Video Advertising Glossary: A to Z Video Ads Terms, Tactics & Terminology

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 speak the language of video advertising with confidence.

Video Advertising Glossary – Letter A

A/B Testing
A method of comparing two versions of a video ad to determine which performs better based on metrics like click-through rate (CTR), conversions, or engagement.

Above the Fold
The portion of a web page that is visible without scrolling. In video advertising, this refers to video placements immediately viewable upon page load.

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 Exchange
A digital marketplace where advertisers and publishers buy and sell ad inventory, including video ads, in real-time through programmatic bidding.

Ad Fatigue
Ad performance declines due to overexposure to the same video ad, causing users to lose interest or ignore the content.

Ad Fraud
Any deliberate activity that prevents the proper delivery of ads to the intended audience, such as bots faking video views or clicks.

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 Network
A platform that connects advertisers to publishers, facilitating the placement of video ads across various websites or apps.

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, often used in brand awareness campaigns.

Ad Server
A technology platform that stores, delivers, and tracks video ads to viewers across websites, apps, and devices.

Ad Skipping
Bypassing a video ad after a few seconds is typically allowed in skippable ad formats such as YouTube’s TrueView ads.

Ad Spend
The total budget or amount of money an advertiser allocates for running video ads.

Ad 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 Tracking
The process of monitoring and analyzing performance metrics of a video ad, such as views, clicks, and conversions.

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 that 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.

Aspect Ratio
The proportional relationship between a video’s width and height (e.g., 16:9 or 9:16) is important for formatting video ads across different screens.

Attribution Model
A set of rules that determines how credit for conversions is assigned to touchpoints in the customer journey, including video ad views.

Auto-Play Video Ad
A video ad that starts playing automatically when a user lands on a web page or app, often used to increase impressions, but may reduce user engagement.

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).

Blacklisting
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 common video advertising goal is focused on increasing recognition and recall of a brand among target audiences.

Brand Lift
A measurable increase in brand perception, awareness, or intent caused by exposure to a video ad, 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, 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 used by advertisers and agencies 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), which influences targeting, creative, and bidding strategy.

Byline Video
A branded video format that includes a visible mention or line attributing the sponsor or advertiser, often used in native or editorial-style advertising.

Video Advertising Glossary – Letter C

Call to Action (CTA)
A prompt in a video ad encourages viewers to take a specific action, such as “Buy Now,” “Subscribe,” or “Learn More.”

Campaign Budget Optimization (CBO)
A strategy that automatically distributes 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 that appear during playback and prompt users to take actions like 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 users who clicked on a video ad to the number of times it was shown (impressions). Indicates the effectiveness of the ad in driving interest.

Closed Captions (CC)
On-screen text displaying spoken dialogue or audio cues, 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 desktop, to reinforce the message and increase engagement.

Completion Rate
The percentage of users who watched a video ad in full. Higher completion rates typically reflect better content relevance or user interest.

Connected TV (CTV)
Television content streamed over the internet through devices like Roku, Apple TV, Smart TVs, and gaming consoles. 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
The desired action taken by a user after watching a video ad—such as making a purchase, signing up for a newsletter, or downloading an app.

Conversion Rate
The percentage of viewers who complete a desired action after watching the video ad. A key metric for evaluating ad effectiveness.

Conversion Tracking
The process of monitoring and attributing user actions (conversions) to specific video ad views or clicks.

Cost Per Acquisition (CPA)
A pricing model where advertisers pay only when a user completes a predefined action, such as a purchase or signup, after watching the video ad.

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. A standard pricing model in video advertising where 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
The process of testing and improving video ad creatives (such as visuals, messaging, or format) to boost performance metrics.

Cross-Device Tracking
The ability to track user behavior across multiple devices (mobile, tablet, desktop, CTV), allowing for unified video ad targeting and measurement.

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 registered when a video ad is served on a connected TV device, often measured separately from desktop and mobile impressions.

Custom Audiences
A targeting option allowing advertisers to serve video ads to specific groups of users based on data like email lists, website visits, or app activity.

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, 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 spend per day for a video advertising campaign. Helps control cost 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 of the day 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, often used for premium video ad placements.

Demand-Side Platform (DSP)
A software platform that allows advertisers to purchase video ad inventory programmatically across multiple ad exchanges in real-time.

Demographic Targeting
Serving video ads based on characteristics like age, gender, income, education, and more to reach a specific segment of the audience.

Desktop Video Ads
Video ads specifically formatted and served on desktop devices, often differing in format or resolution compared to 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 that 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 created within a Data Management Platform, used to categorize users based on behavior, interests, and demographics for video ad targeting.

DoubleClick
A former brand under Google, now integrated into Google Marketing Platform, which handled 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 amount of time a viewer spends engaging with a video ad, landing page, or interactive element. A strong indicator of 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 action—like signing up, downloading an app, or making a purchase—often featuring CTAs.

Drop-off Rate
The percentage of viewers who stop watching a video ad before it finishes. High drop-off rates can indicate issues with creative or targeting.

Duration (Ad Duration)
Refers to the length of the video ad. Common 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, 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 certain websites or domains.

Device Targeting
The practice of delivering video ads based on the user’s device type—such as smartphone, tablet, desktop, or connected TV—for optimized performance.

Video Advertising Glossary – Letter E

Earned Media
Exposure gained through organic means such as shares, mentions, or reposts of a video ad—rather 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 form of 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. Helps gauge audience interest.

End Screen
A clickable screen that appears at the end of a YouTube video, often used to promote other videos, channels, or external links like 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 that predicts how likely a viewer is to remember a video ad after seeing it.

Embedded Video Ad
A video ad that is inserted within a web page or app interface, 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 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 available only through direct deals or private auctions, often offering better placement or audience quality.

Explainer Video Ad
A video ad designed to explain a product, service, or concept in a simple, engaging, and often animated way—popular in B2B marketing.

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. 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 playback—used in UX testing and ad design.

E-commerce Video Ads
Ads designed to directly promote and drive purchases of products or services online, often featuring shoppable video features or direct links.

Engagement Funnel
A visualization of how viewers move from awareness to action during or after watching a video ad, used to optimize content at each stage.

Video Advertising Glossary – Letter F

Facebook Video Ads
Paid video ad placements on the Facebook platform, which 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 actually seen by users—often due to fraud, page errors, or ads loading out of view.

Fast-Forwarding Prevention
A video ad feature used on some platforms or TV networks to prevent users from skipping or fast-forwarding through ads.

First-Party Data
Data collected directly from the user by the advertiser (e.g., through website visits or app usage) and used for precise video ad targeting.

Flighting
A scheduling strategy in video advertising where ads run during specific time intervals (flights) with pauses in between, often used to build anticipation or manage budget.

Floating Video Ad
A video ad that remains visible and continues playing as users scroll down a page. Often used for desktop and mobile web experiences.

Forced View
A non-skippable video ad that must be watched in full before the viewer can access the desired content. Often used in pre-roll formats.

Forecasting
The process of 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. Helps manage ad repetition and prevent fatigue.

Frequency Cap
A control setting used to limit how many times a video ad is shown to an individual user within a given time frame to avoid oversaturation.

Full Episode Player (FEP) Ads
Video ads that appear in long-form content such as full TV episodes streamed online, 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, delivering an immersive viewing experience and higher engagement potential.

Funnel-Based Targeting
Aligning video ad creatives and delivery to different stages of the marketing funnel—awareness, consideration, decision—to 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 used for delivering video content via Adobe Flash Player. Replaced by modern HTML5 video formats.

Footage Licensing
Legal permission to use specific video clips in an ad, including stock video or third-party content. Important 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, often designed to look like organic posts.

Face Detection in Ads
The use of AI or computer vision to detect faces in video ads, often for effects, personalization, or analytics on viewer attention and engagement.

Feature Ad
A type of video ad that highlights a specific feature of a product or service rather than the overall brand—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 location—such as country, city, or even postal code—to 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 Ads (Video Campaigns)
A platform that allows advertisers to run video ads across YouTube and Google’s Display Network. Supports formats like skippable, non-skippable, and bumper ads.

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 used in video ad production where a solid green background is replaced with another visual or setting during post-production.

Grain (Video Grain)
The visual noise or texture present in some video footage, often caused by low lighting or high ISO settings—can impact ad quality if excessive.

GIF Ads (Animated GIFs)
Short, looping image-based animations used as 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 they can view the video—used in lead generation.

Gaze Tracking
Technology that measures where a viewer is looking while watching a video ad, often used in usability testing and attention analysis.

Generic Pre-Roll
A non-targeted pre-roll video ad shown to all users before the main content—often broad in message and not based on user data or behavior.

Growth Marketing Videos
Video content designed with a specific growth goal in mind (e.g., user acquisition, retention), often highly optimized and data-driven.

Gamified Video Ad
An interactive video ad that includes game-like elements to engage viewers—such as quizzes, rewards, or decision-based storylines.

Google Preferred (Deprecated)
Previously a YouTube advertising offering that gave brands access to top-performing channels in specific categories. Now replaced by broader targeting options.

Guide Video
A how-to or instructional video used in advertising to explain a product or service. 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
Highly specific audience targeting using layered data points—such as age, behavior, location, and interests—to refine video ad delivery.

Video Advertising Glossary – Letter H

Header Bidding
A programmatic advertising technique where 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 ad—clicks, pauses, rewinds—useful 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 created using HTML5 technology that work 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 used by a publisher to promote its own products, services, or content rather than serving 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 designed to grab the viewer’s attention. A strong hook is critical to reduce skip rates and increase 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 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
A combination of different ad types or formats (e.g., video + display or skippable + interactive) used in a single placement to maximize impact.

Hyper-Targeting
A form of granular targeting that delivers video ads to highly specific 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 video content is published and streamed—e.g., YouTube, Facebook, Vimeo, TikTok.

Headline (Ad Headline)
The main text or title accompanying a video ad, designed to attract interest and summarize the key message. Often used in YouTube or in-feed video ads.

Hover-to-Play
A user-initiated video ad interaction where the video starts playing once the user hovers over the thumbnail. Common in social or display placements.

Human Verification
Anti-fraud measures to ensure video ads are viewed by real people and not bots—often 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, mimicking 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 moments—popular in sports, entertainment, and recap-based marketing.

Video Advertising Glossary – Letter I

Impression
A metric indicating how many times 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 player—either 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 content—such as clicking, answering questions, or navigating through multiple paths.

Interstitial Video Ad
A full-screen video ad that appears between content pages, often used in mobile apps or games, typically during transitions or pauses.

Inventory (Ad Inventory)
The available video ad space that publishers offer for advertisers to purchase across websites, mobile apps, OTT platforms, and more.

In-Banner Video Ad
A video ad that plays within a standard display banner space, often without requiring a full 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 games—either as rewarded video, interstitials, or in-game banners.

In-Page Video Ad
A video ad embedded directly into a webpage outside of a traditional video player, 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 own video ad campaigns internally rather than outsourcing to an agency.

Idle Time Ad
A video ad shown when a user is inactive on a screen or app for a certain amount of time, commonly used in gaming or video-on-demand environments.

Interactive Overlay
Clickable elements added on top of a video ad—such as buttons, forms, or image sliders—that 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 used across the industry (e.g., average CTR, view rate, CPA) to evaluate how a video ad campaign compares to the norm.

Incentivized Video Ad
A format often used in mobile apps or games where users are rewarded (e.g., with coins, 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.

Impression Share
The percentage of total available video ad impressions that your ad received compared to the total number it was eligible for.

In-Market Audience
Users who are actively researching or considering a product or service, often targeted for mid- to lower-funnel video advertising.

IPTV Advertising
Delivery of video ads through Internet Protocol Television (IPTV) systems, commonly used by telecom companies and smart TV providers.

Inclusion List
A list of approved websites, apps, or channels where a video ad is allowed to appear—ensuring brand safety and ad relevance.

Intent-Based Video Targeting
Serving video ads to users based on their online behavior and search history that indicates 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. Often used in TV and digital ads for emotional connection and memorability.

Jump Cut
A quick transition between two video clips to create a sense of urgency or highlight key product features. Commonly used in short-form video ads and social media content.

JavaScript Tag (JS Tag)
A type of ad tag that uses JavaScript to call, load, and track video ads. 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 services—often seen in co-branding campaigns.

Just-In-Time (JIT) Video Ad Serving
The practice of serving the video ad at the exact moment a viewer is ready to see it, reducing buffer time and improving ad load speed and user experience.

Jump Rate
A metric that shows how quickly users leave or skip a video ad after it starts playing. A high jump rate may indicate poor targeting or unengaging creative.

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. 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 that indicates how effectively a video ad or campaign is achieving specific marketing objectives—such as view rate, CTR, conversions, or completion rate.

Keyframe
A specific frame in a video that marks the beginning or end of a transition or animation. In advertising, keyframes are used to control motion graphics or compress video files.

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 attention—often used within the first 5 seconds.

KPI-Based Optimization
Adjusting video ad campaigns in real time 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 used in longer video ads or series-based content encouraging the user to continue watching or move to the next video.

Knockout Animation
A graphic effect where 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 data—such as website visitors, CRM data, or app users—used for precise retargeting in video ad campaigns.

K-Factor (Virality Coefficient)
A metric used to measure the viral growth of a video campaign. If each user shares the video and brings in more than one new viewer, the K-factor is greater than 1—indicating exponential growth.

Video Advertising Glossary – Letter L

Landing Page
The webpage users are directed to after clicking on a video ad. It should be optimized for conversions and aligned with the ad’s message.

Lead Generation Video Ad
A type of video ad specifically designed to collect user information (like email, phone number) through embedded forms or CTA buttons.

Live Video Ad
Advertising content shown during a live video stream, often in the form of overlays, sponsored segments, or live-read integrations.

Looping Video Ad
A short video ad that automatically replays in a loop, commonly used on platforms like Instagram and TikTok to maximize exposure and engagement.

Long-Form Video Ad
Video ads longer than 60 seconds, 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 content—either before (pre-roll), during (mid-roll), or after (post-roll).

Lower Funnel Campaign
A video ad campaign targeting users closer to making a purchase decision, with goals such as lead capture, sales, or sign-ups.

Location-Based Video Ad
A video ad 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 to earn 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.

Latency (Ad Latency)
The delay between a user initiating a video and the actual playback of the ad. High latency can negatively impact user experience and ad effectiveness.

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
Legal permission required to use music, stock footage, voiceovers, or other elements in video ads to avoid copyright infringement.

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. 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, 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 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 revenue 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.

Mute Rate
A metric that shows the percentage of users who mute the video ad during playback. High mute rates may suggest poor audio design or viewer fatigue.

Motion Graphics
Animated visual elements used in video ads to enhance storytelling, explain features, or catch attention—commonly used in explainer or tech-related ads.

Mobile Video Ads
Video ads specifically designed or optimized for mobile devices, 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), 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) used to verify 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 ads—like title, tags, duration, language, and description—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 generated 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—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, allowing 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 types—smartphones, tablets, laptops, and TVs—to maximize audience coverage.

Macro-Influencer Video Ads
Ads created in collaboration with influencers who have a large audience (typically 100K+ followers) to boost reach and credibility.

Micro-Moments
Small windows of time when users instinctively turn to their device for quick answers or decisions. Video ads can be targeted to align with these high-intent moments.

Media Cost
The actual amount spent on placing a video ad on a platform or website, separate from creative or production costs.

Moment Marketing Videos
Video ads created to capitalize on current events, trends, or real-time cultural moments—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
A video ad that blends seamlessly with the surrounding platform content in terms of style, tone, and layout—common on social media feeds and news sites.

Non-Skippable Video Ad
A video ad format that viewers must watch in full before they can access their desired content. Typically lasts 6–15 seconds and is designed to deliver a guaranteed message.

Network (Ad Network)
A platform that aggregates video ad inventory from multiple publishers and sells it to advertisers, helping with campaign distribution and reach.

Nielsen Digital Ad Ratings
A measurement solution that provides audience demographics and reach for digital video ads, similar to TV ratings, helping verify campaign effectiveness.

Narrative Advertising
A storytelling-based video ad approach focused on building an emotional connection through characters, plots, and conflict/resolution—effective for branding.

Native Programmatic Video Ads
Native-style video ads bought and served using programmatic technology, combining the advantages of automation with seamless user experience.

Narrowcasting
Delivering video ads to a niche, highly-targeted audience segment, as opposed to broadcasting to a general audience—commonly used in B2B or high-intent campaigns.

Non-Linear Video Ad
A video ad format that runs concurrently with video content, such as overlays or banners, without interrupting the main content.

Network Latency
The delay between the time a video ad request is made and the time it’s delivered to the user. High latency can affect performance and viewability.

Next-Video CTA
A call-to-action placed at the end of a video ad, prompting users to watch a follow-up video, 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 ad—used to assess brand sentiment.

Non-Premium Inventory
Ad placements on lower-tier or less brand-safe websites/apps. 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 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 total number of unique viewers who have seen a video ad at least once over a specific time period, discounting repeat impressions.

Narration Track
The voiceover used in a video ad to explain, guide, or promote a message—especially common in explainer videos and product walkthroughs.

Non-Linear Engagement
Viewer actions that are not directly tied to linear video playback, such as pausing, clicking on overlays, or interacting with embedded elements.

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
A technique 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 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 that 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 served within content that 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. This is driven by shares, search traffic, and native platform distribution.

On-Scroll Play
A feature where a video ad automatically starts playing (often muted) when the user scrolls it into view—used 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 own website or app, often used for retargeting, lead generation, or product tutorials.

Out-Stream Video Ads
Video ads that play outside of traditional video content—such 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 prompting users to take an 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)
A percentage-based score provided by Google Ads 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) that 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, leading to viewer fatigue, ad blindness, or negative brand sentiment.

Offline Video Ad Campaign
Video ads that are delivered without real-time internet connectivity—e.g., preloaded content in mobile apps or smart TVs in areas with limited access.

Owned Media Video
Video content that a brand creates and publishes on its own platforms (e.g., website, YouTube channel, app), as opposed to paid or earned media.

OTT Impression
A video ad view counted on OTT platforms, often measured separately from mobile or desktop impressions due to differences in audience behavior and ad formats.

Onboarding Pixel
A small piece of code embedded on a website that collects user data and helps platforms match it to targetable IDs for video ad retargeting.

One-Tap Video Ad
A mobile-optimized format where users can interact (e.g., play, pause, expand) with a video ad with a single tap—designed 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
A video advertisement that plays before the main video content begins. It can be skippable or non-skippable and is one of the most common ad placements.

Post-Roll Ad
A video ad that plays after the primary content ends. Often used to reinforce messages or encourage a follow-up action.

Programmatic Video Advertising
The automated process of buying and selling video ad inventory through real-time bidding, using platforms like DSPs and ad exchanges.

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 over the duration of a campaign to ensure even delivery and prevent early depletion.

Performance-Based Advertising
A model where advertisers pay only when specific actions occur—such as views, clicks, leads, or conversions—from video ads.

Pixel (Tracking Pixel)
A small piece of code embedded in a webpage or video to track user interactions, conversions, and engagement with 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 the technical and creative requirements of each platform (e.g., TikTok, YouTube, Instagram) for optimal performance.

Placement (Ad Placement)
The specific location or context where a video ad appears, such as in-stream, in-feed, sidebar, or on a specific channel or page.

Pause Ad
A static or animated ad that appears when the user pauses video content. It’s a non-intrusive ad format used on CTV and OTT platforms.

Post-View Conversion
A conversion that happens after a viewer sees (but does not click) a video ad, showing the influence of visual exposure on decision-making.

Predictive Targeting
Leveraging AI or machine learning to anticipate which users are most likely to engage or convert, allowing smarter video ad delivery.

Parallax Video Effect
A video editing technique creating a layered, 3D motion illusion, used to enhance storytelling or product visualization in ads.

Playback Rate
The speed at which a video plays; typically 1x, but adjustable by users. Important for platforms offering speed options in long-form video ads.

Platform Engagement Metrics
Platform-specific indicators of performance, such as likes, shares, comments (on Facebook), or 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
The editing and refinement phase of video creation, where effects, music, titles, voice-overs, and branding are added to finalize the ad.

Performance Metrics
Key indicators used to measure how well a video ad performs—includes 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 allowing users to watch a short snippet or preview before choosing to engage 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
A review of all performance metrics after a video campaign ends, providing 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 the relevance and performance potential of a video ad. It considers factors like 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 on a quarterly basis to assess progress and adjust strategies.

Quick View Ad
A short, rapid-play video ad (typically under 6 seconds) designed to deliver brand messaging instantly—used for awareness and recall.

Qualified View
A video view that meets certain platform-specific criteria (e.g., watched 30 seconds, 100% completed, or included interaction), 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)
The process of 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, directing viewers to a landing page, offer, or app download. Useful for bridging 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
The method by which video ad placements are loaded in a predefined sequence, often seen in ad pods or pre-scheduled CTV programming.

Quality Impressions
Video ad impressions that meet viewability, brand safety, and audience targeting requirements—ensuring 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, 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

Retargeting (Remarketing)
A video advertising strategy that targets users who have previously interacted with a brand’s website, app, or video, encouraging them to complete a conversion or revisit content.

Reach
The total number of unique users who have seen a video ad. Reach 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. 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, allowing precise targeting and bidding control.

Responsive Video Ads
Video creatives that 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 that 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 targeting—often 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.

Retention Rate (Video Retention)
The percentage of viewers who continue watching a video ad over time. A key indicator of content engagement and relevance.

Real-Time Reporting
Access to live metrics and data dashboards showing how a video ad campaign is performing 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.

Rollover Video Ad
A video ad that activates (starts playing or expands) when a user hovers over the ad area—commonly seen in display-to-video hybrids.

Reach and Frequency Campaign
A video ad campaign structured to control how many people 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+) that 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 interaction—commonly used in dynamic or personalized ad delivery.

Return Visit Rate
The percentage of users who return to the advertiser’s platform or site after watching a video ad, indicating 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 viewers to skip the ad after a few seconds (typically 5 seconds). Commonly used on platforms like YouTube (TrueView ads).

Sponsored Video
A video post or ad that is financially supported by a brand or advertiser, often created by influencers or publishers with brand integration.

Storytelling in Video Ads
A creative approach in which video ads use narrative techniques—characters, plot, emotion—to connect with the audience and build brand affinity.

Streaming Video Advertising
Ads delivered through live or on-demand video streaming platforms (e.g., YouTube Live, Twitch, Hulu), either as 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, 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.

Supply-Side Platform (SSP)
A platform that helps publishers manage and sell their video ad inventory to multiple buyers via programmatic exchanges.

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).

Social Video Advertising
Running video ad campaigns on social media platforms (Facebook, Instagram, TikTok, LinkedIn, Twitter) to reach specific user bases.

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)
The percentage of total video ad impressions a brand commands in a specific category or platform compared to competitors.

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 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. Useful in evaluating how engaging or disruptive an ad is across different platforms.

Social Proof in Video Ads
Incorporating user reviews, testimonials, or stats in video ads to build trust and credibility with potential customers.

Sponsored Segment
A portion of a video (often in news, sports, or entertainment) that is labeled as being sponsored by a brand, often 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 length of 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 that 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 designed for quick consumption, usually under 30 seconds. 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.

Smart Bidding
Automated bid strategies powered by machine learning that optimize video ad delivery toward a specific goal (e.g., CPA, ROAS).

Survey-Based Brand Lift
A post-ad survey that asks users about their perception of the brand after seeing the video ad—used to assess brand awareness or favorability.

Shoppable Video Ad
A video ad format that includes product links or integrated purchase options, allowing users to 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 where a series of short episodes or stories is produced 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

TrueView Ads
A YouTube ad format where advertisers pay only when a user watches at least 30 seconds of the ad (or the full ad if shorter) or engages with it. Includes skippable in-stream and discovery ads.

Targeting
The process of selecting specific audiences to show video ads to, based on factors such as demographics, interests, behaviors, location, or device.

Tag (Ad Tag)
A snippet of code used to call an ad from a server and display it in a video player. Enables tracking, targeting, and delivery.

Time Spent Viewing
A metric that tracks the average amount of 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.

Thumbnail (Video Thumbnail)
The preview image displayed before the video plays. A compelling thumbnail can significantly increase click-through rates.

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 transactions—such as purchases, sign-ups, or downloads—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
A special link used in video ads to monitor clicks and user behavior, 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 credentials—commonly 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)
A smart bidding strategy used in video advertising to maximize 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 used in video ads to communicate key messages, 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 service—builds credibility and trust.

Time Targeting
Serving video ads during specific times of the day 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
A report showing how video ads performed, where they were placed, and whether they met brand safety, viewability, and fraud-free criteria.

TrueView Discovery Ads
A YouTube format where video ads appear in search results, watch pages, or the YouTube 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 used for targeting in video ad campaigns, 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 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 that 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 sign-ups 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, often repurposed or sponsored by brands in advertising to increase authenticity and social proof.

Unique Viewers
The number of distinct individuals who have watched a video ad, as opposed to total views, which may include repeat viewings by the same person.

UTM Parameters
Tags added to URLs in video ads 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 content—typically 6–15 seconds in length.

User Engagement Rate
A measure of how actively viewers interact with a video ad, including actions like clicks, shares, comments, and likes.

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
A unique identifier assigned to each video ad creative 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. Useful for evaluating 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
Serving video ads 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 formats—streamlining video ad content publishing.

User Session Replay
A visual playback of how a user interacted with a video ad or landing page, used in optimizing UX and identifying conversion barriers.

URL Tracking
The use of unique URLs in video ads to monitor traffic sources and measure campaign impact on web visits or conversions.

User Retention
The percentage of users who continue engaging with a product, service, or app after watching a video ad—key for subscription-based models.

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 a conversion after viewing a video ad.

Video Advertising Glossary – Letter V

Viewability
A metric that measures whether a video ad had 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 2 consecutive seconds.

View-Through Rate (VTR)
The percentage of impressions where the video ad was viewed to a specific point (e.g., 25%, 50%, 100%). Often used to assess engagement depth.

Video Completion Rate (VCR)
The percentage of video ads that were watched in their entirety. A higher VCR indicates strong engagement and creative relevance.

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)
An industry-standard XML protocol developed by the IAB that enables communication between video players and ad servers for serving video ads.

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. 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 designed specifically 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 makes a final decision.

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 measuring how many users remember seeing a particular video ad within a set time period.

Video Native Ad
A video ad that matches the look, feel, and function of the media platform it appears on, enhancing user experience and engagement.

Video Ad Break
A designated interruption point within video content where one or more ads are shown—can be pre-roll, mid-roll, or post-roll.

Video Ad Fatigue
A decline in user responsiveness caused by overexposure to the same video ad creative or message.

Video Analytics
The collection and analysis of performance data related to video ad campaigns, including impressions, completion rate, engagement, conversions, and ROI.

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 ad—can 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 that limits the number of times a video ad is shown to the same user over a defined period.

Video Personalization
Customizing video ads using user data (like name, location, or browsing behavior) to make the message more relevant and targeted.

Viral Video Ad
A video ad that gains massive organic exposure through social sharing due to its emotional, humorous, or controversial content.

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.

View Rate
The number of views a video ad receives divided by the number of impressions. A strong indicator of how compelling the ad is.

Video Watch Time
The total amount of time viewers spend watching a video ad. Crucial for understanding content relevance and platform algorithms.

Video CTA (Call-to-Action)
A prompt within a video ad encouraging users to take specific actions like “Buy Now,” “Watch More,” or “Subscribe.”

VAST Error
A code or message indicating that a video ad failed to load or play properly due to issues with the ad tag, player, or file compatibility.

Video Advertising Glossary – Letter W

Watch Time
The total duration that viewers spend watching a video or a series of video ads. A 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) used to stream and display video ads on websites.

Widevine DRM
A digital rights management technology developed by Google 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 sequence—often less efficient than header bidding.

White Label Video Ad Platform
A customizable, rebrandable ad tech solution that agencies or publishers can use to deliver video ads under their own 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 access to user data and inventory. 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 website—specifically from video ads—and what actions they took post-click or post-view.

Watch-Through Rate
The percentage of viewers who watched a video ad from beginning to end, also known as completion rate or full-view rate.

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 it—creating organic, word-of-mouth exposure.

Watch Party Advertising
A format where video ads are placed during group streaming events or watch parties—gaining from communal viewing environments.

Webinar Ad (Webinar Video Ad)
Video ads promoting online seminars, often targeted at B2B audiences for lead generation or educational engagement.

Workflow Automation (Ad Ops)
The use of automated tools to streamline the creation, approval, and delivery of video ads—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—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, wide compatibility, and small file sizes.

Weekly Frequency Cap
A limit on how many times a user can be shown the same video ad within a seven-day period—used to control overexposure.

Whitelisting (Ad Placement)
The practice of specifying a list of approved websites, channels, or apps where a video ad is allowed to appear—ensuring brand safety.

Watch Behavior Targeting
Targeting users based on their past video-watching habits—such as video categories, durations, or frequency of views.

Webview Video Ad
A video ad displayed within a webview environment in a mobile app (essentially a browser inside an app)—used in hybrid apps or third-party content displays.

Welcome Video Ad
A video ad shown to users immediately upon landing on a website or app for the first time—used to onboard, educate, or convert.

Wearable Video Ads
Emerging ad formats tailored for wearable devices with screens (e.g., smart glasses or smartwatches), involving micro-videos or glanceable visuals.

Video Advertising Glossary – Letter X

XML (Extensible Markup Language)
A flexible text format used to structure and transport data between systems. In video advertising, it’s most commonly used in VAST (Video Ad Serving Template) to define ad metadata and tracking events.

Xandr (formerly AppNexus)
A digital advertising platform owned by Microsoft, used for buying and selling 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 devices—mobile, desktop, tablet, or CTV—ensuring consistent messaging and tracking.

XAPI (Experience API)
Also known as Tin Can API, it allows the tracking of learning activities, including video engagement, in eLearning and interactive advertising environments—useful 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)—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 unified strategy and creative adaptation.

Video Advertising Glossary – Letter Y

YouTube Ads
Video advertisements served on the YouTube platform via Google Ads. Formats include skippable in-stream, non-skippable, bumper ads, in-feed video ads, and more.

YouTube TrueView
A performance-based ad format where advertisers only pay when users watch 30 seconds (or the full 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 Shorts—a format designed for mobile users and snackable content.

YouTube Masthead Ad
A premium ad format that appears at the top of the YouTube homepage on desktop, mobile, and TV. 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 that appears on the bottom portion of a video on desktop view—includes text and a link. Though less common now, 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 intent—through post-view surveys.

YouTube Video Discovery Ad (Formerly In-Display)
Ads that appear alongside YouTube search results, on the homepage, or alongside related videos, encouraging 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. 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 specifically designed for video ad placements on YouTube and Google Video Partners, optimized for views, engagement, or conversions.

YouTube Shorts Feed Targeting
Placing video ads within the YouTube Shorts vertical feed to reach users watching short-form videos.

YouTube In-Feed Video Ad
Video ads that appear in the YouTube home feed, search results, and related video sections. Users click to watch the ad like a regular video.

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 that prompt users to take actions like visiting a website, viewing another video, or answering a poll.

YouTube End Screen
A customizable screen at the end of YouTube videos used to promote other videos, channels, or CTAs—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 brand—such as preferences, interests, or feedback via video polls or interactive content—used for personalized video ad targeting.

Zoom Effect (Video Editing)
A video editing technique where the camera view is digitally zoomed in or out to emphasize a product, scene, or emotion. 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 used in web design to manage the stacking order of elements. In video ads, it ensures overlays (like CTAs) display correctly above other page elements.

Zapping (Ad Skipping Behavior)
The act of skipping, closing, or avoiding video ads, especially in OTT or CTV environments. Understanding zapping behavior helps in optimizing video ad placement and format selection.

Zero Latency Streaming Ads
Video ads delivered with minimal to no delay during live streaming, ensuring smoother playback and a better user experience—critical 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 metrics—ensuring 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 content—it’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. Keep this glossary bookmarked, revisit it often, and stay ahead in the ever-evolving world of digital video.