Set-Top-Box Lexicon: Interactive Advertising

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 application

Addressable and Advanced Advertising is essentially a "push" advertising model that feeds out messages to targeted groups. But with the interactive capabilities that the Set-Top box infrastructure offers, it is possible to offer messaging that viewers can respond to in real time.

In continuing with our discussion about targeted and addressable advertising, we now examine the concept of Interactive Advertising and its relationship to addressability:



Interactive Advertising

See also: Advanced Advertising

CIMM DEFINITION : Advertising that allows the viewer to interact with the message. Interaction is often via the internet but increasingly via the television screen. Further, interactive advertising on the TV is expanding to include interactive apps on companion devices such as smart phones or tablets that are being used while watching TV.  These companion devices can sync their interactivity with what is on the TV screen at the same time, using Automatic Content Recognition (ACR) technologies.

2 : Also used to refer to advertising on a STB or DVR that is not the standard linear commercial spot and can include long form video, branded areas and interactive applications specific to an advertiser and use a number of entry points (from the home page, other UI dialogs, guide). (Source: TIVO)

3 : Video advertising that contains an embedded EBIF application. The EBIF application typically presents a series of overlay screens over the video, with which the viewer may interact, and then the specifics of the interaction (or lack of interaction) are measured and ultimately reported back to the advertiser. In the cable space it is EBIF once legacy is removed. DISH and Direct are different. (Source: FourthWall Media)

NOTE - Some interactive advertising is not actually "interactive," but merely displays information or animation over top of the video ad and / or generates measurement data. For example FourthWall Media's Measurement AdWidgets are invisible to the user, but track STB exposures and engagement. (Source: FourthWall Media) 

Please refer to the CIMM Lexicon online at for additional information on these and other terms.

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