Advertising Glossary

A/B testing is an experimental method of comparing two subjects or combinations of a digital ad to determine which variant performs better. Test group A (original) and test group B (variant) are randomly played out to different …

Timeline in TV planning: from 5:00 p.m. to 6:59 p.m.

Abbreviation for “advertisement” and name for an advertisement or advertising medium in digital and classic media and advertising contexts.

An ad blocker is a software or browser extension that detects and automatically blocks online advertising on websites or apps so that it is not displayed to the user.

An ad click refers to a user clicking on a digital advertising medium, which usually leads to a target page (e.g. a website or landing page).

The ad click rate refers to the proportion of clicks on an advertising medium in relation to its displays. It shows how often an ad is clicked by users and serves as a key figure for evaluating its effectiveness.

Ad Impressions (AIs) refer to the number of times a digital advertising medium is displayed. Each delivery of an ad on a website or app is counted as an impression, regardless of whether a user interacts with the ad. They serve as …

Ad server is a central system through which digital advertisements are managed, delivered and evaluated. It acts as a digital control center and ensures that the right ad appears in the right place at the right time (e.g. on a …

Ad size refers to the dimensions of a digital advertising medium, usually in pixels (e.g. 300 × 250). Size determines how and where an ad is displayed on a website or app.

Ad View Time refers to the average or effective period of time during which a digital advertising medium is actually viewed by a user. The key figure is used to evaluate the attention and visibility of an ad.

Addressable TV refers to a form of TV advertising in which different advertising content is targeted to different households or user groups within the same linear television program. The control is data-based, so that advertising …

Advanced TV is a collective term for data-based and digitized forms of TV advertising that go beyond classic linear broadcasting. These include addressable TV, connected TV and programmatic TV advertising.

An advertiser is an advertiser who books advertising space to promote products, services or brands. He is the client of advertising campaigns and provides the financial resources for their display.

The percentage difference between program and advertising ratings, which indicates the extent to which the audience decreases during commercial breaks compared to the editorial program. It serves as an indicator of the zapping …

An advertising block is a continuous period of time on television or in digital moving image offerings in which several commercials are broadcast one after the other.

The survey, carried out by WEMF on behalf of the Swiss Advertising Statistics Foundation, provides information on the net amounts that advertising clients have invested in the most important advertising media over the course of a …

Term for the type or genre of advertising, e.g. B. a poster, advertisement, commercial, etc. Not to be confused with “advertising media”.

Medium through which an advertisement is distributed, e.g. B. a newspaper for an advertisement, a TV or radio station for a commercial, the advertising column for the poster, etc. Not to be confused with the “advertising …

Three to four second display to provide the required visual distinction between the program and advertising in accordance with the advertising guidelines. Advertising separators also serve to convey the station brand and are an …

The elements of the commercial or product are integrated into the image motif three seconds after the ad separator appears. The advertising separator then changes in a smooth transition into the commercial (not mandatory), which …

AVoD refers to a video-on-demand service that is financed by advertising. Users can access content for free, but must accept advertisements before, during or after the content.

The advisory commission (BK) is a discount granted by media providers to advertising or media agencies because their advisory work involves less effort. Basically it is 5% for online, 10% for radio and 15% for magazines and TV, …

Affiliate marketing is a performance-based online marketing model in which partners (affiliates) promote an advertiser's products or services and receive a commission if successful (e.g. click, lead or sale).

Measure of how strongly a target group is represented in a medium compared to the general population. It is given as an index value that relates the reach or rating of the target group to the total population. Values ​​above 100 …

The AGFS (Swiss Television Advertising Association) aims to offer the Swiss television market tools that enable efficient and powerful planning of television advertising. This includes, among other things: the TV advertising tool …

The media performance of several advertising blocks is cumulated, meaning that the spot can be broadcast in several advertising islands with one booking. This enables higher advertising pressure and simplified planning.

An app (application) is an application program for mobile devices or computers that fulfills a specific function or task. Apps are usually made available via app stores or platforms and enable access to services, content or …

The term audience refers to the total number of people who consume a particular medium, program, advertising campaign or content. In the media and advertising context, this describes the target or actual reach of an offer, i.e. …

In the media context, the term audience flow describes the viewing behavior of the audience over time between different programs or program content. It shows how many viewers switch from one program to the next and how stable a …

Audio matching is a technical process for measuring audiovisual content. In the audio matching process, sound signals are picked up by the measuring device as audio patterns and compared with audio patterns from transmitters …

In the media and advertising industry, an audit refers to an independent review of performance data, billing or measurement methods. This involves checking whether reach, usage or advertising data is correctly collected, evaluated …

After a basic spot and another spot from outside the industry, the reminder spot is placed, which once again refers to your advertising message.

A reference value or benchmark used to measure one's own performance (e.g. a click rate) against the market average or competitors.

Static advertising material that is displayed when live programming, delayed TV viewing or recorded content is paused.

A broadband connection refers to access to the Internet with a relatively high data transfer rate. Fast transmission of large amounts of data via broadband (e.g. DSL) is the prerequisite for the use of new generation TV sets …

Broadcast Video on Demand (BVoD) refers to video-on-demand platforms and media libraries of classic TV broadcasters that make their own program content available online with a time delay (catch-up TV), exclusively in advance …

Describes business relationships and transactions between at least two companies (e.g. a software manufacturer sells to an agency).

Refers to the business relationship between a company and private individuals as end consumers.

A targeted call to action for the user, such as: B. “Buy now” or “Register here”, usually in the form of a button or link.

The total period during which a product or company is advertised.

Catch-up TV refers to a time-delayed television offering in which programs that have already been broadcast are available for a certain period of time after linear broadcast, e.g. B. can be accessed in replay on the digital …

Sponsor element that appears after the end of the sponsored program format (e.g. “This show was brought to you by…”).

Commercial

A commercial is a short audiovisual advertising message played on television, online video, DOOH or radio and used to promote products, services or brands.

Geographical area (“coverage area”) defined by the Federal Office of Communications within which radio or television stations must provide certain services. These performance mandates are stipulated in concessions.

Connected TV (CTV) refers to television sets that have an Internet connection and thus enable access to digital content beyond classic cable or satellite television. The term includes both smart TVs with an integrated interface …

Corner placements are commercials that appear right at the beginning or end of the commercial break.

A billing model in online marketing in which the advertiser only pays when a user actually clicks on the ad.

A billing model for video advertising in which costs are only incurred once a video has been watched all the way to the end.

Describes user behavior or advertising control across different devices (e.g. smartphone, tablet and PC) that can be assigned to the same person.

The content, creative and formal networking of different media channels and advertising media relevant to the target group with the aim of achieving maximum advertising success via multi-channel targeting.

The CutIn integrates your advertising message prominently into the current program: As an individually designed “ribbon”, the CutIn is placed horizontally at the bottom of the screen during the broadcast. The CutIn Zoom integrates …

Digital Audio Broadcasting (DAB+) is the modern, digital transmission standard for terrestrial radio. Compared to FM, it offers a larger selection of stations, additional information on displays (e.g. covers, news) and more stable …

Timeline in TV planning: from 12:00 p.m. to 4:59 p.m.

A demand-side platform (DSP) is a technology platform that allows advertisers to automatically purchase advertising inventory from multiple ad exchanges and SSPs.

Display Ads refers to graphic online advertising in the form of banners, images or animations on websites, apps or social networks. In contrast to pure text ads (e.g. in search engines), display ads use visual design elements to …

A demand-side platform (DSP) is a technology platform that allows advertisers to automatically purchase advertising inventory from multiple ad exchanges and SSPs.

Dynamic Ad Insertion (DAI) is a technology that inserts digital video ads individually and in real time into a video stream (live or on-demand). The original advert running on linear television is often replaced by a localized or …

Event data-based delivery means that radio spots are played automatically and in real time exactly when a defined event occurs - e.g. B. Weather.

The official standard tool for professional TV media planning introduced by the AGFS (Swiss Television Advertising Association). The software, developed in collaboration with GfK/DAP, enables the planning, forecasting, control and …

The F12 format is a widely used poster format in the outdoor advertising sector and has a significant influence on the poster landscape. It is used in highly frequented locations, including busy streets, arterial routes, train …

The F12D format is a digital further development of the classic F12 poster in outdoor advertising. It is used in highly frequented locations such as busy streets, access axes, train stations or parking lots and is characterized by …

The F200D format is the digital version of the F200 portrait format in outdoor advertising. It is used in comparable, highly frequented locations such as urban areas, squares, waiting areas, along larger streets, in train stations …

The F200 format is a common portrait format in outdoor advertising and is used in a variety of locations, including urban areas, squares, waiting areas, along larger streets, in train stations and in alpine regions. It is …

The F24 format is a large format for outdoor advertising and is only used in highly frequented top locations. These include, in particular, busy traffic axes, central inner-city locations and heavily frequented junctions. Due to …

The F4 format is a classic poster format in outdoor advertising and is often used in particular for cultural and event campaigns. It is mainly found in pedestrian zones and urban areas, where its placement in the direct field of …

The F400 LT format is a very large special area in the 400 format with long-term orientation in the outdoor advertising area. It is used in selected premium locations and is used in particular for eye-catching branding and lead …

Non-skippable moving image commercial that is played when skipping or fast-forwarding a linear advertising block in time-shifted TV viewing.

Flighting describes the phases of a campaign and the timing of the measures. Flighting enables targeted budget stretching over a longer period of time. The advertising pressure and the number of flights are used flexibly in line …

A forecast is a systematic forecast of future developments (e.g. sales, reach or costs) that is created based on current data, historical values and market trends. In contrast to the static budget, a forecast is dynamic and is …

Free TV refers to unencrypted broadcasting of television programs. In contrast to Pay TV, programs on Free TV can be received free of charge.

In online marketing, geo-targeting refers to the targeted display of advertising based on a user's geographical location. This allows advertising content to be adapted regionally or locally and made more relevant.

The costs for advertising at the official list price. This value is before deducting discounts or agency commissions and does not include production costs for the advertising material. Its primary purpose is to make the …

Describes the difference between the formally stated list prices (gross) and the actually negotiated advertising prices (net) after deducting discounts and commissions.

The Mediapulse television panel also measures the television usage of guests in the panel households. Guests are people who do not live in the panel household but were watching television in the panel household at the time the TV …

People who use a particular medium (e.g. TV, Internet, radio) or a product category more frequently and intensively than average. The division is usually done by dividing the user base into thirds (tertiary splitting) into heavy, …

A business entity consisting of at least one natural person. The Mediapulse TV data is collected exclusively in private households. Private households are communities of people who live together and form an economic unit, as well …

An international industry standard that links digital television (broadcast) with the Internet (broadband). HbbTV enables viewers to access interactive services while the TV program is running using the "Red Button" on the remote …

Data collection principle that relies on different data source types and typically brings them together in some form. An example of hybrid measurement is the combination of data from a sample (e.g. from a panel) with data from a …

The Electronic Media Interest Group (IGEM) advocates for the diversity and transparency of electronic media in Switzerland. As an industry association, it deals intensively with digitalization and artificial intelligence (AI) and …

The individual split frame is placed directly before or after the advertising block (analogous to pre- and post-split). The integration takes place with a thematically oriented editorial split screen, which, in contrast to the …

The influencer spot on TV brings social media content (often portrait-format stories) into the classic advertising block. These spots combine the high reach of TV with the authenticity of influencers.

Broadcast in which an advertising message is in the foreground, but which also contains editorially designed parts that form the framework for the advertising. Infomercials must last at least 90 seconds and be marked with the …

Providing a geographical area with audiovisual signals that originate from another geographical coverage area (often from a neighboring country).

The systematic comparison of different media types (e.g. TV, radio, online, poster) to determine the most efficient media mix for a campaign. Quantitative factors (reach, CPM) and qualitative aspects (advertising effect, image) …

The detailed comparison of different advertising media within the same media genre. The aim is to select the specific channels or platforms that best cover the target group. Performance values ​​such as range, affinity and …

A jingle is a short, memorable melody or sound sequence used in audio commercials to make a brand or message immediately recognizable.

Timeline in TV planning: from 11:00 p.m. to 1:59 a.m.

People who use a particular medium or product category with significantly less frequency or intensity than the overall user base. In the statistical analysis, they usually form the lowest third (tertiary) of the user base.

The classic form of television in which programs are broadcast according to a fixed schedule and are consumed by the viewer at the time of broadcast.

The Listen Through Rate (LTR) indicates the number/percentage of people who listened to a spot completely from start to finish.

Term in TV measurement: all usage up to and including a small 59:59 second delay to the first broadcast.

A segmentation of the MACH Basic respondents results in six groups of people: Learners, Young Nokids, Young Withkids, Nokids, Withkids and Pensioners. Segmentation criteria: age, employment, household composition. These living …

Logomorphing connects a brand logo or an object from the subsequent spot with the station logo.

Synonyms: Specialty channels / niche channels / small channels Refers to the large number of smaller TV channels or digital platforms that, viewed individually, achieve smaller market shares/reach, but as a whole offer a large …

The MACH study series is the standard research instrument of the WEMF (AG for Advertising Media Research) for measuring readership and media usage in Switzerland. It is the official currency for planning print media and provides …

Market share refers to the percentage share of a channel or program in total television usage within a defined period of time. It shows how heavily a channel is used compared to total TV usage.

Measurement accuracy level and degree of compression of measurement data. The measurement granularity of television usage in Switzerland based on audio matching is one second. The standard granularity of the Mediapulse TV data for …

Media Focus Schweiz GmbH is a company that specializes in the neutral and independent measurement and analysis of advertising, media presence and sponsorship. Among other things it is responsible for recording the gross …

The entirety of all media advertising media is divided into different genres. The most important media categories include radio, daily newspaper, magazine, TV, poster and online.

A media library is a digital offering from TV or media providers in which content such as programs, films or articles can be accessed at any time (on demand).

Media plan that weights and takes into account different media in order to achieve optimal reach cost-effectively.

Planning the use of media taking qualitative and quantitative factors into account, tailored to the target group and advertising goals.

As an independent industry organization, Mediapulse is responsible for collecting data on the use of radio and TV programs as well as online offerings in Switzerland. This data is considered the official currency and is used by …

Timeline in TV planning: from 6:00 a.m. to 11:59 a.m.

The Movesplit ensures a smooth transition from the format to the commercial. The form of advertising adapts to the commercial and underlines the claim of the product.

Collective term for all video-based content that uses a sequence of images to create optical illusions (movement). These include classic linear television, time-shifted TV, video-on-demand (VoD), social media videos and streaming …

The final billing amount for a media placement after deducting all discounts, special conditions and the advisory commission (BK) from the gross amount. Net Net is the most effective metric for budget control because it reflects …

An association of different websites or platforms that market their advertising space together via a central provider.

WEMF's own data analysis tool for access to WEMF's studies, statistics and databases as well as other third-party studies.

Timeline in TV planning: from 02:00 to 05:59.

The number of cases refers to the number of people or households on which data collection or data analysis is based.

OFCOM (Federal Office of Communications) is the Swiss federal authority responsible for the regulation and supervision of telecommunications, radio and television.

Refers to the state or time in which a program, report or commercial is broadcast live on a radio or television station. In a broader sense, the term in media planning also includes the entire period in which a campaign is active …

Moving image content and video advertising consumed on desktop and mobile devices such as computers, smartphones or tablets.

A technical standard that enables viewability and metrics of ads to be consistently recorded across platforms and by independent third parties.

Sponsor element that is placed before the start of the sponsored format (“Exciting entertainment wishes ...”).

The Opportunity to Hear describes how often a person reached hears a radio spot on average.

Term in TV measurement: all usage live as well as a time delay of 60 seconds or more within the same television day.

Term in TV measurement: all usage including 7 x 24 hours after the first broadcast.

Overspill refers to the ability to receive or use a TV channel beyond its national borders (or core broadcasting areas).

People or households who are regularly surveyed on one or more topics or whose consumption of certain offers is regularly measured. Mediapulse maintains two panels. The Mediapulse Radio Data comes from a panel of people …

Person who is responsible for everyday shopping in a private household. The Mediapulse TV Data differentiates between a traditional and a modern definition of the person running the household. According to the traditional …

A podcast is a subscription-based audio or video series that is delivered over the Internet and can be listened to or viewed on demand at any time. Content is published in individual episodes and is usually structured thematically …

Ads that are played after the actual video content.

Form of advertising with exclusive placement directly after an advertising block or before the program. The advertising is surrounded by a frame with editorial information.

Ads that are played before the actual video content.

Form of advertising with exclusive placement directly before an advertising block or after the program. The advertising is surrounded by a frame with editorial information.

Timeline in TV planning: from 7:00 p.m. to 10:59 p.m.

The targeted integration of branded products, services or logos into the editorial content of a medium (e.g. TV show, film or video game). The product acts as an authentic prop or part of the action, which means that the brand …

The commercial is placed exclusively within a program within an editorial framework in the station design.

A program trailer is a short, audiovisual advertising format on television or streaming platforms that specifically draws attention to upcoming programs, films or series.

Programmatic advertising refers to the automated buying and selling of digital advertising space in real time via technological platforms such as DSPs and SSPs.

The Programmatic Advertising design is designed and has automated advertising spaces in numeric spaces at different times via the technological plates that correspond to DSP and SSP.

Programmatic advertising refers to the automated buying and selling of digital advertising space in real time via technological platforms such as DSPs and SSPs.

Programmatic advertising refers to the automated buying and selling of digital advertising space in real time via technological platforms such as DSPs and SSPs.

A content provider that makes advertising inventory available on its own channels such as websites, apps, TV channels or radio stations. The publisher is the owner of the reach and provides the editorial environment in which …

A radio spot is a short, acoustic advertising message that is broadcast by radio stations in a linear program or distributed digitally. It typically consists of spoken text, music, sound effects and jingles and is used to promote …

The rating indicates how many people in a target group saw a program or commercial block on average at any given time. For the calculation, how many people are currently watching is continuously recorded; At the end, the average …

The reception vector refers to the reception type of a household, i.e. the technical form with which the radio or TV signal is transmitted and received. One often speaks of “reception levels”. The most common forms of TV are IPTV, …

Sponsor element that is placed before/after the breaker advertising blocks of the sponsored format (“immediately/now we continue…”).

A reminder spot is a short, supplementary radio spot that is broadcast after the main spot and at least one other third-party spot within the same commercial block. It serves to repeat, reinforce and better anchor the message of …

Replay Ads is the umbrella term for the three advertising forms Start Ad, Fast Forward Ad and Pause Ad.

A business indicator that measures the relationship between the invested capital (advertising budget) and the resulting profit. In marketing, ROI indicates how many francs of profit were returned per advertising franc invested. It …

In a sales consignment, the advertised goods must be able to be purchased directly. It appears in the direct program environment or in the advertising block.

Numerically smaller image of a population or universe. Sampling takes place according to a regulated principle, e.g. B. randomly or according to a quota. Mediapulse measures radio, TV and online usage in a sample of people or …

screen-up is a TV industry event in Switzerland organized by Goldbach and Admeira. Private broadcasters and the SRG SSR broadcasters present the coming year's program at screenings in the fall.

Screenforce is the initiative of TV marketers in Switzerland, Germany and Austria for television and moving images. The nine partners together represent 95 percent of the TV advertising market in the DACH countries. Screenforce …

Broadcast protocols are content-based encodings of the programs broadcast by TV stations. This makes it possible to carry out analyzes directly based on specific programs instead of on timelines, because the effective broadcast …

A set-top box (STB) is an external additional device that is connected to a television to receive and convert digital signals (cable, satellite, Internet) and enable advanced functions such as streaming, video-on-demand or time …

Share of Advertising (SoA) is a key figure that describes a brand's percentage share of total advertising expenditure within a market or industry. It is calculated almost exclusively on the basis of gross advertising expenditure.

Key figure that indicates the proportion of a company's own advertising presence in relation to the total advertising volume of all competitors in a market or on a channel.

With the single split, the commercial, embedded in an editorial frame in the station's design, is placed exclusively between two programs. In addition, the frame contains a countdown that counts down the seconds until the program …

A single spot is a single audio advertising placement that is placed outside the regular advertising block. This means the spot stands alone, without any other advertising before or after it - which significantly increases its …

A scientifically based typology that groups people not only according to external characteristics (sociodemographics), but also according to their living environment. It is based on a clustering of social situations, basic …

Internet-capable TV device, e.g. B. also allows the use of apps for streaming audio or video content. As a rule, a Smart TV has numerous additional connections for set-top boxes, game consoles, etc.

A term from social and market research that is used to describe and categorize people or households based on objective characteristics. In media planning, sociodemographic information forms the basis for defining samples and …

Sponsoring refers to the integration of a brand into a conspicuously placed advertising medium (billboard). The placement takes place directly before and after the broadcast and before/after the interrupter advertising blocks. The …

A supply-side platform (SSP) is a technology platform that enables publishers to market their advertising inventory across multiple buyers in an automated manner.

Non-skippable moving image commercial when starting a program in time-shifted TV viewing.

During the station tip, the station presents a product. It is embedded in the visual appearance of the station. This gives the impression that the station is giving an editorial tip.

The continuous transmission of audio or video data over a network (Internet), where the content can be consumed during transmission. In contrast to downloading, no permanent copy is saved on the device. A distinction is made …

A supply-side platform (SSP) is a technology platform that enables publishers to market their advertising inventory across multiple buyers in an automated manner.

A target group is the defined group of people who are to be specifically addressed with a communication or advertising measure and who have common characteristics such as demographic, geographical or behavioral characteristics.

Targeting user groups within an advertising campaign based on characteristics such as interests, demographics or location.

The technical range refers to the total number of all households in an area that would theoretically be able to receive a TV channel due to the technical equipment. The reception potential, on the other hand, refers to the number …

Time Shifted Viewing (TSV) is a form of TV usage with digital reception vectors that allows a TV program to be used at a later point in time (time-shifted) than the original broadcast. In the Mediapulse TV research, TSV by …

The TUS Data is a data set collected by Mediapulse that provides detailed information about the structure of the daily routine of the Swiss resident population. It links the three central dimensions of main activities (e.g. …

Period within a day. Analyzes of media usage behavior can be divided into daily routines using timelines. A timeline that is also used in everyday language is the so-called “prime time”.

Total TV and Total Radio refer to the total volume of TV and radio usage, respectively, i.e. h. all usage of all measured transmitters are summed up.

Evaluation software for analyzing TV usage data from Mediapulse (Mediapulse TV Data).

In the advertising market, the TV currency refers to a standardized measurement and evaluation basis for television advertising, with which reach and advertising impact are made comparable and used as a basis for planning, booking …

The television day in the Mediapulse TV panel is set to the period from 2:00 a.m. to 2:00 a.m. These 24 hours are assigned to a single date. So the date change doesn't happen at midnight, but at 2 a.m.

TV households include the population of private households in which a TV set is in use that is used for TV consumption.

Classic commercial (5 to 60 seconds) that is broadcast in commercial breaks.

TV near premium online video instream inventory. E.g. RTL+ and Joyn.

Describes the number of technically different devices (browsers, apps) that have accessed content. A user can use multiple clients.

The total number of all people or households to which the measurement results from a sample are extrapolated. Belonging to the universe is determined by defining characteristics (e.g. population of Switzerland aged 15 and over). …

Abbreviation for ultra-short wave. Analog radio standard for transmitting radio signals in the frequency range from approximately 87.5 to 108 MHz via antenna.

A standardized XML format that tells the video player how to load, play, and track an ad.

An online service that allows users to consume digital video content (films, series, shows) independently of a fixed broadcast schedule. The content can be viewed directly via streaming or saved locally via download.

A standard that governs the interaction between a video player and an ad to enable interactive elements (e.g. clickable overlays) within a video.

The percentage ratio between video ads started and those viewed to the end (or a defined point).

Viewing time refers to the average or total time that people actually watch a television show or program. It serves as a key figure for measuring the intensity of use of TV content.

Viewtime refers to the total or average time that users actually watch a piece of content (e.g. video, stream or advertising material). It serves as a key figure for measuring attention and usage time.

A visit refers to a continuous visit by a user to a website or app. It includes all page views within a session and ends after a defined period of inactivity.

Viewing participation refers to the proportion of people who actually watched a particular television program or program within a defined period of time. It serves as a key figure for measuring the use of TV content.

WEMF (based in Zurich) collects data on media usage in Switzerland and Liechtenstein in order to place advertising in newspapers and magazines in a way that is tailored to the target group. Its core tasks include national …

European association of advertising marketers for private and public TV and radio providers.