WO2012048547A1 - Method and system for displaying digital television advertisements, and digital television reception terminal - Google Patents

Abstract

A system for displaying digital television advertisements includes: a storage unit for storing advertisement index information of the advertisements associated with digital television programs, detailed information of the advertisements, and a mapping relationship between the advertisement index information and the detailed information of the advertisements; a reception unit for receiving a control signal sent from a user; a reading unit for obtaining the advertisement index information of the advertisement associated with a currently playing digital television program in the storage unit, and sending the advertisement index information to a display unit, and when the control signal received by the reception unit is the signal for displaying the detailed information of the advertisement, reading, according to the mapping relationship between the advertisement index information and the detailed information of the advertisements, the detailed information of the advertisements in the storage unit, and sending the detailed information of the advertisements to the display unit. The present invention provides a method and system for displaying digital television advertisements, an advertisement service front terminal, and a digital television reception terminal, thus realizing playing advertisements according to specific episodes of a plot.

Description

 Digital television advertisement display system and method and digital television receiving terminal The application request is submitted to the Chinese Patent Office on October 12, 2010, the application number is 201010513074.7, and the invention name is "a digital television advertisement display system and method and digital television Priority of the Chinese Patent Application for Receiving Terminals, the entire contents of which are incorporated herein by reference. Technical field

 The present invention relates to the field of digital television advertisement display technology, and in particular, to a digital television advertisement display system and method and a digital television reception terminal. Background technique

 The existing form of TV advertisement is a propaganda mode in which the TV station directly provides advertisements for customers, and the time for selecting the advertisements to be broadcasted at regular intervals to achieve the advertising effect.

 The main forms of existing video ads are:

 1. Special broadcast advertisement: The specific advertisement broadcast time provided by the TV station for the advertiser, an advertisement for the customer to broadcast the advertisement of the product on the front, back or the middle of the designated TV program by ordering such advertisement time. the way.

 2. Ordinary advertising: A period of time that a TV station delineates during the daily broadcast time, an advertising method for customers to play advertisements.

 3. Economic information: It is a kind of propaganda method for TV commercials. It is an advertising time period specially set up by TV stations for industrial and commercial enterprises. It is specifically for the promotion of product promotion, product supervision, product quality consultation, product joint exhibition and marketing activities for customers. Promotional services for the opening of enterprises and other units.

 4. Direct advertising: The advertising period set by the TV station for the customer. Use this time period to introduce the products and products that you produce or sell to a wide audience.

 5. Text ads: One of the easiest ways to play text on a TV screen with sound.

 6. Public service advertisements: According to the central tasks of each period, TV stations produce and produce advertisements that promote social morality and establish a good social trend.

The existing advertisements are active and obvious, and are not easily accepted and digested by the audience. Moreover, the advertising time point is fixed, continuous, and the recognition is too high, which is easily rejected by the audience. The emotional invisibility of impressing the audience is weak, and it is not easy for the audience to resonate. Summary of the invention

 In view of the above problems in the prior art, embodiments of the present invention provide an advertisement display system and method for a digital television and a digital television receiving terminal, which overcome the deficiencies in the prior art and can implement an advertisement according to a specific scenario of the scenario.

 In order to solve the above technical problem, an embodiment of the present invention provides a digital television advertisement display system, where the system includes:

 a storage unit, configured to store advertisement index information, advertisement detailed information, and a mapping relationship between the advertisement index information and the advertisement detailed information of the advertisement associated with the digital television program;

 a receiving unit, configured to receive a control signal sent by a user;

 a reading unit, configured to acquire advertisement index information of an advertisement associated with the currently played digital television program in the storage unit, and send the information to the display unit, and the control signal received at the receiving unit is a signal for displaying advertisement details After that, according to the mapping relationship between the advertisement index information and the advertisement detailed information, the advertisement detailed information in the storage unit is read and sent to the display unit;

 The display unit is configured to display the advertisement index information after acquiring the advertisement index information sent by the reading unit, and display the advertisement detailed information after acquiring the advertisement detailed information sent by the reading unit .

 Preferably, the display mode setting unit is further configured to set a display manner of the advertisement associated with the digital television program, and store the display manner; and the reading unit acquires the advertisement index information according to the display manner.

 Preferably, the display manner includes automatic association and manual association;

 When the display mode is automatic association, the reading unit is specifically configured to: determine whether the currently played digital television program has associated advertisement index information, and if so, obtain the storage unit that is associated with the current digital television. Advertising index information of the advertisement is sent to the display unit;

When the display mode is manual association, the reading unit is specifically configured to: determine whether the currently played digital television program has an advertisement index information of an associated advertisement, and if yes, according to the control signal received by the receiving unit After the signal of the advertisement index information is displayed, the advertisement index information associated with the current digital television in the storage unit is acquired and sent to the display unit; the system further includes a prompting unit, configured to display an advertisement index on the display unit. Before the information, the reading unit determines, when the currently broadcasted digital television program has the advertisement index information of the associated advertisement, sends a display to the display unit An instruction for displaying information; the display unit displays the prompt information after receiving an instruction to display the prompt information.

 Preferably, the system includes a first timer, configured to start timing when the display unit displays the prompt information; if the first timer reaches the first predetermined value, the receiving unit does not receive the display advertisement index information. The control signal sends an instruction to the display unit to exit the display prompt information, and the display unit exits the display prompt information after receiving the instruction to exit the display prompt information.

 Preferably, the system includes a second timer, configured to start timing when the display unit displays an advertisement index; if the second timer reaches a second predetermined value, the receiving unit does not receive a display advertisement The control signal of the detailed information sends an instruction to the display unit to exit the display of the advertisement index information, and the display unit exits the display of the advertisement index information after receiving the instruction to exit the display of the advertisement index information.

 Preferably, the system further comprises:

 And an exiting unit, configured to close the display of the advertisement index information or the advertisement detailed information of the display unit when the control signal received by the receiving unit is a signal for exiting the advertisement display.

 The present invention also provides a digital television advertisement display method, the method comprising:

 Pre-storing the advertisement index information, the advertisement detailed information of the advertisement associated with the digital television program, and the mapping relationship between the advertisement index information and the advertisement detailed information;

 Receiving the control signal sent by the user, acquiring advertisement index information of the advertisement associated with the currently played digital television program, and displaying the same;

 When the control signal is received as a signal for displaying the advertisement details, the advertisement detailed information is obtained and displayed based on the mapping relationship between the advertisement index information and the advertisement detailed information.

 Preferably, the method further includes the steps of: setting a display manner of an advertisement associated with the digital television program, and storing the display manner; and the step of acquiring the advertisement index information is specifically acquiring the advertisement according to the display manner Index information.

 Preferably, the display manner includes automatic association and manual association;

 When the display mode is the automatic association, the obtaining the advertisement index information of the advertisement associated with the currently played digital television program specifically includes:

Determining whether the currently played digital television program has the advertisement index information of the associated advertisement; if yes, acquiring the advertisement index information of the advertisement associated with the current digital television for display; when the display mode is manual association, The acquisition is related to the currently playing digital TV program The advertisement index information of the associated advertisement specifically includes:

 Determining whether the currently played digital television program has advertisement index information of the associated advertisement; if yes, displaying the prompt information;

 If the received control signal is a signal for displaying the advertisement index information, the advertisement index information of the advertisement associated with the current digital television is acquired and displayed.

 Preferably, the method further comprises:

 The timing is started when the prompt information is displayed; if the control signal for displaying the advertisement index information is not received when the first predetermined value is reached, the display prompt information is exited.

 Preferably, the method further comprises:

 The timing is started when the advertisement index is displayed; if the control signal for displaying the advertisement detailed information is not received when the second predetermined value is reached, the display of the advertisement index information is exited.

 Preferably, the method further includes:

 When the received control signal is a signal to exit the advertisement display, the display of the advertisement index or the detailed information of the advertisement is turned off.

 The present invention also provides a digital television receiving terminal comprising the digital television advertising display system described above.

 The invention also provides an advertising service front end, comprising:

 a storage unit, configured to store the advertisement index information, the advertisement detailed information, and the mapping relationship between the advertisement index information and the advertisement detailed information of the advertisement associated with the digital television program;

 a data transmission unit, configured to receive an instruction for acquiring the advertisement index information of the digital television receiving terminal, obtain corresponding advertisement index information from the storage unit, and return the digital advertisement receiving terminal; and receive the advertisement advertisement of the digital television receiving terminal in detail The instruction of the information obtains the corresponding advertisement detailed information from the storage unit according to the mapping relationship between the advertisement index information and the advertisement detailed information, and returns the information to the digital television receiving terminal.

 The invention also provides a digital television receiving terminal, comprising:

 a receiving unit, configured to receive a control signal sent by a user;

a reading unit, configured to send an instruction for obtaining advertisement index information to an advertisement service front end, acquire advertisement index information of an advertisement associated with the currently played digital television program, and send the information to the display unit; and receive the control received at the receiving unit After the signal is a signal showing the details of the advertisement, the advertisement is sent. The instruction of the detailed information is sent to the front end of the advertisement service, and the advertisement detailed information is sent to the display unit. The display unit is configured to display the advertisement index information after acquiring the advertisement index information sent by the reading unit, and And displaying the advertisement detailed information after obtaining the advertisement detailed information sent by the reading unit.

 Preferably, the digital television receiving terminal further includes: a display mode setting unit, configured to set a display manner of the advertisement associated with the digital television program, and store the display manner; the reading unit acquires the location according to the display manner Ad index information.

 Preferably, the display manner includes automatic association and manual association;

 When the display mode is automatic association, the reading unit is specifically configured to: determine whether the currently played digital television program has associated advertisement index information, and if so, obtain the storage unit that is associated with the current digital television. Advertising index information of the advertisement is sent to the display unit;

 When the display mode is manual association, the reading unit is specifically configured to: determine whether the currently played digital television program has an advertisement index information of an associated advertisement, and if yes, according to the control signal received by the receiving unit After the signal of the advertisement index information is displayed, the advertisement index information associated with the current digital television in the storage unit is acquired and sent to the display unit; the digital television receiving terminal further includes a prompting unit, configured to be in the display unit Before the advertisement index information is displayed, when the reading unit determines the advertisement index information of the advertisement of the currently played digital television program, the instruction unit displays an instruction for displaying the prompt information; and the display unit receives the display prompt information. A message is displayed after the command.

 According to the digital television advertisement display system of the embodiment of the present invention, the display manner of the advertisement associated with the digital television program is set by the display manner, and the display manner is stored; when the digital television broadcasts to a specific scenario associated with the advertisement, receiving The unit receives the control signal sent by the user; after reading the signal received by the receiving unit as a signal for displaying the advertisement details, the reading unit reads the advertisement details according to the mapping relationship between the advertisement index information and the advertisement detailed information. Information is sent to the display unit for display.

The digital television advertisement display system according to the embodiment of the present invention can realize that when a user watches a program (including a VOD or a live television broadcast), the related information related to the movie plot or the character in the program, the advertisement index and the advertisement detailed information, are seen. For example: The user is watching the movie "If You Are the One", when the user sees Ge You took out his mobile phone and sent a text message. At this time, the video interface pops up the related information prompt (ie, the advertisement index information) about the mobile phone. The advertisement index information may be the model description of the mobile phone or the contact information of the store where the mobile phone is purchased. The digital television advertisement display system according to the embodiment of the invention can realize the invisible implant advertisement, and under the guidance of the emotional premise, the viewer or the user can be brought into the role, and the advertisement information can be acquired interactively, thereby stimulating the user's interest, which can be easily Accept associated ads. Therefore, the present invention can solve the problem of actively implanting advertisements, forcing the negative rejection, negative and other psychological problems brought by the audience, and greatly improving the user experience. DRAWINGS

 In order to more clearly illustrate the technical solutions of the embodiments of the present invention, the drawings used in the embodiments will be briefly described below. It is obvious that the drawings in the following description are only some embodiments of the present invention. For ordinary technicians, other drawings can be obtained based on these drawings without paying for creative labor.

 1 is a structural diagram of a first embodiment of a digital television advertisement display system of the present invention;

 2 is a structural diagram of a second embodiment of a digital television advertisement display system of the present invention;

 3 is a structural diagram of a third embodiment of the digital television advertisement display system of the present invention;

 4 is a flow chart of a first embodiment of a digital television advertisement display method according to the present invention;

 5 is a flow chart of a second embodiment of a digital television advertisement display method according to the present invention;

 6 is a flow chart of a third embodiment of a digital television advertisement display method according to the present invention;

 7 is a schematic diagram of a display mode setting interface according to the present invention;

 8 is a schematic diagram of an interface for displaying advertisement index information on a television screen when the display mode is automatically associated;

 9 is a schematic diagram of an interface for displaying prompt information on a television screen when the display mode of the present invention is manually associated;

 Figure 10 is an interface diagram showing the details of the advertisement on the TV screen when the user views the advertisement details;

 11 is a structural diagram of an advertisement service front end according to an embodiment of the present invention;

FIG. 12 is a structural diagram of a digital television receiving terminal according to an embodiment of the present invention. detailed description

 The embodiment of the invention provides a digital television advertisement display system, which overcomes the defects in the prior art and can realize the advertisement according to the specific plot of the plot.

 The best mode for carrying out the invention will be described in detail below with reference to the accompanying drawings.

 Referring to FIG. 1, the figure is a structural diagram of a first embodiment of a digital television advertisement display system of the present invention.

 The digital television advertisement display system of the first embodiment of the present invention includes:

 The storage unit 12 is configured to store advertisement index information, advertisement detailed information, and a mapping relationship between the advertisement index information and the advertisement detailed information of the advertisement associated with the digital television program;

 The receiving unit 14 is configured to receive a control signal sent by the user;

 The receiving unit 14 may specifically be a receiving unit that receives a control signal of the television remote controller. Set the specific control signal function corresponding to a button on the TV remote control. For example, setting a red button on the TV remote controller to send a control signal button for confirming the reading of the advertisement index information and the advertisement detailed information, setting the left and right keys on the TV remote controller to display the left and right pages of the advertisement detailed information for the display unit. key.

 The reading unit 15 is configured to determine whether the currently played digital television program has advertisement index information of an associated advertisement, and if yes, acquire the advertisement index information in the storage unit 12, and send the advertisement index information to the display unit 16, and After the control signal received by the receiving unit 14 is a signal for displaying the advertisement details, the advertisement detailed information in the storage unit 12 is read according to the mapping relationship between the advertisement index information and the advertisement detailed information, and sent to the Display unit 16;

 The display unit 16 is configured to display the advertisement index information after acquiring the advertisement index information sent by the reading unit 15, and display the information after acquiring the advertisement detailed information sent by the reading unit 15 Ad details.

 The display unit 16 may display the advertisement index information and the advertisement detailed information through a dialog box located above the video layer of the digital television, and may also display the advertisement index information and the advertisement detailed information through other interface presentation forms, and Various variations of the interface presentation form based on the present invention are within the scope of this patent.

 In order not to prevent the user from watching the television program, the display unit 16 may display the advertisement index information through a semi-transparent dialog located at the corner of the display screen of the display device (e.g., a television).

Due to the digital television advertisement display system according to the first embodiment of the present invention, when the digital television is played to When the advertisement is associated with a specific scenario, the receiving unit 14 receives the control signal sent by the user; the reading unit acquires the advertisement index information in the storage unit 12, sends the information to the display unit 16, and receives at the receiving unit 15 After the received control signal is a signal for displaying the advertisement details, the advertisement detailed information is read and transmitted to the display unit 16 according to the mapping relationship between the advertisement index information and the advertisement detailed information.

 The digital television advertisement display system according to the first embodiment of the present invention can realize that when a user watches a program (including a VOD or a live television broadcast), the related information related to the movie plot or the character in the program is seen - the advertisement index information and the advertisement details are detailed. information.

 Referring to FIG. 2, the figure is a structural diagram of a second embodiment of a digital television advertisement display system of the present invention.

 The second embodiment of the digital television advertisement display system of the present invention differs from the first embodiment in that it further includes a display mode setting unit 11.

 The digital television advertisement display system of the first embodiment of the present invention specifically includes: a display mode setting unit

11. Memory unit 12, receiving unit 14, reading unit 15 and display unit 16.

 The display mode setting unit 11 is configured to set an advertisement display manner associated with the digital television program, and store the display manner.

 The display manner may include two types of display modes: automatic association and manual association. Referring to FIG. 5, the display mode setting interface is schematic. In this embodiment, the user can set the display mode to close the association, that is, the related advertisement information is not displayed, except that the automatic association and the manual association display modes can be set. .

 The storage unit 12 is configured to store advertisement index information, advertisement detailed information, and a mapping relationship between the advertisement index information and the advertisement detailed information of the advertisement associated with the digital television program.

 The receiving unit 14 is configured to receive a control signal sent by the user.

 The receiving unit 14 may specifically be a receiving unit that receives a control signal of the television remote controller. Set the specific control signal function corresponding to a button on the TV remote control. For example, setting a red button on the TV remote controller to send a control signal button for confirming the reading of the advertisement index information and the advertisement detailed information, setting the left and right keys on the TV remote controller to display the left and right pages of the advertisement detailed information for the display unit. key.

The reading unit 15 is configured to determine whether the currently played digital television program has the advertisement index information of the associated advertisement, and if yes, obtain the advertisement index information in the storage unit 12 according to the display manner, and send the information to the Display unit 16, and control signals received at the receiving unit 14 After the signal of the advertisement details is displayed, the advertisement detailed information in the storage unit 12 is read and sent to the display unit 16 according to the mapping relationship between the advertisement index information and the advertisement detailed information in the storage unit 12.

 The display unit 16 is configured to display the advertisement index information in the storage unit 12 after acquiring the advertisement index information sent by the reading unit 15, and obtain the advertisement detailed information sent by the reading unit 15 The ad details are displayed afterwards.

 The display unit 16 may display the advertisement index information and the advertisement detailed information through a dialog box located above the video layer of the digital television, and may also display the advertisement index information and the advertisement detailed information through other interface presentation forms, and Various variations of the interface presentation form based on the present invention are within the scope of this patent.

 In order not to prevent the user from watching the television program, the display unit 16 may display the advertisement index information through a semi-transparent dialog located at the corner of the display screen of the display device (e.g., a television).

 When the display mode is automatic association, the reading unit 15 determines whether the currently played digital television program has associated advertisement index information, and if so, acquires an advertisement index associated with the current digital television in the storage unit 12. Information is sent to the display unit 16. The display unit 16 displays the advertisement index information after obtaining the advertisement index information. Referring to FIG. 6, the figure is a schematic diagram of the interface of the TV screen when the display mode of the present invention is automatically associated. After the user presses the "View Details" button, an interface for displaying the detailed information of the advertisement as shown in FIG. 8 is displayed.

 Specifically, the method for determining whether the currently played digital television program has the advertisement index information of the associated advertisement may be determined by time, that is, according to the playing time of the current program, whether there is an associated advertisement and an advertisement during the playing time. Index information.

 When the display mode is manual association, the reading unit 15 determines whether the currently played digital television program has associated advertisement index information, and if so, according to the control signal received by the receiving unit 14 as a display advertisement index. After the signal of the information, the advertisement index information associated with the current digital television in the storage unit 12 is obtained and sent to the display unit 16. The display unit 16 displays the advertisement index information after obtaining the advertisement index information.

The digital television advertisement display system of the embodiment of the present invention may further include a prompting unit (not shown) for manually displaying the display mode, and before the displaying unit displays the advertisement index information, the reading The unit determines the advertisement index information of the associated advertisement of the currently played digital television program And issuing an instruction to display the prompt information to the display unit; the display unit 16 displays the prompt information according to the instruction for displaying the prompt information.

 The prompt information is used to prompt the user to view the related advertisement, and the prompt information may be a blinking cursor or a pattern, and may also be prompted by the text information displayed in the corner of the video program, and various interface representation manners based on the prompt information of the present invention. The modifications are all within the scope of this patent. Referring to FIG. 7, FIG. 7 is a schematic diagram of an interface for displaying prompt information on a television screen when the display mode is manually associated. When the user presses the red button, the advertisement index information shown in FIG. 6 is displayed, and the user presses again. After the "View Details" button, an interface for displaying the advertisement details as shown in FIG. 8 is displayed.

 The digital television advertisement display system of the embodiment of the present invention may further include a first timer for starting timing when the display unit 16 displays the start prompt information; when the first timer timing reaches the first predetermined value, the The receiving unit 14 does not receive the control signal for displaying the advertisement index information, and issues an instruction to the display unit 16 to exit the display of the prompt information, and the display unit 16 exits the display of the prompt information after receiving the instruction to exit the display of the prompt information. The first predetermined value can be set to 5 seconds or 10 seconds, and the specific value can be set as needed. In this embodiment, after the prompt information disappears, if the receiving unit 14 receives the control signal for displaying the advertisement index information, the display unit 16 can still display the interface of the advertisement index information.

 The digital television advertisement display system of the embodiment of the present invention may further include a second timer for starting timing when the display unit 16 displays the advertisement index; and when the second timer timing reaches the second predetermined value, the receiving unit 14 The control signal for displaying the advertisement detailed information is not received, and an instruction to exit the display of the advertisement index information is issued to the display unit 16, and the display unit 16 exits the display of the advertisement index information after receiving the instruction to quit the display of the advertisement index information. The second predetermined value can be set to 15 seconds or 20 seconds, and can be set as needed.

 In the digital television advertisement display system according to the second embodiment of the present invention, the digital television advertisement display system may not include the display mode setting unit 11. Then, when the advertisement index information is displayed, the default may be the automatic association mode or the manual association. The way to display.

According to the digital television advertisement display system of the second embodiment of the present invention, the display mode setting unit 11 sets the display manner of the advertisement associated with the digital television program, and stores the display mode; when the digital television is played to be associated with the advertisement In a specific case, the receiving unit 14 receives the control signal sent by the user, and the reading list acquires the advertisement index information in the storage unit 12 according to the display manner. Sending to the display unit 16, and after the control signal received by the receiving unit 15 is a signal for displaying advertisement details, according to the mapping relationship between the advertisement index information and the advertisement detailed information, the advertisement detailed information is read and sent to The display unit 16 is displayed.

 The digital television advertisement display system according to the second embodiment of the present invention can realize that when a user watches a program (including a VOD or a live television broadcast), the related information related to the movie plot or the character in the program is seen—the advertisement index information and the advertisement details. information.

 For example: The user is watching a movie "If You Are the One", when the user sees Ge You take out the mobile phone to send a text message, then the video interface pops up the relevant information prompt (ie the advertising index) about the mobile phone. The advertisement index information can be either a model description of the mobile phone or an enterprise contact method for purchasing the mobile phone. The digital television advertisement display system according to the embodiment of the present invention can realize the invisible implant advertisement, and bring the audience or the user into the role under the guidance of the emotional premise, thereby inspiring the interest and easily accepting the associated advertisement. Therefore, the present invention can solve the problem of actively implanting advertisements, forcing viewers to accept negative rejection, negative and other psychological problems.

 Referring to FIG. 3, the figure is a structural diagram of a third embodiment of a digital television advertisement display system of the present invention.

 The third embodiment of the present invention differs from the first and second embodiments in that the system further includes an exit unit 17.

 The digital television advertisement display system according to the second embodiment of the present invention further includes an exit unit 17 configured to close the advertisement index information of the display unit 16 when the control signal received by the receiving unit 15 is a signal for exiting the advertisement display. Or the display of the details of the ad. The exit unit 17 allows the user to voluntarily withdraw from viewing the advertisement index information or the detailed information of the advertisement, further increasing the user experience.

 The embodiment of the invention further provides a digital television receiving terminal, which overcomes the defects in the prior art and can realize the advertisement according to the specific plot of the plot.

 The digital television receiving terminal of the embodiment of the present invention may specifically include the digital television advertisement display system of the foregoing embodiment.

 The digital television advertisement display system included in the digital television receiving terminal may be the digital television advertisement display system described in any of the preceding embodiments.

 The present invention also provides a digital television advertisement display method, which overcomes the deficiencies in the prior art and enables an advertisement to be played according to a specific plot of the scenario.

 Referring to FIG. 4, the figure is a flowchart of a first embodiment of a digital television advertisement display method according to the present invention.

The digital television advertisement display method of the first embodiment of the present invention includes the following steps: S200. Pre-store the advertisement index information, the advertisement detailed information, and the mapping relationship between the advertisement index information and the advertisement detailed information of the advertisement associated with the digital television program;

 S300. Determine, according to whether the currently played digital television program has advertisement index information of an associated advertisement, if yes, obtain the advertisement index information, and display the information;

 S400. If the control signal is a signal for displaying the advertisement details, the advertisement detailed information is obtained and displayed according to the mapping relationship between the advertisement index information and the advertisement detailed information.

 The digital television advertisement display method according to the first embodiment of the present invention, when the digital television broadcasts to a specific scenario of the advertisement of the Guanglian advertisement, when the reception control signal is a signal for displaying the advertisement details, according to the mapping relationship between the advertisement index information and the advertisement detailed information , get the ad details, and display them. In this way, when the user watches the program (including VOD or live TV), he can see the related information related to the movie plot or role in the program - the advertisement index information and the advertisement details.

 Referring to FIG. 5, the figure is a flowchart of a second embodiment of a digital television advertisement display method according to the present invention.

 A method for displaying an advertisement of a digital television on-demand/live broadcast according to a second embodiment of the present invention includes the following steps:

S100. Set a display manner of an advertisement associated with the digital television program, and store the display manner. S200. Store, in advance, advertisement index information, advertisement detailed information, and advertisement index information of the advertisement associated with the digital television program. Mapping of ad details;

 S300. Determine, according to the display manner, the advertisement index information of the advertisement that is currently associated with the digital television program that is currently played, and display the advertisement index information according to the display manner;

 S400. If the control signal is a signal for displaying the advertisement details, the advertisement detailed information is obtained and displayed according to the mapping relationship between the advertisement index information and the advertisement detailed information.

 The above step S200 can be performed before or after step S100 without affecting the implementation of the present invention.

 The digital television advertisement display method according to the second embodiment of the present invention sets the display manner of the advertisement associated with the digital television program; when the digital television broadcasts to the specific scenario of the Guanglian advertisement, when the control signal is received, the signal indicating the advertisement details is displayed. According to the mapping relationship between the advertisement index information and the advertisement detailed information, the advertisement detailed information is obtained and displayed. In this way, when the user watches the program (including VOD or live TV), he can see the related information related to the movie plot or role in the program - the advertisement index information and the advertisement details.

The digital television advertisement display method according to the embodiment of the present invention can realize the invisible implant advertisement in the emotion Guided by the premise, the audience or the user is brought into the role, which stimulates the interest and easily accepts the associated advertisement. Therefore, the present invention can solve the problem of actively implanting advertisements, forcing viewers to accept negative rejection, negative and other psychological problems.

 Referring to FIG. 6, the figure is a flowchart of a third embodiment of a digital television advertisement display method according to the present invention.

 The digital television advertisement display method of the third embodiment of the present invention may specifically include the following steps:

S100. Set a display manner of an advertisement associated with the digital television program, and store the display manner.

S200. Pre-store the advertisement index information, the advertisement detailed information, and the mapping relationship between the advertisement index information and the advertisement detailed information of the advertisement associated with the digital television program;

 S300. Determine, according to the display manner, the advertisement index information of the advertisement that is currently associated with the digital television program that is currently played, and display the advertisement index information according to the display manner;

 S400. The control signal is a signal for displaying the advertisement details, and the advertisement detailed information is obtained according to the mapping relationship between the advertisement index information and the advertisement detailed information, and displayed.

 S500. When receiving the control signal for exiting the advertisement display, the advertisement index information or the advertisement detailed information is closed.

 Step S500 may be performed at any position after step S300, and may control to close the advertisement index information or the advertisement detailed information as long as the user receives the control signal to exit the advertisement display.

 The above step S200 can be performed before or after step S100 without affecting the implementation of the present invention.

 The display modes involved in the method of the present invention include automatic association and manual association.

 When the display mode is automatic association, the step of determining whether the currently played digital television program has associated advertisement index information may specifically be:

 Determining whether the currently played digital television program has advertisement index information of the associated advertisement; if yes, acquiring advertisement index information of the advertisement associated with the current digital television, and performing display; when the display mode is manual association, the determining The step of whether the currently played digital television program has associated advertisement index information specifically includes the steps of:

 Determining whether the currently played digital television program has advertisement index information of the associated advertisement; if yes, displaying the prompt information;

If the received control signal is a signal for displaying the advertisement index information, then acquiring the current digital television The ad index information for the associated ad.

 The method of the present invention can be applied to the system in any of the foregoing embodiments, and the specific working principle will not be described in detail herein.

 The invention also provides an advertising service front end and a digital television receiving terminal, which can be connected through a digital electrical two-way interactive network, an Internet, a mobile communication network, a WIFI wireless communication network or a 3G communication network. The cooperation between the two can overcome the shortcomings in the prior art, and can realize the specific playing of the advertisement according to the plot.

 Referring to FIG. 9, the figure is a structural diagram of the front end of the advertisement service according to the first embodiment of the present invention.

 The advertisement service front end of the embodiment of the present invention includes a storage unit 101 and a data transmission unit 102. The storage unit 101 is configured to store advertisement index information, advertisement detailed information, and a mapping relationship between the advertisement index information and the advertisement detailed information of the advertisement associated with the digital television program;

 The data transmission unit 102 is configured to receive an instruction for acquiring the advertisement index information of the digital television receiving terminal, obtain corresponding advertisement index information from the storage unit 101, and return the information to the digital television receiving terminal; and receive the digital television receiving terminal. The instruction of the advertisement detailed information acquires the corresponding advertisement detailed information from the advertisement service front end storage unit 101 according to the mapping relationship between the advertisement index information and the advertisement detailed information, and returns to the digital television receiving terminal.

 Referring to FIG. 10, the figure is a structural diagram of a digital television receiving terminal according to a first embodiment of the present invention. The digital television receiving terminal of the embodiment of the present invention can be used in conjunction with the foregoing advertising service front end. The digital television receiving terminal according to the first embodiment of the present invention may specifically include a display mode setting unit 111, a receiving unit 112, a reading unit 113, and a display unit 114.

 a display mode setting unit 111, configured to set a display manner of an advertisement associated with the digital television program, and store the display manner;

 The receiving unit 112 is configured to receive a control signal sent by a user.

 The end reading unit 113 is configured to send an instruction for acquiring advertisement index information to the advertisement service front end according to the display manner, acquire the advertisement index information, and send the information to the display unit 114; and receive the received information at the receiving unit 112. After the control signal is a signal for displaying the advertisement details, the instruction for obtaining the advertisement detailed information is sent to the front end of the advertisement service, and the advertisement detailed information is obtained and sent to the end display unit 114;

The display unit 114 is configured to display the advertisement index information sent by the reading unit 113 The advertisement index information is displayed, and the advertisement detailed information is displayed after the advertisement detailed information sent by the reading unit 113 is acquired.

 The display mode includes two types of display modes: automatic association and manual association; when the display mode is automatic association, the reading unit determines whether the currently played digital television program has associated advertisement index information, and if so, obtains The advertisement index information associated with the current digital television in the storage unit is sent to the display unit;

 When the display mode is manual association, the reading unit determines whether the currently played digital television program has advertisement index information of an associated advertisement, and if yes, displays a control index according to the control signal received by the receiving unit. After the signal of the information, the advertisement index information associated with the current digital television in the storage unit is obtained and sent to the display unit. The digital television receiving terminal further includes a prompting unit, configured to display the advertisement index information on the display unit. Before the reading unit determines the advertisement index information of the advertisement corresponding to the currently played digital television program, an instruction to display the prompt information is sent to the display unit; and the display unit displays the prompt after receiving the instruction for displaying the prompt information. information.

 The digital television receiving terminal of the embodiment of the present invention further includes a prompting unit, configured to: when the display mode is manual association, before the displaying unit displays the advertisement index information, the reading unit determines that the currently played digital television program has When the advertisement index information of the associated advertisement is used, an instruction to display the prompt information is sent to the display unit; and the display unit displays the prompt information according to the instruction to display the prompt information.

 The prompt information is used to prompt the user to view the related advertisement, and the prompt information may be a blinking cursor or a pattern, and may also be prompted by the text information displayed in the corner of the video program, and various interface representation manners based on the prompt information of the present invention. The modifications are all within the scope of this patent. Referring to FIG. 7, the TV screen displays the interface diagram of the prompt information. After the user presses the red button, the advertisement index information shown in FIG. 6 is displayed, and after the user presses the “View Details” button, the display shown in FIG. 8 is displayed. The interface for the ad details.

The digital television receiving terminal of the embodiment of the present invention may further include a first timer, configured to start timing when the display unit 16 displays the start prompt information; when the first timer reaches the first predetermined value, the receiving The unit 14 does not receive the control signal for displaying the advertisement index information, and issues an instruction to the display unit 16 to exit the display of the prompt information. The display unit 16 receives the instruction to exit the display of the prompt information and then exits the display of the prompt information. The first predetermined value can be set to 5 seconds or 10 seconds, and the specific value can be Make settings as needed. In this embodiment, after the prompt information disappears, if the receiving unit 14 receives the control signal for displaying the advertisement index information, the display unit 16 can still display the interface of the advertisement index information.

 The digital television receiving terminal of the embodiment of the present invention may further include a second timer for starting timing when the display unit 16 displays the advertisement index; when the second timer timing reaches the second predetermined value, the receiving unit 14 does not receive To the control signal for displaying the advertisement detailed information, an instruction to exit the display of the advertisement index information is issued to the display unit 16, and the display unit 16 exits the display of the advertisement index information after receiving the instruction to quit the display of the advertisement index information. The second predetermined value can be set to 15 seconds or 20 seconds, which can be set as needed.

 The digital television receiving terminal of the embodiment of the present invention may further include an exit unit, configured to close the advertisement index of the display unit or the detailed information of the advertisement when the control signal received by the receiving unit is a signal for exiting the advertisement display. Display.

The above description is only a preferred embodiment of the digital television advertisement display system, method, advertisement service front end and digital television receiving terminal of the present invention. It should be noted that those skilled in the art can not deviate from the principle of the present invention. A number of improvements and retouchings may also be made, and such improvements and modifications should also be considered as protection of the present invention.

Claims

Rights request

 A digital television advertisement display system, wherein the system comprises:

 a storage unit, configured to store advertisement index information, advertisement detailed information, and a mapping relationship between the advertisement index information and the advertisement detailed information of the advertisement associated with the digital television program;

 a receiving unit, configured to receive a control signal sent by a user;

 a reading unit, configured to acquire advertisement index information of an advertisement associated with the currently played digital television program in the storage unit, and send the information to the display unit, and the control signal received at the receiving unit is a signal for displaying advertisement details After that, according to the mapping relationship between the advertisement index information and the advertisement detailed information, the advertisement detailed information in the storage unit is read and sent to the display unit;

 The display unit is configured to display the advertisement index information after acquiring the advertisement index information sent by the reading unit, and display the advertisement detailed information after acquiring the advertisement detailed information sent by the reading unit .

 2. The system according to claim 1, further comprising a display mode setting unit configured to set a display mode of the advertisement associated with the digital television program, and store the display mode; The display mode obtains the advertisement index information.

 3. The system according to claim 2, wherein the display mode comprises automatic association and manual association;

 When the display mode is automatic association, the reading unit is specifically configured to: determine whether the currently played digital television program has associated advertisement index information, and if so, obtain the storage unit that is associated with the current digital television. Advertising index information of the advertisement is sent to the display unit;

 When the display mode is manual association, the reading unit is specifically configured to: determine whether the currently played digital television program has an advertisement index information of an associated advertisement, and if yes, according to the control signal received by the receiving unit After the signal of the advertisement index information is displayed, the advertisement index information associated with the current digital television in the storage unit is acquired and sent to the display unit; the system further includes a prompting unit, configured to display an advertisement index on the display unit. Before the information, the reading unit determines an advertisement index information of the advertisement associated with the currently played digital television program, and sends an instruction to display the prompt information to the display unit; the display unit displays the instruction to display the prompt information Prompt message.

4. The system according to claim 3, wherein the system includes a first timer for starting timing when the display unit displays prompt information; if the first timer reaches the first time When the receiving unit does not receive the control signal for displaying the advertisement index information, the receiving unit sends an instruction to exit the display of the prompt information to the display unit, and the display unit exits the display prompt information after receiving the instruction to exit the display of the prompt information. .

 5. The system according to claim 1, wherein the system includes a second timer for starting timing when the display unit displays an advertisement index; if the second timer reaches a second schedule When the value is not received, the receiving unit does not receive the control signal for displaying the detailed information of the advertisement, and then sends an instruction to the display unit to exit the display of the advertisement index information, and the display unit receives the instruction to exit the display of the advertisement index information and then exits the display advertisement. Index information.

 The system according to any one of claims 1 to 5, wherein the system further comprises:

 And an exiting unit, configured to close the display of the advertisement index information or the advertisement detailed information of the display unit when the control signal received by the receiving unit is a signal for exiting the advertisement display.

 A digital television advertisement display method, characterized in that the method comprises:

 Pre-storing the advertisement index information, the advertisement detailed information of the advertisement associated with the digital television program, and the mapping relationship between the advertisement index information and the advertisement detailed information;

 Receiving the control signal sent by the user, acquiring advertisement index information of the advertisement associated with the currently played digital television program, and displaying the same;

 When the control signal is received as a signal for displaying the advertisement details, the advertisement detailed information is obtained and displayed based on the mapping relationship between the advertisement index information and the advertisement detailed information.

 The method according to claim 7, wherein the method further comprises the steps of: setting a display manner of an advertisement associated with the digital television program, storing the display manner; and acquiring the advertisement index information The step is specifically to obtain the advertisement index information according to the display manner.

 9. The method according to claim 8, wherein the display mode comprises automatic association and manual association;

 When the display mode is the automatic association, the obtaining the advertisement index information of the advertisement associated with the currently played digital television program specifically includes:

Determining whether the currently played digital television program has the advertisement index information of the associated advertisement; if yes, acquiring the advertisement index information of the advertisement associated with the current digital television for display; when the display mode is manual association, The acquisition is related to the currently playing digital TV program The advertisement index information of the associated advertisement specifically includes:

 Determining whether the currently played digital television program has advertisement index information of the associated advertisement; if yes, displaying the prompt information;

 If the received control signal is a signal for displaying the advertisement index information, the advertisement index information of the advertisement associated with the current digital television is acquired and displayed.

 10. The method according to claim 9, further comprising:

 The timing is started when the prompt information is displayed; if the control signal for displaying the advertisement index information is not received when the first predetermined value is reached, the display prompt information is exited.

 The method according to claim 7, further comprising:

 The timing is started when the advertisement index is displayed; if the control signal for displaying the advertisement detailed information is not received when the second predetermined value is reached, the display of the advertisement index information is exited.

 The method according to any one of claims 7 to 11, wherein the method further comprises:

 When the received control signal is a signal to exit the advertisement display, the display of the advertisement index or the detailed information of the advertisement is turned off.

 A digital television receiving terminal, comprising the digital television advertisement display system according to any one of claims 1-6.

 14. An advertising service front end, comprising:

 a storage unit, configured to store the advertisement index information, the advertisement detailed information, and the mapping relationship between the advertisement index information and the advertisement detailed information of the advertisement associated with the digital television program;

 a data transmission unit, configured to receive an instruction for acquiring the advertisement index information of the digital television receiving terminal, obtain corresponding advertisement index information from the storage unit, and return the digital advertisement receiving terminal; and receive the advertisement advertisement of the digital television receiving terminal in detail The instruction of the information obtains the corresponding advertisement detailed information from the storage unit according to the mapping relationship between the advertisement index information and the advertisement detailed information, and returns the information to the digital television receiving terminal.

 15. A digital television receiving terminal, comprising:

 a receiving unit, configured to receive a control signal sent by a user;

a reading unit, configured to send an instruction for obtaining advertisement index information to an advertisement service front end, obtain advertisement index information of an advertisement associated with the currently played digital television program, and send the information to the display unit; After the control signal received by the receiving unit is a signal for displaying the advertisement details, an instruction for obtaining the advertisement detailed information is sent to the advertisement service front end, and the advertisement detailed information is obtained and sent to the display unit; the display unit is configured to And obtaining the advertisement index information after acquiring the advertisement index information sent by the reading unit, and displaying the advertisement detailed information after acquiring the advertisement detailed information sent by the reading unit.

 The terminal according to claim 15, wherein the digital television receiving terminal further comprises: a display mode setting unit, configured to set a display manner of the advertisement associated with the digital television program, and store the display mode; The reading unit acquires the advertisement index information according to the display manner.

 The terminal according to claim 16, wherein the display mode comprises automatic association and manual association;

 When the display mode is automatic association, the reading unit is specifically configured to: determine whether the currently played digital television program has associated advertisement index information, and if so, obtain the storage unit that is associated with the current digital television. Advertising index information of the advertisement is sent to the display unit;

 When the display mode is manual association, the reading unit is specifically configured to: determine whether the currently played digital television program has an advertisement index information of an associated advertisement, and if yes, according to the control signal received by the receiving unit After the signal of the advertisement index information is displayed, the advertisement index information associated with the current digital television in the storage unit is acquired and sent to the display unit; the digital television receiving terminal further includes a prompting unit, configured to be in the display unit Before the advertisement index information is displayed, when the reading unit determines the advertisement index information of the advertisement of the currently played digital television program, the instruction unit displays an instruction for displaying the prompt information; and the display unit receives the display prompt information. A message is displayed after the command.