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All the same marketing principles you use in other mediums also apply to online marketing, although there are some new terms that you might encounter. Here are brief explanations of what each of them means.
Ad Clicks
User-initated action of responding to or clicking on an element causing a re-direct to another Web location.
Ad Click Through
Number of times users click on an ad.
Ad Impressions
The number of times an advertiser's banner is seen by users.
Banner
An online advertisement. This may be a graphic image (see GIF or JPEG) or a combination of HTML and graphic images.
Browser
The generic term for any piece of software that lets you see Web pages. Netscape Navigator and Microsoft Internet Explorer are two of the more popular browsers.
Click-Through Rate
Ad click-throughs as a percentage of the number of impressions served.
Cookie
A browser feature that allows web sites to save a limited amount of information to "identify" a user's browser on subsequent visits to a site. Newer browsers give users the option to reject cookies.
CPM
Cost per thousand ad impressions. CPM is the standard Web advertising cost model.
Flash
Macromedia's vector-based graphics file format, used to display interactive animation on a Web page. This form of rich media technology is available via a plug-in. See also Shockwave.
GIF (pronounced "jif")
Short for Graphic Interchange Format. The most common image file format on the Internet, especially for animated banners. A GIF image can contain up to 256 colours, one of which may be transparent to allow the page background colour to "show through". Several GIF images may be combined into a single GIF file to produce a slideshow or animation effect. See also JPEG.
Hit
When a user requests an HTML document on the World Wide Web, the server records that request as a "hit". The problem with measuring "hits" is that most Web servers also count each graphic on a page as a hit. For example, if you look at a page with five images on it, some servers count that as five hits. For this reason, "hits" are a questionable measurement of how popular a web site actually is.
HTML
Short for HyperText Markup Language. The standard file format for Internet documents (Web pages), able to be displayed by all browers. HTML files can contain links to other files and Web pages on the Internet. See also URL.
Internet Directory
A categorized and hierarchically organized listing of web sites, generally maintained by a group of human "surfers". Yahoo! is an example of a searchable directory, since you can both browse and search the directory. See also Search Engine.
ISP (Internet Service Provider)
A company or institution that provides connection to the Internet or hosting of Web pages.
Java
Programming language that supports enhanced features such as sound, interactivity and real-time updating of information. Not supported on all browsers. See also Shockwave.
JPEG
Short for Joint Photographic Experts Group. A common image file format that is very effective at displaying high-colour images in a compact file size. JPEG images cannot be animated or have transparent colours. See also GIF.
Jump Page
The page that is displayed when a user clicks on a banner. Often, this is just the home page for a product or service, but special promotions may have more complicated pages with user registration or competition features.
Link (Hyperlink)
A clickable connection between Web pages or between an ad and a web site. Text links are usually blue and underlined, and change to purple and underlined if you have clicked on them recently. Graphic links can be identified when you move your mouse over a graphic, and the pointer changes to a picture of a pointing hand. See also HTML.
Pageview
Advertising impressions are sold based on pageviews. An ad pageview is counted when the page on which an ad is scheduled is served by Yahoo! to a user. We use this metric since it is not possible for Yahoo! to track ad impressions from cached images that are on a user's computer, or ad impressions from services that cache the Yahoo! site. Such impressions would be over and above the ads served by Yahoo!.
Post Click Tracking
Tracking a user's interaction with a Web page or site once the user has clicked on a banner, link or email.
Post Impression Tracking (Post View Tracking)
Same as above except when a user sees an ad but does not click on it, the user's interaction with the Web page or site is still tracked.
Rich Media
Incorporates animation, sound, video and/or interactivity deployed via standard Web and wireless applications including e-mail, Web design, banners, buttons and interstitials.
Search Engine
A web site that employs automated programs called "bots" or "spiders" to search (or "crawl") the Web. Search engines examine every page found to index the information on that page and find links to new pages. Search engines use different parts of the page to try to identify what the page "contains". If you enter a keyword in a search engine, generally, you will get a large number of results pages to choose from but they may not always be relevant to what you are looking for. Compare with Internet Directory.
Shockwave
A plug-in that allows for multimedia movies to play through a browser. Most newer browsers come with the Shockwave plug-in already installed, otherwise this software must be downloaded and installed into an existing browser.
URL
Short for Uniform Resource Locator. This is the address of a web site or page of a site. It usually begins with "http://". Every file and page on the Web has a unique URL. |
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