In today’s fast-paced digital landscape, video advertising has become a cornerstone of effective brand communication, performance marketing, and consumer engagement. As the ecosystem continues to evolve with innovations in programmatic buying, platform-specific formats, interactive storytelling, and AI-driven personalization, marketers, advertisers, and content creators must stay fluent in the vocabulary that powers the industry.
This comprehensive A–Z Video Advertising Glossary is designed to serve as your go-to reference whether you’re launching your first campaign or optimizing a multi-channel strategy. Covering everything from ad formats and targeting techniques to metrics, technologies, and emerging trends, each term is clearly defined to help you decode the jargon, sharpen your strategy, and confidently speak the language of video advertising.
Video Advertising Glossary – Letter A
A/B Testing
Comparing two versions of a video ad to determine which performs better depends on metrics like click-through rate (CTR), conversions, or engagement.
Ad Blocker
Software or browser extensions that prevent advertisements, including video ads, from displaying on websites or video platforms.
Ad Completion Rate
A metric that indicates how often a video ad is watched to the end. High completion rates usually signify good engagement.
Ad Fatigue
Ad performance declines due to overexposure to the same video ad, causing users to lose interest or ignore the content.
Ad Impression
A metric that counts how many times a video ad is served or displayed to a user, regardless of whether it was viewed in full.
Ad Inventory
The total space available for advertisers to place video ads on a platform, app, or website.
Ad Pod
A group of video ads that play back-to-back within a single ad break, similar to a traditional TV commercial break.
Ad Recall
A measure of how well viewers remember a video ad after watching it is often used in brand awareness campaigns.
Add Server
A technology platform that stores delivers, and tracks video ads to viewers across websites, apps, and devices.
Ad Skipping
In skippable ad formats like YouTube’s TrueView ads, bypassing a video ad after a few seconds is typically allowed.
Ad Spend
The total budget or money an advertiser allocates for running video ads.
Add Tag
A snippet of code provided by an ad server that tells a webpage or app where to pull the video ad from and how to display it.
Ad Viewability
A measure of whether a video ad was viewable to the user, according to standards like the MRC’s definition (50% of pixels in view for at least 2 seconds).
Addressable TV
A form of video advertising that delivers different ads to different households watching the same program based on demographic or behavioral data.
Advanced TV
An umbrella term for non-traditional TV viewing platforms like OTT, CTV, and addressable TV that allow more targeted and interactive video advertising.
Affiliate Video Ads
Video ads include affiliate links, where the advertiser pays a commission for conversions or clicks generated through the video content.
Agency Trading Desk (ATD)
A specialized team within an ad agency that handles programmatic video ad buying across multiple exchanges and platforms.
Video Advertising Glossary – Letter B
Banner Ad
A form of display advertising that appears as a graphic image or animation on websites, sometimes paired with video ads in companion banners.
Behavioral Targeting
A method of serving video ads based on a user’s past behavior, such as browsing history, clicks, and engagement patterns.
Below the Fold
Refers to ad placements that appear only after the user scrolls down the page. Video ads in this area may receive less immediate visibility.
Bid Cap
In programmatic advertising, this is the maximum amount an advertiser is willing to pay for an impression or view in an auction.
Bidding Strategy
A tactic used in programmatic buying to determine how much to bid for ad placements. Common strategies include CPC (Cost-Per-Click), CPV (Cost-Per-View), and CPM (Cost-Per-Thousand Impressions).
Blocklisting
The process of preventing a video ad from appearing on specific websites, apps, or channels deemed inappropriate or irrelevant by the advertiser.
Bounce Rate
The percentage of users who leave a website shortly after arriving is often used to evaluate the quality and relevance of landing pages after a video ad click.
Brand Awareness
A shared video advertising goal focuses on increasing a brand’s recognition and recall among target audiences.
Brand Lift
A measurable increase in brand perception, awareness, or intent caused by exposure to a video ad is often tracked through surveys or platform metrics.
Brand Safety
Ensuring that video ads do not appear next to content that could damage the advertiser’s reputation, such as violent, offensive, or controversial material.
Branded Content
Video content created by or in collaboration with a brand that subtly integrates the brand message within entertaining or informative narratives.
Branding Campaign
A video ad campaign is primarily designed to establish or reinforce a brand’s identity, values, and market presence rather than drive immediate conversions.
Breakout Campaign
A highly successful video ad campaign that significantly boosts engagement and brand visibility and goes viral beyond expected benchmarks.
Broad Match Targeting
A keyword targeting option in video advertising where ads are shown for a wide range of related terms, increasing reach but potentially reducing precision.
Buffering
Buffering is the process of preloading video data so it can play smoothly. Poor buffering can negatively impact the viewer’s experience and ad performance.
Bumper Ads
Short, non-skippable video ads (typically 6 seconds long) are used on platforms like YouTube to increase reach and brand awareness in a concise format.
Budget Allocation
Distributing ad spend across campaigns, channels, or placements to maximize video advertising effectiveness.
Burst Campaign
A high-intensity, short-duration video ad campaign aimed at maximizing exposure quickly, often used during product launches or seasonal promotions.
Buy-Side Platform
A platform or tool advertisers and agencies use to buy digital ad inventory, including video ads, is often associated with DSPs (Demand-Side Platforms).
Business Objective
The overall goal of a video ad campaign (e.g., awareness, lead generation, product sales) influences targeting, creative, and bidding strategy.
Byline Video
A branded video format with a visible mention or line attributing the sponsor or advertiser is often used in native or editorial-style advertising.
Video Advertising Glossary – Letter C
Campaign Budget Optimization (CBO)
A strategy that automatically distributes the budget across multiple ad sets or video campaigns to achieve the best performance.
Campaign Objective
The specific goal a video ad campaign is designed to achieve, such as brand awareness, app installs, website visits, or conversions.
Card (YouTube Cards)
Interactive elements in YouTube videos appear during playback and prompt users to interact, such as visiting a website or watching another video.
Carousel Video Ads
A format allowing multiple videos or a mix of images and videos to be displayed in a scrollable ad unit, commonly used on platforms like Facebook and Instagram.
Click-Through Rate (CTR)
The ratio of viewers who clicked on a video ad to the number of times it was shown (impressions). Indicates the effectiveness of the advertisement in driving interest.
Closed Captions (CC)
On-screen text displaying spoken dialogue or audio cues is useful for accessibility and enhancing comprehension in muted video ads.
Companion Banner
A static or rich media banner that appears alongside a video ad, usually on a desktop, reinforces the message and increases engagement.
Connected TV (CTV)
Television content is streamed over the Internet through devices like Roku, Apple TV, Smart TVs, and gaming consoles. This is a growing channel for video advertising.
Contextual Targeting
Serving video ads based on the content of the web page or app, ensuring relevance by matching ad themes with surrounding content.
Conversion
After watching a video ad, users may want to purchase, sign up for a newsletter, or download an app.
Conversion Rate
The percentage of viewers who complete a desired action after watching the video ad is a key metric for evaluating ad effectiveness.
Conversion Tracking
Monitoring and attributing user actions (conversions) to specific video ad views or clicks.
Cost Per Click (CPC)
A pricing model where advertisers pay when a viewer clicks on the video ad, regardless of whether a conversion happens.
Cost Per Mille (CPM)
Also known as cost per thousand impressions, this is a standard pricing model in video advertising in which advertisers pay for every 1,000 ad views.
Cost Per View (CPV)
A pricing model where advertisers are charged each time their video ad is viewed for a specified duration (e.g., 30 seconds or more).
Creative Optimization
Testing and improving video ad creatives (visuals, messaging, or format) to boost performance metrics.
Cross-Platform Campaign
A video advertising campaign that runs across multiple platforms (e.g., YouTube, Facebook, TikTok, OTT) to maximize reach and consistency.
CTV Impression
A video ad view is registered when a video ad is served on a connected TV device. It is often measured separately from desktop and mobile impressions.
Customer Journey Mapping
Visualizing the steps a consumer takes before, during, and after engaging with a brand via video advertising. Helps optimize touchpoints and messaging.
Cut-Down
A shorter version of a longer video ad is typically repurposed to meet platform-specific requirements or to test for better engagement.
Video Advertising Glossary – Letter D
Daily Budget
The amount an advertiser sets as the maximum daily spend for a video advertising campaign helps control costs while maintaining consistent delivery.
Data Management Platform (DMP)
A centralized platform used to collect, organize, and activate audience data from various sources to enhance video ad targeting and segmentation.
Dayparting
A strategy where video ads are scheduled to run during specific times or days of the week to reach the most relevant audience.
Deal ID
A unique identifier assigned to a private programmatic deal between a buyer and a publisher is often used for premium video ad placements.
Demographic Targeting
Serving video ads based on characteristics like age, gender, income, education, and more to reach a specific audience segment.
Desktop Video Ads
Video ads are specifically formatted and served on desktop devices, often differing in format or resolution from mobile or CTV ads.
Direct Buy
A media buying method where advertisers purchase video ad inventory directly from publishers rather than using a programmatic or exchange-based approach.
Display & Video 360 (DV360)
Google’s enterprise-level platform enables programmatic video and display ad buying, campaign management, audience targeting, and reporting.
Distribution Channels
Platforms or media outlets where video ads are placed, including YouTube, social media, OTT apps, streaming services, and websites.
DMP Audience Segments
Target groups are created within a Data Management Platform to categorize users based on behavior, interests, and demographics for video ad targeting.
DoubleClick
A former brand under Google has now been integrated into the Google Marketing Platform, which handles video ad serving and tracking through tools like Campaign Manager.
Downloadable Video Ad
A format allowing users to download a video ad or related content for offline viewing, often used in mobile apps or emerging markets with limited data.
Dwell Time
The time a viewer spends engaging with a video ad, landing page, or interactive element strongly indicates interest or engagement.
Dynamic Ad Insertion (DAI)
A technology that inserts personalized or real-time-targeted video ads into content streams on the fly, often used in OTT or CTV environments.
Dynamic Creative Optimization (DCO)
The use of AI and automation to deliver personalized variations of a video ad in real-time based on user behavior, location, device, or other signals.
Display Ads
While not video themselves, display ads often accompany or support video campaigns (e.g., companion banners) to reinforce brand messaging.
Direct Response Video Ad
A type of video ad designed to trigger immediate user actionlike signing up, downloading an app, or making a purchaseoften features CTAs.
Duration (Ad Duration)
Refers to the length of the video ad. Standard durations include 6, 15, 30, and 60 seconds. Duration affects engagement, cost, and platform eligibility.
Data-Driven Attribution
A model that distributes conversion credit across multiple touchpoints based on actual performance data, helping evaluate the role of video ads in the customer journey.
Demand Generation
A strategy using video advertising to create awareness and interest in a brand or product is often used in B2B and high-ticket campaigns.
Domain Blocking
A targeting control that allows advertisers to prevent their video ads from being displayed on particular websites or domains.
Device Targeting
For optimized performance, the practice of delivering video ads based on the user’s device typesuch as smartphone, tablet, desktop, or connected TV.
Video Advertising Glossary – Letter E
Earned Media
Exposure is gained through organic means such as shares, mentions, or reposts of a video adrather than paid placements.
eCPM (Effective Cost Per Mille)
A metric that calculates the effective cost per thousand impressions across all revenue streams (CPC, CPA, etc.), helping compare ad performance universally.
Engagement
Any user interaction with a video ad, including likes, shares, comments, clicks, and video completions. A key measure of content effectiveness.
Engagement Rate
The percentage of people who interacted with a video ad out of the total number of viewers or impressions. It helps gauge audience interest.
End Screen
A clickable screen appears at the end of a YouTube video. It is often used to promote other videos, channels, or external links, such as product pages.
Episodic Video Ads
A series-based video advertising approach where stories or branded content are divided into episodes to maintain audience interest over time.
Estimated Ad Recall
A metric provided by platforms like YouTube or Facebook predicts how likely a viewer is to remember a video ad after seeing it.
Embedded Video Ad
A video ad inserted within a web page or app interface is usually hosted on a third-party platform (e.g., YouTube iframe embeds).
Event-Based Tracking
A method of tracking user actions such as video plays, pauses, completions, and skips as custom events to measure ad interaction in detail.
Error Rate
The percentage of failed video ad deliveries is due to technical issues like file corruption, player incompatibility, or tracking errors.
Expandable Video Ad
A video ad format that expands (on hover or click) to reveal more content or a larger video player, offering a richer interactive experience.
Exclusive Inventory
Premium video ad space is available only through direct deals or private auctions, often offering better placement or audience quality.
External Traffic Source
Traffic that arrives at a video or landing page via sources outside the host platform (e.g., a YouTube video promoted via a newsletter or blog).
Experience-Based Ads
Interactive or immersive video ad formats that engage users beyond passive viewing, such as AR/VR ads or 360-degree video experiences.
Exit Rate
The percentage of viewers who leave a site or video experience after watching a video ad. It helps analyze drop-off points in the user journey.
Explicit Targeting
Targeting video ads based on specific audience segments, interests, or behaviors selected manually by the advertiser.
Eye-Tracking Metrics
Advanced analytics using camera or sensor technology to monitor where viewers focus their attention during video ad playbackused in UX testing and ad design.
E-commerce Video Ads
Ads are designed to promote and drive direct online purchases of products or services. They often feature shoppable video features or direct links.
Engagement Funnel
To optimize content at each stage, a visualization of how viewers move from awareness to action during or after watching a video ad is used.
Video Advertising Glossary – Letter F
Facebook Video Ads
Paid video ad placements on the Facebook platform can appear in users’ feeds, stories, or video watch sections, supporting formats like in-stream and carousel.
False Impressions
Ad impressions that are counted but not seen by usersoften due to fraud, page errors, or ads loading out of view.
Fast-Forwarding Prevention
Some platforms or TV networks use a video ad feature to prevent users from skipping or fast-forwarding through ads.
First-Party Data
The advertiser collects data directly from the user (e.g., through website visits or app usage) and uses it for precise video ad targeting.
Flighting
A scheduling strategy in video advertising where ads run during specific time intervals (flights) with pauses in between is often used to build anticipation or manage a budget.
Floating Video Ad
A video ad that remains visible and continues playing as users scroll down a page is often used for desktop and mobile web experiences.
Forecasting
Estimating future performance or impressions of video ads based on historical data, platform reach, and budget.
Frame Rate
The number of frames displayed per second in a video (e.g., 24fps, 30fps, 60fps). Impacts the smoothness and quality of video ad playback.
Frequency
The average number of times a video ad is shown to the same user during a specific campaign period. It helps manage ad repetition and prevent fatigue.
Frequency Cap
To avoid oversaturation, a control setting limits the number of times a video ad is shown to an individual user within a given time frame.
Complete Episode Player (FEP) Ads
As full TV episodes are streamed online, video ads in long-form content are often reserved for premium inventory and brand-safe environments.
Full-Screen Video Ad
A video ad that occupies the entire screen on mobile or desktop delivers an immersive viewing experience and higher engagement potential.
Funnel-Based Targeting
Aligning video ad creatives and delivery to different marketing funnel stagesawareness, consideration, decisionto move viewers closer to conversion.
First-View Ad
A premium ad format (e.g., on Twitter or YouTube) that guarantees the advertiser’s video is the first ad shown to a user upon opening the platform or visiting the homepage.
Frame-by-Frame Analysis
Reviewing video ad content or user engagement on a per-frame basis to optimize visuals, storytelling, or call-to-actions.
Flicker Rate
The frequency at which a video display or light source turns on and off. Relevant in testing video ad playback quality and viewer comfort on various screens.
Flash Video (FLV)
A now-outdated format once delivered video content via Adobe Flash Player, replacing modern HTML5 video formats.
Footage Licensing
Legal permission to use specific video clips in an ad, including stock video or third-party content. Essential for avoiding copyright issues.
Feed Video Ads
Video ads that appear natively in a user’s content feed on platforms like Instagram, Facebook, or LinkedIn are often designed to look like organic posts.
Face Detection in Ads
AI or computer vision detects faces in video ads to enhance effects, personalize, or analyze viewer attention and engagement.
Feature Ad
A video ad highlighting a specific product or service feature rather than the overall brand is used to educate or persuade.
Video Advertising Glossary – Letter G
Geo-Targeting
A targeting method that delivers video ads based on a user’s geographic locationsuch as country, city, or even postal codeto ensure relevance.
Gross Rating Point (GRP)
A traditional media metric adapted to video advertising, representing the reach of an ad (as a percentage of the target population) multiplied by its frequency.
Google Ad Manager (GAM)
A comprehensive ad-serving platform that helps publishers manage video ad inventory, fill rates, and monetization strategies across devices and platforms.
Google AdSense for Video
A monetization tool that allows video content creators or publishers to earn revenue by displaying Google-served video ads.
Google Video Partners
A network of high-quality websites, mobile apps, and platforms beyond YouTube where Google video ads can appear, extending reach.
Green Screen
A visual effects technique is used in video ad production, replacing a solid green background with another visual or setting during post-production.
Grain (Video Grain)
Excessive visual noise or texture in some video footageoften caused by low lighting or high ISO settingscan impact ad quality.
GIF Ads (Animated GIFs)
Short, looping image-based animations are lightweight video ad alternatives, particularly effective in mobile and email marketing.
Goal-Based Bidding
A bidding strategy where bids are optimized to meet a specific campaign goal, such as conversions, views, or brand awareness.
Guerrilla Video Advertising
An unconventional marketing approach that uses surprising or creative video content, often low-budget, to capture viral attention.
Gross Impressions
The total number of times a video ad is served, including repeat views by the same user. Used to measure overall volume and reach.
Grid View (Ad Grid)
A layout format where multiple video ads or thumbnails are displayed in a grid structure, often used on CTV or OTT platforms for content discovery.
Gated Video Content
Video content that requires users to complete an action (like submitting an email address) before viewing it is used in lead generation.
Gaze Tracking
Technology that measures where a viewer is looking while watching a video ad is often used in usability testing and attention analysis.
Generic Pre-Roll
A non-targeted pre-roll video ad is shown to all users before the main content, which is often broad in the message and not based on user data or behavior.
Growth Marketing Videos
Video content designed with a specific growth goal (e.g., user acquisition, retention) is often highly optimized and data-driven.
Gamified Video Ad
An interactive video ad with game-like elements to engage viewerssuch as quizzes, rewards, or decision-based storylines.
Google Preferred (Deprecated)
Previously, a YouTube advertising offering gave brands access to top-performing channels in specific categories. Now replaced by broader targeting options.
Guide Video
A how-to or instructional video is used in advertising to explain a product or service. It is often part of explainer or tutorial video content.
Golden Frame
A key visual from a video ad (usually a thumbnail or freeze frame) optimized to encourage clicks or attention.
Granular Targeting
Precise audience targeting uses layered data pointssuch as age, behavior, location, and intereststo refine video ad delivery.
Video Advertising Glossary – Letter H
Header Bidding
A programmatic advertising technique in which multiple ad exchanges bid on video inventory simultaneously before the ad server selects a winner increases competition and revenue for publishers.
Heatmap (Video Heatmap)
A visual representation showing where viewers engaged most with a video adclicks, pauses, rewindsuseful for analyzing content effectiveness.
High-Impact Video Ads
Premium video ad formats that dominate the screen are highly interactive or include rich media to maximize engagement and brand recall.
HTML5 Video Ads
Ads are created using HTML5 technology, which works across all devices and browsers without requiring plugins like Flash, ensuring better compatibility and performance.
Host-Read Video Ad
A video ad format where the content creator or influencer personally endorses or discusses the product/service, lending authenticity and trust.
House Ad
A video ad is a banner ad that a publisher uses to promote its products, services, or content rather than serve third-party advertisers.
Hybrid Monetization Model
Combining multiple revenue streams for video content, such as ad-supported (AVOD), subscription-based (SVOD), and transactional (TVOD) methods.
Horizontal Video
A standard landscape video format (aspect ratio 16:9) commonly used on desktop, TV, and traditional video platforms.
Hulu Ads Manager
A self-serve advertising platform that enables small-to-medium businesses to run targeted video ad campaigns on Hulu and other Disney streaming services.
Hook (Video Hook)
The initial few seconds of a video ad are designed to grab the viewer’s attention. A strong hook is critical to reducing skip rates and increasing retention.
Householding (Household Targeting)
Delivering ads to all devices within a specific household. Useful in Connected TV (CTV) advertising where multiple users share a screen.
Hero Video Ad
A central, high-production video ad is used as the cornerstone of a campaign, often tied to product launches, brand announcements, or major promotions.
Histogram (in Video Analytics)
A chart used to display video playback distribution (e.g., start-to-finish engagement) over time, helping understand viewer drop-off points.
Hybrid Ads
To maximize impact, a combination of different ad types or formats (e.g., video + display or skippable + interactive) is used in a single placement.
Hyper-Targeting
A form of granular targeting that delivers video ads to particular audience segments using behavioral, contextual, and demographic data.
Highlight Reel
A short-form compilation video used in advertising to showcase product features, event moments, or campaign highlights in a concise format.
Host Platform
The platform where a video ad or content is published and streamede.g., YouTube, Facebook, Vimeo, TikTok.
Headline (Ad Headline)
The main text or title accompanying a video ad is designed to attract interest and summarize the key message. It is often used in YouTube or in-feed video ads.
Hover-to-Play
A user-initiated video ad interaction in which the video starts playing once the user hovers over the thumbnail is typical in social or display placements.
Human Verification
Anti-fraud measures to ensure video ads are viewed by real people and not botsoften implemented by third-party verification tools.
Home Feed Ads
Video ads that appear in the main content feed of social or video platforms like Instagram Reels, YouTube Shorts, or TikTok mimic native content.
Host Integration
Seamless inclusion of a brand or video ad into a content creator’s video, where the ad feels like part of the video itself, enhancing viewer trust and reducing resistance.
Highlight Video Ad
A condensed version of a longer video or event used to emphasize key momentspopular in sports, entertainment, and recap-based marketing.
Video Advertising Glossary – Letter I
Impression
A metric indicates how often a video ad was served or displayed to users, regardless of whether it was clicked or watched fully.
In-Stream Video Ad
A video ad that plays within a video playereither before (pre-roll), during (mid-roll), or after (post-roll) the main content.
Interactive Video Ad
A format that allows users to engage directly with the video contentsuch as clicking, answering questions, or navigating through multiple paths.
Interstitial Video Ad
In mobile apps or games, a full-screen video ad between content pages is often used during transitions or pauses.
Inventory (Ad Inventory)
Publishers offer video ad space for advertisers to purchase across websites, mobile apps, OTT platforms, etc.
In-Banner Video Ad
A video ad that plays within a standard display banner space, often without requiring a complete video player environment.
In-Article Video Ad
A native-style video ad placed within the content of an article or blog post, typically autoplaying as the user scrolls through the page.
In-Feed Video Ad
A video ad that appears natively within a user’s content feed on platforms like YouTube, Facebook, or TikTok, often mimicking organic posts.
In-Game Video Advertising
Placement of video ads within mobile or desktop gameseither as rewarded video, interstitials, or in-game banners.
In-Page Video Ad
A video ad embedded directly into a webpage outside a traditional video player is often set to autoplay when in view.
IP Targeting
Delivering video ads based on the user’s IP address to target specific households, companies, or geographic areas with personalized messaging.
iFrame Video Ad
A method of embedding video ads using an iframe HTML element, which can impact tracking and viewability depending on setup.
In-House Advertising
When a brand manages and produces its video ad campaigns internally rather than outsourcing to an agency.
Idle Time Ad
A video ad is shown when a user is inactive on a screen or app for some time. This is commonly used in gaming or video-on-demand environments.
Interactive Overlay
Clickable elementssuch as buttons, forms, or image slidersare added to a video ad to allow the viewer to interact in real-time.
Instant Play
A technology or feature that allows video ads to begin playback immediately upon user interaction or when fully loaded, ensuring a seamless experience.
Impression Fraud
When fake impressions are generated (often by bots) to inflate ad metrics dishonestly, resulting in wasted spend for advertisers.
Industry Benchmarks
Standardized performance metrics (e.g., average CTR, view rate, and CPA) are used across the industry to evaluate how a video ad campaign compares to the norm.
Incentivized Video Ad
A format often used in mobile apps or games, in which users are rewarded (e.g., with coins or points) for watching a video ad fully.
Incrementality Testing
A method of measuring how much additional impact (conversions, awareness) a video ad campaign generates compared to a control group not exposed to the ad.
In-Market Audience
Users actively researching or considering a product or service are often targeted for mid to lower-funnel video advertising.
IPTV Advertising
Video ads are delivered through Internet Protocol Television (IPTV) systems, which telecom companies and smart TV providers commonly use.
Inclusion List
A list of approved websites, apps, or channels where a video ad is allowed to appearensuring brand safety and ad relevance.
Intent-Based Video Targeting
Users are served video ads based on online behavior and search history, indicating buying or conversion intent.
Video Advertising Glossary – Letter J
Jingle Ad
A video ad that prominently features a catchy tune or song (jingle) to enhance brand recall. It is often used in TV and digital ads for emotional connection and memorability.
JavaScript Tag (JS Tag)
A type of ad tag that uses JavaScript to call, load, and track video ads. It offers more dynamic capabilities than standard tags and is widely used in programmatic video ad delivery.
Joint Marketing Video
A collaborative video ad created by two or more brands to promote complementary products or servicesis often seen in co-branding campaigns.
Just-In-Time (JIT) Video Ad Serving
The practice of serving the video ad when a viewer is ready to see it reduces buffer time and improves ad load speed and user experience.
JSON for Ads (JSON Tagging)
A lightweight data-interchange format used in ad tech to transfer information about video ad assets, targeting parameters, or real-time bidding events.
Juxtaposition in Video Ads
A creative technique where contrasting visuals or ideas are placed side-by-side in a video ad to highlight a benefit, provoke thought, or add humor.
Journalistic Video Ad
An ad format styled like a news report or documentary to build credibility, especially in B2B or advocacy campaigns. It is also called “docu-ads.”
Just Viewable Impression
A video impression that meets only the minimum standard for viewability (e.g., 50% of pixels in view for 2 seconds as per MRC standards). Used in measuring ad visibility.
Video Advertising Glossary – Letter K
Key Performance Indicator (KPI)
A measurable value indicates how effectively a video ad or campaign achieves specific marketing objectives, such as view rate, CTR, conversions, or completion rate.
Keyword Targeting
A strategy where video ads are shown to users based on specific words or phrases they’ve searched for or interacted with, commonly used on platforms like YouTube.
Kicker (Ad Kicker)
A short, impactful opening line or animation that introduces a video ad and helps capture immediate attentionoften used within the first 5 seconds.
KPI-Based Optimization
Adjusting real-time video ad campaigns based on performance against predefined KPIs such as cost per view, engagement rate, or brand lift.
Knowledge Panel Video
Video content that appears in Google’s Knowledge Panel in search results. Optimized branded videos can sometimes be featured here for added exposure.
Keep Watching Prompt
A message or visual cue in longer video ads or series-based content encourages the user to continue watching or move to the following video.
Knockout Animation
A graphic effect is when part of the video ad text or elements “cut through” the background, creating a dynamic visual commonly used in branded intros.
Known Audience Segment
A custom audience list based on first-party datawebsite visitors, CRM data, or app usersis used for precise retargeting in video ad campaigns.
Video Advertising Glossary – Letter L
Lead Generation Video Ad
A video ad specifically designed to collect user information (like email and phone number) through embedded forms or CTA buttons.
Live Video Ad
Advertising content is shown during a live video stream, often via overlays, sponsored segments, or live-read integrations.
Looping Video Ad
A short video ad that automatically replays in a loop is commonly used on platforms like Instagram and TikTok to maximize exposure and engagement.
Long-Form Video Ad
Video ads over 60 seconds are often used for storytelling, branded content, tutorials, or product explainers.
Lightbox Video Ad
An expandable video ad format that opens into a larger, full-screen experience when users interact with it (hover or click), commonly seen in Google Display Network.
Linear Video Ad
A video ad that plays in sequence with the main video contenteither before (pre-roll), during (mid-roll), or after (post-roll).
Lower Funnel Campaign
A video ad campaign targets users closer to purchasing, with goals like lead capture, sales, or signup signups.
Location-Based Video Ad
A video ad is served to users based on their geographic location, allowing hyper-local targeting for nearby stores, events, or services.
Lookalike Audience
A targeting method that identifies new users who share similar traits with your existing audience or customers, enabling scalable video ad reach.
LTV (Lifetime Value)
The total revenue a business expects from a customer over the entire relationship. Video ads are often evaluated based on how they contribute to high-LTV customers.
Language Targeting
Delivering video ads based on the viewer’s language settings or preferences to ensure message clarity and relevance.
Leaderboard Video Ad
A large, horizontal display banner (typically 728×90) that can support video playback, often placed at the top of a webpage.
Licensing Rights
To avoid copyright infringement, legal permission is required to use music, stock footage, voiceovers, or other elements in video ads.
Live Read
A form of native video ad where a host or influencer reads or presents the brand message during a live broadcast or video, adding authenticity.
Log-Level Data
Raw data collected from ad servers, including impressions, clicks, timestamps, and device info, are used for detailed video ad performance analysis.
Limited Inventory
A situation where the available video ad space is low, often due to seasonal demand or high competition, which may increase ad costs.
Linear TV Advertising
Traditional TV ad placements scheduled within cable or broadcast TV programming are now often complemented by digital video strategies.
Live Event Sponsorship
When a brand sponsors a live-streamed event and is featured via pre-roll ads, logos, or branded segments during the video broadcast.
Lead Magnet Video
A video ad or piece of content designed to attract leads by offering valuable insights or resources in exchange for contact information.
Local Ad Insertion
The process of placing localized video ads into programming or streams based on regional or ZIP code targeting.
Video Advertising Glossary – Letter M
Mid-Roll Ad
A video ad campaign that plays in the middle of the main content, often during natural breaks. Common in long-form video content to maintain engagement.
Monetization
The process of earning income from video content by displaying ads, offering subscriptions, or selling products directly within or around the video.
Multi-Channel Campaign
A video ad campaign that runs simultaneously across multiple platforms (e.g., YouTube, Facebook, TikTok, OTT), ensuring broader reach and consistency.
Motion Graphics
Animated visual elements used in video ads to enhance storytelling, explain features, or catch attentionare commonly used in explainer or tech-related ads.
Mobile Video Ads
Video ads are specifically designed or optimized for mobile devices. They are often vertical or square in format and short in duration.
Managed Service
A type of video ad buying where a third-party platform or agency handles the campaign setup, optimization, and reporting on behalf of the advertiser.
Marketing Funnel
The user journey from awareness to conversion. Video ads are tailored for different stages of the funnel: top (awareness), middle (consideration), and bottom (conversion).
Media Plan
A strategic document that outlines where, when, and how video ads will be delivered, including platforms, formats, budget allocation, and target audiences.
Measurement Partner
A third-party service (e.g., Nielsen, MOAT) verifies video ad performance metrics such as viewability, completion rate, and brand lift.
Multivariate Testing
A testing method where multiple elements (e.g., video intros, CTAs, thumbnails) are varied simultaneously to determine which combination performs best.
Metadata
Information embedded in video files or adslike title, tags, duration, language, and descriptionis used for indexing, search, and targeting.
Monetized Playback
A view of a video where ads were shown and monetized. Platforms like YouTube track how many views generate ad revenue.
Machine Learning in Video Ads
The use of algorithms to automatically optimize video ad delivery based on past performance, audience behavior, or creative engagement.
Marketplace (Ad Marketplace)
A platform where advertisers and publishers meet to buy and sell video ad inventory, often in real-time via programmatic exchanges.
Motion Ads
Ads that use movement (either live-action or animation) to capture attention quickly are common in social feeds and short-form content.
MOAT (Video Ad Analytics)
A third-party ad analytics platform that measures ad viewability, attention, and brand safety across digital video campaigns.
Message Recall
A brand lift metric that indicates how well users remember the core message or brand after watching a video ad.
Max CPV (Maximum Cost Per View)
The highest amount an advertiser is willing to pay for a single video view. Used in bidding strategies on platforms like YouTube.
Managed Placements
Specific channels, videos, or websites where advertisers manually choose to place their video ads allow for more control over context.
Mobile SDK (Software Development Kit)
A set of tools developers use to integrate video ads into mobile apps, allowing ad delivery, tracking, and monetization.
Media Buyer
A professional or agency responsible for purchasing and managing video ad placements across various platforms and networks.
Multi-Screen Advertising
A strategy that delivers video ads across various screen typessmartphones, tablets, laptops, and TVsto maximize audience coverage.
Macro-Influencer Video Ads
Ads are created in collaboration with influencers with a large audience (typically 100K+ followers) to boost reach and credibility.
Micro-Moments
Small windows of time when users instinctively turn to their devices for quick answers or decisions. Video ads can be targeted to align with these high-intent moments.
Media Cost
The amount spent on placing a video ad on a platform or website is separate from creative or production costs.
Moment Marketing Videos
Video ads created to capitalize on current events, trends, or real-time cultural momentsare designed to go viral or build timely relevance.
MRC Standards (Media Rating Council)
Guidelines that define valid ad metrics, including video viewability (e.g., 50% of pixels in view for 2 seconds), ensuring standardized measurement.
Video Advertising Glossary – Letter N
Native Video Ad
Social media feeds and news sites typically feature video ads that seamlessly blend with the surrounding platform content in style, tone, and layout.
Non-Skippable Video Ad
A video ad format that viewers must watch in full before they can access their desired content. Typically, it lasts 6–15 seconds and is designed to deliver a guaranteed message.
Nielsen Digital Ad Ratings
A measurement solution that provides audience demographics and reach for digital video ads, similar to TV ratings, helps verify campaign effectiveness.
Narrative Advertising
A storytelling-based video ad approach focused on building an emotional connection through characters, plots, and conflict/resolutioneffective for branding.
Native Programmatic Video Ads
Native-style video ads are bought and served using programmatic technology, combining the advantages of automation with a seamless user experience.
Narrowcasting
Delivering video ads to a niche, highly-targeted audience segment instead of broadcasting to a general audience is commonly used in B2B or high-intent campaigns.
Non-Linear Video Ad
A video ad format runs concurrently with video content, such as overlays or banners, without interrupting the main content.
Network Latency
Latency is the delay between a video ad request being made and being delivered to the user. High latency can affect performance and viewability.
Next-Video CTA
A call-to-action is placed at the end of a video ad, prompting users to watch a follow-up video and keeping them in a branded content loop.
Net Promoter Score (NPS) from Video Ads
A metric derived from video campaign surveys asking viewers how likely they are to recommend the brand after watching the adis used to assess brand sentiment.
Non-Premium Inventory
Ad placements on lower-tier or less brand-safe websites/apps are often cheaper but may come with lower engagement or higher risk.
Noise Ratio (in Video Quality)
Refers to the level of visual or audio distortion in a video ad. High noise levels can degrade the perceived quality and reduce engagement.
Native Ad Disclosure
A transparent label (e.g., “Sponsored” or “Ad”) indicating that a native video is a paid promotion, ensuring ethical advertising and legal compliance.
Net Reach
The number of unique viewers who have seen a video ad at least once over a specific period, discounting repeat impressions.
Narration Track
The voiceover is used in a video ad to explain, guide, or promote a message. It is especially common in explainer videos and product walkthroughs.
Non-Linear Engagement
Viewer actions, such as pausing, clicking on overlays, or interacting with embedded elements, are not directly tied to linear video playback.
Notification-Based Video Ads
Ads triggered by push notifications in mobile apps or browsers that lead the user to a video ad or video content.
Noise Suppression
This technique is used in video production and editing to minimize background audio distractions and improve ad clarity.
Native Video Distribution
The process of promoting video content across native platforms (e.g., Outbrain, Taboola) in a way that matches the user experience of the host site.
Video Advertising Glossary – Letter O
OTT (Over-the-Top) Advertising
Video ads are delivered through internet-based streaming services (like Netflix, Hulu, Disney+, Hotstar) that bypass traditional cable or broadcast TV systems.
Overlay Ad
A semi-transparent ad appears over the lower portion of a video during playback, allowing viewers to continue watching while being exposed to the message.
Open Auction
A real-time bidding process where video ad inventory is available to all advertisers, allowing bids to compete for impressions in an open marketplace.
Optimization
The process of improving video ad performance through adjustments in targeting, bidding, creatives, timing, and placements based on campaign data.
On-Demand Video Advertising
Ads are served within content users choose to watch at their convenience, such as VOD (Video On Demand) platforms.
Organic Video Reach
The total number of people who view a video without paid promotion. Shares, search traffic, and native platform distribution drive this.
On-Scroll Play
A feature where a video ad automatically starts playing (often muted) when the user scrolls it into viewused widely on social media platforms.
Outcome-Based Bidding
A smart bidding strategy where payment is based on achieving specific outcomes, such as conversions or completed views, rather than impressions alone.
On-Site Video Ads
Video ads that appear directly on a brand’s website or app are often used for retargeting, lead generation, or product tutorials.
Out-Stream Video Ads
Video ads that play outside of traditional video contentsuch as within text articles or social feeds. They autoplay when in view and pause when out of view.
Overlay CTA (Call-to-Action)
A clickable banner or button displayed over a video ad prompts users to take action, such as “Shop Now” or “Subscribe.”
OTT Platform
A service that delivers video content via the Internet, including apps like Roku, Fire TV, Apple TV, and smart TVs.
OpenRTB (Open Real-Time Bidding)
A standard protocol used in programmatic advertising to facilitate the real-time bidding of video ad impressions between buyers and sellers.
Onboarding (Audience Onboarding)
The process of bringing offline customer data (emails, CRM data) into digital platforms to target those users with video ads.
Optimization Score (Google Ads)
Google Ads provides a percentage-based score to indicate how well a video campaign is set up for optimal performance, along with recommendations.
Overlay Companion Ad
An additional ad unit (usually a static banner or image) appears alongside a video ad to support messaging and increase brand exposure.
On-Screen Branding
Visual brand elements (logo, colors, tagline) displayed throughout or at key points of a video ad to reinforce brand identity.
Overexposure
When users are shown the same video ad too frequently, this can lead to viewer fatigue, ad blindness, or negative brand sentiment.
Offline Video Ad Campaign
Video ads delivered without real-time internet connectivitye.g., preloaded content in mobile apps or smart TVs in areas with limited access.
Owned Media Video
Instead of paid or earned media, a brand creates and publishes video content on its platforms (e.g., website, YouTube channel, app).
OTT Impression
A video ad view counts on OTT platforms and is often measured separately from mobile or desktop impressions due to differences in audience behavior and ad formats.
One-Tap Video Ad
A mobile-optimized format where users can interact (e.g., play, pause, expand) with a video ad with a single tapdesigned for speed and simplicity.
OTT Attribution
Tracking and analyzing user behavior post-view on OTT ads to measure actions like site visits, app downloads, or purchases.
Video Advertising Glossary – Letter P
Pre-Roll Ad
One of the most common ad placements is a video advertisement that plays before the main video content begins. It can be skippable or non-skippable.
Post-Roll Ad
A video ad that plays after the primary content ends is often used to reinforce messages or encourage follow-up action.
Playable Video Ad
An interactive ad format, especially in mobile gaming, where users can preview and interact with an app or feature before downloading.
Pacing
Controlling the rate at which a video ad budget is spent throughout a campaign to ensure even delivery and prevent early depletion.
Performance-Based Advertising
A model where advertisers pay only when specific actions occursuch as views, clicks, leads, or conversionsfrom video ads.
Paid Video Reach
The number of unique viewers reached through paid video advertising, excluding organic or unpaid views.
Programmatic Direct
A method of programmatic buying where deals are pre-negotiated between advertisers and publishers, combining automation with guaranteed inventory.
Post-Engagement Tracking
Measuring user activity after they engage with a video ad (e.g., visited a site, signed up, or made a purchase) to assess ad effectiveness.
Premium Inventory
High-quality ad placements on trusted or brand-safe platforms and websites, usually with high engagement and viewability rates.
Personalized Video Ad
A video advertisement tailored to individual users using data points like name, location, behavior, or purchase history.
Platform-Specific Optimization
Customizing video ads to fit each platform’s technical and creative requirements (e.g., TikTok, YouTube, Instagram) for optimal performance.
Placement (Ad Placement)
The location or context where a video ad appears, such as in-stream, in-feed, sidebar, or on a specific channel or page.
Pause Ad
When the user pauses video content, a static or animated ad appears. This non-intrusive ad format is used on CTV and OTT platforms.
Post-View Conversion
A conversion that happens after a viewer sees (but does not click) a video ad shows the influence of visual exposure on decision-making.
Predictive Targeting
Leveraging AI or machine learning to anticipate which users will likely engage or convert allows smarter video ad delivery.
Parallax Video Effect
A video editing technique that creates a layered, 3D motion illusion enhances storytelling or product visualization in ads.
Playback Rate
The speed at which a video plays is typically 1x, but users can adjust it. This is important for platforms offering speed options in long-form video ads.
Platform Engagement Metrics
Platform-specific performance indicators include likes, shares, comments (on Facebook), watch time, and subscribers (on YouTube).
Promoted Video
A video that’s boosted or sponsored to appear more prominently in users’ feeds or search results on platforms like Twitter, Instagram, or YouTube.
Programmatic Guaranteed
A deal where specific video ad inventory is reserved for a buyer via automation but with fixed pricing and delivery guarantees.
Publisher
The entity (website, app, platform) that provides space for displaying video ads. Publishers monetize their content by offering ad inventory.
Post-Production
In the video creation’s editing and refinement phase, effects, music, titles, voiceovers, and branding are added to finalize the ad.
Performance Metrics
Key indicators measuring the performance of a video ad include metrics like view rate, CTR, completion rate, conversions, and ROI.
Product Demo Video
A type of video ad that showcases how a product works, its features, and benefits. Often used for mid-funnel engagement.
Playable Preview Ad
An ad format allows users to watch a short snippet or preview before engaging with the full-length video or app content.
Push Notification Video Ad
A type of video promotion delivered via push notifications that links users to a landing page or video playback environment.
Programmatic Video Platform
A tool or software (like DV360, The Trade Desk) that enables automated buying, targeting, and measurement of video ad campaigns.
Post-Campaign Analysis
Reviewing all performance metrics after a video campaign ends provides insights for improvement and future planning.
Video Advertising Glossary – Letter Q
Quality Score (Video Ads)
A measurement used by ad platforms (e.g., Google Ads) to evaluate a video ad’s relevance and performance potential. It considers expected CTR, ad relevance, and landing page experience.
Quarterly Video Performance Review
A structured analysis of a video ad campaign’s key metrics and ROI every quarter to assess progress and adjust strategies.
Quick View Ad
A short, rapid-play video ad (typically under 6 seconds) designed to deliver brand messaging instantlyused for awareness and recall.
Qualified View
A video view that meets specific platform-specific criteria (e.g., watched 30 seconds, 100% completed, or included interaction) is used to distinguish meaningful views from low-engagement ones.
Quota-Based Ad Serving
A method where publishers or platforms limit the number of video ads served based on predefined quotas, often to maintain user experience or meet contractual commitments.
Quality Assurance (QA)
Reviewing and testing video ads to ensure they meet technical specs, content standards, and brand guidelines before deployment.
Quick Response (QR) Code in Video Ads
A scannable code embedded in a video ad directs viewers to a landing page, offer, or app download. This helps bridge digital video with offline actions.
Quarters (Q1, Q2, etc.) in Campaign Planning
Refers to organizing and aligning video ad campaigns according to fiscal or calendar quarters (Q1 to Q4), often for seasonal or budget planning.
Quote-Based Video Ad
A creative format that features customer testimonials or impactful quotations to support brand credibility or product value.
Queued Ad Delivery
Loading video ad placements in a predefined sequence is often seen in ad pods or pre-scheduled CTV programming.
Quality Impressions
Video ad impressions that meet viewability, brand safety, and audience targeting requirementsensuring higher campaign effectiveness.
Quick Edit Ad Tools
Software or platforms that allow marketers to rapidly create, resize, or localize video ads for multiple platforms and markets.
Quota Cap
A predefined limit on the number of impressions, views, or conversions for a video ad campaign is often used to control budget or avoid overexposure.
Query-Based Targeting (Search Query Targeting)
Showing video ads based on user search intent or keywords entered, typically used in platforms like YouTube to capture high-intent traffic.
Quiz-Based Video Ad
An interactive ad format that includes questions viewers can answer, increasing engagement and collecting feedback or lead data.
Video Advertising Glossary – Letter R
Reach
Reach is the total number of unique users who have seen a video ad. It helps measure the campaign’s audience breadth.
ROI (Return on Investment)
A performance metric evaluating the revenue or results generated from a video ad campaign relative to the cost of running it.
ROAS (Return on Ad Spend)
A calculation of revenue earned per dollar spent on video advertising. It helps advertisers assess financial effectiveness.
Real-Time Bidding (RTB)
The automated auction process, in which video ad impressions are bought and sold in real-time, allows precise targeting and bidding control.
Responsive Video Ads
Video creatives automatically adjust their size, aspect ratio, or layout to fit different screen sizes and placements.
Rewarded Video Ads
A popular ad format in mobile apps and games where users voluntarily watch a video ad in exchange for in-app rewards, currency, or content access.
Rich Media Video Ad
Interactive and dynamic video ad formats may include overlays, expandables, clickable elements, or embedded forms to boost engagement.
Run of Network (RON)
A video ad buying strategy where ads are distributed across all sites within a network, without specific placement targetingoften at a lower cost.
Run of Site (ROS)
Similar to RON, but limited to a single publisher’s site. Ads can appear anywhere within that site’s inventory.
Real-Time Reporting
Access to live metrics and data dashboards showing how a video ad campaign performs minute-by-minute or hour-by-hour.
Relevance Score
A platform-generated score that reflects how well a video ad resonates with its audience, affecting cost and visibility (e.g., Meta Ads).
Responsive Design for Video Ads
Ensuring that video ads display properly and perform consistently across all devices and screen orientations.
Rate Card
A document listing the standard prices for video ad placements on a platform or publisher site, often used in direct buys or media planning.
Retargeting Pixel
A small code snippet embedded on a webpage or app that tracks users and enables retargeting video ads across different platforms.
Reach and Frequency Campaign
A video ad campaign is structured to control the number of people who see the ad (reach) and how often (frequency), ensuring optimal exposure.
Roadblock Video Ad
A campaign where all ad placements on a particular page or app are taken over by a single brand at once, maximizing visibility.
Responsive Landing Page
A web page designed to adapt to various screen sizes and devices, ensuring a seamless post-click experience for video ad viewers.
Retargeting Sequence
A planned sequence of video ads delivered to users in stages based on their behavior (e.g., view but no click, click but no conversion).
Review & Approval Workflow
The collaborative process in agencies or brands for reviewing and approving video ad creatives before going live.
Rating System (Content Rating)
Guidelines or classifications (e.g., PG, G, 18+) affect where and to whom a video ad can be shown, especially in OTT and CTV environments.
Responsive Storytelling
The ability to adapt video ad narratives based on user data, behavior, or interactioncommonly used in dynamic or personalized ad delivery.
Return Visit Rate
The percentage of users returning to the advertiser’s platform or site after watching a video ad indicates campaign stickiness.
Retargeting List
A compiled list of users who meet specific criteria (e.g., watched a video, visited a landing page) for follow-up video ad targeting.
Raw Footage
Unedited video files used during ad production. Useful for creating multiple edits or variations of a video ad.
Responsive Video Player
A video player that automatically adjusts to screen size and orientation, ensuring consistent playback across desktop, mobile, and tablet.
Repurposed Video Content
Existing video material that is re-edited or restructured for new ad formats, platforms, or audience segments.
Video Advertising Glossary – Letter S
Skippable Video Ad
A video ad format that allows the audience to skip the ad campaign after a few seconds (typically 5 seconds). It is commonly used on platforms like YouTube (TrueView ads).
Sponsored Video
A brand or advertiser financially supports a video post or ad. It is often created by influencers or publishers with brand integration.
Storytelling in Video Ads
A creative approach in which video ads use narrative techniquescharacters, plot, emotionto connect with the audience and build brand affinity.
Streaming Video Advertising
Ads are delivered through live or on-demand video streaming platforms (e.g., YouTube Live, Twitch, and Hulu), either in-stream or overlay formats.
Segmented Audience
Dividing the video ad audience into smaller groups based on demographics, behaviors, or interests to improve targeting precision.
Short-Form Video Ad
A video ad, typically under 15 seconds, is optimized for fast consumption on social platforms or mobile devices.
Sponsored Stories
Ads that appear as native content in social feeds, mimicking organic posts while promoting brand messages or products.
Second Screen Engagement
When users interact with video ads or content on one device (like mobile) while watching related content on another (like TV or tablet).
Sponsorship Video Ads
Brand-supported content where the advertiser is integrated into the video as a presenter, segment sponsor, or naming rights partner.
Split Testing (A/B Testing)
Comparing two versions of a video ad to determine which performs better based on KPIs like CTR, view rate, or conversions.
Skip Rate
The percentage of viewers who skip a video ad when given the option. A high skip rate may indicate poor content engagement.
Sequential Retargeting
Showing a series of video ads in a specific sequence to guide users through the customer journey (awareness → consideration → conversion).
SOV (Share of Voice)
Compared to competitors, the percentage of total video ad impressions a brand commands in a specific category or platform.
Streaming Platform
Any service delivering video content via the Internet (e.g., Netflix, Hulu, YouTube, Amazon Prime) that may include or support video ads.
Sound-Off Video Ad
A video ad is designed to be effective even when viewed without sound. Often uses captions, bold visuals, and clear branding.
Sound-On Rate
The percentage of video ad views with audio enabled helps evaluate how engaging or disruptive an ad is across different platforms.
Sponsored Segment
A portion of a video (often in news, sports, or entertainment) that is labeled as being sponsored by a brand, usually including brand mentions or overlays.
Spot (TV or Video Spot)
A video ad of a defined duration (e.g., 15, 30, 60 seconds) scheduled in digital or broadcast media rotations.
Scripting (Video Ad Script)
The written dialogue, narrative, or visual direction for a video ad, outlining structure, timing, CTAs, and emotional triggers.
Session Duration
The time a user spends on a platform or watching video content. High session durations can correlate with video ad engagement.
SaaS Video Ad
A video ad promoting Software-as-a-Service (SaaS) platforms, typically emphasizing features, demos, or use-case benefits.
Self-Serve Ad Platform
A video advertising system allows advertisers to set up, manage, and optimize campaigns without needing a managed service (e.g., YouTube Ads, Hulu Ads Manager).
Snackable Content
Short, digestible video clips, usually under 30 seconds, are designed for quick consumption and are effective for mobile and social campaigns.
Silent Autoplay
When a video ad starts playing automatically with no sound until the user interacts, platforms like Facebook and Instagram use this feature.
Survey-Based Brand Lift
A post-ad survey asks users about their perception of the brand after seeing the video ad, which is used to assess brand awareness or favorability.
Shoppable Video Ad
A video ad format with product links or integrated purchase options lets users buy directly from the ad interface.
Skippability Threshold
The minimum time a viewer must watch before being allowed to skip the video ad. Affects user experience and ad pricing.
Scripted Series for Ads
A branded content strategy involves producing a series of short episodes or stories around a theme, product, or audience interest.
Saturation (Ad Saturation)
The extent to which an audience is repeatedly exposed to the same video ad. High saturation can lead to ad fatigue or banner blindness.
Social Listening for Video Ads
Monitoring social media platforms for audience feedback, comments, and trends that can influence video ad targeting and creative direction.
Streaming Ad Insertion
A technology that dynamically inserts video ads into live or on-demand streams on OTT or CTV platforms based on real-time user data.
Video Advertising Glossary – Letter T
Targeting
Selecting specific audiences to show video ads is based on demographics, interests, behaviors, location, or device.
Tag (Ad Tag)
A snippet of code calls an ad from a server and displays it in a video player, enabling tracking, targeting, and delivery.
Time Spent Viewing
A metric that tracks the average time viewers spend watching a video ad, indicating content engagement.
Tracking Pixel
A small, invisible code embedded in web pages or video players that collects data about user behavior, such as views, clicks, or conversions.
Third-Party Verification
The use of independent platforms (e.g., MOAT, DoubleVerify) to verify video ad metrics such as viewability, brand safety, and fraud prevention.
Teaser Video Ad
A short video that builds anticipation for an upcoming product, event, or full-length content. Often used in awareness campaigns.
Transactional Video Ad
A video ad that encourages immediate transactionssuch as purchases, signups, or downloadsis often paired with shoppable elements.
Tag Manager (e.g., Google Tag Manager)
A tool used to manage tracking codes and pixels for video ad performance, conversion, and remarketing without directly modifying website code.
Tracking URL
In video ads, a link monitors clicks and user behavior. This link is often appended with UTM parameters for analytics.
TV Everywhere (TVE)
A service that allows users to access live and on-demand content via apps and websites using their pay-TV credentialscommonly monetized with video ads.
Target CPA (Cost Per Acquisition)
A bidding strategy where video campaigns are optimized to achieve conversions at a predefined cost per acquisition.
Target ROAS (Return on Ad Spend)
In video advertising, a smart bidding strategy maximizes return on investment by targeting a specific ROAS percentage.
Top-of-Funnel (TOFU) Video Content
Awareness-stage video content aimed at reaching new audiences, educating, and generating initial interest.
Third-Party Ad Server
An external platform used to host, deliver, and track video ad creatives, separate from the publisher’s native platform.
Text Overlay
On-screen text is used in video ads to communicate key messages, and it is especially effective in sound-off environments like mobile social feeds.
Testimonial Video Ad
A format that features real customers or influencers providing positive feedback about a product or servicebuilds credibility and trust.
Time Targeting
Serving video ads during specific times or days of the week to reach users when they’re most likely to engage.
Twitch Video Ads
Video ad formats (pre-roll, mid-roll, display) run on Twitch, a popular live streaming platform often targeted toward gaming and Gen Z audiences.
Top View Ad (TikTok)
A premium ad placement on TikTok that auto-plays upon app launch and occupies the top spot of the “For You” feed.
TV Sync Advertising
A video ad strategy that syncs digital video ads with TV broadcasts in real time to reinforce messaging across channels.
Transparency Report
This report shows how video ads performed, where they were placed, and whether they met brand safety, viewability, and fraud-free criteria.
TrueView Discovery Ads
In a YouTube format, video ads appear in search results, watch pages, or the homepage, encouraging users to click and watch.
Tag-Based Retargeting
Using tag data collected from websites or landing pages to create retargeting lists for video ad campaigns.
Third-Party Data
User data collected and sold by external sources is used for targeting in video ad campaigns. It is often layered with first-party data for refined segmentation.
Tracking SDK
A software development kit used in mobile apps to enable video ad tracking, event measurement, and data collection.
Test Ad (Creative Testing)
A preliminary version of a video ad is shown to a sample audience to evaluate performance metrics like engagement, recall, or conversion potential.
TV Rating (in Digital Video)
Adapted from traditional TV, a metric represents the percentage of a target audience reached by a video ad, especially on OTT or connected TV.
TrueView for Action
A YouTube ad format designed to drive user actions like signup signups or purchases, often featuring strong CTAs and conversion-focused overlays.
Video Advertising Glossary – Letter U
User-Generated Content (UGC)
Video content created by real users or customers is often repurposed or sponsored by brands in advertising to increase authenticity and social proof.
Unique Viewers
Instead of total views, the number of distinct individuals who have watched a video ad may include repeat viewings by the same person.
UTM Parameters
Tags are added to video ad URLs to track traffic sources, campaign effectiveness, and user behavior in analytics platforms like Google Analytics.
Unskippable Video Ad
A video ad format that must be watched in its entirety before users can access their desired contenttypically 6–15 seconds in length.
User Intent Targeting
A method of showing video ads to users based on their search behavior or recent actions, indicating purchase or conversion readiness.
Universal Ad ID
Each video ad creative is assigned a unique identifier to enable consistent tracking, verification, and reporting across platforms.
Unmute Rate
The percentage of viewers who turn on the sound while watching a muted autoplay video ad. It helps evaluate the ad’s visual hook effectiveness.
Upsell Video Ad
A video ad that promotes a higher-tier product, add-on, or upgrade to customers who have already purchased or shown interest in a basic version.
User Journey Mapping
Visualizing and analyzing the path users take from seeing a video ad to completing a desired action, such as signing up or purchasing.
User-Level Targeting
Delivering personalized video ads based on individual user data, such as browsing history, interests, or behavior across platforms.
User Acquisition (UA)
A goal or campaign type focused on attracting new users or customers through video advertising, particularly in mobile app marketing.
Usage-Based Targeting
Video ads are served to users based on how frequently or intensely they use a product, service, or app.
Upload Defaults (YouTube)
Preset settings for YouTube video uploads that include tags, privacy options, monetization, and ad formatsstreamlining video ad content publishing.
User Session Replay
A visual playback of how a user interacted with a video ad or landing page is used to optimize UX and identify conversion barriers.
URL Tracking
Unique URLs in video ads monitor traffic sources and measure campaign impact on web visits or conversions.
Upscaling (Video Quality)
Increasing the resolution of a video ad (e.g., from 720p to 1080p) using software or AI to improve visual quality across larger screens.
User Flow
The sequence of steps a viewer takes after watching a video ad, from clicking to navigating the landing page to converting.
User Attribution Model
A framework that assigns credit to different touchpoints in a user’s journey leading to conversion after viewing a video ad.
Video Advertising Glossary – Letter V
Viewability
A metric that measures whether a video ad has the opportunity to be seen. According to MRC standards, a video ad is viewable if 50% of its pixels are in view for at least two seconds.
View-Through Rate (VTR)
The percentage of impressions where the video ad was viewed to a specific point (e.g., 25%, 50%, 100%) is often used to assess engagement depth.
Video On Demand (VOD)
Pre-recorded video content that users can watch at their convenience. Video ads served within VOD platforms are called on-demand video ads.
Video Ad Serving Template (VAST)
The IAB developed an industry-standard XML protocol for serving video ads. This protocol enables communication between video players and ad servers.
Video Player-Ad Interface Definition (VPAID)
A protocol that allows interaction between the ad and the video player, enabling rich media, interactive features, and advanced tracking.
Video Ad Tag
A piece of code that tells a video player where to retrieve the ad and how to display it is typically VAST or VPAID compliant.
Video Demand-Side Platform (Video DSP)
A programmatic platform that allows advertisers to bid on and purchase video ad inventory across multiple publishers and exchanges.
Video Ad Inventory
The available space or slots on a website, app, or platform where video ads can be shown.
Vertical Video Ad
A video ad explicitly designed for vertical viewing on mobile devices (typically 9:16 aspect ratio). Essential for platforms like Instagram Stories and TikTok.
Video Impression
A single instance of a video ad being served to a user, regardless of whether it was clicked or viewed in full.
Video Header Bidding
A programmatic auction process where multiple ad exchanges can bid on video inventory in real-time before the ad server decides.
Video Ad Pod
A series of video ads shown back-to-back during a commercial break, commonly used in long-form content or CTV environments.
Video Retargeting
Showing video ads to users who have previously interacted with a brand’s website, app, or video content.
Video Interstitial
A full-screen video ad that appears between content pages or during transition points in apps or games.
Video Syndication
Distributing branded video content across multiple platforms and publishers to maximize reach and exposure.
Video Ad Recall
A brand lift metric measures how many users remember seeing a particular video ad within a set period.
Video Ad Break
A designated interruption point within video content where one or more ads are shown can be pre-, mid-, or post-roll.
Video Ad Fatigue
A decline in user responsiveness is caused by overexposure to the same video ad creative or message.
Video Bumper Ad
A short, non-skippable video ad format (typically 6 seconds) used to boost brand awareness with concise messaging.
Video Content Marketing
The strategic use of videos (including ads) to promote products, educate audiences, or build brand affinity.
Video Overlay
A graphic or text element that appears over a playing video adcan include branding, CTA buttons, or product highlights.
Video Watermarking
Embedding a visible or invisible logo or marker in a video ad to assert ownership or ensure brand attribution.
Video View Cap
A frequency control setting limits the number of times a video ad is shown to the same user over a defined period.
Video Lift
An increase in brand metrics (awareness, intent, favorability) attributable to exposure to a video ad, typically measured via brand lift studies.
Video Ad Exchange
A digital marketplace where video ad inventory is bought and sold in real-time through automated bidding.
Video Ad Engagement
User actions that go beyond passive viewing, such as clicking on CTAs, filling forms, sharing, liking, or interacting with overlays.
Video Watch Time
Viewers’ time watching a video ad is crucial for understanding content relevance and platform algorithms.
VAST Error
A code or message indicates that a video ad failed to load or play properly due to ad tag, player, or file compatibility issues.
Video Advertising Glossary – Letter W
Watch Time
The total duration viewers spend watching a video or a series of video adsa key metric for engagement and ranking in algorithms (especially on YouTube).
Web Video Player
A browser-based interface (like JW Player, Video.js, or native HTML5 players) is used to stream and display video ads on websites.
Widevine DRM
Google developed a digital rights management technology to protect video ad content from piracy and unauthorized distribution.
Waterfall Model (Ad Serving)
A method of serving video ads where impressions are offered to demand partners one at a time in a prioritized sequenceoften less efficient than header bidding.
White Label Video Ad Platform
A customizable, re-brandable ad tech solution that agencies or publishers can use to deliver video ads under their branding.
Web-Based Video Ad
A video advertisement served within the context of a website (versus an app or OTT environment), often integrated with display ad units.
Win Rate
The percentage of video ad bids that result in impressions served. Used to evaluate bidding competitiveness in programmatic campaigns.
Walled Garden
A closed ecosystem where the platform (e.g., Google, Facebook) controls user data and inventory access. Limits third-party ad tracking and reporting.
Wrapper Tag
A type of VAST tag that redirects to another VAST response. Common in ad serving chains but may increase latency and risk of failure.
Web Traffic Attribution
Identifying how users arrived at a websitespecifically from video adsand what actions they took post-click or post-view.
Web Series Sponsorship
A brand-funded partnership where a company sponsors a multi-episode video series, integrating their messaging across the episodes.
Wide Format Video Ad
A horizontal/landscape video format (commonly 16:9) designed for desktops, laptops, and connected TVs.
Word-of-Mouth Video Ad
A video designed to be so engaging or authentic that viewers voluntarily share itcreating organic, word-of-mouth exposure.
Watch Party Advertising
A format where video ads are placed during group streaming events or watch partiesgaining from communal viewing environments.
Webinar Ad (Webinar Video Ad)
Video ads promoting online seminars often target B2B audiences for lead generation or educational engagement.
Workflow Automation (Ad Ops)
Automated tools streamline video ads’ creation, approval, and delivery, improving efficiency and reducing errors.
Win Notification
In programmatic bidding, the confirmation that a video ad bid has won and the ad will be served is typically used for reporting and billing.
Web-Friendly Video Format
Video files optimized for online streaming (e.g., MP4 with H.264 codec), ensuring fast loading, broad compatibility, and small file sizes.
Weekly Frequency Cap
To control overexposure, a limit on how often a user can be shown the same video ad within seven days is set.
Watch Behavior Targeting
Targeting users based on their past video-watching habitssuch as video categories, durations, or frequency of views.
Webview Video Ad
A video ad displayed within a web view environment in a mobile app (essentially a browser inside an app)is used in hybrid apps or third-party content displays.
Welcome Video Ad
A video ad is shown to users immediately upon landing on a website or app for the first time and is used to onboard, educate, or convert them.
Wearable Video Ads
Emerging ad formats tailored for wearable devices with screens (e.g., smart glasses or smart watches) involving micro-videos or glanceable visuals.
Video Advertising Glossary – Letter X
XML (Extensible Markup Language)
HTML is a flexible text format that structures and transports data between systems. It is most commonly used in video advertising to define ad metadata and track events in VAST (Video Ad Serving Template).
Xandr (formerly AppNexus)
Microsoft’s digital advertising platform buys and sells video ad inventory programmatically. It supports advanced targeting and real-time bidding (RTB) for video.
X-Factor Content
A term used to describe video ad creative with an unexpected, emotional, or highly engaging element that increases shareability or virality.
X-Device Targeting (Cross-Device Targeting)
A targeting strategy that enables advertisers to reach the same user across multiple devicesmobile, desktop, tablet, or CTVensuring consistent messaging and tracking.
XAPI (Experience API)
Also known as Tin Can API, it allows tracking learning activities, including video engagement, in eLearning and interactive advertising environmentsfunctional in corporate or educational video campaigns.
XR (Extended Reality) Advertising
An umbrella term that includes AR (Augmented Reality), VR (Virtual Reality), and MR (Mixed Reality)is used to create immersive video ad experiences.
X-Duration Limit
A technical term often used in programmatic environments to indicate the maximum duration accepted for video ad creatives, ensuring compatibility with platform or publisher requirements.
X-Platform Video Campaign
A video campaign that runs across multiple platforms (YouTube, Instagram, TikTok, OTT, etc.) with a unified strategy and creative adaptation.
Video Advertising Glossary – Letter Y
YouTube Ads
Video advertisements are served on the YouTube platform via Google Ads. Formats include skippable in-stream, non-skippable, bumper, and in-feed video ads.
YouTube TrueView
A performance-based ad format where advertisers only pay when users watch 30 seconds (or the whole ad if shorter) or engage with the ad. Includes in-stream and discovery variants.
YouTube Shorts Ads
Vertical, short-form video ads that run within YouTube Shortsa format designed for mobile users and snackable content.
YouTube Masthead Ad
A premium ad format that displays at the top of the YouTube homepage on desktop, mobile, and TV. It is ideal for brand awareness at scale.
YouTube Channel Ad
Video ad campaigns aimed at increasing traffic to or subscribers of a brand’s YouTube channel, often featuring trailers or highlight reels.
YouTube Overlay Ad
A semi-transparent overlay, including text and a link, appears at the bottom of a video on desktop view. Though less common now, this feature is still part of legacy formats.
YouTube Brand Lift Study
A tool provided by Google to measure the impact of video ads on brand awareness, ad recall, favorability, and purchase intentthrough post-view surveys.
YouTube Video Discovery Ad (Formerly In-Display)
Ads that appear alongside YouTube search results, on the homepage, or alongside related videos encourage users to click and watch.
YouTube Non-Skippable In-Stream Ad
Video ads that must be watched before the viewer can proceed to their selected content are typically 15–20 seconds long.
YouTube Bumper Ad
A short, 6-second, non-skippable video ad designed to deliver quick, memorable messages for brand awareness.
YouTube Companion Banner
A clickable image or banner that appears next to a desktop YouTube video ad. It reinforces the ad message and drives additional traffic.
YouTube Watch Page
The dedicated page where a YouTube video plays, including the video player, description, comments, and related videos. Ads may target this area.
YouTube Video Campaign
A campaign in Google Ads designed explicitly for video ad placements on YouTube and Google Video Partners, optimized for views, engagement, or conversions.
YouTube Shorts Feed Targeting
Video ads should be placed within the YouTube Shorts vertical feed to reach users who are watching short-form videos.
YouTube Premium (Ad-Free Viewing)
A subscription service where users watch YouTube content without ads. Ads cannot be shown to Premium viewers, reducing available impressions.
YouTube Video SEO
The practice of optimizing video titles, descriptions, tags, and thumbnails on YouTube to enhance organic visibility and support paid campaigns.
YouTube Creator Partnership
Collaboration between advertisers and YouTube creators (influencers) to produce branded content that includes or supports video advertising goals.
YouTube Cards
Interactive elements in YouTube videos prompt users to visit a website, view another video, or answer a poll.
YouTube End Screen
A customizable screen at the end of YouTube videos promotes other videos, channels, or CTAsit is often used alongside video ad campaigns.
Video Advertising Glossary – Letter Z
Zero-Party Data in Video Ads
Information that users voluntarily and proactively share with a brandsuch as preferences, interests, or feedback via video polls or interactive contentis used for personalized video ad targeting.
Zoom Effect (Video Editing)
A video editing technique in which the camera view is digitally zoomed in or out to emphasize a product, scene, or emotion is often used in dynamic video ad storytelling or transitions.
Zone Targeting
A location-based targeting method in video advertising where ads are delivered to specific geographic zones or regions, such as zip codes, districts, or urban centers.
Z-Index (Web-Based Video Ads)
A CSS (Cascading Style Sheets) property manages the stacking order of elements in web design. In video ads, it ensures overlays (like CTAs) are displayed correctly above other page elements.
Zapping (Ad Skipping Behavior)
Skipping, closing, or avoiding video ads is common, especially in OTT or CTV environments. Understanding zapping behavior helps optimize video ad placement and format selection.
Zero Latency Streaming Ads
Video ads are delivered with minimal to no delay during live streaming, ensuring smoother playback and a better user experiencecritical for sports and live event sponsorships.
Zoom-In Retargeting
A technique that refines retargeting lists based on more specific video engagement metrics, such as viewers who paused at a particular product scene or rewatched a segment.
Zettabyte (ZB)
A digital storage unit. Though rarely referenced directly in ad campaigns, it reflects the massive scale of data (including video ads) processed and stored across ad tech platforms globally.
Zero-Based Budgeting (ZBB) for Video Ads
A planning method where video ad budgets start from zero and are justified for each campaign or platform based on performance metricsensuring cost-efficiency and ROI focus.
Z-Pattern Viewing Behavior
A visual scanning pattern where users’ eyes follow a Z-shaped path on-screen. Useful in designing effective video ad layouts and UI with strategically placed logos, CTAs, or captions.
Conclusion
Video advertising is not just about creating contentit’s about delivering the right message to the right audience at the right time across the right platform. Understanding the terms in this glossary will empower you to navigate video campaigns more strategically, collaborate more effectively across teams, and make data-driven decisions that deliver real results.
Whether you’re working with YouTube, TikTok, OTT, CTV, or in-app video ads, the terms outlined here provide the foundation for building impactful video strategies in today’s attention economy.
