CN113329243A

CN113329243A - Server, display equipment and method for automatically operating advertising space

Info

Publication number: CN113329243A
Application number: CN202110617138.6A
Authority: CN
Inventors: 韩洁
Original assignee: Qingdao Jukanyun Technology Co ltd
Current assignee: Qingdao Jukanyun Technology Co ltd
Priority date: 2021-06-03
Filing date: 2021-06-03
Publication date: 2021-08-31

Abstract

The application discloses a server, a display device and a method for automatically operating an advertisement space, which comprises the following steps: receiving a media resource request containing a media resource identifier sent by display equipment; searching and feeding back the media asset data and the label data according to the media asset request; receiving an advertisement request sent by display equipment when the media asset data is played to a time T; searching advertisement data corresponding to the first-level label when the advertisement request contains the first-level label and does not contain the second-level label; searching advertisement data corresponding to the secondary label when the advertisement request does not contain the primary label and the secondary label; the label data comprises time parameters including time T and label parameters including first-level labels and second-level labels, and the content of the first-level label representation at the same position is contained in the content range of the second-level label representation. According to the method and the device, corresponding advertisement content is obtained in a targeted mode at a specific moment according to the label data, the exposure rate and the click rate of buying the advertisement while watching are increased, and the purchase probability of the brand by a user is improved.

Description

Server, display equipment and method for automatically operating advertising space

Technical Field

The application relates to the technical field of internet, in particular to a server, a display device and an automatic operation method of an advertisement space.

Background

The intelligent terminal (such as a television) is used as central entertainment equipment in a living room, can realize the function of bidirectional man-machine interaction, integrates various functions such as audio and video, entertainment, data and the like, and has great commercial value in video playing. Advertisers generally realize brand promotion by means of advertisement placement on advertisement positions of intelligent terminals.

With the development of intelligent terminals and video industries, the primary interactive video advertisements gradually replace the market of the patch advertisements. The native interactive video advertisement is combined with video content based on video scenes, so that a user can participate in the original interactive video advertisement, and the original interactive video advertisement can be bought while watching in a picture clicking mode. After receiving the advertisement order of the advertiser, the operator can issue a certain amount of advertisements on the intelligent terminal in the corresponding putting time interval according to the requirement of the advertiser so as to achieve the purpose of marketing products. The above situation can only improve the exposure rate of the brand, but is not beneficial to improving the purchasing probability of the user to the brand.

Disclosure of Invention

The application provides a server, a display device and an automatic operation method of an advertisement space, which are used for solving the technical problems that in the prior art, advertisement putting only can improve the exposure rate of a brand but is not beneficial to improving the purchase probability of a user to the brand.

In order to solve the technical problem, the embodiment of the application discloses the following technical scheme:

in a first aspect, an embodiment of the present application discloses a server, where the server is configured to:

receiving a media resource request containing a media resource identifier sent by display equipment;

searching and feeding back media asset data and label data according to the media asset request, wherein the media asset identifier is used for acquiring the media asset data and the label data corresponding to the media asset, and the label data is labeled according to the content in the media asset data and comprises a time parameter and a label parameter;

receiving an advertisement request, wherein the advertisement request is sent when the display device plays the media asset data to a time T;

searching advertisement data corresponding to the primary label when the advertisement request contains the primary label and does not contain the secondary label;

searching advertisement data corresponding to the secondary label when the advertisement request does not contain the primary label and the secondary label;

and the time T is contained in the time parameter, the primary label and the secondary label are contained in the label parameter, and the content of the primary label representation at the same position is contained in the content range of the secondary label representation.

In a second aspect, an embodiment of the present application discloses a server, where the server is configured to:

when the advertisement request comprises a primary label and a secondary label, searching advertisement data corresponding to the primary label, and when the advertisement pool does not contain the advertisement data corresponding to the primary label, searching the advertisement data corresponding to the secondary label;

In a third aspect, an embodiment of the present application discloses a display device, including:

a display;

a controller communicatively coupled with the display, the controller configured to:

responding to the operation of playing the media assets, and sending a media asset request containing a media asset identifier;

receiving media asset data and label data searched by a server according to the media asset request, wherein the media asset identifier is used for acquiring the media asset data and the label data corresponding to the media asset, and the label data is labeled according to contents in the media asset data and comprises time parameters and label parameters;

when the media asset data are played to a time T, if the label data comprise a primary label and a secondary label at the same time, sending an advertisement request comprising that the primary label does not comprise the secondary label, so that the server feeds back the advertisement data corresponding to the primary label; if the label data does not contain the primary label and the secondary label, sending an advertisement request containing the secondary label and not containing the primary label so as to enable the server to feed back the advertisement data corresponding to the secondary label;

receiving advertisement data fed back in response to the advertisement request and playing the advertisement data;

In a fourth aspect, an embodiment of the present application discloses a method for automatically operating an ad slot, where the method includes:

Compared with the prior art, the beneficial effect of this application is:

the application provides a server, a display device and an automatic operation method of an advertisement space. The server responds to the media resource request, searches corresponding media resource data and label data based on the media resource identification carried by the request, and feeds the corresponding media resource data and label data back to the display equipment. And when the media asset data are played to the time T, the display equipment sends different advertisement requests to the server according to the difference of the current label data. And when the current tag data contains a primary tag and a secondary tag, issuing an advertisement request containing the primary tag and not containing the secondary tag, and searching the advertisement data corresponding to the primary tag by the server according to the advertisement request. When the current tag data does not contain the first-level tag and the second-level tag, an advertisement request which does not contain the first-level tag and the second-level tag is issued, and the server searches advertisement data corresponding to the second-level tag according to the advertisement request. And the display equipment receives the advertisement data fed back by the server and plays the advertisement data with the display. In the method and the device, corresponding advertisement data are obtained in a targeted manner at specific time according to different label data, so that the advertisement content is close to the content of the media assets watched by the user at present, the exposure rate and the click rate of buying the advertisement while watching are increased, and the purchase probability of the brand by the user is improved.

It is to be understood that both the foregoing general description and the following detailed description are exemplary and explanatory only and are not restrictive of the application.

Drawings

In order to more clearly explain the technical solution of the present application, the drawings needed to be used in the embodiments will be briefly described below, and it is obvious to those skilled in the art that other drawings can be obtained according to the drawings without creative efforts.

Fig. 1 is a schematic diagram illustrating an operational scenario between a display device and a control apparatus according to some embodiments;

a block diagram of the hardware configuration of the control device 100 according to some embodiments is illustrated in fig. 2;

a block diagram of a hardware configuration of a display device 200 according to some embodiments is illustrated in fig. 3;

a schematic diagram of a software configuration in a display device 200 according to some embodiments is illustrated in fig. 4;

a flow diagram of a method of ad slot automatic operation according to some embodiments is illustrated in fig. 5;

FIG. 6 illustrates a flow diagram of a method of obtaining advertising data from a tertiary tag, according to some embodiments;

an effectiveness diagram of ad placement according to some embodiments is illustrated in fig. 7;

another effectiveness diagram for advertisement placement according to some embodiments is illustrated in fig. 8;

a timing diagram of a method of ad slot automatic operation according to some embodiments is illustrated in fig. 9.

Detailed Description

To make the purpose and embodiments of the present application clearer, the following will clearly and completely describe the exemplary embodiments of the present application with reference to the attached drawings in the exemplary embodiments of the present application, and it is obvious that the described exemplary embodiments are only a part of the embodiments of the present application, and not all of the embodiments.

It should be noted that the brief descriptions of the terms in the present application are only for the convenience of understanding the embodiments described below, and are not intended to limit the embodiments of the present application. These terms should be understood in their ordinary and customary meaning unless otherwise indicated.

The terms "first," "second," "third," and the like in the description and claims of this application and in the above-described drawings are used for distinguishing between similar or analogous objects or entities and not necessarily for describing a particular sequential or chronological order, unless otherwise indicated. It is to be understood that the terms so used are interchangeable under appropriate circumstances.

The terms "comprises" and "comprising," and any variations thereof, are intended to cover a non-exclusive inclusion, such that a product or apparatus that comprises a list of elements is not necessarily limited to all elements expressly listed, but may include other elements not expressly listed or inherent to such product or apparatus.

The term "module" refers to any known or later developed hardware, software, firmware, artificial intelligence, fuzzy logic, or combination of hardware and/or software code that is capable of performing the functionality associated with that element.

Fig. 1 is a schematic diagram of an operation scenario between a display device and a control apparatus according to an embodiment. As shown in fig. 1, a user may operate the display apparatus 200 through the smart device 300 or the control device 100.

In some embodiments, the control apparatus 100 may be a remote controller, and the communication between the remote controller and the display device includes an infrared protocol communication or a bluetooth protocol communication, and other short-distance communication methods, and controls the display device 200 in a wireless or wired manner. The user may input a user instruction through a key on a remote controller, voice input, control panel input, etc., to control the display apparatus 200.

In some embodiments, the smart device 300 (e.g., mobile terminal, tablet, computer, laptop, etc.) may also be used to control the display device 200. For example, the display device 200 is controlled using an application program running on the smart device.

In some embodiments, the display device 200 may also be controlled in a manner other than the control apparatus 100 and the smart device 300, for example, the voice command control of the user may be directly received by a module configured inside the display device 200 to obtain a voice command, or may be received by a voice control device provided outside the display device 200.

In some embodiments, the display device 200 is also in data communication with a server 400. The display device 200 may be allowed to be communicatively connected through a Local Area Network (LAN), a Wireless Local Area Network (WLAN), and other networks. The server 400 may provide various contents and interactions to the display apparatus 200. The server 400 may be a cluster or a plurality of clusters, and may include one or more types of servers.

Fig. 2 exemplarily shows a block diagram of a configuration of the control apparatus 100 according to an exemplary embodiment. As shown in fig. 2, the control device 100 includes a controller 110, a communication interface 130, a user input/output interface 140, a memory, and a power supply. The control apparatus 100 may receive an input operation instruction from a user and convert the operation instruction into an instruction recognizable and responsive by the display device 200, serving as an interaction intermediary between the user and the display device 200.

Fig. 3 shows a hardware configuration block diagram of the display apparatus 200 according to an exemplary embodiment.

In some embodiments, the display apparatus 200 includes at least one of a tuner demodulator 210, a communicator 220, a detector 230, an external device interface 240, a controller 250, a display 260, an audio output interface 270, a memory, a power supply, a user interface.

In some embodiments the controller comprises a processor, a video processor, an audio processor, a graphics processor, a RAM, a ROM, a first interface to an nth interface for input/output.

In some embodiments, the display 260 includes a display screen component for presenting a picture, and a driving component for driving an image display, a component for receiving an image signal from the controller output, performing display of video content, image content, and a menu manipulation interface, and a user manipulation UI interface.

In some embodiments, the display 260 may be a liquid crystal display, an OLED display, and a projection display, and may also be a projection device and a projection screen.

In some embodiments, communicator 220 is a component for communicating with external devices or servers according to various communication protocol types. For example: the communicator may include at least one of a Wifi module, a bluetooth module, a wired ethernet module, and other network communication protocol chips or near field communication protocol chips, and an infrared receiver. The display apparatus 200 may establish transmission and reception of control signals and data signals with the external control apparatus 100 or the server 400 through the communicator 220.

In some embodiments, the user interface may be configured to receive control signals for controlling the apparatus 100 (e.g., an infrared remote control, etc.).

In some embodiments, the detector 230 is used to collect signals of the external environment or interaction with the outside. For example, detector 230 includes a light receiver, a sensor for collecting ambient light intensity; alternatively, the detector 230 includes an image collector, such as a camera, which may be used to collect external environment scenes, attributes of the user, or user interaction gestures, or the detector 230 includes a sound collector, such as a microphone, which is used to receive external sounds.

In some embodiments, the external device interface 240 may include, but is not limited to, the following: high Definition Multimedia Interface (HDMI), analog or data high definition component input interface (component), composite video input interface (CVBS), USB input interface (USB), RGB port, and the like. The interface may be a composite input/output interface formed by the plurality of interfaces.

In some embodiments, the tuner demodulator 210 receives broadcast television signals via wired or wireless reception, and demodulates audio/video signals, such as EPG data signals, from a plurality of wireless or wired broadcast television signals.

In some embodiments, the controller 250 and the modem 210 may be located in different separate devices, that is, the modem 210 may also be located in an external device of the main device where the controller 250 is located, such as an external set-top box.

In some embodiments, the controller 250 controls the operation of the display device and responds to user operations through various software control programs stored in memory. The controller 250 controls the overall operation of the display apparatus 200. For example: in response to receiving a user command for selecting a UI object to be displayed on the display 260, the controller 250 may perform an operation related to the object selected by the user command.

In some embodiments, the object may be any one of selectable objects, such as a hyperlink, an icon, or other actionable control. The operations related to the selected object are: displaying an operation connected to a hyperlink page, document, image, or the like, or performing an operation of a program corresponding to the icon.

In some embodiments the controller comprises at least one of a Central Processing Unit (CPU), a video processor, an audio processor, a Graphics Processing Unit (GPU), a RAM Random Access Memory (RAM), a ROM (Read-Only Memory), a first to nth interface for input/output, a communication Bus (Bus), and the like.

And the CPU is used for executing the operating system and the application program instructions stored in the memory and executing various application programs, data and contents according to various interaction instructions for receiving external input so as to finally display and play various audio and video contents. The CPU processor may include a plurality of processors. E.g. comprising a main processor and one or more sub-processors.

In some embodiments, a graphics processor for generating various graphics objects, such as: icons, operation menus, user input instruction display graphics, and the like. The graphic processor comprises an arithmetic unit, which performs operation by receiving various interactive instructions input by a user and displays various objects according to display attributes; the system also comprises a renderer for rendering various objects obtained based on the arithmetic unit, wherein the rendered objects are used for being displayed on a display.

In some embodiments, the video processor is configured to receive an external video signal, and perform video processing such as decompression, decoding, scaling, noise reduction, frame rate conversion, resolution conversion, and image synthesis according to a standard codec protocol of the input signal, so as to obtain a signal that can be displayed or played on the direct display device 200.

In some embodiments, the video processor includes a demultiplexing module, a video decoding module, an image synthesis module, a frame rate conversion module, a display formatting module, and the like. The demultiplexing module is used for demultiplexing the input audio and video data stream. And the video decoding module is used for processing the video signal after demultiplexing, including decoding, scaling and the like. And the image synthesis module is used for carrying out superposition mixing processing on the GUI signal input by the user or generated by the user and the video image after the zooming processing by the graphic generator so as to generate an image signal for display. And the frame rate conversion module is used for converting the frame rate of the input video. And the display formatting module is used for converting the received video output signal after the frame rate conversion, and changing the signal to be in accordance with the signal of the display format, such as an output RGB data signal.

In some embodiments, the audio processor is configured to receive an external audio signal, decompress and decode the received audio signal according to a standard codec protocol of the input signal, and perform noise reduction, digital-to-analog conversion, and amplification processing to obtain an audio signal that can be played in the speaker.

In some embodiments, a user may enter user commands on a Graphical User Interface (GUI) displayed on display 260, and the user input interface receives the user input commands through the Graphical User Interface (GUI). Alternatively, the user may input the user command by inputting a specific sound or gesture, and the user input interface receives the user input command by recognizing the sound or gesture through the sensor.

In some embodiments, a "user interface" is a media interface for interaction and information exchange between an application or operating system and a user that enables conversion between an internal form of information and a form that is acceptable to the user. A commonly used presentation form of the User Interface is a Graphical User Interface (GUI), which refers to a User Interface related to computer operations and displayed in a graphical manner. It may be an interface element such as an icon, a window, a control, etc. displayed in the display screen of the electronic device, where the control may include a visual interface element such as an icon, a button, a menu, a tab, a text box, a dialog box, a status bar, a navigation bar, a Widget, etc.

In some embodiments, a system of a display device may include a Kernel (Kernel), a command parser (shell), a file system, and an application program. The kernel, shell, and file system together make up the basic operating system structure that allows users to manage files, run programs, and use the system. After power-on, the kernel is started, kernel space is activated, hardware is abstracted, hardware parameters are initialized, and virtual memory, a scheduler, signals and interprocess communication (IPC) are operated and maintained. And after the kernel is started, loading the Shell and the user application program. The application program is compiled into machine code after being started, and a process is formed.

Referring to fig. 4, in some embodiments, the system is divided into four layers, which are an Application (Applications) layer (abbreviated as "Application layer"), an Application Framework (Application Framework) layer (abbreviated as "Framework layer"), an Android runtime (Android runtime) and system library layer (abbreviated as "system runtime library layer"), and a kernel layer from top to bottom.

In some embodiments, at least one application program runs in the application program layer, and the application programs may be windows (windows) programs carried by an operating system, system setting programs, clock programs or the like; or an application developed by a third party developer. In particular implementations, the application packages in the application layer are not limited to the above examples.

The framework layer provides an Application Programming Interface (API) and a programming framework for the application. The application framework layer includes a number of predefined functions. The application framework layer acts as a processing center that decides to let the applications in the application layer act. The application program can access the resources in the system and obtain the services of the system in execution through the API interface.

As shown in fig. 4, in the embodiment of the present application, the application framework layer includes a manager (Managers), a Content Provider (Content Provider), and the like, where the manager includes at least one of the following modules: an Activity Manager (Activity Manager) is used for interacting with all activities running in the system; the Location Manager (Location Manager) is used for providing the system service or application with the access of the system Location service; a Package Manager (Package Manager) for retrieving various information related to an application Package currently installed on the device; a Notification Manager (Notification Manager) for controlling display and clearing of Notification messages; a Window Manager (Window Manager) is used to manage the icons, windows, toolbars, wallpapers, and desktop components on a user interface.

In some embodiments, the activity manager is used to manage the lifecycle of the various applications as well as general navigational fallback functions, such as controlling exit, opening, fallback, etc. of the applications. The window manager is used for managing all window programs, such as obtaining the size of a display screen, judging whether a status bar exists, locking the screen, intercepting the screen, controlling the change of the display window (for example, reducing the display window, displaying a shake, displaying a distortion deformation, and the like), and the like.

In some embodiments, the system runtime layer provides support for the upper layer, i.e., the framework layer, and when the framework layer is used, the android operating system runs the C/C + + library included in the system runtime layer to implement the functions to be implemented by the framework layer.

In some embodiments, the kernel layer is a layer between hardware and software. As shown in fig. 4, the core layer includes at least one of the following drivers: audio drive, display driver, bluetooth drive, camera drive, WIFI drive, USB drive, HDMI drive, sensor drive (like fingerprint sensor, temperature sensor, pressure sensor etc.) and power drive etc..

The hardware or software architecture in some embodiments may be based on the description in the above embodiments, and in some embodiments may be based on other hardware or software architectures that are similar to the above embodiments, and it is sufficient to implement the technical solution of the present application.

Based on the display device 200, the operator may place an advertisement on the display device 200 after receiving an order from the advertiser. For advertisement putting, there can be three measurement modes, which are exposure rate, click rate and purchase rate, at present, for the operation mode of an advertisement slot, a certain putting amount of advertisements can be issued on an intelligent terminal according to the needs of an advertiser in a corresponding putting time period, for example, the putting amount of a certain advertisement reaches 100 ten thousand times in the period from 5 months 1 to 5 months 5, so as to reach the exposure rate of a corresponding brand. In order to enable the advertisement putting effect to be convenient for improving the click rate and the purchase rate, the embodiment of the application provides a server, a display device and an automatic operation method of an advertisement space. It should be noted that, the display device in this application may refer to not only the smart television, but also a computer, a tablet computer, and the like.

In the embodiment of the present application, the advertisement space is a position in which an advertisement can be launched in the display device 200, such as a power-on advertisement space, an advertisement space inserted in a media asset playing process, an advertisement space when the media asset playing is suspended, and the like. The following describes a process of automatic operation of an advertisement space provided by an embodiment of the present application with reference to the accompanying drawings.

A flow diagram of a method of ad slot automatic operation according to some embodiments is illustrated in fig. 5. In connection with fig. 5, the method comprises the steps of:

s501: and receiving a media asset request containing a media asset identifier sent by the display equipment.

In some embodiments, the user views the media assets through the display device 200, for example, the user views a feature piece through a smart television, the user views a cartoon through a tablet computer, and so on. When the user selects a asset to be played through the display apparatus 200, the display apparatus 200 responds to the operation of the user to play the asset, and transmits a request for the asset to the server 400. The asset request includes an asset identifier corresponding to the asset selected by the user, and the display device 200 requests to acquire asset data and tag data through the asset identifier.

After receiving the asset request, the server 400 checks the asset identifier carried by the asset request, and searches corresponding asset data and tag data according to the asset identifier. After inquiring the media data and the tag data, the server 400 issues the inquired media data and tag data to the display device 200.

In some embodiments, the tag data includes VCA (Video Content Analysis) tag data, that is, the tag data is obtained via a VCA Analysis system. The VCA is a calculation type product based on the multi-dimensional AI technology and can provide the content analysis capability of video and live broadcast. Through cross comparison and natural language processing, structured label information of scenes, public people, places, entities and keywords of the video is output.

In some embodiments, the tag data is labeled according to content in the asset data, including a time parameter and a tag parameter. The server 400 performs VCA analysis and warehousing on the stock and incremental asset data in advance. The server 400 inputs the media asset data into the VCA analysis system, and outputs the tag data from the VCA analysis system at eight-fold speed through video content analysis, where the tag data may be specific to the duration of video playing, and the format may be < time: first level label/second level label/third level label >. The time can be specific to seconds, the first-level label is a specific brand, the second-level label is a classification of a certain product, and the third-level label is scene information. And then the label data corresponding to each piece of media asset data is stored in a media asset library in advance, so that the subsequent processing is convenient through the media asset identification

For example, when the duration of a certain asset is 8 minutes, the asset is marked as "66198523", the server 400 inputs the asset into the VCA analysis system, and performs eight-time speed analysis, the analysis is completed after 1 minute, and outputs a value of <8:75,214: 231: brand X >, <20:46,257: 279: automobile >, <381: 396: road >. If the subsequent user selects and plays the asset, the server 400 may obtain the tag data of the current asset, i.e., brand X, car, and road, through 66198523.

S502: and searching and feeding back the media asset data and the label data according to the media asset request.

In some embodiments, the server 400 searches for corresponding asset data and tag data according to the asset identifier carried in the asset request, and sends the corresponding data to the display device 200. The display apparatus 200 receives data fed back by the server 400. The display device 200 may play the media asset according to the media asset data, and further obtain the advertisement content according to the tag data if the playing time corresponds to the tag data in the media asset playing process.

S503: an advertisement request is received.

In some embodiments, when the media asset data reaches time T, if the tag data exists at this time, the display device 200 sends an advertisement request to the server 400, and the server 400 receives the advertisement request and searches for corresponding advertisement data for feedback. Wherein, the time T is included in the time parameter, the primary label and the secondary label are included in the label parameter, and the content of the primary label representation at the same time T is included in the content range of the secondary label representation.

S504: and searching advertisement data corresponding to the primary label when the advertisement request contains the primary label and does not contain the secondary label.

S505: and searching advertisement data corresponding to the secondary label when the advertisement request does not contain the primary label and the secondary label.

In some embodiments, server 400 sorts the ad orders in the ad pool, sorts them as needed, and prioritizes each ad entering the ad pool. Here, the operator may aggregate all advertisement orders into an advertisement pool after receiving the advertiser's order. For example, the operator, upon receiving the advertisement demand, is: and exposing the video advertisements of the product A on certain advertisement positions, and classifying the advertisement orders into automobile classifications when the products A belong to automobiles according to the classifications. For another example, the advertiser a requires that the product placement amount of the product a be 100 ten thousand times in a 7-day placement period, and the advertiser B requires that the product placement amount of the product B be 100 ten thousand times in a one-month placement period. Of course, the classification of the ad order is not so limited, but is merely exemplary.

In some embodiments, the VCA analysis system and the advertisement pool may be integrated in the same device body, or may be separately provided on different device bodies.

In some embodiments, the tag data obtained by the display device 200 corresponds to a specific time in the affiliated medium, and an advertisement request is sent to the server 400 according to the current tag data, where the advertisement request is used to obtain advertisement data corresponding to the tag data. Here, the advertisement data refers to all conditions required for playing the advertisement, such as an advertisement name, advertisement space information, a placement time period, a placement amount, an advertisement priority, an advertisement format, and the like, and the advertisement policy may be made according to an advertisement demand of an actual advertiser, but is not limited thereto.

In some embodiments, when the asset data is played to time T in the display device 200, if a primary tag exists in tag data corresponding to time T, an advertisement request including the primary tag and not including a secondary tag is sent.

For example, the user is watching a variety program marked with a primary label at 10 minutes and 45 seconds, that is, playing brand X at that time, through the display apparatus 200, and at this time, the display apparatus 200 sends an advertisement request containing brand X to the server.

In some embodiments, after the display device 200 sends an advertisement request containing a primary label without a secondary label, the server 400 receives the advertisement request and searches the current advertisement pool for advertisement data corresponding to the primary label. When the advertisement pool contains the advertisement order matched with the primary label, the server 400 sends the advertisement data corresponding to the matched advertisement order, and the display device 200 receives the advertisement data. When the advertisement pool does not contain the advertisement order matched with the primary label, the server 400 searches the secondary label corresponding to the primary label according to the preset relationship, continues to search the advertisement data corresponding to the secondary label, and the display device 200 receives the advertisement data. Here, the preset relationship is obtained according to the content of the primary label representation at the same position included in the content range of the secondary label representation.

For example, after the display apparatus 200 transmits an advertisement request containing brand X to the server 400, the server 400 responds to the advertisement request and checks in the advertisement pool whether there is an advertisement order corresponding to brand X. If the advertisement pool contains the advertisement order of brand X, the server 400 feeds back advertisement data corresponding to the advertisement order to the display device 200. If the advertisement pool does not contain the advertisement order of the brand X, the server 400 sends advertisement data containing the automobile to the display device 200 according to the classification of the brand X if the classification of the brand X belongs to the automobile.

In some embodiments, after the display device 200 sends an advertisement request that does not include a primary label and includes a secondary label, the server 400 receives the advertisement request and searches whether the current advertisement pool contains an advertisement order matching the secondary label. When the advertisement pool contains the advertisement order matched with the secondary label, the server 400 sends the advertisement data corresponding to the matched advertisement order, and the display device 200 receives the advertisement data. When the advertisement pool does not contain an advertisement order matching the secondary label, the server 400 terminates searching for advertisement data.

For example, after the display device 200 transmits an advertisement request including a car to the server 400, the server 400 receives the advertisement request and checks whether there is an advertisement order corresponding to the car in the advertisement pool. If the advertisement pool contains the advertisement order of the automobile, the advertisement data corresponding to the advertisement order is fed back to the display device 200. And if the advertisement pool does not contain the advertisement order of the automobile, not playing the advertisement at the corresponding media asset time T of the automobile.

In some embodiments, when the advertisement pool contains an advertisement order matching the secondary label, and the server 400 sends the advertisement data corresponding to the matching advertisement order, the server 400 further checks the number of the matching advertisement orders, and when the advertisement pool contains an advertisement order matching the secondary label, the server 400 issues the advertisement data corresponding to the advertisement order to the display device 200 and the display device 200 receives the advertisement data. When the advertisement pool contains a plurality of advertisement orders matched with the secondary labels, the server 400 issues the advertisement data corresponding to the advertisement order with the highest priority to the display device 200 according to the priority of the advertisement order, and the display device 200 receives the advertisement data.

For example, after the server 400 checks the advertisement pool, an advertisement order corresponding to the automobile, that is, an advertisement order corresponding to brand B, is obtained, and the server issues advertisement data of the advertisement order corresponding to brand B to the display device 200. If the server queries three advertisement orders corresponding to the automobile, namely, brand B, brand C, and brand D, the server 400 may further check the priorities of the advertisement orders corresponding to the three brands, and compare that the brand with the highest priority is brand B, and then issue the advertisement data of the advertisement order corresponding to brand B to the display device 200. Wherein the priority of the advertisement order may be established in the corresponding advertisement data.

In some embodiments, when the media asset data is played to the time T in the display device 200, if the tag data corresponding to the time T is a third-level tag, the display device 200 sends an advertisement request that does not include the first-level tag and the second-level tag and includes the third-level tag, and the server 400 searches for advertisement data according to the third-level tag summarized by the advertisement request. For example, when the user is watching a tv series on the display device 200, the tv series is marked with a third-level label at the 20 th minute and 15 th second of the second episode, that is, the scene played at that time is an office, the display device 200 sends an advertisement request according to the scene including the office, and the server 400 searches for corresponding advertisement data according to the office scene.

A method flow diagram for obtaining advertising data from a tertiary tag according to some embodiments is illustrated in fig. 6. This process is described below in conjunction with fig. 6.

S601: and searching a secondary label corresponding to the tertiary label according to the mapping relation.

In some embodiments, a mapping relationship is preset in the server 400, and a corresponding relationship between a scene indicated by the third-level label and a product is set in the mapping relationship, that is, the mapping relationship indicates a matching relationship between the third-level label and the second-level label, for example, an office corresponds to a snack, a road corresponds to a car, a classroom corresponds to a study, and the like. It should be noted that the mapping relationship may be set by an operator, and may be adjusted and updated in time according to the effect of the promoted brand in the corresponding scene.

S602: and searching advertisement data according to the searched secondary label.

In some embodiments, when the tag data corresponding to the time T is a specific scene, a secondary tag corresponding to the scene needs to be further acquired. For example, snacks are obtained from a scene containing an office. It should be noted that, in an implementation manner, when the display device 200 plays a media asset with a third-level tag, an advertisement request containing the third-level tag may be sent to the server 400, the server 400 queries a second-level tag corresponding to a specific scene according to the mapping relationship, and further searches for advertisement data corresponding to the second-level tag and feeds the advertisement data back to the display device 200. In another implementation manner, when the server 400 issues the media asset data and the tag data to the display device 200, the mapping relationship is issued to the display device 200 together, when the display device 200 plays the media asset with the third-level tag, the second-level tag corresponding to the specific scene is locally queried, the advertisement request containing the second-level tag is sent to the server 400, and the server 400 receives the advertisement request and checks whether the current advertisement pool contains the advertisement order corresponding to the second-level tag. When the advertisement pool contains the advertisement order matched with the secondary label, the server 400 sends the advertisement data corresponding to the matched advertisement order to the display device 200, and the display device 200 receives the advertisement data. When the advertisement pool does not contain an advertisement order matching the secondary label, the server 400 terminates the advertisement data search.

In some embodiments, when the advertisement pool contains an advertisement order matching the secondary label, the server 400 further checks the number of the matched advertisement orders, and when the advertisement pool contains an advertisement order matching the secondary label, the server 400 issues the advertisement data corresponding to the advertisement order to the display device 200 and the advertisement data is received by the display device 200. When the advertisement pool contains a plurality of advertisement orders matched with the secondary labels, the server 400 issues the advertisement data corresponding to the advertisement order with the highest priority to the display device 200 according to the priority of the advertisement order, and the display device 200 receives the advertisement data.

In some embodiments, if there is no secondary label corresponding to the specific scene in the mapping relationship, that is, the server 400 cannot obtain the corresponding secondary label according to the specific scene, the server 400 terminates the advertisement data search.

In the above, the display device 200 sends different advertisement requests according to different types of the tag data, so as to obtain advertisement data corresponding to the tag data.

In some embodiments, when the display device 200 plays the media asset data to the time T, if the media asset data includes both the primary tag and the secondary tag, the display device may send an advertisement request including both the primary tag and the secondary tag to the server 400. The server 400 receives the advertisement request, searches the advertisement data corresponding to the primary label first, and then searches the advertisement data corresponding to the secondary label when the advertisement pool does not contain the advertisement data corresponding to the primary label.

For example, when the display device 200 sends an advertisement request including brand X and the category of cars to which brand X belongs to the server 400, the server 400 responds to the advertisement request and checks whether there is an advertisement order corresponding to brand X in the advertisement pool. If there is an advertisement order corresponding to brand X, the server 400 sends advertisement data corresponding to the advertisement order to the display device 200, and if there is no advertisement order corresponding to brand X, the server 400 further queries an advertisement order corresponding to an automobile in the advertisement pool.

In some embodiments, the server 400 acquires corresponding advertisement data according to an advertisement request sent by the display device 200, and feeds back the advertisement data to the display device 200. The display device 200 controls the display 260 to play at time T according to the advertisement data.

For example, fig. 7 is a schematic diagram illustrating the effectiveness of advertisement delivery according to some embodiments, and in fig. 7, when the asset is played for 25 minutes and 12 seconds, a video advertisement of 68 seconds is inserted into the playing asset. As another example, another effect diagram of advertisement placement according to some embodiments is illustrated in fig. 8, when the asset is played for 25 minutes and 12 seconds, a pop-up window is displayed in the bottom right corner of the display 260, and a video advertisement is played out in the pop-up window for 10 seconds.

A timing diagram of a method of ad spot automatic operation according to some embodiments is illustrated in fig. 9, the process of ad spot automatic operation further explained in connection with fig. 9. Firstly, the server 400 needs to label the media assets, that is, the media assets are input into the VCA analysis system, corresponding label data is set for the media assets through the analysis of the VCA analysis system, and the server 400 stores the label data into the media asset library MySQL. Next, the server 400 sorts the advertisement orders in the advertisement pool, classifies the orders as needed, and marks a priority for each advertisement order entering the advertisement pool. Then, the user plays the media asset through the display device 200, and at the same time, the display device 200 sends a media asset request containing the media asset identifier to the server 300, and the server acquires and feeds back the media asset data and the tag data according to the media asset request. The display device 200 plays the media assets according to the media asset data. And when the media asset data are played to the specific time corresponding to the label data, sending an advertisement request according to the label data. If the tag data includes a primary tag, i.e. a specific brand, the display device 200 sends an advertisement request including the specific brand to the server 400, the server 400 further queries whether an advertisement order matching the brand is matched in the advertisement pool according to the advertisement request, and if so, issues the advertisement data to the display device 200. And if not, acquiring advertisement data through the secondary label. If the tag data includes a secondary tag, that is, the category to which the product belongs, the display device 200 sends an advertisement request including the category to the server 400, the server 400 further queries whether the advertisement order of the category is matched in the advertisement pool according to the advertisement request, and if so, acquires advertisement data corresponding to the advertisement order with the highest priority according to the priority of the advertisement order and sends the advertisement data to the display device 200. If not, the display apparatus 200 terminates sending the advertisement request and the server 400 terminates searching for advertisement data. If the tag data includes a third-level tag, that is, a specific scene, the server 400 acquires a corresponding second-level tag according to the scene, and if the second-level tag corresponding to the specific scene is acquired, acquires advertisement data according to the second-level tag. If the secondary label corresponding to the specific scene cannot be obtained, the display device 200 terminates sending the advertisement request, and the server 400 terminates searching for the advertisement data.

In the method and the device, corresponding advertisement data can be obtained in a targeted manner according to different label data at a specific moment, so that the advertisement content is close to the content of the media assets watched by the user at present, the exposure rate and click rate of buying the advertisement while watching are increased, and the purchase probability of the brand by the user is improved. Meanwhile, the advertisement which is attached to the media asset content is issued, so that the film watching experience of the user can be improved.

Based on the same inventive concept, an embodiment of the present application further provides a display apparatus, including: a display; a controller communicatively coupled with the display, the controller configured to: controller 250 transmits a asset request including an asset identifier in response to the operation of playing the asset. The controller 250 receives the asset data and the tag data searched by the server 400 according to the asset request, wherein the asset identifier is used for acquiring the asset data and the tag data corresponding to the asset, and the tag data is labeled according to the content in the asset data and comprises a time parameter and a tag parameter. When the media asset data are played to a time T, if the label data comprise a primary label and a secondary label at the same time, sending an advertisement request comprising that the primary label does not comprise the secondary label, so that the server feeds back the advertisement data corresponding to the primary label; and if the label data does not contain the primary label and the secondary label, sending an advertisement request containing the secondary label and not containing the primary label so as to enable the server to feed back the advertisement data corresponding to the secondary label. The controller 250 receives and plays advertisement data fed back in response to the advertisement request. And the time T is contained in the time parameter, the primary label and the secondary label are contained in the label parameter, and the content of the primary label representation at the same position is contained in the content range of the secondary label representation.

Based on the same inventive concept, the embodiment of the application also provides a method for automatically operating the advertisement space, which comprises the following steps: the server 400 receives a media asset request containing a media asset identifier sent by a display device, and searches and feeds back media asset data and tag data according to the media asset request, wherein the media asset identifier is used for acquiring the media asset data and the tag data corresponding to the media asset, and the tag data is labeled according to contents in the media asset data and comprises a time parameter and a tag parameter. The server 400 receives an advertisement request, wherein the advertisement request is sent when the display device plays the media asset data to time T. When the advertisement request contains a primary label and does not contain a secondary label, the server 400 searches advertisement data corresponding to the primary label; when the advertisement request does not include the primary label and includes the secondary label, the server 400 searches advertisement data corresponding to the secondary label. And the time T is contained in the time parameter, the primary label and the secondary label are contained in the label parameter, and the content of the primary label representation at the same position is contained in the content range of the secondary label representation.

Since the above embodiments are all described by referring to and combining with other embodiments, the same portions are provided between different embodiments, and the same and similar portions between the various embodiments in this specification may be referred to each other. And will not be described in detail herein.

It is noted that, in this specification, relational terms such as "first" and "second," and the like, are used solely to distinguish one entity or action from another entity or action without necessarily requiring or implying any actual such relationship or order between such entities or actions. Also, the terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a circuit structure, article, or apparatus that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such circuit structure, article, or apparatus. Without further limitation, the presence of an element identified by the phrase "comprising an … …" does not exclude the presence of other like elements in a circuit structure, article, or device comprising the element.

Other embodiments of the present application will be apparent to those skilled in the art from consideration of the specification and practice of the disclosure herein. This application is intended to cover any variations, uses, or adaptations of the invention following, in general, the principles of the application and including such departures from the present disclosure as come within known or customary practice within the art to which the invention pertains. It is intended that the specification and examples be considered as exemplary only, with a true scope and spirit of the application being indicated by the following claims.

The above embodiments of the present application do not limit the scope of the present application.

Claims

1. A server, wherein the server is configured to:

2. The server according to claim 1, wherein after searching for advertisement data corresponding to the primary tag when the advertisement request includes the primary tag and does not include the secondary tag, the server is further configured to:

when the advertisement pool contains the advertisement order matched with the primary label, transmitting advertisement data corresponding to the matched advertisement order;

when the advertisement pool does not contain the advertisement order matched with the primary label, searching a secondary label corresponding to the primary label according to a preset relation, and searching advertisement data corresponding to the secondary label, wherein the preset relation indicates the matching relation between the primary label and the secondary label.

3. The server according to claim 1, wherein after searching for advertisement data corresponding to the secondary tag when the advertisement request does not include the primary tag and does not include the secondary tag, the server is further configured to:

when the advertisement pool contains the advertisement order matched with the secondary label, sending advertisement data corresponding to the matched advertisement order;

and when the advertisement pool does not contain the advertisement orders matched with the secondary labels, stopping searching the advertisement data.

4. The server according to claim 3, wherein when the advertisement pool contains the advertisement order matching the secondary label, sending advertisement data corresponding to the matching advertisement order comprises:

when the advertisement pool contains an advertisement order matched with the secondary label, transmitting advertisement data corresponding to the advertisement order;

and when the advertisement pool contains a plurality of advertisement orders matched with the secondary labels, sending advertisement data corresponding to the advertisement order with the highest priority.

5. The server of claim 1, wherein the server is further configured to:

and searching advertisement data according to the third-level label when the advertisement request does not contain the first-level label and the second-level label and contains the third-level label, wherein the advertisement request is sent when the display equipment plays the media asset data to the time T.

6. The server according to claim 5, wherein searching for advertisement data according to the tertiary tag comprises:

searching a secondary label corresponding to the tertiary label according to a mapping relation, wherein the mapping relation indicates a matching relation between the tertiary label and the secondary label;

and searching advertisement data according to the searched secondary label.

7. The server of claim 1, wherein the tag data is VCA tag data.

8. A server, wherein the server is configured to:

9. A display device, characterized in that the display device comprises:

a display;

10. A method for automatic operation of an ad slot, the method comprising: