CN101217636A - An implementation method, user terminal and advertisement server of TV advertisement business - Google Patents

An implementation method, user terminal and advertisement server of TV advertisement business Download PDF

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Publication number
CN101217636A
CN101217636A CN 200710306340 CN200710306340A CN101217636A CN 101217636 A CN101217636 A CN 101217636A CN 200710306340 CN200710306340 CN 200710306340 CN 200710306340 A CN200710306340 A CN 200710306340A CN 101217636 A CN101217636 A CN 101217636A
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China
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advertisement
program
information
ad
acquisition request
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CN 200710306340
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Chinese (zh)
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陈元强
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腾讯科技(深圳)有限公司
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Priority to CN 200710306340 priority Critical patent/CN101217636A/en
Publication of CN101217636A publication Critical patent/CN101217636A/en

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Abstract

The invention relates to the technical field of an interactive Web TV, which discloses a realizing method of advertisement service of the interactive Web TV and comprises that: an advertisement obtaining request is sent to an advertisement server, containing advertisement program information to be obtained; an advertisement program, which is corresponding to the advertisement program information and returned by the advertisement server, is obtained; the obtained advertisement program is played. The invention further discloses a corresponding user terminal and the advertisement server. The embodiment of the invention can provide bilateral interaction function between the users and the advertisement system of the interactive Web TV and promote the satisfaction degree of the users to advertisement service.

Description

电视广告业务的实现方法、用户终端及广告服务器技术领域本发明涉及交互式网络电视技术领域,尤其涉及交互式网络电视广告业务的实现方法、用户终端及广告服务器。 Television advertising business implementation, the user terminal and the advertisement server Technical Field The present invention relates to an interactive television network technology, and more particularly relates to a method to realize IPTV service advertisement, the advertisement server and the user terminal. 背景技术交互式网络电视(Internet Protocol Television,简称IPTV)是一种利用宽带有线电视网,集互联网、多媒体、通讯等多种技术于一体,向家庭用户提供包括数字电视、电视广告等多种交互式服务的技术。 BACKGROUND IPTV (Internet Protocol Television, referred to as IPTV) is a use of broadband cable networks, set in a variety of Internet technology, multimedia, communications and other functions in one, including a variety of interactive digital television, commercials and other home users technical-service. 现有的电视广告系统中,主要基于单向模拟信道实现电视广告业务,模拟信道方式完全是基于广播方式实现,相关的广告信息被调制到电视节目中一起传送,在某个时间段内,所播放的广告内容对所有用户都是一样的。 Existing television advertising systems, mainly based on unidirectional analog channels of television advertising, analog channel embodiment is implemented entirely based broadcasting, advertisement information related to the television program are transmitted modulated together, a certain period of time, the Creative play is the same for all users. 随着数字化电视的推广,出现了个性化电视广告实现方案,在该方案中,广告节目菜单由广告服务器主动推送给机顶盒,机顶盒将广告节目菜单进行保存; 之后用户可以选择菜单中提供的广告节目,机顶盒根据用户的选择从相应的节目流中提取该广告节目,并通过专用音视频接口传送到电视机上进行播放。 With the popularization of digital television, the emergence of personalized television advertising implementation, in this scheme, the advertising program menu by the ad server actively pushed to set-top boxes, set-top boxes advertising program menu is saved; then the user can select the ad program provided in the menu , set-top box extracts the advertisement program from the corresponding program stream according to a user's selection, and transmitted to the television set to play audio and video via a dedicated interface. 在实现本发明的过程中,发明人发现上述现有技术方案至少存在以下问题:在现有技术方案中,主要是基于单向模拟信道实现电视广告业务,广告节目仍由广告服务器单向推送到用户端,用户只能从机顶盒上保存的广告节目菜单中选择广告节目,因此现有技术方案中无法提供用户与交互式网络电视广告系统之间的双向交互功能,导致用户对广告服务的满意度较差。 During the implementation of the present invention, the inventors have found that the above prior art solutions least the following problems: In the prior art solutions, mainly unidirectional analog channels of television-based advertising, advertisement program still pushed to the ad server way end user, the user can only be saved from the set-top box advertising program menu, select the advertising program, and therefore the prior art solutions can not provide two-way interaction between the user and features an interactive network television advertising system, resulting in user satisfaction for advertising services poor. 发明内容本发明实施例要解决的技术问题是提供交互式网络电视广告业务的实现方法、用户终端及广告服务器,可以改善交互式网络电视广告。 SUMMARY OF THE INVENTION Example embodiments of the present invention is to solve is to provide IPTV service implementation advertisement, advertisement server and a user terminal, may be improved IPTV advertisement. 为解决上述技术问题,本发明的实施例提供以下技术方案: 一种交互式网络电视广告业务的实现方法,包括: 向广告服务器发送包括待获取广告节目信息的广告获取请求; 获得广告服务器返回的与所述广告节目信息对应的广告节目;播放所获得的广告节目。 To solve the above problems, embodiments of the present invention provides the following technical solution: a method for implementing an interactive television advertising network, comprising: transmitting to the advertisement server comprises ad program information acquisition request to be obtained; ad server returns the obtained information corresponding to the advertisement program advertised program; playing the obtained advertisement programs. 一种交互式网络电视用户终端,包括:广告获取请求发送单元,用于向广告服务器发送广告获取请求,该请求中包括待获取的广告节目信息;广告播放单元,用于获得广告服务器返回的与所述广告节目信息对应的广告节目,以及进行该广告节目的播放。 An interactive television network user terminal, comprising: acquiring ad request sending unit, configured to send the ad acquisition request to the ad server, the ad request includes the program information to be acquired; ad playback unit for obtaining the ad server returns the program information corresponding to the advertisement advertising programs, and play the advertised program. 一种交互式网络电视广告服务器,包括:接收单元,用于接收包括待获取广告节目信息的广告获取请求;广告节目输出单元,用于获得与所述广告节目信息对应的广告节目,以及输出该广告节目。 An interactive television network ad server, comprising: receiving means for receiving an advertisement to be advertised program acquires information acquisition request; advertisement program output unit to obtain program information corresponding to the advertisement advertisement program, and outputting the advertising program. 从以上技术方案可以看出,本发明实施例中,广告服务器可以根据用户终端的广告获取请求,向用户终端提供所请求的指定广告节目,由于用户侧在确定待获取的广告节目时,不再受到广告服务器主动推送节目范围的限制, 因此,本发明实施例与现有技术中基于单向模拟信道实现电视广告业务相比, 可以提供用户与交互式网络电视广告系统之间的双向交互功能,进而可以提高用户对广告服务的满意度。 As can be seen from the above technical solutions, for example, the advertisement server can obtain the ad request according to the user's terminal, targeted ads requested program to the user terminal embodiment of the present invention, since the user side when the advertised program to be acquired is determined, no by ad server actively push the limits of the range of programs, and therefore, as compared with the embodiment of television advertising based on the prior art analog channel unidirectional embodiment of the present invention can provide two-way interaction between the user and an interactive function network television advertising system, in turn, can improve user satisfaction for advertising services. 附图说明图1~图3是本发明交互式网络电视广告业务的实现方法实施例一〜实施例三的流程图;图4~图7是本发明交互式网络电^L用户终端实施例一〜实施例四的结构图;图8是本发明交互式网络电视广告服务器实施例的结构图。 BRIEF DESCRIPTION OF FIGS. 1 to 3 is a flowchart of an embodiment method implemented IPTV service of the present invention is an advertisement to Example III; Fig. 4 to 7 of the present invention is an interactive network electrically ^ L embodiments a user terminal a configuration diagram according to a fourth embodiment ~; FIG. 8 is a configuration diagram of an embodiment of the present invention is an interactive television network ad server. 具体实施方式下面结合附图,对本发明提供的交互式网络电视广告业务的实现方法、 用户终端及广告服务器的推荐实施例进行详细描述。 DETAILED DESCRIPTION OF THE DRAWINGS recommended implementation of the present invention provides the IPTV service advertisement, advertisement server and the user terminal embodiments described in detail. 本发明交互式网络电视广告业务的实现方法实施例一;本实施例提供本发明交互式网络电视广告业务实现方法的基本流程,参考图1,本实施例方法包括:Al、向广告服务器发送包括待获取广告节目信息的广告获取请求。 Implementation IPTV service advertising an embodiment of the present invention; the present embodiment provides the IPTV service advertising basic process of the present invention to achieve a method, with reference to FIG. 1, the present embodiment comprises a method embodiment: Al, transmits to the advertisement server comprises Advertising advertising program to be acquired access to information request. 所述广告节目信息可以是广告节目标识'信息、广告节目关键字信息、以及广告节目类别信息等。 The advertisement program identification information may be advertised program 'information, program keywords advertisement information, program category information and advertising. 其中,所述待获取广告节目信息可以是所检测到的表示请求获取指定广告节目的用户操作中被用户指定的广告节目信息,也可以是用户终端根据广告节目确定策略自动确定的广告节目信息。 Wherein said program information may be acquired advertisement advertising program information acquisition request indicating detected user operation specifies the advertised program in the specified user, advertisement program information may be automatically determined policy according to the user terminal determines that the advertised program. A2、获得广告服务器返回的与所述广告节目信息对应的广告节目。 A2, is obtained advertisement server returns the advertisement information corresponding to the program advertised program. 广告服务器根据所述广告获取请求获得并返回与该请求中的待获取广告节目信息对应的广告节目。 Acquiring ad server to request and obtain the advertisement program returns the advertisement information corresponding to the program to be the request according to the advertisement. 其中,广告服务器可以通过与电视节目数据流独立的数据通道返回广告节目。 Wherein, the advertisement server may television program data stream separate return data path advertised program. A3、播放所获得的广告节目。 A3, obtained by playing advertising program. 在本发明实施例中,可以通过与其他电视节目不同的数据通道进行广告节目的播放。 In an embodiment of the present invention, can be played by the advertisement program with other television programs different data channels. 本发明实施例中,广告服务器可以根据用户终端的广告获取请求,向用户终端提供所请求的指定广告节目,由于用户侧在确定待获取的广告节目时, 不再受到广告服务器主动推送节目范围的限制,因此,本发明实施例与现有技术中基于单向模拟信道实现电视广告业务相比,可以提供用户与交互式网络电视广告系统之间的双向交互功能,进而可以提高用户对广告服务的满意度。 Embodiments of the present invention, the ad server may obtain ad request according to the user's terminal, the requested program targeted ads to the user terminal, since the user side at the time the program is determined to be acquired ad, ad server is no longer actively push the program range restrictions, therefore, compared with the embodiment of the present invention to achieve a one-way television advertising based on the prior art analog channel, two-way interaction function may be provided between the user and an interactive advertising system television network, and further improving advertising and services to the user satisfaction. 本发明交互式网络电视广告业务的实现方法实施例二;在本实施例中, 用户侧向广告服务器所请求的待获取广告节目是由用户所指定的;参考图2, 本实施例方法包括:Bl、用户终端对用户操作进行检测,当检测到表示请求获取指定广告节目的用户操作时,获得该操作中指定的待获取广告节目信息。 Implementation IPTV service advertising according to the second embodiment of the present invention; in the present embodiment, the user side to be acquired advertisement program requested ad server is specified by the user; see FIG. 2, the present embodiment of the method comprises: BL, the user terminal detects a user operation, upon detection of the request acquisition represents a user operation specifies the advertised program, to obtain the specified operation program advertisement information to be obtained. B2、生成包括所述待获取广告节目信息的广告获取请求,并向广告服务器发送所述广告获取请求。 B2, comprising generating the ads to be acquired program information acquisition request, and transmits the acquisition request ad ad server. B3、广告服务器接收所述广告获取请求,获得与该请求中的广告节目信息对应的广告节目,并将所获得的广告节目返回给所述用户终端。 B3, advertisement server receives the ad acquisition request corresponding to the request to obtain the ad information of the program advertisement program, and the obtained advertisement program returns to the user terminal. 在交互式网络电视的广告服务系统中,广告节目可以存储在广告节目数据库中,广告服务器可以在广告节目数据库中查找与广告节目信息对应的广告节目,并将所获得的广告节目返回给用户终端;当与广告节目信息对应的广告节目有多个时,可以将所述多个广告节目都返回给用户终端。 In the interactive network television advertising systems, advertising programs can be stored in a database program advertising, the ad server can find the advertising program information corresponding advertising program in the advertisement program database and obtained advertising program returned to the user terminal ; when there are a plurality of advertisement information corresponding to the program advertisement program, may be a plurality of advertisement programs are returned to the user terminal. B4、用户终端播放所接收的广告节目。 B4, the user terminal plays the received advertising program. 当广告服务器向用户终端返回多个广告节目时,用户终端可以按照一定顺序播放所述多个广告节目;也可以将所述多个广告节目进行緩存,并向用户提示广告节目列表,当^r测到用户的选择操作时,获得用户选择的广告节目后进行播放。 When an ad server returns the terminal a user program to a plurality of advertisements, the user terminal may play order of the plurality of advertisements in a certain program; also a plurality of advertisements may be cached program, program listings and advertising prompt the user, when ^ r when the playback sensed user's selection operation, the user selects the advertisement program obtained. 本发明交互式网络电^见广告业务的实现方法实施例三;在本实施例中, 用户侧向广告服务器所请求的待获取广告节目是由用户终端自动确定的;参考图3,本实施例方法包括:Cl 、用户终端根据广告节目确定策略自动确定待获取的广告节目信息。 The present invention is an interactive network electrically ^ see advertising service realization method according to a third embodiment; In the present embodiment, the user side to be acquired advertisement program requested ad server is automatically determined by the terminal user; reference to Figure 3, the present embodiment the method comprises: Cl, the user terminal determines the policy information to be advertised program automatically determined according to the acquired advertisement programs. 在本实施例中,可以在用户终端上预先配置广告节目确定策略,用户终端根据所述广告节目确定策略,能够自动确定待获取的广告节目信息。 In the present embodiment, the determination may be preconfigured policy advertised program on the user terminal, a user terminal according to the advertisement policy determining program, the program can be automatically determined advertisement information to be acquired. 下面提供一种具体实现方法,该方法包括:获取用户终端自身的处理能力信息、 自身资源耗用状况信息、广告服务网络繁忙状况信息、和/或当前播放广告的类型信息;以及将所获取的上述信息与广告节目确定策略中的相应配置内容进行比较,根据比较结果自动确定待获取的广告节目信息。 The following provides a specific implementation method, the method comprising: obtaining a user's own terminal processing capability information, resource consumption condition information itself, ad serving network is busy status information, and / or the type of information currently playing ads; and acquired the above information is determined corresponding to the configuration program and advertising content policy by comparing advertisement program information to be automatically determined according to a comparison result obtained. 在本实施例中,还可以对所述广告节目确定策略进行调整。 In the present embodiment, the policy may also be determined to adjust the advertised program. 一种具体实现方法是,可以根据被指定的广告节目确定策略调整信息对广告节目确定策略进行调整;在本方法中,用户可以设置广告节目确定策略的调整信息,在调整广告节目确定策略时,可以直接根据用户设置的调整信息对广告节目确定策略进行调整。 A specific implementation approach, the policy may determine the adjustment information adjust the policy determining program according to the specified advertisement advertised program; in the present process, the user can set the program to determine adjustment information advertising policy, the program determines when to adjust your strategy, It can be adjusted directly according to the adjustment information set by the user to determine the advertised program strategy. C2、生成包括所述待获取广告节目信息的广告获取请求,并向广告服务器发送所述广告获取请求。 C2, comprising generating the ads to be acquired program information acquisition request, and transmits the acquisition request ad ad server. 本实施例中,可以在用户终端上预先配置广告获取请求发送时间确定策略,用户终端根据配置的广告获取请求发送时间确定策略,能够自动确定广告获取请求的发送时间,并按照所确定的发送时间进行广告获取请求的发送。 In this embodiment, may be pre-configured ad acquisition request time determination policy on the user terminal, a user terminal according to the configuration of the ad acquisition request transmission time determination strategy can automatically determine the transmission time of the ad acquisition request, and according to the determined transmission time sending advertising acquisition request. 此时,用户终端在发送时间间隔期内,分别确定本间隔期内的待获取广告节目信息,生成并向广告服务器发送本间隔期的广告获取请求。 In this case, the user terminal during the transmission time interval, respectively, is determined to be present during the interval of the program information acquired advertisement, the advertisement server generates and transmits the advertisement of this acquisition request interval. 下面提供一种具体的确定广告获取请求的发送时间的实现方法,该方法包括:获取用户终端自身的处理能力信息、自身资源耗用状况信息、广告服务网络繁忙状况信息、和/或当前播放广告的类型信息;将所获取的信息与广告获取请求发送时间确定策略中的相应配置内容进行比较,根据比较结果自动确定广告获取请求的发送时间。 To provide a specific method of determining a transmission time to achieve ad acquisition request following the method comprising: obtaining a user's own terminal processing capability information, its own resource consumption condition information, advertising network busy status information, and / or currently playing ad type information; advertisement information acquisition request acquired time determining the corresponding configuration content policy is compared automatically determining the transmission time of the ad acquisition request according to the comparison result. 在本实施例中,还可以对所述广告获取请求发送时间确定策略进行调整。 In the present embodiment, may also send an acquisition request time of the advertisement determination strategy adjustment. 下面提供两种实现方法:一种是根据被指定的广告获取请求发送时间确定策略调整信息对广告获取请求发送时间确定策略进行调整;在本方法中,用户可以设置广告获取请求发送时间确定策略调整信息,在调整广告获取请求发送时间确定策略时, 可以直接根据用户设置的调整信息对广告获取请求发送时间确定策略进行调整。 The following provides two methods: one is to determine the policy acquisition request time adjustment information acquisition request transmission of advertisement time determined according to the policy specified adjusted ads; In the present method, the user can set the advertisement request acquisition policy adjustment time determination information acquisition request transmission time determination strategy, adjustment information may be set by the user according to the request for ad directly determined transmission time adjustment advertising strategy adjustment. 另一种是根据广告效果统计信息对广告获取请求发送时间确定策略进行调整;在本方法中,用户终端可以对用户的广告业务相关操作历史记录进行统计,获得广告效果统计信息,在调整广告获取请求发送时间确定策略时, 可以根据所获得的广告效果统计信息对广告获取请求发送时间确定策略进行调整。 Another is based on ad performance statistics information acquisition request advertising strategy determined adjustment time; In this method, the user terminal may be the user's advertising statistics related operation history information obtained ad performance statistics, acquiring adjustment ad when the request transmission time determining policy, you can request time to adjust advertising strategy to determine the effect of the statistical information obtained access to ads based on. 其中,所述的广告效果统计信息例如可以是:广告节目的读取次数、 读取总时长、读取时间分布信息等。 Wherein the ad performance statistics information may be: the number of read advertised program, the total length of read, reading time distribution information. 在本实施例中,用户终端也可以按照预定的周期进行广告获取请求的发送。 In the present embodiment, the user terminal may also advertise acquisition request transmitted in accordance with a predetermined period. 此时,用户终端在每个周期分别确定本周期的待获取广告节目信息,生成并向广告服务器发送本周期的广告获取请求。 In this case, each user terminal is determined to be present in each cycle period of the program information acquired advertisement, the advertisement server generates and sends an advertisement request acquisition of this period. C3、广告服务器接收所述广告获取请求,获得与该请求中的广告节目信息对应的广告节目,并将所获得的广告节目返回给所述用户终端。 C3, acquiring the advertisement server receives the ad request corresponding to the request to obtain the ad information of the program advertisement program, and the obtained advertisement program returns to the user terminal. 在交互式网络电视的广告服务系统中,广告节目可以存储在广告节目数据库中,广告服务器可以在广告节目数据库中查找与广告节目信息对应的广告节目,并将所获得的广告节目返回给用户终端;当与广告节目信息对应的广告节目有多个时,可以将所述多个广告节目都返回给用户终端。 In the interactive network television advertising systems, advertising programs can be stored in a database program advertising, the ad server can find the advertising program information corresponding advertising program in the advertisement program database and obtained advertising program returned to the user terminal ; when there are a plurality of advertisement information corresponding to the program advertisement program, may be a plurality of advertisement programs are returned to the user terminal. C4、用户终端播放所接收的广告节目。 C4, the user terminal plays the received advertisement program. 当广告服务器向用户终端返回多个广告节目时,用户终端可以按照一定顺序播放所述多个广告节目;也可以将所述多个广告节目进行緩存,并向用户提示广告节目列表,当检测到用户的选择操作时,获得用户选择的广告节目后进行播放。 When an ad server returns the terminal a user program to a plurality of advertisements, the user terminal may play order of the plurality of advertisements in a certain program; also a plurality of advertisements may be cached program, program listings and advertising prompt the user, when detecting the user's choice to play after the operation, access to user-selected advertising programs. 本发明交互式网络电视用户终端实施例一;参考图4,所述用户终端包括广告获取请求发送单元410和广告播放单元420:广告获取请求发送单元410,用于向广告服务器发送广告获取请求,该请求中包括待获取的广告节目信息。 IPTV user terminal embodiment of the present invention a; see FIG. 4, the user terminal 410 includes an advertisement obtaining request transmitting unit and ad playback unit 420: ad acquisition request unit 410, configured to send the ad acquisition request to the ad server, the request includes advertising program information to be acquired. 广告播放单元420,用于获得广告服务器返回的与所述广告节目信息对应的广告节目,以及进行该广告节目的播放。 Ad playback unit 420, for obtaining the advertisement server returns the advertisement information advertised program corresponding to the program, and play the advertised program. 本发明交互式网络电视用户终端实施例二;参考图5,所述用户终端包括广告获取请求发送单元510、广告播放单元520、广告节目信息获取单元530:广告节目信息获取单元530,用于在检测到表示请求获取指定广告节目的用户操作时,获得该操作中的待获取广告节目信息,并向广告获取请求发送单元510输出该广告节目信息。 IPTV user terminal according to the present invention according to the second embodiment; see FIG. 5, the user terminal transmits an acquisition request includes an advertisement unit 510, unit 520 displays the advertisement, advertisement program information acquisition unit 530: Ad program information acquisition unit 530 for It indicates when detecting the program advertisement request a specified user operation, the operation to obtain advertised program in the information to be obtained, and obtaining request transmitting unit 510 outputs the program information advertisement advertising. 广告获取请求发送单元510,用于生成并向广告服务器发送广告获取请求,该请求中包括所述待获取的广告节目信息。 Ad acquisition request transmission unit 510, for generating and acquiring the advertisement server sends an ad request, which includes the advertisement program information to be acquired. 广告播放单元520,用于获得广告服务器返回的与所述广告节目信息对应的广告节目,以及进行该广告节目的播放。 Ad playback unit 520, for obtaining the advertisement server returns the advertisement information and the advertisement program corresponding to the program, and displays the advertisement for the program. 本发明交互式网络电视用户终端实施例三;参考图6,所述用户终端包括广告获取请求发送单元610、广告播放单元620、广告节目信息获取单元630:广告节目信息确定单元630,用于根据广告节目确定策略确定待获取广告节目信息,并向广告获取请求发送单元610输出该广告节目信息。 IPTV user terminal according to the present invention according to a third embodiment; see FIG. 6, the user terminal transmits an acquisition request includes an advertisement unit 610, unit 620 displays the advertisement, advertisement program information acquisition unit 630: Ad program information determination unit 630, according to determining the advertised program advertisement policy determining program information to be acquired, and the ad acquisition request transmitting unit 610 outputs the advertisement program information. 广告获取请求发送单元610,用于生成并向广告服务器发送广告获取请求,该请求中包括所述待获取的广告节目信息。 Ad acquisition request transmission unit 610, for generating and acquiring the advertisement server sends an ad request, which includes the advertisement program information to be acquired. 广告播放单元620,用于获得广告服务器返回的与所述广告节目信息对应的广告节目,以及进行该广告节目的播放。 Ad playback unit 620, for obtaining the advertisement server returns the advertisement information and the advertisement program corresponding to the program, and displays the advertisement for the program. 本发明交互式网络电-见用户终端实施例四;参考图7,本实施例与本发明用户终端实施例三类似,区别之处在于,广告节目信息确定单元630进一步包括获取单元731和处理单元732:获取单元731,用于获取用户终端自身的处理能力信息、自身资源耗用状况信息、广告服务网络繁忙状况信息、和/或当前播放广告的类型信息;处理单元732,用于将获取单元731所获取的信息与广告节目确定策略中的相应配置内容进行比较,根据比较结果自动确定待获取的广告节目信息, 并向广告获取请求发送单元610输出该广告节目信息。 The present invention is an interactive network electrically - see user terminal according to a fourth embodiment; see FIG. 7, three embodiments of the present embodiment is similar to the embodiment of the present invention a user terminal embodiment, the difference is that, advertisement program information determination unit 630 further includes an acquisition unit 731 and the processing unit 732: obtaining unit 731, for its processing power to obtain user information terminals, their resource consumption status information and advertising service network is busy status information, and / or the current type of information broadcast advertising; processing unit 732 for converting the captured unit 731 acquired program identification information and corresponding advertising content policy configuration is compared, the program automatically determines advertisement information to be acquired based on the comparison, and the ad acquisition request transmitting unit 610 outputs the advertisement program information. 在本发明交互式网络电视用户终端更多实施例中,所述用户终端还可以包括广告节目确定策略调整单元,用于对广告节目确定策略进行调整。 In the present invention, the IPTV user terminal more embodiments, the user terminal may further include an advertisement strategy adjustment program determining means for determining the policy to adjust the advertised program. 其中, 可以根据被指定的广告节目确定策略调整信息对广告节目确定策略进行调整。 Which can be determined policy adjustment information to determine the strategy adjustments to your program according to the specified advertising program. 在本发明交互式网络电^L用户终端更多实施例中,所述广告获取请求发送单元可以包括发送控制单元和发送单元:发送控制单元用于周期性的输出广告获取请求发送控制命令;发送单元用于根据所述广告获取请求发送控制命令,向广告服务器发送包括待获取广告节目信息的广告获取请求。 In the present invention, an interactive network electrically ^ L user terminal further embodiments, the advertisement may include the acquisition request sending unit and a transmission unit transmitting the control unit: periodically transmitting a control unit for outputting a control command ad acquisition request; transmission the means for acquiring the advertisement request transmission control command is transmitted to the advertisement server includes ads to be obtained program information acquisition request. 在本发明交互式网络电视用户终端更多实施例中,所述广告获取请求发送单元也可以包括发送控制单元和发送单元:发送控制单元用于按照根据配置的广告获取请求发送时间确定策略自动确定的发送时间,输出广告获取请求发送控制命令;发送单元用于根据所述广告获取请求发送控制命令,向广告服务器发送包括待获取广告节目信息的广告获取请求。 In the present invention, the IPTV user terminal more embodiments, the ad acquisition request transmission unit may also comprise a control unit and a transmission unit: transmission control means for automatically determining the configuration of the ad according to the policy acquisition request time determination transmission time, the output of the ad acquisition request control command; transmitting unit configured to obtain transmission control according to the advertisement request command is transmitted to the advertisement server includes ads to be obtained program information acquisition request. 其中,所述发送控制单元可以进一步包括获取单元和处理单元:获取单元用于获取用户终端自身的处理能力信息、自身资源^^用状况信息、广告服务网络繁忙状况信息、 和/或当前播放广告的类型信息;处理单元用于将获取单元所获取的信息与广告获取请求发送时间确定策略中的相应配置内容进行比较,根据比较结果自动确定广告获取请求发送时间,并按照该时间输出广告获取请求发送控制命令。 Wherein the transmission control unit may further comprise an acquisition unit and a processing unit: an acquisition unit for processing capability information of the terminal itself acquires the user, using their own resources ^^ status information, advertising network busy status information, and / or currently playing ad type information; means for processing the acquired advertisement information acquisition unit transmits an acquisition request time to determine the corresponding configuration content policy is compared, automatically determines the ad acquisition request time according to the comparison result, and outputs the advertisement obtaining request according to the time send control commands. 在本发明交互式网络电^见用户终端更多实施例中,所述用户终端还可以包括广告获取请求发送时间确定策略调整单元,用于对所述广告获取请求发送时间确定策略进行调整。 In the present invention, an interactive network ^ electrical terminal users see more embodiments, the user terminal may further include an advertisement policy acquisition request transmission time determination adjustment unit for determining the acquisition request time of the advertisement strategy adjustment. 可以根据被指定的广告获取请求发送时间确定策略调整信息对广告获取请求发送时间确定策略进行调整;也可以根据广告效果统计信息对广告获取请求发送时间确定策略进行调整,所述广告效果统计信息是对用户的广告业务相关操作记录进行统计所获得。 The request may acquire the designated advertisement information transmission time determination strategy adjustment ad acquisition request time determination strategy adjustment; may also request transmission time ad performance information acquiring statistics for advertising strategy is adjusted according to the determination, the advertisement effect statistics are on advertising-dependent operation record user statistics obtained. 本发明还提供交互式网络电视广告服务器实施例;参考图8,所述广告服务器包括接收单元810和广告节目输出单元820:接收单元810,用于接收包括待获取广告节目信息的广告获取请求。 The present invention also provides an interactive television network ad server embodiment; see FIG. 8, the advertisement server includes a receiving unit 810 and the advertisement program output unit 820: reception unit 810 for receiving an ad to be acquired program information acquisition request. 广告节'目输出单元820,用于获得与所述广告节目信息对应的广告节目, 以及输出该广告节目。 Festivals' head output unit 820, the program for obtaining the advertisement information corresponding to the advertisement program, and outputting the advertisement program. 其中,广告节目输出单元820可以进一步包括广告节目获取单元821和发送单元822:广告节目获取单元821,用于获得与所述广告节目信息对应的广告节目。 Wherein the advertisement program output unit 820 may further include an advertisement program acquisition unit 821 and transmission unit 822: advertisement program obtaining unit 821 for obtaining information corresponding to the advertisement program advertisement program. 发送单元822,用于通过与电视节目数据流独立的数据通道发送所述广告节目。 A sending unit 822, configured to send the advertised program by the television program data stream separate data channel. 本发明实施例中,广告服务器可以根据用户终端的广告获取请求,向用户终端提供所请求的指定广告节目,由于用户侧在确定待获取的广告节目时, 不再受到广告服务器主动推送节目范围的限制,因此,本发明实施例与现有技术中基于单向模拟信道实现电视广告业务相比,可以提供用户与交互式网络电视广告系统之间的双向交互功能,进而可以提高用户对广告服务的满意度。 Embodiments of the present invention, the ad server may obtain ad request according to the user's terminal, the requested program targeted ads to the user terminal, since the user side at the time the program is determined to be acquired ad, ad server is no longer actively push the program range restrictions, therefore, compared with the embodiment of the present invention to achieve a one-way television advertising based on the prior art analog channel, two-way interaction function may be provided between the user and an interactive advertising system television network, and further improving advertising and services to the user satisfaction. 在本发明各实施例中,所述用户终端可以是机顶盒、个人计算机等。 In various embodiments of the present invention, the user terminal may be a set top box, a personal computer or the like. 当用户终端是机顶盒时,用户可以操作机顶盒遥控器指定希望获取的广告节目信息。 When the user terminal is a set top box, the user can specify the desired operation of the set top box remote control information acquired by the advertisement program. 以上对本发明实施例所提供的交互式网络电视广告业务的实现方法、用户终端及广告服务器进行了详细介绍,本文中应用了具体个例对本发明的原理及实施方式进行了阐述,以上实施例的说明只是用于帮助理解本发明的方法及其思想;同时,对于本领域的一般技术人员,依据本发明的思想,在具体实施方式及应用范围上均会有改变之处,综上所述,本说明书内容不应理解为对本发明的限制。 Described in detail in Example provided IPTV advertising implemented method, the user terminal and the advertisement server the foregoing embodiments of the present invention described herein through specific examples of the principles and embodiments of the invention are set forth in the above embodiments description is used to help understand the method and idea of ​​the present invention; while those of ordinary skill in the art, according to the ideas of the present invention, in the specific embodiments and application scope of the changes, in the light, this specification shall not be construed as limiting the present invention.

Claims (21)

1、一种交互式网络电视广告业务的实现方法,其特征在于,包括: 向广告服务器发送包括待获取广告节目信息的广告获取请求; 获得广告服务器返回的与所述广告节目信息对应的广告节目; 播放所获得的广告节目。 A method for realizing an interactive television network advertising services, characterized by comprising: transmitting to the advertisement server includes an advertisement to be advertised program acquiring information acquisition request; obtaining advertisement server returns the advertisement information advertised program corresponding to the program ; player acquired advertising program.
2、 如权利要求l所述的方法,其特征在于:所述广告节目信息具体是:在检测到的表示请求获取指定广告节目的用户操作中被指定的广告节目信息;所述广告获取请求具体是根据所述用户操作所生成的。 2. The method of claim l, wherein: said advertisement specific program information is: Ad program information is specified in the request indicates the detected acquisition advertised program specified in a user operation; obtaining the advertisement request specific according to the user operation is generated.
3、 如权利要求1所述的方法,其特征在于:所述广告节目信息具体是用户终端根据配置的广告节目确定策略自动确定的;所述广告获取请求具体是用户终端根据自动确定的广告节目信息所生成的。 3. The method of claim 1, wherein: said advertisement specific program information is the user terminal determines that the policy is automatically determined according to the configuration of the advertisement program; the ad acquisition request particular user terminal is automatically determined according to the advertisement program the generated information.
4、 如权利要求3所述的方法,其特征在于:所述根据配置的广告节目确定策略自动确定广告节目信息具体包括:获取用户终端自身的处理能力信息、自身资源耗用状况信息、广告服务网络繁忙状况信息、和/或当前播放广告的类型信息;将所获取的信息与广告节目确定策略中的相应配置内容进行比较,根据比较结果自动确定待获取的广告节目信息。 4. The method as claimed in claim 3, wherein: said determining a configuration of an advertisement program automatically determined advertising policy program information comprises: acquiring the user information processing capability of the terminal itself, its own resource consumption condition information, advertising network busy status information, and / or currently playing advertisement type information; and determines whether the acquired configuration information of the advertisement content corresponding to the program is compared policy, the program automatically determines advertisement information to be acquired according to a comparison result.
5、 如权利要求3或4所述的方法,其特征在于,所述方法还包括:对所述广告节目确定策略进行调整。 5. The method of claim 3 or claim 4, wherein said method further comprises: determining a policy of adjusting the advertised program.
6、 如权利要求5所述的方法,其特征在于,对所述广告节目确定策略进行调整具体包括:根据被指定的广告节目确定策略调整信息对广告节目确定策略进行调整。 6. The method as claimed in claim 5, wherein said adjustment strategy determining advertised program comprises: determining the policy determining adjustment information to adjust the policy advertised program in accordance with the specified advertisement program.
7、 如权利要求l所述的方法,其特征在于:所述向广告服务器发送广告获取请求具体是:周期性的向广告服务器发送广告获取请求;或者, 按照根据配置的广告获取请求发送时间确定策略自动确定的发送时间, 向广告服务器发送广告获取请求。 7. The method according to claim l, wherein: the ad server sends a request for obtaining particular: periodically transmitting the ad request to the ad server acquisition; or, according to the configuration determined in accordance with the acquisition request time ad strategy to automatically determine the transmission time, sending advertising acquisition request to the ad server.
8、 如权利要求7所述的方法,其特征在于,所述根据配置的广告获取请求发送时间确定策略自动确定的发送时间具体包括:获取用户终端自身的处理能力信息、自身资源耗用状况信息、广告服务网络繁忙状况信息、和/或当前播放广告的类型信息;将所获取的信息与广告获取请求发送时间确定策略中的相应配置内容进行比较,根据比较结果自动确定广告获取请求的发送时间。 8. A method as claimed in claim 7, wherein the acquisition request time determination policy automatically determined transmission time according to the configuration of the advertisement comprises: obtaining the user's own processing capability information of the terminal, its own resource consumption status information transmitting time information to the advertisement acquired acquisition request transmission time determining the corresponding configuration content policy is compared, automatically determines the ad acquisition request according to the comparison result; busy status information advertising network, and / or currently playing advertisement type information .
9、 如权利要求7或8所述的方法,其特征在于,所述方法还包括:对所述广告获取请求发送时间确定策略进行调整。 9. The method of claim 7 or claim 8, wherein said method further comprises: acquiring the advertisement request transmission time determination strategy adjustment.
10、 如权利要求9所述的方法,其特征在于,所述对广告获取请求发送时间确定策略进行调整具体包括:根据被指定的广告获取请求发送时间确定策略调整信息对广告获取请求发送时间确定策略进行调整;或者,根据广告效果统计信息对广告获取请求发送时间确定策略进行调整,所述广告效果统计信息是对用户的广告业务相关操作记录进行统计所获得。 10. The method as claimed in claim 9, characterized in that the acquisition request time determined advertisement strategy adjustment comprises: according to specified ad acquisition request time determination strategy adjustment information acquisition request time determination ad strategy adjustment; or determining strategy adjustment, the advertising effect of the advertising statistics are relevant records of user statistics obtained ad performance statistics information acquisition request time according to the advertisement.
11、 一种交互式网络电视用户终端,其特征在于,包括: 广告获取请求发送单元,用于向广告服务器发送广告获取请求,该请求中包括待获取的广告节目信息;广告播放单元,用于获得广告服务器返回的与所述广告节目信息对应的广告节目,以及进行该广告节目的播放。 11, an interactive television network user terminal, comprising: acquiring ad request sending unit, configured to send the ad acquisition request to the ad server, the ad request includes the program information to be acquired; ad playing unit, for obtaining ad server returns the advertisement information advertised program corresponding to the program, and play the advertised program.
12、 如权利要求11所述的用户终端,其特征在于,所述用户终端还包括广告节目信息获取单元,用于在检测到表示请求获取指定广告节目的用户操作时,获得该操作中的待获取广告节目信息,并向广告获取请求发送单元输出该广告节目信息。 12. The user terminal as claimed in claim 11, wherein the user terminal further comprises advertisement program information acquiring unit for, when detecting the program advertisement indicates Request specified user operation, the operation to be obtained Get advertised program information acquisition request to the advertisement program unit outputs the advertisement information.
13、 如权利要求11所述的用户终端,其特征在于,所述用户终端还包括广告节目信息确定单元,用于根据广告节目确定策略确定待获取广告节目信息,并向广告获取请求发送单元输出该广告节目信息。 13. The user terminal as claimed in claim 11, wherein the user terminal further comprises advertisement program information determining means for determining a policy determining program information to be acquired according to the advertisement program advertisement, and advertisement acquisition request transmitting unit outputs the advertising program information.
14、 如权利要求13所述的用户终端,其特征在于,所述广告节目信息确定单元进一步包括:获取单元,用于获取用户终端自身的处理能力信息、自身资源耗用状况信息、广告服务网络繁忙状况信息、和/或当前播放广告的类型信息;处理单元,用于将获取单元所获取的信息与广告节目确定策略中的相应配置内容进行比较,根据比较结果自动确定待获取的广告节目信息,并向广告获取请求发送单元输出该广告节目信息。 14. The user terminal as claimed in claim 13, wherein the advertisement program information determining means further comprises: acquisition means for processing capability information of its own terminal acquires the user's own status information resource consumption, network advertising busy status information, and / or the type of information currently playing advertisement; a processing unit for information acquisition unit acquires the advertisement program determine the appropriate policy configuration content is compared, it is determined to be automatically acquired program information according to the comparison result ad , and acquisition request unit outputs the advertisement advertising program information.
15、 如权利要求13或14所述的用户终端,其特征在于,所述用户终端还包括广告节目确定策略调整单元,用于对所述广告节目确定策略进行调整。 15. The user terminal of claim 13 or claim 14, wherein the user terminal further comprises determining the advertised program policy adjustment unit to adjust the strategy for determining the advertised program.
16、 如权利要求IO所述的用户终端,其特征在于,所述广告获取请求发送单元进一步包括:发送控制单元,用于周期性的输出广告获取请求发送控制命令; 发送单元,用于根据所述广告获取请求发送控制命令,向广告服务器发送包括待获取广告节目信息的广告获取请求。 16, the IO as claimed in claim user terminal, wherein the advertisement request acquisition unit further comprises: a transmission control means for periodically outputting a control command ad acquisition request; transmission unit according to the said advertisement obtaining request transmission control command is transmitted to the advertisement server comprises ad program information acquisition request to be obtained.
17、 如权利要求IO所述的用户终端,其特征在于,所述广告获取请求发送单元进一步包括:发送控制单元,用于按照根据配置的广告获取请求发送时间确定策略自动确定的发送时间,输出广告获取请求发送控制命令;发送单元,用于根据所述广告获取请求发送控制命令,向广告服务器发送包括待获取广告节目信息的广告获取请求。 17, the IO as claimed in claim user terminal, wherein the advertisement acquisition request transmitting unit further comprising: a transmission control unit, according to the configuration of the ad acquisition request transmission time determination time policy determined automatically, the output ad acquisition request control command; sending means for sending a control command acquisition request is transmitted to the advertisement server includes ads to be acquired program information acquisition request according to the advertisement.
18、 如权利要求17所述的用户终端,其特征在于,所述发送控制单元进一步包括:获取单元,用于获取用户终端自身的处理能力信息、自身资源耗用状况信息、广告服务网络繁忙状况信息、和/或当前播放广告的类型信息;处理单元,用于将获取单元所获取的信息与广告获取请求发送时间确定策略中的相应配置内容进行比较,根据比较结果自动确定广告获取请求发送时间,并按照该时间输出广告获取请求发送控制命令。 Status acquisition unit for processing capability information of the terminal itself acquires user's own resource consumption condition information, advertising network is busy: 18, a user terminal as claimed in claim 17, wherein the transmission control unit further comprises information, and / or the type of information currently playing advertisement; a processing unit for information acquisition unit acquires the ad acquisition request time to determine the corresponding configuration content policy is compared, automatically determines the ad acquisition request time according to the comparison result and obtaining the output according to the time of the ad request to send control commands.
19、 如权利要求17或18所述的用户终端,其特征在于,所述用户终端还包括广告获取请求发送时间确定策略调整单元,用于对所述广告获取请求发送时间确定策略进行调整。 19. The user terminal as claimed in claim 17 or 18, wherein the user terminal further comprises an acquisition request transmission time determination advertisement strategy adjustment means for acquiring the advertisement request transmission time determination strategy adjustment.
20、 一种交互式网络电视广告服务器,其特征在于,包括: 接收单元,用于接收包括待获取广告节目信息的广告获取请求; 广告节目输出单元,用于获得与所述广告节目信息对应的广告节目,以及输出该广告节目。 20, an interactive television network ad server, characterized by comprising: receiving means for receiving an ad to be acquired program information acquisition request; ad program output unit for obtaining the advertisement information corresponding to the program advertising programs, as well as the output of the advertising program.
21、 如权利要求20所述的广告服务器,其特征在于,所述广告节目输出单元包括:'广告节目获取单元,用于获得与所述广告节目信息对应的广告节目; 发送单元,用于通过与电^L节目数据流独立的数据通道发送所述广告节目。 21, the advertisement server as claimed in claim 20, wherein said output unit comprises advertisement program: 'the advertisement program acquisition unit for obtaining information corresponding to the advertisement program advertisement program; transmitting unit, configured ^ L electrically independent program stream of channel data transmitted to the advertised program.
CN 200710306340 2007-12-28 2007-12-28 An implementation method, user terminal and advertisement server of TV advertisement business CN101217636A (en)

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WO2010006525A1 (en) * 2008-07-18 2010-01-21 华为技术有限公司 Method, system and terminal equipment for realizing alternation advertisement and advertisement client terminal
WO2010025645A1 (en) * 2008-09-05 2010-03-11 华为技术有限公司 Method, equipment and system for implementing advertising in an iptv
CN102082972A (en) * 2009-11-27 2011-06-01 Tcl集团股份有限公司 Interactive data format and data interaction method for network television and server
CN102421017A (en) * 2010-09-26 2012-04-18 Tcl集团股份有限公司 Remote controller and method for playing video files by using same
CN102469353A (en) * 2010-11-09 2012-05-23 Tcl集团股份有限公司 IPTV (Internet Protocol Television) television remote controller and method for playing video files by using same
CN101677394B (en) 2008-09-16 2013-05-08 中兴通讯股份有限公司 Method and apparatus for commercial break based on IPTV
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Publication number Priority date Publication date Assignee Title
WO2010006525A1 (en) * 2008-07-18 2010-01-21 华为技术有限公司 Method, system and terminal equipment for realizing alternation advertisement and advertisement client terminal
WO2010025645A1 (en) * 2008-09-05 2010-03-11 华为技术有限公司 Method, equipment and system for implementing advertising in an iptv
CN101677394B (en) 2008-09-16 2013-05-08 中兴通讯股份有限公司 Method and apparatus for commercial break based on IPTV
CN102082972A (en) * 2009-11-27 2011-06-01 Tcl集团股份有限公司 Interactive data format and data interaction method for network television and server
CN102421017A (en) * 2010-09-26 2012-04-18 Tcl集团股份有限公司 Remote controller and method for playing video files by using same
CN102421017B (en) 2010-09-26 2013-07-31 Tcl集团股份有限公司 Remote controller and method for playing video files by using same
CN102469353A (en) * 2010-11-09 2012-05-23 Tcl集团股份有限公司 IPTV (Internet Protocol Television) television remote controller and method for playing video files by using same
CN102469353B (en) * 2010-11-09 2014-02-26 Tcl集团股份有限公司 IPTV (Internet Protocol Television) television remote controller and method for playing video files by using same
CN103297819A (en) * 2012-12-30 2013-09-11 乐视网信息技术(北京)股份有限公司 Advertising information processing system
CN103297820A (en) * 2012-12-30 2013-09-11 乐视网信息技术(北京)股份有限公司 Advertising information processing method
CN103297820B (en) * 2012-12-30 2016-12-28 乐视网信息技术(北京)股份有限公司 A kind of advertisement information processing method

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