What is the Pace Guideline?
The objective of the Pace Guideline is to ensure there is sufficient pacing early on to hook your audience's attention. This is measured through at least one cut or "shot change" in the first few seconds of the creative.
A cut or "shot change" includes hard cuts, soft transitions and camera changes such as camera pans, swipes, zooms, depth of field changes, tracking shots and movement of the camera.
Why are quicks cuts and shot changes important?
Capturing attention quickly is crucial in digital advertising. Ensuring a shot change within the first few seconds helps maintain viewer engagement and improves ad performance.
• Grabs Attention Early – Fast-paced visuals prevent viewers from scrolling past or losing interest.
• Enhances Storytelling – Dynamic transitions create a sense of movement, making the ad more engaging.
• Optimizes for Mobile Viewing – Quick shot changes cater to short attention spans on mobile devices.
• Boosts Retention – Frequent visual updates keep audiences engaged for longer durations.
• Aligns with Platform Algorithms – Many platforms prioritize engaging content, leading to better ad placement and reach.
How does CreativeX measure the Pace Guideline and what is considered a cut, camera move, etc?
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Full Cuts & Camera Moves (Count as Shot Changes) These involve a change in perspective or composition and qualify under CreativeX’s guideline:
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Hard Cuts: Instant transitions from one shot to another.
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Soft Transitions: Fades, dissolves, or wipes between scenes.
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Camera Pans & Tracking Shots: The entire viewpoint moves horizontally or follows a subject.
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Zooms & Depth of Field Changes: Shifts in focal length or focus that significantly alter composition.
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Swipes & Scene Transitions: The visual field moves to reveal a new scene
How are animations measured for Pace by CreativeX and what is considered a "shot change"?
Hard Cut (Passes the Pace Guideline)
•A hard cut is an instant transition from one shot to another.
•In animation, this means the entire scene changes, introducing a new background, framing, or perspective.
•Hard cuts create clear visual separation between shots, signaling a distinct change to the viewer.
Movement Within the Frame (Does not pass the Pace Guideline)
•This involves shifting elements (text, products, or graphics) while the background stays the same.
•Includes effects like panning, zooming, sliding objects in/out, or animating text within a single scene.
•While movement can create a sense of action or energy, it does not establish a new shot—the setting remains constant.
Key Difference
✅ Hard cuts create a clear shot transition by changing the entire scene
❌ Movement within the frame keeps the same background, so it is not a true shot change