WO2007004814A1 - Efficient method for providing ppl advertisement data of enhanced data broadcasting - Google Patents

Efficient method for providing ppl advertisement data of enhanced data broadcasting Download PDF

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Publication number
WO2007004814A1
WO2007004814A1 PCT/KR2006/002550 KR2006002550W WO2007004814A1 WO 2007004814 A1 WO2007004814 A1 WO 2007004814A1 KR 2006002550 W KR2006002550 W KR 2006002550W WO 2007004814 A1 WO2007004814 A1 WO 2007004814A1
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WO
WIPO (PCT)
Prior art keywords
advertisement data
ppl advertisement
ppl
user
data
Prior art date
Application number
PCT/KR2006/002550
Other languages
French (fr)
Inventor
Kyung-Sook Kim
Original Assignee
Alticast Corp.
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 Alticast Corp. filed Critical Alticast Corp.
Publication of WO2007004814A1 publication Critical patent/WO2007004814A1/en

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Classifications

    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N7/00—Television systems
    • H04N7/16—Analogue secrecy systems; Analogue subscription systems
    • H04N7/173—Analogue secrecy systems; Analogue subscription systems with two-way working, e.g. subscriber sending a programme selection signal
    • H04N7/17309—Transmission or handling of upstream communications
    • H04N7/17318—Direct or substantially direct transmission and handling of requests
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N7/00—Television systems
    • H04N7/08—Systems for the simultaneous or sequential transmission of more than one television signal, e.g. additional information signals, the signals occupying wholly or partially the same frequency band, e.g. by time division
    • 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
    • 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
    • H04N21/4314—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 fitting data in a restricted space on the screen, e.g. EPG data in a rectangular grid
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/47—End-user applications
    • H04N21/472—End-user interface for requesting content, additional data or services; End-user interface for interacting with content, e.g. for content reservation or setting reminders, for requesting event notification, for manipulating displayed content
    • H04N21/4722—End-user interface for requesting content, additional data or services; End-user interface for interacting with content, e.g. for content reservation or setting reminders, for requesting event notification, for manipulating displayed content for requesting additional data associated with the content
    • 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
    • H04N21/47815—Electronic shopping
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/81—Monomedia components thereof
    • H04N21/812—Monomedia components thereof involving advertisement data

Definitions

  • the present invention relates to an efficient method for providing PPL advertisement data of enhanced data broadcasting. More particularly, the present invention relates to an efficient method for providing PPL advertisement data of enhanced data broadcasting without any channel change or any change to the picture displayed on the screen.
  • PPL product placement
  • PPL is a kind of indirect advertisement in which a certain product to be advertised is featured on a television screen in a concealable manner. That is, the PPL advertisement concealingly exposes products within dramas, rather than explicitly advertising the products.
  • PPL advertisement makes an enhanced interaction with the data broadcasting.
  • PPL advertisement data detailed information of the products to be advertised by the PPL advertisement (hereinafter referred to as "PPL advertisement data") is provided in a form of the data for the data broadcasting.
  • the PPL advertisement data is provided as the data for the data broadcasting along with video/audio data.
  • the PPL advertisement data is provided from an independent data channel.
  • channel change occurs from Othe current channel to an independent data channel providing the PPL advertisement data. Movement to the independent data channel results in the interruption to the user's watching of the program to be viewed.
  • the PPL advertisement data may be displayed on a smaller screen while the program to be viewed is displayed on the entire screen, i.e. by PIP (picture-in-picture), but the user's attention is distracted considerably, resulting in the decrease of advertising effect.
  • FIG. 1 shows an example of the conventional method for providing PPL advertisement data of the enhanced data broadcasting. If a user selects a PPL advertisement icon (11), the PPL advertisement data is provided in the form of a streaming message in the lower space assigned for the provision of the PPL advertisement data (13) at below the displayed picture (12).
  • the method also distracts the user's attention, like the PIP method. The distraction of the attention prohibits the concentration on the advertisement and decreases advertising effect.
  • An object of the present invention is to provide a method for the effective provision of PPL advertisement data to a user without any interruption to watching television of the user.
  • the present invention provides a method for providing PPL advertisement data of the enhanced data broadcasting to the user without any channel change or any change to the picture displayed on the screen.
  • Another object of the present invention is to provide a method for providing PPL advertisement data of the enhanced data broadcasting, in which two or more PPL advertisement data can be embedded into a single picture even when they are provided from different sources.
  • a method for providing PPL advertisement data of the enhanced data broadcasting which comprises the steps of: (a) in response to a user's PPL advertisement icon selection signal, capturing the picture into which the PPL advertisement icon is embedded without any interruption to the watching of program by the user; (b) retrieving the PPL advertisement data coupled to the captured picture; (c) storing the captured picture and the PPL advertisement data coupled to the captured picture in a manner that the PPL advertisement data is dependent upon the captured picture; and (d) in response to the user's PPL advertisement data request signal, displaying the PPL advertisement data on a screen of the user.
  • a method for providing PPL advertisement data of the enhanced data broadcasting further comprising transmitting a metadata of the PPL advertisement data retrieved from the step (b) to a PPL head end server to receive and store an additional data corresponding to the metadata from the PPL head end server.
  • a method for providing PPL advertisement data of the enhanced data broadcasting wherein, in the step (d), the PPL advertisement data is displayed on the screen together with the captured picture.
  • a method for providing PPL advertisement data of the enhanced data broadcasting wherein, in the step (d), a summary information of the PPL advertisement data is displayed together with the captured picture, and in response to the user's selection signal of the summary information, a detailed PPL advertisement data corresponding to the summary information is displayed on the screen.
  • a method for providing PPL advertisement data of the enhanced data broadcasting wherein, in the step (d), the captured picture is displayed and, in response to the user's captured picture selection signal, the PPL advertisement data corresponding to the captured picture is displayed on the screen.
  • the method for providing a PPL advertisement data of the enhanced data broadcasting in accordance with the present invention provides the following advantageous effects.
  • the user's television watching is not interrupted at all.
  • the user has only to press a capturing key at the picture into which a wanted PPL advertisement icon is embedded without any channel change or any change to the picture displayed on the screen. Later, the user can browse the PPL advertisement data coupled to the captured picture when the user wants to do.
  • the method for providing PPL advertisement data of the enhanced data broadcasting in accordance with the present invention can effectively provide PPL advertisement data even when more than one PPL advertisement data are embedded into a single picture and even when the PPL advertisement data are provided from different sources.
  • FIG. 1 is a screen showing a specific exemplary embodiment of the conventional method for providing PPL advertisement data of the enhanced data broadcasting.
  • FIG. 2 is a drawing illustrating a preferred embodiment of the method for providing
  • PPL advertisement data of the enhanced data broadcasting in accordance with the present invention.
  • FIG. 3 is a flow chart illustrating a preferred embodiment of the method for providing PPL advertisement data of the enhanced data broadcasting in accordance with the present invention.
  • Fig. 4 is a screen displayed on the user's reception terminal when a request for the captured PPL advertisement data was received from the user.
  • FIG. 5 is a drawing showing the screen displayed on the user's reception terminal when there are multiple captured pictures.
  • the present invention relates to a method for providing PPL advertisement data of the enhanced data broadcasting.
  • the method for providing PPL advertisement data of the enhanced data broadcasting in accordance with the present invention comprises the steps of: (a) in response to a user's PPL advertisement icon selection signal, capturing the picture into which the PPL advertisement icon is embedded without any interruption to the watching of program by the user; (b) retrieving the PPL advertisement data coupled to the captured picture; (c) storing the captured picture and the PPL advertisement data coupled to the captured picture in a manner that the PPL advertisement data is dependent upon the captured picture; and (d) in response to the user's PPL advertisement data request signal, displaying the PPL advertisement data on a reception terminal of the user.
  • FIG. 2 is a drawing illustrating a preferred embodiment of the method for providing
  • FIG. 3 is a flow chart illustrating a preferred embodiment of the method for providing PPL advertisement data of the enhanced data broadcasting in accordance with the present invention.
  • video data transmitted through the enhanced data broadcasting is displayed on the screen (1) of the recipient's terminal and audio data is provided to the user through a speaker (not shown) (SlOO).
  • PPL advertisement data coupled to the video/audio data is displayed on the screen (1) in an embedded form into a PPL advertisement icon (2) (S200).
  • the PPL advertisement icon (2) informs the user that PPL advertisement data is embedded into the picture that is currently viewed by the user.
  • a PPL advertisement icon selection key of an input device (3) e.g., a remote control (S300).
  • the picture into which the PPL advertisement icon (2) is embedded is captured and the captured picture (4) is stored in the form of an image file (S400).
  • PPL advertisement data (5) coupled to the captured picture (4) is retrieved (S500) and then stored in a dependent manner upon the captured picture (S600).
  • the expression, "a PPL advertisement data is stored in a dependent manner upon the captured picture” means that the captured picture (4) and the PPL advertisement data (5) coupled thereto are co-related each other.
  • the PPL data (5) can be retrieved from event information transmitted together with video and audio data. If necessary, the PPL advertisement data (5) may include an image corresponding to the captured picture, in order to obviate the capturing of the picture. In this case the capturing of the picture is replaced with the retrieval of the image included in the PPL advertisement data (5).
  • the PPL advertisement data (5) is displayed on the user's recipient terminal (S900).
  • the request for the PPL advertisement data is performed by the typical procedure. For example, it can be carried out by selecting the "View captured shopping list" menu bar which may be incorporated as menus of the digital television.
  • This process can be performed automatically without the user's request by the action of a middleware or an application installed into the recipient terminal. Accordingly, even when more than one PPL advertisement data are embedded in a single picture and these PPL advertisement data are provided by different sources, the method for providing PPL advertisement data of the enhanced data broadcasting in accordance with the present invention is not adversely affected from such a condition.
  • Fig. 4 is a drawing showing the screen displayed on the user's reception terminal when a request for the captured PPL advertisement data was received from the user.
  • "My Shopping List” provides the image files (4) of the captured pictures and the summary information (7) of the PPL advertisement data coupled to the captured pictures.
  • the information on the PPL advertisement data source (8) may be further provided.
  • the user can get detailed information about the product he/she is interested in by selecting one of the summary information (7) of the PPL advertisement data. Specifically, when the user selects one of the summary information (7), the detailed PPL advertisement information is displayed on the screen through the retrieval of the information stored in an adequate storage medium and/or through communication with the PPL head end server (6).
  • Fig. 4 The user interface illustrated in Fig. 4 is inadequate for the display of the multiple captured pictures.
  • Fig. 5 is shows the screen displayed on the user's reception terminal when there are multiple captured pictures. As seen in Fig. 5, several image files (4a to 4n, totally "4") are displayed on the screen. Each image file (4) is coupled to the PPL advertisement data. The user may browse through the image files (4). When the user selects one of the image files (4), the summary information (7) of the PPL advertisement data coupled to the image file is displayed on the screen, as exemplified in Fig. 4. Then, the user can get detailed information about the product he/she is interested in by selecting one of the summary information (7) of the PPL advertisement data.
  • the method for providing PPL advertisement data of the enhanced data broadcasting in accordance with the present invention can be applied to various advertisements, for example, product advertisements appearing in television programs (e.g., women's clothes, men's clothes, accessories, electronic appliances, game titles, etc.), corporate advertisements for improving images of the corporations, and advertisements for promoting the places where the television dramas were pictured.
  • product advertisements appearing in television programs e.g., women's clothes, men's clothes, accessories, electronic appliances, game titles, etc.
  • corporate advertisements for improving images of the corporations
  • advertisements for promoting the places where the television dramas were pictured for example, product advertisements appearing in television programs (e.g., women's clothes, men's clothes, accessories, electronic appliances, game titles, etc.), corporate advertisements for improving images of the corporations, and advertisements for promoting the places where the television dramas were pictured.

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  • Engineering & Computer Science (AREA)
  • Multimedia (AREA)
  • Signal Processing (AREA)
  • Databases & Information Systems (AREA)
  • Human Computer Interaction (AREA)
  • Business, Economics & Management (AREA)
  • Marketing (AREA)
  • Two-Way Televisions, Distribution Of Moving Picture Or The Like (AREA)
  • Information Transfer Between Computers (AREA)

Abstract

The present invention relates to a method for providing a PPL (product placement) advertisement data of the enhanced data broadcasting. The method comprises the steps of: (a) in response to a user's PPL advertisement icon selection signal, capturing a picture into which the PPL advertisement icon is embedded without any interruption to watching of a program by the user; (b) retrieving the PPL advertisement data coupled to the captured picture; (c) storing the captured picture and the PPL advertisement data coupled to the captured picture in a manner that the PPL advertisement data is dependent upon the captured picture; and (d) in response to the user's PPL advertisement data request signal, displaying the PPL advertisement data on a reception terminal of the user. The method of the present invention does not interrupt the user's watching of the program to be viewed at all. Further, the method can be effectively applied to the situations when more than one PPL advertisement data are embedded into a single picture and even when the PPL advertisement data are provided from different sources.

Description

Description
EFFICIENT METHOD FOR PROVIDING PPL ADVERTISEMENT DATA OF ENHANCED DATA BROADCASTING
Technical Field
[1] The present invention relates to an efficient method for providing PPL advertisement data of enhanced data broadcasting. More particularly, the present invention relates to an efficient method for providing PPL advertisement data of enhanced data broadcasting without any channel change or any change to the picture displayed on the screen. Background Art
[2] With the rapid progress in the standardization of digital broadcasting, technical developments are in progress in the fields of digital signal transmission via a broadcasting network, data multiplexing, video and audio signal processing, digital television display, etc. Compared with analog broadcasting, digital broadcasting enables processing more data in compressed form and offers superior transmission speed and improved audio and video quality. Particularly, in the digital broadcasting, a variety of information can be provided to the recipient's terminal.
[3] As the digital broadcasting is commercially available, PPL (product placement) is now widely serviced through the digital broadcasting. PPL is a kind of indirect advertisement in which a certain product to be advertised is featured on a television screen in a concealable manner. That is, the PPL advertisement concealingly exposes products within dramas, rather than explicitly advertising the products. As the digital data broadcasting becomes more available, PPL advertisement is evolving into a more advanced form. Now, PPL advertisement makes an enhanced interaction with the data broadcasting. In the PPL advertisement of the data broadcasting, detailed information of the products to be advertised by the PPL advertisement (hereinafter referred to as "PPL advertisement data") is provided in a form of the data for the data broadcasting. Specifically, the PPL advertisement data is provided as the data for the data broadcasting along with video/audio data. When a user selects a PPL advertisement icon displayed on the screen, the PPL advertisement data is provided to the user.
[4] What is important is how the PPL advertisement data is provided to the user. In the conventional technique, the PPL advertisement data is provided from an independent data channel. In other words, when the user selects the PPL advertisement icon, channel change occurs from Othe current channel to an independent data channel providing the PPL advertisement data. Movement to the independent data channel results in the interruption to the user's watching of the program to be viewed. In order to avoid the problem, the PPL advertisement data may be displayed on a smaller screen while the program to be viewed is displayed on the entire screen, i.e. by PIP (picture-in-picture), but the user's attention is distracted considerably, resulting in the decrease of advertising effect.
[5] As another solution to the problem associated with the movement to the independent data channel, detailed information of the advertised product can be provided in the form of a streaming message. Fig. 1 shows an example of the conventional method for providing PPL advertisement data of the enhanced data broadcasting. If a user selects a PPL advertisement icon (11), the PPL advertisement data is provided in the form of a streaming message in the lower space assigned for the provision of the PPL advertisement data (13) at below the displayed picture (12). However, the method also distracts the user's attention, like the PIP method. The distraction of the attention prohibits the concentration on the advertisement and decreases advertising effect.
[6] In addition, the conventional methods suffered from the disadvantage that two or more advertisement data are not easy to be incorporated into a single scene. Suppose that a blouse of "A" company and a bag of "B" company are embedded into a single scene. In this case, it is almost impossible for the user to browse the PPL advertisement data through the blouse and the bag while watching the program displayed on the screen. Also, it is not easy to cover the blouse of "A" company and the bag of "B" company with a single independent channel.
Disclosure of Invention
Technical Problem
[7] An object of the present invention is to provide a method for the effective provision of PPL advertisement data to a user without any interruption to watching television of the user. Specifically, the present invention provides a method for providing PPL advertisement data of the enhanced data broadcasting to the user without any channel change or any change to the picture displayed on the screen.
[8] Another object of the present invention is to provide a method for providing PPL advertisement data of the enhanced data broadcasting, in which two or more PPL advertisement data can be embedded into a single picture even when they are provided from different sources. Technical Solution
[9] The above objects and others which will be described in the detailed description of the specification can be accomplished by provision of a method for providing PPL advertisement data of the enhanced data broadcasting, which comprises the steps of: (a) in response to a user's PPL advertisement icon selection signal, capturing the picture into which the PPL advertisement icon is embedded without any interruption to the watching of program by the user; (b) retrieving the PPL advertisement data coupled to the captured picture; (c) storing the captured picture and the PPL advertisement data coupled to the captured picture in a manner that the PPL advertisement data is dependent upon the captured picture; and (d) in response to the user's PPL advertisement data request signal, displaying the PPL advertisement data on a screen of the user.
[10] According to a preferred embodiment of the present invention, there is provided a method for providing PPL advertisement data of the enhanced data broadcasting, further comprising transmitting a metadata of the PPL advertisement data retrieved from the step (b) to a PPL head end server to receive and store an additional data corresponding to the metadata from the PPL head end server.
[11] According to another preferred embodiment of the present invention, there is provided a method for providing PPL advertisement data of the enhanced data broadcasting, wherein, in the step (d), the PPL advertisement data is displayed on the screen together with the captured picture.
[12] According to still another preferred embodiment of the present invention, there is provided a method for providing PPL advertisement data of the enhanced data broadcasting, wherein, in the step (d), a summary information of the PPL advertisement data is displayed together with the captured picture, and in response to the user's selection signal of the summary information, a detailed PPL advertisement data corresponding to the summary information is displayed on the screen.
[13] According to still further another preferred embodiment of the present invention, there is provided a method for providing PPL advertisement data of the enhanced data broadcasting, wherein, in the step (d), the captured picture is displayed and, in response to the user's captured picture selection signal, the PPL advertisement data corresponding to the captured picture is displayed on the screen.
Advantageous Effects
[14] The method for providing a PPL advertisement data of the enhanced data broadcasting in accordance with the present invention provides the following advantageous effects.
[15] First, the user's television watching is not interrupted at all. The user has only to press a capturing key at the picture into which a wanted PPL advertisement icon is embedded without any channel change or any change to the picture displayed on the screen. Later, the user can browse the PPL advertisement data coupled to the captured picture when the user wants to do.
[16] Second, the method for providing PPL advertisement data of the enhanced data broadcasting in accordance with the present invention can effectively provide PPL advertisement data even when more than one PPL advertisement data are embedded into a single picture and even when the PPL advertisement data are provided from different sources.
[17] Third, the transmission of the metadata to the PPL head end server followed by the transmission of the data from the PPL head end server reduces the quantity of the data transmitted through a broadcasting network. This ensures for broadcasters and program providers to effectively utilize the broadcasting bandwidth, to save cost and to reduce the data processing capacity.
[18] Fourth, star marketing has an important role in advertisement, clothes, accessories, cell phones, cars, etc. used by celebrities are quickly becoming a trend. The method for providing PPL advertisement data of the enhanced data broadcasting in accordance with the present invention can be readily and effectively applied to the star marketing. Brief Description of the Drawings
[19] Fig. 1 is a screen showing a specific exemplary embodiment of the conventional method for providing PPL advertisement data of the enhanced data broadcasting.
[20] Fig. 2 is a drawing illustrating a preferred embodiment of the method for providing
PPL advertisement data of the enhanced data broadcasting in accordance with the present invention.
[21] Fig. 3 is a flow chart illustrating a preferred embodiment of the method for providing PPL advertisement data of the enhanced data broadcasting in accordance with the present invention.
[22] Fig. 4 is a screen displayed on the user's reception terminal when a request for the captured PPL advertisement data was received from the user.
[23] Fig. 5 is a drawing showing the screen displayed on the user's reception terminal when there are multiple captured pictures. Mode for the Invention
[24] The present invention relates to a method for providing PPL advertisement data of the enhanced data broadcasting. The method for providing PPL advertisement data of the enhanced data broadcasting in accordance with the present invention comprises the steps of: (a) in response to a user's PPL advertisement icon selection signal, capturing the picture into which the PPL advertisement icon is embedded without any interruption to the watching of program by the user; (b) retrieving the PPL advertisement data coupled to the captured picture; (c) storing the captured picture and the PPL advertisement data coupled to the captured picture in a manner that the PPL advertisement data is dependent upon the captured picture; and (d) in response to the user's PPL advertisement data request signal, displaying the PPL advertisement data on a reception terminal of the user.
[25] Fig. 2 is a drawing illustrating a preferred embodiment of the method for providing
PPL advertisement data of the enhanced data broadcasting in accordance with the present invention, and Fig. 3 is a flow chart illustrating a preferred embodiment of the method for providing PPL advertisement data of the enhanced data broadcasting in accordance with the present invention. Referring to Fig. 2 and Fig. 3, video data transmitted through the enhanced data broadcasting is displayed on the screen (1) of the recipient's terminal and audio data is provided to the user through a speaker (not shown) (SlOO). PPL advertisement data coupled to the video/audio data is displayed on the screen (1) in an embedded form into a PPL advertisement icon (2) (S200). The PPL advertisement icon (2) informs the user that PPL advertisement data is embedded into the picture that is currently viewed by the user.
[26] If the user is interested in the product present in the picture displayed on the screen
(1), the user presses a PPL advertisement icon selection key of an input device (3), e.g., a remote control (S300). In response to selection signal of the PPL advertisement icon (2) by the user, the picture into which the PPL advertisement icon (2) is embedded is captured and the captured picture (4) is stored in the form of an image file (S400). Then, PPL advertisement data (5) coupled to the captured picture (4) is retrieved (S500) and then stored in a dependent manner upon the captured picture (S600). In this description, the expression, "a PPL advertisement data is stored in a dependent manner upon the captured picture" means that the captured picture (4) and the PPL advertisement data (5) coupled thereto are co-related each other. The PPL data (5) can be retrieved from event information transmitted together with video and audio data. If necessary, the PPL advertisement data (5) may include an image corresponding to the captured picture, in order to obviate the capturing of the picture. In this case the capturing of the picture is replaced with the retrieval of the image included in the PPL advertisement data (5).
[27] Differently from the conventional techniques, when the user selects the PPL advertisement icon (2), neither change to an independent data channel nor display of the PPL advertisement data on the screen occurs in the present invention. Accordingly, the user can continue watching the program without being interrupted by the retrieval and storing of the PPL advertisement data (5) at all (S700). Within the recipient's terminal, capturing of the picture displayed on the screen, the retrieval of the PPL advertisement data (5), dependent processing of the captured picture and the PPL advertisement data are performed within the recipient's terminal. After finishing watching the program, the user has only to transmit a request signal for the PPL advertisement data (5) to the recipient's terminal at any time to be wanted. When the user's PPL advertisement data request signal is received (S800), the PPL advertisement data (5) is displayed on the user's recipient terminal (S900). The request for the PPL advertisement data is performed by the typical procedure. For example, it can be carried out by selecting the "View captured shopping list" menu bar which may be incorporated as menus of the digital television.
[28] In a case that the PPL advertisement data (5) retrieved from the step (b) is not a complete data but an insufficient one requiring further information, a metadata of the PPL advertisement data is transmitted to the corresponding PPL head end server (6a to 6c, totally "6"). Of the PPL advertisement data (5) shown in Fig. 2, "Product 01", "Product 02" and "Product 03" are incomplete PPL advertisement data and "Product 04" is a complete PPL advertisement data. For the incomplete PPL advertisement data (5) such as "Product 01", "Product 02" or "Product 03", the identification information (preferably, metadata) of the retrieved advertisement data is transmitted to each of the PPL head end servers 6a, 6b or 6c to receive additional data. This process can be performed automatically without the user's request by the action of a middleware or an application installed into the recipient terminal. Accordingly, even when more than one PPL advertisement data are embedded in a single picture and these PPL advertisement data are provided by different sources, the method for providing PPL advertisement data of the enhanced data broadcasting in accordance with the present invention is not adversely affected from such a condition.
[29] The transmission of the metadata to the PPL head end server (6a to 6c) and the transmission of additional information from the PPL head end server (6a to 6c) can significantly reduce the quantity of the data transmitted through the broadcasting network. This ensures for broadcasters and program providers to effectively utilize the broadcasting bandwidth, to save cost and to reduce the data processing capacity.
[30] Fig. 4 is a drawing showing the screen displayed on the user's reception terminal when a request for the captured PPL advertisement data was received from the user. As shown in Fig. 4, "My Shopping List" provides the image files (4) of the captured pictures and the summary information (7) of the PPL advertisement data coupled to the captured pictures. Optionally, the information on the PPL advertisement data source (8) may be further provided. The user can get detailed information about the product he/she is interested in by selecting one of the summary information (7) of the PPL advertisement data. Specifically, when the user selects one of the summary information (7), the detailed PPL advertisement information is displayed on the screen through the retrieval of the information stored in an adequate storage medium and/or through communication with the PPL head end server (6).
[31] The user interface illustrated in Fig. 4 is inadequate for the display of the multiple captured pictures. Fig. 5 is shows the screen displayed on the user's reception terminal when there are multiple captured pictures. As seen in Fig. 5, several image files (4a to 4n, totally "4") are displayed on the screen. Each image file (4) is coupled to the PPL advertisement data. The user may browse through the image files (4). When the user selects one of the image files (4), the summary information (7) of the PPL advertisement data coupled to the image file is displayed on the screen, as exemplified in Fig. 4. Then, the user can get detailed information about the product he/she is interested in by selecting one of the summary information (7) of the PPL advertisement data. [32] The method for providing PPL advertisement data of the enhanced data broadcasting in accordance with the present invention can be applied to various advertisements, for example, product advertisements appearing in television programs (e.g., women's clothes, men's clothes, accessories, electronic appliances, game titles, etc.), corporate advertisements for improving images of the corporations, and advertisements for promoting the places where the television dramas were pictured.

Claims

Claims
[1] A method for providing PPL (product placement) advertisement data of an enhanced data broadcasting, which comprises the steps of: (a) in response to a user's PPL advertisement icon selection signal, capturing a picture into which the PPL advertisement icon is embedded without any interruption to watching of a program by the user; (b) retrieving the PPL advertisement data coupled to the captured picture; (c) storing the captured picture and the PPL advertisement data coupled to the captured picture in a manner that the PPL advertisement data is dependent upon the captured picture; and (d) in response to the user's PPL advertisement data request signal, displaying the PPL advertisement data on a screen of the user.
[2] The method as set forth in claim 1, further comprising transmitting a metadata of the PPL advertisement data retrieved from the step (b) to a PPL head end server to receive and store an additional data corresponding to the metadata from the PPL head end server.
[3] The method as set forth in claim 1, in the step (d), the PPL advertisement data is displayed on the screen together with the captured picture.
[4] The method as set forth in claim 3, wherein, in the step (d), a summary information of the PPL advertisement data is displayed together with the captured picture, and in response to the user's selection signal of the summary information, a detailed PPL advertisement data corresponding to the summary information is displayed on the screen.
[5] The method as set forth in claim 3, wherein, in the step (d), the captured picture is displayed and, in response to the user's captured picture selection signal, the PPL advertisement data corresponding to the captured picture is displayed on the screen.
PCT/KR2006/002550 2005-06-30 2006-06-30 Efficient method for providing ppl advertisement data of enhanced data broadcasting WO2007004814A1 (en)

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