Design of Hot-spot generator for inserting content-based interactive advertising on DMB broadcastingDesign of Hot-spot generator for inserting content-based interactive advertising on DMB broadcasting
- Other Titles
- Design of Hot-spot generator for inserting content-based interactive advertising on DMB broadcasting
- Authors
- 박태진; 박서현; 임순범; 최윤철
- Issue Date
- Dec-2008
- Publisher
- 한국멀티미디어학회
- Keywords
- DMB; Digital Data broadcasting; BIFS; interactive advertising; Hot-spot
- Citation
- 한국멀티미디어학회논문지, v.11, no.12, pp 1765 - 1774
- Pages
- 10
- Journal Title
- 한국멀티미디어학회논문지
- Volume
- 11
- Number
- 12
- Start Page
- 1765
- End Page
- 1774
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/14426
- ISSN
- 1229-7771
2384-0102
- Abstract
- Due to recent increase of product placement(aka. PPL) in TV drama and entertainment program, the audience of these programs is exposed to the advertisement in the form of the props and backgrounds without discernment. Advancement in digital data broadcasting technology enabled advertisers to insert detailed information of the product or associated advertisement link into the content of the broadcast program as an interactive advertisement. With the interactive advertisement, the audience can focus on the content of the program and the advertiser can create an advertisement with a rich content through the interaction between the advertisement and the audience. It is possible because the interactive advertisement is dynamic advertisement behavior only activated by the audience’s intention. In this research, we develop a Hot-spot generator to insert interactive advertisement in the DMB broadcast program. We also suggest dynamic Hot-spot generation technique that allows the Hot-spot object to follow not only the shape of the advertising object in the program, but also the movement of the object as the program progresses.
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