FILE TYPES |
EASY DEFINITIONangles |
.AEP3D modelling |
AnThe editableprocess animationof projectbuilding createdthe shape of a product or object in Adobe3D After Effectssoftware |
.AI3D rendering |
AnTurning editablea design3D filemodel createdinto ina Adobefinished Illustratorimage or animation |
.CDRAI disclosure |
AText CorelDRAWor designan file;icon Creativethat Studiotells doesn'tthe supportaudience thisAI formatwas used to create or change content |
.EPSAI policy |
A designclient’s filerules commonlyexplaining createdwhether orand openedhow inAI Adobemay Illustratorbe used for their brand |
.FIGAI-assisted content |
AnContent editablemainly designcreated fileby exporteda fromperson, Figmawith AI used to help with certain parts |
.JPGAI-generated / .JPEGcontent |
AImages, commontext, imagevideo formator withoutother separatecontent editablecreated layerspartly or fully using AI |
.MOVAnimated banner |
A digital banner that includes movement |
| Animation |
Movement created from design elements, such as making text fade in, a product grow or a button pulse |
| Animation project file |
The original editable file used to create an animation |
| Animator |
A specialist who creates new or more advanced animated content |
| API |
A connection that allows different systems to automatically exchange information |
| Aspect ratio |
The relationship between an asset’s width and height; for example, 16:9 is a common video aspect ratio |
| Asset |
Any file supplied for a project, such as a logo, image, video, font or product photograph |
| Banner dimensions |
The width and height of a banner, normally measured in pixels |
| Big 6 agency |
One of the world’s largest advertising and marketing agency groups; clients managed by these agencies are treated as Tier 1 |
| Bitrate |
The amount of data used by video or audio; a higher bitrate can improve quality but also increases file size |
| Brief |
The information Creative Studio needs to understand what must be created |
| Call to action (CTA) |
The words telling the audience what to do next, such as “Shop Now” or “Learn More” |
| Click-through URL |
The webpage opened when someone clicks or taps an advert |
| Client tier |
A priority category based on the client’s strategic importance, size or relationship with Eskimi |
| Code |
Instructions written by a developer that control how a digital creative looks, moves or responds |
| Colour banding |
Visible lines or blocks between colours where a smooth colour change should appear |
| Commercial usage rights |
Permission to use an image, font, video or other asset in advertising or business activity |
| Companion banner |
A banner displayed alongside a video advert to support the message and provide another way to click |
| Compression |
Reducing a file’s size; too much compression can lower its visual quality |
| Concept |
An early creative idea showing the proposed direction; it is not the finished banner |
| Connected TV (CTV) |
Television content watched through an internet-connected television or streaming device |
| Consolidated feedback |
One complete list containing feedback from all client stakeholders |
| Creative |
The advertisement or visual content shown to the audience |
| Creative format |
The type of advert being created, such as a static banner, Rich Media banner or video advert |
| Creative Token |
A unit of Creative Studio time allocated for approved proactive work without a confirmed production budget; it is not money |
| Crop |
To remove parts from the outside edges of an image or video so it fits a different shape or size |
| Custom Rich Media |
A specially designed interactive advert built for a particular campaign or idea |
| Demo |
A working example showing how a proposed creative idea or interaction could function |
| Developer |
A technical specialist who builds digital creatives and can add movement to supplied design elements using code |
| Dieline |
A flat template showing the cuts, folds and panels of product packaging |
| Direct client |
A client working with Eskimi directly rather than through an advertising agency |
| Dynamic ad |
An advert that automatically changes some of its content using supplied data or rules |
| Editable |
A file that can still be opened and changed |
| Exported file |
A finished videofile file;created it's notfrom the original working file; it usually no longer contains all the separate editable parts |
| File extension |
The letters after a filename that identify its format, such as .PSD, .JPG or .MP4 |
| File format |
The type of file and the software or purpose it is designed for |
| File size |
The amount of digital storage a file uses, normally measured in KB or MB |
| Flattened image |
An image in which all the separate design elements have been combined into one layer and can no longer be edited separately |
| Font file |
A file containing a typeface used in the design; it allows Creative Studio to use the correct lettering |
| Footage |
Video content supplied by a client, usually showing something that was filmed or already produced. |
| Forced Perspective (3D FP) |
A creative format that uses perspective to make a 3D object appear to come out of or extend beyond the advertising space |
| Frame |
One individual still image within an animation or video |
| Frame rate (FPS) |
The number of frames shown every second; a higher frame rate normally creates smoother movement |
| Generative AI (GenAI) |
AI technology that creates new content, such as images or text, from instructions provided by a person |
| Growth client |
A client with genuine current growth or upselling potential |
| High Impact ad |
A large, prominent or interactive advert designed to attract more attention than a standard banner |
| HTML5 banner |
A web-based banner that can include animation, video or interaction while maintaining better quality than a .GIF |
| In-banner video |
Video that plays inside a display banner |
| In-game ad |
An advert placed inside a digital or mobile game |
| Insertion Order (IO) |
The formal document confirming that a client has approved the campaign and its media budget |
| Intellectual property (IP) |
Legally protected creations such as logos, artwork, products, characters and brand designs |
| Interactive creative |
An advert the audience can actively use, such as by swiping, tapping, playing or selecting something |
| Layer |
One separate part of a design, such as the logo, text, product or background |
| Layered file |
A file in which the different design elements remain separate and can be edited individually |
| Lead time |
The working time required to complete a project after the full brief and correct assets have been received |
| Linked asset |
An image or other file used inside a design but stored separately from the main open file |
| Media investment |
The amount a client plans to spend on running the advertising campaign |
| Minimum media investment |
The lowest campaign spend required for a particular creative format so production costs can be supported |
| Mockup |
A visual example showing how an idea might look. It is not necessarily a finished or technically working advert |
| Native ad |
An advert designed to match the look and layout of the website or app where it appears |
| New client |
A client submitting their first custom Rich Media brief to Creative Studio |
| Occasion Playbook |
A reusable sales resource created around an event or occasion, such as Black Friday or Valentine’s Day |
| Open file |
The original editable design file; it allows Creative Studio to access and change separate parts of the artwork |
| Pixel |
A tiny square of colour that forms part of a digital image |
| Pixelation |
Visible square pixels that appear when an image is too small, low quality or enlarged too much |
| Playback time |
The point or period during a video or animation when something appears or happens |
| Proactive work |
Creative work produced before a confirmed campaign exists, usually to support a pitch, upsell or client conversation |
| Product feed |
A file or data source containing product information such as names, prices, images and availability |
| Production slot |
Reserved time in the Creative Studio schedule for completing approved work |
| Prompt |
The written instruction given to an AI tool to tell it what to create |
| Quality assurance (QA) |
The final checks performed to confirm that a creative works correctly and meets the requirements |
| Raster image |
An image made from pixels; it may become blurry or pixelated when enlarged |
| Reference image |
An example used to explain the desired style, layout, mood or creative direction |
| Resize |
To change the width and height of a creative or one of its elements |
| Resolution |
The amount of visual detail in an image or video, usually based on its pixel dimensions |
| Responsive creative |
A creative that adjusts its layout to fit different screen or advertising-space sizes |
| Revision round |
One stage in which the client reviews the work and sends one consolidated set of changes |
| Rewarded video |
A video advert that gives the user an in-app or in-game reward after they watch it |
| Rich Media |
A digital advert that can include animation, video, sound or interactive features |
| Safe area |
The part of a design where important content can be placed without being cropped or covered |
| Scope |
The agreed work, features and deliverables included in a project |
.MP4Scope change |
A commonrequest finishedthat videoadds format;or itchanges doesn'timportant containfunctionality, separatestructure editableor layersdeliverables after the scope was agreed |
.PDFSource file |
AAnother document file designed mainlyname for viewingan and sharing; it may not preserve original layers, fonts, assetsopen or effectsworking file |
.PNGStatic asset |
A visual element that does not already move, such as a logo, product image or background |
| Static banner |
A banner made from one still image with no animation |
| Static design |
A design made from still visual elements rather than existing video footage; it can still be animated |
| Sticky ad |
An advert that remains visible in a fixed position while the user scrolls |
| Storyboard |
A sequence of images showing what will happen during an animation or interactive experience |
| Templated Rich Media |
An interactive advert created using an existing Creative Studio format or structure |
| Texture |
An image formatapplied thatto supportsa transparent3D backgroundsmodel butto doesn'tgive containit thecolour originaland editablesurface design layersdetail |
.PSBTier 1 client |
AnA Adobeclient Photoshopconnected fileto useda forBig very6 largeagency, Simply Black in Africa or detaileda layeredtop designsglobal brand |
.PSDTier 2 client |
AnA editable,major layeredlocal or regional client, or a large independent agency |
| Tier 3 client |
A smaller agency or direct client that does not fall into another priority tier |
| Tier 7 client |
A gambling or performance client managed through Roigen |
| Token allocation |
The number of Creative Tokens assigned to a region or team for a quarter |
| Upsell |
Encouraging an existing client to purchase a larger campaign, higher-value format or additional service |
| Usage guidelines |
Instructions explaining how an asset, disclosure, logo or brand element must be displayed |
| UV mapping / UV wrapping |
The process of showing 3D software where each part of a flat texture should appear on a 3D model |
| VAST video |
A video advert supplied with standard technical instructions that tell an advertising platform how to play and track it |
| Vector artwork |
Artwork made from editable shapes and paths; it can be resized without becoming pixelated |
| Vertical Playbook |
A reusable sales resource created for a particular industry, such as finance, retail or automotive. |
| Video |
In this manual, recorded footage supplied by the client; creative Studio can use or adjust approved elements, but does not create replacement footage |
| Working file |
Another name for the original editable file in which the design fileor animation was created in Adobe Photoshop |
