WO2016129946A1 - 방송 광고 시스템 및 방송 광고 방법 - Google Patents

방송 광고 시스템 및 방송 광고 방법 Download PDF

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Publication number
WO2016129946A1
WO2016129946A1 PCT/KR2016/001419 KR2016001419W WO2016129946A1 WO 2016129946 A1 WO2016129946 A1 WO 2016129946A1 KR 2016001419 W KR2016001419 W KR 2016001419W WO 2016129946 A1 WO2016129946 A1 WO 2016129946A1
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WO
WIPO (PCT)
Prior art keywords
advertisement
local
data
information
broadcast
Prior art date
Application number
PCT/KR2016/001419
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English (en)
French (fr)
Inventor
남기원
Original Assignee
남기원
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by 남기원 filed Critical 남기원
Publication of WO2016129946A1 publication Critical patent/WO2016129946A1/ko

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Classifications

    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—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
    • H04N21/458—Scheduling content for creating a personalised stream, e.g. by combining a locally stored advertisement with an incoming stream; Updating operations, e.g. for OS modules ; time-related management operations
    • H04N21/4586—Content update operation triggered locally, e.g. by comparing the version of software modules in a DVB carousel to the version stored locally
    • 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
    • H04N21/433—Content storage operation, e.g. storage operation in response to a pause request, caching operations
    • 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
    • H04N21/431—Generation of visual interfaces for content selection or interaction; Content or additional data rendering
    • H04N21/4312—Generation of visual interfaces for content selection or interaction; Content or additional data rendering involving specific graphical features, e.g. screen layout, special fonts or colors, blinking icons, highlights or animations
    • H04N21/4316—Generation of visual interfaces for content selection or interaction; Content or additional data rendering involving specific graphical features, e.g. screen layout, special fonts or colors, blinking icons, highlights or animations for displaying supplemental content in a region of the screen, e.g. an advertisement in a separate window
    • 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
    • H04N21/458—Scheduling content for creating a personalised stream, e.g. by combining a locally stored advertisement with an incoming stream; Updating operations, e.g. for OS modules ; time-related management operations
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/47—End-user applications
    • H04N21/478—Supplemental services, e.g. displaying phone caller identification, shopping application
    • H04N21/4784—Supplemental services, e.g. displaying phone caller identification, shopping application receiving rewards

Definitions

  • the present invention is directed to broadcast advertising systems and broadcast advertising methods, and more specifically local to specific regions through unbound applications in set-top boxes.
  • the present invention relates to a broadcasting advertising system and a broadcasting advertising method that compensates for the advertisement viewing so as to set an advertising cost or reach an advertisement viewing rate requested by the advertiser.
  • 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.
  • IPTV which enables digital broadcasting services such as satellites, cables and terrestrial waves, has appeared on the Internet. IPTV products are being developed and released, and various standardization activities and researches related to IPTV are actively conducted.
  • a representative IPTV standardization group is TM-IPI ad-hoc group under DVB.
  • TM-IPI ad-hoc group under DVB.
  • it is an IP digital broadcasting service based on MPEG2 TS (Transport Stream).
  • MPEG2 TS Transport Stream
  • phase 2 is preparing a standard work related to IP-based digital broadcasting service which carries AV data encoded in MPEG2 or MPEG4 over IP, not TS-based.
  • the broadcaster receives advertisement costs from a large number of companies and publishes the advertisement data.
  • a typical commercial broadcast is about one tenth of the program time. Since the time is scheduled and produced, the commercial is organized into six minutes for the 60-minute program, and if the advertisement is organized for 3 minutes each before and after the program starts, 12 15-second advertisements are organized.
  • Broadcast programs which are very expensive and have low audience ratings, are less likely to be unsold even if advertising costs are low.
  • the present invention has been made in consideration of the above-described prior art technology.
  • the unbound application installed in the set-top box only the local advertisement data of a specific region is received and stored, and the advertiser for each local advertisement is selected as an auction method.
  • Receiving cuetone information about local ad allowance time from the broadcaster it performs local advertising, works with set-top boxes to calculate actual ad viewing, and compares it to set advertising costs or reach the ad viewing rate requested by the advertiser.
  • the purpose of the present invention is to provide a broadcasting advertising system and a broadcasting advertising method for compensating for the broadcasting.
  • the process a) includes local advertisement exposure target area information and desired exposure.
  • Channel information, network exposure time zone information, and billing method selection information are provided to the advertisement providing server (8).
  • a broadcast advertising method is provided, which is characterized in that it is a registration process.
  • the step d) is a broadcast advertising method characterized in that the set-top box (2) is a process of temporarily storing a plurality of local advertising data before the screen output.
  • the cuetone information when the cuetone information is a command for inserting the gaspot advertisement insertion, the cuetone information includes spot advertisement identification information, identification information of a broadcast screen to which the spot advertisement is exposed, spot advertisement.
  • the cuetone information includes spot advertisement identification information, identification information of a broadcast screen to which the spot advertisement is exposed, spot advertisement.
  • a broadcast advertisement method characterized by insert position information and spot time exposure time information.
  • the step i) includes the step of automatically deleting the local advertisement data exposed by the set-top box 2; additional local advertisement by the advertisement providing server 8 as much as the deleted local advertisement data capacity.
  • a broadcast advertising method is provided, which further includes a process of requesting transmission of data.
  • the step i) includes determining whether the set top box 2 has reached the end of the local advertisement by cueton information; when the end point arrives, the process of terminating the output of the local advertisement data is performed.
  • a broadcast advertising method is provided, which is further characterized. _
  • the charging method selection information includes a first method of calculating and calculating an advertisement cost in proportion to the number of local advertisement exposures of the viewer's household; and a minimum bidding cost of a local advertisement is set for each region and selected by an advertiser.
  • a broadcasting advertising method characterized in that the desired exposure is achieved by a second method, which is calculated by applying a weight.
  • a plurality of advertisement products in which a plurality of network exposure channels are packaged in the advertisement providing server 8 are arranged; the advertisement cost is calculated in proportion to the sum of the viewer ratings of the local advertisements output through the desired exposure channel.
  • a broadcast advertising method is provided, which is characterized in that
  • the desired number of impressions selected by the advertiser Preferably, the desired number of impressions selected by the advertiser, and by region and channel.
  • the minimum bid cost of the ad is set differently, no additional cost is calculated for impressions that exceed the number of impressions set as the lowest bid cost, and spots for those impressions that fall below the number of impressions set as the lowest bid cost
  • a broadcast advertising method is provided, characterized in that it is further included in the second method to output as an advertisement.
  • the present invention receives broadcast program data 12a, original advertisement data 12b, and local advertisement insertion allowable cutone information 12c from the broadcaster server 4, respectively.
  • a broadcast communication server 6 transmitting to a set-top box (STB) 2; and recruiting advertisers to participate in a local advertisement, transmitting local advertisement data to the set-top box (STB: 2), and the broadcast communication server (6).
  • the set-top box (STB: 2) ad serving server providing spot advertisement and spot advertisement control data so that the exposure can be compensated by spot advertisement output processing proportional to the number of exposures if the received number is less than the exposure number requested by the advertiser.
  • a broadcast advertisement system comprising a set top box (STB) 2 that receives and outputs broadcast data and local advertisement data provided from the broadcast communication server 6.
  • the local advertisement insertion allowable cuetone information 12c is characterized in that it includes start time and end time when local advertisement is allowed, and total local advertisement time information, advertisement exposure area information, and advertisement exposure channel information.
  • a broadcast advertising system is provided.
  • the advertisement providing server (8) the area of advertisement exposure target, desired exposure
  • a broadcasting advertisement system which further includes an advertiser terminal 10 for transmitting channel information, desired exposure time zone information, and billing method selection information.
  • the set top box (STB) 2 is provided with a broadcast advertisement system, characterized by storing a plurality of local advertisement data and output channel information for each local advertisement data.
  • the set top box (STB) 2 is configured to automatically transmit identification information and exposure information of the local advertisement data to the advertisement providing server 8 upon screen exposure of the local advertisement data.
  • a broadcast advertising system is provided.
  • the spot advertisement is an advertisement that is inserted and exposed to a limited portion of a specific broadcast screen
  • the spot advertisement control data includes spot advertisement identification information, identification information of a broadcast screen to which the spot advertisement is exposed, and spots.
  • a broadcasting advertisement system is provided, characterized in that the data includes insert position information and time information of the advertisement.
  • the advertisement providing server 8 presents a plurality of channels in which a local advertisement can be displayed as a package, and an advertiser selects the number of exposures that the advertiser desires to expose through the package channel.
  • a broadcasting advertising system is provided, which is characterized by processing the settlement.
  • the set top box (STB) 2 is local to the advertisement providing server 8.
  • a broadcast advertising system characterized by receiving and storing an advertisement data packet 14 and receiving broadcast data 12 separately from the broadcast communication server 6.
  • the set-top box (STB) 2 receives and stores a local advertisement data packet 3 ⁇ 4 (14) from one channel through the broadcasting communication server 6, and broadcasts the data through another channel.
  • a broadcasting advertisement system is provided, which is characterized by receiving (12) separately.
  • the set top box (STB) 2 is single from the broadcasting communication server 6.
  • Data is received via the channel, but the data includes both broadcast program data 12a, local advertisement data 14a, and local advertisement insertion allowable cueton information 12c, which can be separately extracted, classified, and later output.
  • Data 14a Provided is a broadcast advertising system characterized by being stored.
  • the set top box (STB) 2 automatically deletes the local advertisement data upon exposure of specific local advertisement data, and provides the advertisement with local advertisement data having a capacity appropriate to the free space due to the deletion.
  • a broadcast advertising system is provided, characterized in that it is requested to send to the server 8.
  • the set top box (STB) 2 is a preferred channel regardless of whether a desired channel is set for the local advertisement output of the advertiser when the preferred channel of the user is registered through the preferred channel registration unit 24 therein.
  • a broadcasting advertisement system characterized in that it is configured to automatically change local advertisement data to be outputted, and to transmit the change information to the advertisement providing server 8 automatically.
  • the set top box (STB) 2 is local to the broadcast communication server 6.
  • Communication modules 30 which receive advertisement data and broadcast data and transmit information on whether the local advertisement data is exposed to the advertisement providing server 8; and an advertisement data receiver 32 for extracting the local advertisement data.
  • a local advertisement storage unit 20 for storing the extracted local advertisement data; and when the advertiser reaches a desired number of exposures of the local advertisement, the advertiser stores the advertisement data for outputting a specific broadcast screen as many times as the number of the advertisements.
  • a spot advertisement storage unit 34; and an advertisement exposure processing unit 36 for processing a local advertisement to be output to a specific channel and a specific time period through cueton information provided from a broadcaster; and a local advertisement from the broadcasting communication server 6;
  • a broadcast advertising system characterized in that it comprises a control unit 40 for controlling to receive and output the included broadcast data.
  • the set top box (STB) 2 reports advertisement exposure information for transmitting identification information and channel information of the local advertisement data exposed to the advertisement providing server 8 upon exposure of local advertisement data therein.
  • a broadcasting advertisement system is provided, characterized in that the processing unit 38 is further included.
  • the set top box (STB) 2 further includes an advertisement exposure option information storage unit 22 storing therein local information and channel information so that output of local advertisement data can be controlled by region and channel.
  • an advertisement exposure option information storage unit 22 storing therein local information and channel information so that output of local advertisement data can be controlled by region and channel.
  • the advertisement providing server 8 has therein a communication module 42 for communicating with the set-top box (STB) 2 and the broadcast communication server 6; STB information management unit 44 for managing the unique identification number and area code information of the set-top box (STB: 2); and a local advertisement receiving unit 46 for receiving and storing local advertisement data from the advertiser; and outputting each of the local advertisement data.
  • An advertisement exposure option register 48 in which local information and channel information to be registered; an advertisement auction processing unit 54 that receives a bid from an advertiser for local advertising and performs auction processing; and an advertisement according to an advertisement settlement method selected by the advertiser.
  • An advertisement cost settlement unit 56 which processes the costs; and collects the advertisers for the local advertisements and broadcasts them to the regions and channels selected by the advertisers.
  • a broadcasting advertisement system is provided, characterized by comprising a control unit 58 for inserting and processing local advertisement data corresponding to the data to control output of local advertisements for each region.
  • the advertisement providing server 8 therein is a spot for setting the screen information, output location information, time information, channel information, and region information on which the set-top box (STB) 2 advertisement is output.
  • a broadcasting advertisement system is provided, characterized in that the advertisement control data setting unit 50 is further included.
  • the advertisement providing server 8 has output therein for each local advertisement.
  • a broadcasting advertisement system is provided, characterized by further comprising an advertisement exposure channel information management unit 52, in which the desired channel information is registered and managed at the advertiser's choice.
  • the advertisement cost settlement is based on the number of local advertisement exposures of the viewing household.
  • the broadcasting advertising is characterized by the first method of calculating and calculating the advertising cost proportionally and the second method in which the minimum bid cost of the local advertising is set for each region and the desired exposure number selected by the advertiser is calculated by applying the weight.
  • a system is provided.
  • the desired number of exposures selected by the advertiser and the minimum bid cost of the local advertisement for each region and channel are set differently, and additional costs for exposures exceeding the number of exposures set as the minimum bid cost are respectively set.
  • a broadcast advertising system is provided which further includes a method of outputting a spot advertisement for the exposure which has not been settled and for which the number of exposures set as the minimum bid cost is exceeded.
  • the desired exposure channel information is channel information registered in the advertisement providing server 8 in which a plurality of channels are packaged by the advertiser so as to be selected by the advertiser, and the advertisement is based on the sum of the desired advertisement viewing rates of the channels selected by the advertiser.
  • a broadcast advertising system characterized in that the cost is settled.
  • the broadcasting advertisement system and broadcasting advertisement method according to the present invention adopt various methods to enable the transmission and output of local advertisements desired by advertisers, and the settlement method can be selected to advertisers in various ways to make it more reasonable. It has the advantage of being able to settle advertising costs, and it has the advantage of being able to monitor the exposure of precise local advertising and reflecting the cost settlement by being informed that the advertising exposure can be directly calculated through the set-top box. Has the advantage of precisely managing local ad output.
  • FIG. 1 is a schematic diagram showing a schematic configuration of a broadcasting advertisement system according to an embodiment of the present invention
  • FIG. 2 is a state diagram showing local advertisement data transmission and output states through a broadcast advertisement system according to an embodiment of the present invention
  • FIG. 1 is a schematic diagram showing a schematic configuration of a broadcasting advertisement system according to an embodiment of the present invention
  • FIG. 2 is a state diagram showing local advertisement data transmission and output states through a broadcast advertisement system according to an embodiment of the present invention
  • FIG. 3 illustrates an example of transmitting local advertisement data through a broadcast advertisement system according to an embodiment of the present invention
  • FIG. 4 is a diagram illustrating a channel reflecting advertisement exposure state through a broadcasting advertisement system according to an embodiment of the present invention
  • Figure 5 is the desire of the advertiser through the broadcast advertising system according to an embodiment of the present invention
  • FIG. 6 illustrates a set top box included in a broadcast advertisement system according to an embodiment of the present invention.
  • FIG. 7 is a block diagram showing the configuration of an advertisement providing server included in a broadcasting advertisement system according to an embodiment of the present invention.
  • FIG 8 shows an advertisement viewing rate through a broadcasting advertisement system according to an embodiment of the present invention.
  • FIG. 9 is a flowchart illustrating a main signal flow of a broadcasting advertisement system according to an embodiment of the present invention.
  • FIG. 1 is a schematic diagram showing a schematic configuration of a broadcast advertisement system according to an embodiment of the present invention
  • FIG. 2 is a diagram showing a local advertisement data transmission and output state through a broadcast advertisement system according to an embodiment of the present invention. State diagram.
  • the broadcasting advertisement system receives and stores only the local advertisement data of a specific region through an unbound application installed in the set-top box, and auctions each advertiser by each advertisement.
  • Receiving cuetone information about local ad allowance time from the broadcaster performs local advertising, works with the set-top box to calculate the actual ad viewing rate, and compares the ad with the advertiser to set an advertising cost or reach the ad viewing rate requested by the advertiser. It is a system to compensate for the problem.
  • the broadcasting advertisement system is allowed to output local advertisements separately for each region in the unsold broadcasting time period or during the time when the public service advertisement or TV schedule is output.
  • the basic function is a system that allows advertisements to be displayed.
  • the broadcasting advertisement system calculates the actual advertisement viewing rate and provides it to the advertiser on the basis of the above basic functions, and simultaneously receives information about the advertiser's desired advertisement viewing rate upon reception of the local advertisement.
  • This function includes the function that reflects the settlement of the advertising cost and calculates the final advertisement cost by calculating the advertisement viewing rate for the corresponding local advertisement.
  • the broadcasting advertisement system may transmit and output local advertisement data in real time streaming to the set top box (2) installed in each furniture, and to the preset top box (2). Local advertisement data can also be sent and stored.
  • a broadcast advertisement system suggests various transmission methods of local advertisement data.
  • the broadcasting advertisement system may bundle a plurality of channels into a package and set an advertisement cost through the sum-viewing rate (that is, watching a broadcasting program).
  • the broadcast advertising system is a broadcast program
  • a broadcast communication server 6 which receives the data 12a, the original advertisement data 12b, and the local advertisement insertion allowable cueton information 12c from the broadcaster server 4 and transmits it to each set-top box (STB) 2; recruit advertisers to participate in, transmit local advertisement data to the set-top box (S ⁇ B: 2), and receive cueton information into which the local advertisement can be inserted from the broadcast communication server (6). 2) to display the screen of the local advertisement and receive a signal from the set-top box (STB: 2) for the exposure of each local advertisement data, which is less than the number of exposures requested by the advertiser.
  • An advertisement providing server (8) providing the set-top box (STB: 2) loss advertisement and spot advertisement control data so that unexposure compensation is performed through advertisement output processing; broadcast data and local advertisement provided from the broadcast communication server (6).
  • Set-top box that receives and outputs data (STB: 2) including.
  • the broadcaster server 4 is a server installed at either the cable broadcaster or the terrestrial broadcaster. That is, a broadcaster for performing a local advertisement is possible without a distinction between the cable broadcaster and the terrestrial broadcaster.
  • the local advertisement data includes local advertisement information in broadcast data.
  • Advertisements are generically called, and it is natural to be able to produce them in a variety of forms such as video, still images and text, including local advertising information.
  • the cueton information 12c includes start time and end time for which local advertisements are allowed, and total local advertisement time information, advertisement exposure region information, and advertisement exposure channel information.
  • the broadcast output data is transmitted from the broadcaster server 4, and the broadcast communication
  • the broadcaster server (4) can allow it to be inserted into the output data.
  • the allowable signal is transmitted to the local advertisement insertion allowable cutone information 02c), and the set top box 2 unconditionally receives a local advertisement when the local advertisement insertion allowable cutone information 12c is received.
  • the start time and end time for which the local advertisement included in the local advertisement insertion allowance cueton information (I 2c) is allowed, and the total local advertisement time information, advertisement exposure area information, and advertisement exposure channel information are not displayed. It prints out the local ad by judging all that applies.
  • the area information is set in the set-top box 2, and whether the advertisement exposure area information included in the local advertisement insertion allowance cueton information 12c matches the area information set in the set-top box 2.
  • the advertisement is
  • the advertiser terminal 10 for transmitting the advertisement exposure target area information, the desired exposure channel information, the desired exposure time zone information, and the billing method selection information to the providing server 8 is further included.
  • the set-top box (STB) 2 may store local advertisement data consisting of a plurality of packets, and each of the local advertisement data is stored with matched channel information.
  • the broadcast advertising system can calculate the exposure frequency of the local advertisement data output through the set-top box (STB: 2), the advertisement providing server (8) Can be used to settle advertising costs, so that the advertisement providing server 8 provides information on which local advertisements are exposed when the local advertisement is exposed from the set-top box (STB) 2, which regions are exposed, and in which channels. You will be sent information of the status.
  • the advertisement providing server 8 may reduce the advertisement cost by the lack or compensate through another form of advertisement. Spot advertisement.
  • a spot advertisement is an advertisement exposed to a part of a specific broadcast screen.
  • the spot advertisement is composed of short phrases, flashes, images, and videos, and the original broadcast screen is a public advertisement or a broadcast schedule is displayed without being disturbed by the exposure of the original broadcast screen.
  • the spot advertisement is displayed on the screen to look like a sponsor.
  • the spot advertisement is inserted into a limited part of a specific broadcast screen.
  • the ad is exposed.
  • spot advertisement control data includes spot advertisement identification information and spot advertisement information.
  • the data includes identification information of the exposed broadcast screen, insert position information, and time information of the spot advertisement. Therefore, when the broadcast advertisement system according to the embodiment of the present invention is less than the frequency of exposure of the advertiser and the logical advertising data, the exposure advertisement is made by exposing the spot advertisement by the deficiency.
  • FIG. 3 is a diagram illustrating an example of transmitting local advertisement data through a broadcast advertisement system according to an embodiment of the present invention.
  • Figure 3 is a local through a broadcast advertising system according to an embodiment of the present invention
  • the broadcasting advertisement system may transmit and output local advertisement data in real time streaming to the set top box 2 installed in each household. You can also send and store local advertising data.
  • the advertisement data packet 14 can be transmitted via a data communication network which is not related to the broadcast data 12.
  • the set top box (STB) 2 receives and stores a local advertisement data packet 14 from the advertisement providing server 8 and separately stores broadcast data 12 from the broadcasting communication server 6. Can be received.
  • the local advertising data packet 14 can be distributed using multiple channels, i.e., the broadcast communication server 6 is connected to the set top box 2 via two channels.
  • the local advertisement data packet 14 can be transmitted through one of the channels, and the broadcast data 12 can be transmitted separately through the other channel.
  • the broadcast data 12 at this time is data including broadcast program data 12a, original advertisement data 12b, and local advertisement insertion allowable cutone information 12c.
  • the set top box (STB) 2 allows broadcast program data 12a and local advertisement data 14a and local advertisement insertion from the broadcast communication server 6.
  • the mixed channel data 16 composed of cueton information 12c is received and converted into broadcast output data 18 composed of broadcast program data 12a and local advertisement data 14a.
  • the set top box (STB) 2 receives data from the broadcast communication server 6 through a single channel, but the data includes broadcast program data 12a, local advertisement data 14a, and local advertisements. All of the embedding allowable cutone information 12c is included, so that the local advertisement data 14a to be extracted and sorted separately and output later can be stored.
  • the set top box 2 is localized from the mixed channel data 6.
  • the advertisement data 14a and the local advertisement insertion allowable cutone information 12c are extracted and stored.
  • FIG. 4 is a view illustrating a channel reflecting advertisement exposure state through a broadcast advertisement system according to an embodiment of the present invention
  • FIG. 5 is a channel reflecting advertisement processing of an advertiser's desired channel through a broadcast advertisement system according to an embodiment of the present invention.
  • the broadcasting advertising system can calculate the advertising cost in proportion to the advertiser and the broadcasting program viewing rate or the advertising viewing rate, so that the advertiser can display his or her advertisement more than a certain number of times. Therefore, it is considered as an important priority. Therefore, according to an embodiment of the present invention, a broadcasting advertising system according to an embodiment of the present invention is packaged into channels and provided as a product for the advertiser to select. Based on the aggregated viewing rate or the aggregated advertisement viewing rate of the channels selected by the advertiser Advertising costs can be settled.
  • the cueton information 12c includes start time and end time for which local advertisements are allowed, and total local advertisement time information, advertisement exposure region information, and advertisement exposure channel information.
  • the set-top box (2) is the start and end time for which local advertising is allowed and the entire local.
  • the advertisement providing server 8 generates a plurality of channels on which local advertisements can be placed.
  • the advertiser chooses to package, and the advertiser chooses the number of impressions that the advertiser wishes to expose through the package channel, so that the advertising costs are accounted for.
  • the advertising cost can be set in proportion, or the advertising cost can be set in proportion to the advertisement viewing rate exposed to the corresponding channels.
  • the broadcast viewing rate is the viewing rate representing the ratio of households watching the broadcast
  • the advertisement viewing rate is the viewing rate representing the ratio of the viewers watching the advertisement. Therefore, the advertisement viewing rate is the exposure rate of the advertisement. have.
  • the advertising cost can be calculated by summing up the broadcast viewing rate of each channel or by adding up the viewing rate of the advertisement exposed to each channel to determine whether the contracted viewing rate is reached with the advertiser. .
  • the set top box (STB) 2 includes an advertisement exposure option information storage unit 22 storing therein local information and channel information so that the output of local advertisement data can be controlled by region and channel. And a local advertisement storage unit 20 for storing local advertisement data.
  • the set top box (STB) 2 since the set top box (STB) 2 does not have a large amount of memory, the set top box (STB) 2 is automatically deleted when the specific local advertisement data is exposed. Recalling the above ads with local advertisement data of the appropriate capacity for free space due to deletion
  • the set top box (STB) 2 is a desired channel for the local advertisement output of the advertiser when the user's preferred channel is registered through the preferred channel registration unit 24 therein.
  • It is configured to automatically change the local advertisement data to be output through the preferred channel regardless of whether or not it is set, and to transmit the change information to the advertisement providing server 8 automatically.
  • the advertiser can register the channel information to the advertisement providing server 8 in the hope that his local advertisement data is exposed in specific channels, and the advertisement providing server 8 can When the desired channel information (eg, chl, ch3, ch5, ch8, chlO) and the local advertisement data are received, the information is transmitted to the set-top box 2.
  • desired channel information eg, chl, ch3, ch5, ch8, chlO
  • the set-top box 2 outputs a local advertisement to the preferred channel, and informs the advertisement providing server 8 that the channel through which the local advertisement is exposed due to the preferred channel has been changed.
  • FIG. 6 illustrates a set-top box included in a broadcast advertisement system according to an embodiment of the present invention.
  • the set-top box 2 receives communication information 30 and local communication data from the broadcasting communication server 6, and transmits information about whether the local advertising data is exposed to the advertisement providing server 8 and The advertisement data receiving unit 32 extracting the local advertisement data.
  • the set top box 2 includes a local advertisement storage 20 for storing the extracted local advertisement data therein; when the advertiser does not reach the desired number of local advertisements, A spot advertisement storage unit 34 for storing spot advertisement data for output to a specific broadcast screen; and an advertisement exposure processing unit 36 for processing local advertisements to be output at specific channels and at specific times through cueton information provided from a broadcaster; And a control unit 40 for controlling to receive and output broadcast data including a local advertisement from the broadcast communication server 6.
  • the set-top box (STB) 2 may be configured to expose local advertisement data therein.
  • An advertisement exposure information report processing unit 38 for transmitting identification information and channel information of the local advertisement data exposed to the advertisement providing server 8 is further included.
  • the set top box (STB) 2 has local and local advertising data output therein.
  • an advertisement exposure option information storage unit 22 for storing local information and channel information so as to be controlled for each channel.
  • FIG. 7 is a block diagram showing the configuration of an advertisement providing server included in a broadcasting advertisement system according to an embodiment of the present invention.
  • the providing server 8 includes therein a communication module 42 which communicates with the set top box STB 2 and the broadcasting communication server 6; and a number of the set top boxes STB 2 therein.
  • STB information management unit (44) for managing identification number and area code information;
  • Local advertisement receiving unit (46) for receiving and storing local advertisement data from the advertiser;
  • Local information and channel information to be output for each local advertisement data is registered.
  • the advertisement exposure registration register 48 is configured.
  • the advertisement providing server 8 includes an advertisement auction processing unit 54 that receives a bid from an advertiser for a local advertisement and performs auction processing therein; and according to the advertisement settlement method selected by the advertiser, Advertising cost settlement unit 56 for processing the settlement; and a control unit that collects the advertiser for the local advertisement and inserts the local advertisement data corresponding to the broadcast data output to the region and channel selected by the advertiser to control the local advertisement is output by region And (58).
  • the advertisement providing server 8 therein the set-top box (STB: 2) Los Spot
  • spot advertisement control data setting unit 50 for setting screen information, output position information, time information, channel information, and region information on which an advertisement is output.
  • the advertisement providing server 8 reconstructs the output for each local advertisement therein.
  • an advertisement exposure channel information management unit 52 in which channel information is registered and managed at the advertiser's choice.
  • FIG. 8 is a diagram illustrating an example of advertising cost settlement reflecting the advertisement viewing rate through the broadcasting advertisement system according to an embodiment of the present invention.
  • the example of calculating the advertising cost reflecting the advertisement viewing through the broadcasting advertisement system includes the first method of calculating and calculating the advertisement cost in proportion to the number of local advertisement exposures of the viewer's household.
  • the minimum bid cost of the local advertisement is set by region and the second method is calculated by applying the weighted number of desired exposures selected by the advertiser.
  • the desired exposure frequency selected by the advertiser and the minimum bid cost of the local advertisement for each region and channel are set differently, and the additional cost is calculated for the exposure exceeding the exposure frequency set as the minimum bid cost. If the number of exposures that have been set as the lowest bidding cost is not exceeded, the number of shortages is replaced by a spot advertisement.
  • the advertisement providing server 8 of the present invention receives the exposure information when the local advertisement data is exposed from the set top box 2, whereby the advertisement providing server 8 provides a minimum bid amount to the advertiser. You can set the number of impressions or impressions and settle advertising costs in proportion to those over or under.
  • the bid amount for local advertisement data for 15-second unit of 2000 households with exposure guarantee is set to 50,000 won, the advertising cost is 25 won per household, so if 100 households exceed the number of exposed households, If you don't have 100 households, you can get a refund of KRW 2,500. It is possible to settle so that it is possible.
  • the present invention relates to an exposure that exceeds the number of exposures set as the minimum bid cost.
  • the advertisement providing server 8 can process the exposure as a spot advertisement for the exposure.
  • the spot advertisement may be a text advertisement included in a part of a public service advertisement or a broadcasting schedule.
  • the present invention as described above, the number of exposures to the local advertising data
  • the present invention provides the cost of broadcasting program viewing rate as in the conventional method.
  • Ginseng or advertiser bids can be made.
  • an advertiser wants to expose their local advertising data to a total of 40% of viewership channels, and selects a channel product packaged in channels A, B, and C, the advertiser's local If the advertisement is 10% viewing rate of A-channel, 7% viewing rate of B-channel, and 9% viewing rate of C-channel, the total viewing rate is 26%, so it is possible to settle the difference or compensate for the lack of 4%.
  • FIG. 9 is a flowchart illustrating a main signal flow of a broadcasting advertisement system according to an embodiment of the present invention.
  • the advertisement providing server 8 receives a local advertisement application from a plurality of advertiser terminals 10, and the advertisement providing server 8 registers local advertisement data.
  • the advertisement application is conducted by bidding method, and the advertisement setting of advertisement exposure area information, advertisement exposure hope channel information, exposure desired time zone information, and desired exposure frequency is required, and different advertisement costs are calculated according to the setting contents. do.
  • the advertisement providing server 8 is provided for each region.
  • Local advertisement data can be transmitted to the set-top box (2).
  • Local advertisement data can be directly transmitted to the set-top box (2) by the advertisement providing server (8).
  • Local advertisement data can also be transmitted to the channel signal. It is also possible to transfer the advertisement data to another channel dedicated for transmission.
  • the set-top box 2 for each region receives and stores the local advertisement data of the region.
  • the set-top box 2 compares the region setting code set therein with the region setting information added to the local advertisement data, and selects only the local advertisement data of the corresponding region. Receive and save.
  • the local advertisement data 14a is mounted and transmitted in a single mixed channel data 6, the local advertisement insertion allowable cueton information 12c and the local advertisement mounted in the mixed channel data 6 are transmitted.
  • the set-top box 2 extracts and stores the data 14a.
  • the local advertisement insertion allowable cuetone information 12c includes start time and end time when the local advertisement is allowed, total local advertisement time information, advertisement exposure region information, and advertisement exposure channel information.
  • the set-top box 2 for each region receives broadcast data. If the broadcast data is output on the screen after receiving the broadcast data, the set-top box 2 for each region is a broadcaster server. (4) Alternatively, it is determined whether or not cuetone information allowing local advertisement insertion is received from the broadcasting communication server (6).
  • the cueton information is localized in a certain time zone of a certain channel.
  • the command information to insert the advertisement data may be information, which may be information ordering the insertion of the above-mentioned cue information gas pot advertisement, and the cue information at this time is the spot advertisement.
  • Identification information identification information, identification information of the broadcast screen to which the spot advertisement is exposed, insert position information of the spot advertisement, and exposure time information of the spot advertisement.
  • the set-top box (2) exposes local advertisement data that can be exposed through cue phone information.
  • the corresponding local advertisement data is extracted and displayed on the screen.
  • the set top box 2 judges whether the end point of the local advertisement has arrived by cueton information, and terminates the end point output and the output of the local advertisement data.
  • the set top box 2 automatically deletes the exposed local advertisement data, and requests transmission of additional local advertisement data to the advertisement providing server 8 as much as the deleted local advertisement data capacity.
  • the set-top box (2) is an advertisement providing server (8) that identifies and identifies the local advertisement.
  • the exposure information and the set-top box identification information are transmitted, and the advertisement providing server 8 performs the advertisement cost settlement based on the information.
  • the charging method selection information is a first method of calculating and calculating an advertising cost in proportion to the number of local advertisement exposures of the viewing household; the minimum bid cost of the local advertisement is set by region and the desired exposure selected by the advertiser. This is done in a second way where the power is weighted and computed.
  • a plurality of advertisement products in which a plurality of desired exposure channels are registered as packages in the advertisement providing server 8 are registered, and the advertisement cost is calculated in proportion to the sum of the viewer ratings of the local advertisements output through the corresponding exposure channel. You may.
  • the minimum bid cost of the local advertisement is set differently according to the desired number of exposures selected by the advertiser and the region and channel, and no additional cost is calculated for the exposure exceeding the set number of exposures set as the minimum bid cost.
  • bidding cost If the exposure is less than the set number of exposures, it is possible to settle the advertising cost as the second method further includes replacing and outputting the spot advertisement by the shortage.
  • the broadcasting advertisement system may calculate the frequency of exposure of the local advertisement data output through the set top box (STB) 2, and the advertisement providing server 8 may detect the frequency of exposure. Can be used to settle advertising costs, so the advertisement-sub-public server (8) provides information about which local advertisements were exposed when local advertisements were exposed from the set-top box (STB) (2), which regions were exposed You will receive information on whether the channel has been exposed.
  • the advertisement processing server 8 may lower the advertising cost or compensate through another form of advertising if the advertiser lacks the desired number of impressions on the local advertising data. Spot advertisement.
  • a spot advertisement is an advertisement that is exposed to a part of a specific broadcast screen.
  • the spot advertisement is composed of short phrases, flashes, images, and videos, and the original broadcast screen is a public advertisement or a broadcast schedule is displayed without being interrupted by the exposure of the original broadcast screen.
  • the spot advertisement is displayed on the screen to look like a sponsor.
  • the broadcast advertisement system if the exposure frequency of the advertiser and the contracted logical advertising data is less than, the exposure compensation is made by exposing the spot advertisement by the deficiency.
  • the broadcast advertising system and broadcast advertising method according to the embodiment of the present invention are not limited to the above embodiments but various modifications can be made without departing from the technical gist of the invention.

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Abstract

본 발명은 방송 광고 시스템 및 방송 광고 방법에 관한 것으로, 셋탑박스에 탑재된 언바운드 어플리케이션을 통해 특정 지역의 로컬 광고데이터만을 수신하여 저장하고, 각 로컬 광고별 광고주를 경매방식으로 선정하고 방송국으로부터 로컬 광고 허용시간에 대한 큐톤정보를 수신하면 로컬 광고를 수행하며, 셋탑박스와 연동하여 실제 광고 시청률을 연산하고, 이와 비례하여 광고 비용을 책정하거나 광고주가 요청한 광고 시청률에 도달될 수 있도록 광고 열람에 대한 보상 처리하는 발명이다.

Description

명세서
발명의명칭:방송광고시스템및방송광고방법 기술분야
[1] 본발명은방송광고시스템및방송광고방법에관한것으로，보다상세하게 셋탑박스에탑재된언바운드어플리케이션을통해특정지역의로컬
광고데이터만을수신하여저장하고,각로컬광고별광고주를경매방식으로 선정하고방송국으로부터로컬광고허용시간에대한큐톤정보를수신하면 로컬광고를수행하며，셋탑박스와연동하여실제광고시청률을연산하고，이와 비례하여광고비용을책정하거나광고주가요청한광고시청률에도달될수 있도록광고열람에대한보상처리하는방송광고시스템및방송광고방법에 관한것이다.
배경기술
[2] 주지된바와같이，광고시스템은크게인터넷기반의포털광고와，신문이나 잡지등의지면광고와，라디오및 TV를통한방송광고로대별되게된다.
[3] 인터넷을통한포털광고의경우에는포털사이트의내부에출력되는다양한 광고를클릭하여정보를취득하는방식으로이루어진트리구조 (Tree
Structure)의광고시스템이므로가입자가매우능동적으로자신이원하거나 검색하고자하는광고를카테고리별로찾아야만광고정보를취득할수있다는 단점이있었다.
[4] 신문이나잡지의경우에는인터넷광고시스템과마찬가지로능동적으로
문서를읽는과정중에광고에주목해야하는시스템이나그러나신문이나 잡지와같은서면광고의경우에는인터넷광고에밀려현재신문이나잡지의 구독자수가급감하고있으며 ,미래에도역시매니아층을제외하고는매우 제한적인광고시장으로존재할것이다.
[5] TV를통한광고시스템은방송의시청중수동적으로특정광고를화면
출력함으로써채널을다른채널로돌리지않는한광고를시청하게되는 시스템으로이루어져있다.일단 TV시청자들의숫자가매우크기도할뿐더러 이러한주입식으로제공받게되는수동적광고방식이며,기존의아날로그 TV인 공중파의경우에는전국적인동시간대시청이라는시스템적특징으로있다.
[6] 한편，최근에는네트워크의속도가급격히증가하고인터넷에서의 QoS기술이 발달하면서기존의위성,케이블，지상파등의디지털방송서비스를인터넷에서 가능하게하는 IPTV가등장하였으며각기업에서자신만의기술을이용한 IPTV 제품들을개발,출시하고있고， IPTV와관련된다양한표준화활동과연구가 활발히진행되고있다.
[7] 대표적인 IPTV관련표준화단체로 DVB산하의 TM-IPI ad-hoc group을들수 있는데，현재는 MPEG2 TS(Transport Stream)기반의 IP디지털방송서비스 관련하여 phase 1표준이발표된상태이며이를확장하여 phase 2에서는 TS 기반이아닌 IP기반으로 MPEG2또는 MPEG4로인코딩된 AV데이터를실어 보내는 IP기반디지털방송서비스관련표준작업을준비하고있다.
[8] TV시스템의경우에는어느한프로그램과프로그램사이인광고시간대에 출력되는광고가전국적으로출력되는방송광고이므로대기업등의대형 광고가주류를이루고있는바，지역사업자돌의입장에서는 TV광고는비용 부담도클뿐더러전국적으로광고를해도매출에직접적인상관성이없으므로 그필요도느끼지못하고있다.
[9] 한편，방송프로그램의사이에개재되어화면출력되는방송광고의경우에는 방송사에서다수의기업으로부터광고비용을지급받아광고데이터를게재하는 바,통상적인광고방송은프로그램시간의 1/10정도의시간이책정되어 제작되므로， 60분의프로그램에대해광고방송은 6분으로편성되고, 프로그램의시작전과종료후에각각 3분씩광고가편성되는경우， 15초짜리 광고가 12개씩편성되게된다.
[10] 그러나,시청률의낮은프로그램경우에는광고의수주가원활하지못하므로 통상 12개의광고를모두채우지못하고,미판매광고시간을공익광고등으로 대체하여시간을채우지만，이러한공익광고는기업의수익광고보다현저하게 광고비용이작거나거의광고비용이없는경우도있으므로방송사의수익이 악화된다는문제가있었다.
[11] 한편，상기한일반아날로그공중과의 TV시스템의경우에는어느한
프로그램과프로그램사이인광고시간대에출력되는광고가전국적으로 출력되는방송광고이므로대기업등의대형광고가주류를이루고있으며，지역 사업자들의로컬광고는비용부담도클뿐더러전국적으로광고를해도매출에 직접적인상관성이없으므로그필요성을크게느끼지못하고있다는문제가 있었다.
[12] 또한，일반광고의경우에는시청자들의호감도가낮으므로시청자들의
호감도와주목도를높일수있는방안이마련되어야한다.
[13] 많은업체들이 TV화면을통해로컬광고를하고자하지만비용부담이된다는 문제가있었고,그리고，로컬광고를신청한광고주는시청자가다른채널을 시청하는경우로컬광고효과를누리지못한다고생각한다는문제가
있었으므로이에대한대책이필요하다.
[14] 한편,방송프로그램에광고를게재하고자하는광고주는자신의광고가
몇가구에노출되었는지를확인할방법이없어서그차선책으로,광고가게재된 방송프로그램의시청률에주목할수밖에없었다.
[15] 실제로,시청를이높은방송프로그램은그앞뒤특히 ,앞의광고가더많이 시청된다.따라서，시청률이높은방송프로그램의앞,뒤광고시간대에는광고 비용이매우비싸다.
[16] 하지만,시청률이높은방송프로그램이라고할지라도시청자들이본방송 프로그램이시작되지전에는광고를시청하기보다는다른채널을서치하는 경우도매우많으며,시청률이높은방송프로그램의앞뒤광고시간대에 노출되는광고의시청를이방송프로그램의시청률과비례하는지는정량화할 수가없었다.
[17] 즉，광고주입장에서는시청률이높은방송프로그램의전후시간대에광고를 하면서매우높은비용을지불하지만，광고노출효과가높은광고비용만큼의 가치가있는지를알수가없었다.
[18] 종래시스템이이런실정이다보니,시청률이높은방송프로그램의광고
비용을매우비싸고，시청률이낮은방송프로그램은광고비용이싸더라도 미판매되는경우가적지않다는문제가있었다.
발명의상세한설명
기술적과제
[19] 본발명은상기한종래기술의사정을감안하여이루어진것으로，셋탑박스에 탑재된언바운드어플리케이션을통해특정지역의로컬광고데이터만을 수신하여저장하고，각로컬광고별광고주를경매방식으로선정하고 방송국으로부터로컬광고허용시간에대한큐톤정보를수신하면로컬광고를 수행하며,셋탑박스와연동하여실제광고시청를을연산하고,이와비례하여 광고비용을책정하거나광고주가요청한광고시청률에도달될수있도록광고 열람에대한보상처리하는방송광고시스템및방송광고방법을제공함에그 목적이있다.
과제해결수단
[20] 상기한목적을달성하기위해，본발명의바람직한실시예에따르면 a)광고 제공서버 (8)가다수의광고주단말기 (10)로부터로컬광고신청을접수받는 과정과; b)상기광고제공서버 (8)가로컬광고데이터를등록하는과정과; c)상기 광고제공서버 (8)가각지역별셋탑박스 (2)로로컬광고데이터를전송하는 과정과; d)각지역별셋탑박스 (2)가해당하는지역의로컬광고데이터를 수신하여저장하는과정과; e)각지역별셋탑박스 (2)가방송데이터를수신하는 지를판단하는과정과; f)각지역별셋탑박스 (2)가수신된방송데이터를화면에 출력하는과정과; g)각지역별셋탑박스 (2)가방송사서버 (4)또는방송통신 서버 (6)로부터로컬광고삽입을허용하는큐톤정보를수신하는과정과 ; h)해당 셋탑박스 (2)가노출가능한로컬광고데이터를추출하는과정과; i)해당 셋탑박스 (2)가로컬광고데이터를화면출력하는과정과; j)해당셋탑박스 (2)가 광고제공서버 (8)로해당로컬광고의식별정보및노출정보와，셋탑박스 식별정보를전송하는과정과; k)상기광고제공서버 (8)가광고비용정산을 수행하는과정으로이루어진것을특징으로하는방송광고방법이제공된다.
[21] 바람직하게 ,상기 a)과정은,로컬광고노출대상지역정보，희망노출
채널정보，회망노출시간대정보및과금방식선택정보를광고제공서버 (8)에 등록하는과정인것을특징으로하는방송광고방법이제공된다.
[22] 바람직하게，상기 d)과정은,상기셋탑박스 (2)가다수의로컬광고데이터를 화면출력전에임시로저장하는과정인것을특징으로하는방송광고방법이 제공된다.
[23] 바람직하게，상기 g)과정은，상기큐톤정보가스팟광고삽입을명령하는 정보인경우，그큐톤정보는스팟광고식별정보와,스팟광고가노출되는 방송화면의식별정보，스팟광고의인서트위치정보,스팟광고의노출 시간정보인것을특징으로하는특징으로하는방송광고방법이제공된다.
[24] 바람직하게，상기 i)과정은，상기셋탑박스 (2)가노출된로컬광고데이터를 자동으로삭제하는과정과;삭제된로컬광고데이터용량만큼상기광고 제공서버 (8)로추가로컬광고데이터의전송을요청하는과정이더포함된것을 특징으로하는방송광고방법이제공된다.
[25] 바람직하게,상기 i)과정은，상기셋탑박스 (2)가큐톤정보에의해로컬광고 종료시점이도래되었는지를판단하는과정과；종료시점도래시,로컬 광고데이터의출력을종료하는과정이더포함된것을특징으로하는방송광고 방법이제공된다. _
[26] 바람직하게，상기과금방식선택정보는，시청가구의로컬광고노출횟수에 비례하여광고비용을산출하여정산하는제 1방식과;로컬광고의최저 입찰비용이지역별로설정되어져있으며광고주가선택한희망노출횟수가 가중치로적용되어연산되는제 2방식으로이루어진것을특징으로하는방송 광고방법이제공된다.
[27] 바람직하게，광고제공서버 (8)에다수의회망노출채널이패키지로등록된 다수의광고상품이둥록되며;해당희망노출채널을통해출력된로컬광고의 시청율합에비례하여광고비용을정산하는것을특징으로하는방송광고 방법이제공된다.
[28] 바람직하게,광고주가선택한희망노출흿수와지역별및채널별로로컬
광고의최저입찰비용이각각상이하게설정되고,최저입찰비용으로설정된 노출횟수를초과한노출에대해서는추가비용정산을하지않으며，최저 입찰비용으로설정된노출흿수를미달한노출에대해서는그부족횟수만큼 스팟광고로대체하여출력시키는것이제 2방식에더포함된것을특징으로 하는방송광고방법이제공된다.
[29] 한편,본발명은방송프로그램데이터 (12a)와원광고데이터 (12b)및로컬 광고삽입허용큐톤정보 (12c)를방송사서버 (4)로부터전송받아각
셋탑박스 (STB: 2)로전송하는방송통신서버 (6)와;로컬광고에참여할광고주를 모집하고，상기셋탑박스 (STB: 2)로로컬광고데이터를전송하며,상기방송 통신서버 (6)로부터로컬광고를삽입할수있는큐톤정보를수신하여상기 셋탑박스 (STB: 2)에서로컬광고의화면출력이이루어지도록하고，상기 셋탑박스 (STB: 2)로부터각로컬광고데이터별노출여부에대한신호를 수신받아광고주가요청한노출횟수이하인경우그미노출횟수에비례한스팟 광고출력처리로미노출보상이이루어지도록상기셋탑박스 (STB: 2)로스팟 광고와스팟광고제어데이터를제공하는광고제공서버 (8)와;상기방송 통신서버 (6)로부터제공된방송데이터및로컬광고데이터를수신하여 출력하는셋탑박스 (STB: 2)로이루어진것을특징으로하는방송광고시스템이 제공된다.
[30] 바람직하게,상기로컬광고삽입허용큐톤정보 (12c)는로컬광고가허용되는 시작시간과종료시간및전체로컬광고시간정보,광고노출지역정보，광고 노출채널정보가포함된것을특징으로하는방송광고시스템이제공된다.
[31] 바람직하게,상기광고제공서버 (8)로광고노출대상지역정보，희망노출
채널정보，희망노출시간대정보，과금방식선택정보를전송하기위한광고주 단말기 (10)가더포함된것을특징으로하는방송광고시스템이제공된다.
[32] 바람직하게，상기셋탑박스 (STB: 2)는복수의로컬광고데이터및각로컬 광고데이터별출력채널정보를저장하는것을특징으로하는방송광고 시스템이제공된다.
[33] 바람직하게，상기셋탑박스 (STB: 2)는로컬광고데이터의화면노출시，그로컬 광고데이터의식별정보및노출정보를상기광고제공서버 (8)로자동으로 전송하게구성된것을특징으로하는방송광고시스템이제공된다.
[34] 바람직하게，상기스팟광고는특정방송화면의일부에제한적으로인서트되어 노출되는광고이며,상기스팟광고제어데이터는스팟광고식별정보와，스팟 광고가노출되는방송화면의식별정보및，스팟광고의인서트위치정보와 시간정보가포함된데이터인것을특징으로하는방송광고시스템이제공된다.
[35] 바람직하게，상기광고제공서버 (8)는로컬광고를게재할수있는다수채널을 광고주가패키지로선택가능하게제시하고，광고주가해당패키지채널을통해 노출을희망하는노출횟수를선택하여광고비용정산이이루어지도록 처리하는것을특징으로하는방송광고시스템이제공된다.
[36] 바람직하게,상기셋탑박스 (STB: 2)는상기광고제공서버 (8)로부터로컬
광고데이터패킷 (14)을수신받아저장하고,상기방송통신서버 (6)로부터 방송데이터 (12)를별도로수신받게된것을특징으로하는방송광고시스템이 제공된다.
[37] 바람직하게，상기셋탑박스 (STB: 2)는상기방송통신서버 (6)로부터어느한 채널을통해로컬광고데이터패 ¾(14)을수신받아저장하고,또다른한채널을 통해방송데이터 (12)를별도로수신받게된것을특징으로하는방송광고 시스템이제공된다.
[38] 바람직하게，상기셋탑박스 (STB: 2)는상기방송통신서버 (6)로부터단일
채널을통해데이터를수신받지만，그데이터에는방송프로그램데이터 (12a)와 로컬광고데이터 (14a)및로컬광고삽입허용큐톤정보 (12c)가모두포함되어져 있어서，별도로추출하고분류하여차후출력될로컬광고테이터 (14a)를 저장하게된것을특징으로하는방송광고시스템이제공된다.
[39] 바람직하게，상기셋탑박스 (STB: 2)는특정로컬광고데이터의노출시，해당 로컬광고데이터를자동으로삭제하고,그삭제로인한여유공간에적합한 용량의로컬광고데이터를상기광고제공서버 (8)로전송요청하게된것을 특징으로하는방송광고시스템이제공된다.
[40] 바람직하게，상기셋탑박스 (STB: 2)는그내부의선호채널등록부 (24)를통해 유저의선호채널이등록된경우，광고주의로컬광고출력을위한희망채널 설정여부와무관하게선호채널을통해로컬광고데이터가출력되도록자동 변경하고，그변경정보를상기광고제공서버 (8)로자동으로전송하도록구성된 것을특징으로하는방송광고시스템이제공된다.
[41] 바람직하게，상기셋탑박스 (STB: 2)는상기방송통신서버 (6)로부터로컬
광고데이터및방송데이터를수신하고，로컬광고데이터의노출여부에대한 정보를광고제공서버 (8)로전송하는통신모들 (30)과;상기로컬광고데이터를 추출하는광고데이터수신부 (32)와;추출된상기로컬광고데이터를저장하는 로컬광고저장부 (20)와;광고주가희망하는로컬광고의노출횟수에미달할때， 그미달횟수만큼특정방송화면에출력시키기위해스¾광고데이터를 저장하는스팟광고저장부 (34)와;방송사로부터제공받은큐톤정보를통해, 특정채널과특정시간대에로컬광고가출력되게처리하는광고노출 처리부 (36)와;상기방송통신서버 (6)로부터로컬광고가포함된방송데이터를 수신하여출력하도록제어하는제어부 (40)를포함하여구성된것을특징으로 하는방송광고시스템이제공된다.
[42] 바람직하게,상기셋탑박스 (STB: 2)는그내부에로컬광고데이터의노출시， 상기광고제공서버 (8)로노출된로컬광고데이터의식별정보및채널정보를 전송하는광고노출정보보고처리부 (38)가더포함된것을특징으로하는방송 광고시스템이제공된다.
[43] 바람직하게，상기셋탑박스 (STB: 2)는그내부에로컬광고데이터의출력이 지역및채널별로제어될수있게지역정보와채널정보를저장하는광고노출 옵션정보저장부 (22)가더포함된것올특징으로하는방송광고시스템이 제공된다.
[44] 바람직하게，상기광고제공서버 (8)는그내부에,상기셋탑박스 (STB: 2)와상기 방송통신서버 (6)에대해통신을수행하는통신모들 (42)과;다수의상기 셋탑박스 (STB: 2)의고유식별번호및지역코드정보를관리하는 STB정보 관리부 (44)와;광고주로부터로컬광고데이터를접수받아저장하는로컬광고 접수부 (46)와;각로컬광고데이터별로출력될지역정보와，채널정보가 등록되는광고노출옵션등록부 (48)와;로컬광고애대해광고주로부터입찰을 받아경매처리를수행하는광고경매처리부 (54)와;광고주가선택한광고정산 방식에따라광고비용을정산처리하는광고비용정산부 (56)와;로컬광고에 대한광고주를모집하고광고주가선택한지역및채널에출력되는방송 데이터에해당하는로컬광고데이터를삽입처리하여지역별로컬광고가 출력되게제어하는제어부 (58)로이루어진것을특징으로하는방송광고 시스템이제공된다.
[45] 바람직하게，상기광고제공서버 (8)는그내부에,상기셋탑박스 (STB: 2)로스팟 광고가출력되는화면정보및출력위치정보，시간정보，채널정보,지역정보를 설정하는스팟광고제어데이터설정부 (50)가더포함된것을특징으로하는 방송광고시스템이제공된다.
[46] 바람직하게，상기광고제공서버 (8)는그내부에，로컬광고별로출력을
회망하는채널정보가광고주의선택으로등록되고관리하는광고노출 채널정보관리부 (52)가더포함된것을특징으로하는방송광고시스템이 제공된다.
[47] 바람직하게，상기광고비용정산은시청가구의로컬광고노출횟수에
비례하여광고비용을산출하여정산하는제 1방식과，로컬광고의최저 입찰비용이지역별로설정되어져있으며광고주가선택한희망노출횟수가 가중치로적용되어연산되는제 2방식으로이루어진것을특징으로하는방송 광고시스템이제공된다.
[48] 바람직하게，상기제 2방식은광고주가선택한희망노출횟수와지역별및 채널별로로컬광고의최저입찰비용이각각상이하게설정되고，최저 입찰비용으로설정된노출횟수를초과한노출에대해서는추가비용정산을 하지않으며 ,최저입찰비용으로설정된노출횟수를미달한노출에대해서는그 부족횟수만큼스팟광고로대체하여출력시키는방식이더포함된것을 특징으로하는방송광고시스템이제공된다.
[49] 바람직하게，상기희망노출채널정보는광고주가선택가능하게복수채널이 패키지상품으로상기광고제공서버 (8)에등록된채널정보이며,광고주가 선택한채널들의광고희망시청율의합에의해광고비용을정산하게된것을 특징으로하는방송광고시스템이제공된다.
발명의효과
[50] 본발명에따른방송광고시스템및방송광고방법은다양한방식을채택하여 광고주가희망하는로컬광고의전송과출력이가능하게하고,정산방식도 다양한방식으로광고주에게선택가능하게처리함으로써보다합리적인광고 비용정산이가능하다는장점이있으며，광고노출여부를셋탑박스를통해직접 연산할수있게정보를제공받음으로인해정밀한로컬광고의노출여부를 모니터링하고비용정산에반영할수있다는장점이있고，지능형셋탑박스가 로컬광고출력관리를정밀하게수행할수있다는장점이있다.
도면의간단한설명
[51] 도 1은본발명의일실시예에따른방송광고시스템의개략적인구성을도시한 모식도, [52] 도 2는본발명의일실시예에따른방송광고시스템을통한로컬광고데이터 전송및출력상태를도시한상태도,
[53] 도 3은본발명의일실시예에따른방송광고시스템을통한로컬광고데이터의 전송예를도시한도면,
[54] 도 4는본발명의일실시예에따른방송광고시스템을통한채널반영광고 노출상태를도시한도면,
[55] 도 5는본발명의일실시예에따른방송광고시스템을통한광고주의희망
채널반영광고처리상태를도시한도면,
[56] 도 6은본발명의일실시예에따른방송광고시스템에포함된셋탑박스의
구성을도시한블록구성도,
[57] 도 7은본발명의일실시예에따른방송광고시스템에포함된광고제공서버의 구성을도시한블록구성도，
[58] 도 8은본발명의일실시예에따른방송광고시스템을통한광고시청률이
반영된광고비용정산예를도시한도면，
[59] 도 9는본발명의일실시예에따른방송광고시스템의주요신호흐름을도시한 플로우챠트이다.
발명의실시를위한최선의형태
[60] 이하，본발명에대해도면을참조하여상세하게설명한다.
[61] 도 1은본발명의일실시예에따른방송광고시스템의개략적인구성을도시한 모식도，도 2는본발명의일실시예에따른방송광고시스템을통한로컬광고 데이터전송및출력상태를도시한상태도이다.
[62] 이를참조하면,본발명의일실시예에따른방송광고시스템은셋탑박스에 탑재된언바운드어플리케이션을통해특정지역의로컬광고데이터만을 수신하여저장하고，각로컬광고별광고주를경매방식으로선정하고
방송국으로부터로컬광고허용시간에대한큐톤정보를수신하면로컬광고를 수행하며,셋탑박스와연동하여실제광고시청률을연산하고,이와비례하여 광고비용을책정하거나광고주가요청한광고시청률에도달될수있도록광고 열람에대한보상처리하는시스템이다.
[63] 보다상세하게,본발명의일실시예에따른방송광고시스템은방송사로부터 미판매방송시간대또는공익광고나 TV편성표가출력되는시간대에로컬 광고를각지역별로차별화되게출력할수있도록허용받아로컬광고가출력될 수있게한시스템을기본기능으로한다.
[64] 그리고，본발명의일실시예에따른방송광고시스템은상기한기본기능위에， 실질적인광고시청률을연산하여광고주에게제공함과동시에로컬광고의 접수시광고주의희망광고시청률에대한정보를함께접수받아광고비용 정산에이를반영하고,차후해당로컬광고에대한광고시청률을연산하여 광고비용을최종정산할수있게한기능이포함된다. [65] 또한,본발명의일실시예에따른방송광고시스템은각가구에설치된 셋탑박스 (2)에대해실시간스트리밍방식으로로컬광고데이터를전송하여 출력할수도있으며,미리셋탑박스 (2)에로컬광고데이터를전송하여저장할 수도있다.
[66] 본발명의일실시예에따른방송광고시스템은로컬광고데이터의다양한 전송방식을제시한다.
[67] 또,본발명의일실시예에따른방송광고시스템은다수채널을패키지로묶고 그합산시청률 (방송프로그램시청를임)을통해광고비용을정산할수도있다.
[68] 즉，광고주가총 40%의시청률채널에대해자신의로컬광고데이터가
노출되기는희망하고, A채널과, B채널과, C채널이패키지로묶인채널상품올 선택하게되면해당광고주의로컬광고가 A채널의시청를 10%와， B채널의 시청률 7%와， C채널의시청률 9%인경우합산시청를을총 26%이므로부족분 4%에대한차감정산또는광고보상처리를수행하게된다.
[69] 이를위해,본발명의일실시예에따른방송광고시스템은방송프로그램
데이터 (12a)와원광고데이터 (12b)및로컬광고삽입허용큐톤정보 (12c)를 방송사서버 (4)로부터전송받아각셋탑박스 (STB: 2)로전송하는방송통신 서버 (6)와;로컬광고에참여할광고주를모집하고,상기셋탑박스 (S†B: 2)로 로컬광고데이터를전송하며,상기방송통신서버 (6)로부터로컬광고를삽입할 수있는큐톤정보를수신하여상기셋탑박스 (STB: 2)에서로컬광고의화면 출력이이루어지도록하고，상기셋탑박스 (STB: 2)로부터각로컬광고데이터별 노출여부에대한신호를수신받아광고주가요청한노출횟수이하인경우그 미노출횟수에비례한스팟광고출력처리로미노출보상이이루어지도록상기 셋탑박스 (STB: 2)로스팟광고와스팟광고제어데이터를제공하는광고 제공서버 (8)와;상기방송통신서버 (6)로부터제공된방송데이터및로컬 광고데이터를수신하여출력하는셋탑박스 (STB: 2)를포함하여구성된다.
[70] 한편 ,상기방송사서버 (4)는케이블방송사，지상파방송사중어느한곳에 설치된서버이다.즉，로컬광고를수행하기위한방송사는케이블방송사나 지상파방송사의구분없이가능하다.
[71] 이때,상기로컬광고데이터는방송데이터내에로컬광고정보가포함된
광고를범용적으로일컫는바,로컬광고정보를포함하여동영상이나정지화상 및텍스트와같은다양한형태로광고를제작할수있는것은당연하다.
[72] 한편，방송사서버 (4)로부터제공받는상기로컬광고삽입허용
큐톤정보 (12c)는로컬광고가허용되는시작시간과종료시간및전체로컬 광고시간정보，광고노출지역정보,광고노출채널정보가포함된다.
[73] 즉,방송출력데이터가방송사서버 (4)로부터전송되고,상기방송통신
서버 (6)가그데이터를각지역별셋탑박스 (2)로유통시켜서시청할수있게한 상태에서 ,일정시간대에로컬광고데이터를각지역별로해당방송
출력데이터에삽입할수있게방송사서버 (4)가허용할수있다. [74] 그허용신호가상기로컬광고삽입허용큐톤정보 02c)로셋탑박스 (2)측으로 전송되는바,셋탑박스 (2)는무조건상기로컬광고삽입허용큐톤정보 (12c)가 수신될경우로컬광고데이터를화면에출력시키는것이아니고，상기로컬 광고삽입허용큐톤정보 (I 2c)에포함된로컬광고가허용되는시작시간과 종료시간및전체로컬광고시간정보，광고노출지역정보，광고노출 채널정보에모두해당하는지를판단하여로컬광고를출력시킨다.
[75] 즉，상기셋탑박스 (2)에는지역정보가설정되어져있는바，상기로컬광고삽입 허용큐톤정보 (12c)에포함된광고노출지역정보가셋탑박스 (2)에설정된 지역정보와일치되는지를판단하고,현재셋탑박스 (2)를통해출력되는채널이 상기로컬광고삽입허용큐톤정보 (12c)에포함된채널정보와일치되는지를 판단하며,광고노출개시시간이도래되었는지를판단하여이조건을모두 만족할때，미리저장된최우선순위의로컬광고데이터를추출하여화면 출력시킨다.
[76] 따라서，본발명의일실시예에따른방송광고시스템에는상기광고
제공서버 (8)로광고노출대상지역정보,희망노출채널정보，희망노출시간대 정보，과금방식선택정보를전송하기위한광고주단말기 (10)가더포함된다.
[77] 이때，과금방식선택정보에대해서는후술한다.
[78] 또한,상기셋탑박스 (STB: 2)는다수의패킷으로구성된로컬광고데이터를 저장할수있는바,각로컬광고데이터는출력되는채널정보가함께매칭된 상태로저장되어져있다.
[79] 한편，본발명의일실시예에따른방송광고시스템은상기셋탑박스 (STB： 2)를 통해출력되는로컬광고데이터의노출빈도수를연산할수있으며，상기광고 제공서버 (8)가그노출빈도수를광고비용정산에활용할수있으므로상기광고 제공서버 (8)는상기셋탑박스 (STB: 2)로부터로컬광고노출시어떤로컬광고가 노출되었는지에대한정보와，어떤지역에서노출되었는지，어느채널에서 노출되었는지의정보를전송받게된다.
[80] 이때,상기광고제공서버 (8)는로컬광고데이터에대해광고주가소망하는 노출횟수에부족한경우에는해당부족분만큼광고비용을낮추거나또는다른 형태의광고를통해서보상할수있는바，그중하나가스팟광고이다.
[81] 스팟광고는특정방송화면의일부에노출되는광고로서，짧은문구나플래쉬 또는화상，동영상으로이루어져원방송화면의노출에방해되지않으면서도,원 방송화면이공익광고이거나또는방송편성표가게재된화면인경우마치，해당 스팟광고는후원사처럼보일수있게화면에출력된다.
[82] 즉，상기스팟광고는특정방송화면의일부에제한적으로인서트되어
노출되는광고이다.
[83] 또한,상기스팟광고제어데이터는스팟광고식별정보와，스팟광고가
노출되는방송화면의식별정보및,스팟광고의인서트위치정보와시간정보가 포함된데이터이다. [84] 따라서 ,본발명의일실시예에따른방송광고시스템은광고주와약정된론컬 광고데이터의노출빈도수에미달한경우,그부족분만큼상기스팟광고를 노출시킴으로써노출보상이이루어지도록한다.
[85] 도 3은본발명의일실시예에따른방송광고시스템을통한로컬광고데이터의 전송예를도시한도면이다.
[86] 즉，도 3은본발명의일실시예에따른방송광고시스템을통해로컬
광고데이터를광고제공서버 (8)로부터—셋탑박스 (2)까지유통시켜서저장하도록 하는다수방식을설명하기위한도면이다.
[87] 이를참조하면，본발명의일실시예에따른방송광고시스템은각가구에 설치된셋탑박스 (2)에대해실시간스트리밍방식으로로컬광고데이터를 전송하여출력할수도있으며，미리셋탑박스 (2)에로컬광고데이터를전송하여 저장할수도있다.
[88] 도 3을통해,미리로컬광고데이터를전송하여저장하는방식에대해
살펴보면,방송통신서버 (6)가각지역의셋탑박스 (2)로전송하는
방송데이터 (12)와전혀무관한데이터통신망을통해광고데이터패킷 (14)을 전송할수있다.
[89] 즉，상기셋탑박스 (STB: 2)는상기광고제공서버 (8)로부터로컬광고데이터 패킷 (14)을수신받아저장하고，상기방송통신서버 (6)로부터방송데이터 (12)를 별도로수신받을수있다.
[90] 또다른방식으로,복수채널을이용하여로컬광고데이터패킷 (14)이유통되게 할수도있다.즉,상기방송통신서버 (6)는상기셋탑박스 (2)와 2개채널을통해 접속될수있고,그중한채널을통해서로컬광고데이터패킷 (14)을전송하고, 다른한채널을통해서는방송데이터 (12)를별도로전송할수있다.
[91] 이때의방송데이터 (12)는방송프로그램데이터 (12a)와,원광고데이터 (12b)및 로컬광고삽입허용큐톤정보 (12c)가포함된데이터이다.
[92] 또다른방식으로，상기셋탑박스 (STB: 2)는상기방송통신서버 (6)로부터방송 프로그램데이터 (12a)와로컬광고데이터 (14a)및로컬광고삽입허용
큐톤정보 (12c)로이루어진흔합채널데이터 (16)를수신하여방송프로그램 데이터 (12a)와로컬광고데이터 (14a)로이루어진방송출력데이터 (18)로 변환한다.
[93] 즉，상기셋탑박스 (STB: 2)는상기방송통신서버 (6)로부터단일채널을통해 데이터를수신받지만,그데이터에는방송프로그램데이터 (12a)와로컬 광고데이터 (14a)및로컬광고삽입허용큐톤정보 (12c)가모두포함되어져 있어서，별도로추출하고분류하여차후출력될로컬광고데이터 (14a)를저장할 수있다.
[94] 이때，상기로컬광고삽입허용큐톤정보 (12c)를통해,방송프로그램
데이터 (12a)의특정위치에로컬광고데이터를인서트처리하게된정보이다.
[95] 따라서，상기셋탑박스 (2)는상기흔합채널데이터 (6)로부터로컬 광고데이터 (14a)와,상기로컬광고삽입허용큐톤정보 (12c)를추출하여 저장한다.
[96] 도 4는본발명의일실시예에따른방송광고시스템을통한채널반영광고 노출상태를도시한도면,도 5는본발명의일실시예에따른방송광고시스템을 통한광고주의희망채널반영광고처리상태를도시한도면이다.
[97] 이를참조하면,본발명의일실시예에따른방송광고시스템은광고주와방송 프로그램시청률또는광고시청률에비례해서광고비용을정산할수있는바， 광고주는자신의광고가일정가구수이상에노출되는것을중요한우선순위로 생각한다.따라서，본발명의일실시예에따른방송광고시스템에는채널을 패키지로묶어서광고주가선택할수있는상품으로제공하는바,광고주가 선택한채널들의합산시청률또는합산광고시청률을기준으로광고비용을 정산할수있다.
[98] 이를위해,방송사서버 (4)로부터제공받는상기로컬광고삽입허용
큐톤정보 (12c)는로컬광고가허용되는시작시간과종료시간및전체로컬 광고시간정보,광고노출지역정보，광고노출채널정보가포함된다.
[99] 셋탑박스 (2)는로컬광고가허용되는시작시간과종료시간및전체로컬
광고시간정보，광고노출지역정보,광고노출채널정보에모두해당하는지를 판단하여로컬광고를출력시킨다.
[100] 이때，상기광고제공서버 (8)는로컬광고를게재할수있는다수채널을
광고주가패키지로선택가능하게제시하고,광고주가해당패키지채널을통해 노출을희망하는노출횟수를선택하여광고비용정산이이루어지도록 처리한다.
[101 ] 다수채널이패키지로묶인상품의경우,해당채널들의방송시청률에
비례하여광고비용을정산할수도있고，해당채널들에노출된광고시청률에 비례하여광고비용을정산할수도있다.
[102] 방송시청률은방송을시청하는가구수의비율을나타낸시청률이고，광고 시청률은해당광고를시청하는가 수의비율을나타낸시청률이므로，광고 시청를이광고의노출률을나타낸것으로정확한광고의노출집계를할수 있다.
[103] 특히，채널패키지상품인경우라면，각채널의방송시청률을합산하거나또는 각채널에노출된광고의시청률을합산하여광고주와약정한시청률에 도달되었는지를판단해서광고비용이정산되게할수있다.
[104] 이를위해，상기셋탑박스 (STB: 2)는그내부에로컬광고데이터의출력이지역 및채널별로제어될수있게지역정보와채널정보를저장하는광고노출 옵션정보저장부 (22)가포함되어져있으며,로컬광고데이터를저장하는로컬 광고저장부 (20)가포함되어져있다.
[105] 또한,상기셋탑박스 (STB: 2)는대용량의메모리가장착되어져있지않으므로， 특정로컬광고데이터의노출시，해당로컬광고데이터를자동으로삭제하고，그 삭제로인한여유공간에적합한용량의로컬광고데이터를상기광고
제공서버 (8)로전송요청하게구성된다.
[106] 한편,상기셋탑박스 (STB: 2)는그내부의선호채널등록부 (24)를통해유저의 선호채널이등록된경우,광고주의로컬광고출력을위한희망채널
설정여부와무관하게선호채널을통해로컬광고데이터가출력되도록자동 변경하고，그변경정보를상기광고제공서버 (8)로자동으로전송하도록 구성된다.
[107] 즉，광고주는자신의로컬광고데이터가특정채널들에서노출되기를희망하여 상기광고제공서버 (8)에회망하는채널정보를등록할수있는바,상기광고 제공서버 (8)는어느한광고주의해당희망채널정보 (예컨대， chl, ch3, ch5, ch8, chlO)와로컬광고데이터가접수되면상기셋탑박스 (2)로해당정보를전송한다.
[108] 이때，해당셋탑박스 (2)에이미시청자의선호채널이등록된경우라면，
광고주의희망채널과무관하게상기셋탑박스 (2)는그선호채널에로컬광고가 출력되게하고，선호채널로인해로컬광고가노출되는채널이변경되었음을 상기광고제공서버 (8)로통보한다.
[109] 도 6은본발명의일실시예에따른방송광고시스템에포함된셋탑박스의
구성을도시한블록구성도이다.
[110] 이를참조하면,본발명의일실시예에따른방송광고시스템에포함된
셋탑박스 (2)는상기방송통신서버 (6)로부터로컬광고데이터및방송데이터를 수신하고，로컬광고데이터의노출여부에대한정보를광고제공서버 (8)로 전송하는통신모들 (30)과;상기로컬광고데이터를추출하는광고데이터 수신부 (32)를포함하여구성된다.
[11 1] 상기셋탑박스 (2)는그내부에，추출된상기로컬광고데이터를저장하는로컬 광고저장부 (20)와;광고주가희망하는로컬광고의노출횟수에미달할때,그 미달횟수만큼특정방송화면에출력시키기위해스팟광고데이터를저장하는 스팟광고저장부 (34)와;방송사로부터제공받은큐톤정보를통해,특정채널과 특정시간대에로컬광고가출력되게처리하는광고노출처리부 (36)와;상기 방송통신서버 (6)로부터로컬광고가포함된방송데이터를수신하여출력하도록 제어하는제어부 (40)를포함하여구성된다.
[1 12] 또한，상기셋탑박스 (STB: 2)는그내부에로컬광고데이터의노출시 ,상기
광고제공서버 (8)로노출된로컬광고데이터의식별정보및채널정보를 전송하는광고노출정보보고처리부 (38)가더포함된다.
[113] 또，상기셋탑박스 (STB: 2)는그내부에로컬광고데이터의출력이지역및
채널별로제어될수있게지역정보와채널정보를저장하는광고노출옵션정보 저장부 (22)가더포함된다.
[114] 도 7은본발명의일실시예에따른방송광고시스템에포함된광고제공서버의 구성을도시한블록구성도이다.
[115] 이를참조하면，본발명의일실시예에따른방송광고시스템에포함된광고 제공서버 (8)는그내부에，상기셋탑박스 (STB: 2)와상기방송통신서버 (6)에 대해통신을수행하는통신모듈 (42)과;다수의상기셋탑박스 (STB: 2)의고유 식별번호및지역코드정보를관리하는 STB정보관리부 (44)와;광고주로부터 로컬광고데이터를접수받아저장하는로컬광고접수부 (46)와;각로컬 광고데이터별로출력될지역정보와,채널정보가등록되는광고노출읍션 등록부 (48)를포함하여구성된다.
[1 6] 또,상기광고제공서버 (8)는그내부에 ,로컬광고에대해광고주로부터입찰을 받아경매처리를수행하는광고경매처리부 (54)와;광고주가선택한광고정산 방식에따라광고비용을정산처리하는광고비용정산부 (56)와;로컬광고에 대한광고주를모집하고광고주가선택한지역및채널에출력되는방송 데이터에해당하는로컬광고데이터를삽입처리하여지역별로컬광고가 출력되게제어하는제어부 (58)를포함하여구성된다.
[117] 또한，상기광고제공서버 (8)는그내부에,상기셋탑박스 (STB: 2)로스팟
광고가출력되는화면정보및출력위치정보，시간정보，채널정보,지역정보를 설정하는스팟광고제어데이터설정부 (50)가더포함된다.
[118] 상기광고제공서버 (8)는그내부에，로컬광고별로출력을회망하는
채널정보가광고주의선택으로등록되고관리하는광고노출채널정보 관리부 (52)가더포함된다.
[119] 도 8은본발명의일실시예에따른방송광고시스템을통한광고시청률이 반영된광고비용정산예를도시한도면이다.
[120] 이를참조하면,본발명의일실시예에따른방송광고시스템을통한광고 시청를이반영된광고비용정산예는시청가구의로컬광고노출횟수에 비례하여광고비용을산출하여정산하는제 1방식과,로컬광고의최저 입찰비용이지역별로설정되어져있으며광고주가선택한희망노출횟수가 가중치로적용되어연산되는제 2방식으로이루어진다.
[121] 이때,상기제 2방식은광고주가선택한희망노출횟수와지역별및채널별로 로컬광고의최저입찰비용이각각상이하게설정되고,최저입찰비용으로 설정된노출횟수를초과한노출에대해서는추가비용정산을하지않으며，최저 입찰비용으로설정된노출횟수를미달한노출에대해서는그부족횟수만큼 스팟광고로대체하여출력시키는방식이다.
[122] 본발명의광고제공서버 (8)는셋탑박스 (2)로부터로컬광고데이터의노출시 그노출정보를전송받는바，이를통해상기광고제공서버 (8)는광고주의입찰 금액에대해최소노출회수또는노출률을설정하여두고,그초과분또는 미달분에대해비례해서광고비용을정산할수있다.
[123] 예컨대， 2000가구의노출보장이설정된 15초동단위로컬광고데이터에대한 입찰금액이 5만원인경우라면， 1가구당 25원이광고비용이되므로광고가 노출된가구수로 100가구가초과되면차후에광고주가광고비용으로 2500원을 더지불해야하며 , 100가구가미달한경우라면광고주가 2500원을환급받을수 있도록정산하는것이가능하다.
[124] 또한,본발명은최저입찰비용으로설정된노출횟수를초과한노출에
대해서는추가비용정산을하지않으며 ,최저입찰비용으로설정된노출횟수를 미달한노출에대해서는그부족횟수만큼스팟광고로대체하여출력시킬수 있는바，예컨대 2000가구의노출보장이설정된 15초동단위로컬
광고데이터에대한입찰금액이 5만원인경우라면， 1가구당 25원이광고비용이 되므로광고가노출된가구수로 100가구가초과되어도광고주에게추가 광고비용을요구하지않으며 , 100가구가미달한경우라면 100회노출에대해 스팟광고로노출이이루어지도록광고제공서버 (8)가처리할수있다.
[125] 이때,스팟광고는공익광고또는방송편성표등의일부에포함되는텍스트 광고일수있다.
[126] 한편,본발명은상기한바와같이로컬광고데이터에대한노출횟수는
연산하는방식에따라서광고노출률또는광고시청률과같은개념이다.
[127] 또한,본발명은기존의방식처럼방송프로그램시청률을통해서비용
정삼이나광고주입찰이이루어지도록할수도있다.
[128] 예컨대,광고주가총 40%의시청률채널에대해자신의로컬광고데이터가 노출되기는희망하고 , A채널과 , Β채널과, C채널이패키지로묶인채널상품을 선택하게되면해당광고주의로컬광고가 Α채널의시청률 10%와， B채널의 시청률 7%와, C채널의시청률 9%인경우합산시청률을총 26%이므로부족분 4%에대한차감정산또는광고보상처리를수행할수있다.
[129] 상기한구성의본발명의일실시예에따른방송광고시스템의기능과작용을 첨부된도면을참조하여상세하게설명한다.
[130] 도 9는본발명의일실시예에따른방송광고시스템의주요신호흐름을도시한 플로우챠트이다.
[131] 먼저，본발명은광고제공서버 (8)가다수의광고주단말기 (10)로부터로컬광고 신청을접수받아,상기광고제공서버 (8)가로컬광고데이터를등록한다.
[132] 광고신청은입찰방식으로진행되며，광고노출지역정보,광고노출희망 채널정보,노출희망시간대정보，희망노출횟수둥의광고주설정이필요하고， 그설정내용에따라상이한광고비용이정산되게된다.
[133] 광고주가낙찰되어선정된경우，상기광고제공서버 (8)는각지역별
셋탑박스 (2)로로컬광고데이터를전송하는바，로컬광고데이터를광고 제공서버 (8)가직접셋탑박스 (2)로전송할수도있으며，로컬광고데이터를 채널신호에반송시켜서전송할수도있고，로컬광고데이터전송올전용으로 하는별도의채널에반송시켜서전송하는것도가능하다.
[134] 로컬광고데이터의전송이이루어지면，각지역별셋탑박스 (2)는해당하는 지역의로컬광고데이터를수신하여저장한다.
[135] 즉，셋탑박스 (2)는내부에설정된지역설정코드를로컬광고데이터에부가된 지역설정정보와비교하여해당하는지역의로컬광고데이터만선별하여 수신하고，저장한다.
[136] 만약,단일의흔합채널데이터 (6)에로컬광고데이터 (14a)가탑재되어전송된 경우라면，그흔합채널데이터 (6)에탑재된로컬광고삽입허용큐톤정보 (12c)와 로컬광고데이터 (14a)를셋탑박스 (2)가추출하여저장한다.
[137] 이때，로컬광고삽입허용큐톤정보 (12c)는로컬광고가허용되는시작시간과 종료시간및전체로컬광고시간정보，광고노출지역정보,광고노출 채널정보가포함된다.
[138] 그상태에서,각지역별셋탑박스 (2)가방송데이터를수신하는지를판단하는 바,방송데이터를수신하여화면에그방송데이터가출력되는경우라면，각 지역별셋탑박스 (2)는방송사서버 (4)또는방송통신서버 (6)로부터로컬 광고삽입을허용하는큐톤정보가수신되는지를판단한다.
[139] 이때，큐톤정보는어느채널의어느방송시간대에어느지역의로컬
광고데이터가삽입되게하라는명령정보인바，상기큐톤정보가스팟광고 삽입을명령하는정보일수도있으며，이때의큐톤정보는스팟광고
식별정보와，스팟광고가노출되는방송화면의식별정보，스팟광고의인서트 위치정보,스팟광고의노출시간정보이다.
[140] 큐폰정보를통해，해당셋탑박스 (2)가노출가능한로컬광고데이터를
추출하면,즉，셋탑박스 (2)에이미저장된로컬광고데이터중,노출시간대와 채널，지역정보가해당되면해당하는로컬광고데이터를추출하여화면에 출력시킨다.
[141] 한편,상기셋탑박스 (2)는큐톤정보에의해로컬광고종료시점이도래되었는 지를판단해서，종료시점도래시，로컬광고데이터의출력을종료한다.
[142] 그리고，상기셋탑박스 (2)가노출된로컬광고데이터를자동으로삭제하고， 삭제된로컬광고데이터용량만큼상기광고제공서버 (8)로추가로컬 광고데이터의전송을요청한다.
[143] 해당셋탑박스 (2)는광고제공서버 (8)로해당로컬광고의식별정보및
노출정보와，셋탑박스식별정보를전송하는바，상기광고제공서버 (8)는그 정보를바탕으로광고비용정산을수행한다.
[144] 이때，상기과금방식선택정보는시청가구의로컬광고노출횟수에비례하여 광고비용을산출하여정산하는제 1방식과;로컬광고의최저입찰비용이 지역별로설정되어져있으며광고주가선택한희망노출흿수가가중치로 적용되어연산되는제 2방식으로이루어진다.
[145] 또한，상기광고제공서버 (8)에다수의희망노출채널이패키지로등록된 다수의광고상품이등록되고，해당희망노출채널을통해출력된로컬광고의 시청율합에비례하여광고비용을정산할수도있다.
[146] 또,광고주가선택한희망노출횟수와지역별및채널별로로컬광고의최저 입찰비용이각각상이하게설정되고，최저입찰비용으로설정된노출횟수를 초과한노출에대해서는추가비용정산을하지않으며，최저입찰비용으로 설정된노출횟수를미달한노출에대해서는그부족횟수만큼스팟광고로 대체하여출력시키는것이제 2방식에더포함되어광고비용을정산하는것도 가능하다.
[147] 즉，본발명의일실시예에따른방송광고시스템은상기셋탑박스 (STB: 2)를 통해출력되는로컬광고데이터의노출빈도수를연산할수있으며，상기광고 제공서버 (8)가그노출빈도수를광고비용정산에활용할수있으므로상기광고 - 제 -공서버 (8)는상기셋탑박스 (STB: 2)로부터로컬광고노출시어떤로컬광고가 노출되었는지에대한정보와，어떤지역에서노출되었는지，어느채널에서 노출되었는지의정보를전송받게된다.
[148] 이때 ,상기광고쎄공서버 (8)는로컬광고데이터에대해광고주가소망하는 노출횟수에부족한경우에는해당부족분만큼광고비용을낮추거나또는다른 형태의광고를통해서보상할수있는바,그중하나가스팟광고이다.
[149] 스팟광고는특정방송화면의일부에노출되는광고로서，짧은문구나플래쉬 또는화상,동영상으로이루어져원방송화면의노출에방해되지않으면서도,원 방송화면이공익광고이거나또는방송편성표가게재된화면인경우마치，해당 스팟광고는후원사처럼보일수있게화면에출력된다.
[150] 따라서,본발명의일실시예에따른방송광고시스템은광고주와약정된론컬 광고데이터의노출빈도수에미달한경우,그부족분만큼상기스팟광고를 노출시킴으로써노출보상이이루어지도록한다.
[151] 한편,본발명의실시예에따른방송광고시스템및방송광고방법은단지 상기한실시예에한정되는것이아니라그기술적요지를이탈하지않는 범위내에서다양한변경이가능하다.
[152] *부호의설명
[153] 2:셋탑박스， 4:방송사서버，
[154] 6:방송통신서버 , 8:광고제공서버,
[155] 10:광고주단말기

Claims

청구범위
[청구항 1] a)광고제공서버 (8)가다수의광고주단말기 (10)로부터로컬광고신청을 접수받는과정과;
b)상기광고제공서버 (8)가로컬광고데이터를등록하는과정과;
c)상기광고제공서버 (8)가각지역별셋탑박스 (2)로로컬광고데이터를 전송하는과정과;
d)각지역별셋탑박스 (2)가해당하는지역의로컬광고데이터를 수신하여저장하는과정과;
e)각지역별셋탑박스 (2)가방송데이터를수신하는지를판단하는 과정과;
f)각지역별셋탑박스 (2)가수신된방송데이터를화면에출력하는 과정과;
g)각지역별셋탑박스 (2)가방송사서버 (4)또는방송통신서버 (6)로부터 로컬광고삽입을허용하는큐톤정보를수신하는과정과; h)해당셋탑박스 (2)가노출가능한로컬광고데이터를추출하는과정과; i)해당셋탑박스 (2)가로컬광고데이터를화면출력하는과정과;
j)해당셋탑박스 (2)가광고제공서버 (8)로해당로컬광고의식별정보및 노출정보와，셋탑박스식별정보를전송하는과정과;
k)상기광고제공서버 (8)가광고비용정산을수행하는과정으로 이루어진것을특징으로하는방송광고방법.
[청구항 2] 제 1항에있어서，
상기 a)과정은，
로컬광고노출대상지역정보，희망노출채널정보，희망노출시간대 정보및과금방식선택정보를광고제공서버 (8)에등록하는과정인것을 특징으로하는방송광고방법 .
[청구항 3] 제 1항에있어서，
상기 d)과정은,
상기셋탑박스 (2)가다수의로컬광고데이터를화면출력전에임시로 저장하는과정인것을특징으로하는방송광고방법 .
[청구항 4] 제 1항에있어서，
상기 g)과정은,
상기큐톤정보가스팟광고삽입을명령하는정보인경우, 그큐톤정보는스팟광고식별정보와，스팟광고가노출되는방송화면의 식별정보,스팟광고의인서트위치정보,스팟광고의노출시간정보인 것을특징으로하는특징으로하는방송광고방법 .
[청구항 5] 제 1항에있어서,
상기 i)과정은， 상기셋탑박스 (2)가노출된로컬광고데이터를자동으로삭제하는 과정과;
삭제된로컬광고데이터용량만큼상기광고제공서버 (8)로추가로컬 광고데이터의전송을요청하는과정이더포함된것을특징으로하는 방송광고방법 .
[청구항 6] 제 1항에있어서,
- 상기 i)과정은，
상기셋탑박스 (2)가큐톤정보에의해로컬광고종료시점이도래되었는 지를판단하는과정과;
종료시점도래시，로컬광고데이터의출력을종료하는과정이더포함된 것을특징으로하는방송광고방법 .
[청구항 7] 제 2항에있어서,
상기과금방식선택정보는,
시청가구의로컬광고노출횟수에비례하여광고비용을산출하여 정산하는제 1방식과;
로컬광고의최저입찰비용이지역별로설정되어져있으며광고주가 선택한희망노출횟수가가중치로적용되어연산되는제 2방식으로 이루어진것을특징으로하는방송광고방법.
[청구항 ' 8] 제 2항에있어서,
광고제공서버 (8)에다수의희망노출채널이패키지로등록된다수의 광고상품이등록되며;
해당회망노출채널을통해출력된로컬광고의시청율합에비례하여 광고비용을정산하는것을특징으로하는방송광고방법 .
[청구항 9] 제 7항에있어서，
광고주가선택한희망노출횟수와지역별및채널별로로컬광고의최저 입찰비용이각각상이하게설정되고,최저입찰비용으로설정된노출 횟수를초과한노출에대해서는추가비용정산을하지않으며，최저 입찰비용으로설정된노출횟수를미달한노출에대해서는그부족 횟수만큼스팟광고로대체하여출력시키는것이제 2방식에더포함된 것을특징으로하는방송광고방법 .
[청구항 10] 방송프로그램데이터 (12a)와원광고데이터 (12b)및로컬광고삽입허용 큐톤정보 (12c)를방송사서버 (4)로부터전송받아각셋탑박스 (STB: 2)로 전송하는방송통신서버 (6)와;
로컬광고에참여할광고주를모집하고，상기셋탑박스 (STB: 2)로로컬 광고데이터를전송하며,상기방송통신서버 (6)로부터로컬광고를 삽입할수있는큐톤정보를수신하여상기셋탑박스 (STB: 2)에서로컬 광고의화면출력이이루어지도록하고,상기셋탑박스 (STB: 2)로부터각 로컬광고데이터별노출여부에대한신호를수신받아광고주가요청한 노출횟수이하인경우그미노출횟수에비례한스팟광고출력처리로 미노출보상이이루어지도록상기셋탑박스 (STB: 2)로스팟광고와스팟 광고제어데이터를제공하는광고제공서버 (8)와;
상기방송통신서버 (6)로부터제공된방송데이터및로컬광고데이터를 수신하여출력하는셋탑박스 (STB: 2)로이루어진것을특징으로하는 방송광고시스템.
[청구항 U] . 제 10항에있어서，
상기로컬광고삽입허용큐톤정보 (12c)는로컬광고가허용되는 시작시간과종료시간및전체로컬광고시간정보,광고노출지역정보, 광고노출채널정보가포함된것을특징으로하는방송광고시스템 .
[청구항 1 제 10항에있어서，
상기광고제공서버 (8)로광고노출대상지역정보，회망노출채널정보， 희망노출시간대정보,과금방식선택정보를전송하기위한광고주 단말기 (10)가더포함된것을특징으로하는방송광고시스템.
[청구항 13] 제 10항에있어서，
상기셋탑박스 (STB: 2)는복수의로컬광고데이터및각로컬
광고데이터별출력채널정보를저장하는것을특징으로하는방송광고 시스템
[청구항 I4] 제 10항에있어서，
상기셋탑박스 (STB: 2)는로컬광고데이터의화면노출시,그로컬 광고데이터의식별정보및노출정보를상기광고제공서버 (8)로 자동으로전송하게구성된것을특징으로하는방송광고시스템ᅳ
[청구항 15] 제 10항에있어서,
상기스팟광고는특정방송화면의일부에제한적으로인서트되어 노출되는광고이며，상기스팟광고제어데이터는스팟광고식별정보와， 스팟광고가노출되는방송화면의식별정보및，스팟광고의인서트 위치정보와시간정보가포함된데이터인것을특징으로하는방송광고 시스템.
[청구항 16] 제 10항에있어서，
상기광고제공서버 (8)는로컬광고를게재할수있는다수채널을 광고주가패키지로선택가능하게제시하고,광고주가해당패키지 채널을통해노출을희망하는노출횟수를선택하여광고비용정산이 이루어지도록처리하는것을특징으로하는방송광고시스템 .
[청구항 Π] 제 10항에있어서，
상기셋탑박스 (STB: 2)는상기광고제공서버 (8)로부터로컬광고데이터 패 ¾(14)올수신받아저장하고，상기방송통신서버 (6)로부터 방송데이터 (12)를별도로수신받게된것을특징으로하는방송광고 시스템. [청구항 18] 제 10항에있어서,
상기셋탑박스 (STB: 2)는상기방송통신서버 (6)로부터어느한채널을 통해로컬광고데이터패킷 (14)을수신받아저장하고,또다른한채널을 통해방송데이터 (12)를별도로수신받게된것을특징으로하는방송 광고시스템.
[청구항 19] 제 10항에있어서,
상기셋탑박스 (STB: 2)는상기방송통신서버 (6)로부터단일채널을통해 데이터를수신받지만，그데이터에는방송프로그램데이터 (12a)와로컬 광고데이터 (14a)및로컬광고삽입허용큐톤정보 (12c)가모두
포함되어져있어서,별도로추출하고분류하여차후출력될로컬 광고데이터 (14a)를저장하게된것을특징으로하는방송광고시스템.
[청구항 20] 제 10항에있어서,
상기셋탑박스 (STB: 2)는특정로컬광고데이터의노출시，해당로컬 광고데이터를자동으로삭제하고,그삭제로인한여유공간에적합한 용량의로컬광고데이터를상기광고제공서버 (8)로전송요청하게된 것올특징으로하는방송광고시스템.
[청구항 21 ] 제 10항에있어서,
상기셋탑박스 (STB: 2)는그내부의선호채널등록부 (24)를통해유저의 선호채널이등록된경우，광고주의로컬광고출력을위한희망채널 설정여부와무관하게선호채널을통해로컬광고데이터가출력되도록 자동변경하고，그변경정보를상기광고제공서버 (8)로자동으로 전송하도록구성된것을특징으로하는방송광고시스템.
[청구항 22] 제 10항에있어서,
상기셋탑박스 (STB: 2)는상기방송통신서버 (6)로부터로컬광고데이터 및방송데이터를수신하고,로컬광고데이터의노출여부에대한정보를 광고제공서버 (8)로전송하는통신모들 (30)과;
상기로컬광고데이터를추출하는광고데이터수신부 (32)와;
추출된상기로컬광고데이터를저장하는로컬광고저장부 (20)와; 광고주가희망하는로컬광고의노출횟수에미달할때，그미달흿수만큼 특정방송화면에출력시키기위해스팟광고데이터를저장하는스팟 광고저장부 (34)와;
방송사로부터제공받은큐톤정보를통해,특정채널과특정시간대에 로컬광고가출력되게처리하는광고노출처리부 (36)와; 상기방송통신서버 (6)로부터로컬광고가포함된방송데이터를 수신하여출력하도록제어하는제어부 (40)를포함하여구성된것을 특징으로하는방송광고시스템.
[청구항 23] 제 10항에있어서，
상기셋탑박스 (STB: 2)는그내부에로컬광고데이터의노출시，상기광고 제공서버 (8)로노출된로컬광고데이터의식별정보및채널정보를 전송하는광고노출정보보고처리부 (38)가더포함된것을특징으로 하는방송광고시스템.
[청구항 24] 제】 0항에있어서,
상기셋탑박스 (STB: 2)는그내부에로컬광고데이터의출력이지역및 채널별로제어될수있게지역정보와채널정보를저장하는광고노출 읍션정보저장부 (22)가더포함된것을특징으로하는방송광고시스템.
[청구항 25] 제 10항에있어서,
상기광고제공서버 (8)는그내부에，상기셋탑박스 (STB: 2)와상기 방송통신서버 (6)에대해통신을수행하는통신모들 (42)과; 다수의상기셋탑박스 (STB: 2)의고유식별번호및지역코드정보를 관리하는 STB정보관리부 (44)와;
광고주로부터로컬광고데이터를접수받아저장하는로컬광고 접수부 (46)와;
각로컬광고데이터별로출력될지역정보와，채널정보가등록되는광고 노출옵션등록부 (48)와;
로컬광고에대해광고주로부터입찰을받아경매처리를수행하는광고 경매처리부 (54)와;
광고주가선택한광고정산방식에따라광고비용을정산처리하는광고 비용정산부 (56)와;
로컬광고에대한광고주를모집하고광고주가선택한지역및채널에 출력되는방송데이터에해당하는로컬광고데이터를삽입처리하여 지역별로컬광고가출력되게제어하는제어부 (58)로이루어진것을 특징으로하는방송광고시스템.
[청구항 26] 제 10항에있어서，
상기광고제공서버 (8)는그내부에，상기셋탑박스 (STB: 2)로스팟 광고가출력되는화면정보및출력위치정보，시간정보,채널정보， 지역정보를설정하는스팟광고제어데이터설정부 (50)가더포함된것을 특징으로하는방송광고시스템.
[청구항 7] 제 10항에있어서，
상기광고제공서버 (8)는그내부에，로컬광고별로출력올희망하는 채널정보히~광고주의선택으로등록되고관리하는광고노출채널정보 관리부 (52)가더포함된것을특징으로하는방송광고시스템.
[청구항 28] 제 I6항에있어서,
상기광고비용정산은시청가구의로컬광고노출횟수에비례하여광고 비용을산출하여정산하는제 1방식과，로컬광고의최저입찰비용이 지역별로설정되어져있으며광고주가선택한희망노출횟수가가중치로 적용되어연산되는제 2방식으로이루어진것을특징으로하는방송광고 시스템 .
[청구항 29] 제 28항에 있어서,
상기제 2방식은광고주가선택한희망노출횟수와지역별및채널별로 로컬광고의최저 입찰비용이각각상이하게설정되고，최저
입찰비용으로설정된노출횟수를초과한노출에 대해서는추가 비용정산을하지않으며，최저 입찰비용으로설정된노출횟수를미달한 노출에 대해서는그부족횟수만큼스팟광고로대체하여출력시키는 방식이더포함된것을특징으로하는방송광고시스템.
[청구항 30] 제 12항에 있어서,
상기희망노출채널정보는광고주가선택가능하게복수채널이패키지 상품으로상기광고제공서버 (8)에등록된채널정보이며,광고주가 선택한채널들의광고희망시청율의합에의해광고비용을정산하게된 것을특징으로하는방송광고시스템.
PCT/KR2016/001419 2015-02-13 2016-02-12 방송 광고 시스템 및 방송 광고 방법 WO2016129946A1 (ko)

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