Marketing Glossary
Curious about a certain marketing or advertising term? Our glossary has you covered.
Addressable TV
What is Addressable TV? Addressable TV is a media channel with which an advertiser can serve different ads to different audience segments who are watching the same TV program. Rather than buying a broad time slot and reaching everyone tuned in, addressable TV advertising lets brands deliver a specific message to a specific household based on who lives there, where they shop, what they drive, or how they behave offline. A family watching the same primetime show as their neighbor might see a completely different commercial. That targeting precision is what distinguishes addressable TV from traditional linear broadcast, where every viewer receives the same ad regardless of whether it is relevant to them. How Does Addressable TV Work? Addressable TV works by matching audience data to households before the ad is delivered. Advertisers define the audience they want to reach, typically using first-party data, third-party data segments, or location-based signals, and the addressable TV platform routes the correct creative to each eligible household at the moment an ad break occurs. The data layer powering this process can include: Household demographics, such as age, income, and family composition Purchase behavior, derived from loyalty programs or transaction data Location signals, such as which stores a household visits or which neighborhoods its members frequent Device and subscription data, pulled from set-top boxes, streaming apps, or smart TV identifiers GroundTruth’s real-world targeting, audience intelligence, and CTV media channel feed directly into thisdata-driven TV strategy, connecting physical visit behavior to the screens where households spend their evenings. Addressable TV vs. Traditional Linear TV Linear TV advertising has always been bought against programming context and demographic estimates. An auto brand buys NFL ad time because the audience might skew male and car-interested. The targeting is probabilistic, not individual. Addressable TV advertising changes the equation. Instead of…
AdTech
What is AdTech? AdTech is an abbreviation for “advertising technology” and refers to the software and technology platforms that are used to manage, analyze and deliver ads. AdTech tools and software are used by advertisers to reach digital audences on mobile, desktop, and television to create display, video, social, and search ads. Advertisers use AdTech to maximize their advertising campaigns. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us
Attribution
What is Campaign Attribution? Campaign attribution is the identification of actions (serving ads) that contribute to a desired outcome (a conversion). Marketing attribution provides insight into which combination of events influences desired behavior. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us
Audience Targeting
What is Audience Targeting? Audience Targeting is a way for marketers to reach likely consumers with precision and scale based on their past online and offline behaviors, interests, location, and demographic information. Marketers can use this information to create tailored ads and target customers when they are likely to buy a product or use a service. If a customer has filled out a form, visits your website, or is observed inside your brick-and-mortar location, you can also create an audience segment to retarget these customers at a later point in time. The more relevant targeting parameters you use to create your target audience, the more effective your advertising campaign will be in terms of results and cost. Learn more about GroundTruth’s Audience Targeting solutions and discover why we are the number one location-based advertising platform. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us
Beacon Advertising
What is Beacon Advertising? Beacon advertising is an advertising technique to target consumers based on their physical location. This is made possible by way of a small device, called a beacon, which runs on batteries and is installed in a physical location (e.g. a retail store countertop). These beacons then send out messages or advertisements to consumers mobile phones via Bluetooth. The radius of targeting can be specific to where the consumer is standing or widened out to a defined range. Beacon advertising can be used to move consumers through the whole conversion funnel, from placing a beacon outside a store to urge them to enter to providing a coupon as a user browses and providing one-click payment on their phone when the consumer is ready to pay. Beacon advertising has its use cases still today, however, in general, the technology has been replaced by better, more effective solutions. Learn how GroundTruth’s location marketing platform is impacting the future of advertising. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us