A/B testing refers to a methodology used by marketers to test two different treatments of a given ad unit, typically isolating a difference in things like email subject lines, headlines, layouts or colour treatments. In A/B testing, the control is typically the creative treatment currently in use and tested against a new variant to better optimise a given campaign. A/B testing helps determine which treatment works better based on key performance indicators like open rates, click-through rates and conversion rates.
A term derived from offline print media, “above the fold” originated from newspapers where the most important story or image appeared in the top half of the newspaper. Despite its print origins, this phrase has also been applied to digital media. Traditionally describing a PC viewing experience, the phrase “above the fold” referred to whether web content was displayed without requiring a viewer to scroll down on a web page. Given the proliferation of devices, particularly the penetration of smartphones and tablets in the UK, this phrase is fast becoming outmoded.
A method for customers to access digital media. Depending on usage of term, it may consist of hardware and/or a browser.
A company providing services to enable a company or individual to access the Internet. Access Providers are divided into Internet service providers (ISPs) and online service providers (OSPs).
Percentage of participants who opted in to participate in a digital campaign. The acquisition rate = total participants/total audience.
A script engine first developed by Microsoft that provided the framework for dynamically generated web pages, usually denoted by an .asp file extension.
A software framework developed by Microsoft that supports content downloads from a network, like the World Wide Web.
The format, design and content in a particular unit of advertising. In digital media, ad creative may refer to a specific email, a display banner, a video or other piece of branded content.
“Defined space on a Web page available for adverts.”
A contextual ad serving platform ran by Google which allows webmasters to create an income stream by placing ads on their sites.
An advertising network ran by Google to allow advertisers to place ads across Google products. Adwords is Google’s #1 income stream.
A website or computer application that pulls together information from diverse sources. There are different types of aggregators, in the advertising industry, these notably include content, data, news, social media, and/or video aggregators.
A measure based on traffic to a website. The lower the number the better. For example a website with an Alexa rank of 40 gets more traffic than one ranked 200.
A set of rules established for making a calculation. Online, algorithms are commonly used to determine the listings shown via search engines and for automated methods of ad trading and delivery.
The ALT tag or ALT text is a bit of HTML code that is added to an image. This is the text that appears when you hold your mouse over an image on a website.
Detailed statistics about website or app usage patterns, used by marketers to optimise advertising campaigns, improve user experiences, and understand customer behaviour. One of the most commonly used tools worldwide is Google Analytics, with basic features available for free and premium features available for a fee.
The words forming a text-based hyperlink in web content. In terms of best practice for user experience and for search engine optimisation (SEO), the anchor text should accurately reflect the content users will find if they click on the hyperlink.
One of the world’s most widely used smartphone platforms, Google’s official, open source, mobile operating system.
“A graphic that creates the effect of animation by rotating through a series of static images.”
Software solutions that allow PCs, smartphones and tablets to perform useful functions beyond the running of the computing device itself. Commonly called “apps” when referred to in the context of smartphone and tablet devices.
In the past, software was frequently stored on a physical medium and uploaded directly to specific machines. Instead, computer services and software can be hosted by a given vendor, or ASP, and accessed by clients via the internet.
Also known as “churn rate,” this can be used to reflect the percentage of consumers who abandon each stage of the purchase process from exposure to an ad to the point of conversion or, for subscriber-based business models, the percentage of customers who stop using the product or service. This percentage is an important part of evaluating the return on marketing investment and/or customer lifetime value modelling.
“The bringing together of real and virtual elements”.
Authentication is the process of attempting to verify the digital identity of the sender of a communication such as a request to log in. The sender being authenticated, often referred to as the principal, may be a person using a computer, a computer itself or a computer program.
The overall authority a website has based on a range of factors such as popularity, traffic, backlinks, social media shares and so forth. The more popular a website is, the more authority it has.
Google Authorship is used to identify the author of a particular piece of content on the web via their Google+ profile and Authorship rich snippet markup.
Automating a manual task with a bot such as filling in a web form, signing up to websites, submitting content and so forth.