How can I improve my Ad Breakthrough Score?
If your ad has a low breakthrough score, there are several best practices to help it stand out against competing content. Ad breakthrough measures how well your ad competes for attention in a cluttered environment—whether it's other videos, comments, or surrounding distractions. Here’s how to improve it:
Key Strategies to Improve Ad Breakthrough
1. Ensure High Contrast
Contrast is the most important element for ad breakthrough. Even if you use a face or large text, if the contrast is weak, the score will still be low. Make sure key elements—such as faces, objects, or text—stand out clearly against the background.
- The entire ad should have strong contrast compared to its environment (e.g., YouTube’s interface or a living room setting). A brighter ad will generally stand out more.
- A dark-colored product on a dark background blends in and becomes harder to notice. Instead, placing it against a lighter background makes it more distinct and improves visibility.
2. Use Easily Recognizable Elements
Ads with clear, recognizable elements are more likely to break through distractions. These could include:
- A face with a strong emotional expression
- A large, bold object that is easy to identify
- Big, simple text that can be quickly read
3. Guide Attention Towards a Clear Focus Point
One of the best ways to improve breakthrough is by ensuring the viewer's attention is directed to a single, prominent object in the frame.
Example: 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.
4. Avoid Zooming Out or Aerial Shots
Wide shots, aerial views, or excessive zooming out reduce ad breakthrough because they create a lack of clear focal points.
- When the shot is too far away, viewers struggle to identify the key subject, making it easier to get distracted.
- Close-ups or medium shots that highlight the main product, face, or text are more effective at drawing attention.
5. Test Your Ad from a Distance
A quick way to check if your ad is visually strong is to look at it from a small screen or a distance. If the key message or visuals are hard to make out, the ad might be too cluttered. Simplifying the design can help ensure it stands out.
6. Analyze Breakthrough Score Over Time
Use your ad breakthrough data to spot trends:
- Identify moments where the breakthrough score is high—what’s happening in those frames?
- Find where the score drops—is the screen too busy, or does the main subject blend into the background?
Studying these fluctuations will help refine your creative approach.
Checklist for Better Ad Breakthrough Scores
- Use high contrast to make key elements pop, and ensure the ad itself stands out against its environment.
- Ensure faces, objects, or text are easy to recognize.
- Guide attention towards one clear focus point in the center of the screen.
- Avoid zooming out or aerial shots that reduce clarity and create distractions.
- Test visibility by viewing your ad from a distance or on a small screen.
- Avoid clutter—keep the design simple and clear.
- Analyze high and low breakthrough moments in your ad to identify improvement areas.
By implementing these best practices, you can create ads that stand out in a crowded digital environment and improve overall breakthrough performance.