Glossary

The effect or influence a brand has on consumers' perception, recognition, and preferences.

Brand lift measures marketing impact on brand awareness, perception, or preference, gauging how people view or interact with a brand.

How easily people can identify a brand based on its name, logo, or other features, even without seeing the product.

Bumper ads, typically 6 seconds or less, deliver quick messages and capture attention on platforms like YouTube without being skippable.

CTAs prompt specific actions like 'Sign up now' or 'Buy today,' designed to drive user engagement and conversions in marketing content.

The process of improving an ad campaign's performance by making adjustments based on data and feedback.

Captions and text overlays enhance videos with additional information, subtitles, or visual elements, aiding accessibility and guiding viewer attention.

A small software program you can add to the Chrome browser to add extra features or functionality, like blocking ads or saving passwords.

A tool in the Google Chrome browser that lets you see and modify the code of a webpage, useful for web developers to debug and test sites.

The percentage of people who click on a link or ad after seeing it. For example, if 100 people see an ad and 10 people click on it, the CTR is 10%.

Cognition encompasses mental processes like thinking, memory, problem-solving, and decision-making, gained through thought, experience, and the senses.

Cognitive Ease is a state where the brain processes visual cues effortlessly, reducing mental friction to boost trust, positivity, and recall.

Cognitive Load is the total working memory effort required to process information, where excess clutter causes fatigue, friction, and ad neglect.

Cognitive tunneling narrows viewer focus onto a single element. Learn how to prevent attentional narrowing and protect brand recall.

Smart TVs and streaming devices connected to the internet, enabling users to stream content from services like Netflix, Hulu, or YouTube.