Media and Communication - Digital Advertising

Here you will learn some English words related to digital advertising such as "cost-per-click", "informercial", and "branded content".

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ad impression [noun]

a single instance of an advertisement being displayed to a viewer

Ex: Despite the large number of ad impressions , the product still did not sell as expected .

click-through rate [noun]

a metric used in digital advertising that measures the percentage of users who clicked on a specific ad or link out of the total number of impressions it received

Ex: We noticed a drop in the click-through rate after changing the design of the ad .

conversion rate [noun]

a metric used in digital marketing that measures the percentage of users who completed a desired action or goal, such as making a purchase, filling out a form, or subscribing, out of the total number of visitors or interactions

Ex: The new ad campaign helped boost the conversion rate significantly , attracting more customers to the site .

cost-per-click [noun]

a digital advertising pricing model where advertisers pay each time a user clicks on their ad

Ex: Our goal is to lower the cost-per-click while maintaining a high click-through rate .

ad placement [noun]

the location and position of an advertisement within a media channel or platform, such as a website, social media platform, or search engine results page

Ex: She is responsible for handling ad placement on our social media pages .

targeted advertising [noun]

a form of online advertising that uses data analysis to deliver promotional messages to a specific audience

Ex: The online platform tracks browsing behavior to create more effective targeted advertising .

ad tracking [noun]

the process of monitoring and analyzing the performance of online advertising campaigns

Ex: After using ad tracking tools , the company was able to adjust its campaign for better results .

advertising campaign [noun]

a coordinated and strategic effort to promote a product, service, or brand using a series of advertisements or marketing messages over a period of time

Ex: The advertising campaign was so successful that sales of the product skyrocketed within the first week of its release .

ad targeting [noun]

the process of selecting a specific audience for an advertising campaign based on various criteria

Ex: The online store increased sales through effective ad targeting based on customers ' past purchases .

retargeting [noun]

a form of online advertising that targets users who have previously interacted with a website or advertisement, by showing them relevant ads on other websites or platforms as they continue to browse the Internet

Ex:

viewability [noun]

the extent to which an online ad is actually seen by an audience

Ex: The company used data on viewability to adjust their ad placements and increase visibility .

native advertising [noun]

a form of online advertising that blends in with the content and design of the platform on which it appears, creating a more seamless and less disruptive user experience

Ex: A podcast may integrate native advertising into its episodes by featuring sponsored segments or endorsements from advertisers , presented in a conversational and authentic manner .

SEO [noun]

the practice of optimizing a website's content, structure, and other elements to improve its visibility and ranking

Ex: The company hired an expert to improve their website 's SEO and increase traffic .

SEM [noun]

a form of online advertising that involves promoting a website by increasing its visibility in the search engine results pages

Ex:

pay-per-click [noun]

a digital advertising model where advertisers pay each time a user clicks on one of their ads, typically in search engine advertising or social media advertising

Ex: He was impressed by how pay-per-click ads helped increase website visits quickly .

geotargeting [noun]

the practice of delivering content or advertising to a specific audience based on their geographic location, such as country, state/province, city, or even ZIP/postal code

Ex: The news website used geotargeting to show local headlines to readers based on their location .

split testing [noun]

a method of comparing two versions of a web page, ad, or other digital content to determine which one performs better in terms of user engagement, conversions, or other metrics

Ex: We used split testing to compare two headlines and see which one caught more attention .

real-time bidding [noun]

a digital advertising technology where advertisers bid in real-time to show their ads to specific audiences and the highest bidder gets to show their ad

Ex: Many social media platforms use real-time bidding to decide which ads to display in users ' feeds .

influencer marketing [noun]

a type of digital marketing that involves partnering with social media influencers who have a large following and high engagement rates to promote a product or service

Ex: Many fashion brands rely on influencer marketing to introduce their latest collections to a wider audience .

ad auction [noun]

a real-time bidding process where advertisers compete to display their ads on a website or app by bidding on ad inventory, and the highest bidder wins

Ex: The platform uses an ad auction to ensure that the most relevant ads appear to users based on their interests .

ad network [noun]

a platform that connects advertisers with publishers to display ads on their websites or apps

Ex: An ad network helps small businesses advertise on popular websites without much effort .

meta-advertising [noun]

the advertising of advertising services or products, typically used in the context of advertising technology or marketing technology companies

Ex: She loves meta-advertising because it makes the audience feel involved in the advertising process .

display ad [noun]

a type of online advertising that uses images, graphics, videos, or animations to promote a product, service, or brand on a website, social media platform, or other digital medium

Ex:

infomercial [noun]

an advertising television program that tries to promote a product by giving a lot of information about it in a supposedly objective manner

Ex: The company produced an infomercial to showcase their innovative cleaning solution , highlighting its effectiveness through before-and-after shots .

product placement [noun]

the inclusion of a company's product in a movie or TV program as a form of paid promotion

Ex: The music video included subtle product placement , with the artist drinking from a branded energy drink can during a key scene .

direct marketing [noun]

the practice of selling products or services using phone, mail, or email

Ex: A popular form of direct marketing is mailing catalogs to consumers ' homes , showcasing new products and promotions .

telemarketing [noun]

a method of selling and promoting goods and services by phone

Ex: Successful telemarketing campaigns often rely on trained sales representatives who can effectively communicate the benefits of the products or services .

viral marketing [noun]

a method of marketing in which a company encourages customers to share information about its services or products by email or on social media

Ex: Viral marketing campaigns can be unpredictable , as they rely on organic sharing and engagement rather than traditional advertising methods .

branded content [noun]

a type of material created or sponsored by a company to promote its brand, products, or services, often seamlessly blended into various media formats like articles, videos, or social media posts

Ex: The sports drink brand collaborated with athletes to produce branded content showcasing their training routines and performance tips , connecting with their target audience of fitness enthusiasts .

dark advertising [noun]

the practice of targeting specific audiences with personalized ads or content that is not visible to the general public

Ex: An e-commerce website might use dark advertising to re-target users who abandoned their shopping carts with personalized offers , without showing those ads to other website visitors .

conversion rate optimization [phrase]

the process of enhancing a website or marketing campaign to increase the percentage of visitors who take an action, such as making a purchase or filling out a form

Ex: Conversion rate optimization tools , such as heatmaps and user session recordings , provided valuable insights into website usability and identified areas for improvement .

engagement marketing [noun]

the act of creating interactive experiences to build relationships with customers and encourage ongoing interactions with a brand

Ex: A beauty brand implemented engagement marketing by creating a community forum where customers could share their experiences , ask questions , and receive advice from experts .

zero moment of truth [noun]

the point in the buying cycle when a consumer researches a product online before making a purchase decision

Ex: Brands optimize their websites and content for the zero moment of truth by providing detailed product descriptions , FAQs , and customer testimonials to aid in the decision-making process .

remarketing [noun]

the act of showing ads to people who have interacted with a product or brand online to encourage them to take further action

Ex: Remarketing emails were sent to users who abandoned their shopping carts , offering them special discounts and incentives to complete their purchases .

hyper-personalization [noun]

the act of producing products, services, or content to individual preferences and behaviors to provide highly customized experiences

Ex: Email marketing campaigns utilize hyper-personalization by sending targeted messages that address recipients by name and offer promotions based on their previous purchases and interests .

banner ad [noun]

a form of online advertisement that is shown at the sides, top, or bottom of a webpage and is delivered by an ad server

Ex:

Media and Communication
Forms of Media	Social Media	Social Media Interactions	People in Social Media
Online Media	Online Media Interactions	Streaming Media	Broadcasting
TV and Radio Programs	TV and Radio	Broadcasting and Display Devices	People in Broadcast Media
Types of Journalism	Journalism	Broadcasting and Journalism Actions	Forms of Print Media
Newspaper and Magazine	People in News Media	Advertising	Out-of-Home Advertising
Digital Advertising	Means of Communication	Phone and Phone Services	Letter
Email	SMS Language	The Internet	Media and Communication Descriptors
Verbs Related to Communication