Video Glossary












Average view time: The average amount of time the video ad was played/viewed by users.

Brand awareness: Research studies can associate ad effectiveness to measure the impact of online advertising on key branding metrics.

Bug: A persistent, graphical element that appears in the video environment. Clicking on it will generally take the user to a website.

Bumper ad: A linear video ad with clickable call to action; usually has a shorter format than a full linear ad (i.e., 3–10 seconds), and typically each call to action can load another video or bring up a new site while pausing the content.

Click-through: The action of following a hyperlink within an advertisement or editorial content toanother website or page/frame within the website.

Companion ad: Both linear and non-linear video ad products have the option of pairing their core video ad product with what is commonly referred to as companion ads. Commonly text, display ads, rich media or skins that wrap around the video experience can run alongside both/either the video and/or ad content.The primary purpose of the companion ad product is to offer sustained visibility of the sponsor throughout the video content experience. Companion ads may offer click-through interactivity and rich media experiences such as expansion of the ad for further engagement opportunities.

Completes: Refer to whether the video played to completion.

Contextual ads: Existing contextual ad engines can deliver text and image ads to non-video content pages.Ads are matched to keywords extracted from content.Advertisers can leverage existing keyword- based paid search campaigns and gain access to a larger audience.Third parties generally receive a share of the revenue collected from the advertisers.

Core ad video: The essential video asset, often repurposed from offline; can be displayed directly in the player or in a more customized presentation.

Event trackers: Primarily used for click-through tracking, but also for companion ad interactions and video-session tracking where available.

Full-screen views: Refers to the number of impressions made when the video was played in full- screen mode.

Hot spot: An ad unit that is sold within the video-content experience. Mouse action over the video highlights objects that can be clicked.The click action generally initiates a linear video ad or takes the user to a website.

In-banner video ads: Leverage the banner space to deliver a video experience as opposed to another static or rich media format.The format relies on the existence of display ad inventory on the page for its delivery.

In-page video ads:Delivered most often as standalone video ads and do not generally have other streaming content associated with them.This format is typically home page– or channel-based and depends on real estate within the page that is dedicated to the functionality of the video player.

In-stream video ads: Played before, during or after the streaming video content that the consumer has requested.These ads cannot typically be stopped from being played (particularly with pre-roll).This format is frequently used to monetize the video content that the publisher is delivering. In-stream ads can be played inside short- or long-form video and rely on video content for their delivery.There are generally four different types of video content alongside which in-stream ads play: UGC (user-generated content/video), syndicated, sourced and journalistic.

In-text video ads: Delivered from highlighted words and phrases within the text of Web content. The ads are user-activated and delivered only when a user chooses to move his/her mouse over a relevant word or phrase.

Invitation unit: A smallish still or animated graphic often overlaid directly onto video content. Typically used as a less-intrusive initial call to action. Normally when a viewer clicks or interacts with the invitation graphic, s/he expands into the ad’s full expression, which might be a simple auto-play video or an interactive experience; also commonly referred to as an overlay ad.

IPTV: Refers to television content delivered via Internet Protocol (IP) over proprietary lines operated by telecommunications companies.

Journalistic video: Primarily news and documentary content that was shot, edited and used by the actual publisher.

Linear video ads: The ad is experienced as in-sequence as part of the linear timeline of the content; the ad can be presented before, during or after the video content is consumed by the user. One of the key characteristics of a linear video ad is that the user watches the ad instead of the content as the ad takes over the full view of the video.

Non-linear video ads: A non-linear video ad product that runs concurrently with the video content so the user still has the option of viewing the content. Common non-linear ad products include overlays which are shown directly over the video content and product placements which are ads placed within the video content. Non-linear video ads can be delivered as text, graphical banners or buttons, or video overlays.

Overlay ad: An ad that appears in the bottom 20% of the video window. Click action generally initiates a linear video ad spot or takes the user to a website; also commonly referred to as an invitation unit.

Playlist: A list of discrete videos (sometimes referred to as “segments” or “clips”) presented alongside a video player; it affords easy navigation from clip to clip (clicking on a thumbnail in the playlist will start the playback of the respective clip); it can be programmed as a “loop-list” where clips play in sequential order, often with Linear ads between the clips.

Post-roll: A linear video ad spot that appears after the video content completes.

Pre-roll: A linear video ad spot that appears before the video content plays.

Quartile reporting: Refers to whether the video ad played to its 25% and 75% points.

Replays: Refers to the number of times a user requested to see the video ad again (where available).

Rich media: Advertisements with which users can interact (as opposed to solely animation) in a Web page format.They may appear in ad formats such as banners and buttons, as well as transitionals (interstitials) and various over-the-page units such as floating ads, page takeovers and tear-backs.

Sourced video: Content generated by a third party (typically professional).An example may be a new car review.

Syndicated video: Content sourced from a professional third party; examples may include syndicated television shows, news footage, etc., and be distributed through a multitude of outlets observing strict ownership rights.

User-generated video: Video content created by the public at large, generally not professionally edited, and directly uploaded to a site.

VOD: Video on Demand—allows users to select and watch video content over a network; usually refers to services offered by cable companies through set-top boxes.

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