|
|
Ad
Clicks |
|
Number of times users click
on an ad banner. |
|
|
Ad
Click Rate |
|
Sometimes referred to as "click-through,"
this is the percentage of ad views that resulted in an
ad click. |
|
|
Ad
Views (Impressions) |
|
Number of times an ad banner
is downloaded and presumably seen by visitors. If the
same ad appears on multiple pages simultaneously, this
statistic may understate the number of ad impressions,
due to browser caching. Corresponds to net impressions
in traditional media. There is currently no way of knowing
if an ad was actually loaded. Most servers record an ad
as served even if it was not. |
|
|
B2B
|
|
B2B stands for "business-to-business,"
as in businesses doing business with other businesses.
The term is most commonly used in connection with e-commerce
and advertising, when you are targeting businesses as
opposed to consumers. |
|
|
Banner
|
|
An ad on a Web page that is
usually "hot-linked" to the advertiser's site.
|
|
|
Browser
Caching |
|
To speed surfing, browsers
store recently used pages on a user's disk. If a site
is revisited, browsers display pages from the disk instead
of requesting them from the server. As a result, servers
under-count the number of times a page is viewed. |
|
|
Button
|
|
Button is the term used to
reflect an Internet advertisement smaller than the traditional
banner. Buttons are square in shape and usually located
down the left or right side of the site.
The IAB and CASIE have recognized these sizes as the most
popular and most accepted on the Internet:
|
|
|
Click
through |
|
The percentage of ad views
that resulted in an ad click. |
|
|
CPC
|
|
Cost-per-click
is an Internet marketing formula used to price ad banners.
Advertisers will pay Internet publishers based on the
number of clicks a specific ad banner gets. |
|
|
CPM
|
|
CPM is the cost per thousand
for a particular site. A Web site that charges $15,000
per banner and guarantees 600,000 impressions has a CPM
of $25 ($15,000 divided by 600).
For more information on the average CPM rates of sites
around the Web, check the Sample Rate Page, and the results
of the latest Ad Relevance rate card survey. |
|
|
DTC
|
|
DTC stands for "direct-to-consumer."
The term is commonly used to denote advertising that is
targeted to consumers, as opposed to businesses. Television
ads, print ads in consumer publications, and radio ads
are all forms of DTC advertising. |
|
|
Hit
|
|
Each time a Web server sends
a file to a browser, it is recorded in the server log
file as a "hit". Hits are generated for every
element of a requested page (including graphics, text
and interactive items). If a page containing two graphics
is viewed by a user, three hits will be recorded - one
for the page itself and one for each graphic. Webmasters
use hits to measure their server's work load. Because
page designs vary greatly, hits are a poor guide for traffic
measurement. |
|
|
Interstitial
|
|
Meaning in between, an advertisement
that appears in a separate browser window while you wait
for a Web page to load. Interstitials are more likely
to contain large graphics, streaming presentations, and
applets than conventional banner ads, and some studies
have found that more users click on interstitials than
on banner ads. Some users, however, have complained that
interstitials slow access to destination pages. |
|
|
Jump
Page |
|
A jump page, also known as
a "splash page," is a special page set up for
visitors who clicked on a link in an advertisement. For
example, by clicking on an ad for Site X, visitors go
to a page in Site X that continues the message used in
the advertising creative. The jump page can be used to
promote special offers or to measure the response to an
advertisement. |
|
|
Link
|
|
An electronic connection between
two Web sites (also called "hot link"). |
|
|
Listserv
|
|
The most widespread of mail
lists. Listervs started on BITNET and are now common on
the Internet. |
|
|
Log
file |
|
A file that lists actions
that have occurred. For example, Web servers maintain
log files listing every request made to the server. With
log fileanalysis tools, it's possible to get a good idea
of where visitors are coming from, how often they return,
and how they navigate through a site. Using cookies enables
Webmasters to log even more detailed information about
how individual users are accessing a site. |
|
|
Newsgroup
|
|
A discussion group on Usenet
devoted to talking about a specific topic. Currently,
there are over 15,000 newsgroups. |
|
|
Opt-in
e-mail |
|
Opt-in email lists are lists
where Internet users have voluntarily signed up to receive
commercial e-mail about topics of interest. |
|
|
Page
|
|
All Web sites are a collection
of electronic "pages." Each Web page is a document
formatted in HTML (Hypertext Markup Language) that contains
text, images or media objects such as RealAudio player
files, QuickTime videos or Java applets. The "home
page" is typically a visitor's first point of entry
and features a site index. Pages can be static or dynamically
generated. All frames and frame parent documents are counted
as pages. |
|
|
Page
Views |
|
Number of times a user requests
a page that may contain a particular ad. Indicative of
the number of times an ad was potentially seen, or "gross
impressions." Page views may overstate ad impressions
if users choose to turn off graphics (done to speed browsing).
|
|
|
RealAudio
|
|
A commercial software program
that plays audio on demand, without waiting for long file
transfers. For instance, you can listen to National Public
Radios entire broadcast of All Things Considered and the
Morning Edition on the Internet. |
|
|
Rich
Media |
|
Rich media is a term for advanced
technology used in Internet ads, such as streaming video,
applets that allow user interaction, and special effects.
|
|
|
ROI
|
|
ROI stands for "return
on investment," one of the great mysteries of online
advertising, and indeed, advertising in general. ROI is
trying to find out what the end of result of the expenditure
(in this case, an ad campaign) is. A lot depends on the
goal of the campaign, building brand awareness, increasing
sales, etc. Early attemps at determining ROI in Internet
advertising relied heavily on the click-rate of an ad.
|
|
|
Sponsorship
|
|
Sponsorships are increasing
in popularity on the Internet. A sponsorship is when an
advertisers pays to sponsor content, usually a section
of Web site oran e-mail newsletter. In the case of a site,
the sponship may include banners or buttons on the site,
and possibly a tag line. |
|
|
Sticky
|
|
"Sticky" sites are
those where the visitors stay for an extended period of
time. For instance, a banking site that offers a financial
calculator is stickier than on that doesn't because visitors
do not have to leave to find a resource they need. |
|
|
Unique
Users |
|
The number of different individuals
who visit a site within a specific time period. To identify
unique users, Web sites rely on some form of user registration
or identification system. |
|
|
Valid
Hits |
|
A further refinement of hits,
valid hits are hits that deliver all information to a
user. Excludes hits such as redirects, error messages
and computer-generated hits. |
|
|
Visits
|
|
A sequence of requests made
by one user at one site. If a visitor does not request
any new information for a period of time, known as the
"time-out" period, then the next request by
the visitor is considered a new visit. To enable comparisons
among sites, I/PRO uses a 30-minute time-out. |
