Mobile Marketing Glossary

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1 Mobile Marketing Glossary

2 Ad: Any type of graphical or text-based ad that is displayed within a site or app for the purpose of promoting a commercial brand, product or service. Advertisement Action: Any activity associated with an advertisement that enables interactivity and communication between the advertiser and the consumer. For example, common actions include clicking on a phone number to call the advertiser, a hyperlink that takes the consumer to an advertiser s mobile web portal, or a link that adds the advertiser s contact information to the consumer s phone book. Advertiser: Any person or company looking to promote their brand, service or product via banners, paid search, social media, mobile redirects or any other type of mobile ad unit. Advertising Weight: The measure of advertising support for an item/brand over a period of time, expressed in gross rating points, impressions, target audience reached, etc. Ad Exchange: A company that has direct partnerships with sources of online traffic (websites or mobile phone apps) to assist them in selling their ad inventory. Normally ad exchanges use an SSP (Supply-Side Platform) technology to sell the traffic at wholesale costs, in an auction format, either to ad networks, media buying agencies or directly to advertisers. Whoever the buyer is, they must own a DSP (Demand- Side Platform) in order to participate in the auctions. Ad Impression: An advertisement impression transpires each time a consumer is exposed to an advertisement. Ad Integration: The technical process of defining and making available ad slots within a publisher s site or app. Ad Network: Ad networks (advertising network, banner network, online ad network) are advertising companies which administer ad sales, billing, serving and collection for web sites. Ad networks often aggregate. Ad Slot: An area within a mobile site or app that has been made available for display advertising. Different ad slots may represent different sections of a publisher s site or app, or different placements for ads within a single page. Ad Space: Any space within an application that has been reserved for the display of advertising. Its dimensions and location within an application typically define an ad space. Ad Unit: Any defined advertising vehicle that can appear in an ad space inside of an application. For example, a rectangular banner ad is considered to be a common type of ad unit.

3 Aggregator: An organization that acts as a middleman between application and content providers and mobile carriers. Provides message traffic throughput to multiple wireless operators or other aggregators; provides mobile initiative campaign oversight, and administration, as well as billing services. App (Application): A piece of software that is downloaded to run on a mobile phone, typically from an app store or mobile internet site. Audience: A person or group of people that an advertiser wants to reach to promote his brand, service or product. Audiences are typically defined by attributes such as age, gender, profession and nationality. Banner: A hypertext link with a graphic element. In accordance with the MMA, banners come in four sizes: Extra Large: 300 x 50 pixels; 10KB file size (animated GIF 15KB); file formats supposed GIF, JPG, PNG Large: 216 x 36 pixels; 4KB file size (animated GIF 6KB); file formats supported GIF, JPG, PNG Medium: 168 x 28 pixels; 4KB file size (animated GIF 6KB); file formats supported GIF, JPG, PNG Small: 120 x 20 pixels; 2KB file size (animated GIF 3KB); file formats supported GIF, JPG, PNG Bid: The price an advertiser selects for his ad campaign. Advertisers can bid on either a CPM or CPC basis. Campaign: an effort to promote a specific product or service online. Chargeback: A charge by the advertiser to the publisher for wrongfully-converted users. Click-Through: The act of clicking on a banner or text link ad, which takes the user through to the advertiser s site or other destination. Used as a counterpoint to impressions to judge the responseinducing power of the ad. Combination Ad: A potentially clickable ad consisting of both an image and text. Conversion: When a user reaches a defined stage after clicking an advertisement, such as a completed download of an app or a completed signup. The click on the ad itself can also be considered a conversion depending on the agreement between the advertiser and the publisher.

4 Conversion Rate: The percentage of respondents who opted in to participate in a mobile initiative/campaign. Acquisition rate = total participants/total audience. CPA (Cost per Action): The price paid by an advertiser for each specified action (a purchase, a form submission, etc.) linked to the advertisement. CPC (Cost per Click): The price paid by an advertiser for a single click on its ad that brings the end user to the intended destination. CPI (Cost per Install): The price paid by an advertiser for each smartphone app install they receive related to the advertisement. CPM (Cost-per-Mille, Cost-Per-Thousand): The price paid by an advertiser each time their ad is displayed 1,000 times. Creative: The concept, design and artwork that go into a given ad. CTA (Call-to-Action): A statement or instruction, typically promoted in print, web, TV, radio, or other forms of media (often embedded in advertising), that explains to a mobile subscriber how to respond to an opt-in for a particular promotion or mobile initiative, which is typically followed by a notice. An example of a call-to-action is Click Here Now. CTC (Click-to-Call): A service that enables the end user to initiate a voice call to a specified number by clicking on an ad banner or text link. CTR (Click-Through-Rate): The response rate of an online advertisement, typically expressed as a percentage and calculated by taking the number of click-throughs the ad received, dividing that number by the number of impressions and multiplying by 100 to obtain a percentage: Example: 20 clicks / 1,000 impressions = 0.2 x 100 = 2% CTR. Daily Budget: The amount an advertiser is willing to spend on an ad campaign each day. DSP (Demand Side Platform): The piece of technology that an advertiser (or their agency) must own or have access to in order to bid on potential ad spots that are being auctioned through an ad exchange s SSP. The best demand-side platform is Go2mobi.com. Destination Type: The type of action an advertiser can choose for his ad creative, for example a link to the advertiser s site, or a call to a defined number. Some devices support richer destination types, such as the ability to launch the iphone App Store. Device: A mobile handset that enables the end user to interact with sites and apps.

5 ecpc (Effective Cost per Click): The effective cost of each click, calculated by dividing total earnings by the total number of clicks. ecpm (Effective Cost per Thousand): A useful reporting metric for measuring revenue generated across various marketing channels, ecpm or effective cost per thousand impressions is calculated by dividing total earnings by the total number of impressions in thousands. For example, if a publisher earns $200 from 40,000 impressions, the ecpm calculation would be ($200/40,000) x 1,000 giving an ecpm of $5.00. Fill Rate: The percentage of ad requests that are filled with ads (that is, where an ad is displayed to the end user). Flight Dates: The start and end dates for a campaign. Frequency Capping: Restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular advertisement. GIF (Graphics Interchange Format): A supported format for color images, such as mobile banner ads. IAB (Interactive Advertising Bureau): A guiding body that evaluates and recommends standards and practices, and fields critical research on interactive advertising. The IAB has developed an industryrecognized Terms and Conditions document that is widely used in conjunction with an IO. Impression: An impression is generated every time an end user views an ad. Interstitial: A full-page advertisement that is displayed in a gap between screens of an app or website, such as an ad that is shown quickly in-between the levels of your favourite video game on your smartphone. IO (Insertion order): An agreement between a publisher and an advertiser to insert an advertiser's ads on the publisher's media. Landing Page: The first page an end user sees when he clicks on an ad. Mobile Optimized Website: A website that is designed to render perfectly on mobile phone/tablet screens. Mobile Redirects: Automatically sending a user to a URL different from the one they clicked on. Offer: An advertisement option, usually one of a number of options provided in a campaign by the advertiser. Online Media Buying: Negotiating/purchasing ad space for the purpose of advertising online. May be done by advertisers directly or media buying companies on behalf of advertisers/brands.

6 Overall Budget: The total an advertiser is willing to spend on a campaign as a whole. The overall budget is designed during the campaign set-up process. Page View: A page view is generated every time an end user views a page within a site. Performance Marketing: An advertising pricing model where advertisers only pay for performance (performance is defined as any action that the advertiser wishes to achieve). For instance, an advertiser may want to generate installs of their app, so they may start a performance marketing campaign where they will place their ads on sites and apps, but only be required to pay the site or app owner each time their app is installed (not for clicks or impressions). Placement: the website or app where an advertisement is displayed. Pop-under Ad: A type of window that appears behind the browser window of a web site that a user has visited. In contrast to a Pop-up Ad. Pop-up Ad: A type of window that appears on top of the browser window of a web site that a user has visited. In contrast to a Pop-under Ad. Post-back: A modern replacement/alternative for pixel tracking. A post-back is a communication between the advertisers server and the media buyer s tracking software s server in order to log a conversion. Post Payment: A payment by the publisher to the advertiser for meeting the terms of the agreement. Typical post payment terms would be monthly, net 15 days. Programmatic Buying: The use of technology to automate processes and the use of math to improve results. Publisher: Any person or company that publishes content via a site, app or blog. Push Notifications: A technique used by apps to alert the mobile owner of advertising messages, content updates, messages, and other events within an app that the user may want to be aware of. Reality Mining: The collection and analysis of machine-sensed environmental data pertaining to human social behaviour, with the goal of identifying predictable patterns of behaviour. Remarketing/Retargeting: Displaying specific ads to users who have previously visited your website. Request: An ad request occurs when a user s mobile phone browser or application requests an ad from the ad server, or a publisher system makes such a request on behalf of the user. There is one request per ad slot on a given user interface.

7 ROI: The ratio of money gained or lost on an investment relative to the amount of money invested. An advertiser may calculate ROI as the amount of revenue or value gained via a campaign versus the cost of running that campaign. RTB (Real-time Bidding): Buying online display advertising impressions from publishers on an individual basis, in a real-time auction environment, using SSP and DSP technologies. RTB Exchange: A company that has direct partnerships with sources of online traffic (websites or mobile phone apps) to assist them in selling their ad inventory in real-time. Normally ad exchanges use an SSP (Supply-Side Platform) technology to sell the traffic at wholesale costs, in an auction format, either to ad networks, media buying agencies or directly to advertisers. Whoever the buyer is, they must own a DSP (Demand-Side Platform) in order to participate in the auctions. Screen Size: Screen size, or resolution, defines the width and height of a mobile device s visible screen in units of pixels. Appropriately sized ad banners are selected for a given device based on its screen size. Second Price Auction: An auction where top bidder pays bid price of 2nd place bidder for ad impression (Common on most RTB exchanges). Session Depth: Refers to how many pages a computer/mobile phone user has seen on a particular website or app. Generally the earlier the session depth (ie: the less they've been on the site/app), the more responsive they are to an ad displayed on that particular page. Tag: User-generated keywords that provide a concise description of a campaign, site or app. Providing descriptive tags improves a campaign s performance by matching ads across the most relevant sites and apps. Targeting: Various criteria used to define the intended audience for a campaign. Targeting criteria include location, device, mobile operator, time of day, and demographics. Text Link: A simple creative format for mobile advertisements represented by highlighted and clickable text. Text links are limited to 35 characters. Text Tagline: A text tagline is an optional component of a banner ad that displays a clickable text link beneath the banner, enabling advertisers to extend their message. Tracking: The ability to assess the performance of a site, app or ad campaign. Tracking Pixel: a single pixel displayed on a webpage and used for tracking conversions, optimization, and billing purposes. Unique User: A particular individual end user of a site or app.

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