Marketing & Advertising Glossary

A large outdoor advertising format measuring 48 sheets (6.1m x 3.05m), commonly seen on motorways and high-traffic urban locations across the UK.

A 6-sheet poster is a standard outdoor advertising format measuring 1.2m x 1.8m, commonly used on high streets and local transport hubs across the UK.

A large-format outdoor advertising billboard measuring approximately 40 feet by 14 feet, commonly used for high-visibility campaigns across UK highways and city

AVOD is a video streaming model where content is free to viewers but supported by advertising. It's become a major channel for TV campaigns in the UK.

A scheduled break in TV programming where advertisements are broadcast. Ad breaks are sold in 10, 20, or 30-second spots and represent a core revenue model for

The placement of an advertisement within a cinema's pre-film reel, determining visibility and audience impact during the screening.

A formal certification confirming that cinema advertisements comply with UK industry standards, content guidelines, and suitability requirements before broadcas

Television programming funded by advertising revenue rather than subscription fees, where commercials support production costs and broadcaster income.

Addressable TV delivers targeted ads to specific households based on data, rather than broadcasting the same ad to all viewers on a channel.

A metric measuring cinema advertising effectiveness by tracking how many people attended screenings after exposure to ads, relative to baseline attendance figur

Targeting cinema audiences based on their admission data and attendance patterns to deliver ads to frequent or specific moviegoers.

A magazine section funded by an advertiser and professionally produced to promote their brand, products or expertise while maintaining journalistic standards.

The percentage of media spend that media agencies retain as payment for negotiating print advertising placements and managing campaigns on behalf of clients.

Advertising placements in airports targeting travellers through digital screens, billboards, and transit media. Reaches affluent, captive audiences with high dw

A radio scheduling strategy that distributes adverts across different dayparts and weeks to maximise reach and frequency among target audiences.

The percentage of audio ad listeners who hear an entire advertisement from start to finish, measured across streaming platforms and radio stations.

A digital technique embedding inaudible codes into audio broadcasts to track listener engagement and verify ad delivery across radio and streaming platforms.

Average Hours Per Listener (AHPL) measures the mean number of hours each listener tunes into a radio station or audio service weekly, indicating audience loyalt

Average Weekly Admissions (AWA) measures the mean number of cinema tickets sold per week across a defined period, used to assess venue performance and audience

An advertising insert physically bound into the spine of a magazine during production, travelling with every copy to ensure guaranteed distribution and high vis

A podcast series created and funded by a brand to build audience engagement, tell company stories, and establish thought leadership whilst maintaining publication

Radio advertising during breakfast time slots (typically 6am-10am), targeting commuters and early morning audiences with high reach and engagement.

Broadcaster Video on Demand (BVOD) is ad-supported streaming content offered directly by UK TV channels like BBC iPlayer, ITV Hub, and All 4.

A short video advertisement, typically 6 seconds or less, designed to deliver a quick brand message before, during or after streaming content.

Large-format advertising panels on the sides of buses, including T-Sides (rear) and Supersides (full-length), offering high-impact visibility across UK urban ro

Advertising displayed on illuminated panels at bus shelters across the UK. A high-frequency transit medium reaching commuters in urban and suburban locations.

CMYK uses four process inks for full-colour printing, whilst spot colour uses pre-mixed inks for specific colours. Each method suits different print application

Campaign Weight refers to the total volume of TV advertising airtime purchased, typically measured in TVRs (Target Audience Ratings) or Gross Rating Points (GRP

A cinema audience unable to leave during advertising, creating guaranteed exposure for brands. A premium captive environment with high engagement potential.

Centre breaks and end breaks are TV advertising slots positioned at different points within programmes. Centre breaks occur mid-programme, while end breaks air