Section: A

CIMM DEFINITION: Data points that indicate when an ad has aired as-run as opposed to when a program or other content has aired.

2: Includes metadata. (Source: TIVO)

NOTE – What is the finest level of granularity desirable to report ad occurrence – one second, 5 seconds or more. (Source: TRA)

CIMM DEFINITION: A measure of advertising effectiveness in which a sample of respondents is exposed to an ad and then at a later point in time is asked if they remember the ad. Ad recall can be on an aided or unaided basis. Aided ad recall is when the respondent is told the name of the brand or category being advertised. (Source: IAB)

CIMM DEFINITIN: The request for an advertisement as a direct result of a user’s action as recorded by the ad server. Ad requests can come directly from the user‘s browser or from an intermediate Internet resource, such as a Web content server. (Source: IAB)

See Also: Commercial Viewership Index

CIMM DEFINITION: The ratio of commercial viewing average audience to total program viewing average audience. (Source: Rentrak)

NOTE – This is not recommended as a general industry term because this ratio is reflective of not just pure ad retention but also the program audience trend from beginning to end may be increasing or decreasing as at the beginning or end of prime time. TRA for that reason calls this the Commercial Rating index (CRI) – the index to the average program rating – which is what is clearly is. Ad retention should be measured against the base of homes that start the commercial. (Source: TRA)

See also: Redirect, Latency

CIMM DEFINITION: The delivery of ads by a server to an end user’s computer on which the ads are then displayed by a browser and/or cached. Ad serving is normally performed either by a Web publisher or by a third-party ad server. Ads can be embedded in the page or served separately. (Source: IAB)

See also: Commercial Avoidance, Trick Play, Measured Ad Skipping

CIMM DEFINITION: The act of fast forwarding (or skipping ahead as on TIVO) and therefore not completely viewing an ad. It is one possible result of a viewer using the trick play mode of DVRs and other recording devices.

NOTE – There are other forms of commercial avoidance such mental tune-out, conversation, other activities e.g. reading, using a phone or a computer device.  (Source: TRA)

CIMM DEFINITION: The location on a page of a site in which an advertisement can be placed. Each space on a site is uniquely identified. Multiple ad spaces can exist on a single page. Ad stream- the series of ads displayed by the user during a single visit to a site (also impression stream). (Source: IAB)

See also: Ad Codes, Ad-ID

CIMM DEFINITION: Unique identifier for an online ad that indicates to the advertiser that their ad has run.

CIMM DEFINITION: The successful display of an advertiser’s Web site after the user clicked on an ad. When a user clicks on an advertisement, a click-through is recorded and re-directs or “transfers” the user’s browser to an advertiser’s Web site. If the user successfully displays the advertiser’s Web site, an ad transfer is recorded. (Source: IAB)

CIMM DEFINITION: When the ad is actually seen by the user. Note this is not measurable today. The best approximation today is provided by ad displays. (Source: IAB)