Acquisition
The bottom-of-funnel objective focused on converting a qualified prospect into a paying customer.
Wiki
Consideration
The mid-funnel stage where consumers actively evaluate a brand’s offering against competitors before making a purchase decision.
Awareness
The top-of-funnel objective focused on maximizing the visibility of a brand or message to a broad audience.
Brand Guidelines
The strategic rulebook that ensures a company looks, speaks, and feels the same way across every single touchpoint.
Format
The specific technical and visual configuration of an ad unit that dictates its dimensions, behavior, and user experience.
Thumbnail
The static visual "packaging" of a video asset that acts as the primary driver of the click-through decision.