[S] Interactive Marketing Glossary

1-A B C D E F G H I J K L M N O P Q R S U V T W X Z Y

[S] Interactive Marketing Glossary

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SAMPLE – a subset of a universe whose properties are studied to gain information about that universe.

SAMPLING Frame – the source from which the sample is drawn.

SCREEN CHARACTERISTIC – The pixel size and color of the device screen that can display advertising. This would include text limit for SMS messaging.

SCREEN REAL ESTATE – Pertaining to the quality and size of the handset screen, i.e., the area of which advertisers can utilize for banner placements.

SCREEN SAVER – A screen saver is an animated image that is activated on a display when no user activity has been detected for a certain period of time. The original purpose of a screen saver was to prevent burn-in (the burning of an image into the phosphor inside the cathode ray tube after hours of the same image being rescanned). It is also used to preserve battery life of the handset.

SCREEN SIZE – Amount of display space a particular handset offers. Size usually is measured in pixels, inches or millimeters.

SCRIPTS – files that initiate routines like generating Web pages dynamically in response to user input.

SDSL (Symmetrical Digital Subscriber Line)- see DSL

SEARCH – Fees advertisers pay Internet companies to list and/or link their company site or domain name to a specific search word or phrase (includes paid search revenues). Search the link is clicked. Paid inclusion—guarantees that a marketer‘s URL is indexed by a search engine. The listing is determined by the engine’s search algorithms. categories include: Paid listings—text links appear at the top or side of search results for specific keywords. The more a marketer pays, the higher the position it gets. Marketers only pay when a user clicks on the text link. Contextual search—text links appear in an article based on the context of the content, instead of a user-submitted keyword.

SEARCH ENGINE – an application that helps Web users find information on the Internet. The method for finding this information is usually done by maintaining an index of Web resources that can be queried for the keywords or concepts entered by the user.

SEARCH ENGINE MARKETING (SEM ) – A form of marketing that seeks to promote websites by increasing their visibility in search engine results pages (SERPs).

SEARCH ENGINE OPTIMIZATION (SEO ) – The process of improving the volume and quality of traffic to a (Mobile) Web site from search engines via natural (“organic” or “algorithmic”)  search results for targeted keywords.

SEARCH ENGINE RESULTS PAGE (SERP ) – A page of search results delivered by a search engine.


SECONDARY KEYWORD (SUB PREFIX/ SUFFIX ) – Similar to a keyword but its usage is for gathering metrics, repurpose existing keywords or as a geographic locator.

SELECTED CSC – A CSC (Common Short Code) that the applicant/registrant specifically requests from the CSCA Registry. Selected CSCs are assigned on a first-come, first-served basis from the pool of available CSCs.

SELL(THROUGH RATE) – the percentage of ad inventory sold as opposed to traded or bartered.

SERIES 60 (PHONES) (S60) – A user interface developed by Nokia. It runs over Symbian OS.

SERIES 80 (formerly Crystal) – is a mobile software platform for enterprise and professional level mobile phones made by Nokia.

SERVER – a computer which distributes files which are shared across a LAN, WAN or the Internet. Also known as a “host”.

SERVER CENTRIC MEASUREMENT – audience measurement derived from server logs.

SERVER PULL – a process whereby a user’s browser maintains an automated or customized connection or profile with a Web server. The browser usually sets up a unique request that is recorded and stored electronically for future reference. Examples are: requests for the automated delivery of e-mail newsletters, the request for Web content based on a specific search criteria determined by the user, or setting up a personalized Web page that customizes the information delivered to the user based on pre-determined self selections.

SERVER PUSH – a process whereby a server maintains an open connection with a browser after the initial request for a page. Through this open connection the server continues to provide updated pages and content even though the visitor has made no further direct requests for such information.

SERVER-INITIATED AD IMPRESSION – one of the two methods used for ad counting. Ad content is delivered to the user via two methods – server-initiated and client-initiated. Server-initiated ad counting uses the publisher‘s Web content server for making requests, formatting and re-directing content. For organizations using a server-initiated ad counting method, counting should occur subsequent to the ad response at either the publisher’s ad server or the Web content server, or later in the process. See client-initiated ad impression.

SERVICE DISCOVERY – The method by which a consumer finds content of interest. Service discovery falls into on-handset (on-line) or off-handset (off-line) methods. On-line includes browsing menus, direct URL entry, person-to-person recommendation, ad banners or search. Off-line includes printed access methods such as sending a text keyword to an SMS short code. Offline discovery is assumed to be valid for users across multiple mobile networks.

SERVICE PROVIDER – A third party that performs or assists in the performance of a function or activity involving the use or disclosure of Personally Identifiable Information or Non-Personally Identifiable Information on behalf of a Mobile Marketer.

SESSION – 1) a sequence of Internet activity made by one user at one site. If a user makes no request from a site during a 30 minute period of time, the next content or ad request would then constitute the beginning of a new visit; 2) a series of transactions performed by a user that can be tracked across successive Web sites.

SESSION COOKIES – These are temporary and are erased when the browser exits at the end of a web surfing session. See cookie.

SET-TOP BOX – a electronic device that connects to a TV providing connectivity to the Internet, game systems, or cable systems.

SGML (Standard Generalized Markup Language) – the parent language for HTML.

SHARED SHORT CODE – A short code that is utilized to run multiple mobile services and/or marketing campaigns simultaneously. A short code that that used for multiple marketing campaigns through the leasing of keywords to different entities.

SHOCKWAVE – a browser plug-in developed by Macromedia (now part of Adobe) which allows multimedia objects to appear on the Web (animation, audio and video).

SHOPPING BOT – intelligent agent which searches for the best price.

SHORT CODE – A short code is a special telephone number, significantly shorter than full telephone numbers, which can also be used to address SMS and MMS messages from mobile or fixed phones. While similar to telephone numbers, they are, at the technological level, unique to each operator, although providers generally have agreements to avoid overlaps. Short codes are widely used for value-added services such as interactive voting, ordering ringtones and other mobile services.

SHORT CODE PROGRAM – A marketing campaign that utilizes a Short code as the primary means of opt-in.

SHORT MESSAGE PEER-TO-PEER PROTOCOL (SMPP) – A telecommunications industry protocol for exchanging SMS messages between SMS peer entities such as short message service centers (SMSC). It is used primarily for connecting third-party services with SMSCs to enable various types of automated SMS services.

SIM (SUBSCRIBER IDENTITY MODULE); (SIM CARD) – A smart card inserted into a GSM-based handset containing the mobile subscriber’s details such as the telephone number, encoded network identification details, the PIN and other mobile subscriber data such as the phone book. A mobile subscriber’s SIM card can be moved from handset to handset as it contains all the key information required to activate the handset.

SIM TOOLKIT  (STK) – A “kit” that allows mobile carriers to add additional functions to the phone menu in order to provide new services. It is also specified within the GSM standard.

SINGLE OPT-IN – When a mobile subscriber opts in to a program via a subscriber-initiated message to a service provider as prompted by the terms of the program.

SINGLE PLAYER GAMES – A mobile game that is played by one player only. E.g., Tetris, Bubbles, Sudoku etc..

SITE-OPTIMIZATION — modifies a site to make it easier for search engines to automatically index the site and hopefully result in better placement in results.

SITE TAGGING – The process of inserting advertisement tags into a Mobile Web (WAP) site that allows a mobile campaign management platform to deliver advertisements to the site.

SITE-CENTRIC MEASUREMENT – audience measurement derived from a Web site’s own server logs.

SKINS – customized and interchangeable sets of graphics, which allow Internet or mobile users to continually change the look of their desktops, browsers or handsets, without changing their settings or functionality. Skins are a type of marketing tool.

SLOTTING FEE – a fee charged to advertisers by media companies to get premium positioning on their site, category exclusivity or some other special treatment.

SMARTPHONE – A handheld device that integrates mobile phone capabilities with the more common features of a handheld computer or PDA. Smartphones allow users to store information, e-mail, install programs, along with using a mobile phone in one device.

SMISHING (SMS PHISHING) – A security attack in which the mobile subscriber is tricked into downloading a Trojan horse, virus or other malware onto his/her handset. SMiShing is short for “SMS phishing” .

SMS (SHORT MESSAGE SERVICE) – Standard for sending and receiving short (160 character) text messages via mobile handsets.  SMS is a service available on most digital mobile phones that permits the sending of short messages (160 characters) between mobile phones and other handheld devices. SMS is commonly referred to as text messaging. 

SMS CENTER (SMSC) – The network entity in the mobile carrier’s telecommunications network which switches, stores and routes SMS traffic.

SMS CHAT – A feature, mostly embedded in newer handsets, that allows the mobile subscriber to “chat” via the SMS protocol.

SMS MARKETING – A form of Mobile Marketing that utilises SMS to deliver its promotion.

SMS TO TV (SMS2TV) – SMS-BASED INTERACTIVE TV, SMS TEXT MESSAGING, MOBILE INTERACTIVE TV, MOBILE-PHONE-BASED ITV,WAP-BASED VOTING APPLICATION, ITV SERVICES FOR WIRELESS DEVICES, SYNCHRONIZING MOBILE-PHONE BASED APPLICATIONS WITH TV PROGRAMMING, WIRELESS 2-SCREEN ITV, CALL TV, SMS2-TV, SMSTV TEXT MESSAGING,TEXT TV – An interaction between the TV Broadcaster and mobile subscriber where the mobile subscriber texts in a message/vote which is either displayed on TV screen or affects outcome of the program being aired.

SMS TONE – An audio product that alerts the mobile subscriber when a text message is received.

SMTP (Simple Mail Transfer Protocol) – the protocol used to transfer e-mail.

SNIFFER – software that detects capabilities of the user’s browser (looking for such things as Java capabilities, plug-ins, screen resolution, and bandwidth).

SOCIAL BOOKMARKING – Aggregating, rating, describing, and publishing .bookmarks. – links to Web pages or other online content

SOCIAL MARKETING – Marketing tactic that taps into the growth of social networks, encouraging users to adopt and pass along widgets or other content modules created by a brand, or to add a brand to the user‘s social circle of friends.

SOCIAL NETWORK – An online destination that gives users a chance to connect with one or more groups of friends, facilitating sharing of content, news, and information among them. Examples of social networks include Facebook, twitter, Hi5, NetLog, Plaxo, LinkedIn, The Star Tracker etc.

SPACE – location on a page of a site in which an ad can be placed. Each space on a site is uniquely identified. There can be multiple spaces on a single page.

SPAM – term describing unsolicited commercial e-mail.

SPAM FILTER – software built into e-mail gateways as well as e-mail client applications designed to identify and remove unsolicited commercial messages from incoming e-mail before the end user sees them

SPENDING CAP LIMITS – A ceiling limit placed on a particular subscription program which the content provider can bill the subscriber. Often imposed on chat programs by carriers.

SPIDER – a program that automatically fetches Web pages. Spiders are used to feed pages to search engines. It is called a spider because it crawls over the Web. Because most Web pages contain links to other pages, a spider can start almost anywhere. As soon as it sees a link to another page, it goes off and fetches it. Large search engines have many spiders working in parallel. Also known as a bot, robot, or crawler. Programs used by a search engine to discover, download and index Mobile Web content. See robot.

SPLASH PAGE – a preliminary page that precedes the user-requested page of a Web site that usually promotes a particular site feature or provides advertising. A splash page is timed to move on to the requested page after a short period of time or a click. Splash pages are not considered qualified page impressions under current industry guidelines, but they are considered qualified ad impressions.

SPONSOR – 1) a sponsor is an advertiser who has sponsored an ad and, by doing so, has also helped sponsor or sustain the Web site itself; 2) an advertiser that has a special relationship with the Web site and supports a specific feature of a Web site, such as a writer’s column or a collection of articles on a particular subject.

SPONSORSHIP – Sponsorship represents custom content and/or experiences created for an advertiser which may or may not include ad unties (i.e., display advertising, brand logos, advertorial and pre-roll video). Sponsorships fall into several categories: -Spotlights are custom built pages incorporating an advertiser‘s brand and housing a collection of content usually around a theme; -Advergaming can range from an advertiser buying all the ad units around a game or a .sponsored by. link to creating a custom branded game experience; -Content & Section Sponsorship is when an advertiser exclusively sponsors a particular section of the site or email (usually existing content) reskinned with the advertiser‘s branding; -Sweepstakes & Contests can range from branded sweepstakes on the site to a full-fledge branded contest with submissions and judging

STANDARD RATE – Programs or messages that result in only normal text messaging charges being applied to the mobile subscriber’s wireless bill or that result in messages being deducted from a subscriber’s messaging plan allowance.

STANDARD RATE PROGRAM – A program that requires single opt-in where the mobile subscriber is billed standard SMS rates as per the subscriber’s mobile plan.

STATIC AD PLACEMENT/STATIC ROTATION – 1) ads that remain on a Web page for a specified period of time; 2) embedded ads.

STICKINESS – a measure used to gauge the effectiveness of a site in retaining individual users. Stickiness is usually measured by the duration of the visit.

STREAMING – An internet derived expression for the one-way transmission of video and audio content. 1) technology that permits continuous audio and video delivered to a computer from a remote Web site; 2) an Internet data transfer technique that allows the user to see and hear audio and video files. The host or source compresses, then “streams” small packets of information over the Internet to the user, who can access the content as it is received.

STREAMING MEDIA PLAYER – a software program which decompresses audio and/or video files so the user can hear and/or see the video or audio file. Some examples are Real Player™, Windows Media and Quick Time Player.

STREAMING VIDEO – When a mobile video is “streamed” to a handset it starts playing when the first bits of the video stream are received. The technologies used allow ad servers to track the viewing of a video ad placed at the beginning, middle or end of a mobile video. Commonly used video streaming ad servers would be able to provide advertisers with detailed statistics on how many sections or what percentage of a particular video ad has been viewed by a unique individual. The most popular underlying technology is RTSP. Due to the nature of the underlying technologies used, the quality of the received video differs based on varying network conditions. It should also be noted that since the video file is usually not stored on the receiving handset, this methodology raises less copyright concerns.


SUBSCRIBER INFORMATION – Information that pertains to a mobile subscriber, including Personally Identifiable Information and Non-Personally Identifiable Information. Subscriber Information includes demographic information (e.g., age, income range, education level), or preference information (e.g., visits travel WAP sites.)

SUBSCRIPTION – Product or services initiated by a mobile subscriber to receive content on an ongoing basis, typically with periodic premium billing events. It is not a one-time usage service.

SUBSCRIPTION BILLING RENEWAL MESSAGE – A message sent to a participating subscriber before the program/subscription is renewed which contains the following: 1) the name of the program, 2) the renewal details, 3) billing period and advice of charge for the program and 4) opt-out details.

SUBSCRIPTION PERIOD – A period of time set for a subscription program, usually no longer than one month.

SUBSCRIPTION PROGRAM – Any program which the mobile subscriber opts-in to a program which results in the mobile subscriber passively incurs premium or standard charges over time for content delivery.

SUBSCRIPTION SERVICE – A service that provides mobile content (could include any type of content from news, graphics, music, video, audio, etc) for a fee charged at regular, defined intervals, such as monthly or weekly.

SUPERSTITIALS® – an interstitial format developed by Unicast which is fully pre-cached before playing. Specs are 550 x 480 pixels (2/3 of screen), up to 100K file size and up to 20 seconds in length.

SURFING – exploring the World Wide Web.

SWEEPSTAKES – A sweepstakes is a legal game that includes a prize, and a game of chance. No consideration is allowed.

SYNCHRONIZED MULTIMEDIA INTEGRATION LANGUAGE (SMIL) – A protocol developed to allow the authoring of MMS messages. The protocol describes the sequence, timing and source of the message elements. These elements could be images, audio, video or text.

SYNCHRONOUS – A type of two-way communication with virtually no time delay, allowing participants to respond in real time.


About João Geraldes

Doutorado em Gestão, Estratégia e Posicionamento pela Universidad da Extremadura de Badajoz na área de Organização e Competitividade, Mestre em Gestão no Instituto Superior de Gestão e Licenciado em Organização e Gestão de Empresas no ISCTE. Atualmente é Coordenador da Licenciatura de Gestão do Instituto Piaget, Diretor Emérito do Instituto Superior de Ciências da Administração, Managing Partner da 2B-On | SOCIAL BUSINESS CONSULTING, CEO da TSG, BUSINESS & TECHNOLOGY CONSULTING, Partner da AKA People, Diretor da Pós Graduação de Gestão Hospitalar do Instituto Superior de Gestão. Leciona ainda na Ordem dos Farmacêuticos a Pós-Graduação de Marketing Digital e é docente também no Centro de Estudos Superiores da Indústria Farmacêutica em Marketing Digital, acumulando experiência lectiva desde 1990 (27 anos). É Presidente da Assembleia da OV-Associação Portuguesa de Profissionais de Vendas e Presidente da Direção da Associação de Proprietários de São Marcos desde 1995). É membro efetivo da Ordem dos Economistas com o nº 10723.
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2 Responses to [S] Interactive Marketing Glossary

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  2. Pingback: [P] Interactive Marketing Glossary | Geraldes's Blog

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