Media Release: 1 March
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Demystifying the jargon
As an industry, digital is prone to dazzling technical jargon and endless evolution. Just as we
grasp a new digital trend, another one crops up. Yet if we take away the smokescreen of
complex terms, we find that digital is essentially about connecting and learning about our
audiences, customers and our businesses. Our IAB SA team has translated the key digital
terms to English. This is not only a great cheat sheet for the upcoming IAB Digital Summit,
but a cheat sheet to navigating to year ahead in digital.
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CLF - Closed loop feedback empowers companies and employees to have an ongoing
conversation with customers. This usually means identifying key customer touch
points and asking for feedback.
CLV - Customer lifetime value. How much someone spends with you, from their first
purchase, to now.
Content Marketing - This is information that has editorial integrity and does not punt
a product. When you hear this, think about issues and topics on your audience’s
mind, not product features!
CPA - Cost per acquisition. How much it costs in total to get a customer to commit. It
is calculated by dividing the marketing cost, but the number of customers.
CPI - Cost per install. How much it costs to get your customer to install your app. This
data is relevant when in-app subscription is live.
Data management platform (DMP) - A centralised platform used by agencies,
marketers and publishers to manage and fuse data. A variety of sources can be
merged in the platform to generate audience segments for improved targeting
Demand-side platform (DSP) - Enables advertisers and agencies to automate the
purchase of display, video, mobile and search ads. It assesses the attributes of ad
impressions and can assign a bid based on those attributes.
Earned media - This means mentions and exposure of your
brand/product/business/company/opinion in the (not only digital) media space, by
others. It is not necessarily something you publish or post, and certainly not space
that you buy!
First-party data - First-party data is information collected by digital publishers about
their visitors' behaviour. First-party data often includes CRM, subscription/survey
and social media data. This type of data is often seen as more valuable as it typically
has higher degrees of accuracy.
Optimise our media spend - Make sure your business isn’t wasting money.
Creating engaging content - Create stuff that doesn't bore the people you’re
speaking to.
Illustrate value through digital - Show your clients or shareholders how digital makes
money.
OTT or Over-The-Top - In broadcasting, over-the-top content (OTT) refers to delivery
of audio, video, and other media over the internet without the involvement of a
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multiple-system operator in its control or distribution.
Independent self-regulation - This is the process whereby an organisation monitors
its own adherence to legal, ethical, or safety standards, rather than have an
outside, independent agency such as a third party entity monitor and enforce those
standards.
UX - User experience. Not to be confused with just having pretty pictures, or UD
(user design), UI (user interface) or IA (information architecture), but certainly
dependent on each of these!
For more concrete insights on the key digital terms and trends for 2016, click here for the
full glossary of terms.
About IAB South Africa
The Interactive Advertising Bureau (IAB) South Africa is an independent, voluntary, nonprofit association focused on growing and sustaining a vibrant and profitable digital industry
in South Africa. The IAB South Africa represents the digital industry across all sectors
including the media, the marketing community, government and the public, and also acts as
the channel through which international bodies can enter the South African digital market.
The IAB South Africa currently represents over 200 members including online publishers,
creative, media and digital agencies, brands and educators between them accounting for
more than 36 million local unique browsers and almost 1 billion page impressions. The IAB
South Africa strives to provide members with a platform through which they can engage,
interact and address digital issues of common interest, thereby stimulating learning and
commerce within the South African digital space. To find out more about the IAB South
Africa, visit its website (www.iabsa.net), like us on Facebook
https://www.facebook.com/iab.southafrica and follow @iab_sa on Twitter.
Major Partner: Diamond Partner
IAB Digital Summit in association with BBC.com
Category Partners: Platinum Partners:
Gumtree, News24, SABC Digital, Telkom, Unilever
VIP Partners
Effective Measure, Public Ideas, Standard Bank
Additional Partners and Official Suppliers
360 Degrees, AlwaysOn, The Clay Collab, Endcode, Hello Yes, iDidTht.com, Metropolitan
Republic, Native VML, Net Media Planet
Official Media Partners
Bizcommunity, eNCA, Memeburn, Ornico
Bookmarks Partner
Opera Mediaworks
ENDS
DISTRIBUTED BY:
The Clay Collab and Rayner@duveen.biz
ON BEHALF OF:
Josephine Buys
CEO, IAB SA