CN1852410A - Method and apparatus for realizing individualized advertisement on TV - Google Patents
Method and apparatus for realizing individualized advertisement on TV Download PDFInfo
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- CN1852410A CN1852410A CN 200610025512 CN200610025512A CN1852410A CN 1852410 A CN1852410 A CN 1852410A CN 200610025512 CN200610025512 CN 200610025512 CN 200610025512 A CN200610025512 A CN 200610025512A CN 1852410 A CN1852410 A CN 1852410A
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Abstract
The equipment includes modules: user data acquisition module, user data analysis module, advertisement (ad) content storage module, module for managing terminal state, module for creating individualized ad, ad distribution module, and terminal process module. The invention also discloses method for realizes individualized ad on TV based on IP network. The method includes steps: collecting user data; receiving collected user data, summarizing and analyzing the data; storing ad content suitable to broadcasting and displaying on TV; receiving report of terminal state, and providing the report to the module for creating individualized ad; obtaining ad content; sending ad content to the terminal process module; and outputting ad content to TV screen. The invention realizes individualized ad on TV.
Description
Technical field
The present invention relates to a kind of image processing techniques, relate in particular to and utilize IP network to carry out the interactive TV system treatment technology of video transmission.
Background technology
Along with constantly popularizing of digitlization cable TV, Digital Television is higher than the definition of traditional analog television, abundant television channel with it, but and the new service of ordering film program, attracted increasing user.
Yet as well-known, its form of commercial breaks traditional in the TV programme is stereotyped.On the one hand, the televiewer can only accept the television advertising that intercutted passively, has no to select and can say.And on the other hand, it is whom that advertiser does not but know spectators that its advertisement faces actually, where.Therefore, television advertising of the prior art intercuts technology had both influenced the rating enthusiasm of spectators to advertisement, also made gray advertisement putting waste human and material resources and financial resources because of having no specific aim.
For this reason, people wish to have a kind of personalized advertisement service to replace the television advertisement service of prior art.
Title has proposed a kind of television advertising transmit-receive technology based on traditional one-way CATV network network for the Chinese patent 00132128.5 of " based on the personalized television advertisement transmission and the receiving system of cable television network ".This technology need not user's operational feedback to the system side module, but selects suitable ad content to play to observer in the numerous advertisements that issue by set-top box.But, the defective of this technology is that its kind of the ad content that issues at one time is limited, can't accomplish that the advertisement of playing to all users is all personalized, and the group transmission means that it adopted must be deferred to the transmission standard of MPEG2, thereby flexibility shows slightly not enough.
Publication number is the implementation method that the patent application " the personalized advertisement implementation method of Streaming Media operation " of CN 1540919A has proposed another kind of personalized advertisement business.But the defective of the technology that it disclosed is, but this technology is starting the playlist of client that places one's entire reliance upon when advertisement is play, and requires client to have certain storage capacity.According to the technology that is disclosed in this patent application, the system side module need not to obtain the presence of terminal equipment, and the presence that the ad distribution module also need not to obtain terminal carries out ad distribution.But,, thereby can't come the suitable ad content of fast selecting and and then send the user to according to the current channel content of watching of user or request program content because all ad contents all receive in advance.
The present invention just is to use the family that ad content has been had certain selective power, also make the TV operation can formulate advertising strategy more flexibly, advertiser is the televiewer of selective reception advertisement on purpose, make the maximizing the benefits of advertisement delivery, along with the intensification to industry understanding, and potential great demand is all promoting the development of personalized advertisement technology in the interactive digital TV industry.Have based on the two-way interactive network, the system side module can obtain the presence of set-top box, issues ad content immediately and gives terminal, and terminal does not need extra storage capacity, and the characteristics of play-overing provide powerful personalized advertisement function.
Summary of the invention
The individualized advertisement on TV implement device method that the purpose of this invention is to provide a kind of IP based network can solve current television advertising content and provide the single defective of pattern, and the advertising service of personalization is provided for the user.
According to one aspect of the present invention, a kind of individualized advertisement on TV implement device is provided, it comprises: user data acquisition module (70) is used for gathering user data; Users'Data Analysis module (50) is used for from the user data of the described collection of described user data acquisition module (70) reception, in order to it is gathered and analyze, to look for the adline that is suitable for sending to the user; Ad content memory module (60) is used to store all and is adapted at the ad content playing or show on the television indicator; SOT state of termination administration module (20) is used for receiving the SOT state of termination report that sends from terminal processing module (10); Personalized advertisement generation module (40); Be used for from SOT state of termination administration module (20) thus the receiving terminal status report obtains the state of current terminal, and from Users'Data Analysis module (50) obtain to be fit to the user types of adverstising, obtain ad content from ad content memory module (60); Ad distribution module (30) is used for obtaining to be fit to user's ad content from described personalized advertisement generation module (40), and sends the ad content that is fit to the user; Terminal processing module (10), be used for receiving the ad content sent, periodically or the state of not timing ground report oneself to SOT state of termination administration module (20) from ad distribution module (30), and receive the ad content that obtains from ad distribution module (30), and then described ad content is outputed on the video screen.
According to another aspect of the present invention, a kind of individualized advertisement on TV implementation method is provided, it comprises: gather relevant user data from user data acquisition module (70); Receive the user data gathered by Users'Data Analysis module (50) from user data acquisition module (70), it is gathered and analyzes, to look for the adline that is suitable for sending to this user; Store the ad content that all are fit to broadcast on TV or show by ad content memory module (60); Receive the SOT state of termination report that sends from terminal processing module (10) by SOT state of termination administration module (20), and the SOT state of termination report is offered personalized advertisement generation module (40); By personalized advertisement generation module (40) from SOT state of termination administration module (20) receiving terminal status report, thereby obtain the state of current terminal, and from Users'Data Analysis module (50) to be fit to the user types of adverstising, from the ad content memory module, obtain ad content; Obtain user's ad content by ad distribution module (30) from described personalized advertisement generation module (40), and send it to terminal processing module (10); By the responsible state of described terminal processing module (10), and receive the ad content that from described ad distribution module (30), obtains, and then ad content is outputed on the video screen to described SOT state of termination administration module (20) report oneself.
Passive advertisement receiving mode before apparatus and method of the present invention have changed, even different users also can receive different ad contents at identical time, identical channel, and the advertisement that receives is advertisement that the user is concerned about or that be not sick of, reduced the blindness that advertisement is provided, improved ad distribution efficient, arrive the philtrum of demand in the fastest mode, make the advertisement benefit maximization; The operation way of television services operator will be greatly enriched in the appearance of this advertisement form, can provide more, has more advertising business targetedly, and the advertisement set meal is given the advertiser, improves the added value of advertising business, increases the service operation income; For the advertiser of advertisement delivery, can select more advertising, select to be fit to the advertisement placement method of oneself neatly, accomplish to shoot the arrow at the target.
Each module of described personalized advertisement all provides specific function, and provide the data-handling capacity of magnanimity, system provides collection and the analysis that all can carry out off-line to Users'Data Analysis, storage is reasonably classified to ad content, and personalized generation module generates in real time according to Users'Data Analysis and the current presence of terminal and is fit to the ad content that the user watches.
This design can be integrated in the multiple interactive digital TV systems such as iTV and IPTV, makes system increase the function of supporting personalized advertisement.
Beneficial effect of the present invention is: by the realization to the personalized advertisement ways of distribution, reduce the single method of advertising broadcast, make advertisement only be distributed to suitable televiewer, can reduce the quantity that the user receives advertisement like this, improving user's TV watching experiences, also can collect user's advertisement reception information simultaneously based on native system, for advertiser provides the advertising service of segmentation more.
Description of drawings
Fig. 1 is a principle schematic of supporting the design method of personalized advertisement.
Embodiment
With reference to the accompanying drawings, describe according to the specific embodiment of the present invention.
According to one aspect of the present invention, provide a kind of implement device of personalized advertisement.
As shown in Figure 1, advertisement implement device of the present invention comprises terminal processing module 10, SOT state of termination administration module 20, ad distribution module 30, personalized advertisement generation module 40, Users'Data Analysis module 50, ad content memory module 60 and user data acquisition module 70.
User data acquisition module 70 is gathered a certain associated user such as audience informations, consumer taste and the information that is closely related with the user such as the user data of home address, kinsfolk and affiliated area etc.;
Ad content memory module 60 is used to store the ad content that all are fit to broadcast on TV or show;
SOT state of termination administration module 20 is used to receive the SOT state of termination report that sends from terminal processing module 10, and the SOT state of termination report is offered personalized advertisement generation module 40;
Personalized advertisement generation module 40 is from SOT state of termination administration module 20 receiving terminal status reports, thereby obtain the state of current terminal, and from Users'Data Analysis module 50 obtain to be fit to the user types of adverstising, from the ad content memory module, obtain ad content;
In the present embodiment, SOT state of termination can be following state: the EPG interface of the request program of current indicated channel, current broadcast, current browsing, starting up of terminal, shutdown, standby, terminal abnormal etc.; The personalized advertisement content can be copy, display advertising, video ads, or based on the video ads that GIF, Flash etc. can represent on video screen, also can be that alternate manner is as breaking for commercialsy, hang angle advertisement etc.
In the present embodiment, terminal processing module 10 is to adopt the mode of timing or not timing to carry out to SOT state of termination administration module 20 reporting terminal states.Regularly refer to the configurable time interval, as 5 seconds, 10 seconds; And not timing refers to SOT state of termination when changing, as the TV user switching channels, switch request program, browse program guide, or during action such as open and close television set and other situation that Status Change situation need be reported to SOT state of termination administration module 20.
According to another aspect of the present invention, also provide a kind of implementation method of individualized advertisement on TV.
Still as shown in Figure 1, can realize individualized advertisement on TV implementation method of the present invention by following step:
Gather a certain associated user such as audience informations, consumer taste and the information that is closely related with the user such as the user data of home address, kinsfolk and affiliated area etc. from user data acquisition module 70;
Receive the user data of being gathered by Users'Data Analysis module 50 from user data acquisition module 70, it is gathered and analyzes, to look for the adline that is suitable for sending to this user;
By all ad contents that are fit to broadcast on TV or show of ad content memory module 60 storages;
Receive the SOT state of termination report that sends from terminal processing module 10 by SOT state of termination administration module 20, and the SOT state of termination report is offered personalized advertisement generation module 40;
By personalized advertisement generation module 40 from SOT state of termination administration module 20 receiving terminal status reports, thereby obtain the state of current terminal, and from Users'Data Analysis module 50 obtain to be fit to the user types of adverstising, from the ad content memory module, obtain ad content;
Obtain user's ad content by ad distribution module 30 from personalized advertisement generation module 40, and send it to terminal processing module 10;
By terminal processing module 10 responsible states, and receive the ad content that from ad distribution module 30, obtains, and then ad content is outputed on the video screen to SOT state of termination administration module 20 reports oneself.
Be to be understood that, the realization means of individualized advertisement on TV involved in the present invention (being implement device and implementation method), the new Digital Television forms of utilizing such as the iTV that is based on IP network, IPTV, thereby not only promoted the variation of the advertising service pattern of radio and television operators, and for advertiser provides more, ad placement services is selected more efficiently.
It is pointed out that the display device that the terminal processing module 10 among the present invention is supported can be simulated television, Digital Television, mobile phone, PDA(Personal Digital Assistant) or computer monitor.
Those skilled in the art can understand, and the technical term in this specification " terminal " refers to IPTV set-top box, iTV set-top box, and they are mutual with ad distribution module 30 and SOT state of termination administration module 20 respectively.
Adopt the present invention, the televiewer of different hobbies sees the advertisement of different content when for example the active user televiews play, can provide the angle advertisement of diverse extension according to user's content of interest, and this advertisement is usually located at the lower right corner of screen.During such as user's movies on demand, the appearance personage has film star, singer, model, by can be at the interested people of film star, the Commdity advertisement that provides him to represent; The people of singing in antiphonal style feel interest can provide its disc advertisement or record company's advertisement; To the interested people of model, then can provide the apparel brand advertisement of its dress.
Claims (8)
1. individualized advertisement on TV implement device is characterized in that it comprises:
User data acquisition module (70) is used for gathering user data;
Users'Data Analysis module (50) is used for from the user data of the described collection of described user data acquisition module (70) reception, in order to it is gathered and analyze, to look for the adline that is suitable for sending to the user;
Ad content memory module (60) is used to store all and is adapted at the ad content playing or show on the television indicator;
SOT state of termination administration module (20) is used for receiving the SOT state of termination report that sends from described terminal processing module (10);
Personalized advertisement generation module (40); Be used for from described SOT state of termination administration module (20) thus receive the state that described SOT state of termination report obtains current terminal, and from Users'Data Analysis module (50) obtain to be fit to the user types of adverstising, obtain ad content from ad content memory module (60);
Ad distribution module (30) is used for obtaining to be fit to user's ad content from described personalized advertisement generation module (40), and sends described suitable user's ad content;
Terminal processing module (10), be used for receiving the ad content sent, periodically or the state of not timing ground report oneself to described SOT state of termination administration module (20) from described ad distribution module (30), and receive the ad content that obtains from described ad distribution module (30), and then described ad content is outputed on the video screen.
2. individualized advertisement on TV implement device as claimed in claim 1 is characterized in that, described ad content is based on the analysis of described user data and current user state are produced.
3. individualized advertisement on TV implement device as claimed in claim 1, it is characterized in that, described not timing send the SOT state of termination report be switching channels when SOT state of termination changes, switch request program, when browsing program guide or open and close action generation, and the situation that described state need be changed is carried out when described SOT state of termination administration module (20) is reported.
4. individualized advertisement on TV implement device as claimed in claim 1 is characterized in that: described terminal is and described SOT state of termination administration module (10) and the mutual device of described ad distribution module (30).
5. individualized advertisement on TV implement device as claimed in claim 1, it is characterized in that described SOT state of termination comprises: EPG interface, starting up of terminal, shutdown, standby and the terminal abnormal of the request program of current indicated channel, current broadcast, current browsing.
6. individualized advertisement on TV implement device as claimed in claim 1, it is characterized in that, described personalized advertisement can be copy, display advertising, video ads, based on GIF, the video ads that Flash etc. can represent on video screen, or other advertising, as breaking for commercialsy, hang the angle advertisement.
7. individualized advertisement on TV implement device as claimed in claim 1 is characterized in that, the display device that described terminal processing module (10) can be supported can be simulated television, Digital Television, mobile phone, PDA or computer monitor.
8. individualized advertisement on TV implementation method is characterized in that it comprises following steps:
Gather relevant user data from user data acquisition module (70);
Receive the user data gathered by Users'Data Analysis module (50) from user data acquisition module (70), it is gathered and analyzes, to look for the adline that is suitable for sending to this user;
Store the ad content that all are fit to broadcast on TV or show by ad content memory module (60);
Receive the SOT state of termination report that sends from terminal processing module (10) by SOT state of termination administration module (20), and the SOT state of termination report is offered personalized advertisement generation module (40);
By personalized advertisement generation module (40) from SOT state of termination administration module (20) receiving terminal status report, thereby obtain the state of current terminal, and from Users'Data Analysis module (50) to be fit to the user types of adverstising, from the ad content memory module, obtain ad content;
Obtain user's ad content by ad distribution module (30) from described personalized advertisement generation module (40), and send it to terminal processing module (10);
By the responsible state of described terminal processing module (10), and receive the ad content that from described ad distribution module (30), obtains, and then ad content is outputed on the video screen to described SOT state of termination administration module (20) report oneself.
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| CN 200610025512 CN1852410A (en) | 2006-04-07 | 2006-04-07 | Method and apparatus for realizing individualized advertisement on TV |
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| CN 200610025512 CN1852410A (en) | 2006-04-07 | 2006-04-07 | Method and apparatus for realizing individualized advertisement on TV |
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