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Your Internet Publishers
The list below is intended to help you with your Internet marketing efforts. By no means is it comprehensive, but we have tried to cover some of the most commonly used, and heard, terms and phrases. Wired Mountain, through our affiliations in The Marketing Enterprise Group can provide you with complete solutions for an Interactive Marketing campaign. Also, if you would like to receive a briefing about Internet advertising we have a short (three page) White Paper we will send you at no cost or obligation. Send an e-mail to admin@wiredmountain.net. Internet marketing remains, unfortunately misunderstood and sometimes confusing. We hope you will always feel free to call on us if we can help. The Internet should be an important part of your marketing efforts.

Internet Marketing Terms

  • Ad space is space on a Web page that is reserved for ads. Sometime these are grouped by characteristic so that an ad purchase can be made for the group of spaces.
  • Ad view is a web site visitor looking at the page with your ad displayed. A Web page may offer space for a number of ad views.
  • Banner ad is the most recognized form of Internet advertising. Typically a large display type ad using graphic design features. These are most common on top of a Web page in a horizontal format, but now include vertical block ads called 'towers', generally displayed on the side of a page. There are also small banners, square display ads called tiles, or a similar size round ad known as a button. Most ads under this category are classified by pixels as a unit of measurement.
  • Branding is the process of identifying, clarifying, and cementing your product and service in the minds of potential customers. Branding will help communicate and market an identity and individual product and service names. The Internet is a powerful tool for branding, and it is recognized that there is usually some kind of branding value whether or not an immediate, direct response can be measured from an ad or campaign.
  • Click can cover both the site and the ad. As identified above a site click can have value when an advertiser is on that page, and it will also refer to a visitor interacting with an advertisement, thereby heading a visitor in the advertiser's destination.
  • Click through is counted by the sponsoring site as a result of an ad click.
  • Cookie is a file on a Web user's hard drive that is used by Web sites to record data about the user. Cookies sometimes have a negative connotation, but can be useful for the visitor so they receive specific, targeted information. Wired Mountain does not, as a company, use cookies.
  • CPM is "cost per thousand" ad impressions, and at one time was an industry standard for selling Internet advertising. CPM advertising is still sometimes used with national ad campaigns, but has proven to be of little value on the local level.
  • The creative is simply advertising and is a term most often used by ad agencies, or buyers.
  • Demographics is the make-up of an ad group, and might include data about the size and characteristics of a population or audience. Internet advertising is considered to reach an attractive demographic based on characteristics of income, education and motivated buyers.
  • Domain name is the unique name that identifies an Internet site and operates in conjunction with the URL, to identify a web address.
  • Drill down goes beyond the home page, and explores the content of the site by visiting additional pages. Wired Mountain online guidebooks are designed to influence visitors 'drilling down'.
  • Fold or more commonly 'above the fold' refers to an ad that is viewable as soon as the Web page arrives. This is an old print term, since web pages do not have a fold. Most Interactive marketers today will describe this positioning as being part of the 'first glance'.
  • Hit is commonly used to refer to a visitor coming to a web site. The technical meaning is the sending of an HTML file, image, audio file, etc. through the Web. Hits are often used as an indication of site value, but a single Web page request can bring with it a number of individual files, so the number of hits from a site is a not a good indication of its actual number of visitors. It does have meaning for the as an indicator of traffic flow, but far more important is the quality of traffic.
  • Media broker is a person or firm that a business might outsource their advertising purchases to since it's often difficult for advertisers to make the best selections on their own. This can be particularly true for Internet advertising campaigns. Wired Mountain, through our TMEG affiliation, can serve as an Internet media broker.
  • Opt-in e-mail is e-mail containing information or advertising that users request to receive. This should make opt-in the opposite of spam, however, when a web site visitor fills out a form the provisions to participate on the e-mailing list can be difficult to note. These messages will start with a statement that you have previously agreed to receive such messages. Perhaps more important is the message for how to be removed.
  • Pay-per-click along with directional media, and rich media, is among the most popular forms of Internet advertising used today. The advertiser pays a certain amount for each click through to their Web site. The amount paid per click through varies considerably, and is sometimes done using a bidding format. Although the major portals using click through believe it to be a simple buying process, it often is not. A PPC campaign might be a good place to use a media broker.
  • Rich media is advertising that contains perceptual or interactive elements more elaborate than the usual banner ad. The term is often used for banner ads with pop-up menus that let the visitor select a particular page to link to on the advertiser's site. Generally rich media is used by national level advertisers since they are more challenging, and expensive, to create and web cast.
  • Search engine a program that helps Web users find information on the Internet. Google originated primarily as a search engine, and still maintains what is commonly regarded as the top search engine, although Google the company is now far more comprehensive in its scope of operations.
  • Spider is an internal search engine mechanization that identifies Web pages. Spiders crawl the Web to help identify relevant information, which will then be merged with a users search term.
  • Splash page can cover several types of web presence. This can be a one-page temporary web site (although some businesses may not need more than a one page site), or it can be a separate web page inside an independent URL, or a form of short page advertising. If you do not have a web site, Wired Mountain would encourage you to at least put up a 'splash page'.
  • Sponsor can refer to an advertiser who has sponsored an ad and, by doing so, has also helped sponsor the Web site itself. It can also mean an advertiser that has a special relationship with the Web site and supports a special feature of a Web site, such as a writer's column, a Flower-of-the-Day, or a collection of articles on a particular subject.
  • Sponsorship is an association with a Web site in some way that gives an advertiser some particular visibility and advantage. This would also refer to association with specific content and can provide a more targeted audience.
  • Sticky refers to a site keeping visitors on for a period of time, and having the site attracts that visitor to return. A site where a user might visit 3 times a week, and stay on that site for a half-hour each time would be considered sticky.
  • Targeting means matching audience and campaign, and begins with where you place your advertisements.
  • URL is the address of any particular page on the Web, and includes the server domain name (IP address), A URL also has a numeric identification, in addition to the more common site name.
  • Unique visitor is someone with a unique address who is entering a Web site for the first time during some specified time frame. Even if that visitor returns within the same day they are not counted twice. This is one way to measure a web site, but has limitations, since it would not indicate how much they used the site during the period.
  • User session occurs when someone from a unique Internet address enters or reenters a Web site. This too can be a limited method for factoring web traffic since different sites use varying methods for counting users who have reentered the site. This data is also often used incorrectly, to indicate visits or visitors per day. User sessions are a better indicator of total site activity than unique visitors since they indicate frequency of use.
  • View is the process of looking at a web page, or a web ad. .
  • Visit is a Web user with a unique address entering a Web site at some page for the first time that day (or for the first time in a lesser time period). Visits are generally equivalent to the number of different people that visit a site.