Here
are some words and phrases used by Digital Media Marketing
Professionals:
Ad
banner
A
graphic message or other media used as an advertisement
Banner
A
graphic advertising image displayed on a Web page
Blog
Generic
name for any Web site featuring regular posts arranged
chronologically, •
typically
inviting public comments from readers. Blog postings are generally
short and informal, and blog software is generally free and very easy
for individual users, making it a popular tool for online diaries, as
well as more professional publications.
Browser
A
software program that can request, download, cache and display •
documents
available on the World Wide Web.
Channel
A
band of similar content. A type of sales outlet (also known as
channel of •
distribution).
Click
through
The
action of following a link within an advertisement or editorial
content to •
another
Web site or another page or frame within the Web site
Cookie
A
small piece of information (i.e., program code) that is stored on a
browser for the •
purpose
of identifying that browser during audience activity and between
visits or sessions
CPC
(cost per click)
Cost
of advertising based on the number of clicks received
Demographics
Common
characteristics used for population or audience •
segmentation,
such as age, gender, household income, etc.
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.
Domain
name
The
unique name that identifies an Internet site
E-mail
advertising
Banner
ads, links or advertiser sponsor ships that appear in •
e-mail
newsletters, e-mail marketing campaigns and other commercial e-mail
communications
GIF
(Graphic Interchange Format)
A
standard Web graphic format that uses •
compression
to store and display images.
Gigabyte
One
gigabyte equals 1,000 megabytes
Home
page
The
page designated as the main point of entry of a Web site (or main •
page)
or the starting point when a browser first connects to the Internet.
Typically, it welcomes visitors and introduces the purpose of the
site, or the organization sponsoring it and then provides links to
other pages within the site.
HTML
(Hypertext Markup Language)
A
set of codes called markup tags in a plain text •
file
that determine what information is retrieved and how it is rendered
by a browser.
HTTP
(Hyper-Text Transfer Protocol)
The
format most commonly used to transfer •
documents
on the World Wide Web.
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.
Internet
The
worldwide system of computer networks providing reliable and •
redundant
connectivity between disparate computers and systems by using common
transport and data protocols known as TCP/IP.
IP
Address
Internet
protocol numerical address assigned to each computer on the •
Internet
so that its location and activities can be distinguished from those
of other computers.
JPEG
(Joint Photographic Experts Group)
Standard
Web graphic file format that uses a •
compression
technique to reduce graphic file sizes.
Keyword
Specific
word(s) entered into a search engine by the user that result(s) in a
list •
of
Web sites related to the keyword
Link
A
clickable connection between two Web sites. Formally referred to as•
a
hyperlink
Page
view
When
the page is actually seen by the user.•
Pay-per-Click
An
advertising pricing model in which advertisers pay agencies and/or •
media
companies based on how many users clicked on an online ad or e-mail
message
Query
A
request for information, usually to a search engine
SEO
(Search Engine Optimization)
Process
of improving the volume and quality of •
traffic
to a Web site from search engines via “natural” (organic or
algorithmic) search results.
SMS
(Short Message Service)
Standard
for sending and receiving short (160 character) •
text
messages via mobile handsets.
Target
audience
The
intended audience for an ad, usually defined in terms of specific •
demographics
(age, sex, income, etc.), product purchase behavior, product usage or
media usage.
Text
messaging
Common
term for the sending of “short” (160 characters or fewer) text •
messages,
using the Short Message Service, from mobile phones.
Traffic
The
flow of data over a network or visitors to a Web site.
Unduplicated
audience
The
number of unique individuals exposed to a specified •
domain,
page or ad in a specified period of time.
Unduplicated
audience
The
number of unique individuals exposed to a specified •
domain,
page or ad in a specified period of time.
Unique
visitor
A
unique user who accesses the Web site within a specific time period.•
URL
(Uniform Resource Locator)
The
unique identifying address of any particular •
page
on the Web. It contains all the information required to locate a
resource, including its protocol (usually HTTP), server domain name
(or IP address), file path (directory and name) and format (usually
HTML or CGI).
WAP
(Wireless Application Protocol)
A
specification for a set of communication •
protocols
to standardize the way that wireless devices, such as mobile phones,
PDAs and others access and browse Internet-based content.
Yield
The
percentage of clicks vs. impressions on an ad within a specific page.
Also •
called
click rate.
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