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Advertising Dictionary
1-by-1 GIF: Invisible GIF - A tiny GIF file made
up of one transparent pixel that is commonly used to track someone's activity on
a site.
Acquistion: A visitor commits a desriable action
after clicking on the banner ad is an acquisition.
Ad flag: A banner that contains a text headline
or lines of text.
Affiliate: The publisher, webmaster, or
salesperson in an affiliate marketing relationship, such as LinkShare and
Commission Junction.
Autoclose: A banner that automatically closes
within a certain time period after it was launched.
Badge: A banner dimension type, usually used to
refer to 125 x 125 pixels size or 120 x 60 pixels size.
Banner: An advertisement in the form of a
graphic image, usually .gif, that is placed on a Web page or email either in a
margin or other space for adverting.
Banner Advertising: The placement of a
advertisement in a prominent position of a web page in the hope that interested
viewers will click on it and visit the advertiser's website.
Banner Blocking: A software option to either
view or not view banners on web sites.
Banner burnout: The decreasing of a banners
clickthrough rate over time.
Banner Exchange: The displaying of a banner
advertisement on a webpage in exchange for your banner advertisement being
displayed on another web page.
Banner Rotation: Displaying different banner
adverts in a predefined or random order.
Bridge Page: Splash Page - On AOL you may see
this page between a banner advertisement and an advertiser's Web site providing
product information and links.
Clickthrough: Pay Per Click - The method of
charging for advertising based on the resulting number of clicks on an
advertisement that you may click on to view a site. The advertiser is charged
each time someone clicks through to the advertisement, therefore called
clickthrough.
Clickthrough Rate: CTR - The percentage of times
that viewers of a Web page click on a given banner ad, causing a request for the
advertiser's Web site to be transmitted to the viewer.
Counter: A counter counts hits or page views to
a web site. Counter quality and features can vary widely. Most common are image
tag counters that are activated when anyone views a page with graphics enabled.
CPC: Cost per click - The cost of one click on a
listing, keyword, banner or similar item for which you would pay each time
someone selects/clicks.
CPM: Cost Per Thousand - The acronym CPM is used
an industry standard measure for selling advertising on Web sites. The origin is
from print media advertising. The M is from the Roman numeral for thousand.
Database marketing: Targeting the database of
relevant prospects in your marketing campaign.
E-mail Marketing: Targeting prospective
customers through sending emails soliciting a response.
Exit page: A page that opens when you leave a
page caused by code within the prior page visited; an increasingly common form
of advertising.
Exposure: A single time a banner is viewed.
Known also as Impressions.
Full banner: A banner 468 pixels wide by 60
pixels tall.
General rotation: The random display of a banner
on a site, also know as run of site.
Half banner: A banner 234 pixels wide by 60
pixels tall.
Hit: Web site owners and webmasters referrer to
a HIT as a request for documents only, while system administrators who are
chiefly concerned about server performance, refer to it as any file request.
Literally, it is a request for a file on a web server. Most often these can be
graphic files and documents.
Impression: The number of times an
advertisement, such as a banner ad on a site, is viewed.
Invisible GIF: 1-by-1 GIF - A tiny GIF file made
up of one transparent pixel that is commonly used to track someone's activity on
a site.
Junk mail: Unsolicited e-mail, usually selling a
product.
Keyword Phrase: Refers to two or more keywords
combined to form a search query.
Keywords by RealNames: They provide a global
addressing system that allows people to navigate the Web using common names in
their own language and character sets. Keywords simplify Web navigation and are
fast becoming the powerful new way to go directly to a specific page on the
Internet. A complement to domain names, Keywords consist of names and brands
without the www's, dashes, symbols and dot-whatever extensions of URLs.
Micro button: A very small banner, measuring
only 88 pixels wide by 33 pixels tall.
No More Hits: A start page online marketing
service that drives LOTS of traffic to your site. Click on the banner for more
information.
Pay per click: The method of charging for
advertising based on the resulting number of clicks on an advertisement that you
may click on to view a site. The advertiser is charged each time someone clicks
on the advertisement, therefore called pay per click.
Positioning: In the context of search engines,
it is the position that a sites entry is display in any search engine query.
Ranking: In the context of search engines, it is
the position that a sites entry is displayed in a search engine query results.
RealNames Keyword: They provide a global
addressing system that allows people to navigate the Web using common names in
their own language and character sets. Keywords simplify Web navigation and are
fast becoming the powerful new way to go directly to a specific page on the
Internet. A complement to domain names, Keywords consist of names and brands
without the www's, dashes, symbols and dot-whatever extensions of URLs.
Referrer: The address (URL) of the web page a
user came from, before entering another site. Each time a user clicks (selects)
a new HTML link on a web page, most browsers report a "HTTP-REFERER" string to
the new site. Web hosts can record these "referrer strings" in a log file for
usage by a web site.
Resubmission: The process of resubmitting a web
page or web site to a search engine or directory. It is often done to update a
listing because of content changes, the page has moved, or the page has been
removed.
Results Page: A page at a search engine that
displays the results of searches. After you type in a search query, the page
that is displayed, is call the results page.
Rich Media advertising: The utilization of a
creative format of a highly interactive experience, even through a TV style
medium using audio and video to communicate a message via email or positioned
online advertising. It requires large bandwidth to view, is expensive, and not
available to the general user to view in most cases.
RON: Run of Network - The freedom for a banner
to be placed anywhere on all participating sites in a network, and not just on a
single web site.
ROS: Run of site - the freedom for a banner to
be placed anywhere on a site not just a specific page or position on a page.
Run of network: RON - The freedom for a banner
to be placed anywhere on all participating sites in a network, and not just on a
single web site.
Run of site: ROS - The freedom for a banner to
be placed anywhere on a site not just a specific page or position on a page.
Search Engine: A program designed to search a
database. In the context of the Internet this refers to a web site that contains
a database of information from other web sites. Directories of sites are not
search engines (such as Yahoo).
Site Submission: Service that submit your URL
and site information to many different indexes and search engines.
Static banner: A banner that is not animated or
include frames, a still graphic.
Static Rotation: Advertisements that change when
a user opens the screen no matter how long a user stays on that particular
screen the advertisement will be the same until the screen is either refreshed
or closed and opened again.
Superstitial: An online advertisement that pops
up after you leave a site.
Theme Engine: A theme engine is a search engine
that indexes entire sites as one giant page. They then use only the most
relevant keywords found to determine your sites theme. By determining a theme
search engines hope to return more accurate results.
Tooter: The name of the cute little submission
daemon that goes around the net submitting your URL to all the different sites.
It toots your horn for you.
Traffic Exchange: A program to generate traffic
volume to a website by joining a network of sites. Click on the banner below for
more information on an example.
Virtual Marketing: Distributing a marketing
message using members of your target audience to distribute it to potential
customers such as having them forward an email newsletters/ezine.
Voken: A virtual token - A type of online
advertising to generate brand or name recognition rather than clickthroughs.
Often a form of rich media that could float, move, flash, pop up, or move down
the side of the window so as to get the attention of the viewer to build brand
identity/recognition. Direct mail for the Internet.
Web Ring: A group of web sites with a similar
theme who all display a hyperlinks (usually near the bottom of a page) which
allow visitors to go to other sites in the group.
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