Breef Glossary

The rise of CPMs as a result of Google's cookie phase-out.

If done right, it’s unforgettable. A goal-driven way of using smart + persuasive text to sell products. Using a carefully thought-out voice + tone, good copywriting can compel readers to take a specific action to drive conversion.

The shift from consuming traditional cable TV to streaming. Those who make this shift are referred to as "Cord-Cutters" — most brands are shifting ad spend along with them.

The cost of acquiring a new customer or lead.

The amount an advertiser pays for each click on their ad.

A creative agency focuses on design, rather than marketing strategy, within the advertising and marketing world. A creative agency is likely to be tasked with creating or updating logos and responsible for a brand's visual cohesion.

Bringing a vision to life. An area of brand development that determines the overall creative vision of a business or project. Through art, design + strategy, that creative vision manifests in logos, advertising campaigns, marketing materials, etc. Our dream job.

A deep, data-driven understanding of a customer at any given point of the customer journey. Integral to giving marketers the ability to deliver the right message(s), at the right time.