Adblock
A browser add-on (plugin) designed to block the display of ads.
Addresable TV
Possibility of exposing different ads to different viewers watching the ad on the same channel and at the same time. Ad targeting in addresable TV is based on additional data not available in regular telemetry, such as data from the return path of decoders.
Adherence
An indicator that shows the distribution of viewers of a program or program by a selected characteristic, such as age or size of place of residence, and refers to the time that the program or program is viewed by individual viewers. It is used to compare the audience structure of designated programs or broadcasts. The viewer profile is one of the basic information about the program and its suitability to the advertiser’s target group.
Destination Address (URL)
Uniform Resource Locator. A unified way of writing Internet addresses, e.g. http://www.brtvp.pl/. The target address, defined in an advertising campaign, is a place to which a user will be transferred after clicking a creative.
Adserver
Computer system responsible for managing advertising campaigns, correct display of ads to users, analysis and reporting. Adserver is responsible for targeting ads – behavioral, contextual, demographic and for capping and cooperation with DMP and SSP.
Affinity Index
An indicator of the match between a medium (TV station, program, given website, application) and a target group. The Affinity Index is calculated as the ratio of the audience index for a target group to the corresponding index for the entire population or reference group. The Affinity Index can be calculated for the entire medium (TV, Internet, press …), individual TV stations, websites, but also for a selected spot or advertising campaign. The Affinity Index is most often expressed as an index (a percentage value, but without the percentage sign, e.g. 110).Interpretation. An Affinity Index value above 100 indicates that the target group is more likely than the population (or reference group) to consume a given medium. In the case of a television program – that people in the target group who watch television during its duration are more likely than the population to choose the program under study.
Action
An action performed by a user in contact with an advertising creative. The action is most often a click, but it may also be moving the mouse (mouse over), filling in a form or making a purchase.
Post-click action
An action performed after an earlier click on a creative. The analysis of post-click actions is one of the basic analyses of advertising conversions. Post-click analysis is available in most analytical systems (e.g. Google Analytics) and provides knowledge about further recipient behaviour. For example, post-click analysis is used to analyze sales, time spent on the landing page, user paths depending on the creative with which the user made contact in the form of a click.
Post – view action
Action or actions performed in response to a viewed creative. Measurable post-view effects are e.g. direct entries to a web site or increase in brand or offer awareness. On the Internet, the analysis may include users who have had contact with the advertisement, regardless of whether they clicked on it or not.
AMR
An indicator describing the average size of the audience watching a particular program or TV channel over any specified period of time. The indicator can refer to the entire population or to a specific target group. AMR for a program is calculated as the average value of each minute of viewing from the duration of the entire program.AMR can be expressed as a total value or as a percentage of a target group.
ATS
Average time spent watching a program. An indicator showing the average time in minutes that viewers from a specific program or TV channel watched by viewers from a specific target group. The simplest interpretation of ATS is: how many minutes of the program, on average, were seen by those who watched it for at least one minute.
ATS%
Average time spent watching a program. Indicator indicating the average time spent watching a specific program or TV channel by viewers from a specific target group defined as a percentage of the program’s duration.
The simplest interpretation of ATS is: what percentage of the entire program, on average, was seen by those who watched it for at least one minute.
ATV
Average TV viewing time. An indicator expressing the average time spent watching TV or a TV station in a given target group. Unlike ATS and ATS%, it takes into account all individuals in the group, not just those who watched TV during the study period.
Sponsorship billboard
A few or several seconds of video footage promoting a company or brand, broadcast before and after its sponsored program.
The content of sponsor billboards is regulated by law.
Branded content
A television or online program prepared in cooperation with a marketer (advertiser) referring directly or indirectly to a brand. Branded content can refer to the brand already in the title (e.g. Zziajani for Ziaja brand) or in the plot (Stop the moment for Voltaren brand).
Break
Airtime between programs or separate parts of individual programs or before video material, allocated for the purchase and broadcast of advertising spots. In Poland, television broadcasting is allowed up to 12 minutes of commercials per clock hour. Polish Television, unlike the vast majority of commercial stations, does not interrupt programs with commercials.
Burst
A strategy of planning the intensity of an advertising campaign consisting of an intensive but not too long advertising campaign. In this strategy thanks to high frequency of contact advertisers can quickly increase brand awareness or their offer/promotion. The strategy is most often used when launching a brand on the market or launching an important (e.g. new) offer.
Capping
The number of times a single user interacts with an advertising message, as specified in the campaign. For example, a capping of three means that an ad will be displayed to one user a maximum of three times. Capping may be specified for the entire campaign or for a time unit (e.g. one display per week).
Price list
Officially published prices for TV and online advertising. The list prices represent a base which is increased by the value of additional broadcast services and decreased by any discounts and rebates. Price increases and decreases can be expressed as a percentage (including the index by which the base is multiplied) or as an amount. In television, the index is used, among others, for different lengths of spots, while the surcharge expressed as a percentage applies to specific positions of a spot in an advertising block. On the Internet, the surcharge expressed as a percentage is used to calculate the value of targeting or capping services.
Click trough rate
Click-through rate – a term used in Internet advertising to denote the ratio between the number of clicks and views of an advertisement, which is measured in percent. The better targeted and more persuasive the ad is, the better CTR it usually achieves.
Completion rate
The percentage of video ads that were viewed by users in their entirety, i.e. the spot was not turned off, skipped over during viewing, or the browser tab it was displayed in was not closed during playback.
Cookie
A small text file stored on the user’s device as a result of visiting a website. Cookies contain user data, allowing us to store settings, login data (so that for some services you do not have to log in every time you open your web browser, etc.) and to store information about the user. Cookies play a key role in ad targeting and capping. You can delete a text file – a cookie – by deleting your browsing history in your browser. The detailed operation of cookies is described on the website [www.wszystkoociasteczkach.pl](http://www.wszystkoociasteczkach.pl/) published by IAB Poland.
Cost per action
A model of buying advertising on the Internet in which the advertiser pays for each action performed. An action can be a purchase, leaving a sales lead, signing up for a newsletter, downloading a file, etc.
Cost per click
A model of buying advertising on the Internet in which the advertiser pays for each click on an ad. In this model, the system that counts clicks is an adserver.
Cost per lead
A model of buying ads on the Internet in which the advertiser pays for each acquired lead, i.e. interest expressed by the user or a request for a product or service. In this model, the payment does not depend on the number of views of the ad, or even clicks on it.
Cost per mille
Model of advertising purchase in which the advertiser pays for the number of impressions. Ad impressions are counted by the adserver. The cost of an ad depends on the ad format, targeting and capping restrictions, etc. CPM cost is given as a price for each thousand impressions (cost per mille).
Coverage
Cumulative Coverage. An indicator that shows the total reach of a program’s individual broadcasts over a specified period of time. It can also be used to analyze the reach of a station at a given time.
The indicator is also used to analyze advertising campaigns. In this case, its interpretation is the number (or percentage) of people from the target group who have seen at least one broadcast of the commercial.
Please note, the indicator is sometimes confused with the daily reach indicator – Reach
CPP
The price paid by the advertiser for the exposure of an advertisement to a number of people equal to 1% of the billing group, i.e. for 1 GRP. CPP is a measure of the cost of buying TV commercials relative to audience size. Some broadcasters, including TVP, publish CPP prices in an open pricing policy.
Unlike CPM, CPP takes into account the target group which the advertiser pays the TV station to reach.
The purchase cost is influenced by the advertiser’s declared advertising budget, month of broadcast, spot length and time band (prime time and off peak have different purchase prices).
CPT
A measure of the cost of buying television advertising relative to audience size expressed in thousands of people. CPT is most often used to compare costs between countries (because CPP does not take into account the different size of identical demographic groups in different countries). The equivalent of CPT in the Internet is CPM (the names are often used interchangeably), although CPM refers to any persons, not strictly demographically defined, while CPT most often refers to persons from the settlement group.
Effective frequency
The assumed minimum number of repetitions of a given advertisement, which ensures the achievement of specific marketing, advertising and media objectives, i.e. stimulating desired reactions to the advertisement, changing consumer attitudes and behaviours, or encouraging the purchase of advertised products/services. The value of the indicator is expressed as a number, e.g. “3+”. Such a result means that for an advertisement to have an effective impact on a customer, it should be viewed by him/her at least three times.
Daypart
A specific range of hours. It refers to the time of broadcasting advertisements. The most popular dayparts are prime time and off-peak.
Equivalent 30″
An indicator used to compare advertising spending on television.
When comparing the communication power of different advertisers, the GRP total is most often used. It gives the possibility to compare the number of person-contacts. Because GRP treats spots of different lengths equally, it says nothing about the value of the advertising investment. That is why TV uses Eq. 30″ GRP. The sum of the GRPs of the individual emissions is weighted by the duration index of the spots. The index for a 30″ spot is 1.00, and the index for a 15″ spot is 0.70 (so it is not a linear index). Index values result from price lists calculating spot prices at various lengths of TV stations.
Flash
A technology developed by Macromedia, later bought by Adobe that enables interactive animation and is used to produce advertising forms presented on the Internet. Currently not supported by most web browser developers. Its functionalities are usually realized by HTML5 advertising.
Flat Fee
A model of buying advertising in which the advertiser pays for a specified period of time of advertising display. The cost of an ad depends on the time it is displayed (e.g. 1 day) and not on the number of contacts with an ad.
GRP
The percentage of the target group that was exposed to a single ad impression. The value is usually given without the percentage sign. For example, if an ad impression had 2 GRP, it means that 2 percent of the target group had contact with that particular ad impression.
Sum of the intensity of individual ad impressions.
GRP is a measure of campaign intensity. GRP is a measure of the number of contacts with the ad, expressed not as a number of people but as a percentage. For example, 100 GRP means that a given advertising message has reached 100 x 1 percent of the target group. As the GRP indicator does not say anything about reach, 100 GRP means both the intensity of a campaign in which one percent of the target group saw the same message 100 times (reach =1%, OTS = 100) and a campaign in which each person from the target group saw the message once, but it reached all the people from that group (reach = 100, OTS = 1).
Remark. In the first (1) meaning the word rating is used as a synonym (although the word rating may also mean the colloquial name for AMR expressed as a percentage)
Target group
It is a set of people who are potential consumers of a product, to whom a properly formulated advertising message is directly addressed. The target group is selected on the basis of the analysis of the probability of occurrence of specific demographic characteristics (age, gender, place of residence) and psychographic characteristics (e.g. consumption model, lifestyle).
To determine the target group, the advertiser’s own data is most often used, based on research conducted on the product/service’s audience or data from a TGI study.
Commercial group
Demographically defined target group, which is the basis for accounting for advertising campaigns on television. In Polish Television basic commercial groups are everyone in age 16-59 and everyone in age 16+.
Hyperlink
A graphic element or text when clicked on that takes the user to the location specified in the address (URL).
HTML5
A programming language used to create websites being an extension of earlier versions including HTML4. HTML5 language because of faster and safer processing of multimedia has become the primary language in which the creation of interactive advertising displacing the previously popular Flash system (Adobe).
Spot length index
Monthly index – An index by which the price of a TV commercial purchased in the form of audience packages is multiplied depending on the month of the commercial’s broadcast. This is a way for TV stations to encourage advertisers to invest in months with lower demand for advertising (e.g. January and February and vacations).
IP – A string of characters consisting of digits and dots that form a network number assigned to a computer or group of computers (network) based on the Internet Protocol (IP). Often an aid in determining where a user is connecting to the Internet from.
Campaign
A planned and coordinated marketing venture whose purpose is to advertise or promote a specific product or service through selected advertising media. Campaign should have a defined duration, budget, target group and goal to achieve.
Click
One of the simplest possible user interactions with an advertisement on the Internet. Clicking on an ad creative usually takes the user to a landing page.
Advertising contact
Contact between a person and an advertising message. The definition of contact varies depending on the medium. On television it is the fact of viewing (i.e. being in the room with the TV on) the TV station on which a given advertisement is broadcast during the minute containing the broadcast. On the Internet, it is usually an active call to view the page with the ad for banner ads. For video ads, it is the call to play the video ad. On sites where video ads are negligible or easy to scroll through (social media), the first few seconds of the video are considered views (e.g. 2 sec). The adoption of such a definition of contact with the ad has drawn greater attention to the visibility of the ad (viewability).
Base cost (CPP)
Base cost is the CPP value which is the basis for further calculations of the campaign cost. CPP base cost depends on the level of declared annual advertising expenditure. Telewizja Polska publishes a list of base CPP costs on an annual basis.
Creation
The advertising material prepared by an advertiser or its advertising agency. The standards for advertising creative are specified. TVP has technical, legal and linguistic standards that must be met by the creative. In addition, TVP is a signatory to the IAB advertising standard (advertising on the Internet).
Media Planning
The process of planning a brand’s media presence aimed at achieving a specific media objective at the lowest possible cost.
Mediaplan
A plan for broadcasting an advertising campaign in the media. Media plan depending on the medium will differ, although some features will be common, such as the date of the campaign, target group, audience parameters: its size, frequency of contact, etc.
Mouse over
A user action consisting in moving a mouse cursor over an advertising creative. Rich-media creatives give the possibility of reacting to such an action. The most frequently used are revealing hidden content, discovering additional information, etc. The mouse-over action evokes a reaction without the necessity of clicking on the creative.
View
A display of any web page by a user’s browser. The number of page views does not equal the number of advertisement views because an advertisement is not always displayed.
Similarly, the number of page views does not equal the number of visits. During one visit, a user can make one or more page views (subpages).
Off-peak
Time outside prime-time, usually with lower viewership. Most often defined as time until 6 p.m. and after 11 p.m. Usually ads in off-peak are cheaper (lower CPP) than in prime-time.
OTS
A measure of the intensity of contact with an advertisement. OTS tells us how many times, on average, a person from the target group had contact with an advertisement among those who saw the advertisement at least once. The easiest way to calculate OTS is to divide the number of GRPs by the campaign reach.
Overlay
An ad in graphic form that is broadcast over content or over a video while the video is being broadcast. It is almost always a clickable ad.
Telemetry panel
Socio-demographically representative of society, a group of households included in an electronic measurement of audience size – a telemetry survey. The television behavior of respondents, called panelists, is recorded and sent to a research agency for statistical extrapolation to the entire population.
Commercial policy
A publicly available set of commercial policies published by broadcasters and publishers. It is the basis and basis for contracts for the broadcast of advertising. Commercial principles in Telewizja Polska are updated and published once a year.
Prime time
Time of highest TV viewing. Most often (though not always) defined as 6-11 p.m. Prime-time ads – due to the fact that they reach more viewers at one time than the average, including shorter viewers (TV light viewers), and thus build up the reach of the campaign – are usually more expensive (higher CPP) than off-peak time ads.
Profile
A picture of the average viewer or user of a particular station, television program or website. The profile can be built based on time watched/spent on the page (in TV ADH%). In that case, it presents a picture of the audience in an average minute of the program. It can also be based on reach (practically not used in television) and then it presents a picture of potential demographic groups in the reach of the program.
Programmatic TV
A form of buying advertising on television in which data other than from a telemetry system, such as data from a set-top box, is used to target an ad.
Web browser
The program responsible for displaying web pages. Most browsers have the ability to install and/or enable add-ons, including ad-block. The web browser is also responsible for storing cookies.
Audience flow
Changes in the size of the audience of the television programs or television stations under analysis over a specified period of time
Pulse
A strategy for planning the intensity of an advertising campaign. In the pulse strategy, the campaign is aired every other week on an on-off-on-off basis… This strategy allows, similar to recency, to maintain awareness with limited promotional efforts. Used most often in categories with high competition.
Rating
A variable that indicates the average number of people who watch a program or TV channel over a specified period of time. The value of the index is given as a percentage – as a part of the examined population or target group. In the case of television, the term viewership is used interchangeably (incorrectly).
Reach
The number of people in a target audience who have seen a particular program or station for at least one minute. Reach rate for a single TV program is almost always greater (in extreme cases it can be equal) than the AMR of the program which is due to the fact that during the course of the program the audience is subject to rotation which lowers the average audience but increases the reach.
The reach indicator calculated for a TV station is called the daily reach and tells how many people on average turn on a given station every day.
The indicator can be presented as a total value (number of people or as a percentage of the target group).
On the Internet, reach is often confused with the number of views. One comes across articles that read “more than 5 million people watched the video…”, which most often refers to the number of views started, but does not mean that each view was triggered by a different person.
Real user
An estimation made by a research agency of the actual number of people who visited a given website. Real User value is derived from the number of unique users. Due to the fact that cookies may be deleted and that one person may visit the website from different devices, the number of real users is smaller than the unique users. Real user value reflects the real reach potential of a website.
Recency
A strategy of planning the intensity of an advertising campaign involving a constant presence with an advertising message, but with low intensity. In this strategy thanks to constant presence of the brand in the media it can maintain its recognition rates with limited resources. This strategy is often used by brands from FMCG category.
RTB
A system of automatic purchase of advertising on the Internet. This system is based on platforms of publishers (SSP) and advertisers (DSP). Often supported by external data (DMP). Allows the automatic bidding of advertising space in real time.
Run on category
Emisja kampanii reklamowej na losowo wybranych witrynach w ramach jednakowej kategorii tematycznej.
Run on network
Emission of an advertising campaign on randomly selected sites of an advertising network.
Run on site
Emitting an ad campaign on randomly selected pages of a selected website.
Food self-regulation
Self-regulation by the majority of broadcasters present in Poland regarding advertising of products containing high amounts of ingredients whose excessive presence in the daily diet is not recommended. The self-regulation, aimed at protecting underage viewers, has become a model for other such undertakings and has been awarded by the EASA Alliance.
SHR%
A variable indicating the average share of viewing for a specific program or TV channel by a specific viewer compared to the total population or to all persons in the target group who watch TV during a specific time segment. The value of the index is expressed as a percentage and is the quotient of the average rating of the analyzed channel at a given time (AMR) and the average minute viewership at a similar time segment for the whole television (TVR).
Thanks to the SHR variable it is possible to graphically illustrate into which stations a specific target group divides its “time budget”.
Advertising network
A collection of websites and applications in which advertisements are displayed. The ad network may include the vendor’s own sites and partner sites not published by the vendor.
Counting script
A string of characters placed in the creative’s impression code which allows the precise counting of the number of impressions, clicks or any other predefined interaction (e.g. creative roll-out). Counting codes are responsible, among other things, for the statistics of impressions, clicks, but also for the visibility of an ad or the “completion rate” time in a video ad.
SOM
Share of sales by a given manufacturer or brand in a given product category. A measure to analyze the effectiveness of a marketer’s actions including the effectiveness of communication. A variable often juxtaposed with SOV and SOS.
SOS
An indicator that measures the share of a product’s spend within its campaign relative to the spend of the entire category to which that product belongs. A measure that allows analysis of the balance of power of advertisers within a given sector, often in juxtaposition with SOM.
SOV
Share of purchased GRPs by a given category of advertisers or by a given television station. A measure to analyze the communicative power of advertisers within a given sector, often in comparison with SOM.
Sponsorship
A form of brand promotion involving financial or in-kind support for a program. The sponsor of the program is marked by an advertising billboard, usually 8 seconds long. The content of sponsorship billboards is regulated by law.
SSP
A computer system that allows publishers and media owners to sell advertising on the Internet in a real time bidding (programmatic) system. This system allows publishers to sell advertising space in an automated way.
IAB advertising standards
Standards for advertising creatives developed by IAB Poland. With the standards created advertisers have reduced the number of creations and have been unified requirements and minimum criteria that must be met. The standards include display advertising and video advertising. Polish Television has a certificate of compliance with IAB advertising standards.
Viewability standard
An ad viewability standard developed by MRC and adapted in Poland by the IAB. The definition of advertising viewability adopted by MRC and IAB Poland is: for flat ads visibility of at least 50% of the creative for at least 1 second, and for video ads visibility of at least 50% of the creative for at least 2 seconds. There are also other, usually more restrictive definitions on the advertising market.
Streaming
A technology for downloading and uploading multimedia files (video, audio) in real time so that playing videos on the Internet does not require downloading the entire file before viewing. The growth of streaming is driven by the increased availability of high-speed Internet connections.
Strip Programming
A type of television program or commercial that is aired throughout the week at a specific time of day (e.g., Monday through Friday at 5:30 p.m.).
Targeting
The emission of advertising to a predefined target group based on criteria. Targeting may be either demographic, geographic or behavioral. In behavioural targeting the key role is played by previous user behaviour recorded by cookies. Behavioural targeting is also possible in television, based on the viewer’s previous television behaviour.
Teaser
An advertisement, usually mysterious, which is a prelude to the main advertising message. The emission of the teaser is intended to interest the recipient, who is waiting for the explanation and development of the message.
Telemetry
Electronic, remote measurement of television viewing. A typical telemetric study is based on a foundational survey, i.e. defining on the basis of available data (e.g. GUS) and interviews the structure of the surveyed community. Telemetric research is based on respondents whose television behaviour is recorded by a telemeter, i.e. a device for automatic collection and transmission of data to a research center. The source of good practice in telemetry is the document GGTAM (Global Guidelines of Television Audience Measurement). A telemetric survey is a panel survey and that is why the respondents are usually called panelists. The telemetric survey is the basis for settlements and valuations for advertising emissions on television.
TGI
Target Group Index. A study of consumption of goods, services and media conducted by MillwardBrown. Thanks to a broad and permanent study of brands (ca. 300 categories and 3500 brands) the study is the most frequently used tool for defining target groups and determining basic media consumption for the needs of media strategies and media planning. TGI presents broad characteristics of target groups: demographic profile, consumer profile, lifestyle and psychographic profile, mediagraphic profile.
TVR
An indicator representing the average audience of all television during a given time period. It can be presented as the average number of people watching television or as a percentage of the group. TVR is the same as AMR for all television.
Universe
The term used to describe the size of the target group under study. It is the basic unit of measurement of the audience of a given medium (e.g. Universe nationwide / terrestrial TV / UPC subscribers, etc.).
Audience
Colloquial name for AMR, average minute viewership.
Listed purchase
The purchase of advertising on television where the price of the advertisement is given in the price list. The final amount paid depends on: the list price, any discounts, the length of the spot. It does not depend on the actual audience reached by a given advertising spot. The advantage of rate card purchasing is full control over the place and time of advertisement emission.
Blanket purchase
A form of buying advertising in which the seller (TV station) is responsible for the number of GRPs delivered. In this form of sales, the broadcaster does not guarantee the time or number of ad impressions.
Blanket sales always take place within a specific target group, most often the commercial group.
In TVP, bundling is guaranteed by KZP orders. The package purchase price depends on: base cost, month of emission, primie-time and off-peak share, length of advertising spot, etc.
Reach
Number of people in the target group or percentage of the target group who had at least one contact with the advertising message
Effective reach
An indicator that expresses, in percentage or absolute terms, the size of the target group that will come into contact with an advertisement with at least effective frequency.
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