Glossary

See Advertisement.

Ad Group

An Ad Group contains one or more ads. Once an Ad Group was created, the advertiser may add additional ads to that particular Ad Group, or may also delete existing ads within the Ad Group.

Ad Impression

An advertisement impression transpires each time a consumer is exposed to an advertisement (either prepended or appended to an SMS message, on mobile web or web page, within a video clip, or related media).

Ad Server

An ad server is a computer server that stores advertisements used in mobile marketing and delivers them to mobile site visitors and/or application users. Ad servers track and report several statistics about the mobile website and/or application traffic.

Ad Space

Any space within a mobile site or application that has been reserved for the display of advertising. Its dimensions and location within a mobile site or application typically define an ad space.

Any collection of text, graphics or multimedia content displayed and accessible inside an application for the purposes of promoting a commercial brand, product or service.

Advertiser

Individual or organization that places a paid promotion within media for the purpose of promoting commercial messages, goods or services.

Application (App)

Software solutions that power the business logic for mobile marketing initiative(s).

Banner

A banner is a hypertext link with a graphic element. In accordance with the MMA, banners come in four sizes:

Extra Large: 300 x 50 pixels; max file size 5.0 kb; file formats supported GIF, JPG, PNG.
Large: 216 x 36 pixels; max file size 3.0 kb; file formats supported GIF, JPG, PNG.
Medium: 168 x 28 pixels; max file size 2.0 kb; file formats supported GIF, JPG, PNG.
Small: 120 x 20 pixels; max file size 1.0 kb; file formats supported GIF, JPG, PNG.

Bid

The price an advertiser selects for his ad campaign. Advertisers can bid on either a CPM or CPC basis.

Carrier

A company that provides wireless telecommunications services.

Click

When a mobile subscriber interacts with (highlights and clicks on) an advertisement (banner, text link) or other actionable link, that has been served to their screen.

Click-through

The process that takes a mobile subscriber to a jump or landing page once the mobile subscriber has clicked on a link.

Click-through Rate (CTR)

A way of measuring the success of an online or mobile advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad on a Webpage by the number of times the ad was delivered (impression).

Content Guidelines

YOC Performance content guidelines characterise improper and prohibited types of content for utilised media, i.e. banners, text ads, URLs and landing pages. Please note: All ads that are not in accordance with these guidelines will be rejected.

Cost per Click (CPC)

The price paid by an advertiser for a single click on its ad that brings the end user to its intended destination.

Cost per Thousand (CPM)

A metric used to price advertising banners. Sites that sell advertising may guarantee an advertiser a certain number of impressions (number of times an ad banner is served and presumably seen by visitors) and then set the cost based on the guarantee, multiplied by the CPM rate.

CPC

See Cost per Click.

CPM

See Cost per Thousand.

CTR

See Click-through Rate.

Daily Budget

The amount an advertiser is willing to spend on an ad campaign each day.

Developer

An individual who develops an application or is responsible for the functionality of a mobile website.

eCPC

eCPC is the effective cost of each click, calculated by dividing total earnings by the total number of clicks.

eCPM

A useful reporting metric for measuring revenue generated across various marketing channels, eCPM or effective cost per thousand (mille) impressions is calculated by dividing total earnings by the total number of impressions in thousands. For example, if a publisher earns EUR 100 from 20,000 impressions, the eCPM calculation would be (EUR 100/20,000) x 1000 giving an eCPM of EUR 5.00.

Fill Rate

The percentage of ad requests that are filled with ads effectively.

Impression(s)

A business metric for counting the number of times mobile subscribers have viewed a particular page, mobile advertisement on a mobile internet site or embedded within a text message or similar mobile medium.

Inventory

The ad space that publishers offer for sale on their websites or other media property.

Landing Page

A secondary page to which a user is directed when they click on an ad, where they are provided additional information and/or a mechanism to make a purchase. The user is often driven to a landing page via an ad banner, link or other offer-related communication.

MMA

See Mobile Marketing Association.

Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Associations global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asian Pacific (APAC) branches.

Mobile Virtual Network Operator (MVNO)

A mobile service provider that leases/uses the network infrastructure of a major mobile carrier. Examples are: Ampd Mobile, which uses Verizons network and Boost Mobile, which us the Sprint/Nextel network.

MVNO

See Mobile Virtual Network Operator.

Page View

Unit of measure that tracks the number of times users load a particular web or WAP site/page.

Publisher

A company that provides mobile internet sites and/or facilitates the delivery of advertising via one or more mobile internet sites. Also, a publisher of mobile content, such as games and personalisation products.

Request

An ad request occurs when a users mobile phone browser or application requests an ad from the ad server, or a publisher system makes such a request on behalf of the user. There is one request per ad slot on a given user interface.

Return on Investment (ROI)

ROI is the ratio of money gained or lost on an investment relative to the amount of money invested. An advertiser may calculate ROI as the amount of revenue or value gained via a campaign versus the cost of running that campaign.

Revenue Share (Rev Share)

Each party behind the mobile marketing initiative splits the revenue derived from the mobile marketing program.

ROI

See Return on Investment.

Software Developement Kit (SDK)

A SDK is basically a library of software that helps you develop applications and utilities. It will include an API, some utilities applications and probably an installer. There will also be extensive documentation and examples.

SDK

See Software Development Kit.

Targeting

Various criteria to make the delivery of a mobile advertisement more precise (age, gender, geographical, day parting, household income, etc.).

Text Ad

A static prepended or appended text attached to an advertisement.

Tracking

The ability to assess the performance of a mobile campaign.

WAP-Site

A website that is specifically designed and formatted for display on a mobile device.