs: complexType> <xs: element name = "Send_DeviceInfo_Result" type = "Send_DeviceInfo_ResultType" / > <xs: complexType name = "Send_DeviceInfo_ResultType"> <xs: sequence> <xs: element name = "CMList" type = "CMListType" minOccurs = "0" maxOccurs = "unbounded" /> </ xs: sequence> <xs : attribute name = "date" use = "required" /> </ xs: complexType>

As shown in Table 3 above, one advertisement list is ServerCMID, which is an identifier for the advertisement in the home server 200, MetadataDescription indicating technical information about the advertisement, Location indicating the location of the transcoded advertisement stream on the home server, and E-cataloginfo is included in the enterprise product information metadata extracted from GDAS.

And the following Table 4 is an embodiment of transmitting the structure of the user preference information and the terminal information. For reference, the user preference information and the user content usage record follow the TV-Anytime metadata definition.

<? xml version = "1.0" encoding = "UTF-8"?> <xs: schema xmlns: xs = "http://www.w3.org/2001/XMLSchema" elementFormDefault = "qualified" attributeFormDefault = "unqualified" > <xs: complexType name = "TerminalinfoType"> <xs: sequence> <xs: element name = "DisaplySize" /> <xs: element name = "DisaplyResolution" maxOccurs = "unbounded" /> <xs: element name = " NetworkInfo "minOccurs =" 0 "/> <xs: element name =" CPUInfo "/> <xs: element name =" MEMInfo "/> <xs: element name =" Codec "/> </ xs: sequence> </ xs: complexType> <xs: complexType name = "CMUsageHistoryInfoListType"> <xs: sequence> <xs: element name = "ServerCMID" type = "xs: string" minOccurs = "1" maxOccurs = "1" /> <xs: element name = "UsageDate" minOccurs = "1" maxOccurs = "1" /> </ xs: sequence> </ xs: complexType> <xs: complexType name = "CMUsageHistoryInfoType"> <xs: sequence> <xs: element name = "CMUsageHistoryInfoList" type = "CMUsageHistoryInfoListType" minOccurs = "0" maxOccurs = "unbounded" /> </ xs: sequence> </ xs: complexType> <xs: complexType name = "DeviceInf oType "> <xs: sequence> <xs: element name =" TerminalInfo "type =" TerminalinfoType "minOccurs =" 0 "/> <xs: element name =" Aepginfo "type =" AepginfoType "minOccurs =" 0 "/> <xs: element name = "CMUsageHistoryInfo" type = "CMUsageHistoryInfoType" minOccurs = "0" /> <xs: element name = "UserPreferenceInfo" minOccurs = "0" /> <xs: element name = "UsageHistoryInfo" minOccurs = "0 "/> </ xs: sequence> <xs: attribute name =" DeviceId "type =" xs: string "use =" required "/> </ xs: complexType> <xs: element name =" DeviceInfo "type =" DeviceInfoType "/>

As shown in Table 4, the terminal information has TerminalInfo, CMUsageHistoryInfo, UserPreferenceInfo, and UsageHistoryInfo. The TerminalInfo has information such as "DeviceID", "DisaplyResolution", "NetworkInfo", "CPUInfo", "MEMInfo", "Codec", etc. At this time, CMUsageHistoryInfo can be transmitted when the DeviceInfo is transmitted. Represents information on a history of a user content usage record reproduced by a terminal on an advertisement received from a server, which will be described below.

Table 5 below shows an embodiment of the device information xml file generated based on the terminal information structure.

<DeviceInfo> <terminalInfo> <DisplaySize> Terminal's Monitor Size </ DisplaySize> <DisaplyResolution> Terminal's Resolution </ DisaplyResolution> <DeviceID> Product Type </ DeviceID> <NetworkInfo> Network Status </ NetworkInfo> <CPUInfo> CPU Information </ CPUInfo> <MEMInfo> Memory Information </ MEMInfo> <Codec> Codec Information </ Codec> </ terminalInfo> <UserPreferenceInfo> User Preference Information </ UserPreferenceInfo> <UsageHistoryInfo> User Content Usage History </ UsageHistoryInfo>, </ DeviceInfo>

As shown in Table 5 above, the user terminal 300 includes terminal information including a monitor size of a terminal, a resolution of a terminal, a product model, a network state, CPU information, memory information, codec information, etc. User preference information including a channel, genre, actor, and the like and a user content usage record are transmitted to the home server 200.

Subsequently, the home server 200 receives and stores terminal information and user preference information received from the user terminal 300 (S20). As such, the home server 100 receives and manages terminal information and user preference information received from the user terminal, and advertisement technology information received from the advertising business unit, and is also received from the advertising business unit 100 through the terrestrial transmission network. Can continue to record or download advertisements through a two-way network.

The terminal information manager 240 selects content elements preferred by the user from among advertisement information received and recorded or downloaded through the advertisement business unit 100 based on the received user preference information and content usage record (S30). In this case, the selected content element is a user's favorite title, channel, genre, actor, and the like, and searches for the corresponding advertisement in pre-stored advertisement technology information.

The customized advertisement generator 250 extracts the corresponding advertisement content from the advertisement technology information and the advertisement information stored in the advertisement storage unit 220 based on the selected content element and the video type in consideration of <terminalInfo> of the terminal information. The terminal 300 transcodes to a playable video type to generate a customized advertisement for each user (S40).

The customized advertisement generated in this way is transmitted to the user terminal 300 through the transmission network between the user terminal 300 and the home server 200, as shown in the embodiment of Table 6, the user terminal 300, the corresponding advertisement to the user Provided (S50).

<Send_DeviceInfo_Result> <CMList ServerCMID = "1"> <MetadataDescription> Ad technology-related metadata </ MetadataDescription> <Location> Storage location of advertisement on home server </ Location> <E-cataloginfo> Enterprise product information </ E-cataloginfo > </ CMList> <CMList ServerCMID = "2"> <MetadataDescription> Ad technology-related metadata </ MetadataDescription> <Location> Location of storing ads on home server </ Location> <E-cataloginfo> Enterprise product information </ E -cataloginfo> </ CMList> <CMList ServerCMID = "3"> <MetadataDescription> Ad technology-related metadata </ MetadataDescription> <Location> Location of the advertisement on the home server </ Location> <E-cataloginfo> Enterprise product information < / E-cataloginfo> </ CMList> </ Send_DeviceInfo_Result>

On the other hand, when the reproduction of the CMList received to the home server 200 in the user terminal 300 transmits the user content usage record to the home server 200 through the Send_DeviceInfo shown in Table 5 as in the embodiment of Table 7. Then, the home server 200 is used to extract the advertisement content suitable for the specific user by utilizing the user content usage record received through the transmission network.

<Send_DeviceInfo> <DeviceInfoData DeviceId = "String"> <CMUsageHistoryInfo> <CMUsageHistoryInfoList> <ServerCMID> 1 </ ServerCMID> <UsageDate> 2006-03-20: 20: 30 </ UsageDate> </ CMUsageHistoryInfoList> <CMUsageHistoryInfoList> <ServerCMID > 2 </ ServerCMID> <UsageDate> 2006-03-20: 20: 30 </ UsageDate> </ CMUsageHistoryInfoList> <CMUsageHistoryInfoList> <ServerCMID> 3 </ ServerCMID> <UsageDate> 2006-03-20: 20: 30 < / UsageDate> </ CMUsageHistoryInfoList> </ CMUsageHistoryInfo> </ DeviceInfoData> </ Send_DeviceInfo>

As such, the user transmits information consuming content through viewing of the advertisement and the content delivered to the user to the home server 200, and the home server 200 utilizes the advertisement technology information received through the transmission network to a specific user. By extracting the appropriate advertising content, customized advertising is possible.

As such, the customized advertisement can check the reduction of the advertising cost and the reaction of the viewers to the advertisement based on the feedback information.In the metadata-based customized advertisement, the advertisement effect in each time zone, the advertisement effect according to content, channel movement, advertiser, It is possible to classify by brand, ad classification type, maximum effect ad time zone analysis, main user analysis by advertisement, and comparative analysis by company.

 Although the technical spirit of the present invention described above has been described in detail in a preferred embodiment, it should be noted that the above-described embodiment is for the purpose of description and not of limitation. In addition, one of ordinary skill in the art of the present invention will understand that various embodiments are possible within the scope of the technical idea of the present invention. Therefore, the true technical protection scope of the present invention will be defined by the technical spirit of the appended claims.

1 is a diagram showing an apparatus for providing a customized advertisement service according to an embodiment of the present invention.

2 is a view illustrating in detail the structure of the home server of FIG.

3 is a flowchart illustrating a method of providing a customized advertisement service according to an embodiment of the present invention.

* Explanation of symbols for main parts of the drawings

100: advertising division 200: home server

210: advertisement receiving unit 220: advertisement storage unit

230: terminal information receiving unit 240: terminal information management unit

250: custom advertisement generation unit 260: custom advertisement transmission unit

300: user terminal

Claims (14)

And a home server for generating a customized advertisement using the advertisement information transmitted from the advertisement business unit based on the terminal information received from the user terminal and the user preference information, and providing the customized advertisement to the user terminal. The method of claim 1, wherein the home server A terminal information receiver for receiving terminal information and user preference information transmitted through the user terminal; A terminal information manager for selecting content elements and video types for each user by using the received user preference information and terminal information; A customized advertisement generation unit for extracting the corresponding advertisement content from the advertisement information received through the advertisement business unit based on the selected content element, transcoding the video content into a video type, and generating a customized advertisement for each user; And a customized advertisement transmission unit for transmitting the generated customized advertisement to the user terminal. The method of claim 2, wherein the home server An advertisement receiver for receiving advertisement information transmitted through the advertisement business unit; And an advertisement storage unit for storing advertisement information received by the advertisement receiving unit. The method of claim 2, The video type includes a personalized communication service, codec / format information, screen size, and resolution for providing a customized advertisement service. The method of claim 2, And the content element includes a user-specific preferred title, channel, genre, and actor. The method of claim 1, The user terminal is a customized advertisement service providing apparatus, characterized in that the wired / wireless display device that can receive and play the video / audio signal. The method of claim 1, The home server is a personalized advertisement service providing apparatus, characterized in that any one of a personal PC or mobile IPTV (Set-Top Box) STB provided in the user's home. (A) receiving terminal and user information received from the user terminal, advertisement technology information and advertisement information received from the advertising business unit; (B) selecting a content element based on the received user information; (C) extracts the corresponding advertisement content from the advertisement information based on the selected content element, and transcodes the extracted advertisement content into a video type that can be played on a user terminal based on the received terminal information, thereby tailoring the user-specific advertisement. Generating a; (D) a method of providing a customized advertisement service comprising the step of transmitting the generated customized advertisement to a user terminal. The method of claim 8, wherein step (A) Receiving and storing the advertisement technology information and the advertisement information received from the advertisement business unit in the advertisement storage unit; Requesting terminal information, user preference information, and user content usage record information from the user terminal; And storing the terminal information, the user preference information, and the user content usage record received in response to the user terminal. The method of claim 8, wherein The advertisement technology information may include at least one or more of advertising metadata, electronic catalog information, third party (3rd party) advertising information. The method of claim 8, wherein The method of transmitting / receiving with the user terminal is a customized advertisement service providing method characterized in that the SOAP (Simple Object Access Protocol). The method of claim 8, The user information is a personalized advertisement service providing method characterized in that the user preference information and the user content usage record. The method according to any one of claims 9 and 12, And the user preference information and the user content usage record comply with the definition of TV-Anytime metadata. The method of claim 8, The content element is a method of providing a personalized advertising service, characterized in that it comprises at least one of a user's favorite title, channel, genre, actor.

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