The Creative Quality Score, or CQS, measures an ad’s digital suitability against six fundamental guidelines. These guidelines are the result of measurement studies by digital platform partners such as Google, Meta, Snap, and TikTok and serve as the base for effective digital ads.
What creative attributes make up the Creative Quality Score?
The below six creative guidelines are equally weighted. To view the definition of each guideline, please visit the Guidelines page on the platform, as the specifications can differ for each platform placement.
- Aspect Ratio: The recommended aspect ratios are designed to maximize the digital real estate available, which have been proven to drive an increase in brand lift.
- Brand Early: Ads that do not contain brand logos or visible branding early, lead to unbranded impressions and missed opportunities to build brand awareness and association.
- Optimal Length: Videos optimized to the recommended length have shown an increase in purchase intent.
- Safe Zones: Ensuring that text or logos aren’t covered by publisher user interface elements has lead to an increase in CTR. See further details here.
- Sound On: Including sound within video creative has proven to increase brand awareness and consideration.
- Supers Present: Including text overlays in the creative increases hooking power and video view time.