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Translation glossary: Advertisement Localization dictionary

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Sakshi Garg
Sakshi Garg
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Ad units:A classification of standardized online ad types and sizes, defined by the Interactive Advertising Bureau. 
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Advergaming:Games that are developed and distributed for the purposes of promoting a brand; branding is integrated throughout the game environment. 
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Advertising equivalency value (AEV):A metric used to equate publicity in news media outlets to its paid advertising equivalent. 
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Advertising network:A network representing advertising opportunities, which enable media buyers to reach a broader audience more efficiently using run-of-network buys. 
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Alternate reality game (ARG):A cross-media game based on interactive fiction. 
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Avatar:A graphic identity used to represent people in virtual worlds and social communities. 
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Banner blindness:The tendency for Web site viewers to ignore display ads. 
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Beacon:A line of code placed in an ad or on a Web page to track behavior, also the name of a Facebook service, which tracks and shares member behavior. 
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Behavioral targeting:Delivering advertising with a high degree of relevance to those exposed, based on user behavior online. 
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Blog:Short for Web log; an online commentary, which may take the role of diary or column. 
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Brand democratization:The shared development and promotion of brand meaning by consumers and the brand’s own architects. 
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Brand engagement:The process or outcome of developing a meaningful, memorable, favorable relationship between a brand and its customers, particularly through interactive experiences. 
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Brand equity:The financial value of a brand, developed as a result of high levels of brand aware- ness and strong, favorable, unique perceptions of the brand’s image. 
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Brand terrorists:People who seek to harm a brand by spreading negative information or by vandalizing branded areas in social communities. 
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Citizen advertising:Content created by consumers using verbal and/or visual imagery to inform, persuade, or remind other consumers about a brand, resulting in an ad unit, also called V-CAMs (viewer-created ad messages). 
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Citizen endorsers:Consumers who recommend products by submitting online product reviews. 
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Citizen marketing:Marketing for a brand by customer enthusiasts who share information about the brand and generate media coverage. 
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Clickthrough rate:The response rate of an online ad, based on the percentage of those who were exposed to the ad who also clicked through. 
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Clickthrough:The action of clicking on an online ad to reach the Web site promoted. 
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Clutter:The presence of too much advertising in a space. 
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Collective detective:A term for the collaboration of a team of game players. 
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Compensated consumer-generated media (cCGM):Consumer-generated content for which the brand has paid the consumer. 
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Consumer-fortified media (CFM):Consumer-generated content that is created around the existence of some other content, such as responses to blog postings. 
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Consumer-generated media (CGM):User-generated content that reflects first-person commentary about brand experiences. 
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Consumer-generated multimedia (CGM2):A type of consumer-generated media that includes audio, video, and perhaps animation. 
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Consumer-solicited media (CSM):A form of consumer-generated media to which consumers are invited to contribute content. 
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Contact comfort:A motive for the development and maintenance of relationships online, especially in the context of social communities. 
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Contextual advertising:Targeting of online advertising based on matching the content of the ad with the context of the Web site chosen to display the ad. 
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Conversion rate:The percentage of people exposed to an ad who clickthrough and make a purchase. 
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Conversion:Response to an ad’s call to action, especially in the form of purchase. 
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Cost per acquisition (CPA):The cost to acquire a customer, based on the total cost of advertising divided by the number of customers acquired, also referred to as cost per conversion, cost per inquiry, cost per lead, or cost per sale. 
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Cost per thousand (CPM):The cost to reach 1,000 people; pricing is based on number of ad impressions served over a period of time. 
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Credlining:A term that refers to the scorecards produced by consumers who analyze product information and post accurate information online for other consumers. 
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Crowdsourcing:The use of the general public to accomplish professional work. 
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Curtain:The invisible line separating the players from the puppet masters in an alternate reality game. 
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Digital dialogue:A phrase used to denote the conversation that can exist between customers and brands using online media. 
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Dynamic advertising:Ads displayed in video games, which are dynamically updated throughout a game network. 
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Friendvertising:A branding and communication approach, which relies upon social networks to enable consumers to befriend brands and share brand information with other friends in their networks. 
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Grief:A term that refers to attacks in virtual worlds, either on avatars or on branded facilities. 
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Gross rating point (GRP):A measure of the weight of a brand’s communication vehicles in the media market for a specific period of time. 
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Impression:The opportunity to see an ad; an advertising exposure. 
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In World:A term used to denote activity within a virtual world. 
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Incentivized consumer-generated media (iCGM):Consumer-solicited media that is incented by the sponsoring brand. 
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Inventory:The number of ad spaces available on a Web site or within a game. 
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Linkbaiting:Packaging content to increase the likelihood that others will link to it. 
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Long tail effect:The ability online to reach small, niche markets efficiently. 
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Lurkers:People who follow the game but do not actively participate. 
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Mash-ups:Content created using a mix of existing material. 
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Massively multiplayer online role-playing games (MMORPG):Form of online game in which a large number of players interact with one another over time. 
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Meaning Transfer Model:Consumers first assign meaning from the endorser to the brand. Then the meanings attributed to the endorser become associated with the brand in the consumer’s mind. 
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