Creative + Brand
Digital Marketing
Comms + Campaigns
Web + Technology
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Short-Attention Economy
The short-attention economy is the lack of human capacity to engage in focus for long periods. Attention spans are getting shorter, and consumers are looking for results ASAP.
S
Sitemap
A file or page listing all the URLs on a website to help search engines index it effectively.
S
Snackable Content
Refers to content that is short, to the point and easy to understand. Most often used when referencing content that will be viewed through a mobile experience.
Trending
S
Social Listening
The process of monitoring and analyzing the conversation and sentiment that is occurring online about your brand in order to learn more about your audience — and potential future audiences.
S
Social-First Content
What every brand needs a lot of! This strategy prioritizes campaign goals + assets based on your audience's behavior on social media. Social discovery is the primary goal. Breef Tip: Between video, photos, UGC…it’s a lot. An agency can help.
Gen Z Approved
S
Soft Launch
The initial release of a product or service to a limited audience before a wider public launch.
S
Sonic Logo
A sonic branding tool that is a short, identifiable auditory signature. An example? The familiar 'ta-dum' that plays when you open the Netflix app on your TV.
S
Sticky Content
Content that a user remembers after the fact — i.e. intentionally memorable content.
S
Subscription Economy
An ever-evolving business landscape where brands are leaning into subscription-based models — i.e. business models where customers are paying a reoccurring fee for access to products and / or services.
S
Supply-Side Platforms
Commonly known as SSPs, supply-side platforms are adtech platforms used to manage the distribution of ad inventory. Also referred to as sell-side platforms.
S
Tags
Keywords or labels used to categorize or organize content on a website.
T
Target Audience
A specific group of consumers identified as the intended recipients of a marketing message.
T
Target Market
A defined group of consumers that a business aims to reach with its products or services.
T
Thumb-Stopping
Refers to digital content that catches a user's attention in a way that makes them stop scrolling and engage.
Trending
T
Traffic
The number of visitors to a website, measured in total visits, unique users, or sessions.
T
Transactional Email
Automated emails triggered by user actions, such as order confirmations or password resets.
T
Trending
Topics or content gaining significant attention and popularity over a short period.
T
UI / UX
User interface design (UI) focuses on the aesthetic elements of a product, whereas user experience design (UX) is more concerned with the user journey. Both design concepts play a vital role in the success of a business.
High Impact
U
Unique Selling Proposition (USP)
A specific feature or benefit that makes a product stand out from competitors.
U
Upfront
A pivotal event where television networks unveil upcoming programming and media buyers purchase ad space. Typically occurring in the spring, this week media giants like Warner Bros, Disney, Discovery, Netflix and YouTube have been pitching advertisers.
U
User Journey
The steps and interactions a user takes with a brand, from first awareness to conversion.
U
User-Generated Content (UGC)
Content created by users, such as reviews, testimonials, or social media posts.
Investment Worthy
U
Variable Costs
The other side of the coin, as it were: costs that vary depending on how much you produce or sell. These might change according to all kinds of variables and inputs.
V
Variance Analysis
The analysis between planned and actual numbers — highly recommended when analyzing KPIs.
V
Brandformance
Merging the words “branding” and “performance”, brandformance is the idea that campaigns can (and should) be designed with the focus of establishing brand identity AND exceeding performance targets — i.e. building campaigns that work smarter across the funnel.
Trending
B
Branding
What makes a business memorable — its DNA. A combination of design, mission + other elements to showcase what a brand does, who it serves and why it exists. Those with unique branding have an edge over their competitors.
Popular on Breef
B
Budget
You guessed it: a tool to help us plan spending and investment accordingly to ensure a company is not over-spending and making a profit. If you don’t have one, you need one.
B
Budget Allocation
The process of distributing hard-earned cash to various projects or activities that will positively impact the business. Effective budget allocation will prioritize certain objectives and ensure that resources are used efficiently.
B
Budget Variance
Over or under? The difference between the actual amount spent or earned and its budgeted amount for a time period vs. what was planned. Positive variance means that actual revenue or spending is higher than planned, and vice versa.
B
Budgetary Slack
Intentional cushion for expenses or revenues in a budget. It can help in a pinch with unexpected expenses or help achieve targets more easily — but it can also lead to misallocation.
B
Buyer Persona
A semi-fictional representation of an ideal customer based on research and data.
B
CTV Ads
AKA Connected TV ads — video ads that are delivered via a streaming service while users are watching content. What's the big deal? Most ad platforms weren't built to handle the complexity that effective CTV advertising requires — with advertisers needing the capability to incorporate a combination of contextual placement and audience-based targeting.
C
