Marketing & Advertising Glossary

Strategic design of buttons, links, or messages that prompt audiences to take a specific action, such as clicking, purchasing, or signing up.

Custom visual designs created specifically for advertising campaigns across print, digital, and outdoor media channels.

Google's automated bidding strategy that allocates your budget across ad groups and campaigns to maximise conversions. CBO simplifies budget management by letti

Campaign Weight refers to the total volume of TV advertising airtime purchased, typically measured in TVRs (Target Audience Ratings) or Gross Rating Points (GRP

A systematic review of your content portfolio to identify where similar messaging or topics compete for the same audience, reducing overall campaign effectivene

A canonical URL is the preferred version of a webpage that search engines should prioritise when multiple versions of the same content exist.

A cinema audience unable to leave during advertising, creating guaranteed exposure for brands. A premium captive environment with high engagement potential.

Centre breaks and end breaks are TV advertising slots positioned at different points within programmes. Centre breaks occur mid-programme, while end breaks air

A prompting technique that encourages AI models to break down complex problems into sequential reasoning steps before providing answers.

Standardised video advertising formats shown in UK cinemas before films, including pre-rolls, mid-rolls, and branded intervals with specific duration and placem

A compiled collection of cinema advertisements shown before feature films. Cinema ad reels group multiple brands' ads into a single playback sequence for theatr

Advertising delivered on cinema screens before, during or after film screenings. A high-impact channel reaching engaged audiences in a premium environment.

Targeting cinema audiences based on demographics, behaviours, and viewing habits to deliver ads to specific viewer segments before films.

The strategic process of developing and scheduling cinema advertising campaigns, including audience targeting, venue selection, and creative placement across ci

Strategic planning and buying of advertising space in UK cinemas, involving audience analysis, screen selection, and campaign timing to reach viewers during fil

The total audience size or number of people exposed to cinema advertising across a specific venue, circuit, or campaign period.

Advertising displayed on cinema screens before, during or after films. A premium channel for reaching engaged audiences in a captive viewing environment.

Cinema sponsorship involves brands partnering with cinemas or film distributors to gain visibility before, during or after screenings through advertising placem

Cinema advertising delivers brand messages on the big screen to captive audiences, while TV reaches viewers at home. Each channel offers distinct targeting, imp

Circulation measures physical copies distributed; readership counts total people who see the publication. Both metrics matter for print media planning and ROI.

Classified advertising is paid listings in newspapers, magazines and online platforms organised by category. Common in UK media for property, jobs, and automoti

Claude is an AI assistant created by Anthropic that helps marketers automate content creation, analyse data, and streamline campaign planning.

Clearcast is the UK's pre-broadcast advertising clearance organisation, responsible for reviewing and approving TV and radio commercials before transmission.

Fraudulent clicks on digital ads generated by bots or humans to artificially inflate campaign metrics and drain advertiser budgets without genuine user intent.

CTR measures the percentage of people who click on your ad after seeing it, calculated as clicks divided by impressions.

A graphics processor accessed remotely via the internet, enabling AI model training and data processing without expensive local hardware.

Code splitting breaks JavaScript bundles into smaller chunks, loading only what's needed for each page. This improves landing page performance and user experien

Video codecs compress and encode footage for efficient delivery. H.264, H.265, and ProRes are industry standards used in broadcast, streaming, and post-producti

A unit of newspaper advertising space measuring one column width by one inch deep. Used to price and sell print ad inventory in UK publications.

The total amount of advertising time available within a TV broadcast schedule, typically measured in seconds. Determines how many ads can be placed during a pro