MEDIA COST This is the price you pay to present your advertisement. There are many different ways to price media including points, impressions, clicks, leads, actions, days, weeks, months, etc. However, it ultimately boils down to the amount you pay to present your advertisement, which is Media Cost. Media Cost excludes the cost to create the advertisement and other costs.
OOH This stands for Out-Of- Home advertising, referring
IMPRESSIONS These are the total
number of exposures to your advertisement. One person can receive multiple exposures over time. If one person was exposed to an advertisement five times, this would count as five impressions. Impressions are calculated by multiplying the number of Spots by Average Persons. INSERTION This is the actual placement of an advertisement—digital or otherwise—as recorded by the ad server.
to any advertisement viewed in commercial, public locations. PPC Standing for ‘pay per click’, this is a type of
internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC. REACH This is the number of people (or percentage) in the market that will likely be exposed to one spot of advertising. SPOT This is a single broadcast of an advertisement. Typically, an advertising placement includes multiple spots. YIELD The percentage of clicks vs. impressions on an ad within a specific page. Also called “ad click rate.”
MEDIA MARKET This describes the set of people that could
KPI The ‘Key Performance
potentially be exposed to your advertisement. The media market is often described using Designated Market Areas or DMAs, (which are trademarked by Nielsen). However, Media Market can be any market you define. MESSAGE RECALL A measurement used to evaluate an ad’s effectiveness at driving a viewer’s ability to remember a brand or the message it intended to communicate. Typically measured using a control/exposed survey methodology.
Indicator’ is a measurable value that demonstrates how effectively a company is achieving key business objectives.
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