It refers to any area of a web page that is viewable without using the vertical scroll bar. Ad space in this area is comparatively more expensive as it is likely to be viewed by the visitor. The term “above the fold” comes from the newspaper industry where headlines and advertisements placed above the horizontal fold are known to attract more reader attention. This term is also used to describe the top 1/3 of an Email that’s viewable when the message is opened. The term can be used more generally to refer to anything that is prominently displayed or of highest priority.
Ad Network is an online advertising company that serves as a broker between website publishers and advertisers. The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertisers demand. Networks traditionally not only aggregate publishers but also advertisers and handle remnant inventory, can also have a wide variety of business models and clients. The phrase “ad network” by itself is media-neutral in the sense that there can be a “Television Ad Network” or a “Print Ad Network”, but is increasingly used to mean “online ad network” as the effect of aggregation of publisher ad space and sale to advertisers is most commonly seen in the online space. The fundamental difference between traditional media ad networks and online ad networks is that online ad networks use a central Ad server to deliver advertisements to customers, which enables targeting, tracking and reporting of impressions in ways not possible with analog media alternatives.
An Ad Unit is the space on a webpage where ads are displayed. Ad units on the Internet include banners, buttons, micro buttons, pop ups, skyscrapers, text links, interstitials, superstitials, etc. They are usually defined by the IAB as voluntary guidelines. An ad unit can display one or more ads. You determine how you want an ad unit to look, where you want it to appear on a page, and what kind of ad content you’d like to see displayed. You can add different ad units to different pages on your website, or use a single ad unit for all webpages.
To set up the appearance of an ad unit, you can choose, customize a template, or create an individual format. After you format an ad unit, Pubcenter generates a snippet of code for you to paste into the code of the pages that you want ads to appear on. After you publish those pages, you will receive ads automatically.
It refers to an advertising system based on the CPA (Cost Per Action) payment method, where websites display advertisers’ banners for free but receive payment when registrations or sales result from click throughs. Affiliate marketing overlaps with other Internet marketing methods to some degree, because affiliates often use regular advertising methods. Those methods include organic Search Engine Optimization (SEO), Paid Search Engine Marketing (PPC – Pay Per Click), E-Mail Marketing, and in some sense display advertising. On the other hand, affiliates sometimes use less orthodox techniques, such as publishing fake reviews of products or services offered by a partner.
It refers to the targeted way of marketing products and services. By linking complementary brands, it can develop them into lasting partnerships and strategic alliances. Any marketing effort includes mail promotions, banners or offline media aimed at customers on the basis of established buying patterns.
In advertising, AIDA stands for Attention, Interest, Desire, Action. AIDA is an acronym used in marketing and advertising that describes a common list of events that may occur when a customer engages with an advertisement.
- A – Attention (Awareness): attract the attention of the customer.
- I – Interest: raise customer interest by focusing and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).
- D – Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.
- A – Action: lead customers towards taking action and/or purchasing. It is a traditional model of the purpose and flow of marketing communications and direct sales efforts.
The term “Ala Carte” is used to describe the way services are offered at some advertising agencies. It involves an extensive “menu” of action-oriented marketing services:
- Strategic Marketing
- Market Analysis
- customer Research
- Sales Force Incentive Programs
- customer Contests
- Packaging Concepts
- Point of Sales Material
- Special Events
- Trade Shows
- Trade Missions
It refers to the amount of data (text, video, sound, images, animations) that can be transferred from one point to another through internet connection. It is usually expressed in bits (of data) per second (bps). Occasionally, it’s expressed as bytes per second (Bps). A high speed Internet connection such as a cable or DSL modem provides more bandwidth than a 56K dial up modem. Also know as throughput.
Banner Burnout occurs when the customer has seen the banner too often and no longer notices. Overexposure to advertising creatively contributes to a drop in click-through rates. Rotating banners is a common method of avoiding banner burnout.
It refers to the placement of an ad in the area of media that requires one to unfold or scroll to see. Below the fold is the common term used to refer to all of the items on a web page that do not appear within your web browser space when you load the page. For example, an item that is ‘below the fold’ will be an item on the page that you have to scroll down to view. Any items ‘above the fold’ will be items appearing without the need for scrolling.
It denotes the percentage of visitors who enter the site and “bounce” (leave the site) rather than continue viewing other pages within the same site. It is used in web traffic analysis
A visitor may bounce by:
- Clicking on a link to a page on a different website
- Closing an open window or tab
- Typing a new URL
- Clicking the “Back” button to leave the site
- Session timeout
BPS stands for Bits Per Second. It is a common measure of data speed for computer modems and transmission carriers. It is a measurement of how much data, called bits, can be transferred through a network connection in one second. Measures the numbers of bits (a bit is either a “1” or a “0”) transmitted in a second. Loosely following the metric system, bps can also be express in kbps (1,000 bits per second) or Mbps (1,000,000 bits per second). In wireless systems, this is often either a “peak” or “average” number. Peak is a theoretical maximum – rarely acheived outside of a lab. Average is generally a more realistic number.
Zine refers to the magazines that are published online instead of in print. It has targeted readers. It refers to the small magazines with a very specific focus.
A webmercial is an online video commercial that promotes a service or a product. It usually appears between web pages for 5-30 seconds and it is used for branding purposes. It advertises the business on the internet and increases the dynamism of the company, brand, product and website in the online market.
Webcasting is the term applied for using the internet to broadcast audio or video transmissions. Typically, a single content file can be reached to multiple simultaneous listeners or viewers. The distribution may be done either live or on demand. A computer network is used for this purpose. The process usually involves the use of a webcam. The largest “webcasters” include existing radio and TV stations, who “simulcast” their output through online TV or online radio streaming, as well as a multitude of Internet only “stations”. The term webcasting usually refers to non-interactive linear streams or events. Rights and licensing bodies offer specific “webcasting licenses” to those wishing to carry out Internet broadcasting using copyright material.
A portal is a website that brings together information from diverse sources in a unified way such that the visitors have little reason to go to another site for more information. The resources may include a directory of links, games, email, instant messaging, bill payment, shopping malls & more. It provides a way for enterprises to provide a consistent look and feel with access control and procedures for multiple applications and databases, which otherwise would have been different entities altogether.
A proxy server is an intermediary computer that is between the user’s computer and the Internet. It is commonly used by ISP’s with slow connections or heavy loads. A proxy server has a variety of potential purposes, including:
- To keep machines behind it anonymous, mainly for security.
- To speed up access to resources (using caching). Web proxies are commonly used to cache web pages from a web server
- To apply access policy to network services or content, e.g. to block undesired sites.
- To access sites prohibited or filtered by your ISP or institution.
- To log / audit usage, i.e. to provide company employee Internet usage reporting.
- To bypass security / parental controls.
- To circumvent Internet filtering to access content otherwise blocked by governments.
- To scan transmitted content for malware before delivery.
- To scan outbound content, e.g., for data loss prevention.
- To allow a web site to make web requests to externally hosted resources (e.g. images, music files, etc.) when cross-domain restrictions prohibit the web site from linking directly to the outside domains.
Cost per thousand (CPM) is one of the online payment models by which advertisers pays for every 1000 impressions of their advertisement. Prices typically range from $1 to over $50 per thousand impressions. This is an ideal method of payment for advertisers who want to guarantee only the number of people who sees their banner. The “M” in CPM is from the Roman numeral for 1000. The Roman numeral M was derived from the Latin word “mille” meaning “thousand”
Page views refers to the number of times visitors of your site have looked at your pages. Every time a visitor loads one of your pages, a page view is counted. A single page view may create multiple hits to the server if the page contains multiple elements such as banners. Since page views do not take into consideration users who may have their browsers set to disable images, they are of little value to advertisers. Page views are often used in online advertising, where advertisers use the number of page views a site receives to determine where and how to advertise.
Clickstream, also known as clickpath, is the route that visitors choose when clicking or navigating through a site. A clickstream is a list of all the pages viewed by a visitor, presented in the order the pages were viewed, also defined as the ‘succession of mouse clicks’ that each visitor makes. It is useful to publishers to see what path people are taking before leaving their site.
Roadblock Advertising allows advertisers to own 100% of voice for a given period, usually a day. In other words, an advertising campaign would run exclusively across all the advertising units on a page reinforcing the advertising message. Ideal for a brand or product launch when the aim is to gain brand awareness quickly. It can be booked for a single date, multiple days or for a week, runs multiple ads units, uses Rich Media Creative.
A media kit is a package of information about a company given out to media workers. They are often distributed to announce a release or for a news conference.
Media kits are commonly used for:
- Product launches
- New company launch
- Mergers and acquisitions
- News conferences
- Large events / Industry trade shows.
Line Item refers to a unit of advertising that is sold by the publisher to the advertiser. It specifies the details of the sale, such as site, section, ad size, date(s) to run, cost, etc. There are 3 levels in a sales document i.e. header level, item level and schedule line. Line item falls in the Item Level. Line Item relates to material details or the item details such as item number, name of material, quantity etc. Line Item contains the value and quantity also which are not normally found at Header Level. Examples of Line items are: Material, Order Quantity, Material Group, Plant, Shipping Point, Route, Customer Material, Sales Unit, Price/Discount/Tax/Freight per unit, etc.
It is a click inspired by an ad offering a reward. It is a kind of click which is done in order to receive some award. Visitor’s quality is low in this kind of click. This practice is usually designed to generate awareness or exposure about a particular brand name.
It refers to the advertising that makes clear to the customers the business processes undertaken by companies in order to deliver high quality products or services.
An Advertiser refers to a person, organization or company that places advertisements in order to target customers.
A Publisher refers to an individual or corporation responsible for the printing and distribution of digital or printed publications. Publishers also handle the marketing efforts for the publications and usually are not the creator of the material. Publishers simply serve as the intermediate between the author of the publication and the customer market.
Action taken on by companies to reintroduce a product or service to the market in response to declining sales is known as remarketing. The company remarkets the product as something that has been improved to reignite interest and hopefully improve sales. For example, a technology company may remarket its computer with new features to improve sales after a newer system has been introduced in the market. The success of remarketing depends on what aspects actually led to the shift in demand and how the company addresses it.
The promotion of products or brands via one or more forms of electronic media is known as digital marketing. For example, advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels. Digital marketing may cover the more traditional marketing areas such as direct marketing by providing the same method of communicating with an audience but in a digital fashion.
Contextual Ads are targeted ads that typically occurs on a banner or pop-up ad on a website. A contextual ad system scans the text of a website for keywords and returns ads to the web page based on what the user is viewing, either through ads placed on the page or pop-up ads. Contextual Advertising is also known as content-targeted advertising, which means that an advertisement is shown on a website that is “in context” to a company’s specific product or service.
It refers to a web-based server that delivers banner ads and popup ads to the requesting web pages. For companies that sell their own ads, the ad server may be an inhouse or co-located machine at an ISP, or it may be owned by an Internet advertising company. Use of an ad server helps establish trust between an advertiser and publisher since the statistics are maintained by an objective third party.
Mobile Ads refers to the communication of messages or media content to one or more potential customers who use mobile device. Mobile advertising will steer the message directly to the targeted market, capturing their attention when they are already out and about, shopping, or looking for entertainment. The cost of mobile advertising is lower than other outdoor mediums because it is co-operative in nature. Compare the cost of advertising with radio, print, spot tv or billboards and you will agree that there is no better affordable means.
Website Ads means use of website to sell the products, offer services or simply advertise and promote the business. It helps to earn more revenue. Website ads helps to generate additional revenue. One important advantage of marketing through the website is that advertising and information changes can be done very quickly and in a very fine manner. Also, it has the ability to include in the website a large amount of information using any proportion of color at a very reasonable price.
CPL is one of the types of CPA, a cost per lead (CPL) method which allows advertisers to pay for every lead or customer inquiry that resulted from a visitor who clicked on a their advertisement. Prices typically range from $1 to $10. This is an ideal method of payment for advertisers who want to guarantee only the number of potential customers with an interest generated as a result of an advertisement. Also known as cost per inquiry (CPI).
The term “Unique Visitors” refers to the total number of visitors to a site over a certain time period. The only way to accurately track this is to require each visitor to login with a unique user name to gain access to a site. Relying exclusively on IP addresses in a log file is not recommended as it would not take into consideration multiple users accessing ones site through the same IP address such as would happen at companies and schools. Cookies are also used sometimes, but since they can be disabled or cached, they cannot be relied upon exclusively.
A kind of advertisement which is automatically exhibited within a second smaller internet browser window on loading or unloading an ordinary web page. Pop up ads often cost advertisers more considering that their visibility is certainly higher however are usually considered infuriating by website visitors since they are regarded intrusive.