FAQ / Glossary
What is a TARP?
A TARP is an acronym for ‘target audience rating point”. A TARP is the percentage of a specific target audience viewing a program at the time.
For example – an advertiser has a specific target audience women 25-39 and wants to know how a program performs for this target. If 21% of women 25-39 in Sydney watch Desperate Housewives we could also say that the TARP for the show in this market is 21.
What is Cost Per TARP?
Cost per TARP is simply the dollar cost of advertising within a program divided by the number of TARPs it will/does achieve.
For example – if Who Wants to be a Millionaire costs $4,000 for a 30 sec spot and achieves 8 TARPs against the specified target audience, then the Cost Per TARP (CPT) is: $500
What is Audience Reach?
Audience reach is a synonym for cumulative audience and refers to the number or proportion of different people (or households) reached at least once by a specified number of advertisements
What is Exclusive Reach?
The percentage of the target audience that is reached a specific number of times – an alternative definition to exclusive may be the % of viewers within a target audience who are reached by one specific programme or station and not a competitors.
What is Post Analysis?
Refers to the analysis (qualitative or quantitative) undertaken after the appearance of specified advertisements – assessment of an ad campaigns delivery
What is Linear TV?
Basically, Linear TV is any television not view via the Internet It is the normal television we are used to watching commonly known as Broadcast TV. Linear TV is received via an aerial, satellite or cable. Linear television is viewed live, or If you wish it can be “time-shifted” and is known as Playback TV and you watch it when you want.
What is Live TV?
This is normal television which comes to your set in the normal way, via an aerial, satellite of cable, and you watch it when it is broadcast live to your set.
What is Playback Television?
Playback TV is also called Time Shifted TV viewing. This is when you record the program via your VCR, PVR or other recording device, and then you watch it later.
What is BVOD (Broadcast Video on Demand)?
BVOD is an acronym for Broadcast Video On Demand. Previously it was called Catch-up TV and it is the same product. BVOD is when you watch television online. It can be watched on a set-top box, computer, or mobile device.
What is SVOD (Subscription Video on Demand)?
SVOD is an acronym for Subscription Video On Demand. SVOD is a service where you have paid a subscription fee to watch content (Netflix, Stan etc). At present most SVOD suppliers don’t run advertising activity on the platforms or in program.
What is Live Streaming?
Live Streaming is when you watch television via the internet at the same time it is going to Air. So, when the programme is live on television, you watch it via the internet.
What is Connected TV?
Connected TV is also known as a Smart TV. It is a TV set that is connected to the internet, so that you can watch normal television, and you can play games, access social media and other services like BVOD/SVOD.
How many weeks of the year do Radio and TV surveys run?
There are 8 radio surveys conducted each year by AC Nielsen within the metro markets.
Radio Surveys are done as a rolling average to try and gain the most accurate figures. Audience ‘interviewing’ is normally conducted from the third week of January to the last week of November
Television audiences are measured daily by set top boxes for 42 weeks of the year. The surveys are normally conducted between the 1st week of February and the last week of November – known as the ratings period.
How many Print surveys are there a year?
Print Surveys are conducted quarterly
What is the current penetration of Pay Television?
Roy Morgan (July 2019) shows 13.355 million Australians now have access to either Netflix or Foxtel via a household subscription
11.5 million Australians now have a household subscription to Netflix.
5 million have a household subscription to Foxtel.
And 3 million have access to both Netflix and Foxtel.
Can Pay Television be bought on a state basis only?
Currently no, however when this medium penetrates more homes it will more than likely happen (simply because the media is currently missing out on a lot of ad revenue by not being able to split markets)
Online Media Definitions
In the world of online media, many terms can be confusing and we hope this list of online terms and definitions helps you. Other terms will be added soon
What is an Impression?
One appearance of an advertisement on a webpage is classed as one impression. Impressions are used to calculate the potential number of views an ad may receive.
What is a Cookie?
In Digital a cookie is a message that is sent from a website (or web server) to a web browser (e.g. Internet Explorer). The cookie is stored in the web browser and used by the web server each time the browser requests an internet page from that server. They are often used by advertisers to create a cookie pool of people that have visited a particular site or group of sites.
Is an individual visitor to a particular website.
The term given to the page that a person is directed to in response to clicking on an advertisement.
What is Bounce rate?
Is the measurement, usually in percentage terms of the number of visitors to your site who view only the single page that they entered your site on. They do not navigate to other pages within your site. A high bounce rat typically indicates the content on the landing page is not relevant to the visitor or has little incentive to explore other areas of your site.
What is Re-targeting?
What does the acronym ROS stand for in digital advertising?
Run of site is the term given to an advertising buy where the ad (banner etc.) can appear on any page within the bought website or network of websites.
What is SEM?
Search engine marketing is the process of purchasing paid listings within search engine results in an attempt to increase traffic to a particular website. Google Ads is the most frequently used example.
What is SEO?
Search engine optimisation is the process of improving the visibility of a website through the way in which it is built with the objective being to drive a greater volume of higher quality non-paid traffic to the site.
What is a Backlink?
In search engine optimisation a backlink is a hyperlink that links from another web page back to your own website. These are important in establishing the perceived importance of your website to search engines, such as Google.
What are Click Tags?
Click Tags are used in HTML 5 of banner ads to help advertisers measure the performance of their ad placements. A click tag is usually a redirect link that is used to count when a user clicks a link. It passes this data into an ad-server or he likes to measure click performance and help attribute potential conversions that resulted on a website to this ‘click’ event.
What is a Pixel Tag?
Small image often only 1 pixel in size, that is used to monitor the behaviour of visitors to a website or pages within a website.
What does CPC stand for in Digital Advertising?
In Digital CPC predominantly stands for Cost per click. This is the amount an advertiser has paid per click for an advertising placement
What does CPM stand for?
Cost per thousand (usually refers to impressions), amount paid per 1,000 impressions of served
What does CTR stand for in Digital Marketing?
CTR is an acronym for: Click through rate. CTR is the percentage ratio of how many clicks your campaign is delivering. It calculated by dividing the number of impression served by the number of clicks achieved.