| Term |
Definition |
| Ad Targeting |
Depending on context, usually refers to an ad that follows you along pages |
| Adtag |
A line of code inserted into a mobile site that will display mobile advertising |
| Advergame |
A game that is made solely for the purpose of mobile advertising |
| Advergaming |
A game that is part of a mobile advertising and mobile marketing strategy |
| Advertorial |
Where the advert is part of a promotion in a mobile portal on in the news or feature section of mobile content. |
| Adverts – BlipVerts – Bumper Ads |
Types of adverts on the TV or online that pop up or come and go – flash in and out etc. |
| Adware |
Software that is loaded with adverts |
| Banners |
A graphic or creative that sits on mobile sites at the top, side or bottom that are display a marketing message |
| Below-the-line |
Traditional media term for non-mass-media advertising |
| Brand Burst |
An ad campaign that will maximise new awareness in the fastest means possible |
| Brand equity |
The value or essence of a brand and its value |
| C2C |
Word of mouth marketing |
| Call to action |
The advert will have a purpose that will mean that it encourages interaction. It tells the viewer what to do to engage. |
| Click Through or CTR |
This is when the consumer clicks on the advert – it is measurable and value of a campaign is sometimes judged on how many click throughs |
| Content snacking |
Going in and out of content without any loyalty |
| Converged advertising |
A mix of mobile marketing mass media and non –mass media advertising |
| Conversion Point/ Goal Point |
When a user completes the desired action e.g. call, sign up, purchase, lead capture |
| Conversion rate |
The ability to convert the consumer to the brand |
| CPA |
Cost per acquisition – how much it costs to get to a “conversion point” |
| CPC |
Cost per click of each ad |
| CPM |
Cost per thousand impressions of an ad |
| Direct response advertising |
Targeting the consumer directly on the phone by type of phone or by email |
| DMA |
|
| eCPM |
The effective CPM (calculated based on actually running the ad over 1000 impressions as opposed to buying 1K impressions at a set CPM). This is the difference between brand advertising and RON (run of network) |
| Flash Ads or Pop Ups |
Web ads that pop up |
| FMCG |
Fast moving consumer goods – quick turn over and shelf life |
| Full Service Agency |
An agency that offers mobile advertising, mass media advertising, direct and digital advertising |
| Glocal |
A global but local campaign |
| Idents |
TV break adverts |
| Infomercial |
Information and advertising or commercials mixed |
| Interstitial |
This is a full page rollover |
| Mash-ups |
Different advertising across web, mobile, TV. |
| Narrow casting |
Radio on online adverts that are specialist |
| P Marketing |
Permission marketing (Seth Godin) |
| P2P |
Peer to Peer marketing (viral, social media) |
| Planning Buying Agency |
A company looking after an advertisers ad spend to ensure it achieves the highest ROI (eg. Us, Sagittarius Digital) |
| Pull |
Media adverts that attract consumers. They bring in the crowd and get personal |
| Push |
Media adverts that push or drive the message. |
| RPM |
Revenue per thousand search impressions |
| RPS |
Revenue per search |
| Search Marketing |
Where the advert or text banner is shown in the search advert |
| Spamdexing |
Search engine results that look like results |
| Tagging |
Pushing similar ads or content based on the tags or keywords |
| Traffic |
How much noise or hits or CTR a media campaign gets |