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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.

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.

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 …

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 …

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 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 …

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

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 …

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

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 …

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.

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 …

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 …

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 …

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 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 …

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.

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.

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 …

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.

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

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.

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.

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 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 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.

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.

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 …

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

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).

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.

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 …