• by Jane Clarke , July 7, 2011

CIMM is taking a pro-active role in advancing new media nomenclature and processes with both its Lexicon(terms and definitions associated with Set-Top Box data measurement) and recently released Asset Identification Primer (glossary of asset terms). These documents form the basis of the Word-A-Week column which offers a common language for Set-Top Box nomenclature that can expedite the roll-out of the data for its many industry applications.

Customized deliverability of ads that better target specific consumer segments is the holy grail for advertisers. It enables advertisers to eliminate message waste and assists the consumer by offering messages that have greater relevancy and are more interesting to the viewer. This week we delve a bit further into those terms that describe the new wave of addressable advertising opportunities made possible via the STB. 

Advanced Advertising

See also: Addressable Advertising, Interactive Advertising, Customized Advertising, Dynamic Advertising, In-Navigation Video Ads

CIMM DEFINITION : A range of advertising solutions designed to leverage the interactive nature of digital Set-Top Boxes  and enhance the value of TV by offering, for example, request for information, polling and trivia , Telescoping, Ad-Versioning Dynamic Advertising and T-commerce applications via the television through the use of the Remote Control.

NOTE - "Advanced TV Advertising capabilities should include Addressable Advertising, Interactive Advertising, Customized Advertising, Dynamic Advertising, and Measurement. Addressable Advertising would include TV ad targeting based on geographic, viewer or household segment attributes. Interactive Advertising would include things like the use of polls and voting mechanisms but these do not have to be addressable. Customized Advertising entails the ability to efficiently and automatically customize video in real or near-real-time so that the ads can be made more relevant to each of the targeted segment(s) of viewers Dynamic Advertising would entail the ability to update the content of an ad in real-time or near-real-time basis based on automated data feeds (e.g. changes in local TV ads based on local weather conditions or inventory data). Measurement would include the ability to obtain census level campaign metrics based on STB data." (Source: Visible World)  

Customized Advertising

See also: Advanced Advertising

CIMM DEFINITION : The ability to efficiently and automatically customize video in real or near-real-time so that the ads can be made more relevant to each of the targeted segment(s) of viewers. (Source: Visible World)

NOTE - Just as on the Internet, efficient customization has become a critical component of dynamic web-pages, online video and TV ads can leverage efficient video customization to enhance message relevance. (Source: Visible World)

Please refer to the CIMM Lexicon online at http://www.cimm-us.org/lexicon.htm for additional information on these and other terms.