Creative + Brand
Digital Marketing
Comms + Campaigns
Web + Technology
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AR
Augmented reality! AR is tech that superimposes computer-generated images or video onto a user’s real-world view. We’re seeing this pop up everywhere from larger than life handbags to a series of new Snapchat lenses celebrating beauty brands.
A
Abandoned Cart
When a potential customer adds items to their online shopping cart but leaves the site without completing the purchase.
A
Activation
An activation is a marketing event or campaign that is designed to get consumers to interact with a brand and thus build loyalty.
A
Ad Blocker
An ad blocker is software designed to filter or remove ads — pop-ups, for example — from online content. Users add such programs to their web browsers. Ad blockers work by recognizing ad server tags.
A
Ad Exchange
An ad exchange is a marketplace for automated buying and selling of ad inventory. Advertisers can connect to ad exchanges via demand-side platforms, target audiences and bid on space. Publishers tend to utilize supply-side platforms.
A
Ad Extensions
Additional information or links provided alongside a text ad to improve visibility and performance.
A
Addressability
The ability to use media to target and connect with specific individuals — as opposed to a large group of users. Why is it important? Addressability gives marketers the ability to customize communications to individuals to meet their needs.
A
Adsense
Google’s program that allows website owners to monetize their content by displaying targeted ads.
A
Affiliate Marketing
How most brands / influencers / publications make money. A performance-based marketing channel in which an external website (the affiliate) earns a commission for any sales they drive for an advertiser. It’s the hero for driving traffic and revenue.
High Impact
A
Amazon Marketing Services (AMS)
Promoting yourself on the shopping giant, Amazon. These seller advertising solutions are offered by Amazon to help boost sales and visibility — including Amazon Display Ads, Amazon Sponsored Products and Amazon Sponsored Brands.
A
Ambient Computing
Also known as ubiquitous computing, ambient computing is the integration of tech and AI into our everyday lives to automate tasks. What does it mean for marketers? Potential ease of data capture and analysis — among other things.
A
Anchor Text
The clickable text in a hyperlink that often influences search rankings.
A
Apple Intelligence
Apple’s built-in AI assistant — focuses on user privacy and utilizes personal context to offer features like writing assistance, image generation and improved Siri functionality.
A
Art Direction
The oversight and visual execution of the creative concept + strategy outlined via creative direction. Good art direction allows the brand to be easily identifiable.
A
Awareness
The act of being known! The goal of gaining ‘more eyeballs,' spreading your message and establishing high brand recognition amongst your target market.
A
B2B
Transactions or marketing efforts between two businesses.
B
B2C
Marketing or sales directed at individual consumers.
B
Blanding
The opposite of brand differentiation, blanding is the phenomenon of brands adopting the same minimalist aesthetic across the market. Many feel blanding removes negative associations, attempting neutrality — the downside? It also removes brand personality.
Trending
B
Blockchain
Blockchain is technology that allows for a distributed and continually updated record of transactions. Blockchain has no single point of failure and cannot be controlled by any one entity. Bitcoin, for example, relies on blockchain.
B
Bounce Rate
The percentage of visitors who leave a website after viewing only one page.
B
Brand Equity
The value that comes from the perception of a brand name rather than the value of a product or service itself — i.e. the social value of a brand name.
B
Brand Heat
Akin to buzz or hype, generating brand heat refers to igniting strong interest in a brand — who doesn't want that?
B
Brand Identity
Any visual or verbal brand element that showcases the brand's desired image while telling a meaningful story. Essentially the tangible brand elements that create a business's identity: logo, brand mark, brand colors, type, etc.
Popular on Breef
B
Brand Safety
Brand safety encompasses the strategies and technologies used to make sure ads are placed only in contexts that would not harm the brand. Tools for this are often added to ad exchanges.
B
Email Marketing
You probably know what this is — just don’t unsubscribe ;). A permission-based channel that helps provide personalized interactions with high-intent customers. TL;DR: Use this to engage with your customer (almost daily).
Popular on Breef
E
Emotional Engagement
Connecting with a user's emotions through brand touchpoints — crucial for building meaningful community, recall and trust.
E
Engagement
Interactions with content, like clicks, shares, or comments.
E
Ephemeral Content
Any type of content that is visible for a limited amount of time, i.e. Instagram Stories and Snapchat images. Note: When ephemeral content was introduced on Instagram, it roughly doubled the time users spent on the app. Why? Users didn't want to miss anything!
E
Evergreen Content
Content that remains relevant and attracts traffic long-term.
E
Fastvertising
Fastvertising is the rapid creation and distribution of ads that smartly use trending topics in media and pop culture to create a viral moment. Think Aviation Gin’s ad starring the viral Peloton actress — this ad went live 48 hours after Peloton’s ad went viral.
Trending
F
Fixed Costs
Predictable, stable costs which stay the same regardless of production or sales — you can always count on them — and they’re key to keep in mind when building a budget.
F
Fluid Fans
Step aside ‘superfan,’ fluid fans are a segment marketers should be paying attention to. Fluid fans are people whose interests / fandoms cross between a wide variety of areas. Their engagement is broad, giving brands more touch-points to connect.
F
