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Glossary of banner design terms
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Call to action
A banner with some type of feature that is meant to generate an intended
response by the viewer. A call to action could involve the choice of
wording inside the banner or the end result of an animated piece. The
intended result could be simply clicking on the banner, or it could
involve a subscription, registration or purchase.
A call-to-action banner is the opposite of a passive
banner.
Campaign
A banner or group of banners displayed online which are measured together
for their effectiveness.
CASIE
Coalition for Advertising Supported Information and Entertainment.
Founded in 1994 by the Association of National Advertisers (ANA) and
the American Association ofAdvertising Agencies (AAAA) to guide the
development of interactive advertising and marketing.
Click
Action of clicking with a pointing device to change current setting
of a page.
Click through or Click thru
A measurement of response to a banner. A click through happen when
a user clicks on the banner and is sent to the advertiser's
place.
Click throughs or Click thrus
The number of times a banner is clicked on during a given period and
taken to the advertiser's intended location. Each time a user clicks
on an ad banner, one click-through, or click, is registered
Click-through rate or Click-thru rate
The percentage of times a banner ad is clicked on out of the total
number of ad views. For example, if a web page containing your ad is
seen by 1,000 users and 20 clicks are made on the ad, the click-through
rate is 5 percent. Abbreviated as CTR.
Clicks-to-sales ratio
The amount of revenue generated directly from a banner's click-thrus
divided by the actual number of click thrus. Sometimes referred to as
a click-to-buy rate.
Column ad
A banner ad that is more tall than it is wide, with the dimensions
of 150 x 800 pixels. Commonly placed on the right side of a web pages.
Column ads are also known as vertical or skyscraper banners. Click to
view a typical column ad.
Conversion
A desirable action that follows the initial click on a banner. This
desirable action could be a sale, or a registration, or simply having
the viewing go to a certain page on the site or staying on the site
a certain amount of time.
Creative
The graphic format of a banner. Determines if the banner is a GIF file,
and HTML file, or a type of rich media file.
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