What is the Tight Framing Guideline?
The objective of the Tight Framing guideline is to ensure a key focal subject (typically a person or product) occupies a significant portion of the frame in the first few seconds.
CreativeX measures this using AI initially. If that AI cannot determine if the asset has passed or failed, or a scoring query is submitted, a human reviewer will perform a grid based check to determine if the asset passes or fails - details on this methodology is outlined below.
Why is Tight Framing important?
Ensuring that a person or product occupies a significant percentage of the frame in the first few seconds helps capture attention quickly, establish brand recognition, and improve recall. This approach aligns with platform algorithms that prioritize engaging content and ensures that key messaging is conveyed before viewers can skip or scroll away.
• Immediate Attention Grab – A large focal point in the frame helps stop scrolling and keeps viewers engaged.
• Brand Recognition – Ensuring the product or person is prominent increases the likelihood of instant brand association.
• Better Recall – A clear, dominant visual in the first few seconds improves memory retention of the ad’s message.
• Optimized for Algorithms – Platforms favor content that quickly engages viewers, boosting reach and performance.
• Minimizes Distraction – A focused visual reduces competing elements, keeping the audience’s attention where it matters.
• Stronger Emotional Connection – A clear view of a person’s face or product helps create a more relatable and compelling experience.
How does CreativeX measure the Tight Framing Guideline and what can be measured?
When human reviewers check a digital creative for Tight Framing compliance they use a grid based system to determine the percentage of the frame filled by the creative as seen below.
Each square in the above grid represents 2.5% of the total frame. Additionally, grid boxes are only counted when an individual square is at least 50% occupied by the subject being measured. As such, in order to reach the required threshold, the subject must occupy at least 50% of the required threshold divided by 2.5 as each box represents 2.5% of the frame. At the moment, only one human subject can be measured in any given frame and products can only be combined if they are overlapping visually.
In the example above, a human subject is occupying 50% or more of 15 squares. Since each square represents 2.5%, the subject is occupying 37.5% of the frame and can pass.