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Internet Advertising
Glossary
An advertisement presented on a web page, usually using Flash or Gif technologies. Lately some sites have been using video for these types of ads.
The banner is basically the most basic form of advertising on the Internet, and the most common method of paying for it is the payment of a thousand exposures (CPM).
This kind of advertising receives the lowest rates of clicks in comparison to more aggressive forms of advertising such as pop-ups and top layers, although it is considered to be more user-friendly to the visitor since it is less invasive and aggressive.
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An ad placed in a separate browser window, which opens automatically the minute, the visitor enters or leaves a specific web page. The pop-up window opens above the page that the visitor is on.
This kind of advertising usually receives a higher click rate than banners, but it is also considered much more invasive and aggressive. Many programs have been developed, including by Explorer, to automatically block this type of advertising.
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An ad presented in a separate browser window that opens automatically when the visitor enters or leaves a certain web page. A pop-down window opens under the page that the visitor is on.
Like a pop-up, the pop down also achieves a higher click rate than banners, and it is also considered to be much more aggressive and invasive. Yet, unlike pop-ups, the pop-down window opens underneath the page that the visitor is on.
Many programs, including Explorer, have been developed to automatically block out these programs.
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The technology of this type of advertising displays ad material as a layer above the text being viewed at the same time.
This type of advertising is considered to be highly invasive and aggressive, and many sites in the world do not permit its usage, out of consideration to Net surfers.
The advantages of this type of advertising are in its high click rates, the attention that it diverts from the visitor, and the technological difficulty in blocking it.
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This is the form of payment for advertising on the Internet that depends upon the number of viewings that the advertiser gets, regardless of the visitors’ actions such as clicks, contacting, and/or purchasing.
This method is usually suitable to sites because it guarantees regular payment and advance recognition for exposure on the site, and is considered to be of lower risk for the advertiser who does not know in advance of the effectiveness of the advertising.
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A method of payment for advertising on the internet which is dependant upon the number of hits received by the advertiser, regardless of any action taken by the visitor, such as contacting and or purchasing.
This method is considered, by most, to be less effective for sites than Cost per Mille, yet better for advertisers since the advertiser pays only for every click on their ad.
This is a very popular method, especially on text sites and links sponsored by the search engines.
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This form of Internet payment is dependant upon the number of inquiries made following the ad, with no connection to purchasing made by the visitor at a later date.
The advertiser pays for visitors who have also seen the ad on a web page, clicked on the ad, entered the ad site and filled out their personal information on a form intended for making contact.
This method is generally considered dangerous for sites, since they cannot anticipate the results of the advertisement. For the advertiser it carries a lower risk, since they pay per each visitor who left contact info on the site.
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A form of Internet advertising payment that is dependent upon action (such as purchasing) and is performed as a result of the ad.
The advertisers pay the website only for the visitors who took action on the site.
This form of payment is considered to be of high risk for website owners since they cannot anticipate the results of the advertising. However, for the advertisers, this is considered to be a good method since they will pay only for the action, and so they do not incur any risk.
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A generic name for a text ad in search engines. Method of payment changes from search engine to search engine. Common methods are payment per click and payment per permanent placing.
The search engines generally make a visual separation between “organic” results and the paying results, and often add a header above the paying result that declare them to be “sponsored links.”
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A vital component to the marketing planning, which defines the appropriate mix for the advertisers, their budget, proper timing and rhythm for achieving optimal advertising goals, at a maximum of cost-benefit.
This planning influences all components of the market, communication and research, and is suited to a specific breakthrough target audience.
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Negotiations with the various media bodies for purchase of advertising products. The purchase is conducted according to directions given in the media planning and according to the following variables: existing media inventory, price gaps between the various products, and budget constraints.
The purchasing is generally conducted by large media purchasing companies who utilize their relative strength versus the media in order to receive significant discounts and to harness their “great advantage” for the client.
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A joint media network of Internet sites. There are a great deal of media networks to be found on the Net, some are homogeneous joined by a common theme, such as finance sites, sports sites, etc., others are networks that share a geographical location, while others are generic networks which join sites from various fields and geographical locations.
These networks are a unifying factor for advertisers and they save them the hassle of having to conduct separate negotiations with a large number of sites.
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A lone Internet page, or a mini-site (a small site with few pages), built with the purpose of conducting a specific Internet ad campaign. The advertising of the campaign directs visitors to the landing page instead of the advertisers Internet site.
The use of Landing Pages is done primarily in order to make a special promotion or service for the advertiser. It is also customary to use landing pages in order to improve the average of inquiries/purchases by visitors of the total entries in a campaign, by virtue of the preferable zip code of the landing page, versus a regular Internet page.
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