There are a lot of new buzz words floating around the digital media landscape. Half the time I know what people are saying, “optimize”, and other times, not so much, “sticky.” Below is a little lingo tutorial to help decode what digital people are saying.
KPI: Key Performance Indicator is a type of performance measurement. It evaluates the success of a particular activity in which it engages.
Native Advertising: Much like a print advertorial, this is an ad that is made to look like a part of the website. It may be a sponsor of a popular section of a website or an actual editorial piece on a designated page. These ads will be marked as advertising.
Optimization: This is a fancy way of saying that changes were made to a campaign to make it better. For example, changing up keywords, demographics, geographic targets, and/or creative.
Programmatic Advertising: This is a software program that is used to purchase digital advertising rather than working with vendors.
Stickiness: This is the amount of time spent on a website over a certain amount of time.
These are just a few of the many digital terms in use today. In general, buzz words tend to fall into the categories of Return on Investment measurement (success), the process in which ads are served (ad format), the method in which ads are purchased (vendors), and the manner in which ads are maintained (back-end reporting and managing).
If in doubt, use the word “optimize” as it tends to work in a lot of digital advertising conversations.