Advertising terms, explained simply.
A practical glossary for media buying and creative research.
- Creative
- The visual, audio, or text material used in an ad.
- Hook
- The opening idea intended to attract attention.
- CTA
- The action an ad asks someone to take.
- CTR
- Clicks divided by impressions.
- CPA
- Spend divided by recorded acquisitions.
- ROAS
- Attributed advertising revenue divided by ad spend.
- Swipe file
- A collection of creative references.
- Observation span
- Time between the first and last available observations.