Marketing & Advertising Glossary

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.

The measurement and analysis of performance data from social media campaigns, including engagement, reach, conversions, and audience insights to optimise market

A comprehensive review of your social media presence, channels and performance metrics to identify strengths, weaknesses and opportunities for improvement.

The measure of how actively your audience interacts with your social media content through likes, comments, shares, and other meaningful interactions.

The measurable return generated from social media marketing activities, calculated by comparing revenue or conversions gained against spend and resources invest

Social proof is the psychological principle that people trust and copy the actions of others, especially in social media marketing where reviews, testimonials,

The process of monitoring and analysing public conversations about your brand, products, or campaigns across social media to understand audience perception and

A soft 404 occurs when a page returns a successful HTTP status code (like 200) despite containing little or no useful content, confusing search engines about pa

A premium newspaper advertising position where an advertiser's ad appears alone on a page or section, without competing ads nearby.

Audio branding through distinctive sonic signatures – jingles, sound logos, or musical motifs – that create instant brand recognition in radio, podcasts, and digita

TikTok's native advertising format that allows brands to promote existing organic content or create sponsored videos within the user feed, optimised for perform

A short on-air sequence that identifies a TV programme's sponsor, typically 5-10 seconds long. Broadcast between programmes or at natural breaks within content.

A short, targeted radio advertisement aired between programmes or during station breaks. Spot ads are typically 15-60 seconds and bought on a per-placement basi

The duration of an advertisement displayed on a digital out-of-home (DOOH) screen, typically ranging from 5 to 60 seconds, determining visibility and impact.

An additional cost charged by broadcasters when ads run in non-standard lengths, typically outside the standard 10, 20, 30, or 60-second slots.

The cost to run a single radio advertisement during a specific time slot, typically quoted per 30-second spot and varying by station, daypart, and audience size

The minimum time gap required between consecutive radio advertisements for the same advertiser to comply with broadcast regulations and maintain listener experi

Spotify's programmatic advertising platform enabling brands to reach millions of listeners through audio ads on music streaming. Includes display, audio, and vi

Stable Diffusion is an open-source AI model that generates high-quality images from text descriptions, enabling marketers to create visuals without hiring designers.