How to Measure Online Video Ad Success

An Online Video Ad Glossary
Companion ad—Banner ad that displays related content concurrently with a video ad.
Cursor chase—Ads that chase after the viewer’s cursor as it glides across the screen. These ads leap from a fixed ad and follow the viewer’s cursor arrow for a preset duration and can be disabled by the viewer at any time.
Expanding ad—Expands in size and direction upon user interaction.
Floating—Moves across the user’s screen or floats above the content.
Floating with in-page—When a floating ad is finished playing, it leaves behind a smaller floating ad. Viewers can replay the ad, interact, or click-through, even after the initial ad has played.
Free-form expanding—Features multiple floating elements placed anywhere on the page that expand like an expanding ad when viewers interact with them.
In-page ads—Appear on a web page, outside of the video player or window.
In-stream ads—Pre-, mid-, or postroll videos that appear in the video player or window.In-stream banners (also known as tickers, bugs or overlays)—Banners, often transparent, that appear on top of the video in the player. Commonly appear in the lower third of the video window.
Interactive video—Includes polls, games, or other interactive options in the video ad.
Interstitial—Advertising placed in-between the origin website and the destination website, either physically or in time.
Locked floating—Floating ad "locks" into place on the page and will not move as the user scrolls through content. Keeps the advertiser’s message visible throughout the page view.Peel down—Reveals a glimpse of your ad in a corner of a webpage, which peels down upon user interaction.
Player skin—Ad graphics that surround a video screen.
Polite ad—Large ad downloaded in smaller pieces to minimize the disruption of the content being viewed.
Pre-expanding—Viewer first sees the ad in its "expanded" state, and then it retracts automatically to its standard size.
Pre-, mid-, postroll—In-stream ads that run before, in the middle of, or after video content.
Pushdown—Expanding ad that "pushes down" rather than covers the content of the page when the ad expands.
Roadblock—Provides advertisers with complete share of ad space by synchronizing any number of display or rich media ads with the video creative.
Self-initiated video ad—Plays automatically on a page, or when rolled over by a mouse.
Shadow ad—Additional ad that shows directly below the video only when it is playing.
Tabbed expanding ad—Presents a range of relevant information into a series of tabbed panels. Each panel can feature video, dynamic data, and other content.
Teaser or bumper—Short video clip that appears before a full-length video or when a player loads.
Telescoping—Lets users learn more about a product or service by displaying a long-form version of the video ad at the user’s request.
Tracking pixel—Small piece of HTML code that causes a clear, single pixel GIF image (1x1) to be loaded on a webpage; used in conjunction with a tracking cookie to monitor user interaction with ads.
User-initiated video ad—Banner that when clicked pauses content and plays a video ad.
Often, if the user clicks again, he is directed to the advertiser’s website.
Video ad curtain—Gives the advertiser complete coverage of the player area with a rich media ad that expands while a video ad plays.
Wallpaper ad—Ad that changes the background of the page being viewed.