• by Jane Clarke , August 4, 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 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.

Continuing on last week's theme of Interactive Advertising (Set-Top-Box Lexicon: Interactive Advertising) we now focus on those terms that apply to measuring interactive advertising and some metrics that have already made their way into the measurement nomenclature.

Interactive Household Addressable TV Advertising

See also: Average Exposures, Average Clicks, Average Responses

CIMM DEFINITION : Household Addressable TV Advertising that enables viewer interactivity and facilitates various levels of response tracking. (Source: Visible World)

Interactive Measurement

See also: Advanced Advertising

CIMM DEFINITION : Data collected from any interactive application, including interactive enhancements to video advertising.

NOTE - CableLabs has defined the Interactive Advertising Measurement (IAM) standard for describing user interactions with simple interactive ad enhancements. Similar measurement data can often be derived from Keystream data. Additionally, FourthWall Media's AdWidgets collect several additional metrics, including STB Exposures, Clicks, and Responses. (Source: FourthWall Media)

Average Clicks

See also: Interactive Household Addressable TV Advertising, Average Exposures, Average Responses

CIMM DEFINITION : In the context of Interactive Household Addressable TV Advertising, the average number of times that an audience segment or advertiser- defined consumer segment interacts with any given campaign, TV ad or version of a commercial. (Source: Visible World)

Average Exposure

See also: Household Addressable TV Advertising, Average Clicks, Average Exposures

CIMM DEFINITION : During any given campaign time frame, the average number of times that an audience segment or advertiser-defined consumer segment is exposed to any given campaign, TV ad or version of a commercial. (Source: Visible World

Average Response

See also: Average Exposures,Average Clicks, Interactive Household Addressable TV Advertising

CIMM DEFINITION : In the context of interactive household addressable TV advertising, the average number of responses generated by an audience segment or advertiser- defined consumer segment during any given campaign, or by being exposed to any given TV ad or version of a commercial. (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.