Section: I

CIMM DEFINITION: An advertisement or other non-programming element that is added to content whether scheduled beforehand or dynamically inserted for addressable advertising.

2 : The number of times a spot aired during the time frame. (Source: Kantar Media Audiences)

3 : The actual placement of an ad in a document, as recorded by the ad server. (Source: IAB)

CIMM DEFINITION: A purchase order between a seller of interactive advertising and a buyer – usually an advertiser or its agency. (Source: IAB)

See also: Set-Top Box

CIMM DEFINITION: The same as the All-In-One Set-Top Box

CIMM DEFINITION: Software tools which help the user find information of specific interest to him/her. The user‘s profile is continually refined and improved based on the user’s acceptance or rejection of recommendations over time. (Source: IAB)

CIMM DEFINITION: When the viewer actually engages with an interactive asset or application during an interactive session. Interactions can be negative (exit, no, tune away) or positive (yes, request information, etc.) (Source: CTAM Advanced Cable Solutions Consortium, itv Metrics)

CIMM DEFINITION: A form of consumer engagement where viewer takes an action with the application or asset during an interactive session. Interactions can be negative (exit, tune away) or positive (yes, request information) (Source: CTAM Advanced Cable Solutions Consortium, itv Metrics)

See also: Advanced Advertising

CIMM DEFINITION: Advertising that allows the viewer to interact with the message. Interaction is often via the internet but increasingly via the television screen. Further, interactive advertising on the TV is expanding to include interactive apps on companion devices such as smart phones or tablets that are being used while watching TV.  These companion devices can sync their interactivity with what is on the TV screen at the same time, using Automatic Content Recognition (ACR) technologies.

2: Also used to refer to advertising on a STB or DVR that is not the standard linear commercial spot and can include long form video, branded areas and interactive applications specific to an advertiser and use a number of entry points (from the home page, other UI dialogs, guide). (Source: TIVO)

3: Video advertising that contains an embedded EBIF application. The EBIF application typically presents a series of overlay screens over the video, with which the viewer may interact, and then the specifics of the interaction (or lack of interaction) are measured and ultimately reported back to the advertiser. In the cable space it is EBIF once legacy is removed. DISH and Direct are different. (Source: FourthWall Media)

4: All forms of online, wireless and interactive television advertising, including banners, sponsorships, e-mail, keyword searches, referrals, slotting fees, classified ads and interactive television commercials. (Source: IAB)

NOTE – Some interactive advertising is not actually “interactive”, but merely displays information or animation over top of the video ad and / or generates measurement data. For example FourthWall Media’s Measurement AdWidgets are invisible to the user, but track STB exposures and engagement. (Source: FourthWall Media)

See also: Average Exposures, Average Clicks, Average Responses

CIMM DEFINITION: Household Addressable TV Advertising that enables viewer interactivity and facilitates various levels of response tracking. (Source: Visible World)

See also: Advanced Advertising

CIMM DEFINITION: Data collected from any interactive application, including interactive enhancements to video advertising.

NOTE – CableLabs has defined the Interactive Advertising Measurement (IAM) standard for describing user interactions with simple interactive ad enhancements. Similar measurement data can often be derived from Keystream data. Additionally, FourthWall Media’s AdWidgets collect several additional metrics, including STB Exposures, Clicks, and Responses. (Source: FourthWall Media)

CIMM DEFINITION: A segment of available interactive video content by a unique consumer, by viewing device. 12 seconds used as an example for purposes of calculation. (Source: CTAM Advanced Cable Solutions Consortium, itv Metrics)