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Advertising Glossary

Lost in the advertising terms? No worries, the Advertising Glossary is here to help! Find all the terms you need to know, explained simply.

Above the Fold: The portion of a webpage visible to a user without scrolling down.
Ad Blocker: Software that prevents advertisements from being displayed on web pages or in applications.
Ad Copy: The textual content of an advertisement, designed to persuade the audience.
Ad Creative: The visual and design elements of an advertisement.
Ad Exchange: A digital marketplace for buying and selling ad inventory through real-time bidding.
Ad Fatigue: Decreased ad effectiveness due to audience overexposure to the same ad.
Ad Inventory: The total amount of ad space a publisher has available to sell to advertisers.
Ad Network: A company that connects advertisers with websites (publishers) that want to host ads.
Ad Retargeting / Remarketing: Serving ads to users who have previously visited your website or interacted with your brand.
Ad Server: A web server that stores, manages, and delivers digital advertisements to website visitors.
Ad Space: Designated areas on a webpage, app, or other media where advertisements can be displayed.
Affiliate Marketing: A performance-based marketing strategy where businesses reward affiliates for each customer brought by the affiliate's marketing efforts.
AIDA Model (Attention, Interest, Desire, Action): A classic marketing model describing the stages a consumer goes through before making a purchase decision.
Analytics: The measurement, collection, analysis, and reporting of data to understand and optimize ad campaign performance.
Audience Segmentation: Dividing a broad target audience into smaller, more defined groups with similar characteristics.
Awareness: The extent to which consumers are familiar with a brand, product, or advertisement.
B2B (Business-to-Business): Transactions or advertising efforts targeted from one business to another business.
B2C (Business-to-Consumer): Transactions or advertising efforts targeted from a business directly to individual consumers.
Banner Ad: A rectangular graphic advertisement displayed on a webpage, typically at the top, bottom, or sides.
Behavioral Targeting: Serving ads to users based on their past online behavior, such as browsing history and purchase patterns.
Below the Fold: The portion of a webpage that is only visible after a user scrolls down.
Brand Awareness: The extent to which a target audience recognizes and recalls a specific brand.
Brand Equity: The commercial value derived from consumer perception of a brand name, rather than from the product or service itself.
Brand Identity: The collection of all visual and verbal elements that a company creates to represent its image to consumers.
Brand Loyalty: A consumer's consistent preference and repeat purchase of a specific brand over other competing brands.
Brand Messaging: The core value proposition and key messages a brand communicates to its target audience.
Brand Positioning: Creating a distinct image and identity for a brand in the minds of the target audience, relative to competitors.
Call to Action (CTA): An instruction in an advertisement designed to prompt an immediate response from the audience.
Campaign: A coordinated series of advertising and marketing efforts designed to achieve a specific goal.
Channel: The medium or platform used to deliver an advertising message to a target audience.
Churn Rate: The percentage of customers who stop using a service or product over a specific period.
Click-Through Rate (CTR): The percentage of people who see your ad and then click on it.
Content Marketing: Creating and distributing valuable, relevant content to attract and retain a clearly defined audience.
Contextual Advertising: Displaying ads on a webpage based on the content of that page, rather than user behavior.
Conversion: A specific, desired action taken by a website visitor or ad viewer.
Conversion Funnel: The journey a potential customer goes through from initial awareness to making a conversion.
Conversion Rate: The percentage of users who complete a desired action (conversion) out of the total number of users.
Conversion Rate Optimization (CRO): The systematic process of increasing the percentage of website visitors who take a desired action.
Cookie: A small piece of data stored on a user's computer by a web browser, used for tracking and personalization.
Cost Per Acquisition (CPA): The total cost an advertiser pays to acquire one paying customer or complete one conversion.
Cost Per Click (CPC): The amount you pay each time someone clicks on your online advertisement.
Cost Per Lead (CPL): The average cost an advertiser pays to generate one qualified lead for their business.
Cost Per Mille (CPM) / Cost Per Thousand Impressions: The cost an advertiser pays for one thousand views or impressions of an advertisement.
Customer Acquisition Cost (CAC): The total expense incurred to acquire a new customer, including all sales and marketing costs.
Customer Lifetime Value (CLV/LTV): A prediction of the net profit attributed to the entire future relationship with a customer.
Dark Post: A social media ad that appears in users' feeds but not on the advertiser's main page or timeline.
Data Management Platform (DMP): A software platform used for collecting, organizing, and activating large sets of audience data from various sources.
Demand-Side Platform (DSP): A system that allows buyers of digital ad inventory to manage multiple ad exchange and data exchange accounts through one interface.
Demographics: Statistical data relating to populations and particular groups within them, used for audience targeting.
Digital Marketing: The promotion of products or brands via one or more forms of electronic media.
Direct Mail: Physical marketing materials sent to prospective customers through postal services.
Direct Response Advertising: Advertising designed to elicit an immediate response and encourage a quick purchase or action.
Display Advertising: Online advertising that uses visual formats like images, videos, and banners on websites and apps.
Earned Media: Publicity or exposure gained from methods other than paid advertising, such as word-of-mouth or press coverage.
Email Marketing: Sending commercial messages to a group of people using email, typically to build loyalty, trust, or brand awareness.
Engagement Rate: A metric that measures the level of interaction an audience has with a piece of content or an ad.
Frequency: The average number of times an individual is exposed to a specific advertisement within a set period.
Frequency Capping: A feature in ad platforms that limits the number of times an ad is shown to the same user in a given period.
Geotargeting: Delivering ads or content to users based on their geographic location.
Guerrilla Marketing: Unconventional, imaginative, and often low-cost marketing tactics to achieve maximum exposure.
Impressions: The number of times an advertisement is displayed on a screen or webpage.
In-App Advertising: Displaying advertisements within mobile applications.
Inbound Marketing: A strategy focused on attracting customers through valuable content and tailored experiences.
Influencer Marketing: Partnering with individuals who have a dedicated social following to promote products or services.
Integrated Marketing Communications (IMC): Coordinating all promotional activities to deliver a unified and consistent message to the target audience.
Key Performance Indicator (KPI): A measurable value that demonstrates how effectively a company is achieving key business or advertising objectives.
Keyword: A specific word or phrase that users type into search engines when looking for information, relevant for SEO and SEM.
Landing Page: A standalone web page created specifically for a marketing or advertising campaign, designed to drive conversions.
Lead Generation: The process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.
Lookalike Audience: A target audience created by an ad platform that shares characteristics with an existing valuable audience.
Market Research: The process of gathering, analyzing, and interpreting information about a market, product, or service to be offered.
Market Segmentation: Dividing a broad consumer or business market into sub-groups of consumers based on shared characteristics.
Marketing Automation: Using software to automate repetitive marketing tasks and workflows.
Marketing Mix (4 Ps: Product, Price, Place, Promotion): A foundational model highlighting the key elements of a marketing strategy: Product, Price, Place, and Promotion.
Media Buying: The process of purchasing advertising space and time on various media channels.
Media Planning: The process of strategizing and selecting optimal media channels to achieve advertising campaign goals.
Native Advertising: Paid ads that match the look, feel, and function of the media format in which they appear.
Niche Marketing: Focusing marketing efforts on a small, specific, and well-defined segment of the population.
Omnichannel Marketing: Providing a seamless and integrated customer experience across all available channels and devices.
Outbound Marketing: Traditional marketing methods that involve proactively reaching out to consumers to get them interested in a product.
Owned Media: Marketing channels that a company controls and owns, such as its website, blog, or social media profiles.
Paid Media: Marketing efforts that involve paying for ad placement or exposure on external channels.
Pay-Per-Click (PPC): An internet advertising model where advertisers pay a fee each time one of their ads is clicked.
Persona (Buyer Persona / Marketing Persona): A semi-fictional representation of your ideal customer based on research and data.
Programmatic Advertising: The automated buying and selling of online advertising inventory through technology platforms.
Public Relations (PR): Managing the spread of information between an organization and the public to build a positive brand image.
Reach: The total number of unique individuals exposed to an advertisement or campaign during a specific period.
Return on Ad Spend (ROAS): A marketing metric that measures the amount of revenue earned for every dollar spent on advertising.
Return on Investment (ROI): A performance measure used to evaluate the efficiency or profitability of an investment.
Rich Media Ads: Digital ads that include advanced features like video, audio, or other elements to encourage user interaction.
Sales Funnel: A visual representation of the customer journey from initial awareness to the point of purchase.
Search Engine Marketing (SEM): A digital marketing strategy to increase website visibility in search engine results pages (SERPs) through paid advertising.
Search Engine Optimization (SEO): The process of improving a website's visibility in organic (non-paid) search engine results.
Sponsorship: Financial or in-kind support provided to an event, organization, or individual in return for publicity and brand association.
Storytelling: Using narrative to communicate a brand's message and connect with an audience on an emotional level.
Supply-Side Platform (SSP): A technology platform that enables web publishers to manage and sell their advertising inventory programmatically.
Target Audience: The specific group of people that an advertising campaign or marketing message is aimed at.
Target Market: A broader group of consumers that a company aims to reach with its products, services, and marketing efforts.
Unique Selling Proposition (USP): The distinct factor that differentiates a product or service from its competitors.
User-Generated Content (UGC): Any form of content created by users or customers of a brand, rather than the brand itself.
Value Proposition: A clear statement that explains the benefits a product or service provides and why it's better than alternatives.
Word-of-Mouth Marketing (WOMM): The organic spread of information about a product or service from one person to another through conversation.