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Jargon Buster
Click Through
- The action of clicking on a banner and having ones browser automatically
redirected to the web page a banner is hyperlinked to.
Click Through Rate - The percentage
of impressions that resulted in a click through. Calculated by dividing
the number of clicks by the number of impressions. For example if
a banner was click on 13 times after being displayed 1000 times,
the banner would have a click rate of ( 13 ÷ 1000 = .013
) 1.3%. This is also commonly know as a banners click rate.
ROC - Run of category (ROC) means
a banner will appear anywhere within a category on a web site or
ad network. More targeted than a run of site (ROS) campaign where
the banner would appear randomly on any page of the site.
Conversion - Term used to describe
the process of getting a web visitor to accept an offer or become
a paying customer. Advertisers strive for high conversion ratios.
Island Position - A advertisement
that is completely surrounded by editorial material with no adjoining
advertisements to compete for the audiences attention.
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Viral Marketing
Viral Marketing and Viral Advertising
refer to marketing techniques that seek to exploit pre-existing
social networks to produce exponential increases in brand
awareness, through viral processes similar to the spread of
an epidemic. It is word-of-mouth delivered and enhanced online;
it harnesses the network effect of the Internet and can be
very useful in reaching a large number of people rapidly.
The term "viral advertising" refers to the idea
that people will pass on and share interesting and entertaining
content; this is often sponsored by a brand, which is looking
to build awareness of a product or service. These viral commercials
often take the form of funny e-Mails, video clips, or interactive
Flash games, images, and even text.
Viral marketing is popular because of the ease of executing
the marketing campaign, relative low-cost (compared to direct
mail), good targeting, and the high and rapid response rate.
The main strength of viral marketing is its ability to obtain
a large number of interested people at a low cost.
Banner Advertising
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