CN105187866B - Advertisement placement method and device - Google Patents
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- CN105187866B CN105187866B CN201510585964.1A CN201510585964A CN105187866B CN 105187866 B CN105187866 B CN 105187866B CN 201510585964 A CN201510585964 A CN 201510585964A CN 105187866 B CN105187866 B CN 105187866B
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- 238000000605 extraction Methods 0.000 claims description 12
- 238000004364 calculation method Methods 0.000 claims description 11
- 238000002716 delivery method Methods 0.000 claims description 8
- 238000005516 engineering process Methods 0.000 claims description 8
- 238000007418 data mining Methods 0.000 claims description 4
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
- H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
- H04N21/266—Channel or content management, e.g. generation and management of keys and entitlement messages in a conditional access system, merging a VOD unicast channel into a multicast channel
- H04N21/2668—Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
- H04N21/47—End-user applications
- H04N21/472—End-user interface for requesting content, additional data or services; End-user interface for interacting with content, e.g. for content reservation or setting reminders, for requesting event notification, for manipulating displayed content
- H04N21/4722—End-user interface for requesting content, additional data or services; End-user interface for interacting with content, e.g. for content reservation or setting reminders, for requesting event notification, for manipulating displayed content for requesting additional data associated with the content
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
- H04N21/47—End-user applications
- H04N21/472—End-user interface for requesting content, additional data or services; End-user interface for interacting with content, e.g. for content reservation or setting reminders, for requesting event notification, for manipulating displayed content
- H04N21/4722—End-user interface for requesting content, additional data or services; End-user interface for interacting with content, e.g. for content reservation or setting reminders, for requesting event notification, for manipulating displayed content for requesting additional data associated with the content
- H04N21/4725—End-user interface for requesting content, additional data or services; End-user interface for interacting with content, e.g. for content reservation or setting reminders, for requesting event notification, for manipulating displayed content for requesting additional data associated with the content using interactive regions of the image, e.g. hot spots
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
- H04N21/81—Monomedia components thereof
- H04N21/812—Monomedia components thereof involving advertisement data
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- Signal Processing (AREA)
- Databases & Information Systems (AREA)
- Human Computer Interaction (AREA)
- Business, Economics & Management (AREA)
- Marketing (AREA)
- Two-Way Televisions, Distribution Of Moving Picture Or The Like (AREA)
- Management, Administration, Business Operations System, And Electronic Commerce (AREA)
Abstract
The present invention proposes that a kind of advertisement placement method and device, the advertisement broadcast method include: to obtain candidate locations according to video content when triggering video playing；In the relevant preset time point of the broadcasting of video, advertisement to be put is selected from candidate locations；Show advertisement to be put.This method can be improved the precision of advertisement dispensing.
Description
Technical Field
The invention relates to the technical field of internet, in particular to an advertisement putting method and device.
Background
With the development of the internet, users usually view network videos on the internet, and advertisers put advertisements on pages playing the network videos. In the prior art, advertisement delivery is usually in the form of advertisement such as inserting a tile advertisement at a specific point of playing of a network video, for example, starting, waiting, pausing, or adding a picture or a text link around a player.
However, the advertisements delivered in this manner are not precise.
Disclosure of Invention
The present invention is directed to solving, at least to some extent, one of the technical problems in the related art.
Therefore, an object of the present invention is to provide an advertisement delivery method, which can improve the accuracy of delivered advertisements.
Another object of the present invention is to provide an advertisement delivery device.
In order to achieve the above object, an advertisement delivery method provided in an embodiment of a first aspect of the present invention includes: when the video playing is triggered, acquiring candidate advertisements according to the video content; selecting advertisements to be launched from the candidate advertisements at a preset time point related to the playing of the video; and displaying the advertisement to be delivered.
According to the advertisement delivery method provided by the embodiment of the first aspect of the invention, the candidate advertisements are obtained according to the content of the video triggered to be played, and the advertisement to be delivered is selected from the candidate advertisements, so that the advertisement to be delivered is related to the content of the video, and the advertisement delivery accuracy is improved.
In order to achieve the above object, an advertisement delivery device according to an embodiment of a second aspect of the present invention includes: the acquisition module is used for acquiring candidate advertisements according to the video content when the video playing is triggered; the selection module is used for selecting advertisements to be launched from the candidate advertisements at preset time points related to video playing; the first display module is used for displaying the advertisements to be launched.
According to the advertisement delivery device provided by the embodiment of the second aspect of the invention, the candidate advertisements are obtained according to the content of the video which is triggered to be played, and the advertisement to be delivered is selected from the candidate advertisements, so that the advertisement to be delivered is related to the content of the video, and the advertisement delivery accuracy is improved.
Additional aspects and advantages of the invention will be set forth in part in the description which follows and, in part, will be obvious from the description, or may be learned by practice of the invention.
Drawings
The foregoing and/or additional aspects and advantages of the present invention will become apparent and readily appreciated from the following description of the embodiments, taken in conjunction with the accompanying drawings of which:
fig. 1 is a schematic flowchart of an advertisement delivery method according to an embodiment of the present invention;
fig. 2 is a flowchart illustrating an advertisement delivery method according to another embodiment of the present invention;
FIG. 3 is a schematic representation of a presentation of video and advertisements in an embodiment of the invention;
fig. 4 is a schematic structural diagram of an advertisement delivery device according to another embodiment of the present invention;
fig. 5 is a schematic structural diagram of an advertisement delivery device according to another embodiment of the present invention.
Detailed Description
Reference will now be made in detail to embodiments of the present invention, examples of which are illustrated in the accompanying drawings, wherein like or similar reference numerals refer to the same or similar modules or modules having the same or similar functionality throughout. The embodiments described below with reference to the accompanying drawings are illustrative only for the purpose of explaining the present invention, and are not to be construed as limiting the present invention. On the contrary, the embodiments of the invention include all changes, modifications and equivalents coming within the spirit and terms of the claims appended hereto.
Fig. 1 is a schematic flow chart of an advertisement delivery method according to an embodiment of the present invention, where the method includes:
s11: and when the video playing is triggered, acquiring the candidate advertisement according to the video content.
Wherein, the advertisement related to the content of the video triggering the playing can be used as the candidate advertisement.
Specifically, the theme tag of the video may be extracted in advance, the theme tag of the video triggered to be played is acquired when the video is triggered to be played, and in addition, the theme tag of each advertisement may be extracted in advance, so that the advertisement consistent with or similar to the theme tag of the video triggered to be played is used as a candidate advertisement.
For example, if the topic tag of the video triggered to be played is science fiction, the advertisement with the topic tag being science fiction may be used as the candidate advertisement, and when there are multiple candidate advertisements, the candidate advertisement set may be composed.
S12: and selecting the advertisements to be launched from the candidate advertisements at a preset time point related to the playing of the video.
The playing-related preset time point may include: and triggering a time point after the video is played but the video is in an unplayed state, such as play start, play wait, or play pause. Or,
the playing-related preset time point may include: and (5) in the playing process.
When the video is in the non-playing state, such as play start, play wait, or play pause, the advertisement to be delivered may be selected randomly or according to rules such as preset bidding price from the candidate advertisements. Taking random selection as an example, assuming that the theme label of the video triggered to be played is science fiction, when the playing starts, waits or pauses, one advertisement is randomly selected from candidate advertisements of which the theme label is science fiction as an advertisement to be launched, so as to be displayed as a patch advertisement.
When the video is in the playing process, the time sequence label of the video can be obtained, and in addition, the time sequence label of each advertisement in the candidate advertisements can be obtained, so that the advertisement which is consistent with or similar to the time sequence label of the video in the candidate advertisements is used as the advertisement to be delivered. The timing sequence label of the video and the timing sequence label of the advertisement can also be extracted in advance and configured in association with the video or the advertisement, so that the timing sequence label of the video and the timing sequence label of the advertisement can be obtained in the playing process of the video. For example, if the time-sequence tag corresponding to the time point t1 of the video is coffee, and the time-sequence tag of the ad a in the candidate ads is also coffee, the ad a is regarded as the ad to be delivered at the time point t1 of the video.
S13: and displaying the advertisement to be delivered.
For example, when providing an advertisement, an advertiser may configure the presentation format of the advertisement, so that the advertisement is presented according to the preconfigured presentation format, for example, in a tile form or in a picture, text, or video form around the player.
In the embodiment, the candidate advertisements are obtained according to the content of the video triggered to be played, and the advertisements to be launched are selected from the candidate advertisements, so that the advertisements to be launched are related to the content of the video, and the precision of advertisement launching is improved.
Fig. 2 is a schematic flow chart of an advertisement delivery method according to another embodiment of the present invention, where the method includes:
s21: and extracting a time sequence label and a theme label of the video.
As shown in fig. 2, the timing tags and the topic tags of the video may be extracted by a content extraction module.
Wherein, extracting the timing sequence label of the video may include:
recognizing the voice content of the video as text content through a voice recognition technology, and/or recognizing scenes and objects in the video through a video recognition technology;
extracting keywords related to the advertisement in the text content as the time sequence tags of the corresponding time points, and/or mining data of scenes and objects, and taking the scenes or the objects related to the advertisement as the time sequence tags of the video at the corresponding time points.
For example, the voice content of the video may include scenario information, and after the voice content is recognized as text content and the text content is subjected to data mining, keywords related to the advertisement may be extracted from the text content as the timing sequence tags of the corresponding time points. For example, if the voice information of the video at time t1 includes "we are going to a coffee bar," coffee may be extracted as the timing tag at time t 1.
For another example, identifying scenes in a video by video recognition techniques includes, for example: scenes such as bars, streets, malls, nature scenes, etc., the identified objects include, for example: overt close-up objects such as cars, buildings, cell phones, luxuries, furniture, etc., the identified scenes or objects associated with the advertisement may be used as a timing label, e.g., if a bar appears at time t1, the bar may be used as a timing label at time t 1.
Extracting the hashtag of the video may include:
obtaining description information related to the video through network content search;
and extracting keywords from the description information as the subject label of the video.
For example, video-related description information is acquired from a video site, and the video-related description information includes, for example: a story introduction, actors, director, etc.
Theme labels such as movie name, actors, director, movie genre, drama feature, etc. For example, the theme label of the movie "terminator" may be a theme label of an drama, science fiction, stacchage, terminator, robot, or the like.
S22: the timing tags and the subject tags of the advertisements are extracted.
As shown in fig. 2, the timing tags and the topic tags of the advertisements may be extracted by an advertisement delivery module.
For example, the timing tags and the subject tags of an advertisement may be extracted based on information configured by the advertiser.
The advertiser can submit the advertisement related material information through the advertisement management platform, and the advertisement related material information comprises the following information: subject label of the advertisement, timing sequence label of the advertisement, material information of the advertisement and display form of the advertisement. The advertisements may be granular in ad units.
Wherein, the corresponding subject label: an ad unit may have a plurality of thematic tags that are used to decide in which video content an ad appears. For example, { love, grandli, youth } is used to target videos related to these three hashtags. As another example, the subject label is { [ Jade Guanyin }, and the advertisement can only appear in the ad slot associated with the movie.
Corresponding to the time sequence label: an ad unit may have multiple timing tags that are used to determine when an ad is triggered, i.e., when video playback content triggers which timing tags, what ad is triggered. For example, if the timing tag of coffee is set corresponding to advertisement a, advertisement a is triggered to be displayed when the timing tag of coffee appears in the video content.
In addition, the advertiser can also set corresponding material information corresponding to each time sequence label of the advertisement, wherein the material information comprises characters, pictures, short videos, links and the like. Therefore, when one advertisement is triggered to be played according to the time sequence label of the video, the advertisement can be played at the advertisement position in a corresponding material information mode.
In addition, the advertiser may also set the presentation form of the advertisement, for example, presenting the advertisement to the periphery of the player or in a patch form. Peripheral advertisements typically show advertisements to the right of the player, mainly text and picture advertisements, and tile advertisements, which may be pictures, text, or short video, are shown when the user enters, waits, and pauses states.
S23: when a user triggers video playing, candidate advertisements are obtained according to the theme label of the video and the theme label of the advertisements.
For example, after the content extraction module extracts the theme tag of the video, the video and the theme tag may be stored in an associated manner, when the user triggers the video to be broadcast, the advertisement real-time calculation module may obtain the theme tag corresponding to the video triggered to be broadcast by the user from the content extraction module, and in addition, similarly, the theme tag of the advertisement may also be obtained from the advertisement delivery module, and by comparing the theme tags of the video and the advertisement, the advertisement consistent with or similar to the theme tag of the video triggered to be broadcast is used as a candidate advertisement. Of course, it is understood that the candidate advertisement may be obtained according to other information, such as price, when selecting the candidate advertisement. When the candidate advertisement is plural, a candidate advertisement set may be composed.
S24: the playing and showing module plays the video.
After the user triggers the video playing, the video can be displayed to the user.
S25: and the playing and displaying module monitors the time sequence in the video playing process to acquire the time sequence label of the video.
S26: and the advertisement real-time calculation module performs correlation calculation and selects the advertisement to be delivered from the candidate advertisements.
The content extraction module can also store the time sequence label and the video in a related manner after extracting the time sequence label of the video, so that the advertisement real-time calculation module can obtain the time sequence label of the played video from the content extraction module according to the association relationship, in addition, the real-time calculation module can also obtain the time sequence label of each candidate advertisement from the advertisement delivery module, the real-time calculation module carries out correlation calculation on the time sequence label of the video and the time sequence label of each candidate advertisement, and the candidate advertisement with the maximum correlation is taken as the advertisement to be delivered. Of course, it will be appreciated that other factors may also be referenced in selecting advertisements to be served, such as quality, price, policy of the ad unit, which may also affect the ordering of the advertisements. For example, the picture effect under the advertisement unit is poor in correlation with the video content, or the click rate of the user on the unit is low, which reduces the display probability of the unit advertisement.
S27: and the playing and displaying module is used for displaying the advertisement to be launched.
After the advertisement to be delivered is selected by the advertisement real-time calculation module, the advertisement can be played by the playing and displaying module, and advertisement display is realized.
The advertisement presentation form may include:
displaying the advertisement to be delivered in a patch advertisement mode at a preset time point after the video is triggered to be played and when the video is in an unplayed state, wherein the preset time point comprises that the video is in: a start state, a wait state, or a pause state; or,
in the video playing process, when the video is in a non-full screen state, displaying advertisements to be launched on the periphery of the player; or,
in the video playing process, when a video is in a full-screen state or a non-full-screen state, a trigger button is displayed in a preset area of a player, and after a preset operation of a user on the trigger button is detected, an advertisement to be launched is displayed.
For example, when the video is in a non-full screen state, as shown in fig. 3, the advertisement 32 to be delivered is presented on the right side of the player 31. Or,
as shown in fig. 3, a trigger button 33 is displayed in a preset area of the player, and when a preset operation of the trigger button by a user is detected, an advertisement to be delivered is displayed. The preset operation is, for example, a click operation or hovering over a trigger button.
The trigger button can be a picture or animation with a semi-transparent suspension size smaller than a preset value, so that the user is less disturbed. In addition, the trigger button may be different depending on the timing label, for example, the trigger button is a cola bottle when the timing label is cola, or the timing label is a car and the trigger button is a car icon, or the timing label is coffee and the trigger button is a coffee cup. And when the user clicks or hovers on the trigger button, opening a picture, a video or a website link set by the advertiser.
S28: and generating a display and click log according to the display and click condition of the advertisement.
For example, the log records which advertisements are presented, which advertisements the user clicked on, and so forth.
In addition, the time sequence label can be used for matching advertisements, and can also be used as preview content of video content, so that the user can conveniently preview the content.
In some embodiments, the method may further comprise:
after the time sequence label of the video is obtained, when the preset operation of a user on the preset tangent point of the time axis of the video is detected, the time sequence label corresponding to the corresponding tangent point is displayed.
For example, a tangent point may be set on a progress control bar (such as the time axis of fig. 3) of a video, and after a user clicks a certain tangent point, a timing sequence tag of the video corresponding to the tangent point may be acquired and displayed to the user, so that the user can know the video content at each time point through the timing sequence tag, and the user experience is improved. The tangent point is a time point marked by the time sequence label according to the video content and is also a time point triggered by the relevance advertisement.
In the embodiment, the candidate advertisements are selected according to the theme tags of the videos, and the advertisements to be released are selected according to the time sequence tags in the video playing process. By recording the display and click logs, data support can be provided for advertisers, user portrayal can be depicted according to the display and click logs, and advertisements more suitable for users can be provided according to the user portrayal. Through triggering the advertisement with the trigger button and broadcasting, can reduce the disturbance to the user, promote user experience.
Fig. 4 is a schematic structural diagram of an advertisement delivery apparatus according to another embodiment of the present invention, where the apparatus 40 includes: an acquisition module 41, a selection module 42 and a first presentation module 43.
An obtaining module 41, configured to obtain candidate advertisements according to video content when video playing is triggered;
wherein, the advertisement related to the content of the video triggering the playing can be used as the candidate advertisement.
Specifically, the theme tag of the video may be extracted in advance, the theme tag of the video triggered to be played is acquired when the video is triggered to be played, and in addition, the theme tag of each advertisement may be extracted in advance, so that the advertisement consistent with or similar to the theme tag of the video triggered to be played is used as a candidate advertisement.
Optionally, the obtaining module 41 is specifically configured to:
and acquiring the theme label of the video triggered to be played, and acquiring the candidate advertisement according to the theme label of the video triggered to be played and the theme label of the advertisement.
For example, if the topic tag of the video triggered to be played is science fiction, the advertisement with the topic tag being science fiction may be used as the candidate advertisement, and when there are multiple candidate advertisements, the candidate advertisement set may be composed.
A selecting module 42, configured to select an advertisement to be delivered from the candidate advertisements at a preset time point related to playing of the video;
the playing-related preset time point may include: and triggering a time point after the video is played but the video is in an unplayed state, such as play start, play wait, or play pause. Or,
the playing-related preset time point may include: and (5) in the playing process.
Optionally, the selecting module 42 is specifically configured to:
selecting advertisements to be launched from the candidate advertisements at a preset time point after the video is triggered to be played and when the video is in an unplayed state, wherein the preset time point comprises that the video is in: a start state, a wait state, or a pause state; or,
and in the video playing process, acquiring the time sequence label of the video, and selecting the advertisement to be delivered from the candidate advertisement set according to the time sequence label of the video and the time sequence label of the advertisement.
When the video is in the non-playing state, such as play start, play wait, or play pause, the advertisement to be delivered may be selected randomly or according to rules such as preset bidding price from the candidate advertisements. Taking random selection as an example, assuming that the theme label of the video triggered to be played is science fiction, when the playing starts, waits or pauses, one advertisement is randomly selected from candidate advertisements of which the theme label is science fiction as an advertisement to be launched, so as to be displayed as a patch advertisement.
When the video is in the playing process, the time sequence label of the video can be obtained, and in addition, the time sequence label of each advertisement in the candidate advertisements can be obtained, so that the advertisement which is consistent with or similar to the time sequence label of the video in the candidate advertisements is used as the advertisement to be delivered. The timing sequence label of the video and the timing sequence label of the advertisement can also be extracted in advance and configured in association with the video or the advertisement, so that the timing sequence label of the video and the timing sequence label of the advertisement can be obtained in the playing process of the video. For example, if the time-sequence tag corresponding to the time point t1 of the video is coffee, and the time-sequence tag of the ad a in the candidate ads is also coffee, the ad a is regarded as the ad to be delivered at the time point t1 of the video.
And a first display module 43 for displaying the advertisement to be delivered.
For example, when providing an advertisement, an advertiser may configure the presentation format of the advertisement, so that the advertisement is presented according to the preconfigured presentation format, for example, in a form of a tile or in a form of pictures or characters around the player.
In some embodiments, referring to fig. 5, the apparatus 40 further comprises:
the first extraction module 44 is configured to obtain description information related to the video through web content search; and extracting keywords from the description information as the subject label of the video.
For example, video-related description information is acquired from a video site, and the video-related description information includes, for example: a story introduction, actors, director, etc.
Theme labels such as movie name, actors, director, movie genre, drama feature, etc. For example, the theme label of the movie "terminator" may be a theme label of an drama, science fiction, stacchage, terminator, robot, or the like.
In some embodiments, referring to fig. 5, the apparatus 40 further comprises:
a second extraction module 45, configured to recognize a voice content of the video as a text content through a voice recognition technology, and/or recognize a scene and an object in the video through a video recognition technology; and extracting keywords related to the advertisement in the text content as the time sequence tags of the corresponding time points, and/or performing data mining on the scene and the object, and taking the scene or the object related to the advertisement as the time sequence tags of the video at the corresponding time points.
For example, the voice content of the video may include scenario information, and after the voice content is recognized as text content and the text content is subjected to data mining, keywords related to the advertisement may be extracted from the text content as the timing sequence tags of the corresponding time points. For example, if the voice information of the video at time t1 includes "we are going to a coffee bar," coffee may be extracted as the timing tag at time t 1.
For another example, identifying scenes in a video by video recognition techniques includes, for example: scenes such as bars, streets, malls, nature scenes, etc., the identified objects include, for example: overt close-up objects such as cars, buildings, cell phones, luxuries, furniture, etc., the identified scenes or objects associated with the advertisement may be used as a timing label, e.g., if a bar appears at time t1, the bar may be used as a timing label at time t 1.
Additionally, the timing and subject tags for an advertisement may be provided by the advertiser.
As shown in fig. 2, the timing tags and the topic tags of the advertisements may be extracted by an advertisement delivery module.
For example, the timing tags and the subject tags of an advertisement may be extracted based on information configured by the advertiser.
The advertiser can submit the advertisement related material information through the advertisement management platform, and the advertisement related material information comprises the following information: subject label of the advertisement, timing sequence label of the advertisement, material information of the advertisement and display form of the advertisement. The advertisements may be granular in ad units.
Wherein, the corresponding subject label: an ad unit may have a plurality of thematic tags that are used to decide in which video content an ad appears. For example, { love, grandli, youth } is used to target videos related to these three hashtags. As another example, the subject label is { [ Jade Guanyin }, and the advertisement can only appear in the ad slot associated with the movie.
Corresponding to the time sequence label: an ad unit may have multiple timing tags that are used to determine when an ad is triggered, i.e., when video playback content triggers which timing tags, what ad is triggered. For example, if the timing tag of coffee is set corresponding to advertisement a, advertisement a is triggered to be displayed when the timing tag of coffee appears in the video content.
In addition, the advertiser can also set corresponding material information corresponding to each time sequence label of the advertisement, wherein the material information comprises characters, pictures, short videos, links and the like. Therefore, when one advertisement is triggered to be played according to the time sequence label of the video, the advertisement can be played at the advertisement position in a corresponding material information mode.
In addition, the advertiser may also set the presentation form of the advertisement, for example, presenting the advertisement to the periphery of the player or in a patch form. Peripheral advertisements typically show advertisements to the right of the player, mainly text and picture advertisements, and tile advertisements, which may be pictures, text, or short video, are shown when the user enters, waits, and pauses states.
Optionally, the first presenting module 43 is specifically configured to:
displaying the advertisement to be delivered in a patch advertisement mode at a preset time point after the video is triggered to be played and when the video is in an unplayed state, wherein the preset time point comprises that the video is in: a start state, a wait state, or a pause state; or,
in the video playing process, when the video is in a non-full screen state, displaying advertisements to be launched on the periphery of the player; or,
in the video playing process, when a video is in a full-screen state or a non-full-screen state, a trigger button is displayed in a preset area of a player, and after a preset operation of a user on the trigger button is detected, an advertisement to be launched is displayed.
For example, when the video is in a non-full screen state, as shown in fig. 3, the advertisement 31 to be delivered is presented on the right side of the player. Or,
as shown in fig. 3, a trigger button 32 is displayed in a preset area of the player, and when a preset operation of the trigger button by a user is detected, an advertisement to be delivered is displayed. The preset operation is, for example, a click operation or hovering over a trigger button.
The trigger button can be a picture or animation with a semi-transparent suspension size smaller than a preset value, so that the user is less disturbed. In addition, the trigger button may be different depending on the timing label, for example, the trigger button is a cola bottle when the timing label is cola, or the timing label is a car and the trigger button is a car icon, or the timing label is coffee and the trigger button is a coffee cup. And when the user clicks or hovers on the trigger button, opening a picture, a video or a website link set by the advertiser.
In some embodiments, referring to fig. 5, the apparatus 40 further comprises:
the second displaying module 46 is configured to, after the time sequence tag of the video is acquired, display the time sequence tag corresponding to the corresponding point when the preset operation of the user on the preset point of the time axis of the video is detected.
For example, a tangent point may be set on a progress control bar (such as the time axis of fig. 3) of a video, and after a user clicks a certain tangent point, a timing sequence tag of the video corresponding to the tangent point may be acquired and displayed to the user, so that the user can know the video content at each time point through the timing sequence tag, and the user experience is improved. The tangent point is a time point marked by the time sequence label according to the video content and is also a time point triggered by the relevance advertisement.
Corresponding to the embodiment of the method, the acquisition module and the selection module are positioned in the advertisement real-time calculation module, the first display module and the second display module are positioned in the playing and displaying module, and the first extraction module and the second extraction module are positioned in the content extraction module.
In the embodiment, the candidate advertisements are selected according to the theme tags of the videos, and the advertisements to be released are selected according to the time sequence tags in the video playing process. By recording the display and click logs, data support can be provided for advertisers, user portrayal can be depicted according to the display and click logs, and advertisements more suitable for users can be provided according to the user portrayal. Through triggering the advertisement with the trigger button and broadcasting, can reduce the disturbance to the user, promote user experience.
It should be noted that the terms "first," "second," and the like in the description of the present invention are used for descriptive purposes only and are not to be construed as indicating or implying relative importance. Further, in the description of the present invention, the meaning of "a plurality" means at least two unless otherwise specified.
Any process or method descriptions in flow charts or otherwise described herein may be understood as representing modules, segments, or portions of code which include one or more executable instructions for implementing specific logical functions or steps of the process, and alternate implementations are included within the scope of the preferred embodiment of the present invention in which functions may be executed out of order from that shown or discussed, including substantially concurrently or in reverse order, depending on the functionality involved, as would be understood by those reasonably skilled in the art of the present invention.
It should be understood that portions of the present invention may be implemented in hardware, software, firmware, or a combination thereof. In the above embodiments, the various steps or methods may be implemented in software or firmware stored in memory and executed by a suitable instruction execution system. For example, if implemented in hardware, as in another embodiment, any one or combination of the following techniques, which are known in the art, may be used: a discrete logic circuit having a logic gate circuit for implementing a logic function on a data signal, an application specific integrated circuit having an appropriate combinational logic gate circuit, a Programmable Gate Array (PGA), a Field Programmable Gate Array (FPGA), or the like.
It will be understood by those skilled in the art that all or part of the steps carried by the method for implementing the above embodiments may be implemented by hardware related to instructions of a program, which may be stored in a computer readable storage medium, and when the program is executed, the program includes one or a combination of the steps of the method embodiments.
In addition, functional units in the embodiments of the present invention may be integrated into one processing module, or each unit may exist alone physically, or two or more units are integrated into one module. The integrated module can be realized in a hardware mode, and can also be realized in a software functional module mode. The integrated module, if implemented in the form of a software functional module and sold or used as a stand-alone product, may also be stored in a computer readable storage medium.
The storage medium mentioned above may be a read-only memory, a magnetic or optical disk, etc.
In the description herein, references to the description of the term "one embodiment," "some embodiments," "an example," "a specific example," or "some examples," etc., mean that a particular feature, structure, material, or characteristic described in connection with the embodiment or example is included in at least one embodiment or example of the invention. In this specification, the schematic representations of the terms used above do not necessarily refer to the same embodiment or example. Furthermore, the particular features, structures, materials, or characteristics described may be combined in any suitable manner in any one or more embodiments or examples.
Although embodiments of the present invention have been shown and described above, it is understood that the above embodiments are exemplary and should not be construed as limiting the present invention, and that variations, modifications, substitutions and alterations can be made to the above embodiments by those of ordinary skill in the art within the scope of the present invention.
Claims (11)
1. An advertisement delivery method, comprising:
when the video playing is triggered, acquiring candidate advertisements according to the video content;
selecting advertisements to be launched from the candidate advertisements at a preset time point related to the playing of the video;
displaying the advertisement to be delivered;
the selecting the advertisement to be delivered from the candidate advertisements at the preset time point related to the playing of the video comprises:
in the video playing process, acquiring a time sequence label of a video, and selecting an advertisement to be delivered from a candidate advertisement set according to the time sequence label of the video and the time sequence label of the advertisement, wherein the candidate advertisement with the maximum correlation is taken as the advertisement to be delivered by performing correlation calculation on the time sequence label of the video and the time sequence label of each candidate advertisement in the candidate advertisement set; if a plurality of candidate advertisements with the maximum correlation with the time sequence labels of the video exist, the click rate of the candidate advertisements is analyzed, and the candidate advertisement with the high click rate is taken as the advertisement to be delivered;
the method further comprises the following steps:
recognizing the voice content of the video as text content through a voice recognition technology, and/or recognizing scenes and objects in the video through a video recognition technology;
extracting keywords related to the advertisement in the text content as the time sequence tags of the corresponding time points, and/or mining data of scenes and objects, and taking the scenes or the objects related to the advertisement as the time sequence tags of the video at the corresponding time points.
2. The method of claim 1, wherein the obtaining candidate advertisements based on video content comprises:
and acquiring the theme label of the video triggered to be played, and acquiring the candidate advertisement according to the theme label of the video triggered to be played and the theme label of the advertisement.
3. The method of claim 1, further comprising:
obtaining description information related to the video through network content search;
and extracting keywords from the description information as the subject label of the video.
4. The method of claim 1, wherein the presenting the advertisement to be served comprises:
displaying the advertisement to be delivered in a patch advertisement mode at a preset time point after the video is triggered to be played and when the video is in an unplayed state, wherein the preset time point comprises that the video is in: a start state, a wait state, or a pause state; or,
in the video playing process, when the video is in a non-full screen state, displaying advertisements to be launched on the periphery of the player; or,
in the video playing process, when a video is in a full-screen state or a non-full-screen state, a trigger button is displayed in a preset area of a player, and after a preset operation of a user on the trigger button is detected, an advertisement to be launched is displayed.
5. The method according to claim 4, wherein the trigger button is a semi-transparent floating picture or animation with a size smaller than a preset value, and/or the trigger button is different according to different time sequence labels.
6. The method of any one of claims 1-5, further comprising:
after the time sequence label of the video is obtained, when the preset operation of a user on the preset tangent point of the time axis of the video is detected, the time sequence label corresponding to the corresponding tangent point is displayed.
7. An advertisement delivery device, comprising:
the acquisition module is used for acquiring candidate advertisements according to the video content when the video playing is triggered;
the selection module is used for selecting advertisements to be launched from the candidate advertisements at preset time points related to video playing;
the first display module is used for displaying the advertisements to be launched;
the selection module is specifically configured to: in the video playing process, acquiring a time sequence label of a video, and selecting an advertisement to be delivered from a candidate advertisement set according to the time sequence label of the video and the time sequence label of the advertisement, wherein the candidate advertisement with the maximum correlation is taken as the advertisement to be delivered by performing correlation calculation on the time sequence label of the video and the time sequence label of each candidate advertisement in the candidate advertisement set; if a plurality of candidate advertisements with the maximum correlation with the time sequence labels of the video exist, the click rate of the candidate advertisements is analyzed, and the candidate advertisement with the high click rate is taken as the advertisement to be delivered;
the device further comprises:
the second extraction module is used for identifying the voice content of the video as text content through a voice identification technology and/or identifying scenes and objects in the video through a video identification technology; and extracting keywords related to the advertisement in the text content as the time sequence tags of the corresponding time points, and/or performing data mining on the scene and the object, and taking the scene or the object related to the advertisement as the time sequence tags of the video at the corresponding time points.
8. The apparatus of claim 7, wherein the obtaining module is specifically configured to:
and acquiring the theme label of the video triggered to be played, and acquiring the candidate advertisement according to the theme label of the video triggered to be played and the theme label of the advertisement.
9. The apparatus of claim 7, further comprising:
the first extraction module is used for acquiring description information related to the video through network content search; and extracting keywords from the description information as the subject label of the video.
10. The apparatus of claim 7, wherein the first rendering module is specifically configured to:
displaying the advertisement to be delivered in a patch advertisement mode at a preset time point after the video is triggered to be played and when the video is in an unplayed state, wherein the preset time point comprises that the video is in: a start state, a wait state, or a pause state; or,
in the video playing process, when the video is in a non-full screen state, displaying advertisements to be launched on the periphery of the player; or,
in the video playing process, when a video is in a full-screen state or a non-full-screen state, a trigger button is displayed in a preset area of a player, and after a preset operation of a user on the trigger button is detected, an advertisement to be launched is displayed.
11. The apparatus of any one of claims 7-10, further comprising:
and the second display module is used for displaying the time sequence label corresponding to the corresponding tangent point after the time sequence label of the video is acquired and the preset operation of the user on the preset tangent point of the time axis of the video is detected.
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