The Video Dictionary
Back in 2016 we came up with the term Video Marketing Platform to describe our product. It was then adopted by our competitors, becoming the default term for our category in the process. As we've grown, so has the terminology we use. So to make sure everyone is on the same page about what we mean, we've created this glossary. We hope you find it useful.
This is the process of identifying and assigning credit to specific events, actions, or activities that contribute to an outcome, such as a sale, conversion, or engagement. (See all Marketing Attribution and Video Attribution).
See Video Analytics
This is video content that is designed to serve as a subtle, non-intrusive visual and auditory backdrop, often used to enhance the atmosphere of a space without demanding active viewer engagement. This format focuses on creating a mood or ambience, rather than conveying messages. It is commonly used in both personal and public settings, such as offices where work is played on a loop in receptions, or at concerts and bars where visuals match the music being played.
This is a targeted webinar event designed for a specific account or group of accounts. It looks to deliver personalized content to potential customers to nurture relationships, showcase solutions and ideally convert them to paying customers.
An action gives the host the ability to overlay text, links or imagery over a video. This means you can easily include call-to-actions, download links on their own, or even embedded into images with this function. All of which are very effective at enriching the video's narrative, interactivity and enhancing lead generation potential.
This is the practice of pre-loading segments of data when streaming video content. This creates a buffer that is loaded ahead of the current position within the video to ensure there are no pauses or pixelations, which can occur with high video quality or poor internet connection. Our video player is one of the fastest players around, so it is very rare that the viewers will experience any visual buffering errors.
Breakers are dividers within the webinar tray (see Webinar Tray) which create a clear delineation between sections and topics in the webinar, such as sharing a video or introducing another speaker, allowing the host to easily navigate through the content during the webinar.
This is a highly targeted webinar focused on a specific account. It is tailored to the unique needs, stakeholders or goals of a single customer, typically aiming to nurture the relationship, educate, address specific pain points and deliver long-term value.
When a viewer or visitor has been identified it is classified as a conversion as it allows you to nurture the contact into a lead. At TwentyThree, outside of webinar sign ups, we have a tool called a collector (see Collector) which allows viewer information to be captured while viewing videos.
Content generation is the process of creating various forms of digital content; such as webinars, articles, videos, social media posts or infographics to engage audiences and drive traffic. The tools we've created at TwentyThree are built to make getting great quality content out in the world easier and quicker, allowing companies to be as video first (see Video First) as possible.
Text displayed on screen during a video or webinar detailing what is being said as well as other relevant audio elements. Typically these are used to ensure that the content is accessible to viewers with hearing impairment. Closed captions are a requirement of Web Content Accessibility Guidelines (WCAG) and can be turned on for any video or webinar.
A part of a video or webinar taken from the full version. Clips are often used to create content for social channels to highlight particular messages, key events or to use as a trailer for the full content.
This is a webinar hosted by a company or organization on behalf of a partner which is designed to educate, engage and support that partner's customers- such as resellers, distributors, affiliates or other third-party collaborators.
A series of videos displayed in a scrolling or swiping format, often horizontally. This format allows users to view multiple pieces of content in a single interactive space. Carousel videos offer the opportunity to deliver more content and to engage viewers more deeply. They are a good media format for mobile, but increasingly brands are looking to this format to make their websites more engaging and interactive.
A series of curated webinars or videos around a theme or topic, designed to achieve a specific goal, often involving multiple distribution channels.
A breakdown of your viewers by platform and device. This can be useful for checking whether your users primarily view your site on tablets, mobile or desktop.
Individual pages for each group of metrics around impressions, plays and conversions. Each of these present a more detailed view of how your videos are performing in a specific area.
A system or software used to store, organize, version control, track and distribute multiple forms of digital assets, such as images, videos, documents and presentations. Video Marketing Platforms (see Video Marketing Platform) have this functionality as standard for digital video assets.
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A large organization or business that typically requires scalable solutions for video marketing and digital content management.
All viewers are given an engagement score from 0 to 100. The number indicates how engaged viewers have been. It is calculated from the number of visits, amount of videos and webinars that have been watched and the time spent watching them. Customers can adjust the weight given to each of these criteria to define their engagement score.
The number of total minutes seen by all viewers combined.
This is a technique where a snippet of HTML code is used to embed a specific video into your website. Our process at TwentyThree, known as Spots (See Spots), builds on this technique and makes the process much simpler. Once you have created the link between the media area on your webpage and your video library with the first embed code, you can then change the video to be played there simply by choosing the video you want from the library, removing any chance of errors when copying new embed codes. This makes it easy for anyone in your organization to make these adjustments whenever you want, instantly.
This is the name for the resolution level of a video screen. Full HD resolution is commonly 1920 across the bottom of the screen by 1080 pixels up the side. (See also 4K).
A frame is a single, still image in a sequence of images that make up a video. When played in rapid succession, these frames create the illusion of motion. At TwentyThree 'Frame' is an event that we hold in different cities throughout the year where we invite customers, leads, partners and influencers to discuss and share ideas about video, webinars, video marketing and the future.
This is an acronym for frames per second. Every video is made up of individual frames (see Frame) which together, show an image in motion. The standard number of FPS is 24, but this can rise to 30 or 60 if there is a need for more detail in fast moving scenes.
Fake video refers to any video that has been manipulated, altered, or generated to mislead viewers. It can range from simple edits to highly sophisticated AI-generated content. Fake videos are often used for entertainment but also for misinformation and fraud.
HTML5 or HyperText Markup Language is the standard language for structuring and displaying content on the web. What stands it apart is that it allows websites to run more media, making them much more interactive and engaging.
The host of a webinar is the person responsible for producing the event. They can also be the main presenter or speaker, but these functions can be separate. (Also see Producer).
Key moments or clips extracted from a longer video, often used for promotional or recap purposes.
This is video content recorded, edited or played back using an Apple iPhone. This style of video is often used for social media, business and marketing content thanks to its user-friendly in-phone editing and high resolution recording capabilities.
A count of how often the player itself has been loaded, separate from whether or not the video has actually been played.
This is a feature which shows the viewer's location (country and city) of your videos with accompanying loads, plays, embeds, finishes and total engagement minutes. If the location is hidden the viewer will be listed as being located where the TwentyThree servers are located.
A live website is technically a fully functional, final, deployed version of a website that is hosted on a server and available to users via the web. However, when we discuss the idea of a live website we mean that the site is video driven and as dynamic as possible; showing the company's most up-to-date video- even real time webinars.
The real-time broadcasting of video content through the web.
The delay between a video or audio stream being sent from its source and it being displayed to viewers, affecting real-time communication and interactivity.
This is an acronym for Moving Picture Experts Group, and is a family of digital video and audio compression standards developed by the ISO/IEC. It is widely used for storing and transmitting media content efficiently.
Video content specifically designed or optimized for viewing on mobile devices.
A collection of martech tools and platforms that an organization can use to plan, execute, optimize and measure marketing processes and efforts. The tools that make up the stack are increasingly interchangeable and integrate with each other, offering marketers a huge amount of choice and flexibility around what they can use.
This refers to the share of budget that a marketing department would spend on martech, which, when combined with media, staff and third party services and production costs makes up the overall marketing spend for a brand. Typically Martech share is around 26.6% of total marketing spend.
Short for "Marketing Technology," and refers to the platforms, software, tools and their application, to plan, execute, optimize and measure marketing campaigns.
Marketing attribution refers to the process of identifying and assigning value to the various touch points or channels (eg: ads, emails, webinars, social media or website visits) that contribute to a customer’s decision to take a desired action, such as making a purchase, signing up, or converting in the sales cycle in some way.
An online gathering often involving video communication, conducted using web-based conferencing tools such as Zoom, Teams, Google Meet and Webex.
Video content that can be viewed at any time, rather than at a scheduled, broadcast time, also referred to as catch up. Viewers can either watch online or download the content to watch offline.
Within a webinar an audience member can request to go OnCamera to ask a question or interact with the speaker. When their turn comes to ask their question or talk, they will then be made audible and visible by the host to the audience in the webinar.
This is a lead generation approach to collect viewer or website visitor data such as name, email, industry or job title to build a profile of who they are, and better assess whether they could become a potential customer. In order for the viewer to share their details it is important to create an ongoing value exchange and share useful, relevant content for their data. At TwentyThree we have a tool called a collector (see Collector) which a host can place at any point in a video, requiring the viewer to input profiling information to access video content.
This term is sometimes used interchangeably with host (see Host) and refers to the person responsible for overseeing the production of a webinar, including planning, recording, editing and distribution. Our preference is to use the word host.
See Thumbnail.
A list of your top performing videos for the given period, with metrics for each video listed in a table format.
This is a clickable interface element on a video player that initiates playback of webinars or videos. At TwentyThree the play button is customizable to align with a brand's design guidelines to ensure that the viewing experience is as on brand and branded as possible.
Performance refers to how much of your videos have been seen by all viewers. Performance is a detailed graph of how many of your viewers see each part of your video (divided into 1% increments).
Example: A playthrough of 75% means that your viewers see 3/4 of your video content on average. For performance this could mean 100% of your viewers have seen the first percentile of your video with only 50% of your viewers seeing the 100% percentile - alternatively, it could mean that every single viewer has seen the first 75% of your video and none of your viewers have seen the last 25% of your video.
Playthrough should be used as an overall indication of video performance, while the actual performance graph should be used to track actual video content seen, and is especially helpful for analyzing a single video at a time.
A count of how often a video has been played (where actual video content has been displayed).
This is a place in an office where employees can go and make a personal video to send to clients and customers. Whilst it is common for larger organizations to have video studios for webinars and for employees to record personal videos, the simplicity and convenience of a personal video stand in the corner of an office floor allows personal videos to be made more quickly and helps to normalize their use.
This is a campaign that uses personal video as the primary communication channel. An example of this might be when a business wishes to advertise an event for their clients and potential leads, and in order to engage on a more personal level, employees would record a personal video invitation to the event.
This is an asynchronous video format in which a personal user can combine a video recording of themselves, screen recording of their computer, slides or existing video content as one complete video. This can then be seamlessly loaded into email to the desired recipient. TwentyThree pioneered this video innovation for enterprises to help them capture as much human engagement in their communication as possible.
A breakdown of performance per day outside the plays (see Plays) you see on the frontpage. This allows you to investigate metrics such as user interaction (clicks and sharing) and secondary metrics (playthrough performance, load-to-play, play-to-finish).
Someone who signs up and participates in a webinar to make up the audience. Participants can ask questions before and during the webinar which can only be seen by the host or speaker, or they can write in the chat, which is visible to anyone. Participants do not by default connect to the webinar with their camera or microphone, but they can ask the host to go on camera (see OnCamera).
This is a functionality that allows you to download all the footage from all cameras used in any webinar so that you can edit it as you wish.
See Recommendations.
A recurring webinar is scheduled to repeat at regular intervals (eg: weekly, monthly) to maintain consistent audience engagement or deliver ongoing education.
Suggestions of further videos to watch, provided to viewers based on their previous viewing behavior or interests, often powered by algorithms. If a customer uses Youtube to host their video content there is a distinct risk that a competitor's brand could be recommended to view, within our hosting environment this is never the case.
Text displayed in the video player that translates or transcribes the dialogue or narrative of the video, in order to ensure that the content is accessible to viewers with hearing impairments or those who do not understand the language being spoken. (See also Closed Captions).
Storytelling is about communicating ideas and messages in the most engaging, creative and human way. We believe that outside of in-person interaction, video is the next best technique to tell stories, conveying messages and build strong customer connections and relationships.
This function makes putting videos on your website and managing them dramatically easier. Spots creates a path from any video on your website to your entire video library with just one embed code, after which you can then easily change out the videos on your website simply by selecting a new video from your video library- all in just a couple of clicks.
This is a group of speakers who are selected from within or outside an organization to deliver a webinar or webinar series. Within the webinar the host (see Host) will manage when each of the speakers will appear on screen.
Someone, either from the same company or an external one, who joins the webinar on camera and microphone, with the ability to be seen, heard and share their screen. Speakers are differentiated from the host because they don't have access to the tray or have control of the chat, however they can talk in the speaker chat between themselves.
Social video refers to video content that is created for, and shared on social media platforms. Typically, these videos are short with immediately catchy visuals, supers, voiceovers or interactive elements to ensure quick engagement and shareability.
A rough estimation of how and where your viewers see your videos.
This refers to an evolved form of webinar, beyond basic presentation delivery, which incorporates advanced interactivity, personalization and production quality thanks to features such as multi-camera angles, HD, raw footage access, analytics, polling and OnDemand content.
The practice of optimizing video content to rank higher in search engine results and increase visibility.
The controls that allow viewers to navigate through a video to exactly where they wish to view, by dragging or clicking along a timeline.
This feature allows for the addition of banners on screen to add extra relevant information; such as a speaker's name and title or detailing poll results.
This is the process of translating a video's transcript into another language.
With any uploaded video to TwentyThree you can create and add a transcription to enhance the content's accessibility and value. Within minutes, a transcript of the video will be available, providing a text-based version that improves comprehension, discoverability, and audience engagement.
An image that works as a static representation of a video before the play button is clicked, also sometimes referred to as a poster.
The word television is derived from ‘tele’ meaning far or distant and ‘vision’ meaning seeing or sight, encapsulating the idea that images from one place are being shown somewhere else. Today we generally describe television as the distribution of video content to a broad audience via traditional broadcast channels.
This is a dedicated physical space optimized for producing, recording, and broadcasting high-quality webinars or personal videos. The level of finish and sophistication of equipment can vary according to budget, but high or low, the studio should be equipped with cameras, microphones and lighting to ensure clear audio-visual live streaming and recording.
On the very simplest level this is a vision that articulates what a brand wishes to achieve through video, why they wish to do it and where they want to get to in the future (see also Video Maturity). Importantly, strategy shouldn't be seen as fixed, but more dynamic and iterative, helping to guide a brand's path forwards. Executing against the strategy is where a video plan comes into play. (See Video Plan).
This encompasses a large range of applications designed to create, edit, enhance, host, distribute or analyze video content. It is most commonly used in the marketing, entertainment, education and communication industries.
This is a page on your website which holds all the videos that you wish your customers to see. At TwentyThree our Video Marketing Platform (see Video Marketing Platform) allows you to store all of your company videos and showcase them in a fully branded skin on your website, so there is no difference between the look of your site and the video section. When a customer clicks on any video within the video section it will play on a new video page (see Video Page) which also has a series of related videos that can then be viewed.
A business specializing in shooting video content, ranging from commercials, product demos to webinars. Sometimes these companies will create the original concept/script but often focus on filming the already created concept.
A video producer is an individual responsible for overseeing the pre-production, filming, editing and delivery of video content, including marketing videos and webinars.
A video platform is primarily designed for storing, hosting and distributing video content and focuses on playback quality, content management and audience access. It is sometimes used interchangeably with Video Marketing Platform (see Video Marketing Platform), however whilst similar there are key differences; A Video Marketing platform will also integrate with CRM, email marketing, and automation tools to help businesses use video strategically for lead generation, nurturing, and conversions and is increasingly one of the most important parts of the Martech Stack (see Martech Stack).
A detailed outline of the steps, organizational change, resources, costs, milestones and messages required to execute against the video strategy and move towards greater video maturity (See Video Maturity).
The video paradox is conventionally understood to refer to the tension between the increasing demand for video content and the difficulties businesses face in producing it effectively. However, when we refer to it, we mean something slightly different; specifically, the conflict between video's continued growth as the medium of choice for asynchronistic communication and engagement, yet it is being overlooked and not given the importance that its ubiquity and efficacy demonstrate that it should have.
The transformational evolution of communication from text to video, resulting in video being the most ubiquitous communication channel thanks to its ability to convey messages better than any other media aside from in-person delivery.
This page will load and play the video that a visitor has chosen to view when browsing the video section (see Video Section) on a company's website. Accompanying the video being played are recommendations (see Recommendations) based on their similarity and relevance to the current video being viewed.
A Video Organization is one which understands that we live in a video first (see Video First) world and is video mature (see Video Maturity). As such it has made video its primary form of communication, when human, face-to-face discussion is not possible. A clear indicator of such an organization is that their website heroes video content throughout, using personal video (See Personal Video) with their customers is second nature and that they have a bespoke video division in their organization which manages all video for all departments from one team.
Both video content that is designed to fit seamlessly into the platform where it is hosted- such as social media feeds, and consumers who have grown up with video as their preferred media for communication and self-expression.
Both video content that is designed to fit seamlessly into the platform where it is hosted- such as social media feeds, and consumers who have grown up with video as their preferred media for communication and self-expression.
This is a real-time, interactive online session where participants use video and audio to communicate and collaborate, typically in a small-group or one-on-one format. Unlike webinars (see Webinars), which focus on one-to-many presentations, video meetings emphasize discussion, teamwork or direct engagement among attendees.
A measure of how well an organization has integrated video into its teams' thinking, organizational structure, martech stack, website marketing and communication strategies. At TwentyThree we have developed a tool to help businesses understand where they are on their video maturity journey and in addition we help businesses on that journey.
A Video Marketing Platform (VMP) is a tool that enables businesses to create, manage, distribute and analyze their video content. Usually these platforms integrate features for production, hosting, distribution and performance measurement to help you maximize the reach, engagement and return on investment of your video marketing strategies. TwentyThree built and developed Europe's leading VMP platform which is currently being used by some of the region's largest businesses.
Video marketing is a strategic approach to using video content to promote, educate or engage with an audience to achieve specific business objectives, such as increasing brand awareness, driving traffic, generating leads, boosting sales or enhancing customer retention. It involves the creation, distribution, and optimization of video assets across various platforms and channels, tailored to the needs and behaviors of target audiences.
A professional who understands and leverages video content to promote brands, engage audiences, and achieve marketing goals such as lead generation, brand awareness and industry education. Key to a Video Marketer's toolkit are video marketing platforms (See Video Marketing Platform) such as TwentyThree which offer features for hosting, analyzing and distributing webinars to integrate seamlessly into broader video first strategies.
The ability to easily understand, create, and interpret video content.
An internal, central hub for a company to collect all of their videos and video assets and make them available for sharing.
This is a colloquial term referring to the equipment required to film a personal video or webinar. The equipment would generally include hardware such as cameras, microphones and lighting.
A mature digital and content strategy that prioritizes video over other forms of media on the basis that it is the most consumed medium and most human and engaging form of communication, outside of face-to-face conversations.
This is the proportion of engaged viewers relative to total viewers or a specific audience segment, often used to assess content effectiveness.
Video engagement measures how actively viewers interact with video content, including actions like watch duration, clicking calls-to-action, or participating in polls. TwentyThree tracks video engagement through detailed analytics, helping marketers refine content to maximize audience retention and response.
A strategic vision and plan for incorporating video capabilities (video conferencing, e-learning, webinars, video libraries and analytics) into business processes, marketing and communication efforts.
This is a practice focused on both integrating video capabilities into an organization such as video conferencing, e-learning, webinars, video libraries and analytics as well as engaging with the workforce to think about how they maximize their use of video and move to a video first (see Video First) communications approach. At TwentyThree we help enable businesses with video through our video marketing platform (see Video Marketing Platform), video library, personal video and webinar software, all of which can help you use the power of video to engage leads and customers on an ongoing basis.
A website that actively uses video as a key means of communication or interaction with its audience, but does so alongside other media formats.
This is an abbreviated term for compressor-decompressor and is technology that compresses and decompresses digital video to reduce its size, whilst still maintaining the visual quality. Codecs allow for efficient storage, transmission and playback of video files across various devices and platforms. MPEG (See MPEG), AVI, MOV and WMV are all types of video codec.
The process of labelling and tracking new leads and ultimately building a profile for them, in order to optimize outreach campaigns. TwentyThree's video attribution works out of the box with HubSpot and Marketo – and can be quickly integrated with any other tool– so you can seamlessly capture contact details for the people who interact with your videos and help improve your attribution model by as much as 50%.
These are a new breed of production company that not only focus on producing videos, but ideating video concepts and helping clients define their overall approach and strategy to video.
The measurement and analysis of video performance metrics across channels. In particular we cover conversion, devices, detailed pages, engagement minutes, engagement scoring, impressions, locations, performance, play details, playthrough/performance, sources and usage (See individual metrics).
A medium for recording and broadcasting moving imagery. At TwentyThree when we refer to video our focus is on webinars and personal video.
Vertical video formats refer to video content created or optimized for display in portrait, with an aspect ratio that is taller than it is wide, typically aligned with the natural orientation of mobile devices. The most common vertical video aspect ratios are 9:16 and 4:5.
This is broad terms for video that is distributed and consumed over the internet. It can be streamed or downloaded and is typically hosted on websites, social media platforms or video-sharing services.
This is a vision that articulates what a brand wishes to achieve with its use of webinars, why they wish to do it and where they want to get to in the future. Executing against the strategy is where a webinar plan comes into play (See Webinar Plan) and is a step on a company's video maturity journey (see Video Maturity).
A sequence of related webinars, typically live or on-demand, designed to deliver cohesive content over multiple sessions to educate, engage, or nurture an audience around a specific topic or goal. Unlike a stand-alone webinar, a series builds a narrative or learning journey, often scheduled at regular intervals (eg: weekly, monthly) or structured thematically to deepen viewer understanding and maintain long-term engagement.
An open-source technology that enables real-time communication of audio, video, and data in web browsers and mobile applications without plugins.
This is a calculation of the return on investment (ROI) from your webinar marketing efforts, and factors in the number of webinars, webinar staff, process and talent time, external production costs, webinar software spend, promotional budget and the total leads the webinars generated. At TwentyThree we have created a calculator to help you understand your webinar ROI better.
This is a first of its kind drag-and-drop tool for webinars that allows hosts (see Host) to keep and manage all the content that they need to produce a webinar. Notes, breakers, videos, polls, slides, TV cards, speaker overviews, webinar info and coming up next can all be managed and ordered within this centralized interface within the webinar room; making it easier than ever to create exceptional, engaging webinars.
Software designed to facilitate the hosting of webinars and maximize engagement through screen sharing and audience interaction.
A detailed outline of the steps, resources, costs, milestones and content required to execute against the webinar strategy (see Webinar Strategy).
A centralized platform or section of a website dedicated to hosting webinars and offering access to OnDemand webinar content.
A way to simply generate highlights of your webinar to extend the lifespan of your content and enhance audience engagement. TwentyThree's innovative WebinarHighlights allows you to either use AI to automatically detect and suggest potential clips from the webinar based on engagement, alternatively, you can manually add a WebinarHighlight by simply clicking on Add Highlight to create a clip of that part of the webinar.
This is the total amount spent by a business to produce any given webinar and should include: webinar staff, process and talent time to rehearse and deliver the webinar, external production costs, webinar software spend and promotional budget. This is different to the budget as it represents the actual costs to produce the webinar.
This is the total sum allocated by an organization to produce any given webinar and should include: webinar staff, process and talent time to rehearse and deliver the webinar, external production costs, webinar software spend and promotional budget.
A webinar (from a mix of "web" and "seminar") is an online event where a speaker or speakers share information, conduct discussions or deliver training to a remote audience via a webinar tool. It typically includes live and pre-recorded video, audio, slides, and interactive features like Q&A, polls, and chat. They have rapidly become a business critical tool for engagement and lead generation.
Before a webinar is due to start attendees are held in a virtual waiting room, often greeted with a welcome message, event details or countdown. It is designed to ensure a smooth and controlled start to the session allowing the host time to verify attendees, manage late arrivals, or address technical setup without disrupting the live presentation. Once the host is ready, they can admit everyone from the waiting room into the main webinar.
