WO2014067323A1 - 一种iptv广告投放方法及系统 - Google Patents

一种iptv广告投放方法及系统 Download PDF

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Publication number
WO2014067323A1
WO2014067323A1 PCT/CN2013/081962 CN2013081962W WO2014067323A1 WO 2014067323 A1 WO2014067323 A1 WO 2014067323A1 CN 2013081962 W CN2013081962 W CN 2013081962W WO 2014067323 A1 WO2014067323 A1 WO 2014067323A1
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WO
WIPO (PCT)
Prior art keywords
advertisement
top box
television program
network television
set top
Prior art date
Application number
PCT/CN2013/081962
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English (en)
French (fr)
Inventor
于谋山
Original Assignee
中兴通讯股份有限公司
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by 中兴通讯股份有限公司 filed Critical 中兴通讯股份有限公司
Priority to EP13850765.2A priority Critical patent/EP2916556A4/en
Publication of WO2014067323A1 publication Critical patent/WO2014067323A1/zh

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Classifications

    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/254—Management at additional data server, e.g. shopping server, rights management server
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/23—Processing of content or additional data; Elementary server operations; Server middleware
    • H04N21/234—Processing of video elementary streams, e.g. splicing of video streams or manipulating encoded video stream scene graphs
    • H04N21/23424—Processing of video elementary streams, e.g. splicing of video streams or manipulating encoded video stream scene graphs involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/266—Channel or content management, e.g. generation and management of keys and entitlement messages in a conditional access system, merging a VOD unicast channel into a multicast channel
    • H04N21/2668—Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/47—End-user applications
    • H04N21/478—Supplemental services, e.g. displaying phone caller identification, shopping application
    • H04N21/4782—Web browsing, e.g. WebTV
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/81—Monomedia components thereof
    • H04N21/812—Monomedia components thereof involving advertisement data
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/81—Monomedia components thereof
    • H04N21/8126—Monomedia components thereof involving additional data, e.g. news, sports, stocks, weather forecasts
    • H04N21/8133—Monomedia components thereof involving additional data, e.g. news, sports, stocks, weather forecasts specifically related to the content, e.g. biography of the actors in a movie, detailed information about an article seen in a video program

Definitions

  • the present invention relates to the field of IPTV (Internet Protocol Television) technology, and in particular, to an IPTV advertisement delivery method and system.
  • IPTV Internet Protocol Television
  • IPTV advertisement delivery method and system IPTV advertisement delivery method and system.
  • IPTV Internet Protocol Television
  • Traditional TV programs are broadcast over wireless or coaxial cable.
  • IPTV system provides high-quality TV programs and video content directly to users through an IP broadband network. It combines traditional TV services with Internet communication services and provides users with Live TV, time-shift TV, on-demand TV, information browsing and inquiries, music/kara ⁇ ak, interactive advertising, games, video communications, and community.
  • IPTV-based advertisement is that the advertisement is mainly implemented by modifying the template defining the EPG (electronic program guide), and when the user plays the program, the EPG template is based on the attributes of the pre-defined advertisement slot. Get ads from the advertising platform. The delivery of advertisements relies too much on the EPG template.
  • the relevance of the advertisement content and the video playback content and time affecting the performance of the advertisement is not high.
  • the technical problem to be solved by the embodiments of the present invention is to provide an IPTV advertisement delivery method and system, which realizes management and delivery of advertisements without modifying the IPTV service EPG template.
  • the IPTV advertisement delivery method includes: Step 1: The advertisement content management module binds the network television program provided by the IPTV capability service platform to the advertisement content, and generates an advertisement strategy, where the advertisement strategy includes a correspondence between the network television program and the advertisement page address; Step 2, when the user passes When the set top box initiates the network television program request to the IPTV capability service platform, the set top box sends the requested network television program information to the message engine module; the message engine module sends the advertisement page address to the set top box according to the requested advertisement strategy corresponding to the network television program; Step 3: The set top box obtains the advertisement content according to the advertisement page address and plays with the network television program.
  • the step 2 further includes: when the user actively requests to play the advertisement content through the set top box, the set top box sends the current network television program information to the message engine module; the message engine module sends the advertisement to the set top box according to the advertisement strategy corresponding to the current network television program. Page address.
  • the step 1 specifically includes: the advertisement content management module extracts basic information from the network television program provided by the IPTV capability service platform; the basic information includes: a program source, a user group, and a broadcast time; Information, binding different advertising content for the network television program, and obtaining the corresponding relationship between the network television program and the advertisement page address, that is, the advertising strategy.
  • the step 3 specifically includes: the main window of the browser of the set top box plays the network television program acquired from the IPTV capability service platform, and at the same time or after the set time is delayed, the advertisement window of the browser of the set top box is according to the advertisement page.
  • the address gets the ad content and plays.
  • the method further includes: Step 4: The statistics module performs statistics on the advertisement content playing operation data according to the advertisement policy generated by the advertisement content management module and the corresponding advertisement content.
  • An embodiment of the present invention further provides an IPTV advertisement delivery system, including:
  • the advertisement content management module is configured to bind the network television program provided by the IPTV capability service platform with the advertisement content, generate an advertisement policy and send the advertisement policy to the message engine module, where the advertisement strategy includes a correspondence between the network television program and the advertisement page address.
  • a message engine module configured to: when the user initiates a network television program request to the IPTV capability service platform through the set top box, send an advertisement page address to the set top box according to the advertisement policy corresponding to the requested network television program; the set top box is set to be the requested network television program The information is sent to the message engine module; the advertisement content is obtained according to the advertisement page address and played together with the network television program.
  • the set top box is further configured to: when the user actively requests to play the advertisement content through the set top box, send the current network television program information to the message module; the message engine module is further configured to: correspond according to the current network television program The advertising strategy sends the ad page address to the set-top box.
  • the advertisement content management module includes: a basic information extraction module, configured to extract basic information from a network television program provided by the IPTV capability service platform; the basic information includes: a program source, a user group, and a broadcast time;
  • the advertisement policy generation module is configured to bind different advertisement contents to the network television program for different basic information, and obtain a correspondence relationship between the network television program and the advertisement page address; the dedicated server is configured to store the advertisement content.
  • the set top box is specifically configured to: play a network television program acquired from the IPTV capability service platform in a main window of the browser of the set top box, or at the same time or delay the set time, the advertisement window of the browser in the set top box Get the ad content and play it based on the ad page address.
  • the system further includes: a statistics module, configured to perform statistics on the advertisement content playing operation data according to the advertisement policy generated by the advertisement content management module and the corresponding advertisement content.
  • the IPTV advertisement delivery method and system implements the management and delivery of the advertisement policy without modifying the IPTV service EPG template.
  • the embodiment of the present invention supports the user to actively request the advertisement content through the set top box to realize the advertisement content and The interaction between the users; the embodiment of the present invention generates different advertising strategies for the basic information of different network television programs, so that the advertising content and the network television program content, time, user groups, etc. affect the final effect of the advertisement.
  • . 1 is a flowchart of a method for placing an IPTV advertisement according to a first embodiment of the present invention; FIG.
  • FIG. 2 is a flowchart of a method for placing an IPTV advertisement according to a second embodiment of the present invention
  • FIG. 3 is a flowchart of a third embodiment of the present invention
  • FIG. 4 is a schematic diagram of the composition of an IPTV advertisement delivery system according to a fourth embodiment of the present invention
  • FIG. 5 is a schematic diagram of a composition of an IPTV advertisement delivery system according to a sixth embodiment of the present invention
  • FIG. 7 is a schematic diagram of an IPTV advertisement delivery process in the application example 2 of the embodiment of the present invention
  • FIG. 8 is a schematic diagram of an IPTV advertisement delivery process in the application example 3 of the embodiment of the present invention.
  • an IPTV advertisement delivery method includes the following specific steps:
  • Step S101 The advertisement content management module binds the network television program provided by the IPTV capability service platform with the advertisement content to generate an advertisement.
  • Strategy, the advertising strategy includes the correspondence between the network television program and the address of the advertisement page.
  • step S101 includes the following process:
  • A1 The advertisement content management module extracts basic information from the network television program provided by the IPTV capability service platform, and the basic information includes: a program source, a user group, and a broadcast time.
  • A2 Binding different advertising content to the network television program for different basic information, and obtaining the corresponding relationship between the network television program and the advertisement page address, that is, the advertising strategy. Step S102, when the user initiates a network television program request to the IPTV capability service platform through the set top box, the set top box sends the requested network television program information to the message engine module; the message engine module sends an advertisement to the set top box according to the advertisement strategy corresponding to the requested network television program. Page address.
  • the network television program information includes a program ID, a set top box terminal ID, and the like.
  • Step S103 the set top box obtains the advertisement content according to the advertisement page address and plays the same with the network television program.
  • the main window of the browser of the set top box plays the network television program acquired from the IPTV capability service platform, and at the same time or after the set time is delayed, the advertisement window of the browser of the set top box acquires the advertisement content according to the advertisement page address and plays.
  • the ad window can be superimposed on the main window for semi-transparent display. Transparency can be included in the ad strategy, and different transparency can be set depending on the ad content.
  • Step S201 The advertisement content management module binds the network television program provided by the IPTV capability service platform with the advertisement content to generate an advertisement.
  • Strategy, the advertising strategy includes the correspondence between the network television program and the address of the advertisement page.
  • step S201 includes the following process:
  • the advertisement content management module extracts basic information from the network television program provided by the IPTV capability service platform, and the basic information includes: a program source, a user group, and a broadcast time.
  • Step S202 when the user initiates a network television program request to the IPTV capability service platform through the set top box, the set top box sends the requested network television program information to the message engine module; the message engine module sends an advertisement to the set top box according to the requested advertisement strategy corresponding to the network television program.
  • Page address when the user initiates a network television program request to the IPTV capability service platform through the set top box, the set top box sends the requested network television program information to the message engine module; the message engine module sends an advertisement to the set top box according to the requested advertisement strategy corresponding to the network television program. Page address.
  • the network television program information includes a program ID, a set top box terminal ID, and the like.
  • Step S203 When the user actively requests to play the advertisement content through the set top box, the set top box sends the current network television program information to the message engine module; the message engine module sends the advertisement page address to the set top box according to the advertisement policy corresponding to the current network television program. It should be noted that, in step S202 and step S203, two triggering manners for delivering an advertisement page address to the set top box according to the advertisement policy are described. Step S204, the set top box obtains the advertisement content according to the advertisement page address and plays the same with the network television program.
  • the main window of the browser of the set top box plays the network television program acquired from the IPTV capability service platform, and at the same time or after the set time is delayed, the advertisement window of the browser of the set top box acquires the advertisement content according to the advertisement page address and plays.
  • the ad window can be superimposed on the main window for semi-transparent display. Transparency can be included in the ad strategy, and different transparency can be set depending on the ad content.
  • the third embodiment of the present invention is substantially the same as the second embodiment.
  • the IPTV advertisement delivery method of the embodiment further includes: according to the advertisement policy generated by the advertisement content management module and the actual playing condition of the advertisement content,
  • the advertisement content plays the operation data for statistics, and provides an analysis basis for the operation of the advertisement business.
  • An IPTV advertisement delivery method as shown in FIG. 3, includes the following specific steps: Step S301:
  • the advertisement content management module binds the network television program provided by the IPTV capability service platform with the advertisement content, and generates an advertisement strategy, where the advertisement strategy includes a network. The correspondence between the TV program and the address of the advertisement page.
  • Step S302 when the user initiates a network television program request to the IPTV capability service platform through the set top box, the set top box sends the requested network television program information to the message engine module; the message engine module sends an advertisement to the set top box according to the advertisement strategy corresponding to the requested network television program. Page address.
  • the network television program information includes a program ID, a set top box terminal ID, and the like.
  • Step S303 when the user actively requests to play the advertisement content through the set top box, the set top box sends the current network television program information to the message engine module; the message engine module sends the advertisement page address to the set top box according to the advertisement policy corresponding to the current network television program.
  • an IPTV advertisement delivery system includes the following components:
  • the advertisement content management module 10 is configured to bind the network television program provided by the IPTV capability service platform with the advertisement content, generate an advertisement policy and send the advertisement policy to the message engine module, where the advertisement policy includes the network television program and the advertisement page address.
  • the advertisement content management module 10 includes a basic information extraction module 11 configured to extract basic information from the network television program provided by the IPTV capability service platform.
  • the basic information includes: program source, user group, and broadcast time.
  • the advertisement policy generation module 12 is configured to bind different advertisement contents to the network television program for different basic information, and obtain a correspondence relationship between the network television program and the advertisement page address.
  • the message engine module 20 is configured to send an advertisement page address to the set top box 30 according to the advertisement policy corresponding to the requested network television program when the user initiates the network television program request to the IPTV capability service platform through the set top box 30;
  • the set top box 30 is configured to send the requested network television program information to the message engine module 20, the network television program information includes a program ID and a set top box terminal ID, etc.; the advertisement content is obtained according to the advertisement page address and played together with the network television program .
  • the network television program acquired from the IPTV capability service platform is played in the main window of the browser of the set top box 30, and at the same time or after the set time is delayed, the advertisement window of the browser of the set top box 30 obtains the advertisement according to the advertisement page address. Content and play.
  • the ad window can be superimposed on the main window for semi-transparent display. Transparency can be included in the ad strategy, and different transparency can be set depending on the ad content.
  • the fifth embodiment of the present invention is substantially the same as the fourth embodiment.
  • the set top box 30 is further configured to: when the user actively passes the set top box 30.
  • the advertisement content is requested to be played, the current network television program information is sent to the message engine module 20; the network television program information includes the program ID, the set top box terminal ID, and the like.
  • the message engine module 20 is further configured to: send an advertisement page address to the set top box 30 according to an advertisement policy corresponding to the current network television program.
  • the embodiment is substantially the same as the fifth embodiment.
  • the IPTV advertisement delivery system in this embodiment further includes: a statistics module 40, configured to be based on the advertisement content management module. 10 generated advertising strategy and its corresponding advertising content, statistics of advertising content playing operation data.
  • the IPTV advertisement delivery system includes: an advertisement content management module 100 and its dedicated server 400, a message engine module 200, an IPTV service capability platform 300, a set top box 500, and a statistics module 600. .
  • the advertisement content management module 100 acquires basic information of the network television program from the IPTV capability service platform 300; and binds different advertisement contents to the network television program according to different basic information,
  • the corresponding relationship between the network television program and the advertisement page address is an advertisement strategy;
  • the advertisement strategy is delivered to the message engine module 200 in advance before the network television program arrives at the play time.
  • the basic information includes: a program source, a user group, and a broadcast time, wherein the program source may be a live program source or an on-demand program source, and each program source corresponds to a unique program ID.
  • the advertisement content is stored in the dedicated server 400 of the advertisement content management module 100, mainly by the page address, and the advertisement content corresponding to the advertisement page address is an HTML (Hyper Text Markup Language), CSS (Cascading Style Sheet). , Cascading style sheets), JavaScript and other web scripting languages and compatible with the set-top box browser to play the page, the content can contain a combination of pictures, text, FLASH, video.
  • the advertisement content management module 100 may also be configured to provide a platform for the administrator to manage the submission, review, and the like of the advertisement content, and to manage the establishment, review, and the like of the advertisement delivery contract.
  • the message engine module 200 is disposed between the advertisement content management module 100 and the set top box 500, and receives an advertisement policy issued by the advertisement content management module 100 through an Internet Protocol-based message such as an HTTP (Hyper Text Transfer Protocol) message. .
  • the advertisement content management module 100 delivers the advertisement policy to the message engine module 200 according to the broadcast time of the network television program in the advertisement policy.
  • the message engine module 200 performs these advertising policies. For example: 2012, August 1st - August 10th, 8: 00-9: 00 every day, live channel 1 needs to be bound to trigger value-added advertising business1.
  • the message engine module needs to save at least this message until August 10th, and then delete the advertisement policy.
  • the message engine module 200 caches the advertisement policy according to the time period and periodically deletes the expired advertisement policy
  • the set top box 500 sends the program ID and the set top box terminal ID to obtain the bound advertisement content
  • the message engine module 200 finds the corresponding advertisement policy according to the program ID.
  • the advertisement page address is sent to the set top box 500, and the set top box 500 obtains the advertisement content from the dedicated server 400 of the advertisement content management module 100 for display according to the advertisement page address.
  • the IPTV service capability platform 300 provides the IPTV basic service for the set top box 500, and provides basic information required for advertisement delivery to the advertisement content management module 100.
  • the set top box 500 completes the acquisition of the advertisement page address from the message engine module 200, and obtains an advertisement page from the dedicated server 400 of the advertisement content management module 100 for presentation to the user.
  • the set top box 500 is a set top box with a multi-window browser and is also equipped with a remote control with information keys.
  • the set top box 500 can implement a multi-window browser, adding an advertisement window based on the original main window.
  • the main window is responsible for the playback of the program information on demand by the user, and the advertisement window is responsible for the superimposed display of the value-added advertisement service.
  • the remote controller with the information key can activate the value-added advertisement information display when the user presses the information key, and realize the interaction with the user.
  • the set top box 500 enters the on-demand program, and the set top box initiates the request information of the terminal currently entering the on-demand program to the message engine module 200 according to the trigger mode.
  • the request information includes information such as an on-demand program ID and a terminal ID entered by the terminal, that is, the message engine module 200 queries the advertisement policy of the program according to the on-demand program ID reported by the terminal, to see whether there is a corresponding advertisement content, and if so, to The address of the advertisement page where the terminal returns the advertisement content and the time of the trigger.
  • the trigger mode of the set top box 500 can be triggered by switching program content or by pressing an information button.
  • the set top box 500 sets a timer based on the trigger time, usually 30 seconds, obtains the advertisement page address from the message engine module 200 when the timer expires, and then accesses the advertisement page address.
  • the user can also perform related operations through the remote control of the set top box, including page up, down, confirmation, and the like.
  • the ad window closes.
  • the page can also call out the advertisement window through a button on the remote control (the button can be set).
  • the button can be set.
  • the transparency control is determined by the advertising content and can be included in the advertising strategy without affecting the playback of the content of the network television program.
  • the statistics module 600 periodically extracts an advertisement policy from the advertisement content management module 100, acquires corresponding advertisement content from the dedicated server 400 of the advertisement content management module 100, and performs statistics on advertisement play operation data to provide an analysis basis for the advertisement business operation.
  • Application Example 2 The business process of automatically playing the advertisement content when the user starts watching the live channel or the on-demand program. As shown in FIG. 7, the business process is described in detail as follows: Step S11, the user enters the live broadcast through the EPG page or directly presses the number key. Channel or on-demand programming, ready to watch the show. Step S12, the main window of the set top box browser initiates a request for acquiring the program broadcast control page to the IPTV service capability platform.
  • Step S13 the IPTV service capability platform returns a broadcast control page for the live channel or the on-demand program
  • Step S14 the set top box browser main window Parsing the program broadcast control page returned by the IPTV service capability platform, obtaining the Channel ID of the live channel accessed by the user or the Content ID of the on-demand program and the corresponding program play address
  • Step S15 the user starts watching the selected network television program, and the advertisement window is based on The interface provided by the main window communicates with the interface, and obtains the live channel channel ID or the content ID of the on-demand program, which is carried along with the set-top box terminal ID and reported to the message engine module in the initial request of the service
  • Step S16 the message engine module reports the live broadcast according to the set-top box.
  • the channel Channel ID or the on-demand program Content ID returns the corresponding advertisement page address to the advertisement window of the set top box browser;
  • Step S17 the advertisement window obtains the advertisement content page from the dedicated server of the advertisement content management module;
  • Step S18 the advertisement window is parsed back Ad content page, and verify that the page is from a trusted server is allowed to call the extension page JavaScript object video overlay advertising content control, display;
  • Step S19 the advertisement advertising content windows displayed superimposed on the main screen.
  • Application Example 3 The interaction process of the value-added service, that is, the advertisement content, when the user watches the live channel or the on-demand program, as shown in FIG. 8, the business process is described in detail as follows: Step S21, the user uses the remote control of the set-top box during the video viewing process.
  • the basic video service function such as fast forward rewind, pause/restore, and positioning play
  • Step S22 the main window of the set top box browser transfers the user basic service operation key value to the broadcast control page, and the broadcast control page controls the set top box to the IPTV
  • the service capability platform performs the interaction of the streaming media playback; in step S23, the user sees the corresponding operation result through the browser main window and the set top box player, etc.; during the video viewing process, the user passes the remote control according to the prompt of the video overlay value-added advertisement service
  • the information key on the information key is exchanged by the interactive button defined by the advertisement service, and the process is as follows:
  • Step S24 After receiving the user button, the advertisement window of the browser of the set top box transmits the key value to the value-added service page, and the value-added service page passes Run a JavaScript script to launch the message engine module
  • the user request includes the current network television program ID and the set-top box terminal ID, etc.; Step S25, the message engine module
  • Step S26 the message engine module returns the advertisement page address to the advertisement window;
  • Step S27 the advertisement window obtains the advertisement content page from the dedicated server of the advertisement content management module;
  • Step S28 The advertisement window parses the returned advertisement content page, and verifies that the page is from a trusted server, and allows the page to call the extended JavaScript object to control and display the video overlay advertisement content;
  • Step S29 the advertisement window is superimposed on the main window Display ad content.

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Abstract

本发明公开了一种IPTV广告投放方法及系统，该方法包括广告内容管理模块将IPTV能力业务平台提供的网络电视节目与广告内容绑定，生成广告策略，所述广告策略中包括网络电视节目与广告页面地址的对应关系；机顶盒将用户请求的网络电视节目信息发送给消息引擎模块；消息引擎模块根据请求的网络电视节目对应的广告策略向机顶盒发送广告页面地址；机顶盒根据广告页面地址获取广告内容并同所述网络电视节目一起播放。该系统包括：广告内容管理模块、消息引擎模块和机顶盒。本发明可以在不修改IPTV业务EPG模版的情况下实现广告策略的管理和投放，使广告内容和网络电视节目内容、时间、用户群组等影响广告最终投放效果的因素所关联。

Description

一种 IPTV广告投放方法及系统 技术领域 本发明涉及 IPTV (互联网协议电视， Internet Protocol Television) 技术领域， 尤 其涉及一种 IPTV广告投放方法及系统。 背景技术 随着 IP (Internet Protocol, 互联网协议）技术的发展， 宽带网的普及， IPTV作为 近几年全球发展迅猛的一种新业务， 集成了 IP技术和 TV (Television, 电视） 技术的 优势， 为电视业务提供了新的发展契机。 传统的电视节目通过无线或同轴电缆播出， IPTV系统则通过 IP宽带网络直接向 用户提供高质量的电视节目和视频内容， 它融合了传统的电视业务及互联网的通信业 务， 为用户提供了直播电视、 时移电视、 点播电视、 信息浏览与查询、 音乐 /卡拉 οκ、 互动广告、 游戏、 视频通信、 以及社区等多种业务。 通过机顶盒将这些业务集成在一 起， 可以提供及时、 方便、 丰富的体验。 用户已经不仅仅只能被动的观看电视， 还可 以互动选择和控制收视内容。 在看电视的方式发生变化后， 传统电视业务中收益最大 的广告业务也有了一个前所未有的发展平台。 目前基于 IPTV的广告的实现方式是，广告投放主要通过修改定义 EPG ( electronic program guide, 电子节目菜单） 的模版来实现广告， 用户在播放节目的时候， EPG模 版根据事先定义好的广告位的属性向广告平台来获取广告。 广告的投放过分依赖 EPG 模版， 同时由于事先定义， 广告内容和视频播放内容、 时间等影响广告投放效果的指 标关联度不高。 同时由于模版的限制， 用户与基于 IPTV 的广告之间的交互也比较难 实现。 发明内容 本发明实施例要解决的技术问题是， 提供一种 IPTV广告投放方法及系统， 在不 修改 IPTV业务 EPG模版的情况下实现广告的管理和投放。 本发明实施例采用的技术方案是， 所述 IPTV广告投放方法， 包括: 步骤一， 广告内容管理模块将 IPTV能力业务平台提供的网络电视节目与广告内 容绑定， 生成广告策略， 所述广告策略中包括网络电视节目与广告页面地址的对应关 系； 步骤二， 当用户通过机顶盒向 IPTV能力业务平台发起网络电视节目请求时， 机 顶盒将请求的网络电视节目信息发送给消息引擎模块； 消息引擎模块根据请求的网络 电视节目对应的广告策略向机顶盒发送广告页面地址； 步骤三，机顶盒根据广告页面地址获取广告内容并同所述网络电视节目一起播放。 优选的， 所述步骤二还包括： 当用户主动通过机顶盒请求播放广告内容时， 机顶盒将当前网络电视节目信息发 送给消息引擎模块； 消息引擎模块根据当前网络电视节目对应的广告策略向机顶盒发 送广告页面地址。 优选的， 所述步骤一具体包括： 广告内容管理模块从 IPTV能力业务平台提供的网络电视节目中提取基础信息； 所述基础信息包括： 节目源、 用户群组和播出时间； 针对不同的基础信息， 为网络电视节目绑定不同的广告内容， 得到网络电视节目 与广告页面地址的对应关系即广告策略。 优选的， 所述步骤三具体包括： 机顶盒的浏览器的主窗口播放从 IPTV能力业务平台获取的网络电视节目， 与此 同时或者延迟设定的时间后， 机顶盒的浏览器的广告窗口根据广告页面地址获取广告 内容并播放。 优选的， 所述方法还包括： 步骤四， 统计模块根据广告内容管理模块生成的广告策略及其对应的广告内容， 对广告内容播放运营数据进行统计。
本发明实施例还提供一种 IPTV广告投放系统， 包括: 广告内容管理模块， 设置为将 IPTV能力业务平台提供的网络电视节目与广告内 容绑定， 生成广告策略并下发给消息引擎模块， 所述广告策略中包括网络电视节目与 广告页面地址的对应关系； 消息引擎模块， 设置为当用户通过机顶盒向 IPTV能力业务平台发起网络电视节 目请求时， 根据请求的网络电视节目对应的广告策略向机顶盒发送广告页面地址； 机顶盒， 设置为将请求的网络电视节目信息发送给消息引擎模块； 根据广告页面 地址获取广告内容并同所述网络电视节目一起播放。 优选的， 所述机顶盒还设置为： 当用户主动通过机顶盒请求播放广告内容时， 将 当前网络电视节目信息发送给消息弓 I擎模块； 所述消息引擎模块还设置为： 根据当前网络电视节目对应的广告策略向机顶盒发 送广告页面地址。 优选的， 所述广告内容管理模块包括- 基础信息提取模块， 设置为从 IPTV能力业务平台提供的网络电视节目中提取基 础信息； 所述基础信息包括： 节目源、 用户群组和播出时间； 广告策略生成模块， 设置为针对不同的基础信息， 为网络电视节目绑定不同的广 告内容， 得到网络电视节目与广告页面地址的对应关系； 专用服务器， 设置为存放广告内容。 优选的， 所述机顶盒， 具体设置为- 在机顶盒的浏览器的主窗口播放从 IPTV能力业务平台获取的网络电视节目， 与 此同时或者延迟设定的时间后， 在机顶盒的浏览器的广告窗口根据广告页面地址获取 广告内容并播放。 优选的， 所述系统还包括： 统计模块， 设置为根据广告内容管理模块生成的广告策略及其对应的广告内容， 对广告内容播放运营数据进行统计。
采用上述技术方案， 本发明实施例至少具有下列优点: 本发明实施例所述 IPTV广告投放方法及系统， 在不修改 IPTV业务 EPG模版的 情况下实现广告策略的管理和投放； 由于本发明实施例支持用户主动通过机顶盒请求 播放广告内容， 实现广告内容和用户之间的交互； 由于本发明实施例针对不同的网络 电视节目的基础信息生成不同的广告策略， 使广告内容和网络电视节目内容、 时间、 用户群组等影响广告最终投放效果的因素所关联。 附图说明 图 1 为本发明第一实施例中的 IPTV广告投放方法流程图； 图 2 为本发明第二实施例中的 IPTV广告投放方法流程图； 图 3 为本发明第三实施例中的 IPTV广告投放方法流程图； 图 4 为本发明第四、 五实施例中的 IPTV广告投放系统组成示意图； 图 5 为本发明第六实施例中的 IPTV广告投放系统组成示意图； 图 6 为本发明实施例应用实例 1中的 IPTV广告投放系统组成示意图； 图 7 为本发明实施例应用实例 2中的 IPTV广告投放过程示意图； 图 8 为本发明实施例应用实例 3中的 IPTV广告投放过程示意图。 具体实施方式 为更进一步阐述本发明为达成预定目的所采取的技术手段及功效， 以下结合附图 及较佳实施例， 对本发明进行详细说明如后。 本发明第一实施例， 一种 IPTV广告投放方法， 如图 1所示， 包括以下具体步骤: 步骤 S101， 广告内容管理模块将 IPTV能力业务平台提供的网络电视节目与广告 内容绑定， 生成广告策略，广告策略中包括网络电视节目与广告页面地址的对应关系。 具体的， 步骤 S101包括以下过程：
A1 : 广告内容管理模块从 IPTV能力业务平台提供的网络电视节目中提取基础信 息， 基础信息包括： 节目源、 用户群组和播出时间等。 A2: 针对不同的基础信息， 为网络电视节目绑定不同的广告内容， 得到网络电视 节目与广告页面地址的对应关系即广告策略。 步骤 S102， 当用户通过机顶盒向 IPTV能力业务平台发起网络电视节目请求时， 机顶盒将请求的网络电视节目信息发送给消息引擎模块； 消息引擎模块根据请求的网 络电视节目对应的广告策略向机顶盒发送广告页面地址。 网络电视节目信息包括节目 ID和机顶盒终端 ID等。 步骤 S103， 机顶盒根据广告页面地址获取广告内容并同网络电视节目一起播放。 具体的， 机顶盒的浏览器的主窗口播放从 IPTV能力业务平台获取的网络电视节 目， 与此同时或者延迟设定的时间后， 机顶盒的浏览器的广告窗口根据广告页面地址 获取广告内容并播放。 广告窗口可以叠加在主窗口上进行半透明显示， 透明度可以包 含在广告策略中， 根据广告内容不同设定不同的透明度。
本发明第二实施例， 一种 IPTV广告投放方法， 如图 2所示， 包括以下具体步骤: 步骤 S201， 广告内容管理模块将 IPTV能力业务平台提供的网络电视节目与广告 内容绑定， 生成广告策略，广告策略中包括网络电视节目与广告页面地址的对应关系。 具体的， 步骤 S201包括以下过程：
A1 : 广告内容管理模块从 IPTV能力业务平台提供的网络电视节目中提取基础信 息， 基础信息包括： 节目源、 用户群组和播出时间等。
A2: 针对不同的基础信息， 为网络电视节目绑定不同的广告内容， 得到网络电视 节目与广告页面地址的对应关系即广告策略。 步骤 S202， 当用户通过机顶盒向 IPTV能力业务平台发起网络电视节目请求时， 机顶盒将请求的网络电视节目信息发送给消息引擎模块； 消息引擎模块根据请求的网 络电视节目对应的广告策略向机顶盒发送广告页面地址。 网络电视节目信息包括节目 ID和机顶盒终端 ID等。 步骤 S203， 当用户主动通过机顶盒请求播放广告内容时， 机顶盒将当前网络电视 节目信息发送给消息引擎模块； 消息引擎模块根据当前网络电视节目对应的广告策略 向机顶盒发送广告页面地址。 需要说明的是， 步骤 S202与步骤 S203记载的是两种用于根据广告策略向机顶盒 下发广告页面地址的触发方式。 步骤 S204， 机顶盒根据广告页面地址获取广告内容并同网络电视节目一起播放。 具体的， 机顶盒的浏览器的主窗口播放从 IPTV能力业务平台获取的网络电视节 目， 与此同时或者延迟设定的时间后， 机顶盒的浏览器的广告窗口根据广告页面地址 获取广告内容并播放。 广告窗口可以叠加在主窗口上进行半透明显示， 透明度可以包 含在广告策略中， 根据广告内容不同设定不同的透明度。
本发明第三实施例，本实施例与第二实施例大致相同，区别在于，本实施例的 IPTV 广告投放方法还包括： 根据广告内容管理模块生成的广告策略以及广告内容的实际播 放情况， 对广告内容播放运营数据进行统计， 为广告业务运营提供分析依据。 一种 IPTV广告投放方法， 如图 3所示， 包括以下具体步骤： 步骤 S301， 广告内容管理模块将 IPTV能力业务平台提供的网络电视节目与广告 内容绑定， 生成广告策略，广告策略中包括网络电视节目与广告页面地址的对应关系。 步骤 S302， 当用户通过机顶盒向 IPTV能力业务平台发起网络电视节目请求时， 机顶盒将请求的网络电视节目信息发送给消息引擎模块； 消息引擎模块根据请求的网 络电视节目对应的广告策略向机顶盒发送广告页面地址。 网络电视节目信息包括节目 ID和机顶盒终端 ID等。 步骤 S303， 当用户主动通过机顶盒请求播放广告内容时， 机顶盒将当前网络电视 节目信息发送给消息引擎模块； 消息引擎模块根据当前网络电视节目对应的广告策略 向机顶盒发送广告页面地址。 需要说明的是， 步骤 S302与步骤 S303记载的是两种用于根据广告策略向机顶盒 下发广告页面地址的触发方式。 步骤 S304， 机顶盒根据广告页面地址获取广告内容并同网络电视节目一起播放。 步骤 S305， 统计模块根据广告内容管理模块生成的广告策略及其对应的广告内 容， 对广告内容播放运营数据进行统计。 本发明第四实施例， 一种 IPTV广告投放系统， 如图 4所示， 包括以下组成部分：
1 )广告内容管理模块 10， 设置为将 IPTV能力业务平台提供的网络电视节目与广 告内容绑定， 生成广告策略并下发给消息引擎模块， 所述广告策略中包括网络电视节 目与广告页面地址的对应关系。 具体的， 广告内容管理模块 10包括- 基础信息提取模块 11， 设置为从 IPTV能力业务平台提供的网络电视节目中提取 基础信息。 基础信息包括： 节目源、 用户群组和播出时间。 广告策略生成模块 12， 设置为针对不同的基础信息， 为网络电视节目绑定不同的 广告内容， 得到网络电视节目与广告页面地址的对应关系。 专用服务器 13， 设置为存放广告内容。
2) 消息引擎模块 20， 设置为当用户通过机顶盒 30向 IPTV能力业务平台发起网 络电视节目请求时，根据请求的网络电视节目对应的广告策略向机顶盒 30发送广告页 面地址；
3 ) 机顶盒 30， 设置为将请求的网络电视节目信息发送给消息引擎模块 20， 网络 电视节目信息包括节目 ID和机顶盒终端 ID等； 根据广告页面地址获取广告内容并同 所述网络电视节目一起播放。 具体的， 在机顶盒 30的浏览器的主窗口播放从 IPTV能力业务平台获取的网络电 视节目， 与此同时或者延迟设定的时间后，在机顶盒 30的浏览器的广告窗口根据广告 页面地址获取广告内容并播放。 广告窗口可以叠加在主窗口上进行半透明显示， 透明 度可以包含在广告策略中， 根据广告内容不同设定不同的透明度。
本发明第五实施例， 如图 4所示， 本实施例与第四实施例大致相同， 区别在于， 在本实施例的 IPTV广告投放系统中， 机顶盒 30还设置为： 当用户主动通过机顶盒 30 请求播放广告内容时， 将当前网络电视节目信息发送给消息引擎模块 20; 网络电视节 目信息包括节目 ID和机顶盒终端 ID等。 消息引擎模块 20还设置为： 根据当前网络电视节目对应的广告策略向机顶盒 30 发送广告页面地址。 本发明第六实施例， 如图 5所示， 本实施例与第五实施例大致相同， 区别在于， 在本实施例的 IPTV广告投放系统还包括： 统计模块 40， 设置为根据广告内容管理模块 10生成的广告策略及其对应的广告 内容， 对广告内容播放运营数据进行统计。
下面基于本发明第一〜六实施例， 介绍三个本发明实施例技术方案的应用实例。 应用实例 1 : 如图 6所示， 本发明实施例的 IPTV广告投放系统， 包括： 广告内容管理模块 100 及其专用服务器 400、 消息引擎模块 200、 IPTV业务能力平台 300、 机顶盒 500以及 统计模块 600。 具体的， 各模块完成的功能和交互如下： 广告内容管理模块 100:从 IPTV能力业务平台 300获取网络电视节目的基础信息； 针对不同的基础信息， 为网络电视节目绑定不同的广告内容， 得到网络电视节目与广 告页面地址的对应关系即广告策略； 在网络电视节目到达播放时间以前将广告策略提 前下发给消息引擎模块 200。 基础信息包括： 节目源、 用户群组和播出时间， 其中节 目源可以是直播节目源或者点播节目源， 每个节目源都对应一个唯一的节目 ID。 广告内容存储于广告内容管理模块 100的专用服务器 400中， 主要通过页面地址 来实现，广告页面地址对应的广告内容是一个以 HTML (Hyper Text Markup Language, 超文本标记语言）、 CSS (Cascading Style Sheet, 级联样式表）、 JavaScript等 Web脚本 语言编写的且兼容机顶盒浏览器播放的页面， 内容可以含图片、 文字、 FLASH、 视频 的组合页面。 另外，广告内容管理模块 100还可以设置为为管理员提供一个对广告内容的提交、 审核等进行管理、 以及对广告投放合同的建立、 审核等进行管理的平台。 消息引擎模块 200: 介于广告内容管理模块 100和机顶盒 500之间， 接收广告内 容管理模块 100通过基于互联网协议的消息比如 HTTP (Hyper Text Transfer Protocol, 超文本传输协议） 消息等下发的广告策略。 根据广告策略中网络电视节目的播出时间， 广告内容管理模块 100把广告策略下 发给消息引擎模块 200。 消息引擎模块 200进行保存这些广告策略。 例如： 2012年， 8月 1 日一 8月 10日， 每天 8: 00-9： 00， 直播频道 1需要绑定 触发增值广告业务 1。 则消息引擎模块至少需要保存这个消息到 8月 10日有效期过， 再将这条广告策略删除。 由消息引擎模块 200按照时段缓存广告策略并定期删除过期的广告策略， 机顶盒 500发来节目 ID和机顶盒终端 ID获取绑定的广告内容时， 由消息引擎模块 200根据 节目 ID查找到对应的广告策略，将其中的广告页面地址下发给机顶盒 500，机顶盒 500 根据广告页面地址从广告内容管理模块 100的专用服务器 400获取广告内容进行展示。
IPTV业务能力平台 300: 为机顶盒 500提供 IPTV基本业务， 同时提供广告投放 需要的基础信息给广告内容管理模块 100。 机顶盒 500: 完成广告页面地址从消息引擎模块 200的获取， 并从广告内容管理 模块 100的专用服务器 400获取广告页面展示给用户。 更优选的， 机顶盒 500是一个具有多窗口浏览器的机顶盒， 还配有一个带信息键 的遥控器。 机顶盒 500可以实现多窗口浏览器， 在原有主窗口的基础上增加一个广告窗口。 主窗口负责用户点播的节目信息的播放，广告窗口负责增值广告业务的叠加展示实现。 带信息键的遥控器在用户按信息键的时候能够激活增值广告信息展示， 实现和用户的 交互。 机顶盒 500进入点播节目， 机顶盒根据触发方式向消息引擎模块 200发起终端目 前进入点播节目的请求信息。 该请求信息中包括终端即机顶盒进入的点播节目 ID、 终 端 ID等信息，消息引擎模块 200根据终端上报的点播节目 ID查询该节目的广告策略， 看是否有对应的广告内容， 如果有， 则向终端返回广告内容的广告页面地址以及触发 的时间。 机顶盒 500的触发方式可以是通过切换节目内容时触发或者通过按信息键触发。 在触发方式为切换节目内容时触发的情况下， 机顶盒 500基于触发时间设置定时 器， 通常为 30秒， 在定时器时间到时从消息引擎模块 200获得广告页面地址， 然后再 访问此广告页面地址对应的广告内容， 广告内容展示时用户还可以通过机顶盒的遥控 器做相关的操作， 包括上下翻页、 取消、 确认等操作。 页面取消时， 广告窗口关闭。 取消后， 页面还可以通过遥控器的某个按键 （按键可设置） 重新呼出这个广告窗口。 对于广告内容的展示， 是半透明的叠加在正在播放的内容上面， 透明度控制由广 告内容决定， 可以包含在广告策略中， 不影响网络电视节目内容的播放。 统计模块 600: 定期从广告内容管理模块 100提取广告策略、 从广告内容管理模 块 100的专用服务器 400获取对应的广告内容， 进行广告播放运营数据报表统计， 为 广告业务运营提供分析依据。
应用实例 2: 在用户开始观看直播频道或点播节目时自动播放广告内容的业务流程， 如图 7所 示， 该业务流程详细说明如下： 步骤 Sll， 用户通过 EPG页面或直接按下数字键进入直播频道或点播节目， 准备 观看节目。 步骤 S12，机顶盒浏览器主窗口向 IPTV业务能力平台发起获取节目播控页面的请 求； 步骤 S13 ， IPTV业务能力平台返回针对该直播频道或点播节目的播控页面； 步骤 S14，机顶盒浏览器主窗口解析 IPTV业务能力平台返回的节目播控页面，从 中获取用户访问的直播频道的 Channel ID或点播节目的 Content ID以及对应的节目播 放地址； 步骤 S15， 用户开始观看选择的网络电视节目， 广告窗口根据主窗口提供的接口 与其进行通信， 获取直播频道 Channel ID或点播节目 Content ID, 连同机顶盒终端 ID 一起携带于业务初始请求中上报给消息弓 I擎模块； 步骤 S16， 消息引擎模块根据机顶盒上报的直播频道 Channel ID 或点播节目 Content ID返回相应的广告页面地址给机顶盒浏览器的广告窗口； 步骤 S17， 广告窗口从广告内容管理模块的专用服务器获取广告内容页面； 步骤 S18， 广告窗口解析返回的广告内容页面， 并验证该页面是来自于可信任的 服务器， 则允许该页面调用扩展 JavaScript对象进行视频叠加广告内容的控制、 显示； 步骤 S19， 广告窗口在主窗口上叠加显示广告内容。 应用实例 3: 用户在观看直播频道或点播节目时增值业务即广告内容的交互流程，如图 8所示， 该业务流程详细说明如下： 步骤 S21， 用户在视频观看过程中， 使用机顶盒的遥控器上的快进快退、 暂停 /恢 复、 定位播放等基础视频业务功能； 步骤 S22， 机顶盒的浏览器的主窗口将用户基本业务操作键值传递给播控页面， 由播控页面控制机顶盒向 IPTV业务能力平台进行流媒体播放的交互； 步骤 S23， 用户通过浏览器主窗口及机顶盒播放器等看到相应的操作结果； 用户在视频观看过程中， 根据视频叠加增值广告业务的提示， 通过遥控器上的信 息键等由广告业务定义的交互按键进行业务交互， 过程如下： 步骤 S24， 机顶盒的浏览器的广告窗口接收到用户按键后， 将按键键值传递给增 值业务页面， 由增值业务页面通过运行 JavaScript脚本向消息引擎模块发起用户请求， 该用户请求中包含当前网络电视节目 ID以及机顶盒终端 ID等； 步骤 S25， 消息引擎模块根据机顶盒的广告窗口发起的请求进行参数的解析， 并 进行用户身份的验证、查找到广告策略中该时段当前网络电视节目的节目 ID对应的广 告页面地址； 步骤 S26， 消息引擎模块将广告页面地址返回给广告窗口； 步骤 S27， 广告窗口从广告内容管理模块的专用服务器中获取广告内容页面； 步骤 S28， 广告窗口解析返回的广告内容页面， 并验证该页面是来自于可信任的 服务器， 则允许该页面调用扩展 JavaScript对象进行视频叠加广告内容的控制、 显示； 步骤 S29， 广告窗口在主窗口上叠加显示广告内容。 通过具体实施方式的说明， 应当可对本发明为达成预定目的所采取的技术手段及 功效得以更加深入且具体的了解， 然而所附图示仅是提供参考与说明之用， 并非用来 对本发明加以限制。

Claims

权 利 要 求 书 、 一种互联网协议电视 IPTV广告投放方法， 包括：
步骤一， 广告内容管理模块将 IPTV能力业务平台提供的网络电视节目与 广告内容绑定， 生成广告策略， 所述广告策略中包括网络电视节目与广告页面 地址的对应关系；
步骤二， 当用户通过机顶盒向 IPTV能力业务平台发起网络电视节目请求 时， 机顶盒将请求的网络电视节目信息发送给消息引擎模块； 消息引擎模块根 据请求的网络电视节目对应的广告策略向机顶盒发送广告页面地址；
步骤三， 机顶盒根据广告页面地址获取广告内容并同所述网络电视节目一 起播放。 、 根据权利要求 1所述的 IPTV广告投放方法， 其中， 所述步骤二还包括：
当用户主动通过机顶盒请求播放广告内容时， 机顶盒将当前网络电视节目 信息发送给消息引擎模块； 消息引擎模块根据当前网络电视节目对应的广告策 略向机顶盒发送广告页面地址。 、 根据权利要求 1所述的 IPTV广告投放方法， 其中， 所述步骤一具体包括： 广告内容管理模块从 IPTV能力业务平台提供的网络电视节目中提取基础 信息； 所述基础信息包括： 节目源、 用户群组和播出时间；
针对不同的基础信息， 为网络电视节目绑定不同的广告内容， 得到网络电 视节目与广告页面地址的对应关系即广告策略。 、 根据权利要求 1所述的 IPTV广告投放方法， 其中， 所述步骤三具体包括： 机顶盒的浏览器的主窗口播放从 IPTV能力业务平台获取的网络电视节目， 与此同时或者延迟设定的时间后， 机顶盒的浏览器的广告窗口根据广告页面地 址获取广告内容并播放。 、 根据权利要求 1-4中任一项所述的 IPTV广告投放方法， 其中， 所述方法还包 括- 步骤四， 统计模块根据广告内容管理模块生成的广告策略及其对应的广告 内容， 对广告内容播放运营数据进行统计。 、 一种 IPTV广告投放系统， 包括：
广告内容管理模块， 设置为将 IPTV能力业务平台提供的网络电视节目与 广告内容绑定， 生成广告策略并下发给消息引擎模块， 所述广告策略中包括网 络电视节目与广告页面地址的对应关系；
消息引擎模块， 设置为当用户通过机顶盒向 IPTV能力业务平台发起网络 电视节目请求时， 根据请求的网络电视节目对应的广告策略向机顶盒发送广告 页面地址；
机顶盒， 设置为将请求的网络电视节目信息发送给消息引擎模块； 根据广 告页面地址获取广告内容并同所述网络电视节目一起播放。 、 根据权利要求 6所述的 IPTV广告投放系统， 其中， 所述机顶盒还设置为： 当 用户主动通过机顶盒请求播放广告内容时， 将当前网络电视节目信息发送给消 息引擎模块；
所述消息引擎模块还设置为： 根据当前网络电视节目对应的广告策略向机 顶盒发送广告页面地址。 、 根据权利要求 6所述的 IPTV广告投放系统， 其中， 所述广告内容管理模块包 括- 基础信息提取模块， 设置为从 IPTV能力业务平台提供的网络电视节目中 提取基础信息； 所述基础信息包括： 节目源、 用户群组和播出时间；
广告策略生成模块， 设置为针对不同的基础信息， 为网络电视节目绑定不 同的广告内容， 得到网络电视节目与广告页面地址的对应关系；
专用服务器， 设置为存放广告内容。 、 根据权利要求 6所述的 IPTV广告投放系统， 其中， 所述机顶盒， 具体设置为： 在机顶盒的浏览器的主窗口播放从 IPTV能力业务平台获取的网络电视节 目， 与此同时或者延迟设定的时间后， 在机顶盒的浏览器的广告窗口根据广告 页面地址获取广告内容并播放。 、 根据权利要求 6-9中任一项所述的 IPTV广告投放系统， 其中， 所述系统还包 括- 统计模块， 设置为根据广告内容管理模块生成的广告策略及其对应的广告 内容， 对广告内容播放运营数据进行统计。
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