Creative Scoring helps you evaluate how effectively your creative assets align with established Creative Scoring guidelines. Scores can be analyzed in two primary ways: Scoring (Pre-Flight and In-Flight reporting) and Weighted Impression Scoring (In-Flight reporting).
What is Scoring?
Scoring evaluates how closely your creative assets align with your scoring guidelines. Each asset is scored based on how many applicable guidelines are meet. Total Guidelines refers specifically to the Total Applicable Guidelines—meaning guidelines are only considered if relevant to the creative format. For example, a sound-related guidelines would not apply to an image asset.
How is Scoring Calculated?
Scoring is calculated by averaging compliance scores across all evaluated creative assets, equally weighted, without factoring in impression volume:
Scoring(%) = (Sum of All Asset Compliance Scores ÷ Number of Assets)
When multiple asset types (e.g., images and videos) are evaluated together, calculations are done on a criterion-level basis first. This ensures only applicable guideline contribute to the final Scoring calculation:
Scoring (%) = (Total Passing Guideline-Impressions ÷ Total Possible Guideline-Impressions) × 100
Example:
If you have three assets with compliance scores of 8/10, 9/10, and 7/10:
8/10 + 9/10 + 7/10 = 80% Scoring
This Scoring calculation does not weight impressions, setting the stage for weighted Impression Scoring.
What is Weighted Impression Scoring?
Weighted Impression Scoring measures how effectively your creative assets align with your brand’s scoring guidelines by accounting for both the assets' compliance scores and their visibility (impressions). This ensures that assets which are widely seen carry greater influence in the overall Scoring calculation, providing a nuanced and accurate representation of your campaign’s Scoring performance.
How is Weighted Impression Scoring Calculated?
Weighted Impression Scoring is calculated using "adherent impressions," which reflect the asset’s impressions multiplied by its compliance percentage:
Adherent Impressions = (Asset Compliance %) × (Asset Impressions)
Example:
If an asset scores 80% compliance and receives 1,000,000 impressions:
0.80 × 1,000,000 = 800,000 Scoring impressions
To calculate overall Weighted Impression Scoring, sum the adherent impressions for all assets and divide by total impressions:
Weighted Impression Scoring (%) = (Total Adherent Impressions ÷ Total Impressions) × 100
By distinguishing clearly between Scoring (non-weighted) and weighted Impression Scoring, you can select the most suitable method to evaluate and optimize your creative assets and campaigns.
Note: Optional guidelines are displayed but do not contribute to the total count or overall calculation.
Authored by Garrett Woods