Jargon Buster

Refers to the overall costs associated with acquiring one user. This can be calculated by dividing total marketing costs by total number of new users.

A pricing model that only charges advertising on an action being conducted, for example a sale or a form being filled in.

The monetary amount paid by an advertiser for a click on their sponsored search listing (see Pay-per-click (PPC)). 

The proportion of a target group who see one or more frames in an outdoor campaign (creating an IMPACT), in a defined period. Expressed as a percentage.

The geographic area covered by network installations.

Measured in pixels, the width and height of an ad unit (width x height). The width is always the first dimension listed, followed by the height dimension (i.e. an ad that is 300x250 is 300 pixels wide by 250 pixels high).

An individual who produces content for a brand in exchange for either a product or paid partnership. Often used as the new go-to term for ‘influencers’

The measure of a content creator’s audience size

The system used to categorise creators in terms of their following - nano (1k+), micro (10k+), mid (50k+), macro (500k+), top (1m+), VIP (5m+)