Key Terms: Campaign, Element, Position, Ad Line, and Target Audience

Before you get started in Sturely, it’s important to understand a few key terms, as they are constantly interrelated.

A campaign is the overarching unit through which you plan a marketing initiative: it has a name, a start and end date, a priority, and a status (active, paused, completed, or archived), and it defines the framework within which creative content is displayed.

An element is the creative content itself—such as a banner, HTML5 animation, or image—that is used within a campaign and has its own format, language, and device settings.

A position determines the fixed, technical location on a website or app where elements can appear, such as the header, a block halfway down a page, or a specific zone in a newsletter.

A display rule is the layer that determines on which specific pages (based on the URL) an element may or may not appear within a position, and it uses smart, AI-powered pattern recognition.

Finally, a target audience is a group of users defined based on behavior from previous campaigns—for example, people who have completed a survey—and can be reused to target future campaigns more effectively.

Together, these five concepts form the basic logic of the platform: a campaign uses elements, elements are displayed in placements, display rules determine exactly where, and target audiences determine to whom.