CampaignReel

Ad placement specs against what generators output

The vocabulary these sheets are written in

An entry belongs here when the same word means one thing in a brief and something narrower in platform documentation. The gap between those two uses is where specifications get missed. As of 2026-09-12.

Two pairs of words that get swapped in briefsIn-app advertising and in-app purchase describe different revenue mechanics and are abbreviated one letter apart. First frame and last frame are generation controls with precise meanings in tool documentation and loose ones in a storyboard conversation.Means in documentationMeans in a briefIAARevenue from ads shown in an appOften used for any in-app spendIAPRevenue from purchases in an appOften used for any in-app adFirst frameA control over the opening imageWhatever the storyboard opens withLast frameA control over the closing imageWhatever the edit ends onSame words, two vocabularies
Fig. 1 Both confusions produce a creative spec aimed at the wrong thing, and both are cheap to avoid once the words are pinned down.

Three groups of words appear on these sheets. There are the placements themselves, where a name carries a length rule, a skip behaviour and a billing basis that a brief usually reduces to one of the three. There are the spec columns, where a number in the wrong unit or the wrong direction changes what it constrains. And there are the generation mechanics, where a parameter name decides which published limit a request is held to.

Each entry says how the property is normally published rather than what any particular vendor offers. The figures themselves live on the register and the placement sheets, with the page each was read from and the day it was read; these entries explain what kind of statement you are looking at when you get there.

None of them is a glossary of jargon for its own sake. Every word here is one that has cost somebody a regeneration, a rejected upload or a media plan built against a figure that turned out to have a precondition attached.

1The terms

  • IAA and IAP — Paying viewers and paying advertisers require different things from the same episodes.
  • First and last frame — Three models accept a first frame, a last frame or both, and all three refuse to combine frames with reference images in the same call.
  • Bumper ad — The shortest standard video ad format.
  • Non-skippable in-stream — An in-stream ad a viewer cannot skip, capped at sixty seconds and charged on impressions.
  • Skippable in-stream — An in-stream ad a viewer can skip after a few seconds.
  • Masthead — A reserved placement that autoplays without sound for a short window.
  • In-feed video — A video ad that appears inside a feed of content.
  • Impression — A single delivery of an ad.
  • Paid view — A stated stretch of playback after which an advertiser is charged.
  • Aspect ratio — The proportion of a frame, written as a ratio or implied by a pixel pair.
  • Resolution tier — A named quality step such as 720p or 1080p.
  • Bitrate — How much data a second of video carries.
  • Container and codec — A container is the file format; a codec is how the picture inside it is compressed.
  • Text and image paths — One path starts from a prompt alone, the other from a supplied frame.
  • Reference image — A supplied picture a generation is asked to stay consistent with.
  • Clip ceiling — The most a tool will produce in one call.
  • Compositing — Assembling several generated pieces into a single file.
  • Spark ad — A placement that promotes material already published as a normal post.
  • Frame rate — How many pictures a second the output carries.
  • Pixel floor — A smallest acceptable width and height, usually published per shape.
  • Ephemeral upload — A short-lived upload used to hand a large file to a model.
  • Model identifier — The string naming which model a request runs on.
  • Increment — A duration published as a multiple rather than as a range.
  • Adaptive shape — A default in which the output shape is chosen per request rather than specified.
  • Letterbox and pillarbox — Bars added above and below, or at the sides, when a file is fitted into a shape it was not made for.
  • Autoplay — Playback that begins on its own when an ad comes into view.
  • Prompt and audio driven — Some tools generate a scene from a description and others animate a performance from a supplied voice, so their length figures are not comparable.

A word earns an entry when a specification page and a brief use it to mean different things. Where both use it the same way, the register is the record and there is nothing to define.

Elsewhere in the kit: Placements, Tools, Axes, Pairs, Questions, Learn, Data. How a spec gets onto a sheet is set out on the method page.

2From brief to placement

For ad work around “Terms”, SceneMixer's pages explain how its ad projects are produced:

The final cut ends on an end card: your main image plus four lines — Brand, Product name, Tagline, Call to action. The first two are read from your photo and your brief; the tagline and call to action are written with the script.

SceneMixer, The End Card (read 2026-10-13)

Paste a scene or a short script and SceneMixer gives you a storyboard — numbered shots with framing and seconds — and then a moving version of each segment, which you can join into a rough cut of the scene.

SceneMixer, Using SceneMixer for Previs and Animatics Before a Live-Action Shoot (read 2026-10-13)