Jargon Buster

A digital ad that had the opportunity to be seen, sometimes referred to through the traditional print media term of being “above the fold”. The current industry criteria for a standard ad unit to be considered viewable is that 50% of the canvas was within the consumer’s rendered window for a minimum of 1 second – the time required for a consumer to understand that the unit is a piece of advertising. Viewability is not a measure of ad effectiveness.

An experience that is made to be significantly more immersive than standard video assets. VR allows a user to be completely immersed into an environment of the marketer’s choice. Ads within VR must occur within either a designated ad space (such as a street side billboard), as a video (that might play in a virtual home TV or virtual movie theater), or as an object (such as a branded bag of crisps on the table).

A virtual reality native ad format in which the viewer can choose to enter a room filled with sponsored advertising content. Key components of a virtual room include the environment (the world the user sees in the room), the objects (interactive 3D, 2D and 360 video ads, audio tracks represented in the room), and interactions (produces a transition to another part of the scene or introduces new visual or interactive element).

The area of research that, using eye-tracking methods, produces data on the probability that an advert is visible to the viewer.

The area around a frame in which it can be seen. It incorporates the maximum visibility distance of the frame, and the angle that Route has defined to mark its catchment area (120°).

A collection of frames that are in sync; one ad will play on all the connected frames at the same time.

A method to search by speaking, rather than typing which can save time on doing tasks or allow the user to multi task. Intelligent assistants such as Siri and Alexa offer voice activated search results. 

Ads that prompt the listener to respond verbally, often used in smart speaker environments to encourage interaction and drive specific actions, such as making a purchase or requesting more information.

VPAID or ‘Video Player Ad-Serving Interface Definition’ establishes a common interface between video players and ad units, enabling a rich interactive instream ad experience. The two main areas that VPAID covers are providing consumers a rich ad experience and capturing ad playback and user interaction details. For more information about VPAID see here.