Creator glossary
Plain-language definitions with examples and limits.
UGC ↗
User-generated content is material created by users or customers; marketing teams also use the term for commissioned creator-style ads.
AI presenter ↗
An AI presenter is a synthetic or digitally generated on-screen host.
B-roll ↗
B-roll is supporting footage used around the main narrative or spoken explanation.
Hook ↗
A hook is the opening idea intended to make the right viewer keep watching.
Call to action ↗
A call to action tells the viewer what useful step to take next.
Creative brief ↗
A creative brief records the objective, audience, message, evidence and production requirements.
Storyboard ↗
A storyboard maps a sequence into planned visual frames or shots.
Shot list ↗
A shot list names the footage a production needs to capture.
Aspect ratio ↗
Aspect ratio is the relationship between a frame's width and height.
Resolution ↗
Resolution describes the pixel dimensions of an image or video frame.
Frame rate ↗
Frame rate is the number of video frames displayed per second.
Safe zone ↗
A safe zone is an area reserved for important content away from likely crops or interface overlays.
Thumbnail ↗
A thumbnail is a small preview image used to represent a piece of content.
Poster frame ↗
A poster frame is the still image displayed before or while a video is not playing.
SRT ↗
SRT is a plain-text subtitle format containing numbered cues, timestamps and text.
WebVTT ↗
WebVTT is a text format for timed captions and related cues, commonly beginning with a WEBVTT header.
Voiceover ↗
Voiceover is spoken audio accompanying visuals without requiring the speaker to be visible.
Lip sync ↗
Lip sync is the alignment of visible mouth movement with speech audio.
Motion transfer ↗
Motion transfer uses movement from a reference to guide animation of another subject.
Image-to-video ↗
Image-to-video generation uses a still image as an input for creating a moving clip.
Video-to-video ↗
Video-to-video generation transforms or guides output using a source video.
Prompt ↗
A prompt is the instruction and context supplied to a generative model.
Negative constraint ↗
A negative constraint states an element or behavior the output should avoid.
Creative variant ↗
A creative variant is an alternate execution of a shared concept.
Creative fatigue ↗
Creative fatigue describes declining response associated with repeated exposure to a creative.
Impressions ↗
Impressions count recorded displays of an ad or piece of content.
Reach ↗
Reach estimates the number of distinct people or accounts exposed within a reporting scope.
Frequency ↗
Average frequency is impressions divided by reach for the same scope.
CPM ↗
CPM is spend divided by impressions, multiplied by 1000.
CPC ↗
CPC is spend divided by the relevant click count.
CTR ↗
CTR is clicks divided by impressions, usually expressed as a percentage.
CPA ↗
CPA is spend divided by the number of attributed actions, such as purchases.
Conversion rate ↗
Conversion rate is conversions divided by a stated opportunity count.
ROAS ↗
Return on ad spend is attributed revenue divided by ad spend.
Break-even ROAS ↗
In a simple order model, break-even ROAS is revenue divided by contribution before advertising.
Contribution margin ↗
Contribution is revenue remaining after specified variable costs; its percentage is contribution divided by revenue.
Allowable CPA ↗
Allowable CPA is the acquisition cost supported by revenue after variable costs and a chosen profit target.
Attribution window ↗
An attribution window is the period in which an action can be credited to an earlier interaction under a reporting rule.
Creative testing ↗
Creative testing compares executions against a defined question and measurement approach.
Contact sheet ↗
A contact sheet places multiple small images on one page for comparison and review.