FAQ's

Frequently Asked Online Advertising Questions specific to online advertising and the fishing and outdoors markets.

Glossary:

Above The Fold (ATF)- Area of a web page that is viewable without the viewer having to use the vertical scroll bar. This ad space is typically the most productive advertising area and is usually more expensive.

Ad Flight - The duration of time for which an advertising campaign is online.

Ad Server - A software that delivers and tracks advertisements independent of the web site where the ad is being displayed, and controls ad campaign specifications.

Ad Space - The space on a web page reserved for the displaying of advertisements for clients.

Ad Units - A way of classifying ad types and or sizes. Ad units on the Internet include banners, pop ups, email, text links, interstitials, superstitials, etc. Standard IAB banner ad units tend to be the most common.

Affinity Marketing - Any marketing effort including email promotions, banners or offline media aimed at consumers on the basis of established buying patterns. For example a online tackle store buying ads on a fishing related website.

Agency - An advertising company that represents other companies by providing advertising related services such as planning, creating, buying and tracking an advertisement on behalf of their client.

B2B - Business to business (B2B) is a business model by which a business's main customers are other businesses. For example, wholesale tackle companies selling to retail tackle stores.

B2C - Business to consumer (B2C) is a business model in which a business's main customers are consumers. Example would be an ecommerce tackle store selling product to a consumer.

Banner - A graphic (typically .jpg .gif, flash etc..) that appears on a web page that is usually hyperlinked to an advertisers web site. Banners are typically measured in pixels (i.e. 728 x 90 pixels)

Below The Fold (BTF) - The placement of an ad in the area of media that requires one to use the scrollbar to view the space.

Bounce Rate - Represents the percentage of initial visitors to a site who "bounce" away to a different site, rather than continue on to other pages within the same site.

Cache Busting - Typically accomplished by adding a random number to the banner HTML each time the page is reloaded. This causes a separate banner request to be sent to the server, thus insuring the banner is not cached and banner advertisement impressions are not undercounted.

Campaign - The process of planning, creating, buying and tracking an advertising project from start to finish.

Click Through - The action of clicking on a banner and having ones browser automatically redirected to the web page a banner is hyperlinked to.

Click Through Rate - The percentage of impressions that resulted in a click through. Calculated by dividing the number of clicks by the number of impressions.

CPC - Cost per click (CPC) is one of the online payment models by which advertisers pays for each click through made on their advertisement.

CPM - Cost per thousand (CPM) is one of the online pricing models by which advertisers pays for every 1000 impressions of their advertisement. The "M" in CPM is from the Roman numeral for 1000.

Creative - Refers to the designing process of an advertisement for a advertising campaign.

Customer Acquisition Cost - The cost to an advertiser to gain a new customer. Advertisers take into consideration the amount of revenue potential from a potential customer over a life time.

Demographics - Information regarding characteristics of a particular population of people of interest to advertisers Such as their age, sex, income, education, etc.

DMA - Direct Marketing Association (DMA) is a trade association for advertisers and marketers. Often refers to an area of targeting an advertising campaign.

Domain Name - The part of of an Internet address immediately preceded by the domain extension (.com, .org, .net, etc...) and after the www.

Exclusivity - When an advertisement is run without any competing companies running in the same area or website.

FPO - For Position Only (FPO). Not the final ad but a graphic representation of were the ad will ultimately be placed.

Frequency Cap - A term used to describe the number of times the same advertisement is shown to the same visitor during a particular session or time frame.

Geotargeting - Showing ads or content based on the physical location a user is accessing the Internet from.

Hyperlink - HTML code that when clicked on redirects ones browser to another web page. Most banners are hyperlinked to the advertisers web page.

IAB - The Interactive Advertising Bureau (IAB) is the leading online global advertising industry trade association. IAB evaluates and recommends standards and practices, fielding research to document the effectiveness of the online medium and educating the advertising industry about the use of online and digital advertising.

Impressions - The number of times a banner ad is shown.

Insertion Order - A online or printed document that specifies the details of an advertising campaign.

Interstitial - An intrusive type of advertisement that loads between web pages without having been requested by the visitor.

Inventory - The number of ad spaces available for sale on a web site during a certain time frame.

Niche - A distinct segment of a market like fishing, hunting, outdoors, etc...

Remnant Space - Advertising space that remains unsold right before it is about to be used and thus often sold at a discount at the last minute.

RFP - A request for proposal (RFP) is a term that may be used by an advertiser that is requesting some type of advertising arrangement with a web site.

Rich Media - A type of advertisement technology that often includes richer graphics, audio or video within the advertisement.

Roadblock - An ad roadblock provides an advertiser with the ability to "own" 100% of the page views on an online ad network, blog, website or other online property for a specified period of time.

ROI - Return on investment (ROI) is the process used to determine whether the profit on an ad campaign exceeds the amount spent on the campaign.

RON - Run of network (RON) means a banner will appear on many sites within a network of sites.

ROS - Run of site (ROS) means a banner will appear throughout the pages of a website.

Rotation - A banner that is in rotation on a page or group of pages, shares this ad space with other advertisers and every time the page is visited the banner ad changes.

SEO - Search engine optimization (SEO) is the practice of optimizing a site to improve it's natural listing placement in a search engine.

Skyscraper - A type of ad unit that is much taller than it is wide. Typically 120 x 600 pixels.

Spider - A software program that automatically follows links on the world wide web. The most common types of spiders are those used by search engines for the purpose of indexing web pages.

Sponsorships - A form of advertising in which an advertiser pays to be featured in a website.

Text Links - Text that is hyperlinked to another web page.