e-glossary

A/B TESTING - Using two versions of an ad or landing page within the same campaign in order to compare the effectiveness of each to the other. One version – usually the “A” version - is generally a control, or the best performing version that is widely used by a marketer. The “B” version may have subtle design and copy variations from the “A” version, or could be drastically different. Effectiveness could be determined by any number of relevant factors, such as the number of clicks or conversions.

ABOVE THE FOLD - The portion of a web page that is usually visible in the browser window without scrolling down. This imaginary line may be different for each user depending on screen size, display resolution, and desktop configuration.

BROKER - A person that specializes in interactive media placements that researches and recommends advertising opportunities based on the targeting goals established by the advertiser. The broker works on behalf of the advertiser and usually retains a commission on the media placement as compensation.

AD INVENTORY - The amount of “circulation” available for an advertising opportunity. For example, the number of expected impressions on a website or emails distributed to a customer base.

AD SERVING - A technology for managing and delivering banner advertising to a website from a separate web server. Typically, the ad serving company will arrange selected advertisers, manage placement, and track usage on behalf of the site owner.

AD ZONE - An area that a site owner reserves for the placement of third-party advertisements that are placed by the ad serving company.

ALT TEXT - Also referred to as alternative text or alt attribute. An HTML tag that provides a text description of an image. If a browser is incapable of displaying images, the alternative text will be visible to the viewer.

ANALYTICS - Also referred to as client-side tracking. Tracking the usage and habits of visitors to a website. Analytics can determine the number of visitors, most popular site pages, source of traffic, and “click habits” among other things. Web analytics can be monitored internally by a site owner or externally through a third-party service.

BANNER BLINDNESS - The avoidance of banner ads by web users. The implementation of rich media in banner ads has reduced “banner blindness”.

BROADBAND - A high capacity data transmission channel that allows users to receive data at a much higher rate of speed. Broadband connectivity is important for effective delivery of rich media objects and dynamic web solutions. Broadband allows the use of one conduit type (like a phone or television connection) to deliver simultaneous transmission of different signals.

COST-PER-ACQUISITION (CPA) - Also referred to as Cost Per Order. It is the pre-determined amount paid to for each order received from an advertising campaign. Though it requires no upfront cost or risk for the advertiser, it requires labor-intensive and regular reporting and a trusting relationship between to site owner and advertiser.

CLICK THROUGH - When a user clicks on a banner or text link and is taken to the destination of that link.

CONVERSION RATE (CR) - The percentage of visitors that complete a specific or desired action, like a trail period or sale. The success of any direct response campaign is usually measured by the conversation rate.

CONVERSION POINT - A point or webpage that signifies the completion of a specific action, such as a sale. An order confirmation page is a typical conversion point because it signifies the completion of a sale.

COST-PER-CLICK (CPC) - A method of determining ROI for an advertising campaign by dividing the total cost of the campaign by each unique visitor. Cost per click is also an agreed upon amount negotiated between the advertiser and site owner per click action.

COST-PER-LEAD (CPL) - A method of determining ROI for an advertising campaign by dividing the total cost of the campaign by the number of new leads. Cost per lead is also an agreed upon amount negotiated between the advertiser and site owner per lead action. Different rates per lead may be established based on the level of information the advertiser obtains from the action.

COST-PER-THOUSAND (CPM) - Cost per thousand individual impressions. The “M” refers to the Roman numeral for 1000. This pricing model is based on a fixed cost for impressions regardless of clicks, leads, or conversions.

eTAILER - Term for a web-based retailer.

EFFECTIVE-COST-PER-THOUSAND (eCPM) - Acronym for Effective Cost Per Thousand, a hybrid Cost-Per-Click (CPC) auction calculated by multiplying the CPC times the click-through rate (CTR), and multiplying that by one thousand.

FLASH - Short for "Macromedia Flash" A vector graphic technology that is used for web-based animation and movies. Flash requires a blowser plug-in – or a separate software download. Most current operating systems include software that will read Flash files. Flash files require long download times and require a broadband connection to be user-friendly.

IMPRESSION - A single view of a banner or text ad.

JAVASCRIPT - A client-side scripting language that makes web pages more interactive. JavaScript is independent from HTML, but integrates with it to access objects and applications.

LANDING PAGE - A webpage that is specifically designed to be the click through destination from a banner or text ad. A landing page is usually optimized to boost sales conversions based on the traffic source, or known traits, of the visitor.

PAY-PER-CALL - A model of paid advertising similar to Pay Per Click (PPC), except advertisers pay for every phone call that comes to them from a search ad, rather than for every click-through to their web site landing page for the ad. Often higher cost than PPC advertising; but valued by advertisers for higher conversion rates from consumers who take the action step of telephoning an advertiser.

PAY-PER-CLICK (PPC) - An advertising payment model based on the number of times a viewer clicks and a text or banner ad which directs them to a designated site or landing page. The advertiser only pays for that action, but not for overall impressions.

REDIRECT - An automatic redirection from one URL to another. This action is immediate and takes place without the control of the user.

SCRIPT - A piece of programming designed to perform a certain function on a web page - for example to create a rollover effect on buttons or to create pop-ups.

TRACKING URL - A unique URL or URL extension used to track traffic and conversions from an advertising campaign. Tracking URLs can be analyzed by the advertiser to learn the behaviors of visitors from a specific campaign.

WEBSERT - A term adopted by the Insert Media Industry that describes a third-party banner ad placed on the website of an etailer or cataloger. The ad is typically shown during the check out process or after the check out process has completed.

The eSert Network is operated by Stanton Direct Marketing, Inc.

Stanton Direct Marketing, Inc. is a company that has been exclusively devoted to Insert Media since 1997. The company’s founder, Al Stanton has been actively involved in Insert Media for over thirty years and is recognized by the Direct Marketing Association is a pioneer in the industry.

Insert Media is defined as an advertising vehicle that utilizes existing distribution systems. The most common types of this medium include billing statements or customer order packages that carry third-party printed advertising inserts.

Since many of Stanton Direct’s clients are also etailers as well as traditional cataloguers and direct marketers, a demand for extending relationships based on Insert Media properties to web based properties evolved.

Stanton Direct Marketing established the eSert Network to carve out an “ad serving” niche to brand minded etailers, catalogers, and direct marketers. Stanton Direct has established a number of relationships with recognized and trusted advertisers looking for online opportunities.