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TV Babble

Decoding broadcast babble

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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

Cross-Device Tracking

Technology that enables tracking a user across multiple devices, such as smartphones, tablets and connected TVs, to provide a unified view of user behaviour

Cross-Screen Advertising

Coordinated ad campaigns that run across multiple devices, such as TVs, computers and mobile devices

Customer Journey Mapping

The process of visualizing the path a customer takes from initial awareness to conversion and beyond

DAI

Dynamic Ad Insertion

Server-side video ad technology that allows the inserting of video ads into live and VOD content

DMP

Data Management Platform

A software platform used for collecting and managing data, primarily for digital marketing purposes

DSP

Demand Side Platform

A system that allows advertisers to buy digital ad inventory across multiple exchanges from one interface

DTH

Direct to Home

In NZ this is via satellite. Can be Sky or Freeview

DTT

Digital Terrestrial Television

Method of transmitting digital television to viewers using land-based transmitters to a UHF aerial. Requires decoding at the user end via a box or a decoder integrated into the TV set. Requires line of sight and so unavailable in some areas

DVR

Digital Video Recorder

Video recording device with a hard drive

Data Clean Room

A secure environment where multiple parties can analyze and match data without sharing raw data with each other

Dayparting

Scheduling ads to appear at specific times of the day

Digital native

A person who has grown up surrounded by and comfortable with digital technologies, typically born after 1980

Duplication

The extent to which an audience to one network, channel or programme is also exposed to another competing unit

EPG

Electronic Programme Guide

On-screen TV guide for broadcast channels. Usually carries synopsis and episode info

EVOD

Exclusive Video on Demand

Content VOD rights that are exclusive to a particular provider

Effective Frequency

The minimum number of times a viewer must be exposed to a commercial to positively impact purchasing behaviour

Efficiency

The relationship of media cost to audience delivery

Engagement Rate

A metric that measures the level of interaction users have with an ad, such as clicks, likes, shares or comments

Engagement-Based Pricing

A pricing model where adertisers pay based on user engagement metrics, such as clicks or interactions, rather than impressions

FAST

Free Ad-Supported Streaming Television

Digital only channels that are programmed like broadcast channels. They are free and ad-supported

FIB

First in Break

The first advertisement in a commercial pod. Usually appears after a promo but if before it is called a True FIB

TV Advertising Glossary

Common TV Terms

thinktv.nz

OpenRTB

An open protocol for real-time bidding in online advertising

Out-Stream Ad

A video ad that appears outside of video content, such as in an article or blog post

Overlay Ad

An ad that appears over the content being viewed, typically in a transparent layer

Overnight Ratings

Ratings which include both live and VOSDAL viewing

OzTAM

Body which manages and commercialises TV ratings in Australia. Owned by the major FTA networks; Seven, Nine, Ten

PMP

Private Marketplace

A programmatic marketplace where deals are made directly between publishers and advertisers, often offering premium inventory

PPV

Pay Per View

A system whereby payment is made for a single showing of a programme, eg: boxing match, AKA TVOD

PUTs

People Using TV

The percentage of individuals within a demographic who are watching TV at an given time during a given time period, usually all day or peak

PVOD

Premium Video on Demand

Premium VOD services where newer or premiere content is offered at higher price point for a short window

PVR

Personal Video Recorder

See DVR

Panel

The people who reside in Nielsen Peoplemeter homes and contribute to TV audience ratings data

Peak

AKA Primetime

Viewing which occurs between 1800 and 2230

Penetration

The proportion of households subscribing to a pay TV service

Peoplemeter

Device used to measure TV ratings

Pod

A group of commercials in a commercial break

Post Analysis

Analysis to determine the performance of a campaign relative to its goals. AKA Post Evaluation

Post Impression Activity

Actions taken by a user after viewing an ad, such as visiting a website or making a purchase

Potential

see Universe

Power Ratio

Share of revenue over share of audience. A PR of 1.00 would mean that audience and revenue share were aligned

Programmatic

The automated buying and selling of online advertsising space, often using AI and real-time bidding

Programmatic Direct

A type of programmatic advertising where ad space is bought directly from the publisher at a fixed price, bypassing auctions

Programmatic Guaranteed

A programmatic deal where the buyer and seller agree on a fixed number of impressions at a set price

RPD

Return Path Data

Audience data received back from STBs. Identifies that a STB is on and what channel it's tuned to but not if the TV is on or who, if anyone, is present

RTB

Real Time Bidding

A method of buying and selling online ad impressions through real-time auctions that occur in the time it takes a webpage to load

Rating

See TARPs