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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

Incremental Reach

The unique audience exposed to content or commercials beyond those reached on other services or platforms

Infomercial

An extended commercial message, usually 30+ minutes in duration

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

LIB

Last in Break

The last advetisement to appear in a commercial pod

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

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

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

OTS

Opportunity to See

see Average Frequency

OTT

Over the Top

Streaming media content delivered over the internet

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

TV Advertising Glossary

Common TV Terms

thinktv.nz

BVOD

Broadcaster Video on Demand

An example of AVOD but specific to TV broadcaster services

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

CDP

Customer Data Platform

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

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

CPM

Cost per Thousand

The cost to deliver 1,000 commercial impacts for a target audience

CPT

Cost per TARP

The cost to deliver commercial impacts to 1% of a target audience

CTR

Click Through Rate

A metric that measures the number of clicks an ad received divided by the number of times it is shown (impressions)

CTV

Connected TV

A TV set which is connected to the internet, allowing viewers to watch both broadcast (Linear) TV and VOD

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

Co-viewing

Additional viewers who watch content / commercials with the account holder

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

Commercial minutage

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

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