Glossary: O is for…


Welcome to our glossary of online advertising terms!

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

 


Online Publishers Association

Now known as Digital Content Next (DCN), the OPA is a trade association of websites with a membership which has 100% reach in the US.

 


Open Rate

Open Rate is the percentage of people who were sent an email who opened it. As a metric it is used to test the success of subject lines (as that is all a user will generally see before opening an email) as well as the general loyalty and interest of the users being sent the email.

 


Opportunity to See

It is traditionally thought that an ad/marketing message needs to be seen around 5 times before it becomes effective (as in users need 5 Opportunities To See it).

 


Optimising

In online advertising Optimising refers to the process of altering how an Ad Campaign is delivering to improve it’s performance.

 


Organic Traffic

Organic traffic means impressions which are not paid for – i.e. users finding your site through search results or links from other sites (or directly).

 


OTS

It is traditionally thought that an ad/marketing message needs to be seen around 5 times before it becomes effective (as in users need 5 Opportunities To See it).

 


Outbound Marketing

Outbound marketing means marketing activities where you go out and try and find customers. For example advertising (including online), as well as cold-calling, or having marketers in store (offering free perfume samples for example).

 


Overdelivery

When an ad delivers more impressions/clicks/conversions etc than were booked on an IO.

 


Overlay

An Overlay (or Floater as they are known in the US) is an IAB standard ad unit which appears as a kind of pop-up within the page the user is viewing.

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