Transcript Advertising Terminology – Cont. Rich Media

B2B Training Committee
Digital Fundamentals
Know the lingo: Terminology,
Acronyms, & Basic Metrics
Website Traffic Terminology
Page Views (PVs)
 Page Views are the total number of pages viewed on a website. Note: Repeated views of a single page are
counted as well.
Unique Visitors (UVs)
 Unique Visitors are the number of unduplicated (counted only once) visitors to your website over the
course of a specified time period.
Visits
 The number of total visits to your site.
Avg. Time Spent
 The average duration of a session, measured in seconds.
Bounce Rate
 Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the
entrance page without interacting with another page).
New vs. Returning Visitors
 How frequently and recently visitors are returning to your site, and user engagement. Looking at how many
visitors you have returning frequently gives you an idea of how many true fans you have.
Advertising Terminology
CPM
 Cost per thousand. CPM means "Cost per Mille." Mille in Latin is defined as 1,000.
CPC
 Cost per Click. CPC refers to the actual price you pay for each click (aka pay-per-click (PPC)).
CPA
 Cost per Action/Acquisition.
Essentially it's a measurement of the cost of a desired result. So, if you were a website owner and you
wanted someone to fill out a form; and it took you 100 people to get 1 person to fill it out; and each of those
100 people cost $0.10, your CPA would be $10.00. CPA marketing comes into play when site owners know
their metrics (what it costs them to obtain a lead) and they want to either scale, or lower their cost, or both.
It's the equivalent of switching from CPC (Cost per click, or PPC from an advertisers standpoint) to a CPM
(Cost per 1,000 views). If you pay $0.10 a click and you know you get a 10% conversion from those clicks, you
can save money by buying a CPM campaign by doing the math (theoretically). The point is to try and break
your costs down, or scale your campaigns up. Or both.
So, if a website owner knows that his average CPA is $10.00, (s)he would often times offer an affiliate $7.00
per lead (hypothetically) to cut his costs. This benefits the website owner by lowering his cost, and benefits
the affiliate by offering a set amount for a lead instead of a per click basis.
Advertising Terminology – Cont.
Display Ads
 Banner Advertising, e.g., Leaderboard’s, Big Box’s, Skyscraper’s
ROS
 Run-Of-Site. Display ads which run across all pages on your website (such as homepage, news, contact us,
etc.).
RON
 Run-Of-Network. Display ads which run across an entire network of websites. The network can consist of
10’s, 100’s, 1,000’s of websites collectively and advertisers typically look at purchasing these as “channels”.
(See Channel Buys for more info).
Channel Buys
 Clients who want to purchase multiple websites which are setup as a “channel”. For example, a “News and
Business” channel would represent a cluster of websites which represent this category, e.g., Canadian
Business, Macleans, etc.
3rd Party Ad Severs
 Third party ad serving is the technology that pushes ads out to websites and allows advertisers to track the
performance of these ads. Why do advertisers rely on third party ad serving technology? Accountability. A
third party ad server allows advertisers to know how many times an advertisement has been served, the
number of clicks associated with the ad, conversions resulting from the ad, etc.
Advertising Terminology – Cont.
3rd Party ad tags
 Client provides code instead of actual artwork to serve up their advertising. This allows them to report on
their end and swap creative at ease.
Sponsorship model
 Flat rate with no impression goal. Display ads are setup to run at a pre-determined share of voice, e.g.,
100%, 50%, 25% vs. an impression amount, e.g., 10,000 impressions.
Share of voice campaigns
 Scenario A – Display ads are setup to receive a total percentage of available impressions, e.g., 100%, 50%,
25%. For example, if a website generates 100,000 available impressions each month and a client purchases
a 50% SOV campaign, they would then receive approximately 50,000 impressions each month. However, if
one of the months generates more impressions, e.g., 150,000 impressions, then they would receive 75,000
impressions. Vice versa, if one of the months generates less impressions, e.g., 60,000 impressions, then they
would receive 30,000 impressions. Therefore, no matter what fluctuations occur in terms of impression
levels each month, the client receives a dedicated SOV percentage of the total impressions and still pays the
same price.
 Scenario B – When clients request “what would an approximate amount of impressions look like based on a
25% SOV on your website?” The client wants to know what 25% equates to in terms of impressions so that
they can get an idea of how frequent their ads are likely to show up in rotation with other sponsors on the
site. For example, if a website generates 100,000 available impressions each month and a client requests to
see how much a 25% SOV campaign would equate to in terms of impressions, then the approximate number
would be 25,000 impressions each month.
Advertising Terminology – Cont.
Video Ads
Pre Rolls = Video ads (aka commercials) which run at the beginning of an online video. Typically 15-30 second
slot.
Mid Rolls = Video ads (aka commercials) which run in the middle of an online video. Typically 15-30 second
slot.
Post Rolls = Video ads (aka Commercials) which run at the end of an online video. Typically 15-30 second slot.
(Examples : http://www.marketingmag.ca/microsite/home/videos/?bctid=3118067081001)
Stand Alone Video
A single video which resides on a web page. Typically these video’s are setup in a video player (with player
controls) and tend to be lengthier e.g., 5-10 minutes in length. (Example: http://www.profitguide.com/manage-grow/internationaltrade/video-how-to-land-international-business-56709)
Lead Generation
Collecting user information on behalf of an advertiser, e.g., through an online form, and then sharing their
information with advertiser. (Example: http://www.profitguide.com/microsite/benecaid)
Infographics
A visual image such as a chart or diagram used to represent information or data. Infographics can be interactive
whereby users who hover over/mouse over, click/tap, click and drag, etc., (within different areas of the creative)
allows for an enriching experience. "A good infographic is worth a thousand words". (Example:
http://www.advisor.ca/microsite/the-making-of/optimal-portfolio-investment)
Advertising Terminology – Cont.
Rich Media
 Advertising format that contains interactive elements more elaborate than the standard static banner ad.
See: Rich Media Specs.pdf located on T Drive: T:\Advisor\Sales Tools\Online Ad Specs\Rich Media Specs.pdf for more info.
Expandable banners
 Expandable banners enable advertisers to reach audiences through interactivity and engagement, and
with a much larger canvas than with traditional static display ads. These ad units are available in most
display ad placements and offer the full range of creative executions – from animation, video, dynamic
data, interactive games and more.
Top layer/Floating ads (aka Voken ads)
 For Top layer (or Floating) ads, the animation moves across the user's screen, or floats above the
content, and must disappear off the page or, if a combo unit, must disappear into another ad unit such
as the Leaderboard or Big Box.
Interstitials (aka Transitional ads)
 Transitional / Interstitial ads are initiated when users from one page to another and an ad catches
them in transition before they arrive at the next page. The ad saturates the entire browser window and
the user must either close the ad by clicking on the link to continue to the website or wait for the ad to
expire (which is generally between 10-15 seconds max).
Advertising Terminology – Cont.
Rich Media
 Advertising format that contains interactive elements more elaborate than the standard static banner ad.
See: Rich Media Specs.pdf located on T Drive: T:\Advisor\Sales Tools\Online Ad Specs\Rich Media Specs.pdf for more info.
Sliver ads
 A Sliver ad is a thin rectangular ad which spans the entire width of the site content (generally placed
close to the top of the page below the masthead). When the cursor hovers or over the ad, the ad unit
will expand down, pushing the content down (instead of covering the content). The expanded ad can
be retracted by clicking the close button.
Digital Bellybands
 Digital Bellybands can run across the entire site or can be targeted to specific sections of the site, i.e.,
home page, news section, etc. The bellyband must be initiated by a Big Box ad counterpart. The ad will
automatically expand/launch via the Big Box once the page loads up. If the user chooses to close it via
the close button, then the bellyband disappears while the Big Box ad remains. The Big Box ad must be
designed with standard call-to-action creative because it will still display on the web page after the
bellyband is closed.
Wallpapers
 The Wallpaper/ Ad is an ad which changes the background of the page being viewed. Wallpaper ads
can be hard-coded to run across the entire site or targeted to specific sections of the site. They may
also be geo-targeted. Due to variations in site widths, it is best to keep any important graphics or text
close to the edges or gutters. This will reduce the instances of users seeing a truncated wallpaper due
to differences in screen resolutions.
Advertising Terminology – Cont.
Rich Media
 Advertising format that contains interactive elements more elaborate than the standard static banner ad.
See: Rich Media Specs.pdf located on T Drive: T:\Advisor\Sales Tools\Online Ad Specs\Rich Media Specs.pdf for more info.
Rising Stars
 The IAB Rising Stars are brand-friendly ad units that tap into the breadth of cutting-edge technology
available today, providing new tools that resonate with consumers and serve as powerful vehicles for
advertisers. See: http://www.iab.net/risingstars for more info.
Page Peels
 When the user's mouse cursor hovers over the Page Peel in its Closed state, the ad "peels" back to
reveal the Opened state.
Native Advertising
 Native advertising is an online advertising method in which the advertiser attempts to gain attention by
providing content in the context of the user's experience. Native ad formats match both the form and the
function of the user experience in which it is placed. The advertiser's intent is to make the paid advertising
feel less intrusive and thus increase the likelihood users will click on it. Some examples are: Sponsor content
articles, Advertorials, Custom Branded content. See: http://www.advisor.ca/partner-education/growing-your-business-42997.
Advertising Terminology – Cont.
Ad Targeting (DART)
 Assigning a display ad to a designated placement, section, site or network.
Examples:
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ROS
RON
Sectional (home page, news section, etc.)
Functional (e.g., Print & Email)
Geography (i.e., geo-targeting)
Road Blocking (DART)
 Programming an advertisers display ads to show up concurrently on the same page view, e.g., Leaderboard
+ Big Box together. Ideal for a brand or product launch when the aim is to gain brand awareness quickly. See:
http://www.gourmetads.com/solutions/roadblock-advertising.
Site Take Over (DART)
 Road block advertising allows advertisers to own 100% share of voice for a given period, usually a day. In
other words, an advertising campaign would run exclusively across all the advertising units on a page
(including the background wallpaper) reinforcing the advertising message. Ideal for a brand or product
launch when the aim is to gain brand awareness quickly.
See: “Presentations” folder (Examples-Screenshots) on T Drive: T:\Advisor\Sales Tools\Presentations\Examples-Screenshots\Takeover for examples.
Other Terminology
Conversions
 Total amount of unique users who sign up or register for a product or service.
Programmatic buying
 Advertising purchased via a computer network with sophisticated algorithms versus human beings.
Real Time Bidding (RTB)
 Buyers and Sellers of display advertising come together through a virtual ad exchange to bid on a specified
amount of impressions towards a targeted audience and then agree upon a price point, i.e., CPM rate.
Ad Exchanges
 An ad network which facilitates Real Time Bidding and other various advertising exchanges.
Standard IAB ad sizes
 IAB’s suite of standard ad sizes which are most commonly used. Common ad sizes are Leaderboards, Big
Box’s and Skyscrapers.
Rich Media vendors
 Outsourced companies who provide unique advertising solutions. Typically these vendors work with
Advertisers and Publishers to create customized Rich Media ad executions such as Expandable banners,
Page Peels, etc.
Other Terminology – Cont.
Widgets
 Customized promotional “buttons” on a website which are a fixed placement and do not rotate (such as
Display ads). These are typically created to promote an internal program or advertiser program and click
through to a website or microsite. See: http://www.advisor.ca for examples.
SEO
 Search engine optimization. Websites include additional data (meta data) which provokes search engines to
recognize their content to therefore improve their search results.
SEM
 Search engine marketing. Advertising via a 3rd party vendors (such as Google Ad Words) to deploy Text ads
across a series of websites in order to promote their brands product or services.
Responsive Design
 Websites and Email newsletters/or eblasts, which conform to the users browser window. For example, if you
view a website on a mobile device, the site re-configures itself to the smaller space, e.g., content and ads
move to a different layout which makes it easier to read and navigate. See: http://www.canadianbusiness.com.
Above the fold vs. Below the fold
 Above the fold means the area of a browser window which a user sees immediately when visiting a website
(without scrolling down). Below the fold means the area below the top portion of the page which. Users
who scroll down in order to view more content of the page are then viewing below the fold.
Other Terminology – Cont.
Creative A/B testing (Display ads)
 Advertisers can run multiple pieces of creative to determine which is yielding the best results.
Subject Line testing
 Clients can submit multiple subject lines for their eDirects and Cheetahmail will then choose which subject
line is receiving the best results in terms of open rate or click through rate. Once the best performing
subject line has been decided, the remainder of the deployment will deploy with that winning subject line.
DART
 A web-based ad server application that hosts and displays ads across our B2B Publishing websites. It
calculates on an on-going basis how to distribute ad “impressions” in order to meet its targeted level.
Cheetahmail
 A web-based email server application that hosts and deploys our B2B Publishing eNewsletter and eDirect
products.
Google Analytics
 A web-based service offered by Google that generates detailed statistics about a website's traffic and traffic.
Google Analytics can track visitors from all referrers, including search engines and social networks, direct
visits and referring sites.
Brightcove
 A web-based online video hosting platform and online video player solution.
Ad Metrics Terminology
Click Through Rates (CTR)
 Total clicks divided by impressions. For example, if a banner ad serves 10,000 impressions and generates 10
clicks, the click through rate (CTR) of the ad = 0.10%. (e.g. 10 clicks / 10,000 impressions = 0.001 or 0.10%)
Email Open Rates (OR)
 Opens divided by total successful recipients. An open rate is measured by the total amount of opens that
occur versus how many users actually received the mailing. For example, if an eDirect is sent to 20,000 users
and generates 5,000 opens, the open rate would then represent a 25% open rate.
Email Click Through Rates – On Received (CTR-R)
 Total clicks divided by total successful recipients. A click through rate is measured by the total amount of
clicks that occur within the email message, e.g., “Click here for more information”, and divided by how many
users actually received the mailing. For example, if an eDirect is sent to 1,000 users and generates 100
clicks, the click through rate would then represent a 10% click through rate.
Email Click Through Rates – On Opened (CTR-O)
 Total clicks divided by total opens. A click through rate is measured by the total amount of clicks that occur
within the email message, e.g., “Click here for more information”, and divided by how many users actually
Opened the mailing (as opposed to received). For example, if an eDirect is sent to 1,000 users and generates
500 opens which garnered 100 clicks, the click through rate on Opened would then represent a 20% click
through rate (on Opens).
Ad Metrics Terminology – Cont.
Ad Impressions
 A measurement used to describe a delivered ad unit when successfully displayed on a website page.
Conversion Rates
 Total amount of unique users who registered/took action divided by the total amount of users who were
approached. For example, a landing page which included a form element had 1,000 views of the form and
100 users filled out the form would equate to 10% conversion rate.
Video Impressions (Stand alone videos only)
 The number of times the video was loaded into a player and ready for interaction.
Video: Total Views (Stand alone videos only)
 The number of times the video started playing, recorded when the stream is started (does not include
rewind or replay)
Video: View Through Rate (aka Play Rate) (Stand alone videos only)
 Percentage of users that played the video after it was loaded (Video Views divided by Video Impressions)
Video: Percentage complete (Stand alone videos only)
 Percentage of completion, e.g., 25%, 50%, 75%, 100%.