Nomenclature
General
Carrier – The service provider for a particular handset or service plan (Verizon Wireless,
Cingular, Sprint Nextel, etc.).
Handset – Manufacturer and model of phone (e.g., Motorola, LG, Samsung + model
number).
Screen size – Amount of display space a particular handset offers.
Wireless Web or Internet – The common term for Internet use on a wireless phone. The
wireless web offers users the ability to do such things as play games and trivia, search for
information, look up telephone numbers and addresses and do their banking and shopping,
all on their wireless phone. Also called Mobile Web or Mobile Internet.
Formats
WAP – Wireless Application Protocol. A protocol developed to allow efficient transmission
of optimized Internet content to wireless phones.
WAP 1.0 – WAP version 1 relied on the WML markup language and special protocols
designed for ultra-efficient transmission of content to limited devices over limited
connections.
WAP 2.0 – Relies on a new set of standards that are more in line with Internet standards.
Using xHTML, carriers, content providers and media companies can present content and
functionality in more robust formats on powerful devices via faster wireless technologies.
Mobile Web (WAP) Ad Components
Combination Ad – A potentially clickable ad consisting of an image and text.
Landing Page – A secondary page a consumer is taken to once they click on an ad in order
to give or receive additional information pertaining to the offer of interest.
Image Ad – A potentially clickable ad consisting of an image only.
Page view – Each time a subscriber requests a new page of content a Page View is
recorded.
SMS – A text message used to deliver relevant information or confirmation of participation in
a particular campaign initiative once a consumer has opted-in to a particular offer. SMS
messages are limited in size – a max of 160 characters and no images.
MMS – Multimedia messaging that is used to deliver text, pictures, audio and/or video
messages once a customer has opted in to a particular offer. MMS allows for greater
creativity and richness.
Text Ad – A potentially clickable ad consisting of text only.
Mobile Web (WAP) Campaign Types
Branding – A non-clickable ad that serves to reinforce the advertiser’s brand.
Click to Call – An ad where a call to an advertiser can be initiated from the landing page
without a user inputting a phone number.
Coupon – An ad where a text coupon code can be delivered via SMS or MMS, or displayed
on the landing page.
Data Collection – An ad where an e-mail address or a phone number is collected by the
advertiser in order for additional requested information (coupon, event details etc.) to be
delivered to the recipient.
Locator – An ad where a brick and mortar location for an advertiser (i.e., Radio Shack, Ford)
can be identified based on proximity of the consumer or their preferred location (can be
GPS/LBS or user defined postal code).
Offer Based Ad – A clickable ad that typically has some type of offer.
Mobile Web (WAP) Campaign Operations
Dynamic Ad Delivery – The process of a mobile ad being delivered through a campaign
management platform to a publisher’s mobile phone content based upon predetermined
criteria.
Optimization – The process of modifying a campaign so it will perform more favorably for
the advertiser.
Placement – The area where an ad is located within a publisher’s mobile content.
Reporting – The results of a campaign broken down by various criteria (impressions
delivered, click-through rate, etc.).
Site Tagging – The process of inserting ad tags into a Mobile Web (WAP) site that allows a
mobile campaign management platform to deliver advertisements to the site.
Targeting – Various criteria to make the delivery of a mobile ad more precise (age, gender,
geographical, day parting, household income, etc.).
Tracking – The ability to assess the performance of a mobile campaign.
Ad Measurement Criteria
Acquisition Rate – Percentage of consumers that were “acquired” (typically refers to giving
a phone number or e-mail address) for a particular campaign.
Ad Impression – An ad impression is recorded each time an ad is displayed on the user’s
handset screen. The process goes like this: while a subscriber is browsing a data product,
ads appear within the content. The ads are then sent to the users screen by an ad server
that reacts to “calls” from the mobile content provider.
Click – When the user interacts (highlights and clicks) on the advertisement (banner, text
link) that has been served to their screen.
Click-through – Each time an ad is clicked on to take the consumer to a jump page for more
information or to take advantage of an offer.
CPM (Cost per thousand) – CPM is used by marketers (not just Internet marketers) to price
ad 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.
Impression – Each individual page view on a mobile publisher’s site.
Redemption – The number or percentage of consumers that actually took advantage of a
particular offer.
Unique user – A unique user is a specific subscriber. Every mobile phone user has some
sort of alpha and/or numeric code (not personal subscriber data like name or phone number)
that is sent with each ad request. These unique identifiers are used to determine how many
“unique users” view each ad.
Print | posted on Friday, May 18, 2007 4:04 PM