Method and system for delivering commercial data in a selected video

Abstract

Techniques for delivering commercial data in a selected video are described. In one embodiment, the commercial data is embedded in a selected video being requested to be streamed to a terminal device. As the data for the video arrives in the terminal device, a predefined player is configured to parse and play back the video, the terminal device is caused to access a server based on an interaction of the user with the commercial data, which facilitates a transaction by the user with the server.

Description

CROSS REFERENCE TO RELATED APPLICATIONS

[0001] This application is a continuation of co-pending application U.S. Ser. No. 12/521,333, now U.S. Pat. No. 9,049,498, issued on Jun. 2, 2015, which is a 35 U.S.C. .sctn.371 National Phase conversion of PCT/CN2007/003446, filed Dec. 5, 2007, which claims benefit of Chinese Application No. 200610171636.8, filed Dec. 31, 2006, the disclosure of which is incorporated herein by reference.

TECHNICAL FIELD

[0002] The present invention relates to the area of communication, and more particularly, to a method and a system for realizing interactive information through multimedia.

BACKGROUND ART

[0003] With the fast development of mobile communication, the functions of user terminal are becoming more advanced. Many user terminals now support online browsing, digital photography, television, network video and the like. Users can realize various operations like online transaction and online bank transfer through a user terminal.

[0004] Currently, a major source of income for many Internet service providers is from online advertisements. Therefore, the multimedia files played on many user terminals are the potentials for showing advertisements. The user terminals include mobile phones, computers and televisions. However, when the user watches a multimedia file through a user terminal, the user terminal only supports playing back a multimedia file but does not support the activation of advertising information in the multimedia file by the user so that the user cannot make a connection through the user terminal to a server that provides products or services related to the advertisement. The user needs to manually input a website address to log on to the website to browse information related to a promotion being advertised, and then logs on to an online bank to make the payment to purchase, and accesses the server; or carries out a telephone purchase if needed.

[0005] In summary, the prior art is unable to access a server through the advertisements in a multimedia being shown.

SUMMARY OF THE INVENTION

[0006] The present invention provides a method and a system for realizing interactive information through the multimedia, to solve the problem in the prior art that it is unable to access the server through the advertisement in a multimedia being shown.

[0007] One embodiment of the present invention includes:

[0008] A. a user terminal is configured to parse and play back a multimedia file which contains interactive information carrying a communication sign; B. the user terminal is caused to access a server based on the trigger of the communication sign carried in the interactive information by the user.

[0009] The interactive information carrying the communication sign in step A is displayed directly by the played multimedia file.

[0010] Step A includes: A1: the user terminal parses and plays back the multimedia file, and is configured to store the interactive information carrying the communication sign, wherein the interactive information is obtained by parsing the data of the multimedia file; A2: during the process of playing back the multimedia files, the user terminal displays the stored interactive information via a first information trigger window on receiving a trigger signal indicating that the user desires to display the interactive information.

[0011] The interactive information obtained by the parsing process in step A1 includes: a first type of interactive information and a second type of interactive information.

[0012] The steps for displaying the interactive information in the first information trigger window in step A2 include:

[0013] the user terminal continuously displays the first type of interactive information in the first information trigger window; or displays the second type of interactive information in the first information trigger window, and during playing the multimedia file, updates the second type of interactive information displayed in the first information trigger window by using the current second type of interactive information.

[0014] The format of the interactive information in the multimedia files is TLV format.

[0015] The communication sign includes website address information and/or telephone number information.

[0016] The interactive information further includes one or more of vendor description information, transaction information, discount information and shopping-ticket returning information.

[0017] The transaction information includes one or more of beneficiary bank account information, a vendor name, names of the presented objects and unit price of the presented objects.

[0018] The system of the present invention includes: a user terminal and a server.

[0019] The user terminal is used for parsing and showing the multimedia file, wherein the multimedia file includes interactive information carrying a communication sign, and accessing the server based on the trigger of the communication sign carried in the interactive information by the user.

[0020] The server is used for providing access connection for the user terminal.

[0021] The user terminal includes: a multimedia file storage unit, a multimedia player and an interactive information storage unit;

[0022] The multimedia file storage unit is used for storing the multimedia file;

[0023] The media player is used for parsing and playing the multimedia file, and displaying the interactive information obtained by parsing, and accessing the server based on the trigger of the communication sign carried in the interactive information by the user;

[0024] The interactive information storage unit is used for storing the interactive information carrying the communication sign, wherein the interactive information is obtained by parsing the multimedia files.

[0025] The media player includes: a parsing unit, an operating unit and an interactive unit.

[0026] The parsing unit is used for parsing the multimedia file;

[0027] The operating unit is used for playing the multimedia file, and during playing the multimedia file, reading the interactive information that the user desires to display from the interactive information storage unit on receiving the trigger signal indicating that the user desires to display the interactive information, and displaying the interactive information via the first information trigger window;

[0028] The interactive unit is used for accessing the server based on the trigger of the communication sign carried in the interactive information by the user.

[0029] The interactive information includes a first type of interactive information and a second type of interactive information.

[0030] Then, the interactive information storage unit includes:

[0031] a first storage unit for storing the first type of interactive information; a second storage unit for storing the second type of interactive information;

[0032] The parsing unit is further used for updating the second type of interactive information already stored in the second storage unit by using the current second type of interactive information obtained by parsing during parsing the multimedia files.

[0033] The operating unit is used for continuously displaying the first type of interactive information in the first information trigger window; or displaying the second type of interactive information in the first information trigger window, and during playing the multimedia file, updating the second type of interactive information displayed in the first information trigger window by using the current second type of interactive information.

[0034] The format of the interactive information in the multimedia file is TLV format.

[0035] The communication sign includes website address and/or telephone number information.

[0036] The interactive information further includes one or more of vendor description information, transaction information, discount information and shopping-ticket returning information.

[0037] The transaction information includes one or more of beneficiary bank account information, a vendor name, names of the presented objects and unit price of the presented objects.

[0038] The technical solution of the present invention, in which the user terminal parses and plays the multimedia file, wherein the multimedia file includes interactive information carrying the communication sign, and the user terminal accesses a server based on the trigger of the communication sign carried in the interactive information by the user, enables the user terminal to access the server by the interactive information in the multimedia and makes a transaction with the user more convenient and quick.

BRIEF DESCRIPTION OF ACCOMPANYING DRAWINGS

[0039] FIG. 1 is a flowchart of the method according to the present invention;

[0040] FIG. 2 is a flowchart of the method according to an embodiment of the present invention;

[0041] FIG. 3 is a structure schematic view of the system according to an embodiment of the present invention;

[0042] FIG. 4 is a storage structure schematic view of the interactive information in the interactive information storage unit according to the present invention;

[0043] FIG. 5 is storage structure schematic view of the interactive information in AVI format in the interactive information storage unit according to the present invention; and

[0044] FIG. 6 is a storage structure schematic view of the transaction information sub-TLV carried in the interactive information in the interactive information storage unit according to the present invention.

DETAILED DESCRIPTION OF PREFERRED EMBODIMENTS

[0045] The central concept of the present invention is that the user terminal parses and plays one or more multimedia files, wherein the multimedia files include interactive information carrying a communication sign, and the user terminal accesses a server based on the trigger of the communication sign carried in the interactive information by the user.

[0046] The format of the interactive information in a multimedia file is in TLV format;

[0047] The communication sign includes website address information and/or telephone number information;

[0048] The interactive information is contained in the heads of the multimedia files, and/or in the bodies of the multimedia files.

[0049] The interactive information further includes one or more of vendor description information, transaction information, discount information and shopping-ticket returning information.

[0050] The transaction information includes one or more of beneficiary bank account information, vendor's name, names of the presented objects and the unit price of the presented objects.

[0051] Referring to FIG. 1, the method according to the present invention includes the following steps:

[0052] S101: the user terminal is configured to parse and play multimedia files, wherein the multimedia files include interactive information carrying the communication sign;

[0053] The user terminal may be a GPRS mobile phone, a 3G mobile phone, a 4G mobile phone, a computer, a PDA or a digital television, and etc.;

[0054] The user terminal supports online payment, and Internet-based user identity authentication, user signature and electronic payment;

[0055] The user terminal supports popping up advertisement-related interfaces via the trigger of physical buttons or logic buttons, said physical buttons may be different for different user terminals. For example, in mobile phones, they refer to one or more specific buttons in the mobile phone keyboard. In digital televisions, they refer to one or more physical buttons in a remote controller. In computers, they refer to one functional key or a combination of several keys in the keyboard or a functional key of the mouse. The logic buttons refer to the logical buttons on the media player interface, and the function of the logical buttons is to pop up a payment interface of the objects presented in the advertisement, a selection interface of the advertisement or a menu selection interface during playing the multimedia files.

[0056] The format of the multimedia files may be JPEG, MPEG-1, MPEG-2, MPEG-4, MPEG-7, MPEG-21, H.263, H.264 or AVI, and the like.

[0057] The interactive information included in the multimedia files played by the user terminal is encoded-and-written into the multimedia files while making the multimedia files.

[0058] Preferably, the interactive information carrying the communication sign is displayed in the first information window directly when playing the multimedia files;

[0059] Preferably, the user terminal parses and plays the multimedia files, stores the interactive information carrying the communication sign, wherein the interactive information is obtained by parsing; and during the process of playing the multimedia files, the user terminal displays the stored interactive information via the first information window on receiving a trigger signal indicating that the user desires to display the interactive information;

[0060] The interactive information obtained by parsing includes: a first type of interactive information and/or a second type of interactive information;

[0061] Then, the steps for displaying the interactive information in the first information window include:

[0062] The first type of interactive information is displayed continuously in the first information window; and during playing the first type of interactive information, the second type of interactive information is updated and displayed in the first information window by the current second type of interactive information;

[0063] The format of the interactive information in the multimedia files is TLV format;

[0064] The communication sign includes website address information and/or telephone number information;

[0065] S102: the said user terminal accesses the server based on the trigger of the communication sign carried in the interactive information by the user.

[0066] The user terminal receives the interactive information triggered by the user from the first information window, and accesses the server by using the received communication sign carried in the interactive information;

[0067] The user terminal creates a call connection according to the telephone number information triggered by the user, or logs on to the server according to the website information triggered by the user;

[0068] The interactive information further includes one or more of vendor description information, transaction information, discount information and shopping-ticket returning information;

[0069] The transaction information includes one or more of beneficiary bank account information, vendor's name, names of the presented objects and the unit price of the presented objects.

[0070] Referring to FIG. 2, the method according to an embodiment of the present invention includes the following steps:

[0071] S201: encoding-and-writing the interactive information into video files;

[0072] The video files may be multimedia files in any format, and one embodiment of the present invention takes a multimedia file in AVI format as an example to facilitate the explanation of one embodiment of the present invention;

[0073] Each item of the interactive information is stored in a multimedia file in TLV format. The format of Type-Length-Value, and all the advertisement information can be assembled in an interactive information TLV;

[0074] The interactive information includes: vendor description information, of which the type can be defined as a number of one byte, e.g., with a value of 0, or can be a character string with a fixed length, e.g., for the AVI file structure, the 4 bytes `DISC` can be used to represent the sub-TLV type. As an example, the English description format of AVI is used, and the `DISC` is the abbreviation for vendor description or transaction information, of which the type can be defined as a number of one byte, e.g., with a value of 1, or can be a character string with a fixed length, e.g., for the AVI file structure, the 4 bytes `BUYA` can be used to represent the sub-TLV type, which is the abbreviation for buy address. The TLV further includes some sub-TLVs, e.g., sub-TLV like vendor address, unit price of the presented objects, name of linkman, etc. a website address for introducing buying sites: of which the type can be defined as a number of one byte, e.g., with a value of 2, or can be a character string with a fixed length, e.g., for the AVI file structure. The 4 bytes `PURC` can be used to represent the sub-TLV type, which is the abbreviation for purchase; a website address of the detailed information of the presented objects: the type of which can be defined as a number of one byte, e.g., with a value of 3, or can be a character string with a fixed length, e.g., for the AVI file structure, the four bytes `INFO` can be used to represent the sub-TLV type, which is the abbreviation for information; website address of the discount and sale information: the type of which can be defined as a number of one byte, e.g., with a value of 4, or can be a character string with a fixed length, e.g., for the AVI file structure, the four bytes `DCNT` can be used to represent the sub-TLV type, which is the abbreviation for discount; telephone number information: the type of which can be defined as a number of one byte, e.g., with a value of 5, or can be a character string with a fixed length, e.g., for the AVI file structure, the four bytes of `TELN` can be used to represent the sub-TLV type, which is the abbreviation for television number; as for the user terminal that does not support telephone dialing function, this item will be hidden automatically and will not be displayed;

[0075] All the interactive information is combined into a TLV, the type of which is interactive information TLV, and for the AVI file, a TLV of `COMC` type, or called list according to the naming of the AVI, can be added to the AVI head via the interactive information. The interactive information TLV may include the respective sub-TLVs, wherein the vendor description information sub-TLV is necessary for each vendor, and in the respective sub-TLVs of the same vendor, it must be placed in the first position, and other sub-TLVs are optional. However, usually for each vendor, at least one of the other types of sub-TLVs is required;

[0076] The whole TLV can be written into the head of the video file, or in the video file body; just like the writing manner of captions. The realization manner that the whole TLV may be written in the head of the video files is known to those skilled in the art. However, one video file only supports advertisements of one or several presented objects or service information, which is less flexible. When the whole TLV is written in the video file body, the written interactive information can be updated by the content of the interactive information with the play of the video file, which is more flexible. In addition, for different multimedia files, there may be different ways to embed the interactive information in the multimedia files.

[0077] According to one implementation, video files may support both writing manners; the interactive information written in the head of the video files is effective during the whole life cycle of the video file, while the interactive information written in the body of the video files is updated continuously with the playback of the video files.

[0078] S202: parsing the video files and the interactive information carried in the video files.

[0079] The interactive information encoded-and-written in the video files is parsed by the media player of the user terminal while the video files are being parsed. The parsing result is sent to the interactive information storage unit of the user terminal.

[0080] S203: reading and displaying the vendor description information carried in the interactive information.

[0081] When the user has an intention for purchasing or for further finding out information related to a presented object or service, the user presses a trigger button. The user terminal is caused to display an interactive interface, and the media playing program of the user terminal reads contents in the interactive information storage unit and displays them via the interactive interface.

[0082] The interactive interface may be a menu or a graphic selection interface, the detailed contents of the interface or the menu depend on the interactive information encoded and written into the video files in step S201, and the interactive interface may be a multi-level menu or a multi-level interface. What is displayed on the first level interface of the interactive interface is the vendor description information, namely, the contents of the vendor description information sub-TLV for the respective vendors;

[0083] S204: reading and displaying the transaction information, websites for introducing the buying sites, websites for presenting the detailed information of the presented product/service, websites of discount and sale information, and telephone number information in the interactive information.

[0084] When the user selects the vendor description information of a vendor, the interactive interface pops up a secondary menu or interface, and the contents of the secondary menu or interface are transaction information, website address for introducing the buying sites, websites for obtaining more goods information, websites of discount and sale information, and telephone number information and etc.

[0085] S205: logging on to a server and carrying out an online transaction

[0086] After the user selects an operation with respect to a presented object or service from the secondary menu or interface of the interactive interface, the user terminal is caused to be connected to a corresponding bank payment website, goods information website, and etc. The interactive interface pops up a browser interface automatically, wherein the website address of the browser is filled automatically. The browser logs on to the corresponding Internet website through Internet, then the user can perform corresponding operation via the displayed browser interface and carry out the online transaction;

[0087] For the user terminal that supports telephone dialing, a call connection can be created directly by the telephone number information triggered by the user.

[0088] Referring to FIG. 3, an exemplary system according to the present invention includes: a user terminal 30 and a server 31.

[0089] The user terminal 30 includes: a multimedia file storage unit 301, a media player 302, and an interactive information storage unit 303.

[0090] The media player 302 includes: a parsing unit 3021, an operating unit 3022 and an interactive unit 3023.

[0091] The interactive information storage unit 303 includes: a first storage unit 3031 and/or a second storage unit 3032.

[0092] The user terminal 30 is used for parsing and playing the multimedia files, wherein the multimedia files includes interactive information carrying the communication sign, and accessing the server 31 based on the trigger of the communication sign carried in the interactive information by the user.

[0093] The server 31 is used for providing access connection for the user terminal 30.

[0094] The multimedia storage unit 301 stores the multimedia files, wherein the multimedia files include interactive information carrying the communication sign.

[0095] According to one embodiment of the system, the multimedia files are video files in AVI format;

[0096] The current commonly used multimedia files usually use the TLV structure or TLV-like structure, and therefore respective types of multimedia files are suitable for the storage of the interactive information.

[0097] The interactive information is included in the video file head and/or the video file body.

[0098] For the video files in AVI format, the following two solutions can be used to write the interactive information into the multimedia files.

[0099] Solution one: writing the interactive information in the video file head, and the interactive information forms a new list, namely, the TLV is called a `COMC` list in the AVI file format, and the `COMC` list is written below the `avih` chunk in the `hdrl` list of the AVI. In this way, during playing the whole video file, the interactive information is fixed and will not change with the playing of the video files;

[0100] Solution two: writing the interactive information in the video file body, which is similar to a `txts` stream for displaying captions. an advertising information stream can be added for the interactive information, and the advertising information may change dynamically like the `txts` stream. The advertising stream is used to load the TLV composed of the interactive information. The interactive information supported by this manner changes dynamically during playing the video files;

[0101] The media player 302 parses and plays the multimedia files, and displays the interactive information obtained by parsing, and accesses the server 31 automatically or based on the trigger of the communication sign carried in the interactive information by the user;

[0102] The interactive information storage unit 303 is used for storing the interactive information carrying the communication sign, wherein the interactive information is obtained by parsing the multimedia files. FIG. 4 shows a structure schematic view of the interactive information stored in the interactive information storage unit 303.

[0103] FIG. 5 shows the storage structure schematic view of the interactive information in AVI format. According to one embodiment, the interactive information includes: vendor description information, transaction information, discount information, shopping-ticket returning information and buying address information.

[0104] The transaction information includes: bank website address information, beneficiary bank account information, a vendor name, names of the presented object, unit price information of the presented objects and telephone number information.

[0105] The structure of the transaction information sub-TLV is shown in FIG. 6. The sub-TLVs included in the transaction information sub-TLV are: sub-TLV of the website address of online bank, the AVI type of which is BKAD (bank address); bank account sub-TLV, the AVI type of which is BKAC (bank account); vendor's name sub-TLV, the AVI type of which is VEND (vendor); sub-TLV of the name of the presented object, of which the AVI type is PROD (product); sub-TLV of the unit price of the presented object, of which the AVI type is PRIC (price).

[0106] It is necessary to provide a lock when modifying the contents in the interactive information storage unit 303. At this time, no program is allowed to access the contents, and can only wait. Only the media player 302 has the right to modify the contents in the interactive information storage unit 303.

[0107] The interactive information storage unit 303 can be located in any storage media. The size of the storage area depends on the number of items in the supported advertising information and the size of the storage capacity occupied by each of the items;

[0108] The interactive information can be classified into a first type of interactive information and a second type of interactive information according to the different manners via which the interactive information is written into the multimedia files. The interactive information written in the multimedia file head is the first type of interactive information, and the interactive information written in the multimedia file body is the second type of interactive information.

[0109] The parsing unit 3021 is used for parsing the video files, wherein the video files include interactive information carrying the communication sign, and for transmitting the parsed interactive information carrying the communication sign to the interactive information storage unit 303. The first type of interactive information obtained by parsing is transmitted to the first storage unit 3031; and the second type of interactive information obtained by parsing is transmitted to the second storage unit 3032.

[0110] Then, the first storage unit 3031 is used for storing the parsed first type of interactive information, and the first type of interactive information is parsed and stored when the parsing unit 3021 starts to parse the video files.

[0111] The second storage unit 3032 is used for storing the parsed second type of interactive information, and updating the stored second type of interactive information itself by the currently received parsed second type of interactive information.

[0112] The operating unit 3022 is used for playing the multimedia files. During playing the multimedia files, the operating unit 3022 is configured to read the interactive information that the user desires to display from the interactive information storage unit 303 upon receiving the trigger signal indicating that the user desires to display the interactive information, and displaying the interactive information via the first information window, and continuously displaying the first type of interactive information in the first information window; or displaying the second type of interactive information in the first information trigger window, and during the process of playing the multimedia files, updating the second type of interactive information displayed in the first information trigger window by using the current second type of interactive information.

[0113] The first type of interactive information and the second type of interactive information can exist alone depending actual needs. The detailed realization is substantially similar to what has been describe above, thus will not be further explained in detail.

[0114] The interactive unit 3023 is used for accessing the server 31 based on the trigger of the communication sign carried in the interactive information by the user.

[0115] For example, after the user accesses the payment bank website through the interactive unit 3023, the operating unit 3022 pops up the electronic payment interface of the online bank, in which the producer or vendor name, goods names, unit price of the goods, number for purchasing and bank account, etc. are included. The user just needs to fill in needed information, such as the number for purchasing.

[0116] In summary, the present invention discloses a technique of adding interactive information related to advertisements into multimedia files. The interactive information includes, for example, transaction information, a website address of the vendor, a discount website, a service telephone number, and etc. Via the interactive information, the user can directly contact with the vendor, producer or service provider via Internet or telephone conveniently. The service provider includes a web service provider or bank. What described above greatly facilitates an online operation by the user. The current advertising mode is usually unilateral and the advertising contents are just pure advertisements. After viewing the advertisements, the user needs a remembering or recording process for the contents of interest. As far as the user is concerned, viewing the advertisements and the payment operation are separated;

[0117] The media player according to the present invention, on the one hand, parses the newly added advertising information TLV, and on the other hand, is able to support an activation from the user. When the user has an intention to purchase or find out further information on a presented object, via a key, the media player is configured to pop up a selection interface, and the selection interface can either be a menu selection interface or a panel selection interface; after the user performs one or more selections through the selection interface, the selection interface will automatically display the interface that the browser logs on to the server. The user can perform related online payment or web access. For the user terminals like mobile phones, a call connection can be created. Therefore, by using the technical solution of the present invention, the user does not need to input website information or telephone number manually, which facilities the commerce operation by the user.

[0118] According to the present invention, the media advertisements and the electronic payment by a user are connected. After viewing discount information, the user can decide to buy quickly, from viewing related advertising contents to deciding to purchase and make a payment electronically. The whole process can be accomplished seamlessly. As for the user that does not have the intention to purchase or find out further information about an advertisement, the multimedia files will not pop up any contents during the playing process. Therefore, using the technical solution of the present invention will make the user buying operation much more convenient.

[0119] Obviously, those skilled in the art can make any modifications and variations to the present invention without departing from the spirit and scope of the present invention. In this way, if the modifications and varieties to the invention are within the scope of the claims of the present invention and the equivalents, the present invention is also intended to contain these modification and varieties.

Claims

1. A method for delivering commercial data through a video file, the method comprising: encoding and writing in a first server embedded data into the video file, the embedded data including the commercial data; sending the video file from the first server to a terminal device caused to perform operations of parsing the video file to obtain the embedded data from the video file while the video file is being played back thereon, wherein some content in the embedded data in the data body is continuously updated while the video file is being played back on a first window on a display of the terminal device, and contents directed by some content in the embedded are displayed in a second window upon receiving a trigger signal indicating that a user has interacted with the embedded data; accessing by the terminal device a second server, wherein the second server is identified by a website address included in the embedded data; and facilitating an online transaction by the user with the second server based on the embedded data.

2. The method of claim 1, wherein the embedded data is stored in a storage space of the terminal device.

3. The method of claim 1, wherein the embedded data includes: at least one of a first type of the embedded data written in the data head and a second type of the embedded data written in the data body, wherein content in the first type of the embedded data is updated and displayed when the video file is played back, and content in the second type of the embedded data is continuously updated and displayed in the first window.

4. The method of claim 3, wherein the embedded data is activated by the user via a button provided by the terminal device.

5. The method of claim 1, wherein the embedded data includes a communication sign that includes at least a website address and telephone number.

6. The method of claim 5, wherein the embedded data further comprises at least one of vendor description, transaction information, discount information or shopping-ticket returning information.

7. The method of claim 6, wherein the embedded data includes at least one of beneficiary bank account information, a vendor name, name of an advertised item and unit price information of the advertised item.

8. A terminal device for receiving commercial data embedded in a video file, the terminal device comprising: a display screen; a storage unit; a memory for storing a set of non-generic code; a processor, coupled to the memory and storage unit and executing the code, performing operations of: receiving a video file being streamed from a first server configured to encode embedded data into the video file; parsing the video file to obtain the embedded data from the video file while the video file is being played back in a first window on the display screen, wherein content in the embedded data is continuously updated, and contents directed by the content in the embedded data is displayed in a second window upon receiving a trigger signal indicating that a user desires to interact with the embedded data; accessing a second server, wherein the second server is identified by a website address included in the embedded data; and facilitating an online transaction by the user with the second server based on the embedded data.

9. The terminal device as recited in claim 8, wherein the trigger signal is from an interaction by the user with a menu or a graphic selection interface on the terminal device when the content in the embedded data is shown.

10. The terminal device as recited in claim 9, wherein at least some of the embedded data is stored in the storage unit, one part of the code in the memory operates as a media player, nothing but the media player can access the embedded data stored in the storage unit.

11. The terminal device as recited in claim 8, wherein the processor is caused to perform a call connection with a vender based on a number included in the embedded data.

12. The terminal device of claim 8, wherein the video file is in a format of having a data body and a data head.

13. The terminal device of claim 12, wherein the embedded data includes: a first type of the embedded data written in the data head and a second type of the embedded data written in the data body, the first type of the embedded data written in the data head is effective during a whole life cycle of the video file, while the second type of the embedded data written in the data body is updated continuously with playback of the video file.

14. The terminal device of claim 8, wherein said facilitating an online transaction by the user with the second server based on the embedded data comprises: causing the display screen to display a payment screen for the user to complete a monetary transaction with the second server.

15. The terminal device of claim 1, wherein the content in the embedded data includes a communication sign that includes at least a website address, wherein said accessing a second server comprises connecting the server automatically in a browser filled with necessary information obtained from the parsed embedded data for the user to conduct an online transaction with the server.