There are a lot of terms used in advertising that you may not know the meaning of. Here are a few that are often used:
Across the Board- A program that is broadcast at the same time period every day.
Ad flight: The total length of an advertising campaign.
Ad network: An advertising company that brokers deals between online publishers and advertisers. Bigger ad networks aggregate sites into general categories so that they can offer advertisers targeted markets. Ad networks are responsible for selling and serving the majority of Internet advertising.
Advertiser- The manufacturer, service company, retailer, or supplier who advertises their product or service.
Agency: A company that provides advertising-related services to their clients.
Banner: This is an ad that appears on a web page which is typically hyperlinked to an advertiser’s website. Banners can be images (GIF, JPEG, PNG), JavaScript programs or multimedia objects (Flash, Java, Shockwave etc.).
Campaign: Refers to an advertising project in its entirety, from conception through creation and buying to tracking and final analysis.
Hit: A hit refers to any request a web server receives for pages and/or files (audio, visual etc.). A web page featuring 7 graphical elements will create 8 hits in total (one for the page, plus one for each of the graphical elements). Hits are used chiefly to monitor the load of traffic on a particular server. They are of little use to advertisers.
Hyperlink: A hyperlink is HTML code that directs – via a click – a browser to another web page. The vast majority of ads contain embedded hyperlinks that take visitors to the advertiser’s web page.
Make goods: Payments made by a publisher to an advertiser as recompense for not hitting pre-arranged targets for impressions, or for high numbers of load errors.
Rate card: Publishers compile rate cards to list prices for advertising on their site(s). Larger sites usually give rates on a CPM basis. Technical details regarding banner size and positioning may also be included. It is important to understand that the “rate card” is like a sticker price on a new automobile and is negotiable. Professional media buyers never pay rate card prices for their advertising.
Sponsorship: A method by way of which an advertiser sponsors a section of a website. As a sales technique sponsorship works best when the web page is relevant to the advertiser’s products and/or services.
There are a lot of terms used in advertising that you may not know the meaning of. Here are a few that are often used: