WO2015169139A1 - 一种基于智能终端的补间交互型广告置入方法及装置 - Google Patents

一种基于智能终端的补间交互型广告置入方法及装置 Download PDF

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Publication number
WO2015169139A1
WO2015169139A1 PCT/CN2015/076408 CN2015076408W WO2015169139A1 WO 2015169139 A1 WO2015169139 A1 WO 2015169139A1 CN 2015076408 W CN2015076408 W CN 2015076408W WO 2015169139 A1 WO2015169139 A1 WO 2015169139A1
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WIPO (PCT)
Prior art keywords
advertisement
tween
interactive
user
channel
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PCT/CN2015/076408
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English (en)
French (fr)
Inventor
庞一
张亮
曾一行
姚红伟
温江涛
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四达时代通讯网络技术有限公司
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Application filed by 四达时代通讯网络技术有限公司 filed Critical 四达时代通讯网络技术有限公司
Priority to EP15788872.8A priority Critical patent/EP3142378A4/en
Priority to US15/309,162 priority patent/US20170078751A1/en
Publication of WO2015169139A1 publication Critical patent/WO2015169139A1/zh
Priority to ZA2016/07473A priority patent/ZA201607473B/en

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    • 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
    • H04N21/472—End-user interface for requesting content, additional data or services; End-user interface for interacting with content, e.g. for content reservation or setting reminders, for requesting event notification, for manipulating displayed content
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/01—Protocols
    • H04L67/02—Protocols based on web technology, e.g. hypertext transfer protocol [HTTP]
    • 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
    • H04N21/43—Processing of content or additional data, e.g. demultiplexing additional data from a digital video stream; Elementary client operations, e.g. monitoring of home network or synchronising decoder's clock; Client middleware
    • H04N21/435—Processing of additional data, e.g. decrypting of additional data, reconstructing software from modules extracted from the transport stream
    • H04N21/4355—Processing of additional data, e.g. decrypting of additional data, reconstructing software from modules extracted from the transport stream involving reformatting operations of additional data, e.g. HTML pages on a television screen
    • 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
    • H04N21/43—Processing of content or additional data, e.g. demultiplexing additional data from a digital video stream; Elementary client operations, e.g. monitoring of home network or synchronising decoder's clock; Client middleware
    • H04N21/438—Interfacing the downstream path of the transmission network originating from a server, e.g. retrieving encoded video stream packets from an IP network
    • H04N21/4383—Accessing a communication channel
    • 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
    • H04N21/45—Management operations performed by the client for facilitating the reception of or the interaction with the content or administrating data related to the end-user or to the client device itself, e.g. learning user preferences for recommending movies, resolving scheduling conflicts
    • H04N21/4508—Management of client data or end-user data
    • H04N21/4532—Management of client data or end-user data involving end-user characteristics, e.g. viewer profile, preferences
    • 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
    • H04N21/475—End-user interface for inputting end-user data, e.g. personal identification number [PIN], preference data
    • H04N21/4755—End-user interface for inputting end-user data, e.g. personal identification number [PIN], preference data for defining user preferences, e.g. favourite actors or genre
    • 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
    • H04N21/85—Assembly of content; Generation of multimedia applications
    • H04N21/854—Content authoring
    • H04N21/8543—Content authoring using a description language, e.g. Multimedia and Hypermedia information coding Expert Group [MHEG], eXtensible Markup Language [XML]

Definitions

  • the present invention relates to the field of digital televisions and smart terminals, and more particularly to a method and apparatus for tween interactive advertisement placement based on smart terminals.
  • Traditional terminals (such as Linux terminals) generally use the simplest cut-in form when switching channels, that is, jump directly to the real-time picture of other channel programs.
  • the insertion of advertisements appears in various information columns and lists, and can be clicked in small maps.
  • the selected form is presented.
  • This form of channel change can ensure the switching efficiency of the user when changing channels to the greatest extent, and this form of advertising can ensure the stability of the advertisement.
  • the user has a higher tolerance for changing the length of the station, and the narrow space in the information bar and the list imposes a great limitation on the placement of the advertisement.
  • the amount of information that the advertisement can display is small, and the fixed advertisement is long. Time is in a fixed position and it is easy for the user to feel aversion.
  • the invention provides a method and a device for tamping interactive advertisement placement based on an intelligent terminal, so as to improve the efficiency of inserting an advertisement when a smart terminal such as a smart set top box, a television, a mobile phone or the like switches channels.
  • a smart terminal such as a smart set top box, a television, a mobile phone or the like switches channels.
  • the present invention provides a tween interactive advertisement placement method based on a smart terminal, and the tween interactive advertisement placement method includes:
  • the tween interactive advertisement placement method further comprises: determining an advertisement presentation duration according to a content complexity of the advertisement and a minimum stay time required by the advertiser.
  • the tween interactive advertisement placement method further includes: monitoring, in real time, whether an advertisement interaction request sent by the user is received within the advertisement presentation duration, and if yes, presenting to the user The specific content of the advertisement.
  • the channel switching is performed according to the channel switching request.
  • the receiving advertisement management system delivers the advertisement through the one-way DVB transport stream or the two-way IP data stream, including: receiving the advertisement in advance through a DVB or IP channel and storing the advertisement.
  • the receiving advertisement management system delivers the advertisement by the one-way DVB transport stream or the two-way IP data stream, including: receiving the advertisement delivered by the advertisement management system through the IP channel in real time.
  • rendering the advertisement includes rendering the advertisement by an HTML browser engine.
  • rendering the advertisement includes parsing a custom advertisement description language and then rendering the rendering through an operating system control library or a graphics library.
  • the present invention provides a tween-interaction type advertisement placement device based on a smart terminal, and the tween-interaction type advertisement placement device includes:
  • An advertisement receiving unit configured to receive an advertisement delivered by the advertisement management system through a one-way DVB transport stream or a two-way IP data stream;
  • a request receiving unit configured to receive a channel switching request input by the user
  • An advertisement selection unit configured to select an advertisement to be presented from the received advertisement according to a business rule
  • a rendering unit is configured to render the selected advertisement and display the rendered advertisement content on a screen.
  • the tween interactive advertisement placing device further includes:
  • the duration determining unit is configured to determine an advertisement presentation duration according to the content complexity of the advertisement and the minimum stay time required by the advertiser.
  • the tween interactive advertisement placing device further includes:
  • the request monitoring unit is configured to monitor, in real time, whether the advertisement interaction request sent by the user is received within the advertisement presentation duration
  • a specific content display unit configured to display the specific content of the advertisement to the user
  • a channel switching unit configured to perform channel switching according to the channel switching request.
  • the advertisement receiving unit is specifically configured to: receive and store the advertisement in advance through a DVB or an IP channel.
  • the advertisement receiving unit is specifically configured to: receive the advertisement delivered by the advertisement management system through the IP channel in real time.
  • the rendering presentation unit is specifically configured to: render the advertisement by an HTML browser engine.
  • the rendering presentation unit is specifically configured to: parse a custom advertisement description language, and then draw the rendering through an operating system control library or a graphics library.
  • the beneficial effects of the embodiments of the present invention are: in the present invention, the advertisement is received through the IP channel, and the combination of the pre-received advertisement and the real-time receiving advertisement can be realized, and the humanized demand is satisfied, so that the advertisement display is more diverse.
  • the two rendering modes of the present invention are more flexible in displaying the advertisement than the existing OSD.
  • the present invention can improve the efficiency of inserting advertisements when smart terminals such as smart set-top boxes, televisions, and mobile phones are switched in the channel, and solve the problem that the amount of information that can be displayed in the advertisements existing in the prior art is small, and the fixed advertisements appear in the fixed time for a long time.
  • the location is easy to cause users to have an aversion problem.
  • FIG. 1 is a flowchart of a method for placing a tween interactive advertisement based on an intelligent terminal according to an embodiment of the present invention
  • FIG. 2 is a schematic diagram of channel switching and advertisement detail viewing according to an embodiment of the present invention.
  • FIG. 3 is a structural block diagram 1 of a tween-interaction type advertisement placing device based on an intelligent terminal according to an embodiment of the present invention
  • FIG. 4 is a structural block diagram 2 of a tween interactive advertisement placing device based on an intelligent terminal according to an embodiment of the present invention
  • FIG. 5 is a structural block diagram 3 of a tween interactive advertisement placing device based on an intelligent terminal according to an embodiment of the present invention.
  • an embodiment of the present invention provides a tween interactive advertisement placement method based on a smart terminal, where the tween interactive advertisement placement method includes:
  • Step 101 Receive an advertisement delivered by the advertisement management system through a one-way DVB transport stream or a two-way IP data stream;
  • Step 102 Receive a channel switching request input by a user.
  • Step 103 Select an advertisement to be presented from the received advertisement according to a business rule
  • Step 104 Render the selected advertisement and display the rendered advertisement on the screen.
  • the execution body of the tween interactive advertisement placement method in the embodiment of the present invention is an intelligent terminal, and the smart terminal may be, for example, a smart set top box, a smart TV, a smart phone, a Pad, etc., and the user inputs a channel switch.
  • the requested terminal may be a change button on the remote controller or a control interface of the smart terminal, but is not limited thereto.
  • the smart terminal-based tween interactive advertisement placement method can receive an advertisement delivered by the advertisement management system through a one-way DVB transport stream or a two-way IP data stream, and receive a channel input by the user.
  • the request is switched, and then the advertisement to be presented is selected from the received advertisement according to the business rule, the selected advertisement is rendered, and the rendered advertisement is displayed on the screen.
  • the efficiency of inserting an advertisement when the smart terminal switches channels can be improved, and the amount of information that can be displayed by the advertisement existing in the prior art is small, and the fixed advertisement appears in a fixed position for a long time. It is easy for users to have an aversion problem.
  • the advertisements sent by the advertisement management system through the one-way DVB transport stream or the two-way IP data stream may include text, pictures, videos, links to other advertisement contents, and the like, but are not limited thereto.
  • the advertisement received by the smart terminal includes information about the advertisement, such as the content complexity (play duration) of the advertisement, the minimum stay time required by the advertiser, and the like, but is not limited thereto.
  • the advertisement may be received in advance through a DVB or IP channel and stored locally (smart terminal).
  • This way of pre-receiving advertisements is independent of the current or upcoming program content and may be related to the time period or region.
  • Time-related situations For example, an advertiser requires that their advertising content be inserted during a certain period of time.
  • Situations related to the region For example, advertisements suitable for broadcasting in different regions are different.
  • the advertisement that is sent by the advertisement management system through the IP channel may be received in real time (at any time). This way of pre-receiving advertisements is generally related to the state of the user or the content being played.
  • the user's status may include: the user's identity, the user's history, the program content, the user's gender, etc., for example, as follows, for example, the user's identity is a VIP user, and the advertisement management system may receive the advertisement delivered through the IP channel according to the situation of the VIP client. According to the user history to watch the program content, the user may be provided with an advertisement that he or she may like in real time; for example, for a female user, an advertisement that the woman likes, such as cosmetics, may be provided.
  • the content to be played includes the currently played content and the content to be played.
  • the program content currently viewed by the user is a car program, or the channel that the user switches to plays the channel program, and the advertisement to be placed can play the car advertisement to cater to the user. Demand.
  • the user can initiate a channel switching request through the switch button on the smart set top box or the remote controller of the smart TV.
  • the terminal for the channel switching request input by the user is a smartphone, a Pad, etc.
  • the user can pass The control interface (keyboard (including virtual keyboard) or touch screen) of the smart terminal initiates a channel switching request.
  • the smart terminal can receive the channel switching request input by the user through the channel change button or the control interface, and then step 301 is performed.
  • the channel change in step 102 is generally performed by the [ ⁇ ] and [ ⁇ ] keys, and the present invention is generally not applied to the switching mode of inputting the channel number by using the numeric keys, mainly considering that the purpose of the user input channel number switching is clear, and the switching is performed. The factor of low tolerance.
  • the smart terminal can select an advertisement that needs to be displayed according to the business rule.
  • the business rule may be: determining whether it is necessary to play a pre-received advertisement or to play an advertisement received in real time, but is not limited thereto. For example, an advertisement of a certain period of time is bought by an advertiser. According to business rules, a pre-received advertisement needs to be played. At this time, only the advertisement bought by the advertiser can be played during the time period, and the advertisement of the advertiser is bought in advance. Received via DVB or IP channel.
  • the pre-played advertisement After the pre-played advertisement is selected, it needs to be rendered by step 104 before being placed.
  • the selected advertisement is rendered, and the advertisement can be performed in various manners, for example, by an HTML browser engine. Rendering, you can also parse the custom ad description language and then render the rendering through the operating system control library or graphics library.
  • the advertisement that needs to be placed is generally rendered by the OSD method, and the manner of displaying the manner is relatively old-fashioned, and the user is not easy to accept.
  • the above two rendering methods of the present invention can make the advertisement display manner better than the prior art. flexible.
  • the animation or other effects included in the tween interactive advertisement are not limited by the embodiment, and any manner of non-live live broadcast screen appearing when switching channels is included in the tween screen category of the tween interactive advertisement of the present invention. For example, when the channel is switched, the previous screen fades out, the tween screen fades in with the sliding effect, and fades out after a few seconds, and the adjacent channel screen fades in.
  • the frequency and regularity of advertisements appearing in the tween screen are not limited by the specific embodiment, and the advertisement page appears in the tween screen in any regularity or irregularity, which belongs to the scope of the present invention.
  • the present invention can set the advertisement display according to the complexity of the protected content in the received advertisement (the actual playing time of the advertisement) and/or the minimum stay time required by the advertiser. Duration (the duration of the tween-interactive ad pause), when the placed ad is displayed on the screen, the duration of the ad can be set.
  • the duration of the tween interactive advertisement stay is not limited by the embodiment, and any advertisement page staying time belongs to the design scope of the present invention.
  • the user may send a request for viewing the specific content (display details) of the advertisement to the smart terminal, and the user may use the change button of the smart terminal or Controls the request in the interface to send.
  • the smart terminal can monitor whether the advertisement interaction request sent by the user is received in real time, and if the advertisement interaction request sent by the user is received, the details of the advertisement are displayed to the user, if there is no monitoring within the advertisement display duration.
  • the channel switching can be performed according to the user's channel switching request, and the channel to be viewed by the user is switched.
  • the manner in which the user performs the advertisement interaction is not limited by the specific embodiment. Any manner of allowing the user to control the advertisement page through the control interface of the remote controller or the smart terminal is included in the interactive advertisement category of the present invention, for example, clicking on the display details.
  • FIG. 2 is a specific embodiment of the present invention, when a user watches channel 1, press the channel change button of the remote controller (or through the control interface) to switch channels, and a tween screen appears. At this time, there is an advertisement in the tween screen. During the display duration, the user clicks on the interactive component of the advertisement content to view the advertisement details, and returns to the end after viewing, and the screen immediately switches to the real-time program of the adjacent channel. If the user does not view the ad details and the ad is displayed longer than the ad's display time, the screen will immediately switch to the live channel of the adjacent channel 2.
  • an embodiment of the present invention provides a tween interactive advertisement placement device based on an intelligent terminal, and the tween interactive advertisement placement device includes: an advertisement receiving unit 301, a request receiving unit 302, and an advertisement selection unit. 303 and rendering display unit 304.
  • the advertisement receiving unit 301 can be configured to receive an advertisement delivered by the advertisement management system through a one-way DVB transport stream or a two-way IP data stream.
  • the advertisement receiving unit 301 may receive and store the advertisement in advance through a DVB or IP channel.
  • the advertisement receiving unit 301 can receive the advertisement delivered by the advertisement management system through the IP channel in real time.
  • the user can initiate a channel switching request through the change button on the smart set top box or the remote controller of the smart TV.
  • the terminal of the channel switching request input by the user is a smart phone, a Pad, etc.
  • the user can initiate a channel switching request through the control interface (keyboard (including a virtual keyboard) or a touch screen) of the smart terminal.
  • the request receiving unit 302 can receive a channel switching request input by the user.
  • the advertisement selection unit 303 can select an advertisement to be presented from the received advertisements according to the business rules.
  • the smart terminal can select an advertisement to be presented according to the business rule.
  • the business rule may be: determining whether it is necessary to play a pre-received advertisement or to play an advertisement received in real time, but is not limited thereto. For example, an advertisement of a certain period of time is bought by an advertiser. According to business rules, a pre-received advertisement needs to be played. At this time, only the advertisement bought by the advertiser can be played during the time period, and the advertisement of the advertiser is bought in advance. Received via DVB or IP channel.
  • the render presentation unit 304 can be used to render the selected advertisement and present the rendered advertisement content on the screen.
  • the rendering presentation unit 304 can render the advertisement through an HTML browser engine. In another embodiment, the rendering presentation unit 304 may first parse the custom advertisement description language and then render the rendering through the operating system control library or the graphics library.
  • the advertisement that needs to be placed is generally rendered by the OSD method, and the manner of displaying the manner is relatively old-fashioned, and the user is not easy to accept.
  • the above two rendering methods of the present invention can make the advertisement display manner better than the prior art. flexible.
  • the tween interactive advertisement placing device may further include: a duration determining unit 401, which may be based on the content complexity of the advertisement and the minimum stay required by the advertiser. Time determines how long the ad will be displayed.
  • the tween interactive advertisement placing device further includes: a request monitoring unit 501, a specific content display unit 502, and a channel switching unit 503.
  • the request monitoring unit 501 can monitor in real time whether the advertisement interaction request sent by the user is received within the advertisement presentation duration.
  • the specific content of the advertisement may be displayed to the user through the specific content display unit 502.
  • the channel switching unit 503 may perform channel switching according to the channel switching request when the advertisement presentation time reaches the advertisement presentation duration.
  • the present invention by receiving an advertisement through an IP channel, a combination of a pre-received advertisement and a real-time receiving advertisement can be realized, which satisfies the humanized demand, and makes the advertisement display more diverse.
  • the two rendering modes of the present invention are more flexible in displaying the advertisement than the existing OSD.
  • the present invention can improve the efficiency of inserting advertisements when smart terminals such as smart set-top boxes, televisions, and mobile phones are inserted in switching channels, and solve the existing technology.
  • the amount of information that can be displayed in an advertisement is small, and the fact that a fixed advertisement appears in a fixed position for a long time is likely to cause an objection to the user.
  • embodiments of the present invention can be provided as a method, system, or computer program product. Accordingly, the present invention may take the form of an entirely hardware embodiment, an entirely software embodiment, or a combination of software and hardware. Moreover, the invention can take the form of a computer program product embodied on one or more computer-usable storage media (including but not limited to disk storage, CD-ROM, optical storage, etc.) including computer usable program code.
  • computer-usable storage media including but not limited to disk storage, CD-ROM, optical storage, etc.
  • the computer program instructions can also be stored in a computer readable memory that can direct a computer or other programmable data processing device to operate in a particular manner, such that the instructions stored in the computer readable memory produce an article of manufacture comprising the instruction device.
  • the apparatus implements the functions specified in one or more blocks of a flow or a flow and/or block diagram of the flowchart.
  • These computer program instructions can also be loaded onto a computer or other programmable data processing device such that a series of operational steps are performed on a computer or other programmable device to produce computer-implemented processing for execution on a computer or other programmable device.
  • the instructions provide steps for implementing the functions specified in one or more of the flow or in a block or blocks of a flow diagram.

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  • Databases & Information Systems (AREA)
  • Human Computer Interaction (AREA)
  • Business, Economics & Management (AREA)
  • Marketing (AREA)
  • Computer Security & Cryptography (AREA)
  • Computer Networks & Wireless Communication (AREA)
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Abstract

本发明提供了一种基于智能终端的补间交互型广告置入方法及装置，所述的补间交互型广告置入方法包括：接收广告管理系统通过单向DVB传输流或者双向IP数据流下发的广告；接收用户输入的频道切换请求；根据业务规则从接收的所述广告中选择需要展现的广告；对选择的所述广告进行渲染，并将渲染后的广告内容展现在屏幕上。本发明可以提升智能终端在切换频道时插入广告的效率，解决了现有技术中存在的广告可以展示的信息量很小，以及固定广告长时间出现在固定位置易使用户产生反感问题。

Description

一种基于智能终端的补间交互型广告置入方法及装置 技术领域
本发明是关于数字电视与智能终端领域，特别是关于一种基于智能终端的补间交互型广告置入方法及装置。
背景技术
传统终端(例如Linux终端)在切换频道时一般采用最简单的切入形式，即直接跳转至其他频道节目的实时画面，广告的插入多出现于各种信息栏以及列表中，以小图可点选的形式呈现。这种换台形式可以最大程度上保证用户换台时的切换效率，而这种广告形式则可以保证广告的稳定性。但实际使用中，用户对于换台时长有着更高的容忍度，而信息栏和列表中狭窄的空间给广告的置入造成很大的局限，广告可以展示的信息量很小，并且固定广告长时间出现在固定位置易使用户产生反感。
发明内容
本发明提供一种基于智能终端的补间交互型广告置入方法及装置，以提升智能机顶盒、电视、手机等智能终端在切换频道时插入广告的效率。
为了实现上述目的，本发明提供一种基于智能终端的补间交互型广告置入方法，所述的补间交互型广告置入方法包括：
接收广告管理系统通过单向DVB传输流或者双向IP数据流下发的广告；
接收用户输入的频道切换请求；
根据业务规则从接收的所述广告中选择需要展现的广告；
对选择的广告进行渲染，并将渲染后的广告展现在屏幕上。
在一实施例中，所述的补间交互型广告置入方法还包括：根据所述广告的内容复杂度及广告商要求的最短停留时间确定广告展现时长。
在一实施例中，所述的补间交互型广告置入方法还包括：在所述广告展现时长内实时监测是否收到所述用户发送的广告交互请求，如果是，向所述用户展示所述广告的具体内容。
在一实施例中，如果在所述广告展现时长内没有监测到用户的广告交互请求，根据所述的频道切换请求进行频道切换。
在一实施例中，所述接收广告管理系统通过单向DVB传输流或者双向IP数据流下发的广告，包括：预先通过DVB或IP通道接收所述广告并存储。
在一实施例中，所述接收广告管理系统通过单向DVB传输流或者双向IP数据流下发的广告，包括：实时接收广告管理系统通过IP通道下发的所述广告。
在一实施例中，对所述广告进行渲染，包括：通过HTML浏览器引擎对所述广告进行渲染。
在一实施例中，对所述广告进行渲染，包括：解析自定义广告描述语言，然后通过操作系统控件库或图形库绘制渲染。
为了实现上述目的，本发明提供一种基于智能终端的补间交互型广告置入装置，所述的补间交互型广告置入装置包括：
广告接收单元，用于接收广告管理系统通过单向DVB传输流或者双向IP数据流下发的广告；
请求接收单元，用于接收用户输入的频道切换请求；
广告选择单元，用于根据业务规则从接收的所述广告中选择需要展现的广告；
渲染展示单元，用于对选择的所述广告进行渲染，并将渲染后的广告内容展现在屏幕上。
在一实施例中，所述的补间交互型广告置入装置还包括：
时长确定单元，用于根据所述广告的内容复杂度及广告商要求的最短停留时间确定广告展现时长。
在一实施例中，所述的补间交互型广告置入装置还包括：
请求监测单元，用于在所述广告展现时长内实时监测是否收到所述用户发送的广告交互请求；
具体内容展示单元，用于向所述用户展示广告的具体内容；
频道切换单元，用于根据所述的频道切换请求进行频道切换。
在一实施例中，所述广告接收单元具体用于：预先通过DVB或IP通道接收并所述广告存储。
在一实施例中，所述广告接收单元具体用于：实时接收广告管理系统通过IP通道下发的所述广告。
在一实施例中，所述的渲染展示单元具体用于：通过HTML浏览器引擎对所述广告进行渲染。
在一实施例中，所述的渲染展示单元具体用于：解析自定义广告描述语言，然后通过操作系统控件库或图形库绘制渲染。
本发明实施例的有益效果在于：本发明中，通IP通道接收广告，可以实现预先接收广告与实时接收广告的结合，满足人性化需求，使得广告的展示更加多样话。本发明的两种渲染方式，与现有的OSD相比，广告的展现方式更加灵活。另外，通过本发明，可以提升智能机顶盒、电视、手机等智能终端在切换频道时插入广告的效率，解决现有技术中存在的广告可以展示的信息量很小，以及固定广告长时间出现在固定位置易使用户产生反感问题。
附图说明
为了更清楚地说明本发明实施例或现有技术中的技术方案，下面将对实施例或现有技术描述中所需要使用的附图作简单地介绍，显而易见地，下面描述中的附图仅仅是本发明的一些实施例，对于本领域普通技术人员来讲，在不付出创造性劳动性的前提下，还可以根据这些附图获得其他的附图。
图1为本发明实施例的基于智能终端的补间交互型广告置入方法流程图；
图2为本发明实施例的频道切换及广告详情查看示意图；
图3为本发明实施例的基于智能终端的补间交互型广告置入装置的结构框图一；
图4为本发明实施例的基于智能终端的补间交互型广告置入装置的结构框图二；
图5为本发明实施例的基于智能终端的补间交互型广告置入装置的结构框图三。
具体实施方式
下面将结合本发明实施例中的附图，对本发明实施例中的技术方案进行清楚、完整地描述，显然，所描述的实施例仅仅是本发明一部分实施例，而不是全部的实施例。基于本发明中的实施例，本领域普通技术人员在没有做出创造性劳动前提下所获得的所有其他实施例，都属于本发明保护的范围。
如图1所示，本发明实施例提供一种基于智能终端的补间交互型广告置入方法，所述的补间交互型广告置入方法包括：
步骤101：接收广告管理系统通过单向DVB传输流或者双向IP数据流下发的广告；
步骤102：接收用户输入的频道切换请求；
步骤103：根据业务规则从接收的所述广告中选择需要展现的广告；
步骤104：对选择的广告进行渲染，并将渲染后的广告展现在屏幕上。
需要说明的是，本发明实施例的补间交互型广告置入方法的执行主体为一种智能终端，该智能终端可以是例如智能机顶盒、智能电视、智能手机、Pad等，用户输入的频道切换请求的终端可以是遥控器上的换台键或智能终端的控制界面，但不仅局限于此。
由图1可知，本发明实施例提供的基于智能终端的补间交互型广告置入方法，能够接收广告管理系统通过单向DVB传输流或者双向IP数据流下发的广告，并接收用户输入的频道切换请求，然后根据业务规则从接收的所述广告中选择需要展现的广告，对选择的广告进行渲染，并将渲染后的广告展现在屏幕上。通过上述补间交互型广告置入方法，可以提升智能终端在切换频道时插入广告的效率，解决了现有技术中存在的广告可以展示的信息量很小，以及固定广告长时间出现在固定位置易使用户产生反感问题。
值得说明的是，广告管理系统通过单向DVB传输流或者双向IP数据流下发的广告可以包括文字、图片、视频、指向其他广告内容的链接等，但不仅局限于此。
智能终端接收的广告中，包含了广告的相关信息，如广告的内容复杂度(播放时长)、广告商要求的最短停留时间等，但不仅局限于此。
步骤101具体实施时，可以是预先通过DVB或IP通道接收广告并存储在本地(智能终端)。这种预先接收广告的方式与当前或者即将播放的节目内容无关，可以与时间段或者地区有关。跟时间有关的情况：例如广告商要求在某一时间段插播其广告内容。跟地区有关的情况：例如不同地区适合播放的广告有所不同。
步骤101具体实施时，也可以是实时(随时)接收广告管理系统通过IP通道下发的广告。这种预先接收广告的方式一般与用户的状态或者播放的内容有关。
用户的状态可以包括：用户身份、用户的历史观看节目内容、用户性别等，举例说明如下，例如用户的身份为VIP用户，可以根据VIP客户的情况实时接收广告管理系统通过IP通道下发的广告；根据该用户历史观看节目内容，可以为用户实时提供其可能喜欢的广告；例如对于女性用户，可以为其提供女性喜欢的广告，比如化妆品等。
播放的内容包括当前播放的内容及即将播放的内容，例如用户当前观看的节目内容为汽车节目，或者用户切换到的频道播放的为频道节目，待置入的广告可以播放汽车广告，以迎合用户的需求。
步骤102具体实施时，对于用户输入的频道切换请求的终端为智能机顶盒或者智能电视的情况，用户可以通过智能机顶盒或者智能电视的遥控器上的换台键发起频道切换请求。对于用户输入的频道切换请求的终端为智能手机、Pad等的情况，用户可以通过 智能终端的控制界面(键盘(包括虚拟键盘)或者触摸屏)发起频道切换请求。智能终端可以接收到用户通过换台键或者控制界面输入的频道切换请求，然后执行步骤301。
步骤102中的换台时一般通过【←】及【→】键进行，本发明一般不应用于用数字键输入频道号的切换方式，主要考虑到用户输入频道号切换时目的性明确，对切换时长容忍度低的因素。
步骤103具体实施时，当用户进行频道切换时，智能终端可以根据业务规则选择需要展现的广告。业务规则可以是：判断需要播放预先接收的广告还是需要播放实时接收的广告，但不仅局限于此。例如某一时段的广告被某广告商买断，根据业务规则，需要播放预先接收的广告，此时在该时间段只能播放该广告商买断的广告，该广告商买断的广告是预先通过DVB或IP通道接收的。
选择完成预先播放的广告后，需要通过步骤104进行渲染之后才能进行置入，步骤104中，对选择置入的广告进行渲染，可以通过多种方式，例如通过HTML浏览器引擎对所述广告进行渲染，还可以先解析自定义广告描述语言，然后通过操作系统控件库或图形库绘制渲染。
现有技术中，一般通过OSD方式对需要置入的广告进行渲染，该方式展现方式比较古板，用户不容易接受，通过本发明的上述两种渲染方法，可以使得广告的展现方式较现有技术灵活。
补间交互型广告中所包含的动画或其他效果不受实施例的限制，任何在切换频道时出现的非实时直播画面的方式都包含在本发明的补间交互型广告的补间画面范畴中，例如切换频道时前一画面淡出，补间画面以滑动效果淡入，停留数秒后淡出，随之相邻频道画面淡入。
另外，补间画面中出现广告的频率和规律(可以出现几个广告)不受具体实施例的限制，广告页以任何规律或者没有规律地出现在补间画面中即属于本发明的范畴。
置入广告时，需要设定置入广告的时长，本发明可以根据接收的广告中保护内容的复杂度(广告的实际播放时长)和/或广告商要求的最短停留时间等信息设定广告展现时长(补间交互型广告停留时长)，屏幕上显示置入的广告时，可以停留设定的该广告展示时长。补间交互型广告停留时长不受实施例的限制，任何广告页停留时长都属于本发明的设计范畴。
本发明具体实施时，在置入的广告在上述广告展示时长内，用户可以向智能终端发送观看广告具体内容(展示详情)的请求(广告交互请求)，用户可以通过智能终端的换台键或者控制界面发送中的该请求。
在上述广告展现时长内，智能终端可以实时的监测是否收到用户发送的广告交互请求，如果收到用户发送的广告交互请求，向用户展示广告的详情，如果在所述广告展现时长内没有监测到用户的广告交互请求，可以根据用户的频道切换请求进行频道切换，切换到用户要观看的频道。
用户进行广告交互的方式不受具体实施例的限制，任何使用户可以通过遥控器或智能终端的控制界面控制广告页面的方式均包含在本发明的交互型广告范畴内，例如点选展示详情。
图2为本发明的一个具体实施例，用户在观看频道1时，按遥控器的换台键(或者通过控制界面)切换频道，出现补间画面，此时补间画面中有广告，在广告展示时长内用户点选广告内容的交互元件即可查看广告详情，查看结束后返回，画面立即切换至相邻频道的实时节目。如果用户不查看广告详情，广告展示时间超过广告展示时长后，画面也将立即切换至相邻频道2的实时节目。
如图3所示，本发明实施例提供一种基于智能终端的补间交互型广告置入装置，该补间交互型广告置入装置包括：广告接收单元301，请求接收单元302，广告选择单元303及渲染展示单元304。
广告接收单元301可以用于接收广告管理系统通过单向DVB传输流或者双向IP数据流下发的广告。
在一实施例中，广告接收单元301可以预先通过DVB或IP通道接收并所述广告存储。
在一实施例中，广告接收单元301可以实时接收广告管理系统通过IP通道下发的所述广告。
对于用户输入的频道切换请求的终端为智能机顶盒或者智能电视的情况，用户可以通过智能机顶盒或者智能电视的遥控器上的换台键发起频道切换请求。对于用户输入的频道切换请求的终端为智能手机、Pad等的情况，用户可以通过智能终端的控制界面(键盘(包括虚拟键盘)或者触摸屏)发起频道切换请求。请求接收单元302可以接收用户输入的频道切换请求。
广告选择单元303可以根据业务规则从接收的广告中选择需要展现的广告。当用户进行频道切换时，智能终端可以根据业务规则选择需要展现的广告。业务规则可以是：判断需要播放预先接收的广告还是需要播放实时接收的广告，但不仅局限于此。例如某一时段的广告被某广告商买断，根据业务规则，需要播放预先接收的广告，此时在该时间段只能播放该广告商买断的广告，该广告商买断的广告是预先通过DVB或IP通道接收的。
渲染展示单元304可以用于对选择的广告进行渲染，并将渲染后的广告内容展现在屏幕上。
广告渲染的方式很多，在一实施例中，渲染展示单元304可以通过HTML浏览器引擎对所述广告进行渲染。另一实施例中，渲染展示单元304可以先解析自定义广告描述语言，然后通过操作系统控件库或图形库绘制渲染。
现有技术中，一般通过OSD方式对需要置入的广告进行渲染，该方式展现方式比较古板，用户不容易接受，通过本发明的上述两种渲染方法，可以使得广告的展现方式较现有技术灵活。
在一实施例中，如图4所示，补间交互型广告置入装置还可以包括：时长确定单元401，该时长确定单元401可以根据所述广告的内容复杂度及广告商要求的最短停留时间确定广告展现时长。
在一实施例中，如图5所示，补间交互型广告置入装置还包括：请求监测单元501，具体内容展示单元502及频道切换单元503。
请求监测单元501可以在广告展现时长内实时监测是否收到用户发送的广告交互请求。
如果在广告展现时长内实时监测收到用户发送的广告交互请求，可以通过具体内容展示单元502向用户展示广告的具体内容。
如果在广告展现时长内实时监测没有收到用户发送的广告交互请求，在广告的展现时间达到广告展现时长时，频道切换单元503可以根据所述的频道切换请求进行频道切换。
由上述实施例可知，本发明中，通过IP通道接收广告，可以实现预先接收广告与实时接收广告的结合，满足人性化需求，使得广告的展示更加多样话。本发明的两种渲染方式，与现有的OSD相比，广告的展现方式更加灵活。另外，通过本发明，可以提升智能机顶盒、电视、手机等智能终端在切换频道时插入广告的效率，解决现有技术中存在 的广告可以展示的信息量很小，以及固定广告长时间出现在固定位置易使用户产生反感问题。
本领域内的技术人员应明白，本发明的实施例可提供为方法、系统、或计算机程序产品。因此，本发明可采用完全硬件实施例、完全软件实施例、或结合软件和硬件方面的实施例的形式。而且，本发明可采用在一个或多个其中包含有计算机可用程序代码的计算机可用存储介质(包括但不限于磁盘存储器、CD-ROM、光学存储器等)上实施的计算机程序产品的形式。
本发明是参照根据本发明实施例的方法、设备(系统)、和计算机程序产品的流程图和/或方框图来描述的。应理解可由计算机程序指令实现流程图和/或方框图中的每一流程和/或方框、以及流程图和/或方框图中的流程和/或方框的结合。可提供这些计算机程序指令到通用计算机、专用计算机、嵌入式处理机或其他可编程数据处理设备的处理器以产生一个机器，使得通过计算机或其他可编程数据处理设备的处理器执行的指令产生用于实现在流程图一个流程或多个流程和/或方框图一个方框或多个方框中指定的功能的装置。
这些计算机程序指令也可存储在能引导计算机或其他可编程数据处理设备以特定方式工作的计算机可读存储器中，使得存储在该计算机可读存储器中的指令产生包括指令装置的制造品，该指令装置实现在流程图一个流程或多个流程和/或方框图一个方框或多个方框中指定的功能。
这些计算机程序指令也可装载到计算机或其他可编程数据处理设备上，使得在计算机或其他可编程设备上执行一系列操作步骤以产生计算机实现的处理，从而在计算机或其他可编程设备上执行的指令提供用于实现在流程图一个流程或多个流程和/或方框图一个方框或多个方框中指定的功能的步骤。
本发明中应用了具体实施例对本发明的原理及实施方式进行了阐述，以上实施例的说明只是用于帮助理解本发明的方法及其核心思想；同时，对于本领域的一般技术人员，依据本发明的思想，在具体实施方式及应用范围上均会有改变之处，综上所述，本说明书内容不应理解为对本发明的限制。

Claims (15)

  1. 一种基于智能终端的补间交互型广告置入方法，其特征在于，所述的补间交互型广告置入方法包括：
    接收广告管理系统通过单向DVB传输流或者双向IP数据流下发的广告；
    接收用户输入的频道切换请求；
    根据业务规则从接收的所述广告中选择需要展现的广告；
    对选择的广告进行渲染，并将渲染后的广告展现在屏幕上。
  2. 根据权利要求1所述的补间交互型广告置入方法，其特征在于，所述的补间交互型广告置入方法还包括：根据所述广告的内容复杂度及广告商要求的最短停留时间确定广告展现时长。
  3. 根据权利要求2所述的补间交互型广告置入方法，其特征在于，所述的补间交互型广告置入方法还包括：在所述广告展现时长内实时监测是否收到所述用户发送的广告交互请求，如果是，向所述用户展示所述广告的具体内容。
  4. 根据权利要求3所述的补间交互型广告置入方法，其特征在于，如果在所述广告展现时长内没有监测到用户的广告交互请求，根据所述的频道切换请求进行频道切换。
  5. 根据权利要求1所述的补间交互型广告置入方法，其特征在于，所述接收广告管理系统通过单向DVB传输流或者双向IP数据流下发的广告，包括：预先通过DVB或IP通道接收所述广告并存储。
  6. 根据权利要求1所述的补间交互型广告置入方法，其特征在于，所述接收广告管理系统通过单向DVB传输流或者双向IP数据流下发的广告，包括：实时接收广告管理系统通过IP通道下发的所述广告。
  7. 根据权利要求1所述的补间交互型广告置入方法，其特征在于，所述对广告进行渲染，包括：通过HTML浏览器引擎对所述广告进行渲染。
  8. 根据权利要求1所述的补间交互型广告置入方法，其特征在于，所述对广告进行渲染，包括：解析自定义广告描述语言，然后通过操作系统控件库或图形库绘制渲染。
  9. 一种基于智能终端的补间交互型广告置入装置，其特征在于，所述的补间交互型广告置入装置包括：
    广告接收单元，用于接收广告管理系统通过单向DVB传输流或者双向IP数据流下发的广告；
    请求接收单元，用于接收用户输入的频道切换请求；
    广告选择单元，用于根据业务规则从接收的所述广告中选择需要展现的广告；
    渲染展示单元，用于对选择的所述广告进行渲染，并将渲染后的广告内容展现在屏幕上。
  10. 根据权利要求9所述的补间交互型广告置入装置，其特征在于，所述的补间交互型广告置入装置还包括：
    时长确定单元，用于根据所述广告的内容复杂度及广告商要求的最短停留时间确定广告展现时长。
  11. 根据权利要求10所述的补间交互型广告置入装置，其特征在于，所述的补间交互型广告置入装置还包括：
    请求监测单元，用于在所述广告展现时长内实时监测是否收到所述用户发送的广告交互请求；
    具体内容展示单元，用于向所述用户展示广告的具体内容；
    频道切换单元，用于根据所述的频道切换请求进行频道切换。
  12. 根据权利要求9所述的补间交互型广告置入装置，其特征在于，所述广告接收单元具体用于：预先通过DVB或IP通道接收并所述广告存储。
  13. 根据权利要求9所述的补间交互型广告置入装置，其特征在于，所述广告接收单元具体用于：实时接收广告管理系统通过IP通道下发的所述广告。
  14. 根据权利要求9所述的补间交互型广告置入装置，其特征在于，所述的渲染展示单元具体用于：通过HTML浏览器引擎对所述广告进行渲染。
  15. 根据权利要求9所述的补间交互型广告置入装置，其特征在于，所述的渲染展示单元具体用于：解析自定义广告描述语言，然后通过操作系统控件库或图形库绘制渲染。
PCT/CN2015/076408 2014-05-05 2015-04-13 一种基于智能终端的补间交互型广告置入方法及装置 WO2015169139A1 (zh)

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