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Quick Index
A B C D E F G H I J KL M N O P Q R S T U V W X Y Z |
IAB: Internet Advertising Bureau: The IAB, or Internet Advertising Bureau, is an association dedicated to helping online, interactive broadcasting, email, wireless and interactive television media companies increase their revenues.
Identification (ID): A spot television commercial eight to ten sec- onds in length, during a station break; the last two seconds of the visual time may be reserved for showing the station call letters ("station identification"); a ten-second broadcast commercial an- nouncement, sometimes referred to as a "ten".
Impact: The degree to which an advertisement or campaign affects its audience; the amount of space (full-page, half-page, etc:) or of time (60-second, 30-second, etc.) that is purchased, as opposed to reach and frequency measures; also, the use of color, large type, powerful messages, or other devices that may induce audience reaction (see Unit).
Independent station: A broadcast station that is not affiliated with a network.
Index: A numerical value that is assigned to quantitative data for ease of comparison.
Individual location: An outdoor location that has room only for one billboard.
Insert: An advertisement that is enclosed with bills or letters; a one-page or multi-page print advertisement that is distributed with the publication and may or may not be bound into it.
Insertion order: A statement from an advertising agency to a media vehicle that accompanies the advertisement copy and indicates spec- ifications for the advertisement.
Integrated commercial: A broadcast advertising message that is de- livered as part of the entertainment portion of a program.
Interstitial Ad: Interstitial advertisements are usually full-page ads displayed while a user is in transit from one page to another, triggered by code included in the link. CPM rates can be as high or higher than popup and popunder rates, and interstitials, due to their similarity to traditional television advertising (i.e., their resemblance to a commercial which is juxtaposed between two television shows), are often viewed as far less intrusive. The Fastclick network (see related review) has recently begun selling interstitial ads, with considerable success.
Island position: A print advertisement that is surrounded by edit- orial material; a print advertisement that is not adjacent to any other advertising; a broadcast commercial that is scheduled away from any other commercial, with program content before and after; often at premium advertising rates.
Isolated 30: A 30-second broadcast commercial that runs by itself and not in combination with any other announcement; usually found only on network television.
