IAB Digital Sales Training
What type of pricing is Invitation Only Auction?
Auction
What type of pricing is open auction?
Auction
What are the four types of programmatic transactions?
Automated Guaranteed, Unreserved Fix Rate, Invitation Only Auctions and Open Auctions
traditional consumer buying funnel
Awareness, Consideration, Preference, Purchase
Streaming
1) Technology that permits continuous audio and video delivered to a device from a remote website. 2) An Internet data transfer technique that allows the user to see and hear audio and video files. The host or source compresses, then "streams" small packets of information over the Internet to the user, who can access the content as it is received.
Latency
1) The time it takes for a data packet to move across a network connection. 2) The delay between request and display of content and an ad. Latency sometimes leads to the user leaving the site prior to the opportunity to see. In streaming media, latency can create stream degradation if it causes the packets, which must be received and played in order, to arrive out of order
What does the proposal process look like?
1. Evaluate RFP 2. Obtain Pricing 3. Obtain budget levels 4. Determine available inventory 5. generate proposal and emphasize value of your offer
What are standard terms and conditions buyers need to be aware of?
1. Payment is due within 30 days 2. 14 days cancellation notice 3. controlling party must provide ad server counts for invoicing
What are the 5 steps to launching a digital advertising campaign?
1. Receive finalized creative or tags 2. Implement the campaign 3. Perform pre-launch testing 4. Launch and configure assets 5. verify successful launch
What are standard terms and conditions for selling?
1. adhere to placement restrictions 2. provide specs within two days of signed IO 3. send invoice upon completion within 30 days 4. confirm campaign launch within two days of IO start date 5.deliver reports at least weekly 6. notify client of underdelivery within 14 days of the end date 7. use buyers ad server counts for invoicing
negotiation process steps
1. confirm pricing, budget and inventory 2. define the terms and conditions of the agreement 3. reconfirm the success metrics of the campaign 4. sign and secure the IO
What is the standard banner size is most commonly used by advertisers in the smartphone web enviornment
300X250
Smart Phone App Banner Size
320X50
360 Video Ads
360-degree videos, also known as immersive videos or spherical videos, are video recordings where a view in every direction is recorded at the same time, shot using an omnidirectional camera or a collection of cameras. During playback the viewer has control of the viewing direction like a panorama. These types of ads can be served without requiring a VR headset, using keyboard/mouse/touch controls or motion sensors in smartphones/tablets to control the viewing orientation.
ad agency
A company that brands hire to build, execute, and manage advertising initiatives for them, providing services such as creative generation, advertising, strategy development, research, and media buying.
ad networks
A company that provides both an outsourced sales channel for publishers and an aggregated inventory source for buyers; will often layer in technologies to enhance media buys, such as targeting capabilities, creative generation and optimization.
Viewable video impression
A desktop video ad or mobile video ad that meets the criteria of: (i) Desktop: 50% of the ad's pixels on an in-focus browser tab in the viewable space of the browser page that has met the time criterion that two continuous seconds of the video advertisement is played. (ii) Mobile: 50% of the ad's pixels on an in-focus browser or a fully downloaded, opened, initialized application, on the viewable space of the device that has met the time criterion that two continuous seconds of the video advertisement is played. (iii) For both desktop video and mobile video, the required time is not necessarily the first two seconds of the video ad; any unduplicated content of the ad comprising two continuous seconds qualifies in this regard.
Native Advertising
A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. These paid ads aspire to be so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong.
Outstream Video Ad
A form of video advertising that takes place outside of In-Stream Video content. One type of outstream video is in-feed video ads which are found in content, social, or product feeds. Another type of outstream video ad is in-article video ads that are served between text.
Channel
A mechanism of distribution that refers to live or on-demand online content stream(s) featuring user or publisher content, curated together.
Cost per point (CPP
A pricing model based on the cost of a campaign divided by each full percentage rating point of a targeted demographic that the campaign successfully reaches.
Cost per view (CPV)
A pricing model where the advertiser only pays for a video start. Typically sold at 1000 impressions.
Cost per viewable impression (CPVI or VCPM/VCPV)
A pricing model where the advertiser only pays for video ad impressions that are considered viewable based upon MRC and IAB viewability guidelines. Typically sold at 1000 impressions.
Demand Side Platform (DSP)
A programmatic tech platform used by media buyers that provides centralized and aggregated inventory from multiple sources including publishers, ad networks, and exchanges.
exchanges
A sales channel between pubs, buyers and networks, aggregating inventory via an online interface that facilitates automated auction-based buying/selling via Real Time Bidding (RTB), a.k.a. the Open Exchange.
Multi-Channel Video Programming Distributor (MVPD)
A service provider that delivers video programming services, usually for a subscription fee (pay television). Usually includes cable, satellite, and telecommunications service providers.
Content Distribution Network (CDN)
A service that hosts online assets and provides content management via servers located around the globe to reduce the latency of downloads to users.
Multi-Channel Network (MCN)
A standalone entity that leverages digital video platforms to enable content producers to program, promote, monetize, and distribute their content as well as offer technical assistance in exchange for a percentage of the ad revenue earned.
Subscription Video On-Demand (SVOD)
A streaming service that consumers subscribe to for a fee and can access a catalogue of on-demand content
Ad Based Video On Demand
A streaming video service that offers consumers access to a catalogue of on-demand content and contains advertisements.
Smart TV
A subset of Connected TV
Smart TV
A subset of connected tv - lg smart tv, samsung smart tv
Supply Side Platform (SSP)
A tech platform used by publishers to programmatically sell inventory and optimize pricing, yield and audience reach for a pool of potential advertisers.
tag management
A technology service that interacts with an ad server to help buyers and sellers consolidate tags to ensure faster delivery.
Connected TV (CTV)
A television set that is connected to the Internet via OTT devices, Blu-ray players and gaming consoles or has built-in Internet capabilities (i.e., a Smart Television) and is able to access a variety of long-form and short-form web-based content.
Connected TV (CTV):
A television set that is connected to the Internet via OTT devices, Bluray players, streaming box or stick, and gaming consoles, or has built-in internet capabilities (i.e., a Smart TV) and is able to access a variety of long-form and short-form web-based content
connected tv
A television set that is connected to the internet and is able to access Web-based content.
Gross Rating Point (GRP)
A term used to measure the size of an audience reached by a specific media vehicle or schedule. It is used to measure the exposure to one or more programs or commercials, without regard to multiple exposures of the same advertising to individuals. For example, an advertisement that is aired/served 5 times reaching 50% of the target audience each time it is aired would have a GRP of 250 (5 x 50%). GRP values are typically used by media buyers to compare the advertising strength of various media vehicles.
Interactive Video
A type of digital video creative that can take user input to perform some enhanced actions through elements integrated above and beyond the standard video playback controls (i.e., play, pause, rewind, and mute). These interactions can include varied calls-to-actions, forms, polls/surveys, links, chapter menus and hot-spots that may affect story progression of the video content and/or drill down on specific parts of the content itself. The goal of the creative is to give the user various options to engage with the message beyond viewing the video.
In Feed
A type of native unit appears in the flow of content that consumers view in a social enviornemnt
SEM
A type of search that uses a CPC model
Autoplay Video Ad
A video ad or an ad linked with video content that initiates ''play'' without user interaction or without an explicit action to start the video (essentially automatically starting without a ''play'' button being clicked by the user).
Automated Content Recognition (ACR)
ACR is an opt-in identification technology embedded in a device that allows content to be recognized by video, audio or watermark cues and matched back to a database for verification. This technology can recognize content regardless of its distribution source (i.e. OTT, linear, etc.). Marketers use this information to understand when a consumer has seen their ads.
Adaptive Bitrate Streaming (ABS)
Adaptive streaming is a technical process that adjusts the quality of a video delivered to the client/video player of a connected device based on changing network conditions, video buffer status, and CPU utilization to ensure the best possible viewer experience. The video quality is determined and set by real time detections of a user's available bandwidth (throughput), video buffer capacity and CPU utilization. Based on these conditions the bitrate is adjusted in real time to ensure the best possible quality.
Virtual Reality (VR)
An experience that is made to be significantly more immersive than standard video assets. VR allows a user to be completely immersed into an environment of the marketer's choice. Ads within VR must occur within either a designated ad space (such as street side billboard), as a video (that might play in a virtual home TV or virtual movie theater), or as an object (such as a branded bag of potato chips on the table). Fully branded 3D scenes can also be created as "virtual rooms."
Augmented Reality (AR)
An experience that utilizes a camera to change or enhance something in the user's real world. This augmented reality experience can be app based or web-based, though app based is more common today. Note: Although the term utilizes the word "reality", the experience does not need to look realistic. Ads within AR can be presented in two ways: through the use of markers (such as QR code) or by placing a brand object in the immediate real world environment using the device camera
Ad Pod
An individual ad pod is a group of ads expected to play back-to-back in one commercial ad break similar to how consumers experience commercial ad breaks in broadcast television. An ad pod can be of varying lengths and can be inserted at any point in a stream of content (pre, mid, or post).
TV Everywhere
An online business model in which television broadcasters, particularly cable networks, allow their customers to access live and/or on-demand video content from their networks through Internet-based services. The fee for such access is covered as part of their subscription to the service, via an MVPD. The viewers use credentials from their MVPD for authentication and access to the content.
Vertical Video Ads
"Vertical Video" is displayed in portrait mode but can be shot in portrait/landscape mode - i.e., skinny and tall video (9:16 aspect ratio), rather than the widescreen format (16:9 aspect ratio) normalized by movies and television. These types of video ads are mostly displayed in mobile devices as they have the optimal aspect ratio to fill the whole screen.
Data Targeting is most often coupled with what type of ad unit?
Banners
Top of Funnel
Brand awareness marketing tactics- designed to create a simple positive brand message
What role does Owned Media Play in web content?
Build for longer-term relationships with existing potential customers and earn media
trading desk
Centralized management platform, specializing in programmatic media management, owned at the holding company level, and used by sister agencies to provide some/all of their programmatic media inventory.
Click Through Rate (CTR) Forumula
Clicks / Impressions
measurement providers
Companies that provide the ability to track ad campaigns and measure success metrics (such as brand lift) and ROI.
what are the 5 steps to how content is built or distributed?
Content Creation, Content Packaging, Content Distribution, Consumer Interface, Consumer
User Generated Content (UGC)
Content that is voluntarily generated by individuals* that has the potential to create engagement and/or drive conversation. *Individuals are defined as those who do not have a material connection with a brand. This would exclude paid influencers or professional bloggers
brand content
Content, rather than advertising, that is created and disseminated by brands.
De Identified Information
Cookies (used to track users of websites), Device IDS (Apple and Google device interfiers, IP Addresses - can be used for advertising tracking purposes
Cost Per Action CPA Formula
Cost / Actions
Cost Per CLick (CPC) Forumula
Cost / Clicks
cost per thousand (CPM) Formula
Cost X 1000 / Impressions set cost for 1000 impressions delivered
CRM
Customer relationship management system - used to keep track of proposals
Data Management Platform
DMP - computing systems for collecting integrating and managing large sets of audience data third party information is generated on these websites and platforms and aggregated together
Digital Out of Home
DOOH- Digital Signage that people see while Out of Home, can also refer to digital kiosks or video content on digital billboards
What is the viewability standard for display set by the 3MS?
Display: 50% at least of pixels in view for at least one second Video: at least 50% of the pixels in view for at least two continuous seconds
what are the 3 main models for how publishers distribute content?
Distributors, syndicators and aggregators
What are some examples of objectives for digital are included on RFP's?
Downloading coupons, visiting websites, getting likes on FB
Bitrate or bit rate
Encoded bit rate: The number of bits (or amount of data) per second that has been used to store a media signal. In audio, this usually is presented in kilobits per second (or kb/s or kbps), while for high-quality video, this might be presented in megabits per second (or Mbps, or Mb/s). For example, the music you buy on iTunes is 256 kilobits per second, meaning there are 256 kilobits of data stored in every second of a song, and an HD video file might be encoded at 2.0 megabits per second, meaning there are two megabits of data. The encoded bit rate is the one used for business requirements as it represents a strong signal of fidelity. Available bit rate: The instantaneous delivery rate of data in bits per second (bps), kilobits per second (kbps), megabits per second (mbps), etc. from the source server to destination device through one or many digital networks. The slowest portion of the network path determines the end-to-end maximum bitrate of the delivered stream. Some media content such as audio streams may use less than the maximum available bandwidth. HTTS Live Streaming (HLS) is a variable bitrate protocol for delivering video content. HLS starts the stream at a low bitrate which provides low video resolution and increases the bitrate and video resolution as the network conditions permit. The available bit rate is used for technical purposes as it represents how much data can be passed from the ad server to the client for an ad to deliver without jitter.
Encoding/transcoding/ renditions
Encoding when referencing video or audio involves the change from one physical format to another, i.e., the change from film to digital format, or change from analog to video. Transcoding refers to the creation of a file from one of a similar format, i.e., compressing a video file (e.g., mp4) at different bitrates from a source file (e.g., MOV). The source file, known as the mezzanine, and the resulting compressed versions of the same creative, known as renditions, are all digital in format, although they may be different dimensions and bitrates from one another. Please note: Encoding of video should not be confused with encoding of reserved/special characters in http links to pixels, click-throughs, calls to VAST, or other http assets. More information on what constitutes a character that has a special purpose in http and how they must be percent encoded to prevent failure is detailed here.
publishers
Entities that professionally produce digital media content (text, images, audio or video).
What type of pricing is unreserved fix rate?
Fixed
What are some qualities of traditional advertising?
High Average Costs, not interactive - one way, is not as measurable as digital, cannot edit as easy- everything comes from post campaign analysis, targeted through inference, deemed less trustworthy by consumers, more permanent - tangible, may be larger scale, more disruptive
interaction level
How deep the user goes within the site (clicks twice, expands, rolls over, etc.)
data supplier
Independent (and therefore referred to as "third party") companies that provide cookie pools, audience profiles and other technology to allow brands to target desired audiences; used by brands, agencies, and inventory providers.
Video level data
Information about a video comprised by analysis of available metadata, which is used to help users search for videos and help marketers with content targeting efforts.
Internet of Things
IoT- the category includes extended network digital devies such as wearables, - apple watch, fitbit, google glass or home appliances or in car screens where advertising can appear
L.E.A.N.
Light, Encrypted, Ad Choices Support ,Non Invasive/Disruptive
What is the role of earned media?
Listen and respond- earned media is often the result of well executed and well coordinated owned and paid media
3MS
Making Measurement Make Sense - tries to create standards for media - a combination of IAB and other media marketing companies
Gross Rating Points (GRPs)
Metric used to measure the size of an audience reached by a specific media vehicle or schedule; used to compare the advertising strength of various media vehicles.
Virtual MVPD (vMVPD)
New form of digital-only cable alternative which provides access to on-demand and live content delivered over the internet without the traditional network infrastructure (i.e. DirecTV Now, Hulu with Live TV, PlayStation, Sling TV, Vue).
What companies supply historical data?site
Nielsen, Vizu and dynamic logic using survey based measurement
Over the Top
OTT - a device that can connect to a TV to facillitate the delivery of internet based video content, exampeles include Apple TV, Google Chromecast, or Roku as well as game consoles like an XBox
Mobile Advertising
Offers the most location awareness, direct response, increased urgency, is for On the go consumers , and is trackable - is the most personable
Desktop Advertising
Offers the most reach, Creative control, Is Immediate, Targeted and Trackable
What type of participation is invitation only auction?
One - Few
What type of participaion is unreserved fix rate?
One-One
What type of participation is Automated Guaranteed
One-One
Over the top video (OTT Video
Over the Top Video is video content transported from a video provider to a connected device over the Internet outside the closed networks of telecom and cable providers.
Quartiles
Percentage of video ad viewed continuously at a normal speed. If a rewind event occurs during play, percent complete may be calculated on total amount of unduplicated video viewed at normal speed. Each section of the video may only be considered once in the calculation. This definition governs the triggering of any "partial play" metrics, such as the common quartile percentages (25%, 50%, 75%), most commonly tracked as first quartile (the creative played continuously for at least 25% of the total duration at normal speed), midpoint (the creative played continuously for at least 50% of the total duration at normal speed), and third quartile (the creative played continuously for at least 75% of the duration at normal speed). Specifically, reporting on any partial play should be the result of how much of the ad was played at normal speed. Publishers and marketers may measure progress in different increments in addition to these percent complete quartiles, but these quartiles offer a baseline measurement and should be used whether or not other methods are used.
What do Digital Sales People need to have knowledge of?
Performance Standards, Cost of Entry, Turnaround times, Targetability, Technology
In-Stream Video Ad
Played before, during or after the streaming video content that the consumer has requested (Pre-roll, Mid-roll, Post-roll). These ads cannot typically be stopped from being played (particularly with pre-roll) but can sometimes be skipped. This format is frequently used to monetize the video content that the publisher is delivering. In-Stream Video Ads can be played inside short or long-form video and rely on video content for their delivery. There are four different types of video content where in-stream may play: UGC (User Generated Content/Video), Syndicated, Sourced and Journalistic. In-Stream Video Ads are displayed within the context of streaming video content.
What are other terms used in market for unreserved fixed rate?
Prefered deals, private access, first night of refusal
Opt-In Value-Exchange Ads (aka rewarded ads)
Premium ads that offer consumers something in exchange for providing their time and attention. In all instances, the value exchange is opt-in. Video is a commonly used type of opt-in value exchange placement.
What are other terms used in market to describe automated guaranteed?
Programmatic guaranteed, programatic premium, programatic direct, programatic reserved
what does the sell side of the media value chain consist of?
Publishers and portals
What are other terms used in market for open auction?
Real Time Bidding (RTB), Open Exchange, Open Marketplace
What terms and conditions do buyers and sellers both need to know?
Reconciliation process must be carried out if discrepancies exceed 10% through the two different ad server counts
What type of inventory is automated guaranteed?
Reserved
account team
Role: Business development and sales Value: Drives revenue
Creative and Productions Team
Role: Concept and design creative Value: Capture consumer attention
strategy and Research team
Role: Consumer research, align strategy with brand goals Value: ensure strategy aligns to consumer behavior and goals
Ad Ops Team
Role: Launch and monitor campaigns Value: Ensure successful execution of plan and protect cost
Planning and Buying Team:
Role: Prepare for and execute media buys Value: Ensure best pricing and value for advertiser
Search Engine Marketing
SEM - companies pay per click, they pay money to have their advertisments show up on a main page and have to pay if the advertisement gets clicked on
Second Price Auction
SEM Bidding model that requires advertissers to only pay the amount of the next highest bidders below them
Search Formats
SEM and SEO
in house media planning
Same functions as an ad agency, but instead of outsourcing this work, a brand will directly employ a team of people to do this work.
Server-side ad insertion (SSAI)
Server-side ad insertion (often referred to as "ad stitching") is the process of stitching video content and ads together on the server side level rather than on the browser level (Client Side Ad Insertion). Videos and video ads are coming from different places—videos typically come from a content delivery network (CDN) and ads from an ad server (video ads can also be served from CDNs, although content CDNs and ad CDNs often differ). These are then combined on the fly when people start watching videos. With server-side ad stitching, that combination of video and advertising happens on the backend. Server-side ad insertion allows for smoother ad user experiences as users do not have to wait for players to fetch ads and render them in real time. The stitching is all done prior to the user getting the ad break/pod. In the ad stitching process, ad specs are matched with content specs resulting in more consistent viewer experience as the ad quality will match the content quality. SSAI also allows publishers to mitigate ad blocking, as video content and ads are stitched together as a cohesive stream on the server side which allows them to bypass browser or device-level detection/blocking. When a browser or device-level script makes a call to the ad-decisioning system, the ad blocker can identify that signal, as opposed to a server-side script where the ads are already stitched into the player's content, making it impossible to distinguish an ad from content. This is a great solution for a publisher, however advertisers may have concerns with measurement being made server side and request such delivery to be distinguished in reporting.
What role does paid media play in web content?
Shift from foundation to a catalyst that feeds owned and creates earned media
Social Sites
Sites whose primary focus is communication between groups of approved individuals who are typically part of an ever-expanding social circle.
ad tag
Software code that an advertiser provides to a publisher or ad network that calls the advertiser's ad server for the purposes of displaying an advertisement
Return path data (RPD)
TV tuning data that comes from set-top boxes in cable and satellite subscribers' homes. It can include information like the programs subscribers watch, when they watch them and where the subscriber households are located. This data helps enable audience measurement and addressable advertising capabilities
demographic targeting
Targeting online audiences by age, gender, income, occupation, and household type/size
Dynamic Ad Insertion (DAI)
Technology that allows advertisers to swap out ad creatives in video on demand content.
creative optimization
Technology that enables marketers and agencies to manage and control creative assets, and integrates with the ad server to automatically serve up the best-performing creative for each impression.
media attribution
Technology that helps buyers see a holistic picture of all systems involved in influencing a desired outcome by a consumer (e.g. a conversion).
addressable tv
Technology that lets you show different ads to different audience segments watching the same TV program on IPTV and set top boxes. Those segments could be defined by behavioral, demographic, and geographic factors from 1st, 2nd, or 3rd party data sets.
ad servers
Technology used by buyers and sellers to run, optimize, track and report on digital ad campaigns.
Identifier for Advertising on OTT (OTT IFA)
The Guidelines for Identifier for Advertising (IFA) on OTT platforms are recommendations on how to maintain a high-quality advertising experience within over-the-top television (OTT) environments. These technical guidelines provide instructions on best practices for delivering targeted ads, as well as controlling ad frequency and rotation across a wide variety of disparate smart TVs, connected devices, and other OTT systems. In order to be compliant with these guidelines, these three parameters must be sent as part of any ad request: identifier for advertising (IFA), IFA type, and Limit Ad Tracking (lmt).
Data-Driven Linear TV
The ability to use different data sets including demographics, interests, and viewing behavior to optimize a linear TV schedule that uses specific networks and dayparts to better reach an advertiser's audience.
Linear Addressable
The addressable ad inserted into live programming. For example, DirecTV, Dish, and Cablevision's inventory is all linear addressable.
VOD Addressable
The addressable ad is inserted into cable programs within the VOD content accessible through a cable provider set top box. For example, Comcast's addressable inventory is VOD addressable.
Interactive TV (ITV)
The catch-all term for adding a viewer engagement piece to television. This can include both interactive content and advertising, and can be delivered in a variety of ways, including through the first- and second-screen
Video ad completion rate (VCR)
The percentage of all video ads that play through their entire duration to completion. Also known as Video Completion Rate (VCR). Not to be confused with the videocassette recorder
Target Rating Point (TRP
The percentage of an advertiser's target audience that sees its commercials, advertisements, or campaign. Typically advertising is bought against a guaranteed demographic or audience segment. The TRP expresses that guaranteed audience.
Audible and Viewable on Complete (AVOC)
The percentage of measurable impressions that were audible and viewable when the video reached completion.
Viewability Rate
The percentage of video ad impressions that were deemed viewable as per the video viewability definition of the measurement vendor
Cost Per Completed View (CPCV)
The price an advertiser pays every time a video ad runs through to completion. Rather than paying for all impressions, some of which may have been stopped before completion, an advertiser only pays for ads that finished (CPCV = Cost ÷ Completed Views).
How are regulation policies created for digital advertising?
They are set by the government - the federal trade commission
research providers
Third-party resource used by buyers and sellers in the media planning stage to understand consumer behavior and industry benchmarks.
Site Measurement & Analytics
Third-party resource used by publishers to determine how to better develop and optimize content to grow and ensure greater engagement with their audiences.
Marketing Reporting & Analytics
Third-party systems that marketers use to pull-in and analyze data from multiple sources, allowing them to understand advertising spend, engagement performance, and connection to sales.
Effective Cost Per Thousand (eCPM) Formula
Total Cost / Total Impressions X 1000
Cross-Screen Measurement
Tracking and measurement of video metrics across Mobile/Tablet/Out-of-Home/ Television/Advanced TV/Desktop.
How are self regulation policies agreed upon in digital advertising?
Trade associations set up policies
What type of inventory is Unreserved fix rate?
Unreserved
What type of inventory is invitation only Auction?
Unreserved
What type of inventory is open auction?
Unreserved
Dynamic Creative
Video ad creative customized in advance and/or able to transform itself upon delivery to target relevant audience segments. Customization may include delivering a specific combination of ad content such as the copy, the background images, and the size and color of the call-to-action button.
Skippable Video Ad
Video ads that allow viewers to skip after a predetermined number of seconds
Sticky Video Ad (aka adhesion ad)
Video ads that are anchored to the bottom or top of the screen and follow the user as they scroll. They are allowed under the following guidance: 1. Ad height MUST be less than 25% of the screen height. 2. The ad MUST have a clear boundary to separate it from the content. 3. The ad MUST cover the full width of the screen edge to edge. 4. The ad MUST have a 'close button' above top right corner of the ad as defined in LEAN User Experience and Ad Content.
Interstitial Video Ad
Video ads that occur between two content pages. These formats are most often found in apps. They are considered less disruptive as they occur during natural transition points for a consumer.
Video Aspect Ratio
Video comes in several aspect ratios. The two main ones are widescreen (16:9) and standard (4:3). The aspect ratio of an image describes the proportional relationship between its width and its height. It is commonly expressed as two numbers separated by a colon, i.e., 16:9. Preferred aspect ratio is 16:9 (formatted for HD screens). For vertical video, the recommended aspect ratio is 9:16 (most phones), 3:4 (iPad), and 10:16 & 2:3 (other phones/tablets). For more information please refer to the Digital Video In-Stream Ad Format Guidelines doc section 2.2.1. This document provides useful information on frame rate, audio data, etc. We also refer to HLS and recommend using these files to create the adaptive bitrate file fragments. In addition, section 2.2.2 focuses on SSAI through a "Mezzanine file" that can easily be used to transcode on the fly.
Live Streaming Video
Video content streamed digitally in real time as the event or program takes place. Content can be streamed on mobile devices, computers, smart TVs, or internet-enabled TVs.
Long-Form Video
Video content that always has a content arc with a beginning, middle, and end and that, in its entirety typically lasts longer than 8 minutes (i.e., movies and original series). If the content is ad supported, it typically contains breaks (mid-roll). This is different than commercial videos, which typically put the product upfront and run under one minute
Short-Form Video Ad
Video content that has a duration of less than 8 minutes
Video On Demand (VOD)
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.
Branded Video Content
Video content that is supported by a brand and is nonpromotional in nature. It grabs the attention of the consumer and drives engagement through content
What are some examples of earned media?
WOM, Buzz, "Viral"
Video ad completion
When a video ad starts and plays through its entire duration to completion.
Can one website be aggregators, syndicators and distributors?
Yes- an example would be USA today- they create their own, sell content and use sites like AP to bring in content
pixels
a 1x1 dot embedded on a webpage which can be referenced by a third party server to track activity; used to collect data for a website and ad delivery analytics such as registrations conversions and targeting
flat rate pricing model
a buyer pays one set amount of money for a set period of time
Video multiple ad playlist VMAP
a common communication protocol between ad units and video players that enables rich ad experiences and detailed event reporting back to advertisers
native advertising
a concept of encompassing both an aspiration as well as a suite of ad products
pixel stuffing
a form of advertising fraud where an ad designed to appear at 1024 by 480 pixels is crammed into a one by one pixel square
ad stacking
a form of advertising fraud where multiple ads are programmed for a single spot
bots
a form of advertising fraud where programs are designed to mimic activities of human browsers and drive huge amounts of traffic to websites creating the idea that ads have gotten more impressions
email marketing
a form of direct marketing that companies use as means of commercial fundraising methods
social media advertising
a form of online advertising which can start at promoted tweets and facebook posts to a full scale campaign with budgets attached
audience segment
a group of persons that have been identified as sharing a range of attributes
What does the long tail refer to in digital media?
a group of publishers - contains hundreds of thousands of websites that get minimal traffic, but when aggregated together it is a larger scale of traffic
holding company
a parent company that owns numerous agencies, creative and or planning and buying digital traditional and or digital, as well as ad tech companies trading desks
Personally Identifiable Information (PII)
a persons name, physical address, or date of birth , only first parties have access to this information and transfer it into less sensitive declasified information that can be used by other parties
cache busting
a process that is used to gain accurate reporting in the number of impressions of an ad that are delivered - example: people leave the same webpages open all day and when the page refreshes on its own even if the same ad appears it should count as a new impression
Video player-ad interface definition (VPAID)
a protocol that allows content owners to describe where ad breaks should be placed in their content when they do not control the video player or the content distribution outlet
MRAID - Mobile Rich Media Ad Interface Definition
a protocol used for ad servers, ad units, and mobile devices to communicate with each other in order to serve mobile ads with interactive capabilities
Designated Marketing Area (DMA
a region where the population receive the same or similar television or radio station offerings - most commonly use nielsen DMAs because Nielsen measures them the most
ad rank
a score that google assigns to an advertiser based on a number of factors and then uses that score to choose positioning
target audience
a select group of potential or current consumers which a business decides to aim its marketing and advertising strategies at
recommendation widgets
a suggestion list of paid headlines well integrated into pages and helpful to targeted users
promoted listings
a suggestion list of paid products or services integrated into recommendation engines to be helpful to target users
connected tv
a television set that is connected to the internet via OTT devices,
pixel
a transparent gif placed on a site that tracks users events- can be coded to drop cookies on a browser or read cookies that live in a browser
pop up
a type of ad format appears in a secondary browser as a user is entering a new page in the primary browser window
standard banner
a type of display banner with a simple image or animation and a single click through action
recommendation widgets
a type of native unit that appears on the bottom or side of a content page and is used to propose links to related brand information that the consumer might also enjoy
cost per click
a type of payment structure that only requires the advertisers to pay when a user clicks on their search result link
SEO
a type of search that includes keyword frequency in its algorithm
deterministic tracking
a type of tracking that goes cross platform - we know for sure that it is the same user on each device - known throguh universal login tracking
probablistic tracking
a type of tracking that is multiplatform - when there is not login information - using inferences to track - statistical ID - Uses IP tracking and location to determine if it is the same user
Video ad serving template (VAST)
a universal protocol for serving in-stream video ads, permitting ad servers to use a single ad response format across multiple compliant publishers/video players
site servers
ad serving that is executed by the original inventory source, and usually includes funtionality to manage inventory availability
retargeting
advertising technique in which online advertising is targeted to consumers based on their previous internet actions
measurement tools
after a campaign is completed used to show how a campaign did and inform for the next media buy
interactive agencies
agencies that specialize in digital advertising, they do mobile and online campaigns that emphasize new technologies and concepts
Instream
all inclusive name given to video ads that play before in the middle or after video content
what things can ad tags be used for
allows two servers to communicate to display an ad creative tracks and measures clicks and interactions
Request for Proposal (RFP)
an advertiser creates and sends to different vendors that they are considering working with - lists everything that a company is trying to do with an ad campaign
lookalike targeting
an advertising technique which consists of reaching out an audience similar to an advertisers customers
Marketing-Mix Modeling
an analytical approach that uses historic information such as syndicated point of sale data and companies internal data to quantify the sales impact of various marketing activities
obstructed impressions
any impression received where the tab is not the one opened in a browser - should not be counted as an impression because it is not in view
Search ads
appear as text ads on search engine result pages - these are an example of paid search, appear above or to the right of organic search results
digital audio ads
appear in content for partially or entirely ad supported online radio stations, online versions of terrestrial radio stations, on demand streaming services, or spoken word audio content delivered within a site or app
campaign criteria targeting
basic type of targeting that goes off of start and end date, frequency capping, time capping, day of week, time of day
What is paid media?
brand pays to leverage a channel
holding companies
can own 10-20 different agencies
agency trading desk (atd)
centralized management platform specializing in programmatic media management owned at the holding company level and used by sister agencies to provide some all of their programmatic media inventory
What is owned media?
channel a brand controls
context relevance targeting
channel targeting , site section, site,site page, and keyword targeting, will target based on relevance on a webpage - food will only be advertised on food pages
What are the challenges of paid media?
clutter, declining response rates, poor credibility
tags
codes that advertiser provides to publishers that calls the advertisers server in order to deliver a specific ad creative
What is 3rd party data?
collects info about useers from a non affiliate website or service - any information collected by an entity that does not have a direct relationship with the user
What is 1st party data?
collects info from or about users and is the owner or controller of the website or service that the user interacts directly e
verification systems
companies a publisher and or an advertiser may work with to monitor an ad campaign and make sure the ad is running in an improved enviornment
site analytics
companies that provide data and can report on things like web traffic, the number or unique visitors and the demographic that makes up the audience on a website
what companies supply syndicated data?
comscore and nielsen
What are the benefits of owned media?
control, cost efficiency, longevity, versatility, niche audiences
HTML 5 cookies
cookies that are coded to work in a mobile enviorment - lives in a mobile browser - cannot be accesed through apps
creative boutiques
create ads that will appear for a campaign - small agenices with their own copywriters
assets
creative design logos,images, or text provided by the advertisers
What are some examples of 1st party data?
credit cards that track peoples purchase trends and personal preferences
target audience profile
description of a customer that includes demographic and geographic and psychographic characteristics as well as buying pattern and purchase history
conversions
desire action that takes place right after a click through or view through, typically a purchase
Devices for Ad Delivery
desktop, laptop, mobile phone, table, conected tv, Digital Out Of Home, Internet of Things
portals
destination sites that provide www search email chat, maps, content, and other functionality
wearables
device that can be worn like an apple watch or a fitbit communicates with a computer
Wearables
devices like an apple watch that connect to computers or smart phones
laptop/desktop
devices typically thought of as computers
simulcast
digital audio content that mirrors what a terrestrial radio station is playing
What advertising formats are part of digital media?
digital audio, sponsored content, display ads, email marketing, search advertising, social media, native advertsing, video ads
What are some examples of paid media?
display ads, paid search, sponsorships
third party cookie
domain is different from the visited website - does not belong to a publisher or an advertiser
first party cookie
domain is the same as the domain of the visited website - belongs to a publisher or advertiser
responsive design
enables a web page to respond to a viewers screen size, platform and design orientation
HTML5
enables webpages to be responsive across all devices
What is 2nd party data
first party data that sells or shares data to third parties or non affiliated websites or services
What type of pricing is automated guaranteed?
fixed
What companies provide trends data?
forrester and emarketer
Non Human Traffic
fraudulent traffic on ad campaigns that seller needs to be aware of
demographic targeting
goes based off of age, education, household income, gender
media ratings council
government agency that oversees ad viewability
display banners
graphical advertising methods set at the top, bottom or side of a webpage
conversion page
has a pixel and is the page that confirms a purchase resulted from a click through or view through
Video Advertising
has evolved from just being on TV spots to cross platform on a growing range of devices
what does the buy side of the media value chain consist of?
holding companies, agencies, brands
interaction time
how long a user interacts with the ad
interaction time
how long consumer spends interacting with a rich media ad
What are some examples of second party data?
if a credit card company shared de- identified data with an airline company looking to market to affluent travelers a web publisher sharing online data with an advertiser for a fee
in focus impressions
impressions that are recieved in a browser where that tab is completely opened
What are the benefits of paid media?
in demand, immediacy, scale, control
interest based targeting
includes behavioral targeting, retargeting, social activity, lifestyle, purchase based, registered account info, look alike targeting - focused on past behavior
digital video advertising
increases reach and frequency, creative, emotional engagement, but is a hard to reach demographic, it is also trackable
rich media
interactive complex banner ads that include video, audio and or other elements that encourage viewers to interact and engage in content
IOT
internet of things - smart home appliances and wearables
viewability
is the potential for an ad to be seen - whether the ad was contained in the viewable space of the browser window based on preestablished criteriasu`
full service agencies
large agencies that deal with all types of advertising, can handle all stages of the advertising campaigns
what types of targeting are unique to mobile targeting
lat and longitude can use satellite data to pinpoint a users location - geotargeting uses exact location - geoaware sends specific messages to users based upon their location
benefits of mobile advertising
location awareness, direct response, more personal, on the go users, trackable
digital audio advertising
location awareness, reach, engagement, targeted , trackable - reaches consumers in a new enviornment
benefits of audio advertising
location awareness, reach, engagement, targeting , trackable
performance based pricing model
looking to get action out of a campaign - cost per click cost per acqusition
What are some qualities of Digital Advertising?
lower cost average, interactive Two way, Reciprocal, More Measurable than traditional, Easier to edit the campaigns, Hyper targeting 1-to-1, Consumers trust digital- Websites and social media recommendations more trusted than traditional ads, is not as permanent Disseminates rapidly, fleeting, on a smaller scale May be overlooked
Lower Funnel
marketing tactics typically result in a direct response campaigns, driving consumers to do something like go to a store or download a coupon
sponsored content
material in an online publication which resembles the publication's editorial content but is paid for by an advertiser and intended to promote the advertiser's product.
target ratings points (TRPs)
metric used to measure the size of the specific target audience reached by a specific media vehicle
overlay
most common example of an instream non linear video ad unit
What are the benefits of earned media?
most credible, key role in most sales, transparent and lives on
in ad with native elements
native like elements within IAB standard ad display ad units
What are the challenges of earned media?
no control, can be negative, scale, hard to measure
What are the challenges of owned media?
no guarantees, company communication not trusted, takes time to scale
What does the mid tail refer to in digital media?
not as popular as the short tail sites by traffic, but still popular
IAB Privacy Standards
notify consumers when their information is collected for interactive advertising; inform consumers of their privacy choices and how they may be exercised; adhere to industry security standards; businesses should be accountable to consumers; educate consumers on the benefits of interactive ads
conversions
number of desired actions, purchases or registrations on an ad page
clicks
number of times an ad was clicked on
view through
number of visits within a time period after a campaign not generated from clicks on an ad
What type of participation is open auction?
one - all
Search Engine Optimization
organic search results based on relevancy not paid for advertisements
distributors
organize and disseminate content, have a team that creates the content and releases it to the public through their owned channels for example the NY Times
custom units
other paid ads intended to integrate into the content of web pages but do not fall into other native ad categories
media value chain
our industries ecosystem, all the different types of companies that make up media connects brands and consumers - consists of a buy side and a sell side
ott
over the top - a device that connects a tv to the internet
site indexing
percentage of an overall desired audience that a website receives site comp % / audience comp % X 100 any score higher than 100 is above average and below is below average
branded podcasts
podcast platforms offer branded partnerships where the content can be sponsored. The presence of a brand can vary from brand mentions to editorial integration to sponsor participation in the development of conten
What are other terms used in market for invitation only auction?
private marketplace, private auction, closed auction, private access
Aggregators
pull in content- do not create the content but use technology to pull in content and display on their site - for example google news
syndicators
push out content - they create the content but do not release it themselves, instead they sell it, for example the Associated Press
benefits of video advertising,
reach, creative, emotional connection, younger demographic, trackable
benefits of desktop advertising
reach,creativity, immediacy, targeting, trackability. direct response
native ads
read by a podcast hosts typically and can include an endorsement
types of audio ad types
recorded spots, native ads, branded channels and playlists, branded podcasts, voice activation ads
mobile smart phones / tablet
referred to collectively as mobile devices - an iPhone and iPad are examples
Luma Partners
research and consulatancy firm that advises media marketing and tech companies publishes visulas of the digital media ecosystems known as lumascapes
media buying agencies
responsible for the media buys places in advertising campaigns - includes all types of advertising, tv radio, and digital
In-house Media Planning
same functions as an ad agency but instead of outsourcing this work, a brand will directly employ a team of people to do this work
organic search results
search results provided based solely on relevancy and does not cost the website anything when the user clicks the link
V-Suite
set of ad serving protocall that allows advertisers publishers venders to serve video ads- the video, the ad and the ad server can communicate with technology together
cookies
small text files that live on a browser and are used to track users - cookies are unique to a browser
Proposal management system
softwareautomates the proposal writing process, helps manage RFP's - also used for tracking proposals
voice activation ads
some platforms offer integration with technology that enables listeners to respond to an ad in hands free mode by simply speaking. specific calls to action might be to have information emailed or texted to the uer enabling a connection between the advertiser and consumer
branded channels and playlists
streaming platforms offer customized channels and playlists that can b e branded for an advertiser, including audio elements as well as on screen marketing elements
ISP Targeting
targeting based on an Internet service provider
contextual targeting
targeting based on platform site content - for example trying to reach sports fanatics by deliverng ads to the sports section of the site
Keyword Targeting
targeting based on site keywords entered into web browsers to give appropriate advertisements
behavioral targeting (BT)
targeting based on web browser information comprised together
IP targeting
targeting users based on a specific household, business location IP Address
consumption targeting
targeting users based on media consumption habits
technical criteria (technographic) targeting
targets users using a specific type of technology based upon bandwidth, browser, browser language, operating system, user domain subdomain
Real Time Bidding (RTB)
technology that is now used more the sell larger inventory
paid search unit
text advertising deeply integrated into search results
in feed units
text and or graphical headlines sold within content of other website - common within social media sites and news sites
addressability
the ability to target a message to a device browser segment and or individual. Those segments could be matched or modeled by behavioral demographic and geographic factors from 1st, 2nd and 3rd party data
CTR
the acronym used when measuring the number of clicks divided by the number of impressions
What is shared media?
the combination of earned media with either paid or owned media
Federal Trade Commission (FTC)
the government organization that oversees disclosure of guidelines for native advertising
what does the short tail refer to in digital media?
the most popular of the sites
click through
the number of clicks on an ad resulting in a site or landing page visit
frequency
the number of times a unique viewer sees an ad
impressions
the number of times an ad was served/displayed
reach
the number of unique individuals who see an ad
paid search
the original form of digital native advertising
conversion rate
the percentage of users who complete a desired action compared to all the users who were exposed to an ad online
reporting
the process of keeping the buyer informed on hwo the campaign is pacing and performing as well as any optimization changes that are being made
pacing
the process of running an ad with a set number of impressions over a set period of time
campaign optimization
the process of tracking the pacing and the performance of a campaign and making changes to ensure both are successful
prospecting
the sales step in which a salesperson or company identifies qualified potential customers
GRP (gross rating points)
the size of an audience times the average number of times an individual sees an ad
Needs Assesment
the step where the seller speaks with a prospective client to understand the business needs
conversion
the term used to describe when a consumer follows through on an ads desired action, such as signing up for a newletter or purchasing a product
Purchase loop
the updated consumer buying model - awareness, consideration, advocacy, loyalty, preference, purchase
Geofencing
the use of GRPs or RFID technology to create a virtual geographic boundary, it triggers a response when a mobile device enters or leaves a particular area
devices
things we use to consume media, smartphones, desktops and tablets
verification & privacy
third party companies that give buyers the ability to monitor their live campaigns in real time to ensure impressions are appearing against desired content protecting the buyer from wasting dollars on fraudulent or objectionable ad placements
media management system
tools media buyers use to manage complex campaigns and brand assets such as images and data
recorded spots
typically available in standard length such as :15, :30 and :60, can run independently or within a commerical stop set with other unites, sometimes inlcude a clickable on screen,
device ID
unique code that is assigned to every handheld device - when a consumer uses an app the app records toe device ID - can only be read by apps
ad choices
used with behavioral targeting, it has a little blue triangle in the corner, this informs the consumers that they are being behaviorally targeted
geography targeting
uses IP information to target people based on nation, state, DMA, zipcode, location (only on mobile)
What sources does 1st party data use?
website analytic data, CRM data, email data , previous campaign data, inbound or onsite search data
What are examples of owned media?
website, mobile site, blog, twitter account
What is earned media?
when customers become the channel
influencer marketing
when marketers use social media personalities that have influence over potential customers and plan marketing activites with these influences
