KR20200117339A - Broadcasting System with Audience Segment based Targeted Advertisement Feature - Google Patents

Abstract

Disclosed is a broadcasting technique, and more particularly, an advertisement providing technique in real-time broadcasting. According to the proposed invention, targeted advertisement section information and targeted advertisement policy information for specifying a viewer segment to receive a targeted advertisement are transmitted as a part of broadcast signaling in real-time broadcasting. A non-real-time file stream including a targeted advertisement content file is multiplexed with a real-time broadcast program to be transmitted. A broadcast receiving device determines a viewer segment based on viewer characteristic information and the targeted advertisement policy information, and receives and stores the targeted advertisement content file corresponding to the determined viewer segment to play the same in a corresponding targeted advertisement section.

Description

Broadcasting System with Audience Segment based Targeted Advertisement Feature}

A broadcasting technology, particularly an advertisement providing technology in real-time broadcasting, is disclosed.

Technologies for providing target advertisements in real-time TV broadcasting are being developed. In the next-generation terrestrial broadcasting standard that adopts DASH (Dynamic Adaptive Streaming over HTTP)-based media transmission protocol as a transmission method, the receiver targets the existing advertisement content at a specific time by using the xlink technology in the MPD (Media Presentation Description). It provides a targeted advertisement mechanism that can be played by replacing it with content. Korean Patent No. 1,940,973, filed on August 14, 2018 by the present applicant and registered, discloses an event-based target advertisement system. The real-time broadcast transmission system provides broadcast signaling including target advertisement opportunity information events including target advertisement section information and target advertisement serving metadata to a broadcast reception device. The broadcast receiving device refers to the target advertisement serving metadata to access advertisement content to be replaced in the target advertisement section and plays the target advertisement in the target advertisement section. The target advertisement content can be downloaded or played in a streaming method using access information.

Such a system enables targeted advertisements in a real-time broadcasting transmission system, but requires a real-time broadcasting network and a separate communication network, which incurs cost, or it cannot be serviced by a receiver without a communication network connection. In addition, when many receivers simultaneously request target advertisement content to the server, there is a possibility of a sudden increase in server load and a service delay due to it. Also, in the case of streaming playback, excessive bandwidth may be required.

A method of providing targeted advertisements in a unilaterally transmitted broadcasting system is proposed. Since it does not require a two-way communication network, targeted advertisements can be served even in a relatively limited environment. Furthermore, according to the proposed invention, an advertisement targeted for each viewer segment may be serviced in a broadcasting system that is unilaterally transmitted.

According to an aspect, target advertisement section information and target advertisement policy information specifying a viewer segment to which the target advertisement is to be provided are transmitted as part of broadcasting signaling of real-time broadcasting. The non-real-time file stream including the target advertisement content file is multiplexed with a real-time broadcasting program and transmitted. The broadcast receiving device determines a viewer segment to which it belongs based on the target advertisement policy information, receives and stores a target advertisement content file corresponding to the determined viewer segment, and plays it in a corresponding target advertisement section.

According to an additional aspect, the target advertisement policy information may include a logical operation on segment characteristic items.

According to an additional aspect, the broadcast transmission system may further include a target advertisement processing unit that provides a target advertisement content file and generates and provides target advertisement policy information.

According to the proposed invention, a target advertisement service can be provided even in a receiver that is not connected to a two-way communication network. In addition, since the receiver can determine a target advertisement to be played in place of the basic advertisement, there is an advantage that the server does not have to retain the viewer information of the receiver.

1 is a block diagram showing the configuration of a broadcast transmission system according to an embodiment.
2 is a block diagram showing a configuration of a target advertisement processing unit according to an embodiment.
3 is a flowchart illustrating an operation of a target advertisement processing unit according to an exemplary embodiment.
4 is a block diagram illustrating a configuration of a broadcast reception device according to an embodiment.

The above and additional aspects are embodied through embodiments described with reference to the accompanying drawings. It is understood that the constituent elements of the respective embodiments may be variously combined within the embodiments unless otherwise stated or contradictory to each other. That is, although the drawings are shown as one embodiment, it should not be understood as being limited to one embodiment. As described in the following description as a separate optional or additional aspect, each block is understood to represent various embodiments by adding one, two, or a combination of the number of blocks that are not to the essential blocks. Should be.

1 is a block diagram showing the configuration of a broadcast transmission system according to an embodiment. The target advertisement system 10 according to an embodiment of the present invention may provide a target advertisement service for a next-generation broadcast service including an Advanced Television Systems Committee (ATSC) 3.0 UHD terrestrial TV broadcast service. The ATSC 3.0 standard defines two methods for transmission of broadcast services. The first method is based on MMT (MPEG Media Transport), and transmits a Media Processing Unit (MPU) using MMTP (MMT Protocol). The second method transmits the DASH segment using the Real-time Object Delivery over Unidirectional Transport (ROUTE) protocol based on the DASH-IF profile of MPEG DASH (Dynamic Adaptive Streaming over HTTP). Data processed according to the MMTP or ROUTE protocol may be processed as IP packets through the UDP/IP layer.

As shown in FIG. 1, the broadcast transmission system according to an embodiment includes a real-time broadcast encoder 110, a non-real-time file stream generator 130, a broadcast signal generator 150, and a broadcast signal transmitter. Includes 170.

The real-time broadcast encoder 110 generates a real-time broadcast stream by compressing a real-time broadcast program. The real-time broadcasting program includes broadcasting content files that are sequentially transmitted according to a broadcasting schedule. In the ATSC 3.0 standard, the transport container format for media content is based on ISOBMFF (ISO Base Media File Format). Real-time broadcast programs are compressed with a video/audio codec and then output as a real-time broadcast stream.

The NRT file stream generation unit 130 generates a NRT file stream including a target advertisement content file. The target advertisement content file is an advertisement content file that can be produced and supplied by an advertiser or an advertisement company. The NRT file stream generated by the NRT file stream generator 130 may further include file filtering information attached to the target advertisement content file. The file filtering information is information attached to the target advertisement content file, and may be, for example, a file filtering code. As another example, the file filtering information may be a file name of a target advertisement content file. The file filtering code is assigned a unique value for the target advertising content file. This file filtering information becomes a basis for the receiver to identify a target advertisement content file corresponding to a segment to which it belongs. Protocols for transmitting a non-real-time file stream through a broadcasting network include, for example, FLUTE (File Delivery over Unidirectional Transport), ROUTE (Real-Time Object Delivery over Unidirectional Transport), and FCAST. In accordance with aspects of the proposed invention, these protocols can be extended in various ways to include file filtering code values.

The broadcast signal generator 150 generates and outputs broadcast signaling including target advertisement section information and target advertisement policy information. In general, broadcast signaling includes broadcast service information such as service name, service identifier, genre, and channel number, and media delivery protocol method information such as ROUTE/MMT, MPEG-2 TS, and RTP, and the receiver receives first for broadcast playback. This is the information. The target advertisement section information indicates the start time and end time of the real-time broadcast advertisement section in which the target advertisement is provided. For example, the target advertisement section information is in the form of <ad section start time, ad section length>, or <ad section start time, ad section end time> It may be in the form of

The target advertisement policy information is information specifying a viewer segment to which a specific target advertisement is to be provided. Here, the audience segment is defined as a group of viewers receiving the same target advertisement. Segments may be defined according to characteristics of each receiver or viewer, for example, region, gender, age, interest, etc. Compared to providing different target advertisements for each receiver, the segment-targeted advertisement method, which provides differently for each segment of the receiver, may slightly reduce the diversity of advertisements, but can increase the efficiency of bandwidth and can be serviced through a broadcasting network other than a two-way communication network. .

According to an aspect, the target advertisement policy information may include segment feature information. The segment feature information is information specifying a viewer segment to which the target advertisement content will be provided. In an embodiment, the segment characteristic information may be a logical expression of viewer characteristic items for each segment. For example, values or ranges of characteristic items such as region, age, gender, and interest may be set by a logical expression for each segment. According to an aspect, the broadcast signal generator 150 generates and outputs broadcast signaling including target advertisement section information and target advertisement policy information. Additionally, the broadcast signal generator 150 multiplexes and outputs a real-time broadcast stream output from the real-time broadcast encoder 110 and a non-real-time file stream output from the NRT file stream generator 130. Broadcast signaling and multiplexed streams may be transmitted through one channel through a broadcast standard. The real-time broadcast stream output from the real-time broadcast encoder 110 is strictly transmitted according to a broadcast schedule. The non-real-time file stream output from the non-real-time file stream generation unit 130 is transmitted with a margin so that the corresponding target advertisement content file reaches before the time point at which the receiver should play. The broadcast signal generation unit 150 creates a transmission schedule in consideration of the transmission bandwidth and the size of non-real-time files to be transmitted, and multiplexes the real-time broadcasting stream and the non-real-time file stream according to the output.

The broadcast signal transmitter 170 transmits broadcast signaling output from the broadcast signal generator 150 and the multiplexed stream. The broadcast signal transmission unit 170 may be configured with one or a plurality of transmission servers. For example, the broadcast signal transmission unit 170 may transmit a packet stream through a multicast protocol.

According to an additional aspect, the real-time broadcast program may include a default broadcast advertisement content file. Among the receivers, receivers without a target advertisement playback function according to the proposed invention may be provided with this basic real-time broadcast advertisement. Receivers having a target advertisement playback function according to the proposed invention can play a target advertisement content file corresponding to a segment to which they belong in a target advertisement section in which the default broadcast advertisement content file is played.

According to an additional aspect, the segment feature information may include a combination by logical operation of logical equations regarding segment feature items. For example, each segment may include a logical expression in which a logical expression for a value or range of items such as region, age, gender, and interest is combined with logical operators such as AND and OR. As a specific example, target advertisement policy information including segment feature information may be included in broadcast signaling in the following form.

Item Contents Target ad segment information 11:00:00-11:00:15 Target advertising policy information (LOCATION=71) and (AGE=20 OR AGE=30) and (GENDER=0)

In this example, (LOCATION=71) means that the target residential area of the target advertising section is Gangnam, (AGE=20 OR AGE=30) means that the target age group is in their 20s or 30s, and (GENDER=0) is the target gender. Indicates that this is a woman.

According to an additional aspect, broadcast signaling may include a plurality of target advertisement policy information. Each target advertisement policy information may include one segment feature information. Accordingly, broadcast signaling can define a plurality of viewer segments.

As another example, each target advertisement policy information may include at least one segment feature information. Thereby, each target advertisement policy information can define a plurality of viewer segments. When there are a plurality of segments to which the corresponding viewer belongs, the broadcast reception device determines one segment among them. This determination may be made based on viewer characteristic information of the corresponding broadcast reception device stored in the broadcast reception device.

According to an aspect, the broadcast transmission system may further include a target advertisement processing unit 190. The target advertisement processing unit 190 may provide a target advertisement content file to the NRT file stream generation unit 130. The target advertisement content file may be input to the target advertisement processing unit 190 by an advertiser or an advertisement company. Additionally, the target advertisement processing unit 190 may provide file filtering information attached to the target advertisement content file to the NRT file stream generation unit 130. File filtering information may be assigned automatically or by a system operator to identify the target advertising content file.

Furthermore, the target advertisement processing unit 190 may provide target advertisement policy information in response to a request of the broadcast signal generation unit 150. In an embodiment, the target advertisement policy information may be a logical expression of a viewer characteristic item specifying a viewer segment to which the target advertisement is to be provided. In addition, the target advertisement policy information provided by the target advertisement processing unit 190 to the broadcast signal generation unit 150 is file filtering information identifying a target advertisement content file to be played in a viewer segment whose logical expression of the viewer characteristic item is true. It may further include. The file filtering information provided to the above-described NRT file stream generation unit 130 is allocated for each target advertisement content file, and the file filtering information provided to the broadcast signal generation unit 150 is a file corresponding to a defined viewer segment. As filtering information, this is information for identifying a target advertisement content file that a receiver corresponding to the viewer segment should receive.

2 is a block diagram showing a configuration of a target advertisement processing unit according to an embodiment. 3 is a flowchart illustrating an operation of a target advertisement processing unit according to an exemplary embodiment. The configuration and operation of the target advertisement processing unit 190 according to an embodiment will be described with reference to FIGS. 2 and 3. The target advertisement processing unit 190 according to an additional aspect may include a segment target advertisement determination unit 193, a target advertisement time management unit 191, and an advertisement content storage unit 195. The advertisement contents storage unit 195 stores target advertisement contents produced by an advertiser or an advertisement company. According to an additional aspect, the target advertisement processing unit 190 may further include an advertisement content generation unit 197. The advertisement content generation unit 197 receives an advertisement content file from the outside and stores it in the advertisement content storage unit 195. Additionally, the advertisement content generation unit 197 may assign a target advertisement identifier to each advertisement content file, and receive and record an advertisement duration time. According to an additional aspect, the advertisement content generation unit 197 may store segment feature information for each target advertisement content file. Advertisers determine a target segment for the authored target advertisement content file according to an advertisement policy, and express and input this as segment feature information. In consideration of the target audience segment intended or appropriate for the advertiser's target advertisement content, segment feature information may be generated by defining a target segment in a logical expression for segment feature items as described above. The advertisement content generation unit 197 receives such characteristic information and stores it in the advertisement content storage unit 195. For example, the advertisement content storage unit 195 may store a target advertisement content file, a corresponding target advertisement identifier, advertisement duration, and segment feature information as follows.

Targeted advertising
Identifier Targeted advertising
Content file Advertising
duration Segment
Feature information Ad123 TARGET_AD_FILE01.mp 00:00:15 AGE>40 ANDLOCATION=71,61 Ad124 TARGET_AD_FILE02.mp 00:00:15 AGE<40 ANDGENDER=0

In one embodiment, the target advertisement time management unit 191 requests segment target advertisement information to be executed in a specific target advertisement section (step 410). The target advertisement determination unit 193 determines one or more segment target advertisements to be executed in the corresponding target advertisement section (step 420), and responds to the at least one <segment feature information, target advertisement identifier> to the target advertisement timing management unit (step 430). ). In this embodiment, the segment target advertisement determination unit 193 searches for target advertisement contents of an advertiser matching a predetermined target advertisement section, and selects target advertisement contents suitable for execution at a corresponding advertisement time. For example, suitable target advertisement contents may be selected in consideration of the contents of contents broadcast before the corresponding advertisement time. As another example, suitable target advertisement contents may be selected in consideration of the advertisement time period. The segment target advertisement determination unit 193 extracts and outputs target viewer segment feature information for each target advertisement content from the advertisement content storage unit 195. The target advertisement timing management unit 191 extracts a corresponding segment target advertisement content file from the advertisement content storage unit 195 using the target advertisement identifier input from the segment target advertisement determination unit 193.

According to an additional aspect, the target advertisement timing management unit 191 may generate file filtering information, for example, a code value for the target advertisement content file (step 440). The file filtering information may be determined such that a value of the file filtering information used for another segment-targeted advertisement content file does not overlap. In another embodiment, file filtering information allocated to target advertisement content may be generated by the segment target advertisement determination unit 193.

Thereafter, the target advertisement time management unit 191 generates target advertisement policy information corresponding to the target advertisement period, and transmits the target advertisement period information to the broadcast signal generation unit 150 (step 460). The target advertisement section information is generated from the advertisement time at which the target advertisement content corresponding to the broadcast schedule is to be executed.

The target advertisement policy information may include <segment feature information, file filtering information>. As an example of expressing target advertisement section information and segment target advertisement policy information, an example of the SCTE 35 standard is a Cue Event expression method based on the SCTE 35 standard. This Cue Event expressed in XML format may include target advertisement section information and one or more segment target advertisement policy information.

The target advertisement time management unit 191 transmits the target advertisement content file of each segment target advertisement determined by the non-real-time file stream generation unit 130 of the TV transmission system and the corresponding file filtering information (step 450), and establishes the broadcasting network. Through this, a segment target advertisement content file of one or more segment target advertisements can be transmitted through a broadcasting network with a file filter code value attached thereto. Steps 450 and 460 may be executed in a different order of execution.

4 is a block diagram illustrating a configuration of a broadcast reception device according to an embodiment. Hereinafter, aspects of the invention proposed through a broadcast receiving device according to an embodiment will be described with reference to FIG. 4. As shown, the broadcast receiving device according to an embodiment includes a broadcast signal receiving unit 210, an advertisement receiving processing unit 230, an NRT file receiving unit 250, and a broadcast content reproducing unit 270. . The broadcast receiving device may be in the form of a television receiver, a set-top box, or a mobile terminal. The broadcast signal receiver 210 receives a non-real-time file stream including target advertisement policy information for each viewer segment and a target advertisement content file, and real-time broadcast content. The broadcast signal receiver 210 may be a tuner that receives a standardized broadcast signal.

The advertisement reception processing unit 230 determines a target segment to be played by the reception device from the received target advertisement policy information. The advertisement reception processing unit 230 receives target advertisement section information and one or more segment target advertisement policy information for this from the broadcast signal reception unit 210. The advertisement reception processing unit 230 checks whether a segment to which the receiving device belongs exists among target segments defined as segment characteristic information in the segment target advertisement policy information. When there are a plurality of segments to which the receiving device belongs, one segment is determined. This determination may be made based on viewer characteristic information of the corresponding broadcast reception device stored in the broadcast reception device. For example, the broadcast receiving device may receive and store personal information of a subscriber, for example, characteristic information such as residence, occupation, age, and gender.

Furthermore, when there are a plurality of segments to which the receiving device belongs, the advertisement reception processing unit 230 may arbitrarily determine one segment. For example, the first segment target advertisement policy included in the broadcast signaling is set to play the advertisement “AD1” with segment characteristic information of “male living in region A”, and the second segment target advertisement policy is “region B Let's say that it is set to play an advertisement called “AD2” with segment feature information of “over 30s”. If the area to which the receiving device “R1” belongs is area A and the viewer is a male over 30 years old, the “R1” receiving device belongs to the first viewer segment, and thus plays the “AD1” advertisement in the target advertisement section. If another receiving device called “R2” is in area B and the viewer is a woman in their 30s or older, this “R2” receiving device belongs to the target target of the second segment and thus plays the “AD2” advertisement in the target advertisement section.

If the third segment target advertisement policy set to play the advertisement “AD3” with segment characteristic information of “30s or older” is added to the broadcast signaling, the “R1” receiving device will simultaneously target the first and third segment targets. Belong. At this time, the advertisement reception processing unit 230 of the “R1” receiving device selects an arbitrary segment and plays one of the AD1 or AD3 advertisements in the target advertisement section. Since the “R2” receiving device also belongs to the second and third segment target targets at the same time, the advertisement receiving processing unit 230 of the “R2” receiving device selects an arbitrary segment and plays one of AD2 or AD3 advertisements in the target advertisement section. do.

Thereafter, the advertisement reception processing unit 230 checks the file filtering information attached to the determined segment, and transmits the file filtering information to the non-real-time file reception unit 240 so that only files having this filtering information value are received.

The NRT file reception unit 250 extracts and stores a target advertisement content file corresponding to the segment determined by the advertisement reception processing unit 230 from the NRT file transport stream input from the broadcast signal reception unit 210. The non-real-time file receiving unit 250 extracts a target advertisement content file to which the corresponding file filtering information value is attached from the non-real-time file transport stream input from the broadcast signal receiving unit 210 from the stream, and stores the received advertisement content file of the receiving device. Save to 290.

The advertisement receiving processing unit 230 stores the target advertisement section information and the received advertisement content file storage unit 290 after the target advertisement content file corresponding to the segment to which the receiving device belongs is stored in the received advertisement content file storage unit 290. The file filtering information or the file identifier of the target advertisement content file is transmitted to the broadcast content reproducing unit 270. The broadcast content reproducing unit 270 reproduces the real-time broadcast content and plays the corresponding target advertisement content file stored in the content file storage unit 290 in the target advertisement section provided by the advertisement reception processing unit 210.

According to an aspect, the broadcast reception device may further include a viewer characteristic information collection unit 220. The viewer characteristic information collection unit 220 collects viewer behavior data, generates viewer special request information, and stores it in the viewer characteristic information storage unit 240. For example, the viewer characteristic information collection unit 220 may be implemented as an application installed and executed in a broadcast receiving device. When the viewer characteristic information collection unit 220 generates viewer characteristic information, not only information such as the address and gender input by the viewer when registering, but also information such as the viewer's broadcasting viewing behavior or the viewer's purchasing a product through the broadcasting receiving device. Can be collected and reflected.

In the above, the present invention has been described through embodiments with reference to the accompanying drawings, but the present invention is not limited thereto, and it should be interpreted to cover various modifications that can be apparently derived from those skilled in the art. The described aspects may be freely combined without contradicting each other, and all such combinations are also included in the scope of the present invention.

The appended claims are intended to cover such combinations or embodiments that are omitted or simplified, but do not claim all such combinations, and such combinations should be allowed to enter the scope of the present invention through future amendments. .

110: real-time broadcast encoder 130: non-real-time file stream generator
150: broadcast signal generation unit 170: broadcast signal transmission unit
190: target advertisement processing unit 191: target advertisement time management unit
193: segment target advertisement determination unit 195: advertisement content file storage unit
197: Advertising content generation unit
210: broadcast signal receiver 220: viewer characteristic information collection unit
240: viewer characteristic information storage unit 230: advertisement receiving processing unit
250: non-real-time file receiving unit 270: broadcasting content reproducing unit
290: receiving advertisement content file storage unit

Claims (12)

A real-time broadcast encoder for generating a real-time broadcast stream by compressing a real-time broadcast program;
A non-real-time file stream generator for generating a non-real-time file stream including a target advertisement content file;
Generates and outputs broadcast signaling including target advertisement section information and target advertisement policy information specifying at least one viewer segment to be provided with the target advertisement, and multiplexes and outputs a real-time broadcast stream and a non-real-time file stream. Wealth; And
Broadcast transmission system comprising a; broadcast signal transmission unit for transmitting the multiplexed stream by the broadcast signaling and broadcast signal generation unit. The broadcast transmission system of claim 1, wherein the real-time broadcast program includes a default broadcast advertisement content file. The broadcast transmission system according to claim 1, wherein the target advertisement policy information includes a combination of segment characteristic item logical expressions by a logical operation. The broadcast transmission system according to claim 1, wherein the broadcast signaling includes a plurality of target advertisement policy information. The broadcast transmission system according to claim 1, wherein the target advertisement policy information includes at least one segment feature information. The method of claim 1, wherein the system:
A target advertisement processing unit providing a target advertisement content file to an NRT file stream generation unit and providing target advertisement policy information in response to a request of the broadcast signal generation unit;
Broadcast transmission system further comprising a. The method according to claim 6, the target advertisement processing unit:
A segment target advertisement determination unit that determines and outputs a target advertisement for each segment to be displayed in a specific target advertisement section;
A target advertisement timing management unit for generating target advertisement policy information by reflecting the output of the target advertisement determination unit and outputting the target advertisement section information to the broadcast signal generation unit; And
An advertisement content storage unit for storing advertisement content;
Broadcast transmission system comprising a. The broadcast transmission system of claim 5, wherein the target advertisement policy information includes segment feature information and file filtering information corresponding to a target advertisement content file to be played back for the segment. The method according to claim 7, the target advertisement processing unit:
An advertisement content generation unit that generates a target advertisement content file and corresponding segment feature information and stores it in the advertisement content file storage unit;
Broadcast transmission system further comprising a. A broadcast signal receiver for receiving a non-real-time file stream including target advertisement policy information for each viewer segment and a target advertisement content file, and real-time broadcast content;
An advertisement reception processing unit that determines a segment to be played by the reception device from the received target advertisement policy information;
A non-real-time file receiving unit for extracting and storing a target advertisement content file corresponding to the determined segment from the non-real-time file transport stream input from the broadcast signal receiving unit; And,
Broadcast receiving apparatus comprising a; broadcast content playback unit for reproducing real-time broadcast content and playing a target advertisement content file corresponding to the target advertisement section provided by the advertisement receiving processing unit. The broadcast reception device according to claim 10, wherein the segment target advertisement policy information includes segment feature information and file filtering information corresponding to a target advertisement content file to be played back for the segment. The method of claim 10, wherein the broadcast receiving device:
A broadcast receiving device further comprising a; viewer characteristic information collection unit for collecting viewer behavior data to generate and store viewer characteristic information.

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