company terms Flashcards
Media agency
helps businesses and advertisers plan, buy, and manage their advertising campaigns
Media agency – key functions
- Planning – determine the most appropriate media channels and strategies to reach TA
- Buying – negotiate and purchase advertising space or time on behalf of clients
- Ad Placement and Management – oversee the placement and scheduling of advertisements
- Audience Targeting
- Performance Tracking and Analytics
- Creative Services – ad design, production etc
Creative agency
focuses on creating and developing campaigns for businesses
Advertiser
promotes their product
such as Samsung, Loreal, Nestle
Publisher
place to display a message
such as BBC, Times, Forbes
SSP
supply-side platform
enables to sell ad inventory to advertisers
used by publishers
DSP
demand-side platform
allows to buy ad impressions across publishers
used by advertisers
RTB
real-time bidding
a process of buying/selling ad inventory based on the ad impressions
How RTB works?
- Ad Exchange – Advertisers and publishers participate in ad exchanges (online marketplaces) where advertising inventory is made available for purchase and sale.
- User Visit – user visits website -> ad space becomes available
- Auction – advertisers use DSPs to bid on available ad impressions.
- Bidding – Advertisers set bid amounts
- Ad Delivery – The winning ad is immediately served to the user’s device
Ad Exchange
digital marketplace, facilitates the buying and selling of advertising inventory in an automated and real-time manner
Ad inventory
total number of ad spaces available for advertising on a digital platform
Ad tracker
monitoring and measurement of the performance of online ads
Ad server
technological engines that allow advertisers and publishers to optimize, manage, and distribute ads across a multitude of paid channels
Ad Campaign
set of advertisements that focus on a single message
Rich media
dynamic and interactive form of online ad
In-stream video
is played within the content of a video
- pre-roll
- mid-roll
- post-roll
- skipable and non-skippable
Out-stream video (in-banner video)
displayed outside of actual video content, such as within non-video contexts
IAB sizes
a set of standard ad sizes for digital advertising
Intersticial
full-screen overlays
Responsive size
allows ads to adapt and display properly on a variety of screen sizes and devices
Display
how ads presented on digital platforms
images, graphics, text, animations, and interactive elements
Mobile
mobile devices or mobile technology
Brand awareness campaign
increase the recognition and familiarity of a brand among a TA
Performance campaign
designed and executed to achieve measurable and quantifiable outcomes – directly linked to KPIs and objectives
Types of performance campaigns
- Search Engine Marketing (SEM) Campaigns: targeted advertising on search engines to drive clicks and conversions.
- Social Media Advertising Campaigns: Paid social media campaigns designed to generate specific actions, such as clicks, sign-ups, or purchases.
- Email Marketing Campaigns: Targeted email campaigns with the goal of driving opens, clicks, and conversions.
- Affiliate Marketing Campaigns: Collaborative efforts with affiliates to promote products or services and earn commissions on sales or leads generated.
Social media campaign
leverages social media platforms to achieve specific business goals or objectives
Landing page (LP)
web page that you “land” on after clicking on an ad banner or a link in an online ad
provides more detailed information about the product
purpose – visitors –> customers
Tag
html thing
defines and structures the content of a webpage
VAST
Video Ad Serving Template
ensure that video ads can be served and played seamlessly across various video players and platforms
