Glossary: B is for…


Welcome to our glossary of online advertising terms!

Find out more about online advertising terms that start with the letter B.

 


B2B

B2B means Business to Business, and refers to a business whose customers are other businesses (such as office furniture suppliers for example).

 


B2C

B2C means Business to Consumer, and refers to a business who’s customers are the general public (such as a supermarket for example).

 


Backup Ad

A Backup Ad is an ad which serves when an Ad Tag fails to call the intended ad. These can be setup for a variety of reasons, including just being cautious, but also when Behavioural Targeting is being used and user does not match the requirements.

 


Backup Gif

A Backup Gif is the Gif version of an ad which is provided alongside a Flash Ad. These are intended as a Backup Ad, for users who are unable (for whatever reason) to see the real version of an ad.

 


Banner

A 468 pixels (wide) by 60 pixels (tall) ad unit referred to as a Banner.

Learn more >

 


Banner Ads 

The generic term used to describe image based online ads such as 160×600s, 300×250s and 728×90s. Not to be confused with the 468×60 ad size which is known as a Banner.

 


Banner Advertising

Image based advertising placed on websites to raise money. These banner ads are typically clickable by the user, and trackable by the advertiser. Ad sizes have been standardised over time to make the same ads useable across many websites, with the sizes 300×250 and 728×90 being the most popular. Also known as Display Advertising.

 


Baseline

Baseline in online advertising generally refers to the unoptimsed set of stats you get when first running a campaign. These are useful to compare optimising efforts against.

 


Behavioural Advertising

Advertising based around working out users interests by what websites they have visited, usually via the use of cookies.

 


Behavioural Targeting 

This is a term used to describe targeting based on data which is gathered on a user. This can be as simple as age or gender as entered on a site in your login details, or just your recent web browsing habits.

 


Below The Fold 

The term Below The Fold (or BTF) means the space on a webpage which can only be seen once a user scrolls down. Ads placed here are usually less interacted with by users than Above The Fold ads, so command a lower eCPM.

 


Below The Line

Below The Line (or BTL) refers to unconventional marketing techniques, which in online advertising could refer to Native Advertising for example.

 


Bing

A search engine made by Microsoft.

 


Black Hat

Black Hat refers to dodgy (or even illegal) methods of practise. In online advertising it is most often used in reference to SEO.

 


Blog

A journal-esque set of webpages. They are often written in a personal style and used to publicly chart the progress of life, ideas, skill-sets, knowledge or projects. Shortened from the word weblog, the name for every blog in existence (all together) is the Blogosphere. Blogs were originally used mainly by individuals as personal online journals, but are now a mainstay of companies marketing strategies, and are considered very effective.

Read our post: “Blogging FTW” >

 


Blogger

A person who writes a blog. Also the name of Google’s blogging platform.

Read our post: “Blogging FTW” >

 


Blogging

The process of writing a blog.

Read our post: “Blogging FTW” >

 


Blogosphere

The informal collective name for all blogs.

Read our post: “Blogging FTW” >

 


Bots

A bot is computer program which does something online, but which another computer will see as a user (unless it has been taught not to).

 


Bounce Rate

Bounce Rate is the percentage of users who visit a site but leave immediately. There are various definitions, but typically a user is thought to have ‘bounced’ if they only visit one webpage.

Learn more >

 


Brand Advertising

Brand Advertising is when advertisers pay more to have their ads placed on “premium” sites, with the idea of connecting their brand with the sites brand in a users mind. Brand Campaigns do not focus as much as Performance Campaigns on the performance of ads, but advertisers will still expect good user interaction rates.

 


Brand Buy

A Brand Buy is an Ad Buy for Brand Advertising purposes.

 


Brand Campaign

A Brand Campaign is an Ad Campaign where users pay to have their ads placed on “premium” sites, with the idea of connecting their brand with the sites brand in a users mind. Brand Campaigns do not focus as much as Performance Campaigns on the performance of ads, but advertisers will still expect good user interaction rates.

 


Brand Network 

A Brand Network is an Advertising network which only deals with “premium” websites, and will therefore attempt only to attract Brand Campaigns.

 


Brand Spend

A Brand Spend is an Advertising Campaign designed to increase the value of a brand by placing ads on “premium” sites, with the idea of connecting their brand with the sites brand in a users mind.

 


Broken Ad Call

A broken ad call is when an ad tag fails to retrieve an ad, and so nothing is shown on screen.

 


Browser

A browser is a piece of software that allows users to view webpages (you are using one right now!). Examples include Firefox, Internet Explorer (now called Microsoft Edge), Google Chrome and Safari.

 


BTF

BTF (or Below The Fold) is the space on a webpage which can only be seen once a user scrolls down. Ads placed here are usually less interacted with by users than Above The Fold ads, so command a lower eCPM.

 


BTL

Below The Line (or BTL) refers to unconventional marketing techniques, which in online advertising could refer to Native Advertising for example.

 


Budget

A Budget refers to a set amount of money put aside for a specific purpose. In online advertising it would usually mean the amount an advertiser has to spend on a specific Ad Campaign.

 


Button

Button historically referred to the ad sizes 120×60 or 125×125, however is usually used now to refer to a call-to-action graphic (eg a “Submit” button at the end of a form). The most commonly used type of these CTA buttons across the web are social media sharing buttons.

 



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