TWI542209B - Interactive TV intelligent advertising system and its - Google Patents

Description

Interactive television intelligent advertising system and method thereof

The invention relates to a smart advertisement system and a method thereof applied to an interactive television, in particular to an advertisement system and a method thereof for analyzing a special rule or style of advertisement content through text recognition to improve a user experience.

At present, the advertising of interactive TV is mostly carried out in a one-way manner, that is, the operator unilaterally sets the content, time, and designated object from the head end, and then puts the advertisement on the screen of the viewing user, the user can only read After interpreting the content of the advertisement, the content of the advertisement content is converted and the follow-up activities are performed; for example, the user sees an advertisement of the product that is of interest to the user, and the user can interpret the sales service information of the item of interest, which may be a customer service call. It is the information of other sales service pipelines, and the user memorizes the sales service pipeline information selected by him or her, and conducts further sales consultation or purchase activities.

The above-mentioned interactive TV advertisement push mode (Push Mode) obviously lacks the interaction between the advertisement and the viewing user, and does not consider the user's preference for the advertisement category. Therefore, the prior art proposes that the user actively selects the advertisement to be placed. The interactive device (patent number M379946) or the customized advertising message supply device (patent number M313391) is used to improve the effectiveness of advertising by Pull Mode.

However, the above method only solves the problem of reducing the advertisement of the advertisement that the user is not interested in. In fact, the similar effect can be achieved by the user to choose. The analysis of the user's past behavioral activity data, such as the apparatus and method proposed by I310163 and 201017567, is to use the history of the behavior or other analyzable data to infer user preferences and increase the probability that the advertisement is in line with the user's interest. In addition, the keyword information in the supplementary advertisement can be used. For example, the US patent US7720828B2 first analyzes and identifies the keywords in the advertisement, and then uses the search engine and the knowledge database to search the keyword results, supplements and replaces the keywords in the original advertisement, and enriches the keywords. Advertising information to increase the appeal of advertising content to users. Such prior art methods can deliver advertising content that may be of interest to the user, but do not consider how to increase the user's willingness to make subsequent purchases.

A similar concept is mentioned in the following prior patents: U.S. Patent Nos. 2,010,161, 420 A1, and 2,0,0,0,0,0,0,0 00, A1; the former discloses an advertisement placement device. When the user is interested in the advertisement content, the user can be contacted and sent back to the head end. After that, the advertising content provider contacts the user to conduct the product consultation or the follow-up sales purchase process, but the above process cannot ensure the follow-up time of the subsequent sales service, and the user's purchase intention and the advertisement effect are still hindered, and the user inputs Personal contact information also has personal data security considerations and is not a sound solution. In addition, the latter discloses an integrated audio, graphic image recognition and VoIP (Voice over Internet Protocol) device and technology. When an advertisement is delivered to a user, the user issues a voice command, and the device recognizes and triggers the activation of the current picture. And using the graphic image recognition technology to determine the phone number displayed in the advertisement, start the corresponding VoIP call procedure; or use the graphic image recognition technology to identify the Internet Webpage Address displayed in the advertisement, and then The video stream of the specified web address (Video Stream) is obtained through the Internet Protocol and displayed on the user screen. However, the above method can only be applied to traditional image advertisements in which advertisements are injected from the head end source, and relies on graphics that are not as accurate as text recognition. Image recognition technology, on the other hand, for the follow-up sales service, only use the disclosure device to make VoIP calls, can not extend to the general telecommunication network, integrate the general household or mobile phone devices owned by the users; External Internet sales resources can only view video images related to advertisements, and cannot directly receive sales services, conduct product consultations or order purchase activities, and there is still a lack of willingness to increase users' willingness to follow-up purchases.

It can be seen that there are still many shortcomings in the above-mentioned methods of use, which are not good designs and need to be improved.

The object of the present invention is to provide a system and method for automatically identifying and converting the sales service access information contained in the advertisement message, and selecting and automatically receiving the subsequent sales purchase service according to the user's intention.

A second object of the present invention is to provide an interactive television advertisement system and method that can reduce the degree of intervention required by the marketing personnel to set marketing advertisement information and the required system knowledge threshold.

A further object of the present invention is to provide a metadata which automatically captures and analyzes the text information of the matching advertisement content and converts it into a subsequent sales purchase service, so as to speed up the sales service access speed and improve the use. The system and method of consumer willingness to improve the effectiveness of interactive TV advertising.

A further object of the present invention is to provide a system and method for generating and storing an interactive television service page path and a system path conversion rule, and according to the obtained path conversion correspondence, to speed up the access speed of the advertisement subsequent purchase purchase service.

For the above purposes, the present invention provides an interactive television intelligent advertising system. The interactive TV smart advertising system includes: a path rule database, a message analysis and analysis module, a message comparison and conversion module, and an advertisement message module. The path rule database provides a path conversion rule, and the path conversion rule defines a page path rule of an interactive television service page. The message profiling and analysis module receives an interactive TV advertisement message from the outside and extracts an interactive TV service path information by text recognition. The message comparison and conversion module is a connection message parsing and analysis module and a path rule database, and the message comparison and conversion module compares the path conversion rule with the interactive TV service path information to provide a comparison result. The advertisement message module is a connection message comparison and conversion module, and the advertisement message module is based on the comparison result to match the interactive television advertisement message to one of the service pages corresponding to the path in the interactive television service page.

To achieve the above purpose, the present invention further provides an interactive television smart advertising operating system, and the interactive television smart advertising operating system comprises the aforementioned interactive television intelligent advertising system and a set-top box. The set-top box is used for communication with the interactive TV smart advertising system, and the set-top box further receives an external operation command to interact with the content of the service page.

In order to achieve the above purpose, the present invention further provides a smart advertisement method suitable for interactive television, which is applied to a smart advertisement system, and the method comprises the following steps: First, receiving an interactive television advertisement message from the outside, and identifying by text. Take an interactive TV service path information. Then, the interactive television advertisement message is compared with a path conversion rule to provide a comparison result, and the path conversion rule defines a page path rule of an interactive television service page. Finally, based on the comparison result, the interactive television advertisement message is matched to one of the service pages corresponding to the path in the interactive television service page.

In summary, the foregoing system and method can automatically match the advertisement message to the service page of the path corresponding to the interactive TV service page, so as to provide a more convenient purchase for the user. service.

1‧‧‧Interactive TV Smart Advertising System

11‧‧‧Path rule generation module

111‧‧‧Source of path structure data

12‧‧‧Path Rules Database

13‧‧‧Information Analysis and Analysis Module

131‧‧‧Advertising messages

14‧‧‧Message Comparison and Conversion Module

15‧‧‧Advertising Message Module

2‧‧‧Interactive TV Smart Advertising Operating System

21‧‧‧Interactive TV Network

22‧‧‧Machine box

23‧‧‧Phone Dialing Server

24‧‧‧Interactive TV Intermediary Service Server

25‧‧‧TV screen

26‧‧‧Telecom network

27‧‧‧Users

28‧‧‧Attachment

29‧‧‧Commodity sales call center

S101~S105‧‧‧Steps

FIG. 1 is a system architecture diagram of an interactive television smart advertisement system according to the present invention.

2 is a flow chart of a method for applying the smart advertisement method of the interactive television of the present invention.

Figure 3 is a system architecture diagram of the interactive television smart advertising operating system of the present invention.

Figure 4 is a schematic diagram of the advertisement message of the present invention.

The specific embodiments are described below to illustrate the embodiments of the invention, but are not intended to limit the scope of the invention.

Please refer to FIG. 1 , which is an interactive TV smart advertisement system according to the present invention. The interactive TV smart advertisement system 1 includes a path rule generation module 11 , a path rule database 12 , a message analysis and analysis module 13 , and a message. The comparison and conversion module 14 and the advertisement message module 15. The path rule generation module 11 analyzes the external path structure data source 111 to provide path conversion rules. The path rule database 12 is connected to the path rule generation module 11 described above to provide access to the path conversion rules. The aforementioned path conversion rules define page path rules for interactive television service pages. The message profiling and analysis module 13 further receives the interactive television advertisement message 131 from the outside to extract the interactive television service path information. The message comparison and conversion module 14 is connected to the message parsing and analysis module 13 and the path rule database 12, and compares the path conversion rules with the interactive television service path information, and provides comparison results. The advertisement message module 15 is a connection message comparison and conversion module 14, and the advertisement message module 15 is further based on the comparison result to match the interactive television advertisement message 131 to one of the service pages corresponding to the path in the interactive television service page.

The foregoing message parsing and analysis module 13 retrieves a telephone message from the interactive television advertisement message 131, and the telephone information is matched to one of the corresponding routes in the interactive television service page to provide the back-end dialing device access dialing. .

Please refer to FIG. 2, which is a flowchart of an interactive television smart advertising method according to the present invention. The aforementioned interactive television smart advertising method is applied to an interactive television smart advertising system. The method consists of the following steps:

S101: Analyze an external path structure data source to provide a path conversion rule.

S102: Receive an interactive television advertisement message from the outside, and use the text to identify the interactive television service path information.

S103: Comparing the interactive television advertisement message with the path conversion rule to provide a comparison result, and the path conversion rule defines a page path rule of the interactive television service page.

S104: Match the interactive television advertisement message to the service page of the corresponding path in the interactive television service page according to the comparison result.

S105: Capture phone information, and the phone information is matched to one of the corresponding paths in the interactive TV service page.

Please refer to FIG. 3, which is an interactive TV smart advertising operating system 2 of the present invention. The operating system is designed for interactive TV operating scenarios to provide intelligent advertising message conversion and fast access to advertising product purchase services. Please refer to FIG. 4, which is a schematic diagram of an advertisement message of the present invention.

The interactive television smart advertising operating system 2 includes the aforementioned interactive television smart advertising system 11 and a set-top box 22. The interactive TV smart advertising system 11 firstly recognizes and extracts key information contained in the text of the interactive TV commercial message 131, for example: mutual Mobile TV service path information, product sales customer service line number, etc., and through the analysis of text technology through specific grammar rules, to identify the content that helps speed up the purchase of goods. Wherein, if the content information is the interactive television service path information, the rules extracted by the path rule generation module 11 are compared with the file structure, the setting document or the database setting record of the self-interactive television service system, and It is converted into an interactive TV system path and attached to the original advertisement message 131 as metadata. If the customer service telephone number is sold for the product, it is directly attached to the original advertisement message 131 as metadata.

The advertisement message 131 is configured as an interactive television service page along with the additional quick access service information, and the interactive television service page is sent to the set-top box 22 via the advertisement message module 15. The set-top box 22 then displays the aforementioned interactive TV service page on the user's 27 television screen 25, and prompts the advertisement message 131 to have quick access service information, and can immediately receive subsequent purchases through a single button operation of the remote controller. service.

The user 27 who has seen the advertisement message 131 can use the remote controller to operate the set-top box 22 and select to jump directly to the item purchase service page corresponding to the promotion of the advertisement message 131. The set-top box 22 receives the information according to the path included in the advertisement message 131, and obtains the content of the product purchase service page from the interactive television intermediary service server 24 via the interactive television network 21, and then processes the package through the set-top box 22 and Presented on the television screen 25, the user 27 performs a subsequent merchandise purchase process.

In addition, the user 27 who sees the advertisement message 131 can also use the set-top box 22 to trigger the user-specified attachment telephone 28 to connect with the telephone of the merchandise sales telephone customer service center 29 of the promotional item 131, and then The set-top box 22 will refer to the customer service telephone number included in the page to receive the information, dial the server 23 through a telephone call, and trigger the user 27 to attach the telephone 28 to the product sales telephone service via the telecommunication network 26. Center 29, after connecting with customer service The follow-up merchandise purchase process.

The content of the parsing advertisement message 131 identifies non-text, non-numeric symbol characters, for example, filtering out general punctuation marks such as commas (,), semicolons (;), and periods (.), and then comparing whether the matches are in advance. A defined set of path delimited symbol characters, such as (>) or ( ), etc., then leave a set of qualified symbol characters. Next, it is determined whether the same symbol character is repeated within the fixed character distance after the recognized symbol character, and if so, the symbol character is used as the path separation character of the advertisement message 131. Then, the content segment of the advertisement message 131 is taken out from the first occurrence of the separated character to the fixed character distance until the last occurrence of the separated character and the fixed character distance.

The segment of the advertisement message extracted as described above uses the identified path to separate the character as a word-breaking point, and extracts a plurality of independent sets of text characters as path names of the product sales service or the purchase page, for example, the home page and the channel increase. Unsubscribe, single channel increase and retract, etc. And obtaining the page path hierarchy relationship represented by the advertisement message 131 according to the order relationship of the obtained character character set, for example, the content segment of the advertisement message 131 "Home page > Channel increase and resubscribe" Single channel increase and retract subscription" to separate words The element ">" is used as the word-breaking point, and according to the path hierarchy, the three page path names of "Home", "Channel Addition" and "Single Channel Addition" can be extracted in sequence.

After identifying the path name of the product sales service or the purchase page and its hierarchical relationship, the path rule database 12 is compared to convert the interactive TV service page path into a system path recognizable by the interactive television mediation server, for example: page path "Home" corresponds to the system path /iptv/main_page/

The page path "channel increment" corresponds to the system path channel_update/

The page path "single channel increase and retract" corresponds to the system path single_channel_update/

The hierarchical relationship and the page path are converted into an interactive television mediation server system path, and combined into a complete system path according to the hierarchical structure, and added to the advertisement message 131 as metadata. Then, the converted and added message is sent to the set-top box 22 by the advertisement message module 15, and then the set-top box outputs the interactive television service page with the advertisement message 131 to the user 27 television screen 25, and on the television. The screen 25 prompts the user 27 to go to the product purchase service page with a single button operation, and finally the user 27 selects the product purchase service page to proceed with the subsequent product purchase process.

The implementation of the foregoing call information is as follows: parsing the content of the advertisement message 131, comparing whether the message has the negligible non-numeric character, the consecutive adjacent digital characters are more than 7 characters in length, and meet the predefined number. A collection of character styles, such as (XX)XXXXXXX or XX-XXXXXXXX, where X is a numeric character fragment of any number. If there is a digital character segment that meets the conditions of the previous step, the segment is taken out, the area code identification symbol of the non-numeric character element, the separator symbol such as () or - is removed, and the remaining digital character segment is sold as a product customer service phone. Number 31.

The identified product sales customer service phone number is added to the original advertisement message 131 as metadata, and then the converted and added message is sent to the interactive interface module by the advertisement message module 15, and then the interactive interface module displays the advertisement message. 131 is displayed on the user's 27 television screen 25, and prompts the user 27 to make a single-button operation to dial the designated attached telephone 28 to connect with the product sales customer service center. If the user 27 selects automatic dialing, the set-top box 22 will notify The telephone dialing server transmits the call connection between the user 27 and the product sales customer service center through the telecommunication network 26, and allows the user 27 to perform the subsequent purchase process with the personnel of the product sales telephone customer service center 29 after the telephone call is connected. .

The invention provides a smart advertisement system designed for interactive television and The method, when compared with other conventional techniques, has the following advantages:

1. The present invention makes use of the characteristics of the sales access information implied by the advertising text content in the context of the interactive television, and uses the text recognition method disclosed in the present invention to extract the sales information more effectively and correctly. .

2. The scope of the sales purchase service of the present invention can be extended to the general telecommunication network through the telephone dialing server, so that the sales service can be accessed through the general home phone and the personal mobile phone device; The sales purchase service page, through the operation of the interactive interface, increases the information of the advertisements that the user 27 can access, and diversifies the purchase of the order pipeline.

3. The present invention is applicable to the general text advertisement message mode, and does not need to inject advertisements from the head end source, which reduces the time for image conversion and hardware device resource requirements, and also reduces the system setting of the marketing personnel when arranging the content of the advertisement message. Load, and reduce marketing staff to set technical thresholds for interactive TV advertising, while at the same time achieving effective advertising benefits.

The detailed description of the present invention is intended to be illustrative of a preferred embodiment of the invention, and is not intended to limit the scope of the invention. The patent scope of this case.

To sum up, this case is not only innovative in terms of technical thinking, but also has many of the above-mentioned functions that are not in the traditional methods of the past. It has fully complied with the statutory invention patent requirements of novelty and progressiveness, and applied for it according to law. Approved this invention patent application, in order to invent invention, to the sense of virtue.

1‧‧‧Interactive TV Smart Advertising System

11‧‧‧Path rule generation module

111‧‧‧Source of path structure data

12‧‧‧Path Rules Database

13‧‧‧Information Analysis and Analysis Module

131‧‧‧Advertising messages

14‧‧‧Message Comparison and Conversion Module

15‧‧‧Advertising Message Module

Claims (10)

An interactive television intelligent advertising system comprises: a path rule database, providing a path conversion rule, the path conversion rule is a page path rule for defining an interactive television service page; a message analysis and analysis module is received from the outside An interactive television advertisement message that extracts an interactive television service path information by text recognition; a message comparison and conversion module that connects the message analysis and analysis module and the path rule database, and the message comparison and conversion module will The path conversion rule is compared with the interactive TV service path information to provide a comparison result; and an advertisement message module is connected to the message comparison and conversion module, and the advertisement message module is further based on the comparison As a result, the interactive television advertisement message is matched to one of the service pages corresponding to the path in the interactive television service page. The system of claim 1, further comprising a path rule generation module, wherein the path rule generation module is connected to the path rule database, and the path rule generation module further analyzes the external path structure data source to provide The path conversion rule. The system of claim 1, wherein the message parsing and analysis module further captures a telephone message from the interactive television advertisement message, and the telephone information matches a dialing field corresponding to one of the paths in the interactive television service page. . An interactive television intelligent advertising operating system comprising: an interactive television smart advertising system as claimed in claim 1; and an on-board box connected to the interactive television smart advertising system, the set-top box further receiving the external An operational instruction to interact with the content of the service page. The system of claim 4, wherein the set-top box further configures the service page to perform a subscription job according to the operation instruction. The system of claim 4, wherein the interactive television smart advertisement system retrieves a telephone message from the mobile television advertisement message, the telephone information being matched to one of the corresponding directions in the interactive television service page. The system of claim 6, wherein the set-top box further accesses the telephone information according to the service page, and triggers an external telephone device to dial the telephone information. An interactive television smart advertising method is applied to an interactive television intelligent advertising system, comprising the steps of: receiving an interactive television advertising message from the outside, and extracting an interactive television service path information by using a text identification; A path conversion rule is compared to provide a comparison result, the path conversion rule is a page path rule defining an interactive television service page; and based on the comparison result, the interactive television advertisement message is matched to the interactive television One of the service pages in the service page. The method of claim 8 further analyzes the external path structure data source to provide the path conversion rule. According to the method of claim 8, a telephone message is obtained, and the telephone information is matched to one of the corresponding fields in the interactive television service page.