KR20000063633A - Advertisement method using internet moving pictures - Google Patents

Abstract

PURPOSE: An advertising method using an internet motion picture is provided to supply an advertisement corresponding to a cinema when a user watch the cinema through his computer. CONSTITUTION: A user(10) and an application server(30) are connected with an internet(20) based on an inter-network connection for thereby connecting each system. At this time, the connection between the user and application server(30) and the internet(20) is implemented by a well known network connection unit(not shown). When the user(10) is connected with an internet of the application server(30) using the network connection unit, a motion picture and advertisement are provided to the user(10) through the internet(20). The application server(30) includes a motion picture database(31), an advertisement database(32) and a database(33) used for analyzing the trend of the user.

Description

Advertising method using internet video {ADVERTISEMENT METHOD USING INTERNET MOVING PICTURES}

The present invention relates to an advertisement method using an internet video. More specifically, when a user using an internet network selects a video, a new window which simultaneously shows a movie and an advertisement at the same time by showing an advertisement screen in a double window when the internet video is displayed on the screen is displayed. It relates to an advertising method of the form.

In general, due to the development of information technology, most people have computers, and the explosive growth of the Internet has made it possible to use various types of Internet networks to communicate necessary information anytime, anywhere or to communicate with each other. It is already well known.

Due to the explosive growth of the Internet, the Internet advertising field is the most popular advertising field after TV, radio, newspapers and magazines, and is expected to grow into the largest advertising market in the near future.

On the other hand, due to the rapid development of Internet technology with the increase of the Internet, web-based multimedia presentation is made possible by integrated management of media information for multimedia content service on the web. It was further developed by using the Java-based Synchronized Multimedia Integration (SMIL) Authoring Tool, which enables synchronization between different types of media (audio, video, text, and images).

Due to the development of such an authoring tool, a lot of services for movies such as movies and dramas are performed on the Internet, and as the demand for this increases, many movies or dramas are produced for the purpose of showing only on the Internet.

As such, as the market for the video service using the Internet grows, the attractiveness of the advertising market in this field also increases. The method of advertising in such a video service is before or after the start of a movie or drama, or during a movie or drama. In addition to the advertisements that are generally conducted, PPL (Product Placement) advertisements have recently been in the limelight. This is an advertisement technique that naturally induces corporate products in movies and dramas, and instills the image of the products in the unconsciousness of the audience. PPL advertising is widely used as part of an effective integrated marketing communication (IMC) strategy, as the main audience of a movie or drama is not only a target consumer of PPL products, but also a synergy effect through various activities such as events and promotions. It is utilized.

However, general advertising has the advantage of actively delivering product information and images.However, if only advertisements are shown, the interest of the user is greatly reduced or the advertisement itself is lost for many users who are fed up with the existing advertising method itself. There is a problem that turns away.

In addition, PPL ads that are in the limelight these days have unforeseen propaganda of a product in a movie or drama, so that an image of a product or a brand is naturally planted through an exposure on the screen. Since it is made unknowingly, when the viewer is not even aware of whether the product exposed on the screen is an advertised product, there is a problem in that the advertisement effect is significantly lowered or the effect does not appear at all.

Accordingly, an object of the present invention is to fit a movie content while a movie is being displayed on the user's computer while displaying a double-sized window along with the movie on the user's computer screen when the video service using the Internet to solve the above problems The advertisement is provided on the advertisement screen in real time.

Another object of the present invention is to analyze a propensity of a user currently viewing a video together with a video to provide an advertisement in real time corresponding to the propensity of the user.

It is still another object of the present invention to provide an advertisement in real time that includes an appropriate advertisement that can promote a user's purchase in consideration of time with a video.

Another object of the present invention is to show the advertisement screen in a double window at the same time during the Internet video service, the advertising effect of the PPL method that naturally instills the recognition of the product or the B & B by the advertising method that allows the viewer to naturally accept the advertisement And the effect of general advertising that actively delivers product information and images is satisfied at the same time to maximize the effect of advertising.

1 is a basic configuration using the Internet video according to the present invention.

2 is a flowchart illustrating a procedure of an advertisement method when selecting an internet video according to the present invention.

FIG. 3 is a schematic diagram illustrating a process of collecting / analyzing information about a user and displaying an advertisement to the user in order to perform a personalized advertisement for each user's disposition. FIG.

4A and 4B are schematic diagrams of a movie and an advertisement simultaneously appearing on a user's computer screen according to the present invention;

4c illustrates a scene in which an advertisement for a product actually exposed to a video is displayed through an advertisement window.

※ Explanation of code for main part of drawing

10, 100: User 20: Internet

30: application server 31: video database

32: advertising database

33: Database that accumulates information used for user disposition analysis

110: web server

120: Database Marketing Tool 140: Front Module

200, 220: video window 210, 230: advertising window

The present invention provides an advertisement method using a site of an application server that serves an image and a computer of a user connected to a site of the application server through an internet network. One window is displayed so that a user can watch and listen to video and audio on a user's computer, and an advertisement method using an internet image is provided so that an advertisement screen is displayed in another window as a double window when a video service is provided.

Here, the application server site includes a video database, an advertising database, and a database storing information used for analyzing the user's disposition.

In addition, the present invention, the method of advertising using the Internet video, the step of identifying the user at the operator site of the application server, the selected user selects the video that he wants to watch, the user determines whether to accept the advertisement, And determining whether to form an advertisement, and displaying the advertisement along with the video on the user's computer.

Here, in the step of determining whether the user accepts the advertisement, if the user does not accept the advertisement, only the video without the advertisement is displayed on the user's computer. Characterized in that is displayed.

In addition, the step of deciding what type of advertisement is to be performed is that if there is no information used for analyzing the user's propensity, the advertisement corresponding to the product or brand exposed to the video is displayed to the general users in real time when the video is displayed. When the advertisement displayed on the advertisement screen is selected and there is information used for analyzing the user's disposition, the advertisement and the disposition of the advertisement corresponding to the product or brand exposed to the video according to the characteristics of each user in the video screening are displayed. The advertisement is displayed on the advertisement screen by selecting and distributing an advertisement appropriate to the user's disposition by analyzing.

In addition, the advertisement displayed on the advertisement screen may appropriately include an advertisement capable of promoting a user's purchase in consideration of time.

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

1 is a basic configuration diagram for the advertisement using the Internet video according to the present invention.

The user 10 and the application server 30 connect each other's systems through the Internet 20 connection according to the network connection. At this time, the Internet 20 connection between the user and the application server 30 is made through a network connection unit (not shown) that is commonly used.

When the user 10 is connected to the application server 30 through the network connection through the Internet, it provides a video and advertisement to the user 10 via the Internet (20). To this end, the application server 30 includes a moving picture database 31, an advertising database 32, and a database 33 storing information used for analyzing the propensity of the user.

The video data stored in the video database 31 is video data to be displayed in the video windows 200 and 210 of FIG. 4. Therefore, when accessing this site, various moving picture data stored in the moving picture database 31 are provided and displayed in the moving picture window of the user computer.

Next, the advertisement data stored in the advertisement database 32 is advertisement data for display in the advertisement windows 210 and 230 of FIG. When accessing this site, various advertisement data stored in the advertisement database 32 in the advertisement window of the user's computer are analyzed and provided with appropriate advertisement data through the propensity analysis of the user.

The database 33, which accumulates information used for analyzing the propensity of the user, analyzes what kind of advertisement the user prefers and displays the advertisement that matches the user's preference in the advertisement window. It is a place to collect the data.

2 is a flowchart illustrating a procedure of an advertisement method when selecting an internet video according to the present invention.

First, when the user accesses the site of the server, it is checked whether there is information about the user's identity and whether the user accepts advertisement viewing while watching a video (S100). If information about the user's personal information has not been entered, the information about the user's personal information should be entered and used as data for analyzing the user's disposition, and when the user does not want to input information about the personal information or the information. If is input, the process proceeds as it is. You can watch the video for a fee or free depending on the intention of the operator by the server. If you pay for the video, you can induce the user to watch the ad by subtracting or free of charge. In the case of watching a video for free, the user may be encouraged to watch the advertisement by a method of drawing a prize for the users who watch the advertisement. The confirmed user selects a video he / she wants to watch (S110). After selecting the video, select whether to accept the advertisement (S120). If the user does not accept the advertisement, the user displays only the video without the advertisement. When the user accepts the advertisement viewing, it is determined whether the advertisement is a general advertisement or a customized advertisement through the information during the user confirmation process (S130). Here, the so-called customized advertisement refers to an advertisement that selects the most appropriate advertisement for the user and displays it to the user based on the analysis of the propensity of the user, and the so-called general advertisement refers to a video based on the general user by the operator according to the present invention. The advertisement is selected / arranged in consideration of the contents of the advertisement and displayed to the user. If there is no information used for analyzing the propensity of the user, a general advertisement is selected (S140). If there is information used for analyzing the propensity of the user, a personalized advertisement most suitable for the user is selected by a database marketing tool (hereinafter referred to as a DB marketing tool) (S150). Here, DB marketing is a computerized database of various information about users and strategically utilize the established user database to induce direct reaction / sales through contact with individual users or to establish long-term one-to-one relationship. It refers to all marketing activities. A detailed method of collecting / analyzing a user's disposition and displaying a customized advertisement to the user will be described later. In this case, the general advertisement or the customized advertisement may appropriately include an advertisement that can promote the purchase of the user in consideration of time. The selected advertisement is displayed in the advertisement window (S160) and at the same time the video is also displayed (S170). When the selected video ends, the user selects whether to continue. If the user selects continue, the process from the video selection is repeated, otherwise, the process ends (S180).

FIG. 3 is a schematic diagram illustrating a process of collecting / analyzing information about a user and displaying an advertisement to the user in order to provide a personalized advertisement for each user's disposition.

When the user 100 accesses the Internet, the user is connected to the web server 110. When the user 100 is connected to the web server, the user is collected / analyzed by the DB marketing tool 120 and accumulated through the user verification process. Based on the collected information, it is possible to identify which advertisements can be appropriately and effectively appealed to the connected user 100. Through such grasping, an advertisement suitable for the connected user individual is selected 130 and displayed in the advertisement window of the user computer through the front module 140.

Here, the information used for analyzing the user's disposition is collected / analyzed in two forms. Basic user profile information that the user enters during registration and information collected / accumulated through continuous visits to the site. Basic demographic information of users, such as gender, age, occupation, place of residence, income, education, hobbies, etc. are collected and analyzed in real time at the time of user registration, and also various and detailed users through various surveys and events. Database acquisition is possible. The rule-based module and demographics module of FIG. 3 can be applied to analyze the propensity of individual users. In addition, it is possible to analyze the user's disposition through analyzing the information obtained from the user's continuous visit to the site. In other words, if a user with similar demographic characteristics selects a particular movie (such as Bicheonmu) by analyzing advertisements preferred by users who watched a particular movie (eg, Noncheonmu), a customer group with similar demographic characteristics is preferred. You can provide the ads that you are most likely to do in real time. It is possible to analyze user disposition by applying navigation module.

4A and 4B are schematic views of a movie and an advertisement using the Internet simultaneously appearing on a user's computer screen according to the present invention. As can be seen in the figure, this is a new type of advertising technique that allows simultaneous viewing of movies and advertisements on one screen.

FIG. 4A shows an advertisement corresponding to the movie contents on an advertisement screen in real time while a movie is being shown. For example, if a character in the movie has a coffee during the show's main screen, a coffee ad is displayed at that time through the ad window, or a cigarette ad is displayed through the ad window when a character is smoking a cigarette. The image of the product can be highlighted to prompt the user to purchase a product. FIG. 4C illustrates a scene in which an advertisement for a product exposed to a video is displayed through an advertisement screen window. In the video, when a scene of a dancing that is popular among adolescents or young people is displayed, the advertisement window is displayed through an advertisement window. By promoting that the shoes worn by the characters dancing are registered Nike shoes, viewers can be impressed by the impression that they can dance well if they wear Nike shoes.

FIG. 4B is an advertisement technique for maximizing advertisement effect by analyzing a propensity of a user who is watching a movie while a movie is being displayed and real-time advertisements corresponding to the propensity of the user. For example, if a user who is currently watching a movie is interested in travel, the advertisement screen provides information or an advertisement related to the trip. In this case, by matching the user's interests with the content of the advertisement, the user's concentration on the advertisement may be increased, and thus, an advantage of effectively delivering the content of the advertisement to the user may be exhibited.

Here, in the case of the so-called general advertisement, the operator of the server using the present invention shows the advertisement corresponding to the movie contents on the advertisement screen in real time based on the general user while the movie is being shown as shown in FIG. 4A. In the case of the customized advertisement, the advertisement suitable for the user among the advertisements corresponding to the movie contents to be displayed while the movie is being shown as shown in FIG. 4A and the propensity of the user who is watching the movie as shown in FIG. 4B are analyzed. By selecting / distributing the appropriate advertisement appropriately, the advertisement is displayed on the advertisement screen in real time.

Such so-called general advertising or customized advertising may appropriately include an advertisement that can promote the purchase of the user in consideration of time. For example, a fast food advertisement or a drink advertisement at the end of the day, at the most busy lunch time, may trigger a purchase of a product.

In addition, the video includes everything related to the video, such as drama, animation, as well as the movie.

While the invention has been particularly shown and described with reference to the above embodiments, it has been used for the purpose of illustration and those of ordinary skill in the art, having defined the spirit and scope of the invention as defined in the appended claims. Various modifications can be made without departing.

As described above, according to the present invention, the Internet can satisfy the effects of the general advertising and the effect of the PPL technique by displaying an advertisement on a double-sized window with a video on the screen of the user's computer when using the video service. By maximizing the effect of the advertisement, the user can watch the advertisement naturally and efficiently without any burden on the user, and can greatly enjoy the effect of the advertisement from the advertiser's point of view, You can increase your profits.

Claims (6)

As an advertisement method using a site of an application server that serves an image and a computer of a user connected to the application server site through an internet network, When a user who accesses the site clicks to watch the video, a window is displayed on the user's computer to listen to and watch the video and voice. When a video service, the advertising method using the Internet video, characterized in that the video screen and the advertisement can be viewed at the same time by displaying the advertising screen in another window in a double window. The method of claim 1, The application server site comprises a video database, an advertising database, and a database storing information used for analyzing the user's disposition is characterized in that the Internet video advertising method. Identifying a user at an operator site of the application server; Selecting a video that the identified user wants to watch; Determining, by the user, whether to accept the advertisement; Determining what type of advertisement to make; And Displaying an advertisement with a video on a user computer, characterized in that the advertising method using the Internet video. The method of claim 3, wherein The step of determining whether the user accepts the advertisement viewing, If the user does not accept the advertisement, then only the video with no advertisement is displayed on the user's computer. The advertisement method using the Internet video, characterized in that the advertisement is displayed on the user's computer together with the video when the user accepts the viewing of the advertisement. The method of claim 3, wherein Determining what type of advertisement is to be made, If there is no information used to analyze user disposition, the video will be selected to be displayed on the screen in real time for the products or brands exposed to the video to the general public. If there is information used to analyze the user's disposition, the advertisement that matches the product or brand exposed to the video and the user's disposition according to the individual characteristics of each user when the video is displayed will be analyzed. Advertising method using the Internet video, characterized in that the selection is appropriately selected and distributed to be displayed on the advertising screen in real time. The method of claim 5, In the advertisement displayed on the advertisement screen. Advertisement method using the Internet video, characterized in that it can be appropriately included advertising that can promote the user's purchase in consideration of time.