Marketing & Advertising Glossary

A web design approach that adapts content and layout automatically to different screen sizes, from mobiles to desktops, ensuring optimal user experience across

Advertising space in UK shopping centres and retail destinations, targeting consumers during shopping trips. High-traffic, location-based OOH format ideal for f

Retargeting shows ads to users who've previously visited your website or engaged with your brand, keeping you top-of-mind as they browse elsewhere online.

ROAS measures how much revenue you generate for every pound spent on advertising.

Return on Ad Spend (ROAS) measures revenue generated for every pound spent on advertising. It's a key performance indicator for evaluating campaign profitabilit

Interactive digital advertisements with embedded video, animation, or user engagement features that go beyond static display ads to capture attention and drive

The right-hand page of a newspaper spread, traditionally commanding premium advertising rates due to higher reader engagement and visibility.

Large advertisements displayed on billboards positioned along roadsides and highways to reach drivers and passengers in transit.

Software automation that mimics human actions to execute repetitive marketing and media buying tasks with minimal human intervention.

A text file that tells search engine crawlers which pages to index and which to avoid, controlling how bots access your website.

Run of Paper (ROP) is a newspaper advertising placement where your ad appears anywhere within the publication at the publisher's discretion, typically at a lowe

Run of Week (ROW) is a radio advertising package where your ads are scheduled across an entire week at the station's discretion, offering lower costs than fixed

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.