Marketing & Advertising Glossary

The measurement and analysis of performance data from social media campaigns, including engagement, reach, conversions, and audience insights to optimise market

A comprehensive review of your social media presence, channels and performance metrics to identify strengths, weaknesses and opportunities for improvement.

The measure of how actively your audience interacts with your social media content through likes, comments, shares, and other meaningful interactions.

The measurable return generated from social media marketing activities, calculated by comparing revenue or conversions gained against spend and resources invest

Social proof is the psychological principle that people trust and copy the actions of others, especially in social media marketing where reviews, testimonials,

The process of monitoring and analysing public conversations about your brand, products, or campaigns across social media to understand audience perception and

A soft 404 occurs when a page returns a successful HTTP status code (like 200) despite containing little or no useful content, confusing search engines about pa

A premium newspaper advertising position where an advertiser's ad appears alone on a page or section, without competing ads nearby.

Audio branding through distinctive sonic signatures – jingles, sound logos, or musical motifs – that create instant brand recognition in radio, podcasts, and digita

TikTok's native advertising format that allows brands to promote existing organic content or create sponsored videos within the user feed, optimised for perform

A short on-air sequence that identifies a TV programme's sponsor, typically 5-10 seconds long. Broadcast between programmes or at natural breaks within content.

A short, targeted radio advertisement aired between programmes or during station breaks. Spot ads are typically 15-60 seconds and bought on a per-placement basi

The duration of an advertisement displayed on a digital out-of-home (DOOH) screen, typically ranging from 5 to 60 seconds, determining visibility and impact.

An additional cost charged by broadcasters when ads run in non-standard lengths, typically outside the standard 10, 20, 30, or 60-second slots.

The cost to run a single radio advertisement during a specific time slot, typically quoted per 30-second spot and varying by station, daypart, and audience size

The minimum time gap required between consecutive radio advertisements for the same advertiser to comply with broadcast regulations and maintain listener experi

Spotify's programmatic advertising platform enabling brands to reach millions of listeners through audio ads on music streaming. Includes display, audio, and vi

Stable Diffusion is an open-source AI model that generates high-quality images from text descriptions, enabling marketers to create visuals without hiring designers.

Cinema ad formats split into Standard (flat screen) and Premium (large format like IMAX), offering different reach, impact and pricing tiers for broadcasters.

The average cost per 30-second spot across a TV station's schedule, calculated by dividing total airtime revenue by total ad inventory sold.

A radio advertising strategy where a single advertiser dominates airtime across multiple dayparts on one station, maximizing brand presence and frequency.

A statistical measure indicating whether observed results in a campaign are real or due to chance. Essential for validating media performance claims.

Storytelling in marketing uses narrative techniques to create emotional connections with audiences, making brand messages more memorable and engaging than tradi

Audio advertisements delivered through streaming platforms like Spotify, Apple Music and podcasts. They reach listeners during music playback or podcast episode

Street furniture advertising uses public structures like bus shelters, phone boxes, and benches to display ads in high-footfall locations across UK towns and ci

A comprehensive document defining how a brand's visual and verbal identity should be applied across all communications, ensuring consistency and recognition.

The process of testing and refining email subject lines to improve open rates, engagement, and campaign performance across subscriber segments.

Two fundamental machine learning approaches: supervised learning uses labeled data to predict outcomes, while unsupervised learning finds hidden patterns in unlabeled data.

A programmatic strategy that identifies and prioritises the most efficient digital advertising paths to reach target audiences, reducing waste and improving ROI

A technology platform that helps publishers and content owners sell their advertising inventory automatically to buyers, maximising revenue through real-time bi