WO2009009971A1

WO2009009971A1 - Method for playing advertisement, advertising system and associated devices

Info

Publication number: WO2009009971A1
Application number: PCT/CN2008/070803
Authority: WO
Inventors: Hanqiang Hu; Yang Zhao; Chong Gu
Original assignee: Huawei Technologies Co., Ltd.
Priority date: 2007-07-19
Filing date: 2008-04-25
Publication date: 2009-01-22
Also published as: CN101350729A

Abstract

A method for playing advertisement, an advertising system and associated devices are provided. The method comprises: playing the received media information, which contains the advertising information, by the user terminal; sending request for playing personal advertisement to the advertising server according to the personal advertisement parameters set by the user, when the presetting advertising triggering condition is satisfied based on the advertising information; playing the personal advertisement, which is corresponding to the user and received from the advertising server.

Description

Advertising playing method and advertising system and related equipment

This application claims priority to Chinese Patent Application No. 200710130436.2, entitled "Advertising Play Method and Advertising System and Related Equipment", filed on July 19, 2007, the entire contents of which are incorporated by reference. In this application.

Technical field

The present invention relates to the field of communications, and in particular, to an advertisement playing method, an advertising system, and related devices.

Background technique

With the development of network technology, operators are paying more and more attention to the development and popularization of mobile data services. The business model of advertising has changed, and Internet advertising and mobile advertising have shown a large growth trend.

Currently, content providers on the mobile network side have many audio and video media files (such as some movies, sports programs, entertainment programs, etc.) that can be provided to users for free viewing, but content providers usually use these audio and video media files in order to recover certain profits. Insert some ads, users need to watch these ads before they can continue to watch real media content.

An advertisement playing method in the prior art is:

The user downloads media information containing the advertisement information from the advertisement server;

When the user starts to view the media information, reaches the preset time or meets other preset conditions, triggers the playback of the advertisement information downloaded by the user, and the user local media player stops playing the media information, starts playing the local advertisement information, and sets the Allow users to perform fast forward operations;

The local media player continues to play media information when the advertisement information is played.

In the prior art, when the user downloads the media information, the advertisement information included in the media information is downloaded by default, and the advertisement information and the media information are stored together in the user locality, and the playback starts when the preset condition is reached, that is, the user cannot The advertisement information is selected according to personal preference, thus reducing the user experience.

Summary of the invention

Embodiments of the present invention provide an advertisement playing method, an advertising system, and related devices, which can improve user experience.

An advertisement playing method provided by an embodiment of the present invention includes: a user terminal playing the received media information, where the media information includes advertisement information; determining, according to the advertisement information, that the preset is satisfied When the trigger condition is triggered, the personalized advertisement play request is sent to the advertisement server according to the personalized advertisement parameter set by the user; and the personalized advertisement corresponding to the user received from the advertisement server is played.

Another advertisement playing method provided by the embodiment of the present invention includes: playing, by a user terminal, the received media information, where the media information includes advertisement information; and determining, according to the advertisement information, that the preset advertisement triggering condition is met, playing The advertisement information included in the media information; after the advertisement information is played, calculating the number of advertisement points according to the advertisement information; and reporting the number of advertisement points to the advertisement server.

Another advertisement playing method provided by the embodiment of the present invention includes: an advertisement server receiving an advertisement play request sent by a user terminal; and transmitting personalized advertisement information to the user terminal according to the advertisement play request.

The advertising system provided by the embodiment of the present invention includes: a user terminal, configured to communicate with an advertisement server; the user terminal, configured to play the received media information, and determine that the preset advertisement triggering condition is met, according to the user setting The personalized advertisement parameter sends a personalized advertisement play request to the advertisement server; the advertisement server is configured to receive an advertisement play request sent by the user terminal, and send a personalized to the user terminal according to the advertisement play request Advertising information.

The media playing unit provided by the embodiment of the present invention includes: an advertisement processing unit, configured to determine whether a preset advertisement triggering condition is met, and determine whether the user sets to receive the personalized advertisement when the preset advertisement triggering condition is met, when the user Setting a personalized advertisement play request when receiving the personalized advertisement; a media receiving unit, configured to receive the media information and the personalized advertisement information; and a media playing unit, configured to play the received media information and the personalized advertisement information.

Another media playing unit provided by the embodiment of the present invention includes: an advertisement determining unit, configured to determine whether a preset advertisement triggering condition is met; a receiving unit, configured to receive media information including advertisement information; and a playing unit, configured to be used The advertisement information included in the media information is played when the preset advertisement trigger condition is met; the point record reporting unit is configured to record the number of advertisement points and report the advertisement points when the advertisement is completed.

The advertisement client provided by the embodiment of the present invention includes: a request receiving unit, configured to receive a personalized advertisement play request sent by the media play unit; and a request report unit, configured to report the received personalized advertisement play request to the advertisement server; An advertisement receiving unit, configured to receive a personalized advertisement delivered by an advertisement server; and an advertisement playing unit, configured to play the received personalized advertisement.

The advertisement server provided by the embodiment of the present invention includes: a play request receiving unit, configured to receive a wide The advertisement advertisement request sent by the client is sent; the advertisement query unit is configured to query the corresponding personalized advertisement according to the personalized advertisement parameter; and the advertisement delivery unit is configured to deliver the queried personalized advertisement to the advertisement client.

The user terminal provided by the embodiment of the present invention includes: a media playing unit, configured to determine whether the preset advertisement triggering condition is met during the media information playing process, and if yes, send the personalized character to the advertising server according to the personalized advertising parameter set by the user. The advertisement client is configured to receive an advertisement play request sent by the media playing unit, forward the advertisement play request, receive the personalized advertisement information, and play the personalized advertisement information.

An embodiment of the present invention provides a computer readable storage medium recorded with a computer readable program, the program causing the computing unit to perform the following method: the user views the media information; determines whether the preset advertisement trigger condition is met, and if yes, detects the user Whether to set a personalized advertisement, if yes, send a personalized advertisement play request to the advertisement server; perform media negotiation with the advertisement server; and play a personalized advertisement corresponding to the user received from the advertisement server according to the negotiation result.

DRAWINGS

FIG. 1 is a flowchart of an embodiment of an advertisement playing method according to an embodiment of the present invention;

2 is a flowchart of another embodiment of an advertisement playing method according to an embodiment of the present invention;

3 is a schematic diagram of an embodiment of an advertisement system according to an embodiment of the present invention;

4 is a schematic diagram of an embodiment of a media playing unit according to an embodiment of the present invention;

FIG. 5 is a schematic diagram of another embodiment of a media playing unit according to an embodiment of the present invention; FIG.

6 is a schematic diagram of an embodiment of an advertisement client according to an embodiment of the present invention;

FIG. 7 is a schematic diagram of an embodiment of an advertisement server according to an embodiment of the present invention; FIG.

FIG. 8 is a schematic diagram of an embodiment of a user terminal according to an embodiment of the present invention.

detailed description

Referring to FIG. 1 , an embodiment of an advertisement playing method in an embodiment of the present invention includes: 101: A user acquires media information including advertisement information;

The user selects the media information that he or she likes and downloads the media information to the local. In order to recover part of the cost, the content provider of the media information will include advertising information in the media information, and the advertising information package In addition, the advertisement content, the advertisement server address, and the advertisement identifier may also include an advertisement policy. The advertisement information may also include an advertisement policy. It may be understood that the content carried in the advertisement information may be added according to actual needs, which is not limited herein.

102. The user views the media information;

The user terminal plays media information to the user.

103, determining whether the preset advertisement trigger condition is met, if yes, executing step 104, if not, executing step 102;

The specific judgment manners in this embodiment can be divided into two types:

First, the sequence play detection ads:

In this solution, the advertisement information is inserted into a fixed position in the media information, and when the media information is played to the location, the advertisement is started to be played. The specific detection of whether the location is reached is in the process of the user sequentially viewing the media information, and determining whether The advertisement identifier is detected, and if it is detected, it is judged that the preset advertisement trigger condition is satisfied, and the advertisement is started to be played;

Second, the advertising strategy to play ads:

In this solution, the advertisement information may not be inserted into a fixed location in the media information, but may be all placed at a specific location, such as the tail of the media information, but the scheme needs to add an advertisement policy to the media information for identifying how to The advertisement is played, which may include various advertisement playing strategies, such as when to play, which one to play, how long to play, and the like. In the embodiment, the following two cases are specifically taken as an example for explanation. The actual application can also use other ad playback strategies:

A. judging whether the time for playing the media information reaches the threshold according to the advertisement policy, and if so, determining that the preset advertisement trigger condition is satisfied;

For example, in the advertising policy, when the user plays the media information for 5 minutes (that is, the user starts playing the media information for 5 minutes, in which the user can fast forward and rewind the media information, etc.), The advertisement is triggered to be played, and the advertisement to be played may be any stipulated one, and the time may also be stipulated by itself.

B. Determine, according to the advertisement policy, whether the played media information reaches a preset program point, and if so, determine that the preset advertisement trigger condition is satisfied.

For example, in an advertising policy, when a program in a media message is played until the 5th minute or later, The advertisement is played, and the advertisement to be played can be any stipulated one, and the time can also be stipulated by itself.

It can be understood that the specific conditions for triggering the advertisement to be played can also be set according to the specific situation, which is not limited herein.

104. playing advertisement information;

After the preset condition for triggering the advertisement is satisfied, the advertisement information in the media information is played to the user, and the fast forward logo is set to be disabled during the playback process, that is, the user is prohibited from using the fast forward operation during the advertisement.

In this embodiment, setting the fast forward flag to disable can be used in two ways:

A. The fast forward button of the setting terminal is invalid during the advertisement playing, that is, the fast forward button of pressing the terminal during the advertisement playing is regarded as invalid;

B. The fast forward label in the program attribute of the set advertisement information is set to be disabled, that is, when the advertisement information carried in the media information is played, the fast forward operation is not allowed.

105. Calculate the number of advertising points;

When the ad play condition is stopped, the number of ad points is calculated.

In this embodiment, the advertisement playing condition is stopped for the advertisement to be completed. It can be understood that other stopping conditions can also be set, for example, the length of the playing advertisement reaches the preset threshold to stop the advertisement playing.

After stopping the ad playback, set the fast forward logo to be available.

In this embodiment, the number of advertisement points is related to the user operation. If the user views the advertisement, the impression point of the advertisement is calculated. If the user clicks on the advertisement, the click point of the advertisement is calculated. It can be understood that the user can also calculate other points according to the operation of the user. The number of points of the type, such as forwarding.

The calculated number of ad points can contain multiple types of points.

106. Report the number of advertising points.

The local media player unit needs to report the number of advertisement points to the advertisement server after calculating the number of advertisement points.

In this embodiment, the upper ^艮 can be used in two ways:

A. The local media playing unit directly reports the number of advertising points to the advertisement server;

B. The local media playing unit sends the advertising points to the advertising client, and the advertising client forwards the advertising points to the advertising server. In this embodiment, since the local media playing unit needs to report the number of advertisement points to the advertisement server, it is convenient for the advertisement server to measure the advertisement effect.

The process of playing the local advertisement is described in the foregoing embodiment. To further improve the flexibility of the advertisement and the user experience, the following describes a process for flexibly selecting the advertisement for playing: Referring to FIG. 2, in the embodiment of the present invention, Another embodiment of the advertisement playing method includes:

201. The user obtains media information including advertisement information.

The user selects the media information that he or she likes and downloads the media information to the local. In order to recover part of the cost, the content provider of the media information will include advertising information in the media information, and the advertisement information includes the advertisement content, the advertisement server address, and the advertisement identifier. In addition, the advertisement information may also include an advertisement strategy. It is to be understood that the content carried in the advertisement information may be added according to actual needs, and is not limited herein.

202. The user views the media information.

The user terminal plays media information to the user.

203, the local media playback unit determines whether the preset advertisement trigger condition is met according to the advertisement identifier, and if yes, step 204 is performed; if not, step 202 is performed;

The specific judgment methods in this embodiment are mainly divided into two types:

First, the sequence play detection ads:

Second, the advertising strategy to play ads:

A. Determine whether the time for playing the media information reaches the threshold according to the advertisement policy, and if so, Judging that the preset advertisement trigger condition is satisfied;

For example, in an advertisement policy, when a program in the media information is played until the 5th minute or later, the advertisement is triggered, and the advertisement to be played may be any prescribed one, and the time may be self-defined.

204, the user terminal determines whether the user sets to play the personalized advertisement, and if so, step 206 is performed, and if not, step 205 is performed;

The user terminal detects whether the local play identifier is a personalized advertisement, and if so, determines that the user settings request to view the personalized advertisement.

It can be understood that determining whether the user sets the personalized advertisement to be played can also be implemented in other manners, which is not limited herein.

205. Perform other processes;

If the user chooses not to play the personalized advertisement, other processes are performed, and the local advertisement information can be directly played as shown in the above embodiment.

The specific other processes can also be selected according to the actual situation, which is not limited herein.

206. Send a personalized advertisement play request;

If the user chooses to play the personalized advertisement, the user terminal sends a personalized advertisement play request to the advertisement server.

Before sending the personalized advertisement play request, the user terminal acquires its own capability parameter and preset advertisement duration information;

A personalized advertisement play request containing capability parameters and duration information is sent to the ad server. In this embodiment, the capability parameter may include an advertisement format, a code rate, a transmission protocol, and the like supported by the user terminal. In this embodiment, the personalized advertisement play request should also include information of the user requesting to play the personalized advertisement (which may include the user's identification information, such as the user's number and ID).

207. Conduct media consultation;

After receiving the personalized advertisement play request, the advertisement server performs media negotiation with the user terminal according to the capability parameters contained therein. The specific media negotiation process is prior art and will not be described again.

After the negotiation, the user terminal stops the local advertisement playing.

208. Query and issue a corresponding personalized advertisement;

The advertisement server queries the user profile stored in the user profile storage unit to query the personalized advertisement parameter corresponding to the user according to the user information in the received personalized advertisement play request. In this embodiment, the specific parameter may be an advertisement that the user likes. Category, form and style.

In this embodiment, the user can set personal preferences directly to the media information provider when the advertisement service is handled.

After querying the personalized advertising parameters, an advertisement in the ad storage unit that satisfies the personalized advertising parameters is queried.

After selecting the personalized advertisement, according to the negotiation result of media negotiation with the user terminal, the personalized advertisement is transmitted online to the user terminal by using the corresponding transmission protocol.

209. Playing a personalized advertisement;

The user terminal receives the personalized advertisement and plays the personalized advertisement to the user. When the event of the advertisement is up to the preset duration, the playback of the personalized advertisement is stopped, and the media information viewed by the user is continued to be played.

210. Calculate advertising points;

When the ad play condition is stopped, the number of ad points is calculated.

After stopping the ad playback, set the fast forward logo to be available.

In this embodiment, the number of advertisement points is related to the user operation. If the user views the advertisement, the impression point of the advertisement is calculated. If the user clicks on the advertisement, the click point of the advertisement is calculated. It can be understood that the user can also calculate other points according to the operation of the user. The number of points of the type, such as forwarding. The calculated number of ad points can contain multiple types of points.

211. Report the number of advertising points.

After the user terminal calculates the number of advertisement points, the number of advertisement points needs to be reported to the advertisement server for storage. In this embodiment, since the user can receive the personalized advertisement by setting to receive the personalized advertisement that meets the user requirement for the advertisement server, the user can play different personalized advertisements according to different requirements of the user, thereby improving the user experience. ;

In addition, since the user terminal needs to report the number of advertisement points to the advertisement server, it is convenient for the advertisement server to measure the advertisement effect.

In the above embodiment, the media information may be carried by a MIME (Multipurpose Internet Mail Extensions) structure. The specific MIME structure includes two parts: an advertisement part and a non-advertisement part, if an advertisement is required to be played according to a play policy. , you need to add an advertising strategy part in the MIME structure to store the advertising play strategy.

The advertisement part includes: an advertisement MIME header, an advertisement media header, and an advertisement media content;

The non-advertising sections include: non-advertising MIME headers, non-advertising media headers, and non-advertising media content;

The advertisement identifier and the advertisement server address may be stored in the advertisement MIME header.

In this embodiment, the advertisement policy part can be stored as a MIME TEXT type entity in the MIME structure for storing the advertisement playing policy.

The user terminal in this embodiment may be a media playing unit, or may be an advertisement client, or a network element combined with a media playing unit and an advertising client, that is, in the foregoing embodiment, the media playing unit may be used by the media playing unit. Sending a personalized advertisement play request, or the media play unit may send a personalized advertisement play request to the advertisement client, after which the advertisement client sends the personalized advertisement play request to the advertisement server, and other processes related to the user terminal may follow A similar way to achieve.

The following describes the device in the embodiment of the present invention. Referring to FIG. 3, an embodiment of the advertising system in the embodiment of the present invention includes:

The user terminal 301 is configured to play the received media information, determine whether the preset advertisement trigger condition is met, and if yes, send a personalized advertisement play request to the advertisement server according to the personalized advertisement parameter set by the user; The advertisement server 302 is configured to receive an advertisement play request sent by the user terminal, and send the personalized advertisement information to the user terminal according to the advertisement play request.

The user terminal 301 includes:

The media playing unit 3011 is configured to determine whether the preset advertisement triggering condition is met during the playing of the media information, and send the personalized advertisement playing request to the advertisement server according to the personalized advertising parameter set by the user;

The advertisement client 3012 is configured to receive an advertisement play request sent by the media playing unit, forward the advertisement play request, receive the personalized advertisement information, and play the personalized advertisement information.

Referring to FIG. 4, an embodiment of the media playing unit in the embodiment of the present invention includes: an advertisement processing unit 401, configured to determine whether a preset advertisement trigger condition is met, and when the preset advertisement trigger condition is met, determine whether the user sets Receiving a personalized advertisement, when the user sets to receive the personalized advertisement, sending a personalized advertisement play request;

The media receiving unit 402 is configured to receive media information and personalized advertising information.

The media playing unit 403 is configured to play the received media information and the personalized advertising information; the fast forward control unit 405 is configured to set the fast forward identifier to be disabled when the advertisement information is played; the point number reporting unit 404 is configured to be used as an advertisement The number of advertisement points is recorded and the number of advertisement points is reported when the playback is completed.

Referring to FIG. 5, another embodiment of the media playing unit in the embodiment of the present invention includes: an advertisement determining unit 501, configured to determine whether a preset advertisement triggering condition is met;

The receiving unit 504 is configured to receive media information that includes advertisement information.

The playing unit 502 is configured to: when the preset advertisement triggering condition is met, play the advertisement information included in the media information;

The point record reporting unit 503 is configured to record the number of advertisement points and report the number of advertisement points when the advertisement is completed.

Referring to FIG. 6, an embodiment of an advertisement client in an embodiment of the present invention includes:

The request receiving unit 601 is configured to receive a personalized advertisement play request sent by the media play unit, and the request report unit 602 is configured to report the received personalized advertisement play request to the advertisement server;

The advertisement receiving unit 603 is configured to receive a personalized advertisement delivered by the advertisement server; The advertisement playing unit 604 is configured to play the received personalized advertisement;

The point reporting unit 605 is configured to record the number of advertisement points and report to the advertisement server after the personalized advertisement is played.

Referring to FIG. 7, an embodiment of an advertisement server in an embodiment of the present invention includes:

a play request receiving unit 701, configured to receive a personalized advertisement play request sent by the advertisement client;

The advertisement query unit 702 is configured to query the corresponding personalized advertisement according to the personalized advertisement parameter; the advertisement delivery unit 703 is configured to deliver the queried personalized advertisement to the advertisement client; and the user profile storage unit 704 is configured to Receiving, by the user information in the personalized advertisement play request, the personalized advertisement parameter corresponding to the user;

An advertisement storage unit 705, configured to store a personalized advertisement;

The point number recording unit 706 is configured to record the number of advertisement points reported by the advertisement client.

Referring to FIG. 8, the embodiment of the user terminal in the embodiment of the present invention includes:

The media playing unit 801 is configured to determine whether the preset advertisement triggering condition is met during the playing of the media information, and send the personalized advertising play request to the advertisement server according to the personalized advertising parameter set by the user;

The advertisement client 802 is configured to receive an advertisement play request sent by the media playing unit 801, forward the advertisement play request, receive the personalized advertisement information, and play the personalized advertisement information.

It will be understood by those skilled in the art that all or part of the steps of implementing the foregoing embodiments may be performed by a program to instruct related hardware, and the program may be stored in a computer readable storage medium. The method includes the following steps: the user views the media information; determines whether the preset advertisement trigger condition is met, and if yes, detects whether the user sets the personalized advertisement, and if yes, sends the personalized advertisement play request to the advertisement server; and performs with the advertisement server Media negotiation; playing a personalized advertisement corresponding to the user received from the advertisement server according to the negotiation result.

The above-mentioned storage medium may be a read only memory, a magnetic disk or an optical disk or the like.

As can be seen from the above, in the embodiment of the present invention, the user can receive the personalized advertisement by setting the advertisement to request the advertisement server to play the personalized advertisement that meets the user requirement, so that the user can be played differently according to different requirements of the user. The advertisement further improves the user experience, and at the same time, in the embodiment of the present invention, after the advertisement is played, the advertisement point is reported to the advertisement server, so it is beneficial to the advertisement. The server is advertised for the collection of advertising points and the effectiveness of advertising.

The above describes an advertisement playing method, an advertising system, and related equipment provided by the present invention. For those skilled in the art, according to the idea of the embodiment of the present invention, the specific implementation manner and the application range may be changed. In the above, the contents of the specification are not to be construed as limiting the invention.

Claims

Rights request

A method for playing an advertisement, characterized in that it comprises:

The user terminal plays the received media information, and the media information includes the advertisement information. When determining, according to the advertisement information, that the preset advertisement trigger condition is met, the personalized advertisement function is sent to the advertisement server according to the personalized advertisement parameter set by the user. Request

A personalized advertisement corresponding to the user received from the advertisement server is played.

2. The advertisement playing method according to claim 1, wherein

The advertisement information includes an advertisement content, an advertisement server address, and an advertisement identifier, and the determining the step of satisfying the preset advertisement triggering condition includes:

In the process of playing the media information by the user terminal, determining whether the advertisement identifier is detected, and if detected, determining that the preset advertisement trigger condition is satisfied;

Or

The advertisement information includes an advertisement content, an advertisement server address, an advertisement identifier, and an advertisement policy, and the determining the step of satisfying the preset advertisement triggering condition includes:

According to the advertisement policy, it is judged whether the current state satisfies the condition preset in the advertisement policy, and if it is satisfied, it is judged that the preset advertisement trigger condition is satisfied.

The method for playing an advertisement according to claim 2, wherein the step of determining, according to the advertisement policy, whether the current state satisfies a condition preset in the advertisement policy comprises:

Determining whether the time for playing the media information reaches the threshold according to the advertisement policy, and if so, determining that the preset advertisement trigger condition is satisfied;

Or

According to the advertisement policy, it is judged whether the playing media information reaches the preset program point, and if it is reached, it is judged that the preset advertisement triggering condition is satisfied.

The advertisement playing method according to claim 2 or 3, wherein the step of transmitting the personalized advertisement playing request to the advertisement server comprises:

Obtain self-capability parameters and advertisement duration information;

A personalized advertisement play request including the duration information and the capability parameter is transmitted to the advertisement server according to the advertisement server address in the advertisement information.

The advertisement playing method according to claim 4, wherein the playing is from the The step of receiving the personalized advertisement corresponding to the user by the advertisement server includes: the user terminal performs media negotiation with the advertisement server according to the capability parameter.

The advertisement playing method according to claim 5, wherein the user terminal performs media negotiation with the advertisement server according to the capability parameter, including:

The advertisement server queries the corresponding user information according to the received personalized advertisement play request; and locally queries the personalized advertisement parameter corresponding to the user according to the user information;

A personalized advertisement that satisfies the personalized advertising parameters is selected from the ad database.

The advertisement playing method according to claim 6, wherein the step of playing the personalized advertisement corresponding to the user received from the advertisement server comprises:

Set the local fast forward logo to disabled;

The personalized advertisement of the corresponding duration is played according to the duration information.

The advertisement playing method according to claim 1, wherein the step of playing the personalized advertisement corresponding to the user received from the advertisement server comprises:

Calculate the number of ad spots based on the personalized ad played;

The number of advertisement points is reported to the advertisement server.

9. An advertisement playing method, characterized in that:

The user terminal plays the received media information, where the media information includes advertisement information; and when it is determined that the preset advertisement trigger condition is met according to the advertisement information, the advertisement information included in the media information is played;

After the advertisement information is played, calculating the number of advertisement points according to the advertisement information;

The number of advertisement points is reported to the advertisement server.

10. The advertisement playing method according to claim 9, wherein:

In the process of sequentially playing the media information by the user terminal, determining whether the advertisement identifier is detected, and if it is detected, determining that the preset advertisement trigger condition is satisfied;

Or

The advertisement information includes an advertisement content, an advertisement server address, an advertisement identifier, and an advertisement policy, and the determining the step of satisfying the preset advertisement triggering condition includes: Determining, according to the advertisement policy, whether the current state satisfies the condition preset in the advertisement policy, and if yes, determining that the preset advertisement trigger condition is satisfied.

The advertisement playing method according to claim 10, wherein the step of determining, according to the advertising policy, whether the current state satisfies a condition preset in the advertising policy comprises:

Or

The advertisement playing method according to claim 10 or 11, wherein the step of playing the advertisement information included in the media information comprises:

Set the local fast forward logo to disabled;

Play advertising information.

13. An advertisement playing method, characterized in that:

The advertisement server receives an advertisement play request sent by the user terminal;

And delivering personalized advertisement information to the user terminal according to the advertisement play request.

14. The advertisement playing method according to claim 13, wherein:

The advertisement play request is a personalized advertisement play request including duration information and capability parameters.

The advertisement playing method according to claim 14, wherein the step of the advertisement server delivering the personalized advertisement information to the user terminal according to the advertisement play request comprises:

The advertisement server queries the corresponding user information according to the received personalized advertisement play request; the localized advertisement parameter corresponding to the user is locally queried according to the user information; and the personalized advertisement is selected from the advertisement database. Personalized ads for parameters.

The advertisement playing method according to claim 13, 14 or 15, wherein the step of delivering the personalized advertisement information to the user terminal according to the advertisement play request comprises: receiving the report reported by the user terminal The number of ad points calculated based on the personalized ad played.

17. An advertising system, comprising:

a user terminal, operable to communicate with an advertisement server; The user terminal, configured to play the received media information, and determine that the preset advertisement triggering condition is met, send a personalized advertisement play request to the advertisement server according to the personalized advertisement parameter set by the user;

The advertisement server is configured to receive an advertisement play request sent by the user terminal, and send personalized advertisement information to the user terminal according to the advertisement play request.

The advertising system according to claim 17, wherein the user terminal comprises: a media playing unit, configured to determine whether the preset advertisement triggering condition is met during the playing of the media information, and if yes, according to the user The personalized advertising parameters are set to send a personalized advertisement play request to the advertisement server;

The advertisement client is configured to receive an advertisement play request sent by the media playing unit, forward the advertisement play request, receive personalized advertisement information, and play the personalized advertisement information.

19. A media playing unit, comprising:

The advertisement processing unit is configured to determine whether the preset advertisement trigger condition is met, and when the preset advertisement trigger condition is met, determine whether the user sets to receive the personalized advertisement, and when the user sets to receive the personalized advertisement, send the personalized advertisement play request. ;

a media receiving unit, configured to receive media information and personalized advertising information;

The media playing unit is configured to play the received media information and the personalized advertising information.

The media playing unit according to claim 19, further comprising: a fast forward control unit, configured to set the fast forward flag to be disabled when the advertisement information is played;

The point record reporting unit is configured to record the number of advertisement points and report the number of advertisement points when the advertisement is completed.

21. A media playing unit, comprising:

An advertisement judging unit, configured to determine whether the preset advertisement triggering condition is met;

a receiving unit, configured to receive media information including advertisement information;

a playing unit, configured to play the advertisement information included in the media information when the preset advertisement triggering condition is met;

22. An advertising client, comprising: a request receiving unit, configured to receive a personalized advertisement play request sent by the media play unit; a request report unit, configured to report the received personalized advertisement play request to the advertisement server; and an advertisement receiving unit, configured to receive the advertisement server Personalized advertising;

An advertisement playing unit, configured to play the received personalized advertisement.

The advertisement client according to claim 22, further comprising: a point reporting unit, configured to record the number of advertisement points and report the number of advertisement points to the advertisement server after the personalized advertisement is completed.

24. An advertisement server, comprising:

a play request receiving unit, configured to receive a personalized advertisement play request sent by the advertisement client; an advertisement query unit, configured to query a corresponding personalized advertisement according to the personalized advertisement parameter; and an advertisement delivery unit, configured to personalize the query The ad is delivered to the advertiser.

The advertisement server according to claim 24, further comprising: a user profile storage unit, configured to query the personalized advertisement parameter corresponding to the user according to the user information in the received personalized advertisement play request;

An advertisement storage unit for storing personalized advertisements;

A point record unit for recording the number of advertisement points reported by the advertiser.

26. A user terminal, comprising:

The media playing unit is configured to determine whether the preset advertisement triggering condition is met during the playing of the media information, and if yes, send the personalized advertising play request to the advertisement server according to the personalized advertising parameter set by the user;

27. A computer readable storage medium having recorded thereon a computer readable program, the program causing a computing unit to perform a method of:

The user views the media information;

Determining whether the preset advertisement trigger condition is met, and if yes, detecting whether the user sets to view the personalized advertisement, and if yes, sending the personalized advertisement play request to the advertisement server;

Media negotiation with the ad server;

Playing the personalization corresponding to the user received from the advertisement server according to the negotiation result Advertising.