Glossary of Terms
Replicated Readership
Means readership by the same person, of the same issue of a particular publication within the period of the survey.Retail Catchment Area
Is the geographic area around a store or shopping centre from which most of the store’s or centre’s trading is drawn.Rich Media
Advertisements with which users can interact (as opposed to solely animation) in a web page format. These advertisements can be used either singularly or in combination with various technologies, including but not limited to sound, video, or Flash, and with programming languages such as Java, Javascript, and DHTML. These Guidelines cover standard Web applications including e-mail, static (e.g. html) and dynamic (e.g. asp) Web pages, and may appear in ad formats such as banners and buttons as well as transitionals and various over-the-page units such as floating ads, page take-overs, and tear-backs.
Road Blocking
The practice of placing an advertisement on each available media within a market, to appear at exactly (or as near as possible) the same time. Road blocking is most often used as a means of building high reach levels within a short period of time.Roll-Out
Is a marketing procedure where product distribution and advertising is expanded geographically into progressively more areas over time. A Test Market situation often precedes a roll-out.Roy Morgan Values
Ten 'Values' Segments developed by Roy Morgan Research in conjunction with Colin Benjamin of the Horizon Network. They help to identify groups of people who share similar values and attitudes to life eg Young Optimism, Socially Aware etcRTB (Real Time Bidding)
A type of programmatic buying by which multiple parties submit bids on inventory in real time
Run Of Station
Used to describe placement of a messages throughout the day without nominating any particular timesSample
A sample is the term used in survey sampling to describe the group (of people, homes, etc) selected for inclusion in the survey. Samples that report quantitative data must be fully representative of the wider group (the 'population') from which it is drawn. Samples that report qualitative data focus more on ensuring that respondents within a specific target are recruited.Schedule Optimisation
Or 'Schedule Building' is the modelling process, usually involving a computer program, which attempts to maximise or optimise schedule effectiveness in terms of nominated criteria such as 'reach', 'cost efficiency', etc.Search Engine
A system for searching the information available on the Web. Some search engines work by automatically searching the contents of other systems and creating a database of the results. Other search engines contain only material manually approved for inclusion in a database, and some combine the two approaches.
Second party data
Second-party data is basically first-party data that you are getting directly from the source. You can make a deal with a particular publisher, whether through your DMP or elsewhere, to offer specific data points, audiences, or hierarchies to that other company. The terms of sale are determined by both parties in advance, and this sharing of high-quality first-party data gives you access to many non-endemic audiences you might not have previously been able to reach. EXAMPLE – Fairfax, News Corp data
SEM (Search Engine Marketing)
Search Engine Marketing usually Paid Advertising/Search Advertising. Also known as Pay per click (PPC). Is the paid results, where advertisers bid in an auction for their Ad to appear against a particular keyword or search query.
SEO (Search Engine Optimization)
Search Engine Optimisation. A Marketing discipline focussed on growing visibility in organic (non-paid) search engine results
Session
Refers to dayparts in electronic media, usually radio. For example :
Breakfast 0530-0900
Morning 0900-1200
Afternoon 1200-1600
Drive 1600-1900
Evening 1900-2400
Midnight-Dawn 2400-0530
Share of Audience
The percentage of the total viewing audience in a given time period over a given date range, tuned to a particular station. For example:
ABC: 16%
Seven: 29%
Nine: 30%
Ten: 22%
SBS: 3%
TOTAL: 100%
Share of Expenditure (SOE)
Is the measure (% share) of advertising expenditure out of the total advertising expenditure over a defined period expressed as a percentage. SOE can be calculated based on a defined set of advertisers e.g., competitor set (category) or all advertisers. Calculation: $ expenditure ($100) / total $ expenditure ($1000) x 100 = 10% SOE.
Share of Voice (SOV)
Is the measure (% share) of audience received by an advertiser or category, out of the total audience available over a defined period and expressed as a percentage. SOV can be calculated based on a defined set of advertisers e.g., your competitor set (category) or all advertisers. Calculation = advertiser audience (20 ratings) / total competitor set audience (200 ratings) x 100 = 20% SOV for the advertiser versus the competitor set.
Television - SOV is calculated based on TARPS
Radio - SOV is calculated based on audience thousands
Digital - SOV is calcuated based on the number of impressions (compared to the number of impressions available)
Sponsorships - SOV is calculated based on audience for traditional channels OR the number of ad formats available (Digital)
Short form video
Short form video is generally under 10 minutes, eg News Updates, how to videos, YouTube clips
Simulcast
Is the concurrent broadcasting of a program on more than one medium at a time - for example, television, radio and the Internet concurrently.Single Source Data
Describes the collection of data from the same respondents about more than one item of interest. In media, the term generally refers to the collection of both media and product/brand consumption data from the same individuals, e.g., Morgan and Nielsen Panorama research uses single source data (but to differing degrees).SIVT - Sophisticated Invalid Traffic
SIVT traffic that is more difficult to detect and requires advanced analytics and significant human intervention to analyse and identify.
Skin
When a webpage’s background is completely covered by a piece of graphic design – for an advertiser, this can help them "own" the content or more effectively demonstrate their coproduction of native content.Slide shares
Slide hosting service, allowing users to upload files publicly or privately. To be viewed on site or embedded on other sites.
Social - organic
Managing, interactions or listening to a social community using tools provided by each social network to share posts and respond to customers.
Social Boosting
Paying for influencers to create content and organically reach their audiences (mainly via Instagram)
Social Network
A site or community on the Internet where members can interact with one another and share content
Socio/Economic Data
Refers to classifications of people or households which relate to ‘class’, income, occupation, etc.Solus EDM
An EDM that is solely owned by a brand, usually in conjunction with a sponsorship, but sent out by the media owner of that sponsorship.Solus Market
A solus market has only one free-to-air commercial station. For example, Golden West, Darwin etc.Spam
In email marketing, this refers to any message that is deemed by users or email providers to be an unsolicited commercial offer. Also called "junk mail".
Spamming
An inappropriate attempt to use a mailing list, or other networked communications facility as if it was a broadcast medium by sending the same message to a large number of people who didn’t ask for it.Spill-In
Spill-in is tuning to a metropolitan television station within a regional market, or tuning to a regional television station within a metropolitan market. Note Spill-in is included in "total market" figures but not reported separately.Splash Page
A preliminary page that precedes the user-requested page of a Web site that usually promotes a particular site feature or provides advertising. A splash page is timed to move on to the requested age after a short period of time or a click. Also known as an interstitial. Splash pages are not considered qualified page impressions under current industry guidelines, but they are considered qualified ad impressions.Split Run
Is a scheduling technique whereby two different pieces of copy (creative material) are placed in a publication.Sponsorship
When a premium is paid by an advertiser to receive opening and closing billboards in a television or radio program. There can be more than one sponsor of a program or event, depending on the length of the broadcast.
For online, sponsorship represents custom content and/or experiences created for an advertiser which may or may not include display advertising, brand logos, advertorial and pre-roll video. Sponsorships fall into several categories: -Spotlights are custom built pages incorporating an advertiser‘s brand and housing a collection of content usually around a theme; Advergaming can range from an advertiser buying all the ad units around a game or a ―sponsored by‖ link to creating a custom branded game experience; Content & Section Sponsorship is when an advertiser exclusively sponsors a particular section of the site or email (usually existing content) reskinned with the advertiser‘s branding; Sweepstakes & Contests can range from branded sweepstakes on the site to a full fledge branded contest with submissions and judging.
Spot
This term is used to explain a commercial unit placed on television or radio. You may refer to a spot being placed in the Sunday News on Channel 7 or a spot placed during the Breakfast session. It may vary in size as you can commonly book space for 15 second or 30 secondsSSP (Supply Side Platform)
SSP is the technology that enables the selling of digital ad impressions in automated auctions.
Publishers can sell and manage display, video or native ad inventory on desktop and mobile through SSPs.
Standard Definition TV
Digital TV format that does not achieve the picture quality of HDTV but are equal or superior to conventional analogue pictureStarch (Starch Scores)
Is an aided recall method of measuring press advertisement readership. Respondents are taken through a publication page by page and asked a series of questions to determine whether or not he/she (i) remembered seeing or reading each advertisement, (ii) accurately recalled the product or brand and ad referred to, and (iii) read more than half the copy. These three elements provide three corresponding scores of readership - noted, associated and read most. It is named after it’s founder.Streaming
The delivery of video or audio content stored in bits which enables it to be played in real time and without viewers having to wait for all the data to arrive.
Syndicated Research
Is usually conducted by an independent research organisation, and financed by its sale to any members of a given industry, etc. From networks i.e., catch up TV or free movie/sitcom platforms - considered premium content
Tagging
A piece of code that is a unique identifier for each Ad, that informs your Ad server and publishes "I belong to this Ad/Creative, ad targeting criteria and specific size"
Target Audience
Is the term used to describe groups in the community selected as being the most appropriate (eg; primary purchasers, users or influencers) for a particular advertising campaign or schedule. The target audience may be defined in demographic or psychographic terms, or a combination of both.TARP (Target Audience Rating Point)
Target Audience Rating Point. The percentage of an advertiser’s target audience that is exposed to a campaign. Typically advertising is bought against a specific demographic or audience segment. Calculation: 720,000 people of your target audience exposed to your campaign / 4,800,000 target audience universe = TARP of 15
Tear Sheet
A copy of a print advertisement torn directly from the magazine or newspaper in which it appeared (for verification purposes).Teasers
Small, crypic, challenging ads that anticipate a larger, full blown campaign or important event.
Teletext
Is the dissemination of information in both text and graphic form using television transmission. Information can be selected for display on a modified domestic television set using the appropriate control device. Eg; Seven Text.Text Ads
Text based ads on the search network, can also have ad extensions, with phone numbers and maps, shopping ads, app downloads or image ads
Third party data
Third-party data is generated on other platforms and often aggregated from other websites. There are many companies out there that sell third-party data, and it is accessible through many different avenues. EXAMPLE – Lotame, Blue Kai, Eyeota
Third-party ad server
Independent outsourced companies that specialize in managing, maintaining, serving, tracking, and analyzing the results of online ad campaigns. They deliver targeted advertising that can be tailored to consumers' declared or predicted characteristics or preferencesThrough-The-Book Method
Is a technique for estimating specific issue readership. It involves the survey respondent being handed either a complete or 'cut-down' issue of a specific publication, asking the respondent to inspect that issue and then asking whether he/she had read that particular issue or not.Time Spent Viewing
Is a measure of the time an individual is exposed to a specific medium or media vehicle according to some defined period of time. In the case of television, the measurement of time spent viewing is usually reported as a one week average period.Timeline
Timeline is the space on your profile where you can see your own posts, posts from friends and stories you're tagged in organized by the date they were posted.
Title Element
The title of a web page as indicated in the HTML. Also often used as the title of your page in a search engine results page.
Top & Tail
Relates to television and is when an advertisement is placed at the beginning of an ad break and at the end of the same ad break.Total Interaction
Measuring the performance of social posts or campaigns, often accumulating No. of Interactions on a social post or campaign by adding the basic Likes, Comments, Shares. Should there be video content, Clicks to Play or Video Views may be included. If measuring Twitter performance, RT, Replies, Favourites and Embedded Clicks could be included from Analytics. These metrics can formulate an engagement Rate to project the percentage of those that have engaged with the content out of Total Fans or Content Reach to for KPIs pre or post campaign or performance per social post.Trading Desk
Centralised platform (agency or client bespoke) that manages programmatic media and audience buying.
Trading Desk - Disclosed model
A Trading Desk commercial model where the underlying costs are disclosed.
Trading Desk - Un-disclosed model
A Trading Desk commerical model that is based on a single price, so the underlying costs (for people, data, technology, media, etc.,) are not disclosed. Can also be referred to as a Non-disclosed model.
Ultra High Frequency
Refers to frequencies in the 300-3,000 Megahertz spectrum. In Australia, UHF television is broadcast between 526-820 MHz (in 7 MHz increments). This spectrum is represented by Channels 28-69.Unique Audience
The total number of unique people (de-duplicated) that visited a site at least once during the specified time period.
User Sitemap
A page containing structured links to every other important page on a particular website grouped by topic or navigational hierarchy
User-generated Content
Commonly abbreviated as "UGC", it is any piece of content created by a member of a given website's audience for use on that website and sometimes to be freely distributed on the Web. Wikis (and Wikipedia) are examples of UGC.
Value Banks
Space, time or impressions awarded by Media Owners &/or affiliated companies to Agency Groups &/or Agencies as reweard for media volume commitments.
VAST (Video Adserving Template)
VAST is a specification developed by the IAB for serving video ads. It provides a generic framework for embedding in-stream video ads, and is designed to facilitate and standardize the communication between video players and video ad server
VCR (Video Completion Rate)
The percentage of all video ads that play through their entire duration to completion. Also known as View Through Rate (VTR).
Very High Frequency
Refers to frequencies less than 300 Megahertz. In Australia, VHF television is broadcast between 45-222 MHz (in 7MHz increments). This spectrum is represented by Channels 0-11.
Video On Demand (also known as Catchup TV)
Video content that is controlled, enabled, and consumed whenever a viewer wants after its official release date or original air date and time. VOD content can be found on set top boxes, OTT devices, mobile web, mobile apps, and video streaming services
Viewability / Viewable Impressions
Is the abiliity for the digital ad to be seen by an actual consumer. An online advertising metric that aims to track only impressions that can actually be seen by our users
Viewers Per Set
In TV audience measurement refers to the number of people viewing a program in each home, ie; total audience divided by sets in use.
Visitors
The amount of people who have visited your site or native article (can be unique is specified).VPAID (Video player adserving interface definition)
Video Player Adserving Interface Definition – Establishes a common interface between the video ad and video player. VPAID facilitates the interactions between ad units and video player focused on enabling rich interactive in-stream ad experience.
VTR (View Through Rate)
The percentage of all video ads that play through their entire duration to completion. Also known as Video Completion Rate (VCR).
Web Spam or Spam
Techniques that are used by some websites to try and cheat their way to the top of search sites to link to yours. This is considered bad practice because truly relevant websites get buried in the results.
Website Authority
How strong a website is. This can determine its ranking and it is based on many factors including history, links pointing to the website and the popularity of the website in visits/engagement
Weighted Average
Generally refers to the arithmetic average obtained by adding the products of of numbers “weighted” by a predetermined value. Ie. Often in media the size of a market will determine the weighting factor for effort.White List
A white list is a database of approved websites where an advertiser is happy for its ads to appear. It's opposite number is a black list
WOM (word of mouth)
Informal communication directed to others about particular goods and services. Paid WOM is usually referred to as Influencers.