Are you unfamiliar with the world of advertising? That's okay. We'll simply explain and show you everything.
TV advertising formats
TV spot
The spot is the most well-known form of advertising on television. It is an audiovisual advertising communication included in an advertising block. A TV commercial spot can last from 5 to a few minutes, but the basic length of the most common version is 30 seconds. The price of TV spots, their length, and placement within the advertising block depends on the basic price and various indices (length of the spot, time of broadcast, season, etc.).
Sponsoring
A sponsorship message is a short, 5- to 15-second form of television advertisement, similar to a spot. The difference is that the "sponsoring" is not placed in an advertising block like a traditional spot, but is tied directly to a specific show and broadcast before and after the show. It is possible to show a product in a sponsorship message, but it is important to note that the producer, not the product, is the sponsor of the program. A typical sponsorship message can be recognized by the familiar: "This program brings you..."
Overlay
A special visual form of advertising placed directly in the program/show. It is an animation (or a static image) of max. 5 seconds in length, and the display size can be up to 1/16 of the screen. The placement of the overlay is only possible under the sponsorship of the program in question.
Product Placement
Product placement is a native form of advertising where the product/service is incorporated directly into the plot of a series, show or film. It is an effective way of communicating with the consumer, as it shows the brand in a natural setting, through the storyline or characters, in a non-violent, very intuitive way. For example, when the main character has a yogurt or coffee for breakfast from a brand whose logo is acknowledged and clearly visible in the shot.
PR output
A special form of TV advertising, most often in the form of a PR report or PR interview, broadcast as part of a news and publicity program. PR reports are most often made at various events or brand-related events. Although, PR interviews are tailored to the client, they naturally present the topic natively, which fulfills an informative or service function for the viewer.
ONLINE advertising formats
PREROLL
The ad spot, which starts playing before the video content, has a shorter duration (10-20 seconds) and an interactive click-through, the so-called CTA (call to action) button, can be added to it to increase interaction.
MIDROLL
An advertising spot that appears while the content is playing, can be up to a minute long and is usually used in longer videos. The spot can be enhanced with branding and a CTA button (interactive click-through, call to action button).
POSTROLL
An ad spot that plays after the end of the watched content can be augmented with an interactive click-through, called a CTA (call to action) button to increase interaction with the user.
SQUARE
Advertising banner of square type, with dimensions of 300x300 px (or 300x250 px). Most of the time it takes the form of a static image, but there are also animated ones (html5). It has different positions on a web page and is displayed on all devices.
DOUBLE SQUARE
Vertical rectangular banner with the size of 300x600 px, which is placed on the desktop in the sidebar of a web page, on mobile has different positions. It can be both static and interactive, displayed on all types of devices.
BRANDING (SKIN)
A premium ad format that surrounds the content of a web page. When scrolling, it remains visible on both sides of the site, has high visibility, and attracts users' attention. It is mainly displayed on desktop/PC.
INTERSCROLLER
A premium mobile ad format that works on the principle of scrolling the page (article), with the user gradually scrolling to reveal the ad content itself. Fully uncovered, it takes up almost the entire screen. It's our largest mobile ad format with a high level of engagement.
MOBILE STICKY
A mobile ad format that appears at the bottom of the screen and stays in that position even when scrolling through content. It includes a close button, since it overlays the page content. It has a very high visibility and the most common size of 320x50 px.
PRICING TERMINOLOGY
CPT (COST PER THOUSAND)
The price per thousand viewers reached on TV, on the Internet it's the price per thousand "views" of the ad. CPT is used as a comparative indicator of the cost of advertising.
GRP (GROSS RATING POINT)
Gross Rating Point is the cumulative follow-up in the population. It expresses the reach of the campaign within the universal/external target group (12+). GRP is the total sum of the viewership/ratings of the individual spots in the campaign.
TAI (TARGET AFFINITY INDEX)
Affinity is an index that describes the suitability of a particular advertising medium (TV program) for the target audience of a campaign. It characterizes how a more narrowly specified target audience watches the program compared to the viewership of the program by the universal target audience/population (12+). It is calculated as the rating in the specified CS divided by the rating in CS 12+ (Formula: TAI = TRPs/GRPs in the given program). An affinity greater than one means that the program is suitable for use in a campaign (because its target audience watches it relatively more than the population).
SHARE
The share of viewing of a program/television at a specified time and in a specified target group, which is calculated only from those viewers who have just watched TV (so 100% is only viewers in front of the screens, not the whole population).
PRIME TIME
The time zone in the JOJ Group's broadcast stations ranges from 17:00 to 23:00 (with an index of 2.0 k Off time CPRP).
POWER BREAK
Short commercial break in top programs, max. once an hour.
BUNDLE
Distribution of ad buys in the fixed ratio of JOJ Group stations.
CPP (COST PER POINT)
Price for reaching 1% of the target group. Also, the cost per 1 GRP, per one percentage point of viewership. It is used to determine the price of TV advertising and also to compare the cost effectiveness of different TV strategies.
TRP (TARGET RATING POINT)
Target Rating Point is the cumulative viewership (sum of viewership/ratings of individual spots in the campaign), or the reach of the campaign within a specific/narrow target group.
RATING
Program/TV viewership. This is the number (or percentage) of viewers who have watched a given program/television out of the total potential viewers in the market/population. It is given in % (RTG %) or in thousands (RTG 000). The sum of the ratings in a campaign makes up the total GRPs of the campaign.
BREAK AVERAGE
The average viewership of each 30s ad spot in a given ad block.
CPRP (COST PER RATING)
Cost per rating point is the price per rating point, which is set excluding VAT and before deduction of any agency discount. The CPRP shall be determined by agreement.
OFF TIME
The time zone in the broadcast of JOJ Group stations in the range from 06:00 to 17:00 and from 23:00 to 06:00 (with an index of 1.0).
DOUBLE BRAND
Multiple clients in one spot.
PÁSMOVÝ INDEX
Predstavuje vopred dohodnuté časové pásmo dňa, na ktoré sa vzťahuje prirážka formou indexu.
