KR20120001675A - Method and device for providing advertisement and vod contents - Google Patents

Abstract

PURPOSE: An advertisement and VOD(Video On Demand) content providing method and apparatus thereof are provided to effectively receive the request of an advertiser by controlling the exposure rate of advertisement. CONSTITUTION: An advertisement processing apparatus creates pattern information(S101). Usage information for VOD content is arranged in the pattern information according to a time serial item. The advertisement processing apparatus determines exposure quantity by advertisement according to the pattern information(S103). The advertisement processing apparatus creates advertisement item based on the exposure quantity by advertisement(S109). The advertisement processing apparatus transmits the advertisement item to a client terminal(S111).

Description

METHOD AND DEVICE FOR PROVIDING ADVERTISEMENT AND VOD CONTENTS}

The present invention relates to a method and apparatus for providing advertisement with VOD content.

Currently, video on demand (VOD) advertising on the Internet and IPTV is mostly made of cost-per-mile (CPM) sales.

The CPM method provides a certain amount of exposure during the contract period based on the contract period and the contract exposure volume, which are attributes of the advertisement. In other words, the contracted advertising volume is exhausted by keeping the quantity of advertisements to be exposed by day and time period constant.

However, unlike advertisements exposed on the main page of the Internet portal service or UCC video service, the VOD service has a significant difference in service usage depending on the characteristics of each day, day of the week, time zone, and service content classification.

In addition, compared to the existing page-based services, there are limited resources for exposing advertisements and the cost of resources is incomparably high.

The conventional VOD ad exposure method ignores these differences, and thus exposes constant advertisements by day and time zone, similar to the conventional page-level ads. Therefore, a large portion of the advertising resources generated by the above differences occurs. have.

In addition, when advertising sales are completely sold compared to expected resources, there is a problem in that a particular advertisement falls short of the contract volume and another advertisement exceeds the contract volume.

Accordingly, an aspect of the present invention is to provide a method and apparatus for providing an advertisement for controlling the exposure amount of each advertisement in a pattern similar to the VOD content usage pattern.

According to one aspect of the invention there is provided a method for providing an advertisement. In the method of providing an advertisement together with VOD (Video On Demand) content, an advertisement processing apparatus interoperating with a server providing the VOD content may use pattern information in which usage information on the VOD content is listed as a time series item. Generating; Determining an exposure amount for each advertisement to match the pattern information; And generating an advertisement list based on the exposure amount for each advertisement, and transmitting the advertisement list to a client terminal that plays the VOD content and the advertisement.

According to another feature of the invention there is provided an advertisement processing device. The apparatus is an advertisement processing apparatus that provides an advertisement together with video on demand (VOD) content, the apparatus comprising: generating pattern information in which usage information on the VOD content collected from a server providing the VOD content is listed as a time series item; An analysis unit; A calculator configured to determine an exposure amount for each advertisement to match the pattern information; A generation unit generating an advertisement list based on the exposure amount for each advertisement; And a transmission unit for transmitting the advertisement list to a client terminal that plays the VOD content and the advertisement.

According to an exemplary embodiment of the present invention, the advertisement processing apparatus may control the exposure amount in a pattern similar to the content usage pattern of the medium, thereby making the most of the limited advertising resources of the medium.

In addition, it is possible to distribute the ad exposure rate by ad organization unit can actively embrace the needs of the advertiser.

In addition, by controlling the number of advertisements to be sent in proportion to the target exposure volume by using different coefficients according to the target exposure volume and the order of advertisement exposure for each time interval, each ad is minimized the excess / less than the contract volume It may be exposed evenly with respect to quantity.

1 is a diagram illustrating a network configuration according to an embodiment of the present invention.
2 is a block diagram showing the configuration of an advertisement processing apparatus according to an embodiment of the present invention.
3 is a table showing pattern information of VOD content according to an embodiment of the present invention.
4 is a table showing advertisement scheduling rate information according to an embodiment of the present invention.
5 is a flowchart illustrating an advertisement providing method according to an embodiment of the present invention.
6 is a flowchart illustrating a process of calculating an advertisement exposure amount according to an embodiment of the present invention.
7 is a schematic diagram of an advertisement processing apparatus according to another embodiment of the present invention.

DETAILED DESCRIPTION Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art may easily implement the present invention. The present invention may, however, be embodied in many different forms and should not be construed as limited to the embodiments set forth herein. In the drawings, parts irrelevant to the description are omitted in order to clearly describe the present invention, and like reference numerals designate like parts throughout the specification.

Throughout the specification, when a part is said to "include" a certain component, it means that it can further include other components, without excluding other components unless specifically stated otherwise.

Hereinafter, an apparatus and method for providing an advertisement with video on demand (VOD) content according to an embodiment of the present invention will be described in detail with reference to the accompanying drawings.

1 is a diagram illustrating a network configuration according to an embodiment of the present invention.

Referring to FIG. 1, the client terminal 100 is connected to the VOD server 300 and the advertisement processing apparatus 400 through the network 200. In addition, the advertiser server 500 is connected to the advertisement processing apparatus 400 through the network 200. In addition, the VOD server 300 and the advertisement processing apparatus 400 may be connected through the network 200 but may be connected through a dedicated network (not shown).

Here, the client terminal 100 receives and decodes VOD content and advertisement data transmitted from the VOD server 300 and the advertisement processing apparatus 400 through the network 200. The decoded result is reproduced on the monitor.

The client terminal 100 may be manufactured in the form of a miniaturized and lightweight set-top box, and the user may perform an image reproducing operation by performing a simple operation. At this time, the VOD content and advertisement data that are connected to the network 200 and delivered therein are received according to a user's selection.

In addition, the client terminal 100 receives an advertisement list including an advertisement schedule from the advertisement processing apparatus 400, accesses the advertisement processing apparatus 400 based on the advertisement list, and receives and outputs an advertisement according to the advertisement list. In this case, the advertisement may be output before or during the reproduction of the VOD content.

The network 200 is a data transmission network for transmitting VOD content and advertisement data, and may be an internet network, an integrated service digital network (ISDN), a public switched telephone network (PSTN), a community antenna television (CATV) network, or the like.

VOD server 300 stores the VOD content provided by the operator and subscriber agreement. The stored VOD content is digitized and stored in a compressed state to reduce the amount of data.

The VOD server 300 transmits the stored VOD content as a bit stream when there is a request for transmitting VOD content from the client terminal 100.

The advertisement processing apparatus 400 operates in conjunction with the VOD server 300 and provides an advertisement to be output together when the VOD server 300 provides the VOD content. This is done through agreement between the subscriber and the operator, as mentioned above. This advertisement is inserted as data in the form of a bit stream into the transmitted bit stream VOD content.

The advertiser server 500 may register the advertisement data produced to broadcast its advertisement to the advertisement processing apparatus 400. Each advertisement data may include an identifier (ID) of the advertisement data. The advertiser server 500 is a server operated by an advertiser, in which the advertiser makes a contract with an operator of the advertisement processing apparatus 400 and requests advertisement transmission. The advertiser provides the advertisement cost corresponding to the advertisement output to the operator of the advertisement processing device 400.

2 is a block diagram showing the configuration of an advertisement processing apparatus according to an embodiment of the present invention.

Referring to FIG. 2, the advertisement processing apparatus 400 may include an analyzer 410, a pattern information DB 420, an advertisement organization ratio information DB 430, a calculator 440, a generator 450, and a transmitter ( 470 and the advertisement content DB 480.

The analyzer 410 generates pattern information in which usage information on the VOD content is listed as a time series item. In this case, the usage amount of the VOD content is received from the VOD server 300, and in particular, a statistical value provided by the CMS system of the VOD server 300 may be used.

The pattern information DB 420 stores pattern information generated by the analyzer 410, and has a weight set for each predetermined time interval, and may be configured as shown in FIG. 3.

The advertisement scheduling ratio information DB 430 stores advertisement scheduling ratio information including exposure ratio information predefined for each type of advertisement, that is, category, and may be configured as shown in FIG. 4 to be described later.

The calculator 440 calculates a target exposure amount using the information set in the pattern information DB 420 and the advertisement organization ratio information DB 430 with respect to the advertisement content stored in the advertisement content DB 460.

The calculator 440 calculates a target exposure amount by applying a weight set to the pattern information stored in the pattern information DB 420 to the daily exposure amount for the specific advertisement calculated using the contract amount and the contract period. In other words, the daily exposure is calculated by applying the weight of each day, and the daily exposure is calculated. .

At this time, depending on the characteristics of the medium, there may be a case where the specific content is excluded from the target of advertisement execution. For example, there are cases in which the main people excluded from the advertisement execution target are content-oriented such as trailers of paid contents and movies or a series of a series, and specific content classifications such as baby-child categories / genres. The usage of such content is not directly related to the advertisement, so it can be excluded in calculating the target exposure of the advertisement.

In addition, the calculation unit 440 calculates a target exposure amount by applying a weight to the corresponding day, since the event occurrence date such as a public holiday, an election, an important sporting date, and a popular content series registration date show a different content usage pattern than the general day. do.

In addition, by applying seasonal weights such as seasons and vacation periods, the target exposure amount is calculated to combine the historical statistics and predictable calculation values so that the advertisement usage rate similar to the current content usage rate is displayed.

In addition, the calculator 440 calculates a target exposure amount by applying an advertisement programming ratio, that is, a weight, set for each advertisement set in the advertisement programming ratio information DB 430.

The generation unit 450 calculates priority coefficients of each of the plurality of advertisement contents stored in the advertisement content DB 460 using the exposure amount for each advertisement calculated by the calculator 440, and sends the advertisement determined according to the priority coefficients. Generate an ordered list of advertisements.

The transmitter 470 transmits the advertisement list generated by the generator 450 to the client terminal 100.

Subsequently, when the client terminal 100 requests the advertisement contents according to the advertisement list, the advertisement contents stored in the advertisement contents DB 460 are provided to the client terminal 100, which is omitted for this configuration.

Here, the advertisement content DB 460 stores various types of advertisement contents that are designed and produced in advance. In this case, since the advertisement content is provided together with the VOD content, the advertisement content is a video content and becomes an image inserted in the middle when the VOD content is viewed.

The advertisement content stored in the advertisement content DB 460 is provided from the advertiser server 500 and stored.

3 is a table showing pattern information of VOD content according to an embodiment of the present invention. Such pattern information is derived for various analysis items according to the amount of VOD content usage, and different weights are set for each analysis item.

Here, the analysis item includes a day, time, vacation, season, holiday, and content update.

Referring to FIG. 3, the pattern information includes a pattern information field 421 for each day and time section and a time or time period field 422.

At this time, the time or time period field 422 is composed of a plurality of unit time fields 423. The unit time field 423 is composed of H0 representing 00 hours and H23 representing H1 to 11:00 hours. The unit time field 423 includes time intervals representing an unspecified time unit, and the time intervals are calculated at set intervals such as 1 minute, 5 minutes, 10 minutes, 30 minutes, and 60 minutes.

Also, the pattern information field 421 for each day and time section includes a day field 424, a vacation field 425, a season field 426, a holiday field 427, and a content update field 428.

In the day field 424, each weight is set according to content usage for each day of the month, Tuesday, Wednesday, Thursday, Friday, Saturday, and day, and the weight is set differently for each unit time 423.

The vacation field 425 is set with different weights according to content usage for each elementary school vacation, high school vacation, and university vacation, and the weights are set differently for each unit time 423.

The seasonal field 426 is set with weights according to seasonal content usage, and the weight is set differently for each unit time 423.

In the holiday field 427, weights are set according to content usage for legal holidays, general events, and sports events, and the weights are set differently for each unit time 423. Here, the general event and the sports event may be set various events.

In the content update field 428, a weight is set according to content usage amount according to content update such as a popular content series registration date, and the weight is set differently for each unit time 423.

4 is a table showing advertisement scheduling rate information according to an embodiment of the present invention.

Referring to FIG. 4, the advertisement scheduling ratio information includes an advertisement type field 431, an exposure ratio information field 432, and a classification field 433.

Here, the advertisement type field 431 may include an identification code for identifying the advertisement.

The impression rate information field 432 stores the advertisement impression rate.

The classification field 433 may include a classification 1 representing a VOD content category, a classification 2 representing a genre of the VOD content, a classification 3 representing a channel of the VOD content, and the like.

In other words, the CM1 advertisement is allocated 50% to the VOD content classified into the airwave category, and 30% is allocated to the VOD content classified into the sports category, among the 100% of the impression ratio information. 10% is allocated to each VOD content.

In addition, the advertisement called CM2 is allocated 40% to the VOD content classified into the airwave category, and 40% is allocated to the VOD content classified into the movie category among 100% of the impression ratio information. 10% is allocated to the VOD content, and 10% is allocated to the VOD content of the swimming channel even though it is a leisure genre among sports categories.

The advertisement scheduling rate information reflects the request of the advertiser. That is, a particular advertiser may want to expose more specific advertisements to advertising media according to the characteristics of the advertisement. Therefore, by setting the exposure ratio in the content classification unit, it is possible to control the amount of advertisement exposure as required by the advertiser. Alternatively, data grouping can be managed more easily by grouping content classification units into multiple groups and setting exposure rates in the groups.

Next, a method of providing an advertisement together with the VOD content based on the above-described configuration will be described below.

5 is a flowchart illustrating an advertisement providing method according to an embodiment of the present invention. In this case, reference numerals of FIGS. 2 to 4 will be referred.

Referring to FIG. 5, the analysis unit 410 of the advertisement processing apparatus 400 analyzes the amount of VOD content usage collected from the VOD server 300 to determine content usage pattern information, that is, weighted pattern information as shown in FIG. 3. It generates (S101).

The calculation unit 440 calculates the exposure amount per advertisement for each time section corresponding to the content usage pattern information using the information stored in the pattern information DB 420 and the advertisement scheduling ratio information DB 430 (S103). Here, the time interval is the same as the unit time 423 stored in the pattern information DB 420.

The generation unit 450 calculates a priority coefficient using the exposure amount for each advertisement calculated in step S103. Here, setting the priority according to the advertisement exposure is to appropriately distribute each advertisement in order to expose the advertisement stably and accurately when a plurality of advertisements are organized and operated.

At this time, the generation unit 450 calculates a priority coefficient based on the calculated value using the proportional distribution method (S105). The calculated priority coefficient calculates the final priority value by subtracting the priority value according to the weight of the exposure amount for each advertisement calculated in step S103, which is set as a default value for each time interval.

In addition, the priority coefficient applies different coefficients according to the exposure order when multiple advertisements are sequentially exposed to a specific request, so that the advertisement exposure order is efficiently changed.

The generation unit 450 determines the transmission order according to the priority coefficient calculated in step S105 (S107), and generates an advertisement list for the advertisement contents stored in the advertisement content DB 460 according to the transmission order (S109). .

Then, the transmission unit 470 transmits the advertisement list generated in step S109 to the client terminal 100 (S111).

Thereafter, the generation unit 450 determines whether the advertisement transmitted to the client terminal 100 is a medium or an advertisement product having a high advertisement loss rate that is not actually reproduced (S113).

In this case, when it is determined that the possibility of the loss of the advertisement is high, the priority value is adjusted, and finally, the advertisement delivery order is adjusted (S115) to generate and resend the advertisement list (S117).

Here, the log may be transmitted to an advertisement reproducing system (not shown) to provide an advertisement list including specific advertisements in the order of the adjusted priority value.

6 is a flowchart illustrating a process of calculating an advertisement exposure amount according to an embodiment of the present invention.

Referring to FIG. 6, the calculator 440 of the advertisement processing device 400 calculates a daily exposure amount by using a contract quantity and a contract duration according to a request of the advertiser server 500 (S201). In other words, the basic daily exposure is calculated by dividing the contract volume by the contract duration.

Subsequently, the exposure amount for each day is calculated by applying the weight for each day included in the day field 424 of FIG. 3 to the daily exposure amount (S203).

Next, if it is determined that the day is a vacation period (S205), if it is determined that the vacation period, the vacation weights contained in the vacation field 425 of FIG. 3 is applied to the exposure amount for each day calculated in step S203 (S207).

Next, seasonal weights are applied to the exposure amount by day (S209).

Next, it is determined whether the event period is recorded in the holiday field 427 of FIG. 3 (S211), and when it is determined that the event period is determined, a weight of the corresponding event is applied (S213).

Next, it is determined whether a content update target included in the content update field 428 of FIG. 3 is performed (S215), and if a content update target is applied, a content update weight is applied (S217).

Now, the target exposure amount for each time period is calculated by applying the weighted time interval corresponding to the unit time field 423 of FIG. 3 to the exposure amount for each day calculated so far (S219) (S221).

The target exposure amount calculated for each advertisement calculated in step S221 is connected with the advertisement organization ratio information of FIG. 4 to determine whether there is data corresponding to the classification value of the current content (S223). In other words, it is determined whether the advertisement scheduling ratio information for the advertisement to be inserted into the specific content exists in the table of FIG. 4.

At this time, if present, the final target exposure amount is calculated by applying the exposure ratio defined in the advertisement rate ratio information of FIG. 4 (S225) (S227).

At least some of the functions of the advertisement processing apparatus 400 according to the embodiment of the present invention described above may be implemented in hardware or software coupled to the hardware. Hereinafter, an embodiment coupled to the advertisement processing apparatus 400 will be described in detail with reference to FIG. 7.

7 is a schematic diagram of an advertisement processing apparatus according to another embodiment of the present invention.

Referring to FIG. 7, each of the advertisement processing apparatus 600 may include a processor 601, a memory 603, at least one storage device 605, an input / output (I / O) interface 607, and a network. Interface 609.

The processor 601 may be implemented as a central processing unit (CPU) or other chipset, microprocessor, or the like, and the memory 603 may be a dynamic random access memory (DRAM) or a rambus DRAM (rambus DRAM). DRAM, RDRAM), synchronous DRAM (synchronous DRAM, SDRAM), static RAM (RAM, etc.) may be implemented as a medium such as RAM.

The storage device 605 may include a hard disk, a compact disk read only memory (CD-ROM), a CD rewritable (CD-RW), a digital video disk ROM (DVD-ROM), a DVD-RAM, and a DVD-RW disk. The optical disk may be implemented as a permanent or volatile storage device such as an optical disk such as a blu-ray disk, a flash memory, or various types of RAM.

In addition, I / O interface 607 allows processor 601 and / or memory 603 to access storage 605, and network interface 609 provides processor 601 and / or memory 603. To access the network 200.

In this case, the processor 601 loads a program command to the memory 603 to implement at least some of the functions of the analyzer 410, the calculator 440, the generator 450, and the transmitter 470. In addition, the pattern information DB 420, the advertisement organization ratio information DB 430, and the advertisement content DB 460 are located in the storage device 605 to control the operation described with reference to FIGS. 2 to 4. Can be.

In addition, the memory 603 or the storage device 605 stores the pattern information DB 420, the advertisement organization ratio information DB 430, and the advertisement content DB 460 to be linked with the processor 601 to analyze the analysis unit 410. The functions of the calculator 440, the generator 450, and the transmitter 470 may be performed.

The processor 601, the memory 603, the storage device 605, the I / O interface 607 and the network interface 609 shown in FIG. 7 may be implemented in one computer or distributed in a plurality of computers. It may be implemented.

Although the embodiments of the present invention have been described in detail above, the scope of the present invention is not limited thereto, and various modifications and improvements of those skilled in the art using the basic concepts of the present invention defined in the following claims are also provided. It belongs to the scope of rights.

Claims (16)

In the method for providing a CPM (Cost Per Mile) advertisement with video on demand (VOD) content,
Generating, by an advertisement processing device interworking with a server providing the VOD content, pattern information in which usage information on the VOD content is listed as a time series item;
Determining an exposure amount for each advertisement to match the pattern information; And
Generating an advertisement list based on the exposure amount for each advertisement and transmitting the advertisement list to a client terminal that plays the VOD content and the advertisement;
Ad providing method comprising a. The method of claim 1,
Wherein the generating comprises:
Set weights for specific time information,
The determining step,
Calculating daily impressions for a particular advertisement using the contract volume and the contract period; And and
Calculating a target exposure amount by applying the weight to the daily exposure amount
Ad providing method comprising a. The method of claim 2,
The calculating step,
Calculating a daily exposure amount by applying a weight for each day to the daily exposure amount; And
Calculating the target exposure amount by applying one or more weights of the vacation period weight, the season weight, the event weight, the content update weight, and the weight per time interval to the exposure amount by day
Ad providing method comprising a. The method of claim 3,
Calculating the target exposure amount by applying the one or more weights,
Applying the one or more weights; And
Calculating the target impression amount by applying a weight set for each advertisement
Ad providing method comprising a. The method of claim 1,
Wherein the generating comprises:
The use amount of the predetermined specific content is excluded when generating the pattern information. The method of claim 1,
In the determining, the advertisement providing ratio information in which the exposure ratio is set for each content classification unit of the advertisement is reflected when determining the exposure amount for each advertisement. The method according to any one of claims 1 to 6,
The transmitting step,
Calculating a priority coefficient using the exposure amount for each advertisement;
Determining an order of advertisement delivery according to the priority coefficient;
Generating an advertisement list according to the transmission order; And
Transmitting the generated advertisement list to the client terminal
Ad providing method comprising a. The method of claim 7, wherein
After the transmitting step,
Determining whether there is a high possibility of losing an advertisement;
If it is determined that the likelihood of loss of advertisement is high, adjusting a transmission order; And
Regenerating and transmitting the advertisement list according to the adjusted delivery order
Ad providing method further comprising. An advertisement processing apparatus for providing a CPM (Cost Per Mile) advertisement with video on demand (VOD) content,
An analysis unit generating pattern information in which usage information on the VOD content collected from the server providing the VOD content is listed as a time series item;
A calculator configured to determine an exposure amount for each advertisement to match the pattern information;
A generation unit generating an advertisement list based on the exposure amount for each advertisement; And
Transmission unit for transmitting the advertisement list to the client terminal for playing the VOD content and the advertisement
Ad processing device comprising a. 10. The method of claim 9,
The analysis unit,
Generating the pattern information in which weights are set for each predetermined time information,
The calculation unit,
And a target exposure amount is calculated by applying the weight set in the pattern information to the daily exposure amount for the specific advertisement calculated using the contract amount and the contract period. The method of claim 10,
The calculation unit,
The target exposure amount is calculated by applying the weight of each day to the daily exposure amount, and applying one or more weights among vacation period weight, season weight, event weight, content update weight, and weight per time interval to the exposure amount of the day. Computing ad processing device. The method of claim 11,
The calculation unit,
And the target exposure amount is calculated by applying the one or more weights and weights set for each advertisement. 10. The method of claim 9,
The generation unit,
Advertisement processing apparatus for excluding the use of the predetermined specific content when generating the pattern information. 10. The method of claim 9,
The calculation unit,
The advertisement processing apparatus reflects the information on the advertisement ratio set by the exposure ratio for each content classification unit of the advertisement when determining the exposure amount for each advertisement. 15. The method according to any one of claims 9 to 14,
The generation unit,
And a priority coefficient is calculated using the exposure amount for each advertisement, thereby generating an advertisement list according to the order in which the advertisements are determined according to the priority coefficient. 16. The method of claim 15,
The generation unit,
If it is determined that the likelihood of loss of advertising is high and determines that the likelihood of loss of advertising is high, the advertisement processing apparatus for regenerating the advertisement list by adjusting the delivery order.

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