Media Glossary

Some intro content for the media gallery. Nothing dramatic.

a/b testing

A method of comparing two versions of a digital ad, webpage or app against each other to determine which one performs better. AB testing uses data & statistics to validate new design changes and improve your conversion rates. Also known as split testing or bucket testing.

ad blocking

Downloadable applications (APPS) or programs that are specifically designed to block ads from appearing on your device.

ad fraud

The deliberate practice of attempting to serve ads that have no potential to be viewed by a human user in order to increase the number of impressions an ad receives.

advertorial

Also called Native Advertising. When sponsored content, or a sponsor ad, is incorporated into the website seamlessly as to appear to the viewer as regular non-advertising content.

affidavit

A notarized document that provides proof that a client’s advertising ran. Typically includes station information, dates spots ran, times spots ran and rate per spot.

am versus fm

AM stands for amplitude modulation. FM stands for frequency modulation. Fidelity is typically better on FM stations than on AM stations.

analytics

Analytics is the discovery and communication of meaningful patterns in data with the purpose of drawing conclusions about that information. For the digital universe, analytics refers to website usage data or search engine marketing. Some of the information contained in an analytics report include: a websites number of visitors, time spent on each page, where they came from (via a search engine or a link), what communities they are in, click through rate of advertising, bounce rate, etc.

app

Short for application and usually refers to a software program that resides on a mobile device.

arbitron

A company that surveys and rates radio stations around the country. Merged with Nielsen and is now called Nielsen Radio.

ascap

A music licensing company that represents composers, musicians and singers. Radio stations and advertisers must pay royalties to composers, musicians and singers. ASCAP collects those payments (royalties) and distributes them to the composers, musicians and singers.

aspect ratio

The ratio of the width to the height of an image or screen. This becomes important when producing ads for video use.

avatar

An icon or figure representing a particular person in computer games, Internet forums, etc. In advertising it refers to the icon associated with a website that displays when that site is either accessed or bookmarked. Examples of readily identifiable avatars: Google.com, FedEx.com, Staples.com, CNN.com, NBCNews.com, Facebook.com, and WellsFargo.com.

banner ads

In print advertising, it refers to the ad at the very bottom of the page that runs the full width of the publication. In digital advertising, it refers to the ad at the very top of the website that runs the full width of the website.

Bing

Bing is a search engine created by Microsoft.

BMI

A music licensing company that represents composers, musicians and singers. Radio stations and advertisers must pay royalties to composers, musicians and singers. BMI collects those payments (royalties) and distributes them to the composers, musicians and singers.

bounce rate

The rate at which people who’ve land on a particular website leave that website.

broadcast calendar

In an effort to standardize the scheduling and billing of commercials, radio and television stations created the broadcast calendar which divides the 52 weeks of the year into 12 month blocks. These 12 month blocks always start on a Monday, end on a Sunday and will be either 4 or 5 weeks long depending on the month

browser

The software program used to access the internet. Commonly used browsers include Microsoft’s Internet Explorer, Safari, Firefox and Google Chrome.

click

The act of clicking on a digital advertisement. Clicks are recorded by an ad server and used to track the effectiveness of digital advertising.

click through rate (CTR)

The percentage of people exposed to a digital ad who click through to the client’s website or landing page. CTR is computed by taking the number of clicks divided by the total impressions delivered for a particular ad or campaign.

cloud

Common metaphor for the internet.

cold voice

Refers to audio with voice only and no music.

color charge

Many print publications’ rates are for black & white ads and they charge an additional fee for color ads. This can either be a flat fee or based upon the number of colors required.

cookie

A digital marker that tags all visitors to a company’s website in order for that company to track your online searches and push their marketing message to you after you left their website. It is as also the way websites remember you as a customer and can send you suggested items to buy.

copy writing

The process of writing copy for advertisements

CPC

Cost per click. Using this method, an advertiser pays only when their ad is clicked on.

CPCV

Cost per completed view. Using this method, an advertiser pays only when their ad is viewed to a predefined percentage of completion. This method is specific to online video.

CPM

Cost per thousand impressions. CPM is a common measurement used to compare the value of different types of media against each other by comparing the cost to generate 1,000 exposures to an advertisers message.

CPV

Cost per view. Using this method, an advertiser pays only when their ad is viewed. This method is specific to online video.

creative

The actual advertisement itself. Creative is used to refer the finished product and may be print ads, radio spots, television spots, digital ads and outdoor artwork.

crisis communications

A sub-specialty of the public relations profession that is designed to either anticipate or protect and defend an individual, company, or organization facing a public challenge to its reputation or business.

CSS - cascading style sheets, HTML

Describes how HTML (website copy/content) elements are to be displayed on screen, paper, or in other media. It can control the layout of multiple web pages all at once.

CTR

Click through rate. The percentage of people exposed to a digital ad who click through to the client’s website or landing page. CTR is computed by taking the number of clicks divided by the total impressions delivered for a particular ad or campaign.

daypart

A reference to a specific time period and primarily used in placing radio advertising. Standard dayparts include: 6am-10am, 10am-3pm, 3pm-7pm, 7pm-12mid

daytime

A reference to the time period of 6am-7pm and primarily used in placing radio and television advertising.

desktop

Refers to a computer with a monitor, keyboard and a separate CPU box.

dial position or frequency

The location on the radio dial that a radio station lives

display advertising

Advertising that is placed on websites and typically looks like a print ad.

dog-friendly

A place of business that welcomes 4-legged friends – like Marketing Solutions!

double truck

A term that is used in print advertising to refer to a single advertiser’s ad that covers both the full left side and full right side of the publication and visual has been designed to look like 1 large ad instead of 2 side by side ads.

e-Commerce

The buying and selling of goods and/or services online via a website or APP portal.

Firefox

An internet browser like Explorer.

FM versus AM

FM stands for frequency modulation. AM stands for amplitude modulation. Fidelity is typically better on FM stations than on AM stations.

font

The style and design of type used.

FPO

For position only. A term you place in a graphic design as a placeholder and will switch out for the actual image or language before going to production.

frequency or dial position

The location on the radio dial that a radio station lives.

FTP – file transfer protocol

A way of transferring (uploading and downloading) materials that have a large file size and are too large to simply email. Typically used to transfer video files and complex and large design projects.

geo-fencing

Putting a digital boundary around an area that you want to market to. Example: a car dealer may want to geo-fence his main competitor’s location and push his digital advertising to all customers who visit his competitor’s dealership.

geo-targeting

Narrowing down the area you advertise to by geographical descriptors i.e. zip codes, counties or cities.

Google

An internet search engine.

GRT

Gross Receipts Tax. Tax levied by cities, counties and states on the sale of goods and services.

impressions

The number of people that have the opportunity to see or hear your ad. In terms of digital advertising, impressions are not clicks but you can’t have clicks without impressions.

IP

Internet Protocol. The unique identifier tag associated with the portal that a user uses to access the internet.

IP targetting

The method of targeting specific IP addresses. Targets a digital ad message directly to a specific consumer by matching their name/address to an IP address. IP Targeting is the digital version of direct mail.

keyline

A border, or boundary line, of variable size around a photo, image, chart or section that separates the item from others items around it

live shot

Refers to a television crew that is broadcasting live from an off-site location

logo

A visual design symbolizing ones organization. It is a design that is used by an organization for its letterhead, advertising material and signs as an emblem by which the organization can easily be recognized and promote instant public recognition. A logo includes the fonts and colors used, the layout and often a graphic element or icon.

make good

When a station/paper is over sold (the number of spots sold for a particular program, daypart or publication exceed the time/space available), they will pre-empt spots/ads based on an established criteria such as last in first out, rate, length of schedule, etc. Sometimes those pre-empted or missed spots can be made good and sometimes they cannot. If they cannot be made good, the client will not be charged for them.

media advisory

A heads-up to the news media that you have a news conference scheduled at a particular date, time and location and gives them a hint at the subject of the news conference. The media advisory doesn’t provide enough information that it entices them to attend but not so much information that they have all the information and can skip it. Example: XYZ Foundation to Present $10 million in Grants to Local Charities. The media know grants will be bestowed but doesn’t know to who or how many local charities.

media kit

A group of documents that provide both background materials and new or timely information on a company. Includes things like background/history of the company, biographical information on key personnel, new product launch information, news releases, photos, DVDs, brochures, maps, etc. A media kit may be printed, loaded onto a CD/DVD or exist online.

native advertising

Also called advertorial. When sponsored content, or a sponsor ad, is incorporated into the website seamlessly as to appear to the viewer as regular non-advertising content.

Nielsen

A company that surveys markets, like the Albuquerque-Santa Fe market, and rates television programming according to viewership. The data is available only to subscribers for a fee and is used by stations to establish rates and bragging rights and by advertising agencies to place advertising.

OTO rate

One Time Only Rate. Typically used for special programming that is usually sold as a package rate. OTO’s allow advertisers to appear in the special programming by purchasing their advertising on a per spot basis instead of buying the whole package which usually includes more spots in programming may not be of interest to the advertiser.

over sold

When the number of spots sold for a particular program, daypart or publication exceed the time/space available. When a station/paper is oversold, they will pre-empt spots/ads based on an established criteria such as last in first out, rate, length of schedule, etc.

pre-empt

When a station/paper is over sold (the number of spots sold for a particular program, daypart or publication exceed the time/space available), they will pre-empt spots/ads based on an established criteria such as last in first out, rate, length of schedule, etc. Sometimes those pre-empted or missed spots can be made good and sometimes they cannot. If they cannot be made good, the client will not be charged for them.

programmatic advertising

Defining your target audience (gender, age, behaviors, likes/dislikes) before you place your buy and then buying any and all media/websites that reach that target audience. Example: instead of saying I’m going to buy a specific XYZ program/station/paper/website to reach my target of single mothers ages 25-44 who rent; I ask what are single mothers ages 25-44 who rent watching/reading/listening to/looking at and then buy only those specific XYZ programs/stations/papers/websites.

remote

Refers to a radio station broadcasting live from an off-site location.

Safari

An internet browser.

SEM

Search Engine Marketing. A form of internet marketing that involves increasing the visibility of companies and websites in search engine results primarily through paid advertising.

SEO

Search engine optimization. The means by which you try to rank higher in search engines. To rank higher you make changes to your website which make it easier for search engines to understand your content and its relevance to searches.

SERPs

Search engine results pages. The pages that appear when a search has been conducted.

spanish dominant

Spanish speaking individuals, or households, where Spanish is either the primary or only language spoken.

Streaming

Primarily refers to radio stations that have placed their on-air content on-line so listeners without radios may listen any time with internet access. May also refer to any online on-demand access to music, videos, movies, speeches, etc. by any provider.

sweeps

A period of time when radio and television stations are rated to establish their listenership/viewership.