New Media
New media is a term for all the new opportunities being generated by the Internet. They are many, various and confusing – and the market is dynamic.
Today we can see that ‘Search’ accounts for 60% of all expenditure, display advertising around 20% and classified around 20% as well.
The figures will broaden to include all different kinds of expenditures but which type(s) of activity(ies) are the most optimal, depends very much on the specific website in question, the strategy and the no of visitors it attracts.
To help with a better understanding of how big the opportunities are for generating additional revenue within New Media, here is a glossary of some of the most popular terms and features.
Ad Serving - Delivery of online adverts to an end user’s computer by an ad management system. The system allows different online adverts to be served in order to target different audience groups and can serve adverts across multiple sites. Ad Technology providers each have their own proprietary models for this.
Affiliate Marketing - An affiliate (a web site owner or publisher), displays an advertisement (such as a banner or link) on its site for a merchant (the brand or advertiser). If a consumer visiting the affiliate's site clicks on this advertisement and goes onto perform a specified action (usually a purchase) on an advertisers site then the affiliate receives a commission.
Algorithm - The set of ‘rules’ a search engine may use to determine the relevance of a web page (and therefore ranking) in its organic search results. See also organic search results and Search Engine Optimisation
Banner - A long, horizontal, online advert usually found running across the top of a page in a fixed placement. See also Universal Advertising Package, embedded formats
Behavioural Targeting - A form of online marketing that uses advertising technology to target web users based on their previous behaviour. Advertising creative and content can be tailored to be of more relevance to a particular user by capturing their previous decision making behaviour (eg: filling out preferences or visiting certain areas of a site frequently) and looking for patterns.
Button - A square online advert usually found embedded within a website page. See also Universal Advertising Package, embedded formats
Click-through - When a user interacts with an advertisement and clicks through to the advertiser’s website.
Contextual advertising - Advertising that is targeted to the content on the Web page being viewed by a user at that specific time.
Conversion rate - Measure of success of an online ad when compared to the click-through rate. What defines a ‘conversion’ depends on the marketing objective eg: it can be defined as a sale or request to receive more information…etc
CPC (Cost per Click) - The amount paid by an advertiser for a click on their sponsored search listing. See also PPC
Deep-linking Advert - linking beyond a home page to a page inside the site with content pertinent to the advert.
Expandable banner/skyscraper - Fixed online advertising placements that expand over the page in the response to user action eg: mouseover. See also Rich Media
Impression - The metric used to measure views of a webpage and its elements- including the advertising embedded within it. Ad Impressions are how most online advertising is sold and the cost is quoted in terms of the cost per thousand impressions (CPM).
Keyword marketing - The purchase of keywords (or ‘search terms’) by advertisers in search listings. See also PPC
MPU (Multiple Purpose Units) - A square online advert usually found embedded in a web page in a fixed placement. Called ‘multiple purpose’ as it is a flexible shaped blank ‘canvas’ in which you can serve flat or more interactive content as desired. See also Rich Media, Universal Advertising Package
Overlay - Online advertising content that appears over the top of the webpage. See also Rich Media.
Paid Inclusion - In exchange for a payment, a search engine will guarantee to list/review pages from a website. It is not guaranteed that the pages will rank well for particular queries – this still depends on the search engine's underlying relevancy process.
Paid Listings - The search results list in which advertisers pay to be featured according to the PPC model. This list usually appears in a separate section to the organic search results- usually at the top of the page or down the right hand side. See also Organic search results, PPC (Pay Per Click).
Pop-under - An ad that appears in a separate window beneath an open window. Pop-under ads are concealed until the top window is closed, moved, resized or minimised.
Pop-up - An online advert that ‘pops up’ in a window over the top of a web page. See also interruptive formats.
PPC (Pay per Click) - Allows advertisers to bid for placement in the paid listings search results on terms that are relevant to their business. Advertisers pay the amount of their bid only when a consumer clicks on their listing. Also called sponsored search/ paid search.
Pre-roll - The name given to the adverts shown before, or whilst an online video is loading. There can be more than one and although they all vary in length, they average 21seconds in duration.
Reach - The number of unique web users potentially seeing a website one or more times in a given time period expressed as a percentage of the total active web population for that period.
Rich Media - is the collective name for online advertising formats that use advanced technology to harnesses broadband to build brands. It uses interactive and audio-visual elements to give richer content and a richer experience for the user when interacting with the advert. See also Interstitial, Superstitial, and Overlay.
Skyscraper - A long, vertical, online advert usually found running down the side of a page in a fixed placement. See also Universal Advertising Package.
Solus email advertising - where the body of the email is determined by the advertiser, including both text and graphical elements, and is sent on their behalf by an email list manager/owner. Solus email advertising is conducted on an opt-in basis where the recipient has given their consent to receive communications..
Sponsorship - Advertiser sponsorships of targeted content areas (e.g. entire website, site area or an event) often for promotional purposes.
Streaming media - Compressed audio/video which plays and downloads at the same time. The user does not have to wait for the whole file to download before it starts playing.
Superstitials - A form of rich media advertising which allows a TV-like experience on the web. It is fully pre-cached before playing. See also Rich Media, Cache.
Tenancy - The ‘renting’ out of a section of a website by another brand who pays commission to this media owner for any revenue generated from this space. EG: dating services inside portals or bookstores inside online newspapers
Viral Marketing - The term "viral advertising" refers to the idea that people will pass on and share striking and entertaining content; this is often sponsored by a brand, which is looking to build awareness of a product or service. These viral commercials often take the form of funny video clips, or interactive Flash games, images, and even text.
Web 2.0 - The term Web 2.0 describes the next generation of online use. Web 2.0 identifies the consumer as a major contributor in the evolution of the internet into a two-way medium.
