Banner – a type of advertising in the form of a graphic image. A banner has a certain size in pixels and is the connection to the advertiser’s webpage.
Animated banner – a banner with consecutively changing frames – images, text, or both.
Inanimate banner – a static graphic image.
Banner space – a certain place in a website where the commercial banner is positioned.
Impression – each loading (visualization) of the ad form.
Click – user’s activation of an advertisement by clicking on a mouse button on top of the commercial form – as a result of which the user is rerouted to the advertiser’s website.
Floating banner – an irregular ad format for which while loading a site, the advertising image passes through a certain part of it, and afterwards goes back to its regular ad position.
Expandable banner – an irregular ad format where the image size increases when the user passes his cursor over it, after which it returns to the regular ad position.
Peel ad – a non-standard internet ad format, where as the user is moving his cursor over the image, it is peeled off to reveal a second one.
Rotation – consecutive changing of the ad form (banner) in a certain time frame or with each page reload. Rotation is usually arbitrary and guarantees a percentage of advertising presence.
Rich media – ad banners of non-standard sizes which use different ways for visualizing or contain multimedia.
Hyperlink, link – an electronic nexus comprising a link in a website that allows rerouting to another page in that website, an element of it, or a different webpage.
Transition Ad – an ad format where at initial site-loading, there is a display of advertising on the homepage.
Text link – an ad form without a graphic image but only text which refers to the advertiser’s website via link.
Context ad – recognizing the user’s interest on the basis of searched key-words, IP address, or registration for a certain service. As a result of this the user sees an advertisement with useful information at the exact time of the search, which acutely raises the effectiveness of the advertising campaign.
Cost per click – the price of one click, which is remunerated by the advertiser after the action – the user’s clicking on the hyperlink.
Cost per 1000 impressions – the price for 1000 impressions. This is a basic paying system for ad campaigns on the internet.
Click through rate – the ratio of number of mouse clicks to the number of ad impressions. The average number of clicks for 100 impressions, expressed as a percentage. This shows the effectiveness of the client’s ad campaign as well as the ratio of potential to actual users.
Cost per visitor – the price for number of visitors; a less-common form of paying ad services on the internet. The scheme of this is similar to that of ‘price per click’, but the perspective is different. The values recorded here are not of the clicks in the site, on which the ad is located, to the advertiser’s page, but those of the actual users.
Cost per action – the cost for real action – the advertiser pays for a specific action, carried out by the users – including filled in questionnaires and tickets, registration forms, direct queries, requests for purchases, subscriptions and more.
Cost per sale – the purchase price. The advertiser does not pay for the used ad services in advance. He provides a percentage of sales made by customers that have visited the electronic shop via an ad form. The purchase is not required to have happened immediately, with a client’s first visit. This is used in the so called commissioner programs.
Pixel – the smallest colored point on which an image can be divided. This is a unit for determining image size.
Unique user – a unit of measurement for determining the attendance of a certain internet site. Unique users are the number of different users that have visited the site for a specific time period.
Universal resource locator – the unique address of each internet website or an element of it.
IP address – a unique numeric code for designating any independently internet connected device.
Kilobyte – a unit of information and of the physical size of the image and the disc space it takes up. The page loading and visualization speed depends on the size of the image.
