Key considerations for Ad Breakthrough
About the Ad Breakthrough Score
The ad breakthrough score aims to answer one question; How well is the ad able to draw attention relative to its surroundings?
Ad breakthrough is the measure of how much attention your ad receives, relative to its surroundings on YouTube. To calculate your ad breakthrough score, junbi will take the ad you upload and place it in a variety of different YouTube 'contexts'. The type of context it is placed in depends on which viewer mode you selected when uploading your ad, as the video player mode will change the user interface of YouTube and therefore requires a different context to be tested in.
The example below shows a single frame of how an ad would be tested in the context of the Desktop viewer mode. The area within the red dotted line is the area that will have the attention measured relative to its surroundings. More information about which viewer modes are supported can be found here.
To learn more about Ad breakthrough, take a look at this video from our Scientific Director, Ingrid Nieuwenhuis:
How can you improve your ad breakthrough?
Essentially, ad breakthrough is the measure of how good your ad is at grabbing people's attention. This can be done in many ways, but some general best practices are:
- Use faces; we are naturally inclined as humans to notice faces and they will draw attention
- Create clear focus points, guide the attention towards one clear thing in the middle of the screen
- Use large, clear text with plenty of contrast to the background
Below is a still frame taken from an ad that received a very high ad breakthrough score. Here, they have guided the viewer's attention towards one clear focus point (the bottle). Additionally, the background has been blurred out to ensure that there is no visual 'clutter' surrounding the object to distract from the main focus point.
To learn more about how to improve your Ad Breakthrough score, take a look at the following video from our Scientific Director, Ingrid Niuewenhuis: