106 terms from Creative and Content Economics, each defined in a sentence or two, with a link to the calculator that works the number out where one exists.
Performance decaying as the same people see the same ad repeatedly. Shows first as falling click-through and rising frequency.
Total seconds of attention bought, rather than impressions served.
The audience being too small for the budget, so frequency climbs and results fall.
Watch time divided by views. Drops sharply after the first few seconds on every platform.
Showing the change. Effective, and heavily restricted in some categories.
A different main text.
Creative building memory rather than chasing a click.
The share of viewers who correctly identify the advertiser.
How often the brand is visible or named during the ad.
How prominently the key claim appears.
Creative pulled straight from the product catalog.
Your product against the alternative.
Reworking an asset for a different format or placement.
The specific argument being made, such as speed, price or status.
The underlying idea, before format or execution.
How much of total results one asset produced.
Acquisition cost by asset. The number that decides which creative gets budget.
Open the calculator →Conversion rate attributable to one asset. Often varies more than the traffic source does.
Open the calculator →Turning that strategy into concepts and scripts.
How genuinely different your running assets are from each other.
Results per unit of production cost. Rarely measured, and it should be.
Interactions attributable to the asset itself rather than the offer.
Open the calculator →The shape of the asset: static, video, carousel, collection.
The opening that buys the next three seconds.
A new version built on what the last one taught you.
Adapting an asset for a market, beyond translating the words.
A normalised score for comparing assets across campaigns.
Changing the asset by audience, location or behaviour.
The full set of assets in rotation at any time.
The balance between proven performers and new tests.
Actually making the assets. The expensive part, and the one worth systemising.
The same after cost of goods. The only creative ranking finance will accept.
Open the calculator →Whether the asset is well made, which is not the same as whether it performs.
Replacing tired assets with new ones. Cheaper than accepting rising costs.
How well the asset fits the audience seeing it.
Whether the message landed emotionally, usually measured by survey.
Revenue produced by a single asset.
Cycling assets so no single one runs long enough to burn out.
A composite rating combining several creative metrics.
Deciding what the advertising should say and to whom, before anyone opens a design tool.
Running variations against each other to find what works. On social this outweighs targeting work.
Open the calculator →A recurring idea across several assets.
Rewriting the idea so it lands in the new market. Usually necessary, and usually skipped.
Converting the copy into another language, literally.
A version differing in one element from another.
A numbered revision of an asset.
The point where an asset stops working entirely.
Content made by a paid creator in their own style.
How clearly the ad asks for the action.
A different button or closing instruction.
Creative asking for an immediate action.
Doing that automatically at delivery time.
A template populated automatically from a data source.
Content that informs first and sells second.
A different close, usually testing how hard to ask.
A view long enough to count as deliberate rather than accidental.
How far past the surface an interaction went. A save beats a like.
Open the calculator →Content people would watch without being paid to. Rare, and it earns organic reach for free.
Assets that keep working for months. The most valuable thing a creative team produces.
Ads generated from a product feed rather than designed one by one.
How many people were still there after the opening frame.
One format losing effect while others still work.
The founder speaking directly to camera. Works disproportionately well for young brands.
A different headline against the same everything else.
How many of the people who stopped stayed to the end.
The share of impressions that survived the first few seconds. The single most predictive creative metric on social.
A qualitative read on how well the opening earns the next second.
Creator content used as paid advertising.
The product inside a scene rather than on a background.
Longer content where watch time matters more than completion.
Whether the point survives being seen once, at speed, on mute.
The audience tiring of the argument rather than the visuals.
Whether people remember what the ad said afterwards.
Assets built from interchangeable parts so variants cost little to produce.
Advertising built to match the surrounding content.
Creative where the offer, not the visual, does the work.
A different first few seconds. The highest-leverage test in video.
Creative judged strictly on cost per result.
Name the pain, then show the fix. The oldest structure in direct response.
The product being used, with nothing else happening.
How much of the ad actually shows the product working.
Assets whose content changes with the feed behind them.
Creative built around a discount or deal.
Real reviews used as the ad itself.
Creative leaning on limited stock. Only works while it is true.
Another name for the same measurement.
Assets tied to a period, useless outside it.
Under a minute, built for vertical feeds.
A single image. Cheapest to produce, and still competitive.
A reusable layout for producing many assets quickly.
A customer explaining the result they got.
Views lasting at least three seconds divided by impressions.
Open the calculator →How often someone stopped scrolling. The same idea as hook rate, in agency language.
A different preview image. On video, this often moves results more than the video does.
Teaching something useful, with the product involved.
User generated content. Content made by customers rather than the brand.
The product being opened and handled.
Creative leaning on a deadline.
The full term. Cheap to source, and its credibility is the reason it works.
Moving image. Higher cost, usually better for cold audiences.
Cumulative time spent watching. The currency of video platforms.
Creative built on numbers, reviews or recognisable customers.