Glossary of terms used in Advertising

The terms used in advertising can sometimes be different from the ones we use in standard English. But like any other discipline, there are certain terms that might carry specific meanings. Whether you are an experienced digital marketer or completely new in this, there are some terms that you must know. Here they are.

4As – Associated of Accredited Advertising Agencies Malaysia. This is the main body that has more than 130 members made up of advertising agencies both local and international. 4As is responsible as the main voice for the agencies in the country.

Ad – the short form (acronym) used to refer to an advertisement.

Account – the term used by agencies to refer to its client. Petronas is an account for Leo Burnett Malaysia.

Agency – the company that represents a firm or business in all advertising related services. This could involve planning and design, media buying and strategizing as well as in the tracking of the effectiveness of an ad or a campaign. The Agency is responsible for the execution of the campaign as well.

Ad View – The frequency of the times that an ad is being seen. This is sometimes referred to as ‘Impressions’ and is commonly used for charging the client in terms of CPM (Cost per Thousand Impressions)

Above the Line – A category in advertising which involves more mainstream services. This usually refers to the likes of advertising in television, radio and print.

Below the Line – the other side of the spectrum as compared to ‘Above the Line’. It refers to the less mainstream services like using of flyers, banners and other marketing collaterals.

Billboard – A type of media which is an outdoor poster. They are usually very large as they need to be seen from passing vehicles and pedestrians.

Billing – this is referred to as the value of advertising by the agency for its clients. It is derived from the total invoices involved in purchasing of media space and time.

Buyer – Short for Media buyer. This is the person or the agency in charge of buying media spots either on behalf of the agency or for the agency.

Campaign –  A concerted and coordinated effort planned and launched by the agency for its client. It includes all activities like budgeting and time management and the use of all the relevant media for the advertising of the product or service.

CPM – Cost per Thousand Impressions. This is the common accepted rate for media to charge anyone who buy spots with them.

House Agency – Refers to the agency which is owned or controlled by the advertiser. Sometimes known as in-house agency.

Market Share – Refers to the portion of the market that a product or service that the company currently holds among its competitors.

Market Profile – this is very important for advertisers as it refers to the geographic description of the market. Sometimes referred to as the ‘target profile’ and is used to determine the prospects and opportunities of a specific market for the product or service of the company.

Media Buyer – the same term used as ‘Buyer’ to refer to the person or agency who is responsible for the buying of spots and time in different media.

Media Planner – this is the person or agency that plans and determines which media is the most appropriate and the costing needed for a specific advertising campaign. The Media Planner and the Media Buyer usually works together and could be the same party.

Merchandising – A part of promotion for the product or service. Merchandising is an important part of a campaign as it includes all the parties involved in the selling of the product or service. This includes the likes of using marketing collaterals like banners and posters as well as in using other related products. Merchandising is very common for movies and other entertainment types which are important for their marketing and promotion.

OTO (One Time Only) – Refers to advertisements that only runs once. This is more commonly used by advertisers to make announcements like end of product and such.

Penetration – refers to the rate (in percentage) on a certain campaign. This term is commonly used in other areas of marketing and promotion. The rate measures the degree by which the advertising campaign is effective and involves households. For instance, the penetration rate of the Caltex campaign refers to the percentage of households that were exposed to the campaign.

Pitch – an exercise carried out by advertisers when they want to offer either the account or a campaign to suitable agencies. This is very much like a tender process in which advertisers will offer the contract to the best and most suitable agency to undertake the project or in more prominent cases, the entire account.

Rate Book – an independent publication in the form of a printed book published annually that contain all the advertising rates of all the media available in a specific market.

Rate Card – the printed listing of the rates involved of a particular media, for example, TV3 will print their own rate card and given to prospective advertisers to inform them about the cost of buying spots in all the time slots

Return on Investment (ROI) – perhaps the most important element among advertisers. This refers to a method of calculation for the advertiser on how much and how long it will take before their investments are returned. Break even points and profit levels are determined through the calculation of ROI. Often an issue for advertisers as campaigns might not be easily measured and calculated in terms of dollars and cents.

Target Group – refers to the people that a specific advertising campaign is directed to. Sometimes called the consumer profile, they usually have similar characteristics and attributes like age group, income level, education background and such.

Target Market – similar to Target Group but usually refers to a geographical area. Sometimes known as Market Profile.

Teaser – an advertisement which is designed as a preliminary introduction to either a new product launch or an advertising campaign. Teaser ads are usually designed to stir curiosity and can be ambiguous. They are launched before the main ads or campaign is implemented.

Time buyer – refers to the person or agency who buys spots mainly on radio and television media. The role of Time buyers are sometimes played by the Media buyer as well.

A/B Testing

A/B testing is a common testing method in software development. It has been adopted in digital marketing where random experiments are carried out using A and B variables. The latter involved variables that are controlled while the latter is designed to challenge A. This is a common method used to test functions like CTAs, landing pages and others especially when there are different versions of the same thing.

Above the Line

This type of advertising targets mostly a broad audience group. It is among the oldest method adopted in advertising which has been around for more than 60 years now. Above the line advertising usually involve the use of mass media like television, radio, and newspapers.

Ad Blocker

The function or an extension usually comes with the browser that either blocks-out or set a certain limit to ads from appearing when you are on the site.

Ad Network

A broker type of firm. This firm works as a middleman between the advertisers and many websites. Basically, they sell digital advertising space to advertisers, representing a large website network. They provide convenience to advertises to have their ads seen in various media platforms through a single source.

Ad Rank

This refers to the position of the ad and its value. This will determine if the ad will appear. It is calculated via the total value of the bid, the quality of the ad and the impact forecasted by its extension.

Ad Space

Referring to the locations on a digital platform (website or social media) where an ad can be displayed and viewed.

Ad Tracking

This is the exercise where the results of your advertising effort (could be a one-off or a full campaign) are tracked. This usually spans across various platforms. How it works is that code is included in the source code of the website which will then gather data and the KPI of the campaign. This will allow you to know how the ads are performing.

Advertiser

It could be an individual, a company, a brand owner, or any entity that uses the advertising space. This is usually rented from a media owner or through a media company and space is used to promote a product, service or some form of information.

Ad Spot

Refers to a segment in media where an ad is placed. This is common mostly with conventional media where it could be a 30-second radio spot or a 20-second TV ad spot.

Advertisement

Also known in short as an ad, it refers to a sequence of information designed to communicate certain messages or used to promote a product or a service. The message is intended to create a persuasion drive to attract potential buyers or viewers as well as current customers. In the digital advertising environment meanwhile, it is used with text, images, videos and other media forms.

Advertising Campaign

Combines or integrates several advertising mediums that promote a single idea or theme. An advertising campaign involves a coordinated and well-planned effort and is commonly used in product launches, a promotional or a certain sales-related event.

Advertising Channels

The medium or platform used for advertising or for delivering the advertising message. Traditionally, advertising channels were commonly on television, radio, and magazines. In the digital platform, advertising channels are social media, blogs, video-sharing platforms, etc.

Advertising Copy

This refers to the text used in advertisements. Basically, it is the content that is expressed in words and comes in various forms. It can be the words used in the slogan or tagline of the brand, the spoken words in a video clip or those expressed in a song. Copywriters are the specialists who produce the advertising copy.

Ad jingles

Naturally, ad jingles are short musical tunes. They are designed to be catchy and easy to remember. Ad jingles can be created from scratch or taken from a known tune. They are designed and catered for a specific brand or product and then used in the commercials. The main objective is to provide an easier brand recall.

Algorithm

As the name implies, the algorithm refers to a set of logical processes or procedures to achieve certain tasks or activities. The intention is to solve a problem or to ensure better efficiency. This is very crucial now in digital advertising as a lot of campaigns are automated using certain algorithms.

Amplification

A collective group of actions that are designed for digital media content. The intention here is to increase the reach to a larger target audience.

API

API stands for Application Program Interface. It functions as a communication interface between 2 or more components in a certain platform. It is like a bridge that connects third party software with that of a website or a social network.

Artificial Intelligence

Known also as AI, it is an automated platform used to carry out tasks usually performed by human beings. AI could reason, learn and solve problems. This is one crucial platform that can be used in online CRM or Supply Chain.

Attribution Marketing

This is a type of marketing report strategy that tries to understand which path a customer took from the moment they arrive at a website to the point they complete the purchase. This means it starts to model the events that converted the customer. By identifying these attributes, the marketer can determine future actions in the following campaigns.

Behavioral Targeting

This is a technique used in marketing where the user information gathered on the web is used to help in building better advertising campaigns. It involves data gathering through various sources and platforms which seek to understand the behavior of the customer especially in terms of shopping and browsing and to determine the user’s habits. This can then be used to design ads and campaigns that can be more targeted and relevant to them.

Below the Line

A direct opposite of Above-the-Line advertising where this involves promotions in media besides that which are used for the mass audience. This means it used media like exhibitions, direct mail, brochures, out-of-home media, and others. This type of strategy is meant to target a smaller audience which can be based on location, interest or other factors.

Bidding

Like an auction, bidding involves enticing users to propose a value where the highest bidder wins. In digital marketing, this involves them indicating the highest value they are willing to pay to get what they want. This could be in terms of keywords, impressions, and conversions.

Big Data

One of the most important buzz words in digital marketing today, it refers to the large amounts of data that are being collected and then analyzed. The intention is to be able to identify any recurring patterns, future forecast and sales prediction. On top of that, it helps a lot in decision making as well.

Bot

A computer program that got its name from ‘Robot’. A bot is an automated system that is tasked at carrying out certain human tasks such as live chats, technical support and other customer service inquiries.

Bounce Rate

Identified in percentage (%), it indicates the likelihood of visitors to a website and then deciding to leave without venturing any further within the platform. The lower the bounce rate, the better it is for your site.

Brand Awareness

This refers to how much your customers know about your brand. This usually involves the capacity of which they identify and remember not only your brand but also what it entails (lifestyle, value for money or otherwise).

Branding and brand content

Branding involves a huge effort to create a name and identify for your brand. It is a long process with strategies to ensure that your customers associate your brand with certain attributes. The branding process will take a lot of steps and can be very tedious. Meanwhile, Brand Content refers to what is used in your advertisement to relay the message to your customers. In most cases, brand content is determined by the branding process.

Cause Marketing

This involves a type of advertising campaign designed in support of a cause that is related to the brand. It does not involve any selling of products or promotion of the brand. Cause marketing is very effective in improving brand recognition that sheds a lot of positive light on the brand for its contribution through these initiatives.

Celebrity branding

Basically involves incorporating celebrities in the promotion of a product or brand. It is common that brands use celebrities as their brand ambassadors or in their campaigns to associate their brand with a certain target audience.

Call to Action

Known in short as CTA, this refers to an invitation of some sort. CTA is very crucial for digital marketing because it basically wants the user to do something. Otherwise, there is no guarantee that your digital ads are effective. Buttons like ‘Call us Now’, or ‘Download Today’ are among popular ones. When a user responds to your CTA, your ad becomes a success.

Click-Through Rate

CTR is the calculated rate where the number of clicks an ad receives is divided by the total of impressions of that ad. Then the result is multiplied by 100. The percentage is to indicate the likelihood of how many viewers will click on the ad.

Comparative advertising

This is the type of advertising where a brand is compared to its competitors and is presented to be superior (or better). Comparative advertising can involve making parallel comparisons with the competitors and highlighting how the brand is better. This type of advertising is not common in every market and can sometimes shed a negative image on the advertiser.

Content Management System

Content Management Systems is a platform used to manage content on a website. Names like Joomla and WordPress are among the most popular in this segment. The platform is usually included with the website that you own and helps you to post, delete, modify or change the contents of your site.

Content Marketing

This involves embarking into a campaign using contents that can help to generate leads among prospective customers. The intention is to attract potential customers into responding through the use of content that is relevant and resonates with them.

Contextual Advertising

Putting an ad into the context of the content in a certain platform (website, social network or mobile apps). For instance, a person playing a car racing game sees an ad from a car manufacturer like Honda or Subaru.

Conversion and Conversion Rate

This refers to the success rate when a user performs an action that you have set out for them to do. It can be a CTA like submitting their email address to you, requesting more product information or even a click.

Conversion Optimization

This refers to the system applied to increase the percentage of converting visitors (to a website) to a purchasing customer. However, it can also convert the visitor to take any other actions like subscribe to the mailing list or to provide contact information. The idea of conversion optimization is to use every possible way to keep the visitor from leaving and never returning again.

Cookies

A very common process used to maximize the experience of the user when they are browsing. These are small text files that are stored in the device that captures all the actions of the user when they visit the website.

Copy Testing

Copy testing is one of the methods used in marketing research. It is used for data gathering through responses from the consumer, the behavior and feedback from an advertisement. It is sometimes called the pre-testing stage where the consumer is shown a commercial and then asked to recall the information they could remember from it.

Costs for Actions

Below is the list of various types of costs involved for advertisers which are used to determine how they are charged when their ads or websites are visited by users.

• Cost per Action – CPA refers to the method used to charge the advertiser when the user carries out a certain action. An affordable and probably economical method where the advertiser only pays for what happens when the action takes place like the user downloading a file, making a registration or make a purchase.
• Cost per Click – CPC is the cost incurred for every click that the user does on its website. The average is calculated based on the total amount invested by the total amount of clicks on the site.
• Cost per Lead – CPL is the average amount calculated to be paid for certain prospects or lead generated. A lead is considered one when the user submits information or data that are sufficient for them to be later converted into a prospect (who could be driven to purchase).
• Cost per Mille – CPM is the term used to charge clients based on impressions (or ad views). The cost is calculated (and then charged to the advertiser) on how much is needed to be paid for the ad to appear every 1 thousand times. CPM is sometimes referred to as the cost per thousand impressions.
• Cost per View – known also as CPV, this refers to the amount the user needs to pay for every view garnered. It is very common in video advertising.

Customer Acquisition Cost

CAC is the amount required to obtain a customer. It is one of the most important cost involves in any form of marketing and more prominently in digital marketing because of budgets. In knowing the CAC, marketers can now make better judgments in terms of advertising budget and expenditure.

Customer Relationship Management

One of the most notable areas of digital marketing, CRM is now one of the strong pillars that can determine the success or failure of any campaign. When a customer’s interest can be captured and then followed-up until purchase without heavy intrusion, it helps the brand tremendously. This strategy can help to promote and enhance better customer experience and in return bring customer satisfaction, loyalty, repeat purchase and positive word of mouth.

Coupon Marketing

Coupons are sent out to customers or target audience which comes with discounts and special incentives. Traditionally, coupons are sent out via normal mail through brochures or catalogs. Now, advertisers use emails and text messaging. Coupon marketing is a great way for strategies involving price discrimination and seeks to manipulate the customers’ desire for cheaper products.

Digital Agency

Also known as Digital Advertising Agency, Digital Media Agency, Digital Marketing Agency or others, it refers to the firm responsible for helping brand owners, companies or individuals in developing strategies, campaigns and efforts to build their products, services and customer-base via digital platforms and means.

Digital Marketing

Refers to the strategies involved in promoting and positioning a company’s products or services through digital platforms like social networks, websites or mobile devices. Basically, digital marketing involves the use and adoption of traditional marketing but through digital communications networks. In other words, it has to involve lesser human intervention and smarter digital systems.

Drip Marketing

The word ‘drip’ is used to imply a constant and moderate pace. This is a communication strategy where regular ads or pre-written messages are sent to customers over a certain period. Email marketing usually adopts this strategy.

Dynamic Rotation

This refers to the display of ads in a random system. It involves random ads and that they are played over different platforms at different times. A rotation system is usually used and it is usually not controlled by anything linear.

E-Related Terms

Below are terms that are used involving E or Electronic means and applied in the online environment.

• E-Business – Conducting the full spectrum of business over the internet. It involves every branch of business including technical support, customer service and others
• E-Commerce – A part of E-Business involving only the business transaction of selling and buying and the process involved over the internet or other data networks.
• E-Mail – The service used by users in a network to send and receive digital mails. This is one of the oldest communication forms in digital platforms. It is considered a legal document and is still one of the very effective marketing tools

Engagement and Engagement Rate

Engagement refers to the action where the audience connects with the brand through an ad or some activities. The Engagement Rate refers to the measurement of how much interaction took place between the target audience and the brand. Meanwhile, it is used to show how much followers interact with a certain brand over a social network.

Event

In conventional marketing, events are held to garner eyeballs as well as to create awareness. This has since been moved online via digital means where an event now entails a webinar, a podcast, an online product launch or any digital campaign.

Facebook Conversion Pixel

One of the most revolutionary tools which involve inserting a piece of code within a website. It is intended to collect and record data where it will track any conversions occurring through ads from Facebook. Besides that, it is very effective in targeting the audience so that future ads can be designed and also to retarget users who have taken any action of interest in the past.

Floating Ads

Similar to pop-up ads, they ‘float’ above the browser usually above the main content. The term floating is used is that the ads are displayed in a hovering manner.

Frequency

This refers to the average times the same user views one ad. It can be one that is displayed on different platforms.

Geotargeting

Ads that are designed to be displayed to a certain group of target audience based on their location information. This can be derived through the location of their mobile device or the postal code information as registered in their mobile accounts. Geotargeting is very powerful as it would mean better and more relevant ads for the intended target audience.

Giveaways

A tool used in promotional campaigns. Brands usually use giveaways as a way to create better awareness or for sales-related reasons. Giveaways are effective in new product launches and the cost of the gift is usually absorbed into the cost of the selling price.

Google and Google Advertising engines

The biggest and most popular search engine in the history of mankind and in the world. It is also known as the ‘advertising king’. Google’s advertising network spans across many areas and has several platforms that could organically and systematically organize and run digital ads.

• Google AdSense – When publishers and website owners allow certain parts of their site for text, graphics or ads.
• Google AdWords – The online advertising software by Google where marketers are now able to design their online ads which are intended for specific target users and at the time when they are looking for specific product or service.
• Google Analytics – The analytics tool where information of a website’s traffic and every other data is made available. This is very important and crucial for website owners who want to know the behavior of the visitors, conversions, and leads generated, among others.
• Google Display Network – the network of millions of platforms where ads can appear through the system by Google AdWords. These platforms can be videos, apps, websites and others.

Hashtag

Refers to the symbol #, it is a string of characters which could be a word or a phrase that is used by individuals and any party used in social media. They are very impactful as they help to build visibility. Among the most popular social networks that use this include Instagram, Facebook, Twitter, Snapchat, and others.

Heatmap

This refers to the technique in web analytics which uses a graphic showing which part of the website where the user spends most of the time. It also includes data on mouse clicks as well as detecting the number of times a pointer circles around a certain area. The heatmap is represented with warm colors in showing the location where a specific user spends the most time in. this data is very useful as it helps the website owner to determine what content is most popular thereby helping them to focus on them in the future and any improvements, if needed.

Hit(s)

The term used to identify the moment a user visits a website. This is recorded the moment the user’s computer sends a request to the server of the website through a request. Every hit is recorded with every request whether it is a file, an image, a sound or any other form.

Host

The service provided for website owners where all the contents of their site are stored. This includes the files, images, audio, video and any other content.

HTML

The programming language that uses tags where websites are created and accessed. Stands for Hypertext Markup Language. Browsers are designed to understand and read HTML files.

Hyperlink

This refers to the link which is used to connect pages together. In most cases, hyperlinks are used to identify one piece of data with another within the same website so that the user continues to navigate within it. Hyperlinks can be both internal and external and come in various media form including image, text, audio or video.

Impressions

Also known as ad-views. An impression is an event that takes place each time an ad is displayed and seen by a viewer. It is a common term in conventional advertising and is still being widely used in digital advertising. When impressions are used, it means the number of times the viewer saw the ad. This is because the same user could see the same many times.

Informative Advertising

The type of advertisements that highlights the features of the product. This type of advertisement provides customers with the specifications or their unique selling points. It might not be as long as an advertorial but would usually involve some form of statistical data.

Interactive advertising

Advertising that used media to engage and interact with the target audience. It is one form of direct marketing but is more conversant. The use of traditional media might not be suitable. Interactive advertising is more effective with the use of digital platforms such as social media, blogs, webinars, and YouTube videos.

Interruption marketing

A very common and popular technique used in most campaigns, interruption marketing is the ad that interrupts the flow of something like a television program. Interruption marketing is one of the most effective methods in traditional media although it has always been regarded as annoying. However, the limitations of traditional media meant that interruption marketing is still the best way to capture the audience’s attention.

Video Ads

This refers to ads that are shown through a video form. It could also be in a collection of still images, moving text with audio and such. There are a few types of video ads that are as follows.

• In-Banner Video Ad – This is when a video ad is fully played in a banner ad space. It usually starts playing when the user goes to the landing page without any audio. The viewer will need to activate the sound in order to hear the audio.
• In-Page Video Ad – This refers to the video which is included in a website and only plays when the user is navigating through the contents of the site.
• In-Stream Video Ad – This could occur at different times of a video where it can be before or at the end as well as in the middle of it. The ad is inserted as part of the video and programmed to play during the stipulated times.
• In-Text Video Ad – In a website with no videos and only text, this type of video will only play when the user moves the mouse pointer over certain phrases or words.

Inbound Marketing

Inbound Marketing is also known as Attraction Marketing. This strategy is used to captivate the user’s interest and is all done to pull them to the brand’s platforms whether it is a social media network or a website. Among the more popular techniques used in inbound marketing include content marketing, Search Engine Optimization or SEO and social network advertising.

Influencers

Usually, an individual who is popular in social media with many followers. This person would have gone through great lengths and have the credibility and recognition in certain industries for what they do on social media. Some use blogs and other digital platforms. Influencers are widely popular for marketers who want their brands, products or services being ‘used’ by them which would be seen by their followers.

Interstitial

This refers to the type of digital ads that ‘wrap-around’ the entire browser. It is common that interstitials appear between the click of a link and the browser being directed to the specific link. Interstitials can be used to remind users to revisit the page or for brand recall.

IP Address

The short term for Internet Protocol Address. IP addresses are unique strings of numbers in 4 quartets that are used to uniquely identify a specific device on the network. It is like a home address that identifies the specific device and the specific network, allowing devices to communicate with each other and is the underlying protocol of how the internet is connected.

Key Performance Indicators

In short, Key Performance Indicators is KPI and is one of the most popular metrics used to calculate and track the success (or failure) of certain initiatives. In marketing, KPIs are used to identify if a certain goal of the campaign was achieved. For instance, the Facebook marketing strategy was to reach 10,000 users who are between the age of 20 to 30 within 2 months. If the campaign reached only 5,000 users in that age group, it will mean only 50% of the KPI was achieved.

Keyword

This refers to the words or phrases that are used by users when they search for certain information. In Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategies, keywords are one of the most notable tools to help push the clients’ websites up the search result pages.

Landing Page

This is the first point where the user visits after an ad have been clicked. Landing pages are very important as they will be the frontline that will drive the users to convert. As such, landing pages would usually have forms to fill up, registration pages or to interact in some way. It must be noted that landing pages are NOT the same as the main page of the website.

Leads and Leads Nurturing

A lead can be an individual or anyone who has somehow demonstrated any form of interest in what the brand is offering. When a lead request for more information by submitting their contact information, it is considered as a lead. This, however, those not constitute a sale yet as a ‘lead’ must be converted into a prospective buyer.For leads to be converted further, it must be nurtured. This is a strategy that companies will implement where they will have to build stronger relationships. Since the user has demonstrated interest in submitting their contact information, it is up to the company to drive further promotions and other attractions to try and push them into purchasing.

“Like”

One of the most popular terms in social media marketing today, a ‘Like’ is an action by a person that shows satisfaction or liking for a certain post. It can also mean approval or recognition. In Facebook, it is represented with a ‘thumbs-up’ symbol which has become one of the most recognized symbols of the digital marketing realm. The more ‘likes’ a post gets, the more popular the name is.

Long Format Advertising

This also goes with the name Long-Form advertising, the main objective is to inform and educate the target audience. Most long format advertising is not entertaining or witty as it is not the intention to be so. They are rich in content and information and is meant to help customers make their buying decisions with as much data as possible. That is why long format advertisements are seldom very exciting.

Media

In digital advertising, media refers to the channels used for advertising. This is where the ads are displayed and shown to the intended target audience. It should be noted here that ads shown in digital platforms are mostly intended for users of a certain profile and not commonly for the mass audiences.

Mention

This is usually represented with the symbol ‘@’ which is an act of identifying and talking about that specific someone on social media. This works somewhat like hashtags where the account being ‘mentioned’ will receive a notification for tracking purposes. The main objective is to have the brand ‘mentioned’ as frequently as possible, particularly by influencers, users, customers, leads and such.

Mid-Roll

This refers to a video that is inserted in the middle of another video. It is fast becoming one of the very popular techniques in video advertising as users are unable to skip the Mid-Roll.

Mobile Advertising and Marketing

A branch of digital advertising where it occurs in mobile networks. As such, they are seen and accessed via mobile devices such as tablets, smartphones and other devices. Meanwhile, mobile marketing refers to the use of techniques and formats to communicate products and services. It is also part of the bigger mobile-related activities like Mobile Commerce that involve trading of products and services on mobile networks via mobile devices.

Native Advertising

Native Advertising is known to offer better click-through rates and better CTA. In some ways, they are also known to be controversial as they are a type of ‘paid content’. When the content of a website or platform is created based on the rules of that platform, it means users are reading content that they are already ‘interested in’. One good example of this is the games in BuzzFeed.

Overlay Advertisements

Most common in online videos, overlay ads basically refers to the type of ads that are semi-transparent and appearing over a video. It can be a static image or some text. These messages are incorporated into the video so that they do not interrupt the flow of the current content. Overlay advertisements are also quite a popular technique used in television advertising.

One-to-One Marketing

This refers to the type of marketing activities that allow the brands to connect directly with their customers. Sometimes coined together with Direct Marketing, it allows users to feel more personalized and connected.

Online Advertising

Simply put, this is where advertising happens on digital media and over the internet. In whatever case, online advertising will involve the use of tools and systems available on the internet like search engines, email, web messaging, display ads, social media and community accounts, among others.

Organic Reach

Reach that has been achieved without having to pay anything. Advertising messages are placed in specific media and can reach an intended target through an organic algorithm.

Organic Search Results

Results that are generated from the search engine (usually Google). This is done automatically via the algorithm of the search engine and as such does not incur any cost.

Pages per Session

This is a part of Session which refers to the average number of page views occurring in every session. It is a vital way of measurement used to indicate who much a user is related to your site.

Pageviews

When a user requests for a page load through the browser, the pageview is recorded.

Paid Reach

This occurs when the advertiser pays to reach a group of the target audience.

Persuasive Techniques

The techniques or strategies used in advertising to drive or influence the viewer into becoming a customer. This is also used to build brand image and recall among the viewers with positive vibes. The messaging in these ads are usually designed to appeal to the emotions of the viewer.

Podcast

Used and distributed through an RSS file. The user normally subscribes for this service and then a program is used to download the audio file (usually free) to be listened to through their digital device.

Pop-up

One of the most popular media where the ad appears on top of the browser. Pop-ups are known to be one of the most annoying forms of advertising but are among the most effective.

Post

This refers to a specific content used to reach a certain target audience. This is used both on websites that refer to a certain piece of information or on social media that could be any form of content (audio, video, text, image or others).

Post-roll and Pre-roll

Post-roll is a video ad that is displayed when a certain video ends and Pre-roll refers to that which is shown before the video is played.

Product Demonstration

A technique used in marketing to show the potential and features of a product to a group of viewers who are interested. This can be done either offline (in supermarkets or events) or online (via video sharing platforms or social media). The idea is to introduce and show how good the product can be for the audience who in some ways could have voiced their interest (mailing lists, responded surveys).

Product Placement

This is the opposite of interruption marketing where products are used in a film or TV program. The general idea is to provide a non-intrusive and subtle method to associate the product with the audience. If done properly, product placement can be very impactful as the audience tends to remember certain parts of a good movie.

Programmatic Advertising

Programmatic advertising involves the sale and purchase of ad impressions online using software. This platform will activate RTB (real-time bidding) for the advertiser and publisher automatically. In order to optimize the ad campaigns in real-time, it accesses and uses online consumer activity data.

Promotional Products

Sometimes called promotional merchandise, this involves branding certain products with the logo or the slogan of the brand. In most cases, the products are low-cost and commonly used as freebies (or giveaways). They are also known as premium. Popular products used include notepads, lanyards and office stationeries (like pens and pencil).

Pull and Push

This refers to the 2 types of strategies implemented in marketing. Pull refers to the situation where the company drives the user to send information like an email or a statement of interest. This is normally the first initiation by the brand towards the user. Meanwhile, Push refers to situations when the brand sends information or messages directly to the user (with or without consent).

Quality Score

This is a quality indication given by Google on the quality of their ad when they post them through Google AdWords. The scale is between 1 and 10, 1 being the lowest. The factors that are used to come up with the score include relevance, quality of the landing page and CTR or Click-Through Rate, among others. Advertisers will pay lesser for clicks if their ad is high quality.

Reach

Whenever a certain target audience is exposed to one or more ads published in a certain platform, it will be recorded. This will then be used to indicate in a percentage to know how far the ad has impacted the intended audience.

Real-Time Bidding

A common practice where a digital space is booked and purchased in real-time. This is done with certain tools or applications and would involve various methods like bidding, fixed prices or direct negotiation.

Referrals

Like what it means in real-life, referrals is a situation when a user comes to your website through clicking an ad or link from another website (third-party or external).

Remarketing

Remarketing is also sometimes called Retargeting where it is a common advertising method adopted by online stores. What they do is this strategy is targeted at users who visited the online store and showed some form of interest in their products or services but did not make any purchase for some reason. Remarketing will then entice them with additional discounts or promos to help them decide on purchasing.

Returning Visitor

This is a user who had visited the website in the past and has returned (through various methods and ways). This is usually tracked through the use of Cookies which records the information and then stored in the browser of the user.

Reverse Placement

The opposite of Product Placement, this technique involves creating a product that comes out from a movie or TV program. In other words, the product would not have existed if not for a certain movie or film.

RSS

RSS stands for Really Simple Syndication or in some sites, Rich Site Summary. It is a piece of software where the user could stream and follow certain content from third party sites like blogs, social media, news portals and such.

Sales Funnel

A model commonly used in sales where it is also known as the sales process or a revenue funnel. It is the buying process where companies drive customers from showing their interest in actually buying their products. In most cases, it starts from lead generation and the respective actions involved in converting that lead to actual purchase.

Sampling

Sampling is a common technique used in market research. It is a part of statistical analysis where a certain group is used to represent the entire group of respondents. This is most important for marketing as it is not possible to gather data from the entire group of audience. As such, the sample size is used. This must be carefully planned to ensure that the sample size reflects the actual (or as close as possible) to the intended target audience.

Search Engine

Perhaps the most popular term used in digital advertising today. It is the digital platform that bridges people with the information available on the internet. The user will search for certain information and the search engine will present the results in an index form.

SEO

Short for Search Engine Optimization which refers to a group of techniques adopted by website owners to achieve the highest rank possible through the search engine’s organic algorithm. When keywords are being inputted, the objective is to appear on the search results page in the highest rank possible (or the first few pages).

Search Sponsored Ads

Certain ads are paid to appear on the first results page of the search engine. This will usually be accompanied by a ‘Sponsored Ad’ tag so users are informed.

Segmentation

When the total market of a certain product or service is divided into their respective profile groups, it is known as segmentation. What it does it that it helps the brand to know how and where to target more accurately. When the market segmentation is efficient, less wastage of resources will occur.

Session

One session is one visit to a certain website. As long as the user stays within the site, it is considered as a session regardless of how many sub-pages he visits. Whatever happens from the time the user lands on the site until he exits the site. When he revisits the site again, it will be recorded as a new session.

Shares

It means what it means. A user ‘shares’ a post on social media which is one of the most used functions in social media. This is sometimes called a ‘retweet’ where a text, a video or an image can be spread to more viewers. A post would also mean a share.

Short Format Advertising

As opposed to Long Format Advertising, this is the type of advertising which is good for products with strong brand recognition. This simply means that the advertisement does not need to have a lot of information or substance in it. In fact, it can be simple, straightforward or outright witty. The viewers will be able to associate just by looking (or hearing) at it.

Short Message Service

SMS is the native messaging service offered to mobile phone users. It was once the most used tool in mobile phones and usually is charged by the telco.

Slogans

An important line of text used for brand recall. Slogans are used to associate the brand or product. It is usually designed to be memorable, impactful and communicates the brand image to the consumer. In most cases, they represent what the brand is all about. Brands at times will run a slogan contest for customers to discover who well they associate with them.

Social Media Platforms and Social Media Advertising

Websites that allow individuals or groups who have similar interests to come together in an online community manner where they can exchange information, resources and stay connected with one another.Meanwhile, Social Media Advertising refers to an online advertising discipline where ads are shown to users through social media platforms and their respective channels.

Spam

Used in email, Spam is email that is sent to users without their consent or request. In most cases, Spam actually contains advertising messages and is mostly sent to a large group at any time.

Spider

This is a program that search engines use to help in their search system using keywords. The program visits websites, identify the content and any information within them to help index and thus improving their services.

Sponsored Content

This is similar to advertorials where the content is paid to somewhat sound like editorial content. It is commonly used to communicate the advertisers’ offerings to the intended target audience and is somewhat a form of advertising tool.

Subscriber

This refers to a user who has given the consent to the company or advertiser to send any promotional content to them. The subscription can be done via email, on the website or any other digital platform.

Target Market

A group of people who are the profile of an intended marketing campaign. This segment of people is selected usually based on their demographics, psychographics and other traits. They are regarded as prospective customers.

Testimonials

Testimonials are usually positive and persuasive statements made by a customer of the brand or product. This can come in a written response to a post-purchase survey or from email communication. Testimonials are very effective tools in e-commerce while those that are provided by renowned individuals (like celebrities) usually carry more weight.

Text Ad

The static string of text used in the advertisement.

Through the line

A combination of above-the-line and below-the-line advertising. This is considered the best among the 3 techniques as it integrates the best of both types. Basically, a campaign cannot go all out with mass media without needing some form of OOH and vice versa.

Tracking Code

The code used by any measuring platform (like Google Analytics) that gathers the data on a website and then reports on the KPIs such as unique visitors, clicks, conversions and such. It is normally coded using JavaScript.

Traffic

An important KPI for any website where it indicates the popularity of the site. It records the number of visitors who came to the website and at a certain time frame.

Transaction

The transaction refers to the actual purchase that occurred. A transaction is calculated based on the buying process and it could be of one single item or multiple items through a single shopping cart. The payment would have only occurred once to identify a single transaction.

Trolls

Trolls are users who have ill-intentions on the internet. They usually post offending or provocative messages on digital platforms like social media, blogs, and forums.

Unique Tag Manager

The Unique Tag Manager (UTM) Code is added to a link or at the end of the URL where it is used to record and indicate where the visitors to the website are coming from. This helps in making more decisions in the future as to how and where to drive visitors from.

Unique Visitor

This refers to the number of users who visit a platform during a period. The number only records users who are unique and different and not those that revisit the site.

URL

URL is short for Uniform Resource Locator. It is the technical term for an address of a website which is how resources are identified over the internet. It is unique and has a standard naming convention.

URL Shortener

A common service in recent years that shorten URLs. This is so that they are more convenient to use and sent to others and is very popular in social media.

User

This is a person who uses a computer or digital device. However, in marketing, it is the person or individual with internet access who can navigate around the digital platforms.

User Experience

In short, it is known as UX where it refers to the experience of the user when interacting with the brand through the digital platforms and channels. A good UX would mean better interaction between the user and the brand and that will increase engagement rates which will then improve brand recall and awareness.

Video Advertising

One of the most popular advertising methods in recent years where videos are used by brands and companies to promote their products and services. The most popular platform is through social networks like Facebook and YouTube.

Viral Content

This is content posted online which is shared from a user to others and expands very exponentially. The content is shared without any cost and usually goes to a large audience.

Viral Marketing

A marketing strategy used to drive the action of users in sharing content. This could also include the forwarding of the content or communicating through various digital platforms.

Visitor and visit

This refers to the actual visit to a website from a digital device by a user. The visitor is an important indicator of whether the website is popular. A visit is a metric used in analyzing websites. It is recorded based on the number of times a user clicks into the website and then navigating within the site.

Webinar

An online event that got its name from ‘Web’ and ‘Seminar’. This could be a conference or even a workshop. Attendees are usually given some form of incentive for attending the webinar which is intended for marketing purposes.

Web Analytics

Whenever any activities occur within a website, they are recorded and this will then be used to try and understand the behavior of users. Web analytics will enable the website owner to understand better which part of the site is most popular and to focus on what areas.

Whitepaper

This refers to the document which is published for a specific purpose. In most cases, it is available free of charge and is based on a certain current topic. Research would have been conducted on the topic and the paper published as a guide or explanation on what people should know about that particular area.

“Act” means the Personal Data Protection Act 2010 including all guidelines, rules and, regulations and subsequent amendments.
“Advertisement Material” means any material in written form, pictures, images, artwork, active URLs for Online inventory, audio or video in the format
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ownership of the equity shares carrying fifty percent (50%) or more of the votes exercisable at a general meeting (or its equivalent) of a company.
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Services.

“Application” means a software application owned and/or managed/operated by the Publisher and/or its Affiliate and is designed to run on the Device and made
available on the application distribution platform such as Apple App Store, Google Play, Windows Phone Store, BlackBerry App World and/or through any other
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“Business Day” means a day other than Saturday, Sunday or a federal public holiday.
with Publisher for the Services.
“CPA Deliverables” means the Online inventory delivered by Publisher on a cost per acquisition basis.
“CPC Deliverables” means the Online inventory delivered by Publisher on a cost per click basis.
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“Deliverable” or “Deliverables” means the inventory delivered by Publisher or a Media Company (e.g., impressions, clicks, or other desired actions).
“Device” means any consumer electronic device, including without limitation personal computers, mobile phones, tablets, portable media players, smart
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“Online” means any Deliverables to be provided via the internet through Websites, Applications, Network Properties, social media platforms and/or such other
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