Advertising Glossary

The area visible on the screen without scrolling. ATF ads have higher visibility and higher cost.

A platform that enables the automatic exchange of advertising space between publishers and advertisers. The foundation of the programmatic ecosystem.

An advertising network that connects advertisers with multiple publishers. Offers space packages and targeting. Predecessor and complement to Programmatic.

Search engine ad position, dependent on ad quality, rate and match. Key in Google Ads.

The technology responsible for serving, measuring and optimizing display ads.

A time window in which a conversion is attributed to a specific source. Depends on the platform (e.g., 7 days click, 1 day display).

A group of audiences with common characteristics (demographics, interests, purchase intentions). Basis for online targeting.

Percentage of users who left the page without interacting. Replaced by „Engaged Sessions” in GA4.

Percentage of clicks relative to the number of ad impressions. A key indicator of creative engagement.

A study evaluating the impact of campaigns on the number of conversions, conducted randomly on test and control groups.

Percentage of users who performed the desired action after navigating from the ad or entering the site.

Paid billing model for performing a specific action - e.g. purchase, registration, app download.

Cost per click. The basic model in search engines and performance campaigns.

Cost of app installation. Crucial for mobile campaigns.

Cost per lead generated. Popular in B2B, services and form campaigns.

Cost of 1,000 ad impressions. Most commonly used in outreach and awareness campaigns.

Billing model in video campaigns - the cost of playing the video (e.g., on YouTube after 30 seconds).

Technology that connects user behavior across multiple devices (desktop, mobile, tablet).

The path a user takes from first contact with a brand to conversion. Online, it includes multiple touch points.

Audience data management platform - used in targeting, segmentation and optimization.

A platform that enables the purchase of advertising space in a real-time programmatic model.

Technology for automatically matching creative elements to the user in real time.

GA4 metric defining sessions with activity (e.g., min. 10 seconds on page, conversion or ≥2 page views).

Social media content engagement rate - comments, likes, shares, interactions.

Track user interactions with a page or app - clicks, scrolls, plays.

Limit the number of ad impressions per person to avoid campaign fatigue.

Google's advertising network covering millions of sites and applications. Enables banner, video and responsive ads.

Video advertising broadcast in display format (e.g., in a 300×250 banner).

Video ads shown before, during or after video content (YouTube, VOD player).

Key performance indicators of the campaign, matched to its objectives (e.g. CPM, CR, ROAS).

The landing page a user goes to after clicking on an ad. Crucial for conversions.

A group of audiences similar to a selected base group (e.g., customers) - created by platform algorithms.

Automatic campaign optimization based on data and machine learning (e.g. Google Smart Bidding).

Ads on comparison shopping sites (e.g. Google Hotel Ads). Popular in the travel industry.

Advertising that looks like the natural content of the medium - sponsored articles, native ads.

Conversion made on the page to which the ad leads, such as a form, shopping cart, purchase.

Miniature ads superimposed on video content.

Automatic purchase of advertising space using algorithms and real-time auctions.

The number or percentage of users who saw the ad at least once.

Ads targeted to people who have already been to the site or performed a specific action. Very effective for sales.

Return on advertising investment - the value of sales relative to advertising expenditures.

The process of optimizing a site for search engines to increase organic traffic.

Search engine advertising including paid results (Google Ads) and organic results (SEO).

A single user visit to the site. In GA4, sessions are event-based, not time-based.

The brand's share of total digital impressions or ad spend.

Product ads displayed on Google (PLAs). Include photo, name, price and store.

Ads using feedback, comments and reviews as credibility-enhancing elements.

Analytics and marketing tag management system (usually Google Tag Manager).

Third-party cookies used for targeting and remarketing. Expired by most browsers.

An invisible element of a page or creative that allows you to measure user actions.

Parameters added to links to track campaigns (medium, source, campaign, etc.).

Conversions attributed to users who saw the ad but did not click on it and then performed an action.

Ad visibility rate - defined by MRC as a minimum of 50% pixels for 1 second for display and 2 seconds for video.

Percentage of users who watched the video ad to the end.

Large platforms (Meta, Google, TikTok) that control data, inventory and targeting, limiting the possibility of full external analytics.

A list of accepted or excluded sites and applications. Used to increase brand safety.

Data given knowingly by the user - e.g. surveys, preferences. The purest type of data in marketing.

The value of media exposure converted into advertising equivalent. Controversial, but still used in press and PR.

The „ad memory” effect, which persists after the broadcast. Offline, it is particularly strong on TV.

An indicator of how well a medium matches its target group. It shows how much a particular group is overrepresented in the medium relative to the population (100 = average). A higher index indicates a stronger match.

The number of viewers of a program or band at a given time. It can be expressed in thousands or percentages (ratings).

A commercial break between programs or during a program. The basic unit of broadcast television commercials.

Excessive number of commercials in a single block or medium that reduces the noticeability of a spot. Especially applies to TV and radio.

Demographic profile of cinema audiences. Used when planning cinema campaigns for specific movie genres or premieres.

Consistent, even broadcasting of advertisements over an extended period of time.

Cost to obtain 1 rating point (1 GRP). Allows comparison of campaign costs between stations and programs.

Used in press, OOH, radio, cinema and selected TV analysis. Allows comparison of the effectiveness of different offline formats.

It mainly refers to outdoor - the percentage of the population that can physically see the media within a geographic range.

Planning model describing the construction of offline reach and frequency - fundamental for TV, OOH, radio campaigns.

Daily division of TV or radio band into segments (e.g. morning, noon, drive time). Used for precise scheduling.

The most listened to hours on the radio - usually 6:00-9:00 a.m. and 3:00-6:00 p.m. The most expensive advertising time.

The degree of audience overlap between channels or programs. Essential for planning TV coverage.

Surplus SOV over SOM. Key model for offline growth: the larger the ESOV, the faster the brand growth.

Scheduling campaigns in blocks of time with breaks in between (e.g., 2 weeks broadcast, 1 week break).

Average number of contacts per person with an advertisement. Frequency = GRP / Reach. Critical indicator with mass formats (TV, radio).

The sum of ratings from all issues. Determines the total strength of the campaign. May exceed 100, as it represents total contacts, not personal reach.

A curve showing how the campaign's reach grows as more GRPs are purchased. Allows you to determine the saturation point.

Unit of publication of an advertisement in the press. One advertisement = one insertion.

Outdoor advertising including billboards, citylights, large-format mesh, digital OOH, transit advertising, etc.

Average number of occasions when the viewer could see the advertisement. Used mainly in TV, radio and OOH. OTS does not mean actual seeing - only the possibility of contact.

Frequency of contacts adjusted by the weight of different formats or channels to determine their real effect.

The number of additional people who read a copy of the press after the original purchaser (e.g., newspapers in living rooms).

The most watched TV time slot, usually in the evening (7:00-11:00 pm). The most expensive and competitive slot.

The placement of a brand in the content of a program, movie or series. It is not a block advertisement, but a narrative element.

Steady, moderate emissions with periodic „bumps” of increased intensity.

The percentage or number of people in a target audience watching a program or advertisement at a given time. The basic unit of TV campaign planning.

Percentage or number of people in the target audience who have interacted with the campaign at least once. A key indicator in planning an offline campaign.

The number of people reading a particular newspaper or magazine (not just buying). An indicator based on declarations and surveys.

Broadcast advertising simultaneously on multiple channels to dominate the bandwidth and achieve a large reach in a short period of time.

The percentage of a given station's total viewership/listenership at a given time. Influences the cost and potential of the media.

A package of OOH media giving a certain level of population coverage (e.g., 50 GRPs). Popular in the U.S. and partially in Europe as well.

Brand share of market sales. Correlated with SOV (ESOV advertising model).

A brand's share of total ad impressions in a given category and medium. The higher the SOV, the greater the chances of increasing market share.

Integrates the brand with a TV show, radio program or event (including a sponsorship billboard). Strengthens brand recognition and preference.

A single broadcast of a television, radio or cinema advertisement.

Rating expressed for a specific target group - especially used in Australia depending on the market.

Traffic data used to assess OOH media potential.

Reference population for the target group (e.g., number of all women 20-49). Base for calculation of ratings and reach.

A factor used in OOH to correct for media visibility - takes into account pedestrian traffic, vehicle traffic, viewing angle, among other factors.

Decline in advertising effectiveness after too many contacts - applies to TV, radio, cinema, OOH.

Detecting unusual deviations in data using algorithms. Allows you to react quickly to campaign errors or changes in user behavior.

A model that determines how much conversion value to assign to different touchpoints along the user path. Enables better budget allocation.

Comparing performance with competitors or market standards. Helps you understand your brand position.

Percentage of users leaving a site without interacting. May indicate poor content quality or UX issues, but needs to be interpreted in the context of the site's purpose.

Track user clicks on page elements. Helps analyze the effectiveness of CTAs and content placement.

Analysis of groups of users acquired at the same time. Allows you to observe trends and retention.

Percentage of users who performed the desired action. A basic indicator of the effectiveness of campaigns and pages.

Measure the performance of specific activities (e.g., purchases, registrations). Critical to evaluating ROI.

A layer of data fed into analytical systems to facilitate advanced tracking.

A dashboard showing key indicators. Facilitates quick review of results and decision-making.

Record specific user interactions (clicks, scrolls, plays). Helps analyze behavior.

Graphical representation of the conversion path. Shows where users fall off the path.

A heat map of clicks or scrolls. Reveals page layout issues and helps optimize UX.

Key performance indicators for marketing activities. They must be measurable and clearly defined.

The total value of the customer during the relationship with the brand. Helps determine the profitability of marketing efforts.

Data analysis using statistical models and AI to predict user behavior.

Real-time data analysis for immediate response to changes.

Analyzing data by user segments. Key to personalization.

Recording user sessions on the site to identify UX issues. Requires privacy compliance.

Sources of website traffic, such as organic, paid, social and direct. Allow you to evaluate the effectiveness of the channels.

An approach to content creation in which the brand acts like an editorial board - creating articles, reports and educational content. It builds authority and trust.

Profile of the ideal customer based on data and research. Includes goals, needs, behaviors and motivations. Helps design effective communications.

A message or button that encourages an action. Properly designed, it increases the conversion rate.

A description of the actual project or collaboration with the client, including the course of action, data and results. Builds brand credibility.

Divide large content into smaller formats. Maximizes the use of a single piece of material and facilitates distribution.

Analyzes all existing content for quality, effectiveness and alignment with the strategy. Helps determine what needs to be improved, removed or developed.

Content Publication Schedule. Facilitates organization of activities, maintaining regularity and team collaboration.

The process of distributing content through various channels - social media, newsletters, advertising. Without distribution, even the best content fails.

A strategy to create valuable content instead of classic advertising. It builds trust and relationships with the audience and supports the acquisition of leads.

Publish content on external platforms to increase reach and visibility. Requires control of SEO impact.

The most important, comprehensive articles on the site. They are the foundation of the content strategy and strengthen the authority of the domain.

The art of writing persuasive and engaging marketing texts. Includes advertisements, websites, stores, emails and product descriptions.

Detailed editorial work plan including topics, formats and order of publication. Ensures consistency of communication.

Consistent brand tone and language style. Builds recognition and reinforces the nature of communication.

Content that stays relevant for a long time and generates stable traffic. A key component of an SEO strategy.

Creating content on behalf of another person. The author remains anonymous. Popular in content marketing and personal branding.

Create effective headlines that attract attention and determine whether content will be read.

Content designed to attract attention quickly - strong openings, surprises, curiosities. Especially effective on social media.

Content that requires user activity, such as quizzes, surveys or calculators. Increase engagement and interaction time.

Extensive expert content, usually over 1,200 words. They build authority and support SEO.

Communication based on stories that strengthen the emotional relationship with the brand.

Content prepared specifically for newsletters - concise, specific and engaging. They build relationships and support sales.

Pillar content that is a topic center around which smaller articles are built. They strengthen the SEO structure.

Content designed to be quickly scanned by eye - headings, lists, highlights. Improve readability.

Short and easy to digest content for social media - graphics, short videos, quotes.

Build a position as an expert by publishing valuable content - articles, analysis, webinars. Strongly influence trust in B2B.

The value of media exposure converted into advertising equivalent. Controversial, but still used in press and PR.

The „ad memory” effect, which persists after the broadcast. Offline, it is particularly strong on TV.

An indicator of how well a medium matches its target group. It shows how much a particular group is overrepresented in the medium relative to the population (100 = average). A higher index indicates a stronger match.

The number of viewers of a program or band at a given time. It can be expressed in thousands or percentages (ratings).

A commercial break between programs or during a program. The basic unit of broadcast television commercials.

Excessive number of commercials in a single block or medium that reduces the noticeability of a spot. Especially applies to TV and radio.

Demographic profile of cinema audiences. Used when planning cinema campaigns for specific movie genres or premieres.

Consistent, even broadcasting of advertisements over an extended period of time.

Cost to obtain 1 rating point (1 GRP). Allows comparison of campaign costs between stations and programs.

Used in press, OOH, radio, cinema and selected TV analysis. Allows comparison of the effectiveness of different offline formats.

It mainly refers to outdoor - the percentage of the population that can physically see the media within a geographic range.

Planning model describing the construction of offline reach and frequency - fundamental for TV, OOH, radio campaigns.

Daily division of TV or radio band into segments (e.g. morning, noon, drive time). Used for precise scheduling.

The most listened to hours on the radio - usually 6:00-9:00 a.m. and 3:00-6:00 p.m. The most expensive advertising time.

The degree of audience overlap between channels or programs. Essential for planning TV coverage.

Surplus SOV over SOM. Key model for offline growth: the larger the ESOV, the faster the brand growth.

Scheduling campaigns in blocks of time with breaks in between (e.g., 2 weeks broadcast, 1 week break).

Average number of contacts per person with an advertisement. Frequency = GRP / Reach. Critical indicator with mass formats (TV, radio).

The sum of ratings from all issues. Determines the total strength of the campaign. May exceed 100, as it represents total contacts, not personal reach.

A curve showing how the campaign's reach grows as more GRPs are purchased. Allows you to determine the saturation point.

Unit of publication of an advertisement in the press. One advertisement = one insertion.

Outdoor advertising including billboards, citylights, large-format mesh, digital OOH, transit advertising, etc.

Average number of occasions when the viewer could see the advertisement. Used mainly in TV, radio and OOH. OTS does not mean actual seeing - only the possibility of contact.

Frequency of contacts adjusted by the weight of different formats or channels to determine their real effect.

The number of additional people who read a copy of the press after the original purchaser (e.g., newspapers in living rooms).

The most watched TV time slot, usually in the evening (7:00-11:00 pm). The most expensive and competitive slot.

The placement of a brand in the content of a program, movie or series. It is not a block advertisement, but a narrative element.

Steady, moderate emissions with periodic „bumps” of increased intensity.

The percentage or number of people in a target audience watching a program or advertisement at a given time. The basic unit of TV campaign planning.

Percentage or number of people in the target audience who have interacted with the campaign at least once. A key indicator in planning an offline campaign.

The number of people reading a particular newspaper or magazine (not just buying). An indicator based on declarations and surveys.

Broadcast advertising simultaneously on multiple channels to dominate the bandwidth and achieve a large reach in a short period of time.

The percentage of a given station's total viewership/listenership at a given time. Influences the cost and potential of the media.

A package of OOH media giving a certain level of population coverage (e.g., 50 GRPs). Popular in the U.S. and partially in Europe as well.

Brand share of market sales. Correlated with SOV (ESOV advertising model).

A brand's share of total ad impressions in a given category and medium. The higher the SOV, the greater the chances of increasing market share.

Integrates the brand with a TV show, radio program or event (including a sponsorship billboard). Strengthens brand recognition and preference.

A single broadcast of a television, radio or cinema advertisement.

Rating expressed for a specific target group - especially used in Australia depending on the market.

Traffic data used to assess OOH media potential.

Reference population for the target group (e.g., number of all women 20-49). Base for calculation of ratings and reach.

A factor used in OOH to correct for media visibility - takes into account pedestrian traffic, vehicle traffic, viewing angle, among other factors.

Decline in advertising effectiveness after too many contacts - applies to TV, radio, cinema, OOH.