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Tuesday, 7 Feb 2012
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Brand Activation

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Things you might find useful

Online terminology

Your guide to common online advertising terminology

 

Ad impression
Each ad being served into a webpage is an impression. A page may have more than one ad impression.

Banner
A long, horizontal online advert usually found running along the top of a web page in a fixed placement.

Click
Every time someone clicks on an online advertisement and goes through to a client website, this is counted as a click.

Click-through rate (CTR)
For any given online ad, the CTR is the number of clicks divided by the number of page impressions.

CPA (cost per acquisition), CPO (cost per order), ROI (return on investment)
These are all common terms used to measure the success and performance of online campaigns.

CPM
The cost per thousand ad impressions delivered.

Leaderboard
A horizontal online advert, similar to a banner (see above), but larger.

MPU (message placement unit)
A square advert usually found embedded in a web page in a fixed placement. An MPU is a flexible ‘blank canvas’ in which it's possible to serve flat content or something more interactive, as desired.

Overlay
Online advertising content which appears over the top of a web page. It uses interactive and audiovisual elements to give richer content and a richer experience for the user when they interact with the advert.

Page view (or page impression)
A single viewing of a web page. Page view statistics are often used to measure the popularity of a site.

Popup
An online advert that appears on a specific page and ‘pops up’ as a separate element.

Pre-roll
The adverts shown before or while an online video loads. There can be more than one, and they currently average 21 seconds in duration.

Skyscraper
A long, vertical online advert usually found running down the side of a web page in a fixed placement.

Sponsorship
This can be arranged as part of an integrated deal or for an individual site, section or platform.

Super sky
A vertical online advert, similar to a skyscraper (see above), but larger.

Tenancy (or fixed cost)
A one-off fee charged for the duration of an ad campaign.

Unique users
Measured as each unique person who visits a site in a 30-day period.

For more detailed information on online ad formats, click here.

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Pages of Interest

  • Car manufacturer

    Online video is an area of major growth for ITV.com. Between January and May 2008, video views on the site quadrupled.

    Find out more in our case study

  • DVLA

    The desktop channel reflected the DVLA brand and promoted awareness of the DVLA’s personal licence sales.

    Read the DVLA case study

  • Travelex

    Travelex was looking to raise the profile of its brand and promote awareness of the wide range of Travelex products and services within the business and consumer markets.

    Read the Travelex case study

  • Coca-Cola

    As well as sponsoring the England team in the 2002 FIFA World Cup, Coca-Cola undertook sponsorship of ITV’s The Premiership Show in 2001, in conjunction with sponsorship of the ITV football website.

    Read the Coca-Cola case study