[section_dd section_title=’Glossary of Advertising Terms’ section_intro=’Explore and Understand Advertising’][column_dd span=’12’][text_dd class=’Glossary of Advertising Terms’]If you’ve explored digital advertising, you’re probably aware that getting started with it can be fairly overwhelming. To begin with, it’s full of specialized terms that may be new to you, which is why we at John Cochrane Advertising have created this Glossary of Advertising Terms.
If you think we have missed something or that a definition needs an update, just contact us![/text_dd][image_dd url=’http://www.jcamedia.com.au/wp-content/uploads/2018/06/j.png’ alt=’Glossary – John Cochrane Advertising’ animation=’slideInLeft’ duration=’1000′ delay=’0′][/image_dd][text_dd class=’Glossary of Advertising Terms’]
This is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads, furthermore, the ad service is largely focused on keywords.
The most common form of digital advertising. These ad units, which include static graphics, videos and/or interactive rich media, are displayed on a web page or in an application.
The action taken when a user interacts with an ad by either clicking on it with their mouse or by pressing enter on their keyboard.
The number of times an ad has been served, regardless of whether the user has actually seen or interacted with the ad in any way.
Concept development, creative direction and campaign management from big idea to post evaluation across all touch points and channels.
Data and statistics about the users of a website and how they interact with the website. Analytics can be used to uncover information about how many people browse a website, how much time they spend on the website and the specific actions they take on the website.
As a result this information is then used to target audiences, understand consumer behavior, improve user experience and optimize advertising campaigns.
The intended target market for an advert, usually defined in terms of specific demographics (age, gender) and psychographics (interests, behaviours).
Brand audits, new brand development, name generation, visual identity creation, style manual development and rollout.
A software program with a graphical interface that people use to navigate all the information available on the World Wide Web. Examples include Firefox, Chrome, and Internet Explorer.
Print and web content, blogs and articles, scripting, editing and proofing.
This stands for ‘Cost per Click’. This is the price paid by an advertiser to a publisher for a single click on the ad that brings the consumer to its intended destination.
This stands for ‘cost per thousand impressions’ and is another measure of cost efficiency which enables you to compare the cost of this ad to other advertisements. CPM is calculated as the Media Cost divided by Impressions divided by 1,000.
This relates to technology or media that applies across multiple formats and across multiple devices. This is different from “cross-device”, which implies only multi-device application rather than multiple formats within devices.
This stands for ‘click through rate’ and is a metric that measures the number of clicks your ad (s) receive per number of impressions.
This is a form of online advertising where an advertiser‘s message is shown on a web page, generally set off in a box at the top or bottom or to one side of the content of the page.
Display ads can be graphics, videos, interactive images (a quiz or a game), and expandable (Also see: Expandable Banner).
The most common sizes for display ads are:
Banner: 728 x 90
Rectangle: 336 x 280
Skyscraper: 160 x 600
Square: 250 x 250
Graphic design and print management for marketing collateral, signage, brand stationery, corporate documents and presentations.
This is the average number of times the advertisement will be presented to the audience. One way to calculate frequency is to divide the number of Impressions by the Reach. Another way is to divide GRPs by Reach Percentage.
This stands for ‘gross rating point’ and is a measure of the size of an advertising campaign by a specific medium or schedule. GRP is calculated by multiplying the number of Spots by Rating.
These are the total number of exposures to your advertisement. One person can receive multiple exposures over time. If one person was exposed to an advertisement five times, this would count as five impressions. Impressions are calculated by multiplying the number of Spots by Average Persons.
This is the actual placement of an advertisement – digital or otherwise – as recorded by the ad server.
The ‘Key Performance Indicator’ is a measurable value that demonstrates how effectively a company is achieving key business objectives.
The web page users are directed to after they click on a display or paid search ad.
This is the price you pay to present your advertisement. There are many different ways to price media including points, impressions, clicks, leads, actions, days, weeks, months, etc. However, it ultimately boils down to the amount you pay to present your advertisement, which is Media Cost. Media Cost excludes the cost to create the advertisement and other costs.
Media Market or Market
This describes the set of people that could potentially be exposed to your advertisement. The media market is often described using Designated Market Areas or DMAs, (which are trademarked by Nielsen). However, Media Market can be any market you define.
A measurement used to evaluate an ad’s effectiveness at driving a viewer’s ability to remember a brand or the message it intended to communicate. Typically measured using a control/exposed survey methodology.
Refers to an individual giving a company permission to use data collected from or about the individual for a particular reason, such as to market the company’s products and services.
This is the total number of people in your Media Market.
Standing for ‘pay per click’, this is a type of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.
Brand and tactical creative executions for digital, TV, radio, press, outdoor, experiential and direct mail channels.
This is the percentage (0 to 100) of the market that will likely be exposed to your advertisement. Rating is an estimate based on past performance often sourced from surveys.
This is the number of people (or percentage) in the market that will likely be exposed to one Spot of advertising.
Running paid ads on online social networking platforms, such as Facebook, LinkedIn, and Twitter.
A tall, thin online advert (often one of two sizes: 120×600 and 160×600).
This is a single broadcast of an advertisement. Typically, an advertising placement includes multiple spots.
The percentage of clicks vs. impressions on an ad within a specific page. Also called “ad click rate.”[/text_dd][/column_dd][/section_dd]