Definition

A single photograph extracted from video footage, usually because the moving image was too blurry or unflattering to use. The advertising world's way of pausing life to make it look better.

Example Usage

The director grabbed a still from the 30-second video to use as the hero image in the email campaign.

Source: Common advertising and media terminology

Related Terms

Intermediate

frequency cap

The limit on how many times an individual user will see the same ad within a given time period. Preventing your target audience from developing homicidal thoughts about your brand.

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Advanced

customer data platform

Software that aggregates customer data from multiple sources into unified profiles, creating a single source of truth about who bought what when. Abbreviated as CDP, or 'the system that knows you better than your therapist.'

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newsjacking

The practice of inserting your brand into breaking news or trending topics to hijack attention for marketing purposes. Opportunism disguised as timely relevance.

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sales qualified lead

A prospect who's been vetted by marketing, kicked over to sales, and deemed worthy of actual human attention rather than automated email sequences. Abbreviated as SQL, which confusingly has nothing to do with databases.

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halo effect

When positive attributes of one product or campaign positively influence perception of the entire brand. The rising tide that lifts all boats, or the one good kid that makes the parents think they're doing something right.

📣 Marketing / Advertising
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air cover

High-level executive support or approval that protects a risky marketing initiative from being killed prematurely. Essentially, having a C-suite bodyguard for your crazy ideas.

📣 Marketing / Advertising

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See “still” in Corporate Speak, Gen-Z Slang, Pirate Speak, and more.

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ciwwaf

cute is what we aim for...