News & Record Interactive

News & Record Interactive Products

  • Advertorial - An advertisement styled to resemble the editorial format and typeface of the content in which it runs. Often generates higher response rates.
  • Avails - The unsold inventory of ad time/space.
  • Banner - A graphic that appears on a web page that is usually hyperlinked to an advertisers web site. May be in a variety of formats including GIF, JPEG, Flash, HTML, Java, JavaScript & more.
  • Bonus impressions - Additional ad impressions above the commitments outlined in the approved insertion order.
  • 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 (CTR) - The percentage of impressions that resulted in a click through. Calculated by dividing the number of clicks by the number of impressions. For example if a banner was clicked on 13 times after being displayed 1000 times, the banner would have a click through rate of ( 13 ÷ 1000 = .013 ) 1.3%.
  • Conversion - The process of getting a web visitor to accept an offer or become a paying customer.
  • Cost-Per-Acquisition (CPA) - The average advertising/marketing cost to acquire each new customer. It's calculated by the formula: Total cost of advertising / Total number of new (customers, leads, or sales) = CPA
  • Cost-Per-Click (CPC) - An advertising model where an advertiser pays a publisher an agreed amount each time a user clicks on a link leading to the advertiser's site. CPC is calculated by the formula: Cost of advertising / Number of clicks = CPC
  • Cost per thousand (CPM) - One of the online payment models by which advertisers pays for every 1000 impressions of their advertisement. Prices typically range from $1 to over $50 per thousand impressions.
  • Creative - The technology used to create a banner or other type of advertising material. Common creative types include GIF, JPEG, Java, HTML, Flash or streaming audio/video.
  • Domain Name - The part of an Internet address including and immediately preceded by the domain extension. For example news-record.com is our domain name. The domain name is part of a web sites URL. Each web site has its own unique domain name.
  • E-mail Marketing - Banner ads, links or advertiser sponsorships that appear in e-mail newsletters, e-mail marketing campaigns and other commercial e-mail communications. Includes all types of electronic mail (e.g., basic text or HTML-enabled).
  • Flash - A software plug-in that enables browsers to play multimedia animations. Some rich media advertisements require users to have this plug-in.
  • Geotargeting - Displaying (or preventing the display of) content based on automated or assumed knowledge of an end user’s position in the real world. Relevant to both PC and mobile data services.
  • Hyper Text Markup Language (HTML) - A computer programming language that helps control the format of a documents content and design on the world wide web. An HTML editor is a software program that enables one to easily create HTML pages.
  • Hyperlink - HTML code that when clicked on redirects ones browser to another web page. Most banners are hyperlinked to the advertisers web page.
  • Impressions - The number of times a banner ad was requested and presumably seen by users.
  • Keyword - A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results. Many web sites offer advertising based on keyword targeting so an advertisers banner will only show when a specific keyword(s) are entered.
  • Keyword Targeting - When web site content is written so that it is recognized by search engines as being an important destination for search engine users who use the keywords or phrases being targeted.
  • Landing Page - The page on a web site where one is taken after clicking on a advertisement. While this can be any page, it is often a page designed to expand on the service or product mentioned in the initial advertisement.
  • Mouseover - The process by which a user places his/her mouse over a media object, without clicking. The mouse may need to remain still for a specified amount of time to initiate some actions.
  • Opt In - A process where by a user voluntarily agrees to start receiving email, usually commercial, about a topic of interest.
  • Opt Out - A process where by a user voluntarily agrees to stop receiving email, usually commercial, about a topic of interest.
  • Page View - Occurs when a users browser requests a web page. A single page view may create multiple hits to the server if the page contains multiple elements such as banners.
  • Pay-for-Performance - An umbrella term used by Internet advertisers to describe search engine-based ads. The concept behind these ads is that the company only gets billed for the ad when it "performs" for them—for instance, a customer clicks or calls.
  • Pixel - Short for picture element (Pixel), a pixel is a measurement representing a single point in a graphic. Most ad units are measured in pixels such as the common 468 pixel x 60 pixel sized banner.
  • Platform - The type of computer or operating system (OS) on which a software application is designed to operate on. Two computer platforms include PC & Macintosh while two software platforms include Windows & Unix.
  • Portal - A web site that offers so many resources that a visitor has little reason to go to another site for more information. The resources may include a directory of links, games, email, instant messaging, bill payment, shopping malls & more. The idea behind it is to attract and retain a large audience and offer the various sections of the portal to advertisers. Yahoo is an example of a portal.
  • Referring Page - The web page that a visitor was previously at before arriving to the current page as a result of clicking a hyperlink on the previous web page.
  • Return on Investment (ROI) - The process used to determine whether the monetary benefits from an expenditure, such as a advertising campaign, are above or below the amount of money spent on the campaign.
  • Return Visits - The number of times the same visitor returns to a site over a set period of time.
  • Rich Media - A type of advertisement technology that often includes richer graphics, audio or video within the advertisement. Unlike static or animated GIF banner advertisements, rich media advertisements often enable users to interact with the banner without leaving the page on which it appears. Some popular types of rich media banners are created with HTML, Shockwave & Flash.
  • Roadblock - Premium 100% share-of-voice rotation typically for one day or one week.
  • Run of Channel (ROC) - A banner will appear anywhere within a channel on a web site or ad network. More targeted than a run of site (ROS) campaign where the banner would appear randomly on any page of the site.
  • Run of Network (RON) - A banner will appear on any page of any site that is part of an ad network. Since this type of buy is not targeted, it tends to be the least expensive type of advertisement that can be purchased.
  • Run of Site (ROS) - A banner will appear anywhere on a web site as opposed to run of channel (ROC) which would appear only on pages within a specific category.
  • Rotation - A banner that is in rotation on a page or group of pages, will not be the only banner shown when any of the pages are reloaded. Sometimes an advertiser will request a banner not be shown in rotation in which case it would appear every time the page is loaded also know as exclusivity.
  • Search Engine - An application that helps Web users find information on the Internet. The method for finding this information is usually done by maintaining an index of Web resources that can be queried for the keywords or concepts entered by the user.
  • Search Engine Marketing (SEM) - The practice of promoting a web site through a search engine.
  • Search Engine Optimization (SEO) - The practice of promoting a web site through a search engine's organic listings.
  • Share of Voice (SOV) - A metric often used in the advertising industry to represent the relative portion of ad inventory available to a single advertiser within a defined market over a specified time period.
  • Sponsorships - A form of advertising in which an advertiser pays to sponsor a section of a web site. It may take the form of the typical banner and/or text that mentions "this section sponsored by:". Works best when the content of the sponsored web page is directly related to but not competitive with the advertisers products or services.
  • Targeted - Refers to advertisements that are aimed, on the basis of demographic analysis, at one specific subsection of the market.
  • Text Links - Text that is hyperlinked to another web page. Can be found on web sites or in newsletters and email. Often identified by appearing in blue with a line under it. When clicked on, the visitor will be taken to the page the text was hyperlinked to.
  • Unique Users - The total number of visitors to a site over a certain time period.
  • Uniform Resource Locator (URL) - The Internet "address" of a web site or web page on the world wide web. A browser requires this information in its location box in order to load a web page.
  • Visit - A series of page requests by a visitor without 30 consecutive minutes of inactivity. The number 30 is arbitrary but most commonly used among web advertisers. Also called a session.
  • Web Analytics - The process of analyzing the behavior of visitors to a Web site. The use of Web analytics is said to enable a business to attract more visitors, retain or attract new customers for goods or services, or to increase the dollar volume each customer spends. (News & Record resources include: Hitwise, SiteCatalyst, OAS (Open Adstream) and Google Analytics)
  • Web Page - A document that can contain text, graphics, sound or video and displayed in a browser window accessible on the world wide web. Multiple web pages make up a "web site".
  • Web Site - A collection of hyperlinked web pages organized at the same domain name.
  • Yield - The percentage of clicks vs. impressions on an ad within a specific page. Also called ad click rate.
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