Glossary

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Media library

The term “media library” is mainly used by television broadcasters to describe an internet service in which mainly videos and live streams are offered for viewing. In most cases, the programmes are also broadcast on television at around the time of publication. In the media centre, however, they can also be viewed as video-on-demand at a different time.

The term “moving image” refers to all audiovisual content. This includes, for example, short videos on social media channels, entire television programmes, video podcasts or advertisements broadcast on TV.

Moving image research deals with the survey and identification of the use of moving image content. The survey includes the distribution mode (e.g. linear or non-linear), time of use (e.g. live or VOD), distribution channel (e.g. IPTV, cable or mobile) and end device (e.g. television, laptop or smartphone).

Net reach indicates how many people were reached at least once by (moving image) content. In the television sector, the calculation method for net reach is often referred to as cumulation and frequency analysis.

Non-linear streaming refers to a technology that allows users to decide for themselves when they want to consume certain content, e.g. via media libraries. Non-linear content can also be viewed on other internet-enabled devices in addition to TV. On-demand content is often offered by TV broadcasters as an additional option to their linear programme.

OLV is a term that refers to moving image content that can be streamed or downloaded via the internet. OLV has gained in importance in recent years and has become an important medium for entertainment, information and communication.

In programmatic advertising, an “open auction” (also known as an “open marketplace”) is a form of auction in which advertising space is accessible to all advertisers. All interested bidders can submit their bids in real time via a DSP and the highest bidder wins the advertising space. It is the most open and widespread type of programmatic advertising, as it maximises reach and competition.

OTT refers to content or media providers (e.g. streaming services) that provide their services directly via the internet without a traditional cable or satellite provider acting as an intermediary. These can be free and paid services.

In the field of advertising, “pacing” refers to the speed or timing at which adverts or advertising messages are published or delivered. This is a crucial consideration when planning and implementing advertising campaigns, as pacing can significantly influence how effectively an advertising campaign is perceived and what results are achieved.

Various aspects of advertising pacing need to be considered, including frequency, timing, campaign duration and ad frequency. Effective pacing helps to communicate the advertising message more efficiently and achieve the desired results. On the other hand, poor pacing can potentially reduce the effectiveness of the advert.

A playlist is a list of audio or video files in a defined playback sequence. The broadcast log is a second-by-second representation of the broadcast schedule of a specific channel on a broadcast day. It contains the start and end time or duration and title of the programme for each broadcast. This makes it possible to allocate the broadcast usage of a specific programme or advertising block measured to the second.

In advertising and marketing, the term pre-planning refers to the planned placement of adverts or advertising materials in various media channels, such as newspapers, magazines, television, radio, online advertising, etc. Plan placement is an important step in the media planning process in which advertisers and media planners strategically decide where and when their advertising messages should be placed in order to reach the desired target group and achieve the marketing objectives.

The private auction is similar to the open auction, with the difference that publishers limit participation to selected advertisers only. Unlike open auctions, this private offering gives an exclusive group of advertisers priority to bid on the inventory before it becomes available on the open marketplace. In some cases, publishers may allow certain advertisers to apply for an invitation to participate in their private auction, and the publisher decides on their approval. Similar to the open auction, publishers or ad exchanges can set a minimum CPM. Here too, the highest bidder wins the impressions.

Private Marketplaces (PMP) or Private Exchanges offer publishers / marketers the opportunity to sell their inventory exclusively to one or more selected advertisers or agencies while retaining full control over reach and prices. The PMP thus offers the opportunity to deliver media conditions negotiated directly between marketers and advertising clients or agencies via the infrastructure provided by programmatic advertising.

Programmatic advertising refers to the automated management of individual advertising contact opportunities in real time and is to be understood as distinct from the technical process of real-time bidding (RTB), which is essentially an automated pricing process between the sell side and the demand side

Addressable TV enables digital advertising delivery with advertising impact and control techniques in traditional high-reach linear television programmes on the basis of HbbTV. A smart TV with Internet access is required to receive Addressable TV. The technology offers advertisers digital targeting options, e.g. geographically, demographically or delivery between/after certain programmes, as well as precise analysis of the households reached. Programmatic Addressable TV extends ATV with the option of automated real-time booking and evaluation.

Programmatic Guaranteed is a type of deal for the programmatic purchase of advertising services. A certain number of impressions are purchased and guaranteed to be delivered. The price, volume, creative format(s) and start and end date of the deal are fixed.

PTV is the process by which television viewers can be reached with individual programmatically booked advertising messages on linear TV.

Smart TVs are equipped with a range of functions and options that are not available on conventional televisions. Smart TVs can be connected to the internet, allowing users to access and stream content from various sources.

Streaming is a technology for transmitting audiovisual content via the Internet in the form of a live or slightly delayed stream. In contrast to downloading files, the data available on a server is not saved on the storage system of the computer or mobile device. During streaming, data packets are continuously transmitted and processed directly.

The thousand-contact price (abbreviation: CPM) is a key figure used in media planning. It indicates the amount of money that must be invested in an advertising measure in order to reach one thousand contacts of a target group per visual contact. These visual contacts are also called ad impressions. The focus here is therefore on the reach with regard to the target group.

The abbreviation eTKP stands for effective thousand-contact price. The eTKP makes it possible to compare paid advertising campaigns according to different types of remuneration. For example, campaigns with click remuneration can be compared with CPM campaigns or even with campaigns on a sale basis.

Total video is a term used in the advertising and media industry to describe the idea that consumers now consume video content across multiple platforms and devices. It is a comprehensive approach to looking at video consumption that goes beyond traditional linear TV programmes to include digital platforms, streaming services, social media and mobile devices. Total Video is therefore a recognition of the fact that consumer media behaviour is increasingly fragmented and spans multiple channels.

Video-on-demand refers to the option of downloading video content from an online service on request or watching it directly via streaming. If the time of playback can be chosen at will, this is referred to as true video-on-demand.

In contrast, with near-video-on-demand, the content starts at fixed intervals; for example, you can dial into the stream of a popular film every quarter of an hour, which then starts anew each time.

If a file-based approach is used to distribute content instead of a live stream, this is referred to as push video-on-demand.

With the subscription video-on-demand option, billing is on a flat-rate basis, often for one month. Unlimited content from the provider’s catalogue can be accessed during the agreed period,

Advertised video-on-demand refers to streaming financed by advertising. There are hybrid offers that include adverts in addition to a (discounted) monthly subscription price.

With the download-to-rent variant, the user acquires a time-limited right to use the content (e.g. 48 hours) and can play it back as often as they like during this period.

In contrast, transactional video-on-demand or pay-per-view content is billed on a per-view basis, i.e. according to actual usage.

Yield optimisation refers to all strategies used by the publisher to generate the highest possible advertising revenue from the existing traffic on the site. The aim is to maximise the effective CPM that the publisher achieves on average.

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