Glossary

A short glossary of terms used in campaign planning. The page stays in the site for search visibility.

Media house

A company that plans campaigns, buys advertising space and airtime, and analyses the results. Its job is to find the forms of advertising that best serve the client’s objectives.

Target group

The set of people a message is addressed to — potential buyers of a product or service.

GRP

The sum of ratings for all airings of an ad within the target group.

CPP

The cost of one GRP point, that is of reaching 1% of the target group once.

Rating

The share of the target group exposed to a particular airing of an ad.

Reach 1+

The percentage of the target group exposed to the ad at least once in a given period. Reach 2+ and 3+ work the same way.

Effective frequency

The assumed minimum number of exposures at which the message starts to work — written for example as 3+.

Capping

A limit on how many times one online user is shown the same ad.

Page view (PV)

The number of pages of a site displayed to users.

Unique user (UU)

The number of distinct people who visited a site in the measured period.