Breef Glossary

The rise of CPMs as a result of Google's cookie phase-out.

If done right, it’s unforgettable. A goal-driven way of using smart + persuasive text to sell products. Using a carefully thought-out voice + tone, good copywriting can compel readers to take a specific action to drive conversion.

The shift from consuming traditional cable TV to streaming. Those who make this shift are referred to as "Cord-Cutters" — most brands are shifting ad spend along with them.

The cost of acquiring a new customer or lead.

The amount an advertiser pays for each click on their ad.

A creative agency focuses on design, rather than marketing strategy, within the advertising and marketing world. A creative agency is likely to be tasked with creating or updating logos and responsible for a brand's visual cohesion.

Bringing a vision to life. An area of brand development that determines the overall creative vision of a business or project. Through art, design + strategy, that creative vision manifests in logos, advertising campaigns, marketing materials, etc. Our dream job.

A deep, data-driven understanding of a customer at any given point of the customer journey. Integral to giving marketers the ability to deliver the right message(s), at the right time.

Tools and strategies for managing customer data.

Efforts to keep customers and encourage repeat business.

A group of customers who share similar characteristics and needs. Identifying and understanding segments can help specify marketing and product offerings, upping customer satisfaction and revenue. Everyone is part of one!

Short for 'demand side platform' — a software that allows advertisers to buy and sell ad impressions with the help of automation.

Not sexy, but needed. The analysis of raw and diverse data to gain meaningful insights in the form of trends, patterns + relationships.

The act of separating a day into segments for the purpose of scheduling commercials or ads at appropriate times throughout the day. Most often used in TV advertising.

A digital agency focuses more on strategy and technical development than the creative aspects of marketing. A full-service digital agency will also likely provide web design, eCommerce, etc.

Marketing efforts using digital channels like email, websites, and social media.

An organization's ability to quickly respond or react to opportunities in the market based on ever-shifting technology. The goal is to create value for consumers through new tech fast enough to have an advantage over competitors. (The rise of AI comes to mind!)

Marketing efforts aimed directly at specific consumers.

Visual ads displayed on websites, apps, or social media.

Automated marketing messages sent over time.

Refers to two brands who dominate the market in a certain space, for example, Meta and X or Coca-Cola and Pepsi.

The amount of time a user spends on a particular piece of content — high dwell time = more engaged users.

Any publicity or brand exposure that a brand did not pay for or create themselves.

Content intended to both entertain and educate — many revered CeraVe's recent Super Bowl campaign with Michael Cera as an incredibly well-executed piece of edutainment.