What are the three ad effectiveness drivers, and why are they important?

What is brand attention, and why does it matter?

In junbi, the brand attention score over time is the percentage of attention drawn by the brand at each moment. The score in the circle is a weighted average across the whole ad which is also normalized to our video ad database, so the score shown is a percentile.

It’s important because when the brand is activated while viewing the ad, memory associations with the brand are built in the brain. The stronger and more numerous the connections with the brand, the more that given brand becomes top of mind. The stronger the associations, the bigger the effect on sales.

What is cognitive ease, and why does it matter?

The cognitive ease score reflects how the strength and number of visual attention areas affect visual complexity. It takes the visual complexity at each moment into account, as well as how abruptly attention is changing over time. The score in the circle is a weighted average across the whole ad which is also normalized to our video ad database, so the score shown is a percentile.

It’s important because when there are many competing areas drawing visual attention, this reduces the ease of processing. Also, when there are abrupt scene changes, cognitive ease is decreased. A good video ad is able to guide attention in a split second, to enable the processing of the information under fast viewing conditions.

What is ad breakthrough, and why does it matter?

The ad breakthrough score over time reflects how much attention is drawn by the ad relative to its surroundings at each moment. The surroundings are determined based on the tested device type you selected in the setup screen (e.g. desktop has a different set of surroundings compared to mobile vertical). The score in the circle is a weighted average across the whole ad which is also normalized to our video ad database, so the score shown is a percentile.

This score is important because YouTube ads are typically present in crowded digital environments and have short view durations. A good YouTube ad is able to break through the clutter, and draw attention towards itself by standing out.