CN101471802A - Method and apparatus for exhibiting advertisement in multimedia content based on user personalized information - Google Patents
Method and apparatus for exhibiting advertisement in multimedia content based on user personalized information Download PDFInfo
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Abstract
The invention provides a method and a device for showing advertisement contents based on a multi-media content request of a user to a user facility applying for receiving multi-media film and music contents or receiving the multi-media film and music contents according to individualized demands of the user. According to the technical scheme, an advertisement server extracts relevant advertisement information from advertisement content request information, determines one or a plurality of advertisement contents based upon the extracted relevant advertisement information, and determines the advertisement content displaying ways in terms of the characteristic information of multi-media contents obtained from a multi-media server; the determined one or a plurality of the advertisement contents and the advertisement content displaying ways are sent to the user facility; and the user facility sends advertisement request information to the advertisement server, and shows the received advertisement contents combining with the advertisement displaying ways correspondingly. Through the method and the device, the individualized advertisement service provided for the user can be achieved.
Description
Technical field
The present invention relates to the advertisement field of computer internet, relate in particular to the method and apparatus that is used for receiving or receiving the subscriber equipment displaying advertising message of multimedia video content in the computer internet to request.
Background technology
In the present internet, applications, the form of traditional Internet advertising has literal, and picture (picture that comprises static picture and dynamic gif form etc.) etc., and flash all are based on the Internet advertising of traditional picture and text, do not relate to video ads.
And in audio frequency and video, most advertisement all is integrated among the audio-video frequency content when making.For example, when the video of the talent competition of playing my show of one section my type, advertisement wherein is the video ads that is compressed on Sprite wherein in program making, so, different subscriber equipment (also being user terminal) is when watching same section video content, and the ad content of seeing at the synchronization of video content all is the same.
And even in the existing advertisement putting mode that ad content and content of multimedia are separated, different subscriber equipmenies is when watching same section video content, and the ad content of seeing at the synchronization of video content also is the same.Because Advertisement Server (yet being the advertising service module in the network equipment) is not formulated relevant strategy, provide the advertising service of differentiation for different terminals with attribute according to audio-video frequency content that subscriber equipment was received or user's personalization.
Therefore, in the prior art, exist following problem:
Q1: advertisement and video are one to one and inseparable, and the advertisement that all users see when seeing this video frequency program is the same, do not have the property of differentiation, the without differences service.Also promptly, the large-scale distribution of advertisement can cause audient's radix big, can not provide the service of differentiation according to audient's difference.
Q2: this advertisement form is single, and the user receives passively, does not have and clicks, and ad distribution is unidirectional, no interactivity.
Q3: the huge property of video content, caused many contents to need to handle, prior art can not be made the video content of carrying advertisement in a short time.
Q4: if Advertisement Server has defined or conversion the strategy of advertisement delivery, then can not come into force in a short time at user side.
Summary of the invention
In view of there are the problems referred to above in prior art, the present invention separates media stream with ad content, promptly to Advertisement Server, multimedia server (also being the multimedia service module in the network equipment) and subscriber equipment have carried out improving makes the Advertisement Server can be according to the relevant information of the video content of user capture or according to the preference of user's browsing multimedia content and customized information etc., for the user provides personalized ad content, and the content of multimedia of user's request and ad content are combined based on the configuration of Advertisement Server or in the default configuration of user terminal at user terminal.In addition, the present invention also allows the user that the ad content that receives is further operated.
According to a first aspect of the invention, providing a kind of is used in the network equipment according to the next method that sends advertisement to this user of the ad content request based on the content of multimedia request from the user, wherein, may further comprise the steps: receive ad content request message, wherein comprise ad related information from subscriber equipment; By extracting described ad related information in the described ad content request message; Determine one or more ad contents according to the ad related information of being extracted; The relevant information of determined one or more ad contents is sent to described subscriber equipment.
According to a second aspect of the invention, provide a kind of method that in the network equipment, is used for auxiliary to users to release advertisement, wherein, may further comprise the steps: receive content of multimedia request message from subscriber equipment; Determine the characteristic information of the content of multimedia that this user asks according to described content of multimedia request message; Provide the characteristic information of determined described content of multimedia, to be used for determining the correspondent advertisement exhibition method.
According to a third aspect of the invention we, a kind of method that is used for showing advertisement in subscriber equipment when content of multimedia is play is provided, wherein, may further comprise the steps: the input information according to the user is sent to first network equipment with the content of multimedia request message, wherein, described content of multimedia request message comprises the user totem information of this subscriber equipment, and described first network equipment is used to provide content of multimedia; The ad content request message is sent to second network equipment, and wherein, described second network equipment is used to provide ad content; Reception is from the content of multimedia and the ad content of corresponding network equipment; Received ad content and content of multimedia are showed accordingly.
According to a forth aspect of the invention, providing a kind of is used in the network equipment according to the control device that sends advertisement from user's ad content request, wherein, comprise: the ad-request receiving system, be used to receive the ad content request message from subscriber equipment, described ad content request message comprises ad related information; Extraction element is used for extracting described ad related information by described ad content request message; Ad content is determined device, is used for determining one or more ad contents according to the ad related information of being extracted; The relevant information dispensing device of ad content is used for the relevant information of determined one or more ad contents is sent to described subscriber equipment.
According to a fifth aspect of the invention, provide a kind of servicing unit that is used for auxiliary to users to release advertisement in the network equipment, wherein, comprising: multimedia request receiving system is used to receive the content of multimedia request message from subscriber equipment; Characteristic information is determined device, is used for determining according to described content of multimedia request message the characteristic information of described content of multimedia; The characteristic information generator is used to provide the characteristic information of described content of multimedia, to be used for determining the correspondent advertisement exhibition method.
According to a sixth aspect of the invention, a kind of exhibiting device that is used for showing advertisement in subscriber equipment when content of multimedia is play is provided, wherein, comprise: the multimedia send-request unit, be used for the content of multimedia request message being sent to first network equipment according to user's input information, wherein, described content of multimedia request message comprises the user totem information of this subscriber equipment, and described first network equipment is used to provide content of multimedia; The ad-request dispensing device is used to send ad content request message to the second network equipment, and wherein, described second network equipment is used to provide ad content; Content reception apparatus is used to receive content of multimedia and ad content from corresponding network equipment; Advertising device is used for received ad content and content of multimedia are showed accordingly.
In the technical scheme provided by the invention, content of multimedia and ad content are separated, solved the ageing problem of advertisement like this, can be according to the different advertisement broadcast strategy of advertiser servers, dynamically adjust the play content of advertisement, and be not limited by video content.In addition, Advertisement Server can be according to the relevant information of the video content of user capture or according to the preference of user's browsing multimedia content and customized information etc., for the user provides personalized ad content, and the content of multimedia of user's request and ad content are combined based on the configuration of Advertisement Server or in the default configuration of user terminal at user terminal.In addition, the present invention also allows the user that the ad content that receives is further operated, and for example click waits operation, solved traditional based on content of multimedia advertisement and the user between no mutual problem.
Description of drawings
Fig. 1 is being used for according to the systems approach flow chart that comes to send to this user advertisement and displaying advertisement from user's the ad content request based on the content of multimedia request according to a specific embodiment of the present invention in computer network;
Fig. 2 is a schematic network structure of obtaining ad content or content of multimedia according to the user of the embodiment of a variation of the present invention from one or more peer node;
Fig. 3 is according to a specific embodiment of the present invention, is used for according to coming to send to this user the block diagram of the control device of advertisement from the user based on the ad content request of content of multimedia request;
Fig. 4 is according to a specific embodiment of the present invention, is used for the block diagram of auxiliary servicing unit to users to release advertisement;
Fig. 5 is according to a specific embodiment of the present invention, is used for showing when content of multimedia is play the block diagram of the exhibiting device of advertisement.
Embodiment
In the present invention, Advertisement Server and multimedia server can be integrated in the server, also can work independently.Below, for convenience of description, be independently under the situation earlier from Advertisement Server and multimedia server, present invention is described.
In addition, it will be understood by those skilled in the art that Advertisement Server according to its function division, can be divided into advertising strategy server and ad material server.Advertising strategy server and ad material server can carry out work as two independent entity with the form of separate server respectively individually, also can be integrated in the station server, as two modules in the station server.Above-mentioned distortion does not all depart from spirit of the present invention.Therefore, herein for simplifying statement, not intended distinction advertising strategy server and ad material server herein, and it is referred to as Advertisement Server.
Fig. 1 is being used for according to the next systems approach flow chart that sends advertisement to this user of the ad content request based on the content of multimedia request from the user according to a specific embodiment of the present invention in computer network.It is following that present invention is described with reference to Fig. 1, wherein, be Advertisement Server 1 with the module that sends advertisement to the user, providing the module of content of multimedia service to the user is multimedia server 2, user terminal is that user terminal 3 (for example, being a computer) is example.
In step S1, user terminal 3 has been clicked a video link, has also promptly initiated a content of multimedia request message to multimedia server 2, to be used to asking multimedia server 2 that described content of multimedia is sent to this user terminal 3.It will be understood by those skilled in the art that the operation that the user initiated is not limited to click in order to ask a video content, also can be concrete network address of input, even in having access to the terminal of voice-input device, can pass through speech-input instructions.
The address that has comprised one or more Advertisement Servers 1 in this content of multimedia request message is so that user terminal 3 according to the address of this Advertisement Server 1, is initiated the ad content request message to Advertisement Server 1.It will be understood by those skilled in the art that advertisement all is compulsory, generally, in order to click a video link, the user can initiatively not click an advertisement.Therefore, ad-request message is all forced to initiate by system.
After step S1 user has clicked a video link, promptly enter step S2, the user has initiated an ad-request message to Advertisement Server 1 immediately.
The classification that comprises in the ad-request message is as shown in Table 1:
The classification that table one ad-request message comprises
| I | User's identification information |
| II | User's browser feature information |
| III | The summary info of the content of multimedia that the user asked |
Wherein, I is necessary, and II, III are optional.Hereinafter will be and carry out detailed description at the difference of the content that in ad-request message, is comprised.
The user totem information of I can be a user's IP address, and Advertisement Server 1 has only obtained the user's who initiates this video request address, the ad content of its configuration could be sent on this user terminal 3.
User's browser feature information of II includes but not limited to the following:
The region at the place of-described user terminal 3 (province is as coastal developed regions or hinterland);
The preference of the common free online multimedium content of-described user terminal 3;
The access history information of-described user terminal 3;
The configuration of-described user terminal 3 (for example being to use Windows XP operating system still is Windows Vista operating system or Windows98);
The customized information of-described user terminal 3;
The customized information of-described user terminal 3 (as age, sex, nationality etc.)
The summary info of the content of multimedia that the user asked of III comprises the title of the content of multimedia that the user asks, type, time that the content of multimedia request is initiated or content of multimedia duration etc.
The content of above-mentioned I, II, III all is carried in the specific byte format, is notified to Advertisement Server 1.
Advertisement Server 1 enters step S3 behind the ad content request message that receives from user terminal 3, extract its interested ad related information from the ad content request message.It will be understood by those skilled in the art that because in the transmission course of ad content request message,, can pass through certain coding, then can do corresponding decoding, to obtain its needed information at receiving terminal Advertisement Server 1 place in order to reduce the error rate.In the ad related information information as shown in Table 2 each or appoint multinomially only is example herein:
Table two ad related information
In other words, Advertisement Server 1 may not need to use above-mentioned all ad related information when determining the concrete advertisement content of playing, and 1 of Advertisement Server need therefrom extract its interested ad related information and get final product.
After Advertisement Server 1 has extracted its interested ad related information in step S3, then enter step S4, Advertisement Server 1 is determined one or more ad contents according to the advertisement related content that it extracted.
Ad related information comprises user's browser feature information, browser feature information according to this user, can determine one or more ad contents, determine promptly that also the correspondent advertisement content determines strategy, the ad content that provides some exemplary browser feature information according to the user in the table three is determined strategy.
Table three is determined advertisement content according to user's browser feature information
His-and-hers watches three carry out briefly bright, the example that is configured to user terminal 3 described in the table is carried out briefly bright, for example the version that gets access to the operating system that the user uses when Advertisement Server 1 is Windows Vista, illustrate that then this user likes attempting modish electronic product, then can throw in fire compartment wall of Vista version etc. for this user, perhaps play for example digital camera of electronic product, the advertisement of MP4 etc. for it; And if user uses is the operating system of Windows XP, then can be directly be the advertisement of the redaction Windows Vista of the upgrading of its broadcast XP; If a user is also in the product that uses Windows98, the advertisement that then can throw in Windows XP for it.
Also promptly, according to user's preference, in conjunction with their shopping custom, for the user provides its most probable interested content.
In addition, ad related information also comprises the summary info of content of multimedia, as shown in Table 4:
Table four is determined advertisement content according to the summary info of the content of multimedia of user's request
Following his-and-hers watches four carry out briefly bright, for example, if what send to Advertisement Server 1 is TV series golden wedding (being acted the leading role by Jiang Wenli) about content title in the multimedia summary information and protagonist information, then at this moment, can select to play the Maxam brand advertisement that Jiang Wenli represents, utilize star's effect dramatically.Perhaps also can carry out audient's analysis, orientate this ad content as middle and aged women, then the corresponding advertisements content.
In addition, the summary info of the content of multimedia that also can ask in conjunction with user's browser feature information and user is comprehensively determined ad content.For example, determine that in user's browser feature information user terminal 3 is the male sex, and the type of the content of multimedia that the indication user browses in the summary info of the content of multimedia that the user asks is the physical culture brand advertising, and the advertisement of the male sex's physical culture brand then is provided for user terminal 3.
The strategy that the ad content of above-mentioned summary info according to user's browser feature relevant information and multimedia content is determined, all be to weigh the decision of making according to a series of composite factors such as market reactions, also can in time change by the advertisement putting merchant.The advertisement putting merchant has carried out the change strategy at Advertisement Server 1 end, and then user terminal 3 can obtain different ad contents, has embodied the ageing of advertisement.
Enter step S5 then, Advertisement Server 1 sends to user terminal 3 with the relevant information of described one or more ad contents (following be that example describes for ad content).Advertisement Server 1 sends to user terminal 3 with ad content can be based on the load mode of traditional C/S (Client/Server), also can be based on P2P (point to point point-to-point) technology, described ad content is pushed to described user terminal 3.
In step S6, multimedia server 2 need send to Advertisement Server 1 to the content of multimedia characteristic information.It will be appreciated by those skilled in the art that, do not have sequencing in logic between described step S6 and the step S5, be labeled as S6 only for sake of convenience at this, wherein multimedia server 2 step that the content of multimedia characteristic information of preserving on it is issued Advertisement Server 1 can occur in after the step S1 fully, and before the step S7 any one constantly.
The content of multimedia characteristic information includes but not limited to the time slicing index information of content of multimedia, for example, the different time of the broadcast of mark content of multimedia is pairing to be head, text or sheet portion, mark (tag) information that also can comprise simultaneously other is with the particular content of the pairing time point of content of multimedia of being asked of preservation to Advertisement Server 1 is informed multimedia server 2 in etc.
Behind the ad content request message and the content of multimedia characteristic information from multimedia server 2 that have received from user terminal 3, Advertisement Server 1 enters step S7, also needs the indication information of the exhibition method of definite ad content.
The exhibition method of ad content can be divided into following four kinds:
I) buffering
Utilize to load the buffer time of the content of multimedia of being asked, show advertisement, can show the time (time of shown countdown is based on calculating the size of the speed of download of content of multimedia and content) of countdown synchronously
Ii) intercut
Promptly advertisement content is showed at the interval between program and program
Iii) revolving horse lantern
As displaying by screens in the scroll bar in the TV, can suspend rolling, can click the service of this product of visit, to obtain details.
Iv) cover
In rotation, the advertisement of this product can cover and can be full of whole screen after the click, perhaps launches a part such as the icon of the advertisement in the lower right corner.
The setting of the exhibition method of 1 pair of ad content of Advertisement Server can be in conjunction with the summary info of the content of multimedia in the ad content request message.For example, the content of multimedia that the user asked is shop of coffee prince of overseas arenas, because be South Korean TV soaps, so general captions all are the belows that is presented at screen, then this is the advertisement exhibition method that just can not use revolving horse lantern below screen, watch normal content of multimedia because will influence the user like this, then the ad content of revolving horse lantern form can be presented at the top of screen this moment, perhaps adopt other advertisement exhibition method; And for example, what the user asked is the race of NBA match, for example, be the match of Rockets to Bucks, because competitive sports need not embed captions below screen, thus at this moment can below screen, load the advertisement of revolving horse lantern form, and can not influence the demand that the user comes to matches normally.
In addition, Advertisement Server 1 can also be determined the exhibition method of advertisement according to the characteristic information of concrete content of multimedia.If for example the advertisement characteristic information shows credits present (cast) or the Presence of the Moment part of the content of multimedia for ending, then this moment, Advertisement Server 1 can be provided with the advertisement exhibition method of covering, whole screen is covered, and do not influence the text that the user watches content of multimedia.Perhaps, this section content of multimedia is at buffer stage, then can utilize the time of buffering to carry out the displaying of ad content, and shows corresponding reproduction time information in advertisement, for example, can be the remaining time of playing with the display ads of countdown.Perhaps, indicate the burst of this content of multimedia to play when the characteristic information of the content of multimedia of content of multimedia and finish, then can be with the advertisement display mode of intercutting.It will be understood by those skilled in the art that distortion, all within protection scope of the present invention for above-mentioned ad content exhibition method.
Enter step S8 then, Advertisement Server 1 sends to user terminal 3 with its ad content exhibition method indication information of determining.
In step S9, the content of multimedia that multimedia content server is asked user terminal 3 sends to user terminal 3, and the operation of this step is same as the prior art.It will be appreciated by those skilled in the art that, do not have sequencing in logic between described step S9 and the step S8, be labeled as S9 only for sake of convenience at this, wherein multimedia content server content of multimedia that user terminal 3 the is asked step that sends to user terminal 3 can occur in after the step S1 fully, and before the step S10 any one constantly.
In step S10, the content of multimedia that user terminal 3 is play from multimedia server 2.In this specification, for convenience of description, described step S10 is arranged in after the step S9, before the step S11, in the application of reality, it will be understood by those skilled in the art that sequencing that the displaying of the broadcast of content of multimedia and ad content is uninevitable, if play advertisement, can be to wait ad content to play to finish play multimedia content again in the mode of buffering.Perhaps, can play ad content, and, can broadcast synchronously with content of multimedia for the form of coverage mode and revolving horse lantern at the place at intermittence of content of multimedia for the mode that breaks for commercialsy.
In step S11, user terminal 3 according to receive from one or more ad contents of Advertisement Server 1 and in conjunction with ad content exhibition method indication information from Advertisement Server 1, ad content is carried out displaying based on content of multimedia.For example, the ad content from Advertisement Server 1 that terminal equipment is received is the advertisement of Adidas, ad content exhibition method from Advertisement Server 1 is a buffering method, and what then present at user terminal 3 is exactly the advertisement of the Adidas that shows in buffering, and shows countdown.
In step S12, the content of the interaction agent (animation, video, button) that user terminal 3 can also be showed in conjunction with in progress ad content is carried out the active input, to obtain further details.
For example, showing with the revolving horse lantern form under the situation of advertisement, is one group of digital product advertisement such as what play, wherein because display location is limited, each product all only show its title.At this moment, the user can click its interested title, also is the message of user to the request of an advertisement supplemental content of Advertisement Server 1 initiation, to realize time-out or can obtain details.
Enter step S13 then, the user obtains the advertisement supplemental content by described Advertisement Server 1 place.For example, can be the homepage of pairing this product of title of each product of revolving horse lantern form, or buy the relevant information of this product, for example be the information such as shopping cart of this product.
Step S13 shows the user with described advertisement supplemental content.
What it will be understood by those skilled in the art that described user and Advertisement Server 1 can be repeatedly alternately.For example, the body matter of advertisement demonstration can be showed the guess with lottery of certain product.Ad content is showed a plurality of candidate answers, for you to choose, and after the user has had input operation, represent in the mutual link that enters next step, input enters the process of next iteration more again, and answer finishes and withdraws from automatically, can obtain integration, or gift, or other information, perhaps the user also can select initiatively to withdraw from.
In the embodiment of a variation, step S6, S7 and S8 all can omit, also be, being provided with default advertisement exhibition method at user terminal 3, for example, can be to intercut mode, then among the step S5, no matter the user terminal 3 received one or more ad contents from Advertisement Server 1 are any contents, and in step S11, user terminal 3 is all showed this ad content in the mode of intercutting.
In the embodiment of a variation, not needing to carry out mutual between multimedia server 2 and the Advertisement Server 1, also is that multimedia server 2 is same as the prior art, does not need to do any change, also be that step S1, S6 can omit, step S9 is same as the prior art.In this case, among the step S7, Advertisement Server 1 direct acquiescence (default) with the advertisement exhibition method indication information on it is provided as its advertisement exhibition method indication information that configures and sends to user terminal 3, perhaps the content of multimedia summary info of only being asked according to its user terminal that obtains 3 disposes correspondent advertisement content displaying mode, for example, the indication content of multimedia that this user asked is a film in the content of multimedia summary info, Advertisement Server 1 just is the ad content exhibition method of its distribution except that the revolving horse lantern form, and need not dispose the exhibition method of ad content based on the content of multimedia characteristic information that multimedia server 2 provides.
The information of above determining ad content institute basis is all from the relevant information of the ad content request message and the multimedia server 2 of user terminal 3, in the embodiment of a variation, the information of determining ad content institute basis also can be to derive from the information that the ad content server is prestored, in addition, definite mode of ad content is very flexible, can be defined as different contents in conjunction with different information, specific as follows:
Method 1: determine ad content according to browser feature information from this user of the user totem information in the ad related information of user terminal 3+in Advertisement Server 1 or video server, prestore.Described this user's who prestores browser feature information is that (described server can be an Advertisement Server 1 to described server, also can be multimedia server 2.) when described server was Advertisement Server 1, Advertisement Server 1 directly according to described user's repeatedly request, carried out statistical analysis, to create or to upgrade described user personality information and obtain; And when described server was multimedia server 2, multimedia server 2 need be provided as Advertisement Server 1 earlier with the user personality information of its statistics.
Method 2: according to user totem information+determine ad content by this user's who is comprised in the ad related information of extracting in the ad content request message browser feature information (hereinafter to be referred as browser feature information) from user terminal 3;
Method 3: according to user totem information+from the summary info of the content of multimedia in the ad related information of user terminal 3 (refer to the title as content of multimedia, affiliated type, as sport category, variety class etc.) to determine ad content;
Method 4: according to user totem information+from the summary info of the content of multimedia in the ad related information of user terminal 3+determine ad content from this user's of user terminal 3 browser feature information.
In the embodiment of another variation, Advertisement Server 1 and multimedia server 2 are to be integrated in same server (hereinafter in order to narrate conveniently, this server abbreviates Control Server as) in two different modules, then step S1 sends the content of multimedia request message to the multimedia service module of Control Server.
Step S2 initiates the ad content solicited message to the advertising service module of Control Server.
Step S6 is the advertising service module that the multimedia service module of Control Server is notified to the content of multimedia characteristic information Control Server.
In the embodiment of a variation, the advertisement supplemental content that the user asked among the step S12 can be when initiating the ad content request message, by Advertisement Server 1 homepage of this advertisement is shifted onto in user terminal 3 servers in advance, then when picture that shows digital product with the revolving horse lantern form or title, when the user clicks the title of this digital product or picture when (this title or picture are showed with the link form), user terminal 3 servers just call the homepage that is kept at this digital product wherein.
Above-mentioned explanation all is the forms at server and user (Client/Server), but, it will be appreciated by those skilled in the art that, in the embodiment of a variation, ad content that subscriber equipment obtained among the present invention and content of multimedia are not limited in from Advertisement Server and multimedia server and obtain, and can also be to obtain from peer node.Below in conjunction with Fig. 2 the embodiment of this variation is further described.
Fig. 2 is a schematic network structure of obtaining ad content or content of multimedia according to the user of the embodiment of a variation of the present invention from one or more peer node.
User terminal 3 can be initiated content of multimedia request or ad content request to its peer node.
Also promptly, particularly, at first, user terminal 3 is initiated ad-request message to Advertisement Server 1.
Then, Advertisement Server is determined one or more ad contents according to the strategy of determining among the step S4.At this moment, because this system is based on point-to-point host-host protocol, then the indication information (indication information comprises the distribution condition of the burst of ad content in peer node) of the burst that Advertisement Server 1 will these one or more ad contents sends to corresponding peer node 5 and peer node 6, peer node 5 and peer node 6 only are example herein, it will be understood by those skilled in the art that peer node also can be the work station and the server of equity.
Secondly, peer node 5 and 6 has comprised the burst information of ad content, then based on certain strategy, selects being connected of the foundation of one (for example being peer node 5) or a plurality of (for example being peer node 5 and peer node 6) peer node and described user terminal 3.
At last, user terminal 3 burst of locating to download described ad content from the peer node (corresponding node 5) selected or a plurality of peer node (corresponding to corresponding node 5 and corresponding node 6).
Download for content of multimedia, similar with the download of ad content, be not limited only to from multimedia server, download, it can be the list information that multimedia server only provides the burst of content of multimedia, again based on certain strategy, by selecting one or more peer node in the peer node that specifically contains this burst, connect with this user terminal, the burst of download is provided for this user.
Below, the coupling apparatus block diagram is described a fourth aspect of the present invention, wherein, systems approach illustration of the present invention is incorporated herein by reference.Control device shown in Figure 3 is arranged in Advertisement Server shown in Figure 11, determine device 102 comprising ad-request receiving system 100, extraction element 101, ad content, the relevant information dispensing device 103 of ad content, characteristic information deriving means 104, exhibition method is determined device 105, exhibition method dispensing device 106, advertisement supplemental content request message receiving system 107 and advertisement supplemental content dispensing device 108.
The ad-request message that ad-request receiving system 100 receives from user terminal 3, the sign that wherein comprises user as shown in Table 1 in the ad-request message necessarily, in addition, alternatively, this ad-request message also comprises user's the browser feature information and the summary info of the content of multimedia that the user is asked alternatively.
Extraction element 101 is used for according to extract described user's sign, user's browser feature information and the summary info of the content of multimedia that the user is asked from ad-request message.It will be appreciated by those skilled in the art that, usually the ad-request message that sends to Advertisement Server 1 all is carried on certain stylistic, after this ad-request message arrives extraction element 101, also need extraction element 101 to do processing with the transmitting terminal contrary, just can get access to its interested ad related information.
Ad content determines that device 102 is used for the ad related information of being obtained according to extraction element 101, determines the ad content of which kind of type is offered user terminal 3.
Situation one:
In determining ad content relevant information that device 102 obtained, ad content includes only user's identification information, should comprise also in this timed unit 10 that then the user an of this locality browses the deriving means (not shown) of attribute, and described deriving means is used to write down and upgrade described user's repeatedly request, carry out statistical analysis, comprise the content of multimedia that the user often browses to create or to upgrade described user personality information, user's sign (pairing ground, IP address domain information, the user often visits time period of content of multimedia or the like) and obtaining.Then, ad content affirmation device 102 with reference to the rule of table three, is determined the correspondent advertisement content according to user's identification information and user's browser feature information.
Situation two:
In determining ad content relevant information that device 102 obtained, ad content comprises user's identification information and user's browser feature information, then ad content confirms that device 102 is according to user's identification information and user's browser feature information, with reference to the rule of table three, determine the correspondent advertisement content.
Situation three:
In determining ad content relevant information that device 102 obtained, ad content comprises user's the identification information and the summary info of the content of multimedia that the user is asked, then ad content is confirmed the summary info of the content of multimedia that device 102 is asked according to user's identification information and user, with reference to the rule of table four, determine the correspondent advertisement content.
Situation four: the summary info that in ad content is determined ad content relevant information that device 102 obtained, comprises user's identification information, user's browser feature information (perhaps storing user's browser feature information), content of multimedia that the user asked in this locality, then ad content determines that device 102 is in conjunction with above-mentioned three kinds of information, carry out certain choice, finally determine the correspondent advertisement content.
In the embodiment of a variation, in based on point-to-point system for transmitting, ad content also can comprise the burst information of ad content, is used for indicating the distribution situation of the burst of this ad content in other peer node.
Ad content determines that device 102 sends to its ad content of determining the relevant information dispensing device 103 of ad content, then the relevant information dispensing device 103 of ad content is (following easy for narrating with the relevant information of described ad content, it only is example with the ad content, it will be appreciated by those skilled in the art that, the relevant information of ad content is not limited to content, can also comprise the distribution situation of advertisement burst in peer node etc.) send to user terminal 3.
In addition, this control device 10 also comprises characteristic information deriving means 104.The multimedia feature information that characteristic information deriving means 104 receives from multimedia server 2, the i.e. label information of the time period correspondence of this multimedia content (content of multimedia of this section period correspondence is head, text or ending), characteristic information deriving means 104 sends to exhibition method with its content of multimedia characteristic information that obtains and determines device 105.
Exhibition method determines that device 105 is according to the i that gets access to from characteristic information deriving means 104 places) the content of multimedia characteristic information, or, determine suitable ad content exhibition method indication information from the ii) ad content request message of extraction element 101.Comprise following four kinds of modes, comprise buffering, intercut, revolving horse lantern and covering.For example, indicating the fragment of described broadcast when the content of multimedia characteristic information is leader, and then exhibition method determines that device 105 is the definite corresponding exhibition method that covers of this ad content.Perhaps indicate the summary info of this section content of multimedia when the ad content relevant information of being obtained by extraction element 101 places is sports cast, and then exhibition method determines that device 105 determines the exhibition method of revolving horse lantern for this ad content.
Then, exhibition method dispensing device 106 determines that with the advertisement exhibition method device 105 determined advertisement exhibition methods send to user terminal 3.
Advertisement supplemental content dispensing device 108 is according to the advertisement supplemental content request message in the advertisement supplemental content request message receiving system 107, for example, the pairing address of described advertisement link with the pairing web page contents in address, also is that the advertisement supplemental content sends to the user.
In the embodiment of a variation, characteristic information deriving means 104 can omit, then only the advertisement related news that it extracted are sent to exhibition method and determine device 105 by extraction element 101, exhibition method is determined device 105 bases ad related information wherein, determines the exhibition method of this ad content.
In the embodiment of a variation, advertisement supplemental content request message receiving system 107 and advertisement supplemental content dispensing device 108 can omit, promptly this moment, the user did not need ad content is operated, and showed at described ad content and finished promptly to withdraw from advertisement, play multimedia content.
In the embodiment of a variation, characteristic information deriving means 104, exhibition method determine that device 105 and exhibition method dispensing device 106, advertisement supplemental content request message receiving system 107 and advertisement supplemental content dispensing device 108 all can omit.Ad content determines that 102 need of device determine that according to ad related information certain ad content gets final product.
Below, the coupling apparatus block diagram is described a fifth aspect of the present invention, wherein, systems approach illustration of the present invention is incorporated herein by reference.Servicing unit 20 shown in Figure 4 is arranged in multimedia server shown in Figure 12, determines device 201 and characteristic information generator 202 comprising multimedia request receiving system 200, characteristic information.
The multimedia request message that multimedia request receiving system 200 receives from subscriber equipment.
Characteristic information determines that device 201 is used for according to multimedia request receiving system 200 to determine concrete content of multimedia characteristic information.The content of multimedia characteristic information includes but not limited to the time slicing index information of content of multimedia, for example, the different time of the broadcast of mark content of multimedia is pairing to be head, text or sheet portion, mark (tag) information that also can comprise simultaneously other is with the particular content of informing the pairing time points of preserving in Advertisement Server 1 multimedia server 2 of content of multimedia of being asked etc.
Characteristic information generator 202 determines that with characteristic information device 201 determined multimedia feature information send to Advertisement Server 1.
In the embodiment of a variation, Advertisement Server 1 and servicing unit are integrated in the Control Server, and then characteristic information generator 202 is used for and will determines that from the characteristic device multimedia feature information that device 201 obtains offers the advertising service module of Control Server.
Below, the coupling apparatus block diagram is described a sixth aspect of the present invention, wherein, systems approach illustration of the present invention is incorporated herein by reference.Exhibiting device 30 shown in Figure 5 is arranged in user terminal shown in Figure 13, comprising multimedia send-request unit 300, ad-request dispensing device 301, content reception apparatus 302, advertising device 303, advertisement supplemental content request message generator 305, advertisement supplemental content deriving means 306, advertisement supplemental content exhibition method 307 and exhibition method receiving system 304.Wherein content reception apparatus 302 comprises content of multimedia receiving system 3020 and ad content receiving system 3021.
Be positioned at of the input of the multimedia send-request unit 300 of exhibiting device, as click a multimedia link, send a content of multimedia request message to multimedia server 2 according to the user.
The address that has comprised one or more Advertisement Servers 1 in this content of multimedia request message is so that user terminal 3 is according to the address of this Advertisement Server 1.Then according to the address of the Advertisement Server 1 that is comprised in the content of multimedia solicited message, ad-request dispensing device 301 is initiated the ad content request message to the Advertisement Server 1 of described address indication.The information that comprises in the ad content request message is as described in the table one, and existing detailed description does not repeat them here in the method for system.
Content reception apparatus 302 comprises 2 sub-devices, content of multimedia receiving system 3020 and ad content receiving system 3021.When multimedia server 2 and Advertisement Server 1 are two servers that work alone, content of multimedia receiving system 3020 receives the content of multimedia from multimedia server 2, and the ad content receiving system receives the ad content that the relevant information dispensing device 103 from the ad content of Advertisement Server 1 is sent.
In addition, exhibition method receiving system 304 also receives the exhibition method indication information that the exhibition method dispensing device 106 from control device 10 is sent.The particular content of exhibition method indication information can be determined the corresponding description of device 105 and exhibition method dispensing device 106 referring to the exhibition method in corresponding step S7 and the control device 10.Do not repeat them here.
Then advertising device 303 will be in conjunction with the received ad content of the received content of multimedia of the received content of multimedia receiving system of content reception apparatus 302 3020 and ad content receiving system 3021.According to the received indicated exhibition method of exhibition method indication information of exhibition method receiving system 304, show accordingly.
After watching (advertisement of corresponding picture, literal or visual form) the user or listening to (advertisement of corresponding audio form) advertisement, the user may be interested in this product, need carry out further mutual, then the user can click operation such as (or phonetic entry) to this advertisement, to obtain details.Then advertisement supplemental content request message generator 305 sends an advertisement supplemental content request message according to user's further operation to Advertisement Server 1.The network address etc. that wherein comprises the detailed product of this ad content.
Then advertisement supplemental content deriving means 306 obtains the advertisement supplemental content of being asked from Advertisement Server 1.
Advertisement supplemental content exhibiting device 307 shows user terminal 3 with advertisement supplemental content deriving means 306 accessed advertisement supplemental content.
In the embodiment of a variation, exhibition method receiving system 304 is omissible.That is, at this moment, the indication information of the exhibition method that in exhibiting device 30, prestored.No matter content of multimedia receiving system 3020 and the ad content receiving system 3021 in the content reception apparatus 302 obtains which kind of content of multimedia or ad content respectively, and advertising device 303 all will be showed advertisement and content of multimedia according to the advertisement exhibition method indication information that prestores in the exhibiting device 30 (for example being the revolving horse lantern form).
In the embodiment of another variation, multimedia server 2 and Advertisement Server 1 are two different module multimedia service modules and the advertising service modules that is integrated in the server.Then content reception apparatus 302 will receive content of multimedia and the ad content from the service generator.
In the embodiment of another variation, advertisement supplemental content request message generator 305, advertisement supplemental content deriving means 306 and advertisement supplemental content exhibition method 307 all are omissible.It is that exhibiting device 30 has promptly been finished its function corresponding that i.e. ad content broadcast this moment finishes.
In the embodiment of another variation, ad content that content reception apparatus 302 is received and content of multimedia may be based on the burst from peer node of point-to-point protocol.
More than embodiments of the invention are described, but the present invention is not limited to specific system, equipment and concrete agreement, those skilled in that art can make various distortion or modification within the scope of the appended claims.
Claims (37)
1. one kind is used for wherein, may further comprise the steps according to the next method that sends advertisement to this user of the ad content request based on the content of multimedia request from the user in the network equipment:
A. receive ad content request message, wherein comprise ad related information from subscriber equipment;
B. by extracting described ad related information in the described ad content request message;
C. determine one or more ad contents according to the ad related information of being extracted;
D. the relevant information with determined one or more ad contents sends to described subscriber equipment.
2. method according to claim 1 is characterized in that described ad related information comprises described user's user totem information, and described step c comprises:
-one or more users' of prestoring according to described user's user totem information and in conjunction with present networks equipment browser feature information is determined described one or more ad content.
3. method according to claim 1, it is characterized in that, described ad related information comprises described user's user totem information, also comprises described user's the browser feature information and/or the summary info of the content of multimedia that this user asked, and described step c comprises:
-according to described user's user totem information and described user's the browser feature information and/or the summary info of described content of multimedia, determine described one or more ad content.
4. according to each described method in the claim 1 to 3, it is characterized in that, further comprising the steps of after the described step a:
M. according to described ad content request message, determine the exhibition method of described one or more ad contents;
N. notify described subscriber equipment with the exhibition method of described one or more ad contents.
5. method according to claim 4 is characterized in that, after described step a, and further comprising the steps of before described step m:
-obtain the characteristic information of the content of multimedia of being asked with the corresponding described subscriber equipment of this ad content request,
Wherein, described step m comprises: according to the characteristic information and the described ad content request message of described content of multimedia, determine the exhibition method of described one or more ad contents.
6. method according to claim 1 is characterized in that, and is further comprising the steps of:
P. receive advertisement supplemental content request message from described subscriber equipment;
Q. according to described advertisement supplemental content request message, send the correspondent advertisement supplemental content to described user terminal.
7. according to each described method in the claim 1 to 6, it is characterized in that the relevant information of described ad content comprises described ad content.
8. according to each described method in the claim 1 to 6, it is characterized in that the described network equipment is based on the point-to-point transmission agreement, the relevant information of described ad content comprises the burst relevant information of described ad content and/or described ad content,
Wherein, described burst relevant information comprises: be used to indicate the indication information of a plurality of advertisement bursts that described ad content comprises, and be used to indicate the distribution situation of described a plurality of advertisement burst at a plurality of peer node place of this subscriber equipment.
9. one kind is used for assisting the method to users to release advertisement in the network equipment, wherein, may further comprise the steps:
A. receive content of multimedia request message from subscriber equipment;
B. determine the characteristic information of the content of multimedia that this user asks according to described content of multimedia request message;
C. provide the characteristic information of determined described content of multimedia, to be used for determining the correspondent advertisement exhibition method.
10. method according to claim 9 is characterized in that, described step C also comprises:
-characteristic information of determined described content of multimedia is offered another network equipment, to determine the correspondent advertisement exhibition method.
11. a method that is used for showing advertisement in subscriber equipment when content of multimedia is play wherein, may further comprise the steps:
I. first input information according to the user is sent to first network equipment with the content of multimedia request message, and wherein, described content of multimedia request message comprises the user totem information of this subscriber equipment, and described first network equipment is used to provide content of multimedia;
Ii. the ad content request message is sent to second network equipment, wherein, described second network equipment is used to provide ad content;
Iii. receive content of multimedia and ad content from corresponding network equipment;
Iv. received ad content and content of multimedia are showed accordingly.
12. method according to claim 11 is characterized in that, may further comprise the steps before the described step I v:
-reception is from the advertisement exhibition method indication information of described second network equipment;
Wherein, described step I v also comprises: according to described advertisement exhibition method indication information, described ad content and content of multimedia are showed accordingly.
13. method according to claim 12 is characterized in that, also comprises after the described step I v:
M. according to second input information of user on described ad content and displayed page that described content of multimedia combines, provide an advertisement supplemental content request message;
N. obtain and the corresponding advertisement supplemental content of described advertisement supplemental content request message;
O. described advertisement supplemental content is showed described user.
14. method according to claim 13 is characterized in that, described step M also comprises:
-according to second input information of user on ad content and displayed page that content of multimedia combines, send advertisement supplemental content request message to the second network equipment;
Wherein said step N also comprises:
-receive from described second network equipment with the corresponding advertisement supplemental content of described advertisement supplemental content request message.
15., it is characterized in that described first network equipment and described second network equipment are consolidated network equipment according to each described method in the claim 10 to 14.
16., it is characterized in that described first network equipment is the different network equipments with described second network equipment according to each described method in the claim 10 to 14, described step I ii comprises:
-reception is from the content of multimedia of described first network equipment;
Also comprise:
-reception is from the ad content of described second network equipment.
17., it is characterized in that described ad content request message also comprises this user's the browser feature information and/or the summary info of the content of multimedia that this subscriber equipment is asked according to each described method in the claim 10 to 16.
18. one kind in the network equipment, be used for according to from the user send the control device of advertisement based on the ad content request of content of multimedia request, wherein, comprising:
The ad-request receiving system is used to receive the ad content request message from subscriber equipment, and described ad content request message comprises ad related information;
Extraction element is used for extracting described ad related information by described ad content request message;
Ad content is determined device, is used for determining one or more ad contents according to the ad related information of being extracted;
The relevant information dispensing device of ad content is used for the relevant information of determined one or more ad contents is sent to described subscriber equipment.
19. control device according to claim 18 is characterized in that, described ad related information comprises described user's user totem information, and described ad content determines that device also is used for:
-one or more users' of prestoring according to described user's user totem information and in conjunction with present networks equipment browser feature information is determined described one or more ad content.
20. control device according to claim 18, it is characterized in that, described ad related information comprises described user's user totem information, also comprise described user's the browser feature information and/or the summary info of the content of multimedia that this user asked, described ad content determines that device also is used for:
According to described user's user totem information and described user's the browser feature information and/or the summary info of described content of multimedia, determine described one or more ad content.
21. according to each described control device in the claim 18 to 20, it is characterized in that, also comprise:
Exhibition method is determined device, is used for determining the exhibition method of described one or more ad contents according to described ad content request message;
The exhibition method dispensing device is used for notifying described subscriber equipment with the exhibition method of described one or more ad contents.
22. control device according to claim 21 is characterized in that, also comprises:
The characteristic information deriving means is used to obtain the characteristic information of the content of multimedia of being asked with the corresponding described subscriber equipment of this ad content request,
Wherein, described exhibition method determines that device also is used for, and according to the characteristic information and the described ad content request message of described content of multimedia, determines the exhibition method of described one or more ad contents.
23. control device according to claim 18 is characterized in that, also comprises:
Advertisement supplemental content request message receiving system is used to receive the advertisement supplemental content request message from described subscriber equipment;
Advertisement supplemental content dispensing device is used for according to described advertisement supplemental content request message, sends the correspondent advertisement supplemental content to described user terminal.
24., it is characterized in that the relevant information of described ad content comprises described ad content according to each described control device in the claim 18 to 23.
25., it is characterized in that the described network equipment is based on the point-to-point transmission agreement according to each described control device in the claim 18 to 23, the relevant information of described ad content comprises the burst relevant information of described ad content and/or described ad content,
Wherein, described burst relevant information comprises: be used to indicate the indication information of a plurality of advertisement bursts that described ad content comprises, and be used to indicate the distribution situation of described a plurality of advertisement burst at a plurality of peer node place of this subscriber equipment.
26. a servicing unit that is used for auxiliary to users to release advertisement in the network equipment wherein, comprising:
Multimedia request receiving system is used to receive the content of multimedia request message from subscriber equipment;
Characteristic information is determined device, is used for determining according to described content of multimedia request message the characteristic information of described content of multimedia;
The characteristic information generator is used to provide the characteristic information of described content of multimedia, to be used for determining the correspondent advertisement exhibition method.
27. servicing unit according to claim 26 is characterized in that, described characteristic information generator also is used for:
The characteristic information of determined described content of multimedia is offered another network equipment, to determine the correspondent advertisement exhibition method.
28. an exhibiting device that is used for showing advertisement in subscriber equipment when content of multimedia is play wherein, comprising:
The multimedia send-request unit, be used for the content of multimedia request message being sent to first network equipment according to user's first input information, wherein, described content of multimedia request message comprises the user totem information of this subscriber equipment, and described first network equipment is used to provide content of multimedia;
The ad-request dispensing device is used to send ad content request message to the second network equipment, and wherein, described second network equipment is used to provide ad content;
Content reception apparatus is used to receive content of multimedia and ad content from corresponding network equipment;
Advertising device is used for received ad content and content of multimedia are showed accordingly.
29. exhibiting device according to claim 28 is characterized in that, also comprises:
The exhibition method receiving system is used to receive the advertisement exhibition method indication information from described second network equipment;
Wherein, described advertising device also is used for, and according to described advertisement exhibition method indication information, described ad content and content of multimedia is showed accordingly.
30. exhibiting device according to claim 29 is characterized in that, also comprises:
Advertisement supplemental content request message generator is used for second input information on described ad content and displayed page that described content of multimedia combines according to the user, and an advertisement supplemental content request message is provided;
Advertisement supplemental content deriving means is used to obtain and the corresponding advertisement supplemental content of described advertisement supplemental content request message;
Advertisement supplemental content exhibiting device is used for described advertisement supplemental content is showed described user.
31. exhibiting device according to claim 30 is characterized in that, described advertisement supplemental content request message generator also is used for:
According to second input information of user on ad content and displayed page that content of multimedia combines, send advertisement supplemental content request message to the second network equipment;
Wherein said advertisement supplemental content deriving means also is used for:
Reception from described second network equipment with the corresponding advertisement supplemental content of described advertisement supplemental content request message.
32., it is characterized in that described first network equipment and described second network equipment are consolidated network equipment according to each described exhibiting device in the claim 27 to 31.
33., it is characterized in that described first network equipment is the different network equipments with described second network equipment according to each described exhibiting device in the claim 27 to 31, described content reception apparatus also comprises:
The content of multimedia receiving system is used to receive the content of multimedia from described first network equipment;
The ad content receiving system is used to receive the ad content from described second network equipment.
34., it is characterized in that described ad content request message also comprises this user's the browser feature information and/or the summary info of the content of multimedia that this subscriber equipment is asked according to each described exhibiting device in the claim 27 to 33.
35. network equipment, it is characterized in that, comprise according to each described being used in the claim 18 to 25 according to the control device that sends advertisement from user's ad content request and/or according to claim 26 or the 27 described servicing units that are used for auxiliary to users to release advertisement based on the content of multimedia request.
36. a subscriber equipment is characterized in that, comprises according to each described exhibiting device that is used for showing advertisement when content of multimedia is play in the claim 28 to 34.
37. a network ads system is characterized in that, comprises the network equipment according to claim 35 and subscriber equipment according to claim 36.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CNA2007101738855A CN101471802A (en) | 2007-12-29 | 2007-12-29 | Method and apparatus for exhibiting advertisement in multimedia content based on user personalized information |
Applications Claiming Priority (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CNA2007101738855A CN101471802A (en) | 2007-12-29 | 2007-12-29 | Method and apparatus for exhibiting advertisement in multimedia content based on user personalized information |
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| CN101471802A true CN101471802A (en) | 2009-07-01 |
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| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| CNA2007101738855A Pending CN101471802A (en) | 2007-12-29 | 2007-12-29 | Method and apparatus for exhibiting advertisement in multimedia content based on user personalized information |
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| CN (1) | CN101471802A (en) |
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| WO2018019028A1 (en) * | 2016-07-26 | 2018-02-01 | 中兴通讯股份有限公司 | Advertisement information pushing method and apparatus, and set-top box |
| CN107295424A (en) * | 2017-07-14 | 2017-10-24 | 环球智达科技（北京）有限公司 | A kind of advertisement acquisition method based on video |
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| CN110310139B (en) * | 2018-03-27 | 2022-12-23 | 腾讯科技（深圳）有限公司 | Data delivery method and data delivery engine device |
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