Marketing & Advertising Glossary

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.

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.