A data transmission method, characterized in that the method comprises: acquiring (S201) to-be-sent target data, wherein the target data is different from image data and coaxial data, and the coaxial data is notification information for an interaction between a data receiving end and a data sending end; and sending (S202) the target data, as data carried in an effective image area of a first image frame, by using a data sending manner for the effective image area, through a same transmission channel as used in transmitting the image data; wherein the first image frame has a different type from a second image frame carrying the image data without carrying the target data, wherein the first image frame and the second image frame are alternately sent; wherein, before sending the target data, the method further comprises: when it is determined that a preset number of second image frames have been continuously sent, performing the step of sending the target data; wherein, when the sending of the target data is completed, the method further comprises: continuously sending the preset number of second image frames; wherein, before sending the target data, the method further comprises: acquiring to-be-sent coaxial data; sending the coaxial data, as data carried in a blanking area of the first image frame in which the target data is located, by using a data sending manner for the blanking area; wherein the coaxial data further comprises: a coaxial data identifier indicating that data in the effective image area of the image frame is the target data; when it is determined the coaxial data identifier indicates that the data in the effective image area of the image frame is the target data, the image frame is determined as the first image frame; otherwise, the image frame is determined as the second image frame. acquiring (S201) to-be-sent target data, wherein the target data is different from image data and coaxial data, and the coaxial data is notification information for an interaction between a data receiving end and a data sending end; and sending (S202) the target data, as data carried in an effective image area of a first image frame, by using a data sending manner for the effective image area, through a same transmission channel as used in transmitting the image data; wherein the first image frame has a different type from a second image frame carrying the image data without carrying the target data, wherein the first image frame and the second image frame are alternately sent; wherein, before sending the target data, the method further comprises: when it is determined that a preset number of second image frames have been continuously sent, performing the step of sending the target data; wherein, when the sending of the target data is completed, the method further comprises: continuously sending the preset number of second image frames; wherein, before sending the target data, the method further comprises: acquiring to-be-sent coaxial data; sending the coaxial data, as data carried in a blanking area of the first image frame in which the target data is located, by using a data sending manner for the blanking area; wherein the coaxial data further comprises: a coaxial data identifier indicating that data in the effective image area of the image frame is the target data; when it is determined the coaxial data identifier indicates that the data in the effective image area of the image frame is the target data, the image frame is determined as the first image frame; otherwise, the image frame is determined as the second image frame. <EOS>