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| Path: Main Street : Info for Advertisers : Banner Ads : The Jargon Defined |
| Advertising Links Introduction and FAQ Maximizing Effectiveness Audience Demographics Tech Specs Creative Services Rate Card The Jargon Defined Phone: (416) 574-2480, Fax: (416) 946-1772, or e-mail steven@charityvillage.com
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The Jargon Defined
Like any field, this one is also full of obscure terms. We hope this clears them up for you. Banner AdA small, graphic billboard that is mounted on a web page. It is usually linked to a web site or advertising page that provides more information about a product, service or event. The prevailing standard size is 468 pixels wide by 60 pixels high, and we conform to that standard. Take a look at some of the banner ads we've created.Click-throughsThe number of people who arrive at your web site as a result of clicking on a banner ad.Click RateThe percentage of people who, having viewed a banner ad, actually click on it for further information. Click rates for consumer products and services seem to range from 0.36% to 1.4% of people viewing the banner ad. However, newly-mounted banners offering a concrete benefit (e.g. a free offer) and eye-catching graphics can produce click rates of 5 - 8%. Rates as high as 13% have been recorded, but that is extraordinary. For specialized products and services of direct interest to the site's audience, advertisers can expect click rates in excess of 2%.HitThe accessing (downloading) of a file from a web server. Such a file may be a page of information or a graphic.ImpressionsThe number of people who actually view your banner ad.Mounting DateThe date that a banner ad "goes live" on one of our web pages.Web SiteA suite of files (pages) published by an individual or organization, and hosted on a server connected to the World Wide Web. Anyone with an Internet account that includes access to the World Wide Web may use browser software (e.g. Netscape Navigator or Microsoft Explorer) to download these files to their own computer for viewing.
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