為了使本技術領域的人員更好地理解本說明書一個或多個實施例中的技術方案，下面將結合本說明書一個或多個實施例中的圖式，對本說明書一個或多個實施例中的技術方案進行清楚、完整地描述，顯然，所描述的實施例僅僅是本說明書一部分實施例，而不是全部的實施例。基於本說明書一個或多個實施例，本領域具有通常知識者在沒有作出創造性勞動前提下所獲得的所有其他實施例，都應當屬本公開保護的範圍。
本說明書至少一個實施例提供了一種多媒體物料推送方法，該方法可以應用於向線下多媒體物料場景中的某個多媒體物料位推送多媒體物料。多媒體物料可以是影片、圖片、音頻等物料，本發明不對多媒體物料進行具體限定。
如下實施例的描述中，多媒體物料以廣告為例，但可以理解的是，並不限於廣告。多媒體物料推送設備以廣告推送設備為例，多媒體物料播放設備以廣告播放設備為例。
例如，所述的線下廣告場景可以是小商鋪或者餐館等固定經營場所。圖1示例了一個餐館，以該餐館為例，可以在該餐館內設置一個廣告播放設備11，該廣告播放設備11可以掛在牆上，或者也可以擺放在餐館的收銀臺上。
請參見圖2的示意，該廣告播放設備11上可以包括一個廣告播放螢幕12，該螢幕可以播放廣告，來到該餐館內的客流可以觀看螢幕上播放的廣告，從而起到廣告營銷的目的。
此外，廣告播放設備還可以設置在地鐵或者廣場等開放性的場所。以廣場為例，可以在廣場上設置一個懸掛式的大螢幕的廣告播放設備11，該廣告播放設備11可以播放廣告，廣場上的客流可以觀看螢幕上播放的廣告。
如上兩個線下廣告場景只是示例，實際實施中不局限於此。
圖3示例了由雲端向廣告播放設備推送廣告的系統架構圖，如圖3所示，該系統可以包括：設置在雲端的廣告推送設備31、以及線下廣告場景中的廣告播放設備32。該廣告播放設備32可以集成感測器，具有採集周圍人群的感測資訊的能力，例如採集商鋪或者廣場上的人群數量，並上報雲端。而雲端的廣告推送設備31可以根據廣告播放設備32上報的感測資訊，確定向廣告播放設備32推送何種廣告。
請參見圖4所示的廣告推送方法，該方法可以由雲端的廣告推送設備執行，如圖4所示，該廣告推送方法可以包括如下處理：
在步驟400中，根據廣告播放設備採集的感測資訊獲得人群特徵，所述感測資訊是廣告播放設備對所處場所的人群採集得到。
本步驟中，廣告播放設備上可以集成感測器，用於對廣告播放設備所處場所的人群採集感測資訊。
例如，該感測資訊可以是人群數量，可以藉由廣告播放設備上的攝影機採集場所人群的數量。此外，為了提高廣告的投放命中率，本發明實施例可以僅統計觀看廣告播放設備的人數，以用於確定投放的廣告。比如，可以確定出攝影機拍攝到的朝向廣告播放設備的用戶的數量，並將攝影機拍攝到的朝向廣告播放設備的用戶數量，作為廣告播放設備預設範圍內人流的人數資訊。
此外，本發明實施例還可以在廣告播放設備側設置無線網路探針(如wifi探針、藍牙探針等)，並藉由無線網路探針統計廣告播放設備附近人流的人數資訊。比如，藉由廣告播放設備設置的無線網路探針，獲取廣告播放設備預設範圍內無線網路的接入資訊；並基於接入資訊，確定接入廣告播放設備預設範圍內無線網路的用戶的數量。之後，將接入廣告播放設備預設範圍內無線網路的用戶的數量，作為廣告播放設備預設範圍內人流的人數資訊。
同理，若僅統計觀看廣告播放設備的人數，以用於確定待投放的目標廣告，可以基於上述接入資訊，確定接入廣告播放設備預設範圍內無線網路且運動軌跡朝向廣告播放設備的用戶的數量；之後，將接入廣告播放設備預設範圍內無線網路且運動軌跡朝向所述廣告播放設備的用戶的數量，作為廣告播放設備預設範圍內人流的人數資訊。需要給予說明的是，基於無線網路的接入資訊能夠確定接入無線網路的用戶的位置資訊，本發明實施例可以藉由用戶的位置資訊的變化，確定出用戶運動軌跡是否朝向廣告播放設備。而用戶的運動軌跡朝向廣告播放設備，則可以被認定為用戶觀看廣告播放設備。
又例如，該感測資訊還可以是人的性別。還可以藉由廣告播放設備上的攝影機採集人的衣服色彩、頭髮長度等圖像資訊，使用圖像識別演算法對圖像資訊進行分析，進而識別出圖像資訊中人物的身高、體重、性別等資訊。比如，若一個人穿著長裙子，並且是長頭髮，那麼很大概率上可以確定該人為女性。當然，在圖像資訊中的人物較多時，可以僅確定圖像資訊中占比例較多的性別。比如，圖像資訊中女性比男性多，則最終識別到的性別為女性，而不是男性。或者，若圖像資訊中人物的女性占比超過或等於預設閾值占比，則將女性作為識別性別，否則，不將女性作為識別性別。
廣告播放設備可以將上述的人群數量、人的性別等感測資訊上報至廣告推送設備，廣告推送設備可以直接將這些資訊作為人群特徵。或者，廣告推送設備還可以根據廣告播放設備上報的感測資訊繼續處理，得到其他人群特徵。
再例如，廣告播放設備採集的感測資訊可以是場所人群的設備唯一標識，例如，可以藉由Wifi探針探測場所人群的手機mac位址，廣告播放設備可以將mac位址上報雲端的廣告推送設備，由廣告推送設備根據mac位址獲得對應的身份特徵。如，雲端的廣告推送設備可以根據mac位址，查找到該mac位址綁定的一個支付應用程式ID，該支付應用程式ID對應的人的性別、年齡、消費能力等，都可以獲得並作為mac位址對應的人群特徵。
廣告播放設備上集成的感測資訊不局限於上述示例的人群數量、性別等，廣告推送設備得到的人群特徵也不局限於上述的人群數量和性別、年齡等人群身份特徵。可以根據實際業務需要確定採集和獲取的人群特徵。
此外，除上述攝影機和無線網路探針外，本發明實施例還可以基於其他感測器獲取廣告播放設備的人群特徵，比如基於紅外探測器獲取廣告播放設備附近人流的熱視圖，並使用已有的圖像識別演算法，對熱視圖進行分析，得到廣告播放設備附近人流的人群特徵。由於實現方式並不唯一，本文不再舉例贅述。
在步驟402中，根據所述人群特徵，確定待播放的目標廣告。
雲端可以接收廣告商投放的廣告，並且，廣告商在投放廣告時，可以預先設置自己的廣告希望投放到何種特點的目標人群，或者希望自己的廣告投放到何種特點的線下場所。舉例如下：
例如，廣告商希望自己的廣告投放給25至40歲的女性，即對人群的年齡和性別有要求。又例如，廣告商希望自己的廣告投放的場所可以在2小時內達到1000播放人次。廣告商還可以有其他要求。
而上述的年齡、性別、播放人次等，可以在步驟400中由廣告播放設備或者廣告推送設備採集獲取。此外，步驟400中還提到，可以根據實際業務需要確定採集和獲取的人群特徵，即可以是根據廣告商投放廣告的目標需求，來確定廣告播放設備或者廣告推送設備獲取哪些資訊，例如，如果廣告商希望自己的廣告投放給25至40歲的女性，那麼廣告推送設備需要採集年齡和性別特徵。
雲端可以預先儲存一個對應關係表，如下表1所示：
表1 對應關係(示例部分)
雲端的廣告推送設備在得到步驟400中的人群特徵後，可以將該人群特徵與表1的對應關係結合，得到符合人群特徵的廣告，作為待播放的目標廣告。
上述的將步驟400的人群特徵與映射關係結合，獲得目標廣告，包括但不局限於如下示例的三種方式：
一種方式是：根據當前的人群特徵，推送對應的廣告。
該方式中，可以根據人群特徵，查詢預先儲存的映射關係，獲得與所述人群特徵對應的廣告作為目標廣告。舉例來說：
例如，假設廣告推送設備當前接收到了餐館的廣告播放設備上報的感測資訊，該感測資訊包括當前餐館中的人群數量，還包括餐館中的人群設備的mac位址。廣告推送設備根據mac位址查找背後的人群身份特徵，獲知了該餐館中的女性占到了很大一部分比例，比如，70%為女性。那麼廣告推送設備最終獲知的人群特徵可以是“120人，其中70%是女性”。廣告推送設備查找映射關係，發現其中有一個廣告G003，其要求的推送條件與上述人群特徵相符，則可以將該廣告G003作為目標廣告。
又例如，假設廣告推送設備當前接收到了廣場上的廣告播放設備上報的感測資訊，該感測資訊包括當前廣場上的人群流量，能夠達到500人次/小時。廣告推送設備根據該人群特徵，可以找到對應關係中符合該人次流量要求的廣告G004，作為目標廣告。
再例如，該人群特徵還可以是廣告播放設備附近的人數。可以向廣告播放設備投放符合其附近人數的廣告，以提高播放內容的影響力。比如，在廣告播放設備附近人數較多時，可以向設備投放一些大眾類的廣告。在廣告播放設備附近人數較少時，再向設備投放一些小眾類的廣告。
這種方式可以使得推送的廣告是根據當前的場所人群特點確定的，比較符合推送廣告的需求，使得廣告推送的精確性較高。
另一種方式是：根據歷史時間段內的人群特徵，預測下一時間段內的預測人群特徵，並將該預測人群特徵對應的廣告作為所述目標廣告。
例如，當前廣告播放設備正在播放一個廣告，還有10秒鐘該廣告就播放結束，要播放下一個廣告。那麼此時廣告推送設備可以查看下一個廣告播放時的大致時間段，比如，下一個廣告由10點15分開始播放。廣告推送設備可以獲取歷史時間段內的人群特徵，比如，最近一周內場所客流的人群特徵，該人群特徵可以包括數量、年齡、性別等各個維度，場所的人群特徵在一個較長時間段內的出現是有規律性的，可以根據上述一周內的人群特徵，預測得到下一個廣告播放時段可能出現的人群特徵。該預測得到的人群特徵可以稱為預測人群特徵。比如，該預測人群特徵可以是：10點15分左右的時段白領較多。廣告推送設備可以根據預測人群特徵查找映射關係，找到與預測人群特徵對應的廣告作為待播放的目標廣告。上述的預測方法可以是統計方法預測，或者也可以建立機器學習模型進行預測。
該方式藉由預測下一時間段的預測人群特徵來確定目標廣告，同樣也能夠達到比較高的推送精確度，並且，還可以預加載下一個播放的廣告，可以同時提高廣告推送的效率。
又一種方式可以是：本發明實施例基於人群特徵可以推測出多媒體播放設備附近人群的喜好，從而向多媒體播放設備投放符合附近人群喜好的目標多媒體物料，以提高播放效益。
例如，可以將人群特徵輸入至預設投放模型，得到人群特徵對應的喜好標籤(喜好標籤指示廣告播放設備預設範圍內人流的喜好)；之後，確定與喜好標籤相匹配的目標多媒體物料。
其中，上述預設投放模型可以基於人群特徵和對應的喜好標籤訓練得到的。作為示例性介紹，本發明實施例可以將一些人群特徵作為預設投放模型的輸入向量，並將訓練樣本集中已標注的喜好標籤輸入至預設投放模型，使預設投放模型不斷優化輸入向量在各個喜好標籤所對應的權重，從而達到訓練目的。
應理解，訓練後的預設投放模型可以判斷不同人群特徵所對應的喜好標籤。比如，在將“女性”特徵輸入至訓練完成的預設投放模型後，會得到由預設投放模型所輸出的如“化妝品”、“首飾”等符合女性喜好的喜好標籤，而不會輸出如“刮鬍刀”等符合男性喜好的喜好標籤。
在確定喜好標籤後，即可確定出與喜好標籤相匹配的目標廣告。比如確定出喜好標籤為“化妝品”，則可以確定出化妝品的廣告。此外，還可以綜合喜好標籤和人數資訊，確定與所述喜好標籤和人數資訊相匹配的目標廣告。這種情況下，目標廣告的選擇可以是依據喜好標籤和人數資訊兩種資訊。
本步驟的基於人群特徵匹配目標廣告，可以基於至少一種人群特徵，比如，基於人數，或者基於性別，或者綜合依據人數和性別等多種特徵。
在步驟404中，向所述廣告播放設備推送所述目標廣告。
本步驟中，廣告推送設備將步驟402確定的目標廣告發送至廣告播放設備。例如，可以向廣告播放設備投放用於下載目標廣告的下載資訊以及用於播放目標廣告的播放資訊，使得廣告播放設備基於網路即可隨時配置目標廣告進行播放。廣告播放設備可以在其廣告播放螢幕上播放，使得所在場所的客流看到該廣告。
本例子的廣告推送方法，藉由根據廣告播放設備根據採集場所的人群特徵，推送對應人群特徵的廣告，使得推送的廣告更有精準性，並且，廣告效果可以感知，能夠預先知曉廣告推送給了怎樣的人群。
如下以一個小商鋪使用該廣告播放設備為例，描述小商鋪的店主如何使用廣告播放設備並可以具有怎樣的收益。
請參見圖5所示，小商鋪的店主51的手機52上安裝了一個支付應用程式APP，店主51要在自己的商鋪使用廣告播放設備53，該廣告播放設備53可以放置在商鋪的收銀臺上，來商鋪購買東西的客戶在結帳時就可以順便觀看廣播播放設備53上播放的廣告。廣告播放設備53的樣式包含但不限於桌面擺放式、壁掛式等。
綁定設備和收錢帳號
首先，店主51要綁定廣告播放設備53和自己的收錢帳號。參見圖6所示的綁定流程：
在步驟600中，支付應用程式向廣告推送設備發送設備綁定請求，設備綁定請求包括：支付應用程式對應的支付帳號標識、以及廣告播放設備的設備標識。
例如，廣告播放設備上可以在設備表面或者設備的螢幕上顯示一個二維碼，該二維碼中可以包括該設備的唯一設備標識。店主首次使用時，可以使用支付應用程式掃碼該二維碼，觸發支付應用程式向雲端的廣告推送設備54發送設備綁定請求。該請求中可以攜帶：支付應用程式對應的支付帳號標識、以及廣告播放設備的設備標識。其中的支付帳號標識可以是店主的收錢帳號。
其中，廣告播放設備可以連接Wifi，或者，也可以藉由預留的乙太網路口以有線網路的形式上網。設備聯網後，可以與雲端的廣告推送設備通信。
在步驟602中，廣告推送設備根據設備綁定請求，建立所述支付帳號標識和設備標識之間的對應關係。
本步驟中，廣告推送設備根據設備綁定請求，可以建立支付帳號標識和設備標識之間的對應關係。並且，廣告推送設備還可以根據綁定後的支付帳號標識，將收錢碼發送至廣告播放設備，收錢碼中攜帶該支付帳號標識。廣告播放設備顯示該收錢碼，當商鋪的客戶結帳時，可以掃描該收錢碼付款，並且，廣告播放設備還可以播放到帳資訊。
請參見圖7的示意，廣告播放設備的廣告播放螢幕可以分區，例如，螢幕的下方可以為廣告內容區71，用於播放廣告內容。而螢幕的上方可以分為兩部分，一個區域72可以顯示上述的收錢碼，另一個區域73可以顯示推薦使用的付款方式，該推薦模式的好處後續將說明。商鋪的客戶可以觀看廣告內容區71播放的廣告內容，也可以根據區域73中推薦的付款方式掃描區域72中的收款碼付款。
開放廣告位並播放廣告
小商鋪的店主在將廣告播放設備綁定了自己的收錢帳號之後，還可以選擇是否開放自己的廣告位。所述的廣告位可以是圖7中的廣告內容區71，如果不開放廣告位，那麼廣告播放設備可以作為一個收錢設備即可，顯示收錢碼，但並不播放廣告；或者，也可以在廣告位播放店主自己上傳的廣告內容，不接受雲端的廣告推送設備推送的廣告內容，並且也沒有收益。而如果店主選擇開放廣告位，那麼雲端的廣告推送設備可以向該廣告位推送廣告。
圖8示例了雲端向小商鋪的廣告播放設備播放廣告的流程，可以包括：
在步驟800中，支付應用程式向廣告推送設備發送廣告位開放通知，所述廣告位開放通知攜帶所述支付帳號標識。
請參見圖9的示意，該圖9示例了小商鋪店主的手機支付應用程式APP的介面。店主可以藉由支付應用程式綁定廣告播放設備，並在綁定設備後可以藉由該支付應用程式控制廣告播放設備。
例如，圖9中的廣告播放設備的控制介面中，可以顯示該廣告播放設備運行正常，並且綁定了店主的收錢帳號。並且，該介面中還包括“解除綁定”、“更換Wifi”等控制選項。
其中，介面中還可以包括“關閉廣告位”。當然，這是在已經開放了廣告位的情況下，控制介面上顯示關閉廣告位。如果店主尚未開放廣告位，則該介面位置可以顯示“開啟廣告位”，店主點擊該選項就可以觸發廣告位開放通知的發送，並攜帶該支付應用程式對應的支付帳號標識。
在步驟802中，廣告推送設備根據對應關係，獲得所述支付帳號標識對應的設備標識，得知所述設備標識對應的廣告播放設備可以接收廣告。
例如，廣告推送設備在得到廣告位開放通知後，可以獲得對應的廣告播放設備，以開始向該設備推送廣告。
在步驟804中，廣告推送設備根據廣告播放設備採集的感測資訊獲得人群特徵。例如，人群特徵可以是人群數量，或者根據採集到的設備mac位址確定的人群身份特徵。其中，廣播播放設備上的感測器可以採用隱藏式感測器，也可藉由攝影機用電腦視覺的技術感知。例如，感測器的採集範圍可以為直徑8cm的圓，誤差範圍約10%/千人次。
在步驟806中，廣告推送設備根據人群特徵，確定待播放的目標廣告。
例如，廣告播放設備在運行了一段時間後，廣告推送設備已經得到了一些人群特徵。可以根據歷史時間段的人群特徵預測某個時間段的預測人群特徵，並將該預測人群特徵對應的廣告作為目標廣告。
比如，藉由對該小商鋪的歷史人群特徵的分析和預測，工作日晚上8點下班的白領到小商鋪比較多，可以在晚上8點以後向小商鋪的廣告播放設備推送目標人群是白領的廣告。又比如，早上8點，小商鋪所在小區的老人到店裡較多，可以在早上時段投放目標人群是老人的廣告。
在步驟808中，廣告推送設備向所述廣告播放設備推送所述目標廣告。
本步驟中，廣告推送設備可以將步驟806中確定的目標廣告，推送給小商鋪的廣告播放設備，以在廣告播放設備的螢幕中的廣告內容區播放。
此外，如果小商鋪的店主選擇了關閉廣告位，那麼雲端將不會主動向廣告播放設備推送廣告。而店主還可以上傳自己定義或編輯的廣告內容。
例如，請繼續參見圖9的示意，店主可以藉由支付應用程式上傳自己拍攝的影片，或者藉由模板編輯自己的海報，推送到廣告播放設備上進行播放。
店主推送自定義內容的流程，可以參見圖10，包括：
在步驟1000中，店主藉由支付應用程式向廣告推送設備發送廣告上傳請求。
所述廣告上傳請求中包括：所述支付帳號標識、以及上傳廣告內容。其中的支付帳號標識可以是店主的收錢帳號，上傳廣告內容可以是店主自己拍攝的小影片或者小海報。其中，店主自定義的廣告內容，包含但不限於靜態圖片、動態影片，可互動廣告(點擊、體驗)等。
在步驟1002中，廣告推送設備根據對應關係，獲得所述支付帳號標識對應的設備標識。該對應關係可以是設備綁定過程中建立，其中的設備標識是廣告播放設備的設備標識，支付帳號標識可以是店主的收錢帳號。
在步驟1004中，廣告推送設備向所述設備標識對應的廣告播放設備推送所述上傳廣告內容。本步驟中可以將店主自定義的廣告內容如小影片，發送到小商鋪的廣告播放設備進行播放。
請繼續參見圖9所示，圖9中還示意了一項“收益”，所述的收益可以是這樣的：一方面，商鋪的廣告播放設備播放的廣告，具有廣告商的廣告費，可以將該廣告費按照商鋪的人群特點進行廣告費分成，即小商鋪可以獲得一部分廣告收益。另一方面，圖9中的廣告播放設備還顯示了“推薦使用某某付款方式”，可以根據商鋪客流中使用該推薦付款方式的人次占總客流人次的比例，回饋給商鋪一些收益，以鼓勵某某付款方式的推廣。這兩部分收益可以綜合得到圖9中所示意的“收益”，而具體的收益計算方式可以根據實際業務需求確定。
例如，對於按日計算曝光人次，並結合推薦付款方式的筆數在總曝光人次的占比來計算該商戶的盈利，商戶可藉由圖9的介面每日查看盈利。推薦付款方式對應盈利的計算方式：千人展現的單價X 50% X(到店總客流/1000)X(推薦付款方式的筆數/到店總客流)X城市權重係數=每日收益。
在商戶開放廣告位前，還可以過歷史資料對商戶開放廣告位的每日收益進行預估，並展示給商戶。例如，根據您的歷史客流，若您開啟廣告位，每日預計盈利XX元。
本說明書至少一個實施例的多媒體物料推送方法，其中的多媒體物料播放設備可以藉由感測器感知周圍客群的數量和特徵，並且該多媒體物料播放設備可以聯網，將數量和特徵上報給多媒體物料推送設備，以根據該特徵動態投放對應的多媒體物料內容，使得多媒體物料投放更具有針對性，多媒體物料投放精確性和靈活性更高，將多媒體物料投放效果最大化。對於多媒體物料商來說，多媒體物料效果可以感知，可以知曉多媒體物料投放期間的客流資訊和人群特徵。此外，對於多媒體物料播放設備的擁有者例如商鋪來說，可以根據自己商鋪的流量得到一定的多媒體物料費收益，實現了線下客流的可運用和變現；並且還可以自定義播放內容推送到多媒體物料播放設備進行展示，運營更加靈活。
圖11是本說明書至少一個實施例提供的多媒體物料推送裝置的結構示意圖，該裝置可以應用於雲端的多媒體物料推送設備。如圖11所示，該裝置可以包括：資訊接收模組1101、多媒體物料確定模組1102和多媒體物料推送模組1103。
資訊接收模組1101，用於根據多媒體物料播放設備採集的感測資訊獲得人群特徵，所述感測資訊是多媒體物料播放設備對設備所處場所的人群採集得到；
多媒體物料確定模組1102，用於根據所述人群特徵，確定待播放的目標多媒體物料；
多媒體物料推送模組1103，用於向所述多媒體物料播放設備推送所述目標多媒體物料。
在一個例子中，多媒體物料確定模組1102，具體用於：查詢預先儲存的映射關係，所述映射關係包括：人群特徵與對應的多媒體物料；根據所述映射關係，獲得與所述人群特徵對應的多媒體物料，作為所述目標多媒體物料。
在一個例子中，多媒體物料確定模組1102，具體用於：根據歷史時間段內的人群特徵，預測下一時間段內的預測人群特徵；查詢預先儲存的映射關係，所述映射關係包括人群特徵與對應的多媒體物料，獲得所述預測人群特徵對應的多媒體物料，作為所述目標多媒體物料。
在一個例子中，如圖12所示，該裝置還可以包括：
綁定處理模組1104，用於接收支付應用程式發送的設備綁定請求，所述設備綁定請求包括：所述支付應用程式對應的支付帳號標識、以及所述多媒體物料播放設備的設備標識；建立所述支付帳號標識和設備標識之間的對應關係。
在一個例子中，該裝置還可以包括：多媒體物料接收模組1105。
多媒體物料接收模組1105，用於接收所述支付應用程式發送的多媒體物料上傳請求，所述多媒體物料上傳請求中包括：所述支付帳號標識、以及上傳多媒體物料內容；
所述綁定處理模組1104，還用於根據所述對應關係，獲得所述支付帳號標識對應的設備標識；
所述多媒體物料推送模組1103，還用於向所述設備標識對應的多媒體物料播放設備推送所述上傳多媒體物料內容。
下面藉由圖13對本發明實施例的另一種投放方法的應用場景進行示例介紹。
如圖13所示，本發明實施例的應用場景包括廣告牌和雲端的廣告伺服器。其中，廣告牌相當於上面提到的廣告播放設備，廣告伺服器相當於上面提到的廣告推送設備。本例子中，廣告牌可以設置有播放器、感測器等硬體，且廣告牌的本地系統進一步設置有播放控制模組和計算模組等邏輯部件。
本例子中，人群特徵可以由線下的廣告牌進行採集並處理得到，由廣告牌將人群特徵上報至廣告伺服器。即人群特徵可以是廣告牌獲得上送廣告伺服器，或者，也可以由廣告伺服器根據廣告牌上傳的感測資訊處理得到。
例如，廣告牌的感測器可以將感測器資料發送至本地系統的計算模組，由計算模組基於感測器資料，計算廣告牌附近的人群特徵(比如，性別、人數等)。之後，廣告牌將人群特徵上傳至廣告伺服器，由廣告伺服器結合上文所述的預設投放模型和大數據，根據人群特徵確定出符合廣告牌預設範圍內人流的廣告。
廣告伺服器在確定待投放的廣告後，將廣告以及廣告的播放策略下發至廣告牌，由廣告牌的本地系統的播放控制模組，按照播放策略，控制廣告牌的播放器播放廣告。
可見，在本發明實施例的應用場景中，可以藉由感測器實時獲取廣告牌附近人流的人群特徵，並在雲端基於人群特徵進行受眾分析，確定出適合廣告牌附近人流的廣告，並投放至廣告牌，使得廣告牌的播放內容更具有針對性，從而提高了附近人流的觀看體現，實現了更好的廣告效益。
圖14是本發明實施例還提供的一種多媒體物料的播放方法，該方法由多媒體物料播放設備執行；所述多媒體物料播放設備上設置有感測器。如圖14，該方法可以包括：
在步驟1400中，藉由感測器採集多媒體物料播放設備的預設範圍內的感測資訊，並將所述感測資訊發送至多媒體物料推送設備，以使得多媒體物料推送設備根據感測資訊得到人群特徵；或者，藉由感測器採集感測資訊並處理得到人群特徵，將所述人群特徵上送至多媒體物料推送設備；
在步驟1402中，接收所述多媒體物料推送設備投放的目標多媒體物料，所述目標多媒體物料是所述多媒體物料推送設備根據人群特徵匹配的多媒體物料；
在步驟1404中，播放目標多媒體物料。
此外，多媒體播放設備可以將播放的多媒體物料與對應的用戶資訊進行關聯記錄，並定期向廣告服務上傳上述關聯記錄的資訊，使得廣告伺服器基於上述關聯記錄的資訊，有側重地向多媒體播放設備投送或下線多媒體物料，使多媒體播放設備快取並播放效益較好的多媒體物料，禁用並刪除播放效益較差的多媒體物料。
上述實施例闡明的裝置或模組，具體可以由電腦晶片或實體實現，或者由具有某種功能的產品來實現。一種典型的實現設備為電腦，電腦的具體形式可以是個人電腦、筆記型電腦、行動電話、相機電話、智慧型電話、個人數位助理、媒體播放器、導航設備、電子郵件收發設備、遊戲控制台、平板電腦、可穿戴設備或者這些設備中的任意幾種設備的組合。
為了描述的方便，描述以上裝置時以功能分為各種模組分別描述。當然，在實施本說明書一個或多個實施例時可以把各模組的功能在同一個或多個軟體和/或硬體中實現。
上述圖中所示流程中的各個步驟，其執行順序不限制於流程圖中的順序。此外，各個步驟的描述，可以實現為軟體、硬體或者其結合的形式，例如，本領域技術人員可以將其實現為軟體程式碼的形式，可以為能夠實現所述步驟對應的邏輯功能的電腦可執行指令。當其以軟體的方式實現時，所述的可執行指令可以儲存在儲存器中，並被設備中的處理器執行。
例如，對應於上述方法，本說明書一個或多個實施例同時提供一種多媒體物料推送設備。該設備可以包括處理器、儲存器、以及儲存在儲存器上並可在處理器上運行的電腦指令。所述處理器藉由執行所述指令，用於實現如下步驟：
根據多媒體物料播放設備採集的感測資訊獲得人群特徵，所述感測資訊是多媒體物料播放設備對設備所處場所的人群採集得到；
根據所述人群特徵，確定待播放的目標多媒體物料；
向所述多媒體物料播放設備推送所述目標多媒體物料。
例如，對應於上述方法，本說明書一個或多個實施例同時提供一種多媒體物料播放設備。該設備可以包括處理器、儲存器、以及儲存在儲存器上並可在處理器上運行的電腦指令。所述處理器藉由執行指令，用於實現如下步驟：
藉由感測器採集多媒體物料播放設備的預設範圍內的感測資訊，並將所述感測資訊發送至多媒體物料推送設備，以使得多媒體物料推送設備根據感測資訊得到人群特徵；或者，藉由感測器採集感測資訊並處理得到人群特徵，將所述人群特徵上送至多媒體物料推送設備；
接收所述多媒體物料推送設備投放的目標多媒體物料，所述目標多媒體物料是所述多媒體物料推送設備根據人群特徵匹配的多媒體物料；
播放所述目標多媒體物料。
還需要說明的是，術語“包括”、“包含”或者其任何其他變體意在涵蓋非排他性的包含，從而使得包括一系列要素的過程、方法、商品或者設備不僅包括那些要素，而且還包括沒有明確列出的其他要素，或者是還包括為這種過程、方法、商品或者設備所固有的要素。在沒有更多限制的情況下，由語句“包括一個……”限定的要素，並不排除在包括所述要素的過程、方法、商品或者設備中還存在另外的相同要素。
本領域技術人員應明白，本說明書一個或多個實施例可提供為方法、系統或電腦程式產品。因此，本說明書一個或多個實施例可採用完全硬體實施例、完全軟體實施例或結合軟體和硬體方面的實施例的形式。而且，本說明書一個或多個實施例可採用在一個或多個其中包含有電腦可用程式碼的電腦可用儲存媒體(包括但不限於磁碟儲存器、CD-ROM、光學儲存器等)上實施的電腦程式產品的形式。
本說明書一個或多個實施例可以在由電腦執行的電腦可執行指令的一般上下文中描述，例如程式模組。一般地，程式模組包括執行特定任務或實現特定抽象資料類型的例程、程式、物件、組件、資料結構等等。也可以在分散式計算環境中實踐本說明書一個或多個實施例，在這些分散式計算環境中，由藉由通信網路而被連接的遠端處理設備來執行任務。在分散式計算環境中，程式模組可以位於包括儲存設備在內的本地和遠端電腦儲存媒體中。
本說明書中的各個實施例均採用遞進的方式描述，各個實施例之間相同相似的部分互相參見即可，每個實施例重點說明的都是與其他實施例的不同之處。尤其，對於資料處理設備實施例而言，由於其基本相似於方法實施例，所以描述的比較簡單，相關之處參見方法實施例的部分說明即可。
上述對本說明書特定實施例進行了描述。其它實施例在所附申請專利範圍的範圍內。在一些情況下，在申請專利範圍中記載的動作或步驟可以按照不同於實施例中的順序來執行並且仍然可以實現期望的結果。另外，在圖式中描繪的過程不一定要求示出的特定順序或者連續順序才能實現期望的結果。在某些實施方式中，多任務處理和並行處理也是可以的或者可能是有利的。
以上所述僅為本說明書一個或多個實施例的較佳實施例而已，並不用以限制本說明書一個或多個實施例，凡在本說明書一個或多個實施例的精神和原則之內，所做的任何修改、等同替換、改進等，均應包含在本說明書一個或多個實施例保護的範圍之內。In order to enable those skilled in the art to better understand the technical solutions in one or more embodiments of this specification, the following will be combined with the drawings in one or more embodiments of this specification. The technical solution is described clearly and completely. Obviously, the described embodiments are only a part of the embodiments of this specification, but not all the embodiments. Based on one or more embodiments of this specification, all other embodiments obtained by a person having ordinary knowledge in the art without creative work shall fall within the protection scope of the present disclosure. At least one embodiment of this specification provides a multimedia material pushing method, which can be applied to push multimedia materials to a certain multimedia material position in an offline multimedia material scene. The multimedia materials may be materials such as movies, pictures, audio, etc. The present invention does not specifically limit the multimedia materials. In the description of the following embodiments, advertisements are taken as an example of multimedia materials, but it can be understood that they are not limited to advertisements. The multimedia material pushing device takes the advertisement pushing device as an example, and the multimedia material playing device takes the advertisement playing device as an example. For example, the offline advertising scene may be a fixed business place such as a small shop or a restaurant. FIG. 1 illustrates a restaurant. Taking the restaurant as an example, an advertisement playing device 11 may be installed in the restaurant, and the advertisement playing device 11 may be hung on a wall, or may be placed on a restaurant cash register. Please refer to FIG. 2, the advertisement playing device 11 may include an advertisement playing screen 12, which may play advertisements, and the passengers who come to the restaurant may watch the advertisements played on the screen, so as to serve the purpose of advertising marketing. In addition, the advertisement playback device can also be installed in open places such as subways or squares. Taking the square as an example, a large hanging screen advertisement playing device 11 can be installed on the square. The advertisement playing device 11 can play advertisements, and the passenger flow on the square can watch the advertisements playing on the screen. The above two offline advertising scenarios are just examples, and the actual implementation is not limited to this. FIG. 3 illustrates a system architecture diagram of pushing an advertisement from a cloud to an advertisement playing device. As shown in FIG. 3, the system may include: an advertisement pushing device 31 provided in the cloud, and an advertisement playing device 32 in an offline advertisement scenario. The advertisement playing device 32 may be integrated with a sensor, and has the ability to collect sensing information of surrounding crowds, such as collecting the number of crowds in shops or squares, and reporting to the cloud. The cloud-based advertisement pushing device 31 can determine what kind of advertisement to push to the advertisement playing device 32 according to the sensing information reported by the advertisement playing device 32. Please refer to the advertisement push method shown in FIG. 4, which can be executed by an advertisement push device in the cloud. As shown in FIG. 4, the advertisement push method may include the following processing: In step 400, according to the sensing collected by the advertisement playback device Information obtains the characteristics of the crowd, and the sensed information is collected by the advertisement playback device from the crowd in the location. In this step, a sensor can be integrated on the advertisement playback device, which is used to collect sensing information from the crowd where the advertisement playback device is located. For example, the sensing information may be the number of people, and the number of people in the place may be collected by a camera on the advertisement playback device. In addition, in order to improve the placement hit rate of advertisements, embodiments of the present invention may only count the number of people who watched the advertisement playback device to determine the placed advertisements. For example, the number of users photographed by the camera facing the advertisement playback device can be determined, and the number of users photographed by the camera facing the advertisement playback device can be used as the information on the number of people in the preset range of the advertisement playback device. In addition, in this embodiment of the present invention, a wireless network probe (such as a wifi probe, a Bluetooth probe, etc.) may be provided on the side of the advertisement playback device, and the number of people in the vicinity of the advertisement playback device is counted by the wireless network probe. For example, through the wireless network probe set in the advertising playback device, obtain the access information of the wireless network within the preset range of the advertising playback device; and based on the access information, determine the access to the wireless network within the preset range of the advertising playback device The number of users. After that, the number of users connected to the wireless network within the preset range of the advertising playback device is used as the information on the number of people within the preset range of the advertising playback device. In the same way, if only the number of people watching the advertisement playback device is counted to determine the target advertisement to be delivered, the wireless network within the preset range of the advertisement playback device and the movement track toward the advertisement playback device can be determined based on the above access information The number of users; afterwards, the number of users connected to the wireless network within the preset range of the advertising playback device and whose movement trajectory is towards the advertising playback device is used as the information of the number of people flowing within the preset range of the advertising playback device. It should be noted that, based on the access information of the wireless network, the location information of the user who accesses the wireless network can be determined. In the embodiment of the present invention, it can be determined whether the user's movement trajectory is directed towards the advertisement by changing the user's location information equipment. And the movement track of the user towards the advertisement playing device can be regarded as the user watching the advertisement playing device. For another example, the sensing information may also be the gender of the person. You can also use the camera on the advertising playback device to collect image information such as people's clothes color and hair length, and use image recognition algorithms to analyze the image information to identify the height, weight, and gender of the people in the image information. And other information. For example, if a person wears a long skirt and has long hair, then it is possible to determine that the person is female. Of course, when there are many people in the image information, you can only determine the gender that accounts for a large proportion of the image information. For example, if there are more women than men in the image information, the gender that is finally recognized is female, not male. Or, if the female proportion of the person in the image information exceeds or equals to the preset threshold proportion, the female is regarded as the identified gender, otherwise, the female is not regarded as the identified gender. The advertisement playback device can report the above-mentioned sensory information such as the number of people and the gender of the person to the advertisement pushing device, and the advertisement pushing device can directly use the information as a group characteristic. Alternatively, the advertisement pushing device may continue processing according to the sensing information reported by the advertisement playing device to obtain other crowd characteristics. As another example, the sensing information collected by the advertisement playback device may be the device's unique identifier of the venue crowd, for example, the mac probe may be used to detect the mobile phone mac address of the venue crowd, and the advertisement playback device may report the mac address to the cloud advertisement Push device, the advertising push device obtains the corresponding identity characteristics according to the mac address. For example, the cloud advertising push device can find a payment application ID bound to the mac address according to the mac address, and the person corresponding to the payment application ID can obtain and act as the gender, age, spending power, etc. The characteristics of the crowd corresponding to the mac address. The sensing information integrated on the advertisement playing device is not limited to the above-mentioned example population number, gender, etc., and the crowd characteristics obtained by the advertisement pushing device are not limited to the above-mentioned crowd number and gender, age and other crowd identity characteristics. The characteristics of the collected and acquired crowd can be determined according to actual business needs. In addition, in addition to the above cameras and wireless network probes, embodiments of the present invention can also obtain the crowd characteristics of the advertising playback device based on other sensors, such as acquiring a thermal view of the flow of people near the advertising playback device based on an infrared detector, and using the Some image recognition algorithms analyze the heat view to obtain the crowd characteristics of the people near the advertising playback device. Since the implementation is not unique, this article will not repeat them by way of examples. In step 402, the target advertisement to be played is determined according to the characteristics of the crowd. The cloud can receive advertisements placed by advertisers, and when advertising, advertisers can set in advance what kind of target groups their ads want to serve, or what kind of offline places they want their ads to be placed. Examples are as follows: For example, advertisers want their ads to be served to women aged 25 to 40, that is, there are requirements on the age and gender of the crowd. For another example, the advertiser hopes that the place where his advertisement is placed can reach 1,000 broadcasts in 2 hours. Advertisers can also have other requirements. The above-mentioned age, gender, number of broadcast times, etc., can be collected and obtained by the advertisement playing device or the advertisement pushing device in step 400. In addition, it is also mentioned in step 400 that the characteristics of the collected and acquired crowd can be determined according to actual business needs, that is, the information acquired by the advertising playback device or the advertising pushing device can be determined according to the target needs of the advertiser to place ads, for example, if Advertisers want their ads to be served to women between 25 and 40 years of age, so the ad push device needs to collect age and gender characteristics. The cloud can store a correspondence table in advance, as shown in Table 1 below: Table 1 Correspondence (Example section) After obtaining the crowd characteristics in step 400, the cloud-based advertisement pushing device may combine the crowd characteristics with the corresponding relationship in Table 1 to obtain advertisements that match the crowd characteristics as target advertisements to be played. The above method combines the crowd characteristics of step 400 with the mapping relationship to obtain the target advertisement, including but not limited to the following three methods: One way is to push the corresponding advertisement according to the current crowd characteristics. In this manner, the pre-stored mapping relationship may be queried according to the characteristics of the crowd, and an advertisement corresponding to the characteristics of the crowd may be obtained as the target advertisement. For example: For example, suppose that the advertisement pushing device currently receives the sensory information reported by the restaurant's advertisement player device, and the sensory information includes the number of people in the current restaurant and the mac address of the device in the restaurant. The advertising push device looks up the identity of the crowd behind the mac address and learns that women in the restaurant account for a large proportion, for example, 70% are women. Then the characteristics of the crowd finally learned by the advertising push device may be "120 people, of which 70% are women". The advertisement pushing device searches for the mapping relationship and finds that there is an advertisement G003, and the required pushing conditions are consistent with the above-mentioned crowd characteristics, and the advertisement G003 can be used as the target advertisement. For another example, it is assumed that the advertisement pushing device currently receives the sensing information reported by the advertisement playing device on the square, and the sensing information includes the crowd flow on the current square, which can reach 500 person-times/hour. According to the characteristics of the crowd, the advertisement pushing device can find the advertisement G004 in the corresponding relationship that meets the traffic requirements of the person as the target advertisement. For another example, the crowd characteristic may also be the number of people near the advertisement playing device. Advertisements that match the number of people in the vicinity can be placed on the advertisement playback device to increase the influence of the content being played. For example, when there are a large number of people near the advertising playback device, some popular ads can be placed on the device. When the number of people near the advertising playback device is relatively small, some niche ads are placed on the device. In this way, the advertisements to be pushed are determined according to the characteristics of the current group of people, which is more in line with the needs of pushing advertisements, so that the accuracy of advertisement pushing is higher. Another way is to predict the predicted crowd characteristics in the next period based on the crowd characteristics in the historical time period, and use the advertisement corresponding to the predicted crowd characteristics as the target advertisement. For example, the current advertisement playing device is playing an advertisement, and the advertisement ends after 10 seconds, and the next advertisement is to be played. Then the advertisement pushing device can check the approximate time period when the next advertisement is played, for example, the next advertisement starts to be played at 10:15. The advertising push device can obtain the characteristics of the crowd in the historical time period, for example, the characteristics of the crowd in the place in the last week, the crowd characteristics can include various dimensions such as number, age, gender, etc. The characteristics of the crowd in the place within a long period of time The appearance is regular, and the crowd characteristics that may appear in the next advertisement playing period can be predicted based on the crowd characteristics within the above-mentioned week. The predicted crowd characteristics may be referred to as predicted crowd characteristics. For example, the characteristics of the predicted crowd may be that there are many white-collar workers at around 10:15. The advertisement pushing device may search for the mapping relationship according to the predicted crowd characteristics, and find the advertisement corresponding to the predicted crowd characteristics as the target advertisement to be played. The above prediction method may be statistical method prediction, or a machine learning model may also be established for prediction. This method determines the target advertisement by predicting the predicted crowd characteristics of the next time period, and can also achieve a relatively high push accuracy, and can also preload the next advertisement to be played, which can also improve the efficiency of advertisement push. Another way may be: in this embodiment of the present invention, based on the characteristics of the crowd, the preferences of the crowd near the multimedia playback device can be inferred, so that the target multimedia material that meets the preferences of the nearby crowd is delivered to the multimedia playback device to improve playback efficiency. For example, the crowd characteristics can be input to the preset delivery model to obtain a favorite label corresponding to the crowd characteristics (the favorite label indicates the preference of the flow of people within the preset range of the advertising playback device); after that, the target multimedia material matching the favorite label is determined. Wherein, the above-mentioned preset delivery model can be obtained by training based on crowd characteristics and corresponding favorite tags. As an exemplary introduction, in this embodiment of the present invention, some crowd characteristics can be used as the input vector of the preset delivery model, and the favorite tags labeled in the training sample set can be input into the preset delivery model, so that the preset delivery model continuously optimizes the input vector in The weight corresponding to each favorite label, so as to achieve the purpose of training. It should be understood that the preset delivery model after training can determine the favorite labels corresponding to different crowd characteristics. For example, after inputting the "female" feature into the preset delivery model that has been trained, you will get the favorite tags such as "cosmetics" and "jewelry" output by the preset delivery model that match the female's preferences, but will not output such as "Razor" and other tags that match male preferences. After the favorite label is determined, the target advertisement that matches the favorite label can be determined. For example, if the favorite label is "cosmetics", the advertisement of cosmetics can be determined. In addition, it is also possible to synthesize the favorite tag and the number of people information to determine the target advertisement that matches the favorite tag and the number of people information. In this case, the choice of target ads can be based on two types of information: preference tags and number information. The target advertisement matching based on crowd characteristics in this step may be based on at least one population characteristic, for example, based on the number of people, or based on gender, or based on multiple characteristics such as number of people and gender. In step 404, the target advertisement is pushed to the advertisement playing device. In this step, the advertisement pushing device sends the target advertisement determined in step 402 to the advertisement playing device. For example, the download information for downloading the target advertisement and the playback information for playing the target advertisement can be delivered to the advertisement playback device, so that the advertisement playback device can configure the target advertisement to play at any time based on the network. The advertisement playing device can play on its advertisement playing screen, so that the passengers in the place can see the advertisement. The advertisement pushing method of this example pushes the advertisement corresponding to the crowd characteristics according to the crowd characteristics of the collection site according to the advertisement playback device, so that the pushed advertisement is more accurate, and the advertisement effect can be perceived, and the advertisement can be known in advance. What kind of crowd. The following uses a small shop as an example to use the advertisement playback device to describe how the shop owner of the small shop uses the advertisement playback device and what kind of revenue it can have. As shown in FIG. 5, the shop owner 51 of the small shop installs a payment application APP on the mobile phone 52. The shop owner 51 wants to use the advertisement playing device 53 in his shop, which can be placed on the shop’s At the checkout counter, customers who come to the store to buy things can watch the advertisements broadcast on the radio playback device 53 at the time of checkout. The style of the advertisement playing device 53 includes, but is not limited to, a desktop display type, a wall-mounted type, and the like. Bind device and money collection account First, the store owner 51 must bind the advertisement playback device 53 and his money collection account. Refer to the binding process shown in FIG. 6: In step 600, the payment application sends a device binding request to the advertisement pushing device. The device binding request includes: a payment account identifier corresponding to the payment application, and a device identifier of the advertisement playing device . For example, a two-dimensional code may be displayed on the surface of the device or on the screen of the device on the advertisement playing device, and the two-dimensional code may include the unique device identification of the device. When the store owner uses it for the first time, he can scan the QR code using the payment application, which triggers the payment application to send a device binding request to the cloud advertising push device 54. The request may carry: a payment account ID corresponding to the payment application, and a device ID of the advertisement playback device. The payment account identifier may be the store owner's money collection account. Among them, the advertising playback device can be connected to Wifi, or it can also access the Internet in the form of a wired network through the reserved Ethernet port. After the device is networked, it can communicate with the cloud advertising push device. In step 602, the advertisement pushing device establishes a correspondence between the payment account ID and the device ID according to the device binding request. In this step, the advertisement pushing device can establish the correspondence between the payment account ID and the device ID according to the device binding request. In addition, the advertisement pushing device may also send the money collection code to the advertisement playing device according to the bound payment account identifier, and the money collection code carries the payment account identifier. The advertising playback device displays the money collection code, and when the customer of the store checks out, the payment code can be scanned for payment, and the advertisement playback device can also play the billing information. Referring to FIG. 7, the advertisement playback screen of the advertisement playback device may be partitioned. For example, below the screen may be an advertisement content area 71 for playing advertisement content. The upper part of the screen can be divided into two parts. One area 72 can display the above collection code, and the other area 73 can display the recommended payment method. The benefits of this recommended mode will be described later. The customer of the store can watch the advertisement content played in the advertisement content area 71, and can also scan the payment code in the area 72 for payment according to the payment method recommended in the area 73. After opening the advertising space and playing the advertisement, the shop owner of the small store can also choose whether to open his own advertising space after binding the advertising playback device to his own money collection account. The advertising space may be the advertising content area 71 in FIG. 7. If the advertising space is not opened, the advertising playback device may be used as a money collection device, displaying the money collection code, but not playing the advertisement; or, it may be Play the advertising content uploaded by the shop owner in the advertising space, and do not accept the advertising content pushed by the cloud advertising push device, and there is no revenue. If the store owner chooses to open the advertising space, the cloud advertising push device can push advertisements to the advertising space. FIG. 8 illustrates a process for the cloud to play an advertisement to an advertisement playing device of a small shop, which may include: In step 800, the payment application sends an advertisement slot opening notification to the advertisement pushing device, and the advertisement slot opening notification carries the payment account Logo. Please refer to the schematic diagram of FIG. 9, which illustrates the interface of the mobile payment application APP of the small shop owner. The shop owner can bind the advertisement playback device through the payment application, and can control the advertisement playback device through the payment application after binding the device. For example, in the control interface of the advertisement playback device in FIG. 9, it can be displayed that the advertisement playback device is operating normally, and the money collection account of the store owner is bound. In addition, the interface also includes control options such as "unbind" and "replace Wifi". Among them, the interface may also include "close advertising space". Of course, this is when the advertising space has been opened, and the control interface is displayed to close the advertising space. If the store owner has not opened the advertising space, the interface location can display "open advertising space", the store owner clicks on this option to trigger the sending of the advertising space opening notification, and carries the payment account ID corresponding to the payment application. In step 802, the advertisement pushing device obtains the device identifier corresponding to the payment account identifier according to the corresponding relationship, and learns that the advertisement playing device corresponding to the device identifier can receive the advertisement. For example, after receiving an advertisement slot opening notification, the advertisement pushing device may obtain a corresponding advertisement playing device to start pushing advertisements to the device. In step 804, the advertisement pushing device obtains the characteristics of the crowd according to the sensing information collected by the advertisement playing device. For example, the crowd characteristics may be the number of crowds, or the crowd identity characteristics determined according to the collected mac address of the device. Among them, the sensor on the broadcast playback device can be a hidden sensor, or it can be perceived by a camera using computer vision technology. For example, the acquisition range of the sensor can be a circle with a diameter of 8 cm, and the error range is about 10% per thousand person-times. In step 806, the advertisement pushing device determines the target advertisement to be played according to the characteristics of the crowd. For example, after the advertisement playing device has been running for a period of time, the advertisement pushing device has acquired some characteristics of the crowd. The predicted crowd characteristics of a certain time period can be predicted according to the crowd characteristics of the historical time period, and the advertisement corresponding to the predicted crowd characteristics can be used as the target advertisement. For example, by analyzing and predicting the characteristics of the historical population of the small shop, there are more white-collar workers who go to work at 8 pm on weekdays, and they can push the target crowd to the advertising equipment of the small shop after 8 pm It is a white-collar advertisement. For another example, at 8 am, the elderly in the community where the small shop is located tend to come to the store. You can place an advertisement for the elderly in the morning. In step 808, the advertisement pushing device pushes the target advertisement to the advertisement playing device. In this step, the advertisement pushing device may push the target advertisement determined in step 806 to the advertisement playing device of the small shop to play in the advertisement content area on the screen of the advertisement playing device. In addition, if the owner of the small shop chooses to close the advertising space, the cloud will not actively push ads to the advertising playback device. The store owner can also upload the advertising content defined or edited by himself. For example, please continue to refer to the illustration in FIG. 9, the store owner can upload the video he shot by the payment application, or edit his poster by the template, and push it to the advertising playback device for playback. The process for the store owner to push the customized content can be seen in FIG. 10, including: In step 1000, the store owner sends an advertisement upload request to the advertising push device through the payment application. The advertisement upload request includes: the payment account identifier and uploading advertisement content. The payment account identifier may be the store owner's money collection account, and the uploaded advertisement content may be a small movie or small poster taken by the store owner himself. Among them, the owner-defined advertising content includes but is not limited to static pictures, dynamic videos, interactive ads (clicks, experiences), etc. In step 1002, the advertisement pushing device obtains the device ID corresponding to the payment account ID according to the corresponding relationship. The corresponding relationship may be established during the device binding process, where the device identification is the device identification of the advertisement playing device, and the payment account identification may be the store owner's money collection account. In step 1004, the advertisement pushing device pushes the uploaded advertisement content to the advertisement playing device corresponding to the device identification. In this step, the advertisement content customized by the store owner, such as a small movie, can be sent to the advertisement playing device of the small shop for playing. Please continue to refer to FIG. 9, which also illustrates a “revenue”. The revenue may be as follows: On the one hand, the advertisements played by the advertisement playback device of the store have the advertisement fee of the advertiser. The advertising fee is divided according to the characteristics of the crowd of shops, that is, small shops can get a part of the advertising revenue. On the other hand, the advertising playback device in Figure 9 also shows "recommended to use a certain payment method", which can give back some revenue to the store based on the ratio of the number of people using the recommended payment method in the store's passenger flow to the total number of passengers. To encourage the promotion of XX payment methods. The two parts of revenue can be synthesized to obtain the "revenue" illustrated in Figure 9, and the specific revenue calculation method can be determined according to actual business needs. For example, for calculating the number of exposures per day, and combining the number of recommended payment methods in the total number of exposures to calculate the profit of the merchant, the merchant can view the profit daily through the interface of FIG. 9. The recommended payment method corresponds to the calculation method of profit: the unit price displayed by thousands of people X 50% X (total customer flow to the store/1000) X (number of recommended payment methods/total store passenger flow) X city weight coefficient = daily income. Before the merchant opens the advertising space, he can also use historical data to estimate the daily revenue of the merchant's open advertising space and display it to the merchant. For example, based on your historical passenger flow, if you open an advertising space, the estimated daily profit is XX yuan. A multimedia material pushing method in at least one embodiment of the present specification, wherein the multimedia material playback device can sense the number and characteristics of surrounding customer groups through sensors, and the multimedia material playback device can be networked to report the number and characteristics to the multimedia The material pushing equipment can dynamically deliver the corresponding multimedia material content according to this feature, so that the multimedia material delivery is more targeted, the multimedia material delivery accuracy and flexibility are higher, and the multimedia material delivery effect is maximized. For multimedia material providers, the effects of multimedia materials can be felt, and the passenger flow information and crowd characteristics during the delivery of multimedia materials can be known. In addition, for the owners of multimedia material playback equipment such as shops, they can get a certain multimedia material fee income according to the traffic of their own shops, which can realize the use and monetization of offline passenger flow; Go to the multimedia material playback equipment for display, the operation is more flexible. FIG. 11 is a schematic structural diagram of a multimedia material pushing device provided in at least one embodiment of the present specification. The device can be applied to a multimedia material pushing device in the cloud. As shown in FIG. 11, the device may include: an information receiving module 1101, a multimedia material determination module 1102, and a multimedia material pushing module 1103. The information receiving module 1101 is used to obtain the characteristics of the crowd based on the sensing information collected by the multimedia material playback device. The sensing information is collected by the multimedia material playback device from the crowd where the device is located; the multimedia material determination module 1102 is used In order to determine the target multimedia material to be played according to the characteristics of the crowd; a multimedia material pushing module 1103 is used to push the target multimedia material to the multimedia material playing device. In one example, the multimedia material determination module 1102 is specifically used to: query a pre-stored mapping relationship, the mapping relationship includes: crowd characteristics and corresponding multimedia materials; according to the mapping relationship, obtain the correspondence with the crowd characteristics The multimedia material as the target multimedia material. In one example, the multimedia material determination module 1102 is specifically used to: predict the predicted crowd characteristics in the next time period based on the crowd characteristics in the historical time period; query the pre-stored mapping relationship, which includes crowd characteristics With the corresponding multimedia material, the multimedia material corresponding to the predicted crowd characteristics is obtained as the target multimedia material. In an example, as shown in FIG. 12, the apparatus may further include: a binding processing module 1104, configured to receive a device binding request sent by a payment application, and the device binding request includes: the payment application The corresponding payment account ID and the device ID of the multimedia material playback device; establish the correspondence between the payment account ID and the device ID. In one example, the device may further include: a multimedia material receiving module 1105. A multimedia material receiving module 1105, configured to receive a multimedia material upload request sent by the payment application, the multimedia material upload request includes: the payment account ID, and uploading multimedia material content; the binding processing module 1104, which is also used to obtain the device ID corresponding to the payment account ID according to the corresponding relationship; the multimedia material pushing module 1103 is also used to push the uploaded multimedia to the multimedia material playback device corresponding to the device ID Material content. The following describes an application scenario of another delivery method according to an embodiment of the present invention with reference to FIG. 13. As shown in FIG. 13, the application scenarios of the embodiments of the present invention include billboards and cloud-based advertising servers. Among them, the billboard is equivalent to the above-mentioned advertisement playing device, and the advertisement server is equivalent to the above-mentioned advertisement pushing device. In this example, the billboard may be provided with hardware such as a player and a sensor, and the local system of the billboard is further provided with logical components such as a playback control module and a calculation module. In this example, the crowd characteristics can be collected and processed by the offline billboard, and the billboard can report the crowd characteristics to the advertising server. That is, the characteristics of the crowd may be that the billboard is sent to the advertisement server, or it may be obtained by the advertisement server according to the sensing information uploaded by the billboard. For example, the sensor of the billboard can send the sensor data to the calculation module of the local system, and the calculation module calculates the characteristics of the crowd (for example, gender, number of people, etc.) near the billboard based on the sensor data. After that, the billboard uploads the crowd characteristics to the advertisement server, and the advertisement server combines the preset delivery model and the big data described above to determine the advertisement that meets the flow of people within the preset range of the billboard according to the crowd characteristics. After determining the advertisement to be delivered, the advertising server delivers the advertisement and the advertisement playing strategy to the billboard. The advertisement control module of the local system of the billboard controls the player of the billboard to play the advertisement according to the playing strategy. It can be seen that in the application scenario of the embodiment of the present invention, the crowd characteristics of the people near the billboard can be obtained in real time by sensors, and the audience analysis can be performed based on the crowd characteristics in the cloud to determine the advertisements suitable for the people near the billboard and place them. As far as the billboard is concerned, the content of the billboard is more targeted, which improves the viewing performance of nearby people and achieves better advertising efficiency. FIG. 14 is a multimedia material playing method provided by an embodiment of the present invention. The method is executed by a multimedia material playing device; the multimedia material playing device is provided with a sensor. As shown in FIG. 14, the method may include: In step 1400, the sensor collects sensing information within a preset range of the multimedia material playback device by the sensor, and sends the sensing information to the multimedia material pushing device, so that The multimedia material pushing device obtains the crowd characteristics based on the sensing information; or, the sensor information is collected by the sensor and processed to obtain the crowd characteristics, and the crowd characteristics are sent to the multimedia material pushing device; in step 1402, the A target multimedia material delivered by the multimedia material pushing device, the target multimedia material is a multimedia material matched by the multimedia material pushing device according to the characteristics of the crowd; in step 1404, the target multimedia material is played. In addition, the multimedia playback device can associate the recorded multimedia material with the corresponding user information, and periodically upload the information of the associated record to the advertising service, so that the advertising server can focus on the multimedia playback device based on the information of the associated record Send or drop multimedia materials, so that multimedia playback equipment can cache and play multimedia materials with better efficiency, and disable and delete multimedia materials with poor efficiency. The device or module explained in the above embodiments may be realized by a computer chip or entity, or by a product with a certain function. A typical implementation device is a computer, and the specific form of the computer may be a personal computer, a notebook computer, a mobile phone, a camera phone, a smart phone, a personal digital assistant, a media player, a navigation device, an email sending and receiving device, and a game console , Tablet computers, wearable devices, or any combination of these devices. For the convenience of description, when describing the above device, the functions are divided into various modules and described separately. Of course, when implementing one or more embodiments of this specification, the functions of each module may be implemented in one or more software and/or hardware. The execution order of each step in the flow shown in the above figure is not limited to the order in the flowchart. In addition, the description of each step can be implemented in the form of software, hardware, or a combination thereof. For example, those skilled in the art can implement it in the form of software code, which can be a computer capable of implementing the logical functions corresponding to the steps Executable instructions. When it is implemented in software, the executable instructions can be stored in memory and executed by the processor in the device. For example, corresponding to the above method, one or more embodiments of this specification simultaneously provide a multimedia material pushing device. The device may include a processor, a memory, and computer instructions stored on the memory and executable on the processor. By executing the instructions, the processor is used to implement the following steps: Obtain crowd characteristics based on the sensing information collected by the multimedia material playback device, which is obtained by the multimedia material playback device from the crowd of the device's location Determining the target multimedia material to be played according to the characteristics of the crowd; pushing the target multimedia material to the multimedia material playback device. For example, corresponding to the above method, one or more embodiments of this specification simultaneously provide a multimedia material playback device. The device may include a processor, a memory, and computer instructions stored on the memory and executable on the processor. The processor is used to implement the following steps by executing instructions: The sensor collects the sensing information in the preset range of the multimedia material playback device through the sensor, and sends the sensing information to the multimedia material pushing device, Causing the multimedia material pushing device to obtain the crowd characteristics based on the sensing information; or, collecting the sensing information through the sensor and processing to obtain the crowd characteristics, and sending the crowd characteristics to the multimedia material pushing device; receiving the multimedia material pushing device The target multimedia material to be dropped, the target multimedia material is a multimedia material matched by the multimedia material pushing device according to the characteristics of the crowd; playing the target multimedia material. It should also be noted that the terms "include", "include" or any other variant thereof are intended to cover non-exclusive inclusion, so that a process, method, commodity or device that includes a series of elements includes not only those elements, but also includes Other elements not explicitly listed, or include elements inherent to this process, method, commodity, or equipment. Without more restrictions, the element defined by the sentence "include one..." does not exclude that there are other identical elements in the process, method, commodity, or equipment that includes the element. Those skilled in the art should understand that one or more embodiments of this specification may be provided as a method, system, or computer program product. Therefore, one or more embodiments of this specification may take the form of an entirely hardware embodiment, an entirely software embodiment, or an embodiment combining software and hardware aspects. Moreover, one or more embodiments of this specification can be implemented on one or more computer-usable storage media (including but not limited to disk storage, CD-ROM, optical storage, etc.) containing computer-usable program code In the form of computer program products. One or more embodiments of this specification may be described in the general context of computer-executable instructions executed by a computer, such as program modules. Generally, program modules include routines, programs, objects, components, data structures, etc. that perform specific tasks or implement specific abstract data types. One or more embodiments of this specification can also be practiced in distributed computing environments in which tasks are performed by remote processing devices connected via a communication network. In a distributed computing environment, program modules can be located in local and remote computer storage media including storage devices. The embodiments in this specification are described in a progressive manner. The same or similar parts between the embodiments can be referred to each other. Each embodiment focuses on the differences from other embodiments. In particular, for the embodiment of the data processing device, since it is basically similar to the method embodiment, the description is relatively simple, and the relevant part can be referred to the description of the method embodiment. The foregoing describes specific embodiments of the present specification. Other embodiments are within the scope of the attached patent application. In some cases, the actions or steps described in the scope of the patent application may be performed in a different order than in the embodiment and still achieve the desired result. In addition, the processes depicted in the drawings do not necessarily require the particular order shown or sequential order to achieve the desired results. In some embodiments, multitasking and parallel processing are also possible or may be advantageous. The above are only preferred embodiments of one or more embodiments of this specification, and are not intended to limit one or more embodiments of this specification. Anything within the spirit and principle of one or more embodiments of this specification, Any modifications, equivalent replacements, improvements, etc. made should be included within the scope of protection of one or more embodiments of this specification.
