Acronyms

Advertising Exchange

Attention, Interest, Desire, Action 

Application Programming Interface 

Above the Line

Advertising Video on Demand

Customer Acquisition Cost

Content Management System

Cost Per Acquisition/Action

Cost Per Click/Conversion

Cost Per Completed View

Cost Per Engagement

 

Cost Per Lead

 

 

 

Cost Per Mille

 

 

 

Cost Per View

 

 

 

Conversion Rate

 

 

 

 

Customer relationship management

 

 

 

Conversion Rate Optimisation

 

 

Call to Action

 

 

Click Through Rate

 

 

 

 

Customer Experience

 

DoubleClick Bid Manager

 

Doubleclick for Advertisers

 

 

Doubleclick for Publishers

Direct Message

 

 

Data Management Platform

 

Demand Side Platform

 

 

Effective Cost Per Mille

 

 

 

Effective Cost Per View

 

 

Engagement Rate

 

 

Facebook

 

 

Google+

 

 

Google Analytics

 

 

Gross Rating Point

 

 

Instagram

 

Key Performance Indicator

Life Time Value

 

 

Online Video

Over the Top

 

 

 

Programmatic Television

 

Quality Score

 

 

Return on Investment

 

 

Run of Network

 

 

Run of Site

 

 

 

Retweet

Real Time Bidding

SnapChat

 

 

Search Engine Results Page

 

 

Social Media Marketing

 

Share of Voice

 

 

Supply Side Platform

 

 

Subscription Video on Demand

 

 

Transactional Video on Demand

 

 

Television Rating Point

 

Twitter

 

 

User Generated Content

 

 

Unique Visit/View

 

 

Video Ad Serving Template

 

 

Viewable Cost Per Mille

 

 

Video on Demand

 

 

Video Player Ad-Serving Interface Definition

Video Search Engine Optimisation

View Through Rate

 

 

 

 

YouTube

ADEx

AIDA

API

ATL

AVOD

CAC

CMS

CPA

CPC

CPCV

CPE

CPL

CPM

CPV

CR

CRM

CRO

CTA

CTR

CX

DBM

 

DFA

 

 

 

DFP

DM

 

 

DMP

 

DSP

 

 

eCPM

 

 

 

eCPV

 

 

ER

 

 

FB

 

 

G+

 

GA

 

 

GRP

 

 

IG

 

 

KPI

LTV

 

 

OLV

OTT

 

 

 

PTV

 

QS

 

ROI

 

 

 

RON

ROS

 

 

 

RT

 

RTB

 

 

SC

 

SERP

SMM

 

SOV

 

 

SSP

 

 

sVOD

 

 

tVOD

 

 

 

 

TVR

 

TW

 

 

UGC

 

 

UV

 

 

VAST

 

 

vCPM

 

 

VOD

 

 

VPAID

 

 

vSEO

 

 

VTR

 

 

 

 

YT

The link between an SSP and DSP (explained below).

The standard user Journey.

Used to draw data and functionality from platforms.

Scroll to the top of this page, everything you can see is above the line.

Ad supported video on demand platform. YouTube is an AVOD platform.

The cost of acquiring a customer.

A platform for managing any content. YouTube is technically a CMS.

The average cost attributed to the action defined as the KPI. (Total cost / by number of actions)

The average cost attributed to each clicks or conversions. (Total budget / by total number of clicks)

The average cost attributed to each completed view of a video. (Total budget / by completed video views)

The average cost attributed to any engagement with the ad/post. (Total budget / by engagements)

The average cost attributed to each lead generated by the ad. (Total budget / by total number of leads)

Price paid for each 1000 impressions of an ad. The standard pricing model for programmatic and network VOD

Price paid for each individual video view. The standard pricing model for social video campaigns.

The rate at which your audience converts. (Total number of conversions / by total number of views/impressions (depending on your buying method))

Strategy for managing all your company's relationships and interactions with your customers and potential customers.

Strategy for optimising the number of people converting.

The messaging used to encourage your audience to do your bidding.

The rate at which your audience clicks your ad. (Total number of clicks / by total number of views/impressions (depending on your buying method))

Google's DSP

Google's campaign tracking platform. DFA is not a DSP as you cannot buy advertising through it only track your campaigns.

Google's SSP

A peer to peer message usually on a social platform

A platform for managing, segmenting and, using your data sets

A platform that enables advertisers to buy ad space across multiple sites.

Used to work out the cost per thousand impressions when buying on another model.

Used to work out the cost per view when buying on another model.

The rate at which users engaged with the ad (Total engagements / by total views/impressions)

The largest social network popular with narcissists

Google's social network popular with photographers

Google's analytics platform used to track user behaviour on websites

Used to measure the reach and frequency of a TV ad campaign. (Total reach X average frequency)

Owned by Facebook Social network specialising in photo and video posts

The predefined metric or metrics used to measure campaign effectiveness

The average amount of income a brand can associate to each customer over the time they are a customer.

Videos that users watch on the internet

The delivery of film and TV content on the internet which doesn't require a subscription to a traditional TV network like Sky. Netflix and Hulu are OTT whereas ITVHub is not.

The buying of linear TV advertising programmatically

The score given to your ad based on relevancy and engagement

The amount of income that can be associated to specific marketing spend. Usually based on every £1 of media spend

Targeting term used to indicate that your ad will be run across the networks entire portfolio of sites

Targeting term used to indicate that your ad will be run across the websites entire portfolio of pages

Twitter term meaning someone has shared your "tweet" to their followers

Buying term where advertisers can bid for ad space in a online auction in real time. This happens using DSP's, Ad Exchanges and, SSP's

Peer to Peer messaging platform specialising in photo and video posts

 

The name given to the page of listed search results

Advertising on social media platforms

 

Percentage of total conversation owned by the brand

Platform for publishers to make their ad space available to advertisers in an auction

Online video platform monetised through subscriptions. Netflix is an SVOD platform

Online video platform monetised through a pay per view model. YouTube and Amazon have TVOD alongside their AVOD/SVOD respectively

The same as GRP

Micro blogging site popular with industry professionals

Content produced and uploaded by persons not associated with any brand

Amount of individuals that have seen a video/visited a website

A universal XML schema for serving ads to digital video players.

Cost per 1000 views that are 50% visible to a user for 2 seconds

Any video on the internet accessible to users to watch at their convenience

Allows a rich interactive user experience with in stream video ads.

Method of increasing the position videos appear in SERPs

The rate at which users watch a video upon being served with it. On YouTube's TrueView this is the rate of which users watch 5 seconds or more.

Video on demand platform specialising in UGC content.