Marketing & Advertising Glossary

Paid audio advertisements broadcast on UK commercial radio stations during programming breaks. A cost-effective channel for reaching local and national audience

Strategic management of brand social media channels, including content moderation, audience engagement, and community building across platforms.

A visual display ad that accompanies audio content, syncing with radio or streaming audio to provide complementary branding or messaging alongside the audio exp

Competitive positioning is how you differentiate your brand in the market to stand out from competitors and appeal to your target audience.

Compositing is the digital process of combining multiple video layers, effects and elements to create a final polished shot. Essential for modern advertising an

Connected TV (CTV) refers to internet-connected television devices that stream digital content, enabling targeted advertising beyond traditional broadcast chann

Connected TV (CTV) is internet-enabled television that delivers targeted video ads to viewers watching streaming content on smart devices.

Software that manages user consent for cookies and tracking across websites, ensuring compliance with UK GDPR and PECR regulations.

Google's updated consent framework enabling advertisers to run campaigns while respecting user privacy choices and complying with regulations like GDPR and ePri

A systematic review of all content assets to evaluate performance, gaps, and opportunities for improvement across your marketing channels.

A structured document that outlines key information, objectives, and guidelines for creating a piece of content, ensuring consistency and clarity across campaig

A strategic planning tool that organizes and schedules content across social media channels, ensuring consistent posting and aligned messaging.

A content cluster is a group of related blog posts and pages organised around a central pillar topic, improving SEO and user experience through strategic intern

The gradual decline in performance and relevance of blog content over time, reducing its ability to drive traffic, engagement, and conversions.

The strategic process of delivering content across multiple channels and platforms to reach your target audience effectively and maximise engagement.

A systematic audit identifying missing topics, formats, or audience segments in your existing content strategy to improve reach and SEO performance.

Core themes or topics that form the foundation of your content strategy, ensuring consistent messaging across social media channels throughout the year.

Transforming a single piece of content into multiple formats for different channels and audiences, maximising reach and ROI from your creative investment.

A browser security standard that prevents unauthorised scripts and content from loading on web pages, protecting user data and reducing ad fraud risk.

A planned approach to creating, publishing, and managing content that aligns with business goals and audience needs across multiple channels.

The rate at which you publish and distribute content across channels. Higher velocity means more frequent posts, driving greater audience engagement and algorit

Displaying ads based on page content, keywords and context rather than user behaviour. Reaches audiences without relying on personal data tracking.

Contextual targeting reaches audiences based on page content, whilst behavioural targeting uses browsing history and user actions. Each approach offers distinct

Real-time, one-to-one communication between brands and customers using chatbots, messaging apps, and live chat to guide purchasing decisions.

Server-side tracking tool that sends customer actions directly to ad platforms, improving conversion measurement and campaign performance.

Conversion rate is the percentage of website visitors who complete a desired action, such as making a purchase or submitting a form.

Conversion tracking measures when users complete desired actions on your website, from purchases to form submissions, enabling data-driven campaign optimisation

Permission obtained from website visitors before collecting data via cookies, required under UK GDPR and PECR regulations for lawful tracking.

The synchronisation of user identifiers across multiple ad tech platforms to enable consistent targeting and measurement across the digital advertising ecosyste

The process of updating creative content on outdoor advertising displays, allowing advertisers to refresh messaging without changing the physical panel or locat