KR20190112344A - Apparatus and method for providing advertisement contents - Google Patents

Abstract

The present invention relates to an apparatus and method for providing advertisement content. According to the present invention, a control method of a content reproducing apparatus for receiving and playing content for each channel from a content providing server comprises the steps of: receiving and storing internal advertisement content from an advertisement content providing server; when a preset event signal is detected, transmitting an advertisement update request signal including event information corresponding to the detected event signal to the advertisement content providing server; receiving new internal advertisement content transmitted from the advertisement content providing server according to the advertisement update request signal, and replacing at least a portion of pre-stored existing internal advertisement content with newly-received internal advertisement content; and when an internal advertisement output control signal is received from an advertisement control server, controlling at least a portion of the internal advertisement content stored at the present time to be output. According to the present invention, a cue-tone advertisement corresponding to a situation selected by a user such as a channel change can be output.

Description

Apparatus and Method for Providing Ad Content {APPARATUS AND METHOD FOR PROVIDING ADVERTISEMENT CONTENTS}

The present invention relates to an apparatus and method for providing advertisement content, and more particularly, to an apparatus and method for providing advertisement content to a viewer according to an external trigger signal.

Most video content providers provide advertisement content periodically to provide viewers to watch the advertisement content.

In today's society, companies or individuals who provide goods or services promote their products or services through such advertisements, and the above-mentioned video content providers provide various contents to consumers (viewers) at a lower cost through advertising revenue. Will be provided.

As such, the advertisement content is generally provided by a content provider (PP), but in some cases, a local cable operator (SO).

For example, if a content provider sends a special signal to a local cable broadcaster (for example, a "cuton signal"), the local cable broadcaster can send the advertising content (cuton commercial) that it has secured to viewers.

These QT advertisements are also made in the case of IPTV (Internet Protocol Television).

That is, in the case of IPTV, an advertisement that a viewer must not skip when watching VOD (Video On Demand) content (ie, a VOD advertisement) or an advertisement that is generated by a user's selection trigger (for example, a pop-up advertisement, Banner ads, menu-type advertisements, etc.), but the above-described QT advertisements are also made.

Looking at the process of QT advertising in IPTV, there are two types of streaming and DOWNLOAD & PLAY. Among these, streaming means that the advertisement is made by real-time streaming. After downloading in advance, it means a method of extracting and playing the stored advertising content at the time of the cueton advertising.

In the case of the real-time streaming method, since the request and delivery of the ad is made in real time, there is a problem that a server for providing an advertisement (eg, a Contents Delivery Network (CDN) server) and a large amount of network capacity are required. In the first time (for example, when the first time the set-top box is turned on) or once a day to download the advertising content only a predetermined time, there is an advantage that can save server and network costs.

However, in the conventional download and play method, there is a problem that the advertising efficiency is considerably lowered.

For example, the viewer changes the channel from time to time while watching an IPTV broadcast, and the conventional download and play method downloads the advertising content only at a predetermined time, mostly once a day, as described above. You can't dynamically provide ads targeted to.

For advertisers, it may be more efficient to target a specific audience (e.g., a fishing channel, a golfer's channel, etc.) to match the needs of advertisers. The situation is not reflected.

Patent Registration No. 10-0873734

SUMMARY OF THE INVENTION The present invention has been made to solve the above-described problems, and an object thereof is to provide an apparatus and a method for improving advertisement efficiency by enabling targeting advertisement when performing a cueton advertisement in a download and play manner. It is.

In order to achieve the above object, a content reproducing apparatus for receiving and reproducing content for each channel from a content providing server according to the present invention, when detecting a preset event signal, includes an advertisement including event information corresponding to the detected event signal. A request unit for transmitting an update request signal to the advertisement content providing server; An advertisement content receiver configured to receive internal advertisement content from the advertisement content providing server; An advertisement content updating unit which replaces and stores at least a portion of previously stored internal advertisement content with new internal advertisement content received from the advertisement content providing server according to the advertisement update request signal; When the internal advertisement output control signal is received from the advertisement control server, the advertisement output control unit controls to output at least some of the internal advertisement content stored at the present time.

In addition, in order to achieve the above object, a control method of a content reproducing apparatus for receiving and reproducing content for each channel from a content providing server according to the present invention includes: receiving and storing internal advertisement content from an advertisement content providing server; Transmitting an advertisement update request signal including event information corresponding to the detected event signal to the advertisement content providing server when a preset event signal is detected; Receiving new internal advertisement content transmitted from the advertisement content providing server according to the advertisement update request signal, and replacing at least a portion of previously stored internal advertisement content with the newly received internal advertisement content; And receiving at least a portion of the internal advertisement content stored at the present time when the internal advertisement output control signal is received from the advertisement control server.

As described above, according to the present invention, when performing a cue tone advertisement in a 'download and play' manner, a cue tone advertisement corresponding to a situation selected by a user such as a channel change can be output, thereby maximizing advertisement efficiency.

In addition, in order to prevent a black screen from occurring when a cue tone signal is received while downloading a new cue tone advertisement, a customer dissatisfaction due to the black screen display can be prevented by updating after changing the advertisement output order in advance.

In addition, after the first renewal of the internal advertising content, the non-targeting internal advertising content is also re-targeted to handle the second renewal (received internal advertising content targeted to the changed channel), thereby providing a 'guaranteed impression' for the targeted ad. Number 'can be easily met.

1 is a schematic structural diagram of an entire system including a content reproducing apparatus according to an embodiment of the present invention,
FIG. 2 is a functional block diagram of the content reproducing apparatus of FIG. 1.
3 and 4 are control procedures of the content playback apparatus according to an embodiment of the present invention,
FIG. 5 is a table illustrating an advertisement order and targeting target of each internal advertisement content stored in a content playback device during the process of FIG. 4.
6 is a control process of a content reproducing apparatus according to another embodiment of the present invention.

Hereinafter, the present invention will be described in detail with reference to the accompanying drawings.

Hereinafter, each embodiment according to the present invention is only one example to help understanding of the present invention, and the present invention is not limited to these embodiments. In particular, the present invention may be composed of a combination of at least one or more of individual configurations, individual functions, or individual steps included in each embodiment.

In particular, for convenience, some claims in the claims include alphabets such as '(a)', but these alphabets do not prescribe the order of each step.

In addition, each signal referred to in each embodiment according to the present invention may refer to one signal transmitted by one connection or the like, but may also mean a series of signal groups transmitted for the purpose of performing a specific function described below. . That is, in each embodiment, a plurality of signals transmitted at predetermined time intervals or transmitted after receiving a response signal from the counterpart device may be represented by one signal name for convenience.

A schematic configuration of an entire communication system including a content reproducing apparatus 100 according to an embodiment of the present invention is shown in FIG. 1.

As shown in the figure, the entire communication system may be configured to include a content playback device 100, advertising content providing server 200, advertising control server 300, broadcast content providing server 400.

First, the broadcast content providing server 400 provides various contents through a specific channel. For example, the broadcast content providing server 400 may transmit a real-time content such as terrestrial content or a user request such as VOD (Video On Demand) content. It may correspond to a server for transmitting the stored content.

The advertisement content providing server 200 provides advertisement content to be displayed in the middle of playing the broadcast content. The broadcast content providing server 400 and the advertisement content providing server 200 may be configured as one service server. .

The advertisement control server 300 informs an advertisement start time, and may perform a function of providing an advertisement start trigger signal, for example.

The advertisement control server 300 may be configured as a separate server different from the above-described advertisement content providing server 200 or the broadcast content providing server 400, or the advertisement content providing server 200 and the broadcast content providing server ( It may be integrated with at least one of the 400).

The internal advertisement output control signal transmitted by the advertisement control server 300 may correspond to a kind of cuetone signal.

Meanwhile, the content reproducing apparatus 100 performs a function of receiving and reproducing various multimedia contents transmitted by the broadcast content providing server 400, and is connected to the television 101 which is a kind of display device as shown in FIG. 1. It may correspond to the set-top box. Of course, such a set-top box may be integrated with the television 101, of course.

In addition, the content reproducing apparatus 100 receives and stores various advertisement contents to the advertisement content providing server 200, and outputs the stored internal advertisement contents when an internal advertisement output control signal is received from the advertisement control server 300. Perform.

In general, the advertisement may be included in the content transmitted by the broadcast content providing server 400, but the content reproduction apparatus 100 may directly output a separate advertisement, and the advertisement reproduced by the content reproduction apparatus 100 by itself. May be a kind of q-tone advertisement, as mentioned in the "Technology Background of the Invention" above.

Therefore, the internal advertisement output control signal transmitted by the advertisement control server 300 may be a trigger signal for outputting such internal advertisement content (advertisement content stored in the content reproducing apparatus 100) to the viewer.

When the content reproducing apparatus 100 outputs the advertisement content by itself, the content reproduction device 100 receives and stores the advertisement content from the advertisement content providing server 200 in advance, and when the trigger signal is received from the advertisement control server 300 later, It extracts and outputs the advertisement content. The method of storing the advertisement content in advance and outputting it at a specific time point is called a 'download and play' method. Since it has been mentioned in the technology that is the background of the invention above, the duplicate description is omitted.

Specific functional blocks of the content reproducing apparatus 100 are as shown in FIG. 1.

As shown in the drawing, the content reproducing apparatus 100 includes a request unit 110, an advertisement content receiving unit 120, an advertisement content updating unit 130, an advertisement output control unit 140, and a storage unit 150. Can be configured.

First, it is assumed that at least one internal advertisement content is already stored in the storage unit 150. In the following description, the previously stored internal advertisement content is newly received for renewal. To distinguish it from "traditional internal advertising content."

Such existing internal advertising content may include non-targeting advertising content and targeting advertising content, wherein the non-targeting advertising content is untargeted advertising content, and the targeted advertising content is advertising. Impressions are targeted ads.

For example, the non-targeting advertisement content corresponds to an advertisement set to be exposed regardless of the time at which the viewer watches the broadcast content or the broadcasting channel, and the targeting advertisement content corresponds to an advertisement set to be exposed only at a specific time or a specific channel.

Furthermore, the storage unit 150 may further include 'general advertisement content', which is to replace and output the non-targeting advertisement content or the target advertisement content in a situation in which neither can be output. Will be described later.

When the request unit 110 detects a preset event signal, the request unit 110 transmits an advertisement update request signal including event information corresponding to the detected event signal to the advertisement content providing server 200.

The event signal may be a signal generated according to a channel change, and the requester 110 may transmit an event signal according to the channel change at a preset time elapsed time after the channel change or the channel change is made.

In particular, when detecting a channel change, the requester 110 detects a channel change, and among the previously stored internal advertising content, which is not targeted to the changed channel, among the changed channel and internal advertising content which is not targeted at the same time. The at least one may be determined as an update target, and an advertisement update request signal for requesting new internal advertisement content for updating the internal advertisement content corresponding to the update target may be transmitted to the advertisement content providing server 200.

For example, a viewer is currently watching channel 1, 4 of 8 existing internal advertising contents stored in the storage unit 150 are non-targeting advertisement contents, and 3 are advertisement contents targeted only to channel 1, Assuming that the other one is advertising content targeted to both channel 1 and channel 2, when the user switches to channel 2, the requesting unit 110 targets the changed channel 2 among the previously stored internal advertising contents. It is determined that seven internal advertising contents (4 + 3) that have not been updated are requested to be updated, and the new advertisement content providing server 200 requests new internal advertisement contents by the number of renewal targets (seven).

If the existing internal advertising content is targeted at a specific time, additionally considering the current time, that is, the changed channel and the existing internal advertising content that is not targeted at the current time may be determined as an update target.

As another example, when the requester 110 detects a channel change, the requester 110 may determine a renewal target only from previously stored existing targeting advertisements. Referring to the above example, the requester 110 is targeted only to channel 1 Three pieces of advertising content can be determined to be renewed. In this case, the newly received internal advertisement content is updated to replace the existing internal advertisement content (more detailed description thereof will be described later). Then, the requesting unit 110 is a non- The target advertisement may be additionally determined as the update target, and new internal advertisement content may be requested for updating the additional determined update target.

The advertisement update request signal transmitted by the requester 110 may include channel information and predetermined time information. For example, when a channel is changed by a user, information corresponding to the changed channel and a time when a channel change occurs The information may be included in the advertisement update request signal.

The advertisement content receiving unit 120 performs a function of receiving the internal advertisement content from the advertisement content providing server 200. The internal advertisement content received from the advertisement content providing server 200 may be a non-targeting advertisement or a targeting advertisement as described above.

The advertisement content updater 130 performs a function of replacing and storing at least some of the previously stored internal advertisement content with new internal advertisement content received from the advertisement content providing server 200 according to the advertisement update request signal.

As described above, for example, when the update target is determined by the requester 110, the advertisement content updater 130 receives the existing internal advertisement content corresponding to the update target from the advertisement content providing server 200. Can be replaced with new internal advertising content.

In another embodiment, the advertisement content update unit 130 temporarily stores the new internal advertisement content received from the advertisement content providing server 200 in a spare area of the storage unit 150, and all the reception of the new internal advertisement content is completed. After completion, the existing internal advertising content may be replaced with the newly received internal advertising content. This is to prevent various error situations while receiving the internal advertisement content, and a detailed description thereof will be described later.

The advertisement output control unit 140 controls to output at least some of the internal advertisement content stored at the present time when the internal advertisement output control signal is received from the advertisement control server 300.

Here, various methods such as visual, auditory, and tactile may be used to output the internal advertisement content.

For example, when the internal advertising content is video content, the advertisement output control unit 140 may play the content and display the same on the television 101. When the internal advertising content is voice content, the advertisement output control unit 140 plays the same. It can be sent through the speaker.

Meanwhile, when the internal advertisement output control signal is received from the advertisement control server 300 while the new internal advertisement content is received from the advertisement content providing server 200, the advertisement output control unit 140 updates the existing internal advertisement content. The internal advertisement content excluded from the target may be output first, and then the new internal advertisement content that is updated may be subsequently controlled.

This is to prevent the black screen from occurring during the update.

For example, if the update target is located at No. 1 in the advertisement output order (order on the advertisement output list), and an internal advertisement output control signal is received while new internal advertisement content is being received, the existing internal advertisement content ( Since the advertisement placed in the first order in the advertisement output order is not yet updated and the update target is not currently targeted in the channel and cannot be outputted, a black screen phenomenon may occur, in which nothing is displayed on the television 101 screen. In order to prevent this, when the internal advertisement output control signal is detected while the new internal advertisement content is received, the advertisement output control unit 140 includes the internal advertisement content that is excluded from the renewal of the existing internal advertisement content (for example, For example, the non-targeting ad located at No. 2 in the advertisement output order is output first, and then updated. When complete, the update to ensure that the new internal advertising content is then output is completed.

Meanwhile, as described above, the advertisement output control unit 140 stores the new internal advertisement content received from the advertisement content providing server 200 in the spare area and receives all of the new internal advertisement content. When the update processing is completed after completion, when the internal advertisement output control signal is received from the advertisement control server 300 while new internal advertisement content is received from the advertisement content providing server 200, the preset specific general advertisement content is output. You can also control it.

That is, since none of the existing internal advertising contents have been updated yet while being stored in the spare area, at least one of the existing internal advertising contents is not targeted to the current channel or the like, and thus a black screen may occur. Can be.

For example, if the internal advertisement output control signal received from the advertisement control server 300 is a kind of cuetone signal and the cuetone advertisement time is set to 120 seconds, the advertisement output control unit 140 is a 15-second cuetone advertisement (that is, an internal advertisement). 8 content) can be played.

However, if any of these is an advertisement that cannot be targeted to a changed channel (e.g., 'children's channel') (e.g., 'alcohol ad'), 15 seconds out of 120 seconds will not play the advertisement and eventually the black screen on the television 101 Will appear.

In order to prevent such a situation, the storage unit 150 may store general advertisement content different from the above-described internal advertisement content, and the advertisement output control unit 140 may play all eight internal advertisement contents as described above. In the absence of a situation, it would play normal ad content instead of internal ad content.

Here, the general advertisement content may correspond to one insurance advertisement consisting of 120 seconds unlike the other 15 seconds of internal advertisement content.

That is, in this embodiment, the difference between the general advertising content and the internal advertising content corresponds to an advertisement that determines whether the internal advertising content is to be renewed every time a channel change occurs as described above, and the general advertising content is a condition of such a channel change. In addition, it means an advertisement that is determined whether or not to be renewed under another separate condition (for example, every 24 hours).

Hereinafter, a process of obtaining and processing an advertisement by the content reproducing apparatus 100 according to an embodiment of the present invention will be described with reference to FIGS. 3 to 5.

First, FIG. 3 illustrates a process of acquiring new advertisement content every time a channel is changed and outputting the same according to a preset condition.

First, it is assumed that the internal advertisement content is stored in the content reproducing apparatus 100 (step S1). This is referred to as 'existing internal advertising content' to distinguish it from 'new internal advertising content' described later.

In addition, it is assumed that channel 1 broadcast content is received from the broadcast content providing server 400 (step S3) and is reproduced and displayed (step S5).

In this state, when the user switches to channel 2 (step S7), the content reproducing apparatus 100 transmits the channel 2 content request signal to the broadcast content providing server (step S9) while performing the switching process to channel 2 (step S9). In step S11, the advertisement content providing server 200 transmits an advertisement update request signal (step S13).

In this case, the advertisement update request signal may include information about the changed channel, and may further include time information. Of course, the time information may be determined by the advertisement content providing server 200 by itself, the content reproduction device 100 may be transmitted directly as described above.

Meanwhile, the broadcast content providing server 400 transmits the requested channel 2 broadcast content to the content reproducing apparatus 100 (step S15), and the content reproducing apparatus 100 plays and displays the received channel 2 broadcasting content. (Step S17).

The advertisement content providing server 200 extracts the internal advertisement content targeted to channel 2 based on the channel information (that is, channel 2 information) included in the advertisement update request signal and transmits it to the content reproducing apparatus 100. (Step S19). Here, the advertisement content providing server 200 may provide the targeted internal advertisement content by additionally referring to the time information at the present time as well as the channel.

The content reproducing apparatus 100 replaces and updates the existing internal advertisement content with new internal advertisement content received from the advertisement content providing server 200 (step S21).

Subsequently, if an internal advertisement output control signal is received from the advertisement control server 300 while playing channel 2 broadcast content (step S23), the content reproducing apparatus 100 pauses playback of channel 2 content (step S25). Play and display the stored new internal advertisement content (step S27), and again play and display channel broadcast content again after the advertisement display is finished (step S29).

In this embodiment, the existing internal advertising content is replaced with all the new internal advertising content as an example, but this is just described for clarity, and only some of the existing internal advertising content may be replaced with the new internal advertising content, In this case, of course, both the existing internal advertisement content and the updated new internal advertisement content may be output when the advertisement is output.

4 illustrates a specific example in which only some of the existing internal advertisement contents are selectively updated.

First, in the description of FIG. 4, it is assumed that the storage unit 150 stores existing internal advertisement content as shown in FIG. 5A.

Referring to FIG. 5A, a total of eight internal advertisement contents are stored in a predetermined play order in the content reproducing apparatus 100. The first advertisement content played in the first order and the fourth play order in the fourth order are shown in FIG. 4 ad content, fifth ad content played in a fifth order, and seventh ad content played in a seventh order are non-targeted ad content without targeted channels, that is, second ad content played in a second order , The sixth advertising content played in the sixth order, the eighth advertising content played in the eighth order is advertising content targeted to channel 1, and the third advertising content played in the third order, channels 1 and 2 You can see that this channel is targeted to everyone.

When the viewer who was watching the first channel changes to the first channel (step S31), the content reproducing apparatus 100 determines an update target among the existing internal advertisement contents (step S33), and the non-targeting advertisement content ( Since the first advertisement content, the fourth advertisement content, the fifth advertisement content, the seventh advertisement content) can also output advertisements on the second channel, the content reproducing apparatus 100 determines an update target among the targeted advertisement contents.

That is, referring to FIG. 5A, since only the third advertising content is targeted to channel 2, the content playback apparatus 100 may select three remaining second advertising content, sixth advertising content, and eighth advertising content. Judging from the update target.

Subsequently, the content reproducing apparatus 100 requests the transmission of the new advertisement content to the advertisement content providing server 200 (i.e., transmits an advertisement update request signal) (step S35). That is, in the present embodiment, three) may be further included.

In this case, the content reproducing apparatus 100 may change the advertisement content output order (step S37).

For example, the content reproducing apparatus 100 may raise the non-targeting advertisement content in a higher order, and lower the advertisement content corresponding to the update target in a lower order.

This changed order is shown in FIG. 5 (b).

Referring to FIG. 5 (b), the non-targeting advertisement content, the first advertisement content, the fourth advertisement content, the fifth advertisement content, and the sixth advertisement content are located in the upper order of the play, and thereafter, the second channel-targeted agent 3, the advertisement content is located, and the second advertisement content, the sixth advertisement content, and the eighth advertisement content corresponding to the remaining update targets are located below the third advertisement content.

Thereafter, when three new internal advertisement contents are received from the advertisement content providing server 200 (step S39), the existing second advertisement content, the sixth advertisement content, and the eighth advertisement content are replaced and updated with the received new internal advertisement content. (Step S41).

Thereafter, when the internal advertisement output control signal is received from the advertisement control server 300 (step S43), the content reproducing apparatus 100 outputs the advertisement in the order of FIG. 5 (b) (step S45). Naturally, the updated new advertisement content is output instead of the sixth and eighth contents.

In the present embodiment, the reason for changing the advertisement output order as in step S37 is to prevent the black screen during the advertisement output process.

For example, when an internal advertisement output control signal is detected while receiving new advertisement content, the content reproducing apparatus 100 outputs the stored internal advertisement content in order. If the advertisement content is not newly aligned as shown in FIG. In the case of maintaining the order as shown in FIG. 5 (a), a black screen is displayed since the second advertisement content that is the update target cannot be output on channel 2 until it is still updated.

However, if you uploaded non-renewable ad content (non-targeted ad content and targeted ad content to a changed channel) in order, even if an internal ad output control signal was detected while receiving new ad content, The higher order advertisement output is possible, which prevents the black screen phenomenon.

That is, in the case of FIG. 5 (b), since the updated advertisement is output only after the fifth advertisement is output, time for receiving new advertisement content can be obtained.

In particular, this feature is more pronounced when there is no spare area for storing the new internal advertisement content in the content reproducing apparatus 100. If there is a separate spare area, the black screen prevention function is provided in a different manner. This process is illustrated in Figure 6 below.

On the other hand, although not shown in Figure 4, after the update is made in step S41, the content playback apparatus 100 further determines the non-targeting advertisement of the existing internal advertising content as the update target (secondary update target), and adds New internal advertisement content may be requested as many as the determined number of renewal targets.

That is, the reason for excluding the non-targeting advertisement from the first renewal target of step S33 is to eliminate the possibility of generating a black screen as described above, but after the first renewal is completed, the channel 2 is more than the non-targeting advertisement. Receiving and waiting for ads targeted to will help meet the "guaranteed impressions" of each ad.

That is, while non-targeting ads can acquire impressions in many channels, ads targeted to a specific channel have difficulty in obtaining impressions. In order to solve this problem, the first update of step S41 is completed. After that, the secondary update process for the non-targeting advertisement is performed.

In this case, the process of changing the advertisement output order may also be preceded to prevent the black screen.

In response to the additional renewal request of the content reproducing apparatus 100, the advertisement content providing server 200 provides another internal advertisement content targeted to channel 2, or does not have another internal advertisement content targeted to channel 2. In this case, new non-targeting advertisement content may be transmitted.

Hereinafter, a control process of the content reproducing apparatus 100 according to another embodiment of the present invention will be described with reference to FIG. 6.

In FIG. 6, steps S51 to S55 are the same as those described with reference to FIG. 4, and thus descriptions thereof are omitted.

The content reproducing apparatus 100 stores the new internal advertisement content received from the advertisement content providing server 200 in the spare area (step S57).

If all the new internal advertisement contents for replacing the three update targets have been stored in the reception and spare areas (step S59), the update targets are replaced and updated using them (step S65).

If an internal advertisement output control signal (trigger signal) is received from the advertisement control server 300 before all new internal advertisement contents for replacing the three update targets are stored in the spare area (step S61), the content reproducing apparatus 100 Outputs the pre-stored general advertisement content (step S63) to prevent the black screen from occurring.

That is, if the advertisement is output in the order disclosed in FIG. 5 (a) before the renewal is completely performed, a black screen may occur due to the untargeted advertisements on channel 2, and thus the general advertisement content prepared separately is output. It is.

On the other hand, the process of performing each of the above-described embodiments can be performed by a program or an application stored in a predetermined recording medium (for example, computer readable). Here, the recording medium includes both an electronic recording medium such as a random access memory (RAM), a magnetic recording medium such as a hard disk, an optical recording medium such as a compact disk (CD), and the like.

In this case, the program stored in the recording medium may be executed on hardware such as a computer or a smartphone to perform the above-described embodiments. In particular, at least one of the functional blocks of the content reproduction apparatus according to the present invention described above may be implemented by such a program or application.

In addition, this invention is not limited to the above-mentioned specific Example, It can implement in a various deformation | transformation and correction within the range which does not deviate from the summary of this invention. It will be apparent that such variations and modifications are included in the present invention as long as they belong to the appended claims.

100: content playback device 200: advertising content providing server
300: ad control server 400: broadcast content providing server
101: television 110: request unit
120: advertising content receiving unit 130: advertising content updating unit
140: advertisement output control unit 150: storage unit

Claims (18)

In the control method of the content reproducing apparatus for receiving and playing the content for each channel from the content providing server,
(a) receiving and storing internal advertisement content from an advertisement content providing server;
(b) when detecting a predetermined event signal, transmitting an advertisement update request signal including event information corresponding to the detected event signal to the advertisement content providing server;
(c) receiving new internal advertisement content transmitted from the advertisement content providing server according to the advertisement update request signal, and replacing at least a portion of previously stored internal advertisement content with the newly received internal advertisement content;
and (d) controlling an output of at least a portion of the internal advertisement content stored at the present time, when the internal advertisement output control signal is received from the advertisement control server. The method of claim 1,
And the event signal is a signal generated according to a channel change. The method of claim 2,
In the step (b), if the channel change is detected, at least any of the previously stored internal advertising content that is not targeted to the changed channel, the changed channel, and the internal advertising content that is not targeted at the same time at the same time. Determine one as the update target, and transmit an advertisement update request signal for requesting new internal advertisement content for renewal to the advertisement content providing server;
In the step (c), the control method of the content playback device, characterized in that for replacing the internal advertising content corresponding to the update target of the existing stored internal advertising content with the new internal advertising content received from the advertising content providing server. The method of claim 3, wherein
When the non-targeting advertisement and the targeting advertisement are included in the existing internal advertisement content stored in the step (a), in step (b), when the channel change is detected, the renewal target is determined among the existing stored target advertisements. The control method of the content playback device, characterized in that. The method of claim 4, wherein
After the step (c), the non-targeting advertisement of the existing internal advertising content to further determine the renewal target, and the advertisement content update request signal requesting a new internal advertising content for updating the additional determined renewal target content; The control method of the content playback device further comprising the step of transmitting to the providing server. The method of claim 3, wherein
In the step (d), when the internal advertisement output control signal is received from the advertisement control server while the new internal advertisement content is received from the advertisement content providing server, the internal advertisement excluded from the update target among the existing internal advertisement contents. Controlling the content to be output first, and then updating the new internal advertisement content to be output. The method of claim 1,
In the step (c), the new internal advertisement content received from the advertisement content providing server is stored in a spare area, and after receiving all of the new internal advertisement content, the step (a) is performed as the newly received internal advertisement content. Replaces any existing internal ad content stored by
In the step (d), when the internal advertisement output control signal is received while the new internal advertisement content is received from the advertisement content providing server, the predetermined content of the general advertisement content is controlled to be output. Control method. The method according to any one of claims 1 to 7,
In the step (b), if the channel change is detected, an advertisement update request signal including channel information corresponding to the changed channel and time information when the channel change occurs is transmitted to the advertisement content providing server. Control method of the device. A computer-readable recording medium having recorded thereon a program for executing the method of any one of claims 1 to 7. An application program stored on a computer readable recording medium in combination with hardware to execute the method of any one of claims 1 to 7. In the content reproducing apparatus for receiving and playing content for each channel from the content providing server,
A request unit for transmitting an advertisement update request signal including event information corresponding to the detected event signal to an advertisement content providing server when detecting a preset event signal;
An advertisement content receiver configured to receive internal advertisement content from the advertisement content providing server;
An advertisement content updating unit which replaces and stores at least a portion of previously stored internal advertisement content with new internal advertisement content received from the advertisement content providing server according to the advertisement update request signal;
And an advertisement output controller configured to control at least a portion of the internal advertisement content stored at the present time when the internal advertisement output control signal is received from the advertisement control server. The method of claim 11,
And the event signal is a signal generated according to a channel change. The method of claim 12,
When the requesting unit detects a channel change, the requesting unit updates at least one of internally stored internal advertising content that is not targeted to the changed channel, internally changed content, and internally advertising content that is not targeted at the same time. Determine an object, and transmit an advertisement update request signal for requesting new internal advertisement content for updating the update object to the advertisement content providing server,
And the advertisement content updater replaces internal advertisement content corresponding to the update target among existing stored internal advertisement contents with new internal advertisement content received from the advertisement content providing server. The method of claim 13,
When the non-targeting advertisement and the targeting advertisement are included in the pre-stored internal advertisement content, the requesting unit determines the renewal target from among the pre-stored target targeting advertisements when detecting a channel change. . The method of claim 14,
The request unit further determines that the non-targeting advertisement of the existing internal advertisement content is to be renewed after the content is updated by the advertisement content updater, and requests a new internal advertisement content for updating the additionally determined renewal target. And transmitting an update request signal to the advertisement content providing server. The method of claim 13,
The advertisement output control unit, when the internal advertisement output control signal is received from the advertisement control server while the new internal advertisement content is received from the advertisement content providing server, the internal advertisement content excluded from the update target among the existing internal advertisement contents. Is outputted first, and then the new internal advertisement content to be updated is subsequently controlled. The method of claim 11,
The advertisement content updater stores the new internal advertisement content received from the advertisement content providing server in the reserved area, and after receiving all of the new internal advertisement content, the existing internal advertisement content is replaced with the newly received internal advertisement content. Replace it,
The advertisement output control unit controls to output a predetermined specific general advertisement content when the internal advertisement output control signal is received from the advertisement control server while the new internal advertisement content is received from the advertisement content providing server. Content playback device. The method according to any one of claims 11 to 17,
And the requesting unit transmits, to the advertisement content providing server, an advertisement update request signal including channel information corresponding to the changed channel and time information on which the channel change occurred when the channel change is detected.

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