0116v1_GL_Retargeting_Glossary
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This document contains definitions of terms related to online advertising and retargeting. It defines key performance metrics like click-through rate and cost per thousand impressions. It also explains common ad formats, placements, and techniques including banners, rich media, retargeting, and frequency capping. The glossary contains over 50 terms to help understand online advertising strategies and measurement.
0116v1_GL_Retargeting_Glossary
- 1. TARGET. ENGAGE. CONVERT. Retargeting Glossary Section 1 Basic retargeting definitions Cost Per Thousand (CPM) Cost per thousand (CPM) is a commonly used measurement in advertising. In Latin ‘mille’ means thousand, so CPM means cost per thousand ad views. Creative A creative is what is displayed for advertisers on publishers’ sites, like banners, text phrases, flash animations, etc. Click-Through Rate (CTR) Click-through rate (CTR) is a way of measuring the success of a campaign. A CTR is obtained by dividing the number of users who clicked on an ad by the number of times the ad was delivered (impressions). For example, if an ad was delivered 100 times and one person clicked on it, the resulting CTR would be 1 percent. Creative CTR, Banner CTR The CTR you get on that particular banner or ad. Frequency Capping Frequency capping lets you control how often a single visitor can view that certain campaign or ad. For example, a campaign with a frequency cap of 1/24h will be shown once per day, per user. Return on Investment (ROI) Return on investment (ROI) is the ratio of money gained or lost on an investment relative to the amount of money invested. Section 2 Extended glossary of definitions Above the fold Any area of a web page that can be viewed without visitors having to scroll down. As a result of the better visibility, the ad space in this area tends to have a higher value than space elsewhere on the page. Ad flight The total length of your advertising campaign. Ad network An advertising company that handles deals between online publishers and advertisers. Bigger ad networks aggregate sites into general categories so that they can offer advertisers targeted markets.Ad networks are responsible for selling and serving the majority of Internet advertising. Ad server Normally operated by a third party, an ad server delivers and tracks ads on websites, and compiles statistics. Banner fatigue Occurs when visitors see the same banner so many times that they no longer click through. However, this is generally not a factor in retargeting because the consumer has already shown interest in the product/service. Cache This is a temporary storage area that houses frequently accessed data and keeps it ready for immediate access.This saves the computer from having to retrieve the information from main memory every time it’s required. In the case of online instances, a cache can store a majority of a web page’s content instead of requesting all the data from the server every time it is loaded. www.gannettlocal.com
- 2. Click through The action of clicking a banner ad and being taken to another web page via a hyperlink. Contextual advertising Also known as content-specific advertising, contextual advertisements are tailored to match the specific content or theme of a website, such as movie ads on a film review website. Conversion rate The percentage of visitors to a website who convert into customers. Proven high conversion ratios (via web analytics) add value to a website’s inventory. Cookies A message given to a web browser by a web server. The browser stores the message in a text file. The message is then sent back to the server each time the browser requests a page from the server. The main purpose of cookies is to identify users and possibly prepare customized advertisements for them. Defaults The ads used to fill unsold inventory space on a website. These usually include lower-paying, non-paying, or community service ads. Flash A software plugin which provides browsers with the capability to play multimedia files. Rich media ads often require Flash in order to work properly. Frequency The number of times a website visitor is shown a single ad. Cookies are used to track impressions, so that no ad exceeds the maximum number of permitted views per person. Frequency capping The process of using cookies to keep track of the impressions per ad on a site, and to stop any ad from being shown to a single visitor more than a set number of times. GIF A Graphical Interchange Format is a popularly used image format. GIF’s are used in a majority of banner ads, and can be used to create animated banner images, which generally achieve a higher click-through rate than static banner ads. HTML HyperText Markup Language is the most frequently used programming language for web pages. It allows text-based information to denote not only content, but also the structure of that content, such as paragraphs, links, headings, etc. Hyperlink A hyperlink is HTML code that directs a browser to another web page via click-through. Impressions The number of times a banner ad has been show to a specific user. At times, caching and page load errors can lead to inaccurate impression numbers. Interactive Advertising Bureau Based in New York City, the IAB is the representative organization for online advertisers. Incentivized click A type of click-through that is inspired by an ad offering a reward. While incentivized clicks can lead to a momentary spike in click-through rates, it does not necessarily lead to an increase in actual sales. Interstitial Ads that are loaded between web pages without being activated by a request. Inventory The amount of available ad space on a website, which takes into account the possible page impressions in a certain timeframe as well as the amount of ad spots available per page. Java A programming language that enables developers to build software that will be able to run on any Java virtual machine. JavaScript A widely utilized cross-platform, object-oriented programming language that provides web pages with interactive elements and features useful to advertisers, such as banner rotation. JPEG Joint Photographic Experts Group; a JPEG is a compression method used for the displaying of photographic images on web pages.
- 3. 0116v1GL p 866.923.7484 e info@gannettlocal.com w www.gannettlocal.com Keyword Words or phrases that, when searched, will result in a specific site being returned.These are highly important in terms of search engine results positioning. Many sites incorporate keyword strategies into their advertising campaign, such as activating a specific banner only when certain keywords are entered. Landing page The destination web page for an online ad. Max loop size The maximum number of times an animated graphic may repeat its loop. Max time length The maximum amount of time it takes an animated graphic to perform one complete loop. Monetization The specific methods by which a service or business generates income. Opt-in The processes by which a user agrees to, or signs up to, receive messages from a company. Opt-out The process by which a user elects to stop receiving messages from a company. If a user continues to receive messages after opting out these messages it can be considered spam. Page view A page view is what is displayed each time a browser requests a web page. One page view might register as multiple hits on the server (see hits), as pages can contain more than one element. Reach A measurement of an ad’s exposure, usually calculated by the total number of people who have the opportunity to see your ad. Retargeting This is a digital marketing strategy that utilizes the placement of expertly crafted ads in front of lost prospects as they continue to navigate throughout the web. By utilizing a smart pixel a brand or business can continue to target ads at users after they have left a website. Rich media Ad technology that features more refined images as well as audio and/or video in the ad. Rich media ads frequently allow visitors to interact without leaving the page on which it appears. Skyscraper An advertisement or banner much taller than it is wide. Smart Pixel A JavaScript code that is placed in the footer of your site, near the </body> tag, which will load asynchronously and independently to ensure that it will not interfere with the page loading. Splash Page A special entrance page to a website. Splash pages are useful for banners offering competitions and other special offers the advertiser does not want to put on their site’s main page. Standards A set of voluntary standards created by the IAB for online ad sizes, dimensions and names. Targeted This term refers to ads that are aimed at a specific section of a website’s audience, or at a niche online group/consumer segment. Unique users/visitors This term refers to a site’s total number of visitors over a certain length of time.