Marketing & Advertising Glossary

Dynamic advertising displayed on LED screens in public spaces, offering high-impact visual messaging with real-time content flexibility and precise targeting ca

LLAMA is Meta's open-source large language model family designed for natural language processing tasks in AI applications.

The process of improving landing page design, copy and functionality to increase conversion rates and maximise ROI from paid media campaigns.

An AI system trained on vast amounts of text data to understand and generate human language, powering tools like ChatGPT and marketing automation.

LCP measures how quickly the largest visible element loads on a webpage. It's a Core Web Vital that directly impacts user experience and SEO rankings.

Latency is the delay between a request and response in ad tech systems, critical for real-time bidding and user experience.

A high-dimensional mathematical space where AI models compress and represent complex data patterns in simplified, learnable forms.

Lazy loading defers the loading of images and content until they're needed, improving page speed and user experience on landing pages.

A valuable piece of content or resource offered free to prospects in exchange for contact details, typically used to build email lists and nurture leads.

A controlled experiment measuring the incremental sales or conversions driven by a specific marketing campaign by comparing exposed and control audiences.

A metric measuring the probability that a target audience will see an out-of-home advertisement based on location, timing, and foot traffic patterns.

Traditional TV advertising delivered in real-time through scheduled broadcast slots on terrestrial, satellite, or cable channels. Viewers watch ads at predeterm

Linear TV is traditional television broadcast where ads air at scheduled times across channels, reaching mass audiences in real-time.

Link velocity measures the speed at which a website acquires new backlinks. It's a factor Google considers when evaluating site authority and ranking potential.

A LinkedIn strategy where industry professionals establish credibility by sharing valuable insights, expertise and original content to build authority and influ

The process of cleaning and validating email subscriber lists by removing inactive, invalid, or unengaged contacts to improve deliverability and campaign perfor

The percentage of listeners who continue listening to a radio or audio ad through to completion, measuring engagement and ad effectiveness.

LoRA is a technique for efficiently fine-tuning large AI models by training only small adapter layers instead of all parameters.

Examining server log files to understand how search engine crawlers interact with your website, revealing indexation issues and crawl efficiency problems.

Advertising on London Underground trains, platforms and stations. Reaches millions of commuters daily across the capital's extensive rail network.

Long-form content is in-depth written material, typically 1,500+ words, designed to thoroughly explore a topic and establish authority with audiences.

Specific, multi-word search phrases with lower search volume that target niche audiences. Long-tail keywords typically convert better than broad terms.

An audience segment created by ad platforms to target people similar to your existing customers, based on shared characteristics and behaviours.

The duration of a complete advertising sequence on a digital out-of-home (DOOH) screen before it repeats. Typically ranges from 10-60 seconds depending on inven

A promotional item or advertisement physically inserted loose between magazine pages, rather than bound or glued into the publication.

A mathematical measure that quantifies how poorly an AI model's predictions differ from actual outcomes, guiding model improvement.