Content from The Internet Advertising Bureau
(please review)
Jargon Buster
For those who like to know
what’s, what, our jargon buster explains it all in plain English.
Jargon Buster A-D
Bandwidth - The
transmission rate of a communication line - usually measured in Kilobytes per
second (Kbps). This relates to the amount of data that can be carried per
second by your internet connection. See also Broadband.
Banner - A long,
horizontal, online advert usually found running across the top of a page in a
fixed placement. See also Universal Advertising Package, embedded formats.
Blog - An online
space regularly updated presenting the opinions or activities of one or a group
of individuals and displaying in chronological order.
Broadband - An internet
connection that is always on and that delivers a higher bit rate (128kbps or
above) than a standard dial-up connection. It allows for a better online
experience as pages load quickly and you can download items faster.
Business to business
classifieds – Classified advertising
that is directed towards business customers.
Button - A square
online advert usually found embedded within a website page. See also Universal
Advertising Package, embedded formats.
Call to Action (CTA) - A statement or instruction, typically promoted in
print, web, TV, radio, on-portal, or other forms of media (often embedded in
advertising), that explains to a mobile subscriber how to respond to an opt-in
for a particular promotion or mobile initiative, which is typically followed by
a Notice (see Notice).
Click-through - When a user interacts
with an advertisement and clicks through to the advertiser’s website.
Click-through rate (CTR) - Frequency
of Click-throughs as a percentage of impressions served. Used as a measure of
advertising effectiveness.
Click to Call - A service that enables a mobile subscriber to
initiate a voice call to a specified phone number by clicking on a link on a
mobile internet site. Typically used to enhance and provide a direct response
mechanism in an advertisement.
Conversion rate - Measure of success
of an online ad when compared to the click-through rate. What defines a
‘conversion’ depends on the marketing objective eg: it can be defined as a sale
or request to receive more information…etc.
1-Cost per Action (CPA) - A pricing
model that only charges advertising on an action being conducted eg. a sale or
a form being filled in.
2-Cost per Acquisition (CPA) - Cost to
acquire a new customer.
Cost per Click (CPC) - The amount paid
by an advertiser for a click on their sponsored search listing. See also PPC.
Cost per Mille (CPM) / Cost per Thousand (CPT)
- Online advertising can be bought on the basis of what it costs to show the ad
to one thousand viewers (CPM). It is used in marketing as a benchmark to
calculate the relative cost of an advertising campaign or an ad message in a
given medium. Rather than an absolute cost, CPM estimates the cost per 1000
views of the ad. (Wikipedia definition)
CRM - Customer Relationship Management.
Domain Name - The unique name of an internet site eg. www.iabuk.net
Downloading – the technology that allows users to store video
content on their computer for viewing at a later date. Downloading an entire
piece of media makes it more susceptible to illegal duplication.
D2C - Direct to Consumer
Jargon Buster E-H
E-Commerce
(Electronic Commerce) -
Business that takes place over electronic platforms, such as the Internet.
Email bounced - Those emails sent as part of a mailing distribution
which did not have a valid recipient email address and so generated a formal
failure message. (ABC Electronic jargon buster definition)
Firewall Software - Provides security for a computer or local network
by preventing unauthorised access. It sits as a barrier between the web and
your computer in order to prevent hacking, viruses or unapproved data transfer.
Flash - Web design software that creates animation and
interactive elements which are quick to download.
Graphic Banners - A graphic mobile ad represented by a banner
featuring an image. Similar to a web banner but with lower size constraints
(See Banner).
Hit - A single request from a web
browser for a single item from a web server.
HTML - Stands for HyperText Markup Language, which is the
set of commands used by web browsers to interpret and display page content to
users. (ABC Electronic jargon buster definition)
Jargon Buster I-L
Integrated Services
Digital Network (ISDN) -
High-speed dial-up connections to the internet over normal phone lines.
Internet Service
Provider (ISP) - A company which provides
users with the means to connect to the internet. Eg: AOL, Tiscali, Yahoo!
IP address - The numerical internet address assigned to each
computer on a network so that it can be distinguished from other computers.
Expressed as four groups of numbers separated by dots.
Keyword marketing -
The purchase of keywords (or ‘search terms’) by advertisers in search listings.
See also PPC.
LAN (Local Area
Network) - A group of computers
connected together, which are at one physical location.
Landing Page (Jump
Page) - The page or view to which a
user is directed when they click on an active link embedded in a banner, web
page, email or other view. A click through lands the user on a jump page.
Sometimes the Landing Page is one stage upstream from what would ordinarily be
considered the Home Page.
Lead - When a visitor registers, signs up for, or
downloads something on an advertiser’s site. A lead might also comprise a
visitor filling out a form on an advertiser’s site.
Link - A link is a form of advertising on a website, in an
email or online newsletter, which, when clicked on, refers the visitor to an
advertiser’s website or a specific area within their website.
Meta-tags/ descriptions
- HTML tags that identify the content of a web page for the search engines.
MP3 - A computer file format that compresses audio files
up to a factor of 12 from a .wav file.
MPEG - File format used to compress and transmit video
clips online.
Natural search results
- The 'natural' search results that appear in a separate section (usually the
main body of the page) to the paid listings. The results listed here have not
been paid for and are ranked by the search engine (using spiders or algorithms
according to relevancy to the term searched upon). See also spiderm algorithm,
SEO.
Notice - An easy-to-understand written description of the
information and data collection, storage, maintenance, access, security,
disclosure and use policies and practices, as necessary and required of the
entity collecting and using the information and data from the mobile
subscriber.
OB - Outside
Broadcast Unit Known as a “production
truck”. In the US an OB unit is a truck containing a mobile TV production
studio.
Opt-in - An individual has given a company permission
to use his/her data for marketing purposes.
Opt-out - An individual has stated that they do not
want a company to use his/her data for marketing purposes.
Organic search results
- The ‘natural’ search results that appear in a separate section (usually the
main body of the page) to the paid listings. The results listed here have not
been paid for and are ranked by the search engine (using spiders or algorithms)
according to relevancy to the term searched upon. See also spider, algorithm,
SEO.
Paid Inclusion - In
exchange for a payment, a search engine will guarantee to list/review pages
from a website. It is not guaranteed that the pages will rank well for
particular queries – this still depends on the search engine's underlying
relevancy process.
Paid for listings -
Paid-for listings within general search services. This includes all the
non-graphical search advertising formats from keywords to direct feeds, local
search and pay per call. Search is sold on a pay-per-click basis where the
advertiser pays only when a visitor to the search website clicks on their
advert. This does not include the search engine optimisation (SEO) techniques
that can be used to make a website ‘search engine friendly’, nor does it
include services specifically designed for recruitment, automotive, property
and other traditional classified sections which should be counted in the
classified section. See also Organic search results, PPC (Pay Per Click).
Paid Search - See
PPC.
Phishing - An illegal method whereby legitimate looking
e-mails (appearing to come from a well-known bank, for example) are used in an
attempt to get personal information that can be used to steal a user's
identity.
Pharming - An illegal method of redirecting traffic from
another company’s website (such as a bank) to a fake one designed to look
similar in order to steal user details when they try to log in. See also
Phishing.
Placement - The area where an advertisement is displayed/placed
within a publisher’s mobile content.
Podcasting - Podcasting involves
making an audio file (usually in MP3 format) of content –usually in the form of
a radio program- that is available to download to an MP3 player.
Pop-up - An online advert that ‘pops up’ in a window over
the top of a web page. See also interruptive formats.
Pay per Click (PPC)
- Allows advertisers to bid for placement in the paid listings search results
on terms that are relevant to their business. Advertisers pay the amount of
their bid only when a consumer clicks on their listing. Also called sponsored
search/ paid search.
Real time - No delay in the processing of requests for
information, other than the time necessary for the data to travel over the
Internet.
Really Simple
Syndication (RSS) - Software that allows you
to flag website content (often from blogs or new sites) and aggregate new
entries to this content into an easy to read format that is delivered directly
to a user's PC. See also blogs.
Sale - When a user makes a purchase from an online
advertiser.
Search Engine Marketing (SEM)
- The process which aims to get websites listed prominently in search-engine
results through search-engine optimisation, sponsored search and paid
inclusion. See also PPC and SEO and Paid Inclusion.
Search Engine Optimisation
(SEO) - The process which aims to get websites listed prominently
within search engine’s organic (algorithmic, spidered) search results. Involves
making a site ‘search engine friendly’. See also organic listings.
Server - A host computer which maintains websites,
newsgroups and email services.
Session - The time spent between a user starting an
application, computer, website...etc and logging off or quitting.
Site analytics -
The reporting and analysis of website activity - in particular user behaviour
on the site. All websites have a weblog which can be used for this purpose, but
other third party software is available for a more sophisticated service.
Social Media - We refer to social media, in a commercial sense,
as: the creation of useful, valuable and relevant content and applications by
brands, or by consumers with specific reference to brands, that can be shared
online, facilitated by web 2.0 technology.
Spam - Unsolicited junk mail.
Spider - A
programme which crawls the web and fetches web pages in order for them to be
indexed against keywords. Used by search engines to formulate search result pages.
See also organic listings.
Sponsored Search -
See PPC (Pay Per Click).
Stickiness - Measure used to gauge the effectiveness of a site
in retaining its users. Usually measured by the duration of the visit.
Traffic - Number of visitors who come
to a website.
Jargon Buster U-Z
Unique users - Number of different
individuals who visit a site within a specific time period.
User generated
content (UGC) - Online content created
by website users rather than media owners or publishers - either through
reviews, blogging, podcasting or posting comments, pictures or video clips.
Sites that encourage user generated content include MySpace, YouTube, Wikipedia
and Flickr. See also blog, podcast.
Viral Marketing - The term "viral
advertising" refers to the idea that people will pass on and share
striking and entertaining content; this is often sponsored by a brand, which is
looking to build awareness of a product or service. These viral commercials
often take the form of funny video clips, or interactive Flash games, images,
and even text.
Voice Over Internet
Protocol (VOIP) - Technology that allows
the use of a broadband Internet connection to make telephone calls.
Web 2.0 - The term Web 2.0 - with its
knowing nod to upgraded computer applications - describes the next generation
of online use. Web 2.0 identifies the consumer as a major contributor in the
evolution of the internet into a two-way medium. See also user generated
content.
Web based - Requiring no software to access an online service
or function, other than a Web browser and access to the Internet.
Web portal - A website or service that offers a broad array of
resources and services, such as email, forums, search engines, and online shopping
malls.
Wilfing (What Was I
Looking For) - 7 in 10 of Britain's 34
million users forget what they are looking for online at work and at home.
Wilfing is an expression referring to browsing the internet with no real
purpose.
Whitelist - An e-mail whitelist is a list of contacts that the
user deems are acceptable to receive email from and should not be sent to the
trash folder (wikipedia definition).
WAP (Wireless
Application Protocol) -
Standard for providing mobile data services on hand-held devices. Brings
Internet content such as news, weather, travel, etc to mobile phones and can
also be used to deliver formatted content such as wallpapers, ringtones, video,
games, portals and other useful links. Incentivated provide the mechanisms
to write and deliver mobile
Internet content to subscribers.
Wi-Fi (Wireless Fidelity) - The
ability to connect to the internet wirelessly. Internet ‘hotspots’ in coffee
shops and airports.etc use this technology.
Wiki - A wiki is a type of website that allows the
visitors themselves to easily add, remove, and otherwise edit and change some
available content, sometimes without the need for registration.
Thanks to the
Internet Advertising Bureau for this material.
