Impression
When a user sees an advertisement (each time an ad has been viewed counts as an impression). In practice, an impression occurs any time a user consumes content, and an advertisement is visible. It is not to be confused with an engagement
Incremental Reach
The additional unique audience reached by one channel beyond the audience already reached by another channel. Incremental reach is especially important when evaluating how CTV or streaming TV advertising extends reach beyond linear TV or digital media.
Incrementality
The measurable lift caused by marketing activity above what would have happened without that activity. Incrementality helps performance marketers determine the true impact of TV, CTV, search, social, and other media investments.
Incremental ROAS (iROAS)
Return on ad spend calculated using incremental revenue rather than attributed revenue. iROAS helps brands understand the true business impact of media by measuring what advertising actually caused.
Incrementality Testing
A testing method that compares exposed and unexposed audiences, markets, or time periods to estimate the true lift caused by advertising. Incrementality testing is used to validate campaign performance across TV, CTV, digital, and omnichannel media.
Infomercial
A commercial that runs over 5 minutes in length; the most common format generally being 28 minutes, 30 seconds (28:30). An infomercial is a television program that combines information presentation with an integrated CTA to buy a particular product or service. Most infomercials are incorporated with direct response television campaigns