Marketing & Advertising Glossary

A comprehensive plan for using TikTok's advertising platform to reach and engage target audiences, combining creative content, audience targeting, and performan

Time to First Byte (TTFB) measures the time between requesting a webpage and receiving the first data from the server. It's a critical metric for website perfor

A brand's distinctive personality and communication style across all messaging, defining how it speaks to audiences through word choice, attitude and emotion.

The consistent personality and style of language used across all brand communications. It shapes how your audience perceives your company's character and values

Establishing your website as a trusted expert across interconnected topics within a specific niche, signalling authority to search engines and users alike.

A visual diagram that organises related blog topics hierarchically, helping content teams plan interconnected articles and improve SEO through internal linking

Total Hours is the cumulative amount of airtime a radio station broadcasts annually, used to calculate advertising rates and audience reach in media planning.

Advertising placed in industry-specific publications targeting professionals within particular sectors. A targeted channel for B2B marketing and lead generation

Advertising displays positioned in train stations to reach commuters and travellers. High-traffic format offering consistent daily exposure to engaged audiences

The historical information used to teach AI models how to recognize patterns and make predictions for advertising and marketing decisions.

Transfer learning applies knowledge from pre-trained AI models to new advertising tasks, reducing training time and improving performance with limited data.

A neural network architecture that uses attention mechanisms to process data sequentially, powering modern AI systems like ChatGPT and predictive advertising tools.

Advertising placed on or within public transport vehicles and stations, reaching commuters during their daily journeys across the UK.

A broadcast compliance document confirming an advertisement has been transmitted on TV at the scheduled time and date, serving as proof of delivery for media bu

The final dimensions of a printed product after trimming excess paper. Critical for design planning and print production specifications.

A standard booking and measurement period in UK out-of-home advertising where campaigns run for 14 consecutive days, used for planning, reporting, and cost calc

The printable area of a page where content can appear, excluding margins and bleed. Critical for print layout planning and design specifications.

UI Design shapes how users interact with landing pages, combining visual hierarchy, navigation and usability to drive conversions and engagement.

UI/UX Design combines user interface and user experience design to create landing pages that are visually appealing, intuitive, and optimised for conversions.

URL parameters that track campaign performance by tagging links with source, medium, and campaign data for analysis in Google Analytics.

Unified ID 2.0 is an open-source identity framework that enables advertisers to recognise and target users across websites without third-party cookies.

Upfront buying is purchasing TV advertising inventory in advance, typically months before broadcast, often at negotiated rates during the annual upfront market.

User engagement measures how actively visitors interact with your website or app, including clicks, time spent, and actions taken.

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