RU2495492C2 - Method of controlling integration of contextual advertising and video and system for implementing said method - Google Patents

Abstract

FIELD: information technology.

SUBSTANCE: in the method, video is prepared by dividing it into fragments and describing each fragment with key words, a set of key words or phrases which, during advertising, are shown in context of the display of the advertisement. A control means consisting of two units is used: a decision unit and a mixing unit, wherein the mixing unit includes algorithms for inserting or superimposing an advertisement on video; the decision unit determines for the mixing unit what advertisement should to be added at what points; the UI can operate on both the transmitting side: Internet server, television studio, disc recording factory, and the receiving side: viewing program, browser, hardware player, television.

EFFECT: high accuracy of managing advertising or audiovisual information while specifying various mixing parameters during video display.

4 cl, 3 dwg

Description

The invention relates to technologies and systems for the integration of contextual advertising in video for their joint display to the viewer.

State of the art

Recently, platforms began to appear on the Internet that host licensed films in the free (free) access (for example, http: //, intv.ru, www.digitalaccess.ru, etc.). A kind of payment for free viewing by users is the imposed viewing of advertising by them.

The main ways of advertising on such sites are to insert videos at the beginning and at the end of the film, as well as overlay banners on the movie’s video sequence, bypassing the original site.

The use of pop-up banners on web pages is small. they disappear when the player window is maximized in full screen. Therefore, the most attractive way seems to be the imposition of pop-up banners on the video sequence of the film, because there is more space for them to be placed in films; they cannot be cut. However, in the current implementations of this method there is a very significant flaw: the content of these banners does not correspond to what is happening on the screen. In addition, their abundance often just discourages any desire to watch a movie.

It is proposed to create an Internet platform with free viewing of films, during which unobtrusive context-sensitive advertising will be displayed. This site should be focused primarily on the most popular category of users.

SUMMARY OF THE INVENTION

A way to control the integration of contextual advertising in video, which consists in the fact that the video is preliminarily prepared by dividing it into fragments and describing each fragment with keywords, a set of keywords or phrases that, when an advertisement is presented, is presented in the context of its display, film scene, while using a decisive block, determine which advertisement and in which places of the video to add the mixing tool for insertion or overlaying the advertisement.

The method allows you to set various parameters of advertising targeting, for example, geographical, by the time of display, which allows to increase the effectiveness of advertising.

The method enables the advertiser to independently evaluate user demand for goods and services, as well as statistics on the presence of keywords and phrases in fragments of the video being watched, showing what and how often users watch.

The advertising and video management system comprises a control unit (UE) consisting of two blocks: a decisive unit (RB) and a mixing unit (BM), wherein the BM contains algorithms for inserting or overlaying advertisements in the video; RB determines BM, which ads, in which places to add video. At the same time, the UE works both on the transmitting side: a server on the Internet, a television studio, a disc burning factory, etc., and on the receiving side: a viewer, browser, hardware player, TV, mobile device, etc.

DESCRIPTION OF THE INVENTION

The technical result is to increase the accuracy of introducing advertising or audiovisual information with the task of various mixing parameters when displaying video.

The list of drawings:

Figure 1 - Formation of a video description.

Figure 2 - Formation of a description of the advertisement.

Figure 3 - Diagram of the control device for advertising and video.

Video refers to any stream of visual or audiovisual information intended to be shown to a viewer.

Video can be presented in the form of a record or a set of records on a tangible medium, for example, a disk, cassette, film strip, etc.

Video can be distributed in the form of a digital or analog electromagnetic or optical signal transmitted over the air, cable or fiber-optic communication lines, as well as by transferring any of the types of material carriers containing it.

Video can be played to the viewer using any type of equipment, including a television, computer, movie projector, mobile device, etc.

A video can contain any creative product (a work of cinema, private recording, etc.) of an established or unidentified author or group of authors. A video may have a legal copyright holder.

Advertising refers to any information aimed at attracting attention to the object of advertising, the formation or maintenance of interest in it and its promotion on the market. Advertising can be presented in the form of text, images, a stream of visual or audiovisual information, etc.

Integration of advertising and video can be implemented in the following form:

- Insert advertising at the beginning, at the end of the video, between its fragments;

- partial or full overlay of advertising on certain fragments of the video;

- displaying ads next to the video, for example, in neighboring areas of a web page, television screen.

The essence of the idea is that the integration of advertising with video is proposed, but with an important change, consisting in the fact that advertising should correspond to the context of the video fragment. In this case, the advantage of contextual advertising is the ability for the advertiser to show their advertising message to the most interested segment of the target audience watching the video.

For the implementation of this video is pre-training. It must be divided into fragments, and describe each of them with keywords. The set of keywords or phrases is not fixed.

Designations of positions in the explanatory diagrams (see Figs. 1-3):

1 - video, consisting of many fragments, 2 - individual fragments of video, 3 - description of the video, consisting of many fragments and description of the whole video, 4 - many descriptions of fragments, 5 - general description of the video, 6 - description of a single fragment of the video, consisting of keywords and parameters, 7 - advertising, 8 - description of advertising, 9 - video with description, 10 - description of video, 11 - video, 12 - dynamic parameters of advertising targeting, 13 - rules for filtering unwanted advertising, 14 - control device (UU) advertising and video, 15 - the decisive unit for calculating the corresponding There are advertising descriptions and descriptions of the current fragment or video in general, 16 - a mixing unit for inserting or overlaying ads on a video, 17 - an advertisement with a description, 18 - an advertisement description, 19 - an advertisement, 20 - video with integrated advertising.

The technical result achieved by the invention consists in increasing the accuracy of introducing advertising or audiovisual information with setting various mixing parameters when displaying video.

Example 1. A video fragment may be accompanied by key phrases describing the situation (“dinner at a restaurant”, “birthday”, “children's party”), place (“amusement park”, “beach, sea”, “fitness club”), items (“BMW X5”, “Longines watch”, “Apple laptop”).

In addition, the description of the video may include many parameters, such as the desired age, gender of the audience, genre and others. This part of the information can be standardized using directories.

Work on the creation of descriptions of the video and its fragments can be performed by the copyright holder or together with him. To automate this process in the preparation of descriptions, a script can be used, as well as a subtitle test. In addition, it is possible to use pattern recognition systems (speech and images).

When submitting an advertisement, the advertiser also describes it using keywords and phrases, as well as targeting parameters, similar to the description of the video (see figure 2). If the advertisement is textual, then the advertiser may not indicate keywords and phrases, and they can be put down automatically. Along with the static targeting parameters defined for the video, the advertiser can set additional dynamic parameters: the geographic location of the viewer, the time of display, etc.

Example 2. The video shown to viewers from Saratov is accompanied by an advertisement for a local company. Also, the advertiser can independently evaluate the user demand for goods and services in general. Thus, in the video you can integrate advertising that matches the context of the fragments and the video as a whole.

Example 3. In the video there is a fragment with playing kids. The fragment is described by the text "kids play in the playground." If the advertisement is described by the keywords “children, toddlers”, then it is more appropriate in this place than the advertisement with the keywords “tires, car”.

Example 4. An advertiser may indicate the keywords “football”, “hockey” for beer advertising. In this case, an implicit semantic connection is hidden: "a man who drinks beer is watching football."

For the addition of advertising in the video is responsible for some device control device (UU) - see figure 3. It can consist of two blocks: a deciding block and a mixing block.

The system shown in the diagrams is only one example of an operating environment in which the present invention can be used, and does not limit its functionality.

Claims (4)

1. A way to control the integration of contextual advertising in video, which consists in the fact that the video undergoes preliminary preparation by dividing it into fragments with keywords, a set of keywords or phrases that, when an advertisement is submitted, is served in the context of its display, and this is determined using a decider which advertisements and in which places of the video to add a mixing tool for insertion or overlay advertising. 2. The method according to claim 1, characterized in that the various parameters of advertising targeting, for example geographical, are set according to the time of display, which increases the effectiveness of advertising. 3. The method according to claim 1, characterized in that the advertiser independently evaluates the user demand for goods and services, as well as statistics on the presence of keywords and phrases in the fragment of the video being viewed, showing what and how often the users watch. 4. The control system for the integration of contextual advertising in video, containing a control unit (UE), consisting of two units: a decisive unit (RB) and a mixing unit (BM), and the BM contains algorithms for inserting or overlaying ads on the video, the RB determines which advertising, in which places to add video, and the UE works both on the transmitting side: a server on the Internet, a television studio, a disc recording factory, and on the receiving side: a viewer, browser, hardware player, TV.

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