This is a short selection of terms used to discuss advertising and new media. If there are any terms that you would like us to add, we would love to hear from you. Just drop us a line via our feedback page.

Adspend
A shortened term for advertising expenditure or how much a company spends on advertising.

Advertising
Making something known generally or in public, especially in order to sell products or services.

Advergame
An advergame is an online game created to advertise something. They often contain messages, logos or product images.

Avatar
An avatar is a picture or cartoon used to represent an individual in virtual worlds or online games.

Banner Ad
A banner ad is a long, horizontal, online advert usually found running across the top of a web page.

Behavioural Targeting
A form of online marketing that uses technology to advertise to web users based on their previous behaviour. Adverts seen by the user are adjusted to match their interests and previous purchases based on patterns in their use of the internet.

Blog
An online space which is regularly updated presenting the opinions or activities of an individual.

Blocking
Ability of some internet browsers to block the appearance of online ads.

Button
A square online advert usually found somewhere within other text on a website page.

Click-through
Click-through is the process by which a user interacts with an advertisement and clicks through to the advertiser’s own website.

Cookie
A file that is downloaded and stored on your PC when you visit websites. When you visit the website again, it allows for you to be 'recognised', including your preferences, interests or items that you may have looked at last time visited.

Copy
All spoken words or written text in an advertisement.

Domain Name
The unique name of a website eg. http://www.mediasmart.co.uk.

Downloading
By downloading things to your PC, you can store things such as music, text files or videos on your computer and view then at a later date.

E-Commerce (Electronic Commerce)
Business and buying/selling that takes place over electronic platforms, especially internet shopping.

Emoticon
Facial expressions added to text using punctuation marks to express emotions ;-)

Expandable banner/skyscraper
An online advertising such as a banner ad that expands over the webpage if you click on it or move your mouse cursor over it.

Firewall Software
This is software that provides other people from accessing your computer and protects your machine from viruses.

Hit
A hit is a way of describing visits to or use of a website. A hit refers to an item on the website being clicked or a page being viewed.

Instant messaging
Sending messages and chatting with friends or when you are both online via a special application such as msn or icq.

SMS
Stands for ‘short messaging service’ and is used to send text messages between mobile phones.

IP address
Every computer that is connected to other computers via a network has its own IP address, so that it can be distinguished from other computers. IP addresses usually look like this: XXX.XXX.XXX.XXX

Link
A link is used to direct people to other web pages. For example, this link www.mediasmart.org.uk will take you to the Media Smart website.

Microsite
A small website often focused on one thing and sometimes reached when clicking on an ad. For example, advertisers might use a microsite to focus on a new product, rather than directing consumers to their full website which has much more information on all their products.

Online Video Advertising
Many TV ads can be watched on the internet – either on the advertiser’s own website or on video sharing websites. Furthermore, some video adverts are now created specifically to be screened online. For example, video advertising can be placed before or after online video content such as online news footage or clips from TV programmes.

Opt-in/ Opt-out
When giving your personal details online you are often asked to check or uncheck boxes to 'opt-in' or 'opt-out' of certain services. For example, newsletters, details of special offers etc. It is important to read very closely what you are agreeing to by checking or un-checking these boxes.

Phishing
Phising is an illegal method to get your personal information. Legitimate looking e-mails (appearing to come from a well-known bank, for example) are sent to users, encouraging them to fill in their personal details or reveal their internet or banking passwords.

Placement
The area where an advertisement is displayed on a publishers website.

Podcast
An audio or video file to download and listen to or watch on a computer or MP3 player. Examples include TV or radio programmes.

Pop-under
An ad that appears in a separate window beneath an open internet browser window. Pop-under ads are concealed until the top window is closed or moved.

Pop-up
An online advert that 'pops up' in a window over the top of a web page.

Skyscraper
A long, vertical, online advert usually found running down the side of a page in a fixed placement.

Spam
Mail from advertisers that you did not request.

Splash page
A branded web page, usually highly animated, seen before accessing a website’s home page.

Teaser
Ad aimed at generating curiosity and interest.

Text Ad
A static appended text attached to an advertisement.

Traffic
Number of visitors who come to a website.

Unique users
Number of different individuals who visit a site within a specific time period.

User generated content (UGC)
Online content created by website users rather than media owners or publishers - either through reviews, blogging, podcasting or posting comments, pictures or video clips. Sites that encourage user generated content include MySpace, YouTube, Wikipedia and Flickr.

Viral Marketing
The term "viral marketing" refers to the idea that people will pass on and share entertaining content; this is often sponsored by a brand, which is looking to build awareness of a product or service. These viral commercials often take the form of funny video clips, or interactive Flash games, images, and even text.

VOD
Stands for 'video on demand'. TV programmes available to download and watch at the viewers’ convenience.

Wiki
Stands for 'what I know is…' and refers to websites allowing visitors to change and contribute to their content