In part one of Jargon Buster - we introduced you to eight advertiser/marketing terms and explained their meaning. In part two we reveal the final eight common terms that will hopefully help you to navigate through the lingo like a pro. Some of the terms below are metrics used to measure online advertising, and others are types of digital advertising that you will no doubt have come across.
CPM: Cost per Mille - is the cost per thousand advertising impressions. Display advertising is commonly bought on a CPM, with advertisers paying publishers a set amount for every 1,000 views of their ad.
Programmatic Buying: Programmatic buying - involves computerized, algorithm-driven trading that allows for quick buying of ad impressions according to pre-set parameters. (Business Insider)
MPU: A Mid Page Unit - is an online advert that usually sits within online editorial content. The idea behind an MPU is that because it sits right in the middle of the content being viewed, it’s more likely to be read. It may also be more likely to compromise the content because the reader may find it distracting or invasive.
Pre Roll: Pre Roll - is a promotion or video advertisement that is played before the content the user has selected to view. These can usually be skipped after 5 seconds but can last up to 3-4 minutes.
RTB: Real Time Bidding - is a style of programmatic buying in which digital advertising opportunities are auctioned off in real-time. (Business Insider)
DMP: Data Management Platform - allows you to compare your first party data with third party data to help make more informed and strategic media buying and campaign building decisions.
Bounce Rate: Bounce rate - is an important element in identifying what content is working for you and what isn’t. A bounce occurs when someone clicks on your ad and then closes again without taking any further action. For example, you may have a well written ad that links to irrelevant content, or takes the viewer to entirely the wrong page. Because the viewer hasn’t been taken where they expected to go, they will likely click off, registering a bounce.
Native Advertising: is advertising content within a website that looks and feels natural in its format and style. The advertising is valuable and contextual to the point that it exists as part of the content, not separate from it. There are many views and interpretations of the native advertising buzzword and how it’s being implemented across content platforms.
So there you have it, 16 mind boggling terms have hopefully been made clearer. If you have any advertising/marketing mumbo jumbo you want us to break down and help you understand please comment below. For a complete deconstruction of native advertising head to our white paper on the subject.