Resources

Glossary

Plain-language definitions for AI video ads, performance marketing, and the terms you will see across Lumafly.

AI video & Lumafly

AI video ad: A video advertisement created or assembled with AI, including AI-written scripts, synthetic or generated footage, avatars, voiceover, and editing. Lumafly produces launch-ready AI video ads from a product URL, brief, or reference.
Agentic ad engine: An AI system that plans and executes multiple steps of ad creation autonomously: scripting, visual direction, model selection, generation, and assembly. Lumafly's agentic engine handles prompting, storyboarding, and production so you review outputs instead of stitching tools together.
AI avatar: A synthetic on-camera presenter generated by AI. Avatars can deliver scripts with realistic speech, expression, and lip movement. Lumafly uses avatars matched to your audience for UGC-style and spokesperson ads.
Launch-ready ad: A finished video ad formatted and polished enough to publish on paid social platforms without additional production. Includes script, visuals, captions, voiceover, and platform-safe aspect ratios.
Product URL to ad: A workflow where you paste a product or landing page link and the platform extracts offer details, visuals, and selling points to generate a complete ad. Lumafly's AI Video Ad Generator is built around this flow.
Ad variation: A new version of an ad that changes hooks, scripts, visuals, avatars, or CTAs while keeping the same core offer. Teams spin up variations to fight creative fatigue and improve performance.

Hook: The opening seconds or first line of an ad designed to stop the scroll and earn attention. Strong hooks often use curiosity, controversy, transformation, or a bold claim before introducing the product.
UGC (user-generated content): Content that looks and feels like it was made by a real customer or creator: casual delivery, selfie-style framing, and authentic language. UGC-style ads often outperform polished brand spots on TikTok, Reels, and Shorts.
Testimonial ad: An ad built around customer proof: reviews, results, before-and-after stories, or case studies. The goal is trust and social proof, not a cinematic brand film.
Explainer ad: A short video that clarifies what a product does, who it is for, and why it matters. Explainer ads break down problem, solution, and payoff quickly, often with product shots, captions, and a clear CTA.
B-roll: Supplementary footage cut over the main speaker or scene: product close-ups, screen recordings, lifestyle shots, or text overlays. B-roll keeps pacing tight and reinforces what the script describes.
CTA (call to action): The instruction telling the viewer what to do next: shop now, sign up, learn more, or download. CTAs appear in script, on-screen text, and captions.
Creative fatigue: Performance decline that happens when the same ad or angle has been shown to the same audience too many times. CPAs rise and CTR drops until fresh creative is introduced.

Paid social: Advertising on social platforms such as Meta (Facebook and Instagram), TikTok, YouTube, LinkedIn, and X. Paid social ads are usually short-form video, image, or carousel units bought on an auction.
ROAS (return on ad spend): Revenue generated divided by ad spend. A ROAS of 3x means $3 in revenue for every $1 spent on ads. Video creative quality and testing velocity directly affect ROAS on performance campaigns.
CPA (cost per acquisition): Average ad cost to acquire one conversion, such as a purchase or sign-up. Teams monitor CPA when scaling campaigns and refreshing creative.
CTR (click-through rate): The percentage of people who click after seeing an ad. Hooks, thumbnails, and opening frames strongly influence CTR on video placements.
Creative testing: Running multiple ad versions against the same audience or campaign structure to find winning hooks, formats, and messages. Fast iteration requires producing many variants without reshoots.
DTC (direct-to-consumer): Brands that sell directly to customers online, often relying heavily on Meta and TikTok video ads for acquisition. DTC teams typically need high creative volume and fast refresh cycles.

9:16 (vertical video): Portrait aspect ratio used for TikTok, Instagram Reels, YouTube Shorts, and Meta Stories. Most UGC-style AI ads are exported in 9:16 for full-screen mobile placements.
1:1 (square video): Square aspect ratio common in Meta feed placements. Useful when one asset must work across feed and sometimes Stories with minimal re-editing.
16:9 (landscape video): Widescreen format used for YouTube in-stream, website embeds, and some Meta placements. Explainer and cinematic ads often ship in 16:9.
Captions / subtitles: On-screen text synced to speech. Most social video is watched with sound off, so captioned ads typically retain more viewers and improve comprehension.
Voiceover: Narration recorded or generated for an ad, paired with visuals or an avatar. AI voiceover tools let teams match tone, pace, and language without booking a studio.

Ready to turn these concepts into launch-ready ads? Lumafly handles scripting, avatars, visuals, and export in one workflow.