Adspend Analyser: Category and Format Help Guide
To get the most out of our Adspend Analyser tool, take a look at the simplified descriptions outlined here
Please be aware that these are not the full definitions. For full definitions you can visit iabuk.com/adspend or contact the IAB research team [email protected].
Categories:
Search: Paid-for-listings within search services
Display: Paid-for graphic advertising on websites, apps or social media e.g. banners, video and sponsored content
Classified: Paid-for listings on online directories e.g. jobs, properties, cars, B2B
Other: Other online display formats that are not included in the three major categories, e.g. Audio, SMS, and solus email advertising
Display formats:
Standard display banners: Banner ad units embedded into a webpage, e.g. Leaderboard on a news site
Native: Non-video ad units that match the form and function of the platform they appear on, e.g. within a feed of content
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Native distribution: Includes discovery and amplification tools e.g. ‘more from around the web’
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Native in-feed: Non-video advertisements within a feed of content. E.g. within feed on social or news site
Paid Sponsored Content: Advertiser sponsorships of content areas or advertisement features
Video display formats: Display formats that play video advertising specifically, e.g. within stream of video content or a stand-alone video ad unit
- Pre/mid/post roll video: Video advertising that plays before, during or after a stream of video content. It is specific to the content against which it is attached and not the static web pages that the content may be launched from
- Broadcaster VOD: Broadcaster VOD figures provided by Thinkbox
- Non-broadcaster VOD: Pre-mid-post roll advertising shown outside of broadcaster VOD platforms, e.g. pre-roll ad on a YouTube clip or news video
- Outstream / social in-feed video: Video specific advertising that is not within a stream of video content, e.g. a video ad placed within an article or social feed
- Video other: This includes display advertising that is attached to video content within the player itself or is wrapped around the video content, e.g. overlays or branded video players
Other display: Other display advertising outside of major display formats, e.g. tenancies and interruptive formats
- Interruptive formats: Advertisements that appear on users' screens (sometimes before content appears), e.g. pop-ups, interstitials
- Tenancies: Long term strategic partnerships, typically providing content or online services e.g. a dating service partnering with a news site to permanently feature
- Display other: All other display ad units outside of major display formats e.g. display ads on email, in-game ad units etc.
IAB UK Adspend Analyser
Our brand new tool puts the power of our annual Digital Adspend study in your hands for the first time. IAB UK members have the flexibility to build charts using over 20 years of data. Compare formats, devices, environments and more across the years to get the data most helpful for you and your clients.
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