Refining Definations

Jaclyn Easton + Log On U.S.A. (LogOnUSA_at_logonusa.com)
Mon, 19 Aug 1996 21:32:04 -0700 (PDT)

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Hi Everyone:

I am writing an article for a MAJOR magazine of which part has to do with
online advertising. I am seasoned on the subject but realize that 200+
heads are generally better than one. What follows is a glossary of terms I
plan to use for the piece. I have purposely stayed away from defining HITS
because it is covered in another aspect of the article. What you are about
to read is a sidebar.

If you have any suggestions for refining or perfecting these definations
please let me know. All opinions welcome.

Thanking all of you in advance.

-- Jaclyn

====================================================

BANNER AD: Also referred to as an "ad banner" or "in-line ad." A graphic
image, usually 460x60 pixels, which is hot-linked to an advertisers web site.

AUDITING: The process of verifying the number of visitors to a particular
web site or specific web page.

CLICKS: a.k.a. "ad clicks" or "requests.". Refers to the number of times a
banner is actually clicked. A method of measuring response to a banner ad.

CLICK RATE: Also referred to as an Ad Click Rate. The percentage of times
an ad is click based on the number of times it's viewed. If an ad is seen
(via an impression) by 200 visitors to a site and 10 of them actually click
on the ad, the banner has a click rate of 5%.

CLICK-THROUGHS: When a visitor clicks on a hot-linked ad banner and is
transported to the site of the banner's advertiser.

CPM: A term originating from the offline advertising world. Refers to the
cost of 1,000 people to see an ad. On the web it could be thought of as the
cost for 1,000 impressions/adviews/exposures.

IMPRESSION: Also referred to as Adviews or Exposures. Occurs when an ad
banner is displayed to a visitor.

PAGEVIEWS: Also known as Page Requests or Page Transfers. When a web page
is presented to a web site visitor. Homepages generally get many more
pageviews than sub-pages.

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