Marketing & Advertising Glossary

VAST Tag is an XML-based code snippet that enables programmatic video ad serving, allowing advertisers to dynamically insert ads into video inventory across mul

A JavaScript tag that enables interactive video ads to communicate with ad servers, allowing real-time tracking and dynamic creative control during playback.

A value proposition is a clear statement of the tangible results customers get from using your product or service.

Vector graphics use mathematical formulas to create scalable images, while raster uses pixels. Each suits different campaign needs.

Advertising placed within on-demand video content, allowing viewers to see ads while watching programmes on their schedule rather than live broadcast.

A conversion that occurs after a user views a display ad but doesn't click it, then later completes a desired action like a purchase or signup.

The percentage of ad impressions that are actually visible to users on screen. A key metric for measuring campaign effectiveness and ensuring media spend delive

Content designed to spread rapidly across social networks through organic sharing. Viral content generates massive reach with minimal paid promotion.

A metric adjusting outdoor advertising impressions by actual visibility, accounting for factors like viewing angle, obstruction, and dwell time to reflect real

The complete set of visual elements – logo, colours, typography, imagery – that consistently represent a brand across all touchpoints and communications.