[B] Interactive Marketing Glossary
BACKBONE – High-volume, central, generally .long-haul. portion of a data network.
BACKGROUND AUDIO AD – A background audio clip that is played throughout the MMS message. An example is a jingle.
BANDWIDTH – the transmission rate of a communications line or system, expressed as kilobits per second (kbps) or megabits per second (Mbps) for digital systems; the amount of data that can be transmitted over communications lines in a given time.
BANDWIDTH CONTENTION – a bottleneck that occurs when two or more files are simultaneously transmitted over a single data line. Unless the system is able to prioritize among the files, the effect is to slow delivery of each.
BANNER – a graphic advertising image displayed on a Web page.
BANNER SIZE – The width and length dimensions (typically presented in pixels) of a banner/ image advertisement placed on the mobile web or web site.
BARTER – the exchange of goods and services without the use of cash. The value of the barter is the currency value of the goods and services being exchanged for advertising. This is a recognized form of revenue under GAAP (Generally Accepted Accounting Principles).
BEHAVIORAL TARGETING – A technique used by online publishers and advertisers to increase the effectiveness of their campaigns. Behavioral targeting uses information collected on an individual‘s web browsing behavior such as the pages they have visited or the searches they have made to select which advertisements to be displayed to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be influenced by them.
BETA – a test version of a product, such as a Web site or software, prior to final release.
BILL FACE DESCRIPTOR – Description of billing details that appear on a mobile subscriber’s wireless bill.
BILLING AGGREGATOR – An organization that provides one ore more billing solutions (PSMS, Direct-to-bill, Credit Card, PayPal, Loyalty Points, MB, Credits, etc.) to off-portal mobile application solution providers or web sites.
BINARY RUNTIME ENVIRONMENT FOR WIRELESS (BREW )- An open-source application development platform for wireless devices, originally designed for CDMA technology. However, BREW is air-interface independent and can also support GSM/GPRS and UMTS technology. It allows users to download applications such as text chat, enhanced e-mail, location positioning, games, etc. Native BREW applications are written in C or C++, but the platform is designed to allow developers to write in whatever language they choose, including Java and XML. Developers are also provided with BREW Software Development Kit (SDK), which includes the full BREW applications platform, plus a variety of tools for writing BREW applications. the BREW market is small compared to WAP, like Apple computers command a small market share compared to Windows PCs/ Microsoft.
BIT RATE – a measure of bandwidth which indicates how fast data is traveling from one place to another on a computer network. Bit rate is usually expressed in kilobits per second (kbps) or megabits per second (Mbps).
BITMAP (BMP) – A format for images.
BLINK MESSAGE – Text message that contains blinking text for the purpose of emphasis.
BLOG – Generic name for any Website featuring regular posts arranged chronologically, typically inviting public comments from readers. Blog postings are generally short and informal, and blog software is generally free and very easy for individual users, making it a popular tool for online diaries as well as more professional publications.
BLUETOOTH – A communication protocol that enables mobile devices equipped with a special chip to send and receive information wirelessly over short-ranges, using the 2.4 GHz spectrum band.
BONUS IMPRESSIONS – additional ad impressions above the commitments outlined in the approved insertion order
BOT – Software that runs automatically without human intervention. Typically, a bot is endowed with the capability to react to different situations it may encounter. Two common types of bots are agents and spiders. Bots are used by companies like search engines to discover Web sites for indexing. Short for .robot..
BRAND AWARENESS- Research studies can associate ad effectiveness to measure the impact of online and mobile advertising on key branding metrics.
BRANDING – The process by which brand identity is developed; a marketing strategy and/or campaign objective.
BROADBAND – an Internet connection that delivers a relatively high bit rate – any bit rate at or above 256 Kbps. Cable modems and DSL all offer broadband connections.
BROADCAST VIDEO – Video content is “broadcasted” over a network down to the consumer’s handset. This allows consumers the freedom to select which content to watch. With broadcast or multi-cast video, content is a “one too many” experience and does not suffer the buffering or downloading issues of other mobile video platforms. Similar to “traditional” TV, advertising opportunities exist within commercial breaks. Personalization technology regarding the ad experience will generally be located nearer to the consumer’s device (e.g. a handset application) rather than within the video delivery. Currently there is no global defacto broadcast technology standard, however the following technologies are gaining acceptance in the different regions of the world: DVB-H (Europe), MediaFLO (US) ATSC M-H (US), DMB, ISDB and SDMB (Asia).
BROWSE AND BUY – The model for content discovery and purchase that is provided by operators on-deck. This model is increasingly emerging off-deck, and replicates the PC Web experience for sites designed for handsets.
BROWSER – a software program that can request, download, cache and display documents available on the World Wide Web (Internet).
BROWSER SNIFFER – see sniffer.
BtoB/B2B (Business-to-Business) – businesses whose primary customers are other businesses.
BtoC/B2C (Business-to-Consumer) – businesses whose primary customers are consumers
BUFFERING – when a streaming media player temporarily stores portions of a streaming media (e.g., audio or video) file on a client PC until there is enough information for the stream to begin playing.
BULK E-MAIL FOLDER – see Junk E-mail Folder.
BUTTON – 1) clickable graphic that contains certain functionality, such as taking one someplace or executing a program; 2) buttons can also be ads.