Glossary

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1:1 (O2O, one-2-one)

One-to-one communication is a form of communication in which a sender sends a message tailored to a single recipient. In terms of media technology, the term covers all advertising channels in which it is possible to play out personalised content to a specific recipient (e.g. a specific end device or the end devices found in a household) using targeted targeting.

One-to-many communication is a form of communication in which one person or a group of people (the sender) sends a message to a large number of recipients. As a rule, this type of communication is unidirectional communication in which the sender receives no direct feedback from the recipient. In terms of media technology, the term includes advertising channels in which identical content is delivered to all recipients, such as linear television.

Advanced TV refers to television advertising that extends beyond traditional, linear TV broadcasting models. Advanced TV is therefore the overarching term that summarises ATV and CTV advertising.

The Arbeitsgemeinschaft Videoforschung (AGF) is an association of television and streaming providers in Germany that measures audience ratings in the German video market on behalf of the AGF. The Austrian counterpart is the AGTT (Arbeitsgemeinschaft Teletest).

Addressable TV refers to the possibility of playing adverts or entire advertising blocks tailored to the target group. In this way, the reach of linear television is combined with a targeted approach to the online world. The international broadcasting standard HbbTV (Hybrid broadcasting broadband TV) and an internet-enabled end device are required for implementation. For Addressable TV, it does not matter whether it is a smart TV or whether the Internet capability is achieved via external peripherals (e.g. streaming sticks or set-top boxes). Commercials via addressable TV can have different formats, such as SwitchIn, in which part of the screen is overlaid by an advertising space. The adverts displayed at this point can be selected individually and according to specific criteria such as demographic data, location factors, cookies, day of the week or time of day. The basis for who is shown a particular advert is data that is collected by the smart TV (or the corresponding peripheral device) and made available for playout.

Big screen is used in the advertising context as a synonym for the TV set.

In the context of Media Manager, the term is currently used primarily for TV broadcasters (e.g. P7S1).

Frequency capping refers to the limitation of the frequency with which digital advertising is presented to a specific target group. In connection with the Media Manager, capping is used to regulate the number of broadcasts of a campaign (line item) for specific channels or content.

DAI is a technology used in digital advertising to insert personalised ads into video or audio content in real time. DAI allows advertisers to serve relevant adverts to specific audiences based on their interests or demographics. This technology is often used in streaming services and digital platforms.

Free ad-supported TV refers to a category of streaming television services that can be compared to traditional linear or cable television. These services provide conventional television programmes and films produced by studios without the need for a paid subscription and are financed exclusively by advertising. They differ from platforms with predominantly user-generated content and subscription-based ad-financed services. FAST services offer both linear channels (sometimes referred to as “FAST channels”) and video-on-demand content.

In the context of programmatic advertising, a floor price is a minimum bid. Bids below the floor price are not considered for the auction.

The Gross Rating Point (GRP) is a metric used in the advertising industry to quantify the reach and frequency of an advertising campaign. The GRP is particularly common in the context of traditional media such as television and radio. Typically, GRP is used to evaluate the effectiveness of advertising campaigns and to ensure that the desired target group is reached to a sufficient extent.

The GRP is made up of the main components “Reach” and “Frequency”. “Reach” stands for the percentage of the target group that has seen the advert at least once and “Frequency” for the average frequency with which the advert is seen by these people.

Hybrid Broadcast Broadband TV (HbbTV) is a digital broadcasting standard that refers to the linking of conventional television programmes received via cable, satellite or DVB-T2 with various additional functions via the Internet on the TV set. For example, it is possible to switch to the media library of the respective TV channel via the remote control while the linear TV programme is running in order to consume other content from the channel or view additional information. In this area of application, HbbTV represents a further development of classic teletext. HbbTV can also be used to analyse user preferences and viewing habits in order to individualise the content displayed. In addition to digital television reception, the basic requirement for HbbTV is an internet-enabled TV set or corresponding peripherals such as receivers, consoles or streaming sticks. Hybrid Broadcast Broadband TV also plays a major role in programmatic advertising, as this standard is the prerequisite for customised and programmatically booked advertising.

The term Holistic TV Advertising refers to a holistic approach to the planning, creation and delivery of TV content and experiences. Instead of focusing only on traditional linear broadcasts, the holistic approach takes into account various aspects of modern television, including different platforms, interactivity and personalised content. It takes into account not only traditional television via cable or satellite, but also streaming services, on-demand content and interactive possibilities. The focus is on creating a seamless and consistent viewing experience across different channels.

The Media Manager and the concept of Holistic TV Advertising mark a turning point in TV advertising, enabling advertisers and agencies to plan and buy their video campaigns across all TV inventory on a single platform (!), with efficient audience targeting and the same KPIs.

An insertion order is a contract between an advertiser and the publisher for the realisation of an advertising campaign that specifies the details of an advertising transaction (price, inventory categories, etc.).

IPTV is a technology in which television programmes are transmitted and received via Internet protocols, in contrast to conventional terrestrial, satellite or cable television.

Linear television describes the sequential programme flow of television content specified by the television broadcaster, which can only be used by the viewer in the same chronological sequence.

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