800.522.1660
information@mediassociates.com
information@mediassociates.com
Media Dictionary
- Backlit units: In outdoor advertising, ad structures illuminated from the inside or backside at night.
- Backmatching / List Match Back: A measurement system used in direct marketing where the list of people reached by a media is compared to the list of respondents. For example, if a direct mailing reached 10,000 homes and 500 people on the list responded, comparing the list of people reached vs. the list of people who responded would find with some accuracy that the campaign had a 5% response rate. Backmatching is useful in tracking unique people through the entire marketing and sales funnel from impression to response to lead to sale as a new customer.
- Banner Advertising: In online advertising, the use of different-shaped graphics placed on a web page to advertise a product or service. When users click on the banner ad, the image may expand, play a video, or take the user to a desired web page.
- Behavioral Targeting: In online advertising, the placement of banner ads that run over a network of hundreds or thousands of web sites, so that the ads only appear to users who fit a specific demographic profile or behavior. For example, banner ads for financial service products could be shown only to web users who have previously read articles on saving for retirement. See Retargeting.
- Billboard (aka Outdoor or Out-of Home): A large format outdoor display designed for viewing from more than 50 feet away. Billboards have several sub-terms based on size: Bulletins, the largest formats typically 14' high by 48' wide; Eight-Sheet Posters, smaller outdoor panels typically 6' high and 12' wide; and 30-Sheet Posters, outdoor panels typically 9'6" high and 21'7" wide. Bulletins are typically located off of major highways and posters are usually found on secondary roads in more suburban communities.
- Bleed: Advertising creative where the photo or image "bleeds" off the page, and is cropped, giving the illusion the image runs to the edge of the advertisement.
- Blog: A form of web site that is easily edited and where entries are posted in chronological order with the most recent essay at the top. Blogs were formerly called weblogs and evolved from online journals in the 1990s. By 2007 there were more than 110 million blogs worldwide and the format began to merge with traditional media, as bloggers became more skilled, some hired staff, and many began breaking "real news."
- Blogosphere: Slang for the concept of millions of blogs, or personal web pages, on the internet. The "blogosphere" does not exist, it is merely a concept of all the blogs on the internet.
- Bounce rate: A term for the number of online users who reach a web page and immediately leave the page without clicking further into the site. Bounce rate is an indicator of the lack of relevance of a web site; for example, a web site with a 90% bounce rate would have 9 out of 10 users leaving after seeing the first web page.
- Brand: The name, term, symbol or design that sets a product or service apart from other competitors. In a broader definition, brand symbolizes the customer's perception of and experience with the product or service. In marketing, brands emerged in the 19th century as packaged goods companies such as Kellogg's sought to convince consumers they could trust a product that was not made locally.
- Brand Extension: The strategy of expanding a brand known for one type of product to a new product category; for example, the extension of the Mars candy brand to ice cream, or Swiss Army from pocket knives to watches.
- Bulletin: The largest format of outdoor billboards, typically 14 feet high by 48 feet wide.
- Bus Panel: In outdoor advertising, ad units attached to the inside or outside of a public bus.
- Bus Shelter / Transit Shelter Panel: In outdoor advertising, a standard backlit ad panel built into freestanding structures at bus stops.
Ask A Quick Question
White Papers
Read our thoughts on ad measurement and other emerging media trends.
download and view our pdfs
Blog Feed
Apple predicts the death of the CD Google use down 17%. Is tide of search going out? Reality within Planning media to differentiate response With free Gmail calls, Google smacks AT&T
