Marketing & Advertising Glossary

MRAID is a standardised framework enabling rich, interactive ad experiences within mobile apps. It allows ads to expand, play video, and access device features

Macro spots are longer TV advertisements (10-60 seconds), whilst micro spots are brief placements (1-5 seconds). Each serves different campaign objectives and b

A free replacement broadcast or advertising spot offered by a TV station when an originally scheduled ad fails to air or underperforms.

Market segmentation is the process of dividing a broad market into distinct groups of consumers with similar needs, behaviours, or characteristics.

Marketing automation uses software to automatically manage repetitive marketing tasks, nurturing leads and personalising customer journeys at scale.

The masthead is the section of a newspaper or magazine that displays the publication's name, logo, and key publication information, typically appearing on the fro

Technical specifications for print advertisements including dimensions, resolution, and file formats required by publishers for correct production and placement

A comprehensive marketing document that publishers provide to advertisers, detailing audience demographics, circulation figures, advertising rates, and availabl

A media kit is a document publishers provide to advertisers outlining ad placements, pricing, audience data, and specifications available on their platform.

An HTML element that summarises page content in 150-160 characters, displayed under the page title in search results to improve click-through rates.

HTML code snippets that provide metadata about a webpage to search engines and browsers, controlling how pages appear in search results and on social media.

Content creators with 10,000–100,000 followers who build engaged communities. They offer authentic brand partnerships at lower costs than macro-influencers.

Advertisement placed in the middle of a podcast episode, typically between 15-60 seconds. Mid-roll ads reach engaged listeners at optimal attention points durin

Midjourney is an AI tool that generates high-quality images from text descriptions, widely used by marketers for creative asset production.

Techniques that reduce website file sizes by removing unnecessary code and combining files, improving load speeds and user experience.

Ofcom's limit on the amount of advertising airtime broadcasters can transmit per hour, set to protect viewers from excessive commercial breaks on UK television.

A neural network architecture that routes different inputs to specialized sub-networks (experts) for improved efficiency and performance.

Advertising displayed on vehicles that move through populated areas, providing dynamic, high-reach out-of-home exposure across UK cities and towns.

A design approach that prioritises mobile devices as the primary platform, building websites and landing pages from mobile upwards rather than adapting desktop

Estimated conversions attributed to touchpoints where direct measurement isn't possible, using statistical models to fill data gaps.

Pricing structure for print advertising where mono (black & white) rates are lower than full colour rates, reflecting production costs and perceived premium val

Audio targeting that places ads based on listener mood, emotional state, or contextual listening situation rather than demographics alone.

A method that credits multiple touchpoints across a customer's journey rather than attributing all credit to a single interaction, providing a more accurate vie

AI systems that process and understand multiple types of data (text, images, video, audio) simultaneously to make informed decisions.

Advertising across multiple cinema screens or multiplex venues simultaneously, reaching audiences at scale across different locations and showtimes.