Advertising is a key marketing tool used to reach potential customers. It involves using paid-for promotional messages, typically through traditional media (e.g. newspapers, radio, TV), online media (e.g. websites, social media), and out of home (e.g. billboards and posters).
The aim is to persuade people to buy a particular product or service, by communicating its features, functions and benefits. Advertising is used to draw attention to new products, reinforce existing brands and drive sales. It can be used to build relationships and loyalty with existing customers, or to form new relationships with potential customers.
Advertising can be used to influence the behaviour of consumers, and can be used to target specific market segments, where messages are tailored to appeal to that group. It can also be used to increase brand recall and drive engagement.
Ultimately, the success of an advertising campaign depends on the messaging and its ability to connect with the intended audience.
Above the fold is a term used to describe the top part of a website or page that is visible without any scrolling or clicking. It is essentially the first impression a visitor will have of a website, and therefore it is vital that the content and design of the page is engaging in order to capture the attention and encourage them to explore further.
Above the line (ATL) marketing is a term used to refer to a traditional, tried-and-tested method of advertising which typically achieves high visibility and has the potential to reach a wide audience. It is a form of marketing which uses non-internet media such as television, radio, newspapers and outdoor advertising, and is seen by many as the most effective way of communicating a brand’s message to the public.
Ad clicks, otherwise known as pay-per-click (PPC) is a form of online advertising used on websites and search engines, in which advertisers pay a fixed fee each time the advertisement is clicked on by the user.
The concept of pay-per-click is reasonably straight forward; it’s an online form of advertising that allows companies to draw attention to their websites in order to differentiate them from the competition.
An Ad Manager Account is a tool that enables users to manage and track their online advertising campaigns.
It is a web-based platform that allows advertisers to track the performance of their campaigns, make adjustments to their campaigns, and optimise their campaigns for maximum efficacy.
An Ad Network is a form of online advertising that involves creating, serving, and tracking marketing campaigns for clients.
It offers a platform for advertisers to purchase ad placements from multiple websites and mobile applications at once, allowing for greater reach, efficiency, and scale for their marketing efforts.
Ad space is a term used in marketing and advertising which refers to the spaces available on websites, blog sites, newspapers and magazines, that companies can purchase, so that they can display their adverts in order to expand their market reach and realise their desired sales objectives.
Ad space can take a variety of forms, including display ads in newspapers and magazines, online advertising such as banner ads, sponsored content, video ads, search engine results pages (SERPs) and mobile ads.
Ad spend, also known as advertising expenditure or media spend, refers to the amount of money that a company invests in paid advertising for the purpose of promoting their products or services.
It forms an integral part of a company’s overall marketing strategy and is used to reach and convince consumers to purchase their products or services.
Adtech, short for advertising technology, is the term used to describe technology used to create, manage, and measure advertisements and the associated data. It involves everything from software and hardware used to create, deliver and track digital campaigns to the data used to tailor ads to the right viewers.
A Banner Ad is a form of digital advertising that appears in the form of a banner or other graphic on a web page. Banner ads are typically displayed in top, side, and bottom areas of the page and are designed to draw the attention of visitors with engaging visuals, as well as to provide useful information about products and services.
A Billboard is an outdoor advertising space which is typically found along both sides of busy roads, particularly in metropolitan areas or near heavily populated areas. They are a type of out-of-home or out-of-store (OOH/OOS) advertising and are used to promote products and services to potential customers who are driving or walking past.
Bleed is a technical printing term used to describe when a document designed for printing requires content to run off the edge of the page in order for it to appear as it was intended when printed professionally. A bleed occurs when the artwork or content of a printed product extends beyond the trim area, which is the designated edge of the page that will be cut down to the finished size when printed.
Cinema advertising or ‘screen advertising’ as it is sometimes referred to, is a form of advertising that displays commercials and other messages on the big screen of a cinema or movie theatre. It is one of the oldest advertising mediums, having started in the 1930s, and is a popular advertising method in many countries, including the UK.
Community advertising is a form of promotional methodology that involves engaging members of a community within a certain demographic niche in order to reach a wider audience. This form of advertising typically involves using word of mouth and social media to raise awareness about a product or service.
Contextual advertising is an online marketing technique that involves placing ads in the content of websites, search engine results and other online platforms, in order to be able to target potential customers by taking into account what they are reading or searching for. By targeting the appropriate context in which a potential customer is looking for information, marketers are better able to identify the specific interests and needs of that customer, thereby offering a relevant ad that is more likely to elicit an immediate response.
A Demand Side Platform (DSP) is a type of online advertising platform used by advertising buyers to help manage, bid for, and execute ad campaigns. It's an automated system used to purchase targeted advertising space on a range of digital properties, including websites, mobile apps, video sites, out of home (OOH) networks, and digital TV providers.
Junk mail, otherwise known as unsolicited mail, is a term used to refer to unwanted promotional materials received through the postal system or email. It is called ‘junk mail’ because it typically contains advertising flyers, brochures, sample products, promotional letters and other offers that are sent out in bulk to a variety of addresses - and many people see it as being less valuable or beneficial than other mail deliveries.
A Mail order brochure is a printed advertisement, usually in the form of a booklet, pamphlet, or leaflet, that marketers and businesses use as a tool to advertise their products and/or services. This brochure is typically mailed directly to potential customers, typically through a direct mail campaign.
Native advertising is a form of marketing that uses content that is integrated within a particular platform or publisher to capture the attention of its audience. It is a relatively new way of connecting with potential customers that has been growing in popularity over the past decade.
Programmatic advertising is an automated form of online advertising which uses sophisticated technology to streamline and improve the effectiveness of the process. It is quickly becoming the industry standard among marketers, as it allows them to target their audience more accurately and efficiently than ever before.
ROAS, or return on advertising spend, is an important metric that measures the efficiency of your marketing campaigns and how much revenue you are able to generate for every pound (or other currency) spent. It’s a key indicator of how well your marketing activities are performing and a good way to determine profitability.
Sponsored links are a type of online advertisement used mainly by companies and organisations to promote their products and services. They typically appear as hyperlinks at the top or bottom of a web page, often in a separate box, and often distinguishable by a small text that says “sponsored” or “ad.