Term
| Traditional Buying Funnel |
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Definition
| Awareness>Consideration>Preference>Purchase |
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Term
| New Customer Decision Journey |
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Definition
| Awareness>Consideration>Preference>Purchase>Loyalty>Advocacy>Awareness |
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Definition
| Channel a brand controls; Ex. Website, blog, social media account |
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Definition
| Brand pays to leverage a channel; Ex. Advertising, paid search |
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Definition
| when customer becomes the channel; Ex. WOM, Buzz |
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Term
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Definition
| Combination of Owned, paid, or earned media |
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Term
| Advantages of Digital Advertising |
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Definition
| lower cost, two way reciprocal, easy tweaking, more measureable, faster, more trusted |
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Term
| Advantages of Traditional advertising |
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Definition
| more permanent, larger scale |
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Term
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| Business development for the agency;drive revenue for agency |
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| Conduct consumer research, budget direction alligned with client goals; ensure media plan and creative align to client goals |
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| Concept and design for campaign; deliver consistency across mediums |
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Definition
| Identifying, measuring, negotiating, and buying media placements; deliver best value for advertiser & protect costs |
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Definition
| launching, monitoring, optimizing, & reporting on live campaigns; ensure successful execution & look for new opportunities |
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Definition
| Preplanning audience and site info |
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Definition
| Cookie pools for audience targeting |
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Definition
| Interactive creative capabilities |
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Definition
| Quantifying campaign performance and impact |
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Term
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Definition
| automated, auction based system for buying and selling inventory |
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Term
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Definition
| reserved inventory, fixed cost, one-one relationship |
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Term
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Definition
| unreserved inventory, fixed rate, one-one relationship |
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Term
| Traditional Buying Funnel |
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Definition
| Awareness>Consideration>Preference>Purchase |
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Term
| New Customer Decision Journey |
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Definition
| Awareness>Consideration>Preference>Purchase>Loyalty>Advocacy>Awareness |
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Term
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Definition
| Channel a brand controls; Ex. Website, blog, social media account |
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Term
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Definition
| Brand pays to leverage a channel; Ex. Advertising, paid search |
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Term
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Definition
| when customer becomes the channel; Ex. WOM, Buzz |
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Term
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Definition
| Combination of Owned, paid, or earned media |
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Term
| Advantages of Digital Advertising |
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Definition
| lower cost, two way reciprocal, easy tweaking, more measureable, faster, more trusted |
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Term
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Definition
| Centralized management platform, specializing in programmatic audience buying. Used by agencies, often at the holding company level |
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Definition
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| Launch 970x90, Expand 970x415 (rising star) |
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Term
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Definition
| Launch 300x600/300x250/970x250, expand 975x550 (rising star) |
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Definition
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Term
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Definition
| Linear (pre-roll, takeovers) or non-linear (overlays, bugs) |
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Term
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Definition
| rich media, video triggered within the banner |
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Term
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Definition
| rich media, video delivered when relevant word moused over |
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Term
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Definition
| text, banners, rich media, video player skins surrounding video experience |
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Term
| Deterministic Mobile Targeting |
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Definition
| Google usese this to target messages to you across devices (universal login tracking) |
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Term
| Probalistic Mobile Targeting |
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Definition
| When a targeting provider makes assumptions to match a user's smartphone to their desktop (statistical ID) |
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Term
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Definition
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Definition
| medica cost/ad impressions*1000 |
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Definition
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Term
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Term
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| Digital Video Ad Serving Template = a common protocol that enables ad sercers to use a single ad request standard across multiple video players |
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Definition
| Digital Video Player Ad Interface definition = a common interface between video players and ad units; layers on top of VAST to offer an enhanced solution |
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| Video Multiple Ad Playlist; allows multiple ads in long form video |
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Definition
| Mobile Rich Media Ad Interface Definitions= mobile devices + interactive creative capabilities |
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Term
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Definition
| Whether the ad was contained in the viewable space of the browser window based on pre-established criteria such as the percent of ad pixels within the viewable space and the length of time the ad is in the viewable space |
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Term
| viewability standards for display |
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Definition
| at least 50% of the pixels in view for at least 1 second |
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Term
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Definition
| at least 50% of the pixels in view for at least 2 seconds |
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Term
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Definition
| 70% benchmark in industry standard |
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Term
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Definition
| Access level of digital expertise>define historical buying habits>identify objectives>priortize objectives>secure RFP |
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Definition
| the percentage above/below the average |
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Term
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Definition
| site % / universe % x 100 |
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Term
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Definition
| evaluate RFP>Obtain Pricing>Obtain Budget levels>determine available inventory>input proposals& requests>emphsize the value of your order |
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Term
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Definition
| confirm pricing, budget, and inventory> define terms and conditions>confirm success metrics>sign and secure IO |
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Term
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Definition
| specs within 2 days of signed IO, invoice within 30 days of ad completion, confirm launch within 2 days, underdelivery reported within 14 days of end; client owes payment within 30 days of receipt of invoice, 14 days for cancellation, reconcillation process if discrepancies exceed 10% |
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Term
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Definition
| ensures impressions are counted when a page auto-refreshes |
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Term
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Definition
| CPM= Cost/imps*1000 OR Cost=CPM*(imps/1000) OR imps=(cost/cpm)*1000 |
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Term
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Definition
| Cost per engagement, CPE= cost/engagement |
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Term
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Definition
| Engagement Rate, ER%=(engagement/imps)*100 |
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Definition
| Gross Rating Points, GRP=reach*Frequency |
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Term
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Definition
| Return on ad spend, ROAS=Rev/cost |
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Term
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| Return on Investment, ROI= (rev-cost)/cost |
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| BR= (bounce/total sent)*100 |
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Term
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Definition
| Personalized URL/Vanity URL |
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Term
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Definition
| Organize and distribute advertising messages or content |
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Definition
| Pushes out or syndicates content to several other companies at once; quickly delivers messages across varied sources |
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| software/website that pulls in or aggregates similar content to one place |
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Definition
| sell directly to the buyer |
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Term
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Definition
| sell through a partner or affiliate |
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Term
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Definition
| IDFA= ID for Apple, Android is UDID= Universal Device ID; distinct number assigned to a phone that can be tracked by mobile apps |
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