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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

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