Glossary: New Media

real-time streaming protocol

A specialized form of the Real-time Transport Protocol (RTP) for controlling real-time data delivery. RTSP provides an efficient way to simultaneously send audio and video streams to very large audiences.

real-time transport protocol

The standards that govern transmission methods used by applications that support streaming audio, streaming video, internet telephony and online teleconferencing—communications that occur in real time.

recall

The ability of people exposed to any type of ad content to remember its details when surveyed after several hours, days or weeks.

reciprocal link

Outbound link published on one website in exchange for an inbound link on the other site. Commonly used to boost search engine relevancy rankings.

rectangle ad

Large rectangular ad unit for display on ad-hosting web pages.

redirecting

In effect, the subcontracting of online advertising functions. Redirecting is the practice of calling upon different servers in multiple locations to assemble all of the components needed to place an online display ad in a contextually relevant web page. When the ad hosting sites requests the ad, the ad network’s server counts the impression, but redirects the request for ad copy to a second server. Meanwhile, a third server provides the linked-in looping video. While useful for contextual accuracy and accounting purposes, too many redirects result in very slow page loads.

redundancy

The practice of backing up pretty much everything involved in delivering media content. For websites, that includes data file backups and maintaining alternative hardware that can take over in the case of hardware failures or service disruptions. For TV programmers it includes maintaining a backup downlink and emergency transmitter. Redundancy requires maintaining two sets of everything on the assumption that at least one of them will function at all times.

referral fee

In an online context, the fee that advertisers pay to the host of the inbound link that delivered potential customers to their websites or phone banks.

referrer

The address of the web page from which a visitor arrives via hyperlink. Web logs that contain this information reveal interesting patterns of search strings and inbound links.

registrar

Company or organization authorized to grant and manage domain names within certain top-level domains (including .com and .net). Domain registrars feed new domain registration details into the DNS system and also process renewal applications when the domain name registration lease period expires.

relevancy ranking

The position in a search engine results page assigned to a website, determined by the relevance of its contents to the keywords in the search query. Because each search engine uses different criteria to rank relevance, each will assign different relevancy rankings to an identical sample of web pages.

remote control

Device used to control consumer electronic devices without touching a control panel. In the context of interactive television, the remote is the interface to the interface. Interactive application and programming triggers may appear on the screen with great offers, but the set top box remote is what allows the viewers to activate them.

remote storage digital video recorder

A “super DVR” managed at a subscription TV provider’s headquarters. Rather than require subscribers who wish to save TV programs to do so locally, a provider’s mega capacity DVRs would record all programming automatically for later on demand recall. An RS-DVR setup could save millions as the accompanying set top boxes would be vastly cheaper to produce. Rather than build fully functioning DVRs, the set top box would need only to interface with the RS-DVR.

rendering

The process of applying a series of computer calculated alterations to video data when converting a video file from one file format to another. Rendering essentially accepts digital video editing choices as input, and outputs a functioning newly-formatted video.

resolution

A measurement related to the sharpness and detail of images and videos. On screen, resolution is measured in pixels—the thousands of points of colored light that combine to create any graphic the end user sees. In print, resolution is expressed in dots per inch—how tightly together printers cram its dots of color. Either way, a higher resolution provides a more clear, smooth and true image.

response capability

The amount and scope of response channels that a particular technology offers its users. Interactive TV, for instance, may require a remote control. Ordering pay-per-view movies, by contrast, can add toll-free telephone numbers and text messaging into the mix.

resubmission

Repeatedly submitting a website address to search engine forms that solicit requests to index new pages and websites. Many engines consider this practice a cause for delisting, preferring that webmasters wait patiently for the request and indexing processes to run their course.

retention list

In-house database of people who opt in to a content distribution program and of past customers who have not opted out of such a program. Companies are aggressive in sending promotional materials to the house list because it’s easier and cheaper to retain past customers than convert new ones.

return path

An open data path that allows users to send information back to content providers. Uses range from purposefully sending purchase information via the web to unknowingly returning viewing data to a subscription TV provider’s set top box.

return visit

Online measure indicating when a unique visitor enters a website for at least a second time.

rich media

Presentation formats that incorporate audio, video and interactive elements to provide an enriched viewing experience. In online advertising, this means coding sounds to play during mouseovers, animating graphics in banner ads, triggering separately windowed videos to open upon ad clicks, and so on.

robot

A computer application designed to automatically complete a repetitive task. Notable examples include search engine crawlers that visit and index web pages, and spambots that scour the net for valid email addresses to which its owners can send spam.

robots.txt

A text file that resides in a website’s root directory to provide instructions for search engine spiders. The file indicates what pages the webmaster wants the robots to index, and what pages the robots should ignore. Still, it’s up to the robot’s programmers whether or not it will honor these directives.

ROC

See Run of Category.

rollover

Scripted animated feedback triggered when visitors move the mouse over specified web page elements, such as changing text color or playing a sound, to indicate the presence of a hyperlink.

RON

See Run of Network.

rotation

Practice of regularly changing the ads that appear in a web page’s dedicated advertising space. Advertisers, ad networks and ad-hosting websites all can determine rotation schedules.

RS-DVR

See Remote Storage Digital Video Recorder.

RSS

Acronym for Rich Site Summary or Really Simple Syndication—a way to automatically deliver website updates without requiring subscribers to visit the site directly. Participating sites create XML-based subscription feeds that deliver content to a feed reader or email client. Sites can configure feeds to send clickable headlines or to instead deliver summaries that will entice visitors to the site itself. Alternatively, they can send a copy of a post’s entire text, or a podcast. Subscribers can also configure, setting their feed readers to accept only brief summaries or complete downloads. Marketers view RSS as a promising medium because sites deliver information to people who actively seek it—in other words, qualified leads.

RTP

See Real-time Transport Protocol.

RTSP

See Real-time Streaming Protocol.

run of category

Placement protocol for online display ads that dictates ads will appear only within a defined group of pages within a website. For instance, a sporting goods company banner would appear only on pages within a newspaper site’s online Sports section, and not on News and Commentary pages.

run of network

Ad-network-managed placement protocol for online display ads allowing the network to place ads upon any page, within any site, on which the network can buy ad space. As these ads are not strategically targeted, they cost less than run of category ads.

run of site

Placement protocol for online display ads that permit ads to appear on any page within a website.