CN1595979A - Application method of digital Video-On-Demand system in playing advertisement - Google Patents
Application method of digital Video-On-Demand system in playing advertisement Download PDFInfo
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- CN1595979A CN1595979A CN 200410028149 CN200410028149A CN1595979A CN 1595979 A CN1595979 A CN 1595979A CN 200410028149 CN200410028149 CN 200410028149 CN 200410028149 A CN200410028149 A CN 200410028149A CN 1595979 A CN1595979 A CN 1595979A
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Abstract
The invention is an application method for a digital video frequency ordering system on advertisement playing aspect. The signal transmission system includes server terminal system, client terminal system and network system connecting above mentioned two systems; all advertisement programs are stored in one service terminal system, the viewer inputs user identification through the primary interface of the menu, and selects the advertisement program needed to be watched; the client terminal system transmits the advertisement program to the client. The effect is excellent.
Description
Technical field the present invention relates to communication system, particularly utilizes the digital television on-demand technology to play advertisement.
Background technology is along with the develop rapidly of digital television techniques, become a reality in the human-computer dialogue exchange and interdynamic that are similar on the Digital Television on the computer, video on demand technology (VOD) makes spectators can indiscriminately ad. as one wishes select TV programme especially, greatly enriched the application of Digital Television, for example ZL 99109431 " a kind of architecture of video play-on-demand system " and ZL 98247230 " digital bidirectional video on-demand system television set top setting box " with personal computer function.But generally just be applied in the program request of ordinary tv programme now for digital television on-demand, the scope of application is extensive inadequately.And we mainly take to intercut the mode of bombing on television advertising is play, force spectators to watch advertising programme,, especially lose interest in for oneself so caused spectators generally more bored to the advertisement of intercutting in the TV, and the advertisement of repeat playing in the TV is disagreeable especially.For the cable TV and Digital Television spectators of charge, what spectators' paying was seen is TV programme, breaks for commercialsy and has invaded spectators' interests beyond doubt, and state's laws do not allow, and the televiewer also is unwilling.
Summary of the invention the present invention is applied in the digital television on-demand technology in the broadcast of advertising programme, can make the televiewer exempt passive situation of watching advertisement, improves advertising effect.
Purpose of the present invention is realized by following technical scheme: the application process of a kind of ordering digital video by short message system aspect the broadcast advertisement, the signal transmission system that this method relied on comprises service end system, FTP client FTP and the network system that connects above-mentioned two systems, and this method comprises following process:
A. at first the aspect of all advertising programmes is converted to the mode of video request program file, be stored in then in the center library of programmes server in the service end system, and to cognizance code of each advertising programme establishment;
B. when spectators' program request advertising programme, between spectators and advertising programme, set up end to end that network is connected, this connection is called as virtual channel, and the information in the native system all transmits in the virtual channel mode;
C. make the main interface of man-machine interaction visual menu formula, comprise several independent recognizable program cells and functional units on this main interface, each program cells is or a series advertisements program in corresponding center library of programmes server (11) respectively, on each program cells, show the title and the cognizance code of corresponding advertisement;
D. the user is at first to FTP client FTP input user identity, the customer monitor of handling then in the FTP client FTP is selected the advertising-on-demand channel, described main interface as above-mentioned advertising-on-demand channel master interface display on customer monitor, the user is according to the prompting of each program cells or functional unit on the main interface, input advertisement cognizance code proposes to watch the request of advertisement to FTP client FTP;
E. FTP client FTP is sent to service end system with the solicited message of subscriber identity information and user's proposition by network system, service end system is discerned user identity, after confirming user identity, the request that proposes according to the user is sent on the customer monitor after compressed encryption of advertising programme that the user is selected and the decoding;
F. after the user finishes watching advertisement, select the end unit in the functional unit on the main interface, said process finishes.
In described process A, all advertising programmes are classified according to certain rules, be divided into big class, group from top to bottom until concrete advertising programme, main interface, interface that corresponding menu mode is set respectively at above-mentioned classification are selected the interface until concrete advertising programme, at the code of each element establishment classification in each interface, set up corresponding linking relationship between between each interface and interface and its representative content.
In described process B, the transmitting carrier of advertising programme (being called as virtual channel) is by the wireless or joining various information networks of wire link, adopt concrete physical aspect such as satellite, microwave, optical fiber, coaxial cable, twisted-pair feeder, framework is on network foundation platforms such as cable television network, telecommunications network, Ethernet, by layout ordering server on the net, the signal transmission system of structure independent operating, the advertising programme of spectators institute program request is propagated according to the virtual channel mode in signal transmission system.
User identification confirmation process described in the process E adopts the identity information of user's input in real time and user to be stored in the mode that the user's registration information in the service end system portal server holder compares in advance and discerns; After user identity is identified, by the processor of portal server response user's request, call the advertising programme in the library of programmes server of center, be distributed to requesting users by ordering server by user's address.
Portal server is when sending to the user with advertising programme, watch the time of advertisement to carry out continuous timing by system timing software to the user, the service end system portal server is stored the continuous time that any spectators watch any advertising programme automatically, system extracts this of information automatically from portal server continuous time, according to the translation method between time and the advertising expenditure, calculate the advertising expenditure that the advertiser should pay earlier; According to the time and watch translation method between the remuneration, calculating should feed back to user's the remuneration of watching again.
Described user adopts native system on the mode of importing number of registration and password, watches the remuneration of advertisement to feed back in the account of registering when this user registers after system is calculated automatically; Perhaps described user adopts the mode of reading personality card (or bank's all-purpose card) to import identity information, the user's personality card that obtains when the user is registered (or bank's all-purpose card) inserts in the card inserting mouth of digital TV set-top box, this personality card (or bank's all-purpose card) record subscriber identity information and other relevant informations, set-top box sends this subscriber identity information to portal server; Described user watches the remuneration of advertisement to feed back in the account (or bank's all-purpose card) of this personality card correspondence after system is calculated automatically.
Described advertiser is stored in advertising programme in the library of programmes server of center, advertising programme is by user's program request and watch, system is calculated the watching time of advertising programme automatically continuously, and calculate the advertising expenditure that described advertiser should pay automatically, advertising expenditure is taken off automatically by system in the highest margin account of advertiser.
The present invention compares with the mode that breaks for commercialsy because the digital television on-demand technology is applied on the advertising, has the following advantages:
Advertising programme can long preservation on ordering server, spectators can indiscriminately ad. as one wishes select mode of advertising programme and broadcast or the like;
2. the advertiser is paid advertising expenditure according to advertising programme by the televiewer the actual time of watching;
3. the televiewer can obtain the appreciation effect of Digital Television;
4. the televiewer just looks for advertisement when needs are seen advertisement, and advertising results are better;
5. the televiewer watches advertisement with compensation, and this is the respect to televiewer's spended time.
Description of drawings
Fig. 1 is the schematic diagram of system of the present invention.
Fig. 2 is the network connection diagram of system of the present invention.
Embodiment is in conjunction with above description of drawings optimum execution mode of the present invention.
By among Fig. 1 as can be known, the application process of a kind of ordering digital video by short message system aspect the broadcast advertisement, the signal transmission system that this method relied on comprises service end system 1, FTP client FTP 2 and the network system 3 that connects above-mentioned two systems, and this method comprises following process:
A. at first the aspect of all advertising programmes is converted to the mode of video request program file, be stored in then in the center library of programmes server 11 in the service end system 1, and to cognizance code of each advertising programme establishment;
B. when spectators' program request advertising programme, between spectators and advertising programme, set up end to end that network is connected, this connection is called as virtual channel, and the information in the native system all transmits in the virtual channel mode;
C. make the main interface of man-machine interaction visual menu formula, comprise several independent recognizable program cells and functional units on this main interface, each program cells is or a series advertisements program in corresponding center library of programmes server 11 respectively, on each program cells, show the title and the cognizance code of corresponding advertisement;
D. the user is at first to FTP client FTP 2 input user identity, the customer monitor of handling then in the FTP client FTP 2 21 is selected the advertising-on-demand channel, described main interface as above-mentioned advertising-on-demand channel master interface display on customer monitor 21, the user is according to the prompting of each program cells or functional unit on the main interface, input advertisement cognizance code proposes to watch the request of advertisement to FTP client FTP 2;
E. FTP client FTP 2 is sent to service end system 1 with the solicited message of subscriber identity information and user's proposition by network system 3,1 pair of user identity of service end system is discerned, after confirming user identity, the request that proposes according to the user is sent on the customer monitor 21 after compressed encryption of advertising programme that the user is selected and the decoding;
F. after the user finishes watching advertisement, select the end unit in the functional unit on the main interface, said process finishes.
The present invention adopts such scheme, change the mode that traditional advertisement is play, change an advertisement into, avoided forcing and watched advertisement and make spectators produce the phenomenon of antagonistic psychology by commercial breaks, spectators make advertising effect better just going searching whenever necessary and watching advertisement.Network system 3 can adopt wired network system, for example: the hybrid fiber coaxial cable network of broadcasting and TV system (HFC); The satellite broadcast network system; Terrestrial broadcast networks system or the like.Corresponding different network systems, the modulation system of chnnel coding are also different, can be following three kinds of modes: wired network system adopts quadrature amplitude modulation modulation (QAM); The satellite broadcast network system adopts quadrature keying phase shift modulation (QPSK); The terrestrial broadcast networks system adopts Coded Orthogonal Frequency Division Multiplexing (COFDM) modulation (COFDM).
Native system can be set up Operation Centre at central level (for example: Hong Kong, Beijing, Shanghai) in the key city, set up one-level Operation Centre (provincial capital, all can reach about 50 of capital city etc.) in the administrative city of one-level, (for example: about about 400 of city counties and districts etc.) set up the secondary Operation Centre in the administrative city of secondary, connect Operation Centres at different levels until community with network, form the large scale network system of resource-sharing, be convenient to manage and the covering of advertisement, as shown in Figure 2.
In order to make spectators can seek needed advertisement easily, in described process A, by program production platform all advertising programmes are classified according to certain rules, be divided into big class from top to bottom, group until concrete advertising programme (for example: the basic necessities of life class, automotive-type, electric type and furniture or the like), the main interface of corresponding menu mode is set respectively at above-mentioned classification, interface is selected the interface until concrete advertising programme, at the code of each element establishment classification in each interface, set up corresponding linking relationship between between each interface and interface and its representative content.Spectators can (each big class) go up the interface (corresponding group) that selection needs at main interface, and then select concrete advertising programme interface (concrete advertising programme, for example television advertisement or the like) by interface.
In order to make spectators can insert signal transmission system easily, in described process B, the transmitting carrier of advertising programme (being called as virtual channel) is by the wireless or joining various information networks of wire link, adopt satellite, microwave, optical fiber, coaxial cable, concrete physical aspect such as twisted-pair feeder, framework is at cable television network, telecommunications network, on the network foundation platforms such as Ethernet, by layout ordering server 13 on the net, the signal transmission system of structure independent operating, the advertising programme of spectators institute program request is propagated according to the virtual channel mode in signal transmission system.
User identification confirmation process described in the process E adopts the identity information of user's input in real time and user to be stored in the mode that the user's registration information in service end system 1 portal server 12 holders compares in advance and discerns; After user identity is identified, by the processor of portal server 12 response user's request, call the advertising programme in the center library of programmes server 11, be distributed to requesting users by ordering server 13 by user's address.
Existing advertisement broadcast mode, audience ratings for advertisement can only be estimated according to the coverage rate of TV programme, inaccurate, the advertiser will use by advertising expenses prepaid before playing advertisement, but the actual effect of advertisement can only be left it to chance, so the advertiser often complains that advertising results compare with the advertising expenditure of costliness, lose more than gain, thereby lost the interest of advertising.And advertising-on-demand mode of the present invention, can address the above problem, portal server 12 watches the time of advertisement to carry out continuous timing by system timing software to the user when advertising programme is sent to the user, and should continuous time information storage in service end system 1.The advertiser only need set up the highest margin account of advertising expense (actual advertisement expense must not pay break through this ceiling), by advertisement operators with each advertising programme number of watching over a period to come of each advertiser registration with watch that the calculated data of time offers the advertiser, the advertiser is paid by the actual time of watching by advertising programme, the advertiser can understand the audience ratings of each advertising programme intuitively, also is pleasurable during paying.And the televiewer is owing to will watch advertising programme the time of paying, and spectators watch advertising programme to bring economic benefit for the advertiser, so, in system of the present invention, watch the temporal information of advertisement to feed back in the archives of TV user to spectators, these data will be brought economic benefit for the user, because native system the is spectators advertising programme that televiews with compensation, these data are converted to concrete remuneration directly return to TV user, improved user's the enthusiasm of watching, both sides have been beneficial to.
In order to solve bandwidth the multi-user is used the restriction that is brought simultaneously, in the process that the described advertising programme of process A stores, part advertising programme branch deposited or copy be stored in the ordering server 13, portal server 12 processors call advertising programme in center library of programmes server 11 or the ordering server 13, are distributed to the user by ordering server 13; Described ordering server 13 adopts directly or the mode of high-speed cache transmits the advertisement video signal in real time to the user.Ordering server 13 can be according to registered user's situation setting, for example: each sub-district is provided with an ordering server 13, for the area of user than comparatively dense, many ordering servers 13 can be set, prefer and compare the advertising programme of hot broadcast for spectators, can in advance this program be stored in program request and compare on the ordering server 13 of area of concentration, the multi-user puts sowing time, also can not take the master network of native system.
TV user is sought the advertising message that needs fast for convenience, in the process that the described advertising programme of process D is selected, adopt the mode of retrieval to carry out searching of advertising programme code, the information of searching is wanted in input in the retrieval dialog frame, send search instruction, retrieve in center library of programmes server 11, and retrieving information is fed back to the user, this retrieval dialog frame is arranged at each interface respectively.
Described televiewer user adopts native system on the mode of importing number of registration and password, watches the remuneration of advertisement to feed back in the account of registering when this user registers after system is calculated automatically; Perhaps adopt the mode of reading personality card (or bank's all-purpose card) to import identity information, the user's personality card that obtains when the user is registered (or bank's all-purpose card) inserts in the card inserting mouth of digital TV set-top box, this personality card (or bank's all-purpose card) record subscriber identity information and other relevant informations, set-top box sends this subscriber identity information to portal server 12; Described user watches the remuneration of advertisement to feed back in the account (or bank's all-purpose card) of this personality card correspondence after system is calculated automatically.
Described advertiser is stored in advertising programme in the library of programmes server of center, advertising programme is by user's program request and watch, system is calculated the watching time of advertising programme automatically continuously, and calculate the advertising expenditure that described advertiser should pay automatically, advertising expenditure is taken off automatically by system in the highest margin account of advertiser.
Claims (10)
1. an ordering digital video by short message system is characterized in that at the application process of playing aspect the advertisement:
The signal transmission system that this method relied on comprises service end system (1), FTP client FTP (2) and the network system (3) that connects above-mentioned two systems, and this method comprises following process:
A. at first the aspect of all advertising programmes is converted to the mode of video request program file, be stored in then in the center library of programmes server (11) in the service end system (1), and to cognizance code of each advertising programme establishment;
B. when spectators' program request advertising programme, between spectators and advertising programme, set up end to end that network is connected, this connection is called as virtual channel, and the information in the native system all transmits in the virtual channel mode;
C. make the main interface of man-machine interaction visual menu formula, comprise several independent recognizable program cells and functional units on this main interface, each program cells is or a series advertisements program in corresponding center library of programmes server (11) respectively, on each program cells, show the title and the cognizance code of corresponding advertisement;
D. the user is at first to FTP client FTP (2) input user identity, the customer monitor of handling then in the FTP client FTP (2) (21) is selected the advertising-on-demand channel, described main interface as above-mentioned advertising-on-demand channel master interface display on customer monitor (21), the user is according to the prompting of each program cells or functional unit on the main interface, input advertisement cognizance code proposes to watch the request of advertisement to FTP client FTP (2);
E. FTP client FTP (2) is sent to service end system (1) with the solicited message of subscriber identity information and user's proposition by network system (3), service end system (1) is discerned user identity, after confirming user identity, the request that proposes according to the user is sent on the customer monitor (21) after compressed encryption of advertising programme that the user is selected and the decoding;
F. after the user finishes watching advertisement, select the end unit in the functional unit on the main interface, said process finishes.
2. application process according to claim 1, it is characterized in that: in described process A, all advertising programmes are classified according to certain rules, be divided into big class, group from top to bottom until concrete advertising programme, main interface, interface that corresponding menu mode is set respectively at above-mentioned classification are selected the interface until concrete advertising programme, at the code of each element establishment classification in each interface, set up corresponding linking relationship between between each interface and interface and its representative content.
3. application process according to claim 1, it is characterized in that: the user identification confirmation process described in the process E, adopt the identity information of user's input in real time and user to be stored in the mode that the user's registration information in service end system (1) portal server (12) holder compares in advance and discern; After user identity is identified, by the processor of portal server (12) response user's request, call the advertising programme in the center library of programmes server (11), be distributed to requesting users by ordering server (13) by user's address.
4. according to claim 1 or 3 described application processes, it is characterized in that: in described process B, the transmitting carrier of advertising programme is by the wireless or joining various information networks of wire link, the concrete physical aspect that comprises satellite, microwave, optical fiber, coaxial cable or twisted-pair feeder, framework is on network foundation platforms such as cable television network, telecommunications network or Ethernet, by layout ordering server (13) on the net, the signal transmission system of structure independent operating, the advertising programme of spectators institute program request is propagated according to the virtual channel mode in this signal transmission system.
5. application process according to claim 3, it is characterized in that: described portal server (12) is when sending to the user with advertising programme, watch the time of advertisement to carry out continuous timing by system timing software to the user, service end system (1) portal server (12) is stored the continuous time that any spectators watch any advertising programme automatically.
6. application process according to claim 5, it is characterized in that: service end system (1) extracts this of information automatically from portal server (12) continuous time, according to the time and watch translation method between the remuneration, calculating should feed back to user's the remuneration of watching again.
7. application process according to claim 5, it is characterized in that: service end system (1) extracts this of information automatically from portal server (12) continuous time, according to the translation method between time and the advertising expenditure, calculate the advertising expenditure that the advertiser should pay, in the highest margin account of advertiser, take off advertising expenditure automatically.
8. application process according to claim 1, it is characterized in that: in the process that the described advertising programme of process A stores, part advertising programme branch deposited or copy be stored in the ordering server (13), under the unified management and control of portal server (12), ordering server (13) is distributed to the user with advertising programme; Described ordering server (13) adopts directly or the mode of high-speed cache transmits the advertisement video signal in real time to the user.
9. application process according to claim 1 and 2, it is characterized in that: in the process that the described advertising programme of process D is selected, adopt the mode of retrieval to carry out searching of advertising programme code, the information of searching is wanted in input in the retrieval dialog frame, send search instruction, retrieve in center library of programmes server (11) and ordering server (13), and retrieving information is fed back to the user, this retrieval dialog frame is arranged at each interface respectively.
10. application process according to claim 3 is characterized in that: described user adopts native system on the mode of importing number of registration and password, watches the remuneration of advertisement to feed back in the account of registering when this user registers after system is calculated automatically; Perhaps the user adopts the mode of reading personality card to import identity information, the user's personality card that obtains when the user is registered inserts in the card inserting mouth of digital TV set-top box, this personality card record subscriber identity information and other relevant informations, set-top box sends this subscriber identity information to portal server (12), and the user watches the remuneration of advertisement to feed back in the pairing account of this personality card after system is calculated automatically; Perhaps the user adopts the mode of reading bank's all-purpose card to import identity information, the bank's all-purpose card that obtains when the user is registered inserts in the card inserting mouth of digital TV set-top box, this bank's all-purpose card record subscriber identity information and other relevant informations, set-top box sends this subscriber identity information to portal server (12), and the user watches the remuneration of advertisement to feed back in this bank's all-purpose card after system is calculated automatically.
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| WO2007137500A1 (en) * | 2006-05-18 | 2007-12-06 | Huawei Technologies Co., Ltd. | Public video system and implementation method |
| WO2009012687A1 (en) * | 2007-07-20 | 2009-01-29 | Huawei Technologies Co., Ltd. | A method, system and apparatus for intercutting preferable advertisements in broadcast stream media |
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| WO2007137500A1 (en) * | 2006-05-18 | 2007-12-06 | Huawei Technologies Co., Ltd. | Public video system and implementation method |
| CN1909650B (en) * | 2006-06-30 | 2011-06-01 | 华为技术有限公司 | Device, system and method for realizing program predetermination and broadcast |
| CN101111006B (en) * | 2006-07-17 | 2012-08-08 | 华为技术有限公司 | Media conveying method in group conversation and its client |
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