All posts tagged ‘advertising’

File Under: Glossary


An Interstitial is a web advertisement that appears on its own page, typically in between “content” pages. Interstitials are typically not clickable (or are linked to the page you’d originally hoped to reach), but are usually buffered by a similar, smaller advertisement on the subsequent content page that allows you to investigate the advertiser’s product. By mid-1997, interstitials were at the top of every advertiser’s want list, but have lost popularity since then.

File Under: Glossary


A conversion is a marketing term describing when a perspective client fulfills an intended action.

For example, when you click on an advertisement, you have committed to a trial. If you create an account or share information, you’ve been acquired. If you buy something or commit fully to the product, you’ve made a conversion.

Directly related to trial and acquisition

File Under: Glossary


A pageview – a single screen of content – refers to the sum total of what a user sees in a browser window. Before frames came along, pageviews were a hell of a lot easier to explain and to track:the page you saw was one simple page of content. But frame-based pages are comprised of a whole mess of documents. The Webmonkey frontdoor brings together three different pages:the frameset itself, the content page in the top frame, and the ad called up in the bottom frame. Yet in the language of pageviews, these three pages add up to a single pageview.

File Under: Web Services

Get Started With AdWords

With the proliferation of ad-blocking software, and, worse, the widespread anesthesis of the ad neuron in web surfers’ brains, the classic 468×60 banner ad is not the unquestioned moneymaking powerhouse it once was. Advertisers are looking for alternative ways to grab attention.

One inevitably popular approach is to make web ads bigger, flashier, more ubiquitous, and more obtrusive. Flash-based banners, JavaScript popups and popunders, interstitial ad pages, enormous images — these build brand awareness, true, but they are expensive, and risk irritating and possibly alienating potential customers.

There is an alternate approach that’s quickly grown in popularity. Current web darling Google, which is praised for its pin-neat interface (among other things), has long been leading the charge toward small, simple, text-only ads. These ads are set apart in their own table cell off to one side, shaded a different color so they stand out and are easy to notice without being annoying. They are cleanly delineated and out of the way of those who are not interested in them, but easily accessible to those who are. In this way they are presented as a resource, an offer of assistance, rather than a hard, insistent pitch.

Some other sites offering this type of advertising (referred to in some circles as “micro-ads”) simply deal them out from a pool willy-nilly, so that any time a page is viewed it will contain a different ad. Google’s ads, however, are tied into the site’s search engine functionality, synergized or “targeted” if you will, to improve their response rate dramatically.

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