Marketing & Advertising Glossary

Cinema ad formats split into Standard (flat screen) and Premium (large format like IMAX), offering different reach, impact and pricing tiers for broadcasters.

The average cost per 30-second spot across a TV station's schedule, calculated by dividing total airtime revenue by total ad inventory sold.

A radio advertising strategy where a single advertiser dominates airtime across multiple dayparts on one station, maximizing brand presence and frequency.

A statistical measure indicating whether observed results in a campaign are real or due to chance. Essential for validating media performance claims.

Storytelling in marketing uses narrative techniques to create emotional connections with audiences, making brand messages more memorable and engaging than tradi

Audio advertisements delivered through streaming platforms like Spotify, Apple Music and podcasts. They reach listeners during music playback or podcast episode

Street furniture advertising uses public structures like bus shelters, phone boxes, and benches to display ads in high-footfall locations across UK towns and ci

A comprehensive document defining how a brand's visual and verbal identity should be applied across all communications, ensuring consistency and recognition.

The process of testing and refining email subject lines to improve open rates, engagement, and campaign performance across subscriber segments.

Two fundamental machine learning approaches: supervised learning uses labeled data to predict outcomes, while unsupervised learning finds hidden patterns in unlabeled data.

A programmatic strategy that identifies and prioritises the most efficient digital advertising paths to reach target audiences, reducing waste and improving ROI

A technology platform that helps publishers and content owners sell their advertising inventory automatically to buyers, maximising revenue through real-time bi

A standardized data structure defining relationships between advertisers, publishers, and intermediaries in programmatic advertising supply chains.

Artificially created data generated by machine learning models to simulate real-world patterns without exposing sensitive information.

TCF 2.0 is the EU/UK standard for managing user consent and data transparency in digital advertising, requiring publishers and advertisers to disclose data prac

TF-IDF is a mathematical formula that measures word importance in content, helping optimise copy for search relevance and readability across UK digital campaign

TV attribution measures which TV campaigns or channels drove conversions, sales, or desired actions. It bridges offline TV viewing with online customer behaviou

TV Cost Per Thousand (CPM) measures the cost of reaching 1,000 viewers on television, helping agencies compare efficiency across channels and campaigns.

Reach measures how many people see your TV ad; frequency measures how often they see it. Both are essential metrics for planning effective broadcast campaigns.

A short commercial advertisement broadcast on television, typically ranging from 10 to 60 seconds, designed to reach viewers during scheduled programming.

The actual number of TVRs (Television Ratings) delivered by a media plan compared to the target agreed with a client.

A metric measuring TV ad impressions against a specific target audience, expressed as a percentage of that population reached per broadcast spot.

An automated Google Ads bidding strategy that optimises for conversions by automatically adjusting bids to reach a target cost per acquisition you specify.

An automated Google Ads bidding strategy that adjusts bids to maximise return on ad spend (ROAS) based on conversion value.

Technical SEO optimises website infrastructure and backend elements to help search engines crawl, index, and rank your content effectively.

A Television Rating Point (TVR) measures the percentage of a target audience watching a specific TV channel at a given time, expressed as a single percentage po

Temperature controls randomness in AI model outputs, affecting creativity and consistency in generated text and predictions.

Cookies placed by third-party domains to track user behaviour across multiple websites. Increasingly restricted by browsers and regulators.

Strategic content that establishes a brand or individual as an authoritative expert in their industry, building trust and credibility with target audiences.

Throughput measures how much data or how many requests an AI system can process within a given time period, typically per second.