Advertising Terms Glossary
Above the Fold: In reference to ad placement of banners, this is
properly defined as being placed the top portion of the page is viewed
without scrolling.
Ad Network: Advertising space
in a group of websites for the purpose of maximizing revenue and
minimizing administrative costs.
Ad Rotation: Different ads and
different ad sources are often rotated in the same space on a webpage.
Ad rotation is static (one ad per page view). This is usually done
automatically by software on our website and delivers advertisements
randomly and in close proximity to your desired frequency or weighting.
Banner: A rectangular online
advertisement in the form of a graphic image that runs across the top
or bottom of a web page. Banner ads are historically GIF images. Many
ads are animated GIFs since animation has been shown to be more effective.
The standard banner is 468 pixels wide by 60 pixels high.
Booked Space: Website advertising
space that is already sold or otherwise unavailable to receive new campaign
commitments.
Branding: A traditional advertising
method used to create an acquired response from a target audience based
on cumulative impressions and positive reinforcement. These ads are
not purchase for the sole purpose generating a click or visitor.
They are geared towards increased product or company name awareness and
lifelong customers.
Button: An online advertisement
in the form of a small graphic image that typically resides in the
margin of a webpage. Buttons are typically 88x31 pixels. These are
often very cost effective and popular to generate traffic to your business.
Campaign: A contracted agreement
between an advertiser or agency and the HomewithGod Network The campaign
is defined by a number of variables, including the advertising creative,
the duration, and the pricing structure.
Click-Thru Ratio (CTR): The
rate of ads clicked on to total ads displayed. A typical CTR is 0.5%
(1 in 200). The click-thru ratio of an advertising creative is one
measure of its effectiveness.
Cost per 1,000 Impressions (CPM):
A pricing model based on an estimate of the number of impressions of
a particular creative. The greater majority of online banner advertising
is priced using the CPM model. The "M" is the Roman numeral for 1,000.
Cost per Click-Thru (CPC): A
pricing model base on paying only for those ads that experience a click-thru.
CPC can be considered a measure of direct response, but is not a measure
of true action taken by a user.
Creative: The materials used in
advertising to convey a message. Digital creative can be text, static
or animated banner and buttons.
Demographics: Statistical data
that describes the makeup of a given visitor base, and includes
information such as age range, gender, education levels, and average
household income. Demographic data is one of the tools used to match
ad space with an advertising campaign.
Frequency: The rate a particular
user is exposed to a particular creative or a particular campaign during
a single session or period of time.
Graphic Interchange Format (GIF):
A common graphics format that can be displayed on almost all web browsers.
GIFs typically display in 256 colors and have built-in compression.
Static or animated GIF images are the most common form of banner creative.
Hybrid Campaign: An advertising
campaign model base on combining different individual pricing models
into one. A CPM/CPC hybrid campaign combines the benefits of branding
and direct response during the same campaign to maximize ROI.
Hypertext Markup Language (HTML): A
coding language used to make hypertext documents for use online.
Impression: Also called an ad or
page impression. The display of a single creative to a visitor on a website.
A single page view can have more than one impression if both banners and
buttons are used.
Joint Photographic Experts Group (JPEG):
Easily compressed graphics format that displays photographic as well as
graphic images. JPEG (or most commonly used JPG) is a newer format than GIF.
Opt-In Email: Email received based
on a user's choice to opt-in by their choice to be on a mailing list that
will be of interest to them. More often than not, opt-in is the default
and user action, such as a check box is required to opt-out.
Page View: The loading of a webpage
by a browser. A single User Session may result in multiple page views and
numerous Impressions. Reloading or "refreshing" the same page is another
page view.
Rate Card: The current rates
to purchase advertising space on the HomewithGod Network.
Return on Investment (ROI):
The actual or perceived future value of an expense or investment. Ad
campaign ROI is a metric that attempts to determine what the advertiser
receives in return for the cost of the advertising, usually in terms of
new sales.
Run-of-Network (RON): A campaign
that distributes creative to all or most of our network of websites with
no targeting or other filtering applied, other than frequency capping.
Run-of-Network campaigns provide advertisers with the greatest reach at
the lowest cost.
Sponsorship: A "long term"
advertising relationship that typically involves the payment of a
fixed fee to display a banner or other graphic on our website, or
be included in an email mailing.
Tracking: The collection and
automated analysis of data associated with the serving of digital
creative. Tracking provides the frequency control, accounting, stats
data and anti-fraud components of a campaign.
Traffic: The volume of visitors to
a website. Traffic is the currency of online success, but is not the
only factor.
Unique Page Views: The total
number of unique pages on a website by a unique visitor.
Unique Visitor and User Session:
A unique IP address visiting a website for the first time in a specified
period. Unique visitor is more often associated with long periods of time,
such as a month. User session is more often associated with shorter periods
of time, such as 30 minutes. Both are valuable traffic metrics for many
websites. Frequency control in ad campaigns is a function of unique
visitor and user sessions.
Advertising With HomewithGod
Campaign & Creative Specifications
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