Audio

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 …

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.

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.

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 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, …

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 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. …

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.

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.

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.

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

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.

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 …

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 …

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.

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 …

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.

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 …

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 …

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.

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

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 …

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.

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.

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 …

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.

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 …

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.

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.

Ads that are played before the actual video content.

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.

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 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, …

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 …

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 …

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 …

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.

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 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.

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.

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.

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 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.

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.