Media Platforms & Technology Glossary
Media Platforms & Technology
Incrementality
Measures the impact of a single variable on an individual user’s behavior. For digital display marketing, it is most commonly used to measure the impact of a branded digital ad (exposed group) against a Public Service Announcement (PSA) ad (control group). The lift is measured as the percent difference between the two. Incrementality demonstrates the […]
Media Platforms & Technology
Incrementality Testing
Measuring how a specific marketing event (e.g., site conversion) was causally influenced by a media channel or tactic, in this case display, over a set time period and budget to isolate the impact of a particular (digital) advertising tactic on sales. This methodology involves serving a PSA placement to a control group and a branded […]
General Advertising
Independent Agency
Independent agencies are advertising agencies that are not owned by holding companies or beholden to controlling ownership.
General Advertising
Influencer
An influencer has the ability to affect purchasing decisions by their audience because on knowledge, relationships and visibility. Influencers can have any role and be in any industry. Social media platforms are often home to influencers and their large followings.
General Advertising
Influencer Marketing
Influencer marketing relies on brands partnering with credible or popular individuals with large social followings to promote a brand’s authenticity and authority.
Media Buying
Insert
A one-page or multi-page print advertisement that is distributed and inserted into a publication.
Media Buying
Insertion Order
Written authorization from the advertiser or agency to a publication. Orders specify cost per ad, size, publication dates as well as any request for special position.
General Advertising
Instagram Stories
Instagram Stories is a feature of mobile social-networking app Instagram that allows users to post photos and videos that vanish after 24 hours. Stories can be adorned with hashtags, stickers and polls.
General Advertising
Interactive Advertising Bureau (IAB)
The Interactive Advertising Bureau, or IAB, is an advertising business organization that conducts research, publishes best practices and offers education for its member companies. IAB focuses on digital advertising and marketing.
Digital Media & Advertising
Internal Links
Internal links go from one page on a website to another page on the same website. These links help guide people to relevant pages.
Media Buying
Internet Radio
Audio streamed over a network rather than received as a signal from a particular physical location.
Media Buying
Interstitial
A type of digital advertisement that is displayed between two pages of content.
General Advertising
Interstitial Ad
Interstitial ads appear during navigation from one webpage to another, after leaving Page 1 but before Page 2 loads, during transitions or between activities in an app or other digital content. Interstitial ads can appear in the same browsing window or in its own.
Media Platforms & Technology
IP Address
The identifying number that is tied to a person’s home internet connection.
Media Buying
Island Position
A print advertisement surrounded entirely by editorial and not other ads.
Media Buying
Key
A code placed in an advertisement to facilitate tracking data.
Digital Media & Advertising
Key performance indicator (KPI)
The metric or metrics you want to use to measure the success of a campaign. You choose KPIs based on the ultimate goals of the campaign.
Digital Media & Advertising
Keyword research
The process of using data to determine what keywords users search when trying to find your business. Keyword research helps you identify the right terms to target your ads and reach the right people.
Digital Media & Advertising
Keyword:
A word or phrase relevant to a topic that advertisers choose to target to reach people who are likely to search those terms. If a user searches a keyword, ads targeting those keywords will appear in search results.
Digital Media & Advertising
Landing page
Pages explicitly built for advertisers to take users to once they click on a paid search or display ad. To get the best results from an advertising campaign, a custom landing page works best for keeping leads focused.
Digital Media & Advertising
Lead
Someone who expresses an explicit interest in the products or services you offer. Leads are often people who give you their contact information through a form submission on your website.