200947332 九、發明說明： 【發明所屬之技術領域】 本發明是關於數位網路電視廣告方法及其營運方法，其係結合 利用不同類型的網路媒體頻道’在顯示的網頁上播放相關商品影 音介紹、並提供使用者瀏覽及/或點閱；以動態節目播放方式介紹 商品，即時連結實體消費通路的網路電視廣告媒體。 【先前技術】 φ 一般來說，網路廣告是透過各大入口網站，例如：Google®、200947332 IX. Description of the invention: [Technical field of invention] The present invention relates to a digital network television advertisement method and an operation method thereof, which combines different types of network media channels to display related video and audio on a displayed webpage. And provide users to browse and/or click through; introduce products in dynamic program playback mode, and instantly connect to the Internet TV advertising media of the physical consumption channel. [Prior Art] φ In general, online advertising is through major portals, such as Google®.
Yahoo®、PChome®或各種新聞網站，在網際網路的各種大型資料 庫系統中，搜尋及瀏覽有用的資料庫，使用者進入各種搜尋引擎 (Search engine)、鍵入相關的關鍵字（keyword)，讓搜尋引擎自動連 結各大網站中的符合條件的網站與文章。通常各網站會將有付廣 告費用的網站設定優先的排序，或將較多人點選的網站排在前 面’再以類似標題的方式把有付費的廣告置入相關的搜尋結果。 有些網站因為瀏覽人次及使用佔有率高，於是廣告主與網路 媒體之間直接或間接透過仲介商（agent)簽定有條件的付費合作關 φ 係，在其入口網站的網頁面增設、開闢視窗，直接刊登或播放廣 告主之廣告。根據與網路媒體或仲介商的簽約條件，當該等付費 廣告在入口網站被瀏覽、點選顯示一定次數(如：10000次）或一限定 時間，該廣告主之權利即結束。 另一種廣告模式，是以網頁廣告模式簡稱為「販售廣告空間（sell impression)」，此種方式可保障網路媒體經營者收取一定的廣告利 益。但由於廣告有效性平均來說並不高，就廣告主而言，不但存 在廣告效益難以預估的風險，且廣告主必須一次支付大筆費用才 能取得較佳網頁空間、及較多曝光次數，故，此種「販售廣告空 間（sell impression)」通常只有財力雄厚的薇商（廣告主）才能負擔的 200947332 起。 以搜尋引擎來說，同樣可藉由刊登或播象，當該關鍵字之押 高於平約價格，對廣告主而言可能不符成本。 不貝 由以上可知，媒體經營者皆希望其廣告空間/資源能被充分 用，並獲取最大利益；廣告主則希望其廣告能在適當的時機出 以吸引瀏覽者或搜尋引擎使用者的目光。然而目前網頁廣主方法 或其經營方法，皆無法同時滿足兩方需求。 ’' 雖然，各家入口網站經營者及搜尋引擎公司，都極力發展提言 廣告效率的方法，但由於相關網路廣告模式並無有效的進展，2 ^ 此仍無法改善目前網路媒體經營者及廣告主兩方面共同的需 因境。 /與 【發明内容】 《所欲解決之技術問題》 本發明的一種數位網路電視廣告方法及其營運方法，、 決現行網路媒體經營者的廣告空間/資源無法被充分利用，£於解 告主刊登於往路媒體的廣告效益不佳的問題，期達到網路以 0 間/資源能被充分利用，並解決目前媒體經營者及廣告面臨的困Q产3^ 《解決問題之技術手段》 一種數位網路電視廣告方法及其營運方法，係結合利用不 類型的網路媒體頻道，在顯示的網頁上播放相關商品影音介紹、 並提供使用者劇覽及/或點閱；其步驟包含：（A)接受來自一網路媒 體顯示第一網頁的首頁；（B)從該第一網頁自動進入第二頁頻道 區，並播放商时衫音廣告；點選商品廣告與相關的頻道連結顯 示的網！’該網頁有多個主要廣告區域，放置多個動態與靜態的 商品廣告連結；〇))對第一網頁的廣告内容進行歸類編排，並將高 價位廣告放置最有曝光率的位址；及(E)動態廣告搜尋以節目内容 6 200947332 的排列方式呈現，並描述、介紹商品。該網路電視廣告之營運方 法包含三種階段不同商業加值服務，第一階段市場營運為虛擬環 境的影音頻道，包含娛樂收視、購物、消費的服務，運用虛擬環 境的影音頻道，來打通消費市場，並由實體通路傳到消費群中； 第二階段市場營運，為影音線上購物頻道，包含線上購物、刷卡 消費，並提供直播的功能；第三階段市場營運，為數位影音内容 使用授權，並提供電信業3G與4G影音加值服務；該營運方法是 由三種不同系統架構完成，以動態節目播放方式達到商品介紹的 營運方法之系統架構、提供線上購物服務功能、及透過授權方式 給3G/4G業者傳撥ISTV網站頻道或是提供頻道給其他影音業者 ® 播放他們自我錄製的節目。 該數位網路電視廣告方法及其營運方法將商品以影音節目方 式介紹，可提供即時連結實體消費通路的網路電視廣告媒體服 務。以電視節目製播方式呈現豐富生動的影音節目内容，在美麗 活潑風趣的節目主持人為商品解說介紹，用廣告節目化的置入性 行銷方式製作，將商品做深度情境的描述。 【實施方式】 本發明係為一種數位網路電視廣告方法及其營運方法，其說 ©明如下： 一種數位網路電視廣告方法，結合利用不同類型的網路媒體 頻道，在顯示的網頁上播放相關商品影音介紹、並提供使用者瀏 覽及/或點閱；其步驟包含： (A) 接受來自一網路媒體顯示第一網頁的首頁； (B) 從該第一網頁自動進入第二頁頻道區，並播放商品影音廣告； (C) 點選商品廣告與相關的頻道連結顯示的網頁，該網頁有多個主 要廣告區域，放置多個動態與靜態的商品廣告連結； (D) 對第一網頁的廣告内容進行歸類編排，並將高價位廣告放置最 有曝光率的位址；及 200947332 (E)動態廣告搜尋以節目内容的排列方式呈現，並描述、介紹商品。 其中： 在該步驟(B)包含不同商品與專業領域的頻道，當影音撥放完 畢時會顯示至少兩種選擇：a播放完畢、與b連接到公司部落格。 在該步驟(D)中，有關於廣告的計算方式，可以是以月計算或 以每一李計算。 請參照第4圖’第4圖為本發明數位網路電視廣告方法及其 營運方法之較佳實施例的架構示意圖’說明了本發明之基本架構。 本發明的一種數位網路電視廣告的營運方法，係以三階段商 業加值服務模式；其中： 第一階段市場營運513,為虛擬環境511的影音頻道透過消費 群550達到實體環境512的商業模式並開通消費市場與實體通路。 該第一階段市場營運513是可以透過會員（Membership)方式 進入商業影音資料庫平台510 ’提供消費群(user)550娛樂收視、 購物 '消費、收視之服務’並把收視流量傳回商業影音資料庫平 台510’將要求的頻道從商業影音資料庫平台51〇送出達到節目製 播。該第一階段市場營運513具體應用為一商業虚擬環境頻道之 ©模組化多功能微型網站，可透過1STV企業影像網誌(vlog)541提 供商業加值服務，例如：商業檢索/多功能黃頁到第一階段市場營 運〇 第二階段市場營運55卜是延續第一階段市場營運513的模 上影音線上麟物頻道/直播。該第二階段市場營運551提 ΐ ϊ! 影音線上購物、刷卡消費的金流資料存回到商 ^0資料庫平D 51〇的服務；該影音線上購物與刷卡消費的資 台51〇處理消費項目取㈣亚达往商業影音資料庫平 8 200947332 …第三階段市場營運552，也是延續第-階段市場營運513的 模式，並且加上第二階段市場營運551;該第三階段市場營運说， 用授權’該數位影音内容使用授權會將電信通 路抓里送在異業通路整合平台52〇的資料庫中。具體說 位影音内容使用授權給電信產業_ ) 的3G與4G影音加值服務。該3G/4G電信業 〇 費内容向消費群(USer)550收取費用並向廣告 3G/4G電信業者553是與異業通路整合 數二立利潤拆帳；另’該犯與犯影音加值服務與該 ~曰内谷可授權給其他業者，做頻道内容製作，並且 本網站開放中請專用頻道。 亚且了透過 二53^2包含—般公關行_問平台53〇’該公關行銷顧問平 錄的動路讀56G的會員（Membei·)與流量導人做控制與纪 各大。牌二ΪΪ路活動可為實體活動，網路活動560包含. 各大时牌企業廣告主561、各類型 匕3. 網站563。其中，該各大。網站562、及網路主要入口 廣告刊登/託播;:公;行銷二 與透mt560做活動與品牌效能的動口 專案合作潛 口網站& 匀逍2^再匕龐大流量的網路主要入 、周^ 563與網路活動56〇做專案與影音聯結合作。 istv企H含—互動影音平台54G，該互動影音平台540藉由 階Λ場/ (Vk>g)541提供加值服務給1STV第—、二、三 又在第!運513、551、552，達到額外商業加值服務。 路敕圖中’更包含一異業通路整合平台似，經由該里聿通 Γ52G來收視謂青春學院521並從τν制影ΐ部落 導入到ISTV青春學院521。該阶V青春學院521與網路 9 200947332 活動560有網路社群致應。 β π參ί第1圖，係為本發明第一階段市場營運之第一 放，，t:绍 實施例，是以動態節目播 要疋由廣告主端2〇〇與至少一個 告主端200經由一仲U連成。該廣 把樓案從-資二3端21G、透過;連^組⑽與媒體端14〇, 包含一運算模 运入至〉一個使用者端咖。該代理端210 該資料庫150:使用去該運算模組220，將不同類別的槽案放置在 〇謂130㈣t 端100包含有使用者介面110,可以透過頻 媒體端140進入資料庫15〇取得錄製好的商品影 目’n顯示網胃12〇顯示於使用者端1〇〇的使用者介面^〇。 該廣告主端連結的代理端21G，是可調整廣告功能的介 面，^代理端210的運算模組22〇，用以分配影音類別及廣告位址。 參考第2圖，係為本發明第二階段市場營運之第二實施例的 系統不意圖。本發明的營運方法之第二實施例，是提供線上購 服務功能；其中： 由使用者端300中的使用者介面310進入線上購物主端36〇, Q 該線上購物主端360可為使用者點選購物鍵，或在使用者端3〇〇 連結的頻道區330點選其他商品；該頻道區330連結至少一媒體 端340’該媒體端340透過不同類別的至少一資料庫370取得撥放 檔案，將商品顯示於一顯示網頁320中並提供線上購物服務。 參考第3圖’係為本發明第三階段市場營運之第三實施例的 系統示意圖。本發明的營運方法，是透過授權方式給3G/4G業者， 權利發送ISTV網站頻道或是提供頻道給其他頻道影音業者，播放 他們自我錄製的節目；其中： 由ISTV資料庫470傳送檔案到炱少一媒體端460，並且透過 200947332 一連接/轉換模組450到其他的至少一 3G/4G電信業者端430。 該3G/4G電信業者端430，將接收的轉換檔，發送或接收一 顯示網頁410到手機/PDA使用者端400的使用者介面480中。 該手機/PDA使用者端400可透過至少一頻道區420更換頻 道。並可租售頻道給至少一其他頻道業者440，該其他頻道業者 440用以播放他們自我錄製的節目。 以上藉由具體實施例，將本發明作一詳細說明，惟以上所 述者，僅為本發明之較佳實施例而已，當不能限定本發明實施之 範圍。即凡依本發明申請範圍所作之均等變化與修飾等，皆應仍 〇 屬本發明之專利涵蓋範圍内。Yahoo®, PChome® or various news sites search and browse useful databases in various large-scale database systems on the Internet. Users enter various search engines and type relevant keywords. Let search engines automatically link to eligible sites and articles on major websites. Usually, each website will prioritize the websites that have paid for the advertisements, or prioritize the websites that are selected by more people, and then put the paid advertisements into relevant search results in a similar manner. Some websites have a high number of visitors and a high usage rate. Therefore, advertisers and online media directly or indirectly sign a conditional payment cooperation through the intermediary agent, and add and develop on the webpage of their portal. Windows, directly publish or play the advertiser's ads. According to the contract conditions with the online media or the intermediary, when the paid advertisements are browsed and clicked on the portal website for a certain number of times (for example, 10,000 times) or a limited time, the advertiser's right ends. Another type of advertising model is simply referred to as "sell impression" in the form of a web advertising model, which ensures that online media operators charge certain advertising benefits. However, because the effectiveness of advertising is not high on average, as far as advertisers are concerned, there is not only the risk that the advertising efficiency is difficult to predict, but the advertiser must pay a large fee at a time to obtain better web space and more exposures. Therefore, such "sell impression" is usually only available from 200947332, which can only be borne by the wealthy Weishang (advertiser). In the case of a search engine, it is also possible to publish or broadcast a video. When the keyword is held higher than the flat price, it may not be cost to the advertiser. As can be seen from the above, media operators hope that their advertising space/resources can be fully utilized and get the most benefit; advertisers hope that their ads will be available at the right time to attract the attention of viewers or search engine users. However, at present, the webpage master method or its operation method cannot meet the needs of both parties at the same time. '' Although the portal operators and search engine companies are working hard to develop a way to improve the efficiency of advertising, but there is no effective progress in the relevant online advertising model, 2 ^ still can not improve the current online media operators and Advertisers have a common need for both sides. /[Summary of the invention] "Technical problem to be solved" A digital network television advertisement method and an operation method thereof according to the present invention, and the advertisement space/resource of the current online media operator cannot be fully utilized. The advertisers published the problem of poor advertising effectiveness in the media, and the network can be fully utilized by 0/resources, and solve the current difficulties faced by media operators and advertisements. 3^ "Technical means to solve problems" A digital network television advertisement method and an operation method thereof, which combines the use of a non-type network media channel, plays a related product audio and video introduction on a displayed webpage, and provides a user drama and/or point reading; the steps include: (A) accepting the first page from a web media display page; (B) automatically entering the second page channel area from the first web page, and playing the merchant's shirt voice advertisement; clicking on the product advertisement and the related channel link display Net! 'The webpage has multiple main advertising areas, and multiple dynamic and static product advertisement links are placed; 〇)) categorizing the advertisement content of the first webpage, and placing the high-priced advertisements at the most attractive address; And (E) dynamic advertisement search is presented in the arrangement of program content 6 200947332, and describes and introduces the product. The operation method of the online TV advertisement includes three stages of different commercial value-added services. The first stage of the market operation is a virtual environment of the audio and video channels, including entertainment viewing, shopping, and consumer services, using the virtual environment of the audio and video channels to open up the consumer market. And passed through the physical channel to the consumer group; the second stage of market operation, for the audio and video online shopping channel, including online shopping, credit card consumption, and provide live broadcast function; the third stage of market operations, for the use of digital audio and video content authorization, and Providing 3G and 4G audio and video value-added services for the telecommunications industry; the operation method is completed by three different system architectures, the system architecture of the operation method of the product introduction by means of dynamic program broadcasting, the online shopping service function, and the authorization method to 3G/ 4G players transfer ISTV website channels or provide channels to other audio-visual players® to play their self-recorded programs. The digital Internet TV advertising method and its operation method introduce the product in the form of audio and video programs, and can provide a network television advertising media service that instantly connects to the physical consumption channel. The TV program is broadcasted to present rich and vivid audio and video content, and the beautiful and lively program host introduces the product explanation, and uses the programmatic placement marketing method to make the product a deep description of the situation. [Embodiment] The present invention is a digital network television advertisement method and an operation method thereof, which is as follows: A digital network television advertisement method, which combines different types of network media channels and plays on a displayed webpage. The related products are introduced and provided for browsing and/or clicking by the user; the steps include: (A) accepting the first page from a web media display page; (B) automatically entering the second page channel from the first web page Zone, and play commercial audio and video ads; (C) Click on the product advertisement and the relevant channel link to display the webpage, the webpage has multiple main advertising areas, and place multiple dynamic and static product advertisement links; (D) to the first The advertisement content of the webpage is classified and arranged, and the high-priced advertisement is placed in the most attractive address; and 200947332 (E) dynamic advertisement search is presented in the arrangement of the program content, and describes and introduces the product. Among them: In this step (B), there are channels for different products and professional fields. When the video is played, at least two options are displayed: a playback is completed, and b is connected to the company blog. In this step (D), there is a calculation method for the advertisement, which may be calculated in months or in each of the li. Referring to Figure 4, FIG. 4 is a block diagram showing the architecture of a digital network television advertising method and a preferred embodiment thereof. The method for operating a digital network television advertisement of the present invention is a three-stage commercial value-added service mode; wherein: the first stage market operation 513 is a business model in which the audio and video channels of the virtual environment 511 reach the physical environment 512 through the consumer group 550. And open consumer markets and physical channels. The first stage of market operation 513 is to enter the commercial audio and video database platform 510 through the membership (providing consumer 550 entertainment viewing, shopping 'consumption, viewing service' and transmitting the viewing traffic back to commercial audio and video materials. The library platform 510' sends the requested channel from the commercial video library platform 51 to the program production broadcast. The first phase of market operation 513 is specifically applied as a commercial virtual environment channel © modular multi-functional micro-site, which can provide commercial value-added services through 1STV enterprise image blog (vlog) 541, for example: commercial search / multifunctional yellow pages To the first stage of market operation, the second stage of market operation 55 is to continue the first stage of market operation 513 on the on-line video line of the media channel / live broadcast. The second phase of the market operation 551 ΐ ϊ! The audio and video online shopping, credit card consumption of the gold flow data back to the business ^ 0 database flat D 51 〇 service; the audio and video online shopping and credit card spending 51 〇 processing consumption The project will take (4) Yada to commercial audio and video database 8 8 47332 ... the third stage of market operation 552, is also the continuation of the first stage of market operation 513 mode, plus the second stage of market operations 551; the third stage of market operations said, With the authorization, the digital audio and video content license will be sent to the database of the cross-industry integration platform 52〇. Specifically, the audio and video content is licensed to the telecommunications industry _) 3G and 4G video and audio value-added services. The 3G/4G telecom industry levy content charges the consumer group (USer) 550 and the advertising 3G/4G carrier 553 is integrated with the foreign business channel to split the profit; the other is the offender and the audio and video added value service. With the ~曰内谷 can be authorized to other industry players to do channel content production, and this site is open to use dedicated channels. Yasho has passed the general inspection of the general public relations _ question platform 53 〇 'The public relations marketing consultants recorded the movement of 56G members (Membei·) and traffic guides to control and discipline. The card two-way activity can be a physical activity, and the network activity 560 includes. Each major brand advertiser 561, each type 匕 3. Website 563. Among them, the big ones. Website 562, and the main entrance of the Internet advertising / consignment;: public; marketing two and mt560 to do activities and brand effectiveness of the active project cooperation dive site & 逍 2 ^ then 匕 huge traffic network main entry , Zhou ^ 563 and network activities 56 to do project and video and audio cooperation. Istv enterprise H contains - interactive audio and video platform 54G, the interactive audio and video platform 540 provides the value-added service to the 1STV by the stage market / (Vk > g) 541 to the first, second, third and third, in the 513, 551, 552, Achieve additional business value added services. In the road map, it also includes a platform for integrating foreign trade channels. The 52G is used to view the youth college 521 and is imported from the τν影影ΐ tribe to the ISTV Youth Academy 521. The V-Youth Academy 521 and the Internet 9 200947332 Activity 560 has an online community response. The first figure of the first stage of the invention is the first stage of the market operation of the invention, t: the embodiment is a dynamic program broadcast by the advertiser 2 〇〇 and at least one actor 200 Connected through a secondary U. The wide-ranging case is from the 21st, 21G, and through; the group (10) and the media end 14〇, including a computer model into a user-side coffee. The proxy 210 uses the database 220 to use the computing module 220 to place different types of slots in the 130 (four) t end 100. The user interface 110 is included, and the recording can be accessed through the media terminal 140. A good product image 'n shows the web of the stomach 12 is displayed on the user interface of the user terminal. The agent 21G connected to the advertiser is an interface for adjusting the advertisement function, and the operation module 22 of the agent 210 is configured to allocate the video category and the advertisement address. Referring to Fig. 2, the system is not intended to be the second embodiment of the second stage market operation of the present invention. The second embodiment of the operating method of the present invention provides an online shopping service function; wherein: the user interface 310 in the user terminal 300 enters the online shopping main terminal 36, Q. The online shopping main terminal 360 can be a user. Click the shopping button, or select other products in the channel area 330 of the user terminal 3; the channel area 330 is connected to at least one media terminal 340'. The media terminal 340 is accessed through at least one database 370 of different categories. The file displays the item on a display web page 320 and provides an online shopping service. Referring to Figure 3, there is shown a system diagram of a third embodiment of the third stage market operation of the present invention. The operation method of the present invention is to authorize 3G/4G operators to send ISTV website channels or provide channels to other channel audio-visual players to play their self-recorded programs; wherein: ISTV database 470 transfers files to less A media terminal 460, and through a 200947332 a connection/conversion module 450 to other at least one 3G/4G carrier end 430. The 3G/4G carrier 430 sends or receives a displayed web page 410 to the user interface 480 of the handset/PDA client 400. The handset/PDA client 400 can replace the channel through at least one channel zone 420. The channel can be rented to at least one other channel operator 440 for playing their self-recorded program. The present invention has been described in detail with reference to the preferred embodiments of the present invention. That is, the equivalent changes and modifications made by the scope of the present application should remain within the scope of the patent of the present invention.
11 200947332 【圖式簡單說明】 第1圖係為本發明的營運方法之第一階段市場營運實施例的系統示意圖。 第2圖係為本發明的營運方法之第二階段市場營運實施例的系統示意圖。 第3圖係為本發明的營運方法之第三階段市場營運實施例的系統示意圖。 第4圖係為本發明之較佳實施例的架構示意圖。 【主要元件符號說明】 100使用者端 110使用者介面 0 120顯示網頁 130頻道區 150資料庫 160連接模組 200廣告主端 210代理端 220運算模組 300使用者端 310使用者介面 320顯示網頁 〇 330頻道區 340媒體端 360線上購物主端 370資料庫 400手機/PDA使用者端 410顯示網頁 420頻道區 430 3G/4G電信業者端 440其他頻道業者 450連接/轉換模組 12 200947332 460媒體端11 200947332 [Simple description of the drawings] Fig. 1 is a schematic diagram of the system of the first stage market operation embodiment of the operation method of the present invention. Figure 2 is a system diagram of a second stage market operation embodiment of the method of operation of the present invention. Figure 3 is a system diagram of a third stage market operation embodiment of the method of operation of the present invention. Figure 4 is a schematic diagram of the architecture of a preferred embodiment of the present invention. [Main component symbol description] 100 user terminal 110 user interface 0 120 display web page 130 channel area 150 database 160 connection module 200 advertising host 210 agent 220 computing module 300 user terminal 310 user interface 320 display web page 〇330 channel area 340 media end 360 online shopping main 370 database 400 mobile phone / PDA user end 410 display web page 420 channel area 430 3G / 4G carrier side 440 other channel operators 450 connection / conversion module 12 200947332 460 media side
470 ISTV 480使用者介面 510商業影音資料庫平台 511虛擬環境 512實體環境 513第一階段市場營運 520異業通路整合平台 523 ISTV青春學院 524 TV Girl影音部落格 ® 530公關行銷顧問平台 540互動影音平台 542 ISTV企業影像網誌(Vlog) 550消費群(User) 551第二階段市場營運 552第三階段市場營運 554 3G/4G電信業者 560網路活動 561各大品牌企業廣告主 Q 562各類型社群網站 563網路主要入口網站 13470 ISTV 480 user interface 510 commercial audio and video database platform 511 virtual environment 512 physical environment 513 first stage market operation 520 foreign business channel integration platform 523 ISTV Youth College 524 TV Girl audio and video blog 530 public relations marketing consultant platform 540 interactive audio and video platform 542 ISTV Corporate Image Blog (Vlog) 550 Consumer Group (User) 551 Phase II Market Operation 552 Phase III Market Operation 554 3G/4G Carrier 560 Network Activities 561 Major Brand Enterprises Advertisers Q 562 Types of Communities Website 563 Network Main Portal 13