house ads

Chinese translation: 自用广告空间/自家广告

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
English term or phrase:house ads
Chinese translation:自用广告空间/自家广告

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21:45 Sep 15, 2008
English to Chinese translations [PRO]
Marketing - Advertising / Public Relations
English term or phrase: house ads
Definition from AdGlossary:
A type of banner advertisement that a web site publisher runs in an ad space when no paying advertisement is available to fill the space. Typically filled with an advertisement promoting one of the web sites services, products or features.

Example sentence(s):
  • For one, the company will be serving almost no house ads, according to its president, Rick Boyce. Instead, it will roll out larger ad sizes -- similar to publishers including CNET, who are offering products that include only one, large-size advertising position per page. Adapt SEM
  • Some of these targeted banners were house ads, promotions for the newspaper. House ads were coded as banners. Teasers to "inside" content sometimes looked like banner ads. They were not coded. The CCJA online
  • The numbers they must face are not pretty. Clickthrough rates on banner ads are clearly less than stellar (generally found to be less than 0.5 percent on average), and a recent study by AdRelevance, a division of Media Metrix, found that nearly 20 percent of online advertising consists of self-promotional house ads. Internet World Magazine
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自用广告空间/自家广告
Definition:
所 谓 “自 用 广 告 空 间 ” , 是 指 一 个 网 站 在 自 己 的 网 页 打 广 告 , 通 常 这 些 广 告 可 能 是 用 作 促 销 自 己 的 产 品 , 但 也 很 可 能 是 他 们 无 法 将 这 些 广 告 空 间 卖 出 , 只 有 用 自 己 的 广 告 填 补 空 位 。
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Julia Zou
China
Grading comment
4 KudoZ points were awarded for this answer



Summary of translations provided
4 +2自用广告空间/自家广告
Julia Zou
4 +1专属广告/自我宣传广告
Alice yang


Discussion entries: 2





  

Translations offered


6 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +2
自用广告空间/自家广告


Definition from NAChinese.com :
所 谓 “自 用 广 告 空 间 ” , 是 指 一 个 网 站 在 自 己 的 网 页 打 广 告 , 通 常 这 些 广 告 可 能 是 用 作 促 销 自 己 的 产 品 , 但 也 很 可 能 是 他 们 无 法 将 这 些 广 告 空 间 卖 出 , 只 有 用 自 己 的 广 告 填 补 空 位 。

Example sentence(s):
  • 專 門 做 網 上 廣 告 調 查 的 附 屬 公 司 AdRclevance(www.adrelevance.com), 對 網 站 的 「 自 用 廣 告 空 間 (House Ads), 作 了 一 份 很 有 參 考 價 值 的 調 查 。 - NAChinese.com  
  • AdRelevance公司在报告中指出,所谓的自家广告(house ads),是指公司在自家的网站上刊登的广告,而所有线上广告中,大约有20%是自家广告。 - ZDNET  
  • Google原本会在搜索结果页面最上方放置推销自家产品的“Tips”(小秘诀),但自从本周遭批评后,目前看来已经悄悄移除掉了。 - 上海激博IT界  

Explanation:


--------------------------------------------------
Note added at 6 hrs (2008-09-16 03:51:33 GMT)
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更正一下:“自家广告”比 “自用广告空间”更准确一些。
Julia Zou
China
Local time: 02:03
Native speaker of: Native in ChineseChinese
PRO pts in category: 15

Votes in favor of/against selecting this as the best translation of the term asked
Yes  Felix Lew: this feels right
1 day 11 hrs
  -> Thank you!

Yes  Zhengyu Fry: 自用广告空间好像更准确, 避免歧义
72 days
  -> Thank you !
Login to enter a peer comment (or grade)

6 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +1
专属广告/自我宣传广告


Definition from own experience or research:
House ad
Definition
Self-promotional ad a company runs on its media outlets to put unsold inventory to use.

Information
House ads arise from unsold advertising inventory. Many ad spaces are relatively fixed, and house ads are often the logical solution to fill the space. House ads are often used to promote new features, other in-house revenue generators, and other media properties.

Example sentence(s):
  • In-house agency 专属广告公司 - In-house agency  
  • Publishers Creating Their Own In-House Ad Agencies 出版商建立自己的专属广告公司。 - In-house Ad agencies  
  • How to Display House Ads versus Paid Ads 如何展示“专属广告(自我宣传广告)和付费广告? - Paid/paying advertisement  

Explanation:
在上述定义中,需要区别两个概念,一个是“house ads" ,即house advertisement,另外一个是 " paying advertisement" 即付费广告,付费广告比较容易理解。

在上述定义中,house ads是在没有付费广告的情况,网站经营者为了有效利用空间(space),对自己的网站服务、产品或者特色进行介绍( websites service, product or features)。

其中还有一个专业术语“banner advertisement”,这是一种广告表现形式,内地通常翻译为“横幅广告”, 可以指普通的条幅广告,也可以指网页上常见的广告。在台湾,则翻译为“ 網幅圖像廣告”。

House ads 这种自我宣传方式是由 James Walter Thompson (1847-1928) 在19世纪80年代创造的,其目的是广告公司本身进行自我宣传,为其吸引更多客户。
具体的内容可以参考 http://library.duke.edu/digitalcollections/eaa/jwt.html
Alice yang
China
Local time: 02:03
Native speaker of: Native in ChineseChinese
Notes to answerer
Andrea Roux gemeint sind wahrscheinlich "les entreprises laitières et les producteurs de fromage".


Votes in favor of/against selecting this as the best translation of the term asked
Yes  maxzhy
70 days
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