When it comes to online advertising, there are certain words you should know and there are certain words you need to know.
The words you should know are the ones that have been circulating for decades in the advertising industry, some of them for even a century. Words like full-page advertisement, words like direct mail marketing, words like television commercial, and words like public service announcement.
By and large, these words and the so-called “old media” they represent, are going by the wayside, as they are replaced by a glossy new set of new media terms, a glossary in online advertising.
The Marketing Communication master’s concentration prompts you to analyze consumer behavior, conduct market research, and engage the power of brands and messages in order to develop powerful digital marketing strategies. Evaluate various tactics, measure their effectiveness, and explore the intricacies of working with or in complex, multi-functional teams to execute compelling marketing campaigns.
You’ll learn to:
Design, manage, and measure persuasive, integrated, digital marketing communication campaigns
Assess the current scope and predict future trends in traditional, social, mobile, email, search, and digital marketing
Measure traditional and digital marketing communication efforts and create plans to adjust future campaigns based on results
Create strategies to elevate an organization’s or client’s marketing and branding efforts
You need to know your way around these terms to secure one of the best jobs in online advertising, an industry that is increasingly defined by the an online advertising vocabulary.
So using what we know about using that vocabulary in our own online working lives, we came up with this glossary of the words you need to know to secure one of the best jobs in online advertising, for 2017 and beyond.
Glossary of Online Advertising Terms
Short for “advertising technology.”
Any tool or application for researching and delivering targeted online advertisements
Group of platform or software that hosts automated buying and selling ads through a machine-based ad network (i.e. Adobe Advertising Cloud)
AdTech companies work to add value to ad delivery process through consolidating and automating inventory and workflow processes, allowing them to reach targeted audiences at a larger scale.
2. Affiliate Marketing
(noun) /əˈfɪliˌeɪt ˈmɑrkətɪŋ/
Process of earning a commission on profits through promoting another company’s products and services.
Online advertising relationship consisting of 3 components: advertiser or company selling products or services; publisher or entity that promotes via links, banner ads, or phone numbers, the advertiser’s products in exchange for a share of profits; and consumer or the person buying the advertiser’s goods or services through the publisher’s promotion.
3. Branded Content
(noun) /ˈbrændɪd ˈkɑntɛnt/
Also known as “branded entertainment,” not to be confused with Native Ads
Form of online advertising that generates content to promote a brand that in turn funds the content’s production.
Often presented as different from traditional marketing, as branded content most often appears online rather than on TV or in magazines. Typically must include the label “sponsored.”
Example: An article written in the style of and to the audience of an online publisher, but by a separate company selling a product.
4. Customer Relationship Management
(noun) /ˈkʌstəmər riˈleɪʃənˌʃɪp ˈmænəʤmənt/
Often shortened to “CRM”
Practices, strategies, and technologies used to manage and analyze customer interactions and data during a customer’s lifecycle in order to improve business relationships, customer retention, and drive sales growth.
Examples of CRM software include: Salesforce, Oracle, and Microsoft Dynamics
5. Direct Email Marketing
(noun) /dəˈrɛkt iˈmeɪl ˈmɑrkətɪŋ/
Email-based marketing campaign in which advertisements are sent to targeted recipients using text, HTML, rich media, and Web-based ads.
Used to keep business owners and consumers connected through persuasive arguments to purchase, subscribe, or download products
6. First Party, Second Party, and Third Party Data
First Party Data: Retrieved from customer relationship management platforms, website and paid media content, and cross-platform data. Includes information about online customer behaviors, actions, or interests.
Second Party Data: Statistics related to cookie pools collected from external publications and platforms, provided from an online source.
Third Party Data: Sourced from external providers and aggregated from a number of websites; businesses sell third-party data through a variety of distribution avenues, both online and offline.
7. Google AdWords
(noun) /ˈgugəl æd wɜrdz/
Advertising service developed by Google, where advertisers pay for copy, products, and video to be displayed within Google ad networks.
Cookie and keyword based advertising system in which Google places paid online advertisements, including display ads, video ads, search ads, or app ads, on relevant pages at local or global levels.
Short for “marketing technology.”
Platforms or software that manage marketing data and automated marketing processes (i.e. Oracle Marketing Cloud)
Refers to large number of tools, platforms, processes, applications used to market online products and services (i.e. social media marketing, content market, email marketing)
9. Media Kit
(noun) /ˈmidiə kɪt/
Also known as a “press kit.”
Promotional tool containing information about a business, product, or event used to give a company/event to present itself to the public
Often includes: an introduction to the business, product, or event; mission or manifesto; testimonials; FAQs; notable clients; available services; rates and pricing; and contact information.
10. Mobile Ad
(noun) /ˈmoʊbəl æd/
Also known as “mobile advertising.”
Types of advertising designed for mobile devices that include push notifications, image text or banner ads, click-to-call ads, and click-to-download ads.
Advertisements on mobile devices that direct users to Appstore (i..e iTunes or Google Play), to call a phone number, or to open and/or re-direct user’s browser.
11. Native Ad
(noun) /ˈneɪtɪv æd/
Form of paid media advertising that maintains a natural user experience in regard to form and function.
Improves on methods of product placement or embedded marketing by merging product with content.
Categories of native ads include: in-feed ad units, search ads, recommendation widgets, promoted listings, or In-Ad (IAB Standard).
12. Search Ad
(noun) /sɜrʧ æd/
Short for “search advertising;” alternative to SEO and SEM.
Method of placing advertisements on websites within search engine results through targeted keywords.
Revenue most commonly gained through cost-per-click revenue stream that requires keyword optimization.
Need to know more words to work in online advertising? Find an affordable bachelor’s, master’s, or certificate degree program that works for you.