There
are a lot of new buzz words floating around the digital media landscape. Half
the time I know what people are saying, “optimize”, and other times, not so
much, “sticky.” Below is a little lingo tutorial to help decode what digital people
are saying.
KPI: Key Performance Indicator is a type of
performance measurement. It evaluates the success of a particular activity in
which it engages.
Native Advertising: Much like a print
advertorial, this is an ad that is made to look like a part of the website. It
may be a sponsor of a popular section of a website or an actual editorial piece
on a designated page. These ads will be marked as advertising.
Optimization: This is a fancy way of
saying that changes were made to a campaign to make it better. For example,
changing up keywords, demographics, geographic targets, and/or creative.
Programmatic
Advertising: This
is a software program that is used to purchase digital advertising rather than
working with vendors.
Stickiness: This is the amount of
time spent on a website over a certain amount of time.
These
are just a few of the many digital terms in use today. In general, buzz words
tend to fall into the categories of Return on Investment measurement (success),
the process in which ads are served (ad format), the method in which ads are
purchased (vendors), and the manner in which ads are maintained (back-end
reporting and managing).
If
in doubt, use the word “optimize” as it tends to work in a lot of digital
advertising conversations.
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