EP1699012A2 - Generation and display of a banner with movie file - Google Patents

Abstract

The method involves integrating a film file (SWF) into a banner, where the film file is divided into a static section (STAT) and a dynamic section (DYN). The film file is transferred to a user-end device. The film file is played by a play-back program on the user-end device and indicated on an indicating device such that the dynamic section is repeatedly played until criterion is fulfilled for starting the static section. Independent claims are also included for the following: (1) a banner with a film file (2) a system for executing a method for producing and displaying a banner.

Description

Field of the invention

The invention relates to a method for producing a banner, a banner with a movie file and a system for carrying out the method. More particularly, the invention relates to methods, products and systems for creating and displaying banners that include a movie file and are provided by means of an ad server and an image server to be integrated into a web site set up on a web server.

Background of the invention

From the Internet, banners, in particular advertising banners for marketing purposes, are known, which are integrated into advertising sites (English: websites). Increasingly, so-called. Flash banners are used, which display moving images like a movie. The flash films for such banners can be created, for example, by means of a program offered by the US company Macromedia Inc. in the so-called "SWF format". (Note: Flash® is a registered trademark of Macromedia Inc.). The Flash movies are then requested by so-called AdServers in the so-called ImageServern and then provided, for example, to be integrated as banners in web pages of web sites that are set up on the actual web server. The basic function of AdServern is described eg under the URL http://de.wikipedia.org/wiki/Adserver . The banners used for advertising purposes are also called "ads" for short (from the English "advertisement") and serve as cinematic advertising space. They can be in different sizes be generated and displayed. The integration and integration of such banners takes place, for example, via targeted placement within tables or frames. An elegant method is the integration through the so-called I-frame technique. The ImageServer keeps the "SWF files" ready for download for the AdServer. The web server links the frame in the source code of the website with the SWF file selected by AdServer. If the site is visited by an Internet user, the browser integrates the "SWF file" into the presentation of the website on the user page (receiving page). For this purpose, a corresponding player (player) is started, which is integrated as a "plug-in" in the browser and the Flash movie within the frame (eg the I-frame) plays on the screen of the user. The flash technique is very much used for modern online advertising, for example on the website of the applicant, which operates an internet portal under the URL http://www.web.de . For marketing reasons, quite extensive flash banners are often desired, which may include a larger amount of data of several kilobytes, eg 30 kB and more. However, such large banners can only be loaded quickly and displayed immediately to the recipient on a sufficiently fast internet connection, especially on a DSL connection. However, for slow connections, especially modem connections, this means that the user who loads a Flash banner from a website and wants to see it, may have to wait longer than a few seconds to start the Flash movie. For advertising providers, this means that an advertising banner is loaded very slowly and therefore is perceived very late or possibly no longer by the user (the potential customer).

To remedy this situation, usually the flash film is preceded by a so-called. Preloader, for example, the three Images includes. This is a small animation is shown, the simplest form only indicates that the actual Flash movie is still loaded. Because the display of Flash movies is based on the method of so-called progressive streaming, ie a continuous download and parallel displays from one image to the next image. The ad will continue to the next image if it has been fully loaded. Thus, there is a temporal dependence on the loaded amount of data of the next image. If the amount of data is very large and the data transfer rate is too low, then jerky movie scenes can occur.

With improved preloaders, even the current charging status is displayed in the form of a charging bar, which shows in percentage terms how much of the total data volume has already been loaded. Although the user sees the charging status continuously, he can only estimate how long it will take to start the film. For a percentage indication of the current state of charge in the form of a progress bar, up to 100 individual images are integrated in the preloader, i. an image for each percentage step, so that the data volume of the preloader again becomes very extensive. Ultimately, the known solutions are hardly suitable to satisfy the user and / or the advertising provider.

It is therefore an object of the invention to propose in a significantly improved manner a method for creating banners, a banner and a system that are suitable even at low data transmission rate for an effective and user-friendly display of cinematic banner representations.

The object is achieved by a method with the features of claim 1 and by a banner and by a system having the features of one of the independent claims.

• In das Banner wird eine Filmdatei integriert, die in einen statischen Abschnitt und einem diesem Abschnitt vorgelagerten dynamischen Abschnitt unterteilt wird, wobei der statische Abschnitt Filmdaten umfasst, die bei der Anzeige eine inhaltliche Aussage wiedergeben, und wobei der dynamische Abschnitt zumindest anzeigbare Daten, insbesondere Text-, Bild- und/oder Filmdaten, umfasst, die bei der Anzeige einen Inhalt wiedergeben, der auf die inhaltliche Aussage der Filmdaten Bezug nimmt;
• Die Filmdatei wird an das mindestens eine Endgerät übertragen;
• Die Filmdatei wird mittels eines Abspielprogramms auf dem Endgerät des Nutzers abgespielt und auf einer damit verbundenen Anzeigevorrichtung angezeigt, wobei zunächst der dynamische Abschnitt solange wiederholt abgespielt wird, bis mindestens ein Kriterium für den Start des statischen Abschnitts erfüllt ist.

Accordingly, a method for generating and displaying a banner is proposed with the following steps:

• The banner incorporates a movie file which is subdivided into a static section and a dynamic section preceding that section, the static section comprising movie data that is content-related in the display, and wherein the dynamic section is at least displayable data, in particular text -, Image and / or film data, includes, which play in the display content that refers to the substantive statement of the film data;
• The movie file is transmitted to the at least one terminal;
• The movie file is played on the user's terminal by means of a playback program and displayed on an associated display device, the dynamic section being initially played repeatedly until at least one criterion for the start of the static section has been met.

In the banner according to the invention, therefore, a movie file is embedded which comprises a static section and an upstream dynamic section, the static section containing movie data that is content-related in the display, and wherein the dynamic section of the movie file is at least displayable (displayable) data , such as text, image and / or film data containing the content in the display, which refers to the substantive statement. On the user side, the movie file is then using a Playback program played on the terminal and displayed, wherein initially the dynamic section is played repeatedly until at least one criterion for the start of the static section is met.

As a result of these measures, even at a low data transmission rate, the user receives at least the upstream section very quickly and immediately sees the texts, images and / or small films contained therein, which are already related in terms of content to the actual information and / or advertising message of the banner film. The user is thus immediately and directly informed and addressed, the user does not notice the subdivision of the movie file. Rather, he perceives the upstream section as the beginning of the actual film, which then follows in the second section. By checking at least one criterion for the start of the actual film, it is achieved that the second section always begins in a secure manner. That is, the actual movie does not begin until a certain amount of time has elapsed and / or enough movie data has been loaded, especially if the amount of data loaded in the movie data is already sufficient to safely start the movie. The dynamic section remains displayed until all predefinable conditions for a safe start of the static section have been met. So there can be no incomplete display. The user sees no separation between the sections, but receives a flowing impression. The movie file appears homogeneous in a holistic form. In order to reinforce this visual impression on the user, preferably the pictorial representation of the dynamic section should flow smoothly over to the pictorial representation of the static section.

• Demnach ist es besonders vorteilhaft, wenn als Kriterium für den Start des statischen Abschnitts der Ablauf einer vorgebbaren Zeitspanne geprüft wird, die mit dem Beginn der Übertragung der Filmdatei beginnt, insbesondere mit dem Sendebeginn oder dem Empfangsbeginn des dynamischen Abschnitts auf der Sende- bzw. Empfangseite beginnt. Durch diese Maßnahmen wird ein einfach zu messendes Kriterium für einen sicheren Start der eigentlichen Filmdatei herangezogen.

Further advantages and preferred embodiments of the invention will become apparent from the dependent claims:

• Accordingly, it is particularly advantageous if, as criterion for the start of the static section, the course of a predefinable period of time is checked, which begins with the beginning of the transmission of the film file, in particular with the transmission start or the reception start of the dynamic section on the transmission or reception side starts. Through these measures, an easy-to-measure criterion for a safe start of the actual movie file is used.

It is also advantageous if the size of a predefinable data volume which has been transmitted since the beginning of the transmission of the film file, in particular since the transmission start or the reception start of the static section on the transmission or reception side, is checked as a criterion for the start of the static section is. With this variant or additional measure it is achieved that the actual flash film does not start until enough film data has already been loaded.

In this context, it is particularly advantageous if, for the start of the static section, the expiry of the predefinable time span is checked as the first criterion, and if the size of the predeterminable data volume is checked as the second criterion, wherein the second section is only started if both criteria are met are. Thus, a double safety query is provided, which checks the two different criteria, namely charging time and loading capacity.

Furthermore, there are advantages if a data connection speed is determined for the transmission of the movie file, and in which the distribution of the movie file in the static section and the dynamic section depending on the detected data transmission speed. With this measure it can be achieved that with a slow modem connection the upstream section is always displayed first. In a fast data connection, however, immediately the second section, ie the actual movie loaded and displayed.

Alternatively or in addition to this, it is advantageous if a predefinable number of displayable data, in particular text and / or image data, is integrated into the dynamic section, the number of image data being predetermined as a function of the determined data transmission speed. The banner is thus designed such that preferably a number of image data predetermined as a function of a determined data transmission speed is integrated into the dynamic section.

These and other advantages will become more apparent in the following description of specific embodiments of the invention.

Description of preferred embodiments

Fig. 1

zeigt den prinzipiellen Aufbau eines Informationsnetzwerkes in Form des WorldWideWebs, in das das erfindungsgemäße System integriert ist;

Fig. 2a

zeigt schematisch den Ablauf und die Struktur einer erfindungsgemäß erzeugten Filmdatei mit den beiden Abschnitten, wobei als Startkriterium für den zweiten Abschnitt ein Zeitkriterium geprüft wird;

Fig. 2b

zeigt als Variante zur Fig. 2a die erzeugte Filmdatei mit den beiden Abschnitten, wobei als Startkriterium für den zweiten Abschnitt ein Ladevolumenkriterium geprüft wird und zusätzlich das Zeitkriterium überwacht wird; und

Fig. 3

zeigt ein Flussdiagramm zur Veranschaulichung des erfindungsgemäßen Verfahrens.

The present invention will now be explained and described in more detail with reference to the following figures:

Fig. 1

shows the basic structure of an information network in the form of the World Wide Web, in which the system according to the invention is integrated;

Fig. 2a

schematically shows the sequence and the structure of a film file according to the invention with the two sections, wherein as a starting criterion for the second section, a time criterion is checked;

Fig. 2b

shows as a variant of Figure 2a, the generated film file with the two sections, wherein as a starting criterion for the second section, a loading volume criterion is checked and additionally the time criterion is monitored; and

Fig. 3

shows a flowchart for illustrating the method according to the invention.

In the figure 1, the structure of an information network WWW is shown schematically, which here has the form of the established on the Internet hyper-media system "WorldWideWeb". The WWW provides a uniform interface for the presentation of information and interfaces for various Internet services. The WWW is the most popular information access medium for its ease of use and multimedia capabilities.

FIG. 1 shows by way of example a user U who uses his terminal, namely his personal computer PC, to surf the web via the browser and retrieve the information of interest to him. As can be seen in FIG. 1, other terminals with a browser function can also be used, in particular also mobile terminals, such as PalmTop with WLAN card or mobile telephone etc. Via a monitor MON or a display, the browser displays the websites visited by the user U. at. As information, the WWW offers a large number of linked documents in the form of HTML pages. The hyperlinks provide the link between the informational documents. These are references that be built into the HTML pages. For example, text documents, graphics, audio and video clips are built into HTML pages. The information is provided by corresponding servers, of which a web server SRV, an associated content server CNTS and an associated image server IMGS are shown by way of example in FIG. On the WebServer SRV the actual web appearance is furnished, ie there are the source codes for the individual web pages. Preferably, the web pages are compiled dynamically. The source codes are written in HTML and essentially define the structure of the web pages, in particular structure and classification (frames, I-frames, etc.) and formats for writing. The actual contents, ie the useful information, such as texts or graphics, images and film files are on the ContentServer CNTS (service calculator for content, especially textual content) or on the ImageServer IMGS (service calculator for other content, especially visual and graphical content ). The respective website or Internet page is then dynamically built together by the browser, which runs on the terminal PC of the user and accesses the address (URL-Uniform Resource Locator) of the Web server or the website visited there. In addition, FIG. 1 also shows an AdServer ADS (service computer for administration and control of advertising, in particular advertising banners) connected to the web server SRV (service computer for the website), which effects the integration of the advertising space or advertising banner according to specifiable criteria ,

In the WWW, users will find a variety of websites (websites) and websites (webpages) with all kinds of information, such as catalog pages, websites of directory assistance services, travel services, Search engine results, etc. In addition to the actual information now also advertising, especially in the form of banners to represent, the AdServer controls the integration of the desired banner in the advertised website. At least the image and / or film data for the respective banner are located on the ImageServer IMGS and are available there for access by the AdServer ADS, which controls the integration of the banner in the respective website. The servers shown here individually can also be combined in any combination, in particular ContenServer and ImageServer can be integrated into one unit.

• Die Figur 2a zeigt eine solche, hier im kompilierten Flash-Format erzeugte Filmdatei SWF. Diese besteht aus einem statischen Abschnitt STA, der die eigentlichen Filmdaten umfasst. Symbolisch ist eine Sequenz mit n Filmbildern S1 bis Sn dargestellt. Der Abschnitt STAT umfasst z.B. ein Datenvolumen von 30 kB. Beim Abspielen des Films werden die Filmbilder nacheinander angezeigt, wobei der Zyklus ständig wiederholt wird.

The AdServer ADS and the ImageServer IMGS form the essential core elements of the system according to the invention, which generates and holds the special banners. These are banners with movie files that have different sections, namely a static and an upstream dynamic section. The structure of such movie files will now be described in more detail below:

• FIG. 2a shows such a film file SWF produced here in the compiled flash format. This consists of a static section STA, which comprises the actual film data. Symbolically, a sequence with n film images S1 to Sn is shown. The STAT section, for example, has a data volume of 30 kB. When you play the movie, the movie images are displayed one after the other and the cycle is repeated.

Before that, however, an upstream section DYN is loaded, which contains displayable data, preferably text or image data D, in a small amount of data, for example 1.5 kB, so that it can be displayed very quickly. The section DYN can for example, contain only a single image or a short sequence of a few images. The display is preferably time-controlled independently of the number of images and lasts for a predeterminable minimum time duration Tmin, which is, for example, 1 second. Only then does the display of the second section STA begin with the actual movie. In the example shown, the actual movie starts after 2 seconds.

As can be seen from Fig. 2a, the first data from the section STA was loaded relatively quickly, so that the playback of the film could already be started from 1.8 seconds. This situation can occur if the data connection is faster than expected. Because then it may happen that the second section starts very early and the display of the first section takes only a very short time. But to prevent this, the time criterion Tmin ensures that the movie does not start prematurely. It is therefore checked whether the dynamic section DYN was to be seen at least for a fixed predetermined minimum time period Tmin. Because of this, and because the content of the dynamic section DYN is matched to the static section STA, the playback of the movie file is thus made uninterrupted and the display appears to the user as a unified movie with perceptible leader. This effect is further enhanced if the last image in the header, ie in the section DYN, is largely identical to the first image S1 in the actual film, ie in the section STA. Preferably, header DYN and the beginning of section STA consist of textual information having a small amount of data.

In Fig. 2b the same structure as shown in Fig. 2a is shown, wherein now the sequence is changed and the Consideration of another criterion takes place, in turn, to produce a consistent display for the user. As a starting criterion for the second section DYN, a loading volume criterion Vmin is now checked, which is monitored in addition to the time criterion Tmin.

The procedure is thus initially based on the review of the already loaded amount of data, the actual movie in section STA could then start when a minimum amount of data has been loaded by Vmin = 10 kB. In addition, it is then checked whether the upstream section DYN was visible for at least the time Tmin = 1 second. Only when both criteria (ie Vmin> 10 kB and Tmin> 1 sec) are met, the viewer (Player) starts playing the actual movie. Even if the data connection should be very fast, so that the data volume Vmin = 10 kB is loaded very fast, nevertheless the movie does not start until the section DYN has been displayed for at least 1 second (Tmin). The combination of the two start criteria Vmin and Tmin provides the security that the user can also perceive the opening credits for at least 1 second and that there is no abrupt termination and premature transition to the actual movie.

• Zunächst wird im Schritt 110 die Filmdatei (siehe SWF in den Fig. 2a/b) so erzeugt, dass sie in die zuvor beschriebenen zwei Abschnitte unterteilt ist. Vorzugsweise umfasst der dynamische Abschnitt deutlich weniger Daten (z.B. weniger 10%) als der nachfolgende statische Abschnitt. Bevorzugt wird auch die aktuelle Datenübertragungsgeschwindigkeit ermittelt und wird die Anzahl der Bilddaten im dynamischen Abschnitt davon abhängig gemacht. Wenn die Datenverbindung gut ist und somit die Übertragungsgeschwindigkeit hoch ist, dann kann der dynamische Abschnitt eine größere Datenmenge (z.B. 2-5 kB, also etwa 20-30%), also mehr Bilddaten und/oder umfangreichere Einzelbilder umfassen, als wenn die ermittelte Übertragungsgeschwindigkeit gering ist. Damit auch bei geringen Datengeschwindigkeiten (z.B. nur 64 kBit/s und weniger) eine schnelle und nutzerfreundliche Anzeige des Werbebanners erreicht wird, wird die Filmdatei so gestaltet, dass der erste Abschnitt nicht viel mehr als 1,5 kB (also etwa 5%) umfasst. Das Ermitteln der Datengeschwindigkeit wird vorzugsweise mittels eines von der Anmelderin entwickelten und als "Geschwindigkeitsschnüffler" (Englisch: "SpeedSniffer") bezeichneten Verfahrens durchgeführt.

FIG. 3 shows a flowchart for illustrating the method according to the invention. The method 100 essentially comprises the following steps 110 to 130:

• First, in step 110, the movie file (see SWF in Figs. 2a / b) is generated so as to be divided into the above-described two sections. Preferably, the dynamic section includes significantly less data (eg, less than 10%) than the subsequent static section. It is preferred Also, the current data transfer rate is determined and the number of image data in the dynamic section is made dependent thereon. If the data connection is good and thus the transmission speed is high, then the dynamic section may comprise a larger amount of data (eg 2-5 kB, ie about 20-30%), ie more image data and / or larger individual images than if the determined transmission speed is low. In order to achieve a fast and user-friendly display of the banner even at low data rates (eg 64 kbps and less), the movie file is designed so that the first section does not cover much more than 1.5 kB (ie 5%) , The determination of the data speed is preferably carried out by means of a method developed by the applicant and called the "Speed Sniffer" (English: "SpeedSniffer").

• Die Messung mittels SpeedSniffer kann auch separat vom Schritt 110 vorher erfolgen, also separat von der eigentlichen Erzeugung des Banners, der den Flash-Film enthält. Vorzugsweise werden für die Messung der Datenübertragungsgeschwindigkeit selbst zunächst zwei unterschiedlich große Banner verwendet, die nicht Filmdateien umfassen, sondern als herkömmliche Banner mit festen Bildern oder Grafiken ausgestaltet sind. Vorzugsweise ist das erste Banner größer als das zweite. Dann wird zunächst das erste Banner übertragen, wobei bereits die Geschwindigkeit gemessen wird. Wird bei dieser Übertragung festgestellt, dass innerhalb einer vorbestimmten Zeitdauer, z.B. innerhalb einer Sekunde, von dem Image-Server zu dem Computersystem/PC eine Datenmenge übertragen wird, die kleiner als die durch einen Grenzwert vorgegebene Datenmenge ist, bricht die Softwareanwendung die Übertragung des ersten Banners ab und bewirkt die Übertragung des zweiten Banners. Da das zweite Banner kleiner ist, kann es rasch und vollständig zu dem Computersystem/PC übertragen und dort auf dem Monitor des Nutzers wiedergegeben werden. Wird aber innerhalb der vorbestimmten Zeitdauer festgestellt, dass die von dem Image-Server zu dem Computersystem/PC übertragene Datenmenge größer als die durch den Grenzwert vorgegebene Datenmenge ist, wird die Übertragung des ersten Banners nicht unterbrochen, sondern vollständig durchgeführt. Dann kann das erste Banner, das ja größer als das zweite ist, schnell genug geladen und auf dem Monitor des Computersystems/PC wiedergegeben werden.

The SpeedSniffer is a measurement program running on the provider side, ie on one of the servers SRV, ADS, CNTS and / or IMGS. The program preferably runs on the adserver ADS and / or the web server SRV, whereby the speed or quality of the connection between this server and the computer system or PC of the respective user is measured. The software application "SpeedSniffer" determines the data transfer quality between the image server and the computer system in bytes per second using a software code that is in the form of an action script. In order to determine the data transmission quality, therefore, a predetermined amount of data is defined and the time required to transmit this data volume in the transmission of the data for the first banner is detected. For this test data could be used. However, it is advantageous if user data, in particular conventional banners, are already used for the measurement:

• The measurement by means of SpeedSniffer can also be done separately from step 110 beforehand, ie separate from the actual generation of the banner containing the flash film. Preferably, for the measurement of the data transmission speed itself, initially two differently sized banners are used, which do not comprise film files, but are designed as conventional banners with fixed images or graphics. Preferably, the first banner is larger than the second one. Then first the first banner is transmitted, whereby already the speed is measured. If it is determined during this transfer that within a predetermined period of time, eg within one second, an amount of data is transmitted from the image server to the computer system / PC that is smaller than the limit set by a data amount, the software application breaks the transmission of the first Banners off and causes the transfer of the second banner. Since the second banner is smaller, it can be quickly and completely transferred to the computer system / PC and played there on the monitor of the user. But if it is determined within the predetermined period of time that the amount of data transferred from the image server to the computer system / PC is greater than the amount of data predetermined by the threshold, the transmission of the first banner is not interrupted, but completed. Then the first banner, larger than the second one, can be loaded fast enough and played back on the monitor of the computer system / PC.

By this method, even if the data transmission of the first banner is stopped, the data transmitted up to that point is not discarded but used for the reproduction of the second banner. In this case, the second banner is preferably designed such that it is made of the data for the second banner in combination with data for the first banner is built or can be played.

In step 110, the banner with the movie file is created (see also Fig. 2a / b). In this case, the subdivision into the different sections can be made dependent on the determined transmission speed. For higher speeds, e.g. are greater than 64 kbit / s, could even be dispensed with entirely on the upstream, dynamic section. In this case, the movie file would only include the static section with the actual movie. The lower the speed, the more important is the use of the dynamic section. At least for low speed connections, e.g. are significantly smaller than 64 kbit / s, banners are provided with such an upstream dynamic section. In this case, the number of images integrated in this section should be rather small, e.g. include only two or three images, especially if the speeds are particularly small.

Preferably, however, the two-part construction with dynamic and static part is used always and for all speeds. In this case, it is ensured by monitoring the display duration (see Tmin in Fig. 2a / b) that even with fast data connections the upstream section is displayed for a sufficiently long time (for example 1 second). Thus, in step 110, such two-piece banners are preferably made.

In step 120 then follows the actual transmission of the banner to the terminal of the user (user PC). This also includes the (not shown) sub-step that the AdServer the respectively required banner or its Downloading the movie file from the ImageServer and incorporating it into the web page by representing the desired movie file with a link in the web page, the browser on the user PC will load the banner with the movie file on demand.

The loading and playback of the banner or of the flash film incorporated therein then takes place in step 130. When the banner is loaded, step 131 checks whether the criteria K1 and K2 are met so that the transition from the dynamic to the static section (FIG. see DYN or STA in Fig. 1) as inconspicuous as possible for the user. In detail, it is checked whether the first criterion K1 is met, namely whether the upstream section has been displayed at least for the minimum time (see Tmin in FIG. 2a / b). In addition, it is checked on the basis of the second criterion K2 whether a sufficient amount of data (see Vmin in FIG. 2b) has already been loaded for the second section. If both criteria K1 and K2 are satisfied, the reproduction of the second section STA starts and the actual movie is displayed (substep 133). Otherwise, i. if at least one of the two criteria K1 and / or K2 is not met, the display of the first section DYN remains (substep 132). The examination of the criteria K1 and K2 takes place here on the receiving side in the terminal of the user. It can also be carried out in whole or in part at the transmitting end on the servers of the provider.

As described above with reference to FIGS. 1 to 3, the flash banners designed according to the invention are provided with a static part and an upstream dynamic part. The static part includes the actual Flash movie (commercial), which is for example 30 kB in size. Essentially, the dynamic part consists of simply structured data, preferably text and / or Image data in the form of vector graphics, which have a low data quantity of, for example, 1.5 kB. The respective vector graphics already contain content that relates to the content of the subsequent film. For example, if the commercial is about a new offer for a DSL service that is of interest to Internet customers with slow modem connection, the upstream section will display eg text data and / or a vector graphic with the name of the service provider (e.g. WEB.DE). The user, especially the modem user, immediately receives an advertising message and does not have to wait for the actual flash movie to be sufficiently loaded and ready to start. Also, the user does not have to resign himself to the display of a conventional preloader, which has just no substantive statement. Through the measures according to the invention, the advertisement immediately and immediately reaches the users, regardless of how good the data transmission rate actually is. Preferably, the display of the upstream advertising image is set to a minimum period of time, so that the upstream advertising message or advertising notice is displayed long enough even if the data transfer should be very fast and the actual flash movie can be loaded accordingly fast. The minimum duration is, for example, 1 second and ensures that the upstream advertising image for this period is displayed and is not already superimposed by the subsequent advertising film.

As an alternative or in addition to a time monitoring, the method can also be controlled by monitoring the downloaded data volume: The upstream vector graphic, which comprises 1.5 kB, is displayed as soon as this small amount of data is loaded, and for a predefinable minimum period of time. The following commercial, which includes 30 kB, does not start until a minimum data volume of, for example, 10 kB has been loaded.

The invention has been described with reference to specially designed banners, but is not limited to this application. Rather, the invention can be used in a wide variety of areas, wherever cinematic or moving ads are transmitted via online connections to users.

LIST OF REFERENCE NUMBERS

WWW

Information Network, WorldWideWeb

SRV

Web Server

ADS

ADS AdServer, service server for advertising

CTS

Content server, service server with content for websites, in particular textual content

IMGS

ImageServer, service calculator with visual content

CTS

Content server, service server with content for websites

PC

Personal computer as user terminal

U

user

MON

Monitor, display device

BN

Banner, especially banner with Flash movie

SWF

Movie file in flash format

DYN

First section, dynamic part with upstream images

STA

Second section, static part with film

D

D Displayable data, in particular text and / or image data

S1 ... Sn

movie data

Tmin

Minimum time to display the first section

Vmin

Minimum amount of data when loading the second section

100

100 method with the steps 110 to 130

110..130

Individual steps of the procedure

131, 132, 133

Sub-steps in step 130

Claims (9)

Method (100) for generating and displaying a banner (B) which is transmitted via an information network (WWW) to at least one terminal (PC) of a user (U) for display therein, comprising the following steps: - In the banner (BN), a movie file (SWF) is integrated, which is divided into a static section (STAT) and a dynamic section (DYN) upstream of this section, the static section (STAT) film data (S1 ... Sn ), which in the display represent a substantive statement, and wherein the dynamic section (DYN) comprises at least displayable data (D), which in the display reproduce a content that refers to the substantive statement (step 110); The movie file (SWF) is transmitted to the at least one terminal (PC) (step 120); - The movie file (SWF) is played by means of a player on the terminal (PC) of the user (U) and displayed on an associated display device (MON), wherein first the dynamic section (DYN) is repeatedly played until at least one criterion (K1, K2) for the start of the static section (STAT) is satisfied (step 130); Method (100) according to Claim 1, in which the expiration of a predefinable period of time (Tmin) commencing as the criterion (K1) for the start of the static section (STAT) starts with the start of the transmission of the film file (SWF), in particular with the start of transmission or the reception start (RD) of the dynamic section (DYN) the transmitting or receiving side begins (step 131). Method (100) according to Claim 1, in which the size of a predefinable data volume (Vmin) which has been checked since the start of the transmission of the film file (SWF), in particular since the beginning of the static section (STAT), is checked as the criterion (K2) Transmission start or the reception start (RS) of the static section (STAT) has been transmitted on the transmitting or receiving side (step 131). Method (100) according to claims 2 and 3, wherein for the start of the static section (STAT) the first criterion (K1) is the expiry of the predefinable time interval (Tmin) and the second criterion (K2) is the size of the predeterminable data volume (Vmin ) (step 131), wherein the second section (STAT) is not started until both criteria (K1, K2) are satisfied (step 133). Method according to one of the preceding claims, in which a data connection speed is determined for the transmission of the film file (SWF) and in which the division of the film file (SWF) into the static section (STAT) and the dynamic section (DYN) is dependent is performed by the determined data transmission speed. Method according to one of the preceding claims, in which the displayable data (D) comprise text, image and / or film data in which a data connection speed is determined for the transmission of the film file (SWF) and in which the dynamic section (DYN) a predefinable number of displayable data, in particular of image data (D) is integrated, wherein the number of image data (D) is predetermined as a function of the determined data transmission speed. Banner (BN) with a film file (SWF) for transmission via an information network (WWW) to at least one terminal (PC) of a user (U) and to the local display with the following features: The movie file (SWF) comprises a static section (STAT) and a dynamic section (DYN) upstream of this section, The static section (DYN) of the film file (SWF) comprises film data (S1... Sn), which reproduce the content of the advertisement; The dynamic section (DYN) of the film file (SWF) comprises at least displayable data (D), which in the display reproduce a content that refers to the substantive statement. Banner (BN) according to Claim 7, in which a number of displayable data, in particular of image data (D), predetermined in dependence on a determined data transmission speed is integrated into the dynamic section (DYN). System for carrying out the method according to one of claims 1 to 6.

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