KR100637270B1 - The system and method for providing interactive advertisements using a broadcasting - Google Patents

Abstract

The present invention relates to a system and method for providing interactive advertising using broadcasting, and in particular, provides information on goods that are of interest to viewers in airwave or satellite broadcasting, and provides advertisers with advertisements by selecting buyers. A system and method for providing an interactive advertisement that can increase the accuracy of a goal.

The present invention provides a system for providing an interactive advertisement using broadcast, comprising: a dialogue module for determining basic information on advertisement data, a menu configuration method for processing the interactive detailed advertisement by the data processor, and an operation for each menu item; A representative advertisement for storing and displaying an image of the advertisement and a header unit including a processing code executed by an operation link included in the dialogue module; It includes an advertising unit that is executed by the operation link, a plurality of sub-item advertising connected to the respective chat menu.

The system and method for providing an interactive advertisement of the present invention provides information on goods that are of interest to viewers in air or satellite broadcasting, and allows advertisers to select buyers intended by the advertiser to improve the accuracy of the advertising goals. Has the effect of providing the type advertising.

Satellite broadcasting, interactive advertising, receiving terminals, PVR,

Description

System and method for providing interactive advertisements using a broadcasting             

1 illustrates a structure of a receiver for receiving a broadcast signal of the present invention and expressing it to a viewer.

2 illustrates a satellite broadcasting as a service model for receiving a broadcast program and an advertisement in a receiving apparatus for implementing the broadcasting advertisement method of the present invention and providing the same to a viewer.

Figure 3 illustrates the advertising data file structure of the interactive advertisement of the present invention.

4 shows a commercial procedure of the receiver of the present invention.

5 shows a process of switching between local advertisements and regular broadcasts of the present invention.

The present invention relates to a system and method for providing interactive advertising using broadcasting, and in particular, provides information on goods that are of interest to viewers in airwave or satellite broadcasting, and provides advertisers with advertisements by selecting buyers. A system and method for providing an interactive advertisement that can increase the accuracy of a goal.

Advertising is a means of promoting a product to multiple audiences. At the same time, broadcasting advertisements have a characteristic of spreading in the shortest time to a large number of people, and because the viewers are notified by using an impressive video through a TV that focuses attention, people such as newsletters and billboards do not pay attention. It is true that the superior effect can be obtained compared to the advertisement using the medium or the advertisement without the movement. As most viewers feel, if an advertisement in a field that is not of interest continues over and over, the effect of the advertisement is not much, while the viewer's dissatisfaction is compounded.

In addition, advertising is a means of inducing the purchase of goods by imprinting the image of the goods or companies. Modern economically active firms must compete with many other firms in their activities, namely the production, sale and service of products. A company differentiates its products and informs consumers of its differentiation and superiority, raising consumers' desire to buy their products. At this time, the company's advertising will be said to be the only means of informing consumers of the value of their products.

Advertising, which is the core of a company's product sales strategy, can be classified into direct advertising and indirect advertising. In addition, according to the medium in which the advertisement is spread can be divided into a myriad of classifications such as print media, broadcast media and outdoor advertising. In particular, the advertising technique classified as a broadcasting medium in the classification of broadcasting according to the medium may be said to be the most direct and effective advertising technique apart from the subclassification. TV broadcasting is a form of advertising that is difficult to access easily due to the high cost and the greatest cost among the advertising techniques using the broadcasting media. Among the advertisements using TV, the advertisement using cable TV may be the cheapest form of advertisement among broadcasting media. Cable TV is suitable for advertisements targeting regions because of the small number of units due to the region's limitations in receiving broadcasts.

However, although unit cable TV is limited to a certain region, broadcasts provided by cable TV stations are often transmitted nationwide at the same time. In other words, if a channel operator called a PP (Program Provider) produces a national broadcast that is not limited to the region and supplies the program to a local broadcaster classified as an SO (System Operator), the SO is targeted to the area where the cable network reaches. In this way, national broadcasting programs can be supplied to the region. At this time, SO generates revenue by ordering and broadcasting advertisements for local broadcasting channels, although there are no limitations on the contents of local broadcasting targets or advertisements. As a result, SO and PP may receive solidarity in order to receive commercials for the whole country and are inserted into the program provider's supply program. Allocate time in between, and transmit in place of the video transmitted from the PP. This process is often referred to as advertisement insertion, where the PP inserts and transmits a specially promised sound between the program and the time the advertisement starts, and the SO receives the signal and broadcasts its advertisement video. Even when the advertisement time ends, the advertisement signal is sensed and returned to the original broadcast program. This enables local broadcasting (SO) and national broadcasting (PP) to broadcast different advertisements in different regions in consultation. However, there is no choice in the case of broadcasting through air and satellite broadcasting.

When a local cable broadcasting company is in charge of distribution of broadcasts, regional targets of broadcast advertisements can be clearly distinguished, and in some cases, if a broadcast environment is retransmitted by region, different broadcasts and advertisements can be organized and sent by region. However, most of the over-the-air broadcasts, especially satellite broadcasts, do not have SO-like agents to control the contents of the broadcasts because radio signals from broadcasters reach the receivers owned logically. While this feature allows air or satellite broadcast media to reign as the best service in the advertising market, in terms of the proliferation and destructive power to advertise to many viewers at once, it exposes viewers to the pollution of information they do not want, Advertisers can reduce the accuracy with which they can reach higher purchasing power. Therefore, there is a need for means for selecting advertisement targets in the airwave or satellite broadcast media as in cable TV.

In addition, from the standpoint of SO, it is inevitable to secure popular channels and more diverse channels in order to provide quality services to subscribers. If the SO pays for attracting these channels, the cost is left to the viewer. In reality, SO attempts to generate revenue through advertising in a situation in which the service competition cannot unilaterally burden viewers, but it is very difficult for channel operators and local broadcasters to divide different advertisements into limited advertising time.

Receiving an airwave broadcast in a blind spot or in a shaded area where the broadcaster considers it a universal right, if the bona fide retransmission of the goodwill retransmits the air without the burden of the viewer, then the retransmitter will receive the advertisement. The costs must be covered, but the reseller cannot send local advertisements in place of the advertisements in the original broadcast. Therefore, there is a need for means for transmitting advertisements within a range that does not damage the copyright of the original broadcast.

For viewers, although viewers are obliged to watch broadcast advertisements in return for the supply of programs they are interested in, they can choose to place more weight on advertising in areas of interest rather than passing through in areas of no interest. The width of the situation is also necessary.

In order to solve the above problems, the present invention provides information on goods that are of interest to viewers in airwaves or satellite broadcasts, and allows advertisers to select buyers intended by advertisers to increase the accuracy of advertising goals. The purpose is to provide a type ad.

The present invention relates to a system and method for providing interactive advertising using broadcasting, and in particular, provides information on goods that are of interest to viewers in airwave or satellite broadcasting, and provides advertisers with advertisements by selecting buyers. A system and method for providing an interactive advertisement that can increase the accuracy of a goal.

The system for providing an interactive advertisement by using the broadcast of the present invention includes: a dialogue module for determining basic information on advertisement data, a menu configuration method for processing the interactive detailed advertisement by the data processor, and an operation for each menu item; A representative advertisement for storing and displaying an image of the advertisement and a header unit including a processing code executed by an operation link included in the dialogue module; It includes an advertising unit that is executed by the operation link, a plurality of sub-item advertising connected to the respective chat menu.

In addition, the method for providing an interactive advertisement using the broadcast of the present invention includes a first step of the data processing unit analyzes the dialogue format information in the advertisement data of the interactive detailed advertisement and transmits the representative advertisement to the display unit; A second step of displaying the advertisement image by the expression unit; A third step of presenting a selection item that the viewer can select by analyzing the dialogue module of the advertisement data; And a fourth step of receiving, by the viewer, the viewer's input and executing the detailed item advertisement connected to each conversation menu.

Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings.

1 illustrates a structure of a receiver for receiving a broadcast signal of the present invention and expressing it to a viewer. The structure of a receiver for receiving a broadcast signal and expressing it to a viewer includes a receiver 10 for receiving a broadcast signal and data from a broadcast station; A data processor 20 for processing the received data; A data storage unit 30 for storing the received data; An expression unit 40 for expressing the received data as a broadcast signal and an advertisement; A communication network connection unit 50 for reporting the advertisement presentation information; And a user input device 60 that receives a user input.

The above apparatus may be configured externally or embedded in an existing broadcast receiving apparatus such as a TV or a radio, and may detect a plurality of radio signals in a process of receiving a broadcast. Details of the main components are as follows. Same as

The receiver 10 may include a tuner for tuning a broadcast station, and may receive an advertisement signal together with the broadcast signal of the broadcast station, which may be part of a broadcast signal, and is allocated to a separate channel. May be a signal. The tuner may be composed of a public tuner capable of receiving an unspecified broadcast channel by a user's channel selection and a dedicated tuner receiving a specific broadcast signal for transmitting an advertisement notification control command. The receiver 10 uses a radio wave receiver in reception, and may be an analog device or a digital device. When the received signal is a TV broadcast, the received signal may be transmitted to an image output device, and when the received signal is an audio signal, it may be transmitted to an audio output device such as an amplifier or a speaker. The broadcast signal input from the receiving unit 10 is transmitted to the display unit 40 via the data processing unit 20.

The data processor 20 may include a central processing unit (CPU), an analog demodulator, or a digital decoder.

The data storage unit 30 may include local advertisements of advertisement senders, buffering data of regular broadcasts, and demographic data of receiver holders (address, gender, age, income, education, hobbies, interests, family relations, car ownership, housing type, Property and tax payments).

A broadcaster or commercial sender (hereinafter referred to as sender) may designate a receiver to receive a signal transmitted with the commercial transmission, wherein the designated receiver is a serial number held by the receiver or a population of receiver holders embedded in the receiver. Based on statistical data, it is decided whether to receive.

2 illustrates a satellite broadcasting as a service model for receiving a broadcast program and an advertisement in a receiving apparatus for implementing the broadcasting advertisement method of the present invention and providing the same to a viewer. Commercial broadcasts expressed as "CM (GROBAL)" in broadcast programs transmitted live will be sent between programs. In addition to the program, the broadcaster separately transmits local advertisements expressed as "CM (LOCAL)". The local advertisement is stored in the STB of the figure, and upon receiving the advertisement time notification control command represented by "Q", the local advertisement is inserted into an existing broadcast program, and the viewer watches the continuous local advertisement in the program. Local advertisements can be sent individually for each STB, allowing users to watch different advertisements.

Regular broadcast programs with local ads are not replaced with local ads, but are stored in the buffer as long as local ads are broadcasted. You can watch. Since the regular broadcasting is continuously stored, the local advertisement time does not interfere with the reception of the regular broadcasting even if it is extended by the broadcaster's intended time, and if the viewer desires it, it may lead to repeated watching of the advertisement or retrieval of detailed information associated with the advertisement. .

Figure 3 illustrates the advertising data file structure of the interactive advertisement of the present invention. The advertisement data consists of a header unit 100 and an advertisement unit 200.

The header unit 100 is composed of a dialogue module 110, a processing code 120 and a headshoe island 130, the dialogue module 110 is dialogue format information (detailed number of advertisements, dialog module display options, 111 ), Conversation menu 1 (112), conversation menu 2 (113), and conversation menu 3 (114). The dialogue format information includes information on the format of the dialogue. Each dialogue menu 112, 113, and 114 is configured by analyzing the dialogue format information by the data processor 20. 113a, 114a and operation links 112b, 113b, 114b. The dialogue module 110 determines basic information on advertisement data, a menu configuration method for processing the interactive detailed advertisement, and an operation for each menu item, and the processing code includes the operation link 112b, 113b and 114b, wherein the headphone island is for identifying a data error in the header portion. Each of the conversation menus 112, 113, and 114 includes the expression information 112a, 113a, and 114a. The expression information 112a, 113a, and 114a is a user in each of the conversation menus 112, 113, and 114a. May be a sound or an image as an entity regarding the expression of a menu item to be selected. That is, when the receiver is configured as a radio receiver that processes only sound, the display unit 40 of the structure may be a sound output device, and the expression information may be a voice for explaining each menu item. In addition, when the receiver is configured as a TV-type receiver that processes both sound and image, the display unit 40 may be a video output device, and the expression information may be a still image.

The advertisement unit 200 includes the representative advertisement 210, the detail advertisement 1 220, and the detail advertisement 2 230. The representative advertisement 210 stores and displays an image of the advertisement, and each detailed item advertisement 220 and 230 is executed by the operation links 112b, 113b, and 114b, and the respective conversation menus 112 and 113. , 114).

The data processor 20 analyzes the dialogue format information 111 including information on the format of the dialogue in the advertisement data of the interactive detailed advertisement, and transmits the representative advertisement 210 to the display unit 40. 40 displays an advertisement image received from the data processor 20, and then analyzes the dialogue module 110 of the advertisement data and presents a selection item that the viewer can select. Subsequently, the display unit 40 executes the detailed item advertisements 220 and 230 connected to the respective conversation menus 112, 113, and 114 through the viewer's input. Here, each of the conversation menus 112, 113, and 114 and the detail item advertisements 220 and 230 are connected through operation links 112b, 113b, and 114b. Each of the operation links 112b, 113b, and 114b includes information on the location where the detail advertisement 220, 230 or the processing code 120 is located. The processing code 120 or the detailed item advertisements 220 and 230 connected to the operation links 112b, 113b, and 114b of FIG.

Figure 4 shows the operation of the detailed advertisement of the present invention. When the transmitter does not transmit a separate signal, the receiver tunes and broadcasts the regular broadcast by tuning the broadcast station by the viewer's operation (S10). In this case, the device operates like a general broadcast receiver, and at the same time, the receiver detects whether or not the control command sent by the transmitter is transmitted (S20).

If there is advertisement data to be transmitted, the sender designates a destination and transmits a reception control command of the advertisement data to the receiver. The reception target is designated by the union or intersection of each element of the receiver's serial number or stored subscriber information. The data processor 20 of the receiver detecting the control command determines whether the control command is an advertisement time notification command (S30) or a file receiving command (S100).

If it is determined that the control command is a file reception command (S100), the receiver designated as a reception target receives a signal from a channel through which advertisement data is transmitted, stores the signal in the data storage unit 30, and the data storage unit 30. Register at the advertisement table located at (S110)

The sender sends an advertisement time notification command when the time when the commercial should be displayed arrives. The data processing unit 20 of the receiver detects whether a control command is transmitted (S20), and if the control command is an advertisement time notification command, an operation procedure of buffering the regular broadcast being processed by the tuning to the data storage unit 30 ( In step S200, the interactive detailed advertisement is selected from the advertisement data received in advance (S110) and stored in the data storage unit 30 and displayed in parallel processing simultaneously with the regular broadcast buffering (S200).

The presentation of the interactive detailed advertisement starts by the data processing unit 20 analyzing the dialogue format information 111 of the advertisement data to determine the dialogue format, and expressing the representative advertisement 210. The data processing unit 20 displays an interactive menu listing items that can be selected by the viewer according to the determined dialogue format (S50).

When the receiver is a radio receiver, the data processing unit 20 sequentially lists audio expression information for each conversation menu as an answering machine according to the number of conversation modules included in the conversation module 110 to input a user's input. Induced (S60, S300).

In addition, when the receiver is a TV type, the data processing unit 20 lists them on the screen using the still images that are the expression information 112a, 113a, and 114a of the dialog module 110, and displays them on the display unit 40 to display the viewer. Induce the input of (S60, S300).

When there is a viewer's input, the data processor 20 receiving a signal from the user input device 60 determines that the operation links 112b, 113b, and 114b of the conversation menus 112, 113, and 114 according to the menu selected by the viewer. The processing code 120 instructs to process the operation procedure or detailed item advertising (220, 230).

If the viewer selects the detail item advertisement 220 or 230 (S60), the data processing unit 20 indicates the details indicated by the operation links 112b, 113b, and 114b of the conversation menus 112, 113, and 114 of the menu item. The item advertisements 220 and 230 are displayed through the display unit 40. If the viewer's input selects a menu item requesting a telephone connection (S300), the data processing unit 20 requests a telephone connection to the telemarketer of the advertiser through the communication network connection unit 50 of the receiver (S310).

If the interactive advertisement data is composed only of the representative advertisement in the presentation (S50) of the interactive menu, the menu presentation process (S50) or less may be omitted.

The receiver terminates the advertisement and returns to the regular broadcast according to the advertisement time end signal of the sender or the advertisement end timer input in advance (S80). Here, the end of the commercial may be selected by a real-time end signal of the sender, the time set by the input timer or the number of advertisements to be aired in advance. When the commercial is finished, the receiver records the advertisement presentation performance in the storage device according to the type of the advertisement displayed. The receiver restarts when the regular broadcast is switched as shown in FIG. 5. That is, if the commercial broadcast lasts for 5 minutes, the storage device secures an area for storing 5 minutes of regular broadcast, and while the commercial is displayed, the regular broadcast is stored in the storage device as soon as it is received. After the advertisement ends, it is played at the stored time point, and the regular broadcast received thereafter is connected and stored after the previously stored regular broadcast, and a time difference of 5 minutes occurs during broadcast reception and display. This is called a time shift function.

5 shows a process of switching between local advertisements and regular broadcasts of the present invention. Regular broadcast is 1, 2, 3…. Is sent in the form of: The broadcast input to the receiver 10 is transmitted from the processor 20 to the display unit 40 and output. When receiving the advertisement time notification control command in the central broadcast 5, the receiver starts storing the broadcast received in the broadcast buffer from the "broadcast 5" and reproduces the stored local advertisements "A, B ...". At this time, the display unit 40 is followed by the broadcast 3, 4 A, B ... Will be displayed. As shown in the lower part, when the advertisement is finished, the broadcasts 5, 6... Play it. Therefore, the output of the display part 40 advances in the order of "1, 2, 3, 4, A, B, C, D, 5, 6, ...".

Accordingly, the receiving device can display the advertisement stored in the receiver without damaging the advertisement organized in the regular broadcast, and the broadcast stored in the broadcasting buffer of the storage device can be converted into a file and stored according to the user's operation (recording). Function, and fast forward function.

It will be apparent to those skilled in the art that various changes and modifications can be made without departing from the technical spirit of the present invention through the above description. Therefore, the technical scope of the present invention should not be limited only to the contents described in the embodiments, but should be defined by the claims.

As described above, the system and method for providing an interactive advertisement by using the broadcast according to the present invention provide information on goods that are of interest to viewers in an airwave or satellite broadcast, and the advertiser selects a buyer intended by the advertiser. It is possible to provide an interactive advertisement that can increase the accuracy of the advertising goals.

Claims (6)

A dialogue module for determining basic information on advertisement data, a menu configuration method for processing an interactive detailed advertisement, and an operation for each menu item; Processing code executed by an operation link included in the dialogue module; Header portion including Representative advertisement for storing and displaying the image of the advertisement; A plurality of detailed item advertisements executed by the operation link and connected to respective conversation menus; Ad unit including System for providing an interactive advertisement using a broadcast comprising a. The method according to claim 1, And said header portion further provides a headphone island for identifying a data error. The method according to claim 1, The dialogue module Conversational format information, including information about the format of the conversation; And A plurality of conversation menus configured by analyzing the conversation type information by a data processor; System for providing an interactive advertisement using a broadcast comprising a. The method according to claim 3, And the plurality of conversation menus provide an interactive advertisement using a broadcast including expression information which is an entity about an expression of a menu item to be selected by a user in the conversation menu. The method according to claim 4, The expression information is a system for providing an interactive advertisement using a broadcast, characterized in that the sound or video. A first step in which the data processor analyzes the dialogue format information in the advertisement data of the interactive detailed advertisement and transmits the representative advertisement to the display unit; A second step of displaying the advertisement image by the expression unit; A third step of presenting a selection item that the viewer can select by analyzing the dialogue module of the advertisement data; And A fourth step of executing the detailed item advertisement connected to each conversation menu by receiving the input from the viewer; Method for providing an interactive advertisement using a broadcast comprising a.

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