Data display method and device and computer readable storage medium

Abstract

The invention discloses a data display method and device and a computer readable storage medium, and the method comprises the steps: responding to a movement operation for a data display page, and obtaining user operation behavior data for the data display page; the data display page comprises a multimedia data display area; determining following display data in the multimedia data display area according to the user operation behavior data and target multimedia data associated with the multimedia data display area; switching and displaying the current display data in the multimedia data display area to follow display data; the current display data and the following display data belong to the target multimedia data. By adopting the method provided by the invention, the display modes of the target multimedia data in the multimedia data display area can be enriched.

Description

Technical Field

[0001] The present application relates to the technical field of data processing, and in particular to a data display method, device, and computer-readable storage medium. Background Art

[0002] With the continuous rise of e-commerce platforms, advertisements for various items are ubiquitous, such as information flow ads that exist in information streams. The information stream can be a friend's dynamic information stream, so the information flow ad can be an advertisement in the friend's dynamic information stream.

[0003] In the prior art, information flow ads are usually static image material ads displayed in the information flow, or video material ads in the information flow that require users to manually start or stop playing. Therefore, it can be seen that the prior art information flow ads are displayed in a single way in the information flow. Summary of the Invention

[0004] The present application provides a data display method, device, and computer-readable storage medium, which can enrich the display method of target multimedia data in a multimedia data display area.

[0005] On one hand, the present application provides a data display method, including:

[0006] In response to a mobile operation on a data display page, obtaining user operation behavior data on the data display page; the data display page includes a multimedia data display area;

[0007] determining follow-up display data in the multimedia data display area according to the user operation behavior data and the target multimedia data associated with the multimedia data display area;

[0008] The current display data in the multimedia data display area is switched to be displayed as the subsequent display data; both the current display data and the subsequent display data belong to the target multimedia data.

[0009] On one hand, the present application provides a data display device, comprising:

[0010] A response module, configured to respond to a mobile operation on a data display page and obtain user operation behavior data on the data display page; the data display page includes a multimedia data display area;

[0011] a data determination module, configured to determine follow-up display data in the multimedia data display area according to the user operation behavior data and target multimedia data associated with the multimedia data display area;

[0012] The switching display module is used to switch the current display data in the multimedia data display area to the subsequent display data; the current display data and the subsequent display data both belong to the target multimedia data.

[0013] The response module includes:

[0014] A response unit, used to respond to a move operation on the data display page and obtain the moving direction and moving distance of the move operation;

[0015] an operation data determining unit, configured to determine the moving direction and moving distance as user operation behavior data;

[0016] The data determination module includes:

[0017] An update height determination unit, configured to determine an update area height of the multimedia data display area in the data display page according to the moving direction and the moving distance;

[0018] The display data determining unit is configured to determine the subsequent display data according to the update area height and the target multimedia data.

[0019] Wherein, the moving direction includes a first moving direction and a second moving direction;

[0020] Updated altitude determination unit, including:

[0021] The current height acquisition subunit is used to obtain the current area height of the multimedia data display area in the data display page;

[0022] an adjustment value determining subunit, configured to determine a height adjustment value of the multimedia data display area in the data display page according to the moving distance;

[0023] and a height determination subunit, configured to determine, when the moving direction is the first moving direction, the sum of the current region height and the height adjustment value as the updated region height;

[0024] The height difference determination subunit is used to determine the difference between the current area height and the height adjustment value as the updated area height when the moving direction is the second moving direction.

[0025] Wherein, the target multimedia data is video data;

[0026] The display data determination unit includes:

[0027] A frame number obtaining subunit, configured to obtain the video frame numbers of at least two video frames included in the video data;

[0028] The first page height acquisition subunit is used to obtain the terminal single screen page height of the terminal device to which the data display page belongs;

[0029] A first parameter determination subunit is configured to determine a ratio between the height of the update area and the height of a single-screen page of the terminal as a first video frame selection parameter;

[0030] a video frame determination subunit, configured to determine a following video frame from at least two video frames according to a first video frame selection parameter and a number of video frames;

[0031] The first following data determining subunit is configured to determine the following video frame as the following presentation data.

[0032] The video frame determination subunit includes:

[0033] a sequence number adding subunit, configured to sequentially add a video frame sequence number to each of the at least two video frames according to timestamps of the at least two video frames in the video data;

[0034] a sequence number determination subunit, configured to determine a target video frame sequence number based on a product of a first video frame selection parameter and the number of video frames;

[0035] The following frame determining subunit is configured to determine, among the at least two video frames, a video frame having the same video frame sequence number as the target video frame sequence number as a following video frame.

[0036] Wherein, the target multimedia data includes at least two image data;

[0037] The display data determination unit includes:

[0038] An image quantity acquisition subunit, configured to acquire the image quantity of at least two image data;

[0039] The second page height obtaining subunit is used to obtain the terminal single screen page height of the terminal device to which the data display page belongs;

[0040] The second parameter determination subunit is used to determine the ratio between the height of the update area and the height of the terminal single screen page as the image data selection parameter;

[0041] an image determination subunit, configured to select parameters and the number of images according to the image data, and determine the follow-up image data from at least two image data;

[0042] The second following data determining subunit is configured to determine the following image data as following presentation data.

[0043] The target multimedia data includes target image data; the target image data is added with an image transformation effect;

[0044] The display data determination unit includes:

[0045] A state acquisition subunit, configured to acquire at least two image transformation states of the target image data under an image transformation effect;

[0046] A state quantity acquisition subunit, used to acquire the state quantity of at least two image transformation states;

[0047] The third page height acquisition subunit is used to obtain the terminal single screen page height of the terminal device to which the data display page belongs;

[0048] The third parameter determination subunit is configured to determine the ratio between the height of the update area and the height of a single-screen page of the terminal as a transformation state selection parameter;

[0049] a state determination subunit, configured to determine a follow-up transformation state from at least two image transformation states according to a transformation state selection parameter and a state quantity;

[0050] The third following data determining subunit is configured to determine the target image data in the following transformation state as following display data.

[0051] The currently displayed data is target image data in a current image transformation state among at least two image transformation states displayed in the multimedia data display area;

[0052] Switching display module, used for:

[0053] In the multimedia data display area, target image data in the current image transformation state is switched to be displayed as target image data in the follow-up transformation state.

[0054] The target multimedia data is video data; the currently displayed data is video data with a first playback speed; the user operation behavior data includes a moving distance and a moving direction of a moving operation;

[0055] The data determination module includes:

[0056] a speed determining unit, configured to determine a second playback speed of the video data according to the moving distance and the moving direction;

[0057] a follow-up data determining unit, configured to determine the video data having the second play speed as the follow-up display data;

[0058] Switching display module, used for:

[0059] The video data having the first playback speed is switched to be displayed as the video data having the second playback speed.

[0060] The speed determination unit includes:

[0061] The area height determination subunit is used to determine the update area height of the multimedia data display area in the data display page according to the moving distance and the moving direction;

[0062] The curve acquisition subunit is used to acquire a playback speed matching curve; the playback speed matching curve includes a mapping relationship between the heights of at least two areas of the multimedia data display area on the data display page and the corresponding playback speeds;

[0063] The speed acquisition subunit is used to acquire, from the playback speed matching curve, a playback speed having a mapping relationship with the update region height as a second playback speed.

[0064] The target multimedia data is video data; the user operation behavior data includes the moving distance of the multimedia data display area determined based on the moving operation on the data display page;

[0065] The above device is also used for:

[0066] When the playback duration of the video data exceeds the playback duration threshold and the area movement distance is greater than the terminal single-screen page height, the multimedia data display area is set to a fixed page area in the data display page; the terminal single-screen page height is the page height of a single terminal page of the terminal device to which the data display page belongs;

[0067] The data determination module includes:

[0068] a simulated update height determining unit, configured to determine a simulated update area height of the multimedia data display area in the fixed page area on the data display page according to the area movement distance;

[0069] A simulated page height acquisition unit is used to acquire the simulated single-screen page height of the terminal device to which the data display page belongs; the simulated single-screen page height is greater than the terminal single-screen page height;

[0070] a parameter determination unit, configured to determine a ratio between a height of the simulated update region and a height of a simulated single-screen page as a second video frame selection parameter;

[0071] a frame number obtaining unit, configured to obtain the video frame numbers of at least two video frames included in the video data;

[0072] a target frame determining unit, configured to determine a target video frame from at least two video frames according to a second video frame selection parameter and the number of video frames;

[0073] The following frame determining unit is configured to determine a target video frame as the following presentation data.

[0074] The target multimedia data is game interactive screen data; the game interactive screen data has virtual game controls; the virtual game controls are used to control object actions of game objects in the game interactive screen data;

[0075] The data determination module includes:

[0076] An instruction determination unit, configured to determine a control instruction of a virtual game control according to user operation behavior data;

[0077] An object action determination unit, configured to determine a follow-up object action of a game object according to a control instruction;

[0078] The screen data determining unit is used to determine the game interactive screen data with a target game object as follow-up display data; the target game object is a game object with a follow-up object action.

[0079] In one aspect, the present application provides a computer device including a memory and a processor, wherein the memory stores a computer program. When the computer program is executed by the processor, the processor executes the method in one aspect of the present application.

[0080] In one aspect, the present application provides a computer-readable storage medium storing a computer program. The computer program includes program instructions. When the program instructions are executed by a processor, the processor executes the method in the above aspect.

[0081] According to one aspect of the present application, a computer program product or computer program is provided, comprising computer instructions stored in a computer-readable storage medium. A processor of a computer device reads the computer instructions from the computer-readable storage medium and executes the computer instructions, causing the computer device to perform the method provided in various optional embodiments such as the above-mentioned aspect.

[0082] The present application responds to a mobile operation on a data display page and obtains user operation behavior data on the data display page; the data display page includes a multimedia data display area; according to the user operation behavior data and the target multimedia data associated with the multimedia data display area, the follow-up display data in the multimedia data display area is determined; the current display data in the multimedia data display area is switched to be displayed as the follow-up display data; the current display data and the follow-up display data both belong to the target multimedia data. It can be seen that the method proposed in the present application can control the follow-up display data displayed in the multimedia data display area of ​​the data display page according to the mobile operation on the data display page and the target multimedia data associated with the multimedia data display area. In other words, instead of operating the multimedia data display area, operating the data display page (such as a mobile operation) can control the display method of the target multimedia data in the multimedia data display area, thereby enriching the display method of the target multimedia data in the multimedia data display area. BRIEF DESCRIPTION OF THE DRAWINGS

[0083] In order to more clearly illustrate the technical solutions in the present application or the prior art, the following briefly introduces the drawings required for use in the embodiments or the description of the prior art. Obviously, the drawings described below are only some embodiments of the present application. For ordinary technicians in this field, other drawings can be obtained based on these drawings without any creative work.

[0084] Figure 1 This is a schematic diagram of a network architecture provided by an embodiment of the present application;

[0085] Figure 2a-2b This is a page diagram of a terminal device provided by this application;

[0086] Figure 3 This is a flow chart of a data display method provided by this application;

[0087] Figure 4 This is a schematic diagram of a scenario for obtaining the height of an updated area provided by this application;

[0088] Figure 5 This is a schematic diagram of a scenario for obtaining follow-up display data provided by this application;

[0089] Figure 6 This is a page diagram of a terminal device provided by this application;

[0090] Figure 7 This is a page diagram of a terminal device provided by this application;

[0091] Figure 8This is a schematic diagram of a scenario for obtaining playback speed provided by this application;

[0092] Figure 9 This is a page diagram of a terminal device provided by this application;

[0093] Figure 10a-Figure 10b This is a page diagram of a terminal device provided by this application;

[0094] Figure 11 This is a flow chart of a data display method provided by this application;

[0095] Figure 12 This is a structural diagram of a data display device provided by this application;

[0096] Figure 13 This is a structural diagram of a computer device provided by this application. DETAILED DESCRIPTION

[0097] The following will be combined with the accompanying drawings to clearly and completely describe the technical solutions in this application. Obviously, the embodiments described are only some of the embodiments of this application, not all of them. Based on the embodiments in this application, all other embodiments obtained by ordinary technicians in this field without making any creative efforts are within the scope of protection of this application.

[0098] See Figure 1 , Figure 1 This is a schematic diagram of a network architecture provided by an embodiment of the present application. Figure 1 As shown, the network architecture may include a server 200 and a terminal device cluster, and the terminal device cluster may include one or more terminal devices, and the number of terminal devices is not limited here. Figure 1 As shown, the multiple terminal devices may specifically include terminal device 100a, terminal device 101a, terminal device 102a, ..., terminal device 103a; Figure 1 As shown, the terminal device 100a, the terminal device 101a, the terminal device 102a, ..., the terminal device 103a can all be connected to the server 200 through a network, so that each terminal device can exchange data with the server 200 through the network connection.

[0099] like Figure 1The server 200 shown can be a standalone physical server, a server cluster or distributed system consisting of multiple physical servers, or a cloud server that provides basic cloud computing services such as cloud services, cloud databases, cloud computing, cloud functions, cloud storage, network services, cloud communications, middleware services, domain name services, security services, CDN, and big data and artificial intelligence platforms. The terminal device can be a smart terminal such as a smartphone, tablet computer, laptop computer, desktop computer, smart TV, etc. The following describes the embodiment of the present application in detail using the communication between the terminal device 100a and the server 200 as an example.

[0100] Please also see Figure 2a-2b , Figure 2a-2b This is a page diagram of a terminal device provided by this application. Figure 2a As shown, terminal page 101b of terminal device 100a is a news information display page. Area 104b of terminal page 101b displays specific news information, including the news information in area 102b of terminal page 101b. This news information specifically includes the news headline "The twin lotus flowers growing in the lotus pond of xxx Park in xxx City have been picked!" and an image 113b of the twin lotus flowers. The news information displayed on terminal page 101b (including the news information in area 102b) may be synchronized from server 200 to terminal device 100a.

[0101] Furthermore, the area 104b of the terminal page 101b may further include an advertisement data display area 103b interspersed with news information. The advertisement displayed in the advertisement data display area 103b includes an advertisement title "Buy a wedding dress, choose xxx bridal shop" and a wedding dress picture 105b.

[0102] When browsing news information on terminal page 101b, the user can slide up area 104b of terminal page 101b to slide out more news information in area 104b for viewing. Here, terminal device 100a can respond to the user's upward sliding operation on area 104b of terminal page 101b and display it on terminal page 106b.

[0103] As shown on terminal page 106b, in response to a user's upward swipe operation on area 104b of terminal page 101b, terminal device 100a slides a portion of the news information originally displayed in area 102b of terminal page 101b beyond the upper edge of area 102b, causing the news information originally displayed in area 102b to be displayed as a portion of the news information in area 107b of terminal page 106b. As shown on terminal page 106b, the news information originally displayed in area 102b, including the headline "Twin lotus flowers growing in the lotus pond of xxx Park in xxx City have been plucked!" and the upper portion of image data of image 113b, has been slid away from display in area 107b.

[0104] In addition, terminal device 100a displays new news information in area 110b of terminal page 106b in response to a user's upward swipe operation on area 104b of terminal page 101b. It is understood that terminal device 100a can move the overall position of the news information and advertising data display area displayed in area 104b upward in response to a user's upward swipe operation on area 104b of terminal page 101b. In other words, terminal device 100a displays the content in area 104b as content in area 109b in response to a user's upward swipe operation on area 104b of terminal page 101b.

[0105] Therefore, it can be understood that the advertisement displayed in area 103b of terminal page 101b is the same advertisement displayed in area 108b of terminal page 106b. Areas 103b and 108b are the same advertisement data display area, but the display position of area 103b on terminal page 101b is different from the display position of area 108b on terminal page 106b. In essence, the heights of areas 103b and 108b displayed on the terminal page of terminal device 100a are different. The height of area 103b on terminal page 101b (this height may be referred to as area height 1) is smaller than the height of area 108b on terminal page 102b (this height may be referred to as area height 2). The difference between area height 1 and area height 2 is determined by the distance the user swipes upward on area 104a of terminal page 101b.

[0106] like Figure 2aAs shown, advertisement image 105b of the advertisement displayed in area 103b is different from advertisement image 115b of the advertisement displayed in area 108b. However, advertisement image 105b and advertisement image 115b belong to the same advertisement, that is, both belong to the advertisements displayed in areas 103b and 108b. In other words, the advertisements in areas 103b and 108b may include advertisement image 105b and advertisement image 115b.

[0107] It should be noted that the advertisement image 105b displayed in area 103b of terminal page 101b changes to advertisement image 115b displayed in area 108b in response to the user's upward swipe operation on area 104b of terminal page 101b. In other words, terminal device 100a can respond to the user's upward swipe operation on area 104b of terminal page 101b by switching from displaying terminal page 101b to displaying terminal page 106b, and simultaneously switches the display of advertisement image 105b in area 103b of terminal page 101b to advertisement image 115b in area 108b of terminal page 106b.

[0108] The advertisements in the aforementioned areas 103b and 108b can be referred to as target advertisements. It should be noted that target advertisements may include not only the aforementioned advertisement images 105b and 115b, but also other advertisement images. Terminal device 100a determines which advertisement image of the target advertisement is displayed in the advertisement data display area (e.g., areas 103b and 108b) of the terminal page based on the distance of the user's upward swipe operation on area 104b. Therefore, based on terminal page 106b, terminal device 100a can continue to respond to the user's upward swipe operation on terminal page 106b by switching advertisement image 115b on terminal page 106b to display another advertisement image of the target advertisement. The specific process of determining which advertisement image of the target advertisement is displayed in advertisement data display area 108b of terminal page 106b based on the distance of the user's upward swipe operation on area 104b of terminal page 101b can be found in step S102 below.

[0109] For more, see Figure 2b , Figure 2b The terminal page 106b in the above Figure 2aAfter the terminal device 100a responds to the user's upward sliding operation on the area 104b of the terminal page 101b and displays the terminal page 106b, the terminal device can also respond to the user's downward sliding operation on the area 109b of the terminal page 106b. When the sliding distance of the user's upward sliding operation on the area 104b is equal to the sliding distance of the user's downward sliding operation on the area 109b, the terminal device 100a can also display the terminal page 111b from the terminal page 106b.

[0110] Terminal page 111b is identical to terminal page 101b. Advertisement image 112b displayed in the advertisement data display area of ​​terminal page 111b is identical to advertisement image 105b displayed in the advertisement data display area of ​​terminal page 101b. It is understood that when terminal device 100a responds to a user's downward swipe operation on area 109b and displays terminal page 111b, terminal device 100a restores terminal page 106b to display on terminal page 101b in response to a user's downward swipe operation on area 109b.

[0111] In other words, the advertising image displayed in the advertising data display area of ​​the terminal page can be displayed reversibly. When the user slides up on area 104b, the advertising image in the advertising data display area can be displayed from advertising image 105b to advertising image 115b. Then, when the user slides down on area 109b, the advertising image 115b in the advertising data display area can be displayed back to advertising image 103b.

[0112] By using the method provided by this application, when a user swipes up and down to browse the news information on the terminal page, the display method of the advertisements interspersed in the news information (for example, which advertisement image is displayed) can change along with the user's swiping operation on the terminal page (for example, swiping up and swiping down). Therefore, by using the method provided by this application, the interactivity and fun between the user and the advertisements interspersed in the news information can be increased during the user's browsing of the news information on the terminal page, and the user's rejection of advertisements in the information flow can be reduced. At the same time, the display method of advertisements interspersed in the news information is also enriched.

[0113] See Figure 3 , Figure 3 This is a flow chart of a data display method provided by this application, such as Figure 3 As shown, the method may include:

[0114] Step S101, in response to a movement operation on a data display page, obtaining user operation behavior data on the data display page; the data display page includes a multimedia data display area;

[0115] Specifically, the execution subject in the embodiment of the present application can be any terminal device. An information stream can be displayed in the data display page, and the information stream can include one or more information. Since the information stream can be an information stream composed of friend dynamics in social media software, one or more information in the information stream can refer to one or more friend dynamic information. The information stream can also be an information stream composed of information media information, and the information media information can refer to news information. Therefore, one or more information in the information stream can refer to one or more news information. The information stream can also be an information stream composed of audio-visual media information, and the audio-visual media information can refer to short video information. Therefore, one or more information in the information stream can refer to one or more short video information. Among them, the information in the information stream described above is only an example. In fact, the information in the information stream can be any information.

[0116] In addition to including one or more pieces of information in the information stream, advertising data can also be inserted into the information stream, and the advertising data in the information stream can be called information stream advertising. Therefore, the multimedia data display area in the data display page can be an area for displaying information stream advertising. The data form of the information stream advertising can be interactive video data (such as an operable mini-game video data), graphic data (that is, both text data and image data), picture data (only image data) or video data (only video data) and other data forms. One information stream advertisement corresponds to one multimedia data display area.

[0117] For example, the above Figure 2a-2bTerminal page 101b, terminal page 106b, and terminal page 111b in the data display page can be a data display page. In essence, since the information flow displayed in terminal page 101b, terminal page 106b, and terminal page 111b is the same information flow, terminal page 101b, terminal page 106b, and terminal page 111b are the same data display page, but terminal page 101b, terminal page 106b, and terminal page 111b correspond to different page positions of the data display page, that is, terminal page 101b, terminal page 106b, and terminal page 111b display different information in the same information flow (for example, different news information). The same advertising data is displayed in area 103b and area 108b, that is, the advertisements displayed in area 103b and area 108b are the same information flow advertisements. Therefore, area 103b and area 108b can be the same multimedia data display area. The movement operation on the data display page may be a sliding operation (such as an upward sliding operation and a downward sliding operation) on the area 104b in the terminal page 101b.

[0118] The movement operation on the data display page may be a gesture movement operation, a voice control movement operation, or a sliding movement operation. The terminal device may respond to the user's movement operation on the data display page and obtain the user operation behavior data on the data display page. For example,

[0119] The user operation behavior data may be the moving direction and moving distance included in the moving operation, please see below for details.

[0120] The gesture movement operation may be a user's gesture operation in the air on the data display page. For example, the gesture movement operation may be a user's gesture operation in the air upward, downward, left, or right in front of the data display page. Therefore, the terminal device may capture the gesture movement operation performed by the user in front of the data display page through a camera or other configuration, and obtain the movement distance and movement direction of the data display page by the user through the gesture movement operation.

[0121] For example, the gesture movement operation may be that the user gestures upwards by 10 centimeters in front of the data display page. In this case, the movement direction of the gesture movement operation is upward, and the movement distance of the gesture movement operation is 10 centimeters. For another example, the gesture movement operation may be that the user gestures downwards by 11 centimeters in front of the data display page. In this case, the movement direction of the gesture movement operation is downward, and the movement distance of the gesture movement operation is 11 centimeters. For another example, the gesture movement operation may be that the user gestures to the left by 12 centimeters in front of the data display page. In this case, the movement direction of the gesture movement operation is left, and the movement distance of the gesture movement operation is 12 centimeters. For another example, the gesture movement operation may be that the user gestures to the right by 13 centimeters in front of the data display page. In this case, the movement direction of the gesture movement operation is right, and the movement distance of the gesture movement operation is 13 centimeters.

[0122] Among them, the voice-controlled movement operation can be a voice operation recorded by the user to the terminal device before the data display page. The terminal device can obtain the voice recorded by the user through the voice-controlled movement operation through recording and other functions, and parse the movement direction and movement distance described in the voice.

[0123] For example, the voice-controlled movement operation may be the voice operation "slide up 5 cm" recorded by the user before the data display page, then the movement direction of the voice-controlled movement operation is upward, and the movement distance is 5 cm. For another example, the voice-controlled movement operation may be the voice operation "slide down 10 cm" recorded by the user before the data display page, then the movement direction of the voice-controlled movement operation is downward, and the movement distance is 10 cm. For another example, the voice-controlled movement operation may be the voice operation "slide left 8 cm" recorded by the user before the data display page, then the movement direction of the voice-controlled movement operation is left, and the movement distance is 8 cm. For another example, the voice-controlled movement operation may be the voice operation "slide right 11 cm" recorded by the user before the data display page, then the movement direction of the voice-controlled movement operation is right, and the movement distance is 11 cm.

[0124] The sliding movement operation may be a sliding operation performed by a user on a data display page of the terminal device by directly touching the terminal device. The terminal device may respond to the user's sliding movement operation on the data display page through a sensor or other configuration, and obtain the direction and distance of movement of the data display page by the user through the sliding movement operation.

[0125] For example, the sliding movement operation may be a sliding movement operation in which the user slides upward by 2 cm on the data display page. In this case, the movement direction of the sliding movement operation is upward, and the movement distance is 2 cm. For another example, the sliding movement operation may be a sliding movement operation in which the user slides downward by 3 cm on the data display page. In this case, the movement direction of the sliding movement operation is downward, and the movement distance is 3 cm. For another example, the sliding movement operation may be a sliding movement operation in which the user slides left by 1 cm on the data display page. In this case, the movement direction of the sliding movement operation is left, and the movement distance is 1 cm. For another example, the sliding movement operation may be a sliding movement operation in which the user slides right by 2 cm on the data display page. In this case, the movement direction of the sliding movement operation is right, and the movement distance is 2 cm.

[0126] As can be seen from the above, the terminal device can obtain the user operation behavior data entered into the terminal device by the user through the movement operation by the user on the data display page. The user operation behavior data may include the movement direction and movement distance of the movement operation. It can be seen that the user operation behavior data is obtained by the terminal device in response to the user's movement operation on the data display page, and the movement operation can be performed by the user in the multimedia data display area of ​​the data display page, or in an area of ​​the data display page other than the multimedia data display area. In other words, the movement operation is not a user operation specifically on the multimedia data display area, but a user operation on the data display page where the multimedia data display area is located.

[0127] Step S102, determining follow-up display data in the multimedia data display area according to the user operation behavior data and the target multimedia data associated with the multimedia data display area;

[0128] Specifically, the terminal device can obtain the follow-up display data displayed in the multimedia data display area based on the user operation behavior data obtained above and the target multimedia data associated with the multimedia data display area. It can be seen from the above step S101 that the multimedia data display area in the data display page can be an area for displaying information flow advertisements, and one multimedia data can be used to display one information flow advertisement. Therefore, the target multimedia data associated with the multimedia data display area can be the information flow advertisement displayed in the multimedia data display area. The target multimedia data can be an image data (such as a picture), multiple image data (such as at least two pictures), pure video data, or game interactive screen data, etc.

[0129] Among them, the terminal device can obtain the regional height of the multimedia data display area in the data display page after the user performs a move operation on the data display page through the obtained user operation behavior data. The regional height of the multimedia data display area in the data display page after the user performs a move operation on the data display page can be called the updated area height.

[0130] The process for obtaining the updated area height of the multimedia data display area is as follows: the terminal device can obtain the current area height of the multimedia data display area in the data display area. The current area height is the area height of the multimedia data display area in the data display page when the user has not yet performed a move operation on the data display page. If the bottom edge of the terminal page where the data display page is located is also the location for displaying specific information of the information flow, the current area height and the updated area height are both the distance between the bottom edge of the multimedia data display area and the bottom edge of the terminal page where the data display page is located at different times. The current area height is the distance between the bottom edge of the multimedia data display area and the bottom edge of the terminal page where the data display page is located when the user has not performed a move operation on the data display page. The updated area height is the distance between the bottom edge of the multimedia data display area and the bottom edge of the terminal page where the data display page is located after the user has performed a move operation on the data display page.

[0131] Specifically, the current area height and the updated area height of the multimedia data display area in the data display page refer to the area bottom edge of the multimedia data display area at different times and the area for displaying specific information of the information flow on the terminal page where the data display page is located (for example, the above Figure 2a Therefore, it can be understood that if the bottom edge of the terminal page where the data display page is located is also the location for displaying specific information of the information flow, then the bottom edge of the area for displaying specific information of the information flow in the terminal page where the data display page is located is the bottom edge of the terminal page where the data display page is located (for example, the above Figure 2a area 104b).

[0132] The terminal device can use the movement distance in the user operation behavior data to obtain a height adjustment value for the multimedia data display area on the data display page. The height adjustment value represents the change in the height of the multimedia data display area on the data display page before and after the user performs a move operation on the data display page. A conversion ratio between the movement distance and the height adjustment value can be set. Since the movement distance can be in centimeters and the height adjustment value can be in pixels, the conversion ratio between the movement distance and the height adjustment value can be 1:1, indicating that if the movement distance is 1 centimeter, the height adjustment value can be 1 pixel. The conversion ratio between the movement distance and the height adjustment value can also be 3:1, indicating that if the movement distance is 3 centimeters, the height adjustment value can be 1 pixel. The conversion ratio between the movement distance and the height adjustment value can also be 1:10, indicating that if the movement distance is 1 centimeter, the height adjustment value can be 10 pixels. The value of the conversion ratio between the movement distance and the height adjustment value can be set according to actual application conditions and is not limited to this.

[0133] Next, the terminal device can determine what the movement direction in the user operation behavior data is. Among them, the upward movement direction and the leftward movement direction can be referred to as the first movement direction, and the downward movement direction and the rightward movement direction can be referred to as the second movement direction.

[0134] If the terminal device determines that the moving direction is the first moving direction, the terminal device can use the sum of the current area height of the multimedia data display area and the obtained height adjustment value as the updated area height of the multimedia data display area, indicating that compared with before the user performs the moving operation on the data display page, after the user performs the moving operation on the data display page, the area height of the multimedia data display area in the data display page has become higher.

[0135] If the terminal device determines that the moving direction is the second moving direction, the terminal device can use the difference between the current area height of the multimedia data display area and the obtained height adjustment value (that is, the difference between the current area height and the height adjustment value) as the updated area height of the multimedia data display area, indicating that compared with before the user performs the moving operation on the data display page, after the user performs the moving operation on the data display page, the area height of the multimedia data display area in the data display page has become lower.

[0136] See Figure 4 , Figure 4 This is a schematic diagram of a scenario for obtaining the height of an updated area provided by this application. Figure 4As shown, the data display page can be a friend circle page, which can display multiple dynamics of friends. Information flow ads can be inserted into the multiple dynamics, and the information flow ads include information flow ads displayed in the multimedia data display area 101c. The method provided in the embodiment of the present application can be triggered when the bottom edge of the multimedia data display area is displayed on the terminal page where the data display page is located.

[0137] like Figure 4 As shown, terminal page 100c, terminal page 102c, terminal page 103c, ..., terminal page 104c, terminal page 105c, and terminal page 106c all display the same data display page, which includes multimedia data display area 101c. Terminal page 100c, terminal page 102c, terminal page 103c, ..., terminal page 104c, terminal page 105c, and terminal page 106c are located at different page positions on the data display page. Therefore, terminal page 100c, terminal page 102c, terminal page 103c, ..., terminal page 104c, terminal page 105c, and terminal page 106c respectively display different page content on the data display page, that is, they display different information flows on the data display page.

[0138] On terminal page 100c, the bottom edge of multimedia data display area 101c coincides with the bottom edge of terminal page 100c. This means that the updated area height h0 is equal to 0. The terminal device can then respond to a user's move operation on terminal page 100c and display it on terminal page 102c. Since the height of multimedia data display area 101c on terminal page 102c is higher than the height of the area on terminal page 100c, it can be determined that the user's move operation on terminal page 100c was in the first direction.

[0139] When the terminal device displays the content from terminal page 100c to terminal page 102c, the updated area height h0 can be considered as the current area height of the multimedia data display area 101c (equal to 0). The height adjustment value is h1, and the updated area height of the multimedia data display area 101c in terminal page 102c is h1 (i.e., h1 + 0). Therefore, in terminal page 102c, the distance between the bottom edge of the multimedia data display area 101c and the bottom edge of terminal page 102c is h1.

[0140] Next, the terminal device can respond to the user's move operation on terminal page 102c and display it on terminal page 103c. In this case, the movement direction of the movement operation is also the first movement direction. During the process of the terminal device displaying from terminal page 102c to terminal page 103c, the update area height h1 can be regarded as the current area height of multimedia data display area 101c at this time. The update area height h2 of multimedia data display area 101c at this time is the distance between the lower edge of multimedia data display area 101c and the lower edge of terminal page 103c.

[0141] Next, the terminal device can respond to the user's move operation on terminal page 103c and display it on terminal page 104c. In this case, the movement direction of the movement operation is also the first movement direction. During the process of the terminal device displaying from terminal page 103c to terminal page 104c, the update area height h2 can be regarded as the current area height of multimedia data display area 101c at this time. The update area height h3 of multimedia data display area 101c at this time is the distance between the lower edge of multimedia data display area 101c and the lower edge of terminal page 104c.

[0142] Next, the terminal device can respond to the user's move operation on terminal page 104c and display it on terminal page 105c. In this case, the movement direction of the movement operation is also the first movement direction. During the process of the terminal device displaying from terminal page 104c to terminal page 105c, the update area height h3 can be regarded as the current area height of multimedia data display area 101c at this time. The update area height h4 of multimedia data display area 101c at this time is the distance between the lower edge of multimedia data display area 101c and the lower edge of terminal page 105c.

[0143] Next, the terminal device can respond to the user's move operation on terminal page 105c and display it on terminal page 106c. At this time, the movement direction of the movement operation is also the first movement direction described above. During the process of the terminal device displaying from terminal page 105c to terminal page 106c, the update area height h4 can be regarded as the current area height of the multimedia data display area 101c at this time. The update area height h5 of the multimedia data display area 101c at this time is the distance between the area bottom edge 107c of the multimedia data display area 101c and the page bottom edge of the terminal page 105c. At this time, the page top edge of the terminal page 106c coincides with the area bottom edge of the multimedia data display area 101c.

[0144] The method provided in the embodiment of the present application may terminate when the bottom edge of the multimedia data display area coincides with the top edge of the terminal page on which the data display page resides. In other words, the method provided in the embodiment of the present application may terminate when the terminal device, in response to a user's movement operation on the data display page, slides the multimedia data display area off the terminal page on which the data display page resides, i.e., the multimedia data display area is no longer visible on the current terminal page.

[0145] The terminal device can then obtain the data currently displayed in the multimedia data display area based on the updated area height and the target multimedia data. The data currently displayed in the multimedia data display area obtained based on the updated area height and the target multimedia data is referred to as follow-up display data, and the follow-up display data belongs to the target multimedia data.

[0146] The following describes in detail how to obtain the follow-up display data according to the update area height of the multimedia data display area and the target multimedia data.

[0147] Among them, when the target multimedia data is a plurality of image data, the terminal device can obtain the total image data of the plurality of image data. The terminal device can also obtain the terminal single-screen page height of the terminal device to which the data display page belongs. In fact, the terminal single-screen page height is the total page height of a terminal page used to display the information flow in the data display page. If the terminal page includes, in addition to the page area for displaying the information flow in the data display page, also a page area for displaying title information related to the information flow, then the terminal single-screen page height is the area height of the page area for displaying the information flow in the data display page. For example, in the above Figure 2a If area 104b of terminal page 101b is the page area used to display the information stream, then the terminal single-screen page height is the area height of area 104b. If the entire terminal page containing the data display page is used to display the information stream, then the terminal single-screen page height is the entire page height of the terminal page. Therefore, it can be understood that the terminal single-screen page height is the area height of the page area used to display specific information content in the information stream on the terminal page containing the data display page.

[0148] Furthermore, it is understandable that the above-mentioned terminal single screen page is the maximum value that the update area height of the multimedia data display area can reach. Therefore, the range of the update area height of the multimedia data display area is 0 to the terminal single screen page height.

[0149] The terminal device can obtain the ratio of the update area height of the multimedia data display area to the height of a single terminal screen page. This ratio ranges from 0 to 1 and is referred to as the image data selection parameter. The terminal device can also obtain the product of this image data selection parameter and the total number of images in the multiple image data included in the target multimedia data. This product ranges from 0 to the total number of images in the multiple image data included in the target multimedia data. The terminal device can use this product to select one image data from the multiple image data included in the target multimedia data as the following image data. The terminal device can use this following image data as the following display data.

[0150] The terminal device may obtain the subsequent presentation data by multiplying the image data selection parameter by the number of images in the plurality of image data included in the target multimedia data (this product may be referred to as a first product). The process is as follows: the terminal device may sequentially assign sequence numbers to the plurality of image data included in the target multimedia data. The order in which the sequence numbers are assigned to each image data may be specified by the terminal device. For example, if the target multimedia data contains three image data, the sequence numbers assigned to the three image data may be sequence number 1, sequence number 2, and sequence number 3, respectively.

[0151] Furthermore, the terminal device can obtain a positive integer that is greater than or equal to the first product and has the smallest difference with the first product. The terminal device can use the image data with a sequence number equal to the positive integer as the follow-up image data. This follow-up image data is the follow-up display data obtained by the terminal device. For example, if the first product is equal to 2.3, then the positive integer that is greater than or equal to the first product and has the smallest difference with the first product is 3. Therefore, the image data with sequence number 3 can be used as the follow-up display data.

[0152] Optionally, when the target multimedia data is video data, the terminal device may obtain multiple video frames of the video data, where each video frame is a piece of image data. In this case, the principle of obtaining the follow-up presentation data is the same as that of obtaining the follow-up presentation data when the target multimedia data is multiple pieces of image data, as described below.

[0153] The terminal device can obtain the total number of video frames contained in the target multimedia data. Similarly, the terminal device can also obtain the terminal single-screen page height of the terminal device where the data display page is located. The specific explanation of the terminal single-screen page height can be found above. The terminal device can obtain the ratio between the update area height of the multimedia data display area and the terminal single-screen page height. Here, this ratio can be referred to as the first video frame selection parameter. Similarly, the value range of the first video frame selection parameter is also 0 to 1.

[0154] The terminal device can obtain the product of the first video frame selection parameter and the number of video frames of all video frames included in the target multimedia data. This product can be referred to as the second product. The terminal device can also add a sequence number to each video frame included in the target multimedia data. The sequence number added to the video frame can be referred to as the video frame sequence number. Unlike the above-mentioned terminal device adding a sequence number to each image data, when adding a video frame sequence number to each video frame here, it is necessary to add each video frame in sequence according to the order of the timestamps of each video frame appearing in the target multimedia data.

[0155] For example, if the target multimedia data includes three video frames, sequence numbers 1, 2, and 3 may be added to the three video frames in sequence according to the order of the timestamps of the three video frames in the target multimedia data.

[0156] Similarly, the terminal device can obtain a positive integer that is greater than or equal to the second product and has the smallest difference with the second product. The video frame number equal to this positive integer can be referred to as the target video frame number. The terminal device can use the video frame with the target video frame number as the follow-up video frame, which is the follow-up display data obtained by the terminal device. For example, if the second product is 5.5, then the positive integer that is greater than or equal to the second product and has the smallest difference with the second product is 6. In this case, the video frame with the target video frame number can be used as the follow-up display data.

[0157] See Figure 5 , Figure 5 This is a schematic diagram of a scenario for obtaining follow-up display data provided by the present application. Through the above process, it can be understood that the current area height and the update area height of the multimedia data display area are relative, and each moving operation of the multimedia data display area includes one or more current area heights and update area heights. For example, for a user's moving operation on the multimedia data display area, multiple position points moved to in sequence in the data display page through the moving operation can be obtained. For each position point, the multimedia data display area can correspond to a current area height and an update area height. The update area height of the multimedia data display area at the previous position point is the current area height of the multimedia data display area at the next position point. In other words, the terminal device can respond to the user's moving operation on the multimedia data display area and obtain one or more update area positions of the multimedia data display area.

[0158] like Figure 5As shown, the target multimedia data is video data 105d, which includes n video frames. These n video frames are sorted according to their timestamps in video data 105d, and are sequentially video frame 1, video frame 2, video frame 3, ..., video frame n-1, and video frame n. The terminal device may sequentially add video frame numbers to these n video frames: 1, 2, 3, ..., n-1, and n.

[0159] Therefore, when the update area height of the multimedia data display area is update area height j1, the terminal device can obtain the second product based on update area height j1, the number of video frames n, and the terminal single-screen page height 100d. The positive integer greater than or equal to the second product and with the smallest difference from the second product can be 1. Therefore, in this case, the subsequent display data can be video frame 101d.

[0160] When the update region height of the multimedia data display area is update region height j2, the terminal device can obtain the second product based on update region height j2, the number of video frames n, and the terminal single-screen page height 100d. The positive integer greater than or equal to the second product and having the smallest difference with the second product can be 2. Therefore, the subsequent display data in this case can be video frame 102d.

[0161] As the user continues to move the multimedia data display area, when the update area height of the multimedia data display area reaches update area height jn-1, the terminal device can obtain the second product based on update area height jn-1, the number of video frames n, and the terminal single-screen page height 100d. The positive integer greater than or equal to the second product and with the smallest difference from the second product can be n-1. Therefore, the subsequent display data at this time can be video frame 103d.

[0162] When the update region height of the multimedia data display area is update region height jn, the terminal device can obtain the second product based on update region height jn, the number of video frames n, and the terminal single-screen page height 100d. The positive integer greater than or equal to the second product and having the smallest difference with the second product can be n. Therefore, the subsequent display data in this case can be video frame 104d.

[0163] Optionally, the terminal device may also be target image data, which may be a picture. The target image data may be added with an image transformation effect (which may be referred to as an image transition effect), and the image transformation effect is not limited to an erase transformation effect, a cut-in transformation effect, a dissolve transformation effect, and a shutter transformation effect.

[0164] The terminal device can obtain multiple image transformation states of the target image data under the added image transformation effect. The multiple image transformation states are different display states of the target image data during the execution of the added image transformation effect.

[0165] For example, if the image transformation effect added to the target image data is an erasing transformation effect, the multiple image transformation states of the target image data under the erasing transformation effect may include: the image transformation state when the image content in the first image area of ​​the target image data (for example, the rectangular image area of ​​the target image data with a top height of h1) is erased, the image transformation state when the image content in the second image area of ​​the target image data is erased (for example, the rectangular image area of ​​the target image data with a top height of h2, h2 can be greater than h1), the image transformation state when the image content in the third image area of ​​the target image data is erased (for example, the rectangular image area of ​​the target image data with a top height of h3, h3 can be greater than h2), the image transformation state when the image content in the fourth image area of ​​the target image data (for example, the rectangular image area of ​​the target image data with a top height of h4, h4 can be greater than h3) is erased,... and the image transformation state when the image content in the nth image area of ​​the target image data (for example, the rectangular image area of ​​the target image data with a top height of hn, hn can be equal to the complete height of the target image data) is erased.

[0166] Therefore, the multiple image transformation states of the target image data under the erasing transformation effect are the multiple display states of the target image data in the process of gradually erasing the erased area in the target image data from small to large. Erasing the image content in a certain image area may mean not displaying the image content in the image area.

[0167] Therefore, the terminal device can also obtain the total number of multiple image transformation states of the target image data under the added image transformation effect. This number can be referred to as the state number. Similarly, the terminal device can also obtain the terminal single-screen page height of the terminal device where the data display page is located. The specific explanation of the terminal single-screen page height can be found above.

[0168] The terminal device can obtain the ratio between the height of the update area of ​​the multimedia data display area and the height of the single-screen page of the terminal, and the ratio can be referred to as the transformation state selection parameter. The terminal device can obtain the product between the transformation state selection parameter and the number of states, and the product can be referred to as the third product. Similarly, the terminal device can also add serial numbers to each image transformation state of the target image data in sequence, wherein the order in which the serial numbers are added to each image transformation state is the order in which each image transformation state appears when the image transformation effect is performed on the target multimedia data. For example, if the target image data can include 3 image transformation states, the serial numbers 1, 2, and 3 can be added to the 3 image transformation states in sequence.

[0169] Similarly, the terminal device can also obtain a positive integer that is greater than or equal to the third product and has the smallest difference with the third product. The image transformation state with the same sequence number as the positive integer can be used as the follow-up transformation state. The target image data in the follow-up transformation state is the follow-up display data obtained by the terminal device. For example, if the third product is 0.1, the positive integer that is greater than or equal to the third product and has the smallest difference with the third product is 1. In this case, the image transformation state with the sequence number 1 can be used as the follow-up transformation state.

[0170] Optionally, when the target multimedia data is video data, the terminal device can also determine the speed at which the target multimedia data in the multimedia data display area is played based on the moving direction and moving distance in the user operation behavior data, see below.

[0171] Similarly, the terminal device can first obtain an updated area height of the multimedia data display area based on the aforementioned movement direction, movement distance, and the current area height of the multimedia data display area. The terminal device can also obtain a speed matching curve, which can be a pre-set curve and includes a mapping relationship between each area height of the multimedia data display area on the data display page and the corresponding playback speed.

[0172] The terminal device can obtain a playback speed that is mapped to the update area height of the multimedia data display area from the speed matching curve. This playback speed can be called the second playback speed, and the target multimedia data with the second playback speed can be used as follow-up display data.

[0173] Optionally, when the target multimedia data is interactive game screen data containing virtual game controls, the terminal device can obtain control instructions for the virtual game controls based on the acquired user operation behavior data. The interactive game screen data can also include game objects, so the acquired control instructions for the virtual game controls can be used to operate the game objects in the interactive game screen data.

[0174] Specifically, the terminal device can obtain the object action of the game object indicated by the control instruction based on the control instruction for the virtual game control. The object action of the game object indicated by the control instruction can be referred to as the follow-up object action. The game object with the follow-up object action can be referred to as the target game object. The game interactive screen data with the target game object can be used as the follow-up display data obtained by the terminal device.

[0175] For example, if the movement direction in the user operation behavior data is the first movement direction and the movement distance is 2 centimeters, the terminal device may obtain a control instruction for the virtual game control based on the user operation behavior data: jump 20 pixels upward. In this case, the ratio between the movement distance of 2 centimeters and the jump distance of 20 pixels is 1:10. Therefore, the follow-up object action of the game object instructed by this control instruction is to jump 20 pixels upward.

[0176] For another example, if the movement direction in the user operation behavior data is the second movement direction and the movement distance is 1 centimeter, the terminal device may obtain a control instruction for the virtual game control based on the user operation behavior data: jump down 10 pixels. In this case, the ratio between the movement distance of 1 centimeter and the jump distance of 10 pixels is 1:10. Therefore, the follow-up object action of the game object instructed by this control instruction is to jump down 10 pixels.

[0177] Step S103: Switch the current display data in the multimedia data display area to display the subsequent display data; both the current display data and the subsequent display data belong to the target multimedia data;

[0178] Specifically, the currently displayed data in the multimedia data display area is the data displayed in the multimedia data display area before the user performs a move operation on the data display page. When the target multimedia data is multiple image data and the following display data is a certain image data among the multiple image data, the currently displayed data in the multimedia data display area is also the image data currently displayed among the multiple image data. Therefore, the terminal device can switch the image data currently displayed in the multimedia data display area (i.e., the current display data) to the following image data (i.e., the following display data). In this case, the terminal device switches the currently displayed image data in the multimedia data display area to the following image data in response to the user's move operation on the data display page, thereby achieving the purpose of rotating the multiple image data contained in the target multimedia data in the multimedia data display area.

[0179] See Figure 6 , Figure 6 This is a page diagram of a terminal device provided by this application. Figure 6 As shown, the data display page is the circle of friends dynamic page displayed in the terminal page 100e, the terminal page 104e and the terminal page 106e. The data display page includes a multimedia data display area 102c, the terminal page 100e includes Xiaohong's dynamic 101e, the terminal page 104e includes Xiaohong's dynamic and Xiaotian's dynamic, and the terminal page 106e includes Xiaohong's dynamic, Xiaotian's dynamic and Xiaole's dynamic. The target multimedia data may include multiple image data, and the multiple image data may include image data 103e, image data 105e and image data 107e. The image data 103e displayed in the multimedia data display area 102c of the terminal page 100e where the data display page is located can be displayed on the terminal page 104e in response to the user's move operation on the data display page in the terminal page 100e (here the move operation can be an upward sliding operation). The multimedia data display area 102e of the terminal page 104e displays the image data 105e. Therefore, the current image data may refer to the image data 103e in the terminal page 100c, and the subsequent display data may refer to the image data 105e in the terminal page 104e.

[0180] Next, the terminal device can respond to the user's movement operation (here, the movement operation can be an upward sliding operation) on the data display page in the terminal page 104e and display it on the terminal page 106e. The multimedia data display area 102e of the terminal page 106e displays the image data 107e. Therefore, at this time, the current image data can refer to the image data 105e in the terminal page 104c, and the subsequent display data can refer to the image data 107e in the terminal page 106e.

[0181] When the target multimedia data is video data and the following display data is a following video frame among the multiple video frames included in the video data, the current display data in the multimedia data display area can be the video frame currently displayed in the multimedia data display area among the multiple video frames included in the target multimedia data. Therefore, the terminal device can switch the video frame currently displayed in the multimedia data display area (i.e., the current display data) to a following video frame (i.e., the following display data). In this case, the terminal device switches the video frame currently displayed in the multimedia data display area to a following video frame in response to the user's movement operation on the data display page, thereby achieving the purpose of displaying different video frames included in the target multimedia data in the multimedia data display area according to the different area heights of the multimedia data display area on the data display page.

[0182] When the target multimedia data is the above-mentioned target image data and the following display data is the target image data in the target transformation state, since the target image data has multiple image transformation states under the added image transformation effect, the current display data in the multimedia data display area can be the target image data in the current image transformation state. The terminal device can switch the target image data in the current image transformation state (i.e., the current display data) currently displayed in the multimedia data display area to the target image data in the target transformation state (i.e., the following display data). In this case, the terminal device switches the target image data in the current image transformation state displayed in the multimedia data display area to the target image data in the target transformation state in response to the user's movement operation on the data display page, thereby achieving the purpose of executing the added image transformation effect on the target image data.

[0183] See Figure 7 , Figure 7 This is a page diagram of a terminal device provided by this application. Figure 7As shown, the data display pages are the friend circle pages in terminal page 100f, terminal page 101f, terminal page 104f, terminal page 103f, terminal page 105f, and terminal page 106f. The target multimedia data is target image data 107f, which has an erased transformation effect added to it. Under this erased transformation effect, target image data 107f can have multiple image transformation states, including an image transformation state in which the target image data is in a complete image form in terminal page 100f, an image transformation state in which the target image data is partially erased in terminal page 101f, an image transformation state in which the target image data is partially erased in terminal page 104f, an image transformation state in which the target image data is partially erased in terminal page 103f, an image transformation state in which the target image data is partially erased in terminal page 105f, and an image transformation state in which the target image data is partially erased in terminal page 106f.

[0184] Among them, the portion of the target image data 107f that is erased in the image transformation state of the complete image form in the terminal page 100f is less than the portion of the target image data 107f that is erased in the image transformation state of the terminal page 101f in which the image is partially erased; the portion of the target image data 107f that is erased in the image transformation state of the terminal page 101f in which the image is partially erased is less than the portion of the target image data 107f that is erased in the image transformation state of the terminal page 104f in which the image is partially erased; the portion of the target image data 107f that is erased in the image transformation state of the terminal page 104f in which the image is partially erased , which is less than the partially erased image of the target image data 107f in the image transformation state in which the image in the terminal page 103f is partially erased; the partially erased image of the target image data 107f in the image transformation state in which the image in the terminal page 103f is partially erased is less than the partially erased image of the target image data 107f in the image transformation state in which the image in the terminal page 105f is partially erased; the partially erased image of the target image data 107f in the image transformation state in which the image in the terminal page 105f is partially erased is less than the partially erased image of the target image data 107f in the image transformation state in which the image in the terminal page 106f is partially erased.

[0185] The terminal device can respond to a user's movement operation (which can be a movement operation in a first movement direction) on the data display page of the terminal page 100f and display it on the terminal page 101f. At this time, the current display data in the multimedia data display area 102f can be the target image data 107f in the image transformation state of the terminal page 100f, and the following display data can be the target image data 107f in the image transformation state of the terminal page 101f.

[0186] The terminal device can respond to the user's movement operation (which can be a movement operation in the first movement direction) on the data display page of the terminal page 101f and display it on the terminal page 104f. At this time, the current display data in the multimedia data display area 102f can be the target image data 107f in the image transformation state of the terminal page 101f, and the following display data can be the target image data 107f in the image transformation state of the terminal page 104f.

[0187] The terminal device can respond to the user's movement operation (which can be a movement operation in the first movement direction) on the data display page in the terminal page 104f and display it on the terminal page 103f. At this time, the current display data in the multimedia data display area 102f can be the target image data 107f in the image transformation state in the terminal page 104f, and the following display data can be the target image data 107f in the image transformation state in the terminal page 103f.

[0188] The terminal device can respond to the user's movement operation (which can be a movement operation in the first movement direction) on the data display page in the terminal page 103f and display it on the terminal page 105f. At this time, the current display data in the multimedia data display area 102f can be the target image data 107f in the image transformation state in the terminal page 103f, and the following display data can be the target image data 107f in the image transformation state in the terminal page 105f.

[0189] The terminal device can respond to the user's movement operation (which can be a movement operation in the first movement direction) on the data display page in the terminal page 105f and display it on the terminal page 106f. At this time, the current display data in the multimedia data display area 102f can be the target image data 107f in the image transformation state in the terminal page 105f, and the following display data can be the target image data 107f in the image transformation state in the terminal page 106f.

[0190] When the target multimedia data is video data and the following display data is target multimedia data with a second playback speed, the current display data in the multimedia data display area may be target multimedia data with a first playback speed. The first playback speed may be a playback speed that has a mapping relationship with the current area height of the multimedia data display area in the above-mentioned speed matching curve. The terminal device may switch the target multimedia data (i.e., the current display data) with a first playback speed in the multimedia data display area to target multimedia data (i.e., the following display data) with a second playback speed. In this case, the terminal device switches the target image data displayed in the multimedia data display area at the first playback speed to the target image data at the second playback speed in response to the user's movement operation on the data display page, thereby achieving the purpose of changing the playback speed of the target multimedia data played in the multimedia data display area.

[0191] See Figure 8 , Figure 8 This is a schematic diagram of a scenario for obtaining playback speed provided by the present application. The speed matching curve 100g includes a mapping relationship between the area height of the multimedia data display area and the corresponding playback speed. For example, when the update area height of the multimedia data display area on the data display page is H, the second playback speed is the playback speed V mapped to the area height H.

[0192] While responding to a user's movement operation on the data display page, the terminal device can obtain the height of the updated area of ​​the multimedia data display area on the data display page. Based on the obtained updated area height, the corresponding playback speed can be found in speed matching curve 100g. Therefore, as shown by curve 101g, while the terminal device is responding to a user's movement operation on the data display page, the playback speed of the target multimedia data in the multimedia data display area can also change in real time. As shown by curve 101g, at both time points t1 and t2, the playback speed of the target multimedia data is V, indicating that at both time points t1 and t2, the updated area height of the target multimedia data on the data display page is H.

[0193] See Figure 9 , Figure 9This is a schematic diagram of a terminal device page provided by this application. The data display page is the news homepage on terminal page 101h. Terminal page 101h includes a display area 100h for News 1, a multimedia data display area 102h, and a display area 103h for News 2. Terminal page 105h includes a multimedia data display area 102h, a display area 103h for News 2, and a display area 104h for News 3. The target multimedia data is the video data played in multimedia data display area 102h.

[0194] The terminal device can respond to a user's movement operation on the data display page in terminal page 101h by displaying terminal page 105h. It can be seen that the area height of multimedia data display area 102h in terminal page 101h is smaller than the area height of multimedia data display area 102h in terminal page 102h. The target multimedia data is played at a first playback speed in multimedia data display area 102h of terminal page 101h, while the target multimedia data is played at a second playback speed in multimedia data display area 102h of terminal page 105h. At this point, the current area height of multimedia data display area 102h is the area height of multimedia data display area 102h in terminal page 101h, and the updated area height of multimedia data display area 102h is the area height of multimedia data display area 102h in terminal page 105h. The current display data in the multimedia data display area 102h is the target multimedia data played at the first playback speed in the multimedia data display area 102h of the terminal page 101h, and the following display data is the target multimedia data played at the second playback speed in the multimedia data display area 102h of the terminal page 105h.

[0195] When the target multimedia data is game interactive screen data and the follow-up display data is game interactive screen data with a target game object, the current display data in the multimedia data display area can be the game interactive screen data with the current game object displayed in the multimedia data display area. The current game object can refer to a game object with a current object action, and the current object action can refer to the object action of the game object in the game interactive screen data displayed in the multimedia data display area when the user has not yet performed a move operation on the data display page. The terminal device can switch the game interactive screen data with the current game object displayed in the multimedia data display area to game interactive screen data with the target game object. In this case, the terminal device switches the game interactive screen data with the current game object displayed in the multimedia data display area to game interactive screen data with the target game object in response to the user's move operation on the data display page, thereby achieving the purpose of manipulating the object action of the game object in the game interactive screen data displayed in the multimedia data display area.

[0196] Furthermore, the above user operation behavior data may also include the distance that the multimedia data display area moves in the data display page after the user performs a move operation on the data display page. The area of ​​the terminal page where the data display page is located that is used to display specific information content in the information flow can be called the target area (for example, the above Figure 2a 104b). Therefore, it can be understood that the total height of the target area is the height of the terminal single screen page described above. The area movement distance refers to the distance between the lower edge of the multimedia data display area and the lower edge of the target area after the user performs a move operation on the data display page.

[0197] Therefore, in the situation described above, when the area movement distance is greater than the height of the terminal single-screen page, the entire multimedia data display area is slid out of the terminal page where the data display page is located, that is, the multimedia data display area is no longer displayed on the terminal page where the data display page is located. Here, another display method of the multimedia data display area can be introduced. When the target multimedia data is video data and the playback length of the target multimedia data is greater than the playback length threshold (which can be set by the user), it indicates that the target multimedia data contains a large number of video frames. If the update area height of the multimedia data display area and the height of the terminal single-screen page are used to select the following video frame from the multiple video frames contained in the target multimedia data, then the user's movement operation on the data display page will result in a very large video frame span between the current display data (i.e., the currently displayed video frame) and the following video frame in the multimedia data display area.

[0198] For example, the current display data may be the first video frame among the multiple video frames contained in the target multimedia data, and the following video frame may span the 100th video frame among the multiple video frames contained in the target multimedia data, with a difference of 99 video frames between the two. If the span between video frames is too large, the video frame display will be discontinuous and jumpy when the current video frame (i.e., the current display data) switches to the following video frame, affecting the user's viewing experience. Therefore, for target multimedia data whose playback duration is greater than the playback duration threshold, a simulated single-screen page height can be derived. The simulated single-screen page height is the simulated terminal single-screen page height, and the model single-screen page height is larger than the actual terminal single-screen page height.

[0199] In this case, when the moving distance of the above-mentioned area is less than or equal to the height of the terminal single-screen page, the principle of obtaining the follow-up display data of the target multimedia data is the same as the principle of obtaining the follow-up video frame in the multiple video frames contained in the target multimedia data in the above-mentioned step S102, except that the terminal single-screen page height is changed to the simulated single-screen page height.

[0200] When the area movement distance is greater than the height of a single terminal screen, the multimedia data display area can be fixedly displayed in a fixed page area of ​​the data display page. The fixed page area can be the same size as the multimedia data display area, and can be the top area of ​​the terminal page where the data display page is located, or the fixed page area can be located at the top of the target area of ​​the terminal page where the data display page is located.

[0201] Next, the terminal device can continue to respond to the user's movement operation on the data display page and obtain the regional movement distance of the multimedia data display area in the data display page. When the regional movement distance is greater than the actual terminal single-screen page height, since the multimedia data display area has been fixed in the fixed page area, in fact, from the user's perspective on the data display page, the regional height of the multimedia data display area in the data display page has not changed. However, it can be simulated that as the user moves the data display page, the regional height of the multimedia data display area continues to increase normally, and the regional movement distance of the multimedia data display area at this time is equal to the regional height of the multimedia data display area whose regional height increases. This regional height can be referred to as the simulated updated regional height of the multimedia data display area.

[0202] Similar to step S102 above, the terminal device can obtain the ratio between the height of the simulated update area and the height of the simulated single-screen page. This ratio can be referred to as the second video frame selection parameter, and the value range of the second video frame selection parameter is 0 to 1. The terminal device can obtain the number of video frames of the multiple video frames included in the target multimedia data, and the terminal device can sequentially add video frame sequence numbers to the multiple video frames included in the target multimedia data. The terminal device can obtain the product of the second video frame selection parameter and the number of video frames, and this product can be referred to as the fourth product. The terminal device can obtain a positive integer that is greater than or equal to the fourth product and has the smallest difference with the fourth product. The terminal device can use the video frame to which the video frame sequence number equal to the positive integer is added as the target video frame. The target video frame is the follow-up display data currently obtained by the terminal device.

[0203] In this case, the current display data in the multimedia data display area of ​​the fixed page area is the video frame currently displayed in the multimedia data display area among the multiple video frames contained in the target multimedia data. The terminal device can switch the video frame currently displayed in the multimedia data display area of ​​the fixed page area (i.e., the current display data) to the follow-up display data obtained there. When the above-mentioned area movement distance is greater than the simulated single-screen page height, the multimedia data display area in the fixed page area of ​​the terminal page where the data display page is located can be canceled.

[0204] See Figure 10a-Figure 10b , Figure 10a-Figure 10b This is a page diagram of a terminal device provided by this application. Figure 10a As shown, the data display pages are the news homepages on terminal pages 100i, 101i, 105i, 106i, 109i, and 110i. The target multimedia data is the video data displayed in multimedia data display area 102i. The target multimedia data may include multiple video frames, specifically video frame 104i, video frame 103i, video frame 108i, video frame 107i, video frame 108i, video frame 111i, and video frame 112i.

[0205] Among them, the terminal device can respond to the user's movement operation on the data display page in the terminal page 100i, display it on the terminal page 101i, and switch the current display data (video frame 104i) in the multimedia data display area 102i of the terminal page 100i to the follow-up display data (video frame 103i) in the multimedia data display area 102i of the terminal page 101i.

[0206] The terminal device can respond to the user's move operation on the data display page in the terminal page 101i, display it on the terminal page 106i, and switch the current display data (video frame 103i) in the multimedia data display area 102i of the terminal page 101i to the follow-up display data (video frame 108i) in the multimedia data display area 102i of the terminal page 106i.

[0207] The terminal device can respond to the user's move operation on the data display page in the terminal page 106i, display it on the terminal page 105i, and switch the current display data (video frame 108i) in the multimedia data display area 102i of the terminal page 106i to the follow-up display data (video frame 107i) in the multimedia data display area 102i of the terminal page 105i.

[0208] The terminal device can respond to the user's movement operation on the data display page in the terminal page 105i, displaying it on the terminal page 109i, and switching the current display data (video frame 107i) in the multimedia data display area 102i of the terminal page 105i to the following display data (video frame 111i) in the multimedia data display area 102i of the terminal page 109i. If the playback duration of the target multimedia data is greater than the playback duration threshold, and the area movement distance of the multimedia data display data in the terminal page 109i is greater than the height of the terminal single screen page, the multimedia data display area can be fixedly displayed at the top of the terminal page 109i.

[0209] Subsequently, when the terminal device responds to the user's movement operation on the data display page in terminal page 109i (the movement direction may be the first movement direction) and displays it on terminal page 110i, the multimedia data display area 102i remains fixedly displayed at the top of terminal page 110i, but the height of the multimedia data display area 102i in the data display page is simulated to change. Therefore, the current display data (video frame 111i) in the multimedia data display area 102i of terminal page 109i is switched to the following display data (video frame 112i) in the multimedia data display area 102i of terminal page 110i. Furthermore, by comparing terminal page 109i and terminal page 110i, it can be seen that terminal page 110i displays more display area for News 8 than terminal page 109i, indicating that the page position of the data display page in terminal page 110i has moved upward compared to the page position of the data display page in terminal page 109i.

[0210] like Figure 10b As shown, Figure 10b The terminal page 110i in the above Figure 10aThe terminal device can continue to respond to the user's movement operation on the data display page in the terminal page 110i, and obtain the real-time area movement distance of the multimedia data display area. When it is detected that the obtained area movement distance is greater than the simulated single-screen page height, the terminal page 110i can be displayed to the terminal page 113i, that is, the multimedia data display area 102i in the terminal page 110i is canceled. As shown in the terminal page 113i, the multimedia data display area 102i is no longer displayed in the terminal page 113i, but a plurality of display areas corresponding to news are displayed, including the display area 114i of news 8, the display area 115i of news 9, the display area 116i of news 10, the display area 117i of news 11, and the display area 118i of news 12.

[0211] The present application responds to a mobile operation on a data display page and obtains user operation behavior data on the data display page; the data display page includes a multimedia data display area; according to the user operation behavior data and the target multimedia data associated with the multimedia data display area, the follow-up display data in the multimedia data display area is determined; the current display data in the multimedia data display area is switched to be displayed as the follow-up display data; the current display data and the follow-up display data both belong to the target multimedia data. It can be seen that the method proposed in the present application can control the follow-up display data displayed in the multimedia data display area of ​​the data display page according to the mobile operation on the data display page and the target multimedia data associated with the multimedia data display area. In other words, instead of operating the multimedia data display area, operating the data display page (such as a mobile operation) can control the display method of the target multimedia data in the multimedia data display area, thereby enriching the display method of the target multimedia data in the multimedia data display area.

[0212] See Figure 11 , Figure 11 This is a flow chart of a data display method provided by this application. Figure 11 As shown, the method may include:

[0213] Step S201, monitoring page sliding, obtaining the current sliding distance relative to the page height;

[0214] Specifically, the terminal device can monitor the page sliding situation in the data display page, for example, monitoring the user's sliding movement operation on the data display page, and obtaining the sliding distance corresponding to the sliding movement operation, which is the movement distance in the above-mentioned user operation behavior data. After obtaining the sliding distance, if the target multimedia data in the multimedia data display area of ​​the data display page is a video advertising material (i.e., video data), the following step S202 is executed. If the target multimedia data in the multimedia data display area of ​​the data display page is an image advertising material (e.g., the above-mentioned target image data), the following step S203 is executed.

[0215] Step S202: the user does not enable manual playback;

[0216] Specifically, the multimedia data display area of ​​the data display page also includes a play button for the displayed target multimedia data. When the terminal device detects that the user has triggered the play button to control the start or stop of playback of the target multimedia data, the current process ends and there is no need to obtain the follow-up display data, that is, there is no need to execute the method provided by this application. When the terminal device detects that the user has not triggered (i.e., turned on) manual playback (i.e., manually operated the play button to play), the following step S204 is executed.

[0217] Step S203, preloading animation resources;

[0218] Specifically, the terminal device can detect the image transformation effect added to the target image data and obtain multiple image transformation states of the target image data under the image transformation effect. The multiple image transformation states of the target image data can be the animation resources loaded by the terminal device.

[0219] Step S204, when scrolling down to the content below the video;

[0220] Specifically, the content below the video, i.e., the information stream content displayed below the target multimedia data, i.e., the information stream content below the lower edge of the multimedia data display area, begins to be displayed on the terminal page where the data display page is located. When the terminal device detects that the information stream content below the lower edge of the multimedia data display area begins to be displayed on the terminal page where the data display page is located, the following step S205 may be executed. Otherwise, the current process ends without obtaining the follow-up display data, i.e., without executing the method provided in this application.

[0221] Step S205, turning on the animation effect;

[0222] Specifically, turning on the animation effect triggers the action of acquiring the follow-up display data and switching the current display data in the multimedia data display area to display the follow-up display data.

[0223] Step S206, obtaining animation frames based on the sliding distance calculation;

[0224] Specifically, the animation frame is obtained by calculating the sliding distance, that is, the follow-up display data is obtained by calculating the moving distance of the moving operation.

[0225] Step S207, displaying the animation frame in the advertisement area;

[0226] Specifically, the advertisement area is the multimedia data display area. Displaying the animation frame in the advertisement area means displaying the follow-up display data in the advertisement area, that is, switching the current display data in the multimedia data display area to the follow-up display data.

[0227] Through the method provided by the present application, when a user browses the content in the information flow of a data display page, the display method of the target multimedia data in the multimedia data display area (for example, which animation frame of the target multimedia data is displayed) can change as the user moves around the data display page, thereby increasing the interactivity between the user and the target multimedia data in the multimedia data display area and improving the attractiveness of the target multimedia data to the user.

[0228] See Figure 12 , Figure 11 This is a structural diagram of a data display device provided by this application. Figure 12 As shown, the data display device 1 may include: a response module 11, a data determination module 12 and a switching display module 13;

[0229] A response module 11 is used to respond to a mobile operation on a data display page and obtain user operation behavior data on the data display page; the data display page includes a multimedia data display area;

[0230] a data determination module 12 for determining follow-up display data in the multimedia data display area based on the user operation behavior data and the target multimedia data associated with the multimedia data display area;

[0231] The switching display module 13 is used to switch the current display data in the multimedia data display area to the subsequent display data; both the current display data and the subsequent display data belong to the target multimedia data.

[0232] The specific functional implementation of the response module 11, the data determination module 12 and the switching display module 13 can be found in Figure 3 Steps S101 and S103 in the corresponding embodiments are not described in detail here.

[0233] The response module 11 includes: a response unit 111 and an operation data determination unit 112;

[0234] The response unit 111 is used to respond to a move operation on the data display page and obtain a moving direction and a moving distance of the move operation;

[0235] The operation data determining unit 112 is used to determine the moving direction and moving distance as user operation behavior data;

[0236] The data determination module 12 includes: an update height determination unit 1201 and a display data determination unit 1202;

[0237] An update height determining unit 1201 is configured to determine an update area height of the multimedia data display area in the data display page according to the moving direction and the moving distance;

[0238] The display data determining unit 1202 is configured to determine the subsequent display data according to the update area height and the target multimedia data.

[0239] The specific functional implementation of the response unit 111 and the operation data determination unit 112 is shown in FIG. Figure 3 For details on how to implement the functions of step S101, the update height determination unit 1201, and the display data determination unit 1202 in the corresponding embodiment, please refer to Figure 3 Step S102 in the corresponding embodiment will not be described in detail here.

[0240] Wherein, the moving direction includes a first moving direction and a second moving direction;

[0241] The updated height determination unit 1201 includes: a current height acquisition subunit 12011, an adjustment value determination subunit 12012, a height determination subunit 12013, and a height difference determination subunit 12014;

[0242] The current height acquisition subunit 12011 is used to acquire the current area height of the multimedia data display area in the data display page;

[0243] An adjustment value determining subunit 12012 is configured to determine a height adjustment value of the multimedia data display area in the data display page according to the moving distance;

[0244] and a height determination subunit 12013, configured to determine the sum of the current region height and the height adjustment value as the updated region height when the moving direction is the first moving direction;

[0245] The height difference determination subunit 12014 is configured to determine the difference between the current area height and the height adjustment value as the updated area height when the moving direction is the second moving direction.

[0246] The specific functional implementation of the current height acquisition subunit 12011, the adjustment value determination subunit 12012, the height determination subunit 12013 and the height difference determination subunit 12014 can be found in Figure 3 Step S102 in the corresponding embodiment will not be described in detail here.

[0247] Wherein, the target multimedia data is video data;

[0248] The display data determination unit 1202 includes: a frame number acquisition subunit 120201, a first page height acquisition subunit 120202, a first parameter determination subunit 120203, a video frame determination subunit 120204, and a first follow-up data determination subunit 120205;

[0249] The frame number obtaining subunit 120201 is used to obtain the video frame numbers of at least two video frames included in the video data;

[0250] The first page height obtaining subunit 120202 is used to obtain the page height of a single terminal screen of the terminal device to which the data display page belongs;

[0251] The first parameter determination subunit 120203 is configured to determine the ratio between the height of the update region and the height of a single-screen page of the terminal as a first video frame selection parameter;

[0252] The video frame determination subunit 120204 is configured to determine a following video frame from at least two video frames according to the first video frame selection parameter and the number of video frames;

[0253] The first following data determining subunit 120205 is configured to determine the following video frame as following presentation data.

[0254] The specific functional implementation of the frame number acquisition subunit 120201, the first page height acquisition subunit 120202, the first parameter determination subunit 120203, the video frame determination subunit 120204 and the first follow-up data determination subunit 120205 can be found in Figure 3 Step S102 in the corresponding embodiment will not be described in detail here.

[0255] The video frame determination subunit 120204 includes: a sequence number adding subunit 1202041, a sequence number determination subunit 1202042, and a following frame determination subunit 1202043;

[0256] The sequence number adding subunit 1202041 is configured to sequentially add a video frame sequence number to each of the at least two video frames according to timestamps of the at least two video frames in the video data;

[0257] The sequence number determination subunit 1202042 is configured to determine the target video frame sequence number based on the product between the first video frame selection parameter and the number of video frames;

[0258] The following frame determination subunit 1202043 is configured to determine, among the at least two video frames, a video frame having the same video frame sequence number as the target video frame sequence number as a following video frame.

[0259] The specific functional implementation of the sequence number adding subunit 1202041, the sequence number determining subunit 1202042 and the following frame determining subunit 1202043 can be found in Figure 3 Step S102 in the corresponding embodiment will not be described in detail here.

[0260] Wherein, the target multimedia data includes at least two image data;

[0261] The display data determination unit 1202 includes: an image quantity acquisition subunit 120206, a second page height acquisition subunit 120207, a second parameter determination subunit 120208, an image determination subunit 120209, and a second follow-up data determination subunit 120210;

[0262] The image quantity acquisition subunit 120206 is used to acquire the image quantity of at least two image data;

[0263] The second page height obtaining subunit 120207 is used to obtain the page height of a single terminal screen of the terminal device to which the data display page belongs;

[0264] The second parameter determination subunit 120208 is used to determine the ratio between the height of the update area and the height of the terminal single screen page as the image data selection parameter;

[0265] The image determination subunit 120209 is configured to select parameters and the number of images according to the image data, and determine the follow-up image data from the at least two image data;

[0266] The second following data determining subunit 120210 is configured to determine the following image data as following presentation data.

[0267] The specific functional implementation of the image quantity acquisition subunit 120206, the second page height acquisition subunit 120207, the second parameter determination subunit 120208, the image determination subunit 120209, and the second follow-up data determination subunit 120210 can be found in Figure 3 Step S102 in the corresponding embodiment will not be described in detail here.

[0268] The target multimedia data includes target image data; the target image data is added with an image transformation effect;

[0269] The display data determination unit 1202 includes: a state acquisition subunit 120211, a state quantity acquisition subunit 120212, a third page height acquisition subunit 120213, a third parameter determination subunit 120214, a state determination subunit 120215, and a third follow-up data determination subunit 120216;

[0270] The state acquisition subunit 120211 is used to acquire at least two image transformation states of the target image data under the image transformation effect;

[0271] The state quantity acquisition subunit 120212 is used to obtain the state quantity of at least two image transformation states;

[0272] The third page height obtaining subunit 120213 is used to obtain the terminal single screen page height of the terminal device to which the data display page belongs;

[0273] The third parameter determination subunit 120214 is configured to determine the ratio between the height of the update area and the height of a single-screen page of the terminal as a transition state selection parameter;

[0274] The state determination subunit 120215 is configured to determine a follow-up transformation state from at least two image transformation states according to a transformation state selection parameter and a state quantity;

[0275] The third following data determining subunit 120216 is configured to determine the target image data in the following transformation state as following display data.

[0276] The specific functional implementation of the state acquisition subunit 120211, the state quantity acquisition subunit 120212, the third page height acquisition subunit 120213, the third parameter determination subunit 120214, the state determination subunit 120215 and the third follow-up data determination subunit 120216 can be found in Figure 3 Step S102 in the corresponding embodiment will not be described in detail here.

[0277] The currently displayed data is target image data in a current image transformation state among at least two image transformation states displayed in the multimedia data display area;

[0278] The switching display module 13 is used to:

[0279] In the multimedia data display area, target image data in the current image transformation state is switched to be displayed as target image data in the follow-up transformation state.

[0280] The target multimedia data is video data; the currently displayed data is video data with a first playback speed; the user operation behavior data includes a moving distance and a moving direction of a moving operation;

[0281] The data determination module 12 includes: a speed determination unit 1203 and a follow-up data determination unit 1204;

[0282] The speed determining unit 1203 is configured to determine a second playback speed of the video data according to the moving distance and the moving direction;

[0283] The following data determining unit 1204 is configured to determine the video data having the second play speed as the following presentation data;

[0284] The switching display module 13 is used to:

[0285] The video data having the first playback speed is switched to be displayed as the video data having the second playback speed.

[0286] The specific functional implementation of the speed determination unit 1203 and the follow-up data determination unit 1204 is shown in FIG. Figure 3 Step S102 in the corresponding embodiment will not be described in detail here.

[0287] The speed determination unit 1203 includes: an area height determination subunit 12031, a curve acquisition subunit 12032 and a speed acquisition subunit 12033;

[0288] The area height determination subunit 12031 is used to determine the update area height of the multimedia data display area in the data display page according to the moving distance and the moving direction;

[0289] The curve acquisition subunit 12032 is used to acquire a playback speed matching curve; the playback speed matching curve includes a mapping relationship between the heights of at least two areas of the multimedia data display area on the data display page and the corresponding playback speeds;

[0290] The speed acquisition subunit 12033 is configured to acquire, from the playback speed matching curve, a playback speed that has a mapping relationship with the update region height as the second playback speed.

[0291] The specific functional implementation of the area height determination subunit 12031, the curve acquisition subunit 12032 and the speed acquisition subunit 12033 can be found in Figure 3 Step S102 in the corresponding embodiment will not be described in detail here.

[0292] The target multimedia data is video data; the user operation behavior data includes the moving distance of the multimedia data display area determined based on the moving operation on the data display page;

[0293] The above device 1 is also used for:

[0294] When the playback duration of the video data exceeds the playback duration threshold and the area movement distance is greater than the terminal single-screen page height, the multimedia data display area is set to a fixed page area in the data display page; the terminal single-screen page height is the page height of a single terminal page of the terminal device to which the data display page belongs;

[0295] The data determination module 12 includes: a simulation update height determination unit 1205, a simulation page height acquisition unit 1206, a parameter determination unit 1207, a frame number acquisition unit 1208, a target frame determination unit 1209, and a follow-up frame determination unit 1210;

[0296] A simulated update height determining unit 1205 is configured to determine a simulated update area height of the multimedia data display area in the fixed page area on the data display page according to the area movement distance;

[0297] The simulated page height obtaining unit 1206 is used to obtain the simulated single-screen page height of the terminal device to which the data display page belongs; the simulated single-screen page height is greater than the terminal single-screen page height;

[0298] a parameter determination unit 1207, configured to determine a ratio between a simulated update region height and a simulated single-screen page height as a second video frame selection parameter;

[0299] The frame number obtaining unit 1208 is configured to obtain the video frame numbers of at least two video frames included in the video data;

[0300] a target frame determining unit 1209, configured to determine a target video frame from at least two video frames according to the second video frame selection parameter and the number of video frames;

[0301] The following frame determining unit 1210 is configured to determine a target video frame as the following presentation data.

[0302] The specific functional implementation of the simulated update height determination unit 1205, the simulated page height acquisition unit 1206, the parameter determination unit 1207, the frame number acquisition unit 1208, the target frame determination unit 1209 and the follow-up frame determination unit 1210 can be found in the following table. Figure 3 Step S103 in the corresponding embodiment will not be described in detail here.

[0303] The target multimedia data is game interactive screen data; the game interactive screen data has virtual game controls; the virtual game controls are used to control object actions of game objects in the game interactive screen data;

[0304] The data determination module 12 includes: an instruction determination unit 1211, an object action determination unit 1212, and a screen data determination unit 1213;

[0305] The instruction determination unit 1211 is used to determine the control instructions of the virtual game control according to the user operation behavior data;

[0306] The object action determination unit 1212 is used to determine the follow-up object action of the game object according to the control instruction;

[0307] The screen data determining unit 1213 is configured to determine the game interactive screen data having a target game object as follow-up display data; the target game object is a game object having a follow-up object action.

[0308] The specific functional implementation of the instruction determination unit 1211, the object action determination unit 1212 and the screen data determination unit 1213 can be found in Figure 3 Step S102 in the corresponding embodiment will not be described in detail here.

[0309] The present application responds to a move operation on a data display page and obtains user operation behavior data on the data display page; the data display page includes a multimedia data display area; based on the user operation behavior data and the target multimedia data associated with the multimedia data display area, the follow-up display data in the multimedia data display area is determined; the current display data in the multimedia data display area is switched to be displayed as the follow-up display data; the current display data and the follow-up display data both belong to the target multimedia data. It can be seen that the device proposed in the present application can control the follow-up display data displayed in the multimedia data display area of ​​the data display page according to the move operation on the data display page and the target multimedia data associated with the multimedia data display area. In other words, instead of operating the multimedia data display area, operating the data display page (such as a move operation) can control the display method of the target multimedia data in the multimedia data display area, thereby enriching the display method of the target multimedia data in the multimedia data display area.

[0310] See Figure 13 , Figure 13 This is a schematic diagram of the structure of a computer device provided by this application. Figure 13As shown, the computer device 1000 may include: a processor 1001, a network interface 1004 and a memory 1005. In addition, the computer device 1000 may also include: a user interface 1003, and at least one communication bus 1002. The communication bus 1002 is used to realize the connection and communication between these components. The user interface 1003 may include a display screen (Display), a keyboard (Keyboard), and the user interface 1003 may optionally include a standard wired interface and a wireless interface. The network interface 1004 may optionally include a standard wired interface and a wireless interface (such as a WI-FI interface). The memory 1005 may be a high-speed RAM memory, or a non-volatile memory (non-volatile memory), such as at least one disk memory. The memory 1005 may optionally also be at least one storage device located away from the aforementioned processor 1001. As Figure 13 As shown, the memory 1005 as a computer storage medium may include an operating system, a network communication module, a user interface module, and a device control application program.

[0311] exist Figure 13 In the computer device 1000 shown, the network interface 1004 can provide network communication functions; the user interface 1003 is mainly used to provide an input interface for the user; and the processor 1001 can be used to call the device control application stored in the memory 1005 to implement the above Figure 3 It should be understood that the computer device 1000 described in this application can also execute the above Figure 12 The description of the data display device 1 in the corresponding embodiment will not be repeated here. In addition, the description of the beneficial effects of adopting the same method will not be repeated here either.

[0312] In addition, it should be pointed out that the present application also provides a computer-readable storage medium, and the computer-readable storage medium stores a computer program executed by the aforementioned data display device 1, and the computer program includes program instructions. When the processor executes the program instructions, it can execute the aforementioned Figure 3 The description of the data display method in the corresponding embodiment will not be repeated here. In addition, the description of the beneficial effects of adopting the same method will not be repeated here. For technical details not disclosed in the computer storage medium embodiment involved in this application, please refer to the description of the method embodiment of this application.

[0313] Those skilled in the art will appreciate that all or part of the processes in the above-described method embodiments can be implemented by instructing related hardware through a computer program. The above-described program can be stored in a computer-readable storage medium. When executed, the program can include the processes in the above-described method embodiments. The above-described storage medium can be a magnetic disk, an optical disk, a read-only memory (ROM), or a random access memory (RAM).

[0314] The above disclosure is only a preferred embodiment of the present application, and certainly cannot be used to limit the scope of rights of the present application. Therefore, equivalent changes made according to the claims of the present application are still within the scope of the present application.

Claims

1. A data display method, characterized in that: The method comprises: Acquiring a move operation on a data display page, wherein the data display page includes a multimedia data display area; Determining, based on the movement operation, an operation instruction for a game object in game interactive screen data, wherein the game interactive screen data is displayed in the multimedia data display area; The object action of the game object displayed in the game interactive screen data is controlled according to the operation instruction.

2. The method according to claim 1, wherein The game interactive screen data has a virtual game control, and the virtual game control is used to control the object action of the game object in the game interactive screen data; Determining an operation instruction for a game object in the game interactive screen data according to the movement operation includes: Determining a control instruction for the virtual game control according to the movement operation; Wherein, the operation instruction is the control instruction.

3. The method according to claim 1, wherein Determining an operation instruction for a game object in the game interactive screen data according to the movement operation includes: Obtaining the moving direction and moving distance of the moving operation; Determining the operation instruction for the game object according to the moving direction and the moving distance; The operation instruction is used to instruct the game object in the game interactive screen data to move the moving distance in the moving direction.

4. The method according to claim 3, wherein The game object has a current object action, where the current object action is the object action of the game object in the game interactive screen data before the move operation is acquired, and the operation instruction is used to instruct the game object to follow the object action; The controlling the object action displayed by the game object in the game interactive screen data according to the operation instruction includes: According to the operation instruction, the current object action of the game object in the game interactive screen data is switched to be displayed as the follow-up object action.

5. The method according to claim 1, wherein The movement operation is any of the following: A gesture movement operation in the air on the data display page, a voice control movement operation on the data display page, and a sliding movement operation on the data display page; The moving operation is performed on a page area other than the multimedia data display area in the data display page, or is performed on the multimedia data display area.

6. The method according to claim 1, wherein The method further comprises: Obtaining the moving direction and moving distance of the moving operation; determining an update area height of the multimedia data display area in the data display page according to the moving direction and the moving distance; The updated area height is the area height of the multimedia data display area in the data display page after the move operation is performed on the data display page.

7. The method according to claim 6, wherein The determining, based on the moving direction and the moving distance, an update area height of the multimedia data display area in the data display page includes: Obtaining the current height of the multimedia data display area on the data display page; determining a height adjustment value of the multimedia data display area in the data display page according to the moving distance; The update area height is determined according to the moving direction and the height adjustment value.

8. The method according to claim 7, wherein The moving direction includes a first moving direction and a second moving direction; and determining the update area height according to the moving direction and the height adjustment value includes: When the moving direction is the first moving direction, determining the sum of the current area height and the height adjustment value as the updated area height; When the moving direction is the second moving direction, the difference between the current area height and the height adjustment value is determined as the updated area height.

9. A data display device, characterized in that: The device comprises: a response module, configured to obtain a move operation on a data display page, wherein the data display page includes a multimedia data display area; a data determination module, configured to determine, based on the movement operation, an operation instruction for a game object in the game interactive screen data, the game interactive screen data being displayed in the multimedia data display area; The switching display module is used to control the object action displayed by the game object in the game interactive screen data according to the operation instruction.

10. A computer device, characterized in that: The method comprises a memory and a processor, wherein the memory stores a computer program, and when the computer program is executed by the processor, the processor executes the steps of the method according to any one of claims 1 to 8.

11. A computer-readable storage medium, characterized in that The computer-readable storage medium stores a computer program, wherein the computer program includes program instructions. When the program instructions are executed by a processor, the method according to any one of claims 1 to 8 is executed.

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