What is a call to action (CTA)?

In all forms of advertising, the call to action (CTA) is a pivotal aspect of ad creative. It's an essential tool used by marketers to guide user interaction and decision-making. Typically presented as a compelling command or action phrase like 'Sign Up' or 'Download Now', the CTA often appears as an engaging button or text, perhaps at the end of a video ad or spoken by an actor in a UGC video ad. CTAs are designed to encourage viewers to take a specific action like downloading an app, making a purchase, or seeking more information.