Breef Glossary

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.

A file or page listing all the URLs on a website to help search engines index it effectively.

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.

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.

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.

The initial release of a product or service to a limited audience before a wider public launch.

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.

Content that a user remembers after the fact — i.e. intentionally memorable content.

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.

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.

Keywords or labels used to categorize or organize content on a website.

A specific group of consumers identified as the intended recipients of a marketing message.

A defined group of consumers that a business aims to reach with its products or services.

Refers to digital content that catches a user's attention in a way that makes them stop scrolling and engage.

The number of visitors to a website, measured in total visits, unique users, or sessions.

Automated emails triggered by user actions, such as order confirmations or password resets.

Topics or content gaining significant attention and popularity over a short period.

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.

A specific feature or benefit that makes a product stand out from competitors.

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.

The steps and interactions a user takes with a brand, from first awareness to conversion.

Content created by users, such as reviews, testimonials, or social media posts.

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.

The analysis between planned and actual numbers — highly recommended when analyzing KPIs.