Media General Interactive Glossary of Useful Terms
Learn Online Lingo
- Frequency – How many times you display an ad to your audience for an advertiser.
- Audience – What your audience demographic is? Who are your users?
- At-work Audience – Online Newspapers are predominantly used during the business day. 85% of our audience is employed. The majority of working adults use the internet as their main source for news from 7am – 7pm (Nielson statistics)
- Frequency Cap – Limit the number of impressions that each unique user may see your client’s ad by the hour, day, week or month.
- Banner ad – General term for online advertising unit.
- ROS – Run-of-site campaigns will serve everywhere within a web site, but may be blocked from certain sections.
- Hit – Not useful data. One page view may result in an unknown amount of hits. This data is useless.
- Unique Visitor – The closest thing we have to circulation numbers. A UV is calculated using the unique IP address associated with computers used to access a Web site. If someone deletes their cookies, their computer may be counted again as a unique user.
- Click(s) – When a user clicks their mouse on an ad to find out more about an offer.
- Click Through Rate – % representation of clicks to impressions served.
- Click Through Yield – Same as #15. National average <.04%. Our average is approximately .12%
- Impressions – # of online ad units served over a period of time.
- Response Campaign – Ads built to generate clicks.
- Branding Campaign – High frequency campaign not built with response as primary goal.
- Big box ads – Larger ad units which have been in vogue the past few years (728x90 Leaderboard, 160x600 Wide Skyscraper, 300x250 Pillow Ad, etc.)
- Pillow Ad – Square-shaped banner ad usually located within web site text.
- Skyscraper Ad – The tallest banner ad, shaped like a Skyscraper building.
- Leaderboard Ad – Shaped like a billboard, this ad is usually found at the top of the page.
- Targeting – ability to place ads in front of target audience or demographic by content, demographic, geography or behavior.
- Behavioral Targeting –- Targeting of users by looking at behavior or viewing habits on a particular web site. Example: Target Buick demographic by running ads to users whom have been to Sports, Carseeker and the Obits over the period of one month.
- Real Media Open AdStream – Proprietary software and servers used by Media General Interactive Ad Operations to manage, serve and track the results of all ad campaigns and site inventory.
- Animated Gif Banner – “Traditional” banner ad type which functions like a slide show in that it rotates from frame to frame. Animation can be achieved but causes file size of banner to often be exhorbitant. Usually small elements of animation are used in an animated gif.
- Flash Banner – Macromedia Flash allows us to smoothly animate text and graphics to create striking banner and site animation with relatively small file sizes. Flash banners must run with companion animated .gif banner for those users who are not able to view flash on their computers.
- Rich Media – Various forms of animated banners and other creative which often use Flash creative.
- AdInterax – Third party provider that provides “point and click” environment to easily build and manage Rich media campaigns. [View Rich Media ad created by Media General Interactive]
- Streaming Video – Streaming video is a sequence of "moving images" that are sent in compressed form over the Internet and displayed by the viewer as they arrive. The media is sent in a continuous stream and is played as it arrives.
- Interstitial – Intermediary page which displays an ad or streaming video between page views on our sites. Click to go to the News section and an ad displays prior to displaying the News Index page.
- Eyeblaster – Proprietary company which provides creative design and campaign management of Rich Media Campaigns. “Eyeblaster” often associated with Floating or other Rich media ads.
- Expandable Banner – Banner which expands out of a standard ad size when moused over.
- Floating Ads – Ads which display over content area. Usually they appear, then disappear after a specified amount of seconds.
- Corner Peels – Floating ads which can be expanded by clicking and pulling ad to the left or right.
- Commercial Break – Streaming video content.
- Sliding Billboards – Banner which automatically expands downward from the top of a web page for a limited time frame before returning to the standard ad size.
- Full Page Overlay – Full page ad which takes over entire page for few moments.
- Push Down Banner – Ad which pushes down web page content. Similar to expandable banner and sliding billboard.
- Video strip – Video banner which may run from any ad position. When cursored over these banners expand to display full video with sound.
- Wallpaper ad – Ads which take over the background of a web page. Similar appearance to watermark.
- Four factors for ad value
a. Above the Fold/below the fold/both
b. Ad size (length X width)
c. Ad weight (file size)
d. Animation (rich media or no rich media)
- Ad Quality
a. Resolution (Compression to file size)
b. Less than 5 features
c. Clear concise message
d. url and phone number
e. Where does it link to? Client site quality and conversion.
- Third Party Serve – National and remnant advertising – Third party service provider which provides reporting for some national and remnant advertisers..
- Third Party Tag – Tag used in third party ad serves.
- Page View – When all of the features are allowed to display on a Web page.
- Adver-gaming – Online gaming which is actually complex branding opportunity for advertisers. Often these are rather expensive, but involve building online community and repeat visits for contests and ongoing gaming.
- File Formats – .jpg, .bmp, .gif, .swf, .fla
- Omniture Site Catalyst – site traffic metrics program.
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