Creative Scorecard feature breakdown
Brief breakdown of the ABCD framework’s features, along with their explanations and the way our AI algorithms label videos with them.
Attract
Quick Pacing
Within ANY 5 consecutive seconds there are 5 or more shots in the video.
These include hard cuts, soft transitions and camera changes such as camera pans, swipes, zooms, depth of field changes, tracking shots and movement of the camera.
Quick Pacing (First 5 seconds)
There are 5 or more shots in the first 5 seconds.
Dynamic Start
The first shot of the video lasts less than 3 seconds.
Supers (text overlays)
Superimposed text or graphics that appear over the video content.
These are typically used to highlight key messages, calls to action, branding elements, or important information that the advertiser wants the viewer to notice.
Supers with Audio
Voice over equivalent of Supers.
Spoken promotions, branding, calls to action, etc that are contextually supportive of the imagery or overlaid text shown on screen.
Brand
Brand Visuals
Branding, defined as the brand name or brand logo are shown in-situation or overlaid at any time in the video.
Brand Visuals (First 5 seconds)
Branding, defined as the brand name or brand logo are shown in-situation or overlaid during the first 5 seconds of the video.
Brand Mention (Speech)
The branded product names or generic product categories are heard or mentioned in the audio or speech at any time in the video.
Brand Mention (Speech) (First 5 seconds)
The branded product names or generic product categories are heard or mentioned in the audio or speech during the first 5 seconds of the video.
Product Visuals
A product or branded packaging (as defined on the settings page) is visually present at any time in the video. Where the product is a service, a relevant substitute should be shown such, for example via a branded app or branded service personnel.
Product Visuals (First 5 seconds)
A product or branded packaging (as defined on the settings page) is visually present during the first 5 seconds of the video.
Product Mention (Text)
The branded product names or generic product categories (as defined on the settings page) are present in any text or overlay at any time in the video.
Product Mention (Text) (First 5 seconds)
The branded product names or generic product categories (as defined on the settings page) are present in any text or overlay during the first 5 seconds of the video.
Product Mention (Speech)
The branded product names or generic product categories (as defined on the settings page) are heard or mentioned in the audio or speech in the video.
Product Mention (Speech) (First 5 seconds)
The branded product names or generic product categories (as defined on the settings page) are heard or mentioned in the audio or speech during the first 5 seconds of the video.
Connect
Visible Face (First 5 seconds)
At least one human face is present in the first 5 seconds of the video. Alternate representations of people such as Animations or Cartoons ARE acceptable.
Visible Face (Close Up)
There is a close up of a human face at any time in the video.
Presence of People
People are shown in any capacity at any time in the video. Any human body parts are acceptable to pass this guideline. Alternate representations of people such as Animations or Cartoons ARE acceptable.
Presence of People (First 5 seconds)
People are shown in any capacity during the first 5 seconds of the video. Any human body parts are acceptable to pass this guideline.
Overall Pacing
On average, each shot/frame lasts less than 2 seconds throughout the video.
Direct
Audio Speech Early
Speech is detected in the audio of the first 5 seconds of the video.
Call To Action (Text)
A 'Call To Action' phrase (as defined on the settings page) is detected in the video supers (overlaid text) at any time in the video.
Call To Action (Speech)
A 'Call To Action' phrase (as defined on the settings page) is heard or mentioned in the audio or speech at any time in the video.
References:
Google’s ABCD-Detector Github repo