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TV Babble

Decoding broadcast babble

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In-Stream Ad

A video ad that plays before, during, or after streaming video content

Interactive Ad

An ad that encourages user interaction, such as clicking, swiping or playing a game

Interstitial Ad

A full-screen ad that appears between content pages or during natural breaks in the user experience

Inventory

The ad space available for sale on a publisher's broadcast channel, website or app

IP only homes

Households were all viewing is done over the internet. Households may have a physical television set but no access to broadcast TV ie: no sky subscription or UHF aerial to receive freeview

IPTV

Internet Protocol TV

TV delivered via the internet rather than using satellite or terrestrial methods

Latency

The amount of time it takes for data to reach one point to another. AKA lag or delay

Lead-in

The programme which immediately precedes another programme on the same channel

Lead-out

The programme which immediately follows another programme on the same channel

LIB

Last in Break

The last advetisement to appear in a commercial pod

Linear TV

Traditional broadcast television programming where content is scheduled and viewers watch what is being broadcast. May also refer to FAST channels

Live Streaming

Digital viewing that occurs at the same time as the broadcast transmission is occuring

Live viewing

Viewing which occurs at the same time as content is broadcast

Loading

The cost to access special ad units eg: FIB or LIB or the % of an ad unit relative to a 30 second spot

Log

A list of all the commercial which appear on a channel within a day

Lookalike Modelling

A process of identifying and targeting new users who resemble an advertiser's existing customers based on various data points

Make-good

Airtime offered FOC to compensate for under-performing paid airtime

Multi-channel home

A home that is able to receive satellite and digital terrestrial transmissions

Native advertising

A type of advertising that matches the form and function of the platform on which it appears

Non-Skippable Ad

A video ad format that must be watched before the desired content can be viewed

Off-peak

Content or commercials which appear outside of the peak timezone

Omnichannel Marketing

An approach that provides customers with a seamless experience across all channels and touchpoints, whether online or offline

OOH

Out of Home

Viewing which occurs outside of a peoplemeter home eg: a pub, and is therefore not captured in the TV audience numbers

OpenRTB

An open protocol for real-time bidding in online advertising

OTS

Opportunity to See

see Average Frequency

TV Advertising Glossary

Common TV Terms

thinktv.nz

Ad Blocker

A piece of sotware designed to prevent advertisements from appearing on a web page or VOD service

Addressable TV

TV advertising that allows advertisers to show different ads to different households watching the same content

Ad Exchange

A digital marketplace where advertisers and publishers buy and sell ad space in real-time

Ad Fraud

Any deliberate activity that prevents the proper delivery of ads to the intended audience, such as click fraud or impression fraud

Ad Impression

A metric that counts how many times an ad is fetched and potentially viewed by users

Ad Load

The amount of advertising content presented to users in a given period

Ad Network

A company that connects advertisers to websites that want to host advertisements

Ad on Pause

Static advertisements that appear when digital VOD viewing is paused

Ad Server

A technology platform that serves and tracks ads across various websites and apps

Ad Tech

The umbrella term for software and tools used in digital advertising, including DSPs, SSPs, ad exchanges and more

Ad Tech Stack

The combination of technologies and platforms used by an advertiser or publisher to manage and deliver digital advertising

Advanced Attribution

Techniques that go beyond basic last-click attribution to provide a more comprehensive view of how different touchpoints contribute to conversions

Advanced TV

A broad term that includes addressable TV, Connected TV, OTT and other forms of digital television delivery

API

Application Programming Interface

A set of tools and protocols that allow different software applications to communicate with each other

Arianna

TV analysis software owned and operated by Nielsen

ARPU

Average Revenue Per User

Usually in reference to the value of a subscriber, but can be extended to advertising value

ATS

Average Time Spent

Time spent viewing a channel / programme by those who have viewed

Attribution

The process of determining which touchpoints in a consumer's journey contributed to a conversion

ATV

Average Time Viewed

Time spent viewing a channel / programme in the universe, including those who have not viewed (carrying a value of zero)

Audience Segmentation

The process of dividing a broad consumers or business market into sub-groups based on shared characteristics

Audience Skew

Where a specific demographic is exposed to a given piece of content more than other groups or the overall population

Auto-Play

A video ad format that automatically plays when the ad is in view

Average Audience

Ratings expressed as audience thousands

Average Frequency

The number of times on average that a viewer is exposed to a piece of content or commercial

AVOD

Ad-funded Video on Demand

VOD which is free to access and funded by advertising, eg: BVOD