Understanding Advertising Terms: A Guide for Smart Brand Decisions
When it comes to advertising, there are only two types — the ones that work and the ones that don’t. The real challenge is figuring out how to make yours work well.
Advertising isn’t guesswork. It’s strategy. Knowing where to invest your budget should never be a gamble; it should be a considered decision based on your audience, goals, and message.
At Brand Husl, we help businesses navigate every form of advertising — from traditional print and OOH to digital campaigns like PPC, Google Ads, and paid social. To make sense of the industry jargon, here’s a glossary that breaks down the most common terms every marketer and brand owner should know.
Advertising isn’t guesswork. It’s strategy — and knowing the language helps you invest where it matters.
The Brand Husl Glossary of Advertising Terms
AdWords
A Google advertising service that allows businesses to display ads across its network. You set a budget and pay only when people click your ads. Closely related to PPC.
Audience
The target group your ad is designed to reach — usually defined by demographics (like age and gender) and psychographics (like interests and behaviours).
Average Persons
The number of people, on average, exposed to each spot. Calculated by multiplying population by rating, then dividing by 100.
Banner Advert
An online ad embedded in a webpage, typically at the top, bottom, or sidebar.
CPC (Cost per Click)
The amount an advertiser pays when a user clicks their ad.
CPM (Cost per Thousand Impressions)
A pricing model that measures cost efficiency by showing how much you pay for every 1,000 ad impressions.
Cross-Channel
Campaigns that operate across multiple platforms and devices — not just different devices, but different media types.
CTR (Click-Through Rate)
The percentage of people who click your ad after seeing it.
Display Advertising
Online advertising that uses visual creatives (images, animations, or videos) to engage audiences.
DOOH (Digital Out-of-Home)
Digital advertising seen in public spaces, such as transport hubs, shopping centres, or billboards.
DPS (Double Page Spread)
An advert that spans two full pages in a publication — high visibility, high impact, and often higher cost.
Frequency
The average number of times an ad is shown to your audience.
Geotargeting
Showing ads to users based on their physical location or geographic data.
GRP (Gross Rating Point)
A measure of an ad campaign’s size and reach.
Impressions
The total number of times an ad is displayed, regardless of whether it was clicked.
Insertion
The confirmed placement of an ad in a publication or digital space.
KPI (Key Performance Indicator)
Metrics used to track how effectively a campaign meets its objectives.
Media Cost
The total amount paid to display your advertisement, excluding production or creative costs.
Media Market
The potential audience for your campaign — often defined geographically.
Message Recall
A metric used to measure how well people remember your brand or message after seeing an ad.
OOH (Out-of-Home)
Traditional advertising that appears in public places, such as posters, billboards, or transport advertising.
Opt-In
When a customer gives explicit permission to receive marketing messages.
Population
The total potential audience within your media market.
PPC (Pay Per Click)
A paid model where you’re charged only when a user clicks your ad.
Rating
An estimate of the percentage of your target market likely to see your ad.
Reach
The number of unique people exposed to your ad at least once.
Skyscraper
A tall, narrow ad unit, often 120×600 or 160×600 pixels in digital advertising.
Adaptation
Adjusting or resizing an ad to suit different formats or placements.
Spot
A single instance or airing of an ad, especially in broadcast media.
Yield
The percentage of clicks compared to impressions — also known as “ad click rate.”
The Takeaway
Advertising should always be intentional, not instinctive. By understanding the terminology and strategy behind every placement, you can make smarter decisions that lead to stronger results.
At Brand Husl, we help businesses translate complexity into clarity — ensuring your advertising not only works but works with purpose.
BRAND HUSL
We’re a collective of brand strategists, designers, and unapologetic truth-tellers who’ve spent over two decades turning chaos into clarity for businesses across the globe. From global names to fearless startups, we’ve built brands that stick, scale, and sell—without the fluff. Everything we create is rooted in strategy, storytelling, and ROI, because good branding isn’t just pretty—it’s powerful.