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A quick reference to the terms used throughout this guide and inside Ad Studio.
TermMeaning
A/B testingRunning multiple variations of an ad to learn which performs best.
Aspect ratioThe width-to-height ratio of the ad. 9:16 vertical, 1:1 square, 4:5 portrait, 16:9 horizontal.
AvatarThe person (real or AI-generated) who appears in the ad.
Call to action (CTA)The line that tells the viewer what to do next — “Shop now,” “Use code,” etc.
CreativeIndustry term for the actual ad — the video, image, copy, and design assets.
Creative fatigueWhen an audience has seen an ad too many times and stops responding. Solved by refreshing creative.
DTCDirect-to-consumer — brands that sell directly through their own storefronts.
FormatThe structural style of the ad. Ad Studio offers seven (UGC, Unboxing, Review & Tutorial, Virtual Try On, Pro Virtual Try On, ASMR, Hyper-Motion Product).
HookThe first 1–3 seconds of an ad, designed to stop the scroll and earn the rest of the attention.
Performance adAn ad designed to drive a measurable action (click, install, purchase), not just brand awareness.
SettingWhere the ad takes place — the visual context that surrounds the product and avatar.
Stop-scrollThe action of pausing on an ad mid-feed. The first job of any hook.
UGCUser-generated content. A format that mimics casual, real-person content rather than polished production.
URL to AdAd Studio’s tool for generating ads directly from a product page URL.
@ shortcutTyping @ in the prompt to pull in specific products or avatars from your library.