Glossary: New Media

validation

The process of checking web page programming code to ensure interoperability among web browsers and compliance with W3C specifications. Also refers to techniques that prevent incorrect data entry on web forms, such as requiring zip code fields to contain exactly five numerical characters.

VBI

See Vertical Blanking Interval.

vertical banner

A banner ad that displays vertically in a web page’s margin. A standard specification is 120 x 240 pixels (width to height).

vertical blanking interval

Portion of a TV signal that contains no audio or video data. As a TV image draws itself onto the screen with an imperceptibly rapid series of horizontal lines, blank lines demarcate the transition from the bottom of the screen back to the top. Broadcasters and content providers incorporate additional data into this VBI that set top boxes or TV tuners can decode. Broadcasters can thus display extra information such as closed captioning, weather alerts and interactivity overlays.

video on demand

Video content—most commonly feature films—which subscribers can request at any time of their choosing, and view from beginning to end.

video windowing

The practice of manipulating video content display through the use of multiple windows. Includes creating separate windows to zero in on specific portions of larger images, and creating mosaics to show several video sources simultaneously.

viral marketing

Techniques that attempt to inspire consumers to spread image or branding messages rapidly amongst themselves, like a virus strain sweeps quickly through an elementary school. An email that includes a forwarding link to a sales promotion is a low-key approach; staging stunts sufficiently wacky to inspire people to repeatedly share the news and video links skews more aggressively.

viral video

Typically amusing online videos that generate tremendous buzz and circulation, thanks to viewers who use email, blogs and web forums to send the links or the files themselves to friends and colleagues. Many viral videos are amateurish consumer-generated media, but several companies have also cashed in on this phenomenon and won some free publicity.

virtual community

A group of people united online by common interests. Members interact almost exclusively through internet technologies such as discussion lists, web forums and social networking sites. Because the only “membership” requirements are a willingness to participate and an internet connection, virtual communities unite millions of people who might otherwise never have met.

visit duration

The exact amount of time that a visitor browses a particular website, or views a single web page or ad unit.

visual merchandising

Displaying inventory in an appealing and eye-catching manner. For e-tailers, these displays include graphics-enhanced email, dynamic web pages that respond to click patterns with fresh displays of related or similar products or interactive “try it out” applets—i.e., using an animated model to show how a particular shirt and pair of slacks might actually look when worn together.

VLOG

Type of blog that features video content instead of photography or simple text. Due to video’s greater bandwidth load, vloggers keep their videos fairly brief—or should they choose to spotlight lengthier content, they simply link to the file in another location.

VOD

See Video On Demand.

vodcast

Type of podcast that features video content. Content providers create XML syndication links from which podcast clients automatically download videos for onboard playback or for transfer to portable video players. Subscribers can then play back this video on demand.

voice over internet protocol

The use of a combination of software and hardware to transmit voice data in real time over the internet. In practice, VoIP is a substitute phone service that piggybacks phone costs onto internet access fees that homes and businesses already pay.

VoIP

See Voice over Internet Protocol.