KR20110013967A - Digital television and apparatus for analyzing advertising in digital television - Google Patents

Abstract

PURPOSE: A digital television apparatus and an advertisement information analysis device for recognizing the reaction of a viewer are provided to accurately analyze the exposure degree of a viewer about first advertisement. CONSTITUTION: An exposure information analyzing unit(420) analyzes advertisement exposure information generated according to the exposure form of interactive advertisement through a digital television apparatus. A statistics information producing unit(430) produces statistical information by using the analyzed result. The interactive advertisement is a first advertisement offered to the digital television apparatus.

Description

Digital television and apparatus for analyzing advertising in digital television

One aspect of the present invention relates to a broadcasting system and service technology, and more particularly, to an interactive advertising service technology using digital television.

The present invention is derived from the research conducted as part of the experiment for the development of optical subscriber network (FTTH) service and optical communication convergence technology. [Project Name: FTTH based convergence test bed construction and test technology development]

The bidirectional communication characteristics of digital television are naturally changing the form of broadcast advertising from unidirectional advertising to interactive advertising. Interactive advertising on digital television not only enhances the effectiveness of advertising and selectivity for advertising, but also enables advertisers to manage marketing activities in detail and deliberately.

One of the characteristics of interactive advertising in digital television is the variety of advertising exposures. Broadcast advertisements including terrestrial broadcasts are generally exposed to the same regardless of region and viewers. However, interactive advertisement using digital television may provide a local advertisement reflecting the region where the viewer lives or a customized advertisement reflecting the viewer's disposition. That is, the interactive advertisement of a digital television may expose different interactive advertisements to different viewers who watch the same broadcast content at the same time.

However, since interactive advertisements of digital television are exposed differently according to regions, times, or viewers, it is difficult to accurately determine the exposure form of advertisements. Since the provision of broadcast advertisements including terrestrial broadcasts is based on the viewer ratings at the time of advertisement provision, the viewer response of the broadcast advertisements can be accurately known through the viewer ratings. However, the provision of interactive advertisements in digital television cannot simply be based on viewer ratings for the reasons mentioned above. In addition, in terms of interactive advertising, it may not be made by direct interaction with the advertisement providing server that provides the advertisement, and thus it is difficult to accurately determine the viewer exposure level of the interactive advertisement.

According to an aspect, an advertisement analysis technology and a digital television device capable of accurately analyzing viewer exposure to interactive advertisements, especially primary advertisements using digital television, are provided.

Advertisement analysis apparatus according to an aspect, the exposure information analysis unit for analyzing the advertisement exposure information generated according to the exposure form of the interactive advertising for the interactive advertising provided through the digital television device to watch the interactive advertising using the analyzed results It includes a statistical information calculation unit for calculating the statistical information reflecting the viewer's viewing form.

In this case, the interactive advertisement may be a primary advertisement comprehensively provided to the digital television device. In addition, the statistical information may indicate a correlation for at least one or more of an advertisement period, an advertisement time, an advertisement product, viewer disposition, and a viewing position for the interactive advertisement. In addition, the advertisement exposure information may include at least one of an advertisement identifier, terminal information of the digital television device, viewer information, and advertisement exposure time.

On the other hand, a digital television device according to another aspect includes an advertisement display unit for providing an interactive advertisement and an exposure information controller for generating advertisement exposure information reflecting the exposure form of the interactive advertisement based on the advertisement data including exposure conditions of the interactive advertisement. do.

According to an embodiment of the present disclosure, since the viewer's exposure to the interactive advertisement using digital television, in particular, the primary advertisement, can be accurately analyzed, the viewer's reaction can be grasped. In addition, since the generation frequency and generation time of the viewer participation information can be known through analysis of the viewer participation information, the viewer's interest in the advertisement can be determined.

Furthermore, the advertising performance and the advertising cost may be determined based on the identified viewer's interest. Furthermore, since the statistical information can be reflected when selecting advertisements to be provided to digital television, it is possible to provide customized advertisements that may be curious to the viewer.

Hereinafter, with reference to the accompanying drawings will be described embodiments of the present invention; In the following description of the present invention, if it is determined that detailed descriptions of related well-known functions or configurations may unnecessarily obscure the subject matter of the present invention, the detailed description thereof will be omitted. In addition, terms to be described below are terms defined in consideration of functions in the present invention, which may vary depending on the intention or custom of the viewer or operator. Therefore, the definition should be based on the contents throughout this specification.

1 is a block diagram of an advertising system 1 according to an embodiment of the present invention. Referring to FIG. 1, the advertisement system 1 includes a broadcast server 10, an advertisement providing server 20, a digital television device 30, an advertisement analyzing apparatus 40, and an advertiser terminal 50. Each device of the advertising system 1 may transmit and receive a signal through the Internet.

The broadcast server 10 provides a broadcast service to the digital television device 30. In this case, the broadcast service may be an IPTV (Internet Protocol Television) broadcasting service using the Internet network, but is not limited thereto. The advertisement providing server 20 provides an advertisement to the digital television device 30 when the broadcasting service is provided by the broadcasting server 10.

The digital television device 30 displays a broadcast transmitted from the broadcast server 10 and an advertisement transmitted from the advertisement providing server 20 on a screen through various methods such as IPTV (Internet Protocol TV). Unlike the unidirectional communication in the conventional television, the above-described service such as IPTV enables two-way communication, so that the digital television device 30 may provide the viewer with two-way advertisement along with the broadcast.

Interactive advertisements include primary advertisements and secondary advertisements. Primary advertising is exposed in the form of pop ups or bars, providing intuitive and comprehensive advertising purposes or advertising products. In contrast, the secondary advertisement provides more detailed and detailed information than the primary advertisement when the viewer exposed to the primary advertisement wants to obtain more information than the primary advertisement. For example, the secondary advertisement may be an advertisement in which the viewer can participate or an advertisement in which the viewer can purchase an advertisement product. In this case, the secondary advertisement has an advantage of immediately confirming the viewer's interest or purchase response to the advertisement product.

However, since the first advertisement is exposed differently according to the region, time, or viewer provided with the advertisement, it is difficult to accurately determine the exposure form of the advertisement, and it is difficult to know this only by the viewer rating like the terrestrial broadcasting. In addition, since the first advertisement is not made by direct interaction with the advertisement providing server 20 that provides the advertisement, it is difficult to accurately identify the advertisement exposure form. However, according to an embodiment of the present invention, the digital television device 30 generating the advertisement exposure information reflecting the exposure form of the interactive advertisement, in particular the primary advertisement, and the advertisement analyzing apparatus 40 analyzing the generated advertisement exposure information. Through accurate analysis of the degree of exposure to the viewer of the first advertisement can determine the viewer's interest.

2 is a block diagram of a digital television device 30 according to an embodiment of the present invention. Referring to FIG. 2, the digital television device 30 includes an advertisement data receiving unit 300, a storage unit 310, an exposure information control unit 320, and an advertisement display unit 330.

The advertisement data receiving unit 300 receives the advertisement data for the primary advertisement from the advertisement providing server 20. The advertisement data includes exposure conditions for the primary advertisement and the primary advertisement, wherein the exposure conditions are conditions set based on at least one of a viewing position, viewer disposition, a broadcast program, and an advertisement exposure time. Detailed description of the advertisement data will be described later with reference to FIG. 4.

The advertisement display unit 330 displays the first advertisement on the screen. In this case, the advertisement display unit 330 may expose the primary advertisement on the screen according to the advertisement exposure condition included in the primary advertisement data. That is, the advertisement display unit 330 may expose the first advertisement on the screen when at least one of the advertisement exposure conditions is established. Alternatively, the advertisement display unit 330 may expose the primary advertisement on the screen regardless of the advertisement exposure condition included in the primary advertisement data. Furthermore, the advertisement display unit 330 may not only expose the advertisement regardless of the viewer's will when the advertisement display condition is established, but may also display the advertisement upon request of the advertisement exposure from the viewer. For example, when a viewer requests a local advertisement for a nearby store where he or she lives while watching a digital broadcast, the primary advertisement may be provided to immediately order a necessary product.

The exposure information controller 320 generates advertisement exposure information reflecting the exposure form of the primary advertisement provided to the viewer based on the advertisement data including the exposure condition of the interactive advertisement, in particular, the primary advertisement. The advertisement exposure information is generated according to the exposure type of the primary advertisement, and may include at least one of an advertisement identifier, terminal information of the digital television device 30, viewer information, and advertisement exposure time. The exposure information controller 320 transmits the advertisement exposure information to the advertisement analyzing apparatus 40. Detailed description of the advertisement exposure information will be described later with reference to FIG. 5.

Meanwhile, the storage unit 310 stores the advertisement data received by the advertisement data receiving unit 300. In this case, the storage unit 310 stores at least one of terminal information for identifying the uniqueness of the digital television device 30, an area code for identifying where the terminal is located, and viewer information. The viewer information includes at least one of viewer age, propensity, gender, ID, and the like.

3 is a block diagram of an advertisement analysis device 40 according to an embodiment of the present invention. Referring to FIG. 3, the advertisement analyzing apparatus 40 includes an advertisement exposure information receiving unit 400, a storage unit 410, an exposure information analyzing unit 420, a statistical information calculating unit 430, and a statistical information providing unit 440. It includes.

The advertisement exposure information receiver 400 receives the primary advertisement exposure information from the digital television device 30, and the storage 310 stores the advertisement advertisement information. The primary advertisement exposure information is information generated according to the exposure form of the primary advertisement provided to the viewer. The advertisement exposure information receiver 400 may receive the first advertisement exposure information in real time. The exposure information analyzer 420 analyzes the advertisement exposure information transmitted from the advertisement exposure information receiver 400. In this case, the analysis may be performed at the request of the advertiser or the manager. The storage unit 410 stores the above-described advertisement exposure information and statistical information calculated through the statistical information calculation unit 430 to be described later.

Meanwhile, the statistical information calculator 430 calculates statistical information reflecting the viewing form of the viewer who views the first advertisement by using the result analyzed by the exposure information analyzer 420. In this case, the statistical information calculating unit 430 may analyze the correlation according to one or more conditions of the exposure information by using the advertisement exposure information stored in the storage unit 410 until the request point when the advertiser or the manager requests it. have. That is, the statistical information calculation unit 430 may include at least one of periods, time periods, products, regions, and viewers for at least one or more of an advertisement period, an advertisement time, an advertisement product, viewer disposition, and a viewing position for the first advertisement. Statistical information indicative of the correlation above can be calculated.

In addition, the statistical information calculator 430 may calculate statistical values including the generation frequency and the generation time of the viewer participation information by analyzing the viewer participation information. In this case, the calculated statistical values may be used to determine viewers' interest in the advertisement.

The statistical information provider 440 provides the statistical information calculated from the statistical information calculator 430 to the advertiser terminal 50. Here, the statistical information providing unit 440 may process the statistical information in a web form and provide it to the advertiser terminal 50 through the web. The advertiser receiving the aforementioned statistical information can grasp the viewer's interest in the advertisement in real time using the statistical information.

Furthermore, the advertiser can determine the advertising performance and the advertising cost based on the viewer's interest identified through the above-described process. In addition, the advertiser can grasp the advertising performance, advertising cost and advertising interest through statistical information. Accordingly, the advertiser may reflect statistical information when selecting an advertisement to be provided to the digital television 30 in the future, thereby providing a customized advertisement that may be of interest to the viewer.

4 is an exemplary view showing advertisement data according to an embodiment of the present invention.

The digital television device 30 receives advertisement data from the advertisement providing server 20. The advertisement data includes an advertisement ID, a primary advertisement and a region code, a broadcast program, a viewer code, and an exposure time as shown in FIG. It includes advertisement exposure conditions that include at least one or more. The advertisement ID is an identifier for distinguishing one advertisement uniqueness from other advertisements. The area code indicates the area where the advertisement should be exposed as the advertisement exposure condition. The broadcast program indicates which broadcast channel and program the advertisement should be exposed to, and may be, for example, a specific program, a drama type, or a news type. The viewer code indicates which advertisement is to be displayed based on the age or gender of the viewer. The exposure time indicates at what date or time and for how long.

5 is an exemplary view showing advertisement exposure information according to an embodiment of the present invention. The digital television device 30 generates advertisement exposure information and transmits the advertisement exposure information to the advertisement analyzing apparatus 40. The advertisement exposure information includes at least one of advertisement ID, terminal information, viewer information, and advertisement exposure time as shown in FIG. Include. The advertisement ID indicates uniqueness of the exposed primary advertisement. Ad exposure time indicates how many hours the ad has been exposed on what date and time.

6 is a flowchart illustrating an advertisement control process between devices according to an embodiment of the present invention.

Referring to Fig. 6, the advertisement providing server 20 transmits the primary advertisement data 100 to the digital television device 30, for example, an IPTV terminal, via an internet protocol network. The digital television device 30 receives and stores the primary advertisement data 100 transmitted by the advertisement providing server 20. The digital television device 30 analyzes the advertisement exposure condition included in the primary advertisement data, the broadcast reproduction information, the area code, the viewer information, or the date and time of the digital television device 30 to determine whether at least one exposure condition is established. (110). As a result of the determination, when the exposure condition is established, the advertisement is provided to the viewer screen of the first advertisement data (120). The establishment of the advertisement exposure condition in the digital television device 30 may be exposed regardless of the viewer's will according to at least one advertisement exposure condition included in the primary advertisement data. Alternatively, the viewer may be exposed when at least one or more conditions of the advertisement exposure conditions of the primary advertisement data are satisfied when the primary advertisement exposure request is made, or may be exposed regardless of the advertisement exposure conditions of the primary advertisement data.

On the other hand, the digital television device 30, regardless of the viewer's will, the primary advertisement is exposed to the primary advertisement exposed by the advertisement exposure conditions included in the primary advertisement data or by the viewer's exposure request. The exposure information is generated 130 and transmitted to the advertisement analyzing apparatus 40 through the internet protocol network (140).

The advertisement analyzing apparatus 40 receives and stores the primary advertisement exposure information transmitted by the digital television apparatus 30. And, if there is a request for advertisement exposure statistics information of the advertiser or manager, the advertisement analyzing apparatus 40 performs at least one correlation among time periods, time zones, products, regions, and viewers based on the first advertisement exposure information stored until the request time. The analysis calculates statistical information (160). Subsequently, the advertisement analyzing apparatus 40 provides the statistical information to the advertiser or the manager. In this case, the statistical information may be processed in a web form and provided through the web.

Accordingly, since the degree of exposure of the first advertisement to the viewer can be accurately analyzed through the advertisement analyzing apparatus 40, the response of the viewer can be grasped. Furthermore, since the generation frequency and generation time of the viewer participation information can be known through analysis of the viewer participation information, the viewer's interest in the advertisement can be determined. Furthermore, the advertising performance and the advertising cost may be determined based on the identified viewer's interest. Furthermore, since the statistical information can be reflected when selecting advertisements to be provided to the digital television 30, it is possible to provide customized advertisements that may be curious to the viewer.

The embodiments of the present invention have been described above. Those skilled in the art will appreciate that the present invention can be implemented in a modified form without departing from the essential features of the present invention. Therefore, the disclosed embodiments should be considered in an illustrative rather than a restrictive sense. The scope of the present invention is shown in the appended claims rather than the foregoing description, and all differences within the scope will be construed as being included in the present invention.

1 is a block diagram of an advertising system according to an embodiment of the present invention;

2 is a block diagram of a digital television apparatus according to an embodiment of the present invention;

3 is a block diagram of an advertisement analyzing apparatus according to an embodiment of the present invention;

4 is an exemplary view showing advertisement data according to an embodiment of the present invention;

5 is an exemplary view showing advertisement exposure information according to an embodiment of the present invention;

6 is a flowchart illustrating an advertisement control process between devices according to an embodiment of the present invention.

<Description of the symbols for the main parts of the drawings>

1: advertising system 10: broadcasting server

20: advertisement providing server 30: digital television

40: advertising analysis device 300: advertising data receiving unit

320: exposure information control unit 330: advertising display unit

400: exposure information receiving unit 420: exposure information analysis unit

430: statistical information calculating unit 440: statistical information providing unit

Claims (10)

An exposure information analyzer for analyzing advertisement exposure information generated according to the exposure type of the interactive advertisement with respect to the interactive advertisement provided through the digital television device; And And a statistical information calculating unit configured to calculate statistical information reflecting a viewing form of a viewer watching the interactive advertisement using the analyzed result. The method of claim 1, The interactive advertisement is a primary advertisement comprehensively provided to the digital television device, and the primary advertisement includes a local advertisement for each viewer location or a customized advertisement for each viewer's disposition. The method of claim 1, wherein the statistical information calculation unit, And calculating statistical information indicating correlations with at least one of an advertisement period, an advertisement time, an advertisement product, viewer disposition, and a viewing position of the interactive advertisement. The method of claim 1, And the advertisement exposure information includes at least one of an advertisement identifier, terminal information of the digital television device, viewer information, and an advertisement exposure time. The method of claim 1, Advertising information analysis device further comprises a statistical information providing unit for providing the calculated statistical information to the advertiser terminal. An advertisement display unit displaying an interactive advertisement; And And an exposure information controller configured to generate advertisement exposure information reflecting the exposure form of the interactive advertisement based on the advertisement data including the exposure condition of the interactive advertisement. The method of claim 6, The interactive advertisement is a primary advertisement comprehensively provided to the digital television device, wherein the primary advertisement includes a local advertisement for each viewer's location or a customized advertisement for each viewer's disposition. The method of claim 6, And the exposure condition is a condition set based on at least one of a viewing position, viewer propensity, a broadcast program, and an advertisement exposure time. The method of claim 6, wherein the advertisement display unit, And displaying the interactive advertisement upon receiving an advertisement exposure request signal from a viewer. The method of claim 9, wherein the advertisement display unit, And displaying the interactive advertisement when the exposure condition is satisfied when the advertisement exposure request signal is received.

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