{"id":7700,"date":"2025-11-25T11:14:42","date_gmt":"2025-11-25T10:14:42","guid":{"rendered":"https:\/\/mediapeople.pl\/?page_id=7700"},"modified":"2025-12-03T04:07:16","modified_gmt":"2025-12-03T03:07:16","slug":"dictionary-of-advertising-terms","status":"publish","type":"page","link":"https:\/\/mediapeople.pl\/en\/dictionary-of-advertising-terms\/","title":{"rendered":"Advertising Glossary"},"content":{"rendered":"
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\r\n\r\n \/\/ KNOWLEDGE BASE \r\n <\/h6>\r\n\r\n
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Advertising Glossary<\/p> <\/div> \r\n <\/div>\r\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Search for a term<\/p>\n\n\n\n

Online campaigns<\/h2>\n
\n
Above the Fold (ATF)<\/summary>
The area visible on the screen without scrolling. ATF ads have higher visibility and higher cost.<\/div><\/details>\n\n
Ad Exchange<\/summary>
A platform that enables the automatic exchange of advertising space between publishers and advertisers. The foundation of the programmatic ecosystem.<\/div><\/details>\n\n
Ad Network<\/summary>
An advertising network that connects advertisers with multiple publishers. Offers space packages and targeting. Predecessor and complement to Programmatic.<\/div><\/details>\n\n
Ad Rank<\/summary>
Search engine ad position, dependent on ad quality, rate and match. Key in Google Ads.<\/div><\/details>\n\n
Ad Server<\/summary>
The technology responsible for serving, measuring and optimizing display ads.<\/div><\/details>\n\n
Attribution Window<\/summary>
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).<\/div><\/details>\n\n
Audience Segment<\/summary>
A group of audiences with common characteristics (demographics, interests, purchase intentions). Basis for online targeting.<\/div><\/details>\n\n
Bounce Rate<\/summary>
Percentage of users who left the page without interacting. Replaced by \u201eEngaged Sessions\u201d in GA4.<\/div><\/details>\n\n
Click-Through Rate (CTR)<\/summary>
Percentage of clicks relative to the number of ad impressions. A key indicator of creative engagement.<\/div><\/details>\n\n
Conversion Lift<\/summary>
A study evaluating the impact of campaigns on the number of conversions, conducted randomly on test and control groups.<\/div><\/details>\n\n
Conversion Rate (CR)<\/summary>
Percentage of users who performed the desired action after navigating from the ad or entering the site.<\/div><\/details>\n\n
Cost Per Action (CPA)<\/summary>
Paid billing model for performing a specific action - e.g. purchase, registration, app download.<\/div><\/details>\n\n
Cost Per Click (CPC)<\/summary>
Cost per click. The basic model in search engines and performance campaigns.<\/div><\/details>\n\n
Cost Per Install (CPI)<\/summary>
Cost of app installation. Crucial for mobile campaigns.<\/div><\/details>\n\n
Cost Per Lead (CPL)<\/summary>
Cost per lead generated. Popular in B2B, services and form campaigns.<\/div><\/details>\n\n
Cost Per Mille (CPM)<\/summary>
Cost of 1,000 ad impressions. Most commonly used in outreach and awareness campaigns.<\/div><\/details>\n\n
Cost Per View (CPV)<\/summary>
Billing model in video campaigns - the cost of playing the video (e.g., on YouTube after 30 seconds).<\/div><\/details>\n\n
Cross-Device Tracking<\/summary>
Technology that connects user behavior across multiple devices (desktop, mobile, tablet).<\/div><\/details>\n\n
Customer Journey<\/summary>
The path a user takes from first contact with a brand to conversion. Online, it includes multiple touch points.<\/div><\/details>\n\n
Data Management Platform (DMP)<\/summary>
Audience data management platform - used in targeting, segmentation and optimization.<\/div><\/details>\n\n
Demand-Side Platform (DSP)<\/summary>
A platform that enables the purchase of advertising space in a real-time programmatic model.<\/div><\/details>\n\n
Dynamic Creative Optimization (DCO)<\/summary>
Technology for automatically matching creative elements to the user in real time.<\/div><\/details>\n\n
Engaged Sessions<\/summary>
GA4 metric defining sessions with activity (e.g., min. 10 seconds on page, conversion or \u22652 page views).<\/div><\/details>\n\n
Engagement Rate<\/summary>
Social media content engagement rate - comments, likes, shares, interactions.<\/div><\/details>\n\n
Event Tracking<\/summary>
Track user interactions with a page or app - clicks, scrolls, plays.<\/div><\/details>\n\n
Frequency Capping<\/summary>
Limit the number of ad impressions per person to avoid campaign fatigue.<\/div><\/details>\n\n
GDN (Google Display Network)<\/summary>
Google's advertising network covering millions of sites and applications. Enables banner, video and responsive ads.<\/div><\/details>\n\n
In-Banner Video<\/summary>
Video advertising broadcast in display format (e.g., in a 300\u00d7250 banner).<\/div><\/details>\n\n
In-Stream Ads<\/summary>
Video ads shown before, during or after video content (YouTube, VOD player).<\/div><\/details>\n\n
KPIs (Key Performance Indicators)<\/summary>
Key performance indicators of the campaign, matched to its objectives (e.g. CPM, CR, ROAS).<\/div><\/details>\n\n
Landing Page<\/summary>
The landing page a user goes to after clicking on an ad. Crucial for conversions.<\/div><\/details>\n\n
Lookalike Audience (LAL)<\/summary>
A group of audiences similar to a selected base group (e.g., customers) - created by platform algorithms.<\/div><\/details>\n\n
Machine Learning Optimization (MLO)<\/summary>
Automatic campaign optimization based on data and machine learning (e.g. Google Smart Bidding).<\/div><\/details>\n\n
Metasearch Ads<\/summary>
Ads on comparison shopping sites (e.g. Google Hotel Ads). Popular in the travel industry.<\/div><\/details>\n\n
Native Advertising<\/summary>
Advertising that looks like the natural content of the medium - sponsored articles, native ads.<\/div><\/details>\n\n
On-Page Conversion<\/summary>
Conversion made on the page to which the ad leads, such as a form, shopping cart, purchase.<\/div><\/details>\n\n
Overlay Ads<\/summary>
Miniature ads superimposed on video content.<\/div><\/details>\n\n
Programmatic Advertising<\/summary>
Automatic purchase of advertising space using algorithms and real-time auctions.<\/div><\/details>\n\n
Reach.<\/summary>
The number or percentage of users who saw the ad at least once.<\/div><\/details>\n\n
Retargeting \/ Remarketing<\/summary>
Ads targeted to people who have already been to the site or performed a specific action. Very effective for sales.<\/div><\/details>\n\n
ROAS (Return On Ad Spend)<\/summary>
Return on advertising investment - the value of sales relative to advertising expenditures.<\/div><\/details>\n\n
SEO (Search Engine Optimization)<\/summary>
The process of optimizing a site for search engines to increase organic traffic.<\/div><\/details>\n\n
SEM (Search Engine Marketing)<\/summary>
Search engine advertising including paid results (Google Ads) and organic results (SEO).<\/div><\/details>\n\n
Session<\/summary>
A single user visit to the site. In GA4, sessions are event-based, not time-based.<\/div><\/details>\n\n
Share of Voice (SOV)<\/summary>
The brand's share of total digital impressions or ad spend.<\/div><\/details>\n\n
Shopping Ads<\/summary>
Product ads displayed on Google (PLAs). Include photo, name, price and store.<\/div><\/details>\n\n
Social Proof Ads<\/summary>
Ads using feedback, comments and reviews as credibility-enhancing elements.<\/div><\/details>\n\n
Tag Manager<\/summary>
Analytics and marketing tag management system (usually Google Tag Manager).<\/div><\/details>\n\n
Third-Party Cookies<\/summary>
Third-party cookies used for targeting and remarketing. Expired by most browsers.<\/div><\/details>\n\n
Tracking Pixel<\/summary>
An invisible element of a page or creative that allows you to measure user actions.<\/div><\/details>\n\n
UTM Parameters<\/summary>
Parameters added to links to track campaigns (medium, source, campaign, etc.).<\/div><\/details>\n\n
View-Through Conversions (VTC)<\/summary>
Conversions attributed to users who saw the ad but did not click on it and then performed an action.<\/div><\/details>\n\n
Viewability<\/summary>
Ad visibility rate - defined by MRC as a minimum of 50% pixels for 1 second for display and 2 seconds for video.<\/div><\/details>\n\n
VTR (View-Through Rate)<\/summary>
Percentage of users who watched the video ad to the end.<\/div><\/details>\n\n
Walled Gardens<\/summary>
Large platforms (Meta, Google, TikTok) that control data, inventory and targeting, limiting the possibility of full external analytics.<\/div><\/details>\n\n
Whitelist \/ Blacklist<\/summary>
A list of accepted or excluded sites and applications. Used to increase brand safety.<\/div><\/details>\n\n
Zero-Party Data<\/summary>
Data given knowingly by the user - e.g. surveys, preferences. The purest type of data in marketing.<\/div><\/details>\n

Offline campaigns<\/h2>\n
\n\n
Ad Equivalency (AVE)<\/summary>
The value of media exposure converted into advertising equivalent. Controversial, but still used in press and PR.<\/div><\/details>\n\n
Adstock Effect<\/summary>
The \u201ead memory\u201d effect, which persists after the broadcast. Offline, it is particularly strong on TV.<\/div><\/details>\n\n
Affinity Index (AFI)<\/summary>
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.<\/div><\/details>\n\n
Audience<\/summary>
The number of viewers of a program or band at a given time. It can be expressed in thousands or percentages (ratings).<\/div><\/details>\n\n
Break (Ad Break)<\/summary>
A commercial break between programs or during a program. The basic unit of broadcast television commercials.<\/div><\/details>\n\n
Clutter<\/summary>
Excessive number of commercials in a single block or medium that reduces the noticeability of a spot. Especially applies to TV and radio.<\/div><\/details>\n\n
Cinemagoer Profile<\/summary>
Demographic profile of cinema audiences. Used when planning cinema campaigns for specific movie genres or premieres.<\/div><\/details>\n\n
Continuity<\/summary>
Consistent, even broadcasting of advertisements over an extended period of time.<\/div><\/details>\n\n
CPP (Cost Per Point)<\/summary>
Cost to obtain 1 rating point (1 GRP). Allows comparison of campaign costs between stations and programs.<\/div><\/details>\n\n
CPT (Cost Per Thousand) - the cost of reaching 1,000 people offline<\/summary>
Used in press, OOH, radio, cinema and selected TV analysis. Allows comparison of the effectiveness of different offline formats.<\/div><\/details>\n\n
Coverage<\/summary>
It mainly refers to outdoor - the percentage of the population that can physically see the media within a geographic range.<\/div><\/details>\n\n
Coverage vs Frequency Model<\/summary>
Planning model describing the construction of offline reach and frequency - fundamental for TV, OOH, radio campaigns.<\/div><\/details>\n\n
Daypart<\/summary>
Daily division of TV or radio band into segments (e.g. morning, noon, drive time). Used for precise scheduling.<\/div><\/details>\n\n
Drive Time (Radio)<\/summary>
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.<\/div><\/details>\n\n
Duplication Factor<\/summary>
The degree of audience overlap between channels or programs. Essential for planning TV coverage.<\/div><\/details>\n\n
ESOV (Excess Share of Voice)<\/summary>
Surplus SOV over SOM. Key model for offline growth: the larger the ESOV, the faster the brand growth.<\/div><\/details>\n\n
Flighting<\/summary>
Scheduling campaigns in blocks of time with breaks in between (e.g., 2 weeks broadcast, 1 week break).<\/div><\/details>\n\n
Frequency<\/summary>
Average number of contacts per person with an advertisement. Frequency = GRP \/ Reach. Critical indicator with mass formats (TV, radio).<\/div><\/details>\n\n
GRP (Gross Rating Points)<\/summary>
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.<\/div><\/details>\n\n
GRP Build Curve (Range GRP Curve).<\/summary>
A curve showing how the campaign's reach grows as more GRPs are purchased. Allows you to determine the saturation point.<\/div><\/details>\n\n
Insertion<\/summary>
Unit of publication of an advertisement in the press. One advertisement = one insertion.<\/div><\/details>\n\n
OOH (Out-of-Home)<\/summary>
Outdoor advertising including billboards, citylights, large-format mesh, digital OOH, transit advertising, etc.<\/div><\/details>\n\n
OTS (Opportunity To See)<\/summary>
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.<\/div><\/details>\n\n
OTS Weighted (Weighted Frequency).<\/summary>
Frequency of contacts adjusted by the weight of different formats or channels to determine their real effect.<\/div><\/details>\n\n
Pass-Along Readership<\/summary>
The number of additional people who read a copy of the press after the original purchaser (e.g., newspapers in living rooms).<\/div><\/details>\n\n
Prime Time (PT)<\/summary>
The most watched TV time slot, usually in the evening (7:00-11:00 pm). The most expensive and competitive slot.<\/div><\/details>\n\n
Product Placement<\/summary>
The placement of a brand in the content of a program, movie or series. It is not a block advertisement, but a narrative element.<\/div><\/details>\n\n
Pulsing<\/summary>
Steady, moderate emissions with periodic \u201ebumps\u201d of increased intensity.<\/div><\/details>\n\n
Rating (TVR \/ AMR)<\/summary>
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.<\/div><\/details>\n\n
Reach.<\/summary>
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.<\/div><\/details>\n\n
Readership<\/summary>
The number of people reading a particular newspaper or magazine (not just buying). An indicator based on declarations and surveys.<\/div><\/details>\n\n
Roadblocking<\/summary>
Broadcast advertising simultaneously on multiple channels to dominate the bandwidth and achieve a large reach in a short period of time.<\/div><\/details>\n\n
Share (Share of listening audience)<\/summary>
The percentage of a given station's total viewership\/listenership at a given time. Influences the cost and potential of the media.<\/div><\/details>\n\n
Showings<\/summary>
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.<\/div><\/details>\n\n
SOM (Share of Market)<\/summary>
Brand share of market sales. Correlated with SOV (ESOV advertising model).<\/div><\/details>\n\n
SOV (Share of Voice)<\/summary>
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.<\/div><\/details>\n\n
Sponsorship (Sponsorship)<\/summary>
Integrates the brand with a TV show, radio program or event (including a sponsorship billboard). Strengthens brand recognition and preference.<\/div><\/details>\n\n
Spot<\/summary>
A single broadcast of a television, radio or cinema advertisement.<\/div><\/details>\n\n
TARP (Target Audience Rating Point).<\/summary>
Rating expressed for a specific target group - especially used in Australia depending on the market.<\/div><\/details>\n\n
Traffic Flow<\/summary>
Traffic data used to assess OOH media potential.<\/div><\/details>\n\n
Universe<\/summary>
Reference population for the target group (e.g., number of all women 20-49). Base for calculation of ratings and reach.<\/div><\/details>\n\n
Visibility Adjustment Index (VAI)<\/summary>
A factor used in OOH to correct for media visibility - takes into account pedestrian traffic, vehicle traffic, viewing angle, among other factors.<\/div><\/details>\n\n
Wearout Effect<\/summary>
Decline in advertising effectiveness after too many contacts - applies to TV, radio, cinema, OOH.<\/div><\/details>\n\n\n\n

Analytics<\/h2>\n
\n
Anomaly Detection<\/summary>
Detecting unusual deviations in data using algorithms. Allows you to react quickly to campaign errors or changes in user behavior.<\/div><\/details>\n\n
Attribution Model<\/summary>
A model that determines how much conversion value to assign to different touchpoints along the user path. Enables better budget allocation.<\/div><\/details>\n\n
Benchmarking<\/summary>
Comparing performance with competitors or market standards. Helps you understand your brand position.<\/div><\/details>\n\n
Bounce Rate<\/summary>
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.<\/div><\/details>\n\n
Click Tracking<\/summary>
Track user clicks on page elements. Helps analyze the effectiveness of CTAs and content placement.<\/div><\/details>\n\n
Cohort Analysis<\/summary>
Analysis of groups of users acquired at the same time. Allows you to observe trends and retention.<\/div><\/details>\n\n
Conversion Rate<\/summary>
Percentage of users who performed the desired action. A basic indicator of the effectiveness of campaigns and pages.<\/div><\/details>\n\n
Conversion Tracking<\/summary>
Measure the performance of specific activities (e.g., purchases, registrations). Critical to evaluating ROI.<\/div><\/details>\n\n
Data Layer<\/summary>
A layer of data fed into analytical systems to facilitate advanced tracking.<\/div><\/details>\n\n
Dashboard<\/summary>
A dashboard showing key indicators. Facilitates quick review of results and decision-making.<\/div><\/details>\n\n
Event Tracking<\/summary>
Record specific user interactions (clicks, scrolls, plays). Helps analyze behavior.<\/div><\/details>\n\n
Funnel Visualization<\/summary>
Graphical representation of the conversion path. Shows where users fall off the path.<\/div><\/details>\n\n
Heatmap<\/summary>
A heat map of clicks or scrolls. Reveals page layout issues and helps optimize UX.<\/div><\/details>\n\n
KPIs (Key Performance Indicators)<\/summary>
Key performance indicators for marketing activities. They must be measurable and clearly defined.<\/div><\/details>\n\n
Lifetime Value (LTV)<\/summary>
The total value of the customer during the relationship with the brand. Helps determine the profitability of marketing efforts.<\/div><\/details>\n\n
Predictive Analytics<\/summary>
Data analysis using statistical models and AI to predict user behavior.<\/div><\/details>\n\n
Real-Time Analytics<\/summary>
Real-time data analysis for immediate response to changes.<\/div><\/details>\n\n
Segmentation Analysis<\/summary>
Analyzing data by user segments. Key to personalization.<\/div><\/details>\n\n
Session Recording<\/summary>
Recording user sessions on the site to identify UX issues. Requires privacy compliance.<\/div><\/details>\n\n
Traffic Sources<\/summary>
Sources of website traffic, such as organic, paid, social and direct. Allow you to evaluate the effectiveness of the channels.<\/div><\/details>\n

Content<\/h2>\n
\n
Brand Journalism<\/summary>
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.<\/div><\/details>\n\n
Buyer Persona<\/summary>
Profile of the ideal customer based on data and research. Includes goals, needs, behaviors and motivations. Helps design effective communications.<\/div><\/details>\n\n
Call to Action (CTA)<\/summary>
A message or button that encourages an action. Properly designed, it increases the conversion rate.<\/div><\/details>\n\n
Case Study<\/summary>
A description of the actual project or collaboration with the client, including the course of action, data and results. Builds brand credibility.<\/div><\/details>\n\n
Content Atomization<\/summary>
Divide large content into smaller formats. Maximizes the use of a single piece of material and facilitates distribution.<\/div><\/details>\n\n
Content Audit<\/summary>
Analyzes all existing content for quality, effectiveness and alignment with the strategy. Helps determine what needs to be improved, removed or developed.<\/div><\/details>\n\n
Content Calendar<\/summary>
Content Publication Schedule. Facilitates organization of activities, maintaining regularity and team collaboration.<\/div><\/details>\n\n
Content Distribution<\/summary>
The process of distributing content through various channels - social media, newsletters, advertising. Without distribution, even the best content fails.<\/div><\/details>\n\n
Content Marketing<\/summary>
A strategy to create valuable content instead of classic advertising. It builds trust and relationships with the audience and supports the acquisition of leads.<\/div><\/details>\n\n
Content Syndication<\/summary>
Publish content on external platforms to increase reach and visibility. Requires control of SEO impact.<\/div><\/details>\n\n
Cornerstone Content<\/summary>
The most important, comprehensive articles on the site. They are the foundation of the content strategy and strengthen the authority of the domain.<\/div><\/details>\n\n
Copywriting<\/summary>
The art of writing persuasive and engaging marketing texts. Includes advertisements, websites, stores, emails and product descriptions.<\/div><\/details>\n\n
Editorial Plan<\/summary>
Detailed editorial work plan including topics, formats and order of publication. Ensures consistency of communication.<\/div><\/details>\n\n
Editorial Voice<\/summary>
Consistent brand tone and language style. Builds recognition and reinforces the nature of communication.<\/div><\/details>\n\n
Evergreen Content<\/summary>
Content that stays relevant for a long time and generates stable traffic. A key component of an SEO strategy.<\/div><\/details>\n\n
Ghostwriting<\/summary>
Creating content on behalf of another person. The author remains anonymous. Popular in content marketing and personal branding.<\/div><\/details>\n\n
Headline Writing<\/summary>
Create effective headlines that attract attention and determine whether content will be read.<\/div><\/details>\n\n
Hook Content<\/summary>
Content designed to attract attention quickly - strong openings, surprises, curiosities. Especially effective on social media.<\/div><\/details>\n\n
Interactive Content<\/summary>
Content that requires user activity, such as quizzes, surveys or calculators. Increase engagement and interaction time.<\/div><\/details>\n\n
Long-Form Content<\/summary>
Extensive expert content, usually over 1,200 words. They build authority and support SEO.<\/div><\/details>\n\n
Narrative Marketing<\/summary>
Communication based on stories that strengthen the emotional relationship with the brand.<\/div><\/details>\n\n
Newsletter Content<\/summary>
Content prepared specifically for newsletters - concise, specific and engaging. They build relationships and support sales.<\/div><\/details>\n\n
Pillar Content<\/summary>
Pillar content that is a topic center around which smaller articles are built. They strengthen the SEO structure.<\/div><\/details>\n\n
Scannable Content<\/summary>
Content designed to be quickly scanned by eye - headings, lists, highlights. Improve readability.<\/div><\/details>\n\n
Snackable Content<\/summary>
Short and easy to digest content for social media - graphics, short videos, quotes.<\/div><\/details>\n\n
Thought Leadership<\/summary>
Build a position as an expert by publishing valuable content - articles, analysis, webinars. Strongly influence trust in B2B.<\/div><\/details>\n\n

UX pages<\/h2>\n
\n\n
Ad Equivalency (AVE)<\/summary>
The value of media exposure converted into advertising equivalent. Controversial, but still used in press and PR.<\/div><\/details>\n\n
Adstock Effect<\/summary>
The \u201ead memory\u201d effect, which persists after the broadcast. Offline, it is particularly strong on TV.<\/div><\/details>\n\n
Affinity Index (AFI)<\/summary>
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.<\/div><\/details>\n\n
Audience<\/summary>
The number of viewers of a program or band at a given time. It can be expressed in thousands or percentages (ratings).<\/div><\/details>\n\n
Break (Ad Break)<\/summary>
A commercial break between programs or during a program. The basic unit of broadcast television commercials.<\/div><\/details>\n\n
Clutter<\/summary>
Excessive number of commercials in a single block or medium that reduces the noticeability of a spot. Especially applies to TV and radio.<\/div><\/details>\n\n
Cinemagoer Profile<\/summary>
Demographic profile of cinema audiences. Used when planning cinema campaigns for specific movie genres or premieres.<\/div><\/details>\n\n
Continuity<\/summary>
Consistent, even broadcasting of advertisements over an extended period of time.<\/div><\/details>\n\n
CPP (Cost Per Point)<\/summary>
Cost to obtain 1 rating point (1 GRP). Allows comparison of campaign costs between stations and programs.<\/div><\/details>\n\n
CPT (Cost Per Thousand) - the cost of reaching 1,000 people offline<\/summary>
Used in press, OOH, radio, cinema and selected TV analysis. Allows comparison of the effectiveness of different offline formats.<\/div><\/details>\n\n
Coverage<\/summary>
It mainly refers to outdoor - the percentage of the population that can physically see the media within a geographic range.<\/div><\/details>\n\n
Coverage vs Frequency Model<\/summary>
Planning model describing the construction of offline reach and frequency - fundamental for TV, OOH, radio campaigns.<\/div><\/details>\n\n
Daypart<\/summary>
Daily division of TV or radio band into segments (e.g. morning, noon, drive time). Used for precise scheduling.<\/div><\/details>\n\n
Drive Time (Radio)<\/summary>
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.<\/div><\/details>\n\n
Duplication Factor<\/summary>
The degree of audience overlap between channels or programs. Essential for planning TV coverage.<\/div><\/details>\n\n
ESOV (Excess Share of Voice)<\/summary>
Surplus SOV over SOM. Key model for offline growth: the larger the ESOV, the faster the brand growth.<\/div><\/details>\n\n
Flighting<\/summary>
Scheduling campaigns in blocks of time with breaks in between (e.g., 2 weeks broadcast, 1 week break).<\/div><\/details>\n\n
Frequency<\/summary>
Average number of contacts per person with an advertisement. Frequency = GRP \/ Reach. Critical indicator with mass formats (TV, radio).<\/div><\/details>\n\n
GRP (Gross Rating Points)<\/summary>
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.<\/div><\/details>\n\n
GRP Build Curve (Range GRP Curve).<\/summary>
A curve showing how the campaign's reach grows as more GRPs are purchased. Allows you to determine the saturation point.<\/div><\/details>\n\n
Insertion<\/summary>
Unit of publication of an advertisement in the press. One advertisement = one insertion.<\/div><\/details>\n\n
OOH (Out-of-Home)<\/summary>
Outdoor advertising including billboards, citylights, large-format mesh, digital OOH, transit advertising, etc.<\/div><\/details>\n\n
OTS (Opportunity To See)<\/summary>
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.<\/div><\/details>\n\n
OTS Weighted (Weighted Frequency).<\/summary>
Frequency of contacts adjusted by the weight of different formats or channels to determine their real effect.<\/div><\/details>\n\n
Pass-Along Readership<\/summary>
The number of additional people who read a copy of the press after the original purchaser (e.g., newspapers in living rooms).<\/div><\/details>\n\n
Prime Time (PT)<\/summary>
The most watched TV time slot, usually in the evening (7:00-11:00 pm). The most expensive and competitive slot.<\/div><\/details>\n\n
Product Placement<\/summary>
The placement of a brand in the content of a program, movie or series. It is not a block advertisement, but a narrative element.<\/div><\/details>\n\n
Pulsing<\/summary>
Steady, moderate emissions with periodic \u201ebumps\u201d of increased intensity.<\/div><\/details>\n\n
Rating (TVR \/ AMR)<\/summary>
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.<\/div><\/details>\n\n
Reach.<\/summary>
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.<\/div><\/details>\n\n
Readership<\/summary>
The number of people reading a particular newspaper or magazine (not just buying). An indicator based on declarations and surveys.<\/div><\/details>\n\n
Roadblocking<\/summary>
Broadcast advertising simultaneously on multiple channels to dominate the bandwidth and achieve a large reach in a short period of time.<\/div><\/details>\n\n
Share (Share of listening audience)<\/summary>
The percentage of a given station's total viewership\/listenership at a given time. Influences the cost and potential of the media.<\/div><\/details>\n\n
Showings<\/summary>
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.<\/div><\/details>\n\n
SOM (Share of Market)<\/summary>
Brand share of market sales. Correlated with SOV (ESOV advertising model).<\/div><\/details>\n\n
SOV (Share of Voice)<\/summary>
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.<\/div><\/details>\n\n
Sponsorship (Sponsorship)<\/summary>
Integrates the brand with a TV show, radio program or event (including a sponsorship billboard). Strengthens brand recognition and preference.<\/div><\/details>\n\n
Spot<\/summary>
A single broadcast of a television, radio or cinema advertisement.<\/div><\/details>\n\n
TARP (Target Audience Rating Point).<\/summary>
Rating expressed for a specific target group - especially used in Australia depending on the market.<\/div><\/details>\n\n
Traffic Flow<\/summary>
Traffic data used to assess OOH media potential.<\/div><\/details>\n\n
Universe<\/summary>
Reference population for the target group (e.g., number of all women 20-49). Base for calculation of ratings and reach.<\/div><\/details>\n\n
Visibility Adjustment Index (VAI)<\/summary>
A factor used in OOH to correct for media visibility - takes into account pedestrian traffic, vehicle traffic, viewing angle, among other factors.<\/div><\/details>\n\n
Wearout Effect<\/summary>
Decline in advertising effectiveness after too many contacts - applies to TV, radio, cinema, OOH.<\/div><\/details>\n\n<\/section>\n\n