KR20150109552A - Method for providing alternative advertisement and non-transitory computer-readable recording medium having thereon program performing function embodying the same - Google Patents

Abstract

Provided is a method for providing alternative advertisement performed by a receiver which receives a broadcasting signal including a broadcasting program and a broadcasting advertisement from a broadcasting providing system, processes the broadcasting signal, and provides image data. The method for providing alternative advertisement includes: (a) a step of receiving at least one alternative advertisement from an alternative advertisement providing system based on the profile information of the receiver including the best quality of the receiver and the profile information of the user of the receiver; (b) a step of receiving advertisement identification information and at least one synchronization signal which specifies part of a time band for which the broadcasting advertisement is provided while receiving and providing the broadcasting signal to the broadcasting providing system and the alternative advertisement providing system; and (c) a step of selecting an alternative advertisement corresponding to the advertisement identification information and providing the at least one synchronization signal when the advertisement identification information corresponds to one of the at least one alternative advertisement.

Description

BACKGROUND OF THE INVENTION 1. Field of the Invention [0001] The present invention relates to an alternative advertisement providing method and a computer-readable storage medium storing a program for realizing the alternative advertisement providing method.

The present invention relates to a method of providing an alternative advertisement by a receiver and a recording medium on which a program for the same is recorded. More particularly, the receiver receives and provides a broadcast signal, And a computer readable recording medium storing a program for the same.

In accordance with the change of the broadcasting environment, a method of differentiating the contents based on the targeting of the viewer layer is also being developed for the advertisement provided by the broadcasting receiver.

For example, Patent Document 1 classifies each of viewers into a reference group based on a TV program, an advertisement, an information ontology about a product consumed by a viewer, and a profile ontology of viewers, and classifies the inferred preferred advertisement To a viewer classified into the reference group.

However, as a new method for differentiating the advertisement contents, it is possible to consider a method of receiving the identification information about the advertisement itself to be broadcast and providing a replacement advertisement whose image quality or content is upgraded.

In recent years, receivers capable of reproducing UHD (Ultra High Definition) video images have appeared. However, there is a demand for image contents having higher image quality than broadcasting images because the image quality of broadcast images currently provided is not sufficient. Therefore, if the advertisement of higher quality can be provided instead of the existing broadcast advertisement, the advertisement effect can be improved.

In addition, since a group of users having high-quality receivers will have a certain pattern in their consumption propensity, advertisement targeting can be performed only by the fact that a high-quality advertisement is reproduced. Therefore, if it is possible to provide differentiated advertisements in accordance with the user group as well as the image quality of existing broadcast advertisements, the advertisement effect can be further improved. In addition, the advertiser can be provided with more cost per impression (CPI) A reasonable advertising strategy can be established.

Patent Registration No. 10-1338174

It is an object of the present invention to provide a technique for receiving identification information about an advertisement itself to be broadcasted while a receiver is providing a broadcast and providing a substitute advertisement having image quality or content upgraded to that of a broadcast advertisement instead of a broadcast advertisement.

According to an aspect of the present invention, there is provided an apparatus for receiving a broadcast signal including a broadcast program and a broadcast advertisement from a broadcast providing system, processing the broadcast signal, A method of providing an alternative advertisement, the method comprising the steps of: (a) receiving at least one replacement advertisement based on at least one of profile information of the receiver including the highest image quality of the receiver and profile information of the user of the receiver, ; (b) receiving at least one synchronization signal and advertisement identification information for specifying a time band of a time band in which the broadcast advertisement is provided, from the broadcast providing system or the alternative advertisement providing system Receiving; And (c) if the advertisement identification information corresponds to any of the at least one substitute advertisement, selecting a substitute advertisement corresponding to the advertisement identification information and providing the substitute advertisement according to the at least one synchronization signal A method of providing an alternative advertisement is provided.

The at least one replacement advertisement may include at least one high definition advertisement having a higher image quality than a predetermined image quality.

The predetermined image quality may be the same as the image quality of the broadcast advertisement.

The image quality of the at least one high-definition advertisement may be the same as the highest image quality.

The at least one high definition advertisement may include at least one high quality targeting advertisement based on at least one of profile information of the user of the receiver, location information of the receiver, and current time information and profile information of the receiver.

The at least one high definition advertisement may include a UHD (Ultra High Definition) image.

The alternative advertisement providing system may include a plurality of alternative advertisement servers, and in the step (a), the alternative advertisement may be separately received from each of the plurality of alternative advertisement servers.

The profile information of the receiver may further include at least one of an IP address of the receiver, a MAC address of the receiver, an image format of the receiver, and an available storage capacity of the receiver.

The profile information of the user of the receiver may include at least one of identification information of the user and usage history information of the receiver by the user.

The replacement advertisement corresponding to the advertisement identification information may be one of the at least one high-definition advertisement.

The goods or services advertised by the replacement advertisement corresponding to the advertisement identification information may be the same as the goods or services advertised by the broadcast advertisement.

The goods or services advertised by the replacement advertisement corresponding to the advertisement identification information may be different from the goods or services advertised by the broadcasting advertisement.

Wherein the goods or services advertised by the replacement advertisement corresponding to the advertisement identification information are based on at least one of the identification information of the user of the receiver, the location information of the receiver and the current time information and the profile information of the receiver. .

The advertisement identification information may be embedded in the at least one synchronization signal.

The at least one synchronization signal may be embedded in the broadcast signal.

The at least one synchronization signal may be received through a different path than the path through which the broadcast signal is received.

The at least one synchronization signal may be generated by at least one of a subject transmitting the broadcast signal and a subject providing the broadcast program.

In step (c), an alternative advertisement corresponding to the advertisement identification information may be selected based on the image quality information of the broadcast advertisement and the advertisement identification information.

The alternative advertisement providing method may further include: (a-1) after performing the step (a), signaling a part or all of the at least one substitute advertisement and loading the signal into the memory area of the receiver .

The alternative advertisement providing method may further include the step of (d) continuing to provide the broadcast signal if the advertisement identification information does not correspond to any one of the at least one alternative advertisement.

(E) receiving at least one targeted advertisement based on at least one of profile information of the receiver, identification information of the user of the receiver, location information of the receiver, and current time information from the alternative advertisement reception system ; (f) providing one of the at least one targeted advertisement according to the at least one synchronization signal if the advertisement identification information does not correspond to any of the at least one replacement advertisement and includes a targeting advertisement instruction; And (g) if the advertisement identification information does not correspond to any one of the at least one alternative advertisement and does not include the targeting advertisement command, continuing to provide the broadcast signal.

The step (a) may be performed before some or all of the step (b) is performed.

Wherein the at least one synchronization signal includes a notification signal and a main signal after the notification signal, wherein step (a) is performed after receiving the notice signal, and in step (c), after receiving the main signal And may provide a replacement advertisement corresponding to the advertisement identification information.

Wherein the preview signal comprises an initial announcement signal and at least one subsequent announcement signal wherein the initial announcement signal precedes the at least one subsequent announcement signal and the at least one subsequent announcement signal may precede the mainsignal .

The alternative advertisement providing method may further include: (h) signal processing a part or all of the substitute advertisement corresponding to the advertisement identification information, before providing the substitute advertisement corresponding to the advertisement identification information after receiving the notice signal, And loading into the memory area.

The alternative advertisement providing method includes: (i) receiving scheduled time information of the broadcast advertisement; And (j) signal processing some or all of the substitute advertisements corresponding to the advertisement identification information according to the predetermined time information before loading the substitute advertisement corresponding to the advertisement identification information into the memory area of the receiver As shown in FIG.

The at least one synchronization signal may include a start time and a duration of a time zone in which the replacement advertisement can be provided.

Wherein the step (c) comprises: extracting the start time and the duration from the at least one synchronization signal; Starting providing the replacement advertisement at the start time; And stopping the providing of the substitute advertisement and providing the broadcast signal after the duration has elapsed.

The at least one synchronization signal may comprise a first synchronization signal indicating a start time of a time band that can provide the replacement advertisement and a second synchronization signal indicating an end time of a time band capable of providing the replacement advertisement have.

The step (c) includes: extracting the start point from the first synchronization signal; Starting providing the replacement advertisement at the start time; Extracting the end point from the second synchronization signal; And stopping the providing of the substitute advertisement at the end point and providing the broadcast signal.

The step (c) may further comprise the step of signal processing the broadcast signal to provide some or all of the broadcast signals without delay before the start time.

According to another aspect of the present invention, there is provided a computer-readable recording medium recording a program for realizing each step of the above-mentioned alternative advertisement providing method.

According to the present invention, it is possible to replace an existing broadcast advertisement and provide a substitute advertisement whose image quality is improved or contents different from each other, thereby improving the advertisement effect.

In particular, if a receiver can reproduce a high-quality image such as a UHD image, but the image quality of the existing broadcast image is not sufficient, the receiver can provide an advertisement having a higher image quality than the existing broadcast image according to the present invention, It is possible to provide an excellent advertisement effect in terms of sheep texture and the like.

In addition, since the substitute advertisement different from the existing broadcasting advertisement can be provided in accordance with the consumption propensity of the user group having the high-quality receiver, the advertisement effect can be further improved.

In addition, by measuring the cost-effectiveness based on the CPI using the history information providing the substitute advertisement for the user group, advertisers and the like can establish a more reasonable advertising strategy.

1 is a diagram illustrating a system environment in which an alternative advertisement providing method according to the present invention is executed.
2 is an exemplary flowchart of a method of providing alternative ads according to the present invention.
3A to 3C are diagrams showing examples of data constituting a synchronization signal according to the method of providing an alternative advertisement of the present invention.
4 is a partial flowchart showing a step of an example of a method of providing an alternative advertisement according to the present invention.
FIG. 5 is a partial flowchart showing some steps of a modification of the method for providing an alternative advertisement according to the present invention.
6 is a partial flowchart showing a part of a method for providing an alternative advertisement according to the first embodiment of the present invention.
7 is a partial flowchart showing a part of a method for providing an alternative advertisement according to a modification of the first embodiment of the present invention.
8 is a partial flowchart showing a part of a method for providing an alternative advertisement according to the second embodiment of the present invention.
9 is a partial flowchart showing a part of a method for providing an alternative advertisement according to the third embodiment of the present invention.

Hereinafter, a method of providing a replacement advertisement according to the present invention will be described in detail with reference to the accompanying drawings.

1 is a diagram illustrating a system environment in which an alternative advertisement providing method according to the present invention is executed.

Referring to FIG. 1, a system environment in which an alternative advertisement providing method according to the present invention is performed includes a receiver 100, a broadcast providing system 200, and an alternative advertisement providing system 300.

The receiver 100 receives and processes a broadcast signal from the broadcast providing system 200 to provide image data and voice data. The broadcast signal includes a broadcast program and a broadcast advertisement.

Hereinafter, the description will be focused on the image for the sake of convenience, but it is assumed that the receiver 100 can provide the audio data together with the image data. In the present specification, the term "broadcast signal" refers to a signal used in digital broadcasting or analog broadcasting. Here, digital broadcasting refers to digital terrestrial broadcasting as well as digital cable broadcasting, digital satellite broadcasting, IPTV service using a high-speed communication network, terrestrial and satellite DMB services, and VOD service provided through a communication network.

Meanwhile, the receiver 100 may receive and store the replacement advertisement from the replacement advertisement providing system 300, and then provide the replacement advertisement based on the synchronization signal and the advertisement identification information. The receiver 100 may be in the form of a set-top box, for example, or may be in a form integrated with a display device, such as a television receiver.

The replacement advertisement may be based on the profile information of the receiver 100 including the highest image quality of the receiver 100 (i.e., the highest image quality of the image data that the receiver 100 can provide). Here, "image quality" is an image quality, which is mainly determined by the resolution, but is also influenced by other factors such as the type of the video adapter and the image processing method.

Alternatively, the replacement advertisement may be received based on the highest resolution of the receiver 100 (i.e., the highest resolution of the image data that the receiver 100 is capable of providing). In this case, all the contents referred to in this specification regarding "image quality" can be applied to "resolution" as well.

Preferably, the replacement advertisement includes a high-definition advertisement having higher image quality than the broadcast advertisement. High-definition advertisements may include, for example, UHD images (4K UHD images or 8K UHD images).

Alternatively, alternate ads may include higher resolution ads with higher resolution than broadcast advertisements. In this case, all the contents referred to in this specification regarding "high-definition advertisement" can be similarly applied to "high-resolution advertisement ".

The substitute advertisement based on the profile information of the receiver 100 may be (i) for a commodity different from a commodity that is a subject of a broadcast advertisement, (ii) for a commodity such as a commodity that is a subject of a broadcast advertisement, (Iii) it may be the same as the broadcast advertisement and different in image quality. In the case of (i) and (ii) above, the substitute advertisement may have a content specific to the attribute "holder of receiver capable of reproducing high-definition advertisement ".

In addition, the substitute advertisement may be based on the profile information of the user of the receiver 100. [ The profile information of the user of the receiver 100 may include identification information of the user and usage history information of the receiver 100 by the user.

The substitute advertisement based on the profile information of the user of the receiver 100 may be (a) for a commodity different from a commodity that is a subject of a broadcast advertisement, (b) for a commodity such as a commodity that is a subject of a broadcast advertisement, It may be different from the advertisement. For each of the cases (a) and (b), the substitute advertisement may have contents specific to the consumption propensity of the user estimated by the profile information of the user.

In addition, the substitute advertisement may be based on the profile information of the receiver 100 and the profile information of the user of the receiver 100. [

The broadcast providing system 200 transmits a broadcast signal including a broadcast program and a broadcast advertisement to the receiver 100. The broadcast providing system 200 may generate at least one of a broadcast program and a broadcast advertisement, or may acquire and store at least one of the broadcast program and the broadcast advertisement, and then transmit the broadcast signal to the receiver 100. Alternatively, To the receiver (100).

The broadcast providing system 200 may be operated by a program provider (PP), a system operator (SO), a network operator, or other entity.

The broadcast providing system 200 may be an apparatus integrated with the substitute advertisement providing system 300 or may be a separate apparatus separate from the substitute advertisement providing system 300. [

Alternate ad serving system 300 stores a number of alternate ads including at least one high quality ad. Alternate ad serving system 300 may send an alternative advertisement to receiver 100 at the request of receiver 100,

The alternative advertisement providing system 300 may be operated by a subject who operates the broadcast providing system 200 or may be operated by another subject.

Alternative ad serving system 300 may include one alternate ad server or may include a plurality of alternate ad servers and receiver 100 may receive alternate ads from one alternate ad server, The substitute advertisement can be divided and received. The alternative advertisement providing system 300 may be for transmitting an alternative advertisement to the receiver 100 via a CDN (Contents Delivery Network), for example.

One of the broadcast providing system 200 and the alternative advertisement providing system 300 transmits a synchronization signal to the receiver 100. [ The synchronization signal may be included in a broadcast data stream, transmitted in the form of a data packet over a communication network or the Internet, transmitted by a cue tone, or transmitted in some other manner. The synchronization signal may include advertisement identification information.

FIG. 2 is an exemplary flowchart of a method of providing an alternative advertisement according to the present invention, and FIGS. 4 and 5 are partial flowcharts each showing an example of a method of providing an alternative advertisement according to the present invention and some steps of the modification.

Hereinafter, an alternative advertisement providing method according to the present invention will be described in detail with reference to FIGS. 1 to 5. FIG.

2, a method of providing an alternative advertisement according to the present invention is performed by a receiver 100 that receives a broadcast signal including a broadcast program and a broadcast advertisement from the broadcast providing system 200, do.

First, the receiver 100 receives at least one substitute advertisement from the substitute advertisement providing system 300 (S100). The replacement advertisement may be based on the profile information of the receiver 100 or may be based on the profile information of the user of the receiver 100 or may be based on the profile information of the receiver 100 and the profile information of the user of the receiver 100 have.

The profile information of the receiver 100 includes the highest image quality of the receiver 100. The profile information of the receiver 100 may further include at least one of an IP address of the receiver 100, a MAC address of the receiver 100, an image format of the receiver 100, and an available storage capacity of the receiver 100.

The alternative advertisement providing system 200 extracts, for example, from the profile information of the receiver 100 an attribute "holder of a receiver capable of reproducing a high-quality advertisement" can do. Alternatively, the alternative advertisement providing system 200 may extract the consumption propensity of the user from the profile information of the user of the receiver 100, and may select and provide the alternative advertisement to the receiver 100 based thereon.

The replacement advertisement may include at least one high-definition advertisement having a picture quality higher than a predetermined picture quality. The predetermined image quality may be the same as the image quality of the broadcast advertisement. That is, the image quality of the high-definition advertisement may be higher than the image quality of the broadcast advertisement. However, the predetermined image quality may be determined by a criterion different from the image quality of the broadcast advertisement.

In addition, the image quality of the high-definition advertisement may be the same as the highest image quality that the receiver 100 can provide, and the high-definition advertisement may include, for example, a UHD image. The high definition advertisement may include at least one high quality targeting advertisement based on at least one of the profile information of the user of the receiver 100, the location information of the receiver 100, and the current time information and the profile information of the receiver 100. [

Step S100 may be performed before part or all of step S200 is performed, but may be performed after part or all of step S200 is performed.

Next, the receiver 100 processes some or all of the substitute advertisements received in step S100, and loads the substitute advertisement into the memory area of the receiver 100 before providing the substitute advertisement corresponding to the advertisement identification information (S150 ). Step S150 may be omitted.

The receiver 100 receives at least one synchronization signal for specifying a time band of a time band in which a broadcast advertisement is provided and advertisement identification information inserted therein, Or from the alternative advertisement providing system 300 (S200).

In step S300, the receiver 100 may select an alternative advertisement corresponding to the advertisement identification information based on the image quality information of the broadcast advertisement and the advertisement identification information.

The synchronization signal may be embedded in the broadcast signal or may be received via a path different from the path through which the broadcast signal is received. In addition, the synchronization signal may be generated by at least one of a subject transmitting a broadcast signal and a subject providing a broadcast program.

Next, if the advertisement identification information corresponds to any of the substitute advertisements received in step S100, the receiver 100 selects the substitute advertisement corresponding to the advertisement identification information and provides the substitute advertisement according to the synchronization signal (S300).

The replacement advertisement corresponding to the advertisement identification information may be the high-definition advertisement received in step S100. In addition, the substitute advertisement corresponding to the advertisement identification information may have the same contents as the broadcast advertisement or may have different contents.

The receiver 100 may store the history information providing the substitute advertisement, and may transmit the history information to an external device (not shown). The external device may be operated by a subject who operates the broadcast providing system or the alternative advertisement providing system or another subject, and may receive the history information from the receiver 100 and analyze the advertisement effect.

3A to 3C are diagrams showing examples of data constituting a synchronization signal according to the method of providing an alternative advertisement of the present invention.

Referring to FIG. 3A, data corresponding to the start time of the advertisement, the end time of the advertisement, and the advertisement identification information may be inserted into the synchronization signal.

Referring to FIG. 3B, data corresponding to the start time of the advertisement, the duration of the advertisement, and the advertisement identification information may be inserted into the synchronization signal.

Referring to FIG. 3C, the synchronization signal may be divided into a first synchronization signal and a second synchronization signal. In this case, data corresponding to the advertisement start time and the advertisement identification information may be inserted into the first synchronization signal, and data corresponding to the end time of the advertisement may be inserted into the second synchronization signal.

3A to 3C illustrate a case where the advertisement identification information is inserted into the synchronization signal, but the advertisement identification information may be transmitted by a signal different from the synchronization signal. When the advertisement identification information is transmitted by a signal different from the synchronization signal, the advertisement identification information may be transmitted to the receiver 100 in association with the scheduled time information of the broadcast advertisement (for example, a curtain chart).

Referring to FIG. 4, some steps of an example of a method of providing an alternative advertisement according to the present invention are shown. In this case, if the advertisement identification information does not correspond to any of the substitute advertisements received in step S100, the receiver 100 continues to provide the broadcast signal (step S410).

Referring to FIG. 5, some steps of a modification of the alternative advertisement providing method according to the present invention are shown.

The alternative advertisement providing method according to this modification is a method for providing an alternative advertisement based on at least one of the profile information of the receiver 100, the profile information of the user of the receiver 100, the position information of the receiver 100, And receiving the one targeted advertisement from the alternative advertisement reception system 300 (S420).

Also, in this modification, there is a case where advertisement identification information includes a targeting advertisement command. The targeting advertisement command may be a specific value of the data corresponding to the advertisement identification information, or may be a code inserted into a part of the advertisement identification information.

If the advertisement identification information does not correspond to any one of the at least one substitute advertisement and includes the targeting advertisement command, the receiver 100 provides one of the at least one targeted advertisement according to at least one synchronization signal (S430). Step S430 may be performed after at least a part of step S420 is performed, or may be performed simultaneously with at least part of step S420.

In addition, if the advertisement identification information does not correspond to any one of the at least one alternative advertisement and does not include the targeting advertisement command, the receiver 100 continues to provide the broadcast signal (S440).

FIGS. 6 to 9 are partial flowcharts each showing a part of a method for providing an alternative advertisement according to the first to third embodiments of the present invention. Hereinafter, with reference to FIG. 6 to FIG. 9, the first to third embodiments of a method for providing a replacement advertisement according to the present invention will be described in detail.

6 is a partial flowchart showing a part of a method for providing an alternative advertisement according to the first embodiment of the present invention.

In the first embodiment, the synchronization signal includes a notice signal and a main signal after the notice signal. The notice signal is transmitted a predetermined time, for example, 30 seconds or 1 minute before the main signal, and predicts that the main signal will be transmitted later.

Accordingly, even if the substitute advertisement to be provided after a predetermined time is not stored in the receiver 100, the receiver 100 may receive the substitute advertisement from the substitute advertisement providing system 200 for a predetermined time So that the replacement advertisement can be reproduced without delay.

The main signal includes information on the start time of the time band in which the replacement advertisement can be provided and may further include information on the end time of the time band or information on the duration of the time band.

In the first embodiment, step S100 is performed after receiving the notice signal, and in step S300, the receiver 100 provides a replacement advertisement corresponding to the advertisement identification information after receiving the main signal.

Referring to FIG. 6, in the first embodiment, after receiving the notice signal, the receiver 100 performs a part or all of the replacement advertisement corresponding to the advertisement identification information in the signal processing And loaded into the memory area of the receiver 100 (S500).

In the first embodiment, the notification signal may include an initial notification signal and at least one subsequent notification signal. The first preview signal precedes the next preview signal, and the next preview signal precedes the main signal.

7 is a partial flowchart showing a part of a method for providing an alternative advertisement according to a modification of the first embodiment of the present invention.

In the modified example of the first embodiment, instead of the preview signal, scheduled time information of the broadcast advertisement (for example, a curtain chart) is received. Accordingly, the receiver 100 prepares to play for a predetermined time according to the scheduled time information of the broadcast advertisement before receiving the substitute advertisement from the substitute advertisement providing system 200, so that the receiver 100 can reproduce the substitute advertisement without delay.

Referring to FIG. 7, the receiver 100 receives the scheduled time information of the broadcast advertisement (S600).

Then, before providing the replacement advertisement corresponding to the advertisement identification information, the receiver 100 performs signal processing of some or all of the substitute advertisements corresponding to the advertisement identification information according to the predetermined time information, (S700).

8 is a partial flowchart showing a part of a method for providing an alternative advertisement according to the second embodiment of the present invention.

In the second embodiment, the synchronization signal includes a time point and a duration of a time zone in which an alternate advertisement can be provided.

Referring to FIG. 8, step S300 in the second embodiment includes extracting a time point and a duration from the synchronization signal in step S310. Starting to provide the substitute advertisement at the start time; And stopping provision of the substitute advertisement and providing a broadcast signal after the duration has elapsed.

9 is a partial flowchart showing a part of a method for providing an alternative advertisement according to the third embodiment of the present invention.

In the third embodiment, the synchronization signal includes a first synchronization signal indicating a starting time point of a time band that can provide a replacement advertisement and a second synchronization signal indicating an ending time point of a time band capable of providing the replacement advertisement .

Referring to FIG. 9, in operation S300, a start point is extracted from a first synchronization signal in operation S340. Processing step S350 so that the receiver 100 can provide some or all of the broadcast signals before the start time, without delay; Starting providing an alternative advertisement at a start time; Extracting an end point from the second synchronization signal; And stopping providing an alternative advertisement at the end point and providing a broadcast signal.

The present invention further provides a computer-readable recording medium on which a program for realizing each step of the above-described method for providing an alternative advertisement according to the present invention is recorded.

The computer-readable recording medium refers to any kind of recording apparatus in which data, that is, data in the form of a code or a program, is stored so as to be readable by a computer system. Such a computer-readable recording medium is, for example, a memory such as a ROM and a RAM, a storage medium such as an SSD, a USB memory, a flash memory, a CD-ROM, and a DVD-ROM, a magnetic storage medium such as a magnetic tape, , An optical data storage device, and the like, and may be implemented in a form of transmission over the Internet, for example. Such a computer-readable recording medium may also be distributed over a networked computer system so that computer readable data can be stored and executed in a distributed manner.

However, detailed description of such a computer-readable recording medium will be omitted because it is redundant with the alternative advertisement providing method according to the present invention described with reference to FIG. 1 to FIG.

Although the present invention has been described in detail, it should be understood that the present invention is not limited thereto. Those skilled in the art will appreciate that various modifications may be made without departing from the essential characteristics of the present invention. Will be possible.

Therefore, the embodiments disclosed in the present specification are intended to illustrate rather than limit the present invention, and the scope and spirit of the present invention are not limited by these embodiments. The scope of the present invention should be construed according to the following claims, and all the techniques within the scope of equivalents should be construed as being included in the scope of the present invention.

100: receiver 200: broadcast providing system
300: Alternative ad serving system

Claims (32)

A method of providing a substitute advertisement performed by a receiver that receives a broadcast signal including a broadcast program and a broadcast advertisement from a broadcast providing system and processes the broadcast signal to provide image data,
(a) receiving from the alternative advertisement providing system at least one replacement advertisement based on at least one of profile information of the receiver including the highest image quality of the receiver and profile information of the user of the receiver;
(b) receiving at least one synchronization signal and advertisement identification information for specifying a time band of a time band in which the broadcast advertisement is provided, from the broadcast providing system or the alternative advertisement providing system Receiving; And
(c) if the advertisement identification information corresponds to any of the at least one substitute advertisement, selecting a substitute advertisement corresponding to the advertisement identification information and providing it in accordance with the at least one synchronization signal To provide alternative advertising. The method according to claim 1,
Wherein the at least one replacement advertisement comprises at least one high-definition advertisement having a higher image quality than a predetermined image quality. 3. The method of claim 2,
Wherein the predetermined image quality is the same as the image quality of the broadcast advertisement. 3. The method of claim 2,
Wherein the quality of the at least one high-definition advertisement is the same as the highest quality. 3. The method of claim 2,
Wherein the at least one high definition advertisement comprises at least one high quality targeting advertisement based on at least one of profile information of the user of the receiver, location information of the receiver and current time information and profile information of the receiver. Delivery method. 3. The method of claim 2,
Wherein the at least one high definition advertisement includes an Ultra High Definition (UHD) image. The method according to claim 1,
The alternative advertisement providing system includes a plurality of alternative advertisement servers,
Wherein the alternative advertisement is divided and received from each of the plurality of alternative advertisement servers in the step (a). The method according to claim 1,
Wherein the profile information of the receiver further comprises at least one of an IP address of the receiver, a MAC address of the receiver, an image format of the receiver, and an available storage capacity of the receiver. The method according to claim 1,
Wherein the profile information of the user of the receiver includes at least one of identification information of the user and usage history information of the receiver by the user. The method according to claim 1,
Wherein the substitute advertisement corresponding to the advertisement identification information is one of the at least one high-quality advertisement. The method according to claim 1,
Wherein the product or service advertised by the replacement advertisement corresponding to the advertisement identification information is the same as the product or service advertised by the broadcast advertisement. The method according to claim 1,
Wherein the product or service advertised by the replacement advertisement corresponding to the advertisement identification information is different from the product or service advertised by the broadcast advertisement. 13. The method of claim 12,
Wherein the goods or services advertised by the replacement advertisement corresponding to the advertisement identification information are determined based on at least one of profile information of the user of the receiver, position information of the receiver, and the current time information and profile information of the receiver Wherein the substitute advertisement is provided to the user. The method according to claim 1,
Wherein the advertisement identification information is inserted into the at least one synchronization signal. The method according to claim 1,
Wherein the at least one synchronization signal is inserted into the broadcast signal. The method according to claim 1,
Wherein the at least one synchronization signal is received via a path different from a path through which the broadcast signal is received. The method according to claim 1,
Wherein the at least one synchronization signal is generated by at least one of a subject transmitting the broadcast signal and a subject providing the broadcast program. The method according to claim 1,
Wherein the alternative advertisement corresponding to the advertisement identification information is selected based on the image quality information of the broadcast advertisement and the advertisement identification information in step (c). The method according to claim 1,
(a-1) after performing the step (a), signal processing part or all of the at least one substitute advertisement to load in the memory area of the receiver
The method of claim 1, further comprising: The method according to claim 1,
(d) if the advertisement identification information does not correspond to any one of the at least one substitute advertisement, continuing to provide the broadcast signal. The method according to claim 1,
(e) receiving from the alternative advertisement reception system at least one targeting advertisement based on at least one of profile information of the receiver, profile information of the user of the receiver, location information of the receiver and current time information;
(f) providing one of the at least one targeted advertisement according to the at least one synchronization signal if the advertisement identification information does not correspond to any of the at least one replacement advertisement and includes a targeting advertisement instruction; And
(g) if the advertisement identification information does not correspond to any one of the at least one substitute advertisement and does not include the targeting advertisement command, continuing to provide the broadcast signal
The method of claim 1, further comprising: The method according to claim 1,
Wherein the step (a) is performed before part or all of the step (b) is performed. The method according to claim 1,
Wherein the at least one synchronization signal comprises a notice signal and a main signal after the notice signal,
Wherein the step (a) is performed after receiving the notice signal,
Wherein, in the step (c), an alternative advertisement corresponding to the advertisement identification information is provided after receiving the main signal. 24. The method of claim 23,
Wherein the notification signal includes an initial notification signal and at least one subsequent notification signal,
Wherein the first notice signal precedes the at least one subsequent notice signal and the at least one subsequent notice signal precedes the main signal. 24. The method of claim 23,
(h) signal processing a part or the whole of the substitute advertisement corresponding to the advertisement identification information and loading the substitute advertisement into the memory area of the receiver before providing the substitute advertisement corresponding to the advertisement identification information after receiving the notice signal
The method of claim 1, further comprising: The method according to claim 1,
(i) receiving scheduled time information of the broadcast advertisement; And
(j) signal processing some or all of the substitute advertisements corresponding to the advertisement identification information according to the predetermined time information before loading the substitute advertisement corresponding to the advertisement identification information and loading the same into a memory area of the receiver
The method of claim 1, further comprising: The method according to claim 1,
Wherein the at least one synchronization signal includes a start time and a duration of a time zone in which the replacement advertisement can be provided. 28. The method of claim 27,
The step (c)
Extracting the start time and the duration from the at least one synchronization signal;
Starting providing the replacement advertisement at the start time; And
Stopping the providing of the substitute advertisement and providing the broadcast signal after the duration has elapsed
The method of claim 1, The method according to claim 1,
Wherein the at least one synchronization signal includes a first synchronization signal indicating a start time of a time band that can provide the backup advertisement and a second synchronization signal indicating an end time point of a time band capable of providing the backup advertisement A method of providing alternative advertising. 30. The method of claim 29,
The step (c)
Extracting the starting point from the first synchronization signal;
Starting providing the replacement advertisement at the start time;
Extracting the end point from the second synchronization signal; And
Stop providing the alternative advertisement at the end point, and providing the broadcast signal
The method of claim 1, 31. The method of claim 30,
Wherein the step (c) further comprises the step of signal processing the broadcast signal so as to provide some or all of the broadcast signals without delay before preparing the start time point. A computer-readable recording medium storing a program for realizing each step of the method for providing an alternative advertisement according to any one of claims 1 to 31.

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