Advertising Glossary

Advertising based on games created by the brand. Combines entertainment with a marketing message and significantly increases brand contact time. Most often used in branding campaigns, but can also support lead generation activities.

Mass advertising carried out in traditional media such as television, radio, print and outdoor. Focuses on building brand awareness. Usually involves large-scale outreach.

A network of external sites and applications where ads are displayed. It enables campaigns to expand their reach beyond the main advertising platform and supports scaling of operations.

An indicator showing an increase in awareness or change in attitudes toward a brand after a campaign. Measured through surveys conducted in platform research panels. Allows to evaluate the effectiveness of branding activities.

A system that protects a brand from broadcasting ads with undesirable content. It prevents image crises and provides control of the context of the broadcast, especially in programmatic advertising.

Advertising activities aimed at a narrower audience. They include promotions, events, sampling, point-of-sale activities and direct marketing. They are easier to measure than ATL and are often sales-effective.

Fraudulent generation of ad clicks - most often by bots or fake traffic. Increases the cost of activities without real value. Requires the use of anti-fraud systems.

Comparative advertising that juxtaposes a brand's offerings with its competitors to show its superiority. Subject to regulation. Can strongly influence purchasing decisions.

Advertising tailored to the content of the page or material on which it appears. Does not rely on personal information. It is privacy-friendly and especially effective in an era of cookie restrictions.

An advertising billing model in which the advertiser pays only for performing a specific action, such as a purchase or registration. It facilitates cost control and is common in performance marketing.

The cost of a single click on an ad. Used in search and social media campaigns. Depends on market competitiveness and ad quality. Requires regular optimization.

The cost of a thousand ad impressions. Most commonly used in outreach campaigns. Facilitates budget planning, but does not guarantee engagement.

The main idea of an advertising campaign, which defines the tone, style and direction of communication. It gives consistency to all materials and is the foundation of a successful campaign.

Activities designed to build interest in a product and create a need to buy. They focus on the top of the funnel and complement lead generation. Often used in B2B.

Graphic ads in the form of banners displayed on websites and apps. Effective for remarketing and outreach efforts. Their effectiveness depends on the quality of the creative.

Technology that automatically matches ad elements - headlines, images, CTAs - to the user. It works in real time, increasing campaign effectiveness.

Limits the number of ad impressions per user. Protects against ad fatigue, optimizes budget and improves viewer experience.

Full-screen ads that appear between content, usually in apps. They have high visibility, but can degrade UX, so they require careful use.

The process of planning and purchasing advertising space. Includes negotiation, optimization and analysis of results. Has a key impact on campaign effectiveness.

Advertising tailored to the look and style of the medium, resembling natural editorial content. Less intrusive than classic banners. Requires high-quality content.

Automated real-time, algorithm-based and auction-based ad buying. Allows precise targeting and scaling of campaigns.

Ads targeted to people who have previously visited the site or performed certain actions. Very effective for sales and lower the cost of conversion.

Interactive or animated ads that attract more attention and increase memorability. They require higher production budgets.

Content prepared in collaboration with the brand - articles, videos, podcasts. They build the image of an expert and require transparent labeling.

An indicator of the real visibility of an ad, taking into account the time and percentage of pixels displayed. It is more meaningful than the number of impressions alone and helps to assess the quality of the campaign.