WO2013125971A1

WO2013125971A1 - Interactive advertising method and system for implementing same

Info

Publication number: WO2013125971A1
Application number: PCT/RU2012/000115
Authority: WO
Inventors: Константин Викторович ДЫШЛЕВОЙ
Original assignee: Dyshlevoy Konstantin Viktorovich
Priority date: 2012-02-20
Filing date: 2012-02-20
Publication date: 2013-08-29
Also published as: RU2014136885A

Abstract

What is proposed is: an interactive advertising method, which comprises setting up a communications network, to which are connected users' receivers, a main server, a first group of auxiliary servers by means of which the users' receivers and the main server are connected, and a second group of auxiliary servers, which is connected to the main server. Said communications network is connected via the second group of auxiliary servers to a television channel, in which an interactive advertising control interface is set up by television channel software. Information relating to the time of execution of an advertisement with time synchronization is transmitted to the above-mentioned receivers, said synchronization being performed by means of the auxiliary servers, and at the same time as the advertisement, at least one question and a group of responses to the question are transmitted. The user uses the receiver to select one variant response and transmit this variant by means of the receiver software to the first group of auxiliary servers. After this, the received variant responses are processed on the main server. Access is provided to the data processed by the main server both in full form and by means of set selections.

Description

METHOD OF INTERACTIVE ADVERTISING AND SYSTEM FOR ITS

IMPLEMENTATION

Technical field

The invention relates to methods of interactive communication, in particular to methods of interactive advertising.

State of the art

The prior art solutions for interactive advertising. Most of them are based on the fact that the host of the television program asks a question or offers to answer the question by calling a specific phone number or sending a message through the short message services of mobile communication.

Many users have difficulty trying to reach the named number. The organizer of interactive advertising is forced to make the named number multi-channel, but with the active voting of users this does not solve the named problem. In addition, in many places, making a call to a named number or sending a short message to it is a paid service, which also stops some users from participating in interactive advertising.

There is a method of interactive advertising, in which the advertiser using a computer creates advertising material on an advertising server and transmits it over the Internet to a user's computer, while interactive advertising is performed in the form of an interactive survey contained in an advertising clip by entering a response using an input device ( RU 2008135524).

One of the most important characteristic moments associated with advertising is that the airtime of commercials cannot be set in advance. Thus, it is impossible to provide advance notice to all client devices about the time of the release of interactive advertising before advertising. As a rule, a very small amount of time will elapse between the moment a decision is made to broadcast an ad unit until the corresponding video is released, where the interactive should be included.

In this regard, the task of extremely quick (almost instantaneous) informing all client devices (receivers) about the time of the interactive advertising.

The present invention is directed to eliminating the above disadvantages due to the means and methods described below.

Disclosure of invention

The present invention aims to increase public interest in advertising; to make this engine of trading from an annoying means into an attractive means with which you can spend both leisure time and questioning public opinion on various pressing issues, including finding out the consumer’s opinion on the quality and attractiveness of the goods sold, receiving analytical data on viewing advertising clips in the context of viewer subscriber base parameters (gender, age, education, social status, etc.).

The above objectives are achieved using the interactive advertising method according to the present invention, in which a communication network is formed from the main server, the first and second groups of auxiliary servers and user receivers. The first group of auxiliary servers is connected to the user receivers and the main server, and the second group of auxiliary servers is connected to the main server. The specified communication network through a second group of auxiliary servers is connected to a television channel in which an interactive advertising control interface is created by the television channel software. Information on the time of advertising with time synchronization, which is carried out by means of auxiliary servers, is transmitted to the above-mentioned receivers, and at least one question and a group of answers to the question are transmitted simultaneously with the advertisement. The user on the receiver selects one answer option and transfers this option using the receiver software to the secondary server. After that, the received answer options are processed on the main server. The data processed by the main server is granted access both in its full form and through specified selections.

In the method according to the present invention, communication between the main server and auxiliary servers can be through worldwide computer network electronic communications.

The aforementioned worldwide computer network of electronic communications may be the Internet, or may be a virtual private network (VPN).

Between the aforementioned user receivers and the first group of auxiliary servers, a digital television broadcast network can be established.

The aforementioned digital television broadcasting network can be an IPTV network, or it can be a DVB network, both satellite (DVB-S) and terrestrial (DVB-T) or cable (DVB-C) and mobile (DVB-H), or combined, for example, satellite-mobile. A digital television broadcast network according to the present invention includes any digital television standards of the countries of the world, both European (DVB), North America (ATSC), Japan (ISDB), Brazil (SBTVD), China (ADTB and CMMB) and South Korea (DMB) )

In the method according to the present invention, both a device receiving a digital television signal and transmitting it to a television screen, and a device receiving an analog television signal and transmitting it to a TV screen can be used as a receiver.

In the above method, the receiver's IP address can be transmitted simultaneously with the response option.

In the method according to the present invention, a question and a group of answers can be transmitted in the form of a user questionnaire.

The user questionnaire may include system user data selected from a data group including gender, age, place of residence, social status, income level, marital status and presence and number of children.

User profiles can be submitted in the form of fields for entering information.

According to another embodiment of the invention, the information may be transmitted digitally.

Using the software of the above receiver, it may be possible to change the answer option and edit the user profile. In the above method, additionally, the user can be given reward points and can be conducted through the time interval of the draw among users with reward points; it is also possible to use additional reward points for the user choosing one correct answer. Incentive points can be accumulated in the user's virtual account and converted into real monetary units using the electronic payment system.

In accordance with the present invention, a display device may be used in an interactive advertising method, and a response option may be displayed on a display device in real time.

In the method according to the present invention, a receiver with a button device can be used as a receiver, and options selected from a group of options can be used as response options. These answer options may appear in different colors on the display device.

The above question and the group of answers can be combined with the content of the advertisement, and can be presented in the form of a quiz, including the content of the advertisement or concerning the goods advertised in it.

In the above method, a memory unit may be used in which a question and a group of answers can be stored, and a user can select one answer option after an advertisement has expired.

The above question and group of answers can be transmitted in the form of a set determined by random numbers.

The present invention also provides an interactive advertising system equipped with a communication network comprising user receivers, a main server, a first group of auxiliary servers connected to user receivers and a main server, and a second group of auxiliary servers connected to a main server, and a television channel connected to the network communication through the second group of auxiliary servers and equipped with an interactive advertising management interface.

The aforementioned main server can be connected to the first and second group of auxiliary servers via a worldwide electronic communications network. This worldwide electronic computer communications network may be the Internet, or maybe a virtual private network (VPN).

The above user receivers can be connected to the first group of auxiliary servers via a digital television broadcast network. The aforementioned digital television broadcasting network may be an IPTV network, or it may be a DVB network.

In the above system, both a device receiving a digital television signal and transmitting it to a television screen, and a device receiving an analog television signal and transmitting it to a TV screen can be used as a receiver.

The above system may further comprise a display device.

The above user receiver may be a button device.

The above system may further comprise a memory unit.

Brief Description of the Drawings

Figure 1 - schematic representation of the interaction of participants in interactive advertising according to the method of the present invention.

Figure 2 - schematic illustration of a system for implementing the method in accordance with the present invention.

FIG. 3 is a schematic illustration of a preferred embodiment of a method in accordance with the present invention.

Embodiments of the invention

Figure 1 presents a schematic representation of the interaction of participants in an interactive advertising system according to the method in accordance with the present invention. Figure 1 shows that television channels regularly inform the system of information about the time of displaying commercials. This information with time synchronization is transmitted to the other nodes of the system. On user receivers, the time for displaying commercials is modified with respect to delays in the transmission path and delays at receiving devices. The advertiser gives a task for the survey, and the receivers conduct a survey of viewers simultaneously to the screen of the corresponding commercial. The survey results go to the main server, which is essentially the operational center of the system. The advertiser gets the result, and users a bonus for active participation and correct answers.

Figure 2 presents a schematic illustration of a system for implementing the above method. As can be seen from Figure 2, the system consists of television channels (1), the first group of auxiliary servers (2), the second group of auxiliary servers (3), the main server (4) and user receivers (5).

FIG. 3 is a schematic illustration of a preferred embodiment of a method and system in accordance with the present invention. The group of user receivers (5) is connected to the first group of auxiliary servers (2), which in turn is connected to the main server (4) connected to the second group of auxiliary servers (3), and, finally, the second group of auxiliary servers (3) is connected with broadcast networks (e.g. IPTV, DVB-T / S / C, etc.) (6). Information is exchanged between the first group of auxiliary servers (2), the main server (4) and the second group of auxiliary servers (3) through a secure private virtual network (VPN) (7). The main server (4) is also connected with the advertiser (9) and the electronic payment system (8).

Industrial applicability

Modern means of communication in the form, for example, of the Internet, which can be connected to various receiving devices, especially to television, create a real possibility of implementing the above method of interactive advertising.

The aforementioned receivers are currently installed at home by a significant number of people. As a receiver, a device receiving a digital television signal and transmitting it to a television screen or a device receiving an analog television signal and transmitting it to a television screen can be used.

In the basic version, the system does not have almost any information about the user. To improve the quality of the analysis of results, only indirect data can be used - the IP address of the receiver (on the basis of which, with a certain degree of certainty, one can judge the geographic location of the user).

In a more advanced version, the system allows a much better result, available for serious analysis, based on work with user profiles. The questionnaire consists of a number of points (the most meaningful number of such points is 10-20), sufficient for a sufficiently serious study by customers. In particular, the questionnaire may include the following parameters: gender, age, place of residence, social status, income level, marital status, presence and number of children, etc.

The questionnaire can be filled at the time of the first start of the receiver. Using the receiver software on the TV screen (for example, using the Wizard function), the user displays a list of questions and either answer options or input fields, mainly digital. An example of a choice from a list, for example, is the property "region of residence" (for example, for a country - a set of regions, states, etc.). An example of numerical input is age.

The interactive advertising method in accordance with the present invention can be carried out as follows. In one way or another, the user of the receiver receives information on the TV screen about the ongoing interactive advertising (question and group of answer options) and selects an answer option one or more times using the receiver’s remote control during the commercial.

The most preferred options for choosing an answer are:

- one of the color buttons of the receiver (A, B, C, D or red, green, yellow, blue buttons). No more than four choices.

This is the most preferable option for interactive advertising - both from the point of view of displaying the answer choice on the screen, and from the point of view of choosing the answer on the remote control - the colored buttons of the remote control are well highlighted in relation to all the others, and the user is accustomed to using them with other multimedia applications .

- one of the number buttons: 1 -9 (up to nine choices).

- selection by the arrows of the remote control of one of the options and pressing Enter.

The number of choices is limited only by reasonable considerations. The receiver in the method of interactive advertising in accordance with the present invention can work as follows.

According to the type of display of the question and the group of answers, it is worth highlighting the following options:

1. Display of interactive advertising as part of a video sequence (in real time of the first type). In this case, the receiver does not need to display the question and the group of answers on its own, it is formed on the screen as part of the television channel viewed by the user during the commercial and is directly related to the content of this particular video and can be guaranteed to be answered correctly only by carefully watching this commercial (for example, "what model of car did you just see on the screen?" and then 4 answers of this advertiser are given below). In this case, the administrator of the television program notifies the server of the system using the interactive advertising management interface about the type of interactive, the time and duration of the interactive, as well as the type and number of buttons on the control panel, the click of which should be perceived as participation in interactive advertising, and information about clicking on which is necessary send to server.

Most likely, in this case the variant of interactive advertising with colored buttons described above is used (no more than 4 answer options).

2. Displaying interactive advertising using the receiver itself on top of the video channel of a television channel (polling and / or real-time voting of the second type). In this case, the administrator of the television channel by means of the administrative interface of the system, in addition to the time of interactive advertising, also indicates the actual question and answer options.

3. Interactive advertising may not be tied to the footage at all (for example, not in real time). In this case, the question is related to the subject of the commercial, but it is much less obvious (it cannot be answered only based on the contents of the commercial). Most likely, this option requires additional knowledge and can be conducted as a quiz. In this case, there will be a significantly smaller number of winning users and, accordingly, their promotion can be much more noticeable. However, in this case, it should be borne in mind that usually each commercial lasts only a few seconds and the time for the question and answers to be shown during this video may not be enough to answer a difficult question. In this case, it may be possible to transfer the issue to offline mode. That is, on the screen, in addition to the answer options, a suggestion for the button of the “SAVE” control panel is also displayed - save the question for a further answer. If the user presses the indicated button until the question disappears from the screen, this question and answer options are saved in the "offline" voting list, and the user can answer the question later.

Obviously, in this case, the organizer of such an advertising quiz makes sense to encourage users in accordance with the time spent on the answer when the user selects one correct answer option.

In the proposed method, using the software of the receiver creates the possibility of changing the response option.

One of the tasks that is also preferable to solve is to ensure the impossibility of fraud on the part of users. In particular, when transmitting interactive advertising to all receivers in an absolutely identical form, attackers can organize an automatic response service for many devices via the Internet, actually carried out by one user, which is highly undesirable due to the presence of user encouragement. Accordingly, it is important to ensure that each user who correctly answers the interactive question really watches the commercial and chooses the answer option by pressing the remote control button.

To solve this problem, 2 methods are proposed, each of which can be used individually or together:

1. The group of responses to each receiver is transmitted in a sequence determined by the random number method, that is, the sequence of response options is mixed on each individual receiver.

2. A question and a group of answers are transmitted in the form of a set determined by random numbers to each receiver (for example, in a commercial of a car, one set asks a question about the color of the car, the other about its make, etc.). The above description of embodiments of the present invention cannot limit its use when using equivalent means. So it should be clear to any specialist that the description means by the term receiver any signal receiving electrical or electronic device equipped with software and a control panel; this device may be a combination of the receivers referred to in this description; the communication network described in the description may be both the Internet, a digital television network, a radio network, an electric network, a telephone network and other known networks; The communication network can be wired, wireless and mixed (part of the data is transmitted within the network by wire, and the other part is wireless).

Claims

Claim

1. A method of interactive advertising, including the formation of a communication network into which the user receivers are connected, the main server, the first group of auxiliary servers, by which the user receivers and the main server are connected, and a second group of auxiliary servers, which are connected to the main server, connecting the communication network to a television channel through a second group of auxiliary servers, creating a television channel for managing an interactive advertising programmatically, transmitting to receivers information about the time of advertising with time synchronization, which is carried out by means of auxiliary servers, transmission of at least one question and a group of answers to a question simultaneously with advertising, user selection of one answer option on the receiver, transmission of this option by the receiver software to the first group of auxiliary servers processing the received response options on the main server and providing access to the data processed by the main server both in their full form and after using specified selections.

2. The method according to claim 1, in which the communication between the main server and auxiliary servers is carried out through a worldwide computer electronic communications network.

3. The method according to claim 2, in which the global computer network of electronic communications is the Internet.

4. The method according to claim 2, in which the worldwide computer electronic communications network is a virtual private network (VPN).

5. The method according to claim 1, in which between the receivers of users and the first group of auxiliary servers establish a broadcast network of digital television.

6. The method of claim 5, wherein the digital television broadcast network is an IPTV network.

7. The method of claim 5, wherein the digital television broadcast network is a DVB network.

8. The method according to claim 1, in which as the receiver using a device that receives a digital television signal and transmits it to the screen TV.

9. The method according to claim 1, in which as the receiver using a device that receives an analogue television signal and transmits it to the TV screen.

10. The method according to claim 1, in which simultaneously with the response option transmit

IP address of the receiver.

1 1. The method according to claim 1, in which the question and group of answers are transmitted in the form of a user profile.

12. The method according to claim 1, wherein the user questionnaire includes system user data selected from a data group including gender, age, place of residence, social status, income level, marital status and presence and number of children.

13. The method according to item 12, in which the user profile is transmitted in the form of fields for entering information.

14. The method according to item 13, in which information is transmitted in digital form.

15. The method according to claim 1 or p. 1 1, in which through the software of the receiver create the ability to change the response option and edit the user profile.

16. The method according to claim 1, in which additionally the user is given incentive points and conducted through the time interval draws among users with incentive points.

17. The method according to claim 10, in which additional reward points are used for the user choosing one correct answer option.

18. The method according to 17, in which the user accumulates reward points and converts them into real monetary units through an electronic payment system.

19. The method according to claim 1, in which a display device is used, and a response option is displayed on the display device in real time.

20. The method according to claim 19, in which a receiver with a button device is used as a receiver, and options selected from a group of options are used as response options.

21. The method according to claim 20, in which the response options are displayed on the display device in different colors.

22. The method according to claim 1, in which the question and the response group are combined with the content of the advertisement.

23. The method according to claim 1, in which the question and group of answers are presented in the form of a quiz.

24. The method according to claim 1, in which a memory unit is used, in which a question and a group of answers are saved, and a user selects one answer option after advertising has ended.

25. The method according to claim 1, in which the question and the group of answers are transmitted in the form of a set determined by random numbers.

26. An interactive advertising system including a communication network comprising user receivers, a main server, a first group of auxiliary servers connected to user receivers and a main server, and a second group of auxiliary servers connected to the main server, and a television channel connected to the communication network via the second group of auxiliary servers and equipped with an interactive advertising management interface.

27. The system of claim 26, wherein the main server is connected to the first and second group of auxiliary servers via a worldwide electronic communications network.

28. The system of claim 27, wherein the worldwide electronic computer communications network is the Internet.

29. The system of claim 27, wherein the worldwide electronic communications network is a virtual private network (VPN).

30. The system of claim 26, wherein the user receivers are connected to a first group of auxiliary servers via a digital television broadcast network.

31. The system of claim 30, wherein the digital television broadcast network is an IPTV network.

32. The system of claim 30, wherein the digital television broadcast network is a DVB network.

33. The system according to p. 26, in which as the receiver using a device that receives a digital television signal and transmits it to TV screen.

34. The system according to p. 26, in which as the receiver using a device that receives an analogue television signal and transmits it to the TV screen.

35. The system of claim 26, further comprising a display device.

36. The system of claim 35, wherein the receiver is a button device.

37. The system of claim 26, further comprising a memory unit.