Advertising glossary

The method used to assign credit for a sale, lead or other outcome to the advertising touchpoints that preceded it. Different attribution models (last click, data-driven, position-based and others) can give very different answers from the same data.

The cost of advertising divided by the number of acquisitions, such as sales or sign-ups. What counts as an acquisition must be defined before the campaign starts.

The amount paid for each click on an ad. Common in paid search and paid social, where many campaigns are bought on a click basis or reported against it.

The cost of advertising divided by the number of leads generated. Useful only when a lead is defined consistently and lead quality is also tracked.

The cost of a thousand impressions or impacts. Used across digital, outdoor, audio and video, although what counts as an impression differs by medium.

The number of clicks divided by the number of impressions, shown as a percentage. A high CTR does not by itself mean a campaign is commercially successful.

Television content and advertising delivered through internet-connected TV sets and devices, including broadcaster streaming services and other apps.

The proportion of people who complete a defined action, such as an enquiry or purchase, after arriving from an ad or landing on a page.

A defined time segment of the day, such as breakfast or peak time, used to plan and buy television, radio and some digital out-of-home advertising.

Out-of-home advertising shown on digital screens in public places. Ads usually rotate in a loop, and creative can change by time, location or other conditions.

Software used by advertisers and agencies to buy digital advertising inventory programmatically across many publishers and exchanges.

The average number of times a person in the reached audience is exposed to the advertising during a campaign.

A measure of campaign weight, calculated as reach (as a percentage of the target audience) multiplied by average frequency. Common in television planning.

A count of the times an ad is delivered or seen, as defined by the relevant platform or measurement system. Definitions differ between media.

The additional result caused by advertising compared with what would have happened without it. Usually assessed with controlled tests such as geographic or audience holdouts.

Negotiating, booking and managing advertising space or time once a media plan has been agreed, including administration, reconciliation and reporting.

Deciding which channels to use, who to target, where and when advertising should appear, and how the budget should be allocated.

Advertising that reaches people outside the home: roadside billboards, street furniture, transport, airports, shopping centres and similar environments.

A buying model where the advertiser pays each time an ad is clicked. Often used as a shorthand for paid search advertising.

The automated buying and selling of digital advertising inventory using software and data, rather than manual insertion orders.

The number or proportion of different people exposed to a campaign at least once. The exact definition depends on the measurement system.

Showing ads to people who have already interacted with a business, for example by visiting its website. Also known as remarketing.

A brand's share of total advertising activity within its category, measured in spend, impressions or ratings depending on the medium.

Video content viewed at a time the viewer chooses, such as broadcaster catch-up and streaming services, which can carry advertising.

An impression, reach figure or completed view does not mean exactly the same thing across outdoor, social, search, television and audio. Campaign reporting should always state the measurement method used.