| Item Name |
Description |
| Ad Impression |
An advertisement impression occurs each time a consumer is exposed to an advertisement (either prepended or appended to an SMS message, on a mobile web or web page, within a video clip, or via related media). |
| Advertisement |
Any collection of text, graphics or multimedia content displayed and accessible inside of an content application for the purposes of promoting a commercial brand, product or service. |
| Average Revenue Per User (ARPU) |
A commonly used financial benchmark to measure the average revenue generated by a mobile carrier's mobile subscriber, or "user". |
| Banner Size |
The width and length dimensions (typically presented in pixels) of a banner/ image advertisement placed on the mobile web. |
| Branding |
The process by which brand identity is developed; a marketing strategy and/or campaign objective. |
| Call to Action (CTA) |
A statement or instruction, typically promoted in print, web, TV, radio, on-portal, or other forms of media (often embedded in advertising), that explains to a mobile subscriber how to respond to for a particular promotion or mobile initiative, which is typically followed by a Notice. |
| Carrier (Mobile carrier, Mobile Network Operator, Mobile Carrier, Network Operator, Operator Company, Wireless Carrier) |
A company that provides wireless telecommunications services. |
| Click |
The act of when a mobile subscriber interacts with (highlights and clicks on) an advertisement (banner, text link) or other actionable link, that has been served to their screen. |
| Click to Call |
A service that enables a mobile subscriber to initiate a voice call to a specified phone number by clicking on a link on a mobile web site. Typically used to enhance and provide a direct response mechanism in an advertisement. |
| Click Through |
The process that takes a mobile subscriber to a jump or landing page once the mobile subscriber has clicked on a link. |
| Click Through Rate (CTR) |
A way of measuring the success of an online or mobile advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad on a Web page by the number of times the ad was delivered (impressions). |
| Content Provider |
A company that creates and offers content, e.g. graphic products, ringtones, games, news, information and entertainment services, etc. |
| Cost per Thousand (CPM) |
A metric sometimes used to price advertising banners. Sites that sell advertising may guarantee an advertiser a certain number of impressions (number of times an ad banner is served and presumably seen by visitors) and then set the cost based on the guarantee, multiplied by the CPM rate. |
| Coupon |
A ticket, message, and/or document that can be exchanged for a financial discount on a product or service. May appear as a 1-dimentional or 2-dimentional image, and be sent through SMS, MMS or as a downloadable application. |
| Handset |
Term used in reference to a mobile phone, mobile device, or mobile terminal. |
| Location Based Services (LBS) |
A range of services that are provided to mobile subscribers based on the geographical location of their handsets within their cellular network. Handsets have to either be equipped with a position-location technology such as GPS to enable the geographical-trigger of service(s) being provided, or to send a PIN containing their Location Information. LBS include driving directions, information about certain resources or destinations within current vicinity, such as restaurants, ATMs, shopping, movie theaters, etc. |
| Location Information |
Information that enables a Mobile Marketer to identify the specific location of a particular wireless device. Zip codes and area codes typically do not alone provide the specificity to qualify as Location Information. However, a Global Positioning System (GPS) is an example of a functionality that provides Location Information. |
| Messaging |
Collectively, SMS and MMS messages sent to mobile phones/devices. This definition does not include advertisements delivered on WAP sites or advertisements delivered into games on mobile devices. |
| MMS Message |
A message sent via a Multimedia Messaging Service that contains multimedia objects such as pictures or video. |
| Mobile Advertising |
A form of advertising that is communicated to the consumer/target via a handset. This type of advertising is most commonly seen as a Mobile Web Banner (top of page), Mobile Web Poster (bottom of page banner), and full screen interstitial, which appears while a requested mobile web page is "loading." Other forms of this type of advertising are SMS and MMS ads, mobile gaming ads, and mobile video ads (pre, mid and post roll). |
| Mobile Marketing |
The use of wireless media as an integrated content delivery and direct response vehicle within a cross-media or stand-alone marketing communications program. |
| Mobile Marketing Association (MMA) |
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 600 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. |
| Mobile Subscriber (Subscriber) |
A consumer that enters into an agreement with a Carrier. Once executed, the agreement requires the Carrier to provide wireless telecommunications services to the consumer. |
| Multimedia Messaging Service (MMS) |
Standard for telephony messaging systems that enable the sending of messages that include multimedia objects (images, audio, video, rich text). May or may not include normal text. |
| Opt-in |
The process where a Subscriber provides explicit consent, after receiving Notice from the Mobile Marketer. |
| Opt-out |
The process through which a Subscriber revokes consent after receiving Notice from the Mobile Marketer. An example of an Opt-out process includes, but is not limited to, a Subscriber replying to an SMS message with the phrase "stop". |
| Pull Messaging |
Any content sent to the wireless subscriber upon request, shortly thereafter, on a one time basis. For example, when a customer requests the local weather from a WAP-capable browser, the content of the response, including any related advertising, is Pull Messaging. |
| Push Messaging |
Any content sent by or on behalf of advertisers and marketers to a wireless mobile device at a time other than when the subscriber requests it. Push Messaging includes audio, short message service (SMS) messages, e-mail, multimedia messaging, cell broadcast, picture messages, surveys, or any other pushed advertising or content. |
| Roaming |
A service allowing mobile subscribers to use their handsets on the networks of other mobile carriers, inside their country or while going abroad. |
| Short Message Service (SMS) |
A standard for telephony messaging systems that allow sending messages between mobile devices that consist of short messages, normally with text only content. |
| Text Link |
Creative use for mobile advertisements - represented by highlighted and clickable text(s) with a link embedded within the highlighted text. Usually limited to 16-24 characters. |
| WAP Push |
A specially encoded message which includes a link to a WAP address that allows WAP content to be pushed to the handset with minimum user intervention. |
| Wireless Application Protocol (WAP) |
An open international standard for applications that use wireless communication. Its principal application is to enable access to the internet from a mobile phone or PDA. Can be used to deliver content to mobile devices. |
