Key Terms
ADWORDS This is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service
CPC This stands for ‘Cost per Click’. This is the price paid by an advertiser to a publisher for a single click on the ad that brings the consumer to its intended destination. CROSS-CHANNEL This relates to technology or media that applies across multiple formats and across multiple devices. This is different from “cross-device”, which implies only multi-device application rather than multiple formats within devices.
DISPLAY ADVERTISING This is a form of online advertising where an advertiser‘s message is shown on a web page, generally set off in a box at the top or bottom or to one side of the content of the page. FREQUENCY This is the average number of times the advertisement will be presented to the audience. One way to calculate frequency is to divide the number of Impressions by the Reach. Another way is to divide GRPs by Reach Percentage. GEOTARGETING Showing ads to people based on their mobile device’s location, postal code information they submit when registering a site/service or GPS coordinates collected by site/service.
is largely focused on keywords. (See PPC.)
AUDIENCE The intended target market for an advert,
usually defined in terms of specific demographics (age, gender) and psychographics (interests, behaviours).
CTR This stands for ‘click through rate’ and is
AVERAGE PERSONS This is the number of
a metric that measures the number of clicks your ad (s) receive per number of impressions. DOOH This stands for ‘Digital Out-Of-Home’ advertising, that is, digital ads that are marketed to consumers when they are “on the go”, such as in transit, in commercial locations, or in waiting areas.
people that, on average, will be exposed to each Spot. Average Persons is calculated by multiplying Population by Rating then dividing by 100. BANNER ADVERT This is a form of online advertising, and entails embedding an advertisement into a web page.
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