TGM Designs

TGM Designs has compiled this glossary of internet marketing and advertising terminology to help our clients to know and understand what services we provide. The terms cited are used regularly throughout online advertising and marketing. If you are preparing to start marketing or advertising your website these terms will prove to be very helpful. This glossary's intention is to be relevant and beneficial to your understanding rather than be comprehensive.

Daughter window

An ad that runs in a separate ad window associated with a concurrently displayed banner. In normal practice, the content and banner are rendered first and the daughter window appears thereafter.

Demographics

Common characteristics used for population or audience segmentation, such as age, gender, household income, etc.

Direct Response Banner

A banner which features a call to action.

Display Advertising

A form of online advertising where an advertiser’s message is shown on a destination web page, generally set off in a box at the top or bottom or to one side of the content of the page.

Drill down

When an online user accesses more and more pages of the Web site, i.e., he or she goes deeper into the content of the site.

Dynamic ad insertion

The process by which an ad is inserted into a page in response to a user's request. Dynamic ad placement allows alteration of specific ads placed on a page based on any data available to the placement program. At its simplest, dynamic ad placement allows for multiple ads to be rotated through one or more spaces. In more sophisticated examples, the ad placement could be affected by demographic data or usage history for the current user.

Dynamic rotation

Delivery of ads on a rotating, random basis so that users are exposed to different ads and ads are served in different pages of the site.

E-mail Advertising

Banner ads, links or advertiser sponsorships that appear in e-mail newsletters, e-mail marketing campaigns and other commercial e-mail communications. Includes all types of electronic mail (e.g., basic text or HTML-enabled).

E-mail Bounce

An e-mail that cannot be delivered to the mailbox provider and is sent back to the e-mail Service Provider that sent it. A bounce is classified as either “hard” or “soft.” Hard bounces are the failed delivery of e-mail due to a permanent reason, such as a non-existent address. Soft bounces are the failed delivery of e-mail due to a temporary issue, such as a full inbox or an unavailable ISP server.

E-mail campaign

Advertising campaign distributed via e-mail. Encoding - the process of compressing and separating a file into packets so that it can be delivered over a network.

Exit Ad

A banner that pops up on screen after the visitor has exited a particular page on a website, or the website itself.

Expandable banners

A banner ad which can expand to as large as 468 x 240 after a user clicks on it or after a user moves his/her cursor over the banner.

Exposure

A single time a banner is viewed. Banners are often measured in terms of exposures, also known as impressions.

Family / Ad family

A collection of one or more ad creatives. Also called ad campaign.

Filter

A means for a banner to reach a select audience. A filter can have a banner displayed only for visitors in a certain country or area, a certain ISP, a time of day, a certain browser or operating system, etc.

Flash™

Adobe’s vector-based rich media file format which is used to display interactive animations on a Web page. Floating ads - an ad or ads that appear within the main browser window on top of the Web page's normal content, thereby appearing to "float" over the top of the page.

Flight

The length of time a banner or campaign is to run.

Frequency

The number of times an ad is delivered to the same browser in a single session or time period. A site can use cookies in order to manage ad frequency.

Frequency Cap

Number of times a banner repeats its animation sequence (loops) before stopping.

Front Door Banner

A banner that appears on the home page of a site.

Full Banner

A banner 468 x 60 pixels. A full banner is the most common type of banner advertised.

General Rotation

Random display of a banner on a website. Equivalent to run of site advertising.

Geotargeting

Displaying (or preventing the display of) content based on automated or assumed knowledge of an end user’s position in the real world. Relevant to both PC and mobile data services.

GIF (Graphic Interchange Format)

A standard web graphic format which uses compression to store and display images.

Guerilla Marketing

Campaign tactic involving the placement of often humorous brand-related messages in unexpected places either online or in the real world; intended to provoke word-of-mouth and build buzz

Half Banner

A web banner 234 x 60 pixels. A half banner is half the width of a full banner.

Hit

When users access a Web site, their computer sends a request to the site's server to begin downloading a page. Each element of a requested page (including graphics, text, and interactive items) is recorded by the site's Web server log file as a "hit." If a page containing two graphics is accessed by a user, those hits will be recorded once for the page itself and once for each of the graphics. Webmasters use hits to measure their servers' workload. Because page designs and visit patterns vary from site to site, the number of hits bears no relationship to the number of pages downloaded, and is therefore a poor guide for traffic measurement.

House ads

Ads for a product or service from the same company. “Revenues” from house ads should not be included in reported revenues.

HTML Banner

A web banner that includes Hypertext Markup Language file, the code also used to create web pages.

Hybrid pricing

Pricing model which is based on a combination of a CPM pricing model and a performance-based pricing model. See CPM pricing model and performance-based pricing model.

Hyperlink

A clickable link, e.g., on a Web page or within an e-mail, that sends the user to a new URL when activated.

Hypertext

Any text that contains links connecting it with other text or files on the Internet.

Source: http://www.iab.net