ABCD recommendation blurbs
For every feature (also known as “best practice” or “creative attribute”) the recommendation given depends on the Relative KPI Score:
Score 6-10: Ads containing this feature perform better
Score 5: Ads perform similarly with or without this feature
Score 0-4: Ads not containing this feature perform better
Attract
Quick Pacing:
Score 6-10: Include 5+ shots or transitions in any 5-second span to maintain high visual energy.
Score 5: The video’s pacing has no significant impact on [KPI].
Score 0-4: Maintain a slow pace throughout the video by avoiding having 5+ shots or transitions in any 5-second segment.
Quick Pacing (First 5 seconds):
Score 6-10: Use 5+ dynamic shots in the first 5 seconds to grab attention early.
Score 5: The pacing of the first 5 seconds has no significant impact on [KPI].
Score 0-4: Avoid rapid transitions in the first 5 seconds, opting for slower visuals.
Dynamic Start:
Score 6-10: Keep the first shot under 3 seconds for a fast, engaging start.
Score 5: The duration of the first shot has no significant impact on [KPI].
Score 0-4: Extend the first shot to more than 3 seconds for a calmer introduction.
Supers (text overlays):
Score 6-10: Add clear text overlays to highlight key messages or calls to action.
Score 5: Text overlays have no significant impact on [KPI].
Score 0-4: Avoid text overlays and rely on visuals or audio to convey the message.
Supers with Audio:
Score 6-10: Use voiceovers to reinforce key messages or calls to action alongside visuals.
Score 5: Voiceover overlays have no significant impact on [KPI].
Score 0-4: Avoid voiceovers to simplify the presentation, relying on visuals instead.
Brand
Brand Visuals:
Score 6-10: Show your brand name or logo clearly at any point in the video.
Score 5: The presence of the brand logo has no significant impact on [KPI].
Score 0-4: Avoid showing the brand logo to keep the focus on storytelling or other elements.
Brand Visuals (First 5 seconds):
Score 6-10: Show your brand name or logo within the first 5 seconds for quick recognition.
Score 5: Early brand visibility has no significant impact on [KPI].
Score 0-4: Avoid displaying the brand name or logo in the first 5 seconds.
Brand Mention (Speech):
Score 6-10: Mention your brand in the audio to boost brand recall.
Score 5: Audio brand mentions have no significant impact on [KPI].
Score 0-4: Avoid mentioning the brand in the audio to reduce emphasis on branding.
Brand Mention (Speech) (First 5 seconds):
Score 6-10: Mention your brand in the first 5 seconds of the audio for early recognition.
Score 5: Early brand mentions in audio have no significant impact on [KPI].
Score 0-4: Avoid brand mentions in the first 5 seconds to prioritize other messaging.
Product Visuals:
Score 6-10: Feature your product or branded packaging to strengthen brand-product association.
Score 5: Product visuals have no significant impact on [KPI].
Score 0-4: Minimize or avoid product visuals to focus on other creative aspects.
Product Visuals (First 5 seconds):
Score 6-10: Show your product or packaging within the first 5 seconds to engage early.
Score 5: Early product visuals have no significant impact on [KPI].
Score 0-4: Avoid showing the product in the first 5 seconds.
Product Mention (Text):
Score 6-10: Include your product name or category in text overlays to increase visibility.
Score 5: Text mentions of the product have no significant impact on [KPI].
Score 0-4: Avoid mentioning the product in text overlays to reduce saturation.
Product Mention (Text) (First 5 seconds):
Score 6-10: Add your product name in text within the first 5 seconds for quick recognition.
Score 5: Early product mentions in text have no significant impact on [KPI].
Score 0-4: Avoid product mentions through text in the first 5 seconds.
Product Mention (Speech):
Score 6-10: Mention your product name or category in the audio for better recall.
Score 5: Audio mentions of the product have no significant impact on [KPI].
Score 0-4: Avoid mentioning your products in the audio to favor story telling.
Product Mention (Speech) (First 5 seconds):
Score 6-10: Mention your product name in the first 5 seconds of the audio to grab attention early.
Score 5: Early product mentions in the audio have no significant impact on [KPI].
Score 0-4: Avoid mentioning your products in the first 5 seconds of the audio.
Connect
Visible Face (First 5 seconds):
Show a human face in the first 5 seconds for an immediate connection with viewers.
Score 6-10: Show a human face in the first 5 seconds for an immediate connection with viewers.
Score 5: Displaying a face in the first 5 seconds has no significant impact on [KPI].
Score 0-4: Avoid showing people’s faces in the first 5 seconds.
Visible Face (Close Up):
Use close-ups of faces to create a more personal connection with the audience.
Score 6-10: Use close-ups of faces to create a more personal connection with the audience.
Score 5: Face close-ups have no significant impact on [KPI].
Score 0-4: Avoid close-ups to people’s faces as they might feel intrusive or distract from other visuals.
Presence of People:
Score 6-10: Show people or human elements in the video to enhance emotional engagement.
Score 5: The presence of people has no significant impact on [KPI].
Score 0-4: Limit human elements to focus on products or abstract visuals.
Presence of People (First 5 seconds):
Score 6-10: Include people within the first 5 seconds to quickly capture viewer interest.
Score 5: Human presence in the first 5 seconds has no significant impact on [KPI].
Score 0-4: Exclude people early on to prioritize product or brand visuals.
Overall Pacing:
Score 6-10: Keep each shot under 2 seconds on average to maintain an engaging, fast-paced video.
Score 5: Overall pacing has no significant impact on [KPI].
Score 0-4: Use slower pacing to create a more relaxed and deliberate flow.
Direct
Audio Speech Early:
Score 6-10: Include speech in the first 5 seconds to convey your message quickly.
Score 5: Early speech has no significant impact on [KPI].
Score 0-4: Avoid speech early if visuals alone can effectively convey the message.
Call to Action (Text):
Score 6-10: Add a clear call to action in text overlays to prompt viewer engagement.
Score 5: Text-based CTAs have no significant impact on [KPI].
Score 0-4: Exclude text CTAs to focus on storytelling naratives.
Call to Action (Speech):
Score 6-10: Include a verbal call to action in the audio to encourage viewers to take action.
Score 5: Audio CTAs have no significant impact on [KPI].
Score 0-4: Avoid verbal CTAs to keep the focus on storytelling or emotional impact.