Glossary M-P

Meta-tags/ descriptions - HTML tags that identify the content of a web page for the search engines.

Microsite - A sub-site reached via clicking on an ad. The user stays on the publisher’s website but has access to more information from the advertiser.

MMA - The Mobile Marketing Association (MMA) is the premier global non-profit association that strives to stimulate the growth of mobile marketing and its associated technologies. The MMA is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. The MMA has over 500 members representing forty-plus countries.

Mobile Data Services - Includes SMS, MMS, WAP, LBS and video.

Mobile Internet Advertising - a form of advertising via mobile phones or other wireless devices (excluding laptops). This type of mobile advertising includes mobile web banner ads, mobile internet sponsorship and interstitials (which appear while a requested mobile web page is loading) as well as mobile paid-for search listings. Mobile internet advertising does not include other forms of mobile marketing such as SMS, MMS and shortcode.

MP3 - A computer file format that compresses audio files up to a factor of 12 from a .wav file.

MPEG - File format used to compress and transmit video clips online.

MSISDN - Mobile Subscriber Integrated Services Digital Network. The mobile phone number of the participating customer.

Multiple Purpose Units (MPU) - A square online advert usually found embedded in a web page in a fixed placement. Called ‘multiple purpose’ as it is a flexible shaped blank ‘canvas’ in which you can serve flat or more interactive content as desired. See also Rich Media, Universal Advertising Package.

Natural search results - The 'natural' search results that appear in a separate section (usually the main body of the page) to the paid listings. The results listed here have not been paid for and are ranked by the search engine (using spiders or algorithms according to relevancy to the term searched upon. See also spiderm algorithm, SEO.

Notice - An easy-to-understand written description of the information and data collection, storage, maintenance, access, security, disclosure and use policies and practices, as necessary and required of the entity collecting and using the information and data from the mobile subscriber.

NVOD – Near Video On Demand service is the delivery of film and television programming from a server via a cable network or the internet. Like VOD these services are nonlinear and navigated via an EPG. Programming must be downloaded and the majority of existing services require the same amount of time to download as the duration of the selected programme.

OB - Outside Broadcast Unit Known as a “production truck”. In the US an OB unit is a truck containing a mobile TV production studio.

Off-Portal - Point of sale/access on the mobile network, but outside of the operator’s “walled garden”/portal/deck, where consumers can access/purchase information and mobile products/content/utilities.

On-Portal - Point of sale/access within the operator’s “walled garden”/portal/deck, where consumers can access/purchase information and mobile roducts/content/utilities.

Online HD - Is the delivery of High Definition streamed video media. This typically conforms to 720p standards where 720 represents 720 lines of vertical resolution and p stands for progressive scan.

Online Video Advertising - Video advertising accompanying video content distributed via the internet to be streamed or downloaded onto compatible devices such as computers and mobile phones. In its basic form, this can be TV ads run online, but adverts are increasingly adapted or created specifically to suit online. Video advertising can be placed before (pre-roll), during (mid-roll) and after (post-roll) video content. There are also a variety of other methods of delivery including:

• Embedded within rich media adverts - a video advert can be triggered by a user clicking on a banner ad.
• Subsite - a video advert loads in a separate browser window behind the site a user is looking at. The video advert then starts playing automatically when the user leaves the original site.
• In-text video - allows video footage to be delivered when a user rolls over a double underlined word within editorial.
• Email - allows video to be embedded within an email.

Opt-in - An individual has given a company permission to use his/her data for marketing purposes.

Opt-out - An individual has stated that they do not want a company to use his/her data for marketing purposes.

Organic search results - The ‘natural’ search results that appear in a separate section (usually the main body of the page) to the paid listings. The results listed here have not been paid for and are ranked by the search engine (using spiders or algorithms) according to relevancy to the term searched upon. See also spider, algorithm, SEO.

Overlay - Online advertising content that appears over the top of the webpage. See also Rich Media.

Paid Inclusion - In exchange for a payment, a search engine will guarantee to list/review pages from a website. It is not guaranteed that the pages will rank well for particular queries – this still depends on the search engine's underlying relevancy process.

Paid for listings - Paid-for listings within general search services. This includes all of the non-graphical search advertising formats from keywords to direct feeds, local search and pay per call. Search is sold on a pay-per-click basis where the advertiser pays only when a visitor to the search website clicks on their advert. This does not include the search engine optimisation (SEO) techniques that can be used to make a website ‘search engine friendly’, nor does it include services specifically designed for recruitment, automotive, property and other traditional classified sections which should be counted in the classified section. See also Organic search results, PPC (Pay Per Click).

Paid Search - See PPC.

Pay for Performance Program - Also called Affiliate Marketing, Performance-based, Partner Marketing, CPA, or Associate Program. Any type of revenue sharing program where a publisher receives a commission for generating online activity (e.g. leads or sales) for an advertiser.

Pay per lead - The commission structure where the advertiser pays the publisher a flat fee for each qualified lead (customer) that is referred to the advertiser’s website.

Pay per sale - The commission structure where the advertiser pays a percentage or flat fee to the publisher based on the revenue generated by the sale of a product or service to a visitor who came from a publisher site.

Pay Per View (PPV) - Is an ecommerce model that allows media owners to grant consumers access to their programming in return for payment. Micro payments may be used for shorter programming whist feature films may attract larger sums.

Personal Video Recorder (PVR) - is a hard disc based digital video recorder most use MPEG technology and enables viewers to pause and rewind live TV. PVR’s also interact with EPG’s to automatically record favourite programmes and have lead to an increase in the number of consumers watching “Time Sifted” TV and skipping advertising breaks.

Phishing - An illegal method whereby legitimate looking e-mails (appearing to come from a well-known bank, for example) are used in an attempt to get personal information that can be used to steal a user's identity.

Pharming - An illegal method of redirecting traffic from another company’s website (such as a bank) to a fake one designed to look similar in order to steal user details when they try to log in. See also Phishing.

Placement - The area where an advertisement is displayed/placed within a publisher’s mobile content.

Podcasting - Podcasting involves making an audio file (usually in MP3 format) of content –usually in the form of a radio program- that is available to download to an MP3 player.

Polite loading - Fixed online advertising placements that load and display additional Flash content after the host page on which the advert appears has finished loading. See also Flash.

Pop-under - An ad that appears in a separate window beneath an open window. Pop-under ads are concealed until the top window is closed, moved, resized or minimised.

Pop-up - An online advert that ‘pops up’ in a window over the top of a web page. See also interruptive formats.

Portal - A browseable portal of links to content, pre-configured usually by the network operator, and set as the default home page to the phone’s browser.

Pay per Click (PPC) - Allows advertisers to bid for placement in the paid listings search results on terms that are relevant to their business. Advertisers pay the amount of their bid only when a consumer clicks on their listing. Also called sponsored search/ paid search.

Post-roll - The streaming of a mobile advertising clip after a mobile TV/video clip. The mobile advert is usually 10-15 seconds.

Pre-roll - The name given to the adverts shown before, or whilst an online video is loading. There can be more than one and although they all vary in length, they average 21seconds in duration.

PSMS - Premium SMS. A text message that is charged at a premium over the standard rate.

Publisher - Also referred to as an Affiliate, Associate, Partner, Reseller or Content Site). An independent party, or website, that promotes the products or services of an advertiser in exchange for a commission.