A term derived from printed media, which is used to indicate whether a piece
of content is displayed on a web page without the need to scroll. It is
Above the
preferable to have important content above the fold. The exact position of
fold
the fold will be determined by the screen resolution of a user’s personal
computer.
ABL advertising uses mass media as a medium to promote brands and reach
Above the out to target consumers. This kind of advertising is usually aimed towards a
line large number of audiences and is much more effective when the target
group is very large and difficult to define.
The total number of ad impressions that a web site can sell over time
(usually specified per month). Before purchasing inventory an assessment of
Ad Inventory
current usage should be performed. Adverts from the organisation itself or
partners may indicate poor sales and therefore an ability to negotiate.
This occurs when advertisements are changed on a web site for different
user sessions. This may be in response to ad targeting or simply displaying
Ad Rotation different advertisements from those on a list. Experience shows that banner
adverts particularly become tired with reuse and should be rotated on a
regular basis.
The term for displaying an advertisement on a web site. Often the
Ad Serving advertisement will be served from a different web server from the site on
which it is placed.
Ad skipping Automatically skip commercials in recorded programmes.
The area of a web page that is set aside for banner advertising. Standard
Ad Space
banner sizes are set by the Internet Advertising Bureau.
Aggregated A form of customer union where buyers collectively purchase a number of
Buying items at the same price and receive a volume discount.
Classified advertising is a form of advertising that is particularly common in
Classified newspapers, online and other periodicals which may be sold or distributed
ads free of charge. Advertisements in a newspaper are typically short, as they
are charged for by the line, and one newspaper column wide.
A record of the path a user takes through a web site. Click streams enable
Click Stream
web site designers to assess how their site is being used.
A click through (ad click) occurs each time a user clicks on a banner
Click
advertisement with the mouse to direct them to a web page that contains
Through
further information.
Click Expressed as a percentage of the total ad impressions, and refers to the
Through proportion of users viewing an advertisement who click on it. It is calculated
Rate (CTR) as the number of click throughs divided by the number of ad impressions.
Content
Software tools for managing additions and amendments to web site content.
Management
Cost Per Mile
Cost per 1 000 ad impressions.
(CPM)
Cost Per
Targeted Mile Cost per targeted thousand for an advertisement.
(CPTM)
Coverage Used about the amount of attention that television, radio, and newspapers
, give to something, or the way in which something is reported.
Exposure
Based Advertisers pay according to the number of times the ad is viewed.
Payment
Any person (or group) who controls what media material eventually reaches
Gatekeeper
the public.
A hit is recorded for each graphic or block of text requested from a web
server. It is not a reliable measure for the number of people viewing a page.
Hit
A page impression is a more reliable measure denoting one person viewing
one page.
The index (or default) page of a web site with menu options or links to other
Home Page
resources on the web site.
A printed order to run an advertisement campaign. It defines the campaign
name, the web site receiving the order and the planner or buyer giving the
order, the individual advertisements to be run (or who will provide them), the
Insertion
sizes of the advertisements, the campaign beginning and end dates, the
Order
CPM, the total cost, discounts to be applied, and reporting requirements and
possible penalties or stipulations relative to the failure to deliver the
impressions.
Television displayed using a digital signal delivered by a range of media -
Interactive
cable, satellite, terrestrial. Interactions can be provided through phone line
TV
or cable service.
Interactivity The medium enables a dialogue between company and customer.
Intermediari Online sites that help bring together different parties such as buyers and
es sellers.
Interstitial
Ads that appear between one web page and the next.
ads
The person within a company wishing to advertise who places the
Media Buyer
advertisement usually via a media broker.
Media
The owners of web sites (or other media) that accept advertisements.
Owners
Overexposur A situation in which someone or something appears so much in newspapers,
e on television, on the radio etc that people lose interest.
Overlay Typically an animated ad that moves around the page.
The consumer is proactive in selection of the message through actively
Pull Media
seeking out a web site.
Communications are broadcast from an advertiser to consumers of the
Push Media
message who are passive recipients.
The number of unique individuals who view an advertisement (sometimes
Reach
expressed as a percent of a total audience).
Rich Media Advertisements that are not static, but provide animation, sound or
Ads interactivity.
Superstitials Pop up adverts that require interaction to remove them.
Touchpoint Every opportunity where people come into contact with a brand, including
, marketing materials, product use, packaging, websites, social media,
advertising, phone calls, store environments, company employees, etc.
Traffic The use of online and offline promotion techniques such as banner
Building advertising, search engine promotion and reciprocal linking to increase the
Campaign audience of a site (both new and existing customers).
Trusted Third
Companies with which an agreement has been reached to share information.
Parties (TTP)
ONLINE
The graphical control element address bar (also location bar or URL bar)
Address bar shows the current URL and accepts a typed URL that navigates the user to a
chosen website in a web browser.
Archive
A sidebar on your blog with a list of old blog messages.
(blog)
Avatar A term used in computer mediated environment to mean a virtual person.
High speed communications links used to enable internet communications
Backbone
across and between countries.
Blogosphere The realm of Internet blogs and the people who read or write them.
Blogroll A page or part of a blog with a set of links to other blogs.
Represents the percentage of visitors who enter the site and then leave
Bounce Rate
("bounce") rather than going to view other pages within the same site.
Broadband A term referring to methods of delivering information across the internet at a
Technology higher rate by increasing bandwidth.
Cookies are small text files stored on an end users computer to enable web
Cookies sites to identify the user. They enable a company to identify a previous
visitor to a site, and build up a profile of that visitor’s behaviour.
Stands for "Cascading Style Sheet." Cascading style sheets are used to
format the layout of Web pages. They can be used to define text styles, table
CSS
sizes, and other aspects of Web pages. CSS helps Web developers create a
uniform look across several pages of a Web site.
Digital The electronic equivalent of written signatures which are used as an online
Signatures method of identifying individuals or companies using public key encryption.
Directory web sites provide a structured listing of registered web sites in
Directories
different categories. Examples include Yahoo and Excite.
An internet address that consists of part of a name (Second-Level Domain or
SLD) and an extension (Top Level Domain or TLD). In the domain
Domain ‘customer.be’ ‘customer’ is the SLD and ‘.be’ the TLD.
‘www’ in the beginning can be left out and does not belong to the domain.
An embedded file refers to any type of multimedia file that you might insert,
Embed
or embed into the Web page. This includes files like graphics and sound files.
Entry Page The page at which a visitor enters a web site. Often considered the most
important page of a site, which should clearly indicate the purpose of the site
of content is displayed on a web page without the need to scroll. It is
Above the
preferable to have important content above the fold. The exact position of
fold
the fold will be determined by the screen resolution of a user’s personal
computer.
ABL advertising uses mass media as a medium to promote brands and reach
Above the out to target consumers. This kind of advertising is usually aimed towards a
line large number of audiences and is much more effective when the target
group is very large and difficult to define.
The total number of ad impressions that a web site can sell over time
(usually specified per month). Before purchasing inventory an assessment of
Ad Inventory
current usage should be performed. Adverts from the organisation itself or
partners may indicate poor sales and therefore an ability to negotiate.
This occurs when advertisements are changed on a web site for different
user sessions. This may be in response to ad targeting or simply displaying
Ad Rotation different advertisements from those on a list. Experience shows that banner
adverts particularly become tired with reuse and should be rotated on a
regular basis.
The term for displaying an advertisement on a web site. Often the
Ad Serving advertisement will be served from a different web server from the site on
which it is placed.
Ad skipping Automatically skip commercials in recorded programmes.
The area of a web page that is set aside for banner advertising. Standard
Ad Space
banner sizes are set by the Internet Advertising Bureau.
Aggregated A form of customer union where buyers collectively purchase a number of
Buying items at the same price and receive a volume discount.
Classified advertising is a form of advertising that is particularly common in
Classified newspapers, online and other periodicals which may be sold or distributed
ads free of charge. Advertisements in a newspaper are typically short, as they
are charged for by the line, and one newspaper column wide.
A record of the path a user takes through a web site. Click streams enable
Click Stream
web site designers to assess how their site is being used.
A click through (ad click) occurs each time a user clicks on a banner
Click
advertisement with the mouse to direct them to a web page that contains
Through
further information.
Click Expressed as a percentage of the total ad impressions, and refers to the
Through proportion of users viewing an advertisement who click on it. It is calculated
Rate (CTR) as the number of click throughs divided by the number of ad impressions.
Content
Software tools for managing additions and amendments to web site content.
Management
Cost Per Mile
Cost per 1 000 ad impressions.
(CPM)
Cost Per
Targeted Mile Cost per targeted thousand for an advertisement.
(CPTM)
Coverage Used about the amount of attention that television, radio, and newspapers
, give to something, or the way in which something is reported.
Exposure
Based Advertisers pay according to the number of times the ad is viewed.
Payment
Any person (or group) who controls what media material eventually reaches
Gatekeeper
the public.
A hit is recorded for each graphic or block of text requested from a web
server. It is not a reliable measure for the number of people viewing a page.
Hit
A page impression is a more reliable measure denoting one person viewing
one page.
The index (or default) page of a web site with menu options or links to other
Home Page
resources on the web site.
A printed order to run an advertisement campaign. It defines the campaign
name, the web site receiving the order and the planner or buyer giving the
order, the individual advertisements to be run (or who will provide them), the
Insertion
sizes of the advertisements, the campaign beginning and end dates, the
Order
CPM, the total cost, discounts to be applied, and reporting requirements and
possible penalties or stipulations relative to the failure to deliver the
impressions.
Television displayed using a digital signal delivered by a range of media -
Interactive
cable, satellite, terrestrial. Interactions can be provided through phone line
TV
or cable service.
Interactivity The medium enables a dialogue between company and customer.
Intermediari Online sites that help bring together different parties such as buyers and
es sellers.
Interstitial
Ads that appear between one web page and the next.
ads
The person within a company wishing to advertise who places the
Media Buyer
advertisement usually via a media broker.
Media
The owners of web sites (or other media) that accept advertisements.
Owners
Overexposur A situation in which someone or something appears so much in newspapers,
e on television, on the radio etc that people lose interest.
Overlay Typically an animated ad that moves around the page.
The consumer is proactive in selection of the message through actively
Pull Media
seeking out a web site.
Communications are broadcast from an advertiser to consumers of the
Push Media
message who are passive recipients.
The number of unique individuals who view an advertisement (sometimes
Reach
expressed as a percent of a total audience).
Rich Media Advertisements that are not static, but provide animation, sound or
Ads interactivity.
Superstitials Pop up adverts that require interaction to remove them.
Touchpoint Every opportunity where people come into contact with a brand, including
, marketing materials, product use, packaging, websites, social media,
advertising, phone calls, store environments, company employees, etc.
Traffic The use of online and offline promotion techniques such as banner
Building advertising, search engine promotion and reciprocal linking to increase the
Campaign audience of a site (both new and existing customers).
Trusted Third
Companies with which an agreement has been reached to share information.
Parties (TTP)
ONLINE
The graphical control element address bar (also location bar or URL bar)
Address bar shows the current URL and accepts a typed URL that navigates the user to a
chosen website in a web browser.
Archive
A sidebar on your blog with a list of old blog messages.
(blog)
Avatar A term used in computer mediated environment to mean a virtual person.
High speed communications links used to enable internet communications
Backbone
across and between countries.
Blogosphere The realm of Internet blogs and the people who read or write them.
Blogroll A page or part of a blog with a set of links to other blogs.
Represents the percentage of visitors who enter the site and then leave
Bounce Rate
("bounce") rather than going to view other pages within the same site.
Broadband A term referring to methods of delivering information across the internet at a
Technology higher rate by increasing bandwidth.
Cookies are small text files stored on an end users computer to enable web
Cookies sites to identify the user. They enable a company to identify a previous
visitor to a site, and build up a profile of that visitor’s behaviour.
Stands for "Cascading Style Sheet." Cascading style sheets are used to
format the layout of Web pages. They can be used to define text styles, table
CSS
sizes, and other aspects of Web pages. CSS helps Web developers create a
uniform look across several pages of a Web site.
Digital The electronic equivalent of written signatures which are used as an online
Signatures method of identifying individuals or companies using public key encryption.
Directory web sites provide a structured listing of registered web sites in
Directories
different categories. Examples include Yahoo and Excite.
An internet address that consists of part of a name (Second-Level Domain or
SLD) and an extension (Top Level Domain or TLD). In the domain
Domain ‘customer.be’ ‘customer’ is the SLD and ‘.be’ the TLD.
‘www’ in the beginning can be left out and does not belong to the domain.
An embedded file refers to any type of multimedia file that you might insert,
Embed
or embed into the Web page. This includes files like graphics and sound files.
Entry Page The page at which a visitor enters a web site. Often considered the most
important page of a site, which should clearly indicate the purpose of the site
