Have you come across a word in an audition breakdown or on the GVAA rate guide and wondered, “What does that mean?”
I’m going to cover a BUNCH of them in this email today! This is a great email newsletter to save and send to another voice actor. There’s A LOT in this but scroll to the bottom for a downloadable PDF cheat sheet.
OTT: This stands for “Over the Top” and is the delivery of video ads over the internet on streaming services and connected devices, bypassing traditional cable and satellite TV.
Real World Application: On the GVAA rate guide, you’ll see “Does not include usage for Pre-Roll or OTT/CTV.” This means that the spot cannot be used for streaming services (or YT pre-roll ads).
CTV: This stands for “Connected TV.” A lot of times this is used interchangeably with OTT but CTV is the internet-connected screens, usually smart TVs or streaming devices, where your ads actually play. These are televisions that stream internet content via smart TVs, or external devices like Amazon Fire TV, Apple TV, gaming consoles, and streaming sticks.
Real World Application: Because these are typically non-skippable, high attention ads, they can demand a higher rate or are closer to broadcast TV rates.
OLV: This stands for online video. They’re video ads that run on the internet (YouTube, Social Media, Streaming Platforms, Publisher Websites – like blogs or news sites).
Real World Application: It’s digital-only usage (not broadcast TV). Rates are typically lower than national TV, but still usage-based. It may run across multiple platforms globally or regionally
OTT, CTV and OLV can be confusing because they seem very similar. Even people in advertising mix them up. Here’s an easy way to understand the difference –
OTT = how content gets delivered
CTV = the device you’re watching on (internet connected screens Smart TVs)
OLV = video ads anywhere online (YT, Social, Publisher Sites)y9
OLV = small screen (phone/computer)
CTV = big screen (TV via internet)
OTT = the system/platform delivering it all
Rates
OLV = Lower $
CTV = Higher $
OTT = Depends but often CTV level if on TV
DRTV: TV commercials designed to get immediate action (“Call now,” “Order today,” “Visit this website”).
Real World Application: Usually lower upfront session fee. Often longer scripts + heavy sell
TAG: A short additional line added to the end of a commercial that changes specific details (like price, location, date, or call-to-action).
Real World Application: Tags are NOT free add-ons. Charged as additional units (often a % of the base rate or per tag fee) or included as a limited number, with extras billed. Ask these questions to determine rate: “How many tags are there?” “Are these price/location/date variations?” “Where will each version be used?”
VOD: Content viewers choose to watch anytime (not scheduled TV). Examples: Hulu library, Cable on-demand menus, Streaming platform content.
Real World Application: Often overlaps with OTT/CTV usage. Can be broad + long-term exposure.
Clarify: Is this ad-supported VOD? For how long?
EXCLUSIVITY: You agree not to work for competing brands in a category. Example: You voice a Coke Ad and get an audition for a Pepsi ad that has an exclusivity clause.
Real World Application: You should get paid MORE if you voice a brand and they ask you to be exclusive. This is the issue with taking lower paying VO jobs. If you book a car ad on an online casting site for $175 but get a Ford audition asking for exclusivity and paying $10,000 from an agent, you can’t audition for the Ford job. Usually, this is only if the ad is currently running (another reason why in-perpetuity is risky).
RENEWAL: Client pays to continue using your spot after the initial term.
Real World Application: Renewals are wonderful. You typically don’t have to record again (unless there’s an updated script). Renewals are usually paid at the original rate + 10%. Typical terms: 13 weeks, 6 months, 1 year. If you book via an online casting site and there’s no renewal clause, you run the risk of unpaid extended usage. When in-perpetuity is agreed to, you waive the right for renewals.
TERRESTIAL: Traditional over-the-air TV or radio (ABC, NBC, local stations).
Real World Application: Typically higher rates than digital. Larger audience reach.
Often union-style structure even in non-union jobs.
L/E/V – Lifts, Edits, Versions:
Lift = pulling a section from your read (ie. recording a :30 spot, but pulling a :15 spot from that)
Edit = modifying timing/audio
Version = alternate scripts (price changes, CTAs/Call To Action, etc.)
Real World Application: More version = more value. It’s not just one spot and you should charge accordingly.
USAGE: Where (platforms – TV, radio, OLV, CTV, etc.), how long (duration – 3 months, 1 year), and how often (geography – local, national, global) your voice is used.
Real World Application: THE biggest pricing driver. Same recording = wildly different pay depending on usage
BUYOUT: One flat fee for unlimited or long-term usage.
Real World Application: When you agree to a buyout, it’s often under-valued. It can be worth it if – the fee is high enough or usage is limited (not truly “in perpetuity”).
PFW, PFH, PFM: This is most common in audiobooks and e-learning.
PFW = per finished word
PFH = per finished hour (MOST common for audiobooks)
PFM = per finished minute
Real World Application: Keep in mind that PFH includes: Recording, Editing and Retakes. 1 finished hour could = ~3–6 hours of work.
ROYALTY SHARE: Instead of upfront pay, you earn a percentage of sales.
Real World Application: This can be a high risk with an uncertain reward. Most common in audiobooks (e.g., ACX). It can be beneficial if strong book sales are expected and you vet the project carefully. It also could be a great option if you’re just starting out and want the experience.
IVR/MOH:
IVR (Interactive Voice Response) = “Press 1 for sales…”
MOH (Message on Hold) = what callers hear while waiting
Real World Application: Usually non-broadcast, corporate usage. Lower rates than commercials BUT these often result in repeat clients, easy sessions and steady income.
Want a downloadable cheat sheet to print off or keep on your desktop? Download it HERE
