WO2009009971A1 - Procédé pour lire une publicité, système publicitaire et dispositifs associés - Google Patents

Procédé pour lire une publicité, système publicitaire et dispositifs associés Download PDF

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Publication number
WO2009009971A1
WO2009009971A1 PCT/CN2008/070803 CN2008070803W WO2009009971A1 WO 2009009971 A1 WO2009009971 A1 WO 2009009971A1 CN 2008070803 W CN2008070803 W CN 2008070803W WO 2009009971 A1 WO2009009971 A1 WO 2009009971A1
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WO
WIPO (PCT)
Prior art keywords
advertisement
personalized
information
playing
user
Prior art date
Application number
PCT/CN2008/070803
Other languages
English (en)
Chinese (zh)
Inventor
Hanqiang Hu
Yang Zhao
Chong Gu
Original Assignee
Huawei Technologies Co., Ltd.
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 Huawei Technologies Co., Ltd. filed Critical Huawei Technologies Co., Ltd.
Publication of WO2009009971A1 publication Critical patent/WO2009009971A1/fr

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the present invention relates to the field of communications, and in particular, to an advertisement playing method, an advertising system, and related devices.
  • the user downloads media information containing the advertisement information from the advertisement server;
  • the local media player continues to play media information when the advertisement information is played.
  • the advertisement information included in the media information is downloaded by default, and the advertisement information and the media information are stored together in the user locality, and the playback starts when the preset condition is reached, that is, the user cannot The advertisement information is selected according to personal preference, thus reducing the user experience.
  • Embodiments of the present invention provide an advertisement playing method, an advertising system, and related devices, which can improve user experience.
  • An advertisement playing method provided by an embodiment of the present invention includes: a user terminal playing the received media information, where the media information includes advertisement information; determining, according to the advertisement information, that the preset is satisfied When the trigger condition is triggered, the personalized advertisement play request is sent to the advertisement server according to the personalized advertisement parameter set by the user; and the personalized advertisement corresponding to the user received from the advertisement server is played.
  • Another advertisement playing method provided by the embodiment of the present invention includes: playing, by a user terminal, the received media information, where the media information includes advertisement information; and determining, according to the advertisement information, that the preset advertisement triggering condition is met, playing The advertisement information included in the media information; after the advertisement information is played, calculating the number of advertisement points according to the advertisement information; and reporting the number of advertisement points to the advertisement server.
  • Another advertisement playing method provided by the embodiment of the present invention includes: an advertisement server receiving an advertisement play request sent by a user terminal; and transmitting personalized advertisement information to the user terminal according to the advertisement play request.
  • the advertising system includes: a user terminal, configured to communicate with an advertisement server; the user terminal, configured to play the received media information, and determine that the preset advertisement triggering condition is met, according to the user setting
  • the personalized advertisement parameter sends a personalized advertisement play request to the advertisement server; the advertisement server is configured to receive an advertisement play request sent by the user terminal, and send a personalized to the user terminal according to the advertisement play request Advertising information.
  • the media playing unit includes: an advertisement processing unit, configured to determine whether a preset advertisement triggering condition is met, and determine whether the user sets to receive the personalized advertisement when the preset advertisement triggering condition is met, when the user Setting a personalized advertisement play request when receiving the personalized advertisement; a media receiving unit, configured to receive the media information and the personalized advertisement information; and a media playing unit, configured to play the received media information and the personalized advertisement information.
  • Another media playing unit includes: an advertisement determining unit, configured to determine whether a preset advertisement triggering condition is met; a receiving unit, configured to receive media information including advertisement information; and a playing unit, configured to be used The advertisement information included in the media information is played when the preset advertisement trigger condition is met; the point record reporting unit is configured to record the number of advertisement points and report the advertisement points when the advertisement is completed.
  • the advertisement client includes: a request receiving unit, configured to receive a personalized advertisement play request sent by the media play unit; and a request report unit, configured to report the received personalized advertisement play request to the advertisement server; An advertisement receiving unit, configured to receive a personalized advertisement delivered by an advertisement server; and an advertisement playing unit, configured to play the received personalized advertisement.
  • the advertisement server provided by the embodiment of the present invention includes: a play request receiving unit, configured to receive a wide The advertisement advertisement request sent by the client is sent; the advertisement query unit is configured to query the corresponding personalized advertisement according to the personalized advertisement parameter; and the advertisement delivery unit is configured to deliver the queried personalized advertisement to the advertisement client.
  • the user terminal provided by the embodiment of the present invention includes: a media playing unit, configured to determine whether the preset advertisement triggering condition is met during the media information playing process, and if yes, send the personalized character to the advertising server according to the personalized advertising parameter set by the user.
  • the advertisement client is configured to receive an advertisement play request sent by the media playing unit, forward the advertisement play request, receive the personalized advertisement information, and play the personalized advertisement information.
  • An embodiment of the present invention provides a computer readable storage medium recorded with a computer readable program, the program causing the computing unit to perform the following method: the user views the media information; determines whether the preset advertisement trigger condition is met, and if yes, detects the user Whether to set a personalized advertisement, if yes, send a personalized advertisement play request to the advertisement server; perform media negotiation with the advertisement server; and play a personalized advertisement corresponding to the user received from the advertisement server according to the negotiation result.
  • FIG. 1 is a flowchart of an embodiment of an advertisement playing method according to an embodiment of the present invention
  • FIG. 2 is a flowchart of another embodiment of an advertisement playing method according to an embodiment of the present invention.
  • FIG. 3 is a schematic diagram of an embodiment of an advertisement system according to an embodiment of the present invention.
  • FIG. 4 is a schematic diagram of an embodiment of a media playing unit according to an embodiment of the present invention.
  • FIG. 5 is a schematic diagram of another embodiment of a media playing unit according to an embodiment of the present invention.
  • FIG. 6 is a schematic diagram of an embodiment of an advertisement client according to an embodiment of the present invention.
  • FIG. 7 is a schematic diagram of an embodiment of an advertisement server according to an embodiment of the present invention.
  • FIG. 8 is a schematic diagram of an embodiment of a user terminal according to an embodiment of the present invention.
  • Embodiments of the present invention provide an advertisement playing method, an advertising system, and related devices, which can improve user experience.
  • an embodiment of an advertisement playing method in an embodiment of the present invention includes: 101: A user acquires media information including advertisement information;
  • the user selects the media information that he or she likes and downloads the media information to the local.
  • the content provider of the media information will include advertising information in the media information, and the advertising information package
  • the advertisement content, the advertisement server address, and the advertisement identifier may also include an advertisement policy.
  • the advertisement information may also include an advertisement policy. It may be understood that the content carried in the advertisement information may be added according to actual needs, which is not limited herein.
  • the user views the media information
  • the user terminal plays media information to the user.
  • step 103 determining whether the preset advertisement trigger condition is met, if yes, executing step 104, if not, executing step 102;
  • the advertisement information is inserted into a fixed position in the media information, and when the media information is played to the location, the advertisement is started to be played.
  • the specific detection of whether the location is reached is in the process of the user sequentially viewing the media information, and determining whether The advertisement identifier is detected, and if it is detected, it is judged that the preset advertisement trigger condition is satisfied, and the advertisement is started to be played;
  • the advertisement information may not be inserted into a fixed location in the media information, but may be all placed at a specific location, such as the tail of the media information, but the scheme needs to add an advertisement policy to the media information for identifying how to
  • the advertisement is played, which may include various advertisement playing strategies, such as when to play, which one to play, how long to play, and the like.
  • various advertisement playing strategies such as when to play, which one to play, how long to play, and the like.
  • the actual application can also use other ad playback strategies:
  • the advertisement when the user plays the media information for 5 minutes (that is, the user starts playing the media information for 5 minutes, in which the user can fast forward and rewind the media information, etc.),
  • the advertisement is triggered to be played, and the advertisement to be played may be any stipulated one, and the time may also be stipulated by itself.
  • the advertisement when a program in a media message is played until the 5th minute or later,
  • the advertisement is played, and the advertisement to be played can be any stipulated one, and the time can also be stipulated by itself.
  • the advertisement information in the media information is played to the user, and the fast forward logo is set to be disabled during the playback process, that is, the user is prohibited from using the fast forward operation during the advertisement.
  • setting the fast forward flag to disable can be used in two ways:
  • the fast forward button of the setting terminal is invalid during the advertisement playing, that is, the fast forward button of pressing the terminal during the advertisement playing is regarded as invalid;
  • the fast forward label in the program attribute of the set advertisement information is set to be disabled, that is, when the advertisement information carried in the media information is played, the fast forward operation is not allowed.
  • the advertisement playing condition is stopped for the advertisement to be completed. It can be understood that other stopping conditions can also be set, for example, the length of the playing advertisement reaches the preset threshold to stop the advertisement playing.
  • the number of advertisement points is related to the user operation. If the user views the advertisement, the impression point of the advertisement is calculated. If the user clicks on the advertisement, the click point of the advertisement is calculated. It can be understood that the user can also calculate other points according to the operation of the user. The number of points of the type, such as forwarding.
  • the calculated number of ad points can contain multiple types of points.
  • the local media player unit needs to report the number of advertisement points to the advertisement server after calculating the number of advertisement points.
  • the upper ⁇ can be used in two ways:
  • the local media playing unit directly reports the number of advertising points to the advertisement server;
  • the local media playing unit sends the advertising points to the advertising client, and the advertising client forwards the advertising points to the advertising server.
  • the local media playing unit since the local media playing unit needs to report the number of advertisement points to the advertisement server, it is convenient for the advertisement server to measure the advertisement effect.
  • Another embodiment of the advertisement playing method includes:
  • the user obtains media information including advertisement information.
  • the content provider of the media information will include advertising information in the media information, and the advertisement information includes the advertisement content, the advertisement server address, and the advertisement identifier.
  • the advertisement information may also include an advertisement strategy. It is to be understood that the content carried in the advertisement information may be added according to actual needs, and is not limited herein.
  • the user views the media information.
  • the user terminal plays media information to the user.
  • the local media playback unit determines whether the preset advertisement trigger condition is met according to the advertisement identifier, and if yes, step 204 is performed; if not, step 202 is performed;
  • the advertisement information is inserted into a fixed position in the media information, and when the media information is played to the location, the advertisement is started to be played.
  • the specific detection of whether the location is reached is in the process of the user sequentially viewing the media information, and determining whether The advertisement identifier is detected, and if it is detected, it is judged that the preset advertisement trigger condition is satisfied, and the advertisement is started to be played;
  • the advertisement information may not be inserted into a fixed location in the media information, but may be all placed at a specific location, such as the tail of the media information, but the scheme needs to add an advertisement policy to the media information for identifying how to
  • the advertisement is played, which may include various advertisement playing strategies, such as when to play, which one to play, how long to play, and the like.
  • various advertisement playing strategies such as when to play, which one to play, how long to play, and the like.
  • the actual application can also use other ad playback strategies:
  • the advertisement when the user plays the media information for 5 minutes (that is, the user starts playing the media information for 5 minutes, in which the user can fast forward and rewind the media information, etc.),
  • the advertisement is triggered to be played, and the advertisement to be played may be any stipulated one, and the time may also be stipulated by itself.
  • the advertisement when a program in the media information is played until the 5th minute or later, the advertisement is triggered, and the advertisement to be played may be any prescribed one, and the time may be self-defined.
  • the user terminal determines whether the user sets to play the personalized advertisement, and if so, step 206 is performed, and if not, step 205 is performed;
  • the user terminal detects whether the local play identifier is a personalized advertisement, and if so, determines that the user settings request to view the personalized advertisement.
  • determining whether the user sets the personalized advertisement to be played can also be implemented in other manners, which is not limited herein.
  • the user terminal sends a personalized advertisement play request to the advertisement server.
  • the user terminal Before sending the personalized advertisement play request, the user terminal acquires its own capability parameter and preset advertisement duration information;
  • a personalized advertisement play request containing capability parameters and duration information is sent to the ad server.
  • the capability parameter may include an advertisement format, a code rate, a transmission protocol, and the like supported by the user terminal.
  • the personalized advertisement play request should also include information of the user requesting to play the personalized advertisement (which may include the user's identification information, such as the user's number and ID).
  • the advertisement server After receiving the personalized advertisement play request, the advertisement server performs media negotiation with the user terminal according to the capability parameters contained therein.
  • the specific media negotiation process is prior art and will not be described again.
  • the user terminal After the negotiation, the user terminal stops the local advertisement playing.
  • the advertisement server queries the user profile stored in the user profile storage unit to query the personalized advertisement parameter corresponding to the user according to the user information in the received personalized advertisement play request.
  • the specific parameter may be an advertisement that the user likes. Category, form and style.
  • the user can set personal preferences directly to the media information provider when the advertisement service is handled.
  • an advertisement in the ad storage unit that satisfies the personalized advertising parameters is queried.
  • the personalized advertisement After selecting the personalized advertisement, according to the negotiation result of media negotiation with the user terminal, the personalized advertisement is transmitted online to the user terminal by using the corresponding transmission protocol.
  • the user terminal receives the personalized advertisement and plays the personalized advertisement to the user.
  • the event of the advertisement is up to the preset duration
  • the playback of the personalized advertisement is stopped, and the media information viewed by the user is continued to be played.
  • the advertisement playing condition is stopped for the advertisement to be completed. It can be understood that other stopping conditions can also be set, for example, the length of the playing advertisement reaches the preset threshold to stop the advertisement playing.
  • the number of advertisement points is related to the user operation. If the user views the advertisement, the impression point of the advertisement is calculated. If the user clicks on the advertisement, the click point of the advertisement is calculated. It can be understood that the user can also calculate other points according to the operation of the user. The number of points of the type, such as forwarding. The calculated number of ad points can contain multiple types of points.
  • the number of advertisement points needs to be reported to the advertisement server for storage.
  • the user since the user can receive the personalized advertisement by setting to receive the personalized advertisement that meets the user requirement for the advertisement server, the user can play different personalized advertisements according to different requirements of the user, thereby improving the user experience. ;
  • the advertisement server since the user terminal needs to report the number of advertisement points to the advertisement server, it is convenient for the advertisement server to measure the advertisement effect.
  • the media information may be carried by a MIME (Multipurpose Internet Mail Extensions) structure.
  • the specific MIME structure includes two parts: an advertisement part and a non-advertisement part, if an advertisement is required to be played according to a play policy. , you need to add an advertising strategy part in the MIME structure to store the advertising play strategy.
  • the advertisement part includes: an advertisement MIME header, an advertisement media header, and an advertisement media content;
  • the non-advertising sections include: non-advertising MIME headers, non-advertising media headers, and non-advertising media content;
  • the advertisement identifier and the advertisement server address may be stored in the advertisement MIME header.
  • the advertisement policy part can be stored as a MIME TEXT type entity in the MIME structure for storing the advertisement playing policy.
  • the user terminal in this embodiment may be a media playing unit, or may be an advertisement client, or a network element combined with a media playing unit and an advertising client, that is, in the foregoing embodiment, the media playing unit may be used by the media playing unit.
  • Sending a personalized advertisement play request, or the media play unit may send a personalized advertisement play request to the advertisement client, after which the advertisement client sends the personalized advertisement play request to the advertisement server, and other processes related to the user terminal may follow A similar way to achieve.
  • an embodiment of the advertising system in the embodiment of the present invention includes:
  • the user terminal 301 is configured to play the received media information, determine whether the preset advertisement trigger condition is met, and if yes, send a personalized advertisement play request to the advertisement server according to the personalized advertisement parameter set by the user;
  • the advertisement server 302 is configured to receive an advertisement play request sent by the user terminal, and send the personalized advertisement information to the user terminal according to the advertisement play request.
  • the user terminal 301 includes:
  • the media playing unit 3011 is configured to determine whether the preset advertisement triggering condition is met during the playing of the media information, and send the personalized advertisement playing request to the advertisement server according to the personalized advertising parameter set by the user;
  • the advertisement client 3012 is configured to receive an advertisement play request sent by the media playing unit, forward the advertisement play request, receive the personalized advertisement information, and play the personalized advertisement information.
  • an embodiment of the media playing unit in the embodiment of the present invention includes: an advertisement processing unit 401, configured to determine whether a preset advertisement trigger condition is met, and when the preset advertisement trigger condition is met, determine whether the user sets Receiving a personalized advertisement, when the user sets to receive the personalized advertisement, sending a personalized advertisement play request;
  • the media receiving unit 402 is configured to receive media information and personalized advertising information.
  • the media playing unit 403 is configured to play the received media information and the personalized advertising information;
  • the fast forward control unit 405 is configured to set the fast forward identifier to be disabled when the advertisement information is played;
  • the point number reporting unit 404 is configured to be used as an advertisement The number of advertisement points is recorded and the number of advertisement points is reported when the playback is completed.
  • another embodiment of the media playing unit in the embodiment of the present invention includes: an advertisement determining unit 501, configured to determine whether a preset advertisement triggering condition is met;
  • the receiving unit 504 is configured to receive media information that includes advertisement information.
  • the playing unit 502 is configured to: when the preset advertisement triggering condition is met, play the advertisement information included in the media information;
  • the point record reporting unit 503 is configured to record the number of advertisement points and report the number of advertisement points when the advertisement is completed.
  • an embodiment of an advertisement client in an embodiment of the present invention includes:
  • the request receiving unit 601 is configured to receive a personalized advertisement play request sent by the media play unit, and the request report unit 602 is configured to report the received personalized advertisement play request to the advertisement server;
  • the advertisement receiving unit 603 is configured to receive a personalized advertisement delivered by the advertisement server;
  • the advertisement playing unit 604 is configured to play the received personalized advertisement;
  • the point reporting unit 605 is configured to record the number of advertisement points and report to the advertisement server after the personalized advertisement is played.
  • an embodiment of an advertisement server in an embodiment of the present invention includes:
  • a play request receiving unit 701 configured to receive a personalized advertisement play request sent by the advertisement client;
  • the advertisement query unit 702 is configured to query the corresponding personalized advertisement according to the personalized advertisement parameter;
  • the advertisement delivery unit 703 is configured to deliver the queried personalized advertisement to the advertisement client;
  • the user profile storage unit 704 is configured to Receiving, by the user information in the personalized advertisement play request, the personalized advertisement parameter corresponding to the user;
  • the point number recording unit 706 is configured to record the number of advertisement points reported by the advertisement client.
  • the embodiment of the user terminal in the embodiment of the present invention includes:
  • the media playing unit 801 is configured to determine whether the preset advertisement triggering condition is met during the playing of the media information, and send the personalized advertising play request to the advertisement server according to the personalized advertising parameter set by the user;
  • the advertisement client 802 is configured to receive an advertisement play request sent by the media playing unit 801, forward the advertisement play request, receive the personalized advertisement information, and play the personalized advertisement information.
  • the method includes the following steps: the user views the media information; determines whether the preset advertisement trigger condition is met, and if yes, detects whether the user sets the personalized advertisement, and if yes, sends the personalized advertisement play request to the advertisement server; and performs with the advertisement server Media negotiation; playing a personalized advertisement corresponding to the user received from the advertisement server according to the negotiation result.
  • the above-mentioned storage medium may be a read only memory, a magnetic disk or an optical disk or the like.
  • the user can receive the personalized advertisement by setting the advertisement to request the advertisement server to play the personalized advertisement that meets the user requirement, so that the user can be played differently according to different requirements of the user.
  • the advertisement further improves the user experience, and at the same time, in the embodiment of the present invention, after the advertisement is played, the advertisement point is reported to the advertisement server, so it is beneficial to the advertisement.
  • the server is advertised for the collection of advertising points and the effectiveness of advertising.

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Abstract

L'invention porte sur un procédé pour lire une publicité, un système publicitaire et des dispositifs associés. Le dispositif comprend les opérations consistant à : lire les informations multimédias reçues, qui contiennent les informations publicitaires, par le terminal utilisateur ; envoyer une requête pour lire une publicité personnelle au serveur publicitaire selon les paramètres publicitaires personnels réglés par l'utilisateur, lorsque la condition de déclenchement de publicité préréglée est satisfaite sur la base des informations publicitaires ; lire la publicité personnelle, qui correspond à l'utilisateur et est reçue à partir du serveur publicitaire.
PCT/CN2008/070803 2007-07-19 2008-04-25 Procédé pour lire une publicité, système publicitaire et dispositifs associés WO2009009971A1 (fr)

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
CNA2007101304362A CN101350729A (zh) 2007-07-19 2007-07-19 一种广告播放方法及广告***以及相关设备
CN200710130436.2 2007-07-19

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Publication Number Publication Date
WO2009009971A1 true WO2009009971A1 (fr) 2009-01-22

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CN112533035A (zh) * 2020-11-04 2021-03-19 中国联合网络通信集团有限公司 广告推送方法及***

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CN103971262B (zh) * 2013-02-05 2020-08-07 腾讯科技（深圳）有限公司 广告定向设置方法及装置
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CN106101869A (zh) * 2016-06-29 2016-11-09 乐视控股（北京）有限公司 一种视频播放方法和装置
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CN104853241A (zh) * 2015-05-11 2015-08-19 百度在线网络技术（北京）有限公司 广告展现方法和***
CN112533035A (zh) * 2020-11-04 2021-03-19 中国联合网络通信集团有限公司 广告推送方法及***
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