The ABCs of Ad Agencies: B

Working with an advertising agency often means measurable results, friendly customer service, and creative ideas that drive brand awareness. But it also can mean confusing jargon. Here are some common terms you may come across while working on your next campaign.

Bounce Rate

A “bounce” is what we call someone visiting a website and then exiting out without any type of interaction. They don’t leave the landing page, follow the links to social media, or make a purchase. The bounce rate is the percentage of website visits that results in a bounce. If your site gets 100 unique visitors in a day but 50 of them exited without an interaction, you have a 50% bounce rate.

Branding

While you may think of a brand as a name and logo, it is actually a concept that runs much deeper than you may realize. The branding of a company is how they position themselves in the market by making a memorable and meaningful emotional connection with their audience. Successful branding delivers on an emotional promise to the audience and fills in a gap in the marketplace by conveying a unique trait or service.

When you see a collateral piece with a logo and think of it as being “branded,” what you’re doing is linking the logo to the company through an emotional connection.

B-Roll

When developing a television commercial or an online video, you’ll hear the term “B-roll” thrown around a lot. B-roll is extra footage that adds depth to a story but isn’t the main focus of the video. If you ever see a commercial where a spokesperson is giving testimonial and the screen changes from focusing on them to showing them using the product or doing an activity, that is considered B-roll footage.