- Glossary of Terminology
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A/E >
An account executive (A/E) is an advertising agency employee assigned to a client and responsible for overseeing the services provided to the client.
Above The Fold >
Any area of a web page that is viewable without the viewer having to use the vertical scroll bar. Ad space in this area is usually more expensive since it is more likely to be viewed by the visitor.
Agency Discount >
A discount, normally equal to 16.5%, that is offered to advertising agencies that place an order on behalf of their clients.
Ad Server >
A computer, normally operated by a third party, that delivers and tracks advertisements independent of the web site where the ad is being displayed. Use of an ad server helps establish trust between an advertiser and publisher since the statistics are maintained by a objective third party.
AM Drive (Morning Drive) >
Also known as morning drive, this is the morning broadcast time period for Radio, most often represented by Monday through Friday from 6AM to 9AM
Advertorial >
An advertisement styled to resemble the editorial format and typeface of the content in which it runs. Often generates higher response rates.
Aided Recall >
a research technique where the respondent is given aid or help to recall all or parts of an advertisement.
AR >
An AMPS Rating is the proportion of viewers, averaged across some time period (a commercial spot or break, a quarter-hour or a programme) and percentaged on the total number of individual panel members in the relevant group (eg. 'all adults' or 'females').
Augmented reality >
(AR) is a term for a live direct or an indirect view of a physical, real-world environment whose elements are augmented by
computer-generated sensory input, such as sound or graphics.
Average Quarter-Hour Rating >
The average Quarter-Hour Persons estimate expressed as a percentage of the population being measured. Formula: AQH Persons divided by the Population x 100 = AQH Rating (%).
Average Issue Readership (AIR) >
To qualify as an “average issue” reader of a publication, a respondent must have read or paged through any copy of the title under consideration within a period before the interview which is no longer than the issue period of that title. Furthermore, the respondent must have read or paged through that issue for the first time within that period.
For example, to qualify as an average issue reader of a weekly publication, a respondent must have read or paged through that issue within the past 7 days for the first time.
Average Yesterday Audience >
In the SAARF AMPS® interview, respondents claiming to have listened to a specific station the day before the interview, become the average yesterday audience of that particular station/channel.
Average Frequency (Frequency) >
The (average) number of times a commercial is seen by those within the target audience who see it at all. Average frequency is sometimes referred to as average OTS (see OTS).
Analogue TV >
Television platform using analogue signal wavelengths.
e.g. SABC & e-TV
BitTorrent >
P2P file-sharing protocol that allows for the distribution of a wide range of content by reducing the dependency of recipients on the originator and without the originator having to incur the entire costs of hardware, storage and bandwidth use.
Blog (Blogging) >
Web site on which Internet users make regular entries. Most blogs are based around a particular theme, with readers encouraged to add comments. Blogs typically contain a number of pages of related topics, along with links to other blogs and web sites. Forms include text, video (vblog), photographs (photoblog), or audio (podcasting). Authors of blog sites are known as bloggers.
B2B >
Business to business (B2B) is a business model by which a business's main customers are other businesses. Common B2B web sites include online marketplaces where companies can buy raw materials, supplies & equipment.
B2C >
Business to consumer (B2C) is a business model in which a business's main customers are consumers. Common B2C web sites include online stores selling books, music & videos.
Backlit >
Advertising structures that have illumination which sends light through the advertisement for higher visibility. Ads must be printed on special translucent surfaces.
Bandwidth >
The amount of data (text, video, sound, images, animations) that can be moved through an Internet connection. The amount is typically measured in bits per second (bps). A high speed Internet connection such as a cable or DSL modem provides more bandwidth than a 56K dial up modem. Also know as throughput.
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.
Belly Band >
Advertising that wraps-around the publication. Consumers must remove the wrap before they can read the publication.
Billboard >
An outdoor advertisement on a large board usually placed along the side of busy roads.
Bleed >
Print - Describes an ad which is larger than the space for which it is intended. It is cut down to fit the media so that its edges go all the way out to the edges of the media.
Bounce Rate >
Used in web site traffic analysis. 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.
Browser >
A computer software program that enables one to access and view text or graphical web pages on the world wide web (WWW). Two popular browsers include the Microsoft Internet Explorer and Netscape Navigator.
BTL >
Below the line (BTL) is a type of sales promotion focusing on short-term incentives, usually targetted towards consumers.
Button >
A type of advertising unit that is smaller than a banner and usually placed in parts of a web page where space is limited such as in narrow columns on the left or right side of a page.
Cache >
A type of computer memory that stores previously accessed documents locally so that they can be accessed faster should they be needed again. If you go back to a web page that you have previously visited, much of the pages content may be able to be accessed from your cache instead of requesting the data from the server again thus decreasing the time it takes to load the page.
Cancellation Period >
A specified period of time when a contract can be terminated.
Centre spread >
In the centre of a publication, an advertisement appearing on two facing pages printed as a single sheet.
Circulation >
Average number of copies per issue sold or distributed.
Closing Date >
The final deadline by which a medium will accept advertising space reservations/material.
Clutter >
The extent to which a publication's pages are fragmented into small blocks of advertising and/or editorial.
Colour separation >
Process by which final art is prepared for colour printing; tones are broken down and printed in four colours: black, magenta, cyan and yellow.
Click Rate >
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 click on 13 times after being displayed 1000 times, the banner would have a click rate of ( 13 ÷ 1000 = .013 ) 1.3%. This is also commonly know as a banners click through rate.
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. For example if a banner was click on 13 times after being displayed 1000 times, the banner would have a click rate of ( 13 ÷ 1000 = .013 ) 1.3%. This is also commonly know as a banners click rate.
Churn >
Turnover of subscribers/customers.
Clicks >
The number of click throughs that have occurred as a result of a user clicking on a banner and being redirected to an advertisers web page
Contextual Advertising >
Contextual Advertising is also known as content-targeted advertising, which means that an advertisement is shown on a web site that is "in context" to a company's specific product or service.
Conversion >
Term used to describe the process of getting a web visitor to accept an offer or become a paying customer. Advertisers strive for high conversion ratios.
Cookies >
A process by which a small file is sent from a web server to the local users computer to store information unique to that browser. Often used by advertisers to keep track of the number and frequency of advertisements that have been shown to a visitor or by sites to help them determine the number of unique visitors.
CPC >
Cost per click (CPC) is one of the online payment models by which advertisers pays for each click through made on their advertisement. Prices typically range from 1¢ to over 50¢ per click through. This is an ideal method of payment for advertisers who need to guarantee they only pay for those viewers of the banner that click on it and visit a page on their site.
CPM >
Cost per thousand (CPM) is one of the online payment models by which advertisers pays for every 1000 impressions of their advertisement. Prices typically range from R100 to over R500 per thousand impressions. This is an ideal method of payment for advertisers who want to guarantee only the number of people who sees their banner.
The "M" in CPM is from the Roman numeral for 1000. The Roman numeral M was derived from the latin word "mille" meaning "thousand".
CPT >
One of the types of CPA, a cost per transaction (CPT) method allows advertisers to pay the media owner per visitor who clicked on their advertisement and arrives at their landing page.
CRM >
Customer Relationship Management (CRM) refers to how a company manages data about its customers.
Cume Persons >
The total number of different persons who listen to a Radio station during a daypart for at least five consecutive minutes.
Cost-Per-Thousand (CPM) And Cost-Per-Point (CPP) >
Cost-Per-Thousand (CPM) And Cost-Per-Point (CPP) are two methods of evaluating media efficiency. CPM is a ratio based on how much it costs to reach a thousand people. CPP is a ratio based on how much it costs to buy one rating point, or one percent of the population in an area being evaluated.
CAPI >
Computer Assisted Personal Interview. A face-to-face interview where the questionnaire is administered by the interviewer using a laptop computer, which presents each question on the screen and interviewers directly record respondents’ replies. Sections of AMPS are carried out by the CAPI method.
Data fusion >
Market research output that combines data from two separate, though not necessarily independently drawn, survey samples by means of pairing individuals from each contributing sample on the basis of socio-demographic and/or other data. It may be used as an alternative to single source survey research in order not to over-burden survey respondents with the collection of two sets of research data.
Duplication >
Audience overlap across successive unit intervals of measurement.
Daypart >
The time segments into which a day is divided by Radio and television networks and stations for the purpose of selling advertising time. In Radio, the main dayparts are morning (or AM drive), midday, afternoon (or PM drive) and evening.
Demo (Target Demo) >
The age and characteristic make-up of the group deemed to be targeted for reach by the media campaign. The age group and make-up of the audience that you wish to receive your product or service message.
Demographics >
Information regarding the size and characteristics of a particular population of people of interest to advertisers Such as their age, sex, income, education, size of household, ownership of home, etc. This does not include psychographics such as classification by subjective attitudes or opinions of consumers.
Display advertising >
Advertisement that appears in any part of a publication other than the classified section.
Double Page Spread (DPS) >
An advertisement that covers the entire surface of the left hand page, the gutter and the right hand page of a publication.
DNS >
A domain name server (DNS) is a computer on the Internet that helps to translate domain names into IP addresses. Without it web sites could not be found when typed into a browser.
Domain Name >
The part of of an Internet address including and immediately preceded by the domain extension. For example adratesonline.com is our domain name. The domain name is part of a web sites URL. Each web site has its own unique domain name.
Extension >
The area of design made as a cut-out that extends beyond the basic rectangular space of an advertising structure. Added costs are normal practice for the use of extensions.
Earspace >
Space on either side of the masthead or the top corners of the front page of a section, that is sold for advertising.
Effective frequency >
The level of exposure frequency at which reach is deemed "effectively" delivered. (see also
Effective reach)
Effective reach >
The number or percentage of a target audience that is exposed to a schedule of advertising spots at a set level of frequency. This will typically specify a lower threshold value indicating the minimum level of exposure deemed as sufficient for "effective" advertising purposes (e.g. 3+ reach) and an upper threshold (e.g. 12+ reach) above which additional exposures are considered as waste.
EPG (Electronic programme guide) >
Also called IPG (Interactive programme guide) or ESG (Electronic service guide). The EPG is an on-screen listings guide of TV programming and other on-demand content and services which users may navigate by means of their television remote control handsets or other devices. The information contained in the EPG is broadcast metadata received and read by applications middleware in a set-top box. EPG’s may offer a wide-range of functions, such as browsing, genre or channel search, marking items for recording
Free-To-Air Channels >
No subscription fee is payable in order to view the channel. SABC and e-TV are examples of Free-To-Air channels
Frequency distribution >
Distribution showing the percentage of the target audience population who have viewed a schedule of advertising spots (or sequence of programmes) at each level of frequency.
Face >
The surface area on an out-of-home unit where advertising copy is displayed. A unit may have more than one face as most billboards have two faces, one in each direction of the highway.>
Facing >
The direction that a billboard faces. South-facing billboards are seen by drivers travelling northbound.
Frequency >
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.
Gatefold Advertisement >
A continuous piece of paper folded to conform to a publication's page size. Often an extension of a magazine's cover.
Gross Rating Points (GRPs) >
The sum of all rating points achieved for a particular commercial schedule.
Formula: AQH Rating x the number of commercials in the advertising schedule = GRPs
Guaranteed position >
Guarantee to place an ad in a specific position.
Gutter >
Blank space on the inside page margins where a publication is bound.
Guest Viewing >
Viewing by non panel members within panel homes. Guests are asked to provide details of their sex and age group via the peoplemeter handset. Regular guests may be allocated their own button on the handset, though their viewing will continue to be treated as guest viewing.
HDTV >
High Definition Television. A television service containing a high number of pixels which delivers a clearer and sharper picture.
HDMI (High-definition multimedia interface) >
This is a compact audio/video connector interface for transmitting uncompressed digital streams. It represents a digital alternative to consumer analog standards such as Radio Frequency (RF) coaxial cable, composite video, S-Video, SCART, component video, D-Terminal, and VGA. HDMI connects digital audio/video sources such as set-top boxes, Blu-ray Disc players, personal computers, video game consoles, and AV receivers to compatible digital audio devices, video monitors, and digital televisions (DTV).
Hashtag # >
A hashtag is a tag used on the social network Twitter as a way to annotate a message. A hashtag is a word or phrase preceded by a “#”. Example: #yourhashtag. Hashtags are commonly used to show that a tweet, a Twitter message, is related to an event or conference.
Hit >
A term used by webmasters that refers to a request made to a web server for a page, graphic, audio or sound file. A web page that has 7 graphics will create 8 total hits in a servers log file. One for each graphic and one for the page itself.
Household Income >
"Household income" is defined to the respondent as the " ..... total monthly income ....." of the number of "income earners" previously enumerated within the relevant household "before tax and other deductions," but including "all sources of income, i.e. salaries, pension, income from investments, etc."
In the cases of refusal to answer the question, the income is estimated by interviewers.
Household Purchaser >
In the electronic reports, any respondent of either gender who claims to be solely or partly responsible for the day-to-day purchases of the household is described as a household purchaser.
IBC (Inside back cover) >
Position of an advertisement on the inside back cover of a publication.
IFC (Inside front cover) >
Position of an advertisement on the inside front cover of a publication.
Impressions >
The number of times a banner ad was requested and presumably seen by users.
Insertion Order >
A online or printed document that specifies the details of an advertising campaign.
Insert >
Pre-printed advertisement that is bound or inserted into a newspaper or magazine. Can be several pages.
Interstitial >
A type of advertisement that loads between web pages without having been requested by the visitor.
IP Address >
A Internet protocol (IP) address is the numeric address (168.124.1.123) that is translated into a domain name by a domain name server (DNS). Each server connected to the Internet is assigned a unique IP address.
Island Position >
A advertisement that is surrounded by editorial material with no adjoining advertisements.
Java >
Java is a programming language that enables developers to write software on one platform and run it on another. It is popular on the Internet as it allows programmers to create programs called applets to run within a web browser.
Keyword >
A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results.
Landing Page >
The page on a web site where one is taken after clicking on a advertisement. It is often a page designed to expand on the service or product mentioned in the initial advertisement.
Live Read >
Announcement is read "live" on-air by a station personality.
Log File >
A type of computer file on a web server that keeps records of a servers activity.
LSM >
(Living Standards Measure) Divides the population into 10 LSM groups, 10 (highest) to 1 (lowest). It cuts across race and other techniques of categorising people, and instead groups people according to their living standards using criteria such as degree of urbanisation and ownership of cars and major appliances.
Make Goods >
Adjustments made by a publisher to an advertiser to make up for a shortfall in contracted ad placement or reproduction error in print.
Net Reach >
The number of different people that will hear/see the commercial at least one time.
Network >
A broadcast entity that provides programming and sells commercial time in programs aired nationally via affiliated and/or licensed local stations.
Opt In >
A process whereby a user voluntarily agrees to start receiving email, usually commercial, about a topic of interest.
Opt Out >
A process whereby a user declines a request to receive email, usually commercial, about a topic of interest
OTS/H >
Term used to describe the opportunity to see/hear (OTS/H) an advertisement.
Page View >
Occurs when a users browser requests a web page.
Peoplemeter >
is an electronic, semi-automatic system used worldwide to measure television viewing behaviour. The peoplemeters automatically register everything that occurs on one or more TV sets in the home as well as other equipment, such as PVR’s, VCR’s, DVD players and M-Net or DStv decoders which may be attached to them in metered homes.
PPC >
Pay per click is one of the online payment models by which advertisers pays for each click through made on their advertisement. This is an ideal method of payment for advertisers who need to guarantee they only pay for those viewers of the banner that click on it and visit a page on their site.
Pop Up >
A type of advertisement that is automatically displayed in a second smaller browser window upon loading or unloading a web page. Most browsers have a Pop Up blocking mechanism.
Portal >
A web site that offers so many resources that a visitor has little reason to go to another site for more information. These resources may include a directory of links, games, email, instant messaging, bill payment, shopping malls & more.
Proxy Server >
A web server between a web site and a users browser that is used to cache frequently accessed data from a web site so that it may be accessed quicker.
Psychographics >
Identification of personality characteristics and attitudes that affect a person's lifestyle and purchasing behaviors. Psychographic data points include opinions, attitudes, and beliefs about various aspects relating to lifestyle and purchasing behavior.
Pay TV >
TV service that requires a viewer to pay a one off or regular subscription fee in order to view.
PVR >
Personal Video Recorder. Digital recorder, e.g. Multichoice and others, that allows a viewer to record programmes from an EPG and pause live TV for later viewing.
Rate Card >
The published rates for a particular media. Normally also includes technical details regarding specifications.
Reach >
The number of unique members of the target audience that saw an advertisement over the course of the reporting period, expressed as a percent of the universe for the demographic category.
Rich Media >
A type of advertisement technology that often includes richer graphics, audio or video within the advertisement. Rich media advertisements often enable users to interact with the banner without leaving the page on which it appears.
RHP (Right hand page) >
Position of an advertisement on a right hand page of a publication.
Run of Paper or Run of Press (ROP) >
Advertisements placed anywhere within the regular printed pages of a publication.
ROP Colour >
Process colour that is printed in a publication during the regular press run for that edition
Roadblock >
A commercial scheduled for flighting at the same time on all channels. This enables an advertiser to "own" 100% of the available audience at a specified time. Used mostly for launches.
ROI >
Return on investment (ROI) is 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
SEM >
Search engine marketing (SEM) is the practice of promoting a web site through a search engine.
SEO >
Search engine optimization (SEO) is the practice of designing a web site that maximises a search engine's organic listings.
Session >
A series of page requests by a visitor without a given period of time.
Skyscraper >
A type of ad unit that is much taller than it is wide. Normally on the right hand side of the web page.
Spectacular >
Outdoor display which is larger than normal or located in a specific area whereby it is unusually and "spectacular" to the viewer.
Split-Run >
The process of publishing the same advertisment to two or more groups with different headlines or copy in the same issue of a title.
Share (Share of Viewing) >
The percentage of the total viewing audience watching over a given period of time. This can apply to channels, programmes, time periods etc. For example, a share of 58% for Egoli would mean that, of all the viewers watching television when Egoli was being transmitted, 58% were watching Egoli.
Simulcast >
The simultaneous broadcasting of the same programme on different Radio channels.
Terrestrial Television >
Television received via a normal rooftop or indoor aerial.
TVR >
The average of a target audience who have viewed a programme, daypart, spot, minute, etc expressed as a % of that target audience universe.
e.g. An Adult TVR of 15 for a programme indicates that on average 15% of all adults watched the programme.
Total TVR >
The Total TVR delivery of a schedule of advertising spots is equal to the sum of commercial TVRs/ratings across all the spots contained in the schedule. Total or average TVR may be estimated for a wide range of different time periods, programme or commercial selections.
Tearsheet >
Page of a publication supplied to advertiser for checking purposes.
Traffic >
General term used to describe a number of requests for web pages or other downloadable content by web site visitors.
Traffic Count >
The number of vehicles that pass an out-of-home unit each day. Used to calculate DEC.
Transit Advertising >
Out-of-home media typically found on the outside or inside of public transportation vehicles or stations such as buses, subways, and trains.
Unique Visitors/Readers/Listeners >
A term used to describe the total number of unduplicated consumers over a certain time period.
Universe or Target Audience >
Refers to the total population of a particular audience category. Universes are based on television homes in South Africa.
e.g. Individuals = all persons aged 4 and over who live in a home with a TV.
Uncovered Set Viewing >
The situation where a television set is switched on but no-one is present in the room is known as uncovered set viewing.
VOSDAL >
Viewing-On-Same-Day-As-Live. Time-shifted viewing that has been viewed on the same day as the original broadcast is included in the overnight file which is released the following day.
Volume Discount >
A price discount often offered to advertisers willing to commit to a quantity of advertising at a certain rate.
Webmaster >
A term used loosely to describe an individual assigned to administering a web site.