Content from The Internet Advertising Bureau (please review)
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.