What is the Simple Message Guideline?
The objective of the Simple Message guideline is to ensure that text appearing in digital creatives is concise, and can be quickly read and understood by the viewer.
CreativeX measures this through 10 words or less appear per frame in a video or static ad. Note: some text exclusions apply
Why is a Simple Message important?
Limiting text in digital ads to 10 words or fewer per frame is important for several reasons:
1. Readability & Clarity – Viewers have limited time to process information, and too much text can overwhelm them.
2. Attention Span – People scroll quickly; concise messaging ensures they grasp key points instantly.
3. Mobile Optimization – Smaller screens make it harder to read large text blocks, so brevity improves legibility.
4. Visual Appeal – Simpler designs with minimal text are more engaging and avoid clutter.
5. Better Retention – Short, punchy copy is easier to remember, increasing the ad’s effectiveness.
6. Platform Guidelines – Some advertising platforms (like Meta and Google) prioritize ads with minimal text for better performance.
How does CreativeX measure the Simple Message Guideline and what text is counted/excluded?
Excluded text: The following text is not counted towards the Simple Message Guideline.
- Brand Logos (Only evergreen logos are fully excluded and alternate and promotional logos may be counted)
- Text on packaging
- In situation text (In-situation text in a digital ad is text naturally integrated into the scene, appearing on product packaging, signage, clothing, or screens.)
- Fine print, T&Cs, Legally required text.
- Partner logos
- Responsible Drinking Messages
- Paid partner hashtags eg #ad, #partner etc
Included Text: The following text is always counted towards the 10 word limit when measuring the Simple Message Guideline
- CTAs (only in creative CTA text is counted, native platform CTA overlays are not considered.)
- Pricing
- Numbers & characters (characters used to replace a word like & and + are counted as an individual word towards the total)
- Taglines
- Badges/Graphics
How this example would be measured for Simple Message