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Release Form:
Download this form if you are sending us items for use in a project. Print
the form out and send it with your items. This form also acts as a model
release in the case you have been interviewed by us.
[ Download ] - 63kb, Adobe PDF format
Common Advertising Terms
Animated GIF: A graphic image in GIF (graphical interchange format) format composed of multiple layers which display in turn, providing the illusion of motion. A large percentage of non rich-media banner ads are in animated GIF format. Animated GIF banners have historically generated higher click-through rates than static images. However, as web users have grown more mature, some studies indicate that blinking or flashing images are more often automatically ignored, as users have come to assume that any animated image on a page is an advertisement.
B2B: B2B, or Business-to-Business, defines a business, often a web site, targeting other commercial entities rather than consumers. B2B web sites tend to generate significantly higher ad revenues that strictly consumer-oriented sites. Internet Ad Sales is a B2B web site, as the main target audiences of this site are professional, commercial web publishers and advertisers.
Banner Ad: Banner and banner ad are generic terms describing the most common forms of online advertising, the 468x60 image or rich media ad displayed at the top of many commercial web sites.
Bleed: Printing to the edge of the page, with no margin or border:Block: consecutive broadcast time periods.
Circulation: In print, the number of copies distributed; in broadcast, the number of households within a signal area that have receiving sets; in outdoor, the number of people who have a reasonable opportunity to see a billboard.
Click-Through Rate (CTR): CTR, or click-through rate, is the rate at which visitors click an advertisement, usually calculated as a percentage of ad impressions. The current industry standard CTR for 468x60 banner ads is about 0.25%. Highest CTRs are usually generated using fake "message waiting" or javascript warning ads, which often have little or no relevance to their target site. Ads of this kind can generate CTRs up to 11% or more, but, due to their nuisance value, can be detrimental to the hosting site.
Column inch: Publication space that is one column wide by one-inch high, used as a measure of advertising space.
Cooperative advertising: Retail advertising that is paid partly or fully by a manufacturer; two or more manufacturers cooperating in a single advertisement (slang "co-op").
Dayparts: Specific segments of the broadcast day; for example, daytime, early fringe, prime time, late fringe, late night.
Direct marketing: Sales made directly to the customer, rather than through intermediaries or intervening channels: includes direct mail, direct advertising, telemarketing, and so forth.
Gross audience: The total number of households or people who are "delivered" or reached by an advertising schedule, without regard to any possible duplication that may occur; also called "total audience".
Gross rating points (GRPs): The total number of broadcast rating points delivered by an advertiser's television schedule, usually in a one-week period; an indicator of the combined audience percentage reach and exposure frequency achieved by an advertising schedule; in outdoor, a standard audience level upon which some markets' advertising rates are based.
IAB: Internet Advertising Bureau: The IAB, or Internet Advertising Bureau, is an association dedicated to helping online, interactive broadcasting, email, wireless and interactive television media companies increase their revenues.
Integrated Marketing
Impressions
Landing Page: A landing page is the advertiser's web page to which a user is directed after clicking an ad. For affiliate, CPL and CPA sales, it is important that the landing page is one which entices users to immediately purchase a product or service, rather than simply the home page of the advertising site.
Make-good: A repeat of an advertisement to compensate for an error, omission, or technical difficulty with the publication, broadcast, or transmission of the original.
Market share: A company's or brand's portion of the sales of a product or service category.
Nielsen: The A.C. Nielsen Company; a firm engaged in local and national television ratings and other marketing research.
Open rate: The highest advertising rate before discount can be earned; also called "basic rate" and "one-time rate".
Penetration: The percentage of households that have a broadcast receiving set; a measure of the degree of advertising effectiveness; the percentage of households that have been exposed to an advertising campaign.
Point-of-purchase advertising (POP): Promotions in retail stores, usually displays.
Rate: A charge for advertising media space or time.
Rate book: A printed book that is designed to provide advertising rates for several media vehicles; for example, Standard Rate and Data Service.
Rate card: A printed listing of advertising rates for a single media vehicle.
Rating point: A rating of one percent: one percent of the potential audience; the sum of the ratings of multiple advertising insertions; for example, two advertisements with a rating of 10 percent each will total 20 rating points.
Rich Media: Rich media advertisements are banners (or popups, skyscrapers, interstitials, etc.) which are constructed using dynamic tools such as Flash, html forms, Java, ASP, Shockwave, Javascript, or other languages or applications that increase the appearance and/or functionality of the ad beyond that which can be achieved with a static or animated image. For example, a rich media ad may include sound, a user registration form, a multiple page Flash application, or other more sophisticated media. Rich media ads usually command higher CPM levels than simple image redirects.
ROI: ROI, or return on investment, is a calculation used to determine the relative efficacy of an ad campaign in financial terms, in particular whether or not an ad campaign has generated more or less new revenue than it cost. Due to the direct response nature of many internet ad campaigns, it may be possible to determine ROI with much greater precision than, for example, a television commercial. The response to broader, branding-style campaigns may be more imprecise.
Saturation: An advertising media schedule of wide reach and high frequency, concentrated during a time period to achieve maximum coverage and impact (see Flight).
Snipes are used to update, correct or cover areas on existing billboard advertisements. Snipes are typically printed on a sticky back material called Self Adhesive. The protective backing is removed on location and the snipe is applied to the advertisement like a giant sticker.
Tag: Dealer identification, usually added to the end of a broadcast commercial announcement to indicate where the product or service being advertised can be purchased in the local market.
Targeting, Ad Targeting, Targeted, Targeted Ads: Targeting refers to the means by which advertisers attempt to reach a desired audience through choice of category (in an ad network), choice of web site, choice of demographic, geographic location, or whatever other criteria the advertiser finds interesting. Targeted ads command higher CPM rates than non-targeted ads, with the most finely targeted, site-specific, usually earning the highest rate.
Target group: Those persons to whom a campaign is directed; those individuals with similar characteristics who are prospects for a product or service; also called "consumer profile".
Target market: The geographic area or areas to which a campaign is directed; the areas where a product is being sold or introduced; also called "market profile".
Visits (vs hits): The number of distinct visits to a web site within a specified time period, such as one day or one month. Visits are an imprecise term and numbers may vary considerably depending on the type of calculation used, but many log and statistical applications define a visit as a single browser session by a single IP address. Multiple browser sessions by the same visitor will often be counted as a single visit if the time frame within which they occur is short. Because of the often arbitrary and imprecise methods used to determine visit counts, the term is of comparatively little statistical value. Page views and unique visitor counts, computed individually and in combination, are far more useful in determining the relative popularity of a web page or web site.