An Online Marketing & Advertising Glossary – get hip with the terms.

Online Advertising Terms

When you’re working with agencies, web designers or online marketing consultants who are helping you with your website or online marketing, it makes sense to find out a little about what you’re getting into. Many clients I deal with have very little knowledge of what it actually takes to create the type of website or online marketing campaign that gets results.

If you know what you’re dealing with and understand the fundamentals, then I kinda think that’s a good thing. It keeps everything on the straight and narrow and removes the mystery behind what actually goes on when we talk about marketing your business online.

Here’s a collection of some of the on-line marketing terms with explanations – I feel could be useful.

• advertising network – a network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.
• banner ad – a graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468×60).
• button ad – a graphical advertising unit, smaller than a banner ad.
• caching or cache – the storage of web files for later re-use at a point more quickly accessed by the end user.
• click-through – the process of clicking through an online advertisement to the advertiser’s destination.
• click-through rate (CTR) – The average number of click-throughs per hundred ad impressions, expressed as a percentage.
• contextual advertising – a method of serving advertisements based on the content (i.e., overall context or theme) of a web page.
• conversion rate – the percentage of visitors who take a desired action.
• cost-per-action (CPA) – online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
• cost-per-click (CPC) – the cost or cost-equivalent paid per click-through.
• CPM – cost per thousand impressions.
• customer acquisition cost – the cost associated with acquiring a new customer.
• frequency cap – restriction on the amount of times a specific visitor is shown a particular advertisement.
• hit – request of a file from a Web server.
• house ad – self-promotional ad a company runs on its media outlets to put unsold inventory to use.
• HTML banner – a banner ad using HTML elements, often including interactive forms, instead of (or in addition to) standard graphical elements.
• hybrid model – a combination of two or more online marketing payment models.
• impression – a single instance of an online advertisement being displayed.*
• interstitial – an advertisement that loads between two content pages.
• keyword – a word used in a performing a search.
• keyword research – the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).
• keyword marketing – putting your message in front of people who are searching using particular keywords and keyphrases.
• page view – request to load a single HTML page.
• pay per click (PPC) – online advertising payment model in which payment is based solely on qualifying click-throughs.
• pay per click search engine – search engine where results are ranked according to the bid amount, and advertisers are charged when a searcher clicks on the search listing.
• pay per lead (PPL) – online advertising payment model in which payment is based solely on qualifying leads.
• pay per sale (PPS) – online advertising payment model in which payment is based solely on qualifying sales.
• pop-up ad – an ad that displays in a new browser window.
• pop-under ad – an ad that displays in a new browser window behind the current browser window.
• rate card – document detailing prices for various ad placement options.
• rectangle ad – any one of the large, rectangular banner sizes suggested by the IAB.
• rich media – new media that offers an enhanced experience relative to older, mainstream formats.
• run-of-network (RON) – ad buying option in which ad placements may appear on any pages on sites within an ad network.
• run-of-site (ROS) – ad buying option in which ad placements may appear on any pages on sites within an ad network.
• search retargeting – the use of a site visitor’s search history as a basis for the ads that the visitor will see.
• self-serve advertising - advertising that can be purchased without the assistance of a sales representative.
• skyscraper ad – an online ad significantly taller than the 120×240 vertical banner.
• site stickiness – the amount of time spent at a site over a given time period.
• sponsorship – advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.
• surround session – advertising sequence in which a visitor receives ads from one advertiser throughout an entire site visit.
• text ad – advertisement using text-based hyperlinks.
• underdelivery – delivery of less impressions, visitors, or conversions than contracted for a specified period of time.
• unique visitors – individuals who have visited a Web site (or network) at least once in a fixed time frame, typically a 30 day period.
• vertical banner – a banner ad measuring 120 pixels wide and 240 pixels tall.
• Web site traffic – the amount of visitors and visits a Web site receives.

• chet zing com
• online advertising glossary of terms