General Advertising Glossary
A glossary of General Advertising Terms
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Media Buying and Selling
Media buying is purchasing ad inventory for optimal placement, timing and price. Media selling is the sale of ad inventory in print, on the web, on air and on physical signage.
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Media Rating Council (MRC)
The Media Rating Council, or MRC, is an organization focused on audience measurement that establishes standards for rating operations, accredits ratings services and audits rating services. Members have expanded from broadcast to also include print, internet and advertising.
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Media Strategy
A media strategy is an action plan designed to help businesses reach target audiences and increase the business’s conversion rate. The media strategy is informed by marketing budget and measurable goals.
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Messaging Platform
A messaging platform is a system on the internet that is used to exchange human communications. A messaging platform can be a website or an app used socially or for business (e.g., Facebook Messenger, WhatsApp, etc.).
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Millennials
Millennials are a generational cohort born between 1981-1996. This cohort is believed to remember and have an understanding of the historical significance of 9/11 in its youth, came of age and entered the workforce during economic recession and is the most racially and ethnically diverse adult generation in U.S. history.
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Mobile Advertising
Mobile advertising refers to ads served on mobile devices, such as smartphones. Mobile advertising makes use of traditional online advertising, via banners and videos, but can also utilize location in apps and social media.
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Mobile Apps
Mobile apps are software programs that are downloaded and run on mobile devices. Apps can serve myriad purposes: social media, maps, games, purchasing and many others.
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Mobile Gaming
Mobile gaming is playing video games on mobile devices, such as smartphones, tablets or smartwatches. They can be done solo or with multiple players. Some mobile gaming involves augmented reality, like Pokemon Go.
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Mobile World Congress
Mobile World Congress, abbreviated MWC, hosts large exhibitions across the world focusing on mobile technology: operators, manufacturers, technology providers and vendors.
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Monetization
Monetization is utilizing existing website traffic or app users to produce revenue, often via ads or affiliate links. Influencers monetize their social media profiles and followings, for example.
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Multichannel Network (MCN)
Multichannel networks, or MCNs, are third-party service providers that connect with many YouTube channels to aid their audience metrics, programming, monetization and other services for fees.
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Multicultural Marketing
Multicultural marketing uses languages and traditions of various cultures within a region to communicate and advertise.
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Multiplatform Campaign
A multiplatform campaign seeks to reach its goals and share its messages by using many digital and social platforms.
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Native Advertising
Native advertising is paid media that mimics the user experience of the website or app on which it is used, blending into surroundings to look like the publisher’s content.
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Net Neutrality
Net neutrality is the idea that internet service providers are required to provide equal access to all online content, without blocking some data or giving priority to others.
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Network Affiliate
A network affiliate is a local TV or radio station that is not owned by a network but broadcasts much of a network’s same programming, via an agreement.
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NewFronts
Run by the Interactive Advertising Bureau, the Digital Content NewFronts are events for companies to reveal upcoming programming and partner with media buyers to commit to ad deals months in advance. NewFronts target digital video rather than traditional TV. (See “upfronts.”)
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Omnichannel Marketing
Omnichannel marketing seeks to provide a consistent experience for customers across all channels, to include physical stores, phone calls and internet interactions.
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Online Advertising
Online advertising utilizes websites, mobile apps and smart TVs, for example, as platforms for ads. Ads can take the form of banners, sponsored content, paid search results, social media and email, among others.
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Original Programming
Original programming is content that is created for the network or streaming service that is airing it, rather than content produced for one network or studio and then licensed to be shown again on another.
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OTT
OTT, over-the-top, is media streamed via the Internet without needing a cable TV subscription, for example. OTT services take three forms: free and ad-supported, subscription-based and transactional.