Glossary
Creative
The ad itself: the image or video, the headline and text, the call to action. Creatives are made for a specific offer, GEO and source, and are the first thing to test and the first thing that burns out.
Also called: creo, ad creative.
A creative has one job: get the right person to click. It is built for its placement (a 1:1 image for feed, a 9:16 video for stories, a tiny icon and one line for push), for its GEO (language, faces, currency) and for the offer's angle.
Creatives burn out: the audience sees them, stops clicking, and the platform raises the price. A campaign needs a pipeline of new ones. Spy tools show what competitors run; the ones that stay up for weeks are the ones that work.
Related terms: Banner, Teaser, Call to action, Split test, Spy tool.