CN103402125A - Active mobile television advertising method applied to mobile terminal device - Google Patents
Active mobile television advertising method applied to mobile terminal device Download PDFInfo
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- CN103402125A CN103402125A CN2013103223261A CN201310322326A CN103402125A CN 103402125 A CN103402125 A CN 103402125A CN 2013103223261 A CN2013103223261 A CN 2013103223261A CN 201310322326 A CN201310322326 A CN 201310322326A CN 103402125 A CN103402125 A CN 103402125A
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Abstract
The invention relates to an active mobile television advertising method applied to a mobile terminal device, which is applied to the mobile terminal device, can improve exposure of advertised items and provides mobile advertising broadcasting for promoting sales of products of merchants. According to the invention, television viewers who use the mobile terminal device actively subscribe to advertising programs which the television viewers are interested in, and view the advertising programs in an on-line or off-line mode; by utilizing interactive advertising, the aims of increasing knowing of viewers for the products and improving purchase intention can be fulfilled.
Description
The application for application number is: 201010222237.6 (invention and created name: be applied to active mobile television ad system and the method for mobile terminal apparatus, the applying date: what on June 28th, 2010) propose divides an application.
[technical field]
The present invention relates to a kind of active mobile television advertising method, refer in particular to the active mobile television advertising method that is applied to mobile terminal device.
[background technology]
Technically, the type of Commdity advertisement can be divided into three kinds of billboard, tridimensional advertisement and dynamic advertisings.Billboard refers to the message of transmitting dependent merchandise through the mode of printed matter, reaches the stimulation reader in the mode that visual performance and official documents and correspondence are expressed the meaning, thereby produces strong and lasting impression, reaches sales promotion and promotes the purpose of commodity.The printed matter here mainly comprises the modes such as newspaper, magazine and flyer.The effect of billboard depends on circulation and the issuing scope of printed matter, and its limitation is arranged.In addition, because the content of billboard is fixing and stiff, take character pattern as main shortage sound and light program, thus its to affect effect comparatively limited.Tridimensional advertisement refers to the object that the utilizes entity character medium as advertisement, such as signboard, T despot, model, and building etc.Tridimensional advertisement mainly appears at the crowd or the more place of the continuous stream of vehicles, with allow through passerby can receive the message of dependent merchandise.The coverage of tridimensional advertisement is less than billboard, but advertising cost is lower and comparatively lasting.Dynamic advertising refers to and takes full advantage of the audio-visual media characteristic and bring into play its effect, show active and the more strong visual and sound effects of impression with regard to visual language and auditory language comprehensive (can comprise word, picture, sound, image, reach above-mentioned combination in any), thereby awaken a responsive chord in audience's mind, even create popular agitation.Common dynamic advertising mode comprises TV, film, broadcasting, internet and mobile communication networking etc.The effect of dynamic advertising is greater than billboard and tridimensional advertisement, but cost is also comparatively expensive.The present invention is directed to dynamic advertising and see through mobile device, designing a kind of mobile and interactively mobile TV ad system.For many people, mobile device is to carry in 24 hours.Therefore, the advertising results that see through mobile terminal apparatus will be overturned traditional advertising impression, can create the Xinlan sea of advertising market.In addition, the mobile TV advertisement also can be according to the difference of period and product characteristics, and strategy is play the advertisement of particular commodity.
Traditional television advertising is to assign the advertisement of some sections after television program transmission comes to an end again, and general spectators mostly understood turntable or did other thing this moment, and its effect is more passive and limited.On the other hand, with regard to advertisement businessman, it must be paid the added cost of advertisement and also incur a considerable or great expense.Moreover, no matter the market of billboard, tridimensional advertisement or dynamic advertising all has been tending towards saturated at present., for breaking through the deadlock in market, must redesign the mode of advertisement more effectively to attract spectators' attention, and create the Xinlan sea of advertising market.
In present mobile TV ad system, follow the advertising of traditional tv, play again moving advertising after television program transmission one paragraph.Therefore, its effect is just limited as aforementioned.Although existing numeral and mobile TV technology can be by electronic programming forms (EPG, Electronic Program Guide) or electronic service forms (ESG, Electronic Service Guide) information that provides spectators to play about TV programme, but the mode of advertisement or passive and linear (Linear Programming).The related notion of mentioning similar framework and method is arranged in following previous patented technology: 158474,161661,168190 and 185751.In addition, to attract spectators to note but can not affect the appreciation of TV program, the method for the improvement mentioned is arranged in following previous patented technology: 119860 and 170021 for the ad content upsweep.The method that advertisement is separated with programme content and the function of filtering advertisements are proposed in above-mentioned technology.Except real-time online is viewed and admired TV program, the related notion of mentioning the recording TV program method is arranged in following previous patented technology: 142183,145364 and 200520566.But foregoing invention is still only considered the video recording of numeral and TV program content, and reckons without the part of advertising programme.
This shows, the invention provides a kind of real necessity that belongs to of active mobile television advertising method that is applied to mobile terminal apparatus that can address the above problem.
[summary of the invention]
The invention provides a kind of active mobile television advertising method that is applied to mobile terminal apparatus, this active mobile television advertising method comprises following steps:
Step 1: the mobile TV user starts the service of mobile TV;
Step 2:, through after the authenticating user identification and rights of using mandate at mobile communication networking, follow unlocking electronic program forms and electronic service forms;
Step 3: the user can subscribe to interesting merchandise news;
Step 4: arrived the pre-determined advertisement time, mobile terminal apparatus starts the reception advertisement automatically;
Step 5: whether select real-time online to watch or off-line is watched, if select, watch online to step 7;
Step 6:, if to select be that off-line is watched, start recording function, with the advertising programme content storage in the memory storage of mobile terminal apparatus;
Step 7: mobile terminal apparatus can be notified the user in real time or off-line is watched advertising programme;
Step 8: the user sees through the mobile communication networking and utilizes mobile terminal apparatus to be online to the hotel owner website; To obtain the relevent information of advertisement businessman and promotion item;
Step 9: the user sees through the mobile communication networking and receives the interior electronic coupons of moving advertising, to obtain the relevant preferential message of promotion item;
Step 10: whether the user can select will go to the hotel owner to consume at once; If there is no the wish of buying at present, process ends; If the user selects at once to go to the hotel owner to consume, mobile TV-system will provide GPS information, to assist the guiding user, go to the location, shop of advertisement businessman, and process ends.
The mobile TV spectators can initiatively subscribe to interested advertising programme, and select real-time online to watch, and perhaps off-line is watched; If the mode of off-line, the mode that can see through video recording in advance provides; Because mobile TV-system can be informed the relevent information of user about TV program through electronic programming forms or electronic service forms, comprise advertising programme, therefore, the user after setting and subscribing to interested adline, can see through the mobile terminal apparatus automatic reception and record advertising programme; For advertisement businessman, can improve efficiency and the effect of advertisement, and even for the telecommunications operator of TV and Radio Corporation, this will be the novel advertising platform of very attractive,, for spectators, can more clever mode obtain useful message.
The present invention is applied to the active mobile television advertising method of mobile terminal apparatus,, by linking advertising programme, merchant web site, commodity favor information and satellite navigation information, further facilitates the interchange between both parties, interactive and transaction.
Active and interactive mobile TV advertising service proposed by the invention is designed for mobile terminal apparatus, such as mobile phone, PDA (Personal Digital Assistance), PMP (Portable Multimedia Player), PND (Portable Navigation Device), and MID (Mobile Internet Device) etc.By the interactive mobile TV advertising service that realizes that on mobile terminal apparatus the application is designed, can be at any time and any place, and any situation allow in addition efficient its commodity of mode promotion of all advertisers.
In sum, a kind of active mobile television advertising method that is applied to mobile terminal apparatus provided by the present invention while with other located by prior art, mutually comparing, has more and gets the row advantage ready:
1. the present invention is based on the mobile terminal mobile device and design, due to many people, mobile terminal apparatus (for example mobile phone) was carried in 24 hours, so its advertising results will be greater than traditional dynamic advertising medium.
2. increase the exposure of promotion item and can improve advertising efficiency, can create the benefit of mobile TV dealer, ad. craft, content provider, mobile communication dealer and spectators' multi-win.
3. provide interactive mode to carry out goods marketing, increase the consumer to the understanding of commodity and improve the success rate of selling.
4. provide electronics preferential with GPS navigation information, improve consumer's purchase intention and service quality.
[description of drawings]
Fig. 1 is the Organization Chart that the present invention is applied to the active mobile television ad system of mobile terminal apparatus;
Fig. 2 is TV program and the advertising programme electronic programming forms schematic diagram of active mobile television ad system on mobile terminal apparatus that the present invention is applied to mobile terminal apparatus;
Fig. 3 is the service procedure figure that the present invention is applied to the active mobile television advertising method of mobile terminal apparatus.
[embodiment]
The present invention is described in more detail below in conjunction with accompanying drawing and example.
See also shown in Figure 1, Organization Chart for the active mobile television ad system that is applied to mobile terminal apparatus proposed by the invention, by an advertising programme generation unit 101, a sales promotion information generation unit 102, a geography information generation unit 103, an advertising programme edit cell 104, a TV program generation unit 105, a TV programme edit cell 106, a broadcasting transmitting unit 107, a mobile terminal apparatus 108, a mobile communication networking 109, and a home Web site of advertiser 110 forms;
At first, advertisement businessman produces the advertising programme film of its particular commodity in this advertising programme generation unit 101, and its advertising programme film can, with the concept of BGC, be completed by advertisement businessman self manufacture; So, can significantly reduce on the one hand the cost of advertisement, also can revise easily at any time on the other hand the content of its advertisement to coordinate the dynamic of market; Its advertising programme film also can be completed by the advertising programme manufacturing company of specialty, to reach the demand of higher levels of vision, the sense of hearing and intention;
Except the content of advertising programme film itself, see through the sales promotion promotion message that this sales promotion information generation unit 102 can produce particular commodity, refer specifically to electronics coupon or electronic cut-rate, in order to the pin promotion message, can further improve spectators to the interest of commodity and the wish of purchase;
(for example: the film recording function client device for mobile communication) can allow spectators go to shop consumption with the sales promotion promotion message that stores on mobile terminal apparatus 108 by this mobile terminal apparatus 108; In order to keep uniqueness and the valency texture of mobile TV-system in moving advertising, these sales promotion promotion messages can be only limited on mobile terminal apparatus 108 and use, and can not occur on other advertising media;
The data that this sales promotion information generation unit 102 produces can combine with advertising programme generation unit 101, then give follow-up advertising programme edit cell 104 and process;
This geography information generation unit 103 is in order to produce the satellite fix (GPS of location, advertisement businessman shop, Global Positioning System) information, for example longitude (Longitude) and latitude (Latitude), to assist the spectators that buy commodity in wish guiding advertisement businessman shop to go to the Qi Dian location, and can see through and GIS-Geographic Information System (GIS, Geographic Information System) combination, provide spectators more interface and the service of convenient operation and use; Wherein, the data that this geography information generation unit 103 produces can combine with this advertising programme generation unit 101, then give follow-up advertising programme edit cell 104 and process;
This advertising programme edit cell 104 is in order to the advertising programme content that provides from the advertisement hotel owner to be provided, and carries out the editor of programme content form, the form of viewing and admiring with the specification that meets the mobile TV-system transmission and mobile mobile terminal apparatus; Because the advertising programme content can be from different advertisement hotel owners, the image capture equipment that each advertisement hotel owner uses, Moviemaking software and image compression technology may be different; Therefore, be necessary consolidation form before the film that the advertisement hotel owner provides broadcasts, to allow the advertising programme quality reach consistency and to reach professional standards.The film compress technique that advertising programme edit cell 104 uses can be MPEG-2 (Moving Picture Experts Group-2) and MPEG-4 etc., film resolution can be 320x240 QVGA (Quarter Video Graphics Array) and VGA etc., and the film renewal frequency can be 15frames/sec and 30frames/sec;
The TV program content that this TV program generation unit 105 provides in order to produce TV station or other multimedia making unit, such as public TV, China look, platform is looked, in look, the people look and outstanding etc., the kenel of programme content can be lteral data, sound, picture, reach image, or above-mentioned combination in any;
This TV programme edit cell 106 is in order to TV program and advertising programme are combined, and adds the information of electronic programming forms and electronic service forms, so that spectators to be provided, retrieves programme information and simple programme content introduction; The time that TV program broadcasts and order also can be in the interior decisions of TV programme edit cell 106, and relevant information also will be presented in electronic programming forms and electronic service forms;
The interactive TV program that this broadcasting transmitting unit 107 is responsible for completing is gone out via air interface transmission, the technical specification of its transmission adopts international broadcasting formula mobile TV standard, for example ETSIDVB-H (Digital Video Broadcasting-Handheld) and MediaFLO; Or adopt international series flow mobile TV technology, for example 3G WCDMA (Wideband Code Division Multiple Access), 3.5G HSPA (High Speed Packet Access), LTE (Long Term Evolution), and LTE-A (LTE-Advanced);
This mobile terminal apparatus 108 is in order to receive the mobile TV signal and to view and admire TV programme, for identity and the authority of confirming spectators, need carry out necessary verification process, its technology that adopts can be for the user authentication module in account number cipher, entity voucher or mobile terminal apparatus 108 etc.; The example of mobile terminal apparatus 108 interior user authentication modules has SIM (Subscriber Identity Module) in 2G GSM and the USIM (Universal SIM) in 3G WCDMA etc.After authentication by mobile communcations system, mobile terminal apparatus 108 can receive the information that the user is authorized to; , when if mobile TV-system provides the code-locked TV program, the user can be allowed to also watch that the decoding information of code-locked TV program passes to the user through the mobile communication networking;
This mobile communication networking 109 is the communication network that uses as when carrying out interactive advertisement proposed by the invention service, for example 3G WCDMA, 3.5G HSPA, LTE, and LTE-A; Can assist spectators to be linked to home Web site of advertiser 110 by mobile communication networking 109, to obtain the relevent information of further advertisement businessman and promotion item.
See also shown in 2, be applied to TV program and the advertising programme electronic programming forms schematic diagram of active mobile television ad system on mobile terminal apparatus of mobile terminal apparatus for the present invention is a kind of, comprise mobile terminal apparatus 201, the information 203 of the 202, the 1st TV program of mobile TV electronic programming forms picture, the information 204 of the 1st moving advertising program, the information 205 of the 2nd moving advertising program, the information 206 of a N moving advertising program, information 207 and the mobile terminal apparatus operating space 208 of the 2nd TV program;
This mobile terminal apparatus 201,, in order to receive dynamic formula mobile TV signal, possess demodulation broadcast mobile TV signal and decoding and present the ability of mobile TV content; After starting the mobile TV service, mobile TV electronic programming forms picture 202 will be presented in mobile terminal apparatus 201 screens, so that the subsequent movement TV programme to be provided, select reference;
Mobile TV electronic programming forms picture 202 comprises information and the moving advertising programme information of TV program, arranged N moving advertising program between the information 207 of embodiment in Fig. 2 for the information 203 at the 1st TV program and the 2nd TV program, N is the integer more than or equal to 1; In TV program and moving advertising programme information, comprise program broadcasting time, program broadcast length, program or advertised name, program or adline, program or advertisement supplier, the preferential relevant information of advertising programme and TV program and moving advertising program interaction information etc.; These information can provide mobile terminal apparatus to select TV program and moving advertising program reference foundation, and the mode of selecting can be that spectators are manual or mobile terminal apparatus is automatic;
208 of the mobile terminal apparatus operating spaces interface that spectators' input command and information are provided, such as keyboard, pointer or Touch Screen etc.
See also shown in Figure 3ly, a kind of service procedure figure that is applied to the active mobile television advertising method of mobile terminal apparatus for proposed by the invention comprises following steps:
Step 1: mobile TV user (spectators) starts the service 301 of mobile TV;
Step 2: through after the authenticating user identification and rights of using mandate at mobile communication networking, follow unlocking electronic program forms and electronic service forms 302, the time and the programme content brief introduction relevant information that wherein have program to broadcast, comprise program broadcasting time, program broadcast length, program or advertised name, program or adline, program or advertisement supplier, the preferential relevant information of advertising programme and TV program and moving advertising program interaction information etc.;
Step 3: by above-mentioned information, the user can subscribe to interesting merchandise news 303, for example house advertisement or amusement park advertisement;
Step 4: arrived the pre-determined advertisement time, mobile terminal apparatus starts reception advertisement 304 automatically;
Step 5: whether select real-time online to watch or off-line watches 305;
Step 6:, if to select be that off-line is watched, start recording function 306, with the advertising programme content storage in the memory storage of mobile terminal apparatus;
Step 7: afterwards, mobile terminal apparatus can be notified the user in real time or off-line is watched advertising programme 307;
Step 8: the user can be online to hotel owner website 308; , to obtain the relevent information of further advertisement businessman and promotion item, except the providing of detailed message, also can provide the user to carry out online transaction and consumption 309 on the hotel owner website;
Step 9:, if the user does not need the further message in hotel owner's website, can receive the electronic coupons 310 in moving advertising, to obtain the relevant preferential message of promotion item;
Step 10: whether the user can select will go to the hotel owner to consume 311 at once; , if there is no the wish of buying at present, finish the flow process 313 of interactive mobile TV advertising service proposed by the invention; If the user selects at once to go to the hotel owner to consume, mobile TV-system will provide GPS information 312, to assist the guiding user, go to the location, shop of advertisement businessman.
The foregoing is only preferred embodiment of the present invention, protection scope of the present invention is not limited to this, any all belong to protection range of the present invention based on the equivalent transformation on technical solution of the present invention within.
Claims (5)
1. an active mobile television advertising method that is applied to mobile terminal apparatus, is characterized in that, this active mobile television advertising method comprises following steps:
Step 1: the mobile TV user starts the service of mobile TV;
Step 2:, through after the authenticating user identification and rights of using mandate at mobile communication networking, follow unlocking electronic program forms and electronic service forms;
Step 3: the user can subscribe to interesting merchandise news;
Step 4: arrived the pre-determined advertisement time, mobile terminal apparatus starts the reception advertisement automatically;
Step 5: whether select real-time online to watch or off-line is watched, if select, watch online to step 7;
Step 6:, if to select be that off-line is watched, start recording function, with the advertising programme content storage in the memory storage of mobile terminal apparatus;
Step 7: mobile terminal apparatus can be notified the user in real time or off-line is watched advertising programme;
Step 8: the user sees through the mobile communication networking and utilizes mobile terminal apparatus to be online to the hotel owner website; To obtain the relevent information of advertisement businessman and promotion item;
Step 9: the user sees through the mobile communication networking and receives the interior electronic coupons of moving advertising, to obtain the relevant preferential message of promotion item;
Step 10: whether the user can select will go to the hotel owner to consume at once; If there is no the wish of buying at present, process ends; If the user selects at once to go to the hotel owner to consume, mobile TV-system will provide GPS information, to assist the guiding user, go to the location, shop of advertisement businessman, and process ends.
2. the active mobile television advertising method that is applied to mobile terminal apparatus as claimed in claim 1, it is characterized in that, the information of the electronic programming forms of this step 2 more comprises program broadcasting time, program broadcasts length, program or advertised name, program or adline, program or advertisement supplier, the preferential relevant information of advertising programme and TV program and moving advertising program interaction information etc.
3. the active mobile television advertising method that is applied to mobile terminal apparatus as claimed in claim 1, it is characterized in that, the television program record function of the mobile terminal apparatus of this step 6, with the advertising programme content storage in the memory storage of mobile terminal apparatus.
4. the active mobile television advertising method that is applied to mobile terminal apparatus as claimed in claim 1, it is characterized in that, this implementation step seven more comprises: in the situation that off-line watches the advertising programme mobile terminal apparatus to watch with the mode reminding user of the tinkle of bells, music or vibrations.
5. the active mobile television advertising method that is applied to mobile terminal apparatus as claimed in claim 1, is characterized in that, the hotel owner website of this step 10 more comprises: provide the user to carry out online transaction and consumption.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN2013103223261A CN103402125A (en) | 2010-06-28 | 2010-06-28 | Active mobile television advertising method applied to mobile terminal device |
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| Application Number | Priority Date | Filing Date | Title |
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| CN2013103223261A CN103402125A (en) | 2010-06-28 | 2010-06-28 | Active mobile television advertising method applied to mobile terminal device |
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| Application Number | Title | Priority Date | Filing Date |
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| CN2010102222376A Division CN101895712A (en) | 2010-06-28 | 2010-06-28 | Active mobile television advertising system and method for mobile terminal device |
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| CN103402125A true CN103402125A (en) | 2013-11-20 |
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Cited By (1)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN115277620A (en) * | 2022-06-29 | 2022-11-01 | 赤子城网络技术（北京）有限公司 | Social application processing method and system |
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| CN101300594A (en) * | 2005-09-02 | 2008-11-05 | Aws融合技术公司 | System, method apparatus and computer media for user control of advertising |
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Application publication date: 20131120 |