Sign Up Now & Get $50 Off on Your First Purchase

A Guide to Media and Advertising Terms

Explore our guide to advertising terms definitions and meanings. Master terms from traditional to digital marketing.

Published onJune 27, 2023
Written byEzgi Arslantay
Timing11 min read

Media and advertising, with their distinctive terminologies and evolving language, represent a fascinating yet intricate world. This industry, where technical jargon, buzzwords, and genre-specific terms merge, can appear overwhelming to both insiders and enthusiastic learners.

What is a Media and Advertising Glossary?

Our media and advertising glossary is a robust tool designed to guide you through the labyrinth of industry terms. This exhaustive resource acts as a bridge, connecting you with the specialized language that shapes the media and advertising landscape.

Affiliate MarketingA type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.
Airport Out-of-Home AdvertisingAds displayed in airports, such as on digital screens or banners. For example, a digital screen ad in an airport terminal promoting a travel insurance company.
Audience RetentionThe percentage of your video that viewers watched before clicking away.
Baked-In AdsAds that are permanently part of the podcast content. For example, an ad that is part of the podcast recording and plays every time someone listens to the episode.
BannersGraphic elements, often in the form of a rectangle or square, used in digital advertising. For example, a banner ad in a newsletter promoting a sale.
BillboardA large outdoor advertising structure, typically found in high-traffic areas.
Branded Content SponsorshipsPartnerships where a brand pays a content creator to create content featuring their product or service.
BrandingThe marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.
Car-Top AdvertisingAds displayed on the rooftop of vehicles, typically through large rooftop signs or digital screens. This form of out-of-home advertising captures attention while vehicles are in motion, maximizing visibility in busy urban areas and reaching a diverse audience.
Carousel AdsShow up to 10 images or videos in a single ad.
Co-Branded Blog ContentBlog content that is created in partnership with a sponsor. For example, a blog post about home decorating tips might be sponsored by a furniture store.
Collection AdsAds that display multiple items from a product catalog, encouraging shopping. Commonly used on social media platforms and e-commerce websites.
Content CreatorsIndividuals who produce entertaining or informative content for distribution on various media platforms, such as YouTube or blogs.
Coupon Codes on NewslettersDiscount codes that are included in newsletters. For example, a newsletter might include a special discount code for a product or service.
CPM (Cost Per Mille)CPM, or Cost Per Mille, is a standard advertising metric that calculates the cost an advertiser pays for 1,000 impressions or views of an advertisement. This unit is used across various media channels such as digital, mobile, podcast, television, outdoor, and print advertising to compare the cost efficiency of different advertising opportunities.
Digital BillboardA billboard that displays digital images that are changed by a computer every few seconds.
Digital Out of Home (DOOH)A subcategory of out-of-home advertising that uses digital technology. For example, a digital billboard that displays rotating ads.
Digital SignageDigital screens used to display advertisements or information, often found in retail stores, airports, and public spaces.
Display AdsAds that appear next to the video you're watching.
DownloadsThe number of times your podcast episode has been downloaded.
Dwell TimeThe duration a person spends looking at an ad, indicating their level of engagement and interest.
Dynamic Podcast Ad InsertionA technology that allows the insertion of ads into podcast episodes after they've been downloaded. For example, a listener might hear a different ad depending on when they download the episode.
Email MarketingThe use of email to promote products or services while developing relationships with potential customers or clients.
Engagement RateThe total number of likes, comments, and shares divided by the number of views.
Follower Growth RateThe rate at which your account's follower count is increasing.
FrequencyThe average number of times a person has seen your ad.
Giveaway or Contests on Social MediaPromotions where social media users can win prizes, often in exchange for engaging with the post or account in some way. For example, an Instagram user might host a giveaway where followers can win a product by liking the post and tagging a friend.
Giveaways or Contests on YouTubePromotions where YouTube viewers can win prizes, often in exchange for engaging with the video or channel in some way. For example, a YouTuber might give away a product to a viewer who likes, comments, and subscribes.
Google AdsAn online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users.
Guest Interview on YouTubeA YouTube video where a guest is interviewed. This can be a sponsored segment. For example, a business owner might be interviewed about their product in a sponsored segment.
Hashtag Challenges on TikTokPromotions where TikTok users are encouraged to create content using a specific hashtag, often sponsored by a brand. For example, a brand might sponsor a dance challenge with a specific hashtag.
Host-Read AdsAdvertisements read by the podcast host during the podcast. For example, the host might talk about a product and share a discount code with listeners.
ImpressionsThe number of times your ad has been displayed.
In-feed Native ContentAds seamlessly integrated into a user's natural feed on platforms like Facebook or Instagram, matching the style and format of organic content.
Influencer Engagement RateA metric that measures the level of engagement an influencer typically receives on their content.
Influencer MarketingA type of marketing that uses influential people on social media to promote a product or service. For example, a popular Instagram user posting about their favorite skincare products.
Instagram AdvertisingA method of paying to post sponsored content on the Instagram platform to reach a larger and more targeted audience.
Instagram PostsContent posted on the Instagram platform. This can include photos, videos, and text.
LinkedIn AdvertisingA platform for B2B marketing that offers a range of targeting features and ad types with varying costs.
Listener Growth RateThe rate at which your podcast's listener base is increasing.
Listener Retention RateThe percentage of your podcast episode that listeners complete.
Macro InfluencersInfluencers with between 100,000 and 1 million followers. They have a wide reach and are often used for brand awareness campaigns. For example, a fitness influencer with 500,000 followers who partners with a sportswear brand.
Mega InfluencersInfluencers with over 1 million followers. They have a massive reach and are often celebrities. For example, a famous actor with millions of followers promoting a luxury watch brand.
Micro InfluencersInfluencers with between 1,000 and 100,000 followers. They are often seen as experts in their niche. For example, a fashion blogger with 10,000 followers who regularly posts outfit ideas.
Nano InfluencersInfluencers with fewer than 1,000 followers. They often have very high engagement rates. For example, a local food blogger with a small, dedicated following.
NewsletterA regularly distributed publication, often via email, that is generally about one main topic of interest to its subscribers.
Non-Skippable Video AdsVideo ads that cannot be skipped.
Out-of-Home Advertising (OOH)Advertising that reaches consumers while they are outside their homes. For example, billboards, bus stop ads, and digital screens in public places.
Overlay AdsSemi-transparent ads that appear on the lower part of your video.
PodcastA digital audio file series that users can download or stream online. For example, "The Daily" is a popular podcast from The New York Times.
Podcast AdvertisingThe inclusion of paid promotions in a podcast. For example, a business might pay to have their product mentioned in a podcast episode.
Podcast AnalyticsThe data and statistics about your podcast's performance.
Podcast DistributionThe process of making your podcast available to listeners on various platforms such as Spotify, Apple and more.
Podcast Guest InterviewAn episode or segment where a guest is interviewed. This can be a sponsored segment. For example, a business owner might be interviewed about their product in a sponsored segment.
Podcast HostingA service that stores your audio files and allows users to listen to your podcast.
Podcast MonetizationThe process of generating revenue from a podcast through various methods such as sponsorships, host-read ads, and more. For example, a podcaster might charge $20 for a host-read ad per 1,000 listeners.
Podcast SEOThe practice of optimizing your podcast's visibility for search engines.
Podcast SyndicationThe process of distributing a podcast across multiple platforms to reach a larger audience.
PreRoll, MidRoll, PostRollTerms referring to the placement of ads in a podcast. PreRoll ads play at the beginning, MidRoll ads play in the middle, and PostRoll ads play at the end of the podcast.
Product Placements on YouTubeThe inclusion of a product in a YouTube video, typically in a subtle or natural way. For example, a vlogger might use a specific brand of makeup in their tutorial.
Product Reviews on Social MediaPosts on social media where a product is reviewed. For example, a beauty influencer might post a video reviewing a new makeup product.
ReachThe total number of different people who have seen your ad.
Retail/Venues Out of Home AdvertisingAds displayed in retail stores or venues. For example, a digital screen ad in a shopping mall promoting a store's sale.
SEO (Search Engine Optimization)The practice of optimizing your online content so that a search engine likes to show it as a top result for searches of certain keywords.
Skippable Video AdsVideo ads that can be skipped after 5 seconds.
Slideshow AdsVideo ads that are designed to load quickly and play smoothly, even on slower internet connections.
Sponsored Article/AdvertorialAn article in a newsletter or on a website that includes promotional content paid for by a sponsor. For example, a business might pay for an article reviewing their product to be included in a newsletter.
Sponsored Live StreamsLive video streams that include promotional content paid for by a sponsor. For example, a gamer might live stream their gameplay on Twitch while promoting a gaming chair brand.
Sponsored Podcast EpisodeA podcast episode that is paid for by a sponsor. For example, a business might pay for a podcast episode to be dedicated to discussing their product.
Sponsored YouTube VideosYouTube videos that include promotional content paid for by a sponsor. For example, a tech reviewer might create a video reviewing a smartphone that was provided by the manufacturer.
Stories AdsAds that appear between Instagram Stories.
Subscriber Growth RateThe rate at which your channel's subscriber count is increasing.
TikTok AdvertisingA social media platform where brands can connect with users through video, live streams, and sponsored content.
TikTok Brand Takeovers & EffectsPromotions where a brand takes over a TikTok user's account for a day, or creates a branded effect for users to include in their videos.
TikTok In-feed Native ContentContent on TikTok that appears in users' main feed and matches the look and feel of organic content. For example, a short video of a user demonstrating a product.
TikTok Sponsored User-Generated Content (UGC)Content on TikTok created by users that includes promotional content paid for by a sponsor. For example, a TikTok user might create a video featuring a product and include a sponsored hashtag.
Transit Out of Home AdvertisingAds displayed on or in public transportation vehicles, stations, or bus stops, effectively reaching commuters and travelers.
Unique DownloadsThe number of different people who have downloaded your podcast episode.
User Generated Content (UGC)Content created by users of a platform, often promoting a product or service. For example, a customer might post a photo of a product they purchased and tag the business.
Video AdsShow off product features with video.
ViewsThe number of times your video has been watched.
ViralityThe rapid and widespread sharing of content, like TikTok videos, across social media platforms, leading to increased visibility and engagement.
Wallscape/WindowscapeLarge-scale ads displayed on the exterior walls or windows of buildings. For example, a large ad on the side of a building in a busy city center.
Watch TimeThe total amount of time that viewers have spent watching your videos.
WildpostingThe practice of posting advertising material in high-visibility areas, often without permission. For example, posters or flyers pasted on construction hoardings or in other public spaces.
YouTube AdvertisingA way of promoting your brand or product through video ads on YouTube, the world's largest video sharing community.
YouTube Pre/Mid/Post Roll AdsAds that play before (pre-roll), during (mid-roll), or after (post-roll) a YouTube video.

Why is it Necessary?

The media and advertising sectors are characterized by their dynamic nature. New trends, strategies, and technologies continuously reshape the industry, leading to the birth of fresh terms and phrases. Keeping abreast of these changes can be challenging. That's where our glossary comes in - to empower you with the knowledge and comprehension needed to decode the ever-evolving media language.

marketer reading book
marketer reading book

Who is This Glossary For

This glossary is a valuable resource for a broad audience. Media professionals can use it to stay updated on the latest terms, while businesses of all sizes, ranging from startups and small enterprises to large corporations, can leverage it to comprehend and utilize industry-specific jargon. It is also beneficial for students, educators, and anyone eager to gain insights into the world of media and advertising.

How You Can Benefit From It

Whether you are a media expert seeking to expand your vocabulary, a business looking to enhance your marketing strategies, or a student wanting to broaden your understanding, this glossary offers a wealth of knowledge. It can enable better decision-making, stimulate insightful discussions, enhance your skills, and empower you to actively engage in the industry. This resource spans across terms originating from the foundational roots of journalism and advertising to the cutting-edge spheres of digital media, content marketing, and public relations. It provides a deep dive into terms related to media theory, media production, audience analysis, media law, and ethics, among others. You'll come across definitions like 'user-generated content', a term that encapsulates the significant developments in digital media. Or perhaps 'framing', a concept that outlines how media representation can influence our perception of events or issues. This glossary also covers emerging terminologies that underline the digital transformation of the media sector, enhancing your understanding of advancements shaping the industry. With this glossary, we strive to provide clarity, enhance your comprehension of media-related content, and foster your active participation in relevant discussions and debates. This resource paves the path to media literacy—an indispensable skill in our information-saturated and interconnected world.

a book, the page marketing plan
a book, the page marketing plan

Join our waitlist

Fucimo connects ad sellers with businesses of all sizes. Whether you're listing ad spaces, social media content, or podcasts, set your terms and start selling. Join our waitlist today and begin maximizing your ad revenue potential. Let's grow together.

Thank you for signing up for our waitlist! Please check your inbox for a confirmation email and we'll keep you updated.

Remember, the journey towards media literacy begins with understanding the industry's language. Let this glossary guide you through the captivating and complex universe of media and advertising terms. By staying informed, you can make the most of your interactions with the media industry and enrich your professional journey. Stay curious, keep learning, and always be ready to dive deeper into the enthralling world of media and advertising. Happy learning!

Ezgi Arslantay

Co-Founder & CEO at fucimo

Ezgi Arslantay is a marketing professional and entrepreneur with a diverse background in brand strategy, marketing management, and business development. As the co-founder of fucimo, she assists SMBs and startups to reach and buy media, and enables creators and media networks to increase monetization through innovative technology. Before co-founding fucimo, Ezgi navigated diverse roles in both rising startups and household brands. Follow her fucimo blog for the freshest insights as she explores the intersection of technology, advertising, and business.

Popular Articles

Dive into our most-read articles on small business marketing, brand strategy, and impactful advertising insights that fuel business growth.

© 2024 Fucimo, Inc

Discover new opportunities to promote your business on fucimo, the advertising marketplace connecting ad sellers and ad buyers.

9450 SW Gemini Dr PMB 77028 Beaverton, Oregon 97008 United States