A **Masthead Ad** is one of the most visible placements you can buy in **Paid Marketing**—typically positioned at the very top of a high-traffic homepage or app entry point. Because it sits “front and center,” a Masthead Ad is designed for maximum awareness, rapid reach, and brand impact rather than incremental, bottom-funnel efficiency.
A **Landscape Video Ad** is a video creative formatted wider than it is tall—typically using a horizontal aspect ratio such as 16:9—and designed to run as part of **Paid Marketing** campaigns across placements that favor widescreen viewing. In the broader ecosystem of **Video Ads**, landscape is one of the core creative formats, alongside square and vertical, and it remains essential for platforms, devices, and contexts where users expect a “cinematic” frame.
An **Interstitial Video Ad** is a full-screen video placement that appears at a natural transition point in a digital experience—such as between mobile app levels, after an article tap, during a content break, or before a user proceeds to the next screen. In **Paid Marketing**, it’s used to capture focused attention when users are most likely to pause, making it one of the highest-impact formats within modern **Video Ads**.
Instream Select is a placement and inventory approach within **Paid Marketing** that focuses your **Video Ads** inside video content that people are already watching (in-stream environments), while giving you more control over *where* and *alongside what kind of content* your ads appear. Instead of buying video impressions broadly and hoping the context fits, Instream Select emphasizes deliberate selection—of placements, content categories, publishers/apps (where available), and quality thresholds—to improve efficiency and brand suitability.
In-stream Video Ads are **Video Ads that play within a piece of video content** a person is actively watching, such as a news clip, a sports highlight, a recipe video, or long-form entertainment. In the context of **Paid Marketing**, they’re bought and delivered through advertising systems that decide *who* sees the ad, *where* it appears, and *how* success is measured.
Scrolling has trained audiences to decide fast. In **Paid Marketing**, especially with **Video Ads**, your creative often gets a fraction of a second to earn the next moment of attention. **Hook in First Three Seconds** is the discipline of designing the opening of an ad to immediately signal relevance, value, and reason to keep watching.
Frequency on Video describes how often the same person is exposed to your video creative within a defined period, audience, and placement. In **Paid Marketing**, it’s one of the most practical levers for balancing reach, repetition, and budget efficiency—especially in **Video Ads**, where attention is scarce and creative fatigue can arrive quickly.
Modern **Paid Marketing** isn’t just about clicks. With **Video Ads** dominating attention across devices and platforms, many users watch a video, remember the brand, and convert later without ever clicking the ad. **Engaged-view Conversion** is a measurement concept designed to capture that real-world behavior.
In **Paid Marketing**, video is often evaluated with metrics that are easy to count but hard to trust—impressions, clicks, and “views” that may only represent a split-second of exposure. **Engaged View** fills that gap by focusing on *meaningful attention* inside **Video Ads**, not just delivery.
An **End Screen Cta** is the final, purpose-built call-to-action presented at the end of a video—often the last 3–10 seconds—designed to convert attention into a next step. In **Paid Marketing**, where you pay for reach and every impression has a cost, the End Screen Cta is one of the most controllable levers for turning views into clicks, leads, purchases, app installs, or deeper engagement.
A **Discovery Video Ad** is a format of **Video Ads** designed to appear where people *discover* content—such as feed placements, recommendation panels, or search/browse results—rather than interrupting what they are already watching. In **Paid Marketing**, this matters because it aligns ad exposure with user intent: the audience chooses to click and watch, which often produces higher-quality engagement than forced autoplay experiences.
Demand Gen Video is a **Paid Marketing** approach that uses **Video Ads** to create and capture demand—building awareness, shaping preference, and driving measurable actions before a prospect is ready to buy. Unlike purely “branding video” or purely “direct response video,” Demand Gen Video sits in the middle: it educates, qualifies, and nudges prospects toward conversion with intentional messaging, targeting, and measurement.
A **Cta Overlay** is a visual call-to-action layer placed on top of a video—often as a button, banner, or interactive element—that prompts viewers to take a next step (for example: “Shop now,” “Learn more,” “Book a demo”). In **Paid Marketing**, it’s one of the most direct ways to turn attention from **Video Ads** into measurable action without relying on viewers to remember a URL or wait until the video ends.
Cross-screen Video is an approach to planning, delivering, and measuring **Video Ads** across multiple devices and environments—typically mobile, desktop, tablet, connected TV (CTV), and sometimes digital out-of-home. In **Paid Marketing**, it reflects a simple reality: audiences don’t live on one screen, and performance rarely comes from one touchpoint.
A **Companion Ad** is a display-style creative that appears next to, around, or in the same viewing environment as **Video Ads**, reinforcing the message while the video plays (or immediately after). In **Paid Marketing**, it’s a way to extend the impact of video beyond the player itself—adding a persistent, clickable surface that can drive action even when viewers don’t click the video unit.
Click-to-play Video is a video format where playback begins only after a user actively clicks (or taps) to start it. In **Paid Marketing**, this approach is common in **Video Ads** placements where platforms, publishers, or brands want to ensure the viewer has expressed intent before counting an engagement or spending additional delivery resources.
A **Captioned Video Ad** is a video advertisement that includes on-screen text captions (subtitles) to represent spoken dialogue and key audio information. In **Paid Marketing**, captions aren’t just an accessibility feature—they’re a performance and clarity lever that helps **Video Ads** communicate when sound is off, attention is split, or viewers speak different languages.
A **Bumper Ad** is a short, non-skippable video placement designed to deliver a clear message fast—often in about six seconds—within **Video Ads** inventory. In **Paid Marketing**, it’s used to build brand memory, reinforce a campaign theme, and extend reach efficiently when audiences have limited attention and content consumption is fragmented across devices.
A **Brand Lift Survey** is one of the most practical ways to understand whether your **Paid Marketing** is changing how people *think and feel* about your brand—not just whether they clicked. In a world where **Video Ads** dominate attention, but conversions can be delayed or happen off-platform, brand measurement often becomes the missing link between media spend and long-term growth.
Autoplay Video is a common delivery behavior in **Paid Marketing** where a video starts playing automatically as a user scrolls, loads a page, or enters an ad placement—rather than requiring a click. In modern **Video Ads**, autoplay is often used to capture attention quickly in crowded feeds and high-speed browsing environments.
Audio is often the “invisible persuader” in **Paid Marketing**—especially in **Video Ads**, where sound design can shape attention, emotion, clarity, and brand recall. **Audio Mix for Ads** is the practice of balancing and polishing all audio elements in an advertisement (voiceover, dialogue, music, sound effects, ambience, and silence) so the message is clear, compliant, and effective across placements and devices.
Ad Recall Lift is a brand measurement concept that estimates how much more likely people are to remember your ad after being exposed to it, compared with a similar audience that wasn’t exposed. In **Paid Marketing**, it’s most commonly used to evaluate the upper-funnel impact of **Video Ads**—especially when immediate clicks or conversions don’t tell the full story of influence.
In **Paid Marketing**, video has become one of the most measurable formats—yet not all “views” mean the same thing. **75 Percent Viewed** is a common video engagement milestone used in **Video Ads** reporting to indicate that a viewer watched at least 75% of a video (or 75% of the ad’s duration, depending on how the platform defines it). It’s a mid-to-high intent signal that typically correlates more strongly with message retention than a quick impression or a 2-second glance.
In **Paid Marketing**, video has become one of the most reliable ways to introduce a brand, demonstrate a product, and create demand—often before a user is ready to click. But because **Video Ads** can autoplay, run muted, or be skipped, marketers need signals that separate “the video appeared” from “the message landed.” One of the most useful mid-funnel engagement signals is **50 Percent Viewed**.
Video has become the default creative format across many Paid Marketing channels, but “views” are not all equal. **25 Percent Viewed** is a video engagement milestone that indicates a viewer watched roughly the first quarter of a video ad (usually measured by progress through the video timeline). In the world of **Video Ads**, this metric is a practical way to quantify early attention—whether your opening seconds are compelling enough to keep people watching.
In **Paid Marketing**, video is often judged by what people *appear* to watch—but not all video views are equal. **100 Percent Viewed** is a measurement concept used in **Video Ads** reporting to indicate that a viewer reached the end of a video (or, in some environments, that the platform counted the video as fully completed under its rules).
Cost Per Completed View is a performance metric used in **Paid Marketing** to understand how much you’re paying for a viewer to watch your **Video Ads** to completion. When a campaign’s goal is attention and message delivery—not just impressions or clicks—Cost Per Completed View becomes a direct way to quantify the cost of fully delivered video views.