Marketing & Advertising Glossary

A formal certification confirming that cinema advertisements comply with UK industry standards, content guidelines, and suitability requirements before broadcas

The process of confirming that digital ads are delivered to real users in brand-safe environments, meeting agreed standards and appearing where intended.

Television programming funded by advertising revenue rather than subscription fees, where commercials support production costs and broadcaster income.

Addressable TV delivers targeted ads to specific households based on data, rather than broadcasting the same ad to all viewers on a channel.

A metric measuring cinema advertising effectiveness by tracking how many people attended screenings after exposure to ads, relative to baseline attendance figur

Targeting cinema audiences based on their admission data and attendance patterns to deliver ads to frequent or specific moviegoers.

An IAB standard text file that publishers use to declare authorised ad sellers, reducing fraud and improving transparency in programmatic advertising.

Meta's automated campaign type that uses AI to optimise ad delivery across Facebook, Instagram, and Audience Network with minimal manual input required.

A magazine section funded by an advertiser and professionally produced to promote their brand, products or expertise while maintaining journalistic standards.

Advertorial is promotional content designed to look like journalism, blending advertising with credible storytelling to engage readers naturally.

Advertorial copywriting is the art of creating promotional content that reads like journalism, blending marketing messages with genuine storytelling t

An audience segment of users who demonstrate interest in specific topics, brands or categories based on their online behaviour, without necessarily having purch

The percentage of media spend that media agencies retain as payment for negotiating print advertising placements and managing campaigns on behalf of clients.

Advertising placements in airports targeting travellers through digital screens, billboards, and transit media. Reaches affluent, captive audiences with high dw

A radio scheduling strategy that distributes adverts across different dayparts and weeks to maximise reach and frequency among target audiences.

A transparency layer in digital video that controls which parts of an image are visible or invisible, essential for compositing and visual effects work.

Answer Engine Optimisation is the practice of optimizing content to rank in AI-powered search engines like ChatGPT and Perplexity, which provide direct answers

Apple's privacy framework requiring apps to request user permission before tracking activity across other apps and websites for advertising purposes.

Art direction is the creative discipline of visually conceptualising and guiding a campaign's aesthetic, from concept through to final execution across all touc

A conversion where a touchpoint influenced the customer journey but wasn't the final interaction. Tracks the full path to purchase across multiple channels.

A computational technique that allows AI models to focus on the most relevant parts of data when making predictions or decisions.

The time window after a social ad click during which a conversion is credited to that ad. Typically ranges from 1 to 28 days depending on platform.

The percentage of audio ad listeners who hear an entire advertisement from start to finish, measured across streaming platforms and radio stations.

A tracking pixel deployed in audio ads that measures listener engagement, conversions, and campaign performance across digital audio platforms.

A digital technique embedding inaudible codes into audio broadcasts to track listener engagement and verify ad delivery across radio and streaming platforms.

Automated reporting uses AI to generate marketing performance reports without manual data collection, saving time and improving accuracy.

Average Hours Per Listener (AHPL) measures the mean number of hours each listener tunes into a radio station or audio service weekly, indicating audience loyalt

Average Weekly Admissions (AWA) measures the mean number of cinema tickets sold per week across a defined period, used to assess venue performance and audience

BARB Ratings measure TV audience size and demographics across UK households, providing the currency for broadcast media buying and planning decisions.

BCAP is the UK regulatory body that sets and enforces advertising standards for TV, radio, and on-demand services.