Glossary
Every term in ecommerce
video advertising,
defined plainly.
Sixteen definitions, written for people who buy video rather than people who make it.
UGC video ad
A UGC video ad is a short vertical advertisement filmed or produced to look like content a customer made themselves - a person speaking to camera abou…
Definition →Hook rate
Hook rate is the share of impressions that reach three seconds of a video ad. It isolates the performance of the opening seconds from the rest of the …
Definition →Creative fatigue
Creative fatigue is the decline in performance of an advertising asset as the same users see it repeatedly. On Meta, efficiency drops sharply after ro…
Definition →Sponsored Brands Video
Sponsored Brands Video is Amazon's paid video placement in search results, sitting above the organic fold. It requires Brand Registry, a 6-45 second f…
Definition →A+ content
A+ content is enhanced product description content on an Amazon detail page, available to Brand Registry sellers. Premium A+ unlocks additional module…
Definition →Listing video
Listing video is the video placed in the main image gallery of an Amazon product detail page, typically 15-30 seconds. It converts traffic already pai…
Definition →Aspect ratio
Aspect ratio is the proportional relationship between a video's width and height. Ecommerce advertising uses three: 9:16 for vertical placements (Reel…
Definition →Spark ads
Spark ads are TikTok advertisements run through an existing organic post, either the brand's own or a creator's, preserving the post's engagement and …
Definition →Safe zone
A safe zone is the area of a video frame guaranteed not to be covered by platform interface elements. Text placed outside it is obscured by captions, …
Definition →Usage rights
Usage rights define where, for how long and on which platforms an advertiser may run a piece of creative. Creator-produced UGC is typically licensed f…
Definition →Whitelisting
Whitelisting, or partnership ads, is running paid media through a creator's own handle rather than the brand's. It buys the creator's credibility and …
Definition →Catalogue video
Catalogue video is the systematic production of product video across an entire SKU range rather than a hero selection. It is economically impossible w…
Definition →Packshot
A packshot is a clean photograph of a product, usually on a plain background, produced for catalogues and listings. Most brands already own hundreds o…
Definition →Amazon Brand Registry
Amazon Brand Registry is the programme that verifies brand ownership on Amazon and unlocks A+ content, Brand Story, Brand Stores and all video placeme…
Definition →Creative testing
Creative testing is the systematic circulation of distinct advertising assets to identify which hooks, formats and angles perform. Since privacy chang…
Definition →Localisation
Localisation is the adaptation of an advertising asset to a new market - language, on-screen text, cultural framing and sometimes casting. Produced tr…
Definition →Start here
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