DMAs and DayParting

Today we have two new dictionary definitions for you:

DMA (Designated Market Area): Media markets designed in which people receive advertisements based on their location. DMAs are defined by Nielsen Media Research and are used to identify specific media markets for those interested in buying advertisements in that area. Many websites allow advertisers to show their ads in their DMA market reaching everyone in that area.

Ex: The New York City DMA is shown in yellow below:

New York City DMA - Designated Market Area

Dayparting:  The practice of dividing the day into several parts, during each of which a different type of creative or programing is shown. Additionally, dayparting can refer to switching the medium the creative is shown on.

Ex: To maximize reach to your target audience a company could daypart an advertising campaign so ads are shown on mobile in the morning, on PC’s midday, and on tablets at night.


Any questions?


Display Advertising, Broken Down

Display AdvertisingOne of the most frequent question we are asked in digital advertising is about ad units. When executing a digital adveritisng campaign display units on desktop, tablet, and mobile devices are extremely varied.

Display advertising is a form of online advertising where an advertiser’s message is shown on a destination web page. This is generally placed next to content on the page.Ad units are the space on a webpage, mobile browser, or in an app where ads are displayed. Ad units are measured by width x height in pixels. The three most common ad units are rectangles (300 x 250), leaderboards (728 x 90), and skyscrapers (160 x600), see below labeled one, two, and three.

These are the most common ad sizes because they are offered by the majority of the top online publishers and have been deemed efficient at delivering results for a wide range of campaign types such as brand awareness and direct response.

Below are the IAB’s (The Interactive Advertising Bureau) standard ad sizes:

IAB Standard Ad Unit Sizes

If you are interested, the full IAB Display Advertising Guidelines can be found here.

If you have further questions we would be happy to answer them in the comments below or you can email us at!

Digital and Social Media Dictionary: S

Old English Letter SIn the Spring the PACE Digital team created a dictionary of over 100 relevant terms in the Digital and Social Media world as a resource to our clients.

As it is the last day of September we wanted to share the “S” words:

Search Engine Marketing (SEM):   A form of Internet marketing that seeks to promote websites by increasing their visibility in the search engine result pages. This marketing strategy helps a business or organization attract customers, generate brand awareness, and build trust by increasing its website’s visibility usually through the purchase of PPC ads (see definition) and paid inclusion in search engine results.

Search Engine Optimization (SEO):   The process of improving the volume or quality of traffic to a website from search engines via unpaid or organic search traffic (see definition). Different search engines use their own algorithms (see definition) for how they rank results usually done by making front and backend changes on a website.

Selfie:   A photograph that one has taken of oneself, typically taken with a smartphone or webcam and uploaded to a social media website. Selfie was announced as Oxford Dictionary’s word for the year for 2013.

Share:  To post or re-post content on a social media site is to share it. Facebook specifically has a Share option, which allows you to post someone else’s content on your page. On Twitter, this is called re-tweeting.

Share Button/Bar:   A feature that people can add to their website or an email that will allow the content to be easily shared on a variety of social media sites.

Snapchat:   A photo messaging application where users can take photos, record videos, add text and drawings, and send them to a controlled list of recipients through a mobile app. These sent photographs and videos are known as “Snaps” and are only visible for a few seconds.

Social Media Marketing:  Building your social network fans, likes, followers, and connections using relevant and interesting content that is shared. This allows you to reach and engage more people and drive more business.

Social Networks:  Social media sites (i.e. Facebook, Twitter, LinkedIn) where people connect and interact with friends, colleagues, businesses, and organizations.

Sponsored Content:  A form of native advertising (see definition) formerly known as advertorial content. Sponsored content is paid for by an advertiser, takes the appearance of editorial content, and is typically longer than a native ad.

Spotify:  A free, advertiser supported digital music-streaming service that gives users on-demand access to millions of songs on all devices. The primary purpose for streaming digital music is for users tosave hard drive space and listen legally and there is a social aspect of sharing playlists. All music on Spotify is rights managed. Spotify differs from Pandora because users choose each song and put it on a playlist versus Pandora which users only select one song or artist and the rest of the music is recommended by an algorithm. Similar to Pandora, there is a paid, ad-free option.

Stickiness (Sticky Content) : Refers content published on a website, which has the purpose of getting a user to return to that particular website or hold their attention and get them to spend longer periods of time at that site.

Make sure to check back frequently for more helpful tips from the PACE Digital Team or contact us at to see how we can work together!