There’s no denying video’s rampant growth in digital advertising today. Consumer attention is shifting quickly from traditional broadcast television to internet connected devices and marketers are adapting quickly. Based on the Interactive Advertising Bureau’s latest study, nearly 72% of marketers surveyed expect to shift dollars from TV to digital video campaigns. Video’s impact on marketplace performance is also incredibly compelling:

- Highest clickthroughs than any form of digital ad, 10X more than the average*

- Powerfully engaging - 65% of viewers watch more than ¾ of a video, and

- Converting customers - 90% of online shoppers say videos aid their buying decisions

For those involved in shaping the future of video advertising, it’s extremely exciting to watch the landscape transform. But for those new digital video advertising, there is plenty of complex jargon to learn.

In today's post, we’ve curated a list of the most commonly used terminology when building digital video creative and video ad campaigns.

Video Ad Formats

In-Banner Video A video clip that exists within a display banner that leverages the banner space to deliver a video experience as opposed to another static or rich media format.


Vertical Video Support With MRAID A mobile video ad format, championed by Snapchat, which displays full-screen video in the portrait orientation.


Inline Autoplay Video - Mobile Web A mobile video ad which automatically plays when viewable on a mobile web page.


Outstream Video Formats & Ad Products Video advertisement is delivered outside of a video player window typically within a webpage’s content.

Video Enabling Technology

Programmatic Video Personalizing which video or interactive ad is shown to the user based on 1st party or 3rd party data. Optimize based on completion rate, view time, or click/interaction rate.

MRAID (Mobile Rich Media Ad Interface Definition) With Video The industry standard for delivering In-App mobile rich media.

Video Hosting and Transcoding Converting video files into formats suitable for all digital platforms and ad formats. The most common supported format across all devices is MPEG-4 (.mp4).

VAST (Video Ad Serving Template) Instream The industry standard for structuring ad tags that serve ads to video players.

VPAID (Video Player-Ad Interface Definition) Video standard which enables coordination of Rich Media ads that are delivered as a companion to VAST video ads.


Video Metrics

Cost Per Acquisition/Action Cost based on visitor specifically defined action in response to an ad. (Need to make language here easier to read)

Cost Per Completed View The price paid every time a video ad runs through to completion. Rather than paying for all impressions, some of which may have been stopped before completion. (CPCV = Cost ÷ Completed Views).

Cost Per Viewable Impression Advertiser only pays for video impressions that are considered viewable by MRC and IAB viewability guidelines. Typically sold at 1000 impressions.

VIdeo Completion Rate The percentage of all video ads that play through their entire duration to completion. Also known as View Through Rate (VTR) and Video Completion Rate (VCR).

Time Spent The exact amount of time a consumer spends with an ad.


As digital video evolves, so too will its concepts and vocabulary. It's imperative that marketers understand the basics of digital video so they can easily leverage the tools, technology and techniques available to deliver effective digital video campaigns. For a more comprehensive list on video terminology, we recommend checking out the IAB’s Digital Video Glossary.

*Compared to Google DoubleClick’s average U.S. CTR of 0.18%