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- (Audio Video Interleave)- A multimedia container file format developed by Microsoft to allow synchronous audio-with-video playback.


- Flash video file format; used to deliver video over the Internet.


- A video publishing file format developed by Apple for use with their QuickTime video players.


- (Windows Media Video)- An audio and video file encoded for use with Windows Media Player.


- Mode of High Definition television consisting of 1080 horizontal lines of non-progressive resolution and a wide-screen aspect ratio of 16:9. 1080i is currently the highest standard resolution for High Definition television available to the consumer market making 1080i the ideal signal for advertising.


- Mode of High Definition television consisting of 720 horizontal lines of progressive resolution and an aspect ratio of 16:9. At 60fps, progressive-scan outputs allow images to be displayed at the highest quality while transmitting motion without slowdown or flickering.

AAd Overlays

- A small, semi-transparent overlay across the screen (usually on the bottom, but can be anywhere) of an online video, similar to what you’ll often see during TV shows. These ads usually show up 15 seconds into the videos they’re on and last for 10 seconds.


- Messages distributed by a company to inform and to persuade. Advertisements usually come in the form of commercials via Flash presentations, podcasts, and web video, as well as post-production and pre-production advertisements.

Analog Camera

- A camera that takes non-digital video. The term “analog” in video refers to a recording method that stores red, green and blue waves in a fixed number of rows; analog video is generally less crisp in detail than digital video. With modification, an analog camera can shoot digital video.


- Rapid display of 2-D images or model positions to display the illusion of movement by way of the eye’s persistence of vision.


- Camera footage that focuses on the main subject of the video. In productions with more than one camera, it refers to footage taken by the primary camera. In news, it refers to video that will become the main focus of the clip, such as that of a person being interviewed.

Asynchronous Video Delivery

- Non-live video transmission. The delivery of a video file that has been previously recorded and stored.


- The function of a video player that starts playing a video automatically without the user needing to click any buttons.

Average view time

- refers to the average amount of time the video ad was played by users.


- The amount of information that can be sent through a connection. Usually measured in bits-per-second. A fast modem can move about 57,000 bits in one second. Full-motion full-screen video would require roughly 10,000,000 bits-per-second, depending on compression.


- The smallest unit of storage used in computing; a digit in the binary numeral system it can be 1 or 0.

Bit Rate

- The average number of bits that one second of video or audio data will consume.


- A website where entries are commonly displayed in reverse chronological order that provide commentary or news on a particular subject. Typepad.com, Blogger.com, LiveJournal.com, and WordPress.com are blogging websites that are free and easy to use.

Blue Screen (see also Green Screen)

- A blue screen is part of the keying process during which a person is placed in front of a screen and images that are assigned to a particular color scheme will be displayed behind them.

Boom Microphone

- A microphone designed to go on the end of a boom pole (see Boom pole); often used when a videographer does not want a microphone in the shot, but still needs to amplify certain sounds, such as voices.

Boom Pole

- A long pole, usually metal, designed to hold a microphone above or to the side of a scene to capture sound but remain out of the visual field.

Brand Awareness

- Research studies can associate ad effectiveness to measure the impact of online advertising on key branding metrics.

Brand engagement

- The process by which a consumer develops an attachment to, or relationship with, a brand either through advertising or other means, such as years of reliable service. The attachment could be emotional, rational or both.

Broadband video commercial

- The IAB’s 2006 definition of a video ad as a commercial that may appear before, during, and or after a variety of content including streaming video, animation, gaming, and music video content in a player environment. These commercials are generally :15 and :30 video ads that run before , between, and after a video clip is shown. The 2008 IAB Digital Video Committee is renaming Broadband Video Commercials as “In-Stream Video” ads that are either “Linear” or “Non-linear” core video products.


- Extra video taken to “color” a story, set an overall scene or add visual detail. In productions with more than one news camera, B-roll is taken by the secondary camera. In news, B-roll is edited in with A-roll to prevent visual boredom.

Buffering Video

- A buffer is a temporary holding pen in a computer’s memory for data for inputs (e.g., to software) or outputs (e.g., to a printer) until the process can deal with it. Video buffering occurs when a streaming video player saves portions of a streaming video file to local storage for playback.


- An embedded graphic icon or logo used to brand a video program or player. Clicking on it will take the user to a website

Bumper Ad

- Refers to a linear video ad with clickable call-to-action; format is usually shorter than full linear ads (i.e. 3-10 seconds) and call-to-action usually can load another video or can bring up a new site while pausing the content.


- A collection of eight bits.


- Text that appears over a video that labels a scene, identifies a location or person, or narrates dialogue onscreen. Captions can be either open or closed. Open captioning is displayed anytime the video is played; closed captioning is not seen unless it is called up by the receiving equipment (ex. Subtitles that can be turned on for different languages).


- see Content Deliverey Networks

Clickable Video

- Online video that is completely interactive. Viewers can move there cursor over the various objects/people/places etc. in the video and click them to obtain more information or interact in some other way such as making purchase transactions straight from the video itself.


- The action of following a hyperlink within an advertisement or editorial Web site or another page or frame within the Web site content to another

CMS – Content Management Systems

- Programs responsible for the creation of a site’s framework including image media, audio files, web content, skins, and many others. CMS is a cost effective way of managing a site’s content and also functions as a way for businesses to share and archive files as well as other web based content with minimal effort.


- (COmpressor/ DECompressor) – The technology used to compress an audio and/ or video file for storage or transmission and then decompress for playback.


- Presentation of an advertisement. Email, web video, and podcasts are just a few mediums through which a commercial may communicate the content of an advertisement.

Companion Ad

- Both Linear and Non-linear Video ad products have the option of pairing their core video ad product with what is commonly referred to as companion ads. Commonly text, display ads, rich media, or skins that wrap around the video experience, can run alongside either or both the video or ad content. The primary purpose of the Companion Ad product is to offer sustained visibility of the sponsor throughout the video content experience. Companion Ads may offer click-through interactivity and rich media experiences such as expansion of the ad for further engagement opportunities.


- Completes refer to whether the video played to completion.


- Reducing the amount of data used to represent video images. A straightforward combination of image compression and motion compression. Compressed video can effectively reduce the bandwidth required to transmit digital video.

Consumer Video Hosting

- Online video hosting and sharing sites that allow their users to upload videos, usually free of charge, for viewing by private and public audiences.

Content Delivery Network

- System of computers networked across the internet for the purpose of delivering content to end users. Each individual system is composed of hundreds-to-thousands of end users allowing networking to be done on a massive scale and making CDN’s ideal to market web video content.

Contextual Ads

- Existing contextual ad engines deliver text and image ads to non-video content pages. Ads are matched to keywords extracted from content. Advertisers can leverage existing keyword-based paid search campaigns and gain access to a larger audience. 3rd party publishers receive a share of the revenue collected from the advertisers.


- The operation of changing data from one format to another so the output will be displayed in an appropriate manner for the device. Specifically for video this means the changing a video file, which is present in a special codec, into another video codec (eg Divx to MPEG, MPEG2 to Xvid, etc.).

Core ad video

- The essential video asset, often repurposed from offline. Can be displayed directly in the player, or in a more customized presentation.

CPA – (Cost Per Action)

- A pricing model that allows marketers to be charged by their publishers only when an agreed upon action is taken by their potential customer such as a sale or registration. This model is also referred to as CPI or Cost Per Interaction.

CPC – (Cost Per Click)

- A advertiser’s estimation of how much it costs for each click on a given advertisement. This number is obtained by dividing the cost of an ad or marketing endeavor, by the number of clicks on that ad or endeavor generated.

CPM – (Cost Per Thousand Impressions)

- A pricing model for online advertising based on impressions or views where the advertiser pays the publisher a predetermined rate for every thousand impressions.

CRM Centric

- CRM helps companies understand, as well as anticipate, the needs of current and potential customers.

Cue Point

- User defined points in the playback of a video when an event is designated to occur. In online video you can use cue points to trigger custom, synchronized functionality, such as animations, synchronized ad units, or closed captions.


- The decompression or ‘un-packaging’ of an encoded file for playback or use.


- In web based technologies, delivery can be achieved through mobile devices, websites, emails, instant messaging, search engines, and web video marketing.

Digital Camera

- A camera that does not take analog video; digital video cameras can capture truer color and more details than analog cameras. Digital cameras frequently use digital video tapes, internal hard drives or memory cards. Digital video is not always high-definition.

Direct response

- Advertising that requires a consumer to respond immediately either through interaction (clicking a link), telephone, email or other.�


- All of the factors involved in making a product ready for delivery to the consumer market such as marketing, advertising, measurability, and delivery.


- A codec based on MPEG-4 Part 2 developed by DivX, Inc. (not to be confused with DIVX


- (Digital Rights Management) – The technology used to control user access to licensed technology.

EEmail Marketing

- Form of direct marketing whereby advertisers communicate their products through emails sent to web users. It is the second most effective form of internet marketing because it is affordable, easy to track, and marketable to an enormous audience.


- Adding an element from one document to another document; in online video this refers to taking video from a online video provider and transplanting it elsewhere on the web (websites, social networking sites, etc.) through the use of HTML code. Embed is a method which integrates plug-in technology with web pages. Attributes such as palette, type, Plug-in URL, Height/Width, and Vspace must be optimized to allow for the successful embedding of an object.


- The compression of a file through the use of a codec to make it easier and smaller to store and transmit.

Event trackers

- Primarily used for click-through tracking today, but also for companion banner interactions and video session tracking (e.g. 25%, 50%, 75%, 100%)..

FFile Size

- The amount of storage space a file takes up. Measured in bytes, kilobytes (1000 bytes), megabytes (1000 kilobytes), gigabytes (1000 megabytes), terabytes (1000 gigabytes), etc.


- Commonly used to create animation, advertisements, various web page components, to integrate video into web pages, and more recently, to develop rich internet applications including adding video to websites.

Full screen views

- Refers to the number of impressions where the video was played in full screen mode (where available)

GGreen screen

- A screen placed in a video studio images can be projected onto. Television meteorologists frequently present the weather in front of a green screen or blue screen, and producers place maps over the blue portions of video footage, creating the appearance of the meteorologist standing in front of a large map. If the person standing in front of the screen wears the same color clothing as the screen, the projected images will appear on the person’s clothing.

Green Screen (See also Blue Screen)

- A green screen is part of the keying process during which a person is placed in front of a screen and images that are assigned to a particular color scheme will be displayed behind them. While green screens are most common, blue screens and white screens are also used.


- Standard of video compression pioneered for the purpose of providing good quality video at half the bit rate allowing a larger market access to high quality video and other advertisements.

Hand-held Microphone

- A microphone designed to be held in the hand.

HD High-Definition

- Increased display and resolution usually in terms of pixels, resolution, and aspect ratio for various broadcast signals and appliances such as televisions and DVD players.


- A relatively inexpensive high-definition video recording format.

High Definition

- (HD) – Technically, any video that is of higher resolution than standard definition.


- a request for a single file from a web server. Hits are also referred to as a Web Request.

Hot Spot

- An ad unit that is sold within the video content experience. Mouse action over the video highlights objects that can be clicked. The click action initiates a Linear video commercial or takes the user to a website.

HTTP Streaming

- The default protocol for streaming audio and video over the internet. It involves the simultaneous download and viewing/listening of the file through HTTP. See also Progressive download.

Hyperlinked Video

- A video in which specific objects are made selectable by some form of user interface, and the user’s interactions with these objects modify the presentation of the video. See also clickable video.

IIn-Banner Video Ads

- Leverage the banner space to deliver a video experience as opposed to another static or rich media format. The format relies on the existence of display ad inventory on the page for its delivery.


- Form of advertisement used to inform the consumer of products but more commonly used to persuade the consumer to purchase a product. Originally a dimension of broadcast television, infomercials are growing in number over the internet.

In-line Ads

- Ads usually in the form of hyperlinked texts within the literary structure of a website.

In-Page Video Ads

- Delivered most often as a standalone video ad and do not generally have other content associated with them. This format is typically home page or channel based and depends on real estate within the page dedicated for the video player.


- Most online video is now streamed (played directly off of) a server on the internet. You can show advertising before, after or even over the top of streamed video, thus the name in-stream advertising.

In-Stream Video Ads

- Played before, during or after the streaming video content that the consumer has requested. These ads cannot typically be stopped from being played (particularly with pre-roll). This format is frequently used to monetize the video content that the publisher is delivering. In-Stream ads can be played inside short or long form video and rely on video content for their delivery. There are four different types of video content where in-stream may play, UGC (User Generated Content/Video), Syndicated, Sourced and Journalistic.

Interactive video

- Online video can be made that allows consumers to manipulate video content by clicking on it. For instance a user could click to watch from different angles, click on a product in a programme to find out more information or to buy it and more.�

Internet TV

- Television distributed through the internet; users can select from a library of shows online and select the show they want.

Internet Video

- See Online video.

In-Text Video Ads

- Delivered from highlighted words and phrases within the text of web content. The ads are user activated and delivered only when a user chooses to move their mouse over a relevant word or phrase.

Invitation unit

- A smallish still or animated graphic often overlays directly onto video content. Typically used as a less-intrusive initial call-to-action. Normally when a viewer clicks or interacts with the invitation graphic, they expand into the ads full expression, which might be a simple auto-play video or an interactive experience


- Generally refers to video programming offered by telecom companies over copper wire. Often misused to refer to PC-based video.

JJournalistic Video

- Content that was shot and used by the actual publisher. MSNBC journalist shooting a video and using the video for their own purposes.


- A position on a video timeline when an event occurs.


- Combination of keywords included in a webpage’s HTML code to aid in the page’s indexing. Essential to effective web video marketing, keyphrases are used by search engines to index the webpage housing advertisements.


- Reference to content or meta element included in a webpage’s HTML code to aid in the page’s indexing. Keywords are used by search engines to link web browsers to a web page by taking the greatest number of keywords associated with a search.

LLanding Page

- Page which user will view after they click on the advertisement. Ideally, the landing page will have information related to the advertisement and serve as a logical extension of the ad.

Lavaliere Microphone

- Also called a “lapel” microphone; a small microphone that clips onto a person’s clothing, generally placed within a foot or so of a person’s mouth to amplify voice.

Light Kit

- A set of lights and related equipment such as tents to focus the light. Light kits vary widely in components and price.

Light Stand

- A stand, similar to a tripod, to mount lights.

Linear Video Ads

- Experienced In-Stream, which is presented before, between, or after the video content is consumed by the user. One of the key characteristics of Linear video ads is the ad takes over the full view of the video.

Long form video

- Video clips over 5 minutes in length. When people refer to long form video, they usually refer to full length content like TV programmes or films.�


- Components of a web page, consumer market, trend, or production base that can be quantified statistical data. Measurability is a key factor in web based marketing that allows the advertiser to monitor the success of their product and control the means of production accordingly.


- Business-critical data such as advertiser name, eCPM goal, format and version information. Digitized data of any type that can be used to improve a web video� measurability, and indexing. Most sharing sites allow forms of metadata such as file descriptions consisting of keywords for web videos.


- Webpages that function as auxiliary supplements to a host site and allows advertisers to increase brand awareness by uploading web videos to a separate page with a much lower level of existing material leading to higher levels of attention. Microsites increase traffic and measurability.


- A Linear video spot that appears in the middle of the video content.

Mid-stream Ads

- Advertisement user sees while streaming an online video. Ads of this nature are less popular than typical ads and consumers are far less likely to watch them, opting instead to close their browsers.

MiniDV Tape

- A small format digital video cassette.

Mobile Devices

- Pocket-size computer device typically having a touch screen or miniature keyboard. Cell phones, iPods, PDAs, and gaming consoles are all mobile devices.

Mobile Video

- Media content that can be viewed via a mobile device such as a cell phone, PDA, or game console. Current formats for mobile video are 3GPP, MPEG-4, RTSP, and Flash Lite. Mobile video offers ideal marketing exposure for advertisers.

Monetized Video

- Online videos that generate revenue by themselves. This is usually accomplished by advertisements in and around the video content, but can also be accomplished by charging users to watch, download, or subscribe to the videos.


- A video camera stand that functions similarly to a tripod, but only has one leg.

Motion Graphics

- Use of video or animation to create the illusion of movement. Often combined with audio for use in multimedia projects and displayed through electronic media technology such as digital video or digital projection. Though slightly more expensive, motion graphics are far more effective than the Talking Head method of web based advertising.


- An older standard format for digital television signals set by the Moving Pictures Expert Group.


- A more recent standard format than MPEG-2, this format includes most MPEG-1 and MPEG-2 features and also contains support for external digital rights management and interaction.


- Media that utilizes a combination of different content forms. It contains a combination of content forms such as text, audio, images, animation, video, or interactivity.

Multi-title (video) Player

- A video player that can play and display multiple videos, see playlist.


- The transmission of data to a specific list of recipients or a niche market. Marketing experts are often interested in narrowcast media, since access to such content implies exposure to a specific and clearly defined prospective consumer audience.

Non-Linear Editing

- An editing method that allows the editor to access any frame in a video clip with the same ease as any other. This is opposed to linear editing in which analogue video is physically cut and pasted. Non-Linear editing is with digital video and is therefore non destructive to the original video.

Non-linear Video Ads

- A Non-linear Video ad product runs parallel to the video content so the user still has the option of viewing the content. Common Non-linear ad products include overlays which are shown directly over the content video itself, and product placements which are ads placed within the video content itself. Non-linear video ads can be delivered as text, graphical banners or buttons, or as video overlays.


- The analog televion system in use in the U.S, Canada, Japan, Mexico, the Philippines, South Korea, Taiwan, and some other countries. It is named for the National Television System Committee.

OOnline Video

- Any form of digital video that is available for use over the internet.

Overlay ad

- A banner ad that appears in the bottom 20% of the video window. Click action initiates a Linear video spot or takes the user to a website. Sold on a CPM and CPC basis. Large advertisements that usually overlay the text of a website. Although they are typically larger than banners, Overlay Ads attract a larger consumer base than Mid-stream Ads.

PP2 card

- A type of memory card for a video camera.

Page View

- a request to load a single page of an Internet site. On the World Wide Web a page request would result from a web surfer clicking on a link on another HTML page pointing to the page in question. This should be contrasted with a hit, which refers to a request for a file from a web server. There may therefore be many hits per page view. Page Views are also called Page Impressions.

Pay Per View

- Normally seen used by television networks, a system in which viewers purchase the private telecast of the event. Pay Per View events are seen at a scheduled time and bring fantastic revenue to advertisers.

Player Controls

- The buttons and other controls that operate the features and functions of a multimedia player.

Player Skin

- The appearance or look and feel of a multimedia player. Advanced skins may be programmed to increase video player functionality, and may include ads.


- Online video content can be broken down by content verticals such as news, music, tv shows, movies, sports, UGC, casual games, automotive, travel, business, b to b, careers, communities, technology, education, directories, government, non-profit, family, health, real estate, personals, science, adult and gambling. There are hundreds of sub-content verticals under the aforementioned.


- Digital media files distributed over the internet which can be played on portable media devices such as iPods. Through downloading or direct streaming from websites, podcasting can be used to transmit advertisements from the distributor directly into the hands of the consumer.


- A web page that displays within a new web browser window. Pop-ups are often used on the internet for advertisements, but they can be used to display any sort of online content such as video.

Post Roll Ads

- Air after an online media presentation has ended. A less effective method of web video marketing, post-roll ads are more likely to be ignored or unseen altogether.


- General term for all stages of production completed after the recording of a work. Editing, effects, and music are just a few components of post production that make the process essential to producing an attractive market ready ad to the consumer.

PPC – (Pay Per Click)

- Online advertising payment model in which payment is based on qualifying click-throughs. The content publishers get paid a set rate for every click on the advertisers material.


- Video adverts that are shown before, in the middle or after video content.

Pre-Roll Ads

- Similar to television ads, pre-roll ads stream before online media presentations. Attracting a larger consumer interest than post-roll or transitional ads, pre-roll ads are the most widely used form of web video marketing.


- The use of actors, scripts, graphics, and other architecture under attentive direction used to present a story. Also defined as the act of making products available for use with the most effective form being web video marketing.

Professional Video Hosting

- These websites provide online video hosting and sharing for viewing by private and public audiences, similar to consumer video hosting, but at a cost. Accordingly, the video content is of higher quality and the users are given greater control of their videos.

Progressive Download

- A technique for downloading Internet video and/or audio clips so that they can be viewed at the same time that they are being transferred to your computer. This provides some of the benefits of streaming media without requiring a special streaming server. See Pseudo Streaming andHTTP Streaming.

Promotional Video

- Video content that is designed to promote a company, brand, product, etc. These videos do not generate direct revenue by themselves, but when distributed can increase interest in the promotional object and indirectly boost revenue.

Pseudo Streaming

- See Progressive Download and HTTP Streaming.

Pure Streaming

- The delivery of media content over the internet without needing to first download the media. The media content is delivered directly to the user through a dedicated streaming server.  SeeStreaming Media.

QQuartile reporting

- Refers to whether the video played to its 25% and 75% points.


- Refers to the number of times a user requested to see the video ad again (where available)

Rich media

- Advertisements with which users can interact (as opposed to solely animation) in a web-page format. They may appear in ad formats such as banners and buttons, as well as transitionals (interstitials) and various over-the-page units such as fl oating ads, page take-overs, and tear backs.

RSS (Real Simple Syndication )

- Contains either a summary of content from an associated web site or the full text. RSS makes it possible for people to keep up with their favorite web sites in an automated manner that can be piped into special programs or filtered displays. Can be read using software called an aggregator, more commonly referred to as an RSS reader or feed reader.

Rule of Thirds

- This rule involves envisioning a tic-tac-toe board on top of a video shot, so the image is divided into nine squares. The videographer should choose one of the four points of line intersection as a focal point. According to Digital Photography School, “The theory is that if you place points of interest in the intersections or along the lines that your photo becomes more balanced and will enable a viewer of the image to interact with it more naturally.”

SSampling Rate

- The sample rate is the number of samples per second used to store a sound; measured in hertz, Hz, or kilohertz, kHz.

SD Standard Definition

- Features 480 interlaced lines of vertical picture resolution and a 4:3 aspect ratio. Standard Definition televisions have a lower pixel count than High Definition televisions and are more prone to ghosting, static noises, and poor reception.

Short form video

- Video clips of less than 5 minutes in length. However short form video is usually between 30 seconds and 3 minutes in length. Short form video makes up the bulk of video content on the internet today.

Shotgun Microphone

- A microphone that looks in shape somewhat similar to a gun. It only amplifies sound that the microphone directly points toward.

Single-title (video) Player

- A video player that can only play and display one video.

Skin Ads

- Advertisements that appear in a video player skin, i.e. the graphics surrounding where a video plays.

Social Media

- Umbrella term for activities that integrate social interactions, graphics media, and web based technologies. Examples of social media are Facebook, Myspace, portable media devices, forums, and email, all of which integrate the user into the production of media content and provide a separate consumer market which regularly integrates marketing concepts.

Social Networks

- An online community of user generated content such as MySpace and Facebook. Social Media such as web video can easily be shared through Social Networks and reach a vast audience.

Soft Box

- A box that fits around a light that diffuses the light so it appears “soft”.

Sourced Video

- Content generated by a third party (typically professional) and will denote the source. An example may be a new car review provided by General Motors but hosted on CarTV.com.

Sponsorship Graphics

- Components that are displayed as very persistent graphics such as with a player surrounding skin. Sponsorship graphics are generally displayed throughout the entirety of the content play. Sometimes the sponsorship graphic remains interactive and will behave like an invitation unit allowing viewers to explore deeper ad units such as the embedded interactive.

Standard Definition (SD)

- For years, this was the common video quality for broadcast television; most television is moving to higher-definition quality video.

Streaming Media/Video

- Multimedia that is constantly received by, and normally displayed to, the end-user while it is being delivered by the provider.. Internet video and/or audio clips that can play directly over the Internet, without needing to be downloaded first onto a computer. Used to view and hear broadcasts, and to interactively play and seek in stored clips. See also Pure Streaming.


- a device that allows a video producer to switch between multiple cameras to create a more visually interesting video and reduce editing time if the video is not live. Switching is used in most live television broadcasts.

Syndicated Video

- Content sourced from a professional third party, examples may include syndicated television shows, news footage from AP or Reuters, etc.


- A method of increasing traffic to your website by allowing other users to utilize your content.

TTalking Heads

- Advertisements or content presented without any extra animation or graphics. Talking heads usually refers to someone talking about their product with nothing else going on in the add.


- A screen placed in front of a person from which that person can read text while looking directly into the camera. The trademarked name is TelePrompTer.

Three Charge-Coupled Devices

- Camera technology that allows the camera to record red, green and blue light on three separate signals for better video quality.


- A ticker or crawler is a small screen space dedicated to presenting headlines, promotions and other vital pieces of information.


- An exact time used to identify a specific frame in a clip or production. Measured in hours, minutes, seconds, and frames.


- Practice of monitoring web video users in order to collect dimensions of measurability such as the type of content users are viewing, the length of the videos they watch, how long a user watches a video, and how many users a video attracts. An integral part of Web Video Marketing, companies like Google Analytics, TubeMogul, Visible Measures, and Brightcove use embedded media programs such as Adobe FLASH to monitor web video viewer activity.


- See Conversion


- A three-legged stand for a camera to prevent unwanted movement.

UUser Generated Content

- Media content submitted by users that may be publicly available to the consumer audience. UGC consists of video, podcasts, and other social media that adds backlinks to sites allowing for social networking and increased traffic.

User-Generated Video (UGV)

- Content created by the public at large and directly loaded to a site like YouTube or MySpace

VVideo Ad

- An ad in which the advertising message is delivered through video.

Video ad experience

- A term used to describe where the source of the video advertising experience is coming from. This document describes three video ad experiences; In-Stream In-Banner, and In-Text.

Video API

- Video Application Program Interface- An API is an interface for letting a program communicate with another program. For example VideoBloom offers a video API that allows businesses to video enable their websites.

Video Appliances

- Appliances such as computers, or iPods that allow consumers to receive web video content or vodcasts.

Video Assets

- The video content of a company, corporation or individual that can be utilized to create or maintain some sort of financial benefit.

Video Bookmarking Services

- These services allow users to manage bookmarks to multiple videos across the internet.

Video Compression

- The process through which a video file is reduced in size for storing and streaming on the Web.

Video Ecommerce

- Using a video as the means for creating an electronic monetary transaction. This can occur through the use of links in/on the video or the video player that take the user to a transaction website or that start the transaction process directly from the player.

Video Format

- The file type of a video. Different video formats are used by different programs and/or operating systems. A few of the most popular formats for digital video are .avi (Microsoft), .mov (Quicktime), .wmv (Windows), and .flv (Flash)

Video Montage

- A video created from photos through the use of transitions, and voiceovers. This is similar to a photo slideshow but is different in that a video montage is more sophisticated.

Video on Demand (VOD)

- A service that allows people to watch a programme or video clip at any time by streaming it or downloading it. Usually refers to services offered by cable companies through set-top boxes.

Video Player

- media player used for the playback of digital videos from media including optical discs (DVD, VCD), and computer files

Video Publishing and Management Platform

- A complex software system used to create, edit, host, play, manage, organize, publish, stream and distribute online video according to consistent rules. Video publishing and management platforms are frequently used for storing, controlling, versioning, publishing and distributing video assets of all types. The digital video content managed may include videos, pictures, ads, metadata and other Web content.

A video publishing and management platform may support the following features:

  • identification of all key users and their video management roles;
  • the ability to assign roles and responsibilities to different video content categories or types;
  • the ability to track, email, embed, edit, resize, stream and distribute multiple videos;
  • the ability to publish video content in various formats and video players
  • the ability to add advertising overlays, various types of Web content and track statistics of video usage


Video Search Engines

- User friendly search engines such as AOL, Yahoo, or Google that search the internet exclusively for web video. In addition to indexing metadata to allow for increased accessibility, and tracking, some Video Search Engines allow users to upload web video.

Video SEO

- (Video Search Engine Optimization) – The process of maximizing the indexability and ranking of a video within search engines.

Video Sharing Networks

- Internet websites such as YouTube and Veoh that allow web browsers to share web video content with other users. Video sharing networks greatly contribute to the success of viral marketing and web video marketing in general.

Video Size

- The amount of hard drive storage space a video file takes up. Measured in bytes, kilobytes (1000 bytes), megabytes (1000 kilobytes), gigabytes (1000 megabytes), terabytes (1000 gigabytes), etc.

Video Takeover

- When video content replaces a previous medium for conveying information. For example when a video interview replaces a written interview. This is a rapidly growing trend on the internet.


- Specific to online video advertising, this is a metric that tells when people have viewed an entire advert from beginning to end.

Viral Video

- Internet video that gains widespread attention that is delivered through vodcasts, email, blogs, IM, or other web media tools. Viral videos are largely known for being hundreds of times more effective than traditional advertising and being one of the most effective mediums of web video marketing.

Viral video Ad

- Video ads that consumers pass on to one another, thus spreading the number of people it reaches, like a virus! Viral adverts must be entertaining or informative.

Virtual Tour

- An online tour of a business and its solutions. More successful virtual tours integrate graphics, animation, and spoken word often through the use of Adobe Flash, Java, and other programs. Virtual tours are the main components of Web Video Marketing.


- A series of requests to a Web site from the same uniquely identified visitors with a set timeout. A visit is expected to contain multiple hits and page views.

Vlog – (Videeo BLog)

- A video enabled blog; users can post video entries which are presented in reverse chronological order. A typical vlog entry combines an embedded video or video link, along with supporting text and images.

VOD- Video on demand

- Permits a customer to browse an online catalogue, to watch trailers and to then select a selected recording for playback


- A person who is advertising a product physically walks onto the scene. Walk-Ons are a crucial component to successful web video marketing because it allows the consumer to connect with a human personality.

Web Analytics

- The use of metadata and other composite information collected from websites to determine the behavior of internet web browsers. Data is often collected through logfile analysis or page tagging and includes traffic reports, email response rates, direct marketing campaigns, and user performance data. All information is collected to provide better business solutions and increase the effectiveness of online marketing.

Web TV

- see IPTV

Web Video

- See Online Video

Web Video Marketing

- An innovative business strategy that employs the latest technology such as mobile devices and the most advanced internet resources including content delivery networks and microsites to provide superior service and comprehensive solutions to increase the operational efficiency of Customer Service, Media Communications, and Corporate Businesses. Web Video Marketing employs a variety of uses including Marketing Campaigns, Interviews, Testimonials, Virtual Tours, Case Studies, and Webinars. Regardless of the area and its applications, every business department can benefit from Web Video.

Web Video Monetization

- The process of adapting web video from a non-revenue generating asset into a revenue generating asset which integrates companies such as AOL, Revver, Brightroll, Metacafe, and DivX with a myriad of monetization tactics such as banner advertisements, direct sales of advertisement space, and web video rental or download fees. An essential step to successful web video marketing, businesses that fail to monetize web video often suffer a sharp decrease in ad revenue. Websites that do not generate revenue are often monetized via advertisements or subscriptions.


- A non-interactive, live broadcast over the web. An online distribution of audio and/or video to multiple viewers or listeners at the same time.


- A standardized on-screen representation of a control that may be manipulated by the user. Scroll bars, buttons, and text boxes are all examples of widgets.





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