Into the Mainstream: Advertising Year in Review
Glossary of Digital Video Terms
Average View Time—This refers to 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—This is a persistent graphical element that appears in the video environment. Clicking on it will generally take the user to a website.
Bumper Ad—This usually refers to a linear video ad with a clickable call-to-action; the format is usually shorter than full linear ads (i.e., 3–10 seconds) and the call-to-action usually can load another video or can bring up a new site while pausing the content.
Clickthrough—This is the action of following a hyperlink within an advertisement or editorial content to another website or to another page or frame within the same website.
Companion Ad—Both linear and nonlinear video ad products have the option of pairing their core video ad product with what are commonly referred to as companion ads. Commonly text, display ads, rich media, or skins that wrap around the video experience, they can run alongside the video or the ad content (or both). 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—This refers to whether the video played to completion.
Contextual Ads—Existing contextual ad engines can deliver text and image ads to nonvideo content pages. The 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—This is the essential video asset, often repurposed from offline; it can be displayed directly in the player or in a more customized presentation.
Event Trackers—These are primarily used for click-through tracking today, but they are also used for companion ad interactions and video session tracking where available.
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