Media Buying Glossary
Media buying is the process of purchasing ad space and time on digital and offline platforms, such as websites, YouTube, radio, and TV. A media buyer is also responsible for negotiating with publishers for ad inventory, managing budgets, and optimizing ads to improve campaign performance.
Media Buying
Run of Paper (ROP)
Newspaper advertising that is positioned to run anywhere in a publication, with no exact choice of a specifi c position or page. Placement is at the discretion of the newspaper.
Media Buying
Schedule
A list of advertisements or media to be used in a campaign along with the timing of placements.
Media Buying
Schedule and Estimate
Detailed information submitted to the advertiser prior to a media buy; traditionally details price, schedule, publications and goals.
Media Buying
Secondary Audience
Readers of a publication in addition to the initial buyer. Also called Pass Along Readership.
Media Buying
Share of Voice
The percentage of advertising a client owns during a specific set of time relative to all available inventory.
Media Buying
Shopping Newspaper
A newspaper-like publication that is predominately advertising and often distributed free to shoppers or to households (slang “shopper”).
Media Buying
Short Rate
Money that is owed to a media by an advertiser to compensate for the shortfall difference in revenue between what was purchased and what was contracted.
Media Buying
Sliding Billboard
High-Impact digital advertisements that display as a narrow bar at the top of a website and expand down when a user rolls over the ad.
Media Buying
Social Display
Paid advertisements on a social platform such as Facebook, Twitter, Pinterest, etc.
Media Buying
Spadea
A separately printed, unbound broadsheet that is folded around a newspaper, or around one of its sections, appearing as a partial page or flap over the front and back.
Media Buying
Sponsorship
Payment for marketing vehicles in exchange for advertisements in the piece.
Media Buying
Spot Color
A single extra color ink added to a page; also called flat color.
Media Buying
Streaming
The method of receiving audio or video data in a continuous flow across a network.
Media Buying
Supplement
A newspaper section in magazine format inserted prior to distribution.
Media Buying
Tabloid
A newspaper format that’s roughly half the size of a broadsheet newspaper. Approximate size of a standard newspaper folded in half (slang “tab”).
Media Buying
Tearsheet
A publication page with an advertiser’s message, sent to the advertiser as proof of accurate placement.
Media Buying
Teaser
An interest-building advertisement that precedes the kick-off of an advertising campaign.
Media Buying
Till Forbidden (TF)
A newspaper insertion order abbreviation; run the advertisement until told to stop.
Media Buying
Trade Paper
A specialized publication for a specific audience like a profession, trade, or industry.
Media Buying
Traffic Report
The data provided to the client at the end of a campaign demonstrating the performance and results of a digital campaign.
Media Buying
Vehicle
Anything capable of exposing advertising to customers.