Ever try to learn something on the internet but find you need to look up the jargon used in blogs and videos? Here we provide translations for common terms used in Digital Advertising with some that apply to all types of advertising including Digital Advertising.
Resources available on the internet make learning something new relatively easy. Type in any word or topic and results pop up with blogs, images and videos. The accessibility and ease of finding reference materials provides incredible learning opportunities. However, as I peruse many reference blogs and videos on the internet, I find many use industry-specific jargon that then requires me to search for definitions.
My recent experience with this (I was learning how to add code to the “<body>” of my “CMS” website), brought me to the topic of this blog: Translations for Advertising Jargon. It occurred to me that anyone not in the marketing industry may appreciate a short list of definitions in one place as they navigate blogs and websites about marketing and advertising.
The terms below apply to digital advertising and some apply more broadly to all types of advertising, including digital advertising.
● Marketing Strategy = A plan for spreading a message about products or services to consumers. A marketing strategy incorporates one or more advertising tactics to reach a specific audience with a message. The strategy takes into consideration the target audience, budget and timing to get your message to the right person, at the right time to raise awareness or inspire action.
● Marketing Campaign or Advertising Campaign = Although sometimes used as synonyms for Marketing Strategy, we use the term“Campaign” to define a specific tactic or combination of tactics within a comprehensive Marketing Strategy.
● Audience or Target Audience = The specific people you want your message to reach. Digital advertising can target people using demographic, behavioral and geographic factors. For instance, if you want parents of school-age children with incomes over $100,000 who live in a specific location or zip code, digital advertising can be sent to the sites visited on the digital devices of people matching that profile.
● Digital Advertisement or Digital Ad = A visual or audio advertisement displayed on a webpage, application, streaming video platform, or heard on a streaming audio platform.
● Static Ad = A visual advertisement that does not include any animation or video. Although Dynamic and Video advertisements generally evoke a greater response from the target audience, static ads can be used strategically within a marketing campaign to increase the recognition of your brand and move the audience toward a desired action.
● Dynamic Ad = A visual advertisement that includes animation or incorporates a very short video designed to evoke a response from the target audience. The motion in the advertisement lasts approximately five to eight seconds.
● Video Ad = A visual advertisement that is a video usually ten seconds or longer.
● Impression or Ad View = A metric used to quantify the number of digital views of an advertisement.
● Inventory = Advertising or promotional space available for purchase in or on any traditional or digital media. Digital advertising inventory refers to advertising space on a website, application, streaming video platform or streaming audio platform.
● Media Purchase = The purchase of inventory on any advertising or promotional platform.
● Cost Per Mil (CPM) = The cost of digital media inventory per 1,000impressions. In digital advertising, the cost for inventory is based on demand for the space available and is measured by CPM. The average CPM is $5-$9 for digital ads on websites. The average CPM for digital video or audio ads is $18.For example, a $1,000 media purchase for a $5 CPM will generate 200,000impressions.
● Call to Action (CTA) = A CTA is designed to inspire the audience to perform a specific action. An image, button or text may be used as a CTA to prompt the audience to watch a video, “Learn More,” “Click Here,” “Sign Up” or take another action.
● Landing Page = A temporary, one-page microsite independent from your website designed to provide more information on a particular topic related to a campaign and further inspire your audience to perform a CTA.
● Analytics = The metrics used to measure the impact of a marketing or advertising campaign. Metrics include the number of impressions and action staken by the audience during a campaign.
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