WO2010020183A1

WO2010020183A1 - Method and device of transmission and play of advertisement programs

Info

Publication number: WO2010020183A1
Application number: PCT/CN2009/073357
Authority: WO
Inventors: 何代义; 刘健; 蒋勇
Original assignee: 华为技术有限公司
Priority date: 2008-08-22
Filing date: 2009-08-19
Publication date: 2010-02-25
Also published as: CN101656755B; CN101656755A

Abstract

A method and device of transmission and play of advertisement programs are disclosed in the present invention. The method mainly includes that: the content of an advertisement program and a play list of advertisement service with XML (Extensible Markup Language) format are sent to a user terminal, and the user terminal receives the play list of advertisement service with XML format and the content of the advertisement program sent by a server and controls the play of the advertisement program based on the play list of advertisement service with XML format. In the embodiments of the present invention, a relatively integrated description is provided for the information included in a play list of an advertisement program by using XML format for describing the play list of the advertisement program. Accordingly, the extension capability and the universality of the play list of the advertisement program are improved and the adaptability of advertisement insertion scheme is enhanced.

Description

Method and device for transmitting and playing advertisement programs

The present application claims the priority of the Chinese application filed on Aug. 22, 2008, the number of which is hereby incorporated by reference in its entirety, the entire disclosure of the entire disclosure of in. Technical field

The present invention relates to the field of multimedia technologies, and in particular, to a method and apparatus for transmitting and playing an advertisement program. Background of the invention

With the maturity of various broadband technologies, digital audio and video services based on IP networks, 3G (The Third Generation Mobile Telecommunication) networks, and interactive DVB (Digital Video Broadcast) networks A great development has been made, and the number of users of digital audio and video services is gradually surpassing the traditional narrowband telecommunication services. Due to the low-cost replication capability of digital signals and near real-time delivery speeds, telecommunication networks capable of delivering digital audio and video services have superior advertising content transmission channels and production costs than conventional flat media.

With the development of IPTV (IP TV, Internet Protocol Television), MTV (Mobile TV) and DTV (Digital Television), the advertising market for digital audio and video services is gradually maturing. The digital audio and video services provide more and more types of advertisements, and put forward higher requirements for the description and control of the advertisement content. In addition, the format of the advertisement content description and the openness of the transmission protocol are also required. .

One method in the prior art for implementing an advertisement insertion in a digital audio and video service is to use an advertisement insertion system to implement an advertisement insertion. The advertisement insertion system mainly includes: an editing server, a policy server, a broadcast server, and a core database. The specific application scenario of the advertisement insertion system in the digital video service is shown in FIG. 1 .

In the above advertisement insertion system, the editing server is responsible for receiving the content of the advertisement video, performing editing and cataloging processing, and obtaining an advertisement program playlist described by SMIL (SMIL Synchronized Multimedia Intergration Language) language, and playing the advertisement program. The list is saved to the core database. The policy server calculates an advertisement playout policy according to various playout parameters, and the advertisement playout policy can be used to select the advertisement content that needs to be broadcasted. The broadcast server selects the advertisement program to be played from the advertisement program play list saved by the core database according to the advertisement playout strategy calculated by the policy server, and obtains the corresponding advertisement content, and sends the advertisement content to various on-demand and live broadcasts. Wait for the system to play out. SUMMARY OF THE INVENTION Embodiments of the present invention provide a method and apparatus for transmitting and playing an advertisement program to solve the drawbacks in terms of scalability and versatility of an advertisement program playlist described by SMIL.

The object of the invention is achieved by the following technical solutions:

A method for transmitting advertisement programs, including:

The content of the advertisement program and the advertisement service playlist in the XML format of the extensible markup language are sent to the user terminal, and the advertisement service playlist is used for playing control of the advertisement program by the user terminal.

A method for playing an advertisement program, comprising:

The user terminal receives the advertisement service playlist and the content of the advertisement program in an XML format sent by the server; and the user terminal performs playback control on the advertisement program according to the advertisement service playlist in the XML format.

A device for transmitting advertisement programs, comprising:

An advertisement service playlist construction module, configured to construct an advertisement service playlist in an XML format, where the advertisement service playlist is used for playing control of the advertisement program by the user terminal;

The advertisement service playlist sending module is configured to send the content of the advertisement program and the advertisement service playlist in an XML format constructed by the advertisement service playlist construction module to the user terminal.

A device for playing an advertisement program, comprising:

An advertisement receiving module, configured to receive an advertisement service playlist and an advertisement program content in an XML format sent by a server;

The advertisement program playing module is configured to perform playback control on the advertisement program received by the advertisement receiving module according to the advertisement service play list in the XML format received by the advertisement receiving module.

It can be seen from the technical solutions provided by the foregoing embodiments of the present invention that the embodiment of the present invention describes an advertisement program playlist by using an XML format, thereby improving the expansion capability and versatility of the advertisement program playlist, and enhancing the advertisement insertion scheme. Adaptability. BRIEF DESCRIPTION OF THE DRAWINGS

1 is a schematic diagram of a specific application scenario of an advertisement insertion system in a digital video service in the prior art; FIG. 2 is a flowchart of processing an advertisement playback method according to an embodiment of the present invention;

FIG. 3 is a schematic structural diagram of an advertisement program playlist described in an XML language according to an embodiment of the present invention; FIG. 4 is a flowchart of a process for a user terminal to perform corresponding processing on a received advertisement content according to an advertisement program playlist according to an embodiment of the present invention; Figure FIG. 5 is a schematic structural diagram of an apparatus for transmitting an advertisement program according to an embodiment of the present invention; FIG. 6 is a schematic structural diagram of an apparatus for playing an advertisement program according to an embodiment of the present invention; For example, a specific implementation structure diagram of an advertisement program playing module in an apparatus for playing an advertisement program is provided. Mode for carrying out the invention

In the process of implementing the present invention, the inventors have found that at least the following problems exist in the prior art method for implementing advertisement insertion in a digital video service:

The above-mentioned advertisement playlist is saved and transmitted in the SMIL format, which is specific, has poor versatility, and is difficult to expand. Using the advertisement playlist described by SMIL, the insertion point of the advertisement during playback can only be defined based on the time policy, which limits the flexibility of the advertisement playout policy customization.

In the embodiment of the present invention, the server sends an advertisement service playlist in an XML (Extensible Markup Language) format to the user terminal, and an advertisement program content, where the advertisement service playlist is used by the user terminal to the advertisement program. Play control.

XML is a language for creating markups that provides a common framework for portraying information to make information processing more uniform. XML allows developers to write their own DTD (Document Type Definition) to achieve a description of different kinds of information, with good scalability.

The user terminal plays the received commercial content according to the type of the service currently being played and the received playlist of the XML format.

Further, the playing control of the advertisement program includes controlling at least one of content, insertion timing, insertion mode, broadcast range, and charging mode of the advertisement program.

Further, the advertisement service playlist includes: a plurality of advertisement programs, each advertisement program includes: advertisement program basic information, interstitial attributes, play parameters, orientation information, and billing information.

Further, the advertisement program basic information includes: a advertisement program ID, a advertisement program type, and the advertisement program type includes: audio, video, picture, text, and applet. The play parameters of the commercial program differ according to the type of the commercial program, and the interstitial attributes of the commercial program differ according to the type of service that carries the commercial program. In order to facilitate the understanding of the embodiments of the present invention, the embodiments of the present invention are not to be construed as limited. The embodiment of the present invention still uses the above-mentioned editing server, the policy server, the broadcast server, and the core database to form an advertisement insertion system. The processing flow of an advertisement playing method provided by the embodiment of the present invention is as shown in FIG. 2, and includes the following processing steps:

Step 21: The policy server sends the advertisement playlist in XML format to the broadcast server. The editing server edits and catalogs the content of the received advertisement video according to the XML format, obtains an advertisement program playlist described in the XML language, and saves the advertisement program playlist to the core database.

The structure diagram of the above-mentioned advertisement program playlist described in the XML language is shown in FIG. As can be seen from Fig. 3, an advertisement program playlist contains a plurality of advertisement programs, and one advertisement program must include: basic information of the advertisement program, the insertion attribute information, and the play parameter information. Each advertisement program may also include: advertisement orientation information, billing related information.

The basic information of the advertisement program in the above advertisement program, the insertion attribute information, the play parameter information and the billing related information are only one set, and the advertisement orientation information may have multiple groups.

The definition of the composition information of each commercial is as follows. 1. Basic information of advertising programs

The attributes are defined as follows:

2, the insertion properties According to the type of service that carries the advertisement program, the insertion properties of the advertisement program are also different, which are respectively listed as follows: Fiber description Video type bearer service insertion method Value range: After truncating the video, inserting the video, superimposing on the video screen, inserting the time point advertisement The time point of insertion, the time period during which the insertion mode is the value of "cut-off video after insertion", and the effective window size of the insertion window when the insertion mode value is "superimposed on the video screen". When the insertion mode value is "superimposed on the video screen", the effective window position is inserted at the position of the screen on the screen, and the value of the insertion method is

The value of the effective audio class bearer service insertion method when "superimposed on the video screen" includes: truncating the audio after the insertion, audio playback, and playing the insertion time point of the insertion point of the advertisement insertion, and the insertion mode takes the value of "intercepting the audio after the insertion" The time period during which the advertisement starts and ends the time of the advertisement, the size of the effective window size insertion window when the insertion mode value is "playing while playing audio", and the effective window position insertion when the insertion mode value is "playing while playing audio" The position of the window at the screen, the value of the insertion method is

Valid when "playing while playing audio"

The value of the EPG class bearer service display method includes: overlay window display, full page display The size of the window size superimposes the window. When the display mode value is "overlay window display", the effective window position superimposes the position of the window on the screen, and the value of the display mode is

Valid when displaying "Overlay Window Display" Values include: Transparent, Overlay, Transparent means no overlay background, Overlay means no background image is displayed in the ad display area. Valid when the display mode value is "Overlay Window Display". The page link is used for the link of the advertisement display page. The value of the display method is

Valid when "full page display"

3. The play attribute of the play attribute advertisement program is its play parameter, which is different according to the type of the advertisement program. The following table lists the play parameter definitions of various types of advertisement programs: Fiber Description Audio Type Program Play Parameter Audio File Address Audio File Address Bit Rate Audio Bit Rate (kb/s) Encoding Format Audio File Encoding Format Transport Format The encoded format in the audio file transport stream. The playback effect limit indicates restrictions on playback effects such as fast forward, rewind, pause, and play. For example, the limit does not support fast forward. Length of time Audio playback duration (seconds) The number of broadcast times is an integer value, indicating the number of consecutive broadcasts of the advertisement. If the value of the attribute is used, it means that the code of the address rate video of the video file of the video type program video file address is cyclically broadcasted. Rate (kb/s) Encoding format video file encoding format transmission format video file transport stream encapsulation format resolution video file resolution playback trick limit indicates restrictions on playback tricks such as fast forward, rewind, pause, play, etc. For example, the limit does not support fast forward. Playback duration Video file playback time (seconds) The number of broadcast times is an integer value, indicating the number of consecutive broadcasts of the advertisement. If the value of the attribute is a value, it means that the content type of the text type display parameter is displayed in a loop. The length of time the text is displayed (in seconds). The number of times the number of presentations is an integer value, indicating the number of consecutive broadcasts of the ad. If the value of the attribute is a value, it means looping out.

Color, font, size; length of text; language

Font information

Values include: still, scrolling from right to left, scrolling from left to right, display style

Scroll from top to bottom and from bottom to top. Picture type program playback parameter picture file address picture address size size picture original size resolution picture resolution picture format picture file format picture file size picture file number of bytes (KB) single display time picture display time (seconds) The number of times the number of presentations represents the number of consecutive broadcasts of the ad. If the value of the attribute is a value, it means looping out. Applet Type Program Playback Parameters Application Name Application Name File Address Application Execution File Address Application Bytes Bytes of Application File (KB) Single Duration Application Execution Time (Second) Execution Times Integer A value indicating the number of consecutive broadcasts of the ad. If the value of the attribute is a value, it means looping out.

4. Directional information Directional information for advertising programs. An advertising program can have multiple orientation information. The attributes are defined as follows: Fiber Description Target area of the delivery period of the delivery period and the target area of the delivery of the target area delivery target audience segment expression ad demographic Boolean expression, conditions may include the user's gender, type, age range, Occupation, revenue, and other attributes to target target customer group advertising audience ID list

5. The billing related information attributes are defined as follows: Fibre describes the payment method of the payment method advertisement, and the value includes: free, charge, and refund rate. The advertisement rate of each advertisement program described above is described by XML. When the advertisement insertion needs to be performed on the user terminal, the policy server acquires the advertisement program playlist in the core database, and sends the advertisement program playlist to the broadcast server. Step 22: The broadcast server sends the advertisement program playlist to the user terminal, and plays according to the advertisement program. The list is prepared and broadcasted accordingly. After receiving the advertisement program playlist sent by the policy server, the broadcast server obtains information about the advertisement program content asset file from the advertisement program playlist, and prepares the advertisement content. The broadcast server also transmits information related to the user terminal control in the above-mentioned advertisement program playlist or advertisement program playlist to the user terminal. Step 23: The broadcast server sends the advertisement content to the user terminal, and the user terminal performs processing such as playing the received advertisement content according to the advertisement program playlist. The broadcast server sends the corresponding advertisement content to the user terminal according to the related information of the advertisement program content asset file acquired above, and the user terminal receives the advertisement content. Then, the user terminal performs corresponding processing on the received advertisement content according to the information related to the user terminal control in the advertisement program playlist or the advertisement program playlist sent by the broadcast server, and realizes the advertisement content on the user terminal. Play. As shown in FIG. 4, the process of the user terminal performing corresponding processing on the received advertisement content according to the advertisement program playlist includes the following processing steps: Step 41: Acquire a service type that carries the advertisement content according to the service currently being played. The service type carrying the received advertisement content is obtained according to the service currently being played on the user terminal. If the video is being played on the user terminal, the service type of the received advertisement content is a video service; if the audio is being played on the user terminal, the service type of the received advertisement content is an audio service; The terminal is in the EPG text interface, and the service type that carries the received advertisement content is an EPG service. Step 42: Filter the advertisement playlist according to the type of service carrying the advertisement content. Traversing each advertisement program in the advertisement playlist, determining whether the type of the service carried by the advertisement program is consistent with the service type of the acquired advertisement content according to the basic information of the advertisement program, and if not, the advertisement program is not processed; If consistent, the commercial needs to be processed. Through the above filtering process, a playlist playlist that can be played on the service currently being played by the user terminal is obtained. Step 43: Perform further filtering on the advertisement playlist according to the orientation information of the advertisement program. The advertisement program playlist that can be played on the service currently being played by the user terminal is further filtered according to the orientation information of the advertisement program, and the advertisement program playlist that can be delivered to the current terminal is obtained, and the specific filtering process is as follows: traversing the user Each advertisement program in the playlist playlist that can be played on the service currently being played by the terminal, if the value of the "delivery period" attribute in the orientation information of an advertisement program exists, according to the value of the "delivery period" attribute value, It is judged whether the advertisement program is allowed to be served in the current time period, and if not allowed, the advertisement program is not processed; otherwise, the subsequent filtering step is continued. If the value of the "target area to be served" attribute in the orientation information of the advertisement program exists, it is determined whether the area where the current user is located is included in the delivery target area according to the attribute value of the "target area to be served", and if not, the The commercial is not processed; otherwise, the subsequent filtering steps are continued. If the value of the "delivery target customer group expression" attribute exists in the orientation information of the above advertisement program, the delivery target customer group expression is executed according to the current user information, and the result of the delivery target customer group expression operation (boolean value) is obtained. If the result is "false", it means that the current user is not included in the target customer group of the advertisement, and the advertisement program is not processed; if the result is "true", it means that the current user is included in the target customer group, and the subsequent operation is continued. Filtering steps. If the "target customer group" attribute value in the orientation information of the advertisement program exists (user ID list), according to the "target customer group" attribute value, it is determined whether the current user ID is included in the target customer group, if not, The advertisement is not processed; otherwise, the advertisement passes the filtering according to the orientation information. Through the above filtering process according to the orientation information of the advertisement program, an advertisement program playlist that can be delivered to the current user terminal is acquired.

Step 44: Process the insertion of each advertisement program in turn according to the insertion property of the advertisement program. Based on the above-mentioned advertisement program playlist that can be placed on the current user terminal, the insertion of each advertisement program in the advertisement program playlist is sequentially processed. Since the interstitial attributes of the commercial program are different for different bearer services, the classification process is as follows:

(1) If the service type carrying the advertisement content is a video type service, the following processing is performed according to the "insert mode" in the insertion attribute:

A, if the "insert mode" attribute is "cut off video after insert" mode, then according to the "insert time point" genus Set the ad insertion task (can be done by timer). When the advertisement insertion task is triggered to execute, the video currently being broadcasted is paused first, then the advertisement program is played, and after the advertisement program is broadcasted, the paused video is continued to be played.

B. If the "insert mode" attribute is "superimposed on the video screen" mode, the ad insertion task is set according to the "start and end time" attribute (can be completed by a timer). When the advertisement insertion task is triggered to execute, a display window is created according to "start and end time", "window size" and "window position" in the advertisement insertion property, and the advertisement program is played in the display window. Close the show window after playback ends.

(2) If the service type carrying the advertisement content is the audio class bearer service, perform the following processing according to the "insert mode" in the insertion property:

A. If the "Insert Mode" property is "Trip Audio After Interpolation" mode, the ad insertion task is set according to the "Insert Time Point" property (which can be done by a timer). When the advertisement insertion task is triggered to execute, the audio currently being broadcasted is temporarily suspended, the advertisement program is played, and the paused audio is continued to be played after the advertisement program is broadcasted.

B. If the "insert mode" attribute is "playing while playing audio" mode, set the ad insertion task according to the "start and end time" attribute. When the advertisement insertion task is triggered to execute, a display window is created according to "start time", "window size" and "window position" in the advertisement insertion attribute, and the advertisement program is played in the display window. Close the show window after playback ends.

(3) If the service type carrying the advertisement content is an EPG-type bearer service, perform the following processing according to the "display mode" attribute in the insertion attribute:

A. If the "display mode" attribute is "overlay window display", according to "window size", "window position" and "display effect" (transparency, overlay), a display window is created, through which the advertisement program is played. Close the display window after playback ends.

B. If the "display mode" attribute is "full page display", according to the "page link" attribute, link to the advertisement display page, and the advertisement program is played in the display page. Close the show page after playback ends.

Step 45: Control playback of the advertisement program according to the play attribute of the advertisement program, and generate a billing report of the advertisement program. The type of the advertisement program is obtained from the basic information of the advertisement program, and the play attribute of the corresponding advertisement program is obtained according to the type, and the play of the advertisement program is controlled according to the play attribute. The classification process is as follows: (1) Video class, obtain the video program playing parameters from the playing attribute, request the playing video by using the playing parameter, control the single playing time of the video according to the length of time, and realize the cyclic rolling broadcast according to the "play times" attribute control. Depending on the "play trick limit" attribute, certain trick control actions can be performed during playback, such as not allowing fast forward viewing of an ad.

(2) Audio class, obtain the audio program play parameters from the play attribute, request to play the audio, control the single play duration of the audio according to the "time length", and realize the cyclic scroll play according to the "play count" attribute. according to

The "play trick limit" attribute allows you to control certain effects during playback, such as not allowing fast forwards to your ad.

(3) Text class, obtain the text content from the play attribute, realize the display modification of the text according to the font information, control the duration of the text information staying on the screen once according to the "single display duration", and limit the text content according to the "display times" The number of impressions, based on the "display style" to determine how the content is displayed in the display area.

(4) Picture class, obtain the picture playback parameters from the play attribute, request the picture and display, control the single display duration of the picture according to the "single presentation time", and control the number of times the picture is displayed according to the "display times" attribute.

(5) The applet class, obtain the play parameters of the applet from the play properties, prepare the execution environment to execute the applet, control the duration of the small application operation by "single time", control the advertisement by "execution number" The number of executions of the applet can be implemented in a loop execution of the applet, such as repeatedly playing the advertisement Flash. After the end of each advertisement program, a billing report of the advertisement program is formed according to the billing related information (charging method, rate) of the advertisement program. In an actual application, the processing flow shown in FIG. 4 may be improved, and the advertisement server directly sends the playlist of the XML format directly to the user terminal, and the user terminal sends the play to the broadcast server according to the playlist of the advertisement program. The request, the play request carries information of the content of the advertisement service. After receiving the play request, the broadcast server sends the corresponding advertisement content to the user terminal, and after receiving the advertisement content sent by the broadcast server, the user terminal performs the advertisement service according to the information of the insertion property and the play parameter in the playlist of the advertisement program. Control playback. The embodiment of the present invention further provides an apparatus for transmitting an advertisement program, and the specific implementation structure thereof is as shown in FIG. 5, and the specific may include:

The advertisement service playlist construction module 501 is configured to construct an advertisement service playlist in an XML format, where the advertisement service playlist is used for playing control of the advertisement program by the user terminal; The advertisement service playlist includes: a plurality of advertisement programs, each advertisement program includes: the advertisement program basic information, the insertion property and the play parameter, and may further include: orientation information and billing information.

The basic information of the advertisement program includes: an advertisement program ID, a advertisement program type, a description of the advertisement program, an advertisement provider, an advertisement operator, and a type of the bearer service, and the advertisement program type includes: audio, video, picture, Text and applets.

For the video class bearer service, the interstitial attributes include: insertion mode, insertion time point, start and end time, window size, and window position. When the insertion mode is truncated video, the insertion time point attribute is valid, when the insertion mode is When superimposed on the video screen, the start and end time, window size and window position properties are valid;

Or

For the audio class bearer service, the interstitial attributes include: insertion mode, insertion time point, start and end time, window size, and window position. When the insertion mode is truncated audio, the insertion time point attribute is valid, when the insertion mode is When playing audio simultaneously, the start and end time, window size and window position properties are valid;

Or

For the electronic program guide EPG-type bearer service, the interstitial attributes include: display mode, window size, window position, display effect, and page link, wherein when the display mode is an overlay window display, the window size, the window position, and the display effect attribute Valid, when the display mode is full page display, the page link property is valid.

For an audio commercial, the play parameters include: an audio file address, a code rate, an encoding format, a transmission format, a play trick limit, a length of time, and a number of broadcasts;

Or

For the video advertisement program, the play parameters include: a video file address, a code rate, an encoding format, a transmission format, a resolution, a play trick limit, a play duration, and a broadcast count;

Or

For a picture-type advertisement program, the play parameters include: a picture file address, a size, a picture format, a resolution, a picture file size, a single presentation duration, and a number of presentations;

Or

For the text advertisement program, the play parameters include: text content, single presentation duration, number of presentations, font information, and display style;

Or

For applet-like commercials, the play parameters include: application name, file address, number of application bytes, single duration, and number of executions.

The orientation information includes: a delivery time period, a target area to be delivered, a delivery target customer group expression, and a delivery target customer group, wherein the conditions for delivering the target customer group expression include the gender, type, age, and position of the user. At least one of industry and income.

The playing control of the advertisement program includes controlling at least one of content, insertion timing, insertion mode, broadcast range, and charging mode of the advertisement program.

The advertisement service playlist sending module 502 is configured to send, to the user terminal, an advertisement service playlist in an XML format constructed by the advertisement service playlist construction module, and an advertisement program content.

The device may be a playout server in an ad insertion system. The embodiment of the present invention further provides an apparatus for playing an advertisement program, and the specific implementation structure thereof is as shown in FIG. 6. The specific structure may include:

The advertisement receiving module 601 is configured to receive an advertisement service playlist and an advertisement program content in an XML format sent by the server;

The advertisement program playing module 602 is configured to perform playback control on the advertisement program received by the advertisement receiving module according to the advertisement service playlist in the XML format received by the advertisement receiving module.

The structure of the advertisement program playing module 602 is as shown in FIG. 7 and includes the following module: a first playing module 6021, configured to filter the playlist playlist according to the type of service currently being played by the user terminal root, and obtain a list of advertisements that can be inserted on the currently playing service;

The second playing module 6022 is configured to acquire the content of the advertisement program corresponding to the list of the insertable advertisement program, and corresponding to the list of the insertable advertisement programs according to the insertion attribute and the play parameter carried in the play service play list. The content of the commercial is played.

The advertisement program playing module may further include: a third playing module 6023, configured to filter, according to the orientation information carried in the advertisement service playlist, the list of the insertable advertisement program, and obtain the A list of commercial programs for the user terminal.

The user terminal filters the list of advertised advertisement programs according to the orientation information carried in the advertisement service playlist, and obtains a list of advertisement programs that can be delivered to the user terminal.

The device can be a fixed or mobile user terminal.

Through the description of the above embodiments, those skilled in the art can clearly understand that the present invention can be implemented by hardware, or can be implemented by means of software plus necessary general hardware platform, and the technical solution of the present invention. It may be embodied in the form of a software product, which may be stored in a computer readable storage medium (which may be a CD-ROM, a USB flash drive, a mobile hard disk, etc.), including a number of instructions for making a computer device (may be A personal computer, server, or network device, etc., performs the methods described in various embodiments of the present invention.

The above description is only a preferred embodiment of the present invention, but the scope of protection of the present invention is not limited thereto. Any changes or substitutions that may be conceivably made by those skilled in the art within the scope of the present invention are intended to be included within the scope of the present invention. Therefore, the scope of protection of the present invention should be determined by the scope of the claims.

Claims

Rights request

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

The server sends the content of the advertisement program and the advertisement service playlist in the XML format of the extensible markup language to the user terminal, where the advertisement service playlist is used for playing control of the advertisement program by the user terminal;

The user terminal receives the content of the advertisement program sent by the server and the advertisement service play list in an XML format, and the user terminal performs play control on the advertisement program according to the advertisement service play list in the XML format.

The method for playing an advertisement program according to claim 1, wherein each of the advertisement programs of the advertisement service play list comprises: basic information of advertisement programs, interstitial attributes and play parameters.

The method for playing an advertisement program according to claim 2, wherein each advertisement program of the advertisement service playlist further comprises: orientation information and billing information.

The method for transmitting an advertisement program according to claim 1 or 2 or 3, wherein the user terminal performs playback control on the advertisement program according to the advertisement service playlist in the XML format, including:

The user terminal controls at least one of content, insertion timing, insertion mode, broadcast range, and charging mode of the advertisement program according to the advertisement service playlist in the XML format.

The method for transmitting an advertisement program according to claim 4, wherein the user terminal performs playback control on the advertisement program according to the advertisement service playlist in the XML format, and includes:

The user terminal filters the advertisement program playlist according to the type of the service that is currently being played, and obtains a list of advertisement programs that can be inserted on the currently playing service;

The user terminal acquires the advertisement program content corresponding to the interstitial advertisement program list, and plays the advertisement program content according to the insertion property and the play parameter carried in the advertisement service playlist.

The method for playing an advertisement program according to claim 5, wherein: for the video class bearer service, the insertion property includes: an insertion mode, an insertion time point, a start and end time, a window size, and a window position, wherein When the insertion mode is to cut off the video after the insertion, the user terminal sets an advertisement insertion task according to the insertion time point attribute, and when the advertisement insertion task is triggered to execute, pauses the currently playing video, when the advertisement is inserted into the task After the broadcast ends, the paused video continues to be played; when the insertion mode is superimposed on the video screen, the user terminal sets an advertisement insertion task according to the start and end time attribute, when the advertisement insertion task is triggered to be executed, Creating a display window according to the start and end time, the window size, and the window position in the advertisement insertion property, playing the advertisement program in the display window, and closing the display window after the playing ends; or

For the audio class bearer service, the interstitial attributes include: insertion mode, insertion time point, start and end time, a window size and a window position, wherein when the insertion mode is truncated audio, the user terminal sets an advertisement insertion task according to the insertion time point attribute, and when the advertisement insertion task is triggered to execute, suspending the currently being broadcasted Audio, when the advertisement insertion task is over, continue to play the paused audio; when the insertion mode attribute is a simultaneous play mode of audio play, the user terminal sets an advertisement insertion task according to the start and stop time attribute, When the advertisement insertion task is triggered to be executed, a display window is created according to the start and end time, the window size, and the window position in the advertisement insertion property, and the advertisement program is played in the display window, and the display window is closed after the playback ends;

Or

For the electronic program guide EPG-type bearer service, the interstitial attributes include: a display mode, a window size, a window position, a display effect, and a page link, wherein when the display mode is an overlay window display, the user terminal is configured according to the window size. The window position and the display effect attribute create a display window, and the advertisement program is played through the display window, and the display window is closed after the playing ends. When the display mode is a whole page display, the user terminal links to the advertisement display according to the page link attribute. The page, the advertisement program is played in the advertisement display page, and the advertisement display page is closed after the game ends.

7. The method of playing an advertisement program according to claim 5, wherein:

For the audio-type advertisement program, the playing parameters include: an audio file address, a code rate, an encoding format, a transmission format, a playback trick limit, a length of time, and a number of broadcasts; and the user terminal controls the audio according to the length of time. a single play duration, implementing a cyclic scroll play according to the number of play times, and implementing certain trick control actions during the play according to the play trick limit;

Or

For the video advertisement program, the play parameters include: a video file address, a code rate, an encoding format, a transmission format, a resolution, a play trick limit, a play duration, and a broadcast count; and the user terminal controls according to the time length. For a single play duration of the video, the cyclic scroll play is implemented according to the play count control, and certain trick control actions are implemented during the play according to the play trick limit;

Or

For the picture-type advertisement program, the play parameters include: a picture file address, a size, a picture format, a resolution, a picture file size, a single presentation duration, and a number of presentations; the user terminal controls according to the single presentation duration The single impression duration of the image controls the number of impressions for the image based on the number of impressions.

Or

For the text advertisement program, the play parameters include: text content, single presentation duration, number of presentations, font information, and display style; the user terminal obtains text content according to the play attribute, according to the font letter. Realizing the modification of the text, controlling the duration of the text information staying on the screen once according to the single display duration, limiting the number of times the text content is displayed according to the number of presentations, and determining the content in the display area according to the display style Display method;

Or

For the applet-type advertisement program, the play parameters include: an application name, a file address, an application byte number, a single time length, and an execution count; the user terminal controls the small application operation according to the single time duration. The duration of one time, the number of executions of the advertisement applet is controlled according to the number of executions.

The method for playing a commercial program according to claim 5, wherein the process of controlling playback of the advertisement program comprises:

9. An apparatus for transmitting advertisement programs, comprising:

10. An apparatus for playing an advertisement program, comprising:

The device for playing an advertisement program according to claim 10, wherein the advertisement program playing module comprises: a first playing module, configured to: the advertisement according to a type of service currently being played by the user terminal root The program playlist is filtered to obtain a list of advertisement programs that can be inserted on the currently playing service;

a second playing module, configured to acquire an advertisement program content corresponding to the interstitial advertisement program list, and display an advertisement corresponding to the interstitial advertisement program list according to the insertion property and the play parameter carried in the advertisement service playlist The content of the program is played.

The device for playing an advertisement program according to claim 11, wherein the advertisement program playing module further comprises:

And a third playing module, configured to filter, according to the orientation information carried in the playlist of the advertisement service, the list of advertisement programs that can be inserted into the advertisement program, and obtain a list of advertisement programs that can be delivered to the user terminal.