Publicitas in Switzerland

AdImpression
Parameter that states the number of sight contacts with an advertising message in the World Wide Web and therefore the number of users that came into contact with the advertising message within the stated period. Here we discern between the "graphical" AdImpression, which measures the number of transmissions of the graphic advertising banner, and the "textual" AdImpression, which refers to the transmission of the corresponding, alternative text advertising message (also see AdView, PageImpression).

Affiliate Marketing
Marketing cooperation, in which an online retailer opens up a new distribution channel via the website of a partner (affiliate). The affiliate receives a commission for each user who accesses the website of the retailer via the partner site or shops there.

Animated GIF
Special GIF format that plays back several individual frames and achieves a kind of flip-book or animation affect in this way.

B2B
Short for "business-to-business": A B2B solution denotes an e-business strategy geared towards business customers. Often websites are used here that only provide information (extranets) to registered users after login access (frequently personalized). The promotion measures for B2B websites differ pronouncedly from those for B2C offers: These websites focus much more on personal contact and banner advertising is only encountered very rarely.

B2C
Short for "business-to-customer": A B2C solution denotes an e-business strategy geared towards private customers. Due to the fact that the private customer business is much more frequented by anonymous occasional customers than the business customer sector, public web offers in the Internet are generally used here. The corresponding website promotion is operated for these web offers.

Banner
Short for "advertising banner": Graphically designed, rectangular advertising space in the World Wide Web, which is located in the web content of the advertiser with at least one hyperlink and placed on a website with editorial contents. Besides static advertising banners, there are also animated banners as animated GIFs. In addition, there are also banners with more complex interaction forms based on HTML, Java, JavaScript, Shockwave or other concepts.

Visitor
Name for the user of a website.

Burnout effect
Term for the loss of attractiveness of a banner that is experienced by the user due to excess switching time. This results in a reduction of the click rate for the advertising material.

Button
Small graphic advertising spaces are called buttons in online marketing. They are a special type of banner, often contain a hyperlink and may be static or animated.

Conversion rate
The term "conversion rate" describes the ratio of visitors to "users" of a website. A study by Forrester Research proves that the conversion rate is the decisive indicator for the success of a website. "Usability" in terms of the conversion rate denotes both a purchasing operation as well as a simple registration on the site. The higher the conversion rate, the better, more varied and less expensive the products that can be purchased in a web shop. The usability of a website is the largest influencing factor for the conversion rate: If the offers are tempting but the actual purchasing transaction is confusing and complicated, the conversion rate sinks as well.

Cookie
A cookie is defined as the status information deposited by a remote web server on the user's PC as a text file when calling up a website in order to identify this PC. This status information is transmitted back to the server when calling up the site the next time. Cookies mainly serve to secure conditions in the WWW. However, they can also be applied to identify users and create user profiles. Cookies cannot select or delete other files on the hard drive.

CPC
Short for "cost per click": This value describes the costs per actual referral to the advertising customer's website.

CPL
Short for "cost per lead": A lead denotes the complete contact address of a user stated in the scope of a sweepstake, a survey or general feedback. This value is a quasi-description of the costs per collected address.

CPM
“Cost per mille” English term for the cost-per-thousand-impressions.

CPO
Short for "cost per order": This parameter serves to determine the cost share per placed order or purchase on the advertising customer's website.

CTR
Short for "click-through rate": The CTR denotes the relation of the sight contacts with an advertising element to the number of clicks on this element within a certain time period. Even a CTR of five percent is considered excellent.

Cross-media
This is content linking of individual communication instruments to achieve added communication value for the brand with a uniform market appearance. Cross-media campaigns do not focus on classic or new online media but interlink different types of media in an integrated communication strategy.

Default banner
Verbally speaking: "non-fulfillment banner"; default banners are house advertisements which are activated when no banners were sold.

Deep link
Hyperlink that does not lead to a homepage but to a "deeper" page of a website.

DHTML banner
Short for a "Dynamic Hypertext Markup Language" banner, which is the advanced development of the classic HTML banner. It combines different technologies enabling interactive banner design. DHTML banners can only be displayed by fourth generation browsers and above and therefore do not have high coverage yet.

Domain
The address of an online offer in the World Wide Web. This address is displayed in a format that denotes the owner of the address hierarchically structured.  The domain is part of each URL.

E-commerce
E-commerce or electronic commerce is a subset of e-business and denotes the trade with commercial or private customers in the Internet. All digital products like software, for example, can be sent directly via the Internet. In principle, all goods can be traded via the Internet. Online auctions are especially popular with consumers.

Flash banner
A banner similar to an advertising clip with flowing animations and transparency; may also contain sound or interactive elements. However, the flash banner does not have the volume of a shockwave banner.

Frame
A website may be divided into several frames. For example, a frame with the navigation elements also remains visible when new pages are called up in another frame.

HTML
"Hyper Text Markup Language" is the page description language for the computer display of WWW pages.

Hyperlink
A cross-reference in HTML documents that contributes to the linked structure of the World Wide Web and which enable navigation between the individual documents with a mouse click in a browser. Hyperlinks are the basis for the non-linear organization and electronic relay of information linked with each other in an interrelated context.

Internet
Internet is the name of the publicly accessible, global computer network on the basis of TCP/IP technology. Besides e-mail communication and the World Wide Web, the Internet also provides services like newsgroups, file transfer, remote access to other computers and much more. Contrary to Extranets and Intranets, which are based on the same technology, Internet contents are generally publicly accessible. Access restrictions are not made for secrecy purposes but rather much more to generate user profiles. This concept is frequently applied in B2C communication (also see Intranet).

Interstitial
Intermittent advertising as an online advertising form in which a website with mere advertising character is switched between two content websites. Interstitials interrupt a user's visit to a website independent of his behavior and can be compared to advert breaks on TV, for example. When calling up a certain HTML page, the user first sees an interstitial which fills out the entire screen in extreme cases.

IP address
Net address of a computer with Internet access.

JPEG
"Joint Photographic Expert Group" is a standard for coding and compressing individual images in multimedia applications. Image files in JPEG format have a compression rate of up to 20:1.

KB
One kilobyte is exactly 1024 (210) bytes.

Key word
(Search word, e.g.) A search operation is defined with a key word in database research.

Key word advertising
Online advertising in search engines, generally in the shape of banners. With keyword advertising, the advertising banner is not randomly shown on the result page. Instead, the advertising company defines the respective search terms. This ensures a strong affinity between the search request and the advertising banner on the result page (see banner, search engine).

Click
A click is generated by the actual activation of a hyperlink or banner with which the user jumps to the linked target page. A visitor who calls up three pages of the offer on the website, each one of them consisting of exactly ten individual elements (including the HTML file itself), generates 30 hits, three page views and one visit.  However, the user only generates a click when they actually click on a banner or a hyperlink.

Convergence
A theory in which the functionality of computers, Internet, telecommunication and TV are increasingly merged and result in one single terminal device for telephoning, surfing, mailing, chatting and watching TV. In reality, different terminal devices uniting partial functions are probably more pragmatic.

Microsite
A microsite is an independent small Internet presence separate from the actual website. It mainly serves as access point for promotion campaigns. It is integrated in another website as an ad and generally serves as an interactive order and/or information instrument.

PageView
Another name for PageImpression.

PageImpression
Sight contact with a website. States how many complete page callups were executed. A completely loaded web page therefore generates a PageView, independent of the number of contained elements or called up files.

Portal
A portal website is a website that aims to represent a "gate to the Internet", meaning an initial starting point for surfing in the World Wide Web. Portals aim to fulfill the same function for the Internet as homepages for websites.

Rich media banner
A multimedia banner into which functions like games or feedback forms or even video and audio elements can be integrated.

Session
Time limited access to a site. A new session starts when there was no new page access within 20 minutes.

Skyscraper
Advertising space in portrait format; most frequently placed on the right next to the editorial environment. Due to their large format, skyscrapers offer lots of space for information.

Search engine
Important service in the World Wide Web enabling the search for websites using a combination of search terms. A search engine serves for traffic control. Providers must register their websites with all relevant search engines. As a rule, this registration is free of charge.

Streaming
Transmission of multimedia contents from a server to a client without buffering. Display of a video transmitted video starts immediately, while without streaming, the entire file first has to be transferred to the client before playback can start.

Targeting
A term for target group oriented advertising. The aim of targeting is to limit the recipients of the advertised product as much as possible to the desired target group in order to optimize the advertising effectiveness and minimize scattering losses.

TKP
German acronym for «Tausender-Kontakt-Preis»: In English speaking countries referred to as CPM “Cost per mille” i.e. cost per thousand impressions. Also applied in classic print and media advertising, this term denotes the costs per thousand sight contacts in connection with an advertisement. In the case of banner advertising, this means the costs for 1,000 AdImpressions.

Traffic
Denotes the demand of the users for a certain online offer. The higher the traffic, the more page calls.

Unique users
Number of individual and independent users visiting a web offer. This number cannot be recorded directly in the Internet, because the log file only distinguishes the (dynamic) IP addresses of the visitors.  Therefore it is only possible to distinguish between new and recurring visitors of a website when working with access restrictions and cookies.

Visit
This parameter denotes the number of visits to a website. It returns an absolute value for the number of contacts, but cannot distinguish between new and repeat contacts.