Glossary

An ad position visible on the web page without the user needing to scroll down the page.

A way of classifying the size and shape of the online ad type your creative is.

A target audience (also known as a target market) represents the people you most want to talk to.

Refers to the grouping or segmenting of audiences beyond standard demographics such as age, gender and income. For example, audiences can be segmented by:
• Location (e.g. postcode, proximity to a store)
• Behaviour (e.g. fashionista)
• Attitude (e.g. early technology adopter)
• Intention (e.g. travel intender)
• Ownership (e.g. dog owner)
• Lifestyle (e.g. gym junkie)

Describes a situation where a specific group is exposed to a given medium more than other groups (or the overall population). For example: News can attract a slightly older viewer. Its audience is therefore skewed towards the older age groups.

Calculated by adding together the audience for each individual minute of programme and dividing it by the programme’s total duration.

Estimate of the average number of times the audience had an opportunity to see a commercial.

An ad placed in the area of the web page that requires the user to scroll to see the creative.

Branded content is the place where advertising and entertainment collide to create true consumer engagement. By using different platforms and devices you can interact with consumers on their terms, when, where and how they want to.

Short branded sponsorship credits shown either side of a programme; coming in and out of the commercial break.

The process of planning, creating, buying and tracking an advertising project from start to finish.

Is a marketing message that directs users of the site to engage in some manner with the creative. Generally a click through to the advertiser's desired website.

This is the share one channel has of all viewing for a particular time period. The share, expressed as a percentage, is calculated by dividing the channel’s average audience by the average audience of all channels (PUTs).

The percentage of impressions that resulted in a click-through by the user. It is calculated by dividing the number of clicks by the number of page impressions the ad campaign was run on.

For example, if a banner was clicked on 15 times after being displayed 1000 times, the CTR is .015 or 1.5%.

A break during a programme or between programmes, during which advertisements are shown.

A TV set that is connected to the internet, allowing viewers to not only watch Linear or Broadcast TV but also watch Video On Demand etc.

Small text files used to track a user online. Advertisers use cookies to monitor the number of ads shown to a visitor, and also to retarget the same user at a later time.

The price an advertiser pays every time an online video ad runs through to completion. Cost Per Completed View (CPCV) can be used as a measurement of inventory efficiency, or as a currency for trading video.
For example, rather than paying for all impressions, some of which may have been stopped part-way, an advertiser only pays an agreed fee for ads that are viewed to completion (CPCV=Cost/ Completed Views). This is relevant for online-only video platforms such as Facebook, but not for TV where all ads run to completion regardless of whether they are shown online or broadcast.

Cost per click is calculated by dividing the cost of a paid advertising campaign by the number of clicks.

The cost of reaching a single TARP (Target Audience Rating Point, or one per cent of a demographic/audience segment viewing a broadcast programme at the time). CPT is expressed as the dollar cost of advertising within a programme divided by the number of TARPs it will (or does) achieve.
CPT=Total Cost/TARPs. For example, if the Nightly News Bulletin costs $4,000 for a 30 second spot and achieves 8 TARPs against the specified target audience, then the Cost Per TARP (CPT) is: $500.

Cost Per Thousand (CPM) is the cost an advertiser pays to deliver 1,000 ad impressions.
CPM = Total Cost/ Impressions x 1000. CPM is calculated by dividing the cost of an advertising placement by the number of people or impressions it delivers (expressed in thousands). For example, if the Nightly News Bulletin costs $4,000 for a 30 second spot and achieves an audience of 500,000 then the Cost Per Thousand (CPM) is $8.
Why CPM?
CPM is used as a comparative device. CPM may be calculated for print, broadcast or any other medium and the audience base may be either circulation, homes reached, readers or any kind of demographic. A CPM takes into consideration changes in universes.

A basic description of individuals or households using classifications such as age, sex, occupation group, education level, household size, grocery shopper and number of children.

Is defined as the minimum number of times a communication must be exposed to a viewer/potential consumer to positively impact on that consumers buyer / purchasing behavior.

First in Break – the first commercial to appear in a commercial break.

TV channels offered free to users, subscription free.

Freeview comprises a group of free to air broadcasters (MediaWorks, Maori Television Service, TVNZ and Radio New Zealand) who have worked as a not-for-profit co-operative to create a digital platform on which their channels can be broadcast.

The number of times an individual is exposed to an advertising campaign, programme or time slot. For digital video, frequency is usually managed through the implementation of a Frequency Cap (see definition below) when planning media, as higher frequency levels usually come at the expense of reach. This is reported as average frequency and calculated as total number of impressions/reach = average frequency.

A feature that limits the number of times an advertisement will appear to the same person.

Showing advertisements based on the physical location a user is accessing the internet from.

The average number of minutes or hours viewed per day or per week to a channel by an audience.

A group of people who live together. And with combined salaries.

Can be defined as the opportunity to hear/see a communication message.
Translated: Impressions are the number of times the consumer has been exposed to one commercial impression.
Examples:
One impression is one person’s opportunity to see one message, therefore if the same viewer watches two ads in the same break or two insertions of the same press execution, that is two impressions.
BASE: All media

An extended commercial message which can also include product demonstration.

Viewing of a programme or commercial at the actual time of transmission. It excludes any time-shifted viewing e.g. TVNZ 1 + 1, TVNZ 2 + 1 and TVNZ OnDemand.

To calculate the off-peak percentage, take the percentage of TARPs appearing outside of the peak hours of 6pm - 10.30pm.

Term used to describe viewing data made available the following day. Comprised only of ‘live’ viewing.

Short for picture element, a pixel is a measurement representing a single point in a graphic. Most ad units are measured in pixels such as the common 300 pixel x 250 pixel sized rectangle.

People Using Television - is the proportion of people viewing any TV channel at any point in time.

Reach & Frequency are always looked at hand in hand, one measures the number of people exposed (unduplicated), and the other the number of exposures

Television ratings (TV ratings or TVRs) are expressed as a percentage of the potential TV audience viewing at any given time.
If an advertising spot achieves 1 TVR this means that 1% of the relevant target audience watched the spot being transmitted.

The number (%) of different people exposed to a particular media vehicle or message at least once.

A digital advertising term for an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content. 

TARP stands for Target Audience Rating Point and it refers to the proportion of an advertisers target audience that is exposed to a campaign or programme.
TARPs are typically used for TV advertising that is brought against a specific demographic or audience segment.
TARP = Average audience viewing a programme / target universe estimate x 100
‘Universe estimates’ estimate the total audience size. For example, in 2019, the universe estimate for Melbourne metro is 5,243,200.
So let’s say 720,000 women aged 25-to-39 were exposed to an advertising campaign from a total universe of 4,800,000 people, then the campaign delivers a TARP of 15 since 720,000 divided by 4,800,000 equals 15.

Linear TV recorded on a Personal Video Recorder (PVR), VCR or other form of time-shifting technology and watched after the live broadcast. Also referred to as Playback TV. Can be viewed up to 7 days from broadcast.

The estimated total population available to target against within a nominated audience segment (demographic, region).