CTV & Linear Definitions
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Automatic Content Recognition
Ad-Supported Video on Demand
Cost Per Acquisition
Cost Per Acquisition: Cost of acquiring a non-paying user (not a customer).
Cost Per Click
Cost Per Click: How much an advertiser pays for each click
Cost Per Completed View
Cost Per Completed View: Price paid by an advertiser to the publisher once a video is viewed all the way through.
Cost Per View
Cost Per Thousand: Cost per thousand calculated as: media cost/impressions (000).
Cost Per View
Cost Per View: Bidding method where you pay each time a video is played
Click Through Rate
Click Through Rate: People who click on an add
Connected TV: Refers to the physical device that delivers the video content. Connected devices and OTT devices are synonymous
Examples: include: smart television sets with built-in internet connectivity, televisions hooked up to gaming consoles, and OTT-enabled devices plugged into a TV
Dynamic Ad Insertion
Dynamic Ad Insertion: Technology that allows advertisers to seamlessly insert or swap out ads in content. Dynamic ad placement allows for multiple ads to be rotated through one or more spaces. The ad placement may be affected by audience data.
Publishers keep control of inventory and present what they want to sell
Demand Side Platform
Demand Side Platform: A technology platform that provides centralized and aggregated media buying from multiple sources including ad exchanges and ad networks, often using real time bidding. DSPs allow advertisers to buy impressions across a range of publisher sites and could be targeted to specific audience segments.
Effective Cost Per Thousand
Effective Cost Per Mile: Measuring advertising revenue generated across various marketing channels.
Free Ad-Supported Streaming TV
Free Ad-Supported Streaming TV: Services where users watch ads rather than requiring a paid subscription. Some services are both AVOD and FAST.
Examples: Xumo, Tubi, Pluto TV
Frequency is calculated by dividing the total number of impressions by the number of unique persons or households who saw your ad.
Original Equipment Manufacturer
Original Equipment Manufacturer: The rebranding of equipment and selling it. The term initially referred to the company that made the products (the “original” manufacturer), but eventually became widely used to refer to the organization that buys the products and resells them.
Examples: Vizio, Samsung, LG, Sony
Online Video: These are the video ads that you see when you visit your favorite news or entertainment site.
Over-The-Top: The umbrella term that covers the delivery of video content via the internet with any device.
Examples: Amazon Fire TV, Apple TV, Roku and Google Chromecast
Programmatic Guaranteed: The buyer agrees to buy a fixed number of impressions, and the publisher agrees to deliver the exact amount of impressions for a guaranteed price. Both the buyer and the seller (publisher) bring a guarantee to the table.
Examples: Disney+, Peacock, Paramount+, among others
Private Marketplace: An exclusive, invitation-only exchange where premium publishers make their inventory and audiences available to a select group of buyers, programmatically
There are many definitions for programmatic TV in the industry; however, the most common is the automation of purchasing audience-based TV advertising through a software platform.
Streaming providers who offer an on-demand online entertainment source for TV shows, movies, and other streaming media (ie. streaming audio ads), and create their own original content.
Examples: Hulu, Peacock, Disney+, Netflix, Paramount+, Tubi
Reach is the number of unique individuals or households that are exposed to your advertisement
Real Time Bidding
Real Time Bidding: Way of transacting media that allows an individual ad impression to be put for bid in real time. This is done through a programmatic auction. RTB allows for the ability to serve ads to consumers based on their demographic, psychographic, or behavioral attributes.
Supply-Side Platforms: A software service that publishers can partner with to make their inventory available for programmatic advertising. SSPs play a critical role in the programmatic infrastructure by communicating with DSPs and Ad Exchanges and providing data back to publishers.
Subscription Video On Demand
Subscription Video on Demand: A streaming service that consumers subscribe to for a fee, to access a catalogue of on-demand content.
Examples: Netflix, Peacock, Paramount+, Amazon Prime, Hulu (premier subscription)
User Generated Content
User Generated Content: A form of content that’s created by real people to promote your brand. This includes written ratings and reviews, photos, videos, and even audio that your brand’s customers, followers, ambassadors, or even employees create and share across social and other digital platforms.
Viewable Cost Per Mile
Viewable Cost Per Thousand: An advertising metric that measures how frequently an ad is seen by users, as opposed to the number of times it’s placed by the seller.
Viewer Completion Rate
Viewer Completion Rate: An engagement metric that lets advertisers know if they’re reaching their audience
Virtual Multichannel Video Programming Distributors
Virtual Multichannel Video Programming Distributors: A pay TV provider delivering broadcast and cable programs via the internet.
Examples: YouTube TV, Sling, Hulu Live, DirecTV Stream
Video On Demand
Video on Demand: Distributors make network programming available that can be accessed by viewers on their own schedules and watched on a TV via their pay-TV provider’s set-top box.
View Through Rate
View Through Rate: Percent of people who saw an ad to completion.
Audience Deficiency Units
Audience Deficiency Units: Units of inventory available to advertisers for inventory purchased that under-delivered
Addressable TV: Targeted advertising within broadcaster content.
Cost Per Point
Cost Per Point: A way to measure how well, for the price, your ads reach your desired audience. Unit cost divided by rating.
Gross Rating Point
Gross Rating Point: GRPs measure the total of all rating points during an advertising campaign without regard for multiple exposures. GRPs equal Reach x Frequency.
A traditional system in which a viewer watches a scheduled TV program at the time it’s broadcast on its original channel.
Multiple Video Program Distribution
Multiple Video Program Distributors: A service provider delivering TV programming services to the consumer, often charging a subscription fee.
Examples: Charter, Comcast, Verizon Fios
Run of Network
Run of Network: Ads booked w/ advertising network that can run anywhere within that network
Run of Schedule
Run of Schedule: TV Network can run ad at any time
Set-Top-Box: A hardware device that allows a digital signal from a broadcaster to be received, decoded, and displayed on a television (your cable box)