Media Terminology
The list of terms used in MediaQX products is as follows.
Word | Meaning |
---|---|
ATS | The Average Time Spent of a target audience while watching TV in a specific period |
Channels measured 15 mins | Channels that receive viewer data every 15 minutes |
CPP | Cost per Rating Point - Budget= GRP X CPP X Avg. Spot Duration (Measured Channels) |
CPS | Cost per second - Budget = CPS X Total Spot Duration (Non-measured channels) |
Frequency | The average number of time that the target audience is exposed to the TV ad |
GRP | Gross rating point - sum of the ratings of the ads in a campaign |
Media Strategy | It's a roadmap on how messages will be delivered to consumers in a most effective way. Created accordingly to the marketing objectives, media objectives, target group, channels, period of a campaign etc. |
Media Planning | To determine the best combination of media to achieve the objectives. Its objective is to deliver the message of the campaign to the target audience in a most effective way. |
Target Audience | The specific group of person that the ads. is intended to reach. It's defined by demographics, interests etc. |
Universe | Number of people that represent the potential target audience. |
Segmentation | The process of grouping customers based on demographics, pyschographics, and/or behavior |
TV Spot / TV Ad | TV Commercial |
Measured Channels | Channels that get rating data of viewers minute by minute. The data of TV broadcast streams includes tv ads lists, programme lists, date, time etc. |
Non-Measured Channels | Channels that cannot get rating data of viewers. Most of them get the data of TV broadcast streams that include tv ad lists, program lists, date, time etc. |
Rating | The percentage of people exposed to an advertisement in a targeted universe |
Reach | Number of people exposed to TV ads during a campaign. 1+ Reach - People who are exposed to TV ad are counted once, 2+ twice and so on |
Reach % | The percentage of people exposed to an advertisement in a targeted universe |
Optimum Frequency | Optimum frequency level is determined as 1+, 2+ , 3+ or more due to campaign message. For ex; if the campaign message is not easy to understand, the percentage of reach is determined for 3+ or more |
Impressions | The total number of exposures to TV ads. One household can receive multiple exposures over time. If one household was exposed to an advertisement five times, this would count as five impressions. |
Share | The share of ratings watching a specific channel during the selected time period or programme |
Spot Duration | During the selected time period total duration of spots |
Spot Count | During the selected time period the count of spots |
Average Spot Duration | CPP dealed channels - Budget / GRP / CPP - Per Second dealed channels: total duration / spot count |
TV Advertorial | Native contents that mostly the presenter of the programme announce the benefits of the product or how the product works. (around 60-90 seconds) |
Product Placement - Passive | Visual appereance of the product in a programme. The detailed benefits of the product is not given. The product or brand name can not be pronounced. (For ex. - The logo on the clothes of a TV programme presenter) |
Product Placement - Active | Visual appereance of the product in a programme. The product or brand name can be pronounced. |
TV Scenario Integration | The product to be integrated is embeded to the flow of the content naturally. It is made organically in a speech or visually together with the set up on a scene. |
Time Code Subbanner | Viewed at the related moment of the broadcast that is related with the product or campaign message. Mostly viewed during scenario integration or advertorial |
Campaign Objectives | What campaign wants to achieve ( trying to expand into new markets, trying to upsell or cross-sell to customers, aiming to grow the number of customers etc.) |
Planning Target Group | is a particular group of consumers identified as the targets or recipients for a particular advertisement or message. Target group definition based on campaign objectives |
Buying Target Group | The cost of TV spot is calculated with values of buying target group ratings for measured channels |
Affinity Index of Planning/Buying Target Groups | high affinity index' means TV spot reach more viewers in plannnig target group with less cost. Compared to the average ratio of 2 target groups ratings |
Affinity Index of Programmes | Estimation by converting of rating values in between different target audiences. Compared to the average ratio of 2 target groups ratings |
SOV | Share of voice - For measured channels; shares of total GRPs in the relevant category for indiviual brands, products or campaigns For non-measured channels; shares of duration |
SOS | Share of spending - shares of total total budgets in the relevant category for indiviual brands, products or campaigns. is calculated with estimated CPPs or CPSs |
Remarketing/Retargeting | is the tactic of serving targeted ads to people who have already visited or taken action on the website |
Mass Marketing | Broadcasting a message that will reach the largest number of people possible, ignore market segment differences |
Niche Marketing | Advertising strategy that focuses on a unique target market, focuses exclusively on one group-a niche market or demographic of potential customers |
VOD (Video on Demand) | Video on demand - allows subscribers to view programming in real time or download programs and view them later, can be delivered over TV receiver, internet |
Attention Score | Mesures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV. |
Attention Index | Represents the attention of a specific creative or program placement vs the average in ,ts respective industry. The average is represented by a score of 100, and the total index rang is from 0 through 200. For ex; an attention index of 125 means that there are %25 fewer interrupted ad plays compared to the average. |
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