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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

Behavioural Analytics

The practice of analyzing user behaviour to understand how users interact with digital content and ads

Behavioural Targeting

A method of targeting ads based on users' past behaviour, such as browsing history and previous interactions with ads

Bottom of Funnel

The stage in the customer journey where potential customers are highly qualified and ready to make a purchase, having moved beyond initial awareness and research

Brand Lift

An increase in user perception, brand awareness, or other brand metrics resulting from an ad campaign

Brand Safety

Measures taken to ensure that an ad does not appear in a context that could harm the advertiser's brand

Broadcast clock

Nielsen's broadcast day runs from 0200-0200 whereas some other services such as TVMap run 0600-3000

BVOD

Broadcaster Video on Demand

An example of AVOD but specific to TV broadcaster services

CDP

Customer Data Platform

A type of software that collects and organizes customer data from various sources into a unified customer database

Clean Room

See Data Clean Room

Click-to-Play

A video ad format that requires the user to click a play button to start the video

Clutter

The amount of ad units carried within a specific ad pod or across a period of time

Commercial minutage

The number of commercial minutes (per day or per zone) that appear on a channel or network

Commercial Share

The share of audience that a channel receives out of all commercial channels (ie: excluding the audience to channels which do not carry local advertising)

Commercial Weight

A measure of the total number of ratings received by one campaign

Companion Ad

A display ad that accompanies a video ad, providing additional branding or information

Completion Rate

A measure of the percentage of viewers who watch a video event (content or ad) to the end. Or conversely refers to the percentage of a video event that is viewed

Consolidated Ratings

Ratings that include live viewing, VOSDAL and time-shifted viewing up to 7 days post broadcast

Contextual Targeting

A method of targeting ads based on the content of a webpage, ensuring that the ad is relevant to the page's content

Conversion Rate

The percentage of users who complete a desired action, such as making a purchase, after clicking on an ad

Cord-Cutter

Someone who once subscribed to a pay TV service but has since cancelled

Cord-Never

Someone who has never subscribed to a pay TV service

Co-viewing

Additional viewers who watch content / commercials with the account holder

CPA

Cost per Acquisition

A pricing model where advertisers pay for a specific action taken by a user, such as a purchase or sign-up

CPC

Cost per Click

System where an advertiser pays an agreed amount for each click on a link to their website

CPCV

Cost per Completed View