Video advertising glossary
Definitions of the metrics and concepts that decide how video ad creative is produced and judged, each with the formula where there is one and a benchmark range where there is a useful one. Written to be quoted, not padded.
17 pages
Ad variation
An ad variation is a controlled version of one ad that differs in a specific element. Definition, which elements are worth varying, and how many to run per campaign.
ReadCreative fatigue
Creative fatigue is the measurable decay in an ad's performance as the same audience sees it repeatedly. How to spot it early and what actually fixes it.
ReadHook rate
Hook rate is 3 second video views divided by impressions. The formula, what counts as good, and why it is the first metric to read on a new creative.
ReadThumbstop rate
Thumbstop rate measures the share of impressions where someone stopped scrolling, usually at 2 or 3 seconds. How it differs from hook rate and when to use each.
ReadHook, body, CTA
The three-part structure most performing video ads use, what each part is responsible for, and how long each should run.
ReadCreative testing
Creative testing is running multiple ad creatives against a baseline to learn which elements drive performance. What to vary, what to measure and when to stop.
ReadSafe zone
A safe zone is the area of the frame that platform UI will not cover. Working margins for Reels, TikTok, Stories, feed and in-stream.
ReadDynamic creative optimisation
DCO is the automatic assembly and selection of creative combinations by the ad platform. What it does well, what it cannot do, and what it needs from you.
ReadModular video ads
Modular video ads separate an ad into interchangeable segments and render the combinations. What the approach is good at, and where it stops helping.
ReadAI agent for video ads
An AI agent for video ads takes a brief and returns finished ads, making the intermediate creative decisions itself. How it differs from a generator and a copilot.
ReadGenerative video
Generative video creates footage from a text prompt or an image rather than recording it. What it is good for in advertising and why it is priced differently.
ReadCredit
One credit is one finished video ad variation. Generated video costs 2 credits per second. Credits never expire and there is no subscription.
ReadUGC ad
A UGC ad is a paid ad built to look like content a real customer made. What qualifies, how they are produced, and where synthetic UGC fits.
ReadSocial proof
Social proof is evidence that other people chose you. Which forms work in a video ad and how to state them so they are believed.
ReadLocalisation
Localising a video ad means rewriting it for the market, not translating it. What has to change and what breaks if you only translate.
ReadFrequency
Frequency is average impressions per person. Where the practical ceiling sits, and why it is the earliest fatigue signal you can act on.
ReadCompletion rate
Completion rate is the share of impressions that watched the whole video. What it tells you that hook rate does not, and rough benchmarks by placement.
ReadFive ad variations, no card, no watermark
Upload footage you already own and see what it produces before you pay anything.