What are the three ad effectiveness drivers, and why are they important?
The junbi platform evaluates video ad performance using three core effectiveness drivers: Brand Attention, Cognitive Ease, and Ad Breakthrough. Each effectiveness driver measures a distinct dimension of viewer engagement, combining second-by-second diagnostic data with an ad-level percentile score normalized against the junbi video benchmark database.
Strategic Value of Effectiveness Drivers
Evaluating creative assets against these three effectiveness drivers provides scientific insights into visual processing and memory retention. Understanding how attention moves across your video enables creative teams to optimize visual hierarchy, strengthen brand recall, and drive higher commercial impact.
Brand Attention
Brand Attention measures the percentage of visual attention drawn to your brand assets at each moment throughout the video. The circular ad-level score represents a weighted average across the entire ad, normalized as a percentile against our video database.
Building strong brand attention is essential because brand exposure during ad viewing creates neural memory associations. The stronger and more frequent these connections are, the more your brand stays top of mind, directly increasing campaign impact on sales.
Cognitive Ease
Cognitive Ease measures how visual complexity and scene transitions impact a viewer's ability to process information. The metric evaluates the density of competing visual focal points alongside abrupt changes in visual focus over time. The ad-level score provides a normalized percentile benchmark across the full video duration.
High cognitive ease ensures that viewers absorb key messages without mental friction. When an ad contains too many competing visual elements or sudden cuts, cognitive ease drops. A successful video ad guides visual attention smoothly in a split second, allowing viewers to process information even under fast viewing conditions.
Ad Breakthrough
Ad Breakthrough evaluates how effectively your video attracts visual attention relative to its surrounding digital platform. The second-by-second analysis adjusts automatically based on the device context selected during setup, such as desktop or mobile vertical display frames. The circular ad-level score indicates your overall percentile performance against the benchmark database.
In crowded digital environments like YouTube or social feeds, view durations are brief. Strong ad breakthrough ensures your creative stands out from surrounding clutter, capturing immediate visual attention before a viewer scrolls away.
💡 Pro Tip:
Analyze second-by-second effectiveness drivers alongside your ad-level percentile scores. If your Brand Attention score is low despite high Ad Breakthrough, adjust the timing or visual prominence of your logo during peak attention moments.