Video

Question 1

What is addressable TV?

Answer 1

Tech that allows you to show different ads to different audience segments watching the same TV program on internet protocol TV (IPTV) and set-top boxes. These segments could be defined by behavioural, demographic and geographic factors from first, second and third party data sets.

Question 2

What is connected TV?

Answer 2

A TV set connected to the internet that is capable of accessing a variety of web-based content. e.g. Smart TV, Blue-ray device

Question 3

What is cross-screen measurement>

Answer 3

Tracking and measurement of video metrics across mobile /tablet /out of home /tv / connected tv / desktop

Question 4

What is an In-Banner Video?

Answer 4

A form of video advertising that takes place outside of In-Stream Video content and includes Native Video, In-Feed Video, In-Article/Read Video, In-Banner Video and Interstitial Video

Question 5

Long form video is generally regarded as how long?

Answer 5

Longer than 10 minutes, such as a TV show, series or documentary type video.

Question 6

Define TARP or GRP

Answer 6

Target Audience Rating Point or Gross Rating Point. It’s the percentage of an advertiser’s target audience that is expose to a campaign.

Calculation: 720,000 people of your target audience exposed to your campaign / 4,800,000 target audience universe = TARP of 15

Question 7

Define VAST

Answer 7

Video Ad Serving Template - a specification developed by the IAB for serving video ads. It provides a generic framework for embedding in-stream video ads, and is designed to facilitate and standardise the communication between video players and the video ad server.

Question 8

Define VPAID

Answer 8

Video Player Ad Serving Interface Definition - establishes a common interface between the video ad and the video player. VPAID facilitates the interactions between ad units and video player and is focused on enabling rich interactive in-stream ad experience.

Question 9

What is the primary screen?

Answer 9

TV, followed by Desktop/Laptop, then Smartphone, then tablet

Question 10

What percentage of all screens/video content is on home TV sets?

Answer 10

73%. It is the primary screen. But it’s declining.

Question 11

How many hours to Aussies spend watching TV a month?

Answer 11

73 hours and 15 minutes

Question 12

By 2022, video will overtake classified ads to make of what percentage of online advertising revenue?

Answer 12

25%

Question 13

In Australia, there are three major sources or types of video. What are they?

Answer 13

• Syndicated - from networks e.g. catch up TV or free movie/sitcom platforms - considered premium content
• Journalistic - e.g. news, sports or entertains from publishing platforms such as News, Fairfax or BBC - considered premium content
• User-generated content - widely available for free ie YouTube, Break, etc - not considered premium content (from an advertiser perspective, there are concerns around brand safety when appearing against this type of content)

Question 14

What is still the most sought after medium?

Answer 14

FTA TV

Question 15

What are the 4 types of video ad formats?

Answer 15

InStream - pre/mid/post roll, forced view - 6’, 15’ and 30’

Outstream - skippable formats, e.g. Google, YouTube, Trueview - best suited for distribution of content 30’ to 17 mins

Interactive VOD - extended video, maps, social, downloads, data capture, multiple videos

In Banner - all small (MREC size) - embedded players commonly in a display banner. Any video served out of video or in-app streaming content

Question 16

What does Ad Operations (or Ad Ops) refer to?

Answer 16

The team, process and systems for fulfilling an ad campaign. They:

• ensure the ad creative is developed to the correct specs
• the ad is sent where it needs to go
• the ad is targeted to the right consumers
• the campaign is optimised to deliver the best possible results
• the campaign delivery is analysed and reported

Question 17

What are three industry tools to monitor digital campaign performance?

Answer 17

• Ad server - enables media buyers to manage campaigns across multiple publishers by providing a unique ‘ad tag’ script, which the publisher then inserts into its ad server associated with the corresponding website. It provides accountability, centralised management, creative control and transparent performance insights across every publisher placement.
• Nielsen Ad Ratings
• Nielsen Brand Effects