WO2016093588A1

WO2016093588A1 - Broadcast advertisement control system and method therefor

Info

Publication number: WO2016093588A1
Application number: PCT/KR2015/013376
Authority: WO
Inventors: 남기원
Original assignee: 남기원
Priority date: 2014-12-09
Filing date: 2015-12-08
Publication date: 2016-06-16
Also published as: KR101694738B1; KR20160069945A

Abstract

The present invention relates to a broadcast advertisement control system and a method therefor, and the purpose of the present invention is to provide: a broadcast advertisement control system for selecting a sponsor by an auction method having various conditions for a local advertisement including a specific broadcast scene, for executing the local advertisement if cue tone information on a local advertisement allowable time is received from a broadcast station, for proceeding with a partnered local advertisement by an auction method, and for guaranteeing that the local advertisement is viewed in a predetermined number of households by receiving viewing channel information of a viewer from a set-top box; and a method therefor. By using the present invention, a local advertisement auction can be reasonably processed by applying weighted values to various variables, thereby invigorating the progress of a local advertisement, the local advertisement can be stably provided through a combination of linked devices, synergy can be maximized for a partnered advertisement, there is an advantage of generating continuous royalty income for movie actors/actresses, television actors/actresses and broadcast producers, and a local sponsor can execute a high-quality advertisement by using broadcast scenes at low cost, thereby invigorating advertisement distribution.

Description

Specification

Title of invention: Broadcasting advertisement control system and method thereof

[1] The present invention relates to a broadcast advertising control system and its method, and more specifically selects advertisers in various auction methods for local advertisements containing a specific broadcast scene and obtains cueton information about local advertisement allowance times from broadcasting stations. Broadcast advertisement control system and method for receiving local advertisement, receiving federated local advertisement by auction method, receiving viewer's channel information from set-top box and ensuring local advertisement reading for a certain number of households when receiving. It's about. Background

[2] As is well known, advertising systems are largely classified into Internet-based portal advertisements, paper advertisements such as newspapers and magazines, and broadcast advertisements through radio and TV.

[3] In the case of portal advertisements via the Internet, a tree structure is formed by obtaining information by clicking various advertisements displayed inside the portal site.

It has a disadvantage that subscribers can obtain advertisement information only when the subscribers find the advertisements they want or search by category very actively.

[4] In the case of newspapers and magazines, as with the Internet advertising system,

However, in the case of a system that requires attention to advertisements during the reading process, but written advertisements such as newspapers and magazines, the number of subscribers to newspapers and magazines is rapidly falling due to Internet advertisements, and in the future, the advertising market is very limited except for maniac. Will exist.

[5] Advertisement systems via TV display specific advertisements manually while watching TV

This system consists of a system that allows you to watch advertisements as long as you don't turn the channel into another channel. Once you have a very large number of TV viewers, this is a passive advertising method that is provided by this infusion. There is a systemic feature of national simultaneous viewing.

[6] Meanwhile, with the recent rapid increase in network speeds and the development of QoS technology on the Internet, IPTV, which enables digital broadcasting services of existing satellites, cables, ground and satellites, has emerged. We develop and launch IPTV products using technology, and various standardization activities and researches related to IPTV are actively conducted.

[7] The representative IPTV standardization organization is TM-IPI ad-hoc group under DVB. Currently, phase 1 standard has been announced and expanded in relation to MPEG2 TS (Transport Stream) based IP digital broadcasting service. In phase 2, the AV data encoded in MPEG2 or MPEG4 is loaded based on IP rather than TS. It is preparing standard work related to outgoing IP-based digital broadcasting service.

[8] In the case of a TV system, since the advertisements displayed in the advertisement time period between a program and a program are broadcast advertisements that are output nationally, large advertisements such as large companies are mainly used. Not only is it burdensome, but even if it is advertised nationwide, there is no direct correlation to sales.

[9] Meanwhile, in the case of a broadcast advertisement interposed between broadcast programs, the broadcaster receives advertisement costs from a number of companies and publishes the advertisement data. A typical commercial broadcast is about one tenth of the program time. Since the time is set and produced, the commercial is organized in 6 minutes for the 60-minute program, and if the advertisement is organized for 3 minutes each before and after the start of the program, 12 15-second advertisements are organized.

[10] However, in the case of a low viewing rate program, the order of advertisement is not smooth, so it is not possible to fill all 12 advertisements, and to fill the time by replacing the unsold advertisement time with public advertisement, etc. There was a problem that the broadcaster's profits deteriorated because the advertising cost was significantly smaller than the revenue advertisement or there was no advertising cost.

[11] On the other hand, in the case of the above-described general analogue airwave TV system,

Since the advertisements that are output between the program and the program are broadcasted nationwide, large advertisements such as large companies are mainstream, and local advertisements of local businesses are not only expensive but also directly correlated to sales even if they are advertised nationwide. There was a problem that there is no need for it so much.

[12] In addition, in the case of general advertisements, the viewers' preference is low.

Measures should be taken to increase the attractiveness and attention.

[13] Many companies want to advertise locally on TV screens, but there is a problem of cost burden, and the problem is that advertisers who apply for local advertisements feel that they do not enjoy local advertising when viewers watch other channels.

There was a need for action.

Detailed description of the invention

Technical task

[14] The present invention has been made in consideration of the above-described circumstances of the related art.

Local advertisers with broadcast scenes are selected as auctions under various conditions, and when the broadcaster receives the cueton information about local ad allowance time, the local advertisements are executed, the federated local advertisements are auctioned, and the viewers watch. The objective is to provide a broadcast advertising control system and method for receiving channel information from a set-top box to ensure that local advertising is viewed for a certain number of households. Task solution

[15] In order to achieve the above object, according to _a preferred embodiment of the present invention, _a ) the process of receiving a local advertisement application from a plurality of advertiser terminal 14, the advertisement providing server (8); b) the advertisement providing server 8 generating and registering local advertisement data; c) the advertisement providing server (8) is a broadcaster server (4) or broadcast carrier

Receiving local advertisement allowable time information from the server 6; d) transmitting the local advertisement data by the advertisement providing server 8 to the local set-top box 2; e) the advertisement providing server 8 receiving a start signal of a local advertisement allowable time from the broadcasting company server 4 or the broadcasting communication company server 6; f) transmitting, by the advertisement providing server 8, a local advertisement output control signal to each set-top box 2; g) above

A set-top box (2) extracting and outputting pre-specified ¾ local advertisement data; h) ^■ the advertisement providing server (8) receiving the end signal of the local advertisement allowance time from the broadcaster server (4) or broadcast communication company server (6); i) transmitting, by the advertisement providing server 8, a local advertisement output end signal to each set-top box 2; j) the above

A broadcast advertisement control method is provided, characterized in that the set-top box (2) is a process of terminating the output of the local advertisement data and returning to the original broadcast data.

Preferably, before the process a), the set-top box 2 further includes registering the local area information and the set-top box-specific identification information corresponding to the advertisement providing server 8. A broadcast advertisement control method is provided.

Preferably, the _a ) process is a broadcast advertising control method characterized in that the advertisement providing server ₍₈₎ is a process of auction bidding the advertisers to perform the horizontal advertising is provided.

[18] Preferably, the advertisement providing server 8 is provided between a) and b).

There is provided a broadcast advertisement control method characterized by further including a process of generating local advertisement data by combining local advertisement information in broadcast scene data.

Preferably, ^' c) is a process in which the advertisement providing server 8 receives the advertisement intro information from the broadcaster server 4, and the advertisement intro information includes the start and end time information of the local advertisement. Provided is a method for controlling broadcast advertisements, which is characterized by being included.

Preferably, the g) process is the set top box (2) to the advertisement providing server (8)

Access to and transfer of locally advertised data for that pre-classified local area.

Provided is a method for controlling broadcast advertisements, which can be replaced with a process of generating a request signal.

[21] Preferably, the process _a ) includes the advertisement providing server 8 participating in an auction.

It includes a process of presenting the minimum bid amount to the advertiser for each local advertisement. A broadcasting advertising control method is provided.

Preferably, the process _a ) is connected to the advertisement providing server 8 gas station

Receiving the auction of the federated local advertisement for the broadcast scene data; generating the winning bidder; publishing the winning bidder information; viewing the winning bidder information; A broadcasting advertisement control method is provided, which further includes a process of calculating the advertising costs of the successful bidders and the successful bidders.

Preferably, the g) process is the set-top box (2) to display the channel information to the advertisement

Transmitting to the provision server 8; registering the exposure frequency information for each local advertisement by the advertisement providing server 8; and matching the number of local advertisement exposures requested by the advertiser by the advertisement providing server 8; A broadcast advertisement control method is provided, which further includes a process of editing a transmission of a local advertisement or applying an exposure number to an advertisement cost to settle the advertisement.

[24] Preferably, the advertisement providing server 8 further comprises a step of calculating a minimum bid amount by applying a weight value according to the advertisement exposure time period in which the viewing rate according to the TV viewing time period is reflected. Is provided.

[25] Preferably, the advertisement providing server 8 is included in each broadcast scene included in a local advertisement.

There is provided a method for controlling broadcast advertisements, which further includes calculating a minimum bid amount by applying weights according to whether the main actors are included.

Preferably, the advertisement providing server 8 further includes a step of calculating a minimum bid amount by applying a weighting value depending on whether the broadcast scene included in the local advertisement is before and after the corresponding broadcast time. A broadcast advertisement control method is provided.

Preferably, the advertisement providing server ₍₈₎ is a broadcast advertisement, characterized in that further comprising the step of calculating the minimum bid amount by applying the weight according to the viewing rate of the broadcast for each broadcast scene included in the horizontal advertisement A control method is provided.

Preferably, the advertisement providing server 8 further includes a process of transmitting post bidder information to a pre-sold bidder when requesting a post bidder to request federation local advertisements.

Preferably, the advertisement providing server 8 further includes a process of receiving advertisement time selection information from a prevailing bidder and receiving an auction of a later bidder for the remaining advertisement time. do.

[30] Preferably, the advertisement providing server 8 charges a fixed advertisement fee for each federated local advertisement.

The advertising cost is settled in proportion to the time of selection of the successful bidder on the basis of the fixed advertising cost, and the advertising cost of the successful bidder is settled by subtracting the advertising cost of the successful bidder from the total advertising cost. A control method is provided.

[31] Preferably, the advertisement providing server 8 charges a fixed advertisement fee for each federated local advertisement.

The successful bidder's advertising expenses are undecided based on the fixed advertising expenses. When the successful bidder's advertising cost is determined after the successful bidder, the broadcasting advertising control method is further provided.

Preferably, the advertisement providing server 8 auctions the guaranteed exposure number for each local advertisement; and the advertisement providing server 8 receives channel information from the set-top box 2 during a local advertisement exposure time period. There is provided a broadcasting advertisement control method characterized by further receiving and calculating the number of exposures for each local advertisement.

[33] Preferably, the advertisement providing server 8 further includes a process of editing a transmission of a local advertisement or adjusting the exposure number to be applied to an advertisement cost in accordance with the number of local advertisement exposures requested by the advertiser. A broadcast advertisement control method is provided.

[34] Meanwhile, the present invention provides a broadcaster server (4) for transmitting broadcast data to each set-top box (STB: 2) by broadcasting a broadcast relay network and transmitting broadcast program and local advertisement intro information to the broadcast communication server (6). A broadcast communication for receiving broadcast data and local advertisement intro information from the broadcaster server 4, transmitting local advertisement intro information to the advertisement providing server 8, and transmitting broadcast data to a set-top box (STB) 2; Recruiting advertisers to participate in the local advertisement, and receiving the local advertisement intro information from the broadcasting communication server (6), and pre-register the local advertisement data so that the local advertisement can be output for each region at the time when the local advertisement is allowed. An advertisement providing server 8 for storing local advertisement data when receiving and receiving a cuetone signal; and a set-top box for outputting broadcasting data and local advertisement data provided from the broadcasting communication server 6; (STB: 2) The broadcast advertising control system gong is provided.

[35] Preferably, the advertisement intro information may include a start time at which local advertisements are allowed.

A broadcast advertising control system is provided that includes end time and full local advertising time information.

[0036] Preferably, the broadcaster server 4 is provided with a broadcast advertisement control system, characterized in that the server is installed in either a cable broadcaster or a terrestrial broadcaster.

Preferably, the broadcast advertisement control system is characterized in that the local advertisement is an advertisement in which local advertisement information is included in the broadcast scene data.

Preferably, the set top box (STB) 2 is local to the broadcast communication server 6.

A communication module 9 for receiving broadcast data including an advertisement; a remote control information receiver 10 for receiving a remote control signal of a user including a channel switching signal; and an advertisement exposure control information receiver for receiving local advertisement exposure time information; A local information setting unit 16 configured to set the local information on which the set top box 2 is recognized by the broadcasting communication server 6 or the advertisement providing server 8; Provided is a broadcast advertisement control system characterized in that it comprises a control unit 20 for controlling to receive and output broadcast data including a local advertisement from a communication server 6. Preferably, the set top box (STB) 2 includes a local advertisement storage unit 18 for receiving and storing local advertisement data from the advertisement providing server 8; and a local advertisement for a specific time period included in a broadcast program. A broadcasting advertisement control system is provided, which further includes an advertisement data processing unit 14 for editing data to be inserted.

Preferably, the advertisement providing server 8 therein is a communication module 22 for communicating with the set-top box (STB) 2 and the broadcast communication server (6); STB information management unit 24 for managing the unique identification number of the set-top box (STB: 2); Local information management unit 26 for managing the registration and update of the area code information for each set-top box (STB: 2); A local advertisement exposure time management unit 28 for managing information on the local advertisement exposure time allocated from the broadcaster server 4; a broadcast scene data storage unit 30 for storing broadcast scene data which is a background scene of the local advertisement; A local advertisement insertion data storage unit 32 for storing local advertisement insertion data including a company name and a product name included in the broadcast scene data; and generating a local advertisement by combining local broadcast insertion data of the company with the broadcast scene data. Local advertisement generation unit 34; Local advertisement storage unit for storing the combined local advertisement data A local advertisement transmission unit 38 for transmitting local advertisement data to the set-top box (STB) 2; and an advertiser information management unit 40 for managing advertiser information of a local advertisement; and an advertiser for a local advertisement. It is completed by combining local advertisement insertion data with broadcasting scene information, which transmits local advertisements to a number of regional set-top boxes (STB: 2).

A broadcasting advertisement control system is provided, which is characterized by comprising the control unit 42.

[41] Preferably, the advertisement providing server 8 has a broadcasting advertisement characterized in that a classification table for managing advertisement information for each advertiser bid by auction and a region table and output time information of the corresponding local advertisement is configured. A control system is provided.

Preferably, the advertisement providing server 8 includes a broadcast scene local advertisement management unit 66 for managing broadcast scene data included in a local advertisement; a minimum bid amount calculating unit for calculating a minimum bid amount of each local advertisement ( 68) and; the broadcast scene interlocking production local advertising management unit for managing local advertisements produced through the broadcast scene bid by the advertiser; and; a local advertising auction processing unit (72) for handling the start and auction of local advertising auctions Provided is a broadcast advertisement control system characterized in that the present invention.

Preferably, the minimum bidding amount calculating unit 68 is provided with a broadcasting advertisement control system characterized in that the weighted value is applied to the advertisement exposure time period in which the viewing rate according to the TV viewing time period is reflected.

Preferably, the minimum bid amount calculator 68 is included in each local advertisement.

A broadcast advertisement control system is provided that is characterized by a weighted application according to whether or not the main actors are included in each broadcast scene.

A broadcasting advertisement control system is provided, which is characterized by the weighting being applied depending on whether the broadcast scene is before or after the corresponding broadcast time. Preferably, the minimum bid amount calculation unit 68 is provided with a broadcast advertisement control system characterized in that a weighted value is applied to each broadcast scene included in a local advertisement in accordance with the viewing rate of the corresponding broadcast.

Preferably, the advertisement providing server 8 includes a local advertisement auction processing unit 72 for dividing the broadcast scene data connected with the story into a plurality of pieces in advance, so that the associated local advertisement can be announced as an auction target. In conjunction with the advertisement auction processing unit 72, there is provided a broadcasting advertisement control system, which further includes a resale processing unit 74 that performs resale processing when a successful bidder occurs.

[48] Preferably, the resale processing unit 74 receives the bidder's information to the bidder after receiving the bidder's union local auction, which is received within a predetermined time period, and then receives the bidder according to whether or not to receive the allowed signal from the bidder. A broadcasting advertisement control system is provided, which is characterized by handling the decision of a successful bid.

Preferably, the local advertisement auction processing unit 72 determines that the number of divisions of the federated local advertisement is determined by the prevailing bidder, and receives the bid of the post bidder by notifying the determination information. Is provided.

Preferably, the local advertisement auction processing _{unit 72} is settled for each associated local advertisement.

Advertisement fee is given and the advertising cost is settled in proportion to the selection time of the winning bidder on the basis of the fixed advertising cost, and the advertising cost of the winning bidder is settled from the fixed advertising cost by subtracting the advertising cost of the winning bidder. Is provided.

Preferably, the local advertisement auction processing unit 72 is settled for each federated local advertisement.

Advertisement fee is granted, and the successful bidder's advertising cost is determined undecided on the basis of the fixed advertising cost, and when the successful bidder's advertising cost is decided after the successful bidder, the advertising price of the successful bidder is determined by subtracting the advertising cost of the successful bidder A broadcast advertisement control system is provided.

Preferably, the set top box (STB) 2 displays the current viewing channel information.

It is configured to automatically transmit the provision server 8, the advertisement providing server 8 is a channel information receiver 78 for receiving channel information from the set-top box (STB) (2), and the channel information receiver 78 A broadcasting advertisement control system is provided, which further includes a local advertisement exposure generation management unit 76 that manages the frequency of exposures for each local advertisement.

Preferably, the advertisement providing server 8 edits the transmission of the local advertisement in accordance with the number of local advertisement exposures applied by the advertiser in advance through the local advertisement exposure generation manager 76 or the number of exposures to the advertisement cost. Provided is a broadcast advertisement control system, which is configured to be applied and settled.

Effects of the Invention

[54] The broadcasting advertising control system and method thereof according to the present invention can be used for various variables. The rationalization of local advertising auctions by weighting can be used to activate local advertising proceedings, a combination of interlocking devices can provide stable local advertising, synergy in the case of federated advertising, and actors, talents and broadcast producers. They have the advantage of generating royalty income continuously, and local advertisers are able to conduct high quality advertisements using the broadcast scene at low cost, thus enabling active advertising distribution.

Brief description of the drawings

1 is a schematic diagram showing a schematic configuration of a broadcasting advertisement control system according to a first embodiment of the present invention;

2 is a block diagram showing the configuration of a set-top box included in the broadcasting advertisement control system according to the first embodiment of the present invention;

3 is a block diagram showing the configuration of an advertisement providing server included in a broadcasting advertisement control system according to a first embodiment of the present invention;

4 illustrates a local advertisement processing table to which a broadcasting scene is applied through a broadcasting advertisement control system according to an embodiment of the present invention.

5 shows a signal flow of a broadcasting advertisement control system according to the first embodiment of the present invention.

Illustrated flow chart,

6 is a block diagram showing a local advertisement bidding processing configuration performed through a broadcast advertisement control system according to a second embodiment of the present invention;

FIG. 7 is a view showing an example of calculation of the minimum bid amount calculation unit included in the advertisement providing server of the broadcasting advertisement control system according to the second embodiment of the present invention.

8 is a diagram showing a federated advertisement processing state through a broadcast advertisement control system according to a third embodiment of the present invention;

9 is a flowchart showing an example of a federated advertisement bidding through a broadcast advertisement control system according to a third embodiment of the present invention;

10 is a full chart showing an advertisement cost settlement process through a broadcasting advertisement control system according to a third embodiment of the present invention;

FIG. 11 is a block diagram showing a local advertisement exposure feedback configuration through a broadcast advertisement control system according to a fourth embodiment of the present invention.

Best Mode for Carrying Out the Invention

Hereinafter, the first embodiment of the present invention will be described in detail with reference to the drawings.

1 is a schematic diagram showing a schematic configuration of a broadcasting advertisement control system according to the first embodiment of the present invention.

Referring to this, the broadcasting advertisement control system according to the first embodiment of the present invention selects an advertiser by auctioning a variety of conditions for a local advertisement including a specific broadcasting scene, and the cueton information about the local advertisement allowance time from the broadcasting station. Receive a local advertisement, perform a federated local advertisement in an auction manner, and view the viewer's channel information. Received from the set-top box, the system ensures that local advertisements are viewed for a certain number of households.

In other words, the broadcasting advertisement control system according to the first embodiment of the present invention outputs a local advertisement in the advertisement time zone pre-assigned by the broadcaster, and enhances the wall calendar's wall advertisement by using the broadcasting scene as the local advertisement data. It is a system that selects advertisers who carry out local advertisements in various auction methods and performs local advertisements.

[70] More specifically, the broadcasting advertisement control system according to the first embodiment of the present invention is

A broadcaster server (4) for transmitting broadcast data to each set-top box (STB) 2 through a broadcast relay network, and transmitting broadcast program and local advertisement intro information to a broadcast communication server (6); And a broadcast communication server (6) for receiving broadcast data and local advertisement intro information from the server, transmitting local advertisement intro information to the advertisement providing server (8), and transmitting broadcast data to the set-top box (STB: 2). do.

In addition, the broadcasting advertisement control system according to the first embodiment of the present invention is applied to the local advertisement.

Recruiting advertisers to participate in, receiving local advertisement intro information from the broadcasting communication server 6, storing local advertisement data in advance so that local advertisements can be output for each region at a time when local advertisements are allowed, and receiving a cuetone signal. An advertisement providing server 8 for providing local advertisement data to the broadcast communication server 6; and a set-top box (STB) 2 for outputting broadcast data and local advertisement data provided from the broadcast communication server 6; do.

In this case, the advertisement intro information is information including start time and end time for allowing local advertisement, and total local advertisement time information, and the advertisement providing server 8 receives a cuetone signal in real time to perform local advertisement processing. It also involves performing.

[73] On the other hand, the broadcaster server (4) is one of the cable broadcaster, terrestrial broadcaster

It is an installed server, that is, a broadcaster for performing local advertising is possible without a distinction between cable or terrestrial broadcasters.

In this case, the local advertisement is an advertisement including local advertisement information in the broadcast scene data.

2 is a set-top included in a broadcasting advertisement control system according to a first embodiment of the present invention.

Block diagram showing the configuration of the box

Referring to this, the set-top box (STB) 2 included in the broadcasting advertisement control system according to the first embodiment of the present invention includes a local advertisement from the broadcasting communication server 6.

A communication module 9 for receiving broadcast data; a remote control information receiver 10 for receiving a user remote control signal including a channel switching signal; and an advertisement exposure control information receiver 12 for receiving local advertisement exposure time information; A local information setting unit 16 configured to set the local information on which the set top box 2 is recognized by the broadcasting communication server 6 or the advertisement providing server 8; and the broadcasting communication server 6; With local ads

And a control unit 20 for controlling to receive and output broadcast data.

On the other hand, the set-top box (STB) 2 is local to the advertisement providing server (8).

A local advertisement storage unit 18 for receiving and storing advertisement data; Further included is an advertisement data processor 14 for editing the local advertisement data to be inserted at a specific time period included.

The advertisement exposure control information receiving unit 12 is the broadcaster server 4 or broadcast.

It is a means for receiving control information about local advertisement start from the communication server 6, and for receiving control information about local advertisement termination when the local advertisement is in progress.

In addition, the local information setting unit 16 is set in advance to allow the remote broadcasting communication server (6) or the advertisement providing server (8) to determine the area information in which the set-top box (2) is located to connect and determine. Mrs. Bar, register a simple area code.

3 is a block diagram showing the configuration of an advertisement providing server included in the broadcasting advertisement control system according to the first embodiment of the present invention.

Referring to this, the advertisement providing server 8 included in the broadcasting advertisement control system according to the first embodiment of the present invention is connected to the set top box (STB) 2 and the broadcasting communication server 6 therein. Communication modules 22 for performing communication with the STB; and STB information management unit 24 for managing unique identification numbers of the plurality of set top boxes (STB) 2; and area code information for each set top box (STB: 2). And a local advertisement exposure time management section 28 that manages information on the local advertisement exposure time allocated from the broadcaster server 4.

Similarly, the local advertisement exposure time management unit 28 of the advertisement providing server 8 receives control information for starting a local advertisement from the broadcasting company server 4 or the broadcasting communication server 6, and proceeds with a local advertisement. It is a means of receiving and managing control information about the end of local advertisement.

The local information management unit 26 is a means for pre-registering and updating the area code where the set top box (STB) 2 is located. If there is no reason for moving, the local information manager 26 continuously registers the first time. The area code will remain set in the set-top box (2). When the director or set-top box ₍₂₎ is replaced, the facility engineer will visit and process the facility code.

Meanwhile, advertisements included in the broadcast advertisement control system according to the first embodiment of the present invention.

The providing server 8 includes a broadcast scene data storage unit 30 storing therein broadcast scene data that is a background scene of a local advertisement; and storing local advertisement insertion data including a company name and a product name included in the broadcast scene data. A local advertisement insertion data storage unit 32; And a local advertisement generating unit 34 for combining the broadcast scene data with the local advertisement insertion data of the company to generate a local advertisement; and a local advertisement storage unit 36 for storing the combined local advertisement data.

The advertisement providing server 8 selects an advertiser to execute a local advertisement and stores the insertion data for the local advertisement, and inserts the local advertisement insertion data at a predetermined position of the broadcasting scene to include the broadcasting scene. Create a local advertisement to send the local advertisement.

In addition, the advertisement included in the broadcasting advertisement control system according to the first embodiment of the present invention. The providing server 8 includes a local advertisement transmission unit 38 for transmitting local advertisement data to the set-top box (STB) 2 therein; an advertiser information management unit 40 for managing advertiser information of a local advertisement; It comprises a control unit 42 which collects the advertisers for the advertisements and combines the local advertisement insertion data with the broadcast scene information and transmits the local advertisements to a number of regional set-top boxes (STBs) 2.

4 is a diagram illustrating a local advertisement processing table to which a broadcasting scene is applied through a broadcasting advertisement control system according to the first embodiment of the present invention.

Referring to this, as shown in FIG. 4, the local advertisement processing table 50 to which the broadcast scene is applied through the broadcast advertisement control system according to the first embodiment of the present invention is provided with local information 52 and broadcast scene information. 54, the output time information 56 is configured.

That is, the advertisement providing server 8 stores and manages a classification table for managing advertisement information for each advertiser bid by auction, local information and output time information of the corresponding local advertisement.

The local advertisement 60 configured as described above includes the local advertisement insertion data area 62 separately in the broadcast scene output area 58, and the broadcast scene data storage unit 30 includes the broadcast scene output area 58. The specific broadcast scene data extracted from the

The insertion data is extracted by inserting preset local advertisement insertion data from the local advertisement insertion data storage 32.

In the case of a local advertisement pre-produced by the VOD method, the broadcast scene data and the local advertisement insertion pre-specified in the broadcast write output area 58 and the local advertisement insertion data area 62 are provided in real time by the advertisement providing server 8. Data can be processed for automatic insertion.

In addition, in the case of broadcast data broadcast in real time, the local advertisement insertion data may be inserted and output in the broadcast data by cooperation of the broadcast communication server 6 and the advertisement providing server 8.

That is, the advertisement providing server 8 advances the broadcasting data from the broadcasting company server 4 in advance.

When the broadcast data is received through the broadcast communication server 6 and the local advertisement insertion data area 62 is designated for a specific area, the advertisement providing server 8 inserts a local advertisement to be included in the broadcast data. The data is processed to be inserted and inserted, and the combined local advertisement is sent to the set-top box 2 by the broadcasting communication server 6.

[94] Therefore, when the broadcast data such as a drama is output, the local advertisement insertion data is displayed.

It can be printed in the included state, that is, a beauty salon appearing on a drama can print the name of a specific salon in Sinsa-dong, and the local advertisement is sent to the region only for Sinsa-dong residents.

[95] Likewise, it is output through the set-top box (2) located in Yeoksam-dong during the same time

The name of the beauty salon in the drama will be displayed on the screen.

[96] When inserting local advertisement insertion data, a delay of several seconds may occur. This delay time is the time that can be corrected when changing the channel through the set top box (2).

The function and operation of the broadcasting advertisement control system according to the first embodiment of the present invention having the above-described configuration will be described in detail with reference to the accompanying drawings.

This is a flowchart shown.

First, the above-mentioned information contained in the broadcast advertisement control system according to the first embodiment of the present invention.

The set top box 2 registers the local area information and the set top box unique identification information corresponding to the advertisement providing server 8.

In this case, the local area information is area information where the set top box 2 is located.

In that state, the advertisement providing server (8) from the plurality of advertiser terminal (14)

. The local advertisement application is received. That is, the advertisement providing server 8 determines bidders by bidding advertisers who wish to perform local advertisements for a predetermined auction time.

The advertisement providing server 8 stores local advertisement information in the broadcast scene data.

In combination to generate the final local advertisement data. Local advertisements are local advertisement data of different contents for each region.

The advertisement providing server 8 generates local advertisement data and rounds it up.

In that state, the advertisement providing server 8 is a broadcaster server 4 or a broadcast telecommunication company.

Receive local advertisement allowable time information from the server (6), wherein the advertisement providing server (8) receives advertisement intro information from the broadcaster server (4), and the advertisement intro information starts and ends the output of the local advertisement. Time information is included.

In addition, the advertisement providing server 8 may receive local advertisement allowable time information from the broadcaster server 4 or the broadcast communication company server 6 via a cuetone signal.

The advertisement providing server 8 transmits local advertisement data to the set top box 2 for each region. A local advertisement is transmitted from the advertisement providing server 8 to the set top box 2.

Although it is possible to transmit and output in real time, it is also possible to store the local advertisement to be output in advance in the set-top box (2).

In the state where local advertisement data is stored in the set top box 2 in advance, the advertisement

When the providing server 8 receives the start signal of the local advertisement allowable time from the broadcaster server 4 or the broadcasting carrier server 6, the advertisement providing server 8 sends a local advertisement output control signal to each set-top box 2. Send it.

Then, the set top box 2 is extracted with the predetermined local advertising data

Output

On the other hand, the advertisement providing server (8) to the local advertising data in real time

Even when transmitting to the set-top box 2 side, the advertisement providing server 8 may transmit the corresponding local advertisement data to the set-top box 2 in a push and manner.

The set-top box (2) connects to the advertisement providing server (8) to generate a transmission request signal for local advertisement data in the corresponding local area that has been pre-classified to set up a session and You can also receive advertising data.

When the local advertisement is output from the set top box 2, when the advertisement providing server 8 receives the end signal of the allowed time of local advertisement from the broadcasting company server 4 or the broadcasting communication company server 6. The advertisement providing server 8 transmits a local advertisement output end signal to each set-top box 2.

Then, the set top box 2 terminates the output of the local advertisement data,

Return to broadcast data.

Hereinafter, a second embodiment of the present invention will be described in detail with reference to the drawings.

6 is a block diagram showing a local advertisement bidding processing configuration performed through a broadcast advertisement control system according to a second embodiment of the present invention, and FIG. 7 is an advertisement of a broadcast advertisement control system according to a second embodiment of the present invention. It is a figure which shows the calculation example of the minimum bid amount calculation part contained in a provision server.

Referring to this, the broadcasting advertisement control system according to the second embodiment of the present invention performs an auction processing of an advertiser who wants to advertise a company through a local advertisement.

As a system, the present invention has a characteristic way.

More specifically, the advertisement providing server 8 included in the broadcast advertisement control system according to the second embodiment of the present invention is a broadcast scene local advertisement management unit 66 for managing broadcast scene data included in a local advertisement. The minimum bid amount calculation unit (68) for calculating the minimum bid amount of each local advertisement; and the broadcast scene interlocking production local advertisement management unit ₍₇₀₎ for managing local advertisements produced through the broadcast scenes bid by the advertiser. It further comprises a local advertising auction processing unit 72 for processing the start and auction of the advertising auction.

That is, the advertisement providing server 8 provides the advertisement scene for the broadcasting scene to include the local advertisement insertion data through the broadcasting scene local advertisement management unit 66, and the advertiser provides the local advertisement auction processing unit 72. Participate in the auction through the minimum bid amount calculation unit 68 configured in the advertisement providing server 8.

You can bid from the amount that is greater than or equal to the bid amount.

When the local advertising auction is successful, the advertiser registers local advertisement insertion data, such as company information or product information, to be included in the broadcasting scene through the broadcasting scene interlocking production local advertisement management unit 70 to generate a local advertisement. .

In this case, the minimum bid amount calculating unit 68 has a viewing rate according to the TV viewing time zone.

The weights are configured according to the reflected ad exposure timeframe.

That is, the minimum bid calculation unit 68 uses the TV viewing time zone as the viewing rate standard.

It is classified into upper, middle, and lower sections, and if it is an upper section, a higher weighting value is applied to the increase section and the lower section, so that the minimum bid amount is increased.

[120] If the basic minimum bid amount is 20,000 won, it is 10%

If the weight is applied, the minimum bid amount is 22,000 won.

In addition, the minimum bid amount calculation unit 68 is configured such that the weighted value is applied depending on whether the main actors are included in each broadcasting scene included in the local advertisement. In this case, the weighted value is added according to the inclusion of the lead actor. If the minimum bid amount is 20,000 won and the weighted value is 20% when the actor is included, the minimum bid amount is 24,000 won.

In addition, the minimum bid amount calculator 68 may apply a weighting value to each broadcast scene included in the local advertisement depending on whether the broadcast time is before or after the corresponding broadcast time.

[124] In other words, when conducting a local advertising auction for a particular broadcast scene, the broadcast scene is for the broadcast program that is still being broadcast, and the symptom will be applied depending on whether it is immediately before or immediately after the broadcast program. do.

In addition, the minimum bid calculation unit 68 may apply a weighted value to each broadcast scene included in the local advertisement according to the viewing rate of the corresponding broadcast. The local advertisement auction for the broadcasting scene recording a high viewing rate is higher. Weights are applied.

Hereinafter, a third embodiment of the present invention will be described in detail with reference to the drawings.

8 is a diagram showing a federated advertisement processing state through the broadcast advertisement control system according to the third embodiment of the present invention.

Referring to this, the broadcasting advertisement control system according to the third embodiment of the present invention is an embodiment that systematically supports federated local advertisement, and is intended to perform federated local advertisement for a specific broadcast video. If it does, process to perform federation advertisement.

[129] The advertisement included in the broadcast advertisement control system according to the third embodiment of the present invention

The providing server 8 includes a local advertisement auction processing unit 72 which divides the broadcast scene data connected with the story into several pieces in advance and announces it as an auction target to enable federated local advertisement, and interlocks with the local advertisement auction processing unit 72. It further comprises a resale processing unit 74 for performing a resale process in the event of a successful bidder.

The federated local advertisement is pre-divided so that the local advertisement is naturally connected even if the story of the broadcasting scene is divided into multiple pieces, and selectively registered in the advertisement providing server 8, even if the same broadcast image is two or three. Divided and selectable.

[131] Two companies can perform local advertisements for broadcast video that can be divided into two directories, and three companies can perform local advertisements for broadcast videos that can be divided into three directories.

At this time, the resale processing unit 74 receives the bidder's information to the successful bidder after receiving the bidder's information, after receiving the bidder's combined bidding in a certain period of time, depending on whether or not to receive the acceptance signal from the successful bidder. The winning bid is decided.

In addition, the local advertising auction processing unit 72 is the number of division of the combined local advertising line

The bidder decides, and the decision information is announced and the bidder is accepted.

The function and operation of the broadcast advertisement control system according to the third embodiment of the present invention having the above-described configuration will be described in detail with reference to the accompanying drawings.

9 is a federation advertisement through a broadcast advertisement control system according to a third embodiment of the present invention. This is a follow-up chart showing a bidding example.

The federated advertisement through the broadcast advertisement control system according to the third embodiment of the present invention can describe the process with multiple flow charts based on multiple settlement methods.

9 shows that the local advertisement time is settled in a time proportional manner without any subsequent divisions. First, the advertisement providing server 8 receives the auction of the associated local advertisement for the broadcast scene data to which the story is connected.

That is, the advertisement providing server 8 auctions the information that the federated local advertising is possible with respect to the broadcast data, and presents the broadcast data information together.

The advertiser can then view the associated local advertising auction information through the advertiser terminal 64 and participate in the auction.

If a successful bidder for a local advertisement is generated after the pre-auction end time arrives, the advertisement providing server 8 publishes the information, and the advertiser who wants to bid as a post bidder can view the advertisement. .

If any bidder is successful in that state, the advertisement providing server 8 sends the bidder information to the prevailing bidder and requests approval for the federated local advertisement.

[142] If the prevailing bidder approves the bidder after the relevant local advertising, the post bidder becomes the post bidder.

Then, the advertisement providing server 8 determines the advertising costs of the first successful bidder and the subsequent successful bidder.

If the total local advertising time is 15 seconds, and the successful bidder receives the 10 second advertising time, the successful bidder is the successful bid of 5 seconds and the total successful advertising cost is 150,000 won. Should pay the advertising cost of 100,000 won, and the successful bidder should pay the advertising cost of 50,000 won.

That is, the advertisement providing server 8 grants a fixed advertising fee for each federated local advertisement, and the advertising cost is settled in proportion to the selection time of the successful bidder on the basis of the fixed advertising cost. Settle the amount of advertising charges.

FIG. 10 is a pull chart showing an advertisement cost settlement process through the broadcasting advertisement control system according to the third embodiment of the present invention.

In the case of Fig. 10, a description will be given of a system having a structure in which the successful bid price of a successful bidder affects the successful bid price of a successful bidder.

First, the advertisement providing server 8 receives an auction of a federated local advertisement for broadcast scene data to which a story is connected.

That is, the advertisement providing server 8 announces the information that the federated local advertising is possible for the broadcast data, and presents the broadcast data information together.

[149] The advertiser can then view the associated local ad auction information through the advertiser terminal 64 and participate in the auction.

If a successful bidder for a local advertisement is generated after the pre-auction end time arrives, the advertisement providing server 8 discloses the information and attempts to bid as a post bidder. Provided by the advertiser.

If any bidder is successful in that state, the advertisement providing server 8 transmits the bidder information to the prevailing bidder and requests approval for the federated local advertisement.

[152] If the successful bidder approves the bidder after the relevant local advertising, the bidder becomes the post bidder.

If the total local advertising time is 15 seconds, and the successful bidder receives the successful bid for 10 seconds, the successful bidder is the successful bidder for 5 seconds, and after the successful bidder is not determined, The winning bid amount is not determined.

In other words, Fig. 10 is a federated local advertisement, but after the successful bidder price is decided,

The winning bidder's bidding amount is determined by subtracting the successful bidder's bidding amount from the advertising cost.

[155] At this time, preferably, the minimum bid amount of the successful bidder exists, and the whole local

If the advertising time is 15 seconds and the prevailing bidder has been awarded 10 seconds of advertising time, then the successful bidder is awarded 5 seconds of advertising time. If the total advertising cost is 150,000 won, the minimum bid amount of the post successful bidder is 50,000 won. .

[156] In other words, no matter how low the bid is,

have.

[157] If the successful bidder is a good brand company, the post-tenders will compete fiercely and the winning bid will rise.

For example, if the total advertising cost is 150,000 won, and after the successful bidder is successful at 100,000 won, the prevailing bidder's advertising cost is the total advertising cost of 150,000 won.

After deducting 100,000 won, the remainder is 50,000 won.

That is, the local advertisement auction processing unit 72 charges a fixed advertisement fee for each federated local advertisement.

The advertising price of the successful bidder is determined undecided on the basis of the fixed advertising cost, and when the successful bidding advertising cost of the successful bidder is determined, the advertising cost of the successful bidder is determined by subtracting the advertising cost of the successful bidder from the total advertising cost.

[160] Thus, the advertising time may be longer but the advertising cost may be paid smaller, so the system will try to be a successful bidder if the broadcast data is good.

In addition, the advertisement providing server 8 transmits the post bidder information to the prevailing bidder when the post bidder occurs and requests the association local advertisement permission.

Hereinafter, the fourth embodiment of the present invention will be described in detail with reference to the drawings.

11 is a block diagram showing a local advertisement exposure feedback configuration through a broadcast advertisement control system according to a fourth embodiment of the present invention.

Referring to this, the broadcasting advertisement control system according to the fourth embodiment of the present invention is a system in which the advertisement providing server 8 guarantees the desired number of exposures of the local advertiser, The set top box (STB) 2 is configured to automatically transmit the current viewing channel information to the advertisement providing server 8, and the advertisement providing server 8 receives the channel information from the set top box STB 2. The channel information receiving unit 78 and a local advertisement exposure generation manager 76 for managing the frequency of exposure for each local advertisement through the channel information receiving unit 78 are further included.

That is, the advertisement providing server 8 processes the interworking with the set top box 2 so that the desired number of exposures can be achieved for each local advertisement.

To this end, the set top box (STB) 2 is currently configured to automatically transmit the viewing channel information to the advertisement providing server 8, wherein the advertisement providing server 8 is the viewing channel of each set top box 2. It is organized to collect and count information.

Therefore, the advertisement providing server 8 edits the transmission of the local advertisement or the number of exposures to the advertisement cost in accordance with the number of local advertisement exposures that the advertiser has previously applied through the local advertisement exposure generation management unit 76. It is configured to apply and settle.

[168] In other words, an advertiser wanted to be exposed to 1000 households for local advertising.

In fact, if only 800 households are exposed, the advertisement providing server 8 subsequently inserts and exposes the local advertisement only for 200 households, or receives only 800 households of local advertisement costs.

In more detail, looking at the operation and function of the broadcast advertisement control system according to the fourth embodiment of the present invention, the advertisement providing server 8 auctions the guaranteed exposure number for each local advertisement.

Then, the advertiser registers for the guaranteed exposure number of the local advertisement for each advertiser, and when the local advertisement is transmitted, the advertisement providing server 8 requests channel information to the set top box 2.

Then, the set top box 2 transmits channel information to the advertisement providing server 8, and the advertisement providing server 8 counts exposure frequency information for each local advertisement.

In addition, the advertisement providing server 8 edits the transmission of the local advertisement in accordance with the number of local advertisement exposures requested by the advertiser, or calculates the exposure frequency applied to the advertisement cost.

Meanwhile, the broadcast advertising control system and method thereof according to the embodiment of the present invention are merely

Various modifications are possible without departing from the technical scope of the present invention and not limited to the above-described embodiments.

[174] * Description of the sign

[175] 2: set-top box, 4: broadcaster server,

[176] 6: Broadcasting communication server, 8: Advertising providing server,

[177] 16: Local information setting unit, 18: Local advertisement storage unit,

[178] 24: STB Information Management Department, 26: Local Information Management Department,

[179] 28: Local advertisement exposure time management unit, 30: Broadcast scene data storage unit,

[180] 32: Local advertisement insertion data storage unit.

Claims

Claim

[Claim 1] a) a process in which the advertisement providing server (8) receives a local advertisement application from a plurality of advertiser terminals ();

b) the advertisement providing server 8 generating and registering local advertisement data;

c) the advertisement providing server (8) is a broadcaster server (4) or broadcast carrier

Receiving local advertisement allowable time information from the server 6;

d) transmitting the local advertisement data by the advertisement providing server 8 to the regional set-top box 2;

e) receiving, by the advertisement providing server 8, a start signal of a local advertisement allowable time from the broadcaster server 4 or the broadcast communication company server 6; f) transmitting, by the advertisement providing server 8, a local advertisement output control signal to each set-top box 2;

g) extracting and outputting the local advertisement data previously set by the set top box (2);

h) receiving, by the advertisement providing server (8), a termination signal of a local advertisement allowable time from the broadcasting company server (4) or the broadcasting communication company server (6); i) transmitting the local advertisement output end signal by the advertisement providing server 8 to each set-top box 2;

j) The set-top box (2) characterized in that the process of terminating the output of the local advertising data, and the process of returning to the original broadcast data.

[Claim 2] In paragraph 1,

And before the process a), the set top box (2) further includes registering local area information and set top box unique identification information corresponding to the advertisement providing server (8).

[Claim 3] In paragraph 1,

The process of controlling a) is characterized in that the advertisement providing server (8) is a process of bidding advertisers who want to perform local advertisements by auction method.

[Claim 4] In paragraph 1,

And between step a) and step b), wherein the advertisement providing server 8 combines local advertisement information in the broadcast scene data to generate final local advertisement data.

[Claim 5] In paragraph 1,

C) is a process in which the advertisement providing server 8 receives advertisement intro information from the broadcaster server 4, and the advertisement intro information includes a local advertisement. Broadcast advertising control method characterized by including the output start and end time information.

[Claim 6] In paragraph 1, ^·

The process g) is characterized in that the set-top box (2) is connected to the advertisement providing server (8) to generate a transmission request signal for the local advertisement data of the corresponding local area pre-classified. Control method.

[Claim 7] In paragraph 1,

The process a) is characterized in that the advertisement providing server (8) further comprises the step of presenting the minimum bid amount for each local advertisement to the advertiser participating in the auction.

[Claim 8] In paragraph 1,

The process a) includes receiving an auction of the associated local advertisement for the broadcast scene data to which the advertisement providing server 8 is connected; Generating a successful bidder;

A process of disclosing information by a prevailing bidder;

Reading the successful bidder information and generating a successful bidder;

The advertising method of claim 1, further comprising the step of calculating the advertising cost of the successful bidder and the successful bidder.

[Claim 9] In paragraph 1,

G) the process of the set-top box (2) transmitting the channel information to the advertisement providing server (8);

Registering the exposure frequency information for each local advertisement by the advertisement providing server (8);

The advertisement providing server (8) is characterized in that it further comprises the process of editing the transmission of the local advertisement to suit the number of local advertisement exposure applied by the advertiser, or calculating the exposure number is applied to the advertising cost. .

[Claim 10] In paragraph 7,

The advertisement providing server (8) further comprises the step of calculating the minimum bid amount by applying the weight value according to the advertisement exposure time period reflecting the viewing rate according to the TV viewing time zone.

[Claim 1 1] In paragraph 7,

And a step of calculating a minimum bid amount by applying a weight according to whether the advertisement providing server (8) includes the main actors for each broadcasting scene included in the local advertisement.

[Claim 12] In paragraph 7,

The advertisement providing server 8 corresponds to each broadcasting scene included in a local advertisement. A method of controlling a broadcast advertisement, further comprising calculating a minimum bid amount by applying a weight value according to whether the time zone is before or after the broadcast.

[Claim 13] In paragraph 7,

The advertisement providing server (8) further comprises the step of calculating the minimum bid amount by applying the weight value according to the viewing rate of the broadcast for each broadcasting scene included in the local advertisement.

[Claim claim U] The method of claim 8,

The advertisement providing server (8) is characterized in that it further comprises the step of sending the bidder information to the successful bidder when the post-bender occurs, requesting the union local advertising permission.

[Claim 15] In paragraph 8,

The advertisement providing server (8) further comprises the step of receiving the advertisement time selection information from the prevailing bidder and receiving the auction of the bidder for the remaining advertisement time.

[Claim 16] In paragraph 8,

The advertisement providing server 8 grants a fixed advertising cost for each federated local advertisement, and the advertising cost is settled in proportion to the selection time of the successful bidder on the basis of the fixed advertising cost, and the advertising cost of the successful bidder after deducting the advertising cost of the successful bidder Broadcast advertising control method characterized in that it further comprises the process of settlement to the amount.

[Claim 17] In paragraph 8,

The advertisement providing server 8 grants a fixed advertising fee for each of the federated local advertisements, and based on the fixed advertising cost, the prevailing bidder's advertising fee is determined undecided. Broadcast advertising control method characterized in that it further comprises the process of setting the advertising cost of the winning bidder in the amount of money.

[Claim 18] In paragraph 1,

The advertisement providing server (8) auctioning a guaranteed exposure number for each local advertisement;

The advertisement providing server (8) is in the local advertisement exposure time zone

A method for controlling broadcast advertisements, further comprising the step of receiving channel information from the set-top box and calculating the number of exposures for each local advertisement. [Claim 19] In paragraph 18,

[Claim 20] Broadcasting data is transmitted to each set-top box (STB: 2) by mediating a broadcasting network. A broadcaster server 4 for transmitting broadcast program and local advertisement intro information to the broadcast communication server 6;

A broadcast communication server that receives broadcast data and local advertisement intro information from the broadcaster server 4, transmits local advertisement intro information to the advertisement providing server 8, and transmits broadcast data to a set top box (STB) 2 ( 6);

Recruiting advertisers to participate in local advertisements, receiving local advertisement intro information from the broadcasting communication server (6), and storing local advertisement data in advance so that local advertisements can be output for each region at a time when local advertisements are allowed, and a cue tone signal An advertisement providing server 8 for providing local advertisement data when the broadcasting communication server 6 is received;

And a set-top box (STB) 2 for outputting broadcast data and local advertisement data provided from the broadcast communication server (6).

[Claim 21] In paragraph 20,

The advertisement intro information is a broadcast advertisement control system, characterized in that it includes the start time and end time when the local advertisement is allowed, and the entire local advertisement time information.

[Claim 22] In paragraph 20,

The broadcaster server (4) is a broadcast advertising control system, characterized in that the server installed in any one of the cable broadcaster, terrestrial broadcaster.

[Claim ² 3] In paragraph 20,

And wherein the local advertisement is an advertisement including local advertisement information in the broadcast scene data.

[Claim 24] In paragraph 20,

The set top box (STB) 2 includes: communication modules 9 for receiving broadcast data including local advertisements from the broadcast communication server 6;

A remote controller information receiver 10 which receives a remote controller signal of a user including a channel switch signal;

An advertisement exposure control information receiving unit 12 for receiving local advertisement exposure time information; A local information setting unit 16 for setting the broadcast communication server 6 or the advertisement providing server 8 to recognize local information on which the set-top box 2 is located; And a control unit (20) for controlling to receive and output broadcast data including a local advertisement from the broadcast communication server (6).

[Claim 2 ⁵ ] In paragraph ²⁰ ,

The set top box (STB) 2 includes a local advertisement storage unit 18 for receiving and storing local advertisement data from the advertisement providing server 8; To insert local advertising data at specific times within the program. A broadcasting advertisement control system characterized by further comprising an advertisement data processing unit (14) for editing.

[Claim 26] In paragraph 20,

The advertisement providing server 8 includes therein communication terminals 22 for communicating with the set top box (STB) 2 and the broadcast communication server 6;

An STB information manager 24 for managing a unique identification number of the plurality of set top boxes (STB) 2;

A local information management unit 26 that manages registration and update of area code information for each set-top box (STB: 2);

A local advertisement exposure time management unit 28 that manages information on a local advertisement exposure time allocated from the broadcaster server 4;

A broadcast scene data storage unit 30 for storing broadcast scene data which is a background scene of a local advertisement;

A local advertisement insertion data storage unit 32 for storing local advertisement insertion data including a company name and a product name included in the broadcast scene data;

A local advertisement generator 34 for generating a local advertisement by combining local broadcast insertion data of the company with the broadcast scene data;

A local advertisement storage unit 36 for storing the combined local advertisement data;

A local advertisement transmission unit 38 for transmitting local advertisement data to the set top box (STB) 2;

An advertiser information manager 40 for managing advertiser information of local advertisements;

Recruits advertisers for local ads

A broadcast advertisement control system characterized by consisting of a control unit 42 which processes a plurality of regional advertisements to be transmitted to a set-top box for each region (STB: 2).

[Claim ²⁷ ] In paragraph ²⁰ ,

The advertisement providing server (8) is a broadcasting advertisement control system characterized in that a classified table for managing advertisement information for each advertiser bid by auction and a region table and output time information of the corresponding local advertisement are configured.

[Claim 28] In paragraph 20,

The advertisement providing server 8 includes a broadcast scene local advertisement management unit 66 for managing broadcast scene data included in a local advertisement;

A minimum bid amount calculation unit 68 for calculating the minimum bid amount of each local advertisement in all months; A broadcast scene interworking production local advertisement management unit 70 for managing a local advertisement produced through the broadcast scene bid by advertiser;

And a local advertisement auction processing unit (72) for handling the initiation and auction of the local advertisement auction.

[Claim 29] Section 28 is interesting. And the minimum bid amount calculation unit (68) is configured to apply a weight value according to the advertisement exposure time period in which the viewing rate according to the TV viewing time period is reflected.

[Claim 30] In paragraph 28,

And the minimum bid amount calculation unit (68) is configured to apply a weighted value according to whether or not the main actor is included in each broadcasting scene included in a local advertisement.

[Claim 31] In paragraph 28,

And the minimum bid calculation unit (68) is configured to apply a weighted value to each broadcast scene included in a local advertisement depending on whether the broadcast is before or after the broadcast.

[Claim 32] In paragraph 28,

And the minimum bid amount calculating unit (68) is configured to apply a weighted value to each broadcast scene included in a local advertisement according to the viewing rate of the corresponding broadcast.

33. The method of claim 20,

The advertisement providing server (8) includes a local advertisement auction processing unit (72) for dividing the broadcast scene data connected to the story into a plurality of preliminary announcements in advance so that federated local advertisements can be auctioned, and the local advertisement auction processing unit (72). And a resale processing unit (74) which performs resale processing in the event of a successful bidder in conjunction with the broadcasting advertisement control system.

34. The method of claim 33,

The resale processing unit 74 receives the bidder's information upon the bidder's joint local auction application, which is received within a certain time, and then transmits the bidder's information to the successful bidder, and determines the successful bidder's auction based on whether or not to receive the allowed signal from the successful bidder. Broadcasting advertisement control system characterized by.

[Claim 35] In paragraph 33,

The local advertising auction processing unit (72) is a broadcasting advertisement control system characterized in that the number of divisions of the associated local advertising is determined by the prevailing bidder, and the bidding of the post bidder is received by notifying the decision information.

[Claim 36] In paragraph 33,

The local advertising auction processing unit 72 provides a fixed advertising cost for each of the combined local advertising, and the advertising cost is settled in proportion to the selection time of the successful bidder on the basis of the fixed advertising cost, and the advertising cost of the successful bidder is deducted from the fixed advertising cost. Broadcast advertising control system characterized in that the settlement to the amount of money.

[Claim 37] In paragraph 33,

The local light: ίί auction processing unit 72 charges a fixed advertising fee for each associated local advertising Broadcasting of the prevailing bidder based on the fixed advertising cost, and when the successful bidder's advertising cost is decided after the successful bidder's advertising cost, the broadcasting bidder's advertising cost is determined by subtracting the successful bidder's advertising cost from the fixed advertising cost. Ad control system.

[Claim ³⁸ ] In paragraph ²⁰ ,

The set top box (STB) 2 is configured to automatically transmit the current viewing channel information to the advertisement providing server 8,

The advertisement providing server 8 manages the frequency of exposure for each local advertisement through the channel information receiver 78 receiving the channel information from the set top box 2 and the channel information receiver 78. A broadcasting advertisement control system characterized by further comprising an advertisement exposure generation management unit (76). [Claim 39] The method of claim ^38, wherein

The advertisement providing server 8 is configured to edit the transmission of a local advertisement or to apply the number of exposures to an advertisement cost according to the number of local advertisement exposures previously requested by the advertiser through the local advertisement exposure generation management unit 76. Broadcast advertising control system characterized in that.