Marketing & Advertising Glossary

Content optimised for both search engines and human readers, combining SEO best practices with persuasive copywriting to drive organic traffic and conversions.

SERP volatility measures fluctuations in search rankings over time. High volatility indicates unstable positions, affecting SEO strategy and content performance

Apple's privacy-focused attribution framework that measures app install campaigns without tracking individual users across apps.

The scatter market is the TV advertising inventory sold on a spot basis close to air date, offering flexibility but typically at premium rates compared to upfro

HTML code that helps search engines understand page content by labelling information like products, events, and organisations. Improves search visibility and ri

The percentage of eligible impressions your ads received out of the total available in the market. A key metric for understanding search campaign reach and comp

Search intent is the underlying goal or reason behind a user's search query. Understanding what searchers actually want – whether information, products, or soluti

Advertising delivered to viewers on a secondary device while they watch TV, typically targeting their smartphones or tablets to drive engagement and response.

A standardized file format that publishers use to declare their inventory, pricing, and sales policies to programmatic buyers in a machine-readable format.

Grouping related keywords by meaning and intent to create more targeted, coherent content clusters that improve SEO performance and user experience.

Semantic search interprets the meaning and intent behind search queries rather than just matching keywords, using AI and natural language processing.

Sentiment analysis uses AI to detect and classify emotions and opinions expressed in text, helping brands understand audience reactions to campaigns.

A radio advertising strategy delivering multiple related messages to the same listener across sequential time slots or programmes, building narrative or reinfor

A pricing discount offered by print publishers when advertisers commit to running multiple ads across a publication series or campaign period.

Server-side rendering generates complete HTML pages on the server before sending them to users' browsers, improving performance and SEO for landing pages.

Server-side tracking records user behaviour through your servers rather than the user's browser, offering improved data accuracy and privacy compliance.

Session recording captures and replays user interactions on your website, showing mouse movements, clicks, scrolling and form inputs to reveal how visitors navi

Unauthorised or untracked AI systems operating within marketing and media workflows without proper governance or oversight.

Shadow banning is when social platforms secretly limit your content's visibility without notification, reducing reach to followers and new audiences.

The percentage of total social media engagement a brand receives compared to its competitors within a specific category or industry.

Share of Listening measures the percentage of total listening time a radio station or audio platform captures within a target audience during a specified period

The percentage of time a specific creative occupies a digital out-of-home screen during a set scheduling period, determining visibility and campaign reach.

Share of Voice in OOH measures your brand's advertising presence relative to competitors across outdoor media channels.

Share of Voice (SoV) measures your brand's advertising presence as a percentage of total category advertising spend in a given market or time period.

A mid-tier cinema advertising package offering moderate screen time and frequency at competitive rates, positioned between standard and premium cinema placement

The percentage of listeners who skip or fast-forward through an audio ad before it completes. A key metric for measuring ad engagement and campaign effectivenes

Smart Bidding uses Google's machine learning to automatically optimise your ad bids in real-time, targeting your chosen goal like conversions or ROAS.

Social commerce integrates shopping directly into social media platforms, allowing customers to discover and purchase products without leaving apps like Instagr

The social graph maps connections between users and content on social platforms, enabling targeted advertising and relationship-based marketing strategies.

Monitoring online conversations about your brand, competitors, and industry to extract actionable insights and identify engagement opportunities.