blocking cookies in internet browsers to prevent display advertising. Poland’s ad blocking rate in 2018 was about 40% for OTT devices and about 10% for mobile devices.

Use: internet

offers a wide range of information about both offline and online advertising activities; it researches advertising on television, the internet, in the cinema, on mobile devices, in social networks and outdoor media in the whole world.

Use: research

is a study which consists in monitoring online marketing activities. The research provides information about advertising regardless of the type of sites visited by a user. It covers social networks, search engines, in-stream video advertisements and spots within display advertisements.

Use: research

is a system of monitoring display advertising on the Polish internet; it covers all known types of display, mobile, video, and email advertising used on the largest Polish websites. The system registers dozens of new advertising campaigns every day, recording their creations and  documenting the ads published with screenshots. The study encompasses about 5 thousand Polish websites.

Use: research

describes the degree of the target audience affinity in proportion to the whole population of a given medium. The index shows how the values obtained for the target group differ from the values obtained for another comparative group (for example, the entire population). An index value exceeding 100 means a better affinity in the population.

Use: television, press, internet

a tool used for investigating the number and quality of links redirecting to a selected site. Links redirecting to a given website from other sites somewhat “vote” for this website and improve its position in search results. Ahrefs makes it possible to determine how many links redirect to a given website, and of what quality these links are (Domain Rating index on a scale of 1-100). As a result, it is possible to determine which actions and measures in the link building area will be necessary for positioning on the basis of selected keywords. Moreover, Ahrefs provides graphs showing changes in the number of links to a website over the past 12 months. Therefore, it is possible to check if the latest changes of a site’s position are correlated with the changes in the number and quality of links redirecting to the site.

Use: research

a non-standard form of outdoor advertising, most often invented specifically for the purposes of a particular product in a campaign.

Category: outdoor advertising

an average audience rating per minute; the index describes the average size of the audience watching a particular broadcast or TV programme in any selected period of time. The viewership is expressed in thousands of people. The index may refer to the entire population or a specific target group.

Use: television, radio

advertising activities carried out in the mass media. The main ATL media are television, radio, the press, outdoor advertising, indoor advertising, the internet.

Use: general knowledge

the average value of a cart in an online shop.

Use: internet

the average time spent on a particular web page.

Use: internet

video (video ads) playing automatically after a user goes to a website.

Use: internet

advertising activities in which the Client is treated individually. They can be metaphorically referred to as activities “at the shelf.” BTL advertising media are primarily aimed at retailers and consumers.

Use: general knowledge

a document that defines such elements as the object of a campaign (a campaign of a company, brand, product), the campaign goals in the client’s eyes, target audience, time and nature of the campaign, preferences, budget. It is used by the customer service department in communication with the media department.

Use: general knowledge

a tool which makes it possible to automate communication. Its task is to hold a conversation using natural language or a text interface and make an impression of being smart. The main advantages of chatbots are their availability to help and scalability, which means that they are able to simultaneously handle a large number of requests.

Use: general knowledge, internet

marketing of content. Its purpose is to provide the audience with valuable content on the internet. It is extremely important for users to find content that meets their needs. Recipients better consume content which is customised and unusual.

Advertising tools in content marketing include:

articles, e-books, studies and guidebooks, interviews, photos, infographics, presentations, videos, podcasts, context reviews, social media materials: memes, posts, vlogs, blogs, newsletters, webinars, chats, games, applications and contests.

Use: general knowledge, internet

the cost of a single installation of the promoted application on a mobile device.

Use: internet

the cost of engaging a user in an advertisement; it is usually based on clicking the pre-loader of the ad or by hovering the mouse cursor over the pre-loader and waiting 3 seconds, which results in the unfolding of a full-screen rich-media advertisement.

Use: internet

the cost of attracting a lead (usually – the contact details of a person tentatively interested in an offer).

Use: internet

the cost of an order expressed in a certain currency.

Use: internet

the cost of reaching one percent of the people belonging to the target group in an advertising campaign.

Use: television, radio, cinema, press

a model of purchasing video ads in which the fee is paid for playing a video in the player regardless of the length of viewing the ad.

Use: internet

the average number of contacts with a campaign in the target group, calculated for the respondents. Frequency can be analysed at its various levels; for example, the target group has seen a given advert at least once 1+, at least three times 3+, etc.

Use: television, radio, outdoor, internet

the cost of creating a single reach point of a campaign.

Use: television, radio, cinema, press

the cost of an order which is a certain percentage of the cart value.

Use: internet

the cost of reaching one thousand people from the target group in an advertising campaign.

Use: television, radio, cinema, press

its value corresponds to the average percentage of respondents who have read or browsed an average issue of a magazine from a seasonal cycle.

Use: press

an average conversion rate (aka ACR – Average Conversion Rate).

Use: internet

the cost of viewing a full advertisement; it usually applies in the context of online videos.

Use: internet

an advertising strategy of tapping into information about users for the sake of optimal and targeted purchase of media.

Use: internet

(i.e., graphic banner advertising) is still the dominant type of online -advertising in the Polish market. Despite the trend observed in recent years, namely its share in the advertising market declining in favour of SEM, expenses incurred on this segment of advertising are rising. This situation is influenced by the growing popularity of software frameworks, video forms and mobile forms. The number of formats and settlement models opens up huge opportunities and allows for launching both image and strictly sales-oriented campaigns. The most popular formats of display advertising are a double billboard, rectangle ad and vertical “skyscraper” ad. At the same time, the development of the quality of advertising creations can be observed. Advertisers are increasingly investing in rich-media forms, which are interesting and innovative, and do not entail redirecting an internet user to the landing page of a campaign.

Use: general knowledge, internet

a name for outdoor media that combine modern technologies with a traditional form of advertising. The message is displayed on LED screens. It is possible to start a campaign in real time, and the spots are displayed with the arranged frequency. Advertising media are transformed into platforms for presenting content which is created both by the brands advertised and, at times, by their audience.

Use: general knowledge, internet, outdoor advertising

it is one of the oldest forms of communication on the internet. Despite the emergence of many new forms of advertising, the popularity of email messages aimed at promoting goods and services is still not declining. More than 80% of Polish internet users use electronic mail, so email advertising represents a great market potential. The key to effective email advertising is to accurately address the target group.

Use: general knowledge, internet

electronic commerce, internet commerce. The phenomenon of making transactions within the framework of internet services.

Use: general knowledge, internet

a percentage share of costs in revenue

Use: internet

a psychological effect of being afraid to stop using social media. A user feels the anxiety that in the moments of being outside the reach of social media, they will miss something important, thus losing appreciation of friends on a social networking site.

Use: internet

is a panel study of the Polish internet. It provides information about the preferences and behaviour of Polish internet users online. Moreover, it provides statistics of websites’ viewership in respect of demographic data (sex, age, education, household size, salary) and in the geographic aspect (the division into provinces and population of localities). In addition, it also makes it possible to distinguish between traffic from mobile devices and traditional internet-connected devices.

Use: research

a tool for advanced traffic analysis on a website, starting from attributing the sources of traffic the site gets, through building sales funnels, to cohort analyses or attribution modelling.

Use: research

a measure of the intensity (strength) of a campaign expressed as the sum of the reach of individual ads or as the product of the campaign reach and frequency. GRP points obtained in different media cannot be added up unless they are generated in the same media category.

Use: television, radio, press

is an activity involving publicly known individuals: authorities with considerable influence on the audience. It is chiefly used in expert (authority) and image campaigns (the person involved becomes the face of the brand and is emulated by their fans).

An advantage of cooperation with an influencer as part of brand promotion is the reliability of the message they convey. The feedback of an influential person is more authentic than traditional advertisements and engages the audience. The essence of influencer marketing is the collaboration of a brand with influential internet users.

Use: general knowledge, internet

a psychological effect of the joy derived from ceasing to use social media. The user feels that limited use of social media does not adversely affect their self-esteem or the degree of interpersonal relations.

Use: internet

makes it possible to advertise to mobile internet users depending on the place/point of sale where they are physically located. This is done by collecting device IDs from persons staying in the indicated area at a specific time. The geographical location of users is determined mainly by GPS transmitters in smartphones. People from a database thus created are targeted by banners in applications and mobile sites even if they have changed their location. In addition to geography, the targeting criteria for such a campaign are age and sex. Interest-based targeting is also possible and is informed by the frequently visited mobile sites or the categories of apps used.

Use: general knowledge, internet

marketing activities intended to improve sales processes with the use of special software and tools. The purpose of marketing automation is to increase the effectiveness of advertising campaigns by automatically collecting and processing information about potential consumers.

The main functions of marketing automation are:

• segmentation of potential customers,
• creation and distribution of newsletters and emails,
• monitoring the behaviour of internet users visiting the site,
• web push notification delivery.

Use: general knowledge, internet

an analysis aimed at determining the significance of particular advertising communication channels on the conversion path.

Use: research

a part of the broader project of the Target Group Index dedicated to researching internet users’ behaviour. It allows tracking the development of the internet’s reach and changes in the ways in which it is used. It enables a comprehensive analysis of internet users in terms of demographic, social and behavioural variables. Thanks to the data from the Net Track study, it is possible to obtain information such as the frequency of internet use, location and type of the device as well as the popularity of various e-services.

Use: research

the process of acquiring knowledge about and intention to purchase a product in physical shops so as to finally buy it online. The final purchase is often preceded by making a comparison and choosing the lowest price of a selected product.

Use: internet

Online Video

Use: internet

frequency, the average number of a listener’s exposures to advertising on the radio.

Use: radio

the average number of advertising exposures in the target group reached by a campaign.

Use: television

devices connected to the internet that are neither smartphones nor tablets; these are usually, laptops, desktop computers, game consoles and smart TVs.

Use: internet

materials supporting sales

Use: general knowledge

defines the time of day when a given medium has the highest viewership/listening figure. On television, prime time usually lasts from 6:00 p.m. to 11:00 p.m.; on the radio, it is the morning and afternoon.

Use: general knowledge, television

is a technology used for automating the purchase and sale of advertising on the internet. The programmatic ecosystem consists of a number of elements; the main ones are the following:

• Demand Side Platform (DSP) – a technology that enables the purchase of advertising space,
• Supply Side Platform (SSP) – a technology that allows the owner of advertising space to offer it for sale,
• Data Management Platform (DMP) – a tool for collecting and managing data about users,
• Ad Exchange – a technology which intermediates in the purchase of advertising space.

Use: general knowledge, internet

means the list price of a given form of advertising. The rate card value does not include discounts.

Use: general knowledge

an index describing the visibility of advertising in the range of 0-1. The closer to 1, the more likely it is that the advertising message will be noticed and, depending on the appropriate frequency, remembered.

Use: general knowledge

return on investment in advertising

Use: general knowledge

the process of acquiring knowledge about and intention to buy a product online so as to finally buy it in a physical shop.

Use: internet

a variable that refers to the fact of reading one randomly selected issue of a daily paper from the 7-day period preceding the date of the study.

Use: press

a tool for exploring the visibility of any domain in Google’s natural search results. The tool periodically examines what shows up in the positions from the 1st to 50th per over 22 million keywords, thus creating a report on the presence of any selected website on the internet. The tool presents data for the last 5 years on a graph. This allows for comprehensive tracking of the SEO activities and their effect over the years, even without the access to the analytical and statistical data of a given website.

Use: research

marketing activities in search engines aimed at increasing the visibility of links on the search results page.

SEM consists of SEO (organic search results) and PPC (paid search results) activities.

Use: general knowledge, internet

są to działania mające na celu optymalizacje wyników organicznych na stronie wyszukiwania. W zakres SEO wchodzą zarówno działania on-site jak i off-site.

Wykorzystywanie: wiedza ogólna, Internet

an audience share – the percentage of viewers who watched a broadcast or programme in relation to all viewers watching TV at that time

Use: television, radio

tools of an advertising campaign based on transmitting commercial/advertising information to mobile phones. Such messages are characterised by high visibility (receptivity index). A mobile phone user usually gets acquainted with the message before deleting it. By including a graphic file or video in the message, the advertiser can make the content of the message significantly more attractive.

Use: general knowledge, internet

a website which collects data from YouTube, Twitter, Twitch and Instagram. The data relate, among others, to the number of subscribers acquired and the number of people who watch videos on our channel at a given time. It contains information about estimated earnings and future forecasts.

Use: research

a study of the most popular brands on the internet, updated every month. Based on discussion online, it provides information on how internet users perceive businesses and individuals against the background of a given category.

Use: research

a service which consists in tracking all public mentions of a chosen topic appearing on the internet. It provides information on who, where, when and how writes on a specific subject. Thanks to Social Listening research, brands carry out image audits, avert crises, optimise publication time, measure the effectiveness of their activities, find target groups, track trends, analyse competitors, find opinion leaders, and gain consumer insights. The most famous monitoring systems in Poland are Brand24, Monitori and SentiOne.

Use: research

the ratio of the product quantity sold by a specific business to the total number of units of a given product sold in the market. A market share is expressed as a percentage; it shows the volume or value of sales of a firm in a certain market in relation to its competitors’ sales in a given period.

Use: general knowledge

an index which determines the share of expenses incurred on a given product within its campaign in relation to the expenses of the entire category to which the product belongs.

Use: general knowledge

determines all persons who, due to their demographic characteristics (age, sex, etc.) and/or psychographic characteristics (e.g., the values cherished) correspond to the consumer profile assumed for a given product. Advertising is directed to the TG both in respect of the communication created and relevant selection of media.

Use: general knowledge

a term referring to a unique, non-repeating internet user visiting a certain website. As a rule, the user is identified by the browser cookie.

Use: internet

is an online marketing channel used on websites like YouTube, Facebook, Twitch. In recent years, it has become increasingly important.

Use: general knowledge, internet

an indicator that provides information on how long an advert was in the user’s field of view. The IAB standard, applicable to both desktop and mobile devices, assumes that 50% of the pixels of a display ad must be in the field of view for 1 uninterrupted second, 50% of the pixels of a video ad must be in sight for 2 consecutive seconds, and 30% of the pixels of a large-format display ad must be in the field of view for 1 uninterrupted second.

Use: internet

the ratio of people who watched a video ad to the end out of those to whom it was displayed.

Use: internet

sites that do not provide open access to their data or access to be used by a third party technology. They carefully gather and protect valuable information about users. Examples of walled gardens in the field of marketing are some Google and Facebook tools.

Use: internet

a way to optimise the sales of advertising space by the publisher. It consists in assigning priority to the impressions of different campaigns, usually based on eCPM. Therefore, in the first place, impressions are available to the most valuable campaigns (from the publisher’s perspective); the unused impressions are made available to the less and less valuable ones.

Use: internet

the percentage of readers of a given newspaper or magazine who also read other competing newspapers or magazines. They are usually juxtaposed with each other. In the process of optimising the reach of a campaign, titles with the lowest possible shared readership are selected. If the frequency parameter matters, newspapers or magazines having a higher shared readership are chosen with a view to reaching the same target group.

Use: press

is the percentage of the target group that encountered an advertising message at least once during the advertising campaign.

Use: television, press, radio, outdoor advertising, cinema, internet

a percentage of people in the target group who have been reached by an advertising campaign a number of times sufficient for the advertising message to be remembered.

Use: television, radio, cinema