Glossary of Advertising Terms
|A measure in audio advertising indicating the number of times listeners took a specific action after hearing an ad.
|The text of an advertisement. Good ad copy effectively communicates the value proposition and call to action to the target audience.
|The visual elements of an advertisement, including images, videos, and overall design.
|A digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time bidding.
|The number of times an audience sees an advertisement.
|Illegitimate advertising practices intended to generate revenue by artificially inflating ad performance metrics.
|A measure of how often an ad is displayed, whether clicked on or not.
|The total amount of ad space a publisher has available to sell to advertisers.
|A company that connects advertisers to websites that want to host advertisements.
|The placement of an advertisement on a page or within content, which can affect visibility and performance.
|The practice of rotating different advertisements in a single ad space to test effectiveness or to avoid ad fatigue.
|Technologies used by advertisers to store, manage, and serve their advertising campaigns.
|A snippet of code that is placed on a website to display advertisements.
|The process of evaluating the effectiveness of an ad before fully launching it.
|The process of collecting data and insights on the performance of an advertisement.
|This refers to the technology enabling different ads to be shown to different households, even though they are watching the same television program.
|A marketing arrangement where an online retailer pays commission to an external website for traffic or sales generated from its referrals.
|A business that provides advertising and marketing services to clients, acting as an intermediary between advertisers and media companies.
|A rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.
|The process of dividing a broad consumer or business market into sub-groups based on shared characteristics.
|Rectangular digital advertisements placed typically at the top, side, or bottom of a web page.
|A technique used by online advertisers to present targeted ads to consumers by collecting information about their browsing behavior.
|The percentage of visitors to a particular website who navigate away from the site after viewing only one page.
|The extent to which consumers are familiar with the qualities or image of a particular brand.
|The value derived from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.
|The process of creating a unique image and identity for a product or service in the consumer’s mind.
|Call To Action (CTA)
|An instruction within an advertisement designed to prompt an immediate response from the audience.
|A series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC).
|The percentage of subscribers to a service who discontinue their subscriptions within a given time period.
|The practice of repeatedly clicking on an advertisement hosted on a website with the intention of generating revenue for the host website or draining revenue from the advertiser.
|A sensationalized headline designed to attract clicks but often not delivering relevant content.
|The ratio of users who click on an advertisement to the total number of users who view the ad.
|A marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience.
|Information pertaining to the content of a web page, used for contextually relevant advertising.
|The action of a user fulfilling a desired outcome, like making a purchase or signing up, as a result of an advertising campaign.
|The percentage of visitors to a website who complete a desired goal (a conversion) out of the total number of visitors.
|A small file saved on people’s computers to help store preferences and other information that’s used on webpages that they visit.
|Cost Per Acquisition (CPA)
|The price an advertiser pays for each acquisition, such as a sale, click, or form submit, as a result of the advertisement.
|Cost Per Click (CPC)
|The price paid by an advertiser for a single click on its advertisement.
|Cost Per Engagement (CPE)
|A pricing model where advertisers pay for each specified interaction (like a click, form submit, or social media share).
|Cost Per Lead (CPL)
|The price an advertiser pays for each lead generated from an advertisement.
|Cost Per Thousand (CPM)
|The cost incurred for every thousand impressions an advertisement receives.
|Adjusting creative elements of an ad, like images or copy, to improve performance.
|Advertising across multiple digital and non-digital platforms to maximize reach and impact.
|Refers to the standard units or metrics used in media buying and selling transactions.
|Customer Acquisition Cost (CAC)
|The cost associated in convincing a customer to buy a product/service.
|Companies that compile and maintain internet user profiles for targeted advertising purposes.
|The practice of dividing the day into several parts and running advertisements during a specific part of the day to target specific audiences.
|Demand-Side Platform (DSP)
|A system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.
|A targeting strategy where ads are shown to users based on demographic attributes like age, gender, income, etc.
|Direct Response Advertising
|A type of advertising designed to elicit an immediate response and encourage a prompt action by the consumer.
|This type of advertising involves placing visual ads on websites, including banner ads and rich media.
|A communication strategy that sends, or “drips,” a pre-written set of messages to customers or prospects over time.
|Advertisements that automatically adjust their content and display based on specific user profiles or behaviors.
|A metric that measures the level of engagement that a piece of created content is receiving from an audience.
|The scheduled start and end dates for an advertising campaign.
|A metric indicating the average number of times an ad is presented to the audience within a specified period.
|Delivering ads to consumers based on their geographic location.
|Using GPS technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area.
|Gross Rating Point (GRP)
|A standard measure in advertising denoting the percentage of the target audience reached by an advertisement.
|The fifth version of the HTML standard, used for structuring and presenting content on the internet.
|A single instance of an online advertisement being displayed.
|A marketing methodology that is designed to draw visitors and potential customers in, rather than outwardly pushing a brand, product or service.
|A form of marketing in which focus is placed on influential people rather than the target market as a whole on social media.
|Integrated Marketing Communications (IMC)
|A strategy that integrates various promotional tools and communications/marketing strategies to provide clarity, consistency, and maximum communication impact.
|This concept involves combining diverse audience segments, typically based on shared preferences or behaviors, for more comprehensive advertising strategies.
|Full-page ads that appear before the actual webpage.
|Key Performance Indicator (KPI)
|A measurable value that demonstrates how effectively a campaign achieves key business objectives.
|The specific web page a user is directed to after clicking on an online advertisement.
|The initiation of consumer interest or inquiry into products or services of a business.
|The increase in a specific metric, such as sales or website traffic, attributable to an advertising campaign.
|A way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.
|The percentage of a target market that consumes a product or service.
|The procurement of media space and time for displaying ad creatives.
|The combination of communication channels your business uses to meet its marketing objectives.
|A type of advertising that matches the form and function of the platform upon which it appears.
|A multi-channel sales approach that provides the customer with an integrated customer experience.
|A user’s consent given to a company to use their data for specified purposes, often for targeted advertising.
|Internet traffic that comes from searches on search engines like Google, where the business hasn’t paid for ads.
|A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.
|An advertising model in which advertisers pay based on how many times their advertisement is shown.
|A semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
|A method used to track user behavior on websites using a pixel, a tiny image embedded in webpages.
|This is a strategic placement of a product within entertainment media, where the product is integrated into the storyline of a show or film, often in exchange for a fee.
|The use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations, and manual insertion orders.
|The process of executing media buys in an automated fashion through digital platforms such as exchanges, trading desks, and demand-side platforms (DSPs).
|In online advertising, it’s a measure used by search engines that influences ad rank and cost per click of ads.
|This term denotes the average number of viewers of a television program, calculated per minute.
|The total number of different people exposed to an advertisement.
|An automated, instantaneous auction process for buying and selling online ad impressions.
|Advertising space that remains unsold and is typically available at a reduced rate.
|A technique where advertisers target users who have previously interacted with their brand or website, aiming to re-engage them.
|Return on Ad Spend (ROAS)
|A marketing metric that measures the efficacy of a digital advertising campaign.
|Interactive digital advertisements that offer various forms of engagement like videos, games, or other interactive elements.
|An ad buying option where ads are placed across various websites within a network, rather than on specific sites.
|The process that companies use to guide consumers through a buying process, from the first contact to the final sale.
|Refers to the process where television advertising space, not sold during the upfront sales period, is bought and sold.
|Search Engine Marketing (SEM)
|A form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising.
|Search Engine Optimization (SEO)
|The process of optimizing a website to rank higher in search engine results pages, thereby increasing the amount of organic (or free) traffic the site receives.
|This metric indicates the proportion of a target audience that has been exposed to a particular media channel or advertisement.
|Share of Voice (SOV)
|The proportion of advertising presence a brand has compared to its competitors
|Specifications that detail the technical requirements, like file size and format, for ad creatives.
|Split Testing (A/B Testing)
|Comparing two versions of a webpage or app against each other to determine which one performs better.
|A form of content marketing where brands pay for the creation and distribution of content that resembles the publisher’s native content.
|This term specifies the duration of a commercial advertisement, typically measured in seconds.
|Social Media Marketing (SMM)
|The use of social media platforms and websites to promote a product or service.
|Refers to non-animated, still image-based advertisements.
|The specific group of consumers most likely to want your product or service, and therefore, the group of people who should see your ad campaigns.
|Unique Selling Proposition (USP)
|A factor that differentiates a product from its competitors, such as the lowest cost, the highest quality, or the first-ever product of its kind.
|An event in the television industry where a network previews its upcoming programs to advertisers for early ad sales.
|User Experience (UX)
|A person’s emotions and attitudes about using a particular product, system or service.
|An innovation, service, or feature intended to make a product or company attractive to customers.
|A metric to assess whether an online advertisement is actually viewable on a user’s screen.
|The practice of allowing certain ads to be displayed on a website, bypassing ad blockers or other limitations.
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